中经记者 吴静 卢志坤 北京报道 据了解，去年通州区共出让三宗地块，均由房企以底价摘得。然而，随着"双限购"政策放松，今年以 来，在政策驱动建设"好房子"背景下，通州已拍出多宗高溢价地块。 近期，北京土地市场密集供应，两日前，民企懋源在与多家央国企的激烈竞争中溢价18.21%夺得东三 环核心地块，引发业内广泛关注。 紧随其后，11月27日，通州区九棵树6017地块正式完成出让，最终由中海以12.48亿元摘得，溢价率 0.97%，成交楼面价约2.29万元/平方米。 《中国经营报》记者了解到，今年通州土拍热度提升，新房供应猛增，区域市场呈现显著分化。企业若 想在红海中突围，严谨的定价策略是其中重要一环。 低调斩获九棵树地块 此次出让的地块为通州区老城平房棚户区改造项目一期九棵树南地块FZX-0302-6017地块。用地规模 2.47万平方米，地上建筑规模5.44万平方米，地块容积率为2.2，建筑高度控制在45米，局部可以达到60 米。除了需要建设一个600平方米以上的开闭站之外，几乎没有其他的配建，预计将打造洋房与小高层 相结合的产品类型。 地块位于通州老城核心梨园板块，邻近地铁1号线八通线九棵树站，直线距离约7 ...

Core Viewpoint - The Beijing real estate market has shown vitality during the National Day holiday, continuing the recovery trend observed after the new policies in August, although a divergence in project performance is expected to persist [1][4]. Market Performance - During the National Day holiday, the new housing market in Beijing maintained a positive trend, with some popular projects receiving over 100 daily visits [2]. - The Zhongjian Yunhe Jiuyuan project reported approximately 5.6 billion yuan in sales during the holiday, with 573 units sold on the opening day [2]. - In contrast, the Huayu Jingyun project experienced slower sales, with only about 20 units sold during the holiday, attributed to its less favorable timing compared to other projects [2][3]. Project Analysis - The Yunqing Lanyue project has been successful due to the lack of competition in the area, while the Huayu Jingyun project struggled to attract buyers from outside the main city [3]. - The market is characterized by a significant disparity, with 20% of projects accounting for 80% of sales, indicating a clear divide between high-performing and underperforming developments [5]. Future Outlook - Analysts predict that the market will continue to show signs of divergence, with core cities benefiting from policy adjustments and increased supply [5][6]. - The overall market is expected to maintain relative heat in October, but not to the extent seen after the new policies in 2024, with a potential decline in transaction volumes compared to previous years [5][6]. - The introduction of promotional activities by developers during the holiday period, such as discounts and incentives, aims to boost sales in a still-recovering market [6].

Core Insights - The Beijing new housing market is experiencing a strong start during the "Golden Week" of October, with increased visitor and signing volumes across various projects [1][4][9] - The surge in market activity is attributed to a combination of favorable policies, high supply levels, and targeted marketing efforts by developers [9][10][12] Visitor and Sales Data - Many new housing projects in Beijing saw visitor numbers increase by over 40% during the holiday period, with some projects reporting daily visitor counts exceeding 100 groups [3][4] - Specific projects like the "Jia Jing Li" achieved a 83% increase in sales during the holiday, with a total of 6 units sold, amounting to an increase of 2.212 million yuan, representing an 85% growth [7][8] Developer Strategies - Developers are implementing differentiated marketing strategies to attract buyers, including hosting various engaging activities that enhance customer experience and project recognition [6][7] - Activities such as DIY workshops and themed events have been organized to increase customer engagement and retention [6][7] Market Trends and Predictions - The overall market sentiment is optimistic, with expectations that the growth trend observed in September will continue into October, driven by new product launches and sustained buyer interest [10][12] - Analysts suggest that the current market dynamics could lead to a positive cycle of sales growth, price stabilization, and increased buyer confidence [10][12]

Core Viewpoint - The new residential project Chaotang Lanyue in Tongzhou has successfully attracted a significant number of young commuters from Chaoyang due to its favorable location and the recent lifting of purchase restrictions in Tongzhou, leading to increased sales velocity and volume in the area [1][5]. Group 1: Market Dynamics - The lifting of dual purchase restrictions in Tongzhou has brought back a large number of first-time homebuyers, particularly young commuters from Chaoyang, who prefer new homes over second-hand options [1][5]. - Projects like Yunqing Lanyue, Huaxi Yunjin, and Guoyu Song have seen good sales performance, with Yunqing Lanyue being particularly successful due to its tailored offerings for the target demographic [1][5]. - The 69 square meter unit in Chaotang Lanyue has been fully subscribed, indicating strong demand for smaller, affordable units [1]. Group 2: Product Analysis - The 86 square meter unit in Chaotang Lanyue faces competition from similar products in the market, which may dilute its perceived uniqueness [3]. - The appeal of the 69 square meter unit lies in its cost-effectiveness rather than its overall product quality, raising questions about long-term value retention [7][13]. - The design of the 69 square meter unit, while functional, may feel cramped as family needs evolve, highlighting the importance of considering future living requirements when purchasing [10][13]. Group 3: Location and Future Prospects - The location at the intersection of Chaoyang and Tongzhou presents both opportunities and risks, as the area is subject to varying development speeds and potential planning issues [15]. - The ongoing infrastructure investments in Tongzhou, particularly in the Yungang Business District, are expected to enhance the area's attractiveness and property values over time [15]. - The long-term viability of properties in this transitional area will depend on their liquidity and the ability to sell at favorable prices in the future [15].

Core Viewpoint - The first housing exhibition in Beijing's urban sub-center is attracting significant public interest, showcasing various real estate projects and promotional offers from developers, indicating a revitalization of the housing market in the region [1][2][4]. Group 1: Exhibition Overview - The housing exhibition is held at D.P.ONE Yuanxin Square, organized by the Tongzhou District Housing and Urban-Rural Development Committee and the Tongzhou District Real Estate Association, lasting from May 31 to June 2 [1][2]. - The exhibition features 12 well-known real estate developers presenting a range of housing options, including affordable and high-end properties, catering to diverse buyer needs [2][4]. Group 2: Developer Offers and Market Sentiment - Developers are providing exclusive offers such as additional discounts, travel experience vouchers, and long-term parking rights to attract buyers [2][3]. - The sentiment among developers is optimistic, with many expressing renewed confidence in the market, citing increased buyer inquiries and a return to a more active housing market [2][4]. Group 3: Market Dynamics and Performance - The Tongzhou real estate market is experiencing strong demand, with a reported 1,800 new residential units planned for 2025, and 1,327 units already sold [4][5]. - The average transaction price for new residential properties in Tongzhou is 53,000 yuan per square meter, reflecting a year-on-year increase of 1.2%, outperforming the city average by 4 percentage points [5][6]. Group 4: Policy and Standards - The implementation of the "Good House" national standard is enhancing market vitality, with developers increasingly meeting or exceeding quality benchmarks [5][6]. - The Tongzhou Real Estate Association is advocating for strict adherence to the "Good House" standards among developers to ensure high-quality residential offerings [6][7].