Stage 1 (1997 ~ 2004): Win by Scale

In 1997, we established the development mode of “small area, low price”, which was a decision we made under the then development strategy of the enterprise, i.e. “win by scale”. This strategy was formulated on the basis of our analysis of the target market and market scale, the evaluation of general consumers in the target market and the estimation of the financial resources we could use at that time. Although we developed only 1 project in Guangzhou in 1997, we launched over 10 projects simultaneously in 2004 and the number of our employees also increased sharply from less than 20 in 1997 to more than 2000 in 2004. Thanks to the concerted efforts we made at the initial stage, we gradually worked our way into the top 10 real estate enterprises of Guangzhou, No. 1 real estate enterprise of competitive force in Guangdong Province, top 10 real estate enterprises of China and 10 most valuable real estate brands of China.

Stage 2 (2004~2007): Transition to the Strategic Mode of “Scale + Brand”

In 2004, as the Chinese real estate market was gradually maturing and competition was getting more and more fierce, we changed the original development strategy of the enterprise. In addition to the priority given to scale expansion, we began to focus on a two-pronged approach of underlining both scale and brand to ensure sustainable development. In scale expansion, we decided to step out of Guangdong Province and enlarge our geographical map to include other strategic cities for a drastic increase of our development area from hundreds of thousands of square meters to millions of square meters. In the process, we obtained precious experience and capability from a number of projects that we managed simultaneously across the country. To build up our own brand, we put the projects being developed under standardized management and implemented a standardized operation mode throughout the country.

Stage 3 (since 2007): Promoting “scale + brand” development across the country through a standardized operation mode

Since 2007, we have continued to focus on the strategy of “scale + brand”. To effectively implement the strategy throughout the country, we have made further use of our standardized operation mode to work for our rapid expansion in China. After years of practice and adjustment, our standardized operation mode has been proven very effective in our operations across the country.