高档房“解套”狂欢

High-grade houses“Solution to cover”carnival

　　李乐、杜丽娟

LiLe、DuLiJuan

　　在万柳地王诞生前的约6小时，北京高档住宅的总价纪录率先被刷新到了3亿元人民币。此前由盘古大观、钓鱼台7号院先后创下的总价1亿元人民币的纪录，在“新地王”将至之前，已经“作古”。

There was born in star about six hours before，Beijing higher-end housing price to take the lead in be being refresh record is 300 million yuan RMB。After the grand view of pangu、Japan has set the 7 price of RMB 100 million of record，in“The new star”Will before to，has“grim”。

　　与北京市政府面对万柳地块的“左右为难”相比，高端项目的开发商一直抱有“乐见地王产生”的态度。曾经受到限购政策影响而导致市场预期走低，高档住宅的销售一直是大部分开发商头疼的难题，然而如今，万柳地王对市场预期的影响，终于让高档住宅看到了“解套”的希望。

And the Beijing municipal government face wanliu plot“dilemma”compared，The developers have been exhibiting the advanced project“Happy you produce”attitude。They've been 限购 policy to influence the market is expected to decline，High-grade residential sales have been most developers have a headache problem，But now，There are the influence of market expectations of you，Finally let high-grade residence saw“Solution to cover”hope。

　　在此之前，受到万柳地块成交预期和市场回暖叠加的影响，北京高档住宅项目成交一度向好。尽管7月7日国务院总理温家宝在江苏调研时再次强调决不让房价反弹，但是在地王预期的刺激下，投资预期重归高档住宅市场，已经苗头显现。

Before this，There are expectations and market clinch a deal plot warmed the influence of superposition，Beijing high-grade residential projects to clinch a deal once up well。Although July 7, the state council premier wen jiabao in jiangsu research when again never let house prices rebound，But in the royal expected stimulating，Investment expected return to high-grade residence market，Have symptom appeared。

　　趁势“解套” Certain trendency“Solution to cover”

　　刷新北京高档住宅总价纪录的是位于通州区的运河岸上的院子。7月10日，该项目开发商泰禾集团(000732,股吧)营销总监陈善阳向《中国经营报(博客,微博)》记者确认，泰禾集团已经推出11栋独栋别墅项目，平均单套总价约3亿元人民币。

Refresh Beijing high-grade residence price of tongzhou district.the record is the courtyard on canal bank。July 10,，The project developers thaihot group(000732,Shares it)Marketing director ChenShanYang to《China runs a newspaper(blog,Micro bo)》Reporter confirmed，Thaihot group has released 11 a single-family villas project，Average single set of total price of RMB 300 million yuan。

　　陈善阳表示，运河岸上的院子土地获取于2002年，经过前期开发，已经收回了土地成本。他同时还向记者强调，2000万元左右的改善性置业需求开始出现，预料7月市场将继续回暖，高端住宅也将持续复苏。

ChenShanYang said，Courtyard on canal bank land acquisition in 2002，pre-developed，Has been reclaimed land cost。He also stressed to the reporter，20 million yuan of right-and-left improve sexual home buyers demand began to appear，Expect July market will continue to thaw，High-end residential also will continue to recover。

　　陈善阳如是表态后大约6小时，万柳地块以26.3亿元、配建16400平方米回购房的价格成交。刨除配建回购房面积，以及政府以10000元/平方米的价格回购形成的价差，万柳地块楼面成本价最终约为4.2万元/平方米，创下国内土地成交单价新纪录。

ChenShanYang so comment about six hours after，Wanliu plot with 2.63 billion yuan、PeiJian 16400 square meters back to purchase price clinch a deal。PeiJian back to the area that buy recycled asphalt concrete pavement，And the government to 10000 yuan/square metre prices repurchase price formation，Wanliu plot cost about 42000 floor final yuan/square metre，Set a new record for the domestic land clinch a deal unit price。

　　这样的成交情况，让很多开发商乐观起来。“很多人都觉得上半年没戏。”万科北京公司副总经理肖劲告诉本报记者，包括豪宅项目在内当前的销售情况，超乎他的预期。

Such a deal，Let a lot of developers and optimistic。“Many people feel that did in the first half。”China vanke Beijing XiaoJin the vice general manager told the reporter，Including a person of extraordinary powers curtilage, the sales of the current project，Is more than he expected。

