On villa shoe cabinet copywriting

There is no need to grab parking spaces, squeeze elevators, have neighbors screened by money, have independent gardens, and have territory. In addition to living, it is also a symbol of status and class to a certain extent, so people should own a villa-sowing the seeds of this dream will grow in the hearts of a group of middle class. They are post-70s or post-80s, in their thirties and forties. They have received higher education and are good enough in their own fields, believing that they can match a better life.

When the seeds of dreams meet the soil and it seems that they can finally bear fruit, they sell the houses of two generations and plant them with savings, loans and loans as supplements. Until one day, an accident happened and the dream was broken.

Wen | Wang Shuangxing

Edit | Chu Ming

Operation | Yifan

1

Go home from work and stop the car. Even the underground garage has a ceiling, the lights are sprinkled downwards, and there are many luxury cars around. Their owners may have worked hard in high-and middle-level industries such as finance, film and television, medical care and Internet, and began to imagine before meeting: it is not impossible for neighbors to become working partners in the future.

Taking the elevator needs to pass through the Four Seasons Lobby, where there are not only tropical plants in the south, but also constant temperature and humidity in the four seasons, which can monitor the PM2.5 value in real time; Outside the landing window are pavilions and waterfalls, "like the lobby of a high-end hotel, if it is inconvenient for guests to take home, they can talk about work in the lobby."

Home is a popular new Chinese decoration style, and the entrance should have exquisite scenery, flowers and birds or bamboo chrysanthemums; The living room and dining room are spacious and have good lighting; The study and bedroom are comfortable enough private spaces. Standing by the window, you can see the lake in the community. ...

-Before paying the purchase price, dorri, the owner of Shanshui Wenyuan, described the outline of his future mansion. I never thought of it at that time. I invested more than 1000 million in a house, which is rotten.

Instead, the luxurious basement is still blank, the lobby of the four seasons is cement wallboard, and the elevator is not connected. Climb the stairs to your house, lie on a simple wooden bed, and look around, half of them are glistening walls and half are temporary wallpaper.

Dozens of owners have moved in. At first, there was no water or electricity, so I moved some bottled water and used a generator for lighting. If the bathroom doesn't work, go to the nearby sales hall. Until recently, the developer's construction team finally installed water meters and meters after repeated efforts. And the imaginary mansion, now many rooms still retain the true color of cement.

2

After hearing about the experience of the owner of Shanshui Wenyuan Garden, Chen Lu, who bought Taihe Villa dozens of kilometers away, was also in the same boat, but at the same time he was a little envious: "People can live in it, we are still a pit, and tents are lame."

Two years ago, Chen Lusheng gave birth to her second child, and the family of three became a family of six: a boy, a girl, an old man who took care of the children and a couple. Therefore, the two-bedroom apartment that has lived for six or seven years is no longer enough, and the four-bedroom apartment has become the standard configuration needed by this family. She and her lover decided to change to a bigger house.

In the first month of 20 19, just after the Spring Festival, Chen Lu went to a friend's house in Shunyi to pay a New Year call and passed by the Taihe sales office. She temporarily decided to go in and have a look.

"the explosion field." In the coffee shop of an Internet company with a market value of several trillion yuan in Xi 'erqi, Chen Lu recalled the scene of that day. "It's really three floors inside and three floors outside. It's packed like a vegetable market. You really have the feeling of being bought by others without placing an order in the next second. "

The villa I like has a building area of more than 400 square meters, but due to the large pool, the indoor area is in the early 80 s of/kloc-0, with five rooms and one hospital. Chen Lu thought, "If my parents come and don't have to sleep on the sofa, I will feel very happy." She went to see the model room, which has a big yard with flowers and bamboo planted on both sides of the Qingwa trail. The decoration is a very popular new Chinese style. "Very attractive, unusual, looks very quality."

She calculated that at the same price, she could only buy a flat house of 100 square meter on the second ring road and a flat house of about 130 square meter outside the Fifth Ring Road in Wangjing. Now Taihe has been discovered. Although it is a little far away, she can buy the villa with the same money. "It's not only big, but also has a yard." Chen Lu was tempted.

