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 | ...

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].

Sales Performance - In the first nine months of 2025, the total sales amount of the top 30 real estate companies in Beijing reached 257.34 billion yuan, with China Overseas Land & Investment, Yuexiu Property, and China Resources Land leading the sales at 31.08 billion yuan, 21.25 billion yuan, and 20.53 billion yuan respectively [10] - The total sales area for the top 30 companies was 4.796 million square meters, with China Overseas Land & Investment, China Resources Land, and Shoukai Co., Ltd. achieving sales areas of 430,000 square meters, 340,000 square meters, and 333,000 square meters respectively [10] Policy Changes - The annual adjustment policy for Beijing's housing provident fund has been implemented, maintaining a contribution rate between 5% and 12%, with the upper limit for monthly contributions adjusted to 35,811 yuan and the lower limit to 2,540 yuan [10] Market Activity - In September, Beijing recorded 3,556 new housing contracts, showing a month-on-month increase of 9.9% and a year-on-year increase of 13.4%. The second-hand housing market saw 15,829 contracts, with month-on-month and year-on-year increases of 24.8% and 18.7% respectively [10] - The top-selling project in September was the Zhongjian Yunhe Jiuyuan, which achieved a sales amount of 3.568 billion yuan and a sales area of 58,000 square meters, topping both the sales amount and area rankings [10] Land Market - In September, four residential land plots were successfully auctioned in Beijing, with the Chaoyang District Sun Palace plot sold at a premium rate of 39.18%. The plot attracted nine bidders and was ultimately won by China Construction Intelligence with a total price of 4.3145 billion yuan and a floor price of 85,331 yuan per square meter [11]

Core Viewpoint - The article discusses the competitive landscape between two new residential projects in Haidian, Beijing, named "Haicheng Yuanzheng" and "Beijing Yuhai Xuan," highlighting their unique branding and positioning strategies in the real estate market [4][7]. Company Analysis - The developers of the two projects are different entities: China State Construction's Zhongjian Yipin for "Haicheng Yuanzheng" and Beijing Guoqi's Jinyu Real Estate for "Beijing Yuhai Xuan," indicating no ownership ties between them [4]. - Both projects are positioned as affordable luxury homes, learning from previous developments in the area that targeted different market segments [8]. Market Context - The article notes that the Haidian real estate market is currently seeing a variety of projects, with several in the pipeline, including "Haicheng Yuanzheng" and "Beijing Yuhai Xuan," which have already released planning documents [23]. - The competitive dynamics are expected to be interesting, as both projects share similar naming conventions and target demographics, suggesting a potential for rivalry in marketing and sales strategies [6][9]. Project Details - "Haicheng Yuanzheng" and "Beijing Yuhai Xuan" are located adjacent to each other, with "Haicheng Yuanzheng" to the west and "Beijing Yuhai Xuan" to the east, emphasizing their close proximity and competitive nature [4]. - The article provides insights into the architectural and planning aspects of both projects, including land use and building layouts, which are crucial for understanding their market appeal [10][12][14]. Sales and Pricing - The article references a table detailing the current sales status of various projects in Haidian, indicating a competitive pricing environment with varying degrees of success in sales [24]. - The anticipated supply of units from both projects is part of a broader trend in the Haidian market, which is seeing a mix of new launches and ongoing sales efforts [23].

Market Insights - Beijing's new residential sales reached 750 units with a total area of 82,400 square meters and a total transaction amount of 5.437 billion yuan from August 25 to August 31, with Jianfa Haiyan leading at 4.78 billion yuan in sales [1] - The Beijing Municipal Planning and Natural Resources Committee announced a list of 8 residential land plots for supply in 2025, covering approximately 27 hectares and a planned construction area of about 630,000 square meters, focusing on areas with strong market demand and good infrastructure [1] - Two residential land plots in Beijing were sold for a total of 3.346 billion yuan on September 5, with the Fengtai District plot sold at a floor price of 2.9 billion yuan and the Chaoyang District plot sold at approximately 446 million yuan [1] Company Developments - Jiang Tiefeng has been appointed as the Deputy General Manager of China Merchants Group, with a background in civil engineering and extensive experience in various leadership roles within the company [3] - The State-owned Assets Supervision and Administration Commission announced the retirement of Zhang Zhenggao as Chairman of Overseas Chinese Town Group, with Wu Bingqi nominated as the candidate for General Manager [4]

