2025年强调在发展中化解风险，持续用力推动房地产市场止跌回稳 ◎ 文 / 杨科伟 研究视点 2025年房地产行业政策以 "需求提振+供给优化+金融协同" 为核心，通过因城施策调减限制、税费减免、信贷扩 张、保障房扩容、城中村改造、收储存量和推广"好房子"等举措，推动市场向"量稳价稳"实现止跌回稳，推进行业 从高杠杆扩张转向民生导向的高质量发展。 9·26一揽子政策强信心稳预期，2025年开局行业延续止跌回稳势头。房地产市场呈现"政策托底+市场自发修复"双 重特征，交易量价回稳、企业资金压力缓解、土地市场局部回暖等积极信号明显，但"核心城市局部修复、中小城 市深度调整"的结构性矛盾突出，二手房价下跌、新增需求疲软、政策效力减弱等消极因素叠加，市场仍处"L型"筑 底阶段，仍需要持续用力推动房地产市场止跌回稳。 在3月5日《政府工作报告》，房地产再次被列入"防风险"任务板块。但今年一个关键变化：强调安全与发展并重， 坚持在发展中逐步化解风险，变防守为主动出击，实现高质量发展和高水平安全的良性互动。 有关如何实现房地产市场止跌回稳？通过对《政府工作报告》、3月9日的全国人大《民生主题记者会》和3月17日 《提振消费 ...

Core Viewpoints - The real estate industry is overly reliant on debt-driven financing, which is unsustainable, necessitating a balanced approach to risk and return in future financing models [2] - A comprehensive financial policy package is expected to continue stabilizing the real estate market, with short-term interest rate reductions and long-term consumer support policies aimed at transforming the industry [4] Group 1: Financing and Market Trends - The financing model of real estate companies needs innovation to reduce dependency on debt, with adjustments to the pre-sale system being urgent [2] - In April, the contract sales of the top 100 real estate companies decreased by 8.7% year-on-year, indicating a challenging sales environment [11] - The land acquisition activity remains robust among leading firms, with the top 10 companies accounting for 70% of the total land acquisition amount among the top 100 [11] Group 2: Sales and Land Transactions - In April, the total land transaction volume increased, with a notable rise in high-premium residential land sales in cities like Nanjing and Guangzhou, where the weekly premium rate reached 8.6% [9] - The sales amount for Poly Development in 2024 was reported at 323.03 billion yuan, maintaining its position as the industry leader despite a decline in profit margins [7] Group 3: Corporate Dynamics - Significant leadership changes occurred in several companies, including Gree Real Estate and China Vanke, indicating a trend of restructuring within the industry [13] - The brand communication efforts of real estate companies in April showcased their commitment to corporate values and market adaptation through various initiatives [12]

Core Viewpoint - The second-hand housing market in Beijing, Shanghai, Shenzhen, and Hangzhou is showing signs of recovery in Q1 2025, with transaction volume increasing by 17% year-on-year, indicating a stabilization in prices and market expectations [1][5][10]. Group 1: Transaction Volume and Market Trends - In Q1 2025, the total transaction area for both new and second-hand homes reached 82.04 million square meters, marking a 17% year-on-year increase, which is at the median level over the past six years [5]. - The year-on-year growth rate for second-hand homes outpaced that of new homes in most cities, with Shanghai, Shenzhen, and Hangzhou seeing around 50% increases in second-hand transactions [6][8]. - The "recognizing house but not loan" policy has led to a 40% week-on-week increase in viewings for second-hand homes in key cities, indicating a quicker recovery in new home purchases [10]. Group 2: Listing Volume and Market Dynamics - The growth rate of new listings for second-hand homes in Beijing, Shanghai, Shenzhen, and Hangzhou has slowed, with a year-on-year increase of 16% and 55% in Beijing and Shanghai, respectively, while Shenzhen and Hangzhou saw declines of 11% and 19% [12][14]. - The proportion of listings for luxury homes priced over 10 million yuan has increased in Beijing, Shanghai, and Hangzhou, while Shenzhen has seen a decline in high-end listings [15][20]. Group 3: Demand Segmentation and Price Trends - The concentration of transactions for affordable housing has decreased, while the demand for high-end and luxury properties has increased, particularly in the 140 square meters and above segment [23][27]. - Over half of the second-hand housing units in major cities have seen price increases, with more than 50% of neighborhoods in Shanghai and Hangzhou reporting rising prices [33][35]. - The bargaining space for second-hand homes in Beijing and Shanghai has narrowed over the past year, with current negotiation margins remaining below 20% in major cities [44]. Group 4: Market Confidence and Future Outlook - The second-hand housing market is transitioning from a phase of "price reduction for volume" to "volume increase with stable prices," indicating a more active supply and demand dynamic [42][43]. - The recovery in market confidence is reflected in the rising prices of high-end properties, while the prices of affordable housing are stabilizing, suggesting a potential upward trend in the near future [44][45].

