YUEXIU PROPERTY(HK:00123) Guo Ji Jin Rong Bao·2026-02-25 15:29Core Insights - Guangzhou's Tianhe District has witnessed the emergence of a new "land king" with the successful auction of the Ma Chang Phase 1 plot by Yuexiu Group for a total price of 23.6 billion yuan, marking a 26.6% premium and setting a record for the highest total transaction amount since 2010 in Guangzhou [1][2] Group 1: Auction Details - The auction took place on February 25, lasting from 10 AM to 7 PM, with a total of 243 bidding rounds [1] - The starting price of 18.644 billion yuan was already a record for land auctions in Guangzhou, attracting significant attention and resulting in over 100,000 online viewers during the bidding process [2][5] - The final transaction price translates to a residential floor price of 85,000 yuan per square meter, establishing a new high for Guangzhou [2] Group 2: Location and Historical Context - The Ma Chang Phase 1 plot is strategically located at the geometric center of Zhujiang New Town and Guangzhou International Financial City, recognized as the last large undeveloped land in the eastern area of Zhujiang New Town [3] - Historically, the land has undergone various transformations since 1999, including being repurposed as an automobile trading market and later as a mixed-use development [4][5] Group 3: Development Challenges and Expectations - The development of the Ma Chang Phase 1 plot is expected to be complex, requiring the developer to maintain a significant amount of commercial space and to attract a high-end department store operator, with projected sales contributions of no less than 30 billion yuan over six years [6] - Yuexiu Group, which has been involved in the preliminary development work, is anticipated to leverage its experience in the successful acquisition of the land [6][7] - The project is positioned as a "super urban green chain" and a high-end commercial hub, with plans to introduce the first SKP project in South China [5][6]