南山地产进京，星悦时光零网签之谜-乐居财经

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 林振兴‍‍‍</strong></p><p>年关将至，Z先生终于将房子落定了，“星誉BEIJING的68平和星悦时光的77平，纠结了一下，最终选择了星誉。星誉的位置，配套更成熟，临河周边逛了下，<strong>星悦实在太偏僻了</strong>。”<o:p></o:p></p><p>跟Z先生一样，C小姐也选择了星誉BEIJING，“买现房更踏实，星誉明年就交房了，<strong>星悦时光是大期房，得等2027年</strong>。”<o:p></o:p></p><p>星誉BEIJING和星悦时光相距6公里左右，都隶属于城建发展。但它们实则有着本质的区别，<strong>一个是嫡出，一个是庶出</strong>。<o:p></o:p></p><p>星誉BEIJING的项目公司为北京城建兴顺房地产开发有限公司，唯一股东是城建发展。而星悦时光的项目公司为北京城建南山置业有限公司，由两个股东组成，城建发展持股51%、苏州南山新吴房地产开发有限公司（简称“南山新吴”）持股49%。<o:p></o:p></p><p><strong>它们是亲兄弟，但更是对手。</strong><o:p></o:p></p><p><img class="rich_pages wxw-img" data-imgfileid="502306656" data-ratio="0.1175925925925926" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-BptaUTwm2M8MzZ3ogI8md6iDruHyDb0BMifRh5V9ywj18HhfwaMsTJ4IaAEtwzDvdU8GytiEH2fhTxpf.jpeg" data-type="jpeg" data-w="1080"/></p><p><img class="rich_pages wxw-img" data-imgfileid="502306655" data-ratio="0.11944444444444445" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-hjlo5QhIrYT3puU7RmYZkFabxHW2TAZrTQ1HeKyiufcunCtkARfMcqBGwk22GX3YoKOQYDXChapDUqp2.jpeg" data-type="jpeg" data-w="1080"/></p><p>星誉BEIJING已连续5季度蝉联区域销冠，取证号为京房售证字(2023)19号，网签268套，成交均价36020.98元/平米，成交额7.89亿元；取证号为京房售证字(2023)20号，网签631套，成交均价38762.54元/平米，成交额超22亿。<o:p></o:p></p><p>相较之下，<strong>星悦时光则显得十分落寞，它拿证864套，网签数仍是“鸭蛋”。</strong><o:p></o:p></p><p>如果你认为两个项目开盘时间相差太大，没有可比性。但比星悦时光开盘时间稍早点，且同在顺义，还有住总集团旗下芳华里和青年ONE，它们跟星悦时光也有血缘关系，拥有同一个爹——北京城建集团。<o:p></o:p></p><p>眼下，芳华里拿证574套，网签<strong>75套</strong>；青年ONE拿证444套，网签<strong>53套</strong>。<o:p></o:p></p><p>星悦时光项目公司的法人兼董事长为韩韬，经理为张鹏程。据乐居财经获悉，北京城建股份公司顺义临河棚改项目副经理也叫韩韬，他进入北京城建19年来，长期扎根一线，在北京顺义区深入开拓土地市场，持续拓宽公司经营模式，涵盖了土地一级开发、棚户区改造、保障房建设、商品房销售、产业项目运营等多种经营方式。<o:p></o:p></p><p>韩韬是懂得挑好日子的。星悦时光拿下预售证这天正是北京930楼市新政当天。10月1日，项目顺势开启营销中心试运营及首批VIP客户排卡。<o:p></o:p></p><p>开放仪式上光影交错，人头攒动，主办方设置了毕加索版画展和交响乐表演。到场的有集团领导、当地各大媒体、邀约客户等百余人。文章发出后，有人在公众号下面评论：<strong>全是媒体，没客户</strong>。