百强房企 2025 年 9 月及国庆假期销售情况解读 20251008 摘要 百强房企前三季度操盘金额同比下降 11.8%，但降幅收窄，单月环比增 长明显，72 家房企实现正增长，龙头企业如金茂、建发等表现突出，显 示市场出现结构性复苏迹象。 新规产品对市场起到支撑作用，核心城市新盘供应增加，高端住宅热销， 但 8、9 月份去化速度放缓，部分城市出现滞销，上海等地渠道分销增 加，反映市场需求减弱。 前三季度百强房企新增土储货值、投资金额和面积均同比增长，但拿地 销售比仅为 0.31，TOP10 房企拿地强度远超其他梯队，央国企贡献主 要投资，民企占比仍较低。 9 月一线城市新增供应量分化，北京大幅增长，上海广州下降，二三线 城市普遍环比增长但同比下降，反映城市间市场表现差异。 9 月去化率略降至 38%，但同比提升 10 个百分点，表明总体去化效率 改善。一线城市去化率较高，部分二三线城市因供应少、项目热销导致 去化率显著提升。 Q&A 9 月份百强房企的销售表现如何？ 9 月份，百强房企的销售表现总体不错。环比增长了 22%，同比也实现了微增， 增幅为 0.4%。尽管幅度不大，但这是难得的单月同比转正。这主 ...

Summary of Real Estate Market Conference Call Industry Overview - The real estate market remains at a low level, with a year-on-year decline exceeding 30% [1][3] - Significant differentiation among companies, with only one-third of real estate firms achieving month-on-month growth [2][5] - The top ten firms, including China Overseas, Greentown, China Merchants, and Huafa, showed notable growth rates of 20% to 30% [2][1] Key Market Trends - Supply in first-tier cities has significantly decreased, with Beijing, Shanghai, and Shenzhen experiencing substantial declines [1][3] - Beijing's new supply was only 130,000 square meters, down over 30% month-on-month and nearly 70% year-on-year [3] - Shanghai's new supply was 310,000 square meters, with overall land market activity remaining sluggish [3] - Guangzhou's new home market remained relatively stable, benefiting from new regulations that accounted for 62% of new supply [12][1] - Shenzhen's transaction volume dropped significantly, with a month-on-month decline of 32% and a year-on-year decline of 50% [11][1] Sales Performance - In August, real estate sales continued to decline, with a month-on-month drop of 1.9% and a year-on-year drop of 17.6% [2] - Cumulatively, from January to August, the sales of the top 100 real estate firms fell by 13.1% [2] - The transaction volume in 30 key cities decreased by 12% month-on-month and 17% year-on-year in August [5][1] Policy Impact - The cancellation of purchase restrictions in Beijing on August 8 had limited effects, with transaction volumes remaining stable despite a 16% increase in visitor numbers [9][1] - New policies in Shanghai introduced on August 25 did not significantly stimulate the market, with only slight improvements in certain segments [10][1] - The overall market is still waiting for a significant policy breakthrough as current data shows no signs of recovery [21][1] Future Expectations - There is an expectation of a 30% to 50% increase in new supply in September, driven by development cycles [19][1] - The stability of core cities and new product regulations may provide some assurance for the market, but overall caution is advised [6][1] Inventory and Market Dynamics - The inventory situation varies, with some cities like Changsha and Wuhan showing high turnover rates due to unique project designs [25][1] - The overall inventory in Wuhan is approximately 15 million square meters with a 21-month turnover cycle, while Changsha has about 5 million square meters with an 18-month cycle [30][1] Conclusion - The real estate market is characterized by significant challenges, including declining sales, reduced supply, and limited policy effectiveness. However, certain firms and cities are showing resilience, indicating potential areas for investment and recovery in the future.

