Core Insights - The increasing demand for "existing house sales" is driven by industry downturns and a loss of confidence in pre-sale properties due to discrepancies between marketing and actual delivery [1][2] - Realistic demonstration areas have become a crucial marketing tool for real estate companies, evolving from mere sales points to comprehensive lifestyle showcases [1][3] Group 1: Objectives of Demonstration Areas - The core goal of demonstration areas is to create a threefold value system, enhancing sales experience, product visualization, and innovation [2][3] - Demonstration areas serve as the ultimate sales tool, embodying the principle of "what you see is what you get" [4][5] Group 2: Core Functions of Demonstration Areas - Risk mitigation: They address trust issues inherent in the pre-sale system, as exemplified by the 12,000 square meter all-dimensional demonstration area of the West Xi'an Greentown project [5][7] - Emotional engagement: They stimulate emotional resonance through sensory experiences, enhancing customer connection to quality living [7][8] - Value anchoring: High-end projects utilize realistic displays to justify premium pricing, with potential price premiums of 15%-20% for well-crafted demonstration areas [7][8] Group 3: Product Value Expression - Demonstration areas act as three-dimensional brochures for developers, showcasing spatial value through innovative designs [8][9] - Transparency in craftsmanship is highlighted, as seen in the Shanghai Putuo Jinmao project, which showcases hidden engineering quality [9][11] Group 4: Innovation and Iteration - Demonstration areas serve as critical platforms for product development, allowing for design validation and cost adaptation [12][14] - They facilitate the standardization of product lines, enabling iterative improvements based on customer feedback [14] Group 5: Classification of Demonstration Areas - Basic type: Focuses on entry experience and core landscape elements, suitable for smaller communities [16] - Advanced type: Combines public space functionality with innovative design, targeting improvement-oriented customers [17] - Comprehensive type: High-end projects that provide a complete experience from urban interface to interior space [18][20] Group 6: Design Elements and Standards - The selection strategy prioritizes visibility and accessibility, ensuring demonstration areas are strategically located [21] - Core design elements evolve from basic functionality to a deeper expression of lifestyle philosophy, balancing aesthetics and practicality [21][22] Group 7: Implementation Challenges - Conflicts with site pipelines can arise, necessitating early design and communication with government departments to avoid disruptions [29][30] - Adjustments in planning and design during implementation can lead to discrepancies between displayed and delivered projects, requiring ongoing monitoring and rectification [32][33] Conclusion - The evolution of demonstration areas reflects a shift in the real estate industry towards a more refined and customer-centric approach, emphasizing genuine experiences over mere sales tactics [35]

对比去年同期，龙湖集团合同销售数据全线下滑，不过经营性收入保持微幅增长。 龙湖集团（00960）日前发布公告，截至2025年7月末，公司累计实现总合同销售金额410.1亿元，合同 销售面积308万平方米。2025年7月单月实现总合同销售金额60亿元，合同销售面积47万平方米，其中归 属公司股东权益的合同销售金额为40.1亿元，归属公司股东权益的合同销售面积为34万平方米。 此外，截至2025年7月末，公司实现经营性收入约154.5亿元（含税金额约164.7亿元），其中运营收入约 81.9亿元（含税金额约87.6亿元），服务收入约72.6亿元（含税金额约77.1亿元）。上述数据未经审计， 投资者在买卖公司证券时应谨慎行事。 3月5日，标普将龙湖集团控股有限公司的长期发行人信用评级从"BB+"下调至"BB"。同时，标普将该 公司的高级无抵押票据的长期发行评级从"BB"下调至"BB-"。 2024年8月9日，龙湖集团发布公告显示，1月~7月公司实现合同销售额586.3亿元，合同销售面积达425 万平方米。同期，公司实现经营性收入约163.9亿元（含税），同比增长7.5%，其中，运营收入约为84 亿元（含税）、服务收 ...

