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2022 年熊市热销项目的特点剖析

发布于 2023-03-16

<p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 50px;">1.</span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 20px;">熊市中的牛项目</span></strong></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">前不久,《2022年中国房地产企业项目销售TOP100排行榜》正式发布</span></p><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.505851755526658" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWB8X02iaPic3y5fQhXluyicwTWwk7icfgnduqNVdVYhtFgWKkNT4AVInkb3Q/640?wx_fmt=png" data-type="png" data-w="769" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5091383812010444" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBiaV5XbHvIPfqtehlONJdP4Kp8HaeycFPxM23x6EZfQjmTzDtjn17liag/640?wx_fmt=png" data-type="png" data-w="766" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">百强销售金额项目聚集于18个城市,城市分布离散度为1.53;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">百强销售面积项目聚集于35个城市,城市分布离散度为0.96。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">依据离散度指标来看,销售金额榜更具特征性。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">再看销售金额百强项目的城市分布,可以看到,<strong>上海表现一枝独秀</strong>,总计销售金额为2681亿元,占比高达36%。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;<br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5455729166666666" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWB7jpWmEKcDTSjb3iaFiahAcvpiaNNGTediapCJwzthop8icl0YtSqOhUvArg/640?wx_fmt=png" data-type="png" data-w="768" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">聚焦于上海内部明细表来看,仁恒·海上源项目拔得头筹</span></strong><span style="font-size: 16px;">,总计销售金额为201亿元。仁恒·海上源项目绝佳表现的背后,其原因是什么呢?</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 50px;">2.</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 20px;"><strong>土地维度-城市分析</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">对于项目而言,最大的底层价值支撑面自然是城市。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">目前业内基于城市的价值评价五花八门,但存在一个核心问题,缺乏一套量化且统一的衡量标准,大家凭手感发言,各有道理。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">禾略也构建了一套城市价值评价模型。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</span><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="226" data-ratio="0.4284539473684211" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBKf5tO2gXBJhlSsbcQ0sVEMT4Oq4dRatNSibKGj1ib30dYLJTeMCQ7ScA/640?wx_fmt=png" data-type="png" data-w="1216" style="width: 546px;height: 234px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="248" data-ratio="0.46352313167259784" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBQ4MaGYybbWgiaRGopAqqcluR4jKBMZ6L0WaWMNuL5crz71ThLgqUtOw/640?wx_fmt=png" data-type="png" data-w="1124" style="width: 546px;height: 253px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">该量化评价模型从城市的人、地、钱三大价值要素出发,通过规模、结构、密度三大维度共39个细分指标去综合输出城市价值得分。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">再对城市价值得分采取自然分段算法,进行城市分类,形成全国城市的价值排名以及价值分类,共分为七档,从高到低依次为强一线、新一线、强二线、二线、三线、四线以及五线。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.36114732724902215" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBZBOeQhNI2YjBn7icvowia8QibchHoSCnRWNbauD1x1RqVaeNqic1KazCxw/640?wx_fmt=png" data-type="png" data-w="767" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">结合百强项目销售金额城市分布来看,强二线以上城市类型占比94.5 %,其中,强一线城市类型占比57.8%。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">显而易见,百强项目与城市综合价值存在强相关性,可以粗略地认为,百强项目的城市土壤支撑要求是必须达到强二线以上水平。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">仁恒·海上源位于上海市,上海综合价值排名最高,属于强一线城市,一个成功的项目,底子是所在城市的成功。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 50px;">3.</span></section><section style="margin-left: 16px;margin-right: 16px;text-align: left;"><span style="font-size: 20px;"><strong>土地维度-土地价值分析</strong></span><span style="font-size: 16px;">&nbsp; &nbsp; &nbsp; &nbsp;</span><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="306" data-ratio="0.5596638655462185" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBd2N7KqrrmxOBRWPecaajNEviaOpCj0ZKn6EYNDdE1J7LicNVuzVP4wGg/640?wx_fmt=png" data-type="png" data-w="1190" style="width: 547px;height: 306px;" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">从项目所处城市内部具体土地价值的角度去看。