转自：北京日报客户端 "核心价值兑现度决定去化率"这句话越来越成为豪宅项目操盘成败的关键。北京商报记者统计，截至 2025年末，北京单价10万元/平方米以上高端住宅市场年内新入市10个项目，呈现"整体升温、局部遇 冷"的分化态势。以项目入市超半年为统计口径，此类高端住宅整体去化率超50%。其中，和樾望雲以 96.54%的去化率登顶年度"去化王"，相邻的和樾玉鸣去化率亦逼近90%；与之形成鲜明对比的是，同期 入市的中海丽金府去化率仅16.04%。这种显著的去化差异并非偶然，业内专家分析称，随着豪宅供应 量的增加，高净值客群的选择更加理性，不再盲目追逐"高端"标签，而是更看重区位价值、产品力与自 身需求的匹配度。未来高端住宅市场的竞争，核心是"价值精准兑现"的竞争，只有精准把握区位价值、 深耕产品力、匹配客群需求，才能在分化的市场中实现高去化。 四大项目集体站上60%合格线 当前北京豪宅市场的竞争已脱离"面积比拼"的初级阶段，迈入以"精准匹配客群需求"为核心的产品力竞 争新时期，项目间的细分竞争态势持续加剧。 北京商报记者统计，2025年北京共有10个单价超10万元/平方米的高端住宅项目入市，涵盖和樾望雲、 建发 ...

四大项目集体站上60%合格线 当前北京豪宅市场的竞争已脱离"面积比拼"的初级阶段，迈入以"精准匹配客群需求"为核心的产品力竞 争新时期，项目间的细分竞争态势持续加剧。 "核心价值兑现度决定去化率"这句话越来越成为豪宅项目操盘成败的关键。北京商报记者统计发现，截 至2025年末，北京单价10万元/平方米以上高端住宅市场年内新入市10个项目，呈现"整体升温、局部遇 冷"的分化态势。以项目入市超半年为统计口径，此类高端住宅整体去化率超50%。其中，和樾望雲以 96.54%的去化率登顶年度"去化王"，相邻的和樾玉鸣去化率亦逼近90%；与之形成鲜明对比的是，同期 入市的中海丽金府去化率仅16.04%。这种显著的去化差异并非偶然，业内专家分析称，随着豪宅供应 量的增加，高净值客群的选择更加理性，不再盲目追逐"高端"标签，而是更看重区位价值、产品力与自 身需求的匹配度。未来高端住宅市场的竞争，核心是"价值精准兑现"的竞争，只有精准把握区位价值、 深耕产品力、匹配客群需求，才能在分化的市场中实现高去化。 北京商报记者统计发现，2025年北京共有10个单价超10万元/平方米的高端住宅项目入市，涵盖和樾望 雲、建发海晏、中海丽金 ...

| 区位 | 月份 | 项目案名 | 项目名称 | 户数 | F | | --- | --- | --- | --- | --- | --- | | 海淀 | 3月12日 | 玉鸣苑 | 和越玉鸣 | 444 | | | | 3月14日 | 和械苑 | 和械望雲 | 693 | | | | 4月29日 | | | | | | | 5月30日 | 臻云雅苑 | 臻漫 | 521 | | | | 6月6日 | 海晏雅苑 | 建发海晏 | 431 | | | | 9月13日 | | | | | | | 11月25日 | 安和雅苑 | 中海 ·安澜北京 | 268 | | | 西城 | 3月27日 | 都阙苑 | 中海京华玖序 | 52 | | | 丰台 | 4月15日 | | | | | | | 4月15日 | 中海峯泽境苑 | 中海丽金府 | 1060 | | | | 5月15日 | | | | | | 朝阳 | 4月27日 | 万吉嘉苑 | 中海 · 萬吉玖序 | 370 | | | | 6月24日 | | | | | | | 8月30日 | 新症都家园 | 绶合北京 | 112 | | | | 12月4日 | ...

（来源：北京商报） 12月23日，海开以84.56亿元竞得北京市海淀区上地0702街区东地块土地一级开发项目HD00-0702-18、 24、23地块。北京商报记者梳理发现，2021—2024年海淀区供应地块多为15万平方米以下地块，而此次 地块达22.54万平方米，成为近五年来海淀区推出的最大规模建筑用地，其入市将为区域房地产市场注 入重要增量。与此同时，2025年海淀区土地供应规模已创下近五年峰值，土地出让金额达448.37亿元， 土地市场的活跃度与供应量均呈现显著提升态势。 业内专家分析指出，上地板块作为海淀区科技创新核心承载区，汇聚了大量高新技术企业与高端人才， 住房需求以改善型、品质型为主，地块的区位优势与规模优势兼具，具备较高的开发价值与市场吸引 力。 补齐市场缺口 出让文件显示，海淀区上地0702街区东地块土地一级开发项目HD00-0702-18、24、23地块，土地面积 约7.71万平方米，规划建筑面积约22.54万平方米，用地性质涵盖R2二类居住用地与F3其他类多功能用 地。 从规划指标来看，该地块以超20万平方米的体量，成为近年来海淀区罕见的"巨无霸"地块。 北京商报记者梳理发现，2021 ...

