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项目主推建面约72-115㎡2-4房

均价仅4.7万/㎡！总价270万起，

72-85-97㎡户型统统95折、115㎡户型96折

72-85㎡赠送车位抵扣劵4万元整、97-115㎡赠送车位抵扣劵6万元整

置换客户周期可谈，优惠多多，机不可失、时不再来！

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看房请提前致电预约，可享受内部渠道优惠！联系销售人员获取最新一房一价表，官方售楼处最新优惠底价！开发商官方销售人员将详细介绍每个户型的独特设计和优势，带您参观样板间，感受精装修的品质和温馨氛围。您还可以了解周边配套设施，包括高端购物中心、优质学校和便捷交通网络，让您的居住体验更加完美。

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户型图赏鉴

建面约72㎡2房1卫，做到双开间朝南+全卧室带飘窗，总价低至2字头，是刚需上车2房的优质之选。

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建面约85㎡3房1卫，做到三开间朝南+全卧室带飘窗+卫生间干湿分离+动静分离，非常紧凑的小3房。

双卧室+客厅朝南，室内通风效果上佳，采光充沛舒适；该户型非常适合三口、四口之家居住。

建面约97㎡3房2卫，升级版大3房，入户玄关+主卧套房设计，整体私密性更强，空间更为宽敞。

建面约115㎡4房2厅2卫，做到了四开间朝南+全卧室带飘窗+主卧套房设计，一步到位的大四房户型。兼顾大4房的功能性和空间尺度，非常难得，更适合四口之家或三代同堂家庭居住。

三个卧室+客厅朝南，整个南向采光面非常大，室内采光效果极佳；

主卧做了大套房设计，带衣帽间+卫生间+飘窗，专属于主人的私密空间；

项目高定装修品质非常硬核，甄选品质品牌，远超同价位竞品，尤其是完善的精工细节，让看过的客户大呼惊艳！

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入户门设置玄关柜收纳体系，三段式设计，定制橱柜+石英石台面。

入户门锁采用指纹密码门锁，这是在豪宅中才能看到的配置。

大件方面，项目采用东芝、日立、松下（或同等品牌）的空调、博世（或同等品牌）的地暖。

更使用智能家居控制：二合一温控（客餐厅），整体升维家居感官体验。

客餐厅的颜值超高，地砖、墙布都在交付标准里，整体风格更为统一，将好看+好用发挥到了极致！

客厅和卧室的窗墙比非常高，室内通透明亮，可以吸收的阳光也会更充沛。

厨房区域是交付的重头戏，选用品牌非常考究。

考虑油烟问题，厨房配备了实用且耐用的老板（或同等品牌）吸油烟机、燃气灶，博世（或同等品牌）燃气锅炉等，全程式洗切煮细节关照。净水器、洗碗机等进阶装配，让厨房装标更高一层楼。

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厨房使用科勒（或同等品牌）厨盆、厨盆龙头，使用起来更加方便；更有定制橱柜、石英石台面，美观耐用的同时也方便日常清洗。厨房墙砖、地砖、吊顶都是统一色调，非常美观。

卧室区域的配置更注重质感的营造。

2个大户型的主卧做了套房设计，卧室都使用实木复合地板，虽然成本会更高，但仪式感和舒适度更能得到保证。

卫生间的配置也非常不俗。

项目配备了科勒（或同等品牌）的马桶、台盆、龙头等，更设置有暖风机，定制卫浴柜，时尚美观，实用性也非常高。

项目对于设计细节的把控也非常到位，埋藏在美感之下的是无处不在的收纳空间预留。

玄关、厨房、卫生间等生活每一个驻足的空间都有随手可得“百宝箱”，餐厅、卧室预留了收纳空间，几乎做到无死角收纳。

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我们已建【2025年上海新房折扣群】

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土拍回顾及规划

2023年首轮土拍首日，招商蛇口&象屿地产联合体以总价162443万元价格，竞得浦东新区新场镇PDXC-02单元02-02地块，地块占地面积39560.1㎡，容积率2，楼板价20531元/㎡，溢价率0%，房地联动价4.8万/m²。

该地块坐落于浦东新区新场镇，四至范围：东至02-04地块、02-05地块，南至02-01地块、02-03地块、02-06地块，西至众安路，北至雷音路。规划用地性质为三类住宅组团用地。