Group 1 - The real estate industry is overly reliant on debt-driven growth, which is unsustainable, and future financing models need to balance risks and returns while the pre-sale system requires urgent adjustment [1][23] - Real estate companies have expanded their scale through leverage, leading to hidden crisis risks, as the industry is capital-intensive and requires significant funding at various project stages [3][4] - Since 2018, a wave of listings has allowed real estate companies to broaden financing channels and improve their financial situations, with many companies seeing a significant reduction in net debt ratios post-listing [5][7] Group 2 - The reliance on cooperative development has increased from 2017 to 2021, leading to rising financial risks and a decline in financial transparency, as companies often use related party transactions to manage financing [11][15] - The financial leverage of real estate companies has shifted from direct debt to cooperative leverage, complicating debt structures and increasing hidden liabilities [12][15] - The liquidity crisis has been exacerbated by the aggressive issuance of offshore bonds, with some companies facing significant debt defaults [9][19] Group 3 - The high leverage and rapid turnover model have been identified as primary causes for the downfall of major companies like Taihe Group, China Evergrande, and Huaxia Happiness, reflecting the unsustainable nature of the industry's debt-driven growth [19][22] - The crisis has spread to the entire real estate sector and its supply chain, affecting even stable companies, necessitating a new financing model that aligns risks and returns [23][24] - The pre-sale system in China needs reform to prevent excessive credit expansion, drawing lessons from successful models in places like Hong Kong and Singapore [24][26]

Core Viewpoints - The real estate industry is actively seeking breakthroughs and development through diverse brand communication strategies, including annual report releases, ESG report interpretations, and Earth Day activities [1][2] Group 1: Brand Communication Strategies - Real estate companies are transitioning from stability to innovation in their annual reports, with technology empowerment becoming a significant trend [2] - The release of ESG reports by real estate firms illustrates the diversity of social responsibility within the industry [2] - Earth Day activities by real estate companies reflect a dual commitment to social responsibility and brand value [2] Group 2: Notable Events and Rankings - Poly Developments has launched an industry white paper for nine consecutive years, injecting new ideas and strategic directions into the real estate sector, leading to widespread attention and in-depth discussions [1] - The transfer of Gree Real Estate's controlling stake to Huafa Group has enabled Huafa Group to establish a dual A-share real estate platform with Gree Real Estate, prompting significant industry focus and ongoing discussions [1] - In April, the brand communication power ranking saw Greentown China in first place, followed by Poly Developments and China Resources Land in second and third, respectively, showcasing strong brand communication competitiveness [1]

核心内容 ◎ 文 / 克而瑞研究中心 0 1 合约销售 百强房企4月业绩同比降低8 . 7% 核心观点： 1、 2025年4月，中国房地产市场整体保持低位运行，延续止跌回稳态势。 4月，TOP100房企实现销售操 盘金额2846.8亿元，环比降低10.4%、同比降低8.7%，单月业绩规模保持在历史低位。 2、 2025年4月，百强房企各梯队销售门槛变动出现一定分化。 其中， TOP20房企 销售操盘金额门槛同比 降低8.9%至112.6亿元。 TOP10、TOP30和TOP50房企 的销售操盘金额门槛均有不同程度提升。而 TOP100房企 的门槛则降低3.1%至17.9亿元。 1、 合约销售： 百强房企4月业绩同比降低8.7% 2、 企业拿地： 头部房企拿地积极，销售TOP10房企拿地金额占到百强的70% 3、 企业融资： 单月总量仍处于低位，成本维持较低水平 4、 组织动态： 格力地产、华发股份高层重组；象屿地产区域架构集约化整合 | 升清称 | 2025年1-4月 | 累计 | 2025年4月 | 東日 | 専日 | | --- | --- | --- | --- | --- | --- | | | 蒸升 ...

当前货币政策通过"降成本+扩需求+稳预期"三管齐下，短期内LPR、公积金和结构性贷款利率下调，中长期 则通过系列消费支持政策与市场信心修复，推动房地产行业新发展模式转型。 ◎ 文 / 杨科伟 今日上午国务院新闻办公室举行新闻发布会，请中国人民银行行长潘功胜、金融监管总局局长李云泽、中国证 监会主席吴清介绍"一揽子金融政策支持稳市场稳预期"有关情况，并答记者问。发布会上,针对房地产市场央行 和金管局提出几大增量金融政策,加力巩固房地产市场止跌回稳势头。 01 央行通过降准、降低LPR和公积金利率落实宽松信贷支持刚需购房 人民银行推出一揽子货币政策措施，主要有三大类共十项措施。一是数量型政策，通过普遍降准和定向降准加 大中长期流动性供给。二是价格型政策，下调政策利率，降低结构性货币政策工具利率，调降公积金贷款利 率。三是结构型政策，完善现有结构性货币政策工具，并创设新的政策工具，支持科技创新、扩大消费、普惠 金融等领域。 第一，降低存款准备金率0.5个百分点，预计将向市场提供长期流动性约1万亿元。整体存款准备金率的平均水 平将从原来的6.6%降低到6.2%，降低银行负债成本，可以极大增强银行体系对购房者和开发企业 ...

