In an uncertain environment, being yourself is the greatest certainty. This is the inspiration that Greentown will give to the industry in 2023.
On the evening of December 31, various institutions released the annual sales data of real estate enterprises, and Greentown China achieved sales of 3010 from January to December800 million yuan, ranking in the forefront of the industry (CRIC ** sales amount list third, China Index Institute, Yihan think tank sales list fifth). The adjustment will continue in 2023, and Greentown will once again inject strength into the industry with a steady development attitude.
Not only to lower your head to pull the car, but also to look up at the road!How to find stability in the midst of uncertain storms?Improving self-worth is key.
Zhang Yadong, Chairman of the Board of Directors of Greentown China, believes that the future of the real estate industry is still stable and good. Three years ago, he drew a picture of the future of Greentown, developing in an all-round way and becoming a quality benchmark among the top 10 real estate companies.
Although the real estate industry has encountered some difficulties, with the continuous implementation of various decisions and deployments, and the gradual establishment of a new model of real estate development, it will be able to achieve real estate transformation and upgrading and high-quality development, so that more people can live in better houses. ”
With the blessing of such confidence, Greentown takes "understanding customers best" and "understanding products best" as the strategic fulcrum, adheres to "customer-centric productism", and draws a perfect end to 2023.
Playing style "upgraded
In 2023, Greentown will adopt a new differentiated investment strategy, and determine the method of "deep cultivation of the core and sniper investment", making bottom-up investment in selected and repeatedly researched core cities, and making some precise investments in relatively safe areas, that is, the "investment into one" approach.
Guo Jiafeng, Executive Director and Chief Executive Officer of Greentown, said: "Ensuring the safety of funds is always the first principle of the company, which is the bottom line. Greentown's land purchase quota at each stage is calculated and arranged through a prudent cash flow model, and updated from a more cautious perspective according to the implementation of sales and subsequent judgment of the market. ”
On the whole, Greentown's land acquisition efforts in the second half of the year were significantly higher than those in the first half of the year. This year, Greentown actively replenished its positions in first- and second-tier cities such as Hangzhou, Xi'an, Ningbo, and Suzhou, acquired land in Shanghai, and carried out "sniper" investment in high-quality third- and fourth-tier cities such as Yiwu and Jiaxing, so as to achieve high cash and zero mistakes. Up to now, 38 parcels of land have been confirmed, with about 3.9 million new land reserves and more than 140 billion yuan in value.
At the performance meeting at the beginning of 2023, Guo Jiafeng said that the company's new value this year should exceed last year's (103.7 billion yuan). Today, the promise is kept.
According to the data, Greentown China achieved sales of 3010 from January to December800 million yuan, advanced to the top five in the industry, of which ranked third in the sales list of CRIC.
This year, Greentown emphasized the importance of "value marketing", and required to clarify the logic and competitive strategy of the project by reading the city, the land and the people, and build a unique and competitive value IP.
At the beginning of August, Greentown won three pieces of land in Shanghai, including Minhang Meilong, Jiading Nanxiang and Qingpu Xujing, and named these three projects after "Three Chapters of Flowers" based on the city's appearance and regional characteristics. In terms of project marketing, Greentown told the story of product value: Meilong Qinlan Garden is "elegant", Nanxiang Liuxiang Garden is "Suiyi", and Xujing Chunxiao Garden is "colorful".
These "emotional factors" have shortened the distance between the customer and Greentown, which not only adds points to the project, but also helps to enhance Greentown's own brand image.
Sales performance is the best proof of this. From December 6th to December 10th, Greentown's three sons opened one after another, sweeping the Shanghai property market, with a hot sale of about 8.2 billion. Among them, Nanxiang Greentown Liuxiangyuan opened for the first time, creating a sales of 31 on the same day4.2 billion yuan, with a good result of 450 groups, and the first removal rate was as high as 98%;Greentown Qinlan Garden in Meilong, Minhang, attracted 1040+ groups of customers to subscribe, with a subscription rate of 254%, and it was sold out for the first time.
