文/上海进深 严明会 大华静安年华的认购数据多少有些令人意外。 顶着"静安稀缺户型"、"上海首个全线三阳台户型"这些光环，认购期结束，105套房源收获了80 组认 购，认购率不足80%。项目预计在9月30日前开盘选房。 首开过会的是108-123㎡的3-4房，均价13万/㎡，低于之前吹风的14万 /㎡。 细分下来，108㎡均价约12.65万/㎡，123㎡均价约13.5万/㎡。 在认购开始前，静安年华已经开了分销，还给出了认购福利： 1. 认购即送2万车位抵用券，可与建档3万车位券叠加使用； 2. 首日认购额外赠送空间改造特权，户型优化一步到位。 108㎡中间户： 做了三个阳台 三个飘窗。当下市场，三阳台户型普遍采用"南向双阳台 北向阳台"的传统布局。大华静 安年华的108㎡户型，三个阳台都朝南，在市场上并不多见。 面积赠送上，三个阳台面积共约13.2㎡，赠送一半就是6,6㎡；飘窗送3.3㎡，总共能多拿10㎡赠送面 积，实得面积达94㎡，实得率约87%。 但这些，没能让静安年华掀起抢购热潮。 与静安年华同在大宁板块的玖上琅宸，定位偏向于高端，首批推出140套建面约128-210㎡的3-4房，均 价14.68万/ ...

Core Viewpoint - The recent planning announcement of the Dahuazhong An Danning project marks a significant shift for Dahuazhong Group, which has primarily focused on urban renewal projects, as it ventures into high-end residential development with a projected selling price of over 140,000 yuan per square meter [1][4][5]. Company Overview - Dahuazhong Group has established itself as a major player in urban renewal, focusing on the transformation of old neighborhoods and large-scale community development, positioning itself as one of the largest urban renewal operators [1][5]. - The company has seen a decline in sales volume, with a projected total sales of 15.5 billion yuan in 2024, down from a peak of 50 billion yuan in 2020 [1][3]. Project Details - The Danning project will consist of one 24-story high-rise and three 5-6 story stacked residential buildings, totaling 175 units, with a high-rise residential area complemented by commercial and supporting facilities [1][3]. - Dahuazhong won the Danning diamond land plot for 2.486 billion yuan, with a premium rate of 32.31%, setting a record for land prices in the Danning area at 92,659 yuan per square meter [3][4]. Market Context - The Danning area is characterized by a scarcity of new housing, with recent land transactions indicating strong demand for high-end products, as seen with the recent acquisition by China State Construction [2][4]. - The area has a history of high property values, with previous projects achieving prices as high as 180,000 yuan per square meter during peak periods [4]. Strategic Challenges and Opportunities - The Danning project represents both a challenge and an opportunity for Dahuazhong, as it seeks to diversify its product line and enhance its market perception amid a competitive landscape [5][6]. - The company has been expanding its footprint beyond Shanghai, entering markets in cities like Guangzhou and Beijing, but faces challenges in maintaining its competitive edge as its traditional advantages diminish [6][11]. Financial Performance - Dahuazhong's gross profit margin has been declining, with a reported margin of approximately 20% in 2023, down from previous years where it was above 56% [9][10]. - The company's strategy of "overall development + bidding" has been a key driver of its business model, allowing it to maintain a relatively high gross margin despite rising land costs [7][9].