On April 9, Dongyuan Real Estate Group officially moved its headquarters from Chongqing to the core area of ??Shanghai Hongqiao Business District, announcing that it has entered a period of leap-forward development. This 13-year-old Chongqing enterprise hopes to rejuvenate itself in its new home in Hongqiao.
As Shanghai’s advantages as an economic and financial center become increasingly prominent, there is an endless stream of real estate companies that have moved their headquarters to Shanghai. Among this army of capital relocations, Dongyuan Real Estate from Chongqing is particularly unique. As a real estate company that emerged from the industrial city of Chongqing, Dongyuan is deeply familiar with the essence of Chongqing products and pays more attention to changes in the city and people's lifestyles. In the second half of the industry, relying on its selected deep cultivation strategy and continuously optimized products, Dongyuan Real Estate is building its excess profit expertise, continuously accumulating expansion potential, and accelerating the nationalization strategy.
In-depth development and accelerated national expansion
Over the years, Dongyuan Real Estate has accumulated a good reputation and share in the Chongqing market. With the development of the real estate market, Dongyuan Real Estate can no longer be satisfied with being in a corner. It is imperative to enter the front line and accelerate expansion. Since 2007, Dongyuan has left its base camp in Chongqing and successfully deployed in Chengdu, marking the first stop of its nationwide deployment.
Subsequently, while Dongyuan continued to develop in southwestern regions such as Chongqing and Chengdu, it successively expanded its presence in cities in East China, central China and the Yangtze River Delta region and extended its reach. Since last year, Dongyuan has further accelerated the layout of advantageous areas. Through bidding, auctions, acquisitions and mergers, and joint land acquisition, it has added 14 new land reserves, with an additional construction area of ??more than 3.2 million square meters. The acquisitions are all located in Shanghai, Wuhan, Land resources in important core cities with economic development from Nanjing, Hangzhou, Suzhou, Chengdu, Chongqing, etc. along the Yangtze River to Central and East China.
In 2017, Dongyuan will increase its in-depth development of core cities and further explore strategic urban markets. On February 27, Dongyuan entered Hefei for the first time and won the No. N1614 plot in Luyang District, Hefei with a total price of 550 million yuan; on March 22, Dongyuan entered Taicang for the first time and won successively with a total price of 225 million yuan. Two plots of land, WG2017-1-4 and WG2017-1-5, Shaxi Town, Taicang; on April 6, Dongyuan defeated many opponents and won No. 5 with a total price of 348 million yuan and a floor price of 17,200 yuan/square meter. The Hongpailou plot in Wuhou District; on April 7, Dongyuan joined hands with Xuhui to win the Yinchaoshe plot in Chenjiaping, Longpo District, Chongqing for a total price of 3.92 billion yuan. ——In just half a month, Dongyuan has successfully acquired 4 residential plots in Southwest (Chengdu, Chongqing) and East China (Taicang), further expanding its in-depth layout in the Southwest and East China regions.
At present, Dongyuan Real Estate has nearly 80 billion yuan in value reserves in seven major cities in the three major regions of East China, Central China and Southwest China, completing the overall trend of a balanced layout of "three pillars" in the three major regions.
Today, Dongyuan Real Estate has officially moved its capital to Shanghai. Looking to the future, Dongyuan Real Estate will be based in East China and look for investment opportunities in the Bohai Rim with Beijing and Tianjin as the core and the Pearl River Delta with Shenzhen and Guangzhou as the core. , to further expand the national layout.
Panshi quality creates high-quality product power
Not long ago, on April 6, Dongyuan just acquired the Hongpailou land parcel in Chengdu, and will combine it with the Farglory land parcel it acquired last year. Create its first high-end TOP series product in Chengdu and officially launch it within the year. Dongyuan Real Estate said that the group continues to be optimistic about the development of the Chengdu market, so it is increasing investment in the Chengdu market. As a high-end residential area in Chengdu, Shuangnan, where the plot is located, is in line with Dongyuan’s development strategy of “selecting first- and second-tier cities and first- and second-tier locations.”
The current economy has entered the "new normal" and competition in the real estate industry has intensified. Facing the new landscape, only high-quality products are the core competitiveness of real estate companies for sustainable development.
