Core Viewpoint - The initiative to build "safe, comfortable, green, and smart 'good houses'" in the 2025 Government Work Report reflects a strategic response to public expectations and a top-level design for upgrading living standards in China, transitioning housing demand from mere availability to quality [1][16]. Group 1: Policy and Market Integration - Poly Real Estate Shandong Company has launched the "100 Billion Renewal Plan," aligning with the national "urban renewal" strategy and driving the improvement of living quality in Jinan through market forces [3][20]. - The launch of the "Poly 100 Billion Renewal and Future with Spring City" strategic action marks a new phase of "government-enterprise collaboration and market leadership" in upgrading living conditions in Jinan [4][20]. - The "Renewal Strategy" by Poly Real Estate is closely aligned with the government's "sell old and buy new" policy, which is expected to significantly promote urban development [6][20]. Group 2: Product and Service Innovation - The "Renewal Purchase" plan, developed in collaboration with Beike (Shandong) Internet Co., aims to create a full-chain ecosystem from old house disposal to new house selection and service assurance, enhancing market liquidity and meeting upgraded housing demands [8][18]. - Poly Real Estate's five product lines, including "Jia Di Series, Yu Series, Fu Series, Yin Series, and One Number Series," are designed to provide tailored housing solutions for families at different life stages, redefining quality living standards in Jinan [9][11]. Group 3: Community and Environmental Impact - The "good house" concept is not only about physical structures but also embodies green development, smart city integration, and cultural confidence, contributing to a sustainable urban living environment [15][20]. - The "100 Billion Renewal" initiative is seen as a micro-level implementation of the national "good house" construction strategy, promoting high-quality development in Jinan [15][22]. Group 4: Economic and Social Benefits - The "Renewal Purchase" activity offers citizens a dual subsidy of 0.8% from the government and 3% from Poly, ensuring that policy benefits reach the grassroots level [18]. - The initiative addresses the "time gap" challenge in the "sell old and buy new" process, providing a "60-day worry-free home purchase" plan to facilitate smooth transitions for buyers [18][20].

在当下，住房问题既是重大的民生议题，也是推动社会发展的关键因素，与千家万户的切身利益紧密相 连。在政策与创新技术的双轮驱动下，把新房子建设成"好房子"，把老房子改造成"好房子"，同时推 进"好小区""好社区""好城区"建设……一段时间以来，各地通过出台推动政策、加强技术支撑、打造示 范样板等举措，打造更多高品质小区与住房，围绕安全、舒适、绿色、智慧等核心要素，大力推进"好 房子"的建设进程。当67%购房者将居住舒适度列为首要考量，其中隔音、环保等指标成为影响购房决 策的重要因素，居住空间的价值，已不再是面积的简单堆砌，而是转向对功能性、舒适度与个性化的深 度追求。在这样的大背景下，TATA木门积极响应政策导向，凭借自身强大的智造能力，为"好房子"建 设贡献力量。 新政出台：明确"好房子"建设方向 近两年，国家相继出台一系列关于"好房子"建设的政策法规，为行业发展指明方向。住建部发布的《住 宅项目规范》中，对住宅噪声限值和隔声标准提出了新要求，明确规定住宅噪声标准，卧室噪声不得超 过30分贝。这一政策的出台，凸显了国家对居住环境舒适度的重视，尤其是对噪音控制的严格要求。同 时，在环保方面，政策对建筑材料的环保标 ...