In addition to "value marketing", "real-life sales" has become an important part of Greentown's marketing. In order to better show the characteristics of the project, Greentown has created a "full-dimensional real scene demonstration area", covering a variety of modules such as park entrance, theme landscape, building façade, homecoming line, overhead layer, basement, clubhouse, model room, etc., showing the important scenes and nodes of future park life through real scenes, so that customers can get the experience of "what you see is what you get, what you get and what you get safe".
In Shanghai, Beijing, Hangzhou, Ningbo and other cities, Greentown's full-dimensional real-life demonstration areas have been unveiled. For example, in the Jiaxing Xiaofeng Yinyue project, Greentown has built China's first full-dimensional real-life demonstration area of more than 10,000 square meters. Within three months of its opening, the demonstration area received at least 3,000 visitors.
Product "evolution".
At the 14th China Real Estate Science Development Forum, Zhang Yadong said that the core competence accumulated by real estate enterprises is development and product capability, and Greentown China believes that "customer-centric productism" is the most suitable way for steady development, and will continue to polish and improve its product and service capabilities, so that more people can live in better houses.
Product quality is Greentown's "No. 1 project", and customer satisfaction is "No. 1 standard". In terms of product creation, Greentown can be said to pursue the ultimate and make the product continue to evolve.
In order to upgrade the living experience of the owners, Greentown will build the "139" homecoming system in the first half of 2023, upgrade the kitchen, storage and other modules, and expand the application of Chunzhi School IP. After upgrading and adjustment, Greentown has integrated the concepts of "pre-innovation" and "big design" into the whole business chain of customer research, investment, design, cost and engineering.
In terms of project control, we have established a whole-process quality control system, independently developed a comprehensive operation efficiency interspersed construction model, and continuously improved standardization and leanness.
At the same time, Greentown is also actively building a brand moat through intellectual property protection, commercial packaging protection and other means. Recently, Greentown passed the recertification audit of the "National Intellectual Property Management System". As of December, Greentown held 1,072 valid trademarks, 910 authorized patents and 313 copyright registrations.
With the blessing of excellent product strength, Greentown won the 2023 product strength evaluation grand slam of the three major institutions (China Index Research Institute, CRIC and Yihan Think Tank).
2023 is a big year for Greentown to deliver in the country, and Greentown ushered in the largest delivery volume in history, with a total of 254 projects across the country all achieving quality delivery and nearly 190,000 households.
For example, in mid-December, Greentown and Jinyuyuan were delivered 100 days ahead of schedule. Not only that, Greentown has also upgraded the quality of the public area, garden landscape and other aspects, such as the hardcover lobby of the entrance unit, and the replacement of the previous tiles with the background wall of Caraka gold rock slabs.
Delivery is an important window for real estate companies to connect with buyers, and product quality and brand reputation are fully reflected at this time. From the perspective of home buyers, Greentown handed over a "textbook" level delivery plan, starting from 6 months before delivery to 1 month after delivery, there are a series of standardized requirements, such as the first general manager meeting day, 60-90 days before the delivery of the "one room five inspections" link, to achieve the industry's first "owner pre-acceptance", and for many years to hold construction site observation activities, to build a benchmark construction site in the country.
Greentown China has won the "China Urban Residents' Residential Satisfaction" survey for 12 consecutive years, and has been awarded the honorary title of "Leading Brand of Customer Satisfaction" for 10 consecutive years. In the "2023 China Real Estate Customer Satisfaction Survey Report", Greentown ranked first in overall satisfaction and loyalty in 7 of the 16 cities in which it has stationed.
From the era of increment to the era of stock, from the seller's market to the buyer's market, from the need to buy a house to the improvement of housing selection, from financial attributes to residential attributes, Greentown has always been on the good side in the process of change in the real estate industry. In the case of instability and increasing uncertainties in the real estate industry, Greentown has achieved growth with its own stability, which also provides an "anchor" for the industry to move forward.