随着《上海市好房子标准与技术要求》的正式实施，上海住宅市场正迎来新一轮品质升级。这一标准从绿色低碳、智能智慧、安全耐久等多个维度，为住 宅开发建设树立了新标杆，正在深刻改变着当前的住宅开发格局。 11月24日，奉贤区FXS1-0301单元33-01地块成功出让。杨王地块位于光钱路东侧，金汇港西侧，容积率为1.2，占地面积47.89亩。 据了解，该地块由上海江海置业有限公司、上海高屋置业有限公司、上海合墨辰实业有限公司、上海禾启顺置业有限公司竞得，成交价68964万元。地块 的1.2低容积率，使该项目独具优势，这一规划指标不仅符合"好房子"标准对居住舒适度的要求，更为打造高品质低密度社区创造了条件。基于该地块特 质，项目计划以联排、叠墅等低密产品为主，精准对接改善客群需求。 地块东侧紧邻金汇港水系，为将来的绿色宜居设计提供了天然优势，未来可通过科学的景观设计，将水系资源有机融入社区环境，打造亲水宜居的高品质 住区。 内容 /上海奉贤、南桥镇 最新消息 南桥镇规划部门工作人员介绍："奉贤杨王33-01地块，将成为区域践行'好房子'标准的重要实践。杨王地块凭借其独特的低容积率规划与生态资源禀赋， 有望打造成为南桥镇 ...

2025 年 11 月 21 日 相关研究 券研究报 证券分析师 刘正 A0230518100001 liuzheng@swsresearch.com 刘嘉玲 A0230522120003 liujl@swsresearch.com 联系人 刘嘉玲 A0230522120003 liujl@swsresearch.com 申万宏源研究微信服务号 红利、科技与出海: 2026 家 容三年线 -2026 年家电行业投资策略 本期投资局示: 请务必仔细阅读正文之后的各项信息披露与声明 需求显著改善,估值触底反弹。白电板块,根据产业在线数据,25年1-9月空调累计实 ● 现内销量 9081 万台，同比+8.4%，24 年"以旧换新"政策于 7 月底落地，1-8 月具备 一定低基数优势。25Q1/Q2/Q3 单季度空调内销同比+6.2%/+11.6%/+6.0%，其中 7/8/9 月同比+14.3%/+1.2%/-2.5%，进入 25Q3，家空内销增速逐步放缓。厨电板块，国补显 著拉动销售，25H1 延续增长势头。根据奥维云网数据，24 年油烟机实现零售额 362 亿 元，同比+14.9%；燃气灶零售额 204亿元，同 ...

日前，中国电建地产旗下长安华曦府・金安项目"国民好房子的 99 个答案" 媒体品鉴活动在项目示范区 举行。 嘉宾们以 "居住体验官" 身份，深入测评示范区及美学样板间。从全优空间格局的动线设计，到玄关、 厨房、家政间等 12 大收纳场景的细节呈现，再到超级静音系统、满配精装的实际体验，直观感受项目 "极限扩容" 带来的 "同等面积多出一间房"居住实感。 "留存道"创始人卞栎淳现场分享专业收纳理念时表示，长安华曦府・金安真正做到了"收纳融入生活"， 让空间利用效率与居住舒适度完美平衡。 产品打造上，项目严格遵循住建部 "6633 好房子标准"，配备约49米宽酒店式归家大门、独立下沉会 所，以"藏八露二"的设计巧思升级居住体验，从细节处彰显 "好房子、好服务、好社群" 的核心理念， 填补京西高品质改善型住宅市场空白。 长安华曦府・金安的亮相，既展现了中国电建地产深耕北京、打造民生好房的坚定决心，又将 "以客户 需求为核心" 的产品逻辑传递至行业，为房地产行业产品升级提供了参考样本。 据悉，长安华曦府・金安示范区暨美学样板间已正式对外开放。 作为中国电建地产"华曦系" 在北京第三座标杆作品，长安华曦府・金安地处门头 ...

