2009至2010年的上海地王项目陆续入市开盘，但大多选择低价入市。

2009 to 2010 years of Shanghai royal project are entering the market opened，But most choose low-cost market。

低价入市促销 Low market promotion

　　由招商地产(000024,股吧)和万科以17.16亿元联合竞得的上海松江地王项目佘山珑原，在经历了长达9个月的销售零记录后，放低姿态，6折促销。销售人员坦承如此大的折扣力度是为了回笼资金。业内人士认为该项目是亏本出售。

The real estate investment(000024,Shares it)And China vanke with 1.716 billion yuan of joint being Shanghai songjiang sheshan the king project and exquisite，After nine long months after sales zero record，Put a low profile，Of the sales promotion。Sales staff admits so big a discount strength is to receivables。Industry insiders say the project is sold at a loss。

　　作为曾经的总价“地王”，上海中海长风项目紫御豪庭今年5月末入市销售，也采取了成本价销售策略。中海紫御豪庭所处的长风B6、C7地块2009年以70.06亿的天价拍出，成为当年全国总价地王。2009年时该项目周边二手房不超过25000元/平方米，而地块楼面价就达到22409元/平方米。此前，市场预期该项目开盘价高达7万元/平方米。时隔两年多，该项目终于亮相，开发商报出的3.2万元/平方米起售、3.8万元/平方米的均价，出乎不少业内人士的意料。

As ever of the total price“royal”，Shanghai China changfeng project purple royal house court end of may this year market sales，It has also taken the cost price sales strategy。The royal court house in purple of changfeng B6、The C7 plot 2009 in 7.006 billion on a day，The price you become in those days。In 2009 the project surrounding secondhand the room not more than 25000 yuan/square metre，And the plot to floor price 22409 yuan/square metre。after，The market is expected to this project the opening price as high as 70000 yuan/square metre。After more than two years，The project finally appear，Developers reported 32000 yuan/square metre up sales、38000 yuan/square metre prices，Not many insiders expected。

　　而2009年中海公告显示，项目总体投资将达到103亿元，按此推算建成楼盘的楼面价将达到33000元/平方米。业内人士分析，拿地的净价加上建安成本、装修、营销以及财务成本等，低至3.4万元/平方米的销售价格几乎可以说是赔本赚吆喝。

And in 2009 the announcement，Project the overall investment will reach 10.3 billion yuan，According to the calculation of buildings built floor price will reach 33000 yuan/square metre。Analysis of the personage inside course of，To get the net price of the fabrication cost plus、decorate、Marketing and financial cost, etc，Low to 34000 yuan/square metre sales price it is slowed to earn in the red。

　　中国证券报记者在紫御豪庭售楼处看到，销售大厅显得很冷清，只有一两组客户在咨询楼盘情况。工作人员坦言，紫御豪庭目前在售的都是面积在250平方米以上、总价超过千万元的豪宅。截至7月4日，上海网上房地产成交数据显示，目前该楼盘仅登记61套。

China's stock certificate report in the purple royal court reporter Howard saw sales offices，The hall looks sales is very quiet，Only one or two set of customers in building consultation。Staff said，The royal court house at present in the sale is in the area in 250 square meters、Total prices more than $ten million worth of a person of extraordinary powers curtilage。By July 4，Shanghai real estate data that shows online clinch a deal，At present the project registration of 61 only。

　　位于新江湾城板块的中建大公馆，开发商2009年12月以3.25万元/平方米的楼面价拍得项目地块，成为新江湾城区域地王。网上房地产数据显示，自去年11月以来，其叠加别墅目前起价为3.7万元/平方米。

The new jiangwan city of big plate state-owned residence，Developers in December 2009 to 32500 yuan/square meters of floor price on project plot，New jiangwan city area become king。Online real estate data shows，Since November，The superposition villa at present a price 37000 yuan/square metre。

割肉也要趁早 Cut the flesh also want to hurry

　　在业内人士看来，更惨的是那些仍然在建或根本无法开工的地王。

In the industry looks，The worst is that those who still under construction or can't star of construction。

　　2011年2月12日，上海崇明城桥商品房基地1、2号地块曾以10.0191亿元总价成交，折合楼面价6451元/平方米，溢价率达115%，刷新当时崇明土地市场的单价和总价“地王”纪录。随后，该地块遭当时的竞得方上海保集(集团)有限公司及上海佳富投资有限公司“退地”。一年后，该地块再次入市，2012年3月27日以5.36亿元底价成交。从单价、总价的崇明双料地王如今被腰斩，说明土地市场后期走势并不看好。

February 12, 2011，Shanghai chongming city bridge commodity house base 1、2 plot had with 1.00191 billion yuan price clinch a deal，Into the floor price 6451 yuan/square metre，Premium rate is 115%，At the time of land market of chongming refresh rates and amounts“royal”record。then，This plot was a race at that time to party the set in Shanghai(group)Co., LTD. And Shanghai jia rich investment Co., LTD“Back to”。A year later，This plot to market，March 27, 2012 to 536 million yuan reserve price clinch a deal。From the unit price、Of the total value of the star is now double chongming ks，Land market trend that late do not look good。

　　今年4月，中国指数研究院《2007-2011年中国地王开放情况分析》报告显示，2007年-2010年的40宗地王项目中，目前只有18宗进入了销售状态，其他地王多数仍在建中，另外还有3幅地块因未及时缴纳出让金而被收回。总体而言，地王开发现状堪忧。

In April this year，China index academy《2007-2011 China open star analysis》report，In 2007-2010 years of 40 cases of royal projects，At present, only 18 cases into the sales state，Other you most is still under construction，Another 3 of land for failing to pay fee and be retrieved。overall，Royal development present situation grim。

　　对于未上市地王项目，中国房地产信息集团土地咨询运营中心总经理郭玉良认为，地王项目的销售关键是对未来市场的价格判断，如果判断未来价格是持续下跌的，建议未上市地王项目“割肉”也要趁早。（本报记者 周文天）

For not yet on the market you project，China real estate information consulting group land operation center GuoYuLiang think general manager，You project marketing is the key of the future market price of judgment，If the judge the future price is falling，Suggest not yet on the market you project“Cut the flesh”Also reciprocated。（Our correspondent ZhouWenTian）