日前，杭州的"地王"项目发起了全球"悬赏令"。 《每日经济新闻》记者了解到，2026年1月5日，滨江集团官方微信发布杭州水电新村项目案名全球征集 海报，中标奖1名，奖金10万元。 事实上，岁末年初，各地售楼处的营销活动也如约而至。但与往年有所不同，2026年兴起了一股营 销"新风"：广州城投地产从元旦起开启为期两个月的"先住后买"活动，上海有楼盘将两幢楼更换案名后 加价入市，还有楼盘买房送飞天茅台酒等。 近日，广州市房协专家委员会委员、地产经济学家邓浩志告诉《每日经济新闻》记者，这在一定程度上 吸引了市场关注，有助于提升楼盘知名度。 一家头部房企营销总监则向《每日经济新闻》记者指出，楼盘加码营销活动力度是一种趋势，但也显露 出个别项目存在销售困境的事实。 公开信息显示，2025年3月，滨江集团经过72轮竞价摘得水电新村地块，楼面价达到每平方米7.74万 元，刷新当时杭州土拍市场单价"地王"纪录。目前，它仍是杭州住宅楼面价第二高的项目。 拿地5个月后，在新品发布会上，滨江集团董事长戚金兴表示，该项目新房入市价格将在每平方米12万 元以上。 公开资料显示，水电新村项目西侧面向钱塘江，东侧即杭州奥体中心，地段优越， ...

每经记者｜刘颂辉 每经编辑｜陈梦妤 日前，杭州的"地王"项目发起了全球"悬赏令"。 《每日经济新闻》记者了解到，2026年1月5日，滨江集团官方微信发布杭州水电新村项目案名全球征集 海报，中标奖1名，奖金10万元。 事实上，岁末年初，各地售楼处的营销活动也如约而至。但与往年有所不同，2026年兴起了一股营 销"新风"：广州城投地产从元旦起开启为期两个月的"先住后买"活动，上海有楼盘将两幢楼更换案名后 加价入市，还有楼盘买房送飞天茅台酒等。 近日，广州市房协专家委员会委员、地产经济学家邓浩志告诉《每日经济新闻》记者，这在一定程度上 吸引了市场关注，有助于提升楼盘知名度。 一家头部房企营销总监则向《每日经济新闻》记者指出，楼盘加码营销活动力度是一种趋势，但也显露 出个别项目存在销售困境的事实。 "地王"项目重金求名 公开信息显示，2025年3月，滨江集团经过72轮竞价摘得水电新村地块，楼面价达到每平方米7.74万 元，刷新当时杭州土拍市场单价"地王"纪录。目前，它仍是杭州住宅楼面价第二高的项目。 拿地5个月后，在新品发布会上，滨江集团董事长戚金兴表示，该项目新房入市价格将在每平方米12万 元以上。 公开资料显示， ...

杭州的"地王"项目发起了全球"悬赏令"。 1月5日，滨江集团官方微信发布杭州水电新村项目案名全球征集海报，中标奖1名，奖金10万元。 岁末年初，各地售楼处的营销活动也如约而至。与往年有所不同，今年兴起了一股营销"新风"：广州城投地产从元旦起开启为期两个月的"先住后买"活动， 上海有楼盘将两幢楼更换案名后加价入市，还有楼盘买房送飞天茅台酒等。 广州市房协专家委员会委员、地产经济学家邓浩志告诉《每日经济新闻》记者（以下简称每经记者），这在一定程度上吸引了市场关注，有助于提升楼盘知 名度。某头部房企营销总监则指出，楼盘加码营销活动力度是一种趋势，但也显露出个别项目的销售困境事实。 "地王"重金求名 根据案名征集海报，水电新村项目将由滨江集团、建发国际和中国金茂联合开发，新房户型面积在296—876㎡不等，共168套。开发商拿出10万元作为中标 奖金，另设置10个入围奖，奖品为iPad，向全球征集项目案名。 某头部房企上海公司营销总监认为，斥资10万元为楼盘取名，开发商付出的价值是比较高的。除了"地王"自带热度的原因，这样做也会使得项目知名度更 高。 去年3月，滨江集团经过72轮竞价摘得水电新村地块，楼面价达到7.7 ...