Core Viewpoint - The recent "Suggestions on Formulating the 15th Five-Year Plan for National Economic and Social Development" emphasizes the importance of enhancing people's livelihoods and promoting common prosperity in the real estate sector, indicating a shift back to the residential property nature of housing [2] Group 1: High-Quality Development - High-quality development in real estate requires foundational institutional reforms, including the establishment of independent legal entities for project development, ensuring that projects operate independently and are accountable for land acquisition, development, and delivery [2] - The introduction of a lead bank system is proposed, where a designated bank or syndicate oversees project financing and ensures that funds are used appropriately, thus aligning incentives for financial institutions and project developers [2] Group 2: Current Housing Sales and Supply System - The government is actively promoting a current housing sales system, with projections indicating that by 2024, 30.8% of national housing sales will be current sales, which fundamentally mitigates delivery risks [3] - There is a growing demand for various forms of housing security, particularly among new citizens, young people, and migrants, due to changes in income and employment, necessitating an expansion of housing security programs [3] Group 3: Market Strategy and Housing Quality - The "Suggestions" advocate for a city-specific approach to increasing the supply of improved housing, emphasizing the need for tailored strategies based on local supply and demand dynamics [4] - The focus on constructing "good houses" is highlighted, with new standards established for safety, comfort, sustainability, and intelligence, aiming to enhance the quality of housing supply [4] Group 4: Lifecycle Management and Community Services - The emphasis on improving the quality of property management and maintenance is crucial, with initiatives proposed for enhancing housing quality and establishing a comprehensive lifecycle safety management system [5] - The lifecycle management system includes housing inspections, insurance mechanisms, and maintenance funds to ensure long-term safety and functionality of properties [5] Group 5: Economic Integration and Demand-Supply Dynamics - The transition to high-quality development in the real estate sector is seen as a means to support domestic demand strategies, integrating housing as a key component of infrastructure investment [6] - The approach aims to create a virtuous cycle of consumption and investment, enhancing the internal dynamics and reliability of domestic economic circulation [6]

Group 1 - Urban renewal has become a key focus in the real estate market, with Shenzhen recently launching several low-density urban renewal projects after years of high-density demolitions [1] - The Kangdaar Industrial Park urban renewal project in Bao'an District has been approved, covering an area of 243,000 square meters, with a residential development area of approximately 120,300 square meters and a notable floor area ratio of 3.1, potentially setting a record for the lowest density in Shenzhen's urban renewal projects in eight years [1] - The Longgang District's third batch of urban renewal plans has been released, including the renovation of approximately 83,000 square meters in the Bantian Material Industrial Park area, which will be updated for residential, commercial, and industrial functions [1] Group 2 - Since the implementation of the new housing project standards on May 1, 2023, Shenzhen has seen eight residential projects sold through bidding, with seven of them having a floor area ratio not exceeding 3.1, indicating compliance with the new regulations [2] - From May to October 2023, 14 new projects involving residential demolition and reconstruction have been added, all with a floor area ratio exceeding 3.1, suggesting a shift in the market dynamics under the new "good housing" standards [2] - The "good housing" standards aim to enhance the quality of residential products and property services, leading to a restructuring of the market supply and demand dynamics [2] Group 3 - The sustainable urban renewal model and regulatory policies are expected to play a significant role in stabilizing growth, expanding domestic demand, and improving living standards, thereby transforming urban development methods and promoting high-quality urban development [3]