同板块新房项目同润新云都会，今年开盘均价为48000元/㎡，同润欣汇名邸低密产品2022年开盘均价为59450元/㎡。

根据项目规划设计方案显示，拟建6栋14F商品房、1栋15F商品房、6栋16F商品房、1栋16F保障房、1栋2F社区配套、1个KT站、5个PT站地上建筑、1个垃圾房、1座地下车库。

具体经济指标如下：

央企招商蛇口和国企象屿地产已连续携手在上海打造了[招商象屿·蟠龙府]、[象屿招商·公园1872]、[象屿招商·虹桥璀璨公馆]等口碑销量双丰收项目。

于新场板块招商象屿·星耀翠湾项目，将以卓越的市场洞察和强劲的品牌实力，缔造新场板块当之无愧的明星项目。

建筑“星”品质：铝板与真石漆的艺术

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招商象屿·星耀翠湾汲取上海代表性建筑文化符号，缔造具有时代韵味的上海新现代建筑，采用真石漆搭配局部铝板型材建造工艺，以细节勾勒呈现奢华质感，成就崭新的城市美学天际。

示意图

项目更聘请专业园林设计团队，让建筑充分为园林退位，缔造拥有约300m景观绿廊、约9000㎡中央景观带、约700㎡主题儿童乐园的浮森六境景观园林。同时，招商象屿·星耀翠湾充分考量内部空间的人性化关怀，以二合一控制面板装配升级，缔造更舒适、妥帖的生活情境。

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项目把自然景观融入社区公园中，呈现星光森境的景观。

以超长绿廊中轴为依托，缔造“浮森六境”的星翠繁森盛景。

更以精工匠艺缔造约50米超长门廊，辅以天然石材纹理拼接，更有树姿古雅迎客罗汉松，营造尊崇归家氛围。

在整个社区，充分布置社交架空层云空间，以更多公共空间为居民们带来娱乐、放松的社交场域。外立面采用真石漆+局部金属线条建造工艺，勾勒呈现精奢质感。

我们已建【2025年上海新房折扣群】

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生活配套

交通方面：项目距离16号线新场站约1.6公里，6站可达龙阳路地铁站，换乘2号线1站便能直达张江高科！

未来作为“心港快线”的27号线，贯通陆家嘴、张江、新场和临港，将浦东主要的产业聚集带联通在一起。（以上均为直线距离，数据来源：百度地图）

自驾方面，从项目出发向西开进入申江南路，一路北上直连张江；

向东即达S2沪芦高速收费口，一路向北连外环线直达张江；或者在迪士尼度假区高架接中环线直达张江。

商业方面：新场拥有上海中优城市广场、新环广场、万豪酒店等城市配套，未来仍有约12万方新场站TOD超级商业，地铁站周边约141.6公顷商业枢纽居住综合开发，约8万方TOD商业办公交通综合体等繁华资源，正如火如荼的规划建设中。招商象屿星耀翠湾售楼处电话☎：400-8558-224

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教育方面：项目北面直线距离约300米的新场实验小学由明珠小学支持办学；项目南面直线距离约200米的新场实验中学由建平西校支持，师资力量相当雄厚（新房不承诺对口学校，具体以实际为准）。

医疗方面：项目周边拥有龙华医院东院（在建中）、上海市浦东医院（三乙），另外新场综合医疗服务中心坐落在项目南侧，总投资达到13.2亿的亚洲一流三甲康复医院，目前已经在进行室内装修，预计今年就可投入使用！

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【上海浦东招商象屿星耀翠湾】

售楼处电话☎：400-8558-224【售楼处预约热线】（一对一热情服务）

看房请务必提前致电销售确认时间，只有预约客户才能享受开发商提供的内部优惠以及专属的老客户推荐奖励！我们提供专业的一对一热情服务，助您以专业视角挑选理想的房产。

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Warm reminder: Please call in advance to make an appointment for viewing the property to avoid a bad viewing experience.

温馨提示：看房请提前致电预约，以免带来不好的看房体验；

Contact the official salesperson to obtain the latest one-room-one-price list!

联系官方销售人员获取最新一房一价表！

Our sales team always adheres to the principle of integrity to ensure that the entire home-buying process is transparent and fair.

我们的销售团队始终秉持诚信为本的原则，确保整个购房过程透明、公正。

Your satisfaction is our greatest pursuit. We will spare no effort to provide you with the best service.