原标题：《10万元全球征集案名、改名后加价入市、"先住后买"⋯⋯这段时间，楼盘营销又玩出了新花样》 杭州的"地王"项目发起了全球"悬赏令"。 1月5日，滨江集团官方微信发布杭州水电新村项目案名全球征集海报，中标奖1名，奖金10万元。 岁末年初，各地售楼处的营销活动也如约而至。与往年有所不同，今年兴起了一股营销"新风"：广州城投地产从元旦起开启为期两个月的"先住后买"活动， 上海有楼盘将两幢楼更换案名后加价入市，还有楼盘买房送飞天茅台酒等。 广州市房协专家委员会委员、地产经济学家邓浩志告诉《每日经济新闻》记者（以下简称每经记者），这在一定程度上吸引了市场关注，有助于提升楼盘知 名度。某头部房企营销总监则指出，楼盘加码营销活动力度是一种趋势，但也显露出个别项目的销售困境事实。 "地王"重金求名 根据案名征集海报，水电新村项目将由滨江集团、建发国际和中国金茂联合开发，新房户型面积在296—876㎡不等，共168套。开发商拿出10万元作为中标 奖金，另设置10个入围奖，奖品为iPad，向全球征集项目案名。 某头部房企上海公司营销总监认为，斥资10万元为楼盘取名，开发商付出的价值是比较高的。除了"地王"自带热度的原因， ...

Core Viewpoint - The opening pace of high-end real estate projects in Hangzhou has collectively slowed down, with developers taking longer from land acquisition to sales, reflecting a shift in market strategy and conditions [1][2][8]. Group 1: Project Timelines - The "Water Power New Village" project by Binjiang Group is expected to start sales in March 2026, indicating a one-year period from land acquisition to opening [1]. - Several high-end projects in Hangzhou, including the "Water Power New Village," have not yet opened despite being acquired in the first half of the year [5]. - The time from land acquisition to opening for various projects ranges from 165 days to 319 days, with most high-end projects anticipated to open next year [7]. Group 2: Market Conditions and Developer Strategies - Developers are investing more time in creating high-quality demonstration areas and innovative designs, which contributes to the extended timelines for project openings [8][10]. - The current market conditions, including a decline in prices and uncertainty about new pricing systems, lead developers to delay openings to choose more favorable market entry points [10][11]. - The high land acquisition costs for current projects, such as the "Water Power New Village" at 77,409 yuan per square meter, make it challenging to replicate the long development cycles of past projects [11]. Group 3: Historical Context - Historically, high-end residential projects in Hangzhou had longer development and sales cycles, with examples like the "Wulin No. 1" taking over a decade to complete [11]. - The current trend of delayed openings contrasts with the rapid sales seen in previous years, indicating a strategic shift in response to market pressures [11].

Group 1 - The core point of the news is the launch of the high-end residential project Hangzhou Yuyuan, which has set a new price record in the market at 188,000 yuan per square meter, attracting significant attention from both local and national buyers [1] - The project has successfully broken the price ceiling for luxury homes in Hangzhou, paving the way for future price increases in the high-end real estate market [1] - Another luxury project, the Zhonghai Haichao TOD, is expected to challenge this record with a projected price of over 140,000 yuan per square meter for its high-rise units [2] Group 2 - The Zhonghai Haichao TOD project is strategically located near key transportation hubs and is less than 3 kilometers from West Lake, making it a highly desirable location [2] - The project will feature a total construction area of approximately 200,000 square meters, including 13 residential buildings with a mix of high-rise and low-density villa designs [2][3] - The expected price range for the high-rise units is between 30 million to 55 million yuan, while the low-density villas are projected to exceed 180,000 yuan per square meter, with total prices ranging from 60 million to 75 million yuan [3] Group 3 - The luxury market in Hangzhou is becoming increasingly competitive, with five new high-rise projects expected to exceed 100,000 yuan per square meter, primarily divided between Zhonghai and Binhang [4] - Zhonghai holds two of these projects, including the Haichao TOD and the Binhang District Government project, which will enhance its influence in the luxury market [4] - The Binhang projects include the Water and Electricity New Village, which is anticipated to launch at the end of the year with prices exceeding 120,000 yuan per square meter, and other projects in the area also expected to reach similar price points [5]

