"Guoshi Development Report" Released, Decode the "Secluded Private Residences" of High-Net-Worth Individuals
Against the backdrop of profound adjustments in the global economic landscape and accelerating differentiation in China's domestic real estate market, the industry has bid farewell to the era of widespread price hikes. As market expectations return to rationality, the anchor of value has refocused on location and the product itself — core assets in core cities are becoming a widely recognized choice for high-net-worth individuals to navigate economic cycles. The State Guesthouse Area in the inner city of Haidian, Beijing, integrates administrative, scientific and technological innovation, education and medical resources, making it one of the urban sectors with extremely high certainty of supporting resources.
In the current era full of uncertainties, what kind of assets can truly carry long-term value? On August 14, the Poly Xirui project officially released the *Guoshi Development Report*. This report is derived from the project team's long-term tracking and in-depth interviews with high-net-worth customers in the inner city of Haidian. Li Yang mentioned at the launch site that what truly determines the product power of inner-city luxury residences is not the resplendent facade, but the precise understanding of the spiritual world of the customer group.
Focusing on three core propositions — "Who are the Guoshi, what characteristics do the Guoshi have, and what kind of life do the Guoshi need", the report gives a systematic answer. The Guoshi are the unique top-tier group in the State Guesthouse sector, who have the country and homeland in mind, carry the glory of their families, and their core underlying trait can be summed up in one single word — "concealment".
In terms of life needs, they do not pursue showing off their wealth in front of others, but attach more importance to tranquility, freedom, and keeping a low profile despite their remarkable achievements. Customer surveys show that lifestyle demands with high artistic taste such as family banquets, tea tasting, art exhibitions, and book collection account for a fairly high proportion, outlining a life picture of inward exploration.
Based on the in-depth decoding of the Guoshi's spiritual world, Poly Xirui has taken a completely different path in product creation from traditional luxury residences. While the vast majority of projects in the market focus on highlighting luxury and showing off status, Poly Xirui chooses to build an oriental mansion complex that is "concealed". From the low-density layout of 3 to 5 floors to the cultural construction of the Honglu Guoshi Club, from the underground Jiangnan-style garden to the detail polishing of the whole-house fine decoration, every design is tailored to the lifestyle of "keeping the tranquil realm in mind and remaining calm and self-possessed".
The report finally summarizes five value logics: high quality but not ostentatious, considerate but non-intrusive services, located in the core of the city but free from hustle and bustle, private and low-key environment, and heritable assets with no depreciation. From function, spirit to asset attribute, it responds to the real needs of the Guoshi customer group layer by layer.
Zhang Tao, Deputy Chief Editor of Ifeng.com and Director of Phoenix New Media Finance Channel, believes that as China's economic growth shifts from high-speed expansion to high-quality development, the differentiation of industrial structures is intensifying, and global geopolitics and AI technological changes are reshaping the logic of social operation. As a result, the real estate market is pursuing more certainty, and investors tend to choose core assets in core areas.
Yin Sufeng, Producer of Youke Real Estate / Luxury Residence No.1, combined with the development history of top-tier flat residences in Beijing, proposed that real estate properties that can navigate cycles have three common characteristics: first, look at the city and the region, Xicheng and Haidian are the recognized preferred areas in Beijing; second, look at the scarcity of supply, Haidian only supplies three or four plots of land for residential development every year, and the impact of new properties on the existing stock is limited; third, look at the product itself, the three elements that owners can hardly change — facade, garden and property service — determine the second-hand value retention capacity of the community.
Xing Biao, President of the Real Estate Division of Yidianzixun, supplemented the social circle dimension. He believes that the essence of the social circle is who the houses are sold to. Poly Xirui does not have small-sized units, and the purchase threshold determines the strength of buyers. Such customers have diversified assets and stable income, and most of them will not sell their properties at a reduced price for short-term emergency needs.
