"春节不打烊"成为假期楼市"关键词"。 "春节不打烊"！2026马年春节，虽然假期出游影响看房人数，但楼市还是呈现出一番"暖冬"气氛，房企 不约而同祭出优惠活动，多地也推出规模较大的"购房节"造势。 从实际成交看，中指研究院数据显示，重点21城春节假期（2月15日～2月23日）新建商品住宅共网签成 交10万平米，相比去年春节假期日均成交量基本持平。 "春节假期期间，开发商促销力度加大，并与春节消费、文旅等活动对接起来，提前开启节后'小阳 春'蓄客和销售，加上今年'反向过节'现象较多、假期较长，父母带孩子看房，因此部分城市交易较为活 跃。"有业内专家评论称。 楼市"春节不打烊" 2026年，被称为"史上最长"的春节假期进入尾声。在出游大军、反向过年、酒店涨价等关键词之外，各 地楼市动态及热度如何？ 第一财经采访及梳理发现，今年多地密集推出各类新春"购房节"活动，房企更是积极把握消费窗口 期，"春节不打烊"成为假期楼市的"关键词"。 在广州，据广州中原统计显示，广州全市共有超200个项目"春节不打烊"，除了传统的家电、物业费， 还出现了"清空山姆购物车"、"送长隆三年四园卡"、"送价值10万元置业大礼包"，营销力 ...

Investment Rating - The report maintains a recommendation for the real estate sector [2] Core Insights - The real estate market is experiencing a decline in new and second-hand housing transaction volumes, with new housing transaction area down by 28% year-on-year during the Spring Festival period [19][23] - The report highlights three main issues in the real estate market: a decline in new housing demand, unresolved inventory issues, and the negative impact of land finance on the economy [31] Industry Data - The total market capitalization of the real estate sector is approximately 1,262.78 billion [2] - The sector's performance over the past month shows an absolute increase of 0.9%, but a relative decrease of 3.0% compared to the benchmark [3] Sales Performance - New housing sales in 20 cities saw a year-on-year decrease of 28%, with a total transaction area of 181 million square meters during the Spring Festival [19] - Second-hand housing sales in 11 cities also decreased by 22%, with a total transaction area of 156 million square meters [23] Policy Developments - Local governments are implementing housing subsidy policies, such as in Quzhou, where families can receive up to 80,000 yuan in subsidies for purchasing new homes [13] - In Huizhou, new policies include increased housing fund loan limits and measures to enhance housing quality and market order [16] Company Dynamics - Longfor Group reported a contract sales amount of 2.45 billion yuan in January, with a total sales area of 300,000 square meters [17] - China Overseas Development acquired land in Hong Kong for 1.8688 billion HKD, designated for residential use [18] - Vanke's stock increased by 8.4%, while Shimao Group's stock decreased by 17.7% [11][15]

龙湖北京亦庄天街全民畅读书店内有不少前来"充电"学习的市民。 逛书店、看电影，马年春节，在北京经开区，在走亲访友的春节"定式"活动之外，越来越多的市民选择 徜徉书海、走进影院。近日，记者实地探访区内书店、影院，感受亦城居民日益浓厚的"文化年味"。 北京华联亦庄购物中心西西弗书店内散发着温馨的新春阅读氛围。 走进北京华联亦庄购物中心西西弗书店，店内整体布置喜庆雅致，红色装饰与书香气息相互交融，处处 散发着温馨的新春阅读氛围。各类书籍琳琅满目，从文学名著、人文社科到少儿绘本等应有尽有。市民 们或踱步其间，细细挑选心仪的书籍，或坐在舒适的阅读区静静翻阅，尽情享受着阅读带来的乐趣。 龙湖北京亦庄天街博纳国际影城内观众正在取票。 唐阁影城（亦庄店）内人头攒动。 难得的春节长假，与家人朋友共赴一场光影之约，也成为许多亦城人的过年"标配"。当天下午3点，记 者看到，唐阁影城（亦庄店）内人头攒动，观影等候区座无虚席。市民陈女士刚在自助取票机前取出电 影票，她笑着说："平时工作比较忙，趁着春节假期，和亲友们一起约好看一场电影放松一下，是我新 年必不可少的活动之一。" 龙湖北京亦庄天街全民畅读书店也迎来不少前来"充电"学习的市民 ...

行业走势图 数据来源：聚源 -24% -12% 0% 12% 24% 2025-02 2025-06 2025-10 房地产 沪深300 相关研究报告 《上海三区启动住房以旧换新，推动 新房去库存 — 行 业 点 评 报 告 》 -2026.2.4 行 业 研 究 2026 年 02 月 24 日 投资评级：看好（维持） 《2025Q4 公募基金延续低配，持股集 中度进一步提升—行业点评报告》 -2026.1.27 《销售延续调整态势，期待政策显效 与市场筑底 — 行 业 点 评 报 告 》 -2026.1.19 楼市延续筑底行情，政策宽松下布局时点已至 ——行业点评报告 | 齐东（分析师） | 胡耀文（分析师） | | --- | --- | | qidong@kysec.cn | huyaowen@kysec.cn | | 证书编号：S0790522010002 | 证书编号：S0790524070001 | huyaowen@kysec.cn 证书编号：S0790524070001 春节市场成交量：一手房网签偏弱，二手房基本持平 一手房方面，2026 年除夕前一周 40 城市合计一手房成交 133.68 ...