Summary of Key Points from the Conference Call Industry Overview - The real estate market in August is overall sluggish, with transaction area in 30 key cities decreasing by 12% month-on-month and 17% year-on-year, only slightly above the levels seen during the Spring Festival [1] - The supply volume is at a near seven-year low, with a month-on-month decrease of 28% and a year-on-year decrease of 36% [1][5] - The top 100 real estate companies experienced a general decline in sales, but leading firms like Greentown, China Overseas, and Huafa saw month-on-month sales growth exceeding 30%, supported by core cities and high-end projects [1][2] Sales Performance - In August, the sales amount of the top 100 real estate companies decreased by 1.9% month-on-month and 18% year-on-year, with a cumulative year-on-year decrease of 13.1% [2] - There are significant disparities among the top 100 companies, with leading firms relying on high-end projects in core cities, while many companies outside the top 20 are seeing continuous sales declines [3] Market Dynamics - The first-tier cities' new housing market is undergoing a comprehensive adjustment, with transaction volumes experiencing greater declines than second and third-tier cities [1][13] - The average opening sales rate in the 30 key cities in August was approximately 41%, an increase of nearly 11 percentage points month-on-month and nearly 15 percentage points year-on-year [18] - The supply in first-tier cities has been decreasing for four consecutive months, with significant declines in Beijing, Shanghai, and Shenzhen [5][6] Regional Insights - Guangzhou is the only first-tier city with a month-on-month increase in supply, with over 400,000 square meters supplied in August [7] - Second and third-tier cities are in an adjustment phase, with an overall month-on-month transaction decrease of 11% and a year-on-year decrease of 16% [15] - Some cities like Chengdu, Qingdao, Tianjin, Xi'an, and Wuhan still recorded monthly transaction volumes exceeding 400,000 square meters [16] Policy Impact - New policies in Beijing have stimulated an increase in visitor numbers, with a 16% rise in visits, while the effects of Shanghai's policies have yet to be seen [13][14] - The supply-demand ratio has decreased to 0.69, indicating a significant drop in market activity, with many cities experiencing increased inventory pressure [22][23] Future Outlook - A low recovery in transaction volumes is expected in September, driven by the traditional peak season and policy relaxations in first-tier cities [29] - The market is anticipated to see a gradual recovery, but significant reversals are unlikely due to ongoing economic pressures and consumer confidence issues [34] Additional Insights - The land market has cooled down, with fewer core and quality plots being offered, leading to a seasonal low in overall transaction volume [26][28] - The performance of new regulatory products is declining, with significant disparities in sales rates among different projects [21] This summary encapsulates the critical insights from the conference call, highlighting the current state of the real estate market, sales performance, regional dynamics, policy impacts, and future outlook.

Core Viewpoint - The term "good house" has gained popularity in the real estate sector this year, but there is a misconception among buyers regarding the definition, particularly concerning the concept of "high usable area" which has led to misleading marketing practices [1][2]. Group 1: Misinterpretation of "Good House" - Many new housing projects are misleadingly marketing "usable area" by including non-counted areas such as balconies and terraces, resulting in claims of usable rates exceeding 100%, with some cities reporting rates as high as 130% [1]. - The typical definition of usable area is the ratio of the internal building area to the total building area, which generally should not exceed 100% due to shared public space [1]. Group 2: Market Trends and Consumer Preferences - Research indicates that new housing products with high usable rates have seen high sales rates in cities like Guangzhou and Shenzhen, reflecting consumer preference for these offerings [1]. - However, this trend has led to some developers engaging in questionable practices to inflate usable area claims [1]. Group 3: True Definition of "Good House" - A true "good house" should focus on product design, construction quality, community services, green energy efficiency, and supporting services rather than just high usable area [2]. - The implementation of the "Residential Project Standards" in May aims to enhance safety, comfort, and sustainability in housing projects, emphasizing the importance of quality and service in defining a "good house" [2].

"好房子"产品不代表"高赠送"。真正的"好房子"应在产品设计、建筑质量、社区服务、绿色节能、配套 服务等方面下功夫。今年5月正式实施的《住宅项目规范》也以安全、舒适、绿色、智慧为目标，在规 模、布局、功能、性能和关键技术措施等方面对住宅项目的建设、使用和维护作出规定。理解这些规 定，对"好房子"的概念正本清源，才有利于将各参与主体的关注重点，聚焦到提升建筑质量、优化规划 设计以及提高服务水平上来。这些才是全方位提高居住舒适度和生活品质的关键因素，也是"好房子"政 策的初衷。各地应紧扣规范要求，加快出台地方实施版本，推动"好房子"建设进程持续加速。 编辑：张澍楠 来源：证券时报 证券时报记者 吴家明 今年以来，"好房子"成为民生领域热词，引发广泛关注。不过，不少购房者反映，一些新房项目将不计 入建筑面积的阳台、露台、飘窗、夹层等区域面积打包算进套内面积，制造"得房率超100%"的营销噱 头。一些城市的新房得房率甚至已"卷"到130%。 一般来说，住宅的得房率是套内建筑面积与房屋建筑面积的比率。由于公摊面积客观存在，住宅的得房 率通常情况下不可能超过100%。近年来，各地推出相关的建筑工程容积率计算办法，对阳台面 ...

