房子“越豪越买”趋势显著，市场需求持续升级

Core Viewpoint - The article emphasizes the strong performance of high-end residential projects, particularly the "good houses" that align with regulatory pushes for safe, comfortable, green, and smart living environments, which are effectively supporting local real estate markets [1][3]. Group 1: Market Trends - In July and August 2023, high-quality "good houses" showed significantly higher sales rates compared to the average for their respective cities, with Chongqing experiencing a 60% increase in sales rates for new projects [1]. - The high-end residential market has maintained robust performance, with a 15.6% increase in transactions for properties priced over 10 million yuan in 11 key cities during the first three quarters of 2025 compared to the same period in 2024 [3][10]. - The high-end market is characterized by intense competition, with buyers increasingly discerning about product quality, location, and cultural fit [3][10]. Group 2: Location and Asset Value - The location of a property is crucial for its value, with nearly 60% of top-selling projects located in core urban areas, indicating that asset safety and growth potential are closely tied to location [10][39]. - High-end residential projects like "Cuihu Tiandi" in Shanghai and "Guancheng" in Chongqing exemplify the importance of location, as they attract high-net-worth individuals and contribute to the area's overall value enhancement [11][39]. - The "Guancheng" project is strategically positioned in a mature urban core, benefiting from significant investment and development aimed at transforming Chongqing into an international consumption center [14][39]. Group 3: Product Features and Consumer Preferences - High-net-worth individuals are seeking homes that offer not just luxury but also emotional connection and a sense of identity, leading to a shift in focus from mere size to lifestyle and experiential quality [20][21]. - The design and amenities of high-end residential projects are evolving, with features like community spaces and bespoke services becoming key competitive factors [21][23]. - There is a growing demand for properties that integrate natural elements and provide immersive experiences, as seen in projects that emphasize green spaces and scenic views [23][25]. Group 4: Community and Social Dynamics - The formation of social circles around high-end residential projects enhances their value, creating a dynamic community that attracts similar high-net-worth individuals [31][34]. - In Shanghai, high-end properties priced over 50 million yuan account for nearly 80% of transactions in key cities, illustrating the concentration of wealth and the resulting community effects [32][34]. - The "Guancheng" project in Chongqing is attracting a diverse clientele, including local elites and out-of-province buyers, contributing to a growing community of high-net-worth individuals [34][41].