The Red Sea Strategy, what we normally call competitive strategy, is the strategy that when the market grows very slowly or even shrinks, you thrust into the competitor against your competitors, fixing your eyes closely on them, facing the reality bravely and defying all difficulties. Bloody and cruel, the “Red Sea” is a market place full of throat-cutting competition. In the Red Sea, giveing no excuses and believing that where there is a will there is a way, we Evergrande staff will have no choice but challenge and be challenged. Business arenas are just like battle fields. Evergrande will face and launch competition across such bloody battle fields and keep winning! 

In this new historic stage, the ultimate purpose of our adoption of the “Red Sea Strategy” is to achieve our goal of “Three First-Grades”: the First-Grade Business Size, the First-Grade Brand and the First-Grade Team.

The goal of Evergrande is clear, that is, to seize any and all opportunities to realize the “Three First-Grades”. This is also our long-term strategic objective, which we will have to persist in over a long time. The “First-Grade Business Size” means that we will guarantee enough land reserve and maintain the first-grade annual area of development and sales as well as sales income. The “First-Grade Brand” means that we will spontaneously promote both our company brand and our product brand while winning for our company brand trustworthiness and creating for our project brand boutique products. The “First-Grade Team” means that we will continue to reserve, train and employ a large number of outstanding talents for the future development of our company.

So far as we advanced, with our product quality having won the unanimous recognition of consumers and our business size having reached the first-grade level of China’s realty companies, we have already made great achievements for our brand strategy of “Creating Boutiques”. In the coming few years, under the leadership of Board of Directors of the Group, with the tenacious efforts of all our staff, Evergrande will surely realize the “Red Sea Strategy” and achieve the objective of the “Three First-Grades”.