百强房企11月销售数据点评：销售如期下滑，政策预期再起

Investment Rating - The industry rating is "Overweight" [5][24] Core Views - In November 2025, the sales amount of the Top 100 real estate companies decreased by 36.8% year-on-year and 11.7% month-on-month, indicating a gradual entry into the sales off-season and increasing market downward pressure [1][5] - The sales area for the Top 100 companies fell by 35.8% year-on-year, with a reduction in the decline compared to the previous month [1] - The top three real estate companies experienced the smallest year-on-year decline in sales, with a cumulative sales amount decrease of 20.2% for the top three companies compared to 22.3% for the top 11-20 companies [2][3] Summary by Sections Sales Performance - The Top 100 companies' total sales amount in November 2025 was 2,443.4 billion, with a year-on-year decline of 36.8% and a month-on-month decline of 11.7% [5][23] - The cumulative sales amount for the Top 20 companies decreased by 18.4% year-on-year, with a monthly sales decline of 32.3% [3][23] Company Performance - Among the Top 20 developers, Greenland Holdings had the highest monthly sales growth at +12.8% year-on-year, while Poly Developments and China Overseas Development saw declines of 21.8% and 21.9% respectively [3][23] - The sales performance of companies focused on first and second-tier cities showed a smaller decline compared to those focused on third and fourth-tier cities, with a difference of approximately 17.0 percentage points [2][3] Market Outlook - The report suggests that the sales decline is influenced by last year's high base and the lack of new industry policies, leading to expectations of policy easing as market weakness becomes apparent [3] - Recommended companies include Beike (a leading second-hand housing intermediary), Binhai Group, Yuexiu Property, and Xincheng Holdings, which have potential for valuation recovery and commercial consumption attributes [3]