开栏语：时值"金九银十"传统销售旺季，北京楼市迎来政策与市场的双重变局。五环外限购优化、"好 房子"标准细化等政策组合拳，正重塑市场格局与购房预期。在这个关键节点，房企如何在这场品质竞 争中突围？购房者又该如何理性看待市场变化？北京商报推出"营销总看楼市'金九银十'"系列对话，透 过一线操盘手视角，解析产品打造逻辑、营销创新策略与市场趋势预判，聚焦政策落地效果、客群需求 变迁、产品升级方向，探讨房企如何以产品力、服务力与创新力回应市场变化。 "好房子"最终需要经得起客户用脚投票的检验，越秀不主张单纯的"以价换量"，而是将资源投向产品力 提升，通过实景呈现、物业服务升级等可见的价值提升来赢得客户认可，这是越秀地产北京公司营销负 责人赵峰在接受北京商报记者专访时给出的观点。对于即将到来的销售旺季，赵峰持谨慎乐观态度，她 认为市场回暖需要时间，但仍存改善型需求，关键要用产品和服务说话，让客户用实际行动为"好房 子"投票。 "好房子"是客户选出来的 今年以来，北京楼市政策持续松绑，其中"好房子"成为行业高频词。但在赵峰看来，"好房子"不应只是 政策规范下的产物，更应该是客户真实需求的反映。 "什么是好房子？不是仅看得 ...

Core Viewpoint - Beijing Urban Construction Investment Development Co., Ltd. (referred to as "Urban Development") is undergoing management changes to revitalize its real estate business amid ongoing market adjustments and past performance fluctuations [2][3][10]. Group 1: Management Changes - Zou Zhe has been appointed as the new Party Secretary of Urban Development, replacing Shu Zhaowu, who will no longer hold this position [2][3]. - Shu Zhaowu has served in various roles within the company since 2012, including Vice General Manager and Party Secretary, and will continue as Chairman until July 2027 [5][8]. - The management change is seen as part of Beijing Urban Construction Group's strategy to enhance its real estate operations during a challenging market period [3][10]. Group 2: Financial Performance - Urban Development has experienced significant fluctuations in performance, with net profit dropping to 640 million yuan in 2021 and incurring losses of 926 million yuan in 2022 and 951 million yuan in 2023 [5][6]. - Despite achieving a record revenue of 25.44 billion yuan in 2023, the company still reported losses due to declining gross margins and increased asset impairment losses [6][7]. - The gross margin for real estate development fell to 14.1%, a decrease of 4.2 percentage points year-on-year, with a more significant drop in the Beijing region [7]. Group 3: Strategic Focus - Urban Development's management emphasizes the importance of cash flow management, particularly in light of the company's recent performance challenges [11]. - The company aims to enhance its real estate development efforts by focusing on both new land acquisitions and the liquidation of existing projects to ensure financial stability [11]. - In the first quarter of the current year, Urban Development reported a significant revenue increase of 435.9% year-on-year, achieving total revenue of 6.614 billion yuan and a net profit of 43.17 million yuan [12].

本报记者 吴静 卢志坤 北京报道 近日，城建发展（600266.SH）发布2024年年报。去年，公司营业收入同比增长24.94%至254.42亿元， 创历史新高；但归母净利润却由盈转亏，录得-9.51亿元，同比骤降270.17%。 据《中国经营报》记者了解，去年城建发展在深耕大本营北京市场外，还首次进军上海市场，溢价拿下 2宗地块，在新房市场竞争激烈的上海，项目后续去化尚待观察。 出现亏损 2024年，在行业整体规模下行的背景下，城建发展实现销售金额202.72亿元，较上年同比下滑37.8%； 销售面积46.71万平方米，同比下滑36.5%。 不过，城建发展去年主营房地产开发业务结转收入增加，使得营业收入同比增长24.94%。去年北京市 场实现收入237.52亿元，同比大增53.36%，占总营收的93.37%。 相比之下，重庆、成都、青岛等其他区域营收同比降幅均超60%，其中成都市场收入仅2.2亿元，同比 下降87.61%。 尽管营收增长，但公司毛利率同比下降4.56个百分点至15.83%，其中房地产开发业务毛利率仅为 14.1%，较上年下降4.19个百分点。 据了解，这主要是由于北京部分项目受早期拿地成本高 ...