Group 1: Market Overview - The Chinese real estate market is experiencing a slow recovery, with the top 100 real estate companies' sales declining by 10.8% year-on-year from January to May 2025 [1] - Vanke ranked seventh in sales with a total of 57.04 billion yuan, maintaining a stable performance amidst market challenges [1] Group 2: Vanke's Performance - Vanke launched 10 new projects from January to May, achieving significant sales success in various locations, including Wenzhou and Chengdu [1] - The Wenzhou project sold out 179 units, setting a record for the number of units sold in the first launch in five years [1] - The Chengdu project achieved the highest number of units sold and sales amount in its area [1] Group 3: Innovative Community Development - Vanke's Guangzhou project, Ideal Huadi, covers approximately 1 square kilometer and integrates various amenities, achieving 161 unit sales worth 775 million yuan, making it the top-selling project in the first quarter of 2025 [2] - The project emphasizes community engagement and lifestyle integration, enhancing the perception of quality housing [2][4] Group 4: Product and Service Innovation - Vanke focuses on transforming living experiences from merely "sufficient" to "high-quality" by introducing functional community spaces [5] - The Chengdu project incorporates innovative features like a 24-hour study room and social gathering spaces, enhancing community interaction [5] Group 5: Speed and Credibility in Delivery - Vanke has improved its delivery speed, exemplified by the Hangzhou project, which opened just 99 days after land acquisition, setting a new record [8] - The company has also enhanced the quality of its delivery process, ensuring that projects meet high standards before handover [10] Group 6: Community Engagement and Operations - Vanke is advancing its community operations to ensure high-quality living post-delivery, as seen in the Changzhou project, which offers diverse amenities for different age groups [12] - The Guangzhou Huangpu New Town project has successfully engaged the community through various events, maintaining its position as a top seller [15] Group 7: Customer Acquisition Strategies - Vanke is innovating its customer acquisition strategies through new media, achieving 21% of total sales from self-generated traffic from January to May [16] - The company has a strong referral system, with over 20% of sales coming from customer recommendations, highlighting the effectiveness of community engagement [16]

Core Insights - The real estate market in Beijing is stabilizing, leading to increased enthusiasm among developers for land acquisition, with a total of 130.6 billion yuan spent on four land parcels on June 5 [1][6] - The land parcels acquired are spread across three districts: Haidian, Shijingshan, and Changping, indicating a shift in spatial distribution compared to previous acquisitions [1] - The joint venture led by Beike, along with other developers, has been particularly active in the Beijing market, acquiring a significant parcel in Changping [4][5] Group 1: Developer Activities - Beike, in collaboration with Yuexiu, Beijing Urban Construction, and Future Science City, acquired a land parcel in Changping for 23.95 billion yuan, covering approximately 3.07 hectares with a total construction area of 79,900 square meters [4] - The recent land acquisition by Beike is part of a broader strategy to establish a comprehensive platform in the real estate sector, integrating various business lines including second-hand and new housing [5] - The China State Construction Group (CSCG) emerged as a major player in the land auction, with its subsidiaries acquiring land worth 73.01 billion yuan, accounting for 70.47% of the total land acquisition amount [6] Group 2: Market Dynamics - The successful auction of four land parcels, totaling over 100 billion yuan, reflects a resurgence of confidence among developers in the Beijing new housing market, with new home sales in May increasing by 14.7% month-on-month and 22.1% year-on-year [9] - The competitive landscape for new housing projects is intensifying, with developers focusing on product quality and features that appeal to buyers, such as higher usable space and enhanced amenities [10] - The trend towards higher standards in new housing projects is expected to stimulate market demand, as developers enhance their offerings to provide better value and experience for buyers [10]

