On October 2, the sales manager of the Poly Junyuan project told the reporter: "The project's actual landscape area has officially opened. By noon, we had already received over 100 groups of visiting clients and sold 3 townhouses."

One of the clients had previously purchased a garden apartment and today brought family and friends to tour the actual landscape area, deciding to trade up for a villa.

During the National Day holiday, the reporter conducted on-site visits to several new housing projects for sale in Shanghai and found that some developments seized the "Golden September and Silver October" sales window by opening their actual landscape areas to welcome visitors, while some high-end projects paused receptions during the long holiday to accommodate clients' travel schedules.

At around 2:30 PM on October 2, at the Poly Junyuan project site in Yangpu District, Shanghai, many property viewers entered the actual landscape area one after another, with the sand table, elevator passages, clubhouse, and negotiation areas bustling with people. The reporter noticed on-site that most viewers came as entire families, with some even three generations viewing properties, selecting units, and signing contracts together.

"Before Shanghai's 'completed housing sales' detailed rules were introduced, visiting clients mostly focused on the disbursement timing for later batches of units. Now that the rules have been officially released, these questions have answers. The latest batch that opened is disbursed after completion filing, and under these circumstances, homebuyers are even more determined to buy." The Poly Junyuan sales manager told the reporter: "During the Mid-Autumn and National Day holidays, most families come together to view properties, which shortens the family's internal decision-making time on products and accelerates their decisions. Today, these clients had already thoroughly researched the project beforehand and signed on the spot after seeing the actual landscape."

On October 4, at the China Railway Yunjing Bund project site in the East Bund Yangpu Riverside area, where the unit price exceeds 130,000 yuan per square meter, a sales consultant told the reporter that currently available units have an average price of about 15 million yuan per unit. During the National Day holiday, many clients were traveling, but those who came to view properties had very clear goals, with an average of 1 unit sold per day. As of press time, the project's total sales during the National Day holiday reached approximately 100 million yuan.

"Most clients come from the two major areas of Yangpu and Hongkou. The project has very convenient transportation and has also attracted many office workers from Lujiazui to purchase homes. In September, 22 units were sold." China Railway Yunjing Bund revealed to the reporter.

At the Xiangyu Tianyu Lanxiang project site in Minhang District, Shanghai, National Day holiday property viewers were also predominantly "whole families viewing homes." The project's sales manager Xu Tong told the reporter: "The sales office receives nearly 100 groups of daily visitors, and cumulative sales in the first 3 days of the National Day holiday reached 230 million yuan. Overall, attention on the Zizhu area and around Lanxiang Lake in Minhang District continues to rise."

"The recent main homebuying force is upgrade-oriented families aged 30 to 45, with budgets mostly around 10 million yuan. Most buyers come from Zizhu High-Tech Park, Minhang Development Zone, and talent from science and technology innovation enterprises and management in Xuhui and Pudong." Xu Tong told the reporter: "The increase in visits and transactions is due first to continued policy optimization, second to the project's own location and product strength, and third to the brand credibility and delivery certainty of the state-owned enterprise."

Regarding the impact of new policies on the market and projects, the interviewed development projects all believe there is a positive effect on unleashing upgrade-oriented demand. The Poly Junyuan sales manager believes: "The implementation of the detailed rules is good for the project. Projects with higher overall quality will be more recognized by clients. Every company will actively iterate products to meet consumers' housing needs."

Entering the traditional "Golden September and Silver October" sales season, combined with the effects of new policies, real estate developers accelerated the pace of new housing launches in September. In terms of overall prices, according to the China Real Estate Index System's 100-city price index, Shanghai new home prices rose 0.50% month-on-month in September and 7.74% year-on-year. In addition, Shanghai second-hand home prices also shifted from decline to increase month-on-month, rising 0.11% in September.

Data from Shanghai Centaline Property shows that in September, Shanghai's new housing supply was 453,000 square meters, up 57.3% month-on-month; a total of 33 projects entered the market during the month, of which 11 projects had average prices in the range of 30,000 yuan per square meter to 60,000 yuan per square meter, and rigid-demand and rigid-demand upgrade products began to increase.

The reporter noted that this change in supply structure can be seen from Shanghai's new home transaction performance in September: among the top ten transaction list in September, the activity of luxury home projects further cooled; only 3 luxury projects remained on the list, and the transaction volume of a single luxury project stayed at the level of a few dozen units. At the same time, first-time upgrade products priced at 30,000 yuan per square meter to 60,000 yuan per square meter accounted for half of the top ten list, a phenomenon rarely seen in the past market. Among them, Xiangyu Jinmao Manjia in Jiading New City ranked first, with multiple rounds of launched units all fully sold; Xujing Greentown Yuehaitang, which ranked second, also sold out immediately upon opening. Moreover, the online signing volumes of both projects exceeded 100 units.

Although some developments performed well during the long holiday, the October market is usually disrupted by a reduction in effective trading days. Shanghai Centaline Property believes that, affected by changes on the cost side for real estate developers brought by the "August 28" new policy, some developments in Shanghai have already withdrawn previous discounts, and some projects have signaled price increases, which has formed a certain driving effect on prospective buyers who are currently viewing homes and in the negotiation stage. As Shanghai's supporting implementation rules for the housing market officially land, market anxiety is expected to gradually subside. Looking ahead to October, Shanghai's housing transactions are expected to return to normal, and transaction activity outside the outer ring is likely to maintain current levels.

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