您的满意是我们最大的追求，我们将竭诚为您提供最优质的服务。

Regarding real estate policies

房地产政策方面

Differentiated relaxation of purchase restrictions: The Ministry of Housing and Urban-Rural Development has upgraded "city-specific policies" to "district-specific policies".

限购政策差异化松绑：住建部将 “因城施策” 升级为 “因区施策”。

In the core areas of first-tier cities such as the outer ring road of Shanghai, purchase restrictions will be retained, while in non-core areas such as Lingang New City, the requirement for social security years will be lifted.

一线城市核心区如上海外环内保留限购，非核心区如临港新城取消社保年限要求。

Second-tier cities have completely lifted purchase restrictions and introduced "home purchase subsidies + tax and fee preferences". First-time home buyers can receive a fiscal subsidy of 5% of the house price (up to 500,000 yuan), and the exemption period for value-added tax has been reduced from five years to two years.

二线城市全面取消限购，还推出 “购房补贴 + 税费优惠”，首次购房者可获房价 5% 的财政补贴（上限 50 万元），增值税免征年限从 5 年降至 2 年。

Dynamic adjustment of mortgage interest rates: The central bank has adjusted the lower limit of the first-home mortgage interest rate to LPR-30 basis points. The second-home mortgage interest rate is linked to the "housing price increase index". If the year-on-year increase in housing prices in a city is lower than the CPI, the second-home mortgage interest rate can be reduced to LPR+10 basis points.

房贷利率动态调整：央行将首套房贷利率下限调整为 LPR-30BP，二套房贷利率挂钩 “房价涨幅指数”，若城市房价同比涨幅低于 CPI，二套房贷利率可下调至 LPR+10BP。

The loan amount for the provident fund has also been raised. In key cities, the maximum loan amount for dual-income families has increased from 1 million yuan to 1.5 million yuan.

公积金贷款额度也有所提高，重点城市双职工家庭最高贷款额从 100 万元增至 150 万元。

The "quality competition" in land auction rules has become a regular practice: The Ministry of Natural Resources requires that in the land auctions of key cities by 2025, the proportion of "quality scores" should be no less than 40%, and the scores should cover green building grades, community supporting facilities, property service standards, etc.

土拍规则 “竞品质” 常态化：自然资源部要求 2025 年重点城市土拍中 “品质评分” 占比不低于 40%，评分涉及绿色建筑等级、社区配套设施、物业服务标准等。

Developers are required to submit a "Quality Commitment Letter". Those who fail to meet the standards will be fined 10% of the land transfer fee and restricted from subsequent land auctions.

开发商需提交 “品质承诺书”，未达标将按土地出让金 10% 罚款并限制后续土拍。

Policies related to public rental housing: All new commercial residential projects must be equipped with public rental housing at a ratio of 15%. After completion, it should be transferred to the government free of charge. If the developer operates it independently, they can enjoy a 20% tax reduction on rental income.

保障性住房相关政策：所有新建商品住宅项目需按 15% 比例配建保障性住房，建成后无偿移交政府，若开发商自主运营，可享受租金收入 20% 税收减免。

Meanwhile, children from families with public rental housing enjoy "the same school district treatment as those with commercial housing" when enrolling in school. Cities like Beijing and Shanghai have piloted "priority lottery enrollment for public rental housing".

同时，保障性住房家庭子女入学享受 “与商品房同等学区待遇”，北京、上海等城市试点 “保障房优先摇号入学”。

Regarding the timing of home purchase and market trends 2

购房时机与市场趋势方面2

The cost of purchasing a house is at a low level: Currently, the down payment ratio is relatively low, with some areas as low as 15%, and the loan interest rate is also around 3%. Moreover, the LPR still has room for further decline, significantly reducing the cost of purchasing a house.

购房成本处于低位：当前首付比例较低，部分地区低至 15%，贷款利率也在 3% 左右，且 LPR 还有进一步下降空间，购房成本大幅降低。

Meanwhile, after a period of adjustment, housing prices are at a relatively low level, which is a good opportunity for those who have the need to purchase a house.

同时，房价经过一段时间调整，处于相对低位，对于有购房需求的人来说是较好的时机。

The market is gradually warming up: Since the fourth quarter of 2024, favorable policies such as housing loans and provident funds have been introduced intensively. The transaction volume of the real estate market in some cities has picked up, and housing prices in core cities are expected to stop falling and stabilize comprehensively.

