CUBN记者 温艺晗 北京报道

CUBN reporter WenYiHan reports from Beijing

　　7月10日下午，海淀区万柳地块以26.3亿元的最高上限价格、配建16400平方米回购房的条件，一举豪夺万柳“地王”。这折合楼面价破4万元/平方米的现实，刷新了北京单价地王的纪录。

July 10, afternoon，There are 2.63 billion yuan in haidian district land limit price、PeiJian 16400 square meters back to purchase terms，Every house there are taken“royal”。This or the floor price 40000 yuan/square metre of reality，The unit price of Beijing refresh you record。

　　中赫收万柳地王于囊中

The king in there in Hector bag

　　据悉，万柳地块地处北京西北三四环之间，东至北京华联万柳购物中心，南至万柳小区4号街，西至圣华寺路，北至巴沟村北路，用地性质为二类居住用地。低容积率，近中关村，紧邻地铁，交通非常方便，又在北大、清华、中关村三小等名校云集之地，配套相当成熟。且万柳区域作为成熟的高档社区集中区域，已多年匮乏新增住宅供应，2008年以后区域内基本无期房住宅供应。该区二手房万泉新新家园等小区售价达到每平米近6万，万城华府售价已超8万。有业内人士早就指出，这是近年来罕见的优质地块。该地块自6月19日开始在网上竞价，总用地面积约3.9万平方米，规划建筑面积约7.8万平方米。北京市土地资源局公告显示，这块地的挂牌起价达18.66亿元，楼面地价2.4万元/平方米。不难看出，万柳地块以其独特的体量适中、地段绝佳优势，自然成为各大房企追逐的肥肉。

It is reported，Wanliu plot is located in Beijing between three fourth ring road in the northwest，East to Beijing hualian wanliu shopping center，The south to the wanliu district no. 4 street，Most holy temple road west China，North to ba ditch village north road，Land properties for second residential sites。Low volume rate，Nearly zhongguancun，Is adjacent to a subway，Transportation is very convenient，At Peking University and、tsinghua、Zhongguancun three small elite gathered in place，Supporting quite mature。And there is the mature regional high-grade community area，Already many years new housing supply shortage，2008 years later area basic no period room housing supply。The WanQuan secondhand the room of new homes and community price per square to nearly 60000，Washington has super 80000 wancheng price。The personage inside course have long said，This is a rare quality plot in recent years。This plot since June 19 to start the day in the online bidding，Covers a total area of about 39000 square meters，Planning construction area of about 78000 square meters。Beijing municipal bureau of land resources, the announcement，The land price for up to 1.866 billion yuan，Floor price 24000 yuan/square metre。It is easy to see，Wanliu plot with its unique dimension moderate、Location advantage a，Natural becomes each big room enterprises of the chase fat。

　　记者从在拍卖现场的工作人员处了解到，7月10日下午15:30分，北京市国土资源局交易大厅，10家地产商齐聚于此，期盼摘得这炙手可热的优质地块。融创首先举牌，报价突破20亿。激烈竞拍中，中赫、龙湖，融创、懋源竞争最为积极，经过46轮竞价后，懋源举牌到26.3亿竞价上限，转而进入竞回购房面积，截止此时折合楼面价达到3.38万/平方米。

Reporters from the scene of the auction of the work to know people in，July 10, afternoon away points，Beijing municipal bureau of land and resources for the trade lobby，10 developers were in this，Look forward to the quality of the hottest took plots。Melting and first for brand，Offer breakthrough 2 billion。Fierce in the auction，Of Hector、longhu，Melts and、Most active Mao source competition，After 46 round after bidding，Mao source for brand to 2.63 billion for upper limit，Turn into the race back to the area that buy a house，By this time or floor price to 33800 / square metre。

　　万柳地块回购房面积竞拍起始100平方米，现场成为懋源、融创、中赫三家之争。“16400平方米，由中赫竞得！”主持人强调。经历了10次网上报价、46轮现场竞价及300多轮配建回购房面积竞争，万柳地块最终被民企“黑马”——中赫收入囊中！去除回购影响，楼面价约四万，溢价率达40%，北京新地王诞生！

Back to the area that buy land auction there starting 100 square meters，Site Mao become source、Melts and、In three battle of the hittites。“16400 square meters，In the HeJing have to！”Host emphasize。Through ten times quotes online、46 round the scene and several rounds of bidding PeiJian back to the area that buy 300 competition，Wanliu plot was eventually corporation“Dark horse”-Hector income bursa！Remove the buyback influence，Floor price of about forty thousand，Premium rate is 40%，Beijing new royal was born！

