CHINA OVERSEAS(HK:00688) Sou Hu Cai Jing·2025-12-10 13:11Core Viewpoint - The competition for high-end real estate in Shenzhen has intensified, particularly with the recent auction of a prime land parcel in Nanshan, which is expected to be developed into luxury residential units, marking a new phase in the luxury property market [1][8]. Group 1: Auction Details - The T207-0068 land parcel in Nanshan was sold for 3.186 billion, with a premium rate of 42.49%, resulting in a comprehensive floor price of approximately 77,400 per square meter and a saleable floor price of about 87,000 per square meter [1][5]. - The land has an area of 11,833.61 square meters and a residential saleable area of 36,584 square meters, with a height limit of 100 meters and a plot ratio of 3.1 [3][6]. Group 2: Market Context - The new land acquisition by China Overseas Land & Investment (中海) is expected to complement its existing luxury projects, potentially creating a product hierarchy similar to the previously developed Deep Bay Jiu Xu [5][7]. - The competitive landscape has expanded from the original "Hau Hai-She Kou" area to include "Hau Hai-She Kou-Shen Chao Zong," indicating a broader market for luxury properties [8][9]. Group 3: Competitive Dynamics - The entry of the new land parcel is likely to intensify competition among luxury projects, with multiple developments in the vicinity, including Shenzhen Bay Luan Xi and CITIC Xin Yue Bay, collectively offering over 1,800 units [7][8]. - The high acquisition cost and the need to maintain luxury positioning will compel developers to enhance product quality, such as upgrading exterior finishes and offering high-end furnishings to attract buyers [10][11]. Group 4: Sales Performance - In contrast to the inventory issues faced in Beijing, Shenzhen's luxury properties have been performing well, with many projects nearing sell-out status, indicating a strong demand in the market [12][17]. - China Overseas has successfully launched multiple projects in Shenzhen, with a total supply of 10,845 units since 2020, leaving only 439 units unsold as of December 2025 [17][18].