地产评论员 冯燕 Real estate FengYan commentators

　　楼市限贷限购，以价换量成为市场主流，但对于价格与折扣的盲目追崇，却导致人们对于市场中真正好的产品的评判迷失。但投资离场后，着眼于自住的需求对于行业最本质的要求归根结底是品质、价值，在这种房地产最根本力量的推动下，更经得起市场考验的高性价比产品终会脱颖而出，2012年的上海楼市也开始进入到高性价比产品的时代。

Housing loans 限购 limit，Price change to become the mainstream of the market，But for the price and discount of the blind pursue honors，But for people to really good products in the market the evaluation of lost。But after he investment，Focus on the needs of the living for the requirements of the industry's most essential in the final analysis, it is quality、value，In this real estate most fundamental power pushed down，Can stand the test of the market more cost-effective products will stand out，2012 years of Shanghai property market also began to enter the cost-effective products era。

　　品牌价值优势明显

Brand value advantage

　　在同策咨询机构提供的一份2012年上半年上海楼市各类型产品成交排行中，位于前十的项目几乎无一例外来自品牌房企。

In the same strategy consultancy the offer of a Shanghai property market in the first half of 2012 various types of products in the seniority clinch a deal，Located in the top 10 projects almost without exception brand enterprises from the room。

　　对此，CRIC研究中心分析人士表示，由于投资型需求离场，刚性需求占比扩大，房地产产品消费属性回归，消费者的品牌偏好效应增强，品牌成为企业市场份额扩张的重要保障，而不具备品牌优势的企业则将面临更大的市场风险和不确定性。

this，CRIC research center, analysts said，Investment demand due to the seat，Rigid demand than expand accounted for，Real estate product consumer attributes regression，Consumer brand preference effect increased，Brand to become the enterprise market share an important guarantee of expansion，And do not have the advantage of brand enterprise will face greater market risk and uncertainty。

　　位于新江湾城核心地段的中建大公馆显然就是这样极具品牌价值优势的产品。其从一开始便承载着央企中国建筑(601668,股吧)树立“中建地产”的特殊使命;而作为新江湾城第一个纯别墅社区，项目未来的增值空间令人遐想。

New jiangwan city is located in the core area of the mansion was obviously so big state-owned extremely brand value advantage of the products。From the beginning of bearing the scholars from renmin China building(601668,Shares it)Set up“Zhongjian real estate”The special mission;And as the new jiangwan city first pure villa community，Project the future of the value of the space a daydream。

　　在之前的采访中，华东中建地产有限公司副总经理丁颖就曾对笔者表示，“我们不讳言地王，只是这个地王不是单价或总价地王，而是土地之王，是具有唯一性价值的这样一块土地的概念。”

In the interview before，East China zhongjian real estate Co., LTD, deputy general manager DingYing had the author said，“We don't need you，Just the royal not unit price or price you，But the king of the land，Is the value has uniqueness that the concept of a piece of land。”

　　在城市更北的美兰湖，中华园美兰湖铂境作为上海老牌房企中华企业(600675,股吧)的精心之作，将原本低调的美兰湖带入2012年的热销行列。

In the north of the city more meilan lake，Chinese garden meilan lake as Shanghai old room on platinum enterprises of the enterprise(600675,Shares it)Careful work，Will originally low-key meilan lake into 2012 ranks of sell like hot cakes。

　　秉承美兰湖的生态优势，与轨道交通步行15分钟的时间距离，6000平方米的运动会所，毗邻高尔夫生态区、美兰湖文教区……现房的美兰湖铂境给出的是令刚需心动的15000元/平方米左右的价格。

Adhering to the ecological advantages meilan lake，And rail transit 15 minutes walking distance of time，6000 square meters of games，Adjacent to the golf biota、Meilan lake cultural and educational area...The house on the lake meilan platinum are is that just need to move of 15000 yuan/square metre prices。

　　“双高”产品激发成交

“analyzed”Product stimulate clinch a deal

　　今年上半年，上海公寓市场成为支撑商品住宅成交量维持去年同期水平的主力军。而上半年公寓成交均价为22061元/平方米，环比、同比都上扬7个百分点。

In the first half of this year，Shanghai apartment market be a support for the commodity residential house to maintain the same period last year, the volume of the main force of level。In the first half of the price and apartment for 22061 yuan/square metre，Annulus comparing、All rose 7% year-on-year。

　　同策咨询研究中心分析师许之静认为，“降价跑量”下成交均价不降反升，主要是因为高端项目成交比例变高，结构性成交使6月份的公寓均价以及成交总量双双创下了去年以来的新高。

With the consulting research center for xu analysts think static，“Run quantity price”Next the price up not down，Mainly because high-end projects to clinch a deal made higher proportion，Clinch a deal in June to structural apartment all valence and clinch a deal amount a last year both record high since。