To this end, Dongyuan Real Estate continues to explore the needs of high-quality residential life, try its best to meet the needs of functional and comfortable housing and supporting community life, and subdivide the living needs of customers, positioning its products from first-time home and first-time renovation products Gradually tilt towards improvement products, create four major product lines, including TOP series, Shanyue series, Time series, and Sunny series, and continue to deepen the research and development and upgrade of star sub-brands such as Youneighbor Youqu, Lexiang Lepei, Tongmeng Tongxiang, etc. Enhance core competitiveness and brand value.
At the end of 2016, Dongyuan Real Estate proposed the "Pan Rock Plan", the highest strategic plan that reflects customer logic. It is committed to condensing Dongyuan's core product strength and craftsmanship spirit, and aims to create Dongyuan's product realization capabilities that are significantly higher than industry average.
Thanks to the ingenuity and craftsmanship, Chongqing Jiangshanyue won the "Best Villa of the Year Award" in the 11th Golden Pan Award Southwest Region Selection in 2016, and the Jiangshanyue sales office building was selected into the "Architectural Design Information" Collection"; Dongyuan SAC has become a benchmark for Chengdu's internationalization and modernization through its 202-meter height and diamond-level facade, guiding the Chengdu office market to return to the track of product strength itself, and was awarded the American Institute of Architects (AIA) 2016 Architectural Excellence Award. As for the Zhan Tianyou Award, which is the most valuable in the industry, Dongyuan has won it five times in the past four years. Dongyuan D7, Central Street, Xiangjun, 1891 Yin Yangtze and other projects have all appeared on the honor list of the Zhan Tianyou Award.
Thanks to its precise customer research capabilities and product innovation capabilities, Dongyuan Real Estate achieved sales of 23.1 billion yuan in 2016, an increase of more than 80% from the 12.8 billion yuan in 2015.
Standing at the brand-new Shanghai headquarters, Dongyuan Real Estate proposed the strategic goals for the next stage: in 2019, the performance will exceed 50 billion; in 2025, it will develop into a friendly ecological organization based on mergers and acquisitions, social business PLUS , club community, and an organization with strong excess profitability under innovative business.
Combining genes with new blooms in East China
As we all know, the era of barbaric growth in real estate is over. In the face of new changes, how will real estate companies ensure quality growth? In view of the new strategy To achieve the goal, Dongyuan has its own unique development path.
Luo Shaoying made it clear that the eight core words of Dongyuan’s future development strategy are: combine genes and amplify characteristics. Among them, Dongyuan’s genes are mainly reflected in four aspects: first, city and product layout. Over the years, Dongyuan has adhered to the strategy of intensive cultivation and selection, with a flat and streamlined layout of companies in five cities + two major business divisions. Choose a city to fully seize the opportunities in urban upgrading and consumption upgrading; secondly, a younger team headed by the senior management team, which is more creative and flexible. This simple, open, collaborative and win-win team culture has become another The first is a unique competitive advantage; the third is the accumulation of commercial real estate. Dongyuan has rich experience in self-sustaining commercial real estate operations and is equipped with a full-service team; the last is the industrial collaborative space. Dongyuan is affiliated to Chongqing Dongyin Holdings, which has strong Capital strength and industrial diversification bring stronger anti-cyclical capabilities to the real estate sector.
Dongyuan Real Estate has always been known for its high-quality products and community operation capabilities. Regarding the purpose of moving the headquarters to Shanghai this time, Luo Shaoying also stated in the internal letter "Why do we want to move to Shanghai?": "Dongyuan regards Shanghai as an ideal experiment for the 'double upgrade' of product experience and community value system. market, and will explore more business model innovations. As a market with richer customer levels, more diverse lifestyles, and more sensitive experiences in China, East China, where Shanghai is located, is of great strategic significance to Dongyuan, which is in the growth stage. , the core competitiveness of the next stage of development will emerge, mature and take shape here.”
In the next 5-10 years, Dongyuan will continue to exert its own advantageous genes, amplify them and build itself. Sustainable excess profitability. At the same time, Dongyuan's many years of efforts in product experience will also complete the process from experimentation to maturity, blooming gorgeously in East China and the national market.
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