2025年北京新房市场硝烟散尽，中建、中海两大巨头强势崛起。天朗房网数据显示，中国建筑与中海地 产两大巨头权益销售额双双突破300亿元，合计市场份额高达26.5%，断层领先；TOP20房企更是瓜分近 八成蛋糕，行业集中度再创新高。 克而瑞榜单则将中建系及中海地产进一步拆分后，中建智地以224.51亿元跃居权益金榜首，其与华润置 地、中海新城组成"200亿俱乐部"。与此同时，市场高度聚焦核心地块与高端产品，拿地能力与项目的 精准定位成为房企生存关键。这一关键趋势，在具体的市场数据和房企排名中体现得淋漓尽致。 中建智地"进位"，居北京权益销售额榜首 据天朗房网数据，2025年，北京新房商品住宅销售金额达2685.67亿元，同比增长1.7%，规模保持稳 定，市场份额的集中化趋势进一步增强。2025年销售金额TOP20企业抢占约77%的市场份额，同比增加 4.4个百分点；TOP10企业抢占约六成市场份额，同比增加2.6个百分点。 图/克而瑞 根据克而瑞榜单，2025年，中建智地、华润置地、中海新城三家权益销售额超过200亿，另外还有北京 中海、招商蛇口、建发股份、越秀地产、北京城建、中国金茂六家房企权益销售额超过10 ...

如果说"确定性"是刚需盘的标签，"产品硬实力"则成为手握千万预算的改善型购房者的核心决策标尺。 单价6万—10万元/平方米的改善型新盘，在2025年全面迈入"价值抉择模式"。据北京商报记者不完全统 计，北京2025年全年共有26个单价在6万—10万元/平方米区间的改善型项目入市，累计供应房源超1.3 万套，市场分化态势尤为显著。其中，在拿地环节表现亮眼的"中建系"，将"掰手腕"延展至一线营销， 但结果天差地别：中建二局旗下房地产公司中建玖合打造的中建·运河玖院依托优质产品力与配套优 势，以81.15%的去化率登顶"改善去化王"，其二期顶层河景房源总价突破4000万元仍具备吸引力；而由 中海地产打造的中海朝阳ONE去化率则仅为15.4%，沦为同梯队垫底项目。在户型趋同的市场背景下， 区位配套成熟度与产品细节打磨，成为撬动改善型住宅去化的关键变量。 地段、产品、配套与性价比 户型设计缺陷带来的去化难 在中建·运河玖院、颐海澐颂、建发金茂观宸等项目凭借超70%的去化率彰显强劲市场竞争力的同时， 部分与热销项目处于同一单价梯队的楼盘，受产品定位偏差、区位配套支撑不足等多重因素影响，呈现 出销售疲软态势，去化进度大幅落 ...

如果说"确定性"是刚需盘的标签，"产品硬实力"则成为手握千万预算的改善型购房者的核心决策标尺。单价6万—10万元/平方米的改善型新盘， 在2025年全面迈入"价值抉择模式"。北京商报记者不完全统计，北京2025年全年共有26个单价在6万—10万元区间的改善型项目入市，累计供应 房源超1.3万套，市场分化态势尤为显著。其中，在拿地环节表现亮眼的"中建系"，将"掰手腕"延展至一线营销，但结果天差地别：中建二局旗 下房地产公司中建玖合打造的中建·运河玖院依托优质产品力与配套优势，以81.15%的去化率登顶"改善去化王"，其二期顶层河景房源总价突破 4000万元仍具备吸引力；而由中海地产打造的中海朝阳ONE去化率则仅为14.48%，沦为同梯队垫底项目。在户型趋同的市场背景下，区位配套 成熟度与产品细节打磨，成为撬动改善型住宅去化的关键变量。 | 区位 | 月份 | 项目案名 | 项目名称 | | 户数 已签约套数 | | --- | --- | --- | --- | --- | --- | | 通州 | 3月4日 | 绥云福苑(一期) | 绳式ONE | 124 | 29 | | | 4 23 H | | | | ...

