When real estate enterprises enter the era of high-quality development, good houses are not only the key to the competition of real estate enterprises under the new situation, but also the ballast stone to support enterprises to continue to lead the scale and performance.
So what makes a good house? Ni Hong, Minister of Housing and Urban-Rural Development, said at a press conference held at the second session of the 14th National People's Congress on March 9: "What is a good house? Different areas and different prices have different good houses, which will guide architects to carefully design good house types, encourage enterprises to develop good products, good materials and good equipment, and also hope to be able to work together to build green, low-carbon, intelligent and safe houses, so that the masses can live healthily, safely and conveniently. ”
In the face of changes in the market environment, Yuexiu Real Estate, a veteran state-owned enterprise, has always followed the pace of the country and actively embraced the new needs of the times. Yuexiu Real Estate is determined to become a "life planner" for customers, considering real use scenarios for customers, understanding their own lives better than customers, and considering more comprehensive details than customers, so as to impress customers with products and create surprises for customers.
Since September 2023, Yuexiu Real Estate has launched a special action for good products, gaining insight into problems and clarifying goals in internal research, and finding gaps and seeking answers in external benchmarking. After a large number of user interviews and research, as well as several rounds of in-depth internal discussions, Yuexiu Real Estate finally put forward the "good product concept" of Yuexiu Real Estate in 4×4.
Broadening the boundaries of happiness and creating a better life, Yuexiu Real Estate adheres to the customer demand experience as the product creation standard, and constitutes the connotation of Yuexiu Real Estate's "Good Product Concept" with the four definitions of quality, temperature, wisdom and growth, and adheres to the five major contents of goal, behavior, development and construction, result presentation and service requirements to create the "Good Product Convention", practice the responsibility of state-owned enterprises, and achieve quality benchmarking.
Over the past 41 years, Yuexiu Real Estate has always pursued the improvement of residential quality, and has formed four beautiful residential product systems: "Yue", "Heyue", "Tian" and "Xinghui". Among them, the "Yue" series is a new generation of high-end product system created by Yuexiu Real Estate on the basis of the "Heyue" series through a deep insight into the living needs and ways of high-end people.
In 2023, Yuexiu Real Estate will locate two high-end product series, "Yue" and "Heyue", in Beijing and Qingdao, and conduct in-depth research and household interviews on the housing needs of nearly 100 groups of high-end customers in these two cities.
Quality is the cornerstone of all products
Quality is the most simple wish of every buyer. In Yuexiu Real Estate's concept of good products, quality is the cornerstone of all products. When customers buy a house, the first concern is whether the product is practical, good-looking, safe and durable. These are the customer's concerns about product quality, and they are also the goal of Yuexiu Real Estate.
Focusing on humanistic aesthetics and Seiko construction, Yuexiu Real Estate's northern region combines the aesthetics and temperament of northern culture to create good products that meet market demand and customer expectations. Taking Beijing Xiangshanyue as an example, the façade is a perfect combination of traditional and modern aesthetics, referring to the Song Dynasty aesthetics, the hanging fish pattern of the roof, the flying cloud ridge, combined with champagne gold and azure, and the blue-eyed stone base, integrate ancient and modern elements, showing a sense of luxury.
Caption: Renderings of Xiangshanyue in Beijing
In the choice of materials, Xiangshan Yue also strives to achieve perfection. In order to create an azure-colored imitation Ru kiln pottery plate, after dozens of rounds of material proofing and comparison, the Chinese ceramic industry was mobilized to carry out "horse racing" research and development, and finally after ten months, the imitation Ru kiln pottery plate that "looks like jade is not jade and wins jade" was restored.
Caption: The real view of the façade of Xiangshanyue in Beijing
"The subtleties see the real chapter", the quality is often more reflected in the "micro end", even if it is a small door number, Beijing Xiangshan Yue and Qingdao Heyue Mansion invited the national arts and crafts master, intangible cultural heritage inheritor Meng Deren exclusive customization, and in the delivery by the owner personally lit up.
Caption: Real picture of the door number of Xiangshan Yue in Beijing
It is worth mentioning that the work of the lobby on the ground of Xiangshan Yue in Beijing is facing the entrance, and the whole base map is based on the "Eight Views of Yanshan", which is interpreted with gold and embroidery techniques, and the "flat gold embroidery" embroidery method of Chinese classical court official hats and costumes is reflected in the buildings and trees in the picture, which is of great artistic value.
Caption: The real picture of the above-ground lobby of the Beijing Xiangshan Yue project
Do a good job of content and provide temperature for a good product
A good product is not a cold space carrier, it should contain rich and warm content. When customers live in the house, whether the supporting facilities are perfect, whether the property services are in place, and whether the design is humanized are the things they most intuitively perceive.
Yuexiu Real Estate's understanding of the temperature of a good product in the northern region is to harmoniously integrate with the city, create a healthy space for customers, and provide a soft and comfortable social scene, so that people can feel a "temperature" between people and the community.
The planning of Beijing Xiangshanyue project borrows the concept of "clever in borrowing, good in physical fitness" and "vulgar is screened, and Jia is receiving" in the famous gardener of the Ming Dynasty. In the park, the cross axis is used as the space skeleton to connect the ancient trees and the Guandi Temple, and the planning and layout of "the cross in the West East Park" is used to create an ideal living environment of "half West Mountain, half Park, Half Nature and Half House". The cross axis is used as the skeleton, and the terrain is cleverly borrowed to create a landscape structure of "two axes, five gardens and sixteen scenes".