从规划指标来看，该地块以超20万平方米的体量，成为近年来海淀区罕见的"巨无霸"地块。 北京商报记者丨李晗 12月23日，海开以84.56亿元竞得北京市海淀区上地0702街区东地块土地一级开发项目HD00-0702-18、24、23地块。 北京商报记者梳理发现，2021—2024年海淀区供应地块多为15万平方米以下地块，而此次地块达22.54万平方米，成为近五年来海淀区推出的最大规模建 筑用地，其入市将为区域房地产市场注入重要增量。与此同时，2025年海淀区土地供应规模已创下近五年峰值，土地出让金额达448.37亿元，土地市场的 活跃度与供应量均呈现显著提升态势。 业内专家分析指出，上地板块作为海淀区科技创新核心承载区，汇聚了大量高新技术企业与高端人才，住房需求以改善型、品质型为主，地块的区位优势 与规模优势兼具，具备较高的开发价值与市场吸引力。 补齐市场缺口 出让文件显示，海淀区上地0702街区东地块土地一级开发项目HD00-0702-18、24、23地块，土地面积约7.71万平方米，规划建筑面积约22.54万平方米， 用地性质涵盖R2二类居住用地与F3其他类多功能用地。 从规划指标来看，该地块以超20万平方 ...

Core Insights - Real estate companies are intensifying promotional efforts as they approach the end of the year, with various discount activities being launched to attract buyers [1][3][5] - The marketing strategies are evolving, with a shift towards online platforms and live streaming to engage potential customers more effectively [6][7] Group 1: Promotional Strategies - Developers are offering significant discounts, including fixed-price homes and exclusive packages, to boost sales during the year-end sales push [3][4] - Specific promotions include a "Double 12 Home Buying Festival" by Longfor Group, offering discounts on select unit types and additional benefits for car purchases [3] - China State Construction's projects are also implementing tiered discounts based on payment ratios, encouraging higher upfront payments from buyers [4] Group 2: Market Dynamics - The year-end promotions are a common practice among real estate firms, driven by the need to meet annual sales targets amid increasing market competition [5][8] - Data shows that the top 20 real estate companies in Beijing achieved a slight increase in sales, with a total of 280.62 billion yuan in sales from January to November 2025, reflecting a stable market environment [8][10] - Some companies, like China Overseas Land & Investment and Yuexiu Property, have seen significant sales growth due to their strategic project offerings [8][9] Group 3: Online Marketing Trends - Developers are adopting a "offline discounts + online traffic" strategy, utilizing live streaming to reach a broader audience and enhance customer engagement [6][7] - Longfor Group's projects are conducting continuous live streams to provide information and facilitate direct communication with potential buyers [6] - This dual-channel approach is seen as essential in a competitive market where customer price sensitivity is high [7]

Core Viewpoint - Real estate companies are intensifying promotional efforts as they approach the end of 2025, driven by increased supply of quality properties and favorable policies [1][3]. Group 1: Promotional Strategies - Various promotional activities are being launched, including fixed-price homes, exclusive subsidies for car and home purchases, and appliance gift packages, providing tangible benefits to buyers [2][3]. - Developers are diversifying their sales channels, increasingly utilizing live streaming platforms for immersive online presentations and real-time interactions to attract potential buyers [2][3][7]. - The year-end is identified as a critical period for real estate companies to finalize their annual performance, leading to a consensus in the industry to implement aggressive promotional strategies [2][4]. Group 2: Discount Structures - Discounts are being linked to payment ratios, with higher upfront payments resulting in greater discounts, a common incentive to encourage cash flow [4]. - Specific projects, such as those by Longfor Group, are offering significant discounts on select unit types, with promotions like "Double 12 Home Buying Festival" and special pricing for certain square footage [3][4]. Group 3: Market Dynamics - The real estate market is experiencing a competitive landscape characterized by an oversupply, prompting developers to adopt a "offline discounts + online traffic" strategy to reach more customers [8][9]. - Data from the China Index Academy indicates that the top 20 real estate companies in Beijing achieved a total sales amount of 280.62 billion yuan from January to November 2025, reflecting a slight year-on-year increase of 0.16% [9][10]. - The performance of different companies varies, with some, like China Overseas Land & Investment and Yuexiu Property, showing significant sales growth due to strategic project placements and popular offerings [9][10]. Group 4: Future Outlook - The current sales stability and slight growth in the market are seen as a foundation for a positive start in 2026, suggesting that the ongoing promotional efforts may lead to a strong market entry in the new year [10][12]. - The activation of basic housing demand is expected to rely on both the quality of products offered by developers and potential regulatory support to rebuild buyer confidence [11][12].