Core Viewpoint - The article discusses the recent regulatory changes aimed at addressing the "area theft" phenomenon in the real estate market, which is expected to shift the focus from maximizing usable space to improving product quality and service in the industry [1][2]. Regulatory Changes - Multiple cities have introduced measures to regulate the design of windows and balconies, ensuring that structural columns are included in area calculations and limiting the modification of certain spaces to prevent illegal area expansion [1]. - For example, Chengdu has set a limit on the increase of "board rate" to no more than 1.5%, and height discrepancies are restricted to within 0.15 meters to prevent developers from illegally increasing usable space [1]. Market Trends - Since last year, several cities have launched high-utility new properties, leading to a shift in market dynamics. The new regulations are expected to reduce the prevalence of "super high utility" residential land [3][4]. - New projects in cities like Chengdu and Guangzhou are being developed with higher usable rates, with some projects achieving rates over 120% [4][5]. Buyer Preferences - The introduction of new regulations has resulted in positive market feedback, with buyers favoring new projects due to their high utility rates and favorable pricing [5]. - The demand for quality housing has driven changes in planning, with developers encouraged to focus on product quality rather than just utility rates [7]. Long-term Implications - The emergence of new regulations is seen as a transitional phase, with the potential for "area theft" issues to arise if not properly managed. The industry is encouraged to prioritize product design and service over merely high utility rates [7][8]. - The ongoing optimization of policies is expected to promote rational market behavior and enhance product competitiveness, leading to a healthier market environment [7][9].

通过"超高实用率"来提高楼盘竞争力的手段或将迎来变化。 在接受21世纪经济报道记者采访的多名业界人士看来，通过对建筑规范的约束，未来"超高实用率"的住 宅用地或将不再多见，但同时房企也能够潜心研究好产品、好服务，而非仅在实用率上做文章，有助于 行业实现良性循环。 集中面市 去年以来，多座城市出现了一批高实用率的新楼盘，引领了市场的风向。 2024年6月，成都市规划和自然资源局发布的《成都市规划管理技术规定（2024）》中指出，"每套住宅 飘窗、阳台以及非公共活动空间（包含但不限于各类形式的入户花园、空中花园、露台、退台、设备平 台、空调板、构造板、抗震板等）的水平投影面积不大于该套住宅套型建筑面积的20%。"此前，这类 空间的水平投影面积占比要求为不超过15%。 广州则是在2023年年底出台《广州市建筑工程容积率计算办法》，其中将住宅套内半开敞空间半计容的 比例由原不超过套内建筑面积的15%放宽至20%，并允许设置一个满足连续开敞率不低于40%的主景观 阳台不限制其进深。 在这些规定的指引下，成都、广州等多座城市开始上架能够打造高实用率住宅的地块。例如，成都的万 科·都会甲第项目主推建筑面积86至121平方米 ...

整治违规"偷面积"现象，旨在将起跑线拉平，引导房企良性竞争。 实现"住有宜居"的美好生活愿景。 通过"超高实用率"来提高楼盘竞争力的手段或将迎来变化。 近日，全国多地陆续出台文件针对"偷面积"现象提出整治措施。这些措施主要包括规范飘窗设计（仅允 许厨卫采用内凹式飘窗，杜绝客厅、卧室通过"假飘窗"违规增加面积）、将所有结构柱纳入面积核算、 对40米以上楼层花池进行功能限定（禁止改造为实用空间）、标准化建筑内部天井尺寸（规避增加户型 数量而压缩天井尺寸）等。 以成都为例，根据成都下发的相关通知，其中要求"板率"增加值不得超过1.5%，这意味着开发商违规改 造设备平台导致板率超标将无法通过验收。此外，通知还要求层高误差值限制在0.15米以内，防止开发 商通过加高夹层、隔板等方式变相扩容。 在这些规定的指引下，成都、广州等多座城市开始上架能够打造高实用率住宅的地块。例如，成都的万 科·都会甲第项目主推建筑面积86至121平方米的改善型产品，最高得房率达到113%；成都越秀阅金沙 项目的得房率也高达120%。 广州的新规住宅则在今年陆续面世。去年9月20日，招商蛇口（001979）以底价10.18亿元拿下南沙横沥 岛一 ...

