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The decline in sales performance is a direct manifestation of the predicament of real estate companies. Changes in market demand, reduced consumer willingness to buy houses, and uncertainty in the macroeconomic environment have made house sales increasingly difficult. Against this backdrop, real estate companies have had to adopt various strategies to cope with the situation, but the results have not been ideal. Provision for impairment losses has further increased the financial burden of companies, which is often caused by a decline in asset values ​​or the failure to realize expected returns. Acquiring land when the land market was overheated resulted in excessively high land costs, which was a forward-looking decision-making error. The blind following of trends and overly optimistic estimates of the market at the time caused real estate companies to invest too much in land costs, but subsequent market changes made it difficult for these investments to obtain expected returns.

Selling off large assets at prices below book value is a helpless move by real estate companies in difficult situations. This not only directly leads to asset impairment, but may also have a negative impact on the company's brand image and market reputation. The emergence of this situation reflects the difficult choices that real estate companies face when their capital chain is tight and debt repayment pressure is increasing.

While deeply analyzing these direct factors, we also need to pay attention to some potential new factors that have not yet been fully explored. These new factors may be the deep-seated reasons for the current difficulties of real estate companies, and may also provide new ideas and solutions for future development.

First, the regulatory policies of the real estate market are constantly adjusted and improved. In recent years, the government has introduced a series of policies aimed at regulating the real estate market, stabilizing housing prices, and promoting the healthy development of the real estate market. These policies have changed the rules of the market to a certain extent and put forward new requirements for the operating model and development strategy of real estate companies. For example, policies such as purchase restrictions and loan restrictions have directly affected the needs and purchasing power of home buyers, thereby affecting the sales performance of real estate companies. At the same time, strict supervision of real estate companies' financing has also restricted the sources of funds for real estate companies, increasing the pressure on the capital chain.

Second, the rapid development of digital technology has had an impact on the real estate industry. With the widespread application of technologies such as the Internet, big data, and artificial intelligence, the marketing model, operation management, and other aspects of the real estate industry are undergoing profound changes. The rise of online sales platforms and the emergence of smart property management are changing consumers' home buying experience and demand for real estate products. However, many real estate companies have been slow in digital transformation and have failed to adapt to market changes in a timely manner, thus being at a disadvantage in the competition.

Third, the change in consumer demand is also an important new factor. With the development of social economy and the improvement of people's living standards, consumers' demand for housing is no longer limited to residential functions, but pays more attention to living quality, environment, supporting facilities and other aspects. At the same time, the concept of buying houses of the younger generation of consumers is also changing. They are more inclined to flexible living styles and personalized housing products. If real estate companies cannot keenly capture these changes and adjust product strategies in time, it will be difficult to meet market demand, resulting in a decline in sales performance.

These new factors interact with each other and jointly affect the development of real estate companies. In the face of these challenges, real estate companies need to actively adjust their strategies, strengthen internal management, and enhance their innovation capabilities to adapt to market changes. At the same time, the government and all sectors of society should also work together to create a good environment for the healthy development of the real estate industry.

In future development, real estate companies should pay more attention to market research and consumer demand analysis, accurately position products, and improve product competitiveness. At the same time, they should increase investment in digital transformation and use new technologies to improve operational efficiency and service quality. In addition, strengthening cooperation with financial institutions, broadening financing channels, and optimizing capital structure are also the key to solving capital chain problems.

In short, the current predicament of real estate companies is the result of the combined effect of multiple factors. Only by deeply analyzing these factors, especially those new factors that have not yet received sufficient attention, can we find effective solutions and achieve sustainable development of the real estate industry.