从购房群体看，改善型客户占据主流。龙湖·云河颂项目的一位置业顾问介绍："改善型客户是春节购房 主力，不少客户都是全家一起来看房，看中的就是天心的发展潜力和项目的品质。"从深圳返乡的陈先 生选定了一套改善型大平层，他坦言："在外打拼多年，想给家人换套更好的房子，天心区教育、医疗 配套都很完善，还有新春钜惠和补贴政策，性价比很高，定在这里，全家都满意。"新婚夫妇刘女士则 选择了博林云栖的刚需房源，她表示天心的交通很方便，适合年轻人上班，楼盘还有返乡额外优惠，首 付压力小，人生首套房选在这里很放心。 天心区住建局相关负责人表示，本次春节主题活动以返乡置业者实际需求为导向，统筹政策、房源和服 务资源，旨在降低购房门槛、提升购房体验。随着长沙奥体中心、国家医学中心等重点项目陆续推进， 天心区城市功能将持续完善，楼市发展基础将进一步夯实。该负责人还表示，下一步将加强房地产市场 监管，保障交易透明规范，同时引导开发企业提升产品品质和服务水平，为返乡置业者提供更多元、更 可靠的居住选择。 长沙晚报掌上长沙2月23日讯（全媒体记者 洪虹 通讯员 付中柱）新春开门红，天心区春节楼市迎来返 乡置业热潮。据统计，今年春节假期（腊月二 ...

Investment Rating - The report maintains a "Positive" rating for the real estate and property management sectors [3][4][60] Core Insights - The report indicates that new home sales during the Spring Festival period saw a year-on-year increase of 5.4%, with a total of 9.3 million square meters sold across 16 major cities [3][14] - The report highlights a significant recovery in the real estate market, with February sales in 34 cities showing an 88.5% year-on-year increase compared to January [9][10] - The report emphasizes the importance of government policies aimed at stabilizing the real estate market, including measures to address local government debt risks and promote housing supply [3][4] Summary by Sections Industry Data - New home sales in 34 key cities decreased by 1.1% week-on-week before the Spring Festival, with a total of 192.3 million square meters sold [4][5] - In February, new home sales in 34 cities increased by 88.5% year-on-year, with first and second-tier cities showing a 96.8% increase [9][10] - The report notes that the inventory of unsold residential properties in 15 cities was 88.7 million square meters, with a slight decrease of 0.1% week-on-week [60] Policy News - The report mentions that the publication "Qiushi" reiterated the need to stabilize the real estate market, with 12 commercial real estate REITs submitted for approval [3][4] - Various local governments have introduced new policies to stabilize the real estate market, including measures to optimize housing supply and activate existing stock [3][4] Company Dynamics - The report tracks sales data from major real estate companies, noting that China Jinmao and China Resources Land reported strong sales figures in January [3][4] - The report highlights the performance of the real estate sector, with the SW Real Estate Index declining by 0.69% compared to a 0.36% increase in the CSI 300 Index [3][4] Investment Analysis - The report recommends investing in high-quality real estate companies and commercial properties, citing an expected recovery in profitability for quality firms as the market stabilizes [3][4] - Specific recommendations include companies such as Jianfa International, Binhai Group, and China Jinmao for quality real estate, and New City Holdings and China Resources Land for commercial real estate [3][4]

Investment Rating - The report maintains a "Positive" rating for the real estate and property management sectors, highlighting the potential for recovery in quality real estate companies and commercial properties [3]. Core Insights - The report indicates that new home sales during the Spring Festival period saw a year-on-year increase of 5.4%, with a total of 9.3 million square meters sold across 16 major cities [3][13]. - The overall sentiment in the real estate market is improving, driven by recent government policies aimed at stabilizing the market and addressing local government debt risks [3]. - The report emphasizes that the fundamental bottom of the real estate sector is approaching, with expectations for quality companies to recover profits more quickly and flexibly [3]. Summary by Sections 1. Industry Data - New home sales in 34 key cities during the week before the Spring Festival totaled 192.3 million square meters, a decrease of 1.1% week-on-week, but an increase of 56.6% compared to the average weekly sales this year [4]. - In February, new home sales in 34 cities increased by 88.5% year-on-year, with first and second-tier cities showing a 96.8% increase [9]. - The inventory of new homes in 15 cities was reported at 8,870.4 million square meters, with a slight decrease of 0.1% week-on-week [54]. 2. Policy News - The report notes that the government has reiterated its commitment to stabilizing the real estate market, with various local policies being introduced to optimize housing supply and manage existing stock [3]. - Specific measures include the promotion of REITs in commercial real estate, with 12 applications submitted recently [3]. 3. Company Dynamics - Sales data for major real estate companies in January showed mixed results, with China Jinmao reporting a 13.6% increase in sales, while other companies like Poly Developments saw a 13.3% decrease [3]. - The report highlights the performance of the property management sector, which has shown resilience compared to the broader market [3]. 4. Market Performance - The SW Real Estate Index fell by 0.69%, underperforming the Shanghai and Shenzhen 300 Index, which rose by 0.36% [3]. - The report suggests that the current valuation levels for quality real estate companies are at historical lows, making them attractive for investment [3].

