在楼市限贷限购的压迫之下，楼市逐渐陷入乱局，纯粹以价格衡量市场，无疑将迷失在目前楼市所不可避免的“劣币驱逐良币”中。只有聚焦价值，才能在调控之下、降价之中，发掘出那些真正具有价值优势的高性价比产品。随着对于市场逐步深入的理解，这样的“价值观”正在被越来越多的人所接受，而价值低估楼盘无疑也将赢得最终的胜算。

The housing credit limit 限购 oppression，Housing lapsed into a mess，Pure price to measure the market，Undoubtedly will get lost in the current housing market have inevitable“Bad coin out good money”in。Only focus on value，To control under、Reduction of，Excavations, who really has the advantages of high performance to price ratio value products。As for understanding of the market has gradually，this“values”Is being more and more people to accept，And value will no doubt will win underestimate building dish finally win。

　　中高端“以价换量”引高成交

In high-end“To change the price of”Lead high clinch a deal

　　被开发商寄予厚望的楼市“红五月”并未给人们带来足够的惊喜。相反，普遍被认为是市场淡季的6月，却出乎意料地有优异表现，先后刷新今年以来成交量的两大全新纪录。

Be developers into play in the housing market“Red may”Not give people bring enough surprise。instead，Widely considered to market in June of the off-season，But unexpectedly a good performance，The refresh since this year volume has two big new record。

　　汉宇地产数据显示，6月，不仅当月成交量实现102万平方米，成为近17个月以来的历史新高，并且在月末最后一天，日成交量达到8.15万平方米的高位水平。

Han yu real estate data shows，June，Not only realize that month, the volume of 1.02 million square meters，Become almost 17 months record high since，And in the last day of the month，Daily turnover reached 81500 square meters of high level。

　　相关分析人士表示，6月楼市呈现出更深层次的回稳迹象。一方面，刚需依旧活跃带动外围新盘成交突出;另一方面，改善型需求入市意愿不断攀升，与前几个月有所不同的是，目前中高端项目积极采取“以价换量”策略，以高性价比取得了不错的销售成绩。

Related analysts said，June property market took on a deeper level of signs of stabilising。On the one hand，Just need to drive the periphery remained active XinPan clinch a deal the outstanding;On the other hand，Improve market intend to rising demand type，And a few months before the is different，At present in high-end projects to take active“To change the price of”strategy，With high performance to price ratio has made the good sales results。

　　中高端产品的品质诉求，配合以目前的平价入市策略，这被视为6月高成交的关键所在。

In high-end product the quality demands，Cooperate with the current parity entry strategy，This is regarded as June, a high point。

　　值高价平楼盘表现突出

Value high building dish outstanding flat

　　同策数据显示，2012年上半年，均价2—5万元的商品住宅项目成交中，位于长风板块的中海紫御豪庭位居排行榜前三甲，而其成交均价仅为38154元/平方米。

For with figures show，In the first half of 2012，Average 2-50000 yuan goods residential projects in the deal，Located in the China royal purple changfeng plate house in compiling the court before 3 armour，And the price for its only 38154 yuan/square metre。

　　5月底开盘的“全国地王”项目中海紫御豪庭，一个多月内成交203 套，成交面积达到5.5 万平方米，狂揽21 亿元资金，除去产品本身的品质优势外，如此好的业绩还来源于其逼近成本价的低开价格，和长风板块未来的发展潜力。业内人士表示，中海紫御豪庭上半年成交均价仅为38154 元/平方米，相对于当初达到2.3 万元/平方米的楼板价，可以说几乎是零利润。

The opening of the end of may“The royal”Project the royal house purple division，More than a month of 203 to clinch a deal，Clinch a deal the area 55000 square meters，His season-high 2.1 billion yuan capital，Remove the quality of the product itself advantages，So good performance also come from its approximation of the open price low cost price，And the potential of changfeng plate。People in the industry say，The royal house in the first half of the court the price was only 38154 yuan/square metre，Relative to had reached 23000 yuan/square metre of floor price，Can say is almost zero profit。

　　目前的市场中，越来越多的购房者开始将目光转向价值。因为价格所代表的绝对值无法保证产品的物有所值、甚而物超所值，只有价值才能给购房者最安全的保障。于是，市场中的“中海紫御豪庭们”开始发力。

The current market，More and more homeowners began looking to value。Because the price represents no guarantee that the absolute value of the product of good value、Even worth the money，To the person that buy a house can only value the most safe protection。so，In the market“The royal court house the purple”Started to force。

　　开发商策略调整现市场机会

Developers strategy adjustment is now market opportunities

　　尽管有6月份的好收成，但对于多数企业而言，2012年无论是市场环境还是整体资本环境其实都是比较艰难的，业内人士如是称。中国银河证券研究部执行总经理、房地产行业首席分析师赵强也表示，目前市场正处于一个艰难的博弈。在这样的背景下，不少企业选择进行策略上的调整。

Despite the good harvest in June，But for most companies，In 2012, whether the market environment or overall capital environment actually is the more difficult，Industry insiders say so。China galaxy securities research executive general manager、The real estate industry analysts zhao jiang also said chief，At present the market is in a difficult game。In this context，Many enterprises, the choice of the adjustment on the strategy。

　　上半年，在均价5万元以上的商品住宅成交排行中，徐汇滨江的海珀府邸排名第一，成交均价为63911元/平方米。这样的价格在借世博会迅速崛起的徐汇滨江，在滨江一线有其被认可的价值优势。

In the first half，In 50000 yuan of above average price of the commodity residential house in the seniority clinch a deal，Xuhui binjiang sea pearl ranked first in the mansion，The price is 63911 yuan/square metre。This price by the rapid rise in the world expo of xuhui riverside，A line in binjiang has its recognized the value of the advantage。

　　由于北欧新镇规划，产品设计相对高端的罗店美兰湖并非纯粹刚需板块，今年上半年却因美兰湖中华园等项目的小户型公寓产品，越来越多地进入首次置业者的视线。

Due to the northern town planning，Product design relatively high-end ROM store is not just need to bash lake pure plates，In the first half of this year but by the lake garden project bash small apartments products，More and more into the line of sight of the first time homebuyers。

　　远洋七号营销总监潘斯佳说，“2009年，远洋7号旁边的一个楼盘毛坯房售价高达20000元/平方米，但是现在远洋7号的售价仅为15500—16000元/平方米，几乎是贴着地价在卖。”而随着规划的完善，时间和空间上的推移，其所可能呈现出的爆发空间可想而知。

Ocean number seven marketing director PanSiJia said，“2009 years，Ocean 7 of the building next to a semifinished product room price as high as 20000 yuan/square metre，But now the price of ocean 7 only for 15500-16000 yuan/square metre，Is almost on the land price in to sell。”But along with the improvement of the plan，The passage of time and space，The may present a outbreaks of the space can be imagined。

　　在投资离场、购房者观望的现实情境中，在产品去化的要求下，房企开始了“去利润化”的策略调整，这一方面促使部分项目房价开始寻求理性回归，而另一方面也造就了限购下新的价值洼地。

Left in investment、The person that buy a house wait-and-see realistic situation，In the product to the request of the change，Room enterprises began“Profits to the”Strategy adjustment，On the one hand, part of the project to prices have started to seek the rational regression，And on the other hand was made for the new value 限购 depressions。