鲍轶群挂帅，象屿“土拍陪跑”能否逆袭？-乐居财经

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<div class="detail-title"> <h3>鲍轶群挂帅，象屿“土拍陪跑”能否逆袭？</h3> </div> <div class="detail-sub"> <em class="red_icon">原创</em> <{$news["createtime"]|date_format:"%Y-%m-%d %H:%M"}>  <span> 乐居财经 </span> <span>505707</span> <span>11.7w阅读</span> <span>2025-02-12 15:04</span> </div> <div class="detail-content"> <p><strong>文/乐居财经严明会</strong></p><p>2025年开年，象屿地产在上海的野心越发显露。<o:p></o:p></p><p>苏河琹庐、天宸雅颂两个豪宅项目即将入市，土拍大战还未拉开序幕，象屿已经提前做起了准备。<o:p></o:p></p><p>2月5日开始，象屿地产集团旗下的上海象盈房地产开发有限公司接连发布了三条招标公告，对应浦东新区、嘉定新城、奉贤新城三个地块，将在2月20日-3月3日出让，总投资额超138亿元。<o:p></o:p></p><p>其中，浦东新区和奉贤新城的两个地块，将在2月20日的2025年上海首批土拍中公开出让。</p><p><img class="rich_pages wxw-img" data-galleryid="" data-imgfileid="509561925" data-ratio="0.3592592592592593" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-7bX5Bfo2hLVKvCTBAATdjJENAKRbx940dAZyDEPEknlJEBnb2kuZt0CNguBR81JBjqgbpHzZiqq6vFlv.jpeg" data-type="png" data-w="1080"/></p><p>象屿迫切想要拼一把。2024年，象屿地产在上海实现119.1亿元的销售额，相比于2023年下滑了不止一半，名次也跌落至10名开外。</p><p><strong>首个意向房企</strong></p><p>三个地块中，拟投资额最大的是浦东新区Z000602单元20Ea-01地块。春节过后的首个工作日，象屿发布了该地块的招标计划公告，总投资75亿，其中建安费113178.1万。</p><p>地块位于去年大热的新杨思板块，起拍价38.16亿，起拍楼板价约56000元/㎡，第一轮中止价为54.325亿元，溢价率40%，楼板价中止楼板价为78399元/㎡。<o:p></o:p></p><p>在去年11月27日的第七轮土拍中，经过二百轮激战，华润越秀中能建拿下新杨思20B-12地块，溢价率达到40.37%，成为新地王；高品质建设指标也全部达到了上限：不低于5000元/平的装修标准，公共服务设施300㎡，还需建设2%的高端人才住房。<o:p></o:p></p><p>20Ea-01地块紧邻“新杨思地王”，起始楼板价来到了5.6万/平，贵了约3000元/平。这是整个新杨思区域的倒数第二幅纯宅地，在华润联合体项目的东南角，距离全新规划的核心更近。<o:p></o:p></p><p>此次新地块容积率也有提升，华润联合体项目为2.0，新地块则达到了2.5，限高80米的情况下，能做到24层左右的高层产品。<o:p></o:p></p><p><strong>瞄定两个新城</strong><strong><o:p></o:p></strong></p><p>继浦东新杨思20Ea-01地块招标计划之后，象屿次日再次发布嘉定新城F03A-4地块招标公告，计划总投资44.4亿，建安9.972624亿。<o:p></o:p></p><p>这是嘉定新城远香湖中央活动区仅剩的住宅地块，出让总价20.464亿元，将于3月3日进入现场竞价环节。<o:p></o:p></p><p>周边市场方面，地块东南侧约1公里处，是象屿开发的远香湖岸项目，于2024年3月首开，共推出1118套高层、多层、叠排房源，累计开盘5次，整体均价50020元/平方米。后于2024年11月推出84套高层、叠排房源，均价51511元/平方米，认购率99%。<o:p></o:p></p><p>第三块地，是奉贤新城10单元06-07地块，位于奉贤新城板块的核心，紧邻5号线奉贤新城站。该地块的起拍价9.0666亿，首轮溢价率上限为30%。象屿拟总投资18.7亿，建安费6.41607亿。<o:p></o:p></p><p>周边有龙湖天街、新世界休闲生活广场等商业配套，生活便利度高，是奉贤买房人最青睐的地段，板块中的龙湖观萃取得了三开三罄的好成绩。</p><p>去年12月底，贝壳以13.89%溢价率夺得了该地块南侧的10单元17-02地块，总价6.97亿元。象屿也参与了10单元17-02地块的拍卖。<o:p></o:p></p><p><strong>箭在弦上</strong></p><p>回顾2024年，象屿在上海土拍中似乎缺少了点运气。取消土拍限价后报名，象屿参拍了多宗市区地块，如杨浦东外滩地块、杨浦周家嘴路地块、静安曹家渡地块、奉贤附小西地块，但最后都未能如愿拿下。<o:p></o:p></p><p>提前发布招标计划，是象屿的惯用操作。去年12月，象屿地产旗下公司“上海象屿置业有限公司”一口气发布了宝山、奉贤新城共三个地块的招标公告，最后都未能成功拿下地块。