地王又来了。7月10日，经过46轮竞价和326轮回购面积的竞拍，备受瞩目的北京万柳地块最终以总价26.3亿元、溢价率40.9%花落中赫置地，扣除回购面积后，万柳地块可售商品房楼面地价目前约为4.29万元/平米，创北京新的楼面单价新高，由此摘下北京今年的“双料地王”。

You again come。July 10,，After 46 round and 326 rounds of bidding repurchase of the bid，The much publicized Beijing wanliu plot ended in 2.63 billion yuan price、Premium rate 40.9% of holdings Hector flower falls，After deducting the buyback area，Wanliu plot can sell commodity house floor price currently about 42900 yuan/m2，And Beijing new floor price high，This took off this year's Beijing“Double star”。

　　“地王”再现，2009年广渠路地王重燃楼市热情的“老故事”能否重演，如今已经成为业内人士争论的焦点。不过，在记者对业内分析人士的采访中，有一点是一致的，即“地王”的出现将传导房价上涨预期、开发商资金缓解及土地市场升温等信号。

“royal”reproduce，In 2009 the road to WangChong fuel wide market of enthusiasm“The old story”Could repeat itself，Now the personage inside course of the focus of the debate。but，Reporters in the industry analysts interview，One thing is consistent，namely“royal”The emergence of the rising housing prices will conduction expectations、Developers funds mitigation and land market signals of warming。

　　

鏖战“地王” fighting“royal”

　　北京土地交易大厅终于迎来了“久违”的火爆场面。7月10日下午3点，距离竞拍开始时间还有半个小时，土地交易大厅里已经熙熙攘攘挤满了企业代表以及前来观战的业内人士和媒体记者。人头攒动，关于竞拍企业的信息混杂着传言在人群中快速传播流动，成为开拍前最受欢迎的谈资。

Beijing land deal finally in the hall“Have long time no see”Fire scenes of。July 10, at three in the afternoon，Distance auctions start time and half an hour，Land deal in the hall has been the hustle and bustle packed with enterprise representatives and to be there of the industry and media reporter。thronged，Enterprise information about bidding mixture in the crowd that the rapid spread flow，Become the most popular goes before the conservation。

　　下午3点半，竞拍开始。在参与竞拍的10家房企及联合体中，融创中国、华侨城、龙湖地产、中赫置地、懋源地产俨然成为主角，轮番举牌。招商地产(000024,股吧)、中冶、中化方兴、万科、中建和九龙仓联合体等一度被看好的央企反而成了“打酱油”的看客。

At 3 PM，Auction began to。In auctions in 10 reachs room in the association，Melts and China、oct、Longhu real estate、Holdings of Hector、Mao source real estate has become a leading role，Repeatedly for brand。Investment real estate(000024,Shares it)、ZhongYe、Sinochem FangXing、vanke、The state-owned and Kowloon warehouse association once promising such as scholars from renmin became instead“Play soy sauce”Mere spectators。

　　“竞拍之前，保利最终宣布退出竞拍，其实就已经说明了央企的处境，在《人民日报》早上的严厉喊话下，央企今天应该都不敢轻举妄动。”现场一位不愿透露姓名的企业代表对记者表示。

“Before the auction，Poly eventually withdraw from a bid，In fact had explained the scholars from renmin situation，in《People's Daily》The severity of the morning under appeal，Scholars from renmin today should not act rashly。”The scene one does not wish to disclose the name of the enterprise representatives told reporters。

　　由于万柳地块设置了26.3亿元的最高限价，价格竞拍变得简单多了，仅经过46轮、用时8分钟，懋源地产的出价就达到了政府限价。但竞拍房企的踊跃却是显而易见的，尽管主持人多次提醒“请在我报出价格后再举牌”，但房企同时举牌报价的情况还是时常出现。

Because there are set for 2.63 billion yuan plot the highest price，Price bidding become much more simple，Only after 46 round、Only eight minutes，Source real estate Mao bid to reach the government price fixing。But the auction room enterprises is obvious enthusiastically，Although the host remind many times“Please quote us the price I again after an brand”，But at the same time offer for brand enterprise room situation or frequently appeared。