Core Insights - The concept of "good housing" is gaining traction, with the government emphasizing quality upgrades and green transformation in housing as part of its 2025 work report [1] - The emergence of the "fourth generation residential" model is closely linked to policy direction, aiming for low plot ratio, high usable area, and larger unit types to meet improvement demands [1][4] - New regulations have increased the minimum ceiling height for residential buildings from 2.8 meters to 3.0 meters, enhancing spatial comfort [1] Policy Implementation - Over 50 cities, including Beijing, Chongqing, and Xi'an, have introduced supportive policies for new housing projects, such as excluding certain areas from plot ratio calculations [2] - In Beijing, many projects feature 6-meter high ceilings and standard terraces of 20-30 square meters, achieving usable rates above 90% [2] - Chongqing has popularized vertical greening systems and designs that improve air quality, with some projects achieving a PM2.5 filtration efficiency of 35% [2] Market Performance - Research indicates that the supply of fourth-generation residential projects is expected to grow, with over 70 new projects planned across various cities [4] - The average premium for fourth-generation residential projects in core cities is 16% compared to surrounding properties, with initial sales rates averaging 43%, outperforming the overall market [4] - The construction cost of fourth-generation residential units is approximately 650-700 yuan per square meter higher than traditional units, but their high premium and sales velocity can mitigate cost pressures [4] Transition to Quality Housing - The fourth-generation residential model is transitioning from pilot projects to widespread implementation, becoming a key component of the "good housing" policy [5] - The rise of fourth-generation residential units may disrupt existing markets, with around 70 projects in major cities achieving usable rates exceeding 100% [5] - In a market with excess supply, developers are focusing on fourth-generation residential units to differentiate their offerings and counteract the impact of second-hand housing [5]

Core Insights - The bathroom industry is experiencing a shift towards scene-based marketing and product offerings, moving away from single product focus [2][3] - Companies like Jomoo are leveraging AI technology to enhance user experience and redefine market strategies [2][3] - The industry faces significant challenges, including declining sales and profitability, particularly in the context of a sluggish real estate market [3][4] Industry Trends - The 29th China International Kitchen and Bathroom Facilities Exhibition (KBC) saw reduced attendance, indicating a cooling market environment [2] - Major brands like Jomoo and Hansgrohe are adopting proactive marketing strategies, launching new products ahead of the exhibition [2] - The shift from product-centric to scene-centric marketing is seen as a future trend in the bathroom industry [2] Company Challenges - Jomoo aims to achieve over 70 billion yuan in revenue by 2024, with a long-term goal of reaching 100 billion yuan by 2030, amidst a challenging market environment [3] - The company is facing pressure from declining sales in the broader bathroom industry, with competitors like Arrow Home and Huida experiencing significant revenue drops [3][4] - The low penetration rate of smart bathroom products in China, currently below 10%, presents a barrier to growth [4][6] Technological Transformation - Jomoo is focusing on smart bathroom solutions as a key transformation strategy, aiming to simplify user experience and reduce costs [5][6] - The company is investing heavily in technology and infrastructure, including a 5G smart industrial park, to enhance its product offerings [4][6] - The industry is witnessing a push towards integrating technology into products to meet evolving consumer demands [8] Market Opportunities - The "Good House" initiative introduced in the government work report highlights the need for upgrading old residential facilities, presenting an opportunity for the bathroom industry [7] - The shift towards a scene-based approach in product development is seen as a way to address consumer needs for high-quality bathroom experiences [7][8] - The increasing consumer acceptance of innovation and the demand for aesthetic and emotional value in bathroom spaces are driving changes in the industry [8]

房地产 房地产 2025 年 06 月 04 日 投资评级：看好（维持） 行业走势图 数据来源：聚源 -24% -12% 0% 12% 24% 36% 2024-06 2024-10 2025-02 房地产 沪深300 相关研究报告 《新房成交面积环比增长，杭州土拍 市场火热—行业周报》-2025.6.2 《新房二手房成交面积环比增长，持 续推进城市更新 — 行 业 周 报 》 -2025.5.25 《新房上海同环比领涨，一线新房价 格环比持平 — 行 业 点 评 报 告 》 -2025.5.19 "好房子"系列专题一：四代宅崛起，政策红利与产 品创新驱动居住升级 ——行业深度报告 | 齐东（分析师） | 杜致远（联系人） | 胡耀文（分析师） | | --- | --- | --- | | qidong@kysec.cn | duzhiyuan@kysec.cn | huyaowen@kysec.cn | | 证书编号：S0790522010002 | 证书编号：S0790124070064 | 证书编号：S0790524070001 | 四代宅政策频出，整体居住体验优化 第四代住宅主要特征是把地面的庭院置 ...

