Core Insights - The report indicates that in the first half of 2025, the performance of real estate companies shows signs of stabilization, with brand companies focusing on core cities and actively launching improved housing products [1] - Consumer research reveals that brand influence is significant in home buying behavior, with 55.72% of consumers considering brand very important and 40.56% considering it important [1] - The real estate industry is concentrating on the construction of "good houses," with brand companies launching high-quality residential products to meet the increasing demand for improvements and to restore consumer confidence [1] Industry Trends - Brand companies are strategically focusing on core land parcels to provide higher standards and quality residential products, adapting to the evolving market demands [1] - The implementation of a "good house" construction system by brand companies has led to the successful launch of multiple quality projects, emphasizing safety, comfort, green technology, and community environment [1] - AI technology is becoming a key factor for real estate companies to enhance operational efficiency, gradually penetrating various stages of the industry, including investment, design, construction, marketing, and operations [2]

Investment Rating - The industry investment rating is "Outperform the Market," indicating that the industry index is expected to perform better than the benchmark index over the next 6-12 months [25]. Core Insights - In July 2025, the new home prices in 70 major cities decreased by 0.3% month-on-month, while second-hand home prices fell by 0.5%. The decline in new home prices remained consistent with June, while the drop in second-hand home prices showed a slight narrowing [6][9]. - The number of cities experiencing a decline in new home prices increased to 60, with an average drop of 0.38%. For second-hand homes, 68 cities saw a price decrease, with an average decline of 0.57% [6][12]. - First-tier cities experienced a narrowing of new home price declines but faced increased downward pressure on second-hand home prices, which recorded the largest monthly drop since October 2024 [6][16]. - The report emphasizes the need for the real estate market to stabilize and recover, with a focus on "high-quality urban renewal" as a key task for the industry [6][18]. Summary by Sections New Home Prices - In July, new home prices in first-tier cities fell by 0.2%, a slight improvement from June. Shanghai saw a 0.3% increase, while Beijing remained stable [6][9]. - Second-hand home prices in first-tier cities dropped by 1.0%, marking a significant increase in the rate of decline compared to June [6][16]. Second-Hand Home Prices - Second-tier cities saw new home prices decrease by 0.4%, while second-hand home prices fell by 0.5%, showing a slight improvement from June [6][14]. - Third-tier cities maintained a stable decline in new home prices at 0.3%, while second-hand home prices decreased by 0.5%, also showing a slight improvement [6][14]. Investment Recommendations - The report suggests focusing on four main lines of investment: 1. Companies with stable fundamentals and high market share in core cities, such as Binjiang Group and China Resources Land [6]. 2. Smaller companies that have made significant breakthroughs in sales and land acquisition since 2024, like Poly Real Estate Group [6]. 3. Companies with operational or strategic changes, such as New Town Holdings and Longfor Group [6]. 4. Real estate brokerage firms benefiting from the recovery in the second-hand market, including Beike-W and Wo Ai Wo Jia [6].