Group 1 - The term "good house" has gained significant attention in the real estate sector this year, with some new housing projects misleadingly including non-buildable areas in the calculation of usable space, leading to claims of "usable rates exceeding 100%" [1] - In some cities, the usable rate has reportedly reached as high as 130%, which is unusual as the typical usable rate should not exceed 100% due to shared areas [1] - Research indicates that new products with high usable rates have seen high sales rates in cities like Guangzhou and Shenzhen, reflecting buyer preference for these offerings, although this has led to questionable practices among some developers [1] Group 2 - A "good house" should focus on product design, construction quality, community services, green energy efficiency, and supporting services rather than just high usable space [2] - The implementation of the "Residential Project Standards" in May aims to enhance safety, comfort, and sustainability in housing projects, emphasizing the importance of quality and planning [2] - Local governments are encouraged to develop their own implementation versions of these standards to accelerate the progress of "good house" construction [2]

Summary of Key Points from the Conference Call Industry Overview - The conference call discusses the real estate industry, specifically focusing on the performance of the top 100 real estate companies in July 2025, highlighting significant declines in sales and market activity across various cities [1][2][5][6]. Core Insights and Arguments - **Sales Performance**: In July 2025, the top 100 real estate companies achieved sales of 211 billion yuan, marking a 39% decrease month-on-month and a 25.8% decrease year-on-year. The cumulative sales for the first seven months showed a year-on-year decline of 12.7% [2]. - **Transaction Volume**: The transaction volume in 30 key cities fell by 28% month-on-month and 20% year-on-year. This marked the first negative cumulative transaction for the first seven months, with a slight year-on-year decrease of 1% [1][5]. - **Market Sentiment**: Overall market sentiment and purchasing emotions are low, further declining compared to the second quarter. Factors contributing to this include seasonal effects, weak supply, and cautious demand from buyers [6]. - **Supply Dynamics**: The new supply in July 2025 decreased by 20% month-on-month and 11% year-on-year across 30 key cities. The cumulative supply for the first seven months also saw an 18% year-on-year decline [3][4]. - **Inventory Levels**: Although overall inventory slightly decreased, the rapid decline in transaction volume led to an increase in inventory cycles in 18 cities, particularly in Shanghai and Shenzhen [15]. City-Specific Performance - **First-Tier Cities**: - Shenzhen's transaction volume fell by 30% month-on-month, with a new home absorption rate dropping to 4%, the lowest in a decade. Beijing, Shanghai, and Guangzhou also experienced significant declines in transaction volumes [1][10][13]. - **Second-Tier Cities**: - Chengdu's market continued to cool, with a 10% month-on-month decline and a 21% year-on-year decline. Hangzhou faced substantial pressure, with a 58% month-on-month drop and a 36% year-on-year decline [11]. - **Emerging Markets**: Cities like Zhuhai and Dongguan saw an increase in transaction volumes due to a surge in supply, indicating a slight improvement in market activity [12]. Additional Important Insights - **Market Predictions**: The forecast for August indicates continued declines in transaction volumes, with year-on-year declines expected to widen. A potential recovery in September is anticipated due to seasonal effects, but year-on-year declines may remain consistent with previous months [20]. - **Regulatory Environment**: The recent focus of regulatory discussions has shifted towards urban renewal rather than direct real estate policies, suggesting a long-term strategy to enhance urban quality and indirectly support real estate development [28][30]. - **High-Quality Development**: The emphasis on high-quality development in urban renewal projects is highlighted, focusing on improving project quality rather than quantity, given the limited financial capacity of local governments [31]. This summary encapsulates the critical aspects of the real estate market as discussed in the conference call, providing insights into sales performance, market sentiment, supply dynamics, and future expectations.