Core Viewpoint - The real estate market is entering a critical phase with new policies aimed at benefiting homebuyers, including those with basic needs and those looking to upgrade their living conditions [1][9]. Policy Changes - Since early 2025, there has been a clear trend of loosening demand-side policies in the real estate sector, with expectations for further strengthening in August [3]. - Restrictions on purchasing, selling, and pricing are gradually being relaxed, with many cities easing eligibility criteria for out-of-town buyers [3]. - Current commercial loan rates for first-time homebuyers have dropped to approximately 3.05%, with over five-year provident fund loan rates as low as 2.85% [3]. - Predictions indicate that by the end of 2025, mortgage rates could further decrease to around 2.5%, significantly reducing total interest and monthly payments for borrowers [3]. Financial Incentives - Major adjustments in down payment ratios and the introduction of various tax reductions, such as lower deed tax rates and increased thresholds for personal income tax exemptions, are expected to lower transaction costs for homebuyers [3]. - Over 50 cities have introduced home purchase subsidies, including cash rebates and tax refunds, which will greatly benefit first-time buyers [3]. Quality Housing Initiatives - The government aims to enhance housing quality by promoting the construction of safe, comfortable, green, and smart homes, transitioning from merely providing housing to improving living standards [5]. - New regulations set a minimum height for new residential buildings and require elevators in multi-story buildings, addressing the needs of an aging population [5]. Urban Renewal Policies - Recent initiatives, such as the issuance of consumption vouchers for homebuyers participating in urban renewal projects, aim to stimulate the market by facilitating property exchanges [7]. - The "old for new" policy is designed to alleviate barriers for families looking to improve their living conditions, thereby enhancing market liquidity [7]. - This policy is expected to accelerate inventory reduction, optimize housing supply structures, and boost market confidence [7]. Market Outlook - The new round of policies is comprehensive, targeting various aspects of the real estate market, which is anticipated to lead to a more stable development and provide homebuyers with better options [9].

Core Viewpoint - The real estate industry is undergoing a deep adjustment period, with inventory reduction pressure and upgraded residential demand coexisting, making the construction of "good houses" the core direction for industry transformation [1] Group 1: Industry Consensus - The key to healthy development in real estate is inventory reduction, with the notion that those who can achieve this will be the industry's heroes [4] - The industry requires a "spark" of confidence and action to recover, emphasizing the need for marketing empowerment and government-enterprise collaboration [6] Group 2: Solutions for Inventory Reduction - Experts discussed practical solutions for inventory reduction and "good house" construction, emphasizing the need for digital transformation and collaboration between product quality and marketing [8] - A case study highlighted that real estate does have a future, but it requires new recognition and methods to break through challenges [10] - Design is identified as a key lever for creating "good houses," focusing on cultural roots, scene creation, and quality control [14] Group 3: Marketing Innovations - The need for collaboration among policies, real estate companies, design, and property management is crucial for "good house" construction, aiming to upgrade from merely meeting housing needs to creating quality living experiences [16] - Practical strategies for cost reduction and efficiency improvement in real estate operations were discussed, focusing on tax management throughout the development process [18] - A digital and new media marketing strategy was proposed, detailing a complete digital path for real estate sales that significantly improved customer visit rates and conversion rates [20] Group 4: Insights and Future Directions - The forum reached a consensus that the transformation of the real estate industry requires both internal refinement of "good house" products and external exploration of innovative marketing paths [24] - The event received extensive media coverage, spreading the "good house + good marketing" transformation concept to a broader audience [26] - The industry is shifting from "scale expansion" to "quality competition," with the forum providing practical paths and confidence for future development [28]