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">可以分两个模块:一个是土地资源价值,一个是土地市场价值。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">土地资源价值评价要素无外乎区位和配套。区位通常是指所处的位置,而配套就离不开教育、医疗、商业等资源指标。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">和城市评价存在的问题一样,业内没有统一标准的原因在于没有量化体系,即便是同一个公司,不同人对于同一个地块的认知也不尽相同。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="254" data-ratio="0.4645418326693227" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBjVMHJn1Gib0bTccz3V1C7OTKMRUvND1xgLWnTjPvia73PhYyvIRlqMhA/640?wx_fmt=png" data-type="png" data-w="1255" style="height: 254px;white-space: normal;width: 547px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">其实,我们可以从区位和配套两个细分模块,构建土地资源价值量化分析模型。区位主要包含空间、市场两个维度,配套主要包含工作以及生活两个维度。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="527" data-cropsely1="0" data-cropsely2="274" data-ratio="0.5756143667296786" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBvYIn1YjFmt3TQy5fLLAqtibMce3CUrGHJY30dribCroENBlPxSIiaE5Yg/640?wx_fmt=png" data-type="png" data-w="1058" style="height: 303px;white-space: normal;width: 527px;" /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">进一步我们将仁恒·海上源项目进行空间落位,可以看到,项目位于内东外滩板块。</span><span style="font-size: 16px;">该板块从土地资源价值-区位来看属于市区类型,从土地资源价值-配套来看属于配套价值第二档类型。</span><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">其次从市场价值来看,评价核心就是看蛋糕的大小和蛋糕的竞争强度。竞争强度一般情况下都是从库存去化的角度去看,蛋糕的大小评价未形成固定的标准。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="336" data-ratio="0.6164747564216121" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBoLicC1a8FCMxJeWamvIiarLfGMsiaZibGezLJwS9BboHO3zHdcOnQP8Lcg/640?wx_fmt=png" data-type="png" data-w="1129" style="height: 337px;white-space: normal;width: 546px;" /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们基于目前主流做法做了一个重要突破:从剩余用地的角度去衡量未来的市场供应情况。从布局价值和布局难度两个细分模块来构建,并对布局价值和布局难度最终结果进行矩阵组合,最终输出上海板块的市场价值类型。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">从处理呈现结果可以看到,仁恒·海上源项目所处的内东外滩板块属于高价值-竞争弱类型,市场机会极佳。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">故可得,仁恒·海上源项目热销的第二个重要原因:项目所处的内东外滩板块,资源价值、市场价值均属于市内较高水平,为项目提供了很好土地价值基础。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 50px;">4.</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 20px;">产品维度-开发商分析</span></strong></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5861618798955613" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBkE8liaq17GEIpA9eLzibOFK0cF4D29MwKWVxacsthibibg9VKN5WA4DqTg/640?wx_fmt=png" data-type="png" data-w="766" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">除了基于外部土地维度的分析之外,还可以基于项目自身产品维度出发去寻找原因。首先我们聚集于项目开发商,从百强销售金额开发商项目总数分布可以看到,百强项目个数汇总前二十开发商基本以国央企和头部民企为主。</span><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5861618798955613" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBeibeeoKU7MPP76aTWqxaLyZRic7eI4y5qEicN6IuicuHVssResmDAnOibag/640?wx_fmt=png" data-type="png" data-w="766" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">而仁恒·海上源项目开发商仁恒置地就是市场表现特别优异的民企代表。特别是在近两年房地产市场持续暴雷的大背景之下,仁恒的高品质、经营能力特质就显得愈发宝贵。我们从2013年至今的仁恒的净资产收益率来看,几乎可以做到每年都是全国房企排名最高一档水平。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</span><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="1" data-cropsely2="243" data-ratio="0.4431438127090301" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBeGEMONSPNpPMlx2PBDdiaYSJERayicYw71SxaAsibCzoQyqcmHzuj8dQQ/640?wx_fmt=png" data-type="png" data-w="1196" style="width: 546px;height: 242px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">其次,从仁恒的产品打造来看,仁恒的客户策略明晰,选址偏爱周边有自然风光的地块,尤其是靠近江河湖海的地带;通过打造生态大景观园林+一体化精装+完善服务配套,给予业主精神放松及生活便利的国际社区。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</span><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="263" data-ratio="0.4815106215578285" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBomSLbAjgrVOiaOBWTxw6GibKYl7Qlrib6vFd95arAoHnAUy5hBUdkXE9A/640?wx_fmt=png" data-type="png" data-w="1271" style="width: 546px;height: 263px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">国际社区打造从第一代不断更新迭代,目前发展至第六代国际社区,仁恒·海上源就是第六代国际社区代表作。