同时，星悦时光官方发出了到访数据：日均接访100 组、试运营2周接访破千组、2周排卡破百组、60%首访排卡率。<o:p></o:p></p><p>然而，为何开盘至今没有交易记录呢？星悦时光给出的答案是：启售时间是拿证后的第30天——11月1日。其实已卖出了<strong>208套、6.26亿元</strong>的好成绩。<o:p></o:p></p><p><strong>作为一个销售指导价4.4万元/平，成交价约3.5万元/平的刚需盘，按理说一周后已经就会有网签数据。然而，58天0网签，星悦时光这个成绩多少有些诡异，是为其他兄弟项目“让路”，让它们先跑，还是另有意图？</strong><o:p></o:p></p><p>城建发展的这个尴尬数据，也很难向它的合作伙伴交待。星悦时光所在地块为城建发展和苏州南山新吴房地产开发有限公司（简称“南山新吴”）在今年6月27日以11.9亿元底价拿下。拿地当天，南山地产派出全国各地各专业条线的7名排头兵北上北京。</p><p><o:p></o:p></p><p><strong>星悦时光是深圳南山地产进京的首个作品。</strong>二股东南山新吴母公司是南山控股（002314.SZ)，背后股东为招商局集团、深圳国资委和广东环保集团、中海油集团等。2024年上半年，南山控股营收27.23亿元，同比下滑65.54%，净利润亏损1.18亿元，同比下滑-563.76%。<o:p></o:p></p><p><strong>顶着业绩亏损的压力，南山控股在项目公司成立不久后向城建南山提供财务资助</strong>，资助金额为5.78亿元，资助总额度不超过9.46亿元。资助资金主要用于支付土地价款、工程建设支出等，资助期限设定为三年。<o:p></o:p></p><p>公告中，南山控股并未提及利息问题，南山控股或其子公司还将为城建南山提供不超过2.94亿元的连带责任担保。<o:p></o:p></p><p>这一年来，北京偷面积之风刮得很盛。最牛的偷面积区域，当属顺义。从原来的防火挑檐变阳台，到现在的南面和北面都双偷设备平台和挑空空间，这意味着这些偷来的面积，是百分百不算产权面积。其中，星悦时光就是最为典型的代表。<o:p></o:p></p><p>产品定位上，星悦时光设计了建面约77平、87平、107平一共3个面积段4个户型。业内人士评论，“星悦时光和比它早开盘的青年ONE，在定位、户型设计、赠送手法，如出一辙。<strong>按理说，星悦时光有后发优势，完全可以走差异化路线，但它的产品和青年ONE几乎一致。这个操盘逻辑，十分清奇。</strong>”<o:p></o:p></p><p><img class="rich_pages wxw-img" data-imgfileid="502306664" data-ratio="0.5157407407407407" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-GfC16RymsdJ9ZwNX2HUyDNGQYmzBI4JwzG2vYyAwI5Oj8tyFMcSPQK19TMVBHKVHM9LjbWggUNRVtz3o.jpeg" data-type="png" data-w="1080"/></p><p><img class="rich_pages wxw-img" data-imgfileid="502306665" data-ratio="0.5157407407407407" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-CY5GIoM9AlpEtZMWmknNHUUiSMAgoMhdbJOyzYzfSdwBJmIwdPfGG9BL6WN0f4n7Oui2Sec9TaJTzx0Q.jpeg" data-type="png" data-w="1080"/></p><p><img class="rich_pages wxw-img" data-imgfileid="502306666" data-ratio="0.5166666666666667" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-8licddB2s3JpSAHS4TM9o7zu4o1rJsEeUXs8l90oHW1lx2UIj4uyyXBiokgtgMUrCQDKS95mUG6IK7Ih.jpeg" data-type="png" data-w="1080"/></p><p><img