21世纪经济报道记者 吴抒颖 广州报道 为了满足购房者对"好房子"的追求，广州、深圳这两座一线城市的土地市场出现了新的变化。这两座城 市近期频繁推出低密度、环境好的地块，以匹配市场对"好房子"建设的需求。 以7月7日深圳龙华出让的一宗地块为例，这宗地块的土地面积为2.18万平方米，挂牌起始价为16.84亿 元，起始楼面价为2.8万元/平方米。这宗地块采用"价高者得"原则，无销售限价、无70/90户型比例限 制、无配建保障房要求，开发灵活性较高。地块容积率仅2.8，低于深圳多数住宅用地。 最终，根据成交结果，经过超百轮竞价，深圳中海地产以总价23.7亿元竞得地块，溢价率40.74%，成交 楼面价为约3.9万元/平方米。 中指研究院深圳分院高级分析师孙红梅指出，这宗地块未来可开发高层低密度社区，提升居住舒适度。 此外，深圳近期推出的宅地普遍降低容积率、取消限价，强调"居住品质升级"，这宗地块符合这一导 向。"近期深圳土拍市场的高溢价成交，是 "核心地段+低密品质+政策红利"三重因素共同影响的结 果。" 7月30日，深圳出让一宗龙华区宅地，土地出让面积2.19万平方米规划建筑面积6.8万平方米，容积率 3.1，起始 ...

Core Viewpoint - The report by JLL highlights the recovery and stabilization of the real estate market in the Greater Bay Area's mainland cities, driven by policy easing and financial support for developers [1][3]. Residential Market Summary - In the first quarter, the overall sales figures and prices of new residential properties performed well, but the market sentiment weakened in April due to the instability caused by the trade war, leading to a cautious buyer attitude [3][4]. - Overall new residential sales in the Greater Bay Area increased by 3% year-on-year in the first half of the year [3]. - The average monthly new residential transactions are expected to reach 27,000 to 28,000 in the second half, with an annual total projected at around 300,000 units; however, there is a potential price decline of up to 5% for the year [4]. Commercial Property Investment Summary - The attitude of property owners has shifted to a more pragmatic approach, with industrial logistics transactions accounting for over 50% of the market in the first half of 2025, including significant deals in large logistics asset packages [3][5]. - The community commercial sector is gaining traction, with stable rental yield projects attracting investor interest, suggesting a potential increase in quality commercial asset transactions in the second half of the year [3][5]. - The logistics and commercial sectors are expected to outperform other segments, driven by strong demand from the expanding cross-border e-commerce market [4][5]. Market Outlook - The easing of demand-side policies and the construction of quality housing are anticipated to release pent-up demand for both rigid and improved housing [3]. - The implementation of special bond storage and acquisition of residential properties is expected to alleviate financial pressures on developers and promote a balance between supply and demand in the real estate market [3]. - Despite the anticipated recovery, market confidence is expected to take time to restore, with ongoing uncertainties likely to maintain a cautious atmosphere into the third quarter [4].

2025年是"好房子"建设元年。目前时间已进入下半年，各地"好房子"建设进展如何？有哪些可借鉴的经 验做法？ 各地开始交卷了。 近期，住建部发布了《"好房子"建设经验做法（第一批）》。文件收录了14个省的经验做法，内容涵盖 六个方面，即出台推动政策、加强技术支撑、打造示范样板、强化科技赋能、优化物业服务和健全产业 体系。住建部还喊话各地，"结合实际学习参考"。 这14个省的经验做法反映出"好房子"建设的哪些趋势？有哪些值得房企关注及参考？ 好房子建设 14个省给出这些经验 住建部发布的文件来看，被列为示范的省份都有以下2个特点： 第一，"好房子"建设涵盖商品房、保障房以及旧房改造。 第二，"好房子"建设，需要政策、标准、技术、产业等打组合拳。 例如政策方面，入选的省份开展了一些探索，从政策上给予"好房子"一定的倾斜。例如山东省提出，使 用住房公积金贷款购买高品质住宅的，贷款额度可按一定比例上浮。 另外，出台技术导则，提高标准底线，为"好房子"搭建一个指导体系。如，江苏省发布的《改善型住宅 设计与建造导则》，从规划布局、公共设施、环境营造等方面提升住区空间品质；从户型设计、材料选 用、建造管理等方面提升住宅性能 ...