资产配置的信仰挪移，深圳国庆楼市与黄金消费演绎冰与火之歌丨华夏双节观察

Core Viewpoint - The real estate market in Shenzhen is experiencing a significant downturn, with new home sales failing to meet expectations during the National Day holiday, marking the fourth consecutive year of disappointing performance in the "Golden September and Silver October" sales period. In contrast, the gold market, particularly in the Shui Bei area, is thriving due to rising international gold prices, indicating a shift in asset preference among consumers [2][9][10]. Real Estate Market Summary - During the National Day holiday, new home transactions in Shenzhen saw a slight increase, with 171 units sold, representing a nearly 30% year-on-year rise. However, the overall market sentiment remains cautious, with developers resorting to discounts and promotional strategies to stimulate sales [9][4]. - Developers are implementing various pricing strategies, including "fixed price," "special price houses," and "zero down payment" offers to attract buyers. For instance, specific projects are offering significant cash rebates and discounts on larger units [5][6][7]. - The second-hand housing market is struggling, with transaction volumes dropping by 46% and total area sold decreasing by 54% compared to the previous year, indicating a stark contrast to the new home market [9]. Gold Market Summary - The international gold price has been on a steady rise, surpassing $4,069 per ounce during the holiday, which has led to increased consumer interest in gold purchases, particularly in the Shui Bei market [10][11]. - The Shui Bei gold market has seen a surge in activity, with prices reaching a record high of 926 yuan per gram, driven by both traditional wedding jewelry demand and investment purchases [11][13]. - Promotional activities in gold stores have intensified, with discounts ranging from 10% to 12% being offered, further boosting consumer enthusiasm during the holiday period [16].