In the past, my girlfriend who lived in Zhuhai complained that the 84-square-meter two-bedroom apartment was too crowded every time she came to Chen Lujia. "Look at the house where you live. It's old, small and broken, and the bathroom can't move." Then encourage Chen Lu to change to a more spacious and quality house. But every time, Chen Lou is a little hesitant. After all, in a medium-sized city like Zhuhai, such an upgrade is easier, while in Beijing, the cost is virtually raised.

Taihe meets or even exceeds these expectations, and its location has sufficient advantages. In order to introduce me, Chen Lu drew a sketch of the location on the paper: the courtyards of Phase I and Phase II are juxtaposed between a subway and three expressways, just 10 minutes' drive from the Capital Airport; To the north is Wenyu River, "next to the largest wetland park planning in central Beijing, which is said to be twice as big as Orson"; Finally, through the wetlands and Woods, to the northeast is the central villa area of Shunyi.

Chen Lu ridiculed: "There will be a real luxury residential area, which is actually a' slum area' and it is a limited competition room." (Note: Competitive housing is limited. When land is sold, the listed sales price of housing is locked in advance to prevent developers from speculating to push up housing prices and land prices for huge profits. There is a restriction of "no sale within 5 years after purchase", plus the delivery and acquisition time, it cannot be circulated in the market for at least 89 years. Generally speaking, most of the buyers are to solve the just-needed, not the investment. )

Although it is a competitive room, it is much better than the old house with no community on the second ring road of the in-laws home. What's more, villas are better than apartments. There is no need to grab the parking space and squeeze the elevator. There are neighbors shielded by money, independent gardens and territories. And for many people, villa is not only a living function, but also a symbol of status and class to some extent.

Not far from the central villa area, the total price of old villas is high, often exceeding 30 million, which is no small economic pressure for the middle class; Millions of suburban villas are excluded from the choice because of their remoteness. As a result, the limited competition room similar to Taihe has become a "hot commodity".

Restricted by villa prices and Beijing's housing purchase policy, the middle class often needs to sell their existing houses, even their parents' houses, supplemented by savings, loans and loans, and stand on tiptoe to realize the "ultimate improvement" of housing. The media described this group like this: "This kind of life is not allowed to make mistakes, and it is not allowed to be biased."

"Although it is still under development, it is wonderful to think about it." Chen Lu even fantasized that the family could go for a walk in the park after dinner, but they were too lazy to go for a walk. "It only takes a few minutes to ride a bike, and the old people and children will definitely like it."

On the day of house inspection, Chen Lu paid a deposit of 500,000 yuan.

three

Because there is a loan record in the name, the down payment for this house purchase should be 80%, nearly130,000 yuan. Chen Lu and his wife sold the house in Changping for less than 4 million yuan, which was far from enough to buy a villa in Taihe, so they began to persuade their in-laws to sell the old house in the Second Ring Road.

In-laws are native Beijingers who have lived in the old house in the West Second Ring Road for decades. They were there when they were born, and they didn't want to leave that environment. I can only do ideological work slowly: the old house is old, there is no elevator yet, the corridor is particularly narrow, the air is not good, and there is no place to go shopping ... "You are old, you should have a better life and a better environment."

It's just that it's said to be an agreement. Chen Lu and his girlfriend borrowed more than one million yuan, and her husband borrowed some from his classmates. Together with his savings, he made enough down payment.

The seeds of the villa dream were planted in this way, and from that day on, the family began to look forward to it.

During the long process of defending rights and getting along with each other in the future, Chen Lu found that most of the owners, like himself, were born after 70 s and 80 s, in their 30 s and 40 s, with higher education and excellent enough in their own fields. If there are no accidents, their lives are rich and stable, and they rarely show embarrassment. Gradually entering middle age, with a baby, you need to worry about education; Parents are old and need to consider medical care and old-age care. At this time, I began to plan to upgrade my home ownership.

