北京新盘冲刺年终业绩：主力户型补货加推，一口价房源促成交

Core Viewpoint - Real estate companies are intensifying promotional efforts as they approach the end of the year, with various discount activities being launched to attract buyers and boost sales performance [1][10]. Group 1: Promotional Strategies - Developers are offering significant discounts, including fixed-price homes and appliance packages, to provide tangible benefits to buyers [3][4]. - The marketing strategies have evolved to include online platforms, with developers utilizing live streaming to engage potential customers and showcase properties [7][8]. - The year-end promotional activities are a common practice among real estate firms, aimed at achieving annual sales targets despite potential pressure on profit margins [5][10]. Group 2: Market Dynamics - The real estate market is experiencing a competitive landscape with an oversupply of properties, leading to a need for diversified marketing approaches [8][11]. - Data indicates that the top 20 real estate companies in Beijing have shown a slight increase in sales, highlighting a "stronger getting stronger" trend in the market [11][10]. - Some companies, like China Overseas Land & Investment and Yuexiu Property, have successfully leveraged their project portfolios to drive sales growth, while others have struggled to maintain performance [10][11]. Group 3: Future Outlook - The current market conditions are setting a positive foundation for 2026, with expectations for a strong start to the year based on stable sales performance [10][12]. - There remains a fundamental demand for housing, particularly among first-time buyers and those seeking improved living conditions, which could be activated through quality offerings and supportive regulatory measures [12].