　　曾创下北京房价最高纪录35万元/平方米的钓鱼台7号开发商中赫置地成立于2005年，倾向于重点城市重点区域的高端地产项目开发和管理。迄今，中赫置地投资开发的代表项目包括北京市朝阳区“北纬40°”宜居精品住宅项目、河北省唐山市商业核心新地标“新华贸”商业项目等。

Once set Beijing house prices 350000 yuan/square metre record the diaoyutai 7 developers in trading Hector was founded in 2005，Tend to focus on key areas of high-end real estate city project development and management。So far，In the development of investment holdings Hector representative projects including Beijing chaoyang district“Latitude 40 °”Livable elaborate housing project、Hebei tangshan business core new landmark“Xinhua trade”Commercial projects, etc。

　　房企拿地策略分化

Room to stand and strategy differentiation

　　从万柳地王竞拍的过程中，记者发现，参与此次竞拍的房企共10家：中化方兴、融创、中赫、懋源、龙湖、万科、华京投资、中冶、招商、九龙仓加中建综合体。整个竞拍过程中房地产龙头老大万科没有一次举牌。值得关注的是，就在开拍前一小时，保利地产(600048,股吧)北京公司发布声明，称考虑到目前处于调控关键时期，保利地产正式退出与融创地产组成的联合体，不再参与北京万柳地块土地拍卖。

From there you in the process of bidding，Reporter discovery，Participate in the auction room with 10 enterprises home：Sinochem FangXing、Melts and、Of Hector、Mao source、longhu、vanke、China Beijing investment、ZhongYe、Investment promotion、Kowloon warehouse and zhongjian complex。The whole bidding process in real estate leader without a for vanke CARDS。There is concern，In one hour before the shooting，Poly real estate(600048,Shares it)Beijing statement issued by the company，Considering the current regulation in said the key period，Poly real estate formally out with "real estate of the union，Not to participate in the Beijing wanliu plot land auctions。

　　从市场销售来看，虽然从第二季度开始出现快速回暖，房企资金危机得到极大缓解，但从拿地情况来看，大多数房企仍趋于谨慎。记者梳理发现，标杆房企上半年拿地情况出现明显分化，大多数房企仍谨慎出手，而少数房企则趁市场低迷之际大举购地，迅速扩张。

From market sales and see，Although in the second quarter to start to appear rapid thaw，Room capital crisis gets great ease enterprises，But to take the situation，Most rooms still stand caution。The reporter found out，In the first half of enterprises to take benchmarking room situation appears clear differentiation，Most enterprises are still cautious room make moves，And a few room while the market downturn of the enterprises purchase was heavily，Rapid expansion。

　　根据链家地产市场研究部统计，截至6月28日，包括碧桂园、保利地产、富力地产、恒大地产、华润置地、龙湖地产、万科地产、中海地产在内的八家标杆房企拿地数量共计83宗，较去年上半年减少90宗，降幅为52%；拿地金额为343亿元，同比去年减少427.5亿元，降幅为55%。

According to the real estate market research statistics chain home，By June 28,，Including countless visitors、Poly real estate、FuLi real estate、Evergrande real estate、China resources land holdings、Longhu real estate、Vanke real estate、China real estate, house of eight benchmarking room with a total of 83 the number of enterprises in Hong Kong，In the first half of a year to reduce 90 and respectively，Decreased by 52%；Give land amount of $34.3 billion，Compared to the decrease of 42.75 billion yuan last year，Decreased by 55%。

　　单独来看，房企拿地策略在今年上半年出现了明显分化。其中，最为激进的房企恒大地产上半年共斩获地块32幅、耗资近90亿元，而龙头万科上半年共拿地15幅；保利地产上半年共拿地8幅；中海地产在拿地金额上与保利相当，但获得的土地数量却仅有4幅，说明其获得地块的城市仍以一二线城市为主，开发产品仍相对高端。除保利、万科、龙湖这三家房企外，其余五家房企上半年拿地幅数都在个位数。

Individually (，Room to strategy and enterprises in the first half of the year has noticeably differentiation。Among them，The most radical room evergrande real estate enterprises in the first half were gained ground plot and picture、Cost nearly $9 billion，And in the first half with leading China vanke of 15 picture；Poly real estate of first half with 8 picture；The real estate in to take on the amount and poly quite，But the amount of land for only 4 picture，That the land plot for a city still second city primarily，Development is still relatively high-end products。In addition to poly、vanke、The three room lake outside enterprises，The rest of the five room in the first half of enterprises to take picture number in single digits。

