文/上海进深 严明会 2025年最后一天，普陀上海城建项目——普陀区W060401单元A03B-04、A03B-05地块规划方案正式公示。 它卡在年关，但更值得注意的，是它出现的时间点。 方案公示三天前，同在普陀真如的中海环宇玖章首开，90套房源在半小时内售罄，成交节奏极快。 当中海用速度验证需求，上海城建用产品抬高标准，真如楼市正在进入一个全新的阶段。 两大央国企、两个高端系产品，板块层面的豪宅竞争，已经摆上台面。 从规划方案来看，上海城建给出的是一套明显高于常规改善标准的解法。 项目分为南北双地块，拟建设9栋16-29F高层住宅，户型建面约138-200㎡。 每栋住宅均规划了二层架空，且整体做了抬板设计，抬高了大约6米。 这种形态此前只在极少数项目中出现过，最典型的，就是徐汇滨江的安澜上海。 但相比全域抬高约4米的安澜上海，真如翠谷的抬升尺度明显更大。 这不仅将成为普陀区首个抬板豪宅项目，也将是上海内中环首个采用成熟抬板体系的高端住宅。 空间处理方式也很大胆。 项目设计了多个立体式下沉庭院，每个庭院下沉两个梯度，形成一个阶梯式的立体景观。 另外配备了南北双会所，地下空间一体化设计开发，南北双会所可通过地下 ...

Core Insights - The high-end real estate market in Shanghai is experiencing a significant increase in supply, with 30% of new homes priced over 100,000 yuan per square meter, marking a 45% increase from the previous month [1] - The last week of December saw approximately 20 projects launch, with 8 projects having an average price exceeding 100,000 yuan per square meter [1] - Notable sales include the "national land king" Anlan, which achieved sales of approximately 9.077 billion yuan, and Zhonghai·Huanyu Juzhang, which sold out its initial offering [1][2] Supply and Demand Dynamics - The high-end market is characterized by a "phenomenal hot sales" trend, with significant sales figures reported for several projects [2] - In December, the Yangpu Dongwaidan project launched 119 units at an average price of 138,800 yuan per square meter, with 109 units sold on the opening day despite a price increase [3] - Throughout the year, 34 projects in the high-end market achieved "daylight" sales, with 22 of these projects priced above 100,000 yuan per square meter [5] Competitive Landscape - The competition among leading real estate companies is intensifying, particularly among top players like China Resources, China Merchants, and Poly Development, as they strive for year-end performance [6] - As of November, China Resources led with 28.729 billion yuan in sales, closely followed by China Merchants at 28.505 billion yuan, with a narrow margin of only 2.24 billion yuan between them [6][9] - Zhonghai Real Estate is also leveraging its high-end projects, including Anlan and Huanyu Juzhang, to boost its annual performance, having reported 16.838 billion yuan in sales by November [7] Market Outlook - The high-end market is expected to remain a crucial support for Shanghai's real estate sector in 2025, with significant sales anticipated [10] - The competitive landscape among real estate firms is likely to evolve, with product innovation and marketing strategies becoming increasingly important for success [10] - Shanghai's luxury market is projected to account for a substantial portion of national sales, particularly for properties priced over 30 million yuan [10]

Core Viewpoint - The Shanghai real estate market is experiencing a significant opening wave as developers rush to launch projects before the year-end to improve annual reports, with 16 projects scheduled to open between December 24 and December 31, 2025 [1][7]. Group 1: Market Overview - A total of 16 new residential projects will be launched in Shanghai during the specified period, with the peak on December 26, when six projects are set to open [1][7]. - Among the 16 projects, five luxury properties have a recorded average price exceeding 100,000 per square meter [1][7]. Group 2: Notable Projects - The most notable project is "Anlan Shanghai," which will open on December 26, offering 211 residential units at a record average price of 178,800 per square meter [8][9]. - "Yunqi Binjiang," the only daylight listing in November, will complete its second opening on December 26, with 225 units available [9]. - "China Overseas Huanyu Jiu Zhang" is the first new project in the Putuo Zhenru area after a long supply gap, set to open on December 27 with 90 units at an average price of 118,000 per square meter [4][9]. Group 3: Developer Insights - The developer "China Merchants" is expected to lead the sales rankings for 2025, with four projects opening this week, including "China Merchants Times Tide" and "Anlan Shanghai" [5][10]. - "Lianfa," a state-owned enterprise from Fujian, is making its debut in independent development, with two projects scheduled to open this week [10][11]. - The market trend indicates a contraction in popular areas, with a decline in purchasing power even for previously sought-after luxury properties [11].