克而瑞产品测评 . 聚焦房地产产品、交付研究及产品力、交付力测评 当住宅开发从"空间制造"转向"场景营造"，架空层这片曾被遗忘的灰色地带，正被头部房企打造成 品牌联名的高质感泛会所。 文/产品力研究中心 随着消费者从"有房住"向"住好房"需求转变，社区价值正经历一场深刻变革。物理配套的完备性已是基础 门槛，而生活品质的放大器效应逐渐成为高端住宅产品的核心竞争力。这种转变驱动着开发商重新审视社 区空间的价值潜力，尤其聚焦于长期被忽视的架空层区域。 通过深度联名知名文化品牌与生活方式IP，一批标杆项目将架空层转型为主题泛会所空间，构建起自生长 的社区情感生态系统。业主最终收获的已不再是孤立的功能盒子，而是深度融合互动的生活方式解决方 案。 品牌联名将传统社区配套升级为策展型生活平台 01 以下文章来源于克而瑞产品测评 ，作者产品力研究中心 成都新希望D23风华项目通过深度品牌联名合作，在3、4号楼架空层打造了集社交、文化与休闲于一体的 超级泛会所体系，成为成都高端社区场景创新的标杆案例。该项目与本土及国际知名品牌携手，以专业运 营能力为业主构建了多元化的生活场景。 萃坊STILLFUN威士忌行政酒廊 ， 作为成都 ...

Core Viewpoint - The article emphasizes the evolving trends in the real estate market, highlighting the importance of emotional consumption and the need for residential products to focus on psychological healing, value recognition, and intelligent living experiences [5][15][14]. Group 1: Company Product Dynamics - The launch of the "2025 Huazhong Land Good House" model in Beijing reflects a commitment to human-centered design and cultural integration, aiming to meet urban living demands [9]. - Huafa's "Hui Life" community has expanded to over 200 groups nationwide, focusing on health and lifestyle, with more than 1,500 events attracting over 80,000 participants [11]. - The residential market has shown improvement in transaction structures, with an increase in the proportion of larger units (120㎡ and above), particularly in the 140-160㎡ segment, which saw a year-on-year increase of 1.3 percentage points [20][25]. Group 2: Customer Trends - Emotional consumption is on the rise, with social media discussions around self-care and quality living experiences increasing significantly, indicating a shift in consumer behavior towards wellness and identity expression [14][15]. - The demand for residential products is shifting towards creating spaces that resonate emotionally and provide a sense of community, with a focus on shared spaces and thematic community activities [17][15]. Group 3: Residential Product Structure Characteristics - The overall transaction structure in the national market is improving, with all segments of products over 120㎡ showing year-on-year increases, particularly in the 140-160㎡ range [20][25]. - In major cities like Shanghai, the market share for 100-120㎡ and 120-140㎡ units has increased, with respective year-on-year increases of 6.9 and 4 percentage points [31]. - The high-end product demand is strong in the Yangtze River Delta region, with the proportion of transactions above 1 million yuan increasing by 1.9 percentage points compared to the previous year [26]. Group 4: Project Highlights - The Hangzhou招商蛇口·杭序府 project features innovative design elements such as asymmetrical facades and a unique underground parking structure, enhancing both aesthetics and functionality [48][53]. - The project has achieved significant sales success, with the first online selection selling out in half a day, generating approximately 1.36 billion yuan [53]. - The design incorporates a variety of residential unit types, ensuring optimal views and maximizing resource sharing among residents [60][61].