开栏语：时值"金九银十"传统销售旺季，北京楼市迎来政策与市场的双重变局。五环外限购优化、"好 房子"标准细化等政策组合拳，正重塑市场格局与购房预期。在这个关键节点，房企如何在这场品质竞 争中突围？购房者又该如何理性看待市场变化？北京商报推出"营销总看楼市'金九银十'"系列对话，透 过一线操盘手视角，解析产品打造逻辑、营销创新策略与市场趋势预判，聚焦政策落地效果、客群需求 变迁、产品升级方向，探讨房企如何以产品力、服务力与创新力回应市场变化。 "好房子"最终需要经得起客户用脚投票的检验，越秀不主张单纯的"以价换量"，而是将资源投向产品力 提升，通过实景呈现、物业服务升级等可见的价值提升来赢得客户认可，这是越秀地产北京公司营销负 责人赵峰在接受北京商报记者专访时给出的观点。对于即将到来的销售旺季，赵峰持谨慎乐观态度，她 认为市场回暖需要时间，但仍存改善型需求，关键要用产品和服务说话，让客户用实际行动为"好房 子"投票。 "好房子"是客户选出来的 今年以来，北京楼市政策持续松绑，其中"好房子"成为行业高频词。但在赵峰看来，"好房子"不应只是 政策规范下的产物，更应该是客户真实需求的反映。 "什么是好房子？不是仅看得 ...

Core Viewpoint - The Beijing real estate market is undergoing a transformation driven by policy changes and market dynamics, with a focus on product quality rather than price competition [2][3]. Policy and Market Changes - Recent policy relaxations in Beijing's real estate market have led to a heightened emphasis on what constitutes a "good house," reflecting genuine customer needs rather than just regulatory standards [3][4]. - The market is experiencing a "quality revolution," with developers shifting from price-based strategies to enhancing product quality [3][4]. Product Development and Customer Engagement - The company emphasizes the importance of product quality, which includes not only design and engineering but also ongoing customer interaction and feedback [5][6]. - Projects like the Huangshanmu Store in Chaoyang district are designed to meet "good house" standards, focusing on customer experience through improved lighting and private entryways [3][5]. Market Outlook and Customer Trends - The company holds a cautiously optimistic view for the upcoming "Golden September and Silver October" sales season, preparing two new projects targeting different customer segments [6][8]. - There is a notable shift in customer demographics, with younger buyers prioritizing aesthetics, quality, and lifestyle, prompting the company to innovate in project designs to meet these needs [6][7]. Strategic Partnerships and Land Acquisition - The company adopts a collaborative approach in land acquisition, partnering with local state-owned enterprises and quality developers to mitigate risks and enhance market familiarity [7][8]. - The focus is on selecting high-quality land parcels rather than specific regions, ensuring that the projects meet the desired standards [7]. Marketing Strategies - Different marketing strategies are employed based on project tiers, with high-end projects focusing on real-life presentations and community-building activities rather than heavy promotions [7][8]. - During the "Golden September and Silver October" period, the company plans to organize various activities and offer quality products to encourage buyer engagement [8].

开栏语：时值"金九银十"传统销售旺季，北京楼市迎来政策与市场的双重变局。五环外限购优化，"好房子"标准细化等政策组合拳，正在重塑市场格局与购 房预期。在这个关键节点，房企如何在这场品质竞争中突围？购房者又该如何理性看待市场变化？北京商报推出"营销总看楼市'金九银十'"系列对话，透过 一线操盘手视角，解析产品打造逻辑、营销创新策略与市场趋势预判，聚焦政策落地效果、客群需求变迁、产品升级方向，探讨房企如何以产品力、服务力 与创新力回应市场变化。 "好房子"最终需要经得起客户用脚投票的检验，越秀不主张单纯"以价换量"，而是将资源投入到产品力提升上，通过实景呈现、物业服务升级等可见的价值 提升来赢得客户认可，这是越秀地产北京公司营销负责人赵峰在接受北京商报记者专访时给出的观点。对于即将到来的销售旺季，赵峰持谨慎乐观态度，她 认为市场回暖需要时间，但改善型需求仍然存在，关键是要用产品和服务说话，让客户用实际行动为"好房子"投票。 "好房子"是客户选出来的 今年以来，北京楼市政策持续松绑，"好房子"成为行业高频词。但在赵峰看来，"好房子"不应只是政策规范下的产物，更应该是客户真实需求的反映。 在赵峰看来，当前北京新房市场 ...