At the beginning, in order to buy a house, Mr. and Mrs. Wang Fan sold their old house in the East Third Ring Road and wanted to change it to a bigger one. "We have basically seen enough houses in Beijing". Considering the environment, area and price, the only suitable alternative is the South Third Ring Road.

Wang Fan hesitated. Moving from the East Third Ring Road to the South Third Ring Road always feels unbalanced.

Until I saw the advertisement of landscape gardens, although I was not satisfied with the geographical location, I was first satisfied psychologically: at least the famous mansion in Beijing is like a stamp on it, marking the identity and class different from ordinary people.

For the middle class, ideal housing, education and medical care must be given priority. In addition, we should not only have a spacious and bright pattern and convenient transportation, but also have quality requirements-pay more attention to social circles and hidden values behind them.

In addition, yards, flower beds and pavilions are all extra points. The fast-paced urban life inevitably makes Chen Lu and dorri worry about "996" and hairline. Pastoral and Xanadu are particularly attractive at this time, and you can have your own yard in fast-paced first-tier cities. "It's so happy to grow vegetables and raise dogs." So with a certain material foundation, they are willing to pay for the quality of life.

Developers can naturally keenly capture the emotions of the times and realize dreams for the middle class.

Until now, Taihe's propaganda copy can still be seen everywhere on the Internet, and words such as "learning from nature, harmony between man and nature" abound. Classical philosophy was re-quoted. In the fast-paced contemporary society, they pierce the noise of the city like arrows and insert them in the hearts of the middle class who are busy day and night in office buildings.

Even the new media listed four advantages in one breath: preserving wealth, entering the social circle of high-end talents, enjoying an all-round health management system and giving priority to supporting educational resources, which is known as "solving the four major anxieties of the middle class at one time". They are like emotional networks extending in all directions, which bind the villa dreams of Chen Lu and dorri more firmly.

four

The whole 20 19 is waiting for the online sign. At the beginning, I said that I could start work after paying the down payment. After the down payment is paid, it becomes April and May, and then it is pushed to May, June, July and August. Chen Lu asked, the other party said "small huxing priority", and then pushed to the end of the year after the National Day.

By the end of the year, the online signing was postponed again. The reason given this time is the pre-sale certificate of the municipal government card. Because of work reasons, Chen Lu is familiar with the real estate industry, knowing that it is difficult to get pre-sale certificates for some projects at the end of the year, so he "didn't take it to heart".

20 19 ended in waiting. Then, the epidemic came, and the online signing and construction were postponed for new reasons. During that time, Chen Lu vaguely heard from news and friends that "Taihe's yards in other cities may be rotten". She was shocked, but was quickly covered up by luck: should such a famous developer be okay?

Until the beginning of April this year, the epidemic situation stabilized and all walks of life resumed production and work. According to the progress promised by Taihe, it should have been completed in April 2020 and delivered in June 20021.However, the owner of Shunyi found that the surrounding projects were under construction, but the construction site of Taihe was "empty".

Weeds have grown in the pit on the construction site and the crane is still there. The photo was sent to the owner, and everyone panicked.

The owner learned from the Housing Authority that Taihe was stopped from signing online because of the large funding gap, which led to the system warning. They immediately checked the receipt when the house was transferred and found that there were other companies besides supervising bank accounts. The owner further tracked and found that in the past two years, Taihe misappropriated billions of funds to repay debts.

At this time, 520 owners of Beijing Yard Phase II realized that their dream villa might not be completed.

five

"At first, I was scared. I am particularly scared and anxious when I think that I may lose my blood in this life and catch up with the hard-earned money of the elderly all my life. " Chen Lu said.

But in the end, we must return to rationality, and rights protection will begin from now on. The control and organization of the middle class played their advantages. While using their own social resources to investigate the construction situation and Taihe's application for funds, the owners urged Taihe and Taihe's creditor Huarong to sign and provide contracts for the owners online as soon as possible, and asked relevant departments to reflect the situation.