Summary of Key Points from the Conference Call Industry Overview - The real estate market in 2025 experienced an overall decline of 10.8% in the first half, with some state-owned enterprises like China Resources and China Merchants growing over 30%, indicating increased industry differentiation and significant market pressure [1][3] - Only three companies surpassed 100 billion in sales, namely Poly, Greentown, and China Overseas, while seven companies exceeded 50 billion, showing a slight decrease in industry concentration [1][4] Sales and Market Performance - In June 2025, the sales of the top 100 real estate companies increased by 14.7% month-on-month, but the year-on-year decline reached 22.8%, indicating persistent market pressure [3] - The average sales rate in June 2025 was 42%, up 13 percentage points from the previous year, driven by new regulatory products that significantly improved market absorption [1][8] Supply and Demand Dynamics - The supply of new properties in 30 key cities decreased by 28% year-on-year, with first-tier cities experiencing a notable drop in supply [1][5] - The transaction volume in these cities fell by 26% year-on-year, with first-tier cities like Beijing and Shanghai seeing significant declines [5][6] Regional Market Insights - First-tier cities showed varied performance; Shanghai and Shenzhen faced substantial declines in transaction volumes, while Beijing maintained slight growth due to last year's high supply [6] - Second and third-tier cities experienced a 7% month-on-month decline and a 26% year-on-year decline, although some cities like Tianjin and Wuhan saw a recovery in transactions due to new regulatory products [7] Inventory and Investment Trends - The total inventory in 30 major cities decreased by 9.6% year-on-year, but over half of these cities saw an increase in the absorption cycle, indicating ongoing inventory pressure [10] - Private real estate companies have shown increased willingness to invest in land, with land acquisition amounts doubling year-on-year, suggesting structural investment opportunities in the market [9] Future Market Outlook - The second half of 2025 is expected to be challenging, with the third quarter typically being a low season for sales, while the fourth quarter may see a significant year-on-year decline due to high base effects from the previous year [15] - The competitive landscape in the real estate sector may change, with new entrants potentially emerging as market conditions evolve [22] Additional Insights - The second-hand housing market is under significant pressure, with a projected annual decline of nearly 10% [2][12] - The land market showed increased activity in June, but the enthusiasm in core cities has cooled, with fewer high-priced land deals [14][18] This summary encapsulates the critical insights from the conference call, highlighting the current state and future outlook of the real estate industry.

Group 1 - The overall performance of the real estate market during the Dragon Boat Festival was flat, with a total transaction area of 266,000 square meters in 30 major cities, showing a year-on-year decline [1] - First and second-tier cities performed well, with first-tier cities seeing a 4.5% increase and second-tier cities a 3.3% increase in transaction area compared to last year [1] - In May, core cities maintained a recovery trend, with various developers using discounts and new product launches to attract buyers, supported by rapid implementation of market support policies [1][2] Group 2 - In Shanghai, the new housing transaction area during the Dragon Boat Festival reached 4.61 million square meters, a year-on-year increase of 87.4% [2] - The overall transaction volume of new homes in Guangzhou reached 708,300 square meters in May, setting a record for the highest monthly volume this year [3] - The Shanghai market saw a significant increase in new supply, with 40 projects launched in May, leading to a transaction area exceeding 600,000 square meters, a year-on-year increase of 23.7% [3][4] Group 3 - High-quality new projects have become a key factor influencing short-term sales in cities and among real estate companies, with many core area projects achieving over 80% sales rates [3][5] - The demand for "good houses" is rising, with projects that meet basic living needs and offer comfort becoming increasingly popular among buyers [6] - In Shenzhen, a new project achieved a sales rate of approximately 40% on its opening day, indicating strong market interest in well-priced and well-designed properties [6][8] Group 4 - The introduction of new product types, such as low-density houses and high-end improvement products, has shown better sales performance compared to ordinary properties [7] - In May, the average price of new homes in first-tier cities increased by 0.90%, with Shanghai experiencing the largest increase at 1.47% due to the launch of improvement projects [9] - The market is expected to see increased promotional efforts and a faster pace of new project launches as the mid-year sales period approaches, which may support new home sales in core cities [9]