Decode hot-selling of Evergrande s Nanjing project

On Nanjing 2008 real estate market golden September and silvery October were not a reveling season of numerous people again but a feast of a few powerful development enterprises.
Under a circumstance that people are still in a serious onlooking mood everyone gropes forward by feeling for stones to cross a river. Whoever does by good luck and cannot show enough sincerity is certain to be eliminated first. Succeeding in golden September and silvery October Nanjing Evergrande fought a wonderful fight with 430 million yuan of sales volume during the golden week.

High performance-price ratio is the absolute principle
During the National Day holiday, 35 Nanjing buildings launched favorable policies. Up to now nearly 60 buildings have given a discount. However, that doesn t play an expected role in activating the market. A lot of buildings with prices of 1% off, 2% off and even 20% off are still not welcome so that a majority of their salespersons sit around. Even if benefiting from advantages of new policies, not all buildings at low prices can be favored by consumers.
King of performance-price ratio is a major character of Evergrande s products in new phase which largely differs from the strategy of king of price before 2004.In the past few years Evergrande has strictly controlled every detail from project construction to material selection by comprehensively carrying out the strategy of up-market products, focusing on detailing of products, severely controlling product quality, largely combining various social resources externally and cooperating with the world s most preponderant leading enterprises in relevant real estate industry, so as to ensure all products are made into up-market sign of the industry and sold to consumers at preferable prices.
In view of this we can see the reasons for hot-selling of double Nanjing Evergrande city not only lie in its low prices, but lie in their high performance-price ratio. The sales mode of real garden view quasi-ready building + fine decoration for up-market products is a major cause for the success of its opening. Different from general buildings Evergrande sells quasi-ready houses with gardens and buildings basically completed instead of forward delivery houses. In Nanjing Evergrande Oasis, its fine decoration standard of 1100 yuan/square meter is actually accompanied by TOTO, OTIS, Haier, Midea and Siemens products, and the quotation of such configuration in fine decoration residences of other development enterprises may be over 2000 yuan/square meter.
Therefore, industry experts analyzed and thought rigid demands existed on the market and the key was to build substantial high-quality up-market residences for common consumers. Evergrande s such low-price and high-positioning strategy is combined with the strategy of up-market products, effectively upgrading the performance-price ratio of products and becoming a market charm so the products are certain to be popular.

Real garden view is the best say
It s said Evergrande Splendor and Evergrande Oasis had met pre-selling conditions before their opening but for the purpose of ensuring the largest interests of owners, Nanjing Company persisted in selecting the sales mode of real garden view + quasi-ready building + fine decoration . It spent a fairly long time expecting comprehensive completion of gardens and buildings in the residential area before starting to sell houses, with a view to enabling house buyers to actually see how the houses they desired looked like. Evergrande s such force is rare in Nanjing and even Chinese real estate developers. And the fact proves that the shock of real view gardens is also a cause for customers rapid purchase.
A garden without big trees is not Evergrande s garden , absolutely no opening if the garden is not well completed , our gardens must be up-market , our afforestation must allow people to feel like a forest at the beginning All these are not only slogans for Evergrande s garden landscape engineers but also practical standards for up-market gardens because they are bases for Evergrande s hot-selling.
To ensure the best garden landscape effect appeared before customers on the opening day, project landscape engineers had stayed on the construction site three months before the opening, where they positively cooperated with on-site engineers and cooperation units to strictly control every construction link from the standardized control of seam width of ground pavement to coordinating treatment of landscape interface materials as well as from the height of waterscape and depth-control of the water affinity of garden waterscape to the tree type and spec for the purpose of ensuring that garden afforestation achieved the forested effect. Make every effort to display up-market gardens best embodying Evergrande standards through every detailing with the least time and the highest standards.
In fact as far as Nanjing is concerned as a historical and cultural city, the idea of ecological residences have been initially identified by the market and customers, but it s the first time that real view of 800m central landscape avenue and over 100,000 square meters of afforestation, fountain and garden could be fully shown. The shake of Evergrande Splendor and Evergrande Oasis with unique real view was an eye-opener to numerous Nanjing house buyers. What the reporter heard most frequently on the site is as follows: I have never seen so large a garden and opening. Evergrande really builds houses with down-to-earth attitude.
One-minute performance on the stage needs ten-year training. To succeed in the opening Nanjing Company delayed the opening time of two projects and spent a lot of energy detailing garden landscape and afforestation. The warm house buyers tell the market by their scare buying that on today s further mature real estate market, good housing with real garden view is the best say.

Use the strategy of up-market products and take a firm stand in the Changjiang River Delta
Have a foothold on the Pearl River Delta, expand in the Changjiang River Delta and spread all over China to make the enterprise and brand of Evergrande strong and large which are always the aspiration of the group leadership with Chairman Xu as the core and enterprise goal of Evergrande. To really establish a leading position in China, Evergrande must occupy strategic commanding points. The Changjiang River Delta is one of the best developed regions, so no real estate development enterprise aims at seeking championship in China will or can neglect it.
In the only city with two projects opened during this National Day holiday Nanjing Evergrande Splendor and Evergrande Oasis projects were popular at the beginning of their opening and achieved a sales volume of 430 million yuan during the National Day holiday. That s really an encouraging feat in today s market environment full of depression and pessimistic mood, declaring the victory of Evergrande s first expansion in the Changjiang River Delta.