　　不过，接下来围绕回购房面积的竞拍却充满了火药味。参加回购面积竞拍的企业已经减少为融创中国、懋源地产、中化方兴、中赫置地和华侨城5家。

but，The next to the area that buy around the auction is full of dynamite。To repurchase auction enterprise has reduced area for melting and China、Mao source real estate、Sinochem FangXing、In oct 5 home holdings and hittites。

　　竞拍以100平米起拍、每轮增加50平米，一开始各方轮番举牌，在回购面积增加到8000平米的时候，此前表现积极的懋源和龙湖就已经退出了争夺。举7号牌的中赫和举12号牌的融创中国开始了“贴身肉搏”，交替报价毫不犹豫，都是一副志在必得的神情。

Bid to 100 square meters clap、Each wheel increase 50 square meters，The parties to take turns to lift brand，At its area increased to 8000 square meters，Previous performance positively Mao source and had dropped out of the race for dragon lake。For 7 date card in the hittites and for 12 of the harmony and China began to date card“Hand-to-hand combat”，Alternate offer without hesitation，All are a bag of dignity。

　　这是一场马拉松式的战斗，场内的主持人不停地喝水但嗓音已经沙哑，场外的记者也渐渐失去了耐心，开始窃窃私语。最终，经过326轮次，中赫置地终于以16400平米艰难胜出。

This is a marathon battles，The court host kept water but has hoarse voice，The reporters outside also gradually lost patience，Began to whisper。finally，After 326 rounds，In 16400 square meters holdings Hector finally won difficult。

　　根据规定，16400平米的建筑面积将由北京市海淀区政府以每平米1万元的价格回购。据记者计算，扣除回购面积，中赫置地可以出售的商品房部分楼面地价为4.29万元/平米。这已经接近同区段在售二手房的价格。

According to the regulation，The building area of 16400 square meters by Beijing's haidian district government with the price of 10000 yuan per square metre buyback。According to the reporter calculation，Deduct the buyback area，In the commodity house that can sell holdings Hector floor price for 42900 yuan of/square meters。This has been close to the section with sold in the housing price。

　　实际上，万柳地块占地面积38870平米，规划建筑面积77739平米，是中关村高档居住区万柳地区的最后一宗居住用地，本身就适合打造高端项目。伟业我爱我家(博客,微博)副总裁胡景晖对记者表示，“万柳地块位置稀缺，拍出"地王"是意料中事。”

In fact，Wanliu plot the area 38870 square meters，Planning construction area of 77739 square meters，Is the zhongguancun high-grade residential areas of the last Pope there live use the land，Itself for creating high-end projects。Cause I love my family(blog,Micro bo)Vice President HuJingHui told reporters，“Wanliu plot position scarce，Clap a"royal"Is par for the。”

　　

注册资本仅1.17亿 Registered capital of only 117 million

　　“卖北京城最贵的房，拿北京城最贵的地。”当中赫置地成功夺得万柳“地王”时，马上就有媒体记者给这个看似不是特别出名的房企“贴上了标签”。

“Sell the most expensive city in the room，Take the most expensive city in the land。”Success of Hector holdings won there“royal”when，'ll have media reporter for this seemingly not especially famous room enterprises“Labelled the”。

　　中赫置地的名字引起业内的关注是在2011年5月。最高价30万元/平米的北京“天价楼盘”钓鱼台7号院，就是出自中赫置地之手。尽管中赫因此而收到了北京市建委的“违规罚单”，但是中赫置地致力于高端豪宅的名声却家喻户晓。

Trading in the name of the hittites caused the attention is in May 2011。Maximum price 300000 yuan/square metres of Beijing“Day price building dish”Diaoyutai-# 7，Is in the hand of running from the hittite。Even though it received in Hector Beijing appoint“Offending ticket”，But running in to a person of extraordinary powers curtilage the hittites high reputation is widely known。

　　中赫置地的公开资料显示，中赫置地投资控股有限公司是中赫集团的全资子公司。中赫集团成立于2005年，是一家以矿业资源和房地产开发为主的多元化集团公司，注册资本仅为1.17亿元。