房地产一头连着群众民生，一头连着经济发展。去年以来，我国多地从消化存量、优化增量两方面着 手，推出一揽子政策组合拳，推动房地产市场持续回稳向好。 政策持续优化 作为中国房地产市场的风向标，上海楼市的一举一动牵动着无数人的心。2024年，上海市先后印发《关 于优化本市房地产市场平稳健康发展政策措施的通知》《关于进一步优化本市房地产市场政策措施的通 知》，提出调整优化住房限购政策、支持多子女家庭合理住房需求、优化住房信贷政策等"沪九条"，以 及优化住房信贷、调整住房税收等"沪七条"。 随后，上海持续落实各项政策措施，"沪九条""沪七条"政策效应持续显现，总体呈现回稳向好态势。数 据显示，上海3月新开盘项目保持较高热度，16个项目完成认购；在售项目销售提速，3月以来日均成交 比去年同期增加34%。 杭州市安居集团是一家以保障性住房投资建设运营为主的国有企业。日前，该集团正征集已建成存量商 品房用于保障性住房，其中，保障性租赁住房面积以不超过70平方米为主，配售型保障房面积以不超过 125平方米为主。安居集团相关负责人介绍，完成收购后，将全面整修房屋，配备基本设施设备。 太平洋房屋副总经理廖峰表示，上海楼市在"沪九条 ...

Core Viewpoint - The real estate market in China has shown signs of stabilization and improvement since 2025, driven by financial policies and the implementation of special bonds, leading to better indicators in land auctions, housing prices, and inventory reduction [3][14]. Group 1: Market Trends - The overall real estate market has transitioned from merely addressing the availability of housing to focusing on the quality of housing, emphasizing the importance of building "good houses" to meet the needs of the public [14]. - The introduction of the "good house" concept in government reports marks a significant shift towards high-quality residential projects, which are expected to dominate new supply [3][14]. - The 2025 first half product evaluation revealed a total of 60 projects that met the criteria for high-end, light luxury, and quality categories, indicating a competitive landscape focused on product quality [13][14]. Group 2: Evaluation Process - The evaluation process for residential projects includes criteria such as design, living experience, interior decoration, community space, and project awards, ensuring a comprehensive assessment of product quality [13][14]. - The evaluation will culminate in the announcement of the "Top Ten High-end/Light Luxury/Quality Works" and the "Good House Comprehensive Award/Individual Awards" in late June [13][14]. - The evaluation process involves expert reviews and public voting, enhancing the credibility and transparency of the assessment [13][14]. Group 3: Industry Response - Real estate companies are actively responding to the "good house" strategy by enhancing housing quality and increasing configurations in similar product categories to boost competitiveness [14]. - The rise of AI technology is opening new possibilities for smart housing, aligning with the industry's goal to meet diverse living needs and improve the quality of life for buyers [14]. - The ongoing "Good House Tour" initiative aims to showcase award-winning projects and benchmark developments, fostering a platform for product quality exchange and collaboration within the industry [14].

龙泉山城市之眼 ▫️《求是》杂志发表习近平总书记重要文章《加快建设教育强国》。 ▫️ 5月29日至30日，四川省党政代表团前往浙江省考察学习。29日上午，浙川深化东西部协作和交流合作座谈会在杭州市举行。浙江省委书 记、省人大常委会主任王浩主持会议并讲话，四川省委书记、省人大常委会主任王晓晖出席会议并讲话。浙江省委副书记、省长刘捷，四川省 委副书记、省长施小琳分别介绍两省经济社会发展情况。 ▫️西南财经大学建校100周年庆祝大会举行。施小琳出席、徐青森致辞。 ▫️住房城乡建设部、财政部、中国人民银行联合发布《全国住房公积金2024年年度报告》，全面披露了2024年全国住房公积金管理运行情况。 ▫️ 5月29日至30日，第二届联合国人居大会续会在肯尼亚内罗毕联合国人居署总部召开。大会审议并通过《联合国人居署2026-2029年战略规 划》，并选举了联合国人居署治理机构成员。中国当选执行局成员、执行局副主席、常驻代表委员会副主席职位。 ▫️福建印发《福建省推进"好房子"建设行动方案》，明确将提高建筑设计品质、使用好建材好设备、提高工程建设质量等9大主要任务，推动建 设安全、舒适、绿色、智慧的"好房子"。 ▫️全省城 ...

