北京楼市“金九”开局：房企加码营销抢节点

Core Insights - The launch event for the new residential project "Zijing Chenyuan" by China State Construction Intelligent Land (CSCI) indicates the company's strong commitment to the project [1] - The Beijing real estate market is experiencing a boost in sales due to new policies and the traditional peak sales season of "Golden September and Silver October" [3][5] - The new policy allows eligible families to purchase unlimited properties outside the Fifth Ring Road, which has encouraged previously hesitant buyers to enter the market [3][5] Market Response - Over 1,200 groups visited the marketing center of Zijing Chenyuan on its opening day, reflecting strong interest [3] - Following the implementation of the new policy on August 9, the new housing contract volume in Beijing has shown a "three consecutive increases" trend, with new residential contracts reaching 2,824 units in August, a 2.3% month-on-month increase [5] - The second-hand housing market also saw a rise, with 13,119 contracts signed, marking a 4.1% month-on-month increase [5] Developer Strategies - Real estate developers are actively ramping up marketing efforts to capitalize on the policy window, with various promotional activities and project launches taking place [6][7] - Developers are focusing on enhancing project amenities, such as gardens and clubhouses, to attract buyers, with some projects aiming to match high-end properties in terms of quality [9] - The marketing strategies are increasingly tailored to meet the demands of discerning buyers, particularly those looking for improved living conditions [8][9] Sales Trends - There is a noticeable acceleration in sales for new homes outside the Fifth Ring Road, while interest in properties within the Fifth Ring Road has also increased [7] - The new policy has allowed some families to qualify for purchasing properties within the Fifth Ring Road, leading to a surge in viewings and potential sales [7] - Developers are optimistic about the upcoming sales season, with some reporting doubled sales volumes shortly after the policy announcement [5][6]