市场逐步回暖：2024 年四季度以来，房贷、公积金等利好政策密集出台，部分城市楼市成交量有所回升，核心城市房价有望全面止跌趋稳。

In 2025, under the continuous effect of policies, the real estate market is expected to further recover.

2025 年，在政策持续作用下，房地产市场有望进一步回暖。

Key points for choosing a house 3

选房要点方面3

Focus on the quality of real estate projects: Housing demand has shifted from "whether there is or not" to "whether it is good or not", and from "price first" to "value first".

关注楼盘品质：住房需求从 “有没有” 转向 “好不好”，从 “价格优先” 转向 “价值优先”。

When choosing a house, pay more attention to the floor plan design, functional facilities, property management and other aspects of the property.

选房时要多关注楼盘的户型设计、功能配套、物业管理等。

For instance, choose a floor plan with a high usable area ratio. Currently, some new houses can achieve a usable area ratio of over 80% by offering balconies and other means.

例如，选择得房率高的户型，目前一些新房通过赠送阳台等方式，得房率能超过 80%。

When considering the community environment: The ecological environment of the community and the level of property management are becoming increasingly important. The "park-style living experience" where one can see greenery when opening the window, scenery when stepping out, and a garden at every corner is the ideal choice.

考量小区环境：小区生态环境和物业管理水平日益重要，推窗见绿、出门见景、转角见园的 “公园式居住体验” 是理想选择。

For instance, the "Yuhujing" product series of Longfor integrates the five overlapping environments of light, sound, stone, forest and water into its design, and is also equipped with a central park in the form of a central axis.

如龙湖 “御湖境” 产品系列，将光、声、石、林、水五重叠境融入设计，还配置中轴式中央公园。

Emphasize the strength of developers: Strong real estate enterprises are more capable of building and delivering products that precisely match market demands, and the quality of houses and after-sales services are more guaranteed.

重视开发商实力：实力房企更有能力构建和交付与市场需求精准匹配的产品，房屋质量和后期服务更有保障。

For instance, Longfor Group has been consistently ranked among the "Top 10 Chinese Real Estate Development Enterprises in terms of Comprehensive Strength" for many consecutive years and has maintained a green rating in the "Three Red Lines", demonstrating a strong delivery capacity.

例如龙湖集团连续多年获 “中国房地产开发企业综合实力 10 强”，且保持 “三道红线” 绿档水平，交付能力较强。

Precautions for real estate transactions 1

房产交易注意事项方面1

Strict supervision over housing purchase funds: The central bank requires commercial banks to trace the source of the down payment back to the accounts of two generations of direct relatives in the past, and strictly investigate the illegal inflow of business loans and consumer loans into the real estate market.

购房资金监管严格：央行要求商业银行对首付款来源追溯至前溯两代直系亲属账户，严查经营贷、消费贷违规流入楼市。

For home buyers with a down payment ratio of less than 20%, it is mandatory to purchase "mortgage performance insurance", with a premium of 0.5% of the loan amount.

对首付比例低于 20% 的购房者，强制购买 “房贷履约保险”，保费为贷款额 0.5%。

The "trade-in for new" program is supported by policies: The Ministry of Housing and Urban-Rural Development, in collaboration with multiple departments, has launched a nationwide campaign to exchange second-hand houses for new ones. Those who exchange houses can enjoy a 50% reduction in deed tax and a 2% subsidy for agency fees.

“以旧换新” 有政策支持：住建部联合多部门推出 “二手房置换新房” 全国性行动，换房者可享受契税减免（50%）+ 中介费补贴（2%）。

Local governments also offer a subsidy of 10,000 yuan per unit to developers who purchase old houses, accelerating the circulation of existing houses. Those who need to exchange houses can pay attention to this policy.

地方政府还对收购旧房的开发商给予每套 1 万元补贴，加速存量房流通，有换房需求的可以关注此政策。

The impact of real estate policies on home buyers in 2025 presents multi-dimensional and differentiated characteristics. Specifically, it can be deeply analyzed from the following six aspects:

2025 年房地产政策对购房者的影响呈现多维度、差异化特征，具体可从以下六大方面深入解析：

First, the threshold for home purchase has been lowered by stratification, and regional selection strategies have differentiated

一、购房门槛分层降低，区域选择策略分化

The purchase restriction policy has been precisely relaxed. The social security period for non-Shanghai residents purchasing houses outside the Outer Ring Road of Shanghai has been shortened from five years to three years, and in the Lingang New Area, it has been further reduced to one year. Moreover, only single people can purchase houses independently.