Group 1 - The high-end luxury housing market in Hangzhou has recently become the focal point of the real estate sector, with the first unlimited price project, Aoying Mingcui, launching at a price of 87,000 yuan per square meter, marking it as the most expensive new development post-price cap removal [1] - Aoying Mingcui sold out quickly with a total of 74 units and a starting price of 16.61 million yuan, showcasing strong purchasing power in the luxury segment with a low winning rate of 12.23% [1] - Seven luxury projects, including Aoying Mingcui, are expected to enter the market in the second half of the year, with unit prices potentially exceeding 100,000 yuan per square meter, indicating a competitive landscape in Hangzhou's real estate market [1] Group 2 - The three high-rise projects along the southern bank of the Qiantang River are poised to lead Hangzhou's new housing price rankings, with the Water Electric Village project being the top contender, featuring a floor price of 77,409 yuan per square meter [2] - Water Electric Village is set to launch by the end of this year with an expected average price of 130,000 yuan per square meter, which would set a new record for high-rise prices in Hangzhou, with entry-level prices starting at 38 million yuan [3] - The project will consist of 168 units with sizes ranging from 296 to 506 square meters, designed to cater to the high-end market with luxurious amenities [2][3] Group 3 - The Jin Di project, located in the core area of the Qiantang Bay future headquarters, has a floor price of 54,473 yuan per square meter and is expected to offer high-rise residential units with a total area of approximately 140,000 square meters [3][4] - The project will feature nine high-rise buildings with a height of 17 to 23 floors, and the design includes various landscape features and a high ceiling of 3.4 meters for standard floors [4] - The main unit sizes for Jin Di will include 238 to 388 square meters, with prices likely to exceed 90,000 yuan per square meter based on market trends [5] Group 4 - The Hangzhou real estate market is also seeing the emergence of low-density luxury projects, with the Zhonghai Haichao TOD project in Wangjiang New City planning to develop a total area of 310,000 square meters, including residential and commercial spaces [6] - This project will feature high-rise buildings and low-rise villas, with high-rise units expected to exceed 100,000 yuan per square meter, while the villas will command even higher prices [6] - The Binhang Chuanqi project, located near the super red plate Xiaying Jinxiu, is also set to enter the market with high-rise and villa options, with expected prices starting at 35 million yuan and potentially reaching 90 million yuan for villas [7]

Core Viewpoint - The high-end improvement project in Hangzhou, specifically the Binjiang Greentown Aoying Mingcui project, has seen strong demand, with an average price of 87,000 yuan per square meter, making it the most expensive project in the Hangzhou market currently [1] Group 1: Project Details - The Aoying Mingcui project opened with 74 units available, starting from 225 square meters, and received registrations from 605 families, resulting in a lottery rate of approximately 12% [1] - The project is the first unlimited price land in the Hangzhou Olympic Sports Center area, with a land acquisition price of 48,186 yuan per square meter, which is significantly higher than the previous price limits in the area [2] - The project consists of 7 high-rise buildings and 2 stacked villas, with most units priced above 20 million yuan [2] Group 2: Market Dynamics - The project has redefined pricing in the Olympic Sports Center area, with an increase of 89.1% compared to the previous capped price of 46,000 yuan per square meter for new homes [2] - Other unlimited price projects in different areas have also seen price increases, with the first unlimited project in the Chengdong New City area priced at 65,600 yuan per square meter, reflecting a rise of 41% [2] - The demand for high-end properties has been suppressed due to past price controls, and the current project is seen as a release of pent-up market potential [3] Group 3: Future Outlook - The sustainability of the current pricing levels remains uncertain, as the market is still adjusting after a long period of price control [3] - The high-end market is exploring pricing strategies, indicating that further testing of price points will be necessary to gauge market response [3]