Soon, the efforts paid off. At the beginning of June, Chaoyang District Housing Management Bureau held a meeting with the developer Taihe and creditor Huarong, and formed the Minutes of the Online Signing Work Meeting of Taihe Lijing Jiayuan (Taihe Beijing Yard Phase II Filing Name) Project. Delayed online signing can be resumed.

Chen Lu suddenly saw hope.

In July, after the online signing, I felt hopeless about Taihe's debt hole, and the owners began to plan to "save themselves". They estimated the construction funds in the later period, which will cost about 700 million yuan, and then counted the final payment of everyone's mortgage, and found that "the yard can be built", so they decided to start mortgage loans and put the final payment into the supervision account, hoping to complete the project with the money from the supervision account.

Although it is clear that it is unreasonable to start mortgage loans before the ceiling, nearly 200 homeowners have started to apply for mortgage loans. "Everyone has the same goal and is very United. They just want to push things forward and build houses. " Chen Lu said.

Unexpectedly, the hope just found soon fell through. By the end of the month, the owner found that the money in the supervision account had been taken away by 25.6 million yuan, of which160 thousand yuan was used by Taihe to pay off Huarong's debt, and only 9.6 million yuan was given to the engineering party.

"We calculated that if we divide the final payment according to this ratio, it will definitely not be completed." Chen Lu said that the hope that had just been ignited once again fell to the bottom.

Now, we can only cover our pockets, continue to defend our rights and continue to wait. "The whole people are squashed, there is no hope. Wait, you can only wait. "

Every group owner like Chen Lu wakes up every morning and there are hundreds of unread messages in the group. On the one hand, it is the news of commencement released by Taihe, and on the other hand, it is the progress photos taken by local owners: pits or pits, and the rotten tail continues to rot. The previous villa dream was broken before the specific outline was described.

In the process of defending rights, an owner received a real-name threatening phone call from the developer, and a series of swearing words were mixed with threats to his family's life.

In the past, under the control of reason, she could calmly tell the story of unfinished mansion, economic loss and poverty in life. Only when talking about these things, her mood suddenly got out of control, and the middle-aged woman with gentle words suddenly stopped and leaned back, unable to speak, followed by sobs and tears: "Everyone is also a prominent person and works in a good unit. They never thought that they would experience such a thing in their life. "

six

Like many families, Chen Lu chose to hide the unfinished new house from the elderly at home.

"My father-in-law had a heart attack and had two heart operations. Young people can survive, but old people can't, let alone sell a house. " Chen Lu said that every time the old man asked about the house, they replied, "It's very good, it's under construction."

As expected, the house will be delivered in June next year. Chen Lu had thought about it at that time and said that it might take a little time because of the epidemic.

Now, in order to facilitate the boss's study, Chen Lu rented a two-bedroom apartment near the original residence of her in-laws in the West Second Ring Road. The area is not large, but it has a geographical dividend. Monthly rent 1 1000 yuan.

A family of six lives in a rented space of 78 square meters. The couple lived in a bedroom with their second child, and a small bed was placed next to the big bed. In-laws take the boss to live in another bedroom, the children live in the upper bunk and the old couple live in the lower bunk.

At first, Chen Lu did a good job in psychological construction. After all, renting a house is a short-term transitional move, and the quality of life has decreased. Get over it and it's over. At the thought of moving into the villa in June next year, these embarrassments have also become a "sweet burden".

But now, the house is rotten and "hope" has disappeared. The triviality and chaos of life are like straws on the backs of Chen Lu and his wife. I dare not tell the old man the truth, nor dare I pass on my anxiety to my children. The pressure is entirely borne by the couple.

My in-laws are from Beijing. They have lived in their old house for most of their lives. When I reach the age where I can support myself, I suddenly move into a rental house. From time to time, I feel that "the rental house is not home".