2024年保利发展实现全口径销售金额3230.29亿元，销售额排名稳居行业第一； 拿地节奏明显放缓， 总土储仍然超过1亿平米。 ◎ 作者 / 房玲、 易天宇 核 心 观 点 【 规模稳居行业第一，存货去化面临一定困难】 2024年保利发展实现全口径销售金额3230.29亿元， 销售面积1796.61万平方米，分别同比减少23.49%和24.7%，销售额排名稳居行业第一。保利自2022年 开始主动控制新开工面积，2024年的新开工面积为1276万平方米，压缩建安成本的同时，也让企业在 2024年底的存货规模同比减少了8.2%至7986亿元。但是其中竣工物业规模增长了21.2%至1994亿元， 对存货的占比也提高了6.1个百分点至25%，企业的存货去化面临着一定的困难。 【 拿地节奏明显放缓，总土储仍然超过1亿平米】 2024年保利发展新增项目35个，新增计容建筑面积 为307.4万平方米，拓展成本683亿元，分别同比减少74%和58.2%，企业的拿地节奏明显有所放缓。 2024年保利重点投资一线城市，建面占比达到30.6%，相较于2023年全年提升了13.7个百分点，因此 企业平均拿地成本为22217元/平米， ...

Core Viewpoint - The land transaction scale continues to increase week-on-week, with significant price premiums observed in key cities, indicating a sustained demand in the real estate market [1][3]. Supply - The supply of land this week reached 5.35 million square meters, representing an 18% increase compared to the previous week [2]. - The average plot ratio for residential land this week was 1.87, with cities like Hangzhou, Nanjing, and Jinan having ratios below 2.0 [2]. - In Beijing, five residential land parcels were listed with starting prices exceeding 2 billion yuan, with the highest starting price in Tongzhou District at 7.491 billion yuan [2]. Transaction - The total transaction area was 4.46 million square meters, marking a 52% increase week-on-week, with a total transaction value of 47.7 billion yuan, up 61% [3]. - High premium residential land transactions occurred in cities like Hangzhou, Nanjing, Guangzhou, and Beijing, with a weekly premium rate of 8.6%, maintaining above 5% for 12 consecutive weeks [3]. - A notable transaction in Beijing involved a comprehensive land parcel in Chaoyang District sold for 12.6 billion yuan, with an average floor price of 44,000 yuan per square meter [3]. Key Transactions - In Nanjing, 20 residential land parcels were auctioned, with the G28 parcel in Jianye District achieving a floor price of 45,000 yuan per square meter, a historical high for the city [4]. - The top transactions included: - Beijing: Chaoyang District, total price 12.6 billion yuan, floor price 44,565 yuan/sqm, premium rate 0% [7]. - Hangzhou: Century City core unit, total price 4.5 billion yuan, floor price 51,611 yuan/sqm, premium rate 29% [8]. - Nanjing: G28 parcel, total price 3.204 billion yuan, floor price 45,053 yuan/sqm, premium rate 26% [8].

Core Viewpoint - The article highlights a mixed performance in the real estate market during the May Day holiday, with a notable increase in domestic tourism while the housing market shows signs of stagnation or slight recovery in certain cities [2][13]. Group 1: New Housing Subscription - New housing subscriptions in 19 key cities saw a slight year-on-year decline of 4%, with a total subscription area of 122.2 million square meters during the May Day holiday, reflecting a 35% decrease from the previous month [4][3]. - Major cities like Beijing, Shanghai, and Shenzhen experienced insufficient growth momentum, with Beijing and Shenzhen seeing a significant drop in project visits and subscriptions [5][6]. - Cities such as Guangzhou, Wuhan, and Tianjin maintained a weak recovery, with Guangzhou's project visits increasing by over 200% during the holiday due to aggressive marketing and discounts [5][6]. Group 2: Market Dynamics - The article notes a significant disparity in market performance across different cities, with cities like Hefei, Nanjing, and Changsha showing a decline in subscription areas of over 40% year-on-year [7]. - In Wuhan, the market showed a steady increase in activity, with visits up 45% and subscriptions up 70% compared to April, driven by limited new supply and strong demand for upgraded housing [6][7]. - The overall market sentiment indicates that consumers are prioritizing value for money, leading to strong sales in core area properties and heavily discounted entry-level homes [10][13]. Group 3: Future Outlook - The article predicts that overall transaction volumes in May will remain at low levels, potentially stabilizing or slightly increasing compared to April, with year-on-year comparisons expected to hold steady [13]. - The introduction of quality housing products in cities like Guangzhou and Chongqing is anticipated to further stimulate demand and increase new housing transactions [13].