The beginning of Country Garden?

Country Garden was born in 1992. Country Garden has been working hard in the real estate field since the foundation stone was laid, with the enterprise development and business philosophy of "building with heart, caring for residents and returning to society". More than ten five-star super-large comprehensive communities with beautiful environment, complete facilities, star service and strict security have been built for many successful people. At present, Country Garden has developed into a large-scale comprehensive real estate enterprise with more than 654.38 million owners and households, more than 40,000 employees and subsidiaries involved in all aspects of real estate development. The projects spread all over the Pearl River Delta and other provinces and cities in China, and truly realized regional expansion and large-scale brand chain operation. They have not only successfully created the lifestyle of "Country Garden Home Mode" and "Five-star Home", but also established the "Star Hotel Chain System", "National Leading Education Chain System" and "Leisure and Entertainment Supporting System" with large theme parks and golf clubs as the content.

"One Country Garden a year" not only reflects the strong manufacturing ability of Country Garden, but also is an innovative breakthrough in its marketing, planning and brand building. The history of Country Garden 10 years has made people see the growth process of a strong real estate brand and the mythical rise of a real estate aircraft carrier. While striving to provide quality products and services to the society, Country Garden will always