Core Viewpoint - Real estate companies are intensifying promotional efforts as they approach the end of the year, with various discount activities being launched to attract buyers and boost sales performance [1][10]. Group 1: Promotional Strategies - Developers are offering significant discounts, including fixed-price homes and appliance packages, to provide tangible benefits to buyers [3][4]. - The marketing strategies have evolved to include online platforms, with developers utilizing live streaming to engage potential customers and showcase properties [7][8]. - The year-end promotional activities are a common practice among real estate firms, aimed at achieving annual sales targets despite potential pressure on profit margins [5][10]. Group 2: Market Dynamics - The real estate market is experiencing a competitive landscape with an oversupply of properties, leading to a need for diversified marketing approaches [8][11]. - Data indicates that the top 20 real estate companies in Beijing have shown a slight increase in sales, highlighting a "stronger getting stronger" trend in the market [11][10]. - Some companies, like China Overseas Land & Investment and Yuexiu Property, have successfully leveraged their project portfolios to drive sales growth, while others have struggled to maintain performance [10][11]. Group 3: Future Outlook - The current market conditions are setting a positive foundation for 2026, with expectations for a strong start to the year based on stable sales performance [10][12]. - There remains a fundamental demand for housing, particularly among first-time buyers and those seeking improved living conditions, which could be activated through quality offerings and supportive regulatory measures [12].

Core Viewpoint - The Beijing Haidian District has officially listed the Shangdi 0702 land parcel for auction, with a starting price of 8.422 billion yuan, expected to attract intense bidding due to its prime location and development potential [1][2]. Group 1: Land Parcel Details - The Shangdi 0702 land parcel consists of three sub-parcels, totaling 77,100 square meters, with a planned construction area of 225,400 square meters [1]. - The sub-parcels include residential land with a scale of 22,000 square meters and a floor area ratio of 2.2, and multi-functional land with a scale of 34,800 square meters and a floor area ratio of 3.8 [1]. Group 2: Development Requirements - The land transfer documents stipulate that the project must comply with high-quality residential construction guidelines and policies, emphasizing the use of durable materials and aesthetic integration with the urban landscape [2]. - The residential buildings must feature simple, practical, and beautiful facades, ensuring safety and rational construction [2]. Group 3: Market Context - The Shangdi 0702 land parcel is strategically located between the fifth and sixth ring roads, near key transportation links and established commercial facilities, indicating a mature living environment [2]. - The competitive landscape includes several high-end projects in the northern Haidian area, such as HeYue YuMing and HeYue WangYun, which have already entered the market with a sales guidance price of 105,000 yuan per square meter [2].

Core Viewpoint - The article discusses the launch of the "Good House New Delivery" concept by Yuexiu Property, aligning with the Chinese government's "Four Good" construction policy, emphasizing the importance of delivering not just houses but a holistic living experience [1][2][40]. Group 1: Policy and Concept - The Central Committee of the Communist Party of China has officially released guidelines for the 15th Five-Year Plan, highlighting the construction of "safe, comfortable, green, and smart 'good houses'" [1]. - Under the "Four Good" policy, Yuexiu Property aims to create a three-dimensional delivery system that includes "new quality," "new gathering places," and "new ecology" [2][40]. Group 2: Implementation of the Concept - Yuexiu Property's "Good House New Delivery" concept breaks traditional delivery limitations by focusing on community ecology, space value, customer needs, and neighborly connections [3][39]. - The delivery of the Yuexiu Xingyue project in Changping marks a significant implementation of this concept, showcasing a commitment to quality and customer satisfaction [4][6]. Group 3: Community and Lifestyle - The project emphasizes the creation of a "good community" post-delivery, with various community spaces designed to foster daily interactions and community vitality [15][19]. - Future community activities will be organized to enhance neighborly relationships and promote a harmonious living environment [19]. Group 4: Ecological and Urban Integration - The Yuexiu Xingyue project is strategically located in the Zhu Xin Zhuang core area, benefiting from proximity to major transportation and educational resources, thus promoting a convenient lifestyle [20][30]. - The project exemplifies the integration of urban resources and the delivery of a comprehensive living experience, aligning with the "new ecology" aspect of the delivery concept [20][38]. Group 5: Market Performance and Future Outlook - Yuexiu Property has successfully launched multiple high-end projects in Beijing, indicating a strong market presence and the effectiveness of the "Good House New Delivery" concept [38][39]. - The innovative approach of pre-delivery showcases the company's commitment to enhancing customer experience and responding to market expectations [21][40].