Li Yang, Marketing Head of the Poly Xirui project, responded from the perspective of front-line project operation that the Guoshi customer group values four points most when making decisions: access to core urban resources, exclusive pure social circle, cultural lifestyle and high-standard property services. As a low-density product form of 3 to 5 floors, such properties have not been supplied in the area within the Fourth Ring Road of Haidian for more than 20 years. The last plot of similar land in the entire inner city of Haidian dates back to 2013, and this non-replicability is exactly the core value of Poly Xirui.
The new property market policy recently released in Beijing is another focus of this forum. According to Zhang Tao's analysis, the essence of the new policy is to release demand-side potential, and the supply of properties in core locations is limited, so the relationship between supply and demand determines the price trend. Almost all the successful entrepreneurs in the AI era are top students with high educational attainment, which indicates that the demand for high-quality educational resources is always stable, and the scarcity of Haidian will become more prominent. Yin Sufeng added that investment buyers have basically left the market, the core of the policy is to send a signal of unrestricted free transaction, and the top-tier luxury residence market in Beijing is expected to catch up with that of Shanghai and Hangzhou.
Regarding the Xiran plot in Sijiqing, Xing Biao believes that although it is about 3 kilometers away from Poly Xirui, their customer groups are completely different. The supporting facilities around the Xiran plot are not yet mature, and it will take 3 to 5 years for the planning to be fully implemented, which is more dependent on market expectations. The State Guesthouse area where Poly Xirui is located is dotted with government compounds, scientific research institutes and tertiary hospitals, with mature supporting facilities, and what customers value is the visible certainty.
As the industry shifts from scale expansion to high-quality development, the role of central state-owned enterprises (central SOEs) has been repeatedly mentioned. Zhang Tao said that the strategic positioning of central SOEs is first and foremost to serve national strategies and people's livelihood, and their role as the "ballast stone" has become increasingly prominent after the industry adjustment.
Li Yang shared that Poly Xirui is one of the rare projects in Beijing that enters the sales phase only after the real scenes are fully presented. The 4,600-square-meter Honglu Guoshi Club, the real-scene garden and the building facade have all been completed. Meanwhile, the project adheres to the "single project doctrine", conducts whole-process customer research, and does not simply copy existing product lines.
Yin Sufeng cited data saying that the top 10 central SOEs and state-owned enterprises currently account for about 12% to 14% of the market, and it is predicted that the proportion will exceed 60% by 2035. The value of central SOEs has gone far beyond the advantage of "ensuring project delivery without unfinished buildings", and their improvement in product power is obvious to all. Xing Biao summarized the evolution of central SOEs into three stages: from "usable" to "good to use" and then to "durable". Poly Xirui's initiative to widen Yongding Road and bury all overhead cables underground is a concrete manifestation of corporate social responsibility.
At the same time, two fine-decoration sample apartments of about 208 ㎡ and 240 ㎡ in Poly Xirui were officially opened to the public, bringing the ideal living for the Guoshi into real scenes. For the 208 ㎡ sample apartment, the independent entrance foyer adopts the dignified homecoming ritual sequence to isolate the outside disturbances; the 6.8-meter-wide light curtain hall stretches the spatial pattern to accommodate family gatherings and social receptions; the south-facing viewing balcony brings the garden scenery into the room, balancing excellent space scale and proper ritual sense. The interior fine decoration effect exudes a sense of high-end quality in a low-key style. The stone materials and bird's eye wood veneer set off each other, presenting a warm and jade-like texture, which perfectly echoes the "concealed and steady" spiritual underlying trait of the Guoshi group.
What kind of assets can truly carry long-term value? From macroeconomic transformation to policy signal release, from the support of central SOEs to the polishing of product practices, the direction has been clear. The non-renewability of core locations, the long-termism of product quality, the continuous improvement of the service system, and the in-depth integration of cultural heritage together form the underlying support for the permanent properties in the inner city to navigate cycles. The real estate industry has entered a stage of quality competition. When "housing is for living in, not for speculation" becomes the consensus and investment buyers gradually withdraw from the market, what truly determines the long-term value of assets is the certainty of location, the hard power of products and the purity of the customer group. The exploration of Poly Xirui in the inner city of Haidian will set a benchmark for the upgrading of low-density human settlements in urban core areas.