如果说"确定性"是刚需盘的标签，"产品硬实力"则成为手握千万预算的改善型购房者的核心决策标尺。 单价6万—10万元/平方米的改善型新盘，在2025年全面迈入"价值抉择模式"。据北京商报记者不完全统 计，北京2025年全年共有26个单价在6万—10万元/平方米区间的改善型项目入市，累计供应房源超1.3 万套，市场分化态势尤为显著。其中，在拿地环节表现亮眼的"中建系"，将"掰手腕"延展至一线营销， 但结果天差地别：中建二局旗下房地产公司中建玖合打造的中建·运河玖院依托优质产品力与配套优 势，以81.15%的去化率登顶"改善去化王"，其二期顶层河景房源总价突破4000万元仍具备吸引力；而由 中海地产打造的中海朝阳ONE去化率则仅为15.4%，沦为同梯队垫底项目。在户型趋同的市场背景下， 区位配套成熟度与产品细节打磨，成为撬动改善型住宅去化的关键变量。 地段、产品、配套与性价比 户型设计缺陷带来的去化难 在中建·运河玖院、颐海澐颂、建发金茂观宸等项目凭借超70%的去化率彰显强劲市场竞争力的同时， 部分与热销项目处于同一单价梯队的楼盘，受产品定位偏差、区位配套支撑不足等多重因素影响，呈现 出销售疲软态势，去化进度大幅落 ...

如果说"确定性"是刚需盘的标签，"产品硬实力"则成为手握千万预算的改善型购房者的核心决策标尺。单价6万—10万元/平方米的改善型新盘， 在2025年全面迈入"价值抉择模式"。北京商报记者不完全统计，北京2025年全年共有26个单价在6万—10万元区间的改善型项目入市，累计供应 房源超1.3万套，市场分化态势尤为显著。其中，在拿地环节表现亮眼的"中建系"，将"掰手腕"延展至一线营销，但结果天差地别：中建二局旗 下房地产公司中建玖合打造的中建·运河玖院依托优质产品力与配套优势，以81.15%的去化率登顶"改善去化王"，其二期顶层河景房源总价突破 4000万元仍具备吸引力；而由中海地产打造的中海朝阳ONE去化率则仅为14.48%，沦为同梯队垫底项目。在户型趋同的市场背景下，区位配套 成熟度与产品细节打磨，成为撬动改善型住宅去化的关键变量。 | 区位 | 月份 | 项目案名 | 项目名称 | | 户数 已签约套数 | | --- | --- | --- | --- | --- | --- | | 通州 | 3月4日 | 绥云福苑(一期) | 绳式ONE | 124 | 29 | | | 4 23 H | | | | ...

| 区位 | 月份 | 项目案名 | 项目名称 | | 户数 已签约套数 | | --- | --- | --- | --- | --- | --- | | 通州 | 3月4日 | 缓云福苑(一期) | 绳云ONE | 124 | 29 | | | 4月23日 | | | | | | | 9月13日 10月25日 | 玖运佳苑(一期) | 中建 · 运河玖院 | 838 | 680 | | | 12月19日 | 玖运佳苑(二期) | 中建 · 云河玖院 | 552 | 242 | | 丰台 | 3月17日 | 观宸嘉园 | 建发金茂观宸 | 479 | 367 | | | 4月30日 | | | | | | | 9月20日 | 观音显元 | 建发会变观信二期 | 368 | 62 | | | ４月21日 | 偶颂佳苑 | 北京偶内幼 | 439 | 121 | | | 1月18日 4月2日 | 璞兔佳苑 | 金茂璞兔丰宜 | 504 | 247 | | | 5月20日 | 中海藏峰佳苑 | 中海丽泽参號院 | 458 | 133 | | | 9月13日 | | | | | | 海淀 | 3月11日 | 咖准大 ...

Core Viewpoint - The article discusses the competitive landscape between two new residential projects in Haidian, Beijing, named "Haicheng Yuanzheng" and "Beijing Yuhai Xuan," highlighting their unique branding and positioning strategies in the real estate market [4][7]. Company Analysis - The developers of the two projects are different entities: China State Construction's Zhongjian Yipin for "Haicheng Yuanzheng" and Beijing Guoqi's Jinyu Real Estate for "Beijing Yuhai Xuan," indicating no ownership ties between them [4]. - Both projects are positioned as affordable luxury homes, learning from previous developments in the area that targeted different market segments [8]. Market Context - The article notes that the Haidian real estate market is currently seeing a variety of projects, with several in the pipeline, including "Haicheng Yuanzheng" and "Beijing Yuhai Xuan," which have already released planning documents [23]. - The competitive dynamics are expected to be interesting, as both projects share similar naming conventions and target demographics, suggesting a potential for rivalry in marketing and sales strategies [6][9]. Project Details - "Haicheng Yuanzheng" and "Beijing Yuhai Xuan" are located adjacent to each other, with "Haicheng Yuanzheng" to the west and "Beijing Yuhai Xuan" to the east, emphasizing their close proximity and competitive nature [4]. - The article provides insights into the architectural and planning aspects of both projects, including land use and building layouts, which are crucial for understanding their market appeal [10][12][14]. Sales and Pricing - The article references a table detailing the current sales status of various projects in Haidian, indicating a competitive pricing environment with varying degrees of success in sales [24]. - The anticipated supply of units from both projects is part of a broader trend in the Haidian market, which is seeing a mix of new launches and ongoing sales efforts [23].