近期，上海房地产市场出现明显分化：高端豪宅项目普遍面临“滞销”困境，而刚需住宅则持续受到购房者青睐。在此背景下，知名房企大华集团调整战略，将开发重心转向中端及刚需产品线，并加大对上海本地市场的投入，试图通过精准定位实现逆势突围。数据显示，2023年以来，上海单价超10万元/平方米的豪宅项目去化率普遍低于30%，部分项目甚至长期零成交。高总价、高门槛叠加市场预期转弱，令改善型和投资型买家趋于观望。与此同时，总价在500万元以下、具备地铁和学区配套的刚需盘则持续热销，成为市场主力。大华集团敏锐捕捉到这一趋势，迅速调整产品结构，在上海多个区域推出面向首次置业和年轻家庭的中小户型项目。其最新项目如大华·梧桐樾、大华·星曜等，主打高性价比与实用功能，开盘即获市场积极反馈。业内人士认为，大华此举不仅顺应了当前市场真实需求，也体现了其深耕本土、灵活应变的战略定力。未来，随着政策持续优化和购房信心逐步恢复，聚焦刚需或将成为更多房企的共同选择。
Recently, Shanghai’s real estate market has shown clear segmentation: high-end luxury properties are facing sluggish sales, while affordable homes targeting first-time buyers continue to attract strong demand. Against this backdrop, Dahua Group—a well-known property developer—has shifted its strategy, focusing more on mid-range and entry-level housing products and increasing its investment in the Shanghai market to navigate the downturn.Data shows that since 2023, luxury projects in Shanghai priced above RMB 100,000 per square meter have generally seen take-up rates below 30%, with some recording zero transactions for extended periods. High price tags, elevated entry barriers, and weakening market sentiment have made upgrade and investment buyers increasingly cautious. In contrast, affordable units under RMB 5 million—especially those near metro lines or with access to quality schools—remain hot sellers and now dominate the market.Dahua Group has quickly responded to this shift by launching compact, family-friendly developments across multiple Shanghai districts. Recent projects like Dahua Wutong Yue and Dahua Xingyao emphasize value-for-money and functional layouts, receiving strong market reception upon launch. Industry experts note that Dahua’s pivot not only aligns with genuine housing demand but also demonstrates its strategic agility and commitment to the local market. As supportive policies continue and buyer confidence gradually recovers, prioritizing affordability may become a common strategy among more developers.
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