上海楼市“冰火两重天”：新房促销揽客成效初显，二手房成交同比跌超六成

Core Insights - The dual holiday period (October 1-8) saw a notable increase in customer visits and transaction volumes in the Shanghai real estate market, despite a general decline in customer footfall due to travel [1][2][3] - New promotional strategies by various developers, including "11 project linkage" by Poly Developments, successfully attracted buyers, resulting in significant sales figures [2][3] - The second-hand housing market in Shanghai experienced a substantial decline in transaction volume compared to the previous year, with a drop of over 63% during the holiday period [4][5] New Housing Market - Multiple new projects launched promotional activities during the holiday, combining incentives and interactive events to attract buyers, leading to increased customer engagement and sales [2][3] - Poly Developments reported over 4,000 customer visits and a transaction volume of 1.28 billion yuan during the holiday [2] - The "six project linkage" strategy by China National Trade also contributed to increased customer traffic and sales [2] Second-Hand Housing Market - The second-hand housing market in Shanghai remained sluggish, with only 780 transactions recorded during the holiday, a significant drop from 2,133 transactions in the same period last year [4][5] - The average daily transaction volume for second-hand homes was only 111 units, indicating a prolonged negotiation period between buyers and sellers [4][5] - Despite the decline, the overall resilience of the second-hand market was noted, with a year-to-date increase in transactions compared to the previous year [5] Market Outlook - The real estate market in Shanghai is expected to remain cautiously optimistic for the fourth quarter, driven by the recovery in the new housing market and upcoming supply plans [6][8] - Recent policy changes, including the "Six Policies" aimed at addressing structural issues in the market, have positively impacted sales and customer visits [6][7] - Analysts suggest that while the market is stabilizing, further policy adjustments may not be necessary, with expectations leaning towards a potential reduction in LPR (Loan Prime Rate) [9]