</p><p><img class="rich_pages wxw-img js_insertlocalimg" data-imgfileid="509561931" data-ratio="0.30833333333333335" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-jp1TIxua8995CfHuEakO2yJfnhCLX9HInnzqPrcImLO9lyBD8ar1ourcbJ5VNsTm0jjgUJjuo5XmRz4k.jpeg" data-type="png" data-w="1080"/></p><p>这一年，象屿在上海一共拿了三个地块，合计80.13亿元。</p><p>3月15日，上海首轮供地中，象屿首次入驻上海市中心，以15.5亿元拿下静安区中兴社区地块，溢价率10%。<o:p></o:p></p><p>4月16日，上海首轮二批次土拍中，象屿和联发联合体以23.63亿元的底价竞得浦东新区曹路科教园区单元（PDP0-0306）C1B-1地块，成交楼面价33065元/平方米，溢价率6.49%。<o:p></o:p></p><p>10月25日，上海第六批次集中土拍，象屿以41亿元底价获得闵行区浦江镇MHPO-1316单元01-02、01-03、03-02地块。<o:p></o:p></p><p>2024年，是象屿近三年来在沪拿地数量最少的一年。<o:p></o:p></p><p>2022年，象屿地产在上海获取了6宗地块。2023年，象屿地产在上海获取4宗地块，在上海区域的全口径销售额为284.7亿元，排上海第五，上海区域的销售额已经占到了其总销售额的近7成。<o:p></o:p></p><p><strong>2024年，象屿地产在上海实现119.1亿元的销售额，位列上海房企第14。同比2023年，销售额下滑了不止一半。</strong></p><p><strong>招兵买马</strong><strong><o:p></o:p></strong></p><p>2021年，象屿这家厦门房企加快了在上海发展步伐。当年参与了6幅地块竞争，并以联合体形式拿下其中3幅。</p><p>2022年5月，胡新立出任象屿集团党委委员、象屿地产党委书记、董事长。在胡新立的主导下，象屿地产开始了快速扩张，并加大了在华东地区的拿地力度，尤其是上海，同时也启动了厦门、上海双总部模式。</p><p>胡新立早在2008年就加入象屿，从一名投资人员历经了多个岗位，先后负责过投资、工程运营、营销等，逐步成长为象屿地产上海公司副总经理、总经理，象屿地产党委副书记、总经理。<o:p></o:p></p><p>去年，象屿在上海招兵买卖，扩大团队。<o:p></o:p></p><p>2月，原金地商置华东区域副总裁兼环沪公司总经理鲍轶群加盟象屿地产沪浙区域，担任沪浙区域总经理。此前，他在绿地集团、上海城开集团、复星集团等上海本土企业任职多年，在上海和环沪市场有着丰富的投资拿地经验和资源。<o:p></o:p></p><p>11月，在绿地、旭辉、泰禾、上坤等地产公司有过营销任职经历的佟文艳加入象屿地产，担任区域总经理助理。</p><p><mp-style-type data-value="3"></mp-style-type></p> </div> <div class="detial-qian"> <p>相关标签：</p> <a target="_blank" href="/column-114.html">房情报</a> <a target="_blank" href="/column-59.html">地产K线</a> </div> <div class="detail-line"></div> <div class="detail-tip-text"> <p>重要提示：本文仅代表作者个人观点，并不代表乐居财经立场。本文著作权，归乐居财经所有。未经允许，任何单位或个人不得在任何公开传播平台上使用本文内容；经允许进行转载或引用时，请注明来源。联系请发邮件至ljcj@leju.com，或点击【<a target="_blank" href="https://work.weixin.qq.com/kfid/kfc72fb606bc0ffff47" style="color:#4987f2;">联系客服</a>】 </p> </div>   <div class="detail-talk-component"> <div class="detail-about-title"> <h4>网友评论</h4> </div> <div class="detail-about-content"> <div id="comment"></div> </div> </div>   <div class="detail-about-feeds"> <div class="detail-about-title"> <h4>相关推荐</h4> </div> <div class="detail-about-content"> <div class="news-feeds">  <div class="news-feeds">  <div class="news simple_img js_feed_item " data-createtime="1740139980" data-qrcode-desc='<span style=" display: block;">使用微信“扫一扫”在手机上阅读</span><span 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鲍轶群挂帅，象屿“土拍陪跑”能否逆袭？-乐居财经