　　在这一点的看法上，肖劲与保利地产(600048,股吧)北京公司副总经理王英男的看法十分相似，到现在，保利地产在北京已经超额完成了上半年的销售任务，这其中，包括保利东郡等总价在千万元左右的豪宅销售势头非常好。

In this view，XiaoJin and poly real estate(600048,Shares it)Beijing the vice general manager wang ying man is very similar views，To now，Poly real estate in Beijing have overfulfilled the sales task during the first half of the year，This one，Poly east county, including in ten million yuan price of a person of extraordinary powers curtilage sales momentum is very good。

　　据北京市房地产交易管理网的数据显示， 据北京市房地产交易管理网的数据显示，6月保利东郡共签约30套，总成交金额近2.56亿元。

According to the Beijing real estate transaction management nets figures show， According to the Beijing real estate transaction management nets figures show，June east county were signing poly 30 sets，Total clinch a deal amount nearly 256 million yuan。

　　此外，北京市房地产交易管理网的统计数据显示，截至6月30日，盘古大观在2012年上半年总计成交4套，单套总价在4000万元上下。钓鱼台7号院则在近日成交了一套单价16万元的房源，这是自2011年下半年以来，该项目首度成交。

In addition，The Beijing real estate transaction management nets figures show，By June 30,，Pangu grand view in the first half of 2012 total clinch a deal four sets，Single set of total price fluctuates in 40 million yuan。7 in the diaoyutai is a unit price clinch a deal recently $160000 homes，This is since since the second half of 2011，The first project is a deal。

　　大户型“顺风车” Large family“Downwind car”

　　顺应地王带来的市场预期改变，开发商已经对市场大势的判断“向好”。其直接反应，即是将主力调增销售房源中大户型房源所占的比例。保利地产销售负责人告诉记者，该公司东郡项目在7月将把315平方米的大户型产品投入市场。

To bring you the change market expectations，Developers already on the market following the judgment“Up well”。The direct reaction，That is the main increase sales houses will be large door model the proportion of houses。Poly real estate sales manager told reporters，The company east county in July, the project of 315 square meters large family products to the market。

　　肖劲则告诉记者，与保利东郡项目的策略类似，万科在如园项目上也打算将大户型乃至项目中的“楼王”投入市场。此外，近期准备展开新一期重点销售的西山壹号院项目，主力户型均在300平方米以上，金茂府的最新一期销售的主力户型，亦是以300~400平方米的大户型为主。

XiaoJin is told reporters，And the strategy of the east county poly project is similar，China vanke in such as garden project intends to bring large family and even in the project“Floor wang”Put on the market。In addition，Plan to launch new issue of key sales xishan-# 1 project，Main door model are in more than 300 square meters，JinMaoFu of latest sales of main door model，In 300 ~ 400 square meters and the large family to give priority to。

　　“从全国主要城市来看，市场目前的状况仍是刚需主导，对于豪宅类的需求仍处于调整当中。但是，高端需求一直都在，而且一直都有，一旦市场稳定，或者是市场呈现出某一种趋势的时候，这种需求会有一定的释放度。”王英男如是向本报记者解释保利东郡项目确定将大户型产品投入市场的原因所在。

“From major cities in China and see，The current situation of the market is still just need to dominant，For a person of extraordinary powers curtilage the needs of the class is still in the adjustment of。but，High-end demand has been，And always has，Once the market stability，Or is the market emerged a kind of trend，This demand will have certain release degrees。”WangYingNan so to our reporters poly east county will determine the project large family products to the market of the reason。

　　市场成交的整体态势也支持王英男的上述逻辑。北京市房地产交易管理网的信息显示，盘古大观的成交户型约在600～800平方米。钓鱼台7号院成交的单价16万元的户型面积也高达400平方米。

The overall situation clinch a deal the market also support the logic is wang ying man。The Beijing real estate transaction management nets information display，The grand view of pangu clinch a deal in 600 ~ 800 door model about square meters。Diaoyutai 7 of the unit price of $160000 to clinch a deal also is as high as 400 square meters door area。