限购政策精准松绑上海外环外非沪籍购房社保年限从 5 年缩短至 3 年，临港新片区进一步降至 1 年7，且单身人才可单独购房8。

This policy has directly lowered the threshold for non-Shanghai residents with genuine housing needs to purchase a home. For instance, tech talents working in Lingang, who originally needed to pay social security for five years, now only need one year to obtain the qualification to purchase a home.

这一政策直接降低了非沪籍刚需群体的置业门槛，例如在临港工作的科技人才，原本需缴纳 5 年社保，现在仅需 1 年即可获得购房资格。

However, strict purchase restrictions remain in place in core areas (such as within the inner ring road), and home buyers need to weigh the scarcity of core areas against the convenience of non-core areas.

但核心区（如内环内）仍维持严格限购，购房者需权衡核心区稀缺性与非核心区便利性。

The down payment ratio and credit support: The down payment ratio for first-home mortgages has been reduced to 15%, and for second-home mortgages to 25% (20% in key areas such as Lingang). Coupled with the 5-year and above LPR being lowered to 3.5%, the first-home mortgage interest rate in Shanghai has dropped to a historical low of 3.05%.

首付比例与信贷支持首套房贷首付比例降至 15%，二套降至 25%（临港等重点区域 20%）7，叠加 5 年期以上 LPR 下调至 3.5%，上海首套房贷利率已降至 3.05% 的历史低位3。

Take a loan of 1 million yuan as an example. The monthly payment over a 30-year period is reduced by approximately 54 yuan, and the total interest saved is 19,000 yuan.

以 100 万元贷款为例，30 年期月供减少约 54 元，总利息节省 1.9 万元3。

For families with multiple children, the maximum amount of the provident fund loan can be increased by 20% to 1.929 million yuan, significantly reducing the financial pressure on improvement-oriented demands.

对于多子女家庭，公积金贷款额度最高可上浮 20% 至 192 万元9，显著降低改善型需求的资金压力。

Second, the two-way adjustment of holding and transaction costs reshapes market expectations

二、持有与交易成本双向调整，重塑市场预期

The pilot program of the real estate tax may be deepened, and the scope of the pilot may be expanded to include groups holding multiple properties. By imposing differential tax rates (such as a 1.2% tax on high-end residences), the holding cost can be increased by 10%.

房地产税试点深化试点范围可能扩大至持有多套房产群体，通过差别税率（如对高档住宅按 1.2% 征税）增加持有成本10。

This will force investors to sell off properties in non-core areas. For instance, the number of second-hand houses listed in areas like Waigaoqiao in Pudong may rise, while high-quality assets in core areas are more resilient due to their scarcity.

这将迫使投资客抛售非核心区房源，例如浦东外高桥等区域二手房挂牌量可能上升，而核心区优质资产因稀缺性更具抗跌性。

Meanwhile, the pilot funds are used for the construction of affordable housing, indirectly diverting rental demand and easing the pressure of rising rents by 10%.

同时，试点资金用于保障房建设，间接分流租赁需求，缓解租金上涨压力10。

The exemption period for value-added tax on transaction taxes has been optimized from five years to two years, and the assessed collection rate for individual housing transfers has been reduced to 1%.

交易税费优化增值税免征年限从 5 年降至 2 年，个人转让住房核定征收率降至 1%7。

Take a second-hand house that has been owned for two years and has a total price of 8 million yuan as an example. The value-added tax can be saved by approximately 440,000 yuan.

以一套满 2 年、总价 800 万元的二手房为例，增值税可节省约 44 万元。

Furthermore, the "trade-in for new" policy offers a 50% reduction in deed tax and a 2% subsidy for agency fees, significantly reducing the trade-in cost.

此外，“以旧换新” 政策提供契税减免 50% 和中介费补贴 2%9，显著降低置换成本。

For instance, those who are upgrading their houses in the Qibao area of Minhang can save approximately 120,000 yuan in taxes and fees by selling their old houses and then purchasing new ones.

例如，闵行七宝板块换房者通过出售旧房再购新房，可节省税费约 12 万元。

Third, the dual-track development of affordable housing and commercial housing is squeezing the "old, dilapidated and small" market

三、保障房与商品房双轨并行，挤压 “老破小” 市场

The proportion of construction and quality improvement: New commercial housing must be equipped with public rental housing at a ratio of 15%, and it is required to be delivered fully furnished.