class="rich_pages wxw-img" data-imgfileid="502306667" data-ratio="0.5148148148148148" data-s="300,640" src="https://ess.leju.com/common/photo/16-1-dwEIHzYJilqTA9QTE4kJDaPsEDykK7Rbkdy1wfh30mi7j9CRNcoM3rQVz0sUYqz1ZyNz8MJ5k2vIFsbG.jpeg" data-type="png" data-w="1080"/></p><p>77平米的三室两厅两卫，得房率约78%，赠送面积21平米——南北偷了2个挑空和设备平台，南面偷了1个封闭，侧面偷了4个飘窗，让实际使用面积变成98平米，实际使用率105%。<o:p></o:p></p><p>87平米的三室两厅两卫，得房率约78%，赠送面积19.9平米——南北偷了3个挑空和设备平台，南面偷了1个封闭，侧面偷了2个飘窗，让实际使用面积变成106.9平米，实际使用率101%。<o:p></o:p></p><p>107平米的四室两厅两卫，得房率约81.5%，赠送面积21平米——南北偷了4个挑空和设备平台，南面偷了1个封闭，侧面偷了4个飘窗，让实际使用面积变成128平米，实际使用率101.5%。<o:p></o:p></p><p>星悦时光赠送面积大，主要是多送了飘窗。如果刨去送飘窗的面积，它的实际使用率在98%左右。<strong>但也不是所有购房者都满意它的飘窗设计</strong>，一位看过星悦时光样板间的购房者对乐居新媒体表示，“飘窗的位置有点迷惑，影响我对房间的布局思路。”<o:p></o:p></p><p>不止一位看房客有这样的顾虑，“星悦的107户型，赠送面积其实非常不好利用，挨着侧边从南到北的一条十几公分高三四十公分宽的地台，比别的户型价钱也贵很多，还<strong>影响房间和卫生间家居布置</strong>。”<o:p></o:p></p><p><strong>此外，星悦时光一些户型的270°转角窗户，也劝退了一部分购房者</strong>。业内人士表示，一般来说，这种转角窗因为玻璃上没人给你贴保温层，而且比中户少一面墙供热，所以同样的供热转角房子会比中户低2-3度，除非自采暖，你多花钱才能和中户差不多的温度。而且窗户质量参差不齐，时间久了变形会漏风。<o:p></o:p></p><p>此前，北京城建在顺义设计的产品——<strong>星誉BEIJING项目A户型就存在设计缺陷，无法正常安装空调。</strong><o:p></o:p></p><p>眼下，之所以要狠狠偷面积，星悦时光的操盘手也有自己的考虑。顺义区在新房市场上的竞争非常激烈，刚需盘十分饱和，星悦时光只能<strong>通过提高得房率，实现变相降价</strong>，笼络购房者。<o:p></o:p></p><p>按照大多数项目80%左右的得房率计算，一套建筑面积约为77平方米的三居室，星悦时光的实际可用面积将比一般情况多出35平方米。若以3.5万元/㎡的平均售价计算，这部分额外面积的价值相当于122.5万元。<o:p></o:p></p><p>还有分析认为，星悦时光的高得房率是对区域房价一次打折，其他开发商为了应对，也为了甩库存，也需要对在售项目降价打折，整个区域的房价都不稳。<o:p></o:p></p><p>虽然在产品得房率上有优势，但<strong>交通和配套却是星悦时光的硬伤</strong>。<o:p></o:p></p><p>从地理位置上来看，星悦时光稍有欠缺。距离最近的15号线顺义站，距离约7公里，开车需18分钟。距离规划中的R4号线临河站2公里。另外，星悦时光附近较为荒芜，周边还有不少待开发区域，配套还未完善，商业氛围并不浓郁，且存在不少回迁房。<o:p></o:p></p><p>一位看房人表示，“选了星誉，南向有地铁，周边啥都有。有地铁房子肯定是保值的，就算最后想要卖也好卖一些；星悦有点太荒了，还都是回迁房，以后再卖都卖不上价。”<o:p></o:p></p><p>加上，随着《北京市高品质商品住宅设计导则（试行）》逐渐落地，架空层、风雨连廊、阳台等，逐渐会成为北京房子的标配，顺义还会有下一个“星悦时光”的楼盘出现，买房人开始等下一波新项目入市。<o:p></o:p></p><p><mp-style-type 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