The child patted the door and the mirror, and the old man quickly stood up and stopped: "Don't shoot, if you break it in the future, you will have to pay for it." In the past, I would say "Don't break your hand" at most; Children love to scribble on the wall, and they are stopped as soon as they pick up the pen, but at home, they "scribble casually and play their nature."

Family members are "like staying in a hotel" and occasionally complain a few words, "Why do you want to buy a new house?" This moment makes Chen Lu feel sad.

Chen Lu works in an Internet company. He goes to work at nine in the morning and gets off work at half past six in the evening. He needs to arrive at the company at 7: 00 in the morning shift two days a week. In the case of overtime, there is no so-called "off-duty time". On weekdays, I went home after a busy day and wanted to find a comfortable place to sit. "The home is particularly crowded and chaotic, and I feel that I can't find a place." The thought of not knowing when this day will end makes me feel depressed bit by bit.

This "difficulty" is beyond her previous decades of life experience.

seven

Dorri, which has a similar experience with Chen Lu, is also experiencing a dark moment.

1 many months ago, the second child who was about to start school had to pay the kindergarten fee. He handed it in in the past without hesitation. This year, because he bought a new house in Shanshui Wenyuan, he was short of money. Wang Fan went to discuss with his mother: "You said that there seems to be no big difference between their international class and bilingual class, or you should give him a bilingual class."

Mother is puzzled: "It seems that the money is not much different."

Wang Fan said nothing and thought, "Come on, grit your teeth."

Dorri, 37, who works in the financial industry, has never had a headache for money before, and now she is worried about money for the first time.

She was afraid to tell the old people at home about the rotten end of her new house. After all, for them,10 million may be "money that can't be earned in this life." Wang Fan has a good relationship with her mother. She used to sit down and talk when she was free. After the house was rotten, she avoided her mother intentionally or unintentionally, always worried that she would talk too much.

After selling the original house, Wang Fan rented a two-bedroom apartment near his parents' home, and the annual rent can be discounted. In September this year, she needs to pay the rent for the next year150,000 yuan, and the insurance for three children should also be paid this month, which is 2 10/00,000 yuan; My husband had cyst surgery and paid a deposit of 30 thousand yuan; In the law firm, 50 thousand yuan has not been paid for the time being.

"I wanted to buy something right away, but now I think about it, it seems that there is not so much need (laughs)." Dorri said with emotion, "I suddenly understood what it means to grow up overnight." Recently, she can only borrow an insurance annuity for emergencies.

A Taihe owner known in Chen Lu also disposed of the unfinished new house without telling his parents. When buying a house, she not only sold the house in Chaoyang Joy City, but also sold her in-laws' house in Tianjin Wuqing and her parents' home in Heilongjiang, and collected enough money for a villa.

When she called Chen Lu to complain, she burst into tears: "I think the price is too high, and I'm exhausted. I can't see any hope at all. "

-The owners tacitly believe that people with the same experience have natural empathy, which has formed a sense of cohesion and identity among the unfamiliar middle class.

After the change of buying a house, slowly, the mood and interpersonal relationship are also undergoing subtle changes. Some owners don't want to talk about their experiences with people around them, let alone be interviewed. "I feel very ashamed and don't want more people to see this sad story."

Not long ago, Chen Lu invited a friend out to dinner. When she checked out, the other party wouldn't let her pay. Finally, she said, "We'll eat when your house is ready." Chen Lu felt very moved and a little sad.

What makes her feel warm is that she was bent on buying Taihe's villa. Now the house is rotten, and the lover has no regrets. The two took time off alternately to make time for rights protection and face it together. She heard that some owners divorced their houses, and the dignity of the middle class was exhausted by the unfinished villas.

After paying the deposit, Chen Lu took her daughter to see the house. My daughter likes small animals and keeps a hedgehog. Seeing the model rooms with bright windows and different sizes, she was very happy: "Little Hedgehog will sleep with me in the future."

Two years later, the property purchased by Chen Lujia is still a pit on the construction site, and her daughter's hedgehog has been living in the shoe cabinet of the rental house.

(Chen Lu and Wang Fan are pseudonyms)

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