In the data show that the public also Hector，In trading Hector investment holding Co., LTD. Is a wholly owned subsidiary of Hector。In Hector group was established in 2005，Is a mining resources and real estate development as main diversified group company，The registered capital is 117 million yuan only。

　　此外，据记者了解，中赫置地原来主要在河北做房地产，2005年进入北京以后，只运作了三个房地产项目，其中两个是北京的“北纬40度”项目和“钓鱼台7号院”，另一个项目在海南。一位了解内情的河北人士曾经告诉本报记者，“这个企业的老板是河北人，背景比较深。”

In addition，According to the reporter understands，Trading in the original mainly in hebei hittites as a real estate，2005 years later to Beijing，Only three real estate project operation，Two of them are of Beijing“Latitude 40 degrees”Project and“Diaoyutai-# 7”，Another project in hainan。A story about the hebei people once told the reporter，“The enterprise boss is hebei people，Background is deep。”

　　事实上，早在万柳地块开始挂牌之初，中赫置地就已经表现出了对这一地块的浓厚兴趣。“现在北京城区内适合做住宅的地块已经是一地难求，所以一旦有合适的地块推出来，我们会尽可能争取。”7月初万柳地块竞拍前期，中赫置地CEO孙鹏曾表示。

In fact，As early as in wanliu plot at the beginning of the start listing，In trading has shown it hittites to this plot the strong interest。“Now Beijing area suitable for residential area is a land, it is difficult to find，So when the appropriate plot to launch，We will strive for as far as possible。”In early July the auction block there，Also in SunPengCeng said CEO hittite。

　　竞拍成功后，孙鹏也对媒体表示，万柳地块成为北京今年的“地王”并不意外。中赫在竞标之前，已做过精细测算，对该项目只追求合理利润，并将其打造成高端住宅又一力作。

Bid after the success，His to the media said，A Beijing wanliu plot of this year“royal”Is not a surprise。In bid before the hittites，There has been a fine estimates，In the project pursuit only reasonable profits，And made it into a high-end residential building and works。

　　尽管，按照竞拍价格，中赫置地可以出售的商品房部分楼面地价为4.29万元/平米，加上税费、建安和后期营销，万柳地块未来的项目每平米的成本就将超过6万元。这对于一般楼盘来说或许又是一个“天价”，不过按照目前钓鱼台7号院均价16万元/平米的价格来说，如果万柳项目开发成同品质楼盘，中赫仍然有利可图。

although，According to the bidding price，In the commodity house that can sell holdings Hector floor price for 42900 yuan of/square meters，Plus taxes、The fabrication and later marketing，Wanliu plot future project per square meter costs will be more than 60000 yuan。This might mean for the average building dish is a“Day price”，But according to the current diaoyutai 7 court average price is 160000 yuan/square meters for the price，If wanliu project development into building with quality，Of Hector still profitable。

　　而据记者了解，钓鱼台7号院目前所剩房源已经不多，就在7月初，该项目还签约了一套16万元/平米、总价超过5600万元的住宅。

And according to reporter understanding，Diaoyutai 7 at the homes have not much left，In early July，The project also signed a 160000 yuan/m2、Orders over 56 million yuan's house。

　　“顶级豪宅目前在北京还是有市场的，尤其是地理位置绝版的楼盘，对于像中赫这样有豪宅开发经验的开发商，他们手中集中了一批客户资源。”伟业我爱我家副总裁胡景晖表示。

“Top a person of extraordinary powers curtilage at present in Beijing or have the market，Especially the geographical location of building dish out of print，For in this a person of extraordinary powers curtilage the hittites as a development experience of developers，Their hand on a number of clients resources。”Cause I love my vice President HuJingHui said。

　　

2009年的老故事 2009 years old story

　　“地王”重现江湖，掀起了业内对“老故事”的回忆。

“royal”Recreate river's lake，Raised in the industry“The old story”memories。

　　竞拍现场，当中赫与融创竞相冲击高点、互不相让的时候，场外观战的记者和业内人士就纷纷议论，“当年中化方兴叫价广渠路15号地块那种激动人心的感觉又回来了。”

