记者丨 唐韶葵 编辑丨张伟贤 江佩佩 上海虹口地王来了：均价16.6万/平方米！ 今年8月初，位于上海四川北路的金茂璞元项目拿到首批99套房源的预售证，均价16.6万元/平 方米。该项目是金茂在上海开发的首个"璞"系产品， 还顶着四川北路板块单价"地王"的头 衔，项目一经入市，便成为上海楼市的关注的焦点。 项目实景图 图/吉屋网 8月9日，金茂璞元开启认购， 第一天认购率便达到了151%，最终认购率约为169%。 这一情况给同区域的另一个项目带来了不小的压力。在金茂拿下该地块的四个月前，华润也以 较高的价格拿下一宗地块，后命名为华润外滩瑞府。从准客户画像的公开信息来看，两个项目 的客群接近。但由于各种原因，后者至今仍未拿到预售证。 回顾过往，金茂与华润曾在宝山南大板块有过竞争，如今两家央企在虹口四川北路再度"狭路 相逢"。在这背后，上海楼市竞争正在进入白热化。 2 0 0 0万起售，楼板价超11万元/平方米 2025年2月，金茂与庆隆组成的联合体，以89.64亿元的高价成功拍下虹口瑞虹新城地块，成交 楼板价高达11.75万元/平方米，刷新了虹口区四川北路板块宅地单价纪录。 此前的2024年11月，华润置地以总 ...

虹口区地处上海市中心区域，长期以来面临着常住人口多、人口密度大以及老年人口占比高的问题。老 旧的居住环境与城市的快速发展形成鲜明反差，旧改迫在眉睫。毫无疑问，此轮大规模旧改的启动，对 于虹口区乃至整个上海都具有重要意义。根据此前发布的2025年度国有建设用地供应计划，虹口区年内 拟供应商品住房用地15-20公顷，其中旧改用地就有5-10公顷；拟供应商办用地1-3公顷，其中旧改用地1 公顷。 值得一提的是，在上月进行的上海2025年六批次土拍中，虹口区北外滩地区hk315-11地块由绿城以 64.72亿元竞得，成交楼板价12.66万元／平方米，溢价率约46.33%，创下近年来上海公开土拍溢价率新 高。而今年年初的虹口区C080302单元hk329-11地块，也曾以38.2%的溢价率、89.6亿元的成交总额让市 场见证了虹口土地价值的升温态势。 土拍热度传导下，虹口今年的新房项目表现也较为强势。例如虹口区C080302单元hk329-11地块开发的 新房项目金茂璞元，于8月9日开启认购，推出99套建面约126-184平方米的三房及四房产品，均价为 16.6万元／平方米，前三日的认购数分别达到了151组、162组和 ...

Core Insights - The Shanghai government highlighted the achievements of the North Bund development after five years, emphasizing its rapid urban transformation and the pivotal role of Jin Mao as the key developer [1] - Jin Mao's recent introduction of the high-end "Pu Yuan" product line in the Ruihong New City area signifies a shift towards creating an international elite living environment [1][4] - The evolution of Ruihong New City reflects a three-act narrative in large community development, transitioning from initial modernization to a self-sufficient lifestyle hub, and now aiming for a breakthrough in product quality [3][4] Group 1: Development Achievements - The North Bund is characterized by unprecedented development intensity and speed, with Jin Mao being a significant contributor to this transformation [1] - Ruihong New City, after 30 years of development, is at a critical juncture, needing to elevate its product offerings to unlock true community value [3][4] - The competition for the "Pu Yuan" site among top developers indicates the area's potential to transform into a high-end living space, achieving a 38% premium in bidding [4] Group 2: Community Characteristics - Ruihong New City boasts a unique blend of unity and diversity, with a single developer ensuring a cohesive aesthetic while catering to varied lifestyle needs [6] - The area features extensive amenities, including quality communities, commercial spaces, schools, and parks, fostering a vibrant international community [6][7] - The future outlook for Ruihong New City is promising, with projected GDP growth and a rich cultural heritage enhancing its appeal [7] Group 3: Product Innovation - Jin Mao's "Pu" series products are designed to integrate cultural elements and modern living, aiming to redefine high-end residential experiences [11][13] - The "Pu Yuan" project is expected to incorporate advanced technology and innovative design, setting a new benchmark in residential development [13][15] - The project symbolizes a new era in living standards, enhancing the overall quality of life for residents in the area [15]