Investment Rating - The report maintains a "Positive" outlook for the real estate industry in China [6]. Core Viewpoints - The report suggests that the recovery of the real estate sector and stock prices does not solely depend on the timing of policy implementation, but rather on the decline of the risk-free interest rate and the reduction of industry risk assessments [2][3]. - The real estate sector is entering a new bottoming phase, with the influence of the denominator (risk-free rate) now outweighing the numerator (fundamental factors), which is expected to lead to a rebound in stock prices [2]. - Confidence in national governance will bolster investor trust in policies aimed at stabilizing the real estate market [2]. Summary by Sections Policy Developments - Beijing's recent policy changes, including the relaxation of purchase restrictions outside the Fifth Ring Road and increased support for housing provident funds, signal a positive shift for the market [4]. - The new policy is expected to stimulate demand in suburban areas, where over 80% of new residential sales occur, aiding in inventory reduction [4]. Investment Recommendations - The report recommends focusing on specific stocks: China Merchants Shekou (001979, Buy), Poly Developments (600048, Buy), Beike-W (02423, Buy), Longfor Group (00960, Buy), and Gemdale Corporation (600383, Accumulate) [9].

Investment Rating - The report maintains a "Positive" rating for the real estate and property management sectors [4]. Core Insights - The overall housing demand in China has reached a bottom, but the recovery of residents' balance sheets may take around two years, leading to a continued downward trend in volume and price [4]. - The report anticipates that policies aimed at stabilizing the market will be introduced, with core cities expected to lead the recovery due to healthier supply-demand dynamics [4]. - The "Good House" policy is expected to create new development tracks, enhancing the market in core cities with lower penetration rates [4]. Industry Data Summary New Housing Transaction Volume - In the week of August 2-8, 2025, new housing transactions in 34 cities totaled 1.758 million square meters, a decrease of 24.3% week-on-week [5]. - Year-on-year, new housing transactions in August (up to August 8) fell by 14.2% compared to July [5][8]. - The transaction-to-launch ratio for new housing was 1.1 times, indicating a slight increase in inventory absorption [22]. Second-Hand Housing Transaction Volume - In the week of August 2-8, 2025, second-hand housing transactions in 13 cities totaled 1.021 million square meters, down 5.2% week-on-week [14]. - Year-to-date, second-hand housing transactions have increased by 5.1% compared to the previous year [14]. Inventory and Market Dynamics - As of August 8, 2025, the total available residential area in 15 cities was 89.04 million square meters, with a slight decrease of 0.1% [22]. - The average months of inventory absorption increased to 20.7 months, indicating a slower pace of sales [22]. Policy and News Tracking - The China Real Estate Association has issued a notice to enhance connections with small and medium-sized real estate companies to support their healthy development [32]. - Fitch Ratings has revised its forecast for new home sales in 2025, reducing the expected decline from 15% to 7% [32]. - Beijing has relaxed purchase restrictions outside the Fifth Ring Road and introduced supportive policies for first-time homebuyers [32][33]. Company Dynamics - Several real estate companies reported their sales for July, with notable declines: - China Overseas Land & Investment reported a monthly sales figure of 11.9 billion yuan, down 11% year-on-year [4]. - Greentown China announced a projected 90% decline in net profit for the first half of 2025 compared to the same period in 2024 [4]. - Huafa Group's convertible bond application has been approved by the regulatory authority [4].

Group 1 - The core point of the article is that Longfor Group announced its total contract sales amounting to RMB 410.1 billion and a contract sales area of 3.082 million square meters by the end of July 2025 [1] - In July alone, the company achieved total contract sales of RMB 60 billion and a contract sales area of 468,000 square meters [1] - The contract sales amount attributable to the company's shareholders in July was RMB 40.1 billion, with a corresponding area of 340,000 square meters [1]

Core Insights - Longfor Group achieved a total contract sales amount of RMB 41.01 billion in the first seven months of 2025, with a contract sales area of 3.082 million square meters [1] - In July alone, the company recorded a total contract sales amount of RMB 6 billion and a contract sales area of 468,000 square meters [1] Summary by Category Sales Performance - Total contract sales amount for the first seven months reached RMB 41.01 billion [1] - Total contract sales area for the same period was 3.082 million square meters [1] - July's contract sales amount was RMB 6 billion, with a sales area of 468,000 square meters [1]