　　链家地产市场研究部陈雪表示，十大标杆企业上半年拿地金额同比减少，说明即便是上半年楼市逐渐回暖，政策有所放宽，房企的拿地意愿仍然比较低迷。在经过一年多的调控后，尤其是去年下半年调控效果的深入，即使是这些综合实力较强的大型房企，也背负着巨大的销售和资金压力，并不断甩货进行资金回笼。虽然当前地价普遍回落，但除非是一些非常符合房企未来战略发展、或者是性价比较的优质地块，否则很难带动房企拿地的积极性。

House property market research ChenXue chain said，Ten bench enterprises to reduce the amount in the first half year-on-year and，In the first half that even market gets warmer，Policy have been relaxed，Room of the enterprises to intend to take still low。After more than a year after the regulation，Especially in the second half of last year the depth of the control effect，Even if the comprehensive strength strong large room enterprises，Also carried the huge sales and financial pressure，And constantly jilt goods for the money collecting。Although the current price of the common fell back，But unless it is some very accord with high future strategy development room、Or is a high quality plot ratio，It is hard to drive the room to take the enthusiasm of enterprises。

　　下半年市场还需谨慎对待

The second half of the market still need to be treated with caution

　　“上半年主要依靠首套房置业的刚性需求支撑，才能超额完成半年业绩。我们明显看到，5、6月份单套145平方米以上的大户型房销售起来了，这对下半年市场是个比较好的信号。”招商地产(000024,股吧)董秘刘宁向记者表示，今年上半年招商地产的销售情况良好，已经大大超出了年初制定的销售计划。从招商地产一季度和二季度销售情况对比来看，市场确实有持续回升的趋势。

“In the first half of the first suite rely mainly on homeownership rigid needs support，To overfulfilled half year performance。We see，5、June single set of above of 145 square metre of large family room sales up，The second half of the market is a better signal。”Investment real estate(000024,Shares it)Dong LiuNing told reporters the secret，In the first half of this year the investment real estate sales in good condition，Has far exceeded the early sales plan formulated。Investment in the first quarter from real estate and sales in the second quarter compared to see，The market do have continue to rise trend。

　　但市场的持续回暖并没有让上市房企冲昏头脑，多家企业高管在接受记者采访时仍十分谨慎地看待下半年楼市。“不打算调高全年目标了，能做多少是多少。目前新推楼盘降价的趋势不可避免。”刘宁认为，货币政策将持续利好房地产，市场需求依然相对旺盛，但国家对于房地产行业的控制和调整将趋于常态化，房企必须紧抓时机去化库存以确保市场稳定。

But the market continues to thaw and didn't want to let the public rooms carried away by enterprises，Several executives when accepting a reporter to interview is still very carefully look at the second half of the sector。“Not going to raise the year's goal，How much can do what it is。At present the trend of building new push price cannot be avoided。”LiuNing think，Monetary policy will continue to good real estate，The market demand is still relatively strong，But the state of real estate industry control and adjustment will tend to be the norm，Room enterprises must be tight grasp the opportunity to inventory to ensure market stability。

　　金地集团(600383,股吧)董事长凌克日前表示，公司下一步将重点考核回款和去化两项指标，提升去化速度。同时，金地还将大力推进项目的成本优化工作，在保持品质的前提下，通过成本的优化为销售提供更大的发挥空间，加速库存去化。

Ltd.gemdale corporation(600383,Shares it)The chairman LingKe said yesterday，The company will focus on the next step of collection and assessment to two indexes，Ascension to change speed。At the same time，Gold will energetically promote the cost of the project optimization work，Keep in the premise of quality，Through the optimization of the cost for sales provide bigger play space，To speed up the inventory。

　　链家地产陈雪认为，从全年目标的完成度上来看，如果按上下半年“四六原则”计算，多数标杆房企完成全年销售目标的压力不大，乐观估计9、10月传统旺季和年底翘首现象，下半年的销售业绩有可能增加20%左右。但下半年市场的具体走势依然有不确定因素，仅仅依靠刚性需求为主体支撑的市场环境，能够持续多久存在疑问。

Real estate ChenXue think chain home，From the year's goal on the finish see，If press on the second half“Prose principle”calculation，Most benchmarking room enterprises complete sales target is the pressure throughout the year，Optimistic estimate 9、October peak season and the end of traditional eagerly phenomenon，In the second half of the year sales performance may increase 20%。But the second half of the specific situation still market uncertainty，Depend only on rigid demand as the main body to support market environment，Can last long is in doubt。