| 区位 | 月份 | 项目案名 | 项目名称 | | 户数 已签约套数 | | --- | --- | --- | --- | --- | --- | | 通州 | 3月4日 | 缓云福苑(一期) | 绳云ONE | 124 | 29 | | | 4月23日 | | | | | | | 9月13日 10月25日 | 玖运佳苑(一期) | 中建 · 运河玖院 | 838 | 680 | | | 12月19日 | 玖运佳苑(二期) | 中建 · 云河玖院 | 552 | 242 | | 丰台 | 3月17日 | 观宸嘉园 | 建发金茂观宸 | 479 | 367 | | | 4月30日 | | | | | | | 9月20日 | 观音显元 | 建发会变观信二期 | 368 | 62 | | | ４月21日 | 偶颂佳苑 | 北京偶内幼 | 439 | 121 | | | 1月18日 4月2日 | 璞兔佳苑 | 金茂璞兔丰宜 | 504 | 247 | | | 5月20日 | 中海藏峰佳苑 | 中海丽泽参號院 | 458 | 133 | | | 9月13日 | | | | | | 海淀 | 3月11日 | 咖准大 ...

Core Viewpoint - The real estate market in Beijing is facing intense competition, with companies like China Overseas Land & Investment (中海地产) continuing to secure significant land parcels and maintain strong sales performance despite market pressures [2][10]. Group 1: Company Performance - China Overseas Land & Investment has maintained its position as the sales champion in Beijing for seven consecutive years, achieving a sales revenue of 112 billion yuan in the first half of this year, ranking second only to China State Construction [10][11]. - The company has successfully acquired multiple high-value land parcels, including a 153 billion yuan acquisition in Chaoyang, which has bolstered its market presence [4][11]. - The sales performance of the project "Jinghua Jiuxu" in Xicheng contributed approximately 17 billion yuan to the overall sales, showcasing the effectiveness of its strategic positioning [11]. Group 2: Market Dynamics - The competition among real estate projects in Beijing is intensifying, particularly in the luxury segment, with projects like "Wanjijiuxu" and "Beijing Chenyuan" showing varying degrees of market performance [5][8]. - The introduction of new projects, such as those in the Huangshanmu and Sunhe areas, is expected to create additional competition for existing developments, particularly for "Wanjijiuxu" [7][8]. - The overall market is experiencing a divide, with high-end and well-located properties performing better in terms of sales velocity compared to others [4][10]. Group 3: Project Details - "Wanjijiuxu" has a total of 370 units with a saleable area of 7.06 million square meters, and it has achieved a transaction price of 11.5 million yuan per square meter, with a current sales rate of 48% [6][5]. - The project "Shiguang Zhijing" has faced challenges with a low sales rate of approximately 15%, indicating difficulties in market absorption [8][9]. - The upcoming projects in Huangshanmu are expected to compete directly with "Wanjijiuxu," as they target similar high-end buyer demographics [7][8].

Core Insights - The real estate market in Beijing is facing intense competition, with both land acquisition and new home sales under pressure [1] - China Overseas Land & Investment (中海地产) has maintained its position as a sales leader in Beijing, securing multiple high-value land parcels [1][8] - The performance of different projects varies significantly, with some achieving strong sales while others struggle with inventory turnover [3][10] Group 1: Company Performance - China Overseas Land & Investment has achieved a sales revenue of 112 billion yuan in the first half of the year, ranking second in the market, just behind China State Construction [10] - The project "万吉玖序" contributed approximately 35 billion yuan to the sales figures, indicating its strong market performance [10] - The company has been actively acquiring land, including a 153 billion yuan purchase in Chaoyang, which reflects its strategy to strengthen its presence in core urban areas [9] Group 2: Market Dynamics - The introduction of new projects in the Chaoyang area, such as "万吉玖序," has intensified competition among high-end residential offerings [2][4] - The overall market is experiencing a divide, with luxury and well-located affordable housing performing better than other segments [3] - Upcoming projects like "黄杉木店" are expected to challenge existing offerings, particularly "万吉玖序," due to overlapping target demographics [5][6] Group 3: Project Specifics - "万吉玖序" has a total of 370 units, with a current average transaction price of 11.5 million yuan per square meter and a sales rate of 48% [3] - The project "时光之境" has seen slower sales, with only 15% of its 432 units sold at an average price of 7.7 million yuan per square meter [6] - "中海朝阳ONE" has also faced challenges, achieving only a 10% sales rate since its launch, indicating potential issues with market acceptance [6]