买房报销机票、还有度假基金 这个春节楼市“卷疯了”

Core Viewpoint - The real estate market during the 2026 Spring Festival is characterized by a "warm winter" atmosphere, with developers launching various promotional activities and cities organizing large-scale "home buying festivals" despite the holiday travel affecting the number of potential buyers [1][2]. Group 1: Market Activity and Trends - During the Spring Festival holiday (February 15 to February 23), 10 million square meters of new residential properties were signed in 21 key cities, showing a year-on-year stability in daily transaction volume [1][4]. - In Guangzhou, over 200 projects participated in the "Spring Festival not closing" initiative, with diverse promotional offers, including significant discounts and gifts, attracting many customers [2]. - The average number of visitors to monitored projects in Guangzhou was 50 groups during the holiday, with 20% of projects selling more than 4 units, indicating a recovery in market activity [3]. Group 2: Regional Performance - Shenzhen's second-hand housing market saw a daily average of 3.1 transactions during the holiday, a year-on-year increase of 200%, while new homes had 33 transactions, also more than doubling [3]. - Shanghai's new home sales reached 4,844 square meters during the holiday, a year-on-year increase of 193.22%, indicating a positive trend compared to previous years [3]. - In cities like Chengdu, Suzhou, and Ningbo, promotional efforts during the holiday led to increased visitor numbers for improvement-type projects [4]. Group 3: Buyer Behavior and Incentives - The "return home for property purchase" trend was notable, with local governments and developers launching various incentives to attract potential buyers [5][6]. - In Ningbo, a special voucher worth 50,000 yuan was introduced for returning home buyers, which could be combined with other promotional offers [6]. - Developers like Longfor provided discounts and reimbursements for travel expenses to encourage purchases, resulting in increased transaction volumes in several cities [7]. Group 4: Market Outlook - Analysts express optimism for a market recovery post-holiday, with increased viewing activity and buyer engagement noted in cities like Shenzhen and Shanghai [9]. - The 2026 year is viewed as a pivotal moment for the real estate industry, with expectations for stabilization in core city prices and a gradual recovery in buyer confidence [10].