本报（chinatimes.net.cn）记者李贝贝 上海报道 2026丙午马年新春假期期间，《华夏时报》记者实地走访发现，上海各大商圈早已被浓浓的年味包裹， 张灯结彩映霓虹，喜气洋洋迎新春。各大商场纷纷深挖传统年俗文化内核，打造沉浸式、多元化、高品 质的新春体验场景，将文化韵味、趣味互动与消费场景深度绑定，为市民、游客呈现一场兼具文化厚 度、潮流活力与烟火气息的新春消费盛宴，让"年味"的传承更具新意。 多元场景解锁马年"新年味" 作为上海年味"风向标"，豫园的新春灯会始终是市民游客的必打卡之地。 1月26日，以"来大豫园，过上海年"为主题的2026马年豫园新春灯会正式亮灯，并将持续至3月3日。豫 园股份方面向《华夏时报》记者介绍说，本届灯会首次突破地理边界，延伸至BFC外滩金融中心、古城 公园、方浜中路、福佑路及外滩，让中外游客领略"最上海"年味。此次灯会通过非遗灯彩、数字科技、 潮流艺术与市井烟火的创新融合，打造了集观灯、游览、互动、消费于一体的"海派春节"体验平台。 与此同时，新春市集成为营造年味的重要载体。2月12日晚，记者在豫园旧校场路年味市集看到，各式 摊位琳琅满目，游客可在此感受熙攘人流中的新春 ...

Core Insights - The article highlights the vibrant marketing activities in Beijing's shopping malls during the Spring Festival, focusing on traditional cultural experiences and emotional consumption trends [3][4][16]. Group 1: Spring Festival Marketing Activities - Shopping malls in Beijing are enhancing their New Year marketing with various activities, including lion dances and intangible cultural heritage experiences, to create a festive atmosphere [3][4]. - Haidian Joy City has organized a series of themed events titled "Celebrate the New Year with Haidian Joy City," integrating cultural experiences, emotional connections, and leisure shopping [4]. - Dragon Lake Group's "Tianjie Temple Fair" is being held across nearly a hundred shopping centers nationwide, emphasizing traditional culture and immersive experiences [4][5]. Group 2: Unique Store Formats - The "zero store" and "first store" formats are gaining popularity, attracting customers with unique products and experiences [10][12]. - The first Miniso store in Beijing features a large area with various product categories, including toys and beauty items, and has become a popular destination for shoppers [10][12]. - The Daoxiangcun zero store in Dongsi offers freshly baked products and unique styles, appealing to both locals and tourists [14]. Group 3: Emotional Consumption Trends - There is a noticeable shift in consumer behavior towards emotional consumption, especially among younger demographics, who are increasingly purchasing novelty items like blind boxes for festive celebrations [16][17]. - The "PUCKY Knock Knock Series" has become a hot item, reflecting the trend of consumers seeking unique and meaningful purchases during the holiday season [17][19]. - Marketing strategies are also focusing on the zodiac theme, with creative installations attracting public interest and engagement [20].

| | | | 2026年1月 ]头沟区 商品住宅项目网签金额排名 | | | | | --- | --- | --- | --- | --- | --- | --- | | | | | 公众号:销冠100 (2026.1.1-2026.1.31) | | | | | No. | 项目名称 | 网签章数 | 庫棋 | 均价 | 金额1 | | | | | (套) | ( 元 m2 ) | (万/m2) | (亿) | | | 1 | 长安华曦府金安 | 157 | 1.51 | 4.44 | 6.70 | | | 2 | 京投发展檀谷 | 4 | 0.07 | 4.17 | 0.28 | 刘建2 | | 3 | 泷悦玖宸 | 3 | 0.11 | 2.06 | 0.24 | | | 4 | 雅居乐富春山居 | 4 | 0.07 | 3.02 | 0.20 | | | 5 | 中建长安麓院 | 4 | 0.05 | 3.78 | 0.18 | SMEE | | 6 | 华萃西山 | 3 | 0.04 | 3.71 | 0.14 | 十二次 | | 7 | 西山相府 | 2 | 0.03 | 4.26 | | | ...