source:The Southern City

The real estate market in 2009 is flourishing. After the flourish in March and May, the traditional Golden September and Silver October of the real estate market is coming up again. Numerous famous real estate companies are focusing on the “Golden Week” in October, which is of strategic importance for them. It is learned recently that large-scale real estate enterprises with Evergrande Real Estate Group as the representative have started to prepare for the new large-scale marketing competition in advance. In September, Evergrande will take the lead in launching altogether 31 competitive projects in 16 core cities nationwide at the same time. Up to ten thousand new houses will be launched to the market for the sale competition in the golden week in October.
A market analyzer pointed out that the high quality of Evergrande products and the marketing strategy of “every opening definitely offers special price, special price definitely leads to value increase ” had made the projects of Evergrande always popular. Evergrande takes a series of measures this time. About ten thousand new houses of 31 projects in 16 cities will inject powerful vitality into the national real estate market. This time, the amount of nationwide interest concession is up to 1 billion yuan, which means that the series products of Evergrande have started the new round of sales of Evergrande in the country before the coming of the golden week in October.
According to disclosure by relative persons, about ten thousand new houses of Evergrande are launched to the market in advance with the intension to continue expanding the market share and to save up strength for the real estate market in the golden week. In Guangdong area, the specific manifestation is that three competitive projects, namely, Guangzhou Evergrande Oasis, Evergrande Tianlai Lake, and Evergrande Villa, are launched to the market splendidly. These three projects include the high-end luxurious houses with river views, houses with scenery of hills and waters suitable for second-time purchase, and scenery projects for traveling and holiday spending. The product structure is diverse. An analyzer of Hopefluent holds the opinion that the launch of three projects to the market and the interest concession to a large extent has important significance for promoting the adjustment of the product structure of Guangzhou real estate market and for balancing the supply relation of the real estate market.

About ten thousand houses of 31 projects in 16 cities will be launched to the market.
As the busy sales season in the Golden September and Silver October is approaching, the short supply in the real estate market becomes the hot topic again. In fact, there are not too many newly increased areas for supply in the real estate market in the dull season of July and August, and the regional distribution of houses is uneven. At this time, more competitive projects of Evergrande are successively launched to the market in first-grade and second-grade cities, adding more fresh blood and energy to the national market. This indicates the harvest season for Evergrande in its competitive projects is coming nationwide.
It is reported that in September, Evergrande will launched altogether 31 brand-new projects at the same time in core cities such as Guangzhou, Kunming, Changsha, Nanjing, Xi’an, Chongqing, Chengdu, Tianjin, Taiyuan, Wuhan, Hefei, Shenyang, Baotou, Luoyang, and Guiyang. There are various types of products, including the mid-end products of urban series suitable for general consumers, the products for traveling and holiday spending in second-time real estate purchase, and the large-area luxurious houses in urban districts. The product forms include single villas, semi-detached villas, town houses, foreign-style houses with gardens, multi-storey houses, low high-rise buildings, medium high-rise buildings, and high-rise buildings. The area per house varies from several dozen square meters to several hundred square meters. The various products of scientific design will meet different demands in the market to the largest extent, and the high-quality products will be welcomed by the market.
When hundreds of real estate enterprises develop, Evergrande can outshine others. Experts point out that when ten thousand new houses of Evergrande are launched to the market, the “digestion” will also be considerably fast. Its “fine product” sales mode integrating the to-be-delivered building, actual-view garden and fine decoration has maintained sufficient market competitiveness and won the favor of people. The strategy of high cost performance which has been implemented by Evergrande enables Evergrande to keep expanding the market share and play a leading role in the real estate market in China.