At the level of architectural planning, the project abandons the barracks-style arrangement, does not hesitate to reduce a row of buildings, realizes the staggered planning of the middle cross, pulls the spacing between the buildings, and makes the central axis better, so that the view of the mountain is better. This layout strengthens the relationship with the mountain, and the main entrance is "straight to the point"; The spacing between the buildings is widened, and you can "look at the mountains between the houses"; Some side households are designed with corner windows to bring mountain views into the room, which is "turning the window to accept the mountain".
In short, it is "half symbiotic with Xiangshan, half in harmony with nature." The building is hidden in the fragrant mountain, and at the same time, nature is infiltrated into the park, and the boundary is eliminated, and the unity of nature and man is one."
Caption: Renderings of the Xiangshanyue project in Beijing
In terms of garden building, Beijing Xiangshan Yue pays tribute to the three mountains and five gardens, takes the artistic conception of "Xishan Travel Map" + "Thousands of Miles of Rivers and Mountains", and builds a garden setting with the theme of "Academy" + "Yaji", and places 5,000 square meters of cliff ancient trees in the central gathering field, Xishan painting screen, jade seal ashlar and other elements, leading Xishan into the park, creating multiple landscapes, layer by layer.
Caption: Garden renderings of the Xiangshanyue project in Beijing
Lead the development of good products with wisdom
Digitalization and intelligence are the trend of future development, and smart devices have become the standard configuration of good real estate products. Yuexiu Real Estate advocates just the right amount of intelligence, abandons flashy gimmicks, and lets technology serve life. Yuexiu Real Estate adheres to the four dimensions of "smart community, smart home, smart operation, and green technology", leads the development of good products with wisdom, empowers products with technology, and promotes the innovation of life concepts.
Yuexiu Real Estate's Northern Region has teamed up with Huawei's smart home in Beijing's Xiangshanyue, Qingdao and Yuefu projects to elevate indoor air quality control to a newer and smarter level, and the smart home system can automatically control the switch of fresh air and air conditioning equipment according to the real-time indoor air conditions (PM2.5, temperature and humidity, etc.), keeping the indoor air freshness and temperature and humidity in a constant and comfortable state.
The intelligent central control screen is set indoors, which can be set up according to customer needs to return home, leave home, watch movies, meet guests and other scenes, and one-click control is more convenient; With intelligent voice control, you can use voice control to achieve complete interactive command control between the user and the interface, and can also be remotely controlled through the Huawei Smart Life app.
Good products grow together with customers, families and the times
As improving customers becomes the main force of home buyers in the current market, the reputation of the product is particularly important. Yuexiu Real Estate's good products insist on growing together with customers, growing together with the times, and adhering to long-termism. Based on the role of life planner, Yuexiu Real Estate continues to create a better life and bring surprises to customers.
Qingdao Heyue Mansion project creates Qingdao's first natural slope-style sunken courtyard landscape system, forming a three-dimensional system based on the lobby, and integrating the sunken courtyard into the suspension bridge plank road and gurgling water system, about 1,180 square meters of theme Wuberlin, realizing an unbounded connection with the public activity space.
Caption: Real picture of Qingdao Heyuefu Park
In terms of indoor planning, the product team is also committed to creating greater possibilities in a limited space. Beijing Xiangshanyue, full bay window design, the first bay window space PLUS; Qingdao Heyue Mansion, unbounded balcony and all-round guest and kitchen space, both projects are designed for customers to be "bigger" houses under the premise of the same space in the suite.
Caption: Real view of the model room in Qingdao and Yuefu
"Quality, Temperature, Wisdom and Growth" is the result of Yuexiu Real Estate's 41 years of continuous improvement and precipitation of its own product strength, and it is also the understanding and perception of 41 years of always adhering to customer-centricity, paying attention to the market and gaining insight into customers' life needs. Yuexiu Real Estate will uphold the group's concept of good products, take root in the five northern cities, deeply explore the people's yearning and demand for a better life, explore good houses that are more suitable for the people's lives, and create more good houses that respond to the ideals in the hearts of customers.
The products continue to sell well and are recognized by the market
Adhering to the pursuit of maximalist product quality, Yuexiu Real Estate has quickly gained market recognition for its excellent product quality.
Taking the Beijing Xiangshanyue project as an example, according to Tianlang's third-party statistics, the project won the first place in Haidian luxury housing sales in the first half of 2024, ranking among the top three in Beijing's "100,000+ projects" sales list; From April to May this year, it continued to top the list of luxury real estate sales in Beijing, that is to say, in the subscription caliber of more than 20 million total prices, "one out of every two luxury houses sold in Beijing is Xiangshanyue".
Not only that, the Beijing Xiangshanyue project won the "Top Ten High-end Works in China in 2023" by CRIC; Qingdao Heyue Mansion won the Platinum Award, the highest award at the 2024 MUSE Design Awards, and received the "Healthy Building Design Label Platinum" certification, becoming the first residential project in Qingdao to receive this certification.
In fact, as a veteran real estate enterprise in Guangzhou, Yuexiu Real Estate came to the northern market, studied its product characteristics and customer needs, and integrated into the development context and cultural concepts of northern cities, and confirmed its excellent product strength with hot sales and praise.
With the upgrading of Yuexiu Real Estate's product concept in the northern region and the establishment of "Yue" and "Heyue" series products in Beijing and Qingdao, Yuexiu Real Estate will continue to bring more residential works with the spirit of the times and humanistic care in the future.