Core Insights - The article highlights the strategic expansion of Jianfa International in the real estate market, focusing on high-end projects known as "lighthouse" projects, which cater to the needs of high-net-worth individuals [1][5][8] Group 1: Project Development and Sales Performance - Jianfa International's "Jianfa Haichen" project in Shanghai is set to launch its first batch of products by the end of September 2025, as part of its five lighthouse projects across major cities [1] - The "Jianfa Haiyan" project in Beijing has achieved over 90% sales in its initial launch, ranking as a top performer in the Beijing luxury housing market [1] - In the first half of 2025, Jianfa International reported a total contract sales amount of 707 billion yuan, a year-on-year increase of 7%, with a target of 1,500 billion yuan for the full year, representing a 12% growth [3][6] Group 2: Market Position and Strategy - Despite a general decline in the real estate market, Jianfa International aims to increase its market share by focusing on high-quality land acquisitions in core cities like Beijing, Shanghai, and Hangzhou, where it has secured 67% of its land value in the first half of 2025 [3][4] - The company has added 26 new land parcels with a total value of 987 billion yuan in the first half of 2025, marking a 33% increase year-on-year [4] Group 3: Financial Health and Risk Management - Jianfa International's financial metrics show improvement, with a net profit of 15.05 billion yuan in the first half of 2025, up 4.7% from the previous year, and a gross profit margin of 12.89% [6] - The company's asset-liability ratio stands at 58.9%, with a net liability ratio of 33.4%, indicating a strong financial position that supports its expansion strategy [6] Group 4: Product Innovation and Market Adaptation - The "lighthouse" strategy is a response to market demands for high-quality housing, emphasizing unique locations and superior product offerings to attract high-net-worth buyers [5][7] - Jianfa International is adapting its product offerings to local market conditions, with projects designed to reflect regional cultural elements while maintaining high standards of quality [7]

Core Viewpoint - The article highlights the strategic focus of Jianfa International on high-end residential projects, particularly the "Lighthouse" initiative, which aims to meet the asset allocation needs of high-net-worth individuals in a differentiated real estate market [2][12]. Group 1: Project Development and Sales Performance - Jianfa International's project "Jianfa Haichen" in Shanghai is set to launch its first batch of products by the end of September 2025, as part of its five "Lighthouse" projects across major cities [1]. - The "Lighthouse" projects are characterized by their scarcity and high-quality offerings, which have shown strong market appeal, as evidenced by the successful sales of Jianfa Haiyan in Beijing, achieving over 90% sales in its initial launch [1][2]. - In the first half of 2025, Jianfa International achieved a total contract sales amount of 70.7 billion yuan, a year-on-year increase of 7%, while its equity contract sales reached 53.35 billion yuan, up 4.9% [4]. Group 2: Market Positioning and Strategy - Despite a general decline in the real estate market, Jianfa International has set an ambitious sales target of 150 billion yuan for 2025, representing a 12% year-on-year growth [4]. - The company has strategically focused on core cities, with 67% of its land acquisition value in Beijing, Shanghai, and Hangzhou, indicating a commitment to high-potential urban areas [5]. - Jianfa International's "Lighthouse" strategy is a response to market demands for high-quality properties, aligning with the preferences of high-net-worth individuals for unique and scarce housing options [2][12]. Group 3: Financial Health and Risk Management - Jianfa International reported a revenue of approximately 34.16 billion yuan for the first half of 2025, a 4.3% increase from the previous year, with a net profit of 1.505 billion yuan, reflecting a 4.7% growth [10]. - The company's financial metrics, including a debt-to-asset ratio of 58.9% and a net debt ratio of 33.4%, indicate a stable financial position, providing a buffer against market fluctuations [10]. - Jianfa International's ability to maintain low financing costs and a strong cash reserve enhances its resilience in the current real estate market [10]. Group 4: Product Innovation and Market Adaptation - The "Lighthouse" projects are designed to cater to the specific needs of high-net-worth individuals, emphasizing unique resources and strong product capabilities [12]. - Jianfa International employs a localized approach in its project development, ensuring that each "Lighthouse" project reflects the cultural and aesthetic values of its respective city [12]. - The company has successfully sold out its Jianfa Chenqi Ruihu project in Xiamen and achieved over 50% sales in the Jianfa Haiyan project in Beijing, demonstrating the competitive edge of its "Lighthouse" offerings [13].

Core Insights - The article highlights the exceptional sales performance of the luxury residential project "Jianfa Haiyan" in Beijing, which achieved a transaction amount of 5.576 billion yuan since its opening on June 12, setting a record in the Beijing luxury housing market [1][2][3]. Group 1: Sales Performance - In the first half of the year, the top 30 projects in Beijing recorded a total transaction amount of 69.429 billion yuan [1]. - Jianfa Haiyan sold at an average price of 135,000 yuan per square meter, with a peak price of 161,000 yuan per square meter, averaging 7.6 units sold per day [2]. - In August alone, Jianfa Haiyan recorded 26 units sold, with a transaction amount of 728 million yuan, making it the top seller in Haidian District [2][3]. Group 2: Market Dynamics - The luxury housing market in Beijing shows strong resilience, reflecting robust demand for scarce assets in core cities [5]. - The project has been described as a "phenomenon" in the market, indicating a shift in the luxury housing landscape, particularly in the context of a deep adjustment period in the real estate industry [2][5][6]. Group 3: Location and Cultural Significance - Jianfa Haiyan is strategically located near key academic institutions and high-tech enterprises, enhancing its appeal [7][12]. - The project is situated within the cultural and historical context of the "Three Mountains and Five Gardens," which adds to its prestige and desirability [10][12]. Group 4: Architectural and Design Features - The project incorporates traditional Chinese architectural elements with modern design, showcasing high-quality materials and craftsmanship [14][17]. - Jianfa Haiyan's design includes features that enhance living comfort, such as higher ceiling heights and advanced noise reduction technologies [22][23]. Group 5: Market Positioning - Jianfa Haiyan is positioned as a benchmark for luxury housing in Beijing, setting a new standard for high-end residential projects [26]. - The project reflects a return to product quality and innovation in the luxury housing sector, aligning with the "good housing" policy [26].