Shanghai's property market continues to show strong momentum during the traditional "Golden September" period, with the improvement-driven segment witnessing another instant sell-out launch.
According to monitoring data from Anjuke Shanghai, around the Mid-Autumn Festival holiday, Shanghai's second-hand home transactions totaled approximately 20,300 units in September, representing a year-on-year increase of about 17%. On September 19 alone, 1,495 units were transacted, setting a new high for the second half of the year. The Ministry of Housing and Urban-Rural Development and two other departments issued the "Notice on Improving the Commodity Housing Sales System" on August 28, known in the industry as the "8·28 New Policy," which further established "what you see is what you get" as an industry guideline.
Against this backdrop, on September 26, YUEXIU PROPERTY (00123) officially launched its Tianyu project in the Senlan International Community in Pudong. All 147 units, ranging from approximately 105 to 141 square meters, were sold out on the same day, with transaction value exceeding 1.236 billion yuan. The subscription rate reached as high as 252%, triggering a points-based system. According to reporters' visits, the Tianyu project accumulated more than 370 subscription groups during its subscription phase, making it one of the few high-heat projects among recent new home launches in Shanghai.
The current market overall shows a divergent trend, with some new projects still experiencing low subscription rates, while housing demand is accelerating toward core locations and premium products. Tianyu's strong sales performance is directly related to the scarcity of its location. The Senlan area has had no residential land supply for four years, with improvement demand continuously accumulating. The area benefits from dual industrial engines at Jinqiao and Waigaoqiao, as well as approximately 262 hectares of Senlan green space. Located at the strategic node of Pudong's "One River, One Creek" initiative, it serves as the primary receiving area for high-end residential demand spilling over from northeastern Shanghai.
High-quality product creation and core-area assets are highly sought after by the market. As the first elevated-platform product in Pudong following Shanghai's "926 New Regulations," YUEXIU PROPERTY's Tianyu project features an approximately 5.3-meter full-area elevated platform that achieves pedestrian-vehicle separation and three-dimensional layering, creating an approximately 10-meter height difference "green waterfall" courtyard and an approximately 2,860-square-meter clubhouse. The two-elevator, two-household design without connecting corridors achieves an actual usable rate of up to approximately 95%, with an average price of 73,000 yuan per square meter.
The choices of on-site homebuyers confirm this recognition. An improvement-focused buyer from Pudong, Shanghai, stated that they had previously visited Tianyu's actual display area. "The 5.3-meter elevated platform bringing pedestrian-vehicle separation and garden experience is rarely seen in similar products, and the actual usable rate of the floor plan exceeded expectations. After seeing the actual property, I basically made my decision."
In the current market environment, past delivery performance is becoming an important reference for homebuyers assessing property investment risks. It is understood that coinciding with Tianyu's launch, YUEXIU PROPERTY's Suhe Heyue Mansion recently completed its concentrated delivery, with a total of 528 households receiving their homes in this batch, of which 402 households received delivery 3 months ahead of the contract schedule. The project simultaneously implemented delivery-with-certificate and clubhouse-operation-upon-delivery.
Under the market background oriented toward completed properties, this project's delivery track record also provides a real-world sample for observing the closed loop of "strong sales — high-quality delivery" for real estate developers. Industry insiders point out that the "8·28 New Policy" is reshaping industry logic, with market confidence concentrating toward core locations, premium products, and genuine improvement demand. Looking ahead, under the combined effects of policy support, demand release, and product upgrading, projects with delivery certainty will continue to dominate the market.
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