Shoukai sets a new record! The 139-square-meter unit of Chen Yuan property ignites the 50 million-yuan luxury residential market.

On September 23, Chen Yuan 139, the project of China Construction Smart Land at Taiyanggong, was launched for the first time. A total of 101 units in 3 buildings were launched in the first batch, with 52 units transacted. The outstanding de-sale rate refreshed the opening transaction record of Beijing's 50 million-yuan luxury residences since CRIC's statistics began. The project recorded 4 transactions on the Mid-Autumn Festival, with continuously rising market attention. At the moment when the luxury residence market is returning to rationality, the value of truly scarce assets is being re-examined.

Since entering the market, Chen Yuan 139 has attracted attention from the high-end residential market. From August 8 to September 16, the project attracted a total of 1,000 groups of customer visits. For luxury residences priced at 50 million yuan, this figure is particularly notable — the visits of thousands of customers in a short period of time reflect the strong interest of high-net-worth groups in high-quality residences in core areas. Behind the hot sales performance lies the comprehensive value formed by the project in terms of land scarcity, product value, community resources and service system.

The hot sales poster released by the Chen Yuan 139 project

Portrait of Purchasing Power and Property Purchase Logic for 50-Million-Yuan Residences

Supporting the opening performance are two types of high-net-worth customer groups with distinct characteristics and converging value orientations, who together outline the real portrait of the core purchasing power of Beijing's high-end residential market.

The first type is local mature high-end residential replacement customers in Beijing. They come from the previous generation of benchmark projects such as Wanliu Academy, Wancheng Huafu, Tangning ONE, Hongxitai, Yihe Yuanzhu, whose living territories cover traditional luxury residential areas including East and West Districts, Chaoyang and Haidian. This type of customers has experienced the iteration of Beijing's high-end residential market, with mature living experience and asset allocation experience, and have stricter screening criteria for new-generation residences, seeking upgraded choices that represent the next stage of living quality and asset value.

The other type is national asset allocation buyers, accounting for about 30%, whose sources cover provinces and cities such as Shanghai, Shenzhen, Shanxi, Inner Mongolia, Hebei and Henan. This type of customers is not short of large and good residences, but pays more attention to the resource possession and asset scarcity behind real estate, regarding high-quality residences in Beijing's core sectors as one of the long-term asset allocation choices and important assets held by families for a long time.

Despite different focuses, the underlying property purchase logic of the two customer groups is highly consistent: they no longer pay for the single concept of location, but anchor on "non-replicable scarce land + works that can traverse generations" to realize the dual long-term holding of living value and asset value.

Consolidate the Foundation of Asset Value with Non-Replicable Locations

Land is the underlying logic of luxury residence value, and it is also the core support for Chen Yuan 139 to be selected by luxury residence customers.

The Taiyanggong plate where Chen Yuan 139 is located has formed a mature urban life and high-end living atmosphere after nearly 20 years of development. More importantly, since the transaction of Plot No.8 North Nongguan Road in 2013, there has been a gap of more than ten years in the supply of pure commercial residential land between the Third Ring Road and the Fourth Ring Road north of Chang'an Avenue, making the land where Chen Yuan 139 is located a rare residential resource in the Taiyanggong plate.

This means that its scarcity is not the "scarcity" in the marketing sense, but the supply that is difficult to re-obtain in the process of urban development. For long-term holding assets, this kind of scarcity is particularly important.

From the perspective of the surrounding market, the transaction prices of second-hand luxury residences of the previous generation such as Hongxitai and Taiyanggong remain at a relatively stable level; looking at the mature luxury residences in Beijing such as Diaoyutai, Embassy One, and Yihe Yuanzhu, small-scale communities, stable residents and limited circulation often form an important support for their long-term value.

For customers with mature property purchase experience, the meaning of location is not only convenience and maturity, but also the long-term possession of urban resources, and a clear value coordinate in the process of continuous changes in residential supply.

Respond to Intergenerational Demand with Long-Term Oriented Residential Works

If the land value determines the scarcity starting point of a residence, it is the product itself that really determines whether it can traverse time.

Chen Yuan 139 has only 139 units in total, with a floor area of about 273-385 ㎡, all of which are large-family products, building a purer living circle with a small-scale community. In terms of spatial design, the project responds to the living needs of different family members at different stages through flexible spaces, improving the intergenerational usability of the residence.

At the same time, Chen Yuan 139 emphasizes the certainty and long-term vitality of classic aesthetics and living quality. The building inherits the classic shape, and the facade is made of heavy natural stone, which is elegant and solemn as a whole, building a century-old residential garden that can stand the test of time. In the garden, there is a nearly 100-meter-long sky curtain waterfall flowing down vertically, and a professional 1500-square-meter green lawn with underground temperature control technology. The fine decoration standard is "what you see is what you get", and according to the dimensions of ice, water and fire, top international brands in each segment such as Liebherr, Blanco and Gaggenau are strictly selected, matching the product positioning of the project's century-old building with fine decoration configurations that can stand the baptism of time. The underlying building systems such as structure, waterproofing, strong and weak electricity, water supply and drainage, and sound insulation adopt the "Century Construction" system which is comparable to large national public buildings.

Schematic diagram of the project design concept

At the same time, the project continues to build an influential community culture, relying on the operation system of Chen CLUB, successively holding activities such as Collector's Night, Legendary Investor Dinner, and Forbes Wealth Salon, linking important figures in art, collection, business and other fields, extending the community from a living space to long-term connections between people.

In terms of services, the property of the project is provided by Zhicheng Ruiyi, the self-owned property of China Construction Smart Land. It has now joined the Grand Steward International Butler Alliance, introduced the professional service standards and training system of the UK Royal Butler College, to provide more professional long-term services for high-end families.

When 50 million yuan becomes an important threshold for Beijing's high-end residential market, home buyers are not only choosing a residential address, but also a comprehensive carrier of long-term living quality, scarce resources and lifestyles.

The record-breaking first opening of Chen Yuan 139 is a direct response of the market to this value logic.