今年以来，房地产市场整体延续止跌回稳态势。 5月30日—31日，中指研究院、克而瑞、亿翰智库等机构陆续发布2025年前5月百强房企销售业绩及拿地金额榜单。中指研究院数据显示，前5月，百强房企 销售总额14436.4亿元，同比下降10.8%。另据克而瑞数据，百强房企5月销售操盘金额2945.8亿元，环比增长3.5%。 头部企业表现依然稳健。亿翰智库统计显示，前5月，TOP10房企和TOP30房企的销售门槛值分别同比增长8%和2%。保利发展前5月以1161亿元领跑百强房 企，并成为今年首个销售额破千亿元的房企。 在土地端，百强房企的拿地金额增长明显。据中指研究院数据，前5月，百强企业拿地总额4051.9亿元，同比增长28.8%，增幅较4月扩大2.2个百分点。央国 企仍是拿地主力，部分民营房企也积极拿地，如滨江集团、邦泰集团、兴耀房产等均进入拿地金额前二十。 58安居客研究院院长张波6月1日下午通过微信向《每日经济新闻》记者分析指出，从百强房企销售来看，市场总体表现呈现"弱复苏基调下的区域性向好"趋 势，虽未整体回暖，但部分企业表现向好，市场的总体表现好于预期。 今年首个"千亿房企"诞生 房企整体销售业绩仍然处于下 ...

Core Viewpoint - The real estate market is undergoing significant changes, with the concept of "good housing" transitioning from policy advocacy to a binding national standard, effective May 1, 2025 [2][3] Group 1: National Standards and Industry Response - The Ministry of Housing and Urban-Rural Development has introduced the "Residential Project Standards," which impose comprehensive quality requirements for residential properties, including minimum ceiling heights of 3 meters and mandatory elevators for buildings with four or more floors [2] - The "Good Housing" policy emphasizes not only physical space metrics but also the overall enhancement of living experiences [2][3] - China Merchants Shekou has proactively responded to national calls by launching the "Zhongshan Good Housing" technical system, aiming to set a benchmark for quality residential properties in the new era [2][3] Group 2: Value Dimensions of "Good Housing" - The "Residential Project Standards" define seven value dimensions for "good housing," focusing on safety, comfort, sustainability, and intelligence, among others, to promote high-quality development in the industry [3] - The "Zhongshan Good Housing" technical system is built around the core philosophy of "Home is where the heart is," encompassing three main value propositions: a smart and enduring quality home, a naturally harmonious aesthetic home, and a long-lasting home with friendly neighbors [3] Group 3: Project Examples and Innovations - The recently launched "Zhongshan Sequence" project in Beijing's Yizhuang core area exemplifies the application of the "Good Housing" concept, featuring innovative designs that maximize space efficiency and enhance living quality [4] - The project includes a nearly 1,000 square meter elevated area that integrates various amenities, such as a fitness area and a children's playground, catering to diverse lifestyle needs [4] - The "Zhongshan Sequence" project boasts a green coverage rate of 30% and is adjacent to the Nanhaizi Wetland Park, significantly exceeding the average green space per capita in Beijing [4] Group 4: Future Directions and Strategic Focus - China Merchants Shekou aims to continue its leadership in green living and enhance product offerings through a new "3+1 product system" to meet evolving customer needs [5][6] - The company emphasizes seamless integration of services and living experiences, providing high-standard property management services to ensure quality living [7] - The strategic acquisition of prime land in the Tongzhou sub-center positions the company to leverage urban development opportunities, enhancing asset value for homeowners [9] Group 5: Long-term Vision and Market Positioning - The "Zhongshan Sequence" project is positioned as a benchmark for quality living in the Tongzhou sub-center, benefiting from proximity to educational institutions and healthcare facilities [9] - The company is committed to exploring a path of product innovation and high-quality development, aligning with the ongoing policy and market-driven quality revolution [9][10]