配建比例提升与品质升级新建商品房需按 15% 比例配建保障房，且要求全装修交付6。

For instance, the affordable housing built in a certain project along the Xuhui Riverside adopts green building standards and shares community facilities with commercial housing. This might divert some of the first-time home buyers and further put pressure on the prices of the surrounding "old, dilapidated and small" buildings.

例如，徐汇滨江某项目配建的保障房采用绿色建筑标准，与商品房共享社区配套，这可能分流部分刚需客群，导致周边 “老破小” 价格进一步承压。

At the same time, children from families with affordable housing enjoy the same school district treatment, which may weaken the premium space of traditional school district housing.

同时，保障房家庭子女享受同等学区待遇6，可能削弱传统学区房的溢价空间。

The diversion effect in the rental market is intensifying. In 2024, Shanghai will add 16,000 units of public rental housing, with rents 20% to 30% lower than those of commercial housing in the same area.

租赁市场分流效应加剧2024 年上海新增 1.6 万套保租房，租金较同地段商品房低 20%-30%5。

For instance, in Zhangjiang area, due to the increased supply of public rental housing, the proportion of tenants moving out has risen, forcing landlords to lower their prices or upgrade their facilities.

例如，张江地区租客因保租房供应增加，退租比例上升，倒逼房东降价或升级硬件。

This has led to a 15% to 20% drop in rents for "old, dilapidated and small" properties in the old urban area. Some investors have turned to selling their properties, further intensifying the differentiation in the second-hand housing market.

这导致老城区 “老破小” 租金下跌 15%-20%，部分投资者转向出售房源，进一步加剧二手房市场分化。

Iv. Regional development policies Reconstruct the value system of home purchase

四、区域发展政策重构购房价值体系

The five new towns are accelerating the realization of the goal. New towns such as Jiading and Qingpu are gradually achieving a balance between work and residence through the introduction of industries (such as Jiading United Imaging Medical and Qingpu Oriental Life Port) and the upgrading of transportation (such as Jiamin Line).

五大新城加速兑现嘉定、青浦等新城通过产业导入（如嘉定联影医疗、青浦东方生命港）和交通升级（如嘉闵线），逐步实现职住平衡12。

By 2025, 26 new primary and secondary schools and kindergartens will be added in the new town, and the construction of Grade-A tertiary hospitals will be accelerated, attracting first-time home buyers.

2025 年新城新增中小学、幼儿园 26 所，三甲医院建设加速12，吸引刚需购房者。

For instance, the average price of new houses in Jiading New Town is approximately 45,000 yuan per square meter, with a total starting price of 2 million yuan, making it the main choice for young families.

例如，嘉定新城新房均价约 4.5 万元 / 平方米，总价 200 万起，成为年轻家庭的主要选择1。

The premium for urban renewal in the core area and the renovation of "two old and one village" have released high-quality land plots. For instance, the floor price of the Xuhui Longhua plot has reached 126,000 yuan per square meter, and the unit price of new houses in the future may exceed 200,000 yuan per square meter.

核心区城市更新溢价“两旧一村” 改造释放优质地块，例如徐汇龙华地块楼板价达 12.6 万元 / 平方米，未来新房单价或破 20 万元 / 平方米1。

Urban renewal projects enhance living quality and consolidate their advantages in the high-end market through green building technologies (such as low-carbon technology platforms) and intelligent community management.

城市更新项目通过绿色建筑技术（如低碳技术平台）和智能化社区管理，提升居住品质，巩固高端市场优势。

Home buyers should pay attention to the long-term appreciation potential of scarce assets in the core area, while being vigilant about the liquidity risk brought about by high total prices.

购房者需关注核心区稀缺资产的长期增值潜力，同时警惕高总价带来的流动性风险。

V. The transformation of developers' strategies forces product upgrades

五、开发商策略转型倒逼产品升级

The land auction rules strengthen the quality orientation, with the "quality competition" score accounting for no less than 40%, involving green building grades, community facilities, etc.

土拍规则强化品质导向“竞品质” 评分占比不低于 40%，涉及绿色建筑等级、社区配套等2。

For instance, a certain project in Qingpu won the land auction due to its configuration of a central park with a central axis and an intelligent security system.