　　促使中高端市场成交上升的依然是“降价走量”，但并非降价就一定有高成交。DTZ戴德梁行华东区综合住宅服务主管/董事伍惠敏就表示，在千万级公寓市场的成交量中，存在集中度较高的现象，746套成交物业中，有近50%集中在5—6个知名的“以价换量”型项目上(如海珀府邸、中海紫御豪庭等)。

In high-end market to clinch a deal is still rising“Walk quantity price”，But not depreciate certainly have high clinch a deal。DTZ DaiDeLiang line of east China region integrated residential service supervisor/director WuHuiMin says，In the volume of sales market level never apartment，Exists the phenomenon of high concentration，746 sets of property clinch a deal，Nearly 50% focused on 5-6 famous“To change the price of”Type project(Such as the sea er mansion、The royal court house purple etc)。

　　德佑地产研究部主任陆骑麟称，对于豪宅购房者，优越的不可替代的地理位置是他们最看重的，其次产品的保值升值性也是当前时间点其所看重的。在调控之下，豪宅购房者对于高性价比更加关注。

Real estate's of the director of research on our land ride says，For a person of extraordinary powers curtilage the person that buy a house，The superior geographical position is irreplaceable they value most，Then the value of appreciation sex products but also the present time point of the value。Under the control，A person of extraordinary powers curtilage the person that buy a house for cost-effective more attention。

　　目前上海豪宅选择空间日益宽广，选择高性价比的产品能够为购房者带来更大的升值空间，而一些高性价比的高端产品自然备受青睐。

At present Shanghai a person of extraordinary powers curtilage choice space increasingly broad，Choose high cost performance products for homeowners to bring greater appreciation potential，And some of the high ratio of performance high-end products are natural favour。

　　位于徐汇滨江的海珀旭晖降价取得明显成效，上半年共成交196套，在排行榜中位居前列，与之相匹敌的是5月开盘的“全国地王”项目中海紫御豪庭，一个多月内就成交203套，除去产品本身的品质优势外，如此好的业绩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。

Located in the pearl river xuhui xu price blazes achievements，In the first half of 196 were clinch a deal，In the forefront among list，With the rival the is may open quotation“The royal”Project the royal house purple division，More than a month of 203 have a deal，Remove the quality of the product itself advantages，So good performance from the cost price low open approach，And the potential of changfeng plate。

　　经济型别墅受青睐

Economical villa popular

　　上海搜房数据监控中心数据统计显示，上半年别墅成交T0P10中，价格低于23000元/平方米的经济型别墅占据6席。宝华北岸郡庭5月中旬开盘，当周劲销94套。别墅的成交情况比起公寓，往往有一定的延后性。像御宝华北岸郡庭的当周火爆成交，类似于公寓的集中成交，在别墅成交中比较罕见。

Shanghai housing data monitoring center data statistics show，In the first half T0P10 clinch a deal in villa，The price is below 23000 yuan/square metre of the economy villa account for six seats。North shore county court treasure in mid-may opening，With 94 sets a new pin。Deal of the villa than apartments，Often there are certain delay sexual。Like the north shore of the county court treasure new hot clinch a deal，Similar to the apartment on a deal，In villa in rare clinch a deal。

　　相关分析人士表示，近年来，一些具有区域板块潜力、周边配套日趋完备的经济小户型别墅，开始受到二次置业用户的青睐。

Related analysts said，In recent years，Some have regional plate potential、Peripheral increasingly complete economic small family villas，Begins to be second buyers customers。

　　同样受到青睐的还有位于航头的南郊中华园两河流域，其自面市以来便常常占据联排别墅排行榜前列。作为本土龙头房企中华企业投资开发的作品，航头板块20万平方米的纯别墅社区，7月第二周，其又成为联排别墅成交亚军。

Also popular types of have a head of the southern outskirts of the two rivers，Since the market will often occupy since duplexes rankings。As a native Chinese enterprise investment leading room enterprises development work，Navigation head plate 200000 square meters of pure villa community，In the second week of July，Its and become duplexes runner-up clinch a deal。

　　热销还需“以价换量”

To sell like hot cakes“To change the price of”

　　随着市场的一些变化，部分项目的价格开始回升，但楼市近期新推项目去化水平却表现一般。

As the market some changes，Part of the price of the project began to pick up，But the home recently new project to push on level but performance in general。

　　据21世纪不动产上海区域市场研究部统计显示，6月份至今推盘时间已达1个月，且推盘房源套数在100套以上的公寓项目共计19个，其中首月去化率低于30%的项目共计9个，占比达47.3。

According to 21 real estate market research statistics show that Shanghai area，June has pushed plate has reached a month time，And push plate in a cycle of houses more than 100 sets of the total of 19 apartment project，Among them the advance to less than 30% of the total rate of project nine，Accounting for is 47.3。

　　而业内普遍认为，7月的房地产市场，尽管部分开发商将主推产品由刚需转向改善，但“以价换量”依然是开发商下半年冲刺销售业绩的主要手段。

And the common thought，July's real estate market，Although some developers will just need to turn to the main products to improve，but“To change the price of”The second half is still developers sprint sales performance of main means。