Core Insights - Longfor Group (00960.HK) announced a total contract sales amount of RMB 410.1 billion and a contract sales area of 3.082 million square meters by the end of July 2025 [1] - In July alone, the company achieved total contract sales of RMB 60.0 billion and a contract sales area of 468,000 square meters [1] - The contract sales amount attributable to shareholders in July was RMB 40.1 billion, with a corresponding area of 340,000 square meters [1] Financial Performance - As of the end of July 2025, the company reported operating revenue of approximately RMB 154.5 billion (tax-inclusive amount of approximately RMB 164.7 billion) [1] - The operating revenue was approximately RMB 81.9 billion (tax-inclusive amount of approximately RMB 87.6 billion), while service revenue was approximately RMB 72.6 billion (tax-inclusive amount of approximately RMB 77.1 billion) [1]

Group 1 - The company reported a total contract sales amount of RMB 410.1 billion and a contract sales area of 3.082 million square meters as of the end of July 2025 [1] - In July alone, the company achieved a total contract sales amount of RMB 60.0 billion and a contract sales area of 468,000 square meters [1] - The contract sales amount attributable to shareholders in July was RMB 40.1 billion, with an area of 340,000 square meters [1] Group 2 - As of the end of July 2025, the company generated operating revenue of approximately RMB 154.5 billion (tax-inclusive amount approximately RMB 164.7 billion) [1] - The operating revenue was approximately RMB 81.9 billion (tax-inclusive amount approximately RMB 87.6 billion), while service revenue was approximately RMB 72.6 billion (tax-inclusive amount approximately RMB 77.1 billion) [1]

Core Insights - Longfor Group (00960) reported a total contract sales amount of RMB 410.1 billion and a contract sales area of 3.082 million square meters as of the end of July 2025 [1] - In July alone, the company achieved total contract sales of RMB 60.0 billion, with a contract sales area of 468,000 square meters [1] - The contract sales amount attributable to shareholders in July was RMB 40.1 billion, with an area of 340,000 square meters [1] Financial Performance - As of the end of July 2025, the company recorded operating revenue of approximately RMB 154.5 billion (tax-inclusive amount approximately RMB 164.7 billion) [1] - The operating revenue was approximately RMB 81.9 billion (tax-inclusive amount approximately RMB 87.6 billion), while service revenue was approximately RMB 72.6 billion (tax-inclusive amount approximately RMB 77.1 billion) [1]

香港交易及結算所有限公司及香港聯合交易所有限公司對本公告的內容概不負責，對其準確性 或完整性亦不發表任何聲明，並明確表示，概不對因本公告全部或任何部份內容而產生或因倚賴 該等內容而引致的任何損失承擔任何責任。 二零二五年七月未經審核營運數據 龍 湖 集 團 控 股 有 限 公 司（「本公司」，連 同 其 附 屬 公 司 統 稱「本集團」）董 事 會（「董事會」）公 佈，截 止 二零二五年七月末，本集團累計實現總合同銷售金額人民幣410.1億元，合同銷售面積308.2萬平方 米，七月單月實現總合同銷售金額人民幣60.0億元，合同銷售面積46.8萬平方米；七月單月實現歸 屬本公司股東權益的合同銷售金額人民幣40.1億元，歸屬本公司股東權益的合同銷售面積34.0萬 平方米。 二零二五年七月單月總合同銷售金額分區域統計結果如下： | 單位：億元人民幣 | 西 部 | 環渤海 | 長三角 | 華 中 | 華 南 | | --- | --- | --- | --- | --- | --- | | 合同銷售金額 | 15.8 | 14.4 | 19.8 | 4.2 | 5.8 | 截 止 二 零 二 五 年 七 月 末，本 ...