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深业颐泽府降价,晚了一步-乐居财经

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<h3>深业颐泽府降价,晚了一步</h3> </div> <div class="detail-sub"> <em class="red_icon">原创</em> <{$news["createtime"]|date_format:"%Y-%m-%d %H:%M"}>&nbsp; <span> 乐居财经 </span> <span>505710</span> <span>9.9w阅读</span> <span>2024-11-24 11:40</span> </div> <div class="detail-content"> <p><strong>文/乐居新媒体 严明会</strong></p><p>几天前,位于广州南沙横沥岛的深业颐泽府攒了个局。<o:p></o:p></p><p>它邀请广深一众媒体齐聚南沙,讨论起南沙楼市及资产配置趋势。<o:p></o:p></p><p>这场活动,还有一个最主要的目的,那就是为项目的257㎡产品,宣传一把。<o:p></o:p></p><p>趁着降准、降息、降首付以及广州南沙全面放开限购,深业颐泽府似乎要开启一波动作了。<o:p></o:p></p><p>这样的机会,对它而言已等了很长时间。<o:p></o:p></p><p>2020年8月,广州南沙横沥岛板块正值火热,深业置地广州公司以40.05亿元 配建2.32万㎡人才房的价格,摇号拿下横沥岛2020NJY-10地块。<o:p></o:p></p><p>深业置地广州公司是深业控股直接持股的子公司,由深圳控股(00604. HK)间接控制。<o:p></o:p></p><p>至此,深业控股成为当时首批进入横沥岛拿地的房企之一。这也是该公司布局广州的第二个项目,除此之外,它在金沙洲还有一个江悦湾。<o:p></o:p></p><p>但这已是其2013年打造的项目了。<o:p></o:p></p><p>深业控股对进驻横沥岛看得很重,在公司内部,这被认为是“落实粤港澳大湾区重点城市优质土地资源拓展战略的重要举措”。<o:p></o:p></p><p>而超过40亿的拿地价格,也确实说明了这个项目的重要性。<o:p></o:p></p><p>只不过,后续的地产行情并没有按照深业控股预想的那样发展。<o:p></o:p></p><p>楼市的下行以及企业没有及时调整策略、随行就市,深业颐泽府如今仍在艰难地走在去库存的路上。<o:p></o:p></p><p>该项目最早在2022年4月取证入市,据广州住建局数据显示,深业颐泽府截至目前(2024年11月22日)取证住宅已售套数205套,住宅未售套数947套。<o:p></o:p></p><p>按照这个数据,卖了两年多,深业颐泽府的网签去化率仅17.8%。还不足两成。<o:p></o:p></p><p>深业颐泽府地块占地6.63万㎡,计容建筑面积达到23.24万㎡,其中可售住宅20.17万㎡。规划楼栋总数20栋,总户数约1794户,是横沥岛少有的大盘之一。<o:p></o:p></p><p>项目步行约800米可达18号线横沥站,30分钟左右就能到达天河冼村,可快速通勤市区。<o:p></o:p></p><p>实际上,从市场的普遍反响看,深业颐泽府的问题更多不在产品,其品质和交付标准在南沙市场有着较好的口碑。然而,对市场的误判,让其去化一直不佳。<o:p></o:p></p><p>首先,项目早在2020年8月已经拿地,但此后“捂了”挺长一段时间,到2021年10月传出开建。2021年的最后一天才终于开放了售楼部。这已足足过了一年多时间。<o:p></o:p></p><p>当时有传言称,项目之所以不急着开盘,是因为限价,加上深业控股是深圳国企背景,并不差钱,等得起。<o:p></o:p></p><p>此后,项目在2022年4月取证入市,但2021下半年开始随着行业流动性危机的爆发,楼市急速降温,深业颐泽府正正撞在了这一轮下行的枪口上。<o:p></o:p></p><p>即便后面开了盘,深业颐泽府并没有察觉市场已然降温,没有随行就市做出精准定价,而是定出了南沙当时的最高限价3.6万/平,并且以这个价格卖了很长一段时间。<o:p></o:p></p><p>根据CRIC的数据,深业颐泽府自开盘以来,成交均价一直保持在3.6万/平左右,期间个别月份成交价还超过3.7万/平,即便在2023年楼市最低迷的时刻,也依旧坚挺着。<o:p></o:p></p><p>一直到今年4月份,项目在价格上才放开了较大的口子。<o:p></o:p></p><p>乐居新媒体查阅CRIC数据显示,深业颐泽府在2024年4月的成交均价还保持在3.68万/平米,5月,项目的成交均价降了超过4000元/平至3.23万/平,此后,保持在3.1-3.2万/平左右的水平。<o:p></o:p></p><p style="text-align: center;"><img class="rich_pages wxw-img js_insertlocalimg" data-imgfileid="502306620" data-ratio="0.6006191950464397" data-s="300,640" data-type="png" data-w="646" src="https://ess.leju.com/common/photo/16-1-VMJgKsdTLuZDFCv7ibRWRs8vO1gsxTeRrCxvg3xkqMnVDT1oOJnlt7pKYfNrOpuNf0CHoikboZGwdXsU.jpeg"/></p><p>这个动作,相比同区域的其他楼盘,节奏慢了不是一拍半拍。