　　位于新江湾的某楼盘相关销售人员就表示，尽管7月该项目在主推产品上有所调整，但“走量出售”策略不会改变。

Located in a building new jiangwan related sales people will say，Although the project in July on main products are changed，but“Go sell quantity”Strategy wouldn't change。

　　21世纪不动产上海区域分析师黄河滔表示，目前房地产市场调控政策正处关键时刻，其对价格走势的敏感性较强，一旦价格脱离合理区间或将招致新一轮严控。在后市仍不明朗的当下，相信部分开发商依旧会坚持通过促销及宣传等多维的立体手段，把握住当前市场的项目强销期，尽量在该期间内达到项目销售额的最大化。

21 real estate Shanghai area HuangHeTao analysts said，Real estate market at present moment with control policies，The price movements of the sensitivity of the strong，As soon as the price from reasonable interval or will incur a new round of severely。In the market outlook still unclear right now，Believe that some developers will still insist on through the promotion and publicity of multi-dimensional three-dimensional means，Grasp the current market project strong sales period，As far as possible in the period to project the maximization of sales。

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　　品牌蓝筹

Blue-chip brand

　　品牌价值对于企业而言，意味着一笔难以计量的无形资产。品牌产品如同股市中的蓝筹股，虽然少有连拉几个“涨停板”的刺激表现，却能突破市场所限，带来相对稳定的收益。而在目前的淡市下，买得放心就是正确选择。

Brand value for companies，Mean a difficult to measure of intangible assets。The blue chip product brand as the stock market，Although few even pull several“Harden board”Stimulation performance，But it can break the limit of the market，Bring a relatively stable income。And in the current weak city，Buy the rest assured it is the right choice。

　　寻找价值低估项目

Looking for value underestimate project

　　案例:中海紫御豪庭，曾经的地王，一上市便聚焦眼球;从成本角度匡算，上半年该盘成交均价仅为38154元/平方米，而当初楼板价就达到2.3万元/平方米，可以说几乎是零利润。大盘、大牌、大虹桥，其未来的上涨空间可想而知，而难能可贵的是，其热销也得到了很多同业的认同。

Case: the royal house purple division，Ever of the royal，A listed and focus on the eye;From a cost Angle overcast density，This offer the price in the first half was only 38154 yuan/square metre，And in floor price 23000 yuan/square metre，Can say is almost zero profit。grail、big、Big hongqiao，The rise in the future space can be imagined，And for good，Its top-selling get a lot of the trade's approval。

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　　板块潜力

Plate potential

　　低估值楼盘在那些具有发展潜力的板块里更容易被发现。与黄金十年中楼市价格往往被过度透支不同，在当下，一些具有发展潜力的板块价值并未被充分挖掘，而置身其中的楼盘自然也存在价值被低估现象。

Low valuations in those buildings with the potential for the development of the plate more likely to be found。And gold ten years property market prices are often be excessive overdraw different，In the present，Some of the potential value of the plates have not been fully tapped，And in those buildings of the existence value nature also be underestimated phenomenon。

　　案例:处于蛰伏期的东滩板块，华贸·东滩花园作为占地2000亩的超级社区，其推出的时间节点和品质诉求，使产品价值备受关注。站在全市版图，闸北、尤其大宁板块“价值被低估”的现象由来已久，而位于南北高架与中环交叉处的明园涵翠苑地段优势突出，开发商的品质坚持也尤为执着，因此获得市场高度认可。

Case: in a dormant period of dongtan plate，China trade · dongtan garden as covers an area of 2000 mu super community，It launched its time node and quality demands，Make the product value been concerned。Standing in the territory，zhabei、Especially big better plate“Value be underestimated”The phenomenon has a long history，And is located in the central north-south elevated and crossing the park han cui estates location advantage prominent，The quality of the developers are especially to persistent，So get market highly recognized。

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　　性价优势

Sexual price advantage

　　即使处于同一板块，也并非价低者一定属价值低估。调控之下，仅关注价格的高低，对于找寻到价值低估楼盘并无帮助。而只有通过对于品质和价格的复合考量，才有助于擦亮眼睛，发现真实的地产价值。

Even in the same plate，Not JiaDiZhe must be of value undervalued。Under control，Only focus on the discretion of the price，For to find value underestimate buildings did not help。And only through quality and prices for composite considerations，Can help to open their eyes，To discover the true real estate value。

　　案例:有人说，在海珀旭晖的售楼现场，火热的销售氛围，让人很难想象这是在2012年。作为今年卖得最火的项目之一，徐汇滨江的发展潜力，项目整体规划的张力，让买家对海珀旭晖未来价值的判断一目了然;而基于调控，海珀旭晖目前的售价令产品性价比优势突出。

Case: some say，In the sea er xu-within the site，The hot sales atmosphere，It is hard to imagine this is let people in 2012 years。This year the most fire as sell of one of the items，Xuhui binjiang development potential，Project the general planning of the tension，Let the buyer for the sea er as future value judgment within at a glance;Based on regulation and，Sea er as the current price blazes to product cost performance advantage prominent。