Qian reported Hangzhou real estate
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Since last year, buyers have found that more and more new projects have begun to upgrade public areas and fine decoration configurations, and some rigid demand projects with a unit price of 20,000+ are also equipped with aluminum facades, swimming pools, whole-house floor heating, etc., and the quality is comparable to or even exceeds that of improved real estate.
Since the beginning of this year, this phenomenon has intensified, with more and more full-dimensional real-life demonstration areas, spacious community doors, rich overhead layer supporting, and outstanding underground garage starry roof...... The property market has officially entered a cycle of "volume quality".
Source: Visual China
Unlike most real estate companies that only upgrade their products for new development projects, Binjiang Group's "Product Strength Improvement Action" launched last year not only covers its properties for sale and for sale, but also includes projects that have been sold out and have not yet been delivered, and are also upgraded and optimized.
The reporter learned that in August last year, Binjiang Group issued two working groups, namely the "Leading Group for Strengthening Product Standardization" and the "Product Strength Improvement Group", and the team leader was personally served by Qi Jinxing.
In these two internal documents, it is clearly mentioned that not only for the projects under construction and for sale, the plan of "one project and one upgrade" should be proposed, but also for the delivery projects, each regional company should also sort out and give specific improvement plans.
In mid-September, Binjiang sorted out a total of 70 projects to be "upgraded with product strength".
The first category is some properties that are close to the delivery date, a total of 9. Due to the imminent delivery, these real estate projects, whether they are interior hardcover or public areas, have basically been completed, and there are limited actions that can be upgraded and optimized, so they are called the "icing on the cake" type by Binjiang.
For example, the Xingcui Lanting project, which was about to be delivered at that time, on the basis of the original, Binjiang optimized the entrance door, including adding design details and adjusting the grille shape, and the greening on both sides of the entrance passage was also upgraded. The top and both sides of the basement entrance lobby have been designed with suspended ceilings and lighting, and the ceiling lighting and other aspects of the ramp ceiling and the end of the ramp have also been designed.
Xingcui Lanting, photo source Binjiang Group
The second category is known as the "finishing touch" type, with a total of 55 properties, of which 4 are for sale, 11 are for sale, and as many as 40 have been sold out and have not yet been delivered. It is reported that the upgrading of these properties to be delivered is the highlight of this action, whether it is a rigid demand project with a unit price of less than 30,000 yuan, or a mid-to-high-end project with a unit price of more than 50,000 yuan.
"We can't choose one over the other, we have different approaches depending on the progress of different projects. Some real estate to do product upgrades, not only to re-find the planning department for approval, but also to consider whether the owner agrees, after all, in the sales stage is not committed to these things, now although it is an upgrade and optimization, but also to consult the owner's opinions. The staff of Binjiang Group revealed that they summarized several key points in this round of product strength, namely the hotelization of the public area, the diversification of the façade, and the humanization of supporting facilities.
The third type of project is called "new standard design", with a total of 6 real estate projects, all of which were newly acquired by Binjiang last year, such as Changda Road TOD project, Dieyingli, etc. As the name suggests, Binjiang will create these products with new standards, and will also break some of the familiar "Binjiang labels" such as palm trees and sapphire pools.
"This year's land acquisition is a 'new standard', with more than a dozen projects. Guo Qing, deputy general manager of Binjiang Group, said that such as the newly auctioned Angel plot this year are among them.
In 2023, the 70 projects of Binjiang's "Product Power Upgrading Action", plus the new projects added this year, will undoubtedly upgrade and optimize a total of nearly 90 projects, which is undoubtedly a large expense. Binjiang Group said that the specific increase in costs is not convenient to disclose for the time being.
Lou Xiaosang
This article is the original manuscript of "Qian Bao Hangzhou Real Estate".
Reproduction without permission is strictly prohibited
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