Auction site，Of Hector with and impact to high、Eyeball over time，Outside observers of reporters and industry insiders have discussion，“Sinochem in FangXing wide outcry canal road 15 plot that exciting feeling to come back。”

　　2009年6月30日，广渠路15号地块的竞拍现场，中化方兴不断举牌跟进，逐渐“逼退”对手，以40.6亿元夺得该地，也同时摘得了总价与楼面价双料“地王”桂冠。

June 30, 2009，Extensive canal road 15 of the auction block，Sinochem FangXing constantly for brand follow up，gradually“Force back”opponents，With 4.06 billion yuan won the area，Also took price and double floor price“royal”crown。

　　而值得关注的是，在广渠路“地王”竞拍之前，北京楼市乃至全国楼市却是一片平静冷清。根据国家统计局发布的数据显示，到2009年3月份“国房景气指数”达到了自2000年以来的最低点。

And there is concern，In the wide canal road“royal”Before the auction，Beijing property market and even the national property market is a quiet quiet。According to published by the national bureau of statistics data shows，To in March 2009“GuoFang confidence”Reached its lowest level since 2000。

　　然而从2009年7月以后，各地“地王”频出，土地市场持续升温，“国房景气指数”也出现了明显的上涨。也正是从那时之后，全国楼市房价再度应声上涨，仅北京的房价就在2009年下半年突破了均价2万元/平米。

However, from July 2009 later，All over the“royal”PinChu，Land market continues to heat up，“GuoFang confidence”Also there is an obvious rise。It is also since then，The national property market where house prices rising again，Beijing is the only house prices in the second half of 2009, the average price breakthrough 20000 yuan/m2。

　　如今，2009年土地市场的老故事似乎又在重演。“地王”再现，或许正是当下土地市场迅速回暖的写照。

now，2009 years of land market of old story seemed repeating。“royal”reproduce，Perhaps it is just the land market quickly warmed portraiture。

　　万柳地王落听后，中国房地产经理人联盟秘书长陈云峰发布微博表示，“面粉价格涨了，面包价格能不涨吗？万柳地王，成为一个新拐点：房价止跌向上，地价止跌开涨，楼市成交量放大。”

You fall after listen to there，China real estate managers league secretary general ChenYunFeng release micro bo said，“Flour the price，Bread prices can not up？Wanliu royal，As a new turning point：Reason up house prices，Land price reason open up，Property market turnover amplification。”

　　而业内即便是较为保守的观点也认为，尽管万柳地块由于其自身条件优质，成为“地王”为意料中事，不能代表整个土地市场的回暖，但“天价地王”仍然将传导出房价上涨预期和楼市回暖及土地市场升温等利好信号。

And the industry even the more conservative views also think，Although wanliu plot due to their own conditions quality，become“royal”For par，Can't represent the entire land market of buoyancy，but“Day price you”Still will be a rising house prices expected and conduction property market warms up and land market such as temperature good signal。

　　不过，事实上，从近期土地市场表现来看，“万柳地王”却并非是个案。2012年6月份以来，全国土地市场都出现了一些高溢价、“地王”成交现象。从6月份恒大在广州以13.22亿夺得珠江新城地块开始，广州、上海、广西柳州等地就频现“楼板价地王”、总价“地王”或溢价率较高的土地成交。

but，In fact，From a recent performance to see land market，“Wanliu royal”But it is not be the case。Since June 2012，The national land market there were some high premium、“royal”Clinch a deal the phenomenon。From June 1.322 billion in guangzhou evergrande won the pearl river new town plot began，guangzhou、Shanghai、In liuzhou, guangxi, is frequent“Floor price you”、price“royal”Or premium the higher rate of land clinch a deal。

　　究其原因，同策咨询研究中心总监张宏伟表示，5月以来北京、上海等一线中高端商品住宅市场成交量的回暖，甚至一部分项目成交量出现井喷的现象，再加上降息降准等政策层面微调的因素，导致部分开发企业对于未来2-3年以后的高端楼盘市场又寄予希望。

