Core Insights - The luxury real estate market in Shanghai is experiencing intense competition, particularly in the high-end segment, with a notable "customer grabbing war" taking place as companies aim to boost performance and market share before the end of 2025 [1][3] Group 1: Market Dynamics - China Resources Land launched the "Luanqi Binjiang" project, achieving an unexpected subscription rate of 223.77% with 273 subscriptions for only 122 units, marking a significant milestone in the luxury market [1][3] - The project is set to officially launch on November 29, with a second batch of units expected by the end of the year [1] - In the first ten months of 2025, China Resources Land ranked third in Shanghai with approximately 34 billion yuan in sales, closely trailing Poly Developments and China Merchants Shekou [3] Group 2: Competitive Landscape - The success of "Luanqi Binjiang" puts pressure on competitors like China Overseas Land and China Merchants Shekou, particularly their upcoming project "Anlan Shanghai" [3][4] - "Anlan Shanghai" is expected to enter the subscription phase soon, with no new projects from Poly Developments in the next two months, potentially allowing China Resources Land and China Merchants Shekou to vie for the annual sales championship [3][4] Group 3: Consumer Behavior - The high subscription rate of "Luanqi Binjiang" reflects a shift in buyer behavior, with high-net-worth individuals showing interest but remaining cautious due to an influx of new luxury properties and price adjustments in the market [4][5] - The project is strategically located in a newer riverside area, appealing to buyers seeking quality living environments, with features that meet the "good housing" standards set by recent regulations [4][7] Group 4: Pricing and Value Proposition - "Luanqi Binjiang" offers competitive pricing at an average of 136,700 yuan per square meter, significantly lower than surrounding properties, which are priced between 170,000 to 200,000 yuan per square meter [7] - The project has attracted a diverse clientele, including local business owners and young professionals, due to its pricing and lifestyle offerings [5][9] Group 5: Future Outlook - The luxury market in Shanghai is poised for transformation, with a notable increase in transactions for high-end properties, particularly those priced above 30 million yuan, which saw a 27% increase in the first three quarters of 2025 [10][11] - The competition among developers is intensifying, with a focus on attracting high-net-worth buyers through strategic positioning and product quality [11]

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11月8日，安澜上海营销中心正式开放。据了解，安澜上海项目即是此前备受关注的全国地王"徐汇滨江东安路地块"。这不是一次普通的售楼处亮 相，而是上海住宅品质提升新规之后首个标杆项目的实景首秀，也标志着全国地王的"安澜上海"正式吹响了徐汇滨江核心CBD整体兑现的号角。 实景图 安澜上海落位徐汇滨江核心CBD，地处徐汇滨江约11.4公里江岸段的源头，坐拥黄浦江上罕见的约1.4公里黄金S湾，成为徐汇滨江核心段最后一 片成片开发、整体兑现的核心之地，打造上海面向全球的下一个滨江封面。 这里是全球企业总部的青睐之地，吸引了阿迪达斯大中华区总部、Lululemon等20余家全球巨头总部在此扎根；西岸美术馆、油罐艺术中心、龙美 术馆串联成艺术矩阵；龙腾大道至徐汇滨江公园的生态带，晨跑、骑行、江畔静坐皆为日常。商业与酒店跳出了"配套"的常规定位，西岸中環重 奢购物广场、全球奢侈品旗舰店集群、三家文华东方酒店及服务式公寓等构成了上海罕见高奢商业和酒店集群。 据了解，安澜上海是上海首个落地全地块4米+整层抬板设计的项目，项目用垂直分区，彻底解决了核心区顶豪繁华与纯粹不可兼得的痛点。安澜 上海通过全域抬板手法创造了"新的地面"——抬 ...

徐汇东安项目2幅地块总建设体量超50万平方米，除住宅外，还配套约3万方"东安不夜巷"主题商业（汇 聚多元潮流业态）、约8000㎡圈层邻里生活聚落、约5500㎡双会所，并融合办公、研发等复合功能。 9月5日，中海地产、招商蛇口、徐汇城投、中旅投资组成的联合体，通过产交所竞得该项目（徐汇区 C030301单元127b-24、125-31地块）股权，总出让金额达439.5亿元，刷新全国涉宅用地出让总价纪 上海进深 张林霞10月24日，徐汇滨江东安项目案名正式公布——安澜上海，营销中心预计10月底开 放。 项目主力建面约200-400㎡，户型遵循新规标准，附带16㎡阳台；东西双地块配置约5500㎡双会所，并 通过抬板、立体庭院、下沉式绿化与建筑第五立面的融合，打造层次丰富的立体景观。 其中，127b-24为纯住宅用地，出让总价98.18亿元，成交楼面价124130元/㎡，规划建面7.9万方，定位 高端居住区；125-31为大型商住综合用地，出让总价341.35亿元，成交楼面价75013元/㎡。 录，总投资规模大、社会关注度高。 ...