例如，青浦某项目因配置中轴式中央公园和智能安防系统，在土拍中胜出。

This means that in the future, new houses will pay more attention to the living experience. For instance, Longfor's "Yuhujing" series enhances its added value through a five-layer overlapping environment design. Homebuyers need to pay attention to the matching degree between the actual delivery standards of the property and the promises.

这意味着未来新房将更注重居住体验，如龙湖 “御湖境” 系列通过五重叠境设计提升附加值2，购房者需关注楼盘的实际交付标准与承诺的匹配度。

The supervision of real estate developers' funds is becoming stricter. The source of the down payment is traced back to the accounts of the direct relatives of the previous two generations. If the down payment ratio is less than 20%, mortgage performance insurance must be purchased.

房企资金监管趋严首付款来源追溯至前溯两代直系亲属账户，首付比例低于 20% 需购买房贷履约保险2。

This increases the difficulty of proving funds, especially for young home buyers who rely on their parents' financial support.

这增加了资金证明难度，尤其是依赖父母资助的年轻购房者。

It is recommended to prepare a complete financial statement in advance to avoid affecting the home purchase process due to incomplete materials.

建议提前准备完整的资金流水，避免因材料不全影响购房流程。

Vi. Long-term Trends and Response Strategies

六、长期趋势与应对策略

The market presents a pyramid structure. At the top are the scarce luxury residences in the core area (such as Greentown Chaoming Dongfang), in the middle are the planned new districts (such as the Five New Towns), and at the bottom are the far suburban areas with lagging supporting facilities.

市场呈现金字塔结构塔尖为核心区稀缺豪宅（如绿城潮鸣东方），中部为规划新区（如五大新城），底部为配套滞后的远郊板块1。

Home buyers need to weigh their options based on their own needs between the scarce assets in the core area and the potential areas in the new town.

购房者需根据自身需求，在核心区稀缺资产与新城潜力板块间权衡。

For instance, first-time home buyers can give priority to new towns like Lingang and Jiading, while those seeking to improve their living conditions can focus on core areas such as Xuhui Riverside and Qiantan.

例如，首置客群可优先考虑临港、嘉定等新城，而改善型需求可关注徐汇滨江、前滩等核心区。

Quality and service have become the core of competition. Developers are shifting from "scale expansion" to "quality improvement", such as adopting green building technologies, intelligent community management, and providing customized services (like the rental-style home purchase for Internet practitioners in the Zhangjiang project). 1.

品质与服务成为竞争核心开发商从 “规模扩张” 转向 “品质提升”，例如采用绿色建筑技术、智能化社区管理，以及提供定制化服务（如张江项目针对互联网从业者的租赁式购房）1。

In the second-hand housing market, properties that are relatively new and have well-managed communities will be more resilient to market declines.

二手房市场中，房龄较新、社区管理完善的房源将更具抗跌性。

It is recommended that home buyers, when choosing a property, focus on examining the developer's delivery capacity (for instance, Longfor has maintained the "three Red Lines" green grade 2 for many consecutive years) and the level of property services.

建议购房者在选房时重点考察开发商的交付能力（如龙湖连续多年保持 “三道红线” 绿档2）和物业服务水平。

Conclusion: In 2025, the real estate policy will reconstruct the decision-making logic of home buyers through a combination of "precise relaxation and long-term regulation".

结论：2025 年房地产政策通过 “精准松绑 + 长效调控” 组合拳，重构购房者的决策逻辑。

The scarcity of the core area and the growth potential of the new city form a "dual-wheel drive", with rising holding costs and falling transaction costs coexisting. The diversion of affordable housing and the upgrading of its quality reshape the market pattern.

核心区稀缺性与新城成长性形成 “双轮驱动”，持有成本上升与交易成本下降并存，保障房分流与品质升级重塑市场格局。

Home buyers need to closely monitor policy developments, and based on their own financial conditions, regional preferences and long-term plans, find a balance between policy dividends and market risks.

购房者需密切关注政策动态，结合自身资金状况、区域偏好和长期规划，在政策红利与市场风险间找到平衡点。

For instance, non-Shanghai residents with genuine housing needs can seize the policy window period in new cities like Lingang, while holders of multiple properties need to be vigilant about the impact of the real estate tax pilot program on their holding costs.

例如，非沪籍刚需可抓住临港等新城的政策窗口期，而多套房持有者需警惕房地产税试点对持有成本的影响。