In the mode of “outdoor garden scenes + quasi-available houses + fine decoration”, core competitiveness of the products is formed.
It is reported that the sales mode of “actual-view gardens + to-be-delivered building + fine decoration” is still adopted for about ten thousand residential houses launched to the market nationwide this time. This fully expresses the strict requirement on high quality of projects of Evergrande, and furthermore brings guarantee and confidence to consumers.
On the spot of Guangzhou Evergrande Tianlai Lake, the reporter saw that the construction of supporting garden facilities of the project such as three internal lakes in the theme park along the river, the axial garden, and the villa area had been comprehensively completed, and the Imperial Yacht Pier had already been put into service. All the buildings are built layer by layer along the hillfoot from the central hotel and the axis extended from the hotel, extending to two sides and the river bank. The buildings and roads set off each other, and reach the center of the project, a five-star hotel. According the elaborate plan, the 50,000-m2 garden is composed of a large-area green field with patterns, a musical fountain, large plants and sculptures. An elegant and noble garden of European imperial style is built according to the architectural principle of symmetry along the axis.
In addition, Evergrande advocates the “International 9A Fine Decoration System”, which is the first of its kind in the real estate industry in China. In the delicately printed sheet of house handover standard, it can be seen that some facilities of international top brands such as Daikin, Morn, Siemens, and TOTO are provided to the buyers free of charge when the house is handed over. The construction technologies also reach the designated requirement. Each piece of stone material is numbered when dispatched from the factory. The stones are spliced together according to the numbers in on-site construction with complicated process, in order to guarantee that they fit together perfectly. It is reported that based on more than 6,000 standards for competitive construction of Evergrande, a system conforming to the fine work strategy of Evergrande has been comprehensively implemented and used as guidance for house decoration in various parts of the country.
The present writer knows that the sale mode of “opening of the actual-view garden + to-be-delivered building + fine decoration” is adopted for the 31 new communities of Evergrande launched in September just for providing guarantee and confidence to buyers. In the golden week in last October, Evergrande won the market and became the outstanding enterprise in the bear market of 2008 by adopting the same opening mode of high quality and cost price. In 2009, Evergrande continues to follow the strategy of “fine work”, and makes the sale strategy of “actual-view garden + to-be-delivered building + fine decoration” the label that can “set the house buyers’ mind at rest” to some extent.
At present, Evergrande has successfully copied the development mode of “fine work”, “standardization”, and “large scale” and adopted it for nationwide projects. The projects of Evergrande have become the example of fine works in the real estate industry of China, and have successfully created the high-quality product image in major cities. Real estate buyers recognize the additional value of the brand of Evergrande very much. The sales speed of the products is also much higher than the local average level. During this period, analyzers point out that as high quality of the projects is guaranteed by Evergrande in each link of the product chain, the advantage in competition is obtained. In addition, the numerous house buyers, namely, the owners of Evergrande houses, are undoubtedly the final beneficiaries.

The strategy of interest concession to the people and fine works of high performance-cost ratio have a continuous effect
In recent years, Evergrande has set up a complete set of standards for international fine works, and has been devoted to building fine works with details. For the fine works with details, Evergrande has paid close attention to the details and accuracy in construction and management, and set up brand-new management systems for “fixing the construction flow of fine works” and with “process management throughout the project”, which are implemented in the whole process of project development. Evergrande has cooperated with excellent enterprises in various fields to guarantee the engineering quality of competitive products in each link, effectively integrated the high-quality international resources, and improved the product quality and brand value to a large extent.
A marketing personage pointed out that “Of course, this investment reflects the unique sale mode of Evergrande to the largest extent, so that the promised key elements such as the garden and supporting facilities can be shown to the customers in advance, thus firming the buyers’ confidence to buy the houses”. The continuously rising achievement of Evergrande demonstrated the strong vitality of the “fine work strategy” adopted by Evergrande and the anti-risk ability of Evergrande.

The high performance-cost ratio of the products of “cost price” is highlighted
“There is no house that cannot be sold out, there is only unacceptable price”. When accepting the interviews of the media for many times, Mr. Xu Jiayin, the president of the board of directors of Evergrande, always firmly says so.
In fact, it is the insistence on the pricing strategy of “interest concession to the people” that has enabled Evergrande Real Estate Group to gradually show its strength in the intense market competition. Since the golden week of October, Evergrande has repeatedly performed excellently in some key sale points, and the sales amount in July and August has been completely increasing. Especially on Aug. 23, the income for only two communities of Evergrande in the country on a single day reached 900 million yuan.
According to the analysis of experts in the industry, the rigid demand of the market does exist. The key is to build high-quality competitive residential houses of real benefit for numerous consumers. The strategy of “low price at the opening for sale and rise of price later” of Evergrande in combination with the complete product line has effectively improved the performance-cost ratio of the products, and has become a unique skill in the market. It is natural that the products of Evergrande are welcomed by various customers.
Compete with high quality, and the high cost performance ratio wins. Various signs have indicated that Evergrande will continue to speed up the paces for taking the lead in the national real estate market in the coming “Golden September and Silver October”.