Core Insights - The eighth batch of land auctions in Shanghai for 2025 concluded on October 20, with a total of 6 plots offered, resulting in a total transaction amount of 19.877 billion yuan, with 3 plots sold at a premium and 3 at the base price [1] - The premium rates for the sold plots were all below 20%, indicating a rational return in the current real estate market amid deep adjustments [1][2] - Major developers such as China Overseas, Poly Developments, and China Merchants Shekou participated in the auction, reflecting the strong demand for scarce land in core cities [1][2] Auction Performance - The total land area offered was 408,700 square meters, with residential land accounting for approximately 305,100 square meters, and the final transaction price was 7.47% higher than the starting price [2] - Notable highlights included record-breaking prices for residential plots in Xuhui, Jing'an, and Yangpu districts, with the highest floor price reaching 148,500 yuan per square meter [3] - The highest premium rate was recorded at 14.69% for the Yangpu plot, indicating a strategic approach by developers to replenish land reserves and leverage resource advantages [2][3] Market Dynamics - There is a clear "cold-hot" differentiation in the auction results, with core urban areas experiencing fierce competition while peripheral areas saw plots sold at base prices [4] - The participation of over 20 companies, primarily state-owned enterprises and local investment platforms, indicates a cautious approach to non-core area investments [4][5] - The return of the Binjiang Group to the Shanghai land market after ten years highlights an increase in private enterprise participation, reflecting a shift in market sentiment [6][7] Policy Impact - The recent "good housing" policy has optimized land sale indicators, removing the requirement for a proportion of small units, aligning with the current market demand for improved housing [6][7] - The cancellation of the minimum ratio for small units marks a significant policy breakthrough, allowing market supply and demand to dictate product sizes [7][8] - The trend towards product upgrades is evident, with developers focusing on high-end residential offerings and innovative designs to meet the evolving market demands [9][10]

Core Insights - The eighth batch of land auctions in Shanghai for 2025 concluded on October 20, with a total of 6 plots offered, resulting in a total transaction amount of 19.877 billion yuan, with 3 plots sold at a premium and 3 at the base price [1][3] - The auction reflects a rational return and market differentiation during a deep adjustment period in the real estate market, highlighting the strong resilience of scarce land in core cities [1][8] - The auction attracted over 20 major real estate companies, including China Overseas, Poly Developments, and China Merchants Shekou, indicating a competitive landscape [1][7] Auction Performance - Out of the 6 plots, 3 achieved premium sales, with premium rates below 20%, while the overall premium level remained within a rational range, with a total land area of 408,700 square meters [3][4] - The residential portion accounted for approximately 305,100 square meters, with the final transaction amount rising by 7.47% from the starting price [3][4] Key Highlights - Notable plots such as the Xuhui Riverside residential land and the Jing'an commercial-residential land set new price records for their respective areas [4][5] - The Xuhui Riverside plot was sold at a record floor price of 148,500 yuan per square meter, surpassing the previous record by 17.7% [5][6] - The Jing'an Suhe Bay plot was acquired by a consortium at a floor price of 81,400 yuan per square meter, reflecting its high development value due to surrounding luxury properties [6][10] Market Trends - The auction showcased a clear "hot and cold" differentiation in land value, with core urban areas being the main battleground for real estate companies [5][8] - The trend of joint bidding among companies is becoming more common, especially in core areas, as firms seek to mitigate risks and leverage each other's strengths [8][9] - The recent policy changes, including the removal of the minimum ratio for small units in new housing, align with the current market demand for improved housing products [10][11] Future Outlook - The market is expected to transition from a focus on quantity supply to quality supply, driven by policy optimization and product upgrades [11][12] - Core areas are likely to maintain a certain level of heat, but premium space will be constrained by new housing sales expectations [11][12] - The cautious return of private enterprises like the Binjiang Group indicates a potential increase in participation if sales continue to improve [10][12]

