Core Viewpoint - The real estate market in Jinan is experiencing a continued adjustment in 2025, with new residential sales prices declining and a shift in market structure towards larger, improvement-oriented housing types [1][11]. Group 1: Market Trends - In 2025, the average sales price index for new residential properties in Jinan decreased by 2.6% year-on-year, while the second-hand residential price index fell by 4.4% [1]. - The average transaction area for new residential properties reached a historical high of 137.05 square meters, with 44.89% of transactions being for improvement-type units between 120-144 square meters, and 29.73% for units larger than 144 square meters [1][7]. - The market is seeing a strong demand for improvement-type housing, with over 94% of new homes sold being larger than 100 square meters [11]. Group 2: Marketing Strategies - During the 2026 Spring Festival, many real estate companies in Jinan launched promotional activities, offering significant discounts and incentives to attract buyers [2][4]. - Various projects provided substantial subsidies, with some offering up to 300,000 yuan in discounts, alongside promotional events like appliance giveaways and themed activities to enhance customer engagement [4][5]. Group 3: Consumer Behavior - There has been a notable increase in customer visits and transactions, with some projects reporting over 800 groups of visitors in a month, indicating a robust demand for improvement-type housing [5][7]. - The majority of new home sales are concentrated in the 120 square meters and above category, with a significant preference for small high-rise, villa, and large flat products [7][8]. Group 4: Industry Dynamics - The Jinan real estate market is shifting from "incremental expansion" to "stock optimization," with a focus on product innovation and service enhancement [8][10]. - The industry is witnessing an increase in concentration, with leading firms focusing on high-quality developments and innovative designs to meet evolving consumer demands [10][12]. Group 5: Future Outlook - The market is expected to stabilize in 2026, with continued improvement in the matching of supply and demand for quality housing, particularly in core areas [11][12]. - Policies such as the optimization of housing provident funds are anticipated to further support the real estate market, making it easier for families to purchase high-quality homes [12].