其特质在于:在城市更新之下,城市、街区与人之间的关系被重新定义,创新“在地街区+国际住区” 的模式,既有开放性(无界社区)又有私密性(秘境住区)。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">故可得,仁恒·海上源项目热销的第三个重要原因:仁恒在上海深耕多年形成的好口碑和眼见为实的产品力。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 50px;">5.</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 20px;">产品维度-二手房分析</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">除去开发商形成的产品影响之外,我们还尝试从项目周边二手房产品结构去看。我们获取2022年上海二手挂牌数据,并通过仁恒·海上源项目周边3KM范围内以及2010年之后建造两个条件筛选出周边二手市场区域项目。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;</span><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="546" data-cropsely1="0" data-cropsely2="247" data-ratio="0.45393474088291746" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBYU2Ym4kDLwSYVrpUBssMCwrPBib95tgiaBgZuMdm3O3nsW4ibacBmjI1w/640?wx_fmt=png" data-type="png" data-w="1042" style="width: 546px;height: 248px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">仁恒·海上源的定位户型面积,均属于主流选择,特别是80㎡二房户型以及271㎡四房户型。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们计算周边二手项目中二房、三房、四房三种户型的挂牌价格,可以得出其均价为11.45万元/㎡,仁恒·海上源项目实际销售价格在11-12万元/㎡ 之间,考虑到这是从2010年之后所有房源的平均表现水平,仁恒·海上源项目真实倒挂率应该在20%-25%之间。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">故可得,仁恒·海上源项目热销的第四个重要原因:项目定位的户型面积均为市场主流需求,且项目销售价格存在倒挂现象。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 50px;">6.</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 20px;">客户维度-潜在客户分析</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">最后我们基于项目客户维度去分析,主要是从潜在客户的角度来展开。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们整理了上海市2022年智联招聘数据,进行空间落位处理计算上海市网格总招聘人口以及平均招聘月薪数据。以仁恒·海上源项目为中心向外画圈,去统计计算项目周边范围的产业人口聚集情况。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.587467362924282" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBc889KicgwFL9Q5V92EzKuwiayqSoHHvHHYicuXSBW5SiaVrR8ssx0MFiaUQ/640?wx_fmt=png" data-type="png" data-w="766" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5856209150326798" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBzEzZa6evRFyX6nDmhLWyZGUudYCBU9ViaKYwIjIHpRN3S5Oy7sDaWMA/640?wx_fmt=png" data-type="png" data-w="765" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">从产业人口规模以及产业人口薪资的分析结果可以看到,仁恒·海上源项目周边产业人口聚集水平远高于全市水准。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5867014341590613" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIyzvXSUN16M3TkVP39MqKWBZts5mZ6PIwT3y3RVwpdDoMRyXaZL4sp16VuZpguibbC91QniaQhLLpPA/640?wx_fmt=png" data-type="png" data-w="767" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">其次我们整理了上海市不同人口支付力等级的人口规模数据,进行空间落位处理,并通过与产业人口一致的处理方式去判断项目周边不同支付力人口的聚集情况。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">从分析结果可以得出以全市为标的来看,仁恒·海上源项目周边不同支付力人口规模均遥遥领先于全市水平,且中高收入人群(个人年收入25W以上)领先幅度尤为显著。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">故可得,仁恒·海上源项目热销的第五个重要原因:项目周边的客户厚度以及客户质量均属于全市中上水平,为项目提供了优质客户的支撑保证。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 50px;">7.</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 20px;">总结</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">仁恒·海上源项目能2022年的熊市走出牛盘行情,核心原因主要有三:</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">①从土地维度看,上海是基础价值保证,项目所处的板块的高价值进一步加持;</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">②从产品维度看,开发商多年经营收获的好口碑为项目销售做了背书,项目选择的产品细分市场以及对应的销售价格,存在极强的性价比竞争优势;</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">③从客户维度看,项目周边客户厚度以及客户质量都挺不错。</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">熊市夺冠的要素:好城市-好地段-好产品-好价格-好邻居</span></strong><span style="font-size: 16px;"></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section data-role="paragraph" style="white-space: normal;box-sizing: border-box;margin-bottom: 0px;"><section style="max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="text-align: center;max-width: 100%;min-height: 1em;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span 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