北京新房2025去化率 | 高端盘的冰与火：和樾望雲96.54%领跑，中海丽金府仅16.04%

Core Insights - The core value realization determines the sales rate of high-end residential projects in Beijing, with a notable increase in market activity but also significant disparities in performance among different projects [1][3]. Market Overview - By the end of 2025, ten new high-end residential projects priced above 100,000 yuan per square meter are expected to enter the Beijing market, showing an overall warming trend with localized cooling [1][3]. - The overall sales rate for high-end residential properties that have been on the market for over six months exceeds 50% [1]. Project Performance - The project "He Yue Wang Yun" achieved a remarkable sales rate of 96.54%, making it the top performer, while "He Yue Yu Ming" closely followed with a rate of 88.51% [1][3]. - In stark contrast, "Zhonghai Lijinfu" recorded a low sales rate of only 16.04%, marking it as the lowest performer among the new projects [1][6]. Buyer Behavior - High-net-worth buyers are becoming more discerning, focusing on location value, product quality, and alignment with personal needs rather than merely chasing high-end labels [1][9]. - The shift in purchasing logic among high-net-worth individuals emphasizes the importance of comprehensive value assessment, including location, product quality, and brand reputation [4][9]. Competitive Landscape - The competition in the high-end residential market has evolved from a focus on size to a more nuanced competition centered around matching buyer needs with product offerings [3][9]. - Projects that successfully integrate location value and product quality are more likely to achieve higher sales rates [10][11]. Future Outlook - The supply of high-end residential properties in Beijing is expected to remain high, with several key projects lined up for release in prime locations [11][12]. - Developers are anticipated to focus on product innovation, emphasizing smart, ecological, and low-density designs as well as enhanced service offerings to remain competitive [12].