Core Insights - The recent land auction in Shanghai for 2025 saw a total of 6 plots, with 3 sold at a premium and 3 at the base price, totaling 198.77 billion yuan, indicating a rational return in the real estate market amidst deep adjustments [1][4] - The auction highlighted a clear "hot and cold" differentiation in land value, with premium sales reflecting strong demand for core urban areas while peripheral plots sold at base prices, showcasing cautious investment behavior from developers [2][4] Summary by Sections Auction Performance - 6 plots were auctioned, with a total area of 408,700 square meters, of which 305,100 square meters were residential, resulting in a final sale price that was 7.47% above the starting price, indicating a controlled overall premium level [2][4] - Key highlights included record-breaking prices for residential plots in Xuhui, Jing'an, and Yangpu districts, with the highest floor price reaching 148,500 yuan per square meter [3][4] Developer Participation - Over 20 major real estate companies participated, including China Overseas, Poly Developments, and China Merchants Shekou, reflecting a competitive landscape for prime land [1][4] - The auction saw a trend of joint bidding among developers, particularly in core areas, as firms seek to mitigate risks and leverage combined strengths [5][6] Market Dynamics - The auction results indicate a shift in investment focus towards core urban areas, with significant competition for high-value plots, while peripheral areas experienced lower interest and only single bids [4][5] - The recent policy changes, including the removal of minimum ratios for small housing units, align with the market's shift towards improvement-driven demand, allowing developers to better target high-end products [6][7] Future Outlook - The trend towards product upgrades is evident, with developers expected to focus on high-end residential offerings in prime locations, while also adapting to market demands in emerging areas [8] - The cautious return of private enterprises like Binhai Group to the auction scene signals a potential increase in market participation if sales continue to improve, suggesting a more dynamic future for Shanghai's real estate market [6][8]

Core Insights - The real estate market showed signs of recovery in September, driven primarily by the sales of improved housing options, with 62.5% of the 24 reported companies experiencing a month-on-month increase in sales [1][2] - Differentiated pricing strategies have played a crucial role, with smaller units attracting buyers through lower prices while improved housing options achieve premium pricing [1][7] Sales Performance - Among the 24 companies, leading firms like Poly Developments and China Overseas Land & Investment reported sales exceeding 20 billion yuan in September, indicating robust growth [2][3] - Mid-sized companies also saw significant sales increases, with Yuexiu Property achieving a 23.54% month-on-month growth in September [2][3] Market Dynamics - The recovery pace varies among companies, with some experiencing substantial month-on-month growth due to low sales bases in previous months, such as Ronshine China with a 132.31% increase [3] - The concentration of land acquisition in core cities has led to a 13% year-on-year increase in residential land sales across 300 cities [4][6] Land Acquisition Trends - Companies are focusing on optimizing land reserves, particularly in first- and second-tier cities, with significant investments planned for 2024 [4][5] - The competitive bidding for prime land parcels, such as the one in Beijing, reflects the ongoing demand for quality locations [6] Product Quality and Market Appeal - The introduction of high-quality housing standards has enhanced market attractiveness, with improved housing options meeting the evolving demands of buyers [7][8] - The sales of improved housing units have surged, with a notable increase in the proportion of larger units sold in major cities [8][9]

Core Points - The Ministry of Housing and Urban-Rural Development has implemented mandatory standards for new residential projects as of May 1, 2023, under the "Good House" initiative [1] - The new standards include 14 enhancements, such as increasing building height from 2.8 meters to at least 3 meters and requiring elevators in buildings over four stories [1] - The initiative emphasizes good design, materials, construction, and maintenance, promoting the development of new building materials, including green and smart security options [1] - A residential exhibition will be held in November at Beijing Shougang Park to showcase model "Good Houses" [2] Summary by Categories New Standards - The "Residential Project Specifications" have been officially implemented as of May 1, 2023, mandating all new residential projects to comply with these standards [1] - Key enhancements include a minimum floor height of 3 meters, mandatory elevators for buildings over four stories, and a 10-decibel reduction in sound insulation requirements [1] Design and Materials - The initiative focuses on improving design, materials, construction, and maintenance of residential buildings [1] - There is a push for the development of new types of building materials, including green materials and smart home technologies [1] Upcoming Events - A residential exhibition will take place in November at Beijing Shougang Park, featuring model "Good Houses" for public experience [2]