高品质住宅系列报告之二：新一轮产品迭代周期已来，“好房子”助力止跌回稳

Investment Rating - The report maintains an "Outperform" rating for the real estate industry [1]. Core Insights - A new round of residential product iteration is underway, with "Fourth Generation Housing" leading the stabilization of prices. The concept of "Good Housing" has been included in the government work report for the first time in 2025, with specific construction standards defined by the Ministry of Housing and Urban-Rural Development [3][11]. - The potential for improvement in housing demand is accelerating, with an estimated average annual improvement demand of 590 million square meters from 2025 to 2030, corresponding to a market value of approximately 8 trillion yuan [3][38]. - Historical reviews of the automotive and smartphone industries indicate that product iterations can stabilize demand and improve profitability, suggesting similar trends may occur in the housing market [3][6]. Summary by Sections New Round of Residential Product Iteration - The introduction of "Fourth Generation Housing" is expected to stabilize prices and create a pricing benchmark in the market. This is crucial as the market has been experiencing a downward price spiral due to a lack of price anchors [3][27]. - The government has emphasized the need for high-quality housing, shifting the focus from mere availability to quality, safety, comfort, and sustainability [11][13]. Acceleration of Improvement Demand - The report estimates that the average annual improvement demand will increase by 60.8% to 941 million square meters from previous estimates, driven by the promotion of "Good Housing" [3][41]. - The current market conditions indicate that the top 30 real estate companies' sales only account for 27.5% of the projected improvement demand, highlighting significant growth potential for quality real estate firms [3][6]. Historical Review and Comparison - The report draws parallels between the housing market and the automotive/smartphone industries, suggesting that product iterations can lead to market restructuring and improved sales stability [3][6]. - The report notes that while the costs of Fourth Generation Housing may be higher, the potential for higher profit margins exists due to increased product value and shorter return cycles [3][6]. Investment Recommendations - The report suggests focusing on real estate companies with low historical burdens, optimized inventory structures, and strong product capabilities, such as China Overseas Land & Investment, China Resources Land, and Greentown China [3][6]. - It also recommends monitoring companies in related sectors, including brokerage and property management, which may benefit from the ongoing market changes [3][6].