　　“一方面是借势市场的回暖，另一方面也是开发企业的推盘节奏所致。” 第一太平戴维斯项目策划部总经理徐伟成对记者分析，“由于2012年年初大家对市场预期都不好，所以为了提高成交速度，最先拿出来销售的一般都是户型相对较小，总价相对较低的产品，在先期成交有了一定的基础和势头之后，再把大户型产品拿出来消化，现在看，这个基础已经具备。”

“On the one hand is taking advantage of market buoyancy，On the other hand is also the development enterprise's push dish caused by rhythm。” The first peace project planning department general manager, xu wei Davis pairs reporter analysis，“Due to the beginning of 2012 everyone to the market expectations are not good，So in order to improve the speed to clinch a deal，Take out the first sales is commonly relatively small family model，Total prices relatively low products，In the early clinch a deal with a foundation after and momentum，To put the big family product out the digestion，Now look at，The foundation has。”

　　投资预期复归 Investment expected return

　　根据丽兹行市场研究统计数据，2012年1-5月份高端存量房成交平均周期在59天，而6月份周期快速缩减为25天，其中一周内成交占比达到35%，去年市场低迷时成交周期一度达到90天甚至更长。这直接与户型面积及其带来的总价相关，户型面积越大总价越高，认购转签约的时间就更长。

According to Liz do market research statistics，2012 1-5 month high-end stock room in 59 days clinch a deal average period，In June and quickly reduced to 25 days cycle，In a week of clinch a deal reached 35%，Last year when the market downturn clinch a deal reached 90 day period or even longer。This direct and door area and bring the collateral value of the related，The greater the door area the higher price，Subscribe to signing time longer。

　　接受记者采访的多位豪宅项目负责人均向记者表示，在关心认购转签约的速度的同时，他们更关心影响认购转签约速度的关键因素。在这些关键因素中，2010年严厉楼市调控以来就少被开发商提及的“投资属性”开始逐步浮出水面。

The reporters more than a person of extraordinary powers curtilage project responsible for to reporters per capita，In the care of the signing of the turn subscribe rate at the same time，They are more concerned with the speed of signing affect subscribe turn key factors。In these key factors，Tough market regulation in 2010 has rarely been developers mentioned“Investment properties”Began gradually emerging。

　　“从一定程度上，尽管严厉的限购政策使开发企业在销售高档住宅时，受到了有效客户总量等一系列的不利影响，但是，也压缩出了值得投资的空间。”一位不愿具名的房地产开发企业负责人告诉记者。

“In a certain extent，Despite severe 限购 policies make development enterprises in the upscale residential sales，The total effective customer by a series of adverse impact，but，Also compression out to invest in space。”An anonymous real estate development enterprise manager told reporters。

　　他认为，这种空间来自两个方面，一是开发企业以价换量带来的价差空间；二是地方政府为了实现房地产价格总体平稳的目标，在预售价格审批时，采取的变相行政限价措施。这两个方面对豪宅价格的影响，以及从远期看豪宅地段价值的稀缺，实际上压缩出了目前豪宅投资属性的存在空间。

He thinks，This kind of space from two aspects，One is the development enterprise to bring the price is the price in space；2 it is the local government in order to achieve the goal of real estate prices steady overall，In the open to booking a price for examination and approval，Take disguised administrative price controls。The two aspects of a person of extraordinary powers curtilage the influence of price，And see a person of extraordinary powers curtilage the area from long-term value of the scarce，In fact at present a person of extraordinary powers curtilage the compressed out investment properties existence space。

　　不过，王英男认为，目前仍然是刚需为主，在中央楼市调控政策没有放松的情况下，房地产市场总体仍处在基本居住需求的阶段。不过，在此之前，全国政协曾有委员提案，建议放松高档住房的限购和管制政策，其理由就是高档住房与基本居住需求和民生无关。

but，WangYingNan think，At present is still just need to give priority to，In the central market adjustment and control policies don't relax，The real estate market overall still in the basic living demand stage。but，Before this，The Chinese people's political consultative conference had committee proposal，Advice to relax the 限购 high-grade housing and control policy，The reason is high-grade housing and basic living demand and the people's livelihood have nothing to do。