“五一”上海楼市掀起“改善潮”，房企卷品质带来新盘高认筹率

Market Overview - The Shanghai new housing market has seen a significant increase in activity ahead of the May Day holiday, with 11 new residential projects approved, totaling 1,577 units, primarily high-end improvement products [1] - Despite many residents traveling during the holiday, the market remained active, with several projects experiencing high levels of pre-sale interest, triggering restrictions and point systems [1][5] Sales Performance - The first batch of units at the Feiyun Yuefu project in Pudong sold out in just over three hours, and the second batch achieved a remarkable 318% subscription rate [1][6] - The "Green City Tide Ming Oriental" project, known for its high price of 19.5 million yuan per square meter, attracted over 200 groups of buyers for its 120 units, which were all released at once [1][5] Buyer Behavior - Many buyers are looking for improvement-type homes, with average prices ranging from 7 million to 13 million yuan, indicating a trend of "selling old for new" [3][4] - The influx of visitors to sales offices has been notable, with sales staff often managing multiple groups of clients simultaneously due to high demand [3][4] Product Quality and Competition - Developers are increasingly competing on product quality, with features like large living rooms, smart home installations, and high-end kitchen appliances becoming standard [6][7] - The trend towards higher quality homes is evident, with some projects offering kitchen appliances valued at over 80,000 yuan, reflecting a shift in market expectations [7] Future Outlook - The influx of new projects, particularly in high-demand areas, is expected to lead to a significant increase in transaction volumes [7] - Analysts suggest that the market's focus on quality improvements will continue to shape the competitive landscape among developers [7]