Core Viewpoint - The real estate industry is entering a phase of high-quality development, with companies exploring light asset operational models, and the construction and management business becoming a competitive arena for real estate firms [2][3] Industry Overview - The scale of the construction and management sector is growing, with the top 30 construction companies projected to reach a total contracted area of 914 million square meters in 2024, a year-on-year increase of 23%. New signed area is expected to be 193 million square meters, up 6% year-on-year [2] - Despite growth, the construction industry is highly competitive, with leading firms deepening their advantages while smaller companies face shrinking survival space. The industry is returning to the essence of "service as an asset," emphasizing the importance of professional service capabilities and brand reputation [2] Company Strategy - Midea Real Estate's entry into the construction and management sector aligns with its "light and heavy dual focus" strategy, responding to the demand for specialized services in the industry [4] - The company emphasizes that development capabilities do not equate to construction management capabilities, highlighting the need for a comprehensive understanding of client needs and the creation of value through effective service delivery [6][7] Service Model - Midea Real Estate aims to provide one-stop services from construction to property management, setting a high bar for project participation to ensure quality and long-term business sustainability [6][7] - The company differentiates itself by not engaging in price wars but instead focusing on quality service and long-tail effects through ongoing property management and commercial operations [7] Market Positioning - Midea Real Estate targets potential clients such as state-owned enterprises and financially strong institutions lacking real estate development experience, ensuring project safety and profitability through rigorous assessments [7][9] - The company has successfully secured and operated several benchmark projects, demonstrating its market capabilities and strategic approach in established cities [8][9] Operational Achievements - As of the end of 2024, Midea Real Estate's property management area reached 75.38 million square meters, a 15% year-on-year increase, with significant revenue from industrial park contracts and commercial operations [12] - The company has developed a comprehensive service capability across various sectors, including healthcare and industrial park management, showcasing its ability to meet diverse client needs [11][12] Conclusion - Midea Real Estate's transformation path reveals that light asset strategies are not merely about collecting management fees but involve upgrading service capabilities, with a focus on maximizing client value [13]

导语 未来代建行业仍将会保持"强者恒强"、"特色为王"发展态势，坚持"长期主义"和具备"核心竞争力"的企 业，才能在"蓝海变红海"的代建赛道构筑护城河。 ◎ 文 / 谢杨春 吴嘉茗 研究视点 2024年以来代建赛道在进驻企业逐步饱和后迎来增速放缓、竞争加剧、企业分化的新阶段。此阶段下，部分"后起 之秀"加速拓展的同时，头部企业格局愈发稳定。以绿城管理、蓝城集团、金地管理、润地管理等起步较早、管理 体系完善老牌代建企业始终保持在代建综合能力的前沿。 我们认为，面临代建赛道一系列挑战和问题之下，在行业"蓝海"时期积累的优势和经验，成为四家企业应对"红 海"的资本和底气。 四家企业深耕代建领域多年，作为先行者，具备突出的业务优势、管理优势、品牌优势，并在不同的业务模式和细 分领域中构建了独特的核心竞争力，形成自身鲜明的标签和市场认可度。 本专题以2024年综合能力TOP4企业绿城管理、蓝城集团、金地管理、润地管理为案例，聚焦在企业核心优势和竞 争力，去探寻头部企业的立身之道。 0 1 行业进入平稳发展期 头部格局逐渐稳定 经过3年的快速、"野蛮"的扩张期，代建赛道在企业竞相进驻并持续抢夺市场份额、竞争加剧之下，逐步 ...

本期关注 企业 绿城中国前5月代建销售约311亿元 旭辉建管在东北中标首个不良资产盘活项目 绿地智造成功中标三大标杆项目开发建设管理服务 中建二局20.7亿中标广州文冲街文冲旧村改造项目工程 项目 国贸地产代建厦门外附小洪文校区顺利竣备 企业获取 理服务是旭辉建管在东北获取的首个不良资产盘活项目，体量约25万平方米。未来旭辉建管将凭借此前与四大AMC机构合作经验，发挥"定制化服务体系"优势，协助委托方 期设计专项咨询服务。 .76万平方米，建筑高度约180米，主要功能涵盖中国华西企业有限公司自用总部办公、上下游企业办公及配套商业。该项目是金地管理在深圳继深信服科技大厦、思摩尔 合作方。海南龙吉和悦府项目是海南合悦集团旗下的一项重要项目，项目总计容面积15.71万平方米、总建面22.09万平方米。项目紧邻海口西海岸南片区，接驳市府医疗、 行提升改造工程。 北片）旧村全面改造项目（RR2）地块勘察设计施工总承包工程，项目金额为20.7亿元。 块项目(二期)提供代建代销服务。 两个项目G02地块容积率1.6，限高60米，成交总价10.05亿元；G03地块容积率1.4，限高60米，成交总价6.28亿元。两块地均为低容 ...

