With the increasingly prominent advantages of Shanghai's economic center and financial center, there are constantly housing enterprises moving their headquarters to Shanghai. In this army of moving the capital, Dongyuan Real Estate from Chongqing is particularly different. As an industrial city in Chongqing, Dongyuan won the essence of Chongqing products and paid more attention to the changes of the city and people's lifestyles. In the second half of the industry, with the selected deep cultivation strategy and constantly optimized products, Dongyuan Real Estate is building the specialty of excess profits, accumulating the expansion potential and escorting the acceleration of the national strategy.
Intensive cultivation, advanced nationalization and accelerated 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 a safe corner. It is imperative to enter the front line and accelerate the scale expansion. Since 2007, Dongyuan has gone out of Chongqing base camp and successfully laid out Chengdu, opening the first stop of the national layout.
Subsequently, while continuing to dig deep into southwest areas such as Chongqing and Chengdu, Dongyuan successively laid out cities in East China, Central China and the Yangtze River Delta to extend radiation. Since last year, Dongyuan has further accelerated the layout of advantageous regions. Through bidding, auction, merger and joint land acquisition, the land reserve was increased by 14 cases, with an additional construction area of more than 3.2 million square meters, and land resources were obtained in important economic development core cities such as Shanghai, Wuhan, Nanjing, Hangzhou, Suzhou, Chengdu and Chongqing.
20 17, dongyuan deepened the development of core cities and further explored the strategic city market. On February 27th, Dongyuan entered Hefei for the first time and won the N 16 14 plot in Luyang District of Hefei with a total price of 550 million yuan. On March 22nd, Dongyuan entered Taicang for the first time and successively acquired two plots of land in shaxi town, Taicang: WG20 17- 1-4 and WG20 17- 1-5, with a total price of 225 million yuan. On April 6th, Dongyuan defeated many rivals and won the Hongpailou plot in Wuhou District with a total price of 348 million yuan and a floor price of 1.72 million yuan /m2. On April 7th, Dongyuan joined hands with Xuhui to win the Yinchaoshe plot in Chen Jiaping, Longpo District, Chongqing with a total price of 3.92 billion yuan. —— In less than half a month, Dongyuan has successfully captured four homesteads in Southwest China (Chengdu, Chongqing) and East China (Taicang), further expanding its deep layout in Southwest China and East China.
At present, Dongyuan Real Estate has a value reserve of nearly 80 billion yuan in seven major cities in East China, Central China and Southwest China, which has completed the overall situation of the balanced layout of the three regions.
Now, Dongyuan Real Estate has officially moved its capital to Shanghai. Looking forward to the future, Dongyuan Real Estate will base itself on East China, 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, and further expand the national layout.
Rock quality creates high-quality product strength.
Not long ago, on April 6, Dongyuan just won the Hongpailou plot in Chengdu, and will combine the Yuanxiong plot acquired last year to build its first high-end top-level product in Chengdu, which will be officially unveiled during the year. Dongyuan Real Estate said that the Group continues to be optimistic about the development of Chengdu market, so it is increasing its investment in Chengdu market. As a high-end residential sector in Chengdu, Shuangnan, where the plot is located, conforms to Dongyuan's development strategy of "selecting first-and second-tier cities and selecting first-and second-tier lots".
At present, the economy has entered a "new normal" and the competition in the real estate industry has intensified. Facing the new pattern, only high-quality products are the core competitiveness of the sustainable development of housing enterprises.
To this end, Dongyuan Real Estate continuously explores the demand for high-quality living, satisfies functional comfortable houses and supporting community life as much as possible, subdivides customers' living needs, gradually tilts product positioning from the first product to the improved product, builds four product lines, such as TOP, Yamagata, Times and Sunshine, continuously deepens the R&D and upgrading of star sub-brands such as Neighbourhood, Lexiangpei and Meng Tong Sharing, and enhances core competitiveness and brand value.
At the end of 20 16, dongyuan real estate put forward the highest strategic plan-"rock plan", which embodies customer logic, and is committed to condensing dongyuan's core product strength and craftsman spirit, and making dongyuan's product liquidity significantly higher than the industry average.
With ingenuity, Chongqing Jiangshan Yue won the "Best Villa of the Year" in the 11th Gold Medal Award and Southwest China Selection on 20 16, and the architectural design data of Jiangshan Yue Sales Office was selected. With a height of 202 meters and a diamond-grade facade, Dongyuan SAC has become a benchmark for Chengdu's internationalization and modernization, guiding Chengdu's office market to return to the track of product strength again, and won the "20 16 Architectural Excellence Award" issued by AIA. Only the Zhan Tianyou Award with the highest gold content in the industry won five awards in the first four years. Dongyuan D7, Central Street, Xiang Jun, 189 1 Indian Yangtze River and other projects all appeared on the honor list of Zhan Tianyou Award.
Thanks to accurate customer research ability and product innovation ability, Dongyuan Real Estate achieved sales of 23 1 billion yuan in 20 16, an increase of more than 80% compared with1280 million yuan in 20 15.
Standing in the brand-new Shanghai headquarters, Dongyuan Real Estate has put forward the strategic goal for the next stage: 20 19 years, with a performance exceeding 50 billion; In 2025, it will develop into an eco-friendly organization based on M&A cooperation, social business PLUS, Jule community and a powerful over-profit organization under innovative business.
The binding genes in East China are in full bloom.
As we all know, the era of barbaric growth of real estate is over. In the face of new changes, how will housing enterprises ensure quality growth? In view of the brand-new strategic goal, Dongyuan has its own unique development path.
Luo Shaoying made it clear that the core of Dongyuan's future development strategy is eight words: combining genes and amplifying characteristics. Among them, Dongyuan's genes are mainly reflected in four aspects: First, the layout of cities and products. Over the years, Dongyuan has adhered to the strategy of deep cultivation and selection, and the five major city companies and two major business divisions have flattened and streamlined their layout, and have been deeply cultivated in first-and second-tier selected cities to fully grasp the opportunities in urban upgrading and consumption upgrading; Secondly, the younger team headed by the senior management team is more creative and flexible, and this simple, open and cooperative team culture has become another unique competitive advantage; The third is the accumulation of commercial real estate. Dongyuan has rich experience in self-sustaining operation of commercial real estate and is equipped with a full-featured team; Finally, the industrial synergy space. Dongyuan belongs to Chongqing Dongyin Holdings, and its strong capital strength and industrial diversification bring stronger anti-cyclical ability to the real estate sector.
Dongyuan Real Estate has always been famous for its high-quality product strength and community operation ability. For the purpose of moving the headquarters to Shanghai this time, Luo Shaoying wrote internally: "Why should we move to Shanghai? There is also a statement in the book: "Dongyuan regards Shanghai as an ideal experimental field for the' double upgrade' of product experience and community value system, and will explore more business model innovations. East China, where Shanghai is located, is a market with richer customer levels, more diverse lifestyles and more sensitivity to experience in China. It is of great strategic significance to Dongyuan, which is in the growth stage, and the core competitiveness of the next development stage will surface and mature here. "
In the next 5- 10 years, dongyuan will continue to play its dominant genes, enlarge its dominant genes and build its own sustainable excess profitability. At the same time, Dongyuan's efforts in product experience for many years will also complete the process from experiment to maturity and bear fruit in East China and the national market.
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