Investigate its reason，Strategy consulting research center director with d said，Beijing since may、Shanghai waiting for a line of high-end commodity residential market volume of buoyancy，And even some of the project, the volume of a blowout appear phenomenon，Plus cut interest rates drop must policies fine-tune the level factors，In some development enterprise for the next two to three years after the building and high-end market expected to。

　　

敏感期的推地压力 The push to pressure sensitive period

　　不过，“地王”的出现，对于地方政府而言，则既是喜，也是忧。

but，“royal”appear，As for the local government，Is or is not only，Is sorrow。

　　“从5月份开始，楼市成交有所好转，政府也希望土地市场的热度重燃，现在推出这一地块，不排除政府希望托热土地市场的目的。”业内分析人士陈剑波表示。

“Started in May from，Property market clinch a deal better，The government also hope to reignite the heat of the land market，Now with this a plot，Don't exclude the government hopes to land the purpose of "hot market。”Industry analysts ChenJianBo said。

　　受楼市调控的影响，今年北京的土地市场一直是冷冷清清的，推出地块多数为底价成交或者流拍。根据官方数据，今年上半年北京市土地出让金仅为144.8亿元，同比下降55.7%。因此，在楼市已现回暖之时，顺势托热土地市场也成为政府部门的“最佳选择”。

The influence of the regulation by the property market，This year's Beijing land market has been are empty，Most for reserve launch plot clinch a deal or flow pat。According to official data，In the first half of this year the land grant fee is 14.48 billion yuan only，55.7% year-on-year drop。so，In the property market has now warms up，"Land market with hot also become the government department“Best choice”。

　　而事实上，在7月份前后推出“重磅”地块，也成为北京市国土局近几年的一贯作风。从2009年6月底的广渠路15号地块，到2010年7月初CBD核心区6地块，再到2011年CBD核心区剩余6地块，年中土地市场“暖场”已经成了惯性行为。

And, in fact，Before and after launch in July“blockbuster”plot，Also be consistent style in recent years Beijing land bureau。From 2009 to the end of June 15 th of extensive canal road plots，To early July 2010, CBD core 6 plots，And then to 2011 CBD core remaining 6 plots，Years land market“Warm field”Has become a inertial behavior。

　　不过，在今年调控一直从紧的市场形势下，也不难看出北京市政府对“地王”的忌惮。原定于7月4日开拍的万柳地块，在竞拍前一天被突然“叫停”。竞拍现场，上述不愿透露姓名的企业代表对记者表示，“最高限价应该比一周前又有所变化了，北京市国土局将上限又调低了。”

but，This year has been in control from the tight market situation，Also it is not difficult to see the Beijing municipal government for“royal”Terrified of。Was scheduled to start on July 4, the wanliu plot，The day before the contest was suddenly“called”。Auction site，The above does not wish to be named enterprise representatives told reporters，“The highest price should be better than a week ago and change，Beijing land bureau will cap down again。”

　　无疑，相关部门的担心不言而明。当前正是楼市调控最敏感的时期，温家宝总理与中央各部门针对楼市调控频繁“喊话”。在此时拍出高价地，不仅将向市场传递与楼市调控精神相反的信号，而且也消解了调控力度。尤其是，从5月份开始，全国楼市“回暖”声音此起彼伏，楼市调控已经出现了“疲软”的信号。

undoubtedly，Related department to worry about silent and clear。The current market is the most sensitive period regulation，Prime minister wen jiabao and central departments for property market regulation frequently“propaganda”。At this time to beat out a high price，Not only will to market the transmission and the property market regulation spirit opposite signal，And also eliminates the control power。especially，Started in May from，The national property market“warmed”Voice to break out，Property market regulation has appeared“weak”signal。

　　“现在是调控的敏感时期，中央对各地出现高价土地尤为关注，像这样热点地块的推出时机，需要尤其谨慎才行。”北京市土地储备中心的工作人员曾对记者表示。

“Now is a sensitive time regulation，The high price of particular concern up all the land，The hot plot out like this time，Need especially cautious to just go。”Beijing land reserve center staff had told reporters。