Just like Shi Lang, a benchmark enterprise in green real estate, with its unique green differentiation strategy and its own product strength logic, it is well-known in the industry and directly brings good sales performance to it. According to its published sales performance, in the first nine months of 2020, the contracted sales of Shi Lang, its joint venture companies and associated companies were about 23 1.93 billion yuan, and the contracted construction area was about 654,380+0.2997 million square meters.
In the first half of this year, the total revenue of Shi Lang's subsidiaries was about 2.85 billion yuan, accounting for 2.65 billion yuan of the income from equity confirmation of joint ventures and associated enterprises, and the total confirmed sales revenue was 5.50 billion yuan, up about 40.7% year-on-year. According to Zeng, a senior expert in HVAC technology, the value of the market comes from the group's constant scrutiny and polishing of products.
The transition from customers to users.
As the market changes from seller's market to buyer's market, industries, enterprises and consumers pay more and more attention to the creation of product strength, and the fact that product strength has become the core competitiveness of enterprises is self-evident. However, what kind of products are really powerful?
Competitive products are to realize people's yearning for a better life under the new environmental control. Zeng Jianlong explained, "When building products, we should pay attention to the transformation from customers to users, and pay more attention to users' feelings and experiences."
In addition, in space planning, in addition to meeting the requirements of functional space, we should also pay attention to the creation of spiritual level, such as exclusivity and safety. It is necessary to pay more attention to the user's usage scenarios in combination with the transition from products to scenarios.
"Good plus good" is the general idea of Shi Lang in product building. Traditional good products are good location, good apartment type, good orientation, good landscape, good decoration and good building. On this basis, Shi Lang has deeply explored the dimensions of green, health, comfort and environmental protection. No matter the facilities, equipment, systems built or the healthy and comfortable living environment created, they should closely match the needs of users.
This concept has been fully reflected in the new product "Freedom Ark" launched by Shi Lang this year. It is understood that Free Ark has realized a freer and smarter product system to create a healthy and comfortable environment. This is mainly composed of centralized energy and distributed system, which can realize freer and more adaptive temperature adjustment range, smarter and more flexible environmental response and wider customer coverage. ?
Product value curve
As the lifeblood of housing enterprises, land and capital have always been in a prominent position. When product strength gradually becomes the core competitiveness of enterprises, which of the three is more important?
Zeng Jianlong said that ten years ago, land and capital were definitely the most important factors. Both are equally important in the future, but the ways and channels for enterprises to obtain capital have been tightened. Under the background of "living in a house without speculation", housing enterprises will increasingly enter the PK of capabilities, such as management capabilities and product strength, which will become a more important dimension in the future.
Every two years, Shi Lang will review its products. According to the high-comfort and low-energy technology housing products introduced to Europe in 2004, the centralized models are 1.0, 2.0 and 3.0, and the decentralized models are 1.0, 2.0 and 3.0. Under the product iteration, on the one hand, Shi Lang is based on the review of previous products, and on the other hand, he is innovative in combination with the needs of users. From last year to this year, Shi Lang has applied for more than 100 patents, accounting for more than 20% of invention patents, which is very rare in the whole real estate industry.
In Zeng's view, attaching importance to product innovation can obtain corresponding value through the market. "There is a product value curve. At the same price level, Shi Lang can achieve better and faster sales speed. In the conventional market, Shi Lang can achieve a premium capacity of 10% to 20% compared with similar competitive products. "
Such sales speed and premium ability have also brought healthier financial data to Shi Lang. By calculating the debt-to-equity ratio, the growth rate of interest-bearing liabilities and the cash coverage rate, Shi Lang ranked first in the financial health ranking of listed real estate enterprises 100 in the first half of 2020 published exclusively by Hexun.com Real Estate Channel.