China’s Real Estate Industry Steps into a Brand-dominant Era

By Prne, Gaea News Network
Friday, October 16, 2009


On October 9, CRIC (China) Information Technology Co., Ltd and China Real Estate Appraisal jointly released the Sales Rankings of Chinese Real Estate Companies for Q3 2009. The new force, represented by Evergrande Real Estate Group, overwhelmingly exceeds the well-established real-estate giants, represented by Vanke, in terms of multiple key indicators over 10 years of effort. The implication behind this performance indicates the competition among several development models for Chinese real-estate companies. Therefore, the release of the sales rankings might generate a far-reaching impact and indicate the future of China’s real estate industry. Sina Leju was the first media source to announce the release of this report.

According to the report, Evergrande Real Estate Group ranks at the top with land reserves of 51 million square meters, making it the largest land owner, followed by Country Garden and Agile Property Holdings Co., Ltd. with areas of 43.6 million square meters and 29.5 million square meters, respectively. The 4th through 10th places are Hopson, Shimao, Greentown, China Overseas Property, China Resources, Vanke and China Poly Group Corporation. The rankings also show that land reserves of 20 million square meters serve as the threshold for possession of abundant land resources. CRIC (China) Research Center believes that the capacity of selling fast and high levels of land reserves in Evergrande, Country Garden and Agile Property Holdings Co., Ltd. will be conducive to their development, allowing them to enjoy huge potential for future growth.

After the prosperity of the Chinese real estate market in Q2 2009, the industry has since become more rational as brand value becomes highlighted. The experts pointed out that brand property developers, acting as the backbones to revitalize the industry, have been leading the market in the recovery of China’s real-estate industry.

On Sept. 19, 2009, the Research Team for TOP10 Brand Value of Chinese real estate industry released “Research Results of the Brand Value of China’s Real Estate 2009.” Evergrande Real Estate Group is ranked one of the top three with brand value of RMB4.154 billion. This is the fourth time for Evergrande to be ranked one of the top 10 brand values in China’s real estate industry.

According to one of the principals at Research Team for TOP10 Brand Value of Chinese real estate industry, there are two reasons that the brand real-estate enterprises represented by Evergrande achieved such outstanding sales records in 2009. One is the external factor of market recovery demonstrated by investment-oriented purchases along with the enormous release of rigid demand after 2009 Spring Festival, which contributes to large growth of transactions for commercial properties. But more importantly, such achievement is a direct effect of the progress of its strategy and brand shaping.

Evergrande’s branding is highlighted by its product quality. Since 2004, Evergrande has been implementing the strategy of excellent products and established brand cooperation alliances with top enterprises at home and abroad.

Some insiders have said that Evergrande’s model of development, marketing and management with national standards has become increasingly sophisticated, which has imposed pressure on developers in the cities where Evergrande has business operation.

For more information, please contact: Kevin Fax: +86-10-5895-1005 Email:

Source: Sina Leju

Kevin of Sina, fax, +86-10-5895-1005, or Kevinmts at

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