<o:p></o:p></p><p>对比横沥岛其他在售楼盘,可以发现,深业颐泽府开盘价是几个最高的楼盘之一。而2024年11月的成交均价显示,该项目成交均价已然处在较高的位置。<o:p></o:p></p><p>要知道,目前,不少区域内的其他楼盘,成交均价很多已经降到了2字头,甚至有的低至1字头。这使得深业颐泽府在价格上,已然毫无优势可言。<o:p></o:p></p><p style="text-align: center;"><img class="rich_pages wxw-img js_insertlocalimg" data-imgfileid="502306621" data-ratio="0.4966292134831461" data-s="300,640" data-type="png" data-w="890" src="https://ess.leju.com/common/photo/16-1-oCn0GiiJ0dltFxexwZoyN3IZ8hdaJsg8xRdH1dGEeqp8QDdmm95bD5MMF0q7kBaKQMNnsfK6KJJtdnRy.jpeg"/></p><p>对于项目对市场的误判,曾有人士分析指出,深业控股来自深圳,而在这一轮楼市下行中,深圳的市场行情比南沙要坚挺,这可能导致开发商对于后市看好,从而产生误判定出了偏离了南沙市场的定价。<o:p></o:p></p><p>而实际上,这一轮楼市由热转冷,南沙是珠三角核心区域最早开始步入降价行列区域之一。<o:p></o:p></p><p>值得一提的是,即便深业颐泽府在2024年以来,较大幅度调整了价格。但如今楼市预期仍不明朗,市场观望情绪浓厚,降价已难以快速打动购房者。<o:p></o:p></p><p>再者,横沥岛这个板块,又恰恰是面临激烈竞争的板块,区域内在售的楼盘十个手指数不过来,其他楼盘更高的性价比也在抢占着客源。<o:p></o:p></p><p>乐居新媒体统计整理的数据显示,目前深业颐泽府的网签去化率17.8%,在整个区域内,是倒数的存在。而其供求比达到3.17,意味着项目仍面临较大的去库存压力。<o:p></o:p></p><p style="text-align: center;"><img class="rich_pages wxw-img js_insertlocalimg" data-imgfileid="502306622" data-ratio="0.46467391304347827" data-s="300,640" data-type="png" data-w="736" src="https://ess.leju.com/common/photo/16-1-ljyIMN0Y9IjuizK9b5H5zxyKDEYv1yo4y1HRbLEUoz1NZQvx1aX76l6jAyKUkwe4zZehVrlSOcbQWdbj.jpeg"/></p><p>滞销的去化,也在影响着项目资金的回流。深业颐泽府当时的拿地价40.05亿元,而CRIC数据显示,项目至今的成交金额在10.05亿左右,地价覆盖率仅为25.09%。销售金额还远低于土地款。<o:p></o:p></p><p>对比同区域的其他项目,深业颐泽府的地价覆盖率也是倒数的存在。<o:p></o:p></p><p style="text-align: center;"><img class="rich_pages wxw-img js_insertlocalimg" data-imgfileid="502306623" data-ratio="0.5218934911242603" data-s="300,640" data-type="png" data-w="845" src="https://ess.leju.com/common/photo/16-1-xqRDROsL9gWEAleAPszI2MpUXkIoiY7K3h82o1mEuMBYSz3fcShqkFitPYve3lrdlP1prPZbPBxpzKBY.jpeg"/></p><p>今年上半年,深业颐泽府销售面积5927平方米,销售金额2.22亿元,仅占深业控股总合同销售金额61.8亿元的3.6%。<o:p></o:p></p><p>项目体量大,去化缓慢,深业颐泽府的挑战远没有结束,除了面临现阶段周边存量项目的压力,其挑战也来自新入市项目的降维打击。<o:p></o:p></p><p>今年9月,招商蛇口以底价10.18亿元拿下距离项目不远的横沥岛2024NJY-3地块,扣除456㎡配建后,成交楼面价仅1.3万/㎡。该地块作为广州首次出现的“第四代住宅”地块,实用率最高超过了140%。<o:p></o:p></p><p>对于卖了两年多,去化还不到两成的深业颐泽府,新规甚至超新规产品的面市,无疑不是更大的挑战。</p><p></p><p></p><p></p><p></p><p><mp-style-type 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