开发销售业务毛利率腰斩，华润置地净利润跌至五年新低

Core Viewpoint - China Resources Land has reported a significant decline in net profit despite achieving the highest revenue in five years, indicating a "revenue without profit" dilemma due to shrinking profit margins in its development and sales business [1][4]. Financial Performance - In 2024, China Resources Land achieved a revenue of 278.799 billion yuan, an increase of 11.01% year-on-year [3]. - The net profit attributable to shareholders fell to 25.577 billion yuan, a decrease of 18.45% compared to the previous year, marking the lowest profit in five years [4]. - The gross profit margin for the development and sales business dropped from 29.1% in 2020 to 16.8% in 2024, a decline of 12.3 percentage points [5]. Market Conditions - The overall gross profit margin in the real estate market has been declining, exacerbating the profit pressure on China Resources Land [4]. - Rising land costs in major cities, along with increasing construction, labor, and financing costs, have compressed project profit margins [4]. Business Strategy - The decline in profit margins is partly attributed to the company's land acquisition strategy, which has led to higher costs [6]. - In 2023, China Resources Land acquired two land parcels in Beijing at a premium of 15%, leading to increased project development costs [6]. Sales Performance - The "price-for-volume" strategy adopted for the sales of the Oak Bay Phase III project resulted in a lower average selling price, causing a direct loss of approximately 219 million yuan [7]. - The sales rate for the Oak Bay Phase III project was only 63.31%, while competing projects in the area achieved higher sales rates [6][7]. - Similar discounting strategies were observed in other regions, such as Nanjing, where properties were sold at significant discounts [7].