导语 研究视点 2024年以来代建赛道在进驻企业逐步饱和后迎来增速放缓、竞争加剧、企业分化的新阶段。此阶段下，部分"后起 之秀"加速拓展的同时，头部企业格局愈发稳定。以绿城管理、蓝城集团、金地管理、润地管理等起步较早、管理 体系完善老牌代建企业始终保持在代建综合能力的前沿。 我们认为，面临代建赛道一系列挑战和问题之下，在行业"蓝海"时期积累的优势和经验，成为四家企业应对"红 海"的资本和底气。 未来代建行业仍将会保持"强者恒强"、"特色为王"发展态势，坚持"长期主义"和具备"核心竞争力"的企 业，才能在"蓝海变红海"的代建赛道构筑护城河。 ◎ 文 / 谢杨春 吴嘉茗 四家企业深耕代建领域多年，作为先行者，具备突出的业务优势、管理优势、品牌优势，并在不同的业务模式和细 分领域中构建了独特的核心竞争力，形成自身鲜明的标签和市场认可度。 本专题以2024年综合能力TOP4企业绿城管理、蓝城集团、金地管理、润地管理为案例，聚焦在企业核心优势和竞 争力，去探寻头部企业的立身之道。 0 1 行业进入平稳发展期 头部格局逐渐稳定 经过3年的快速、"野蛮"的扩张期，代建赛道在企业竞相进驻并持续抢夺市场份额、竞争加剧之下，逐步 ...

Core Viewpoint - The shift towards selling completed properties is fundamentally changing the funding model for real estate companies, leading to a significant decline in investment returns and a push towards light-asset development strategies [2][4][5] Group 1: Impact of Current Housing Sales - The current housing sales model necessitates developers to have sufficient self-funding, resulting in longer development cycles and decreased capital turnover [5][6] - This shift is prompting companies to adjust their business portfolios, with a noticeable move towards light-asset operations such as construction management [5][6] - Over 100 real estate companies have engaged in project management, with 49 establishing independent management platforms, indicating a growing trend towards specialized construction management [5][6] Group 2: Land Transaction Trends - The decline in land transactions and the need for local government financing will lead to an increased proportion of residential construction management projects [7][8] - Despite a decrease in land acquisition, the overall scale of the construction management market is expected to remain stable, with a focus on commercial projects [7][8] Group 3: Market Penetration by City Tier - The penetration rate of construction management is expected to rise, particularly in first-tier cities, while second-tier cities will stabilize and third- and fourth-tier cities may decline [9][10] - First-tier cities have historically low penetration rates, but this is expected to increase as companies seek to engage in local government projects to optimize land resources [10] Group 4: Changes in Construction Management Models - The trend towards "small equity operation" in construction management is increasing, necessitating adjustments in payment structures and timelines [12] - Companies are facing challenges related to funding pressures and extended return cycles, requiring a re-evaluation of payment rules linked to project milestones [12] Group 5: Intensifying Competition in Construction Management - The construction management sector is experiencing intensified competition, with a potential for a "second" round of industry reshuffling as new entrants gain market share [13][14] - Companies must enhance their service capabilities and operational efficiency to remain competitive, leveraging digital tools to improve project delivery [14][15] - Establishing long-term partnerships with local government platforms is crucial for aligning interests and ensuring project success [16]

苏州未来代建仍有很大的发展空间，适宜代建企业深耕挖掘。 ◎ 文 / 谢杨春、吴嘉茗 苏州作为代建发展较快、渗透率快速提升的典型城市，当前市场在售项目中已有较多代建项目。与自持项 目相比，代建项目依然是市场中的"非主流"部分，占市场总成交的20%以下，且受到城投拿地的限制，代 建项目面临整体售价较低、区位条件较差的挑战。但整体来看，苏州目前仍有较多未开工的城投地块，对 于代建企业而言存在较大的发展机遇。 2024年开盘项目中31%为代建项目 渗透率逐年提升 01 此前，CRIC统计了32重点监测城市历年开盘项目中代建项目的渗透率，可见苏州、无锡两个城市的代建渗 透率快速提升， 到2024年，苏州开盘项目中已有31%为代建项目，成为重点监测城市中代建渗透率最高的 城市。 由于商品住宅项目中的代建项目，主要来自于城投公司拿地后委托给代建公司的项目，因此，城投公司拿 地是商品住宅代建的前提之一。 结合城投公司在苏州的拿地情况来看，从2021年以来，城投公司历年拿地建面占土地总成交的比例动态攀 升，2021年仅占35%，但 2023年和2024年城投拿地建面占比分别达到86%和64%，也就是说苏州土拍出让 地块中，超过 ...

作者 | 周以 统筹 | 黄嘉翔 视觉 | 诺言 我们先来看两则新闻。 5月20日，随着五年期以上贷款市场报价利率（LPR）下调，北京、上海跟进下调房贷利率10个基点。但 与此同时，广州首套房贷利率上调了10个基点，最新执行利率为3.1%。广州房贷利率不降反升，逆势操 作，带来的一个信号是：广州市场的信心正处于一个回暖的窗口期。 2025年4月份四大一线城市新建商品住宅和二手住宅环比变化情况 4月末的这个故事，还得从去年12月的广州洛溪岛开始说起。 这座承接着海珠、天河上游板块外溢的江心岛，正在撬动广州南部的无限可能性，开发商南通亚伦和为 其提供代建服务的龙湖龙智造，显然都嗅到了此处的商机。 但这仅仅是一种局部的回暖。 整体来看，广州楼市仍然平淡无奇，吃到红利的只是少部分开发商。比如，就在4月末，龙湖亚伦·央璟 颂——这个由南通亚伦携手龙湖龙智造打造的继二沙岛之后、十年一遇的岛居江景盘，在4月26日正式 开盘至今，首批推出的房源已几近售罄。根据克而瑞数据，4月，央璟颂的成交套数，在广州全市在售 商品住宅项目中，高居第二位。 龙湖亚伦·央璟颂首开现场人气高涨 作为代建行业的龙头，龙湖龙智造频频为市场打造出红盘， ...

Core Insights - The construction agency model has become a significant topic in the real estate industry, transitioning from a "blue ocean" to a "red ocean" market [1] - The penetration rate of construction agency projects is significantly higher in second and third-tier cities compared to first-tier cities, where opportunities are scarce [2][4] Summary by Categories Market Penetration - The highest penetration rate for construction agency projects in second and third-tier cities exceeded 8%, while first-tier cities remained around 1% [2] - In the past four years, the share of construction agency projects in new launches in first-tier cities was less than 1%, compared to an industry average of 2.4% [4] Opportunities in First-tier Cities - Guangzhou is highlighted as a potential city for construction agency opportunities, particularly in public infrastructure projects beyond residential developments [3] - Despite low overall penetration, Guangzhou and Beijing have slightly higher rates, exceeding 1%, but still lag behind cities like Wuxi and Suzhou [4] Land Acquisition Trends - Land acquisition by city investment companies in first-tier cities is low, with a significant portion of land located in suburban areas [7][11] - The willingness of major state-owned enterprises to acquire land has increased, driven by the need to maintain market stability [7] Competitive Landscape - The construction agency market in first-tier cities is dominated by leading companies, making it challenging for smaller or new entrants to secure projects due to high entry barriers [7][16] - The overall market in first-tier cities shows resilience, but demand for construction agency projects is concentrated in core second-tier cities [10][16] Pricing and Performance - Construction agency projects in first-tier cities tend to have higher pricing compared to surrounding projects, with price increases ranging from 2% to 53% [14] - The operational, brand, and product strengths of leading construction agency firms contribute to better sales performance compared to their competitors [14]

摘要：首次开盘热销超1亿元 近日，由远洋建管代销管理的广州增城城投南香雅居项目，首次开盘热销超1亿元，在激烈的市场竞争 中脱颖而出。 从4月30日项目5个样板间同时开放，到"五一"期间来访986组，样板房参观超3000人次，再到正式开 盘，南香雅居蓄客时间短短10天左右，首开热销再次彰显远洋建管在代销管理方面超强的资源整合能力 与创新执行力。 在产品价值营销上，团队创新采用"科技+教育+改善"三位一体价值体系，将华为鸿蒙智能系统与湖大 创新研究院的产学研优势转化为核心竞争力，成功塑造项目"智慧人文住区"的差异化IP。率先打造全系 改善型社区、率先引入华为鸿蒙智能系统社区、率先占位湖大创新研究院旁社区，诸多产品革新力弥补 市场空白，塑造区域标杆形象，有效提升项目知名度和美誉度。 热销背后，远洋建管华南团队助力项目快速实现业绩增长的操盘能力和突出优势也受到市场广泛关注。 优势一：全周期专业操盘服务力，系统性诊断模型 远洋建管依托产品定位与价值双重逻辑，为项目精准定位，提升地块价值。规划、设计、成本、工程、 财务、营销等多专业条线协同作战，确保项目定位落地，助力业绩达成。 ▲ 南香雅居现场人气实拍 远洋建管针对不同 ...

在行业周期重构的阵痛中，中国房地产市场正经历价值链条的深度重塑。过去一年，持续演进的流动性困局加速了行 业格局洗牌，传统开发模式在供给侧改革浪潮中持续承压。 而近期央行降准降息、结构性工具加码等政策组合拳的落地，则为行业注入了一剂"强心针"。 这场变革中，流动性的释放正在不断激活房地产代建需求，其既承载着房企纾困盘活的现实诉求，又呼应着政策端对 保障性住房、城市更新的资源倾斜，轻资产模式再次迎来扩容机遇。 其中，绿城管理作为连续9年市占率超20%的行业龙头，凭借央企信用背书、全产业链服务能力及政企合作先发优势， 在行业新旧动能转换的交汇点上，展现出穿越周期的战略定力与成长张力。 在政策暖风与模式红利的共振下，绿城管理的业务增长逻辑也愈发清晰。 一、政策组合拳精准滴灌，代建赛道迎来结构性扩容 看到政策层面的具体措施，央行宣布实施三大类十项支持稳市场稳预期的金融政策。其中，降低存款准备金率0.5个百 分点预计将向市场释放约1万亿元长期资金，同步下调政策利率0.1个百分点的决策部署亦将引导贷款市场报价利率 （LPR）同步下行约0.1个百分点，形成"宽货币+宽信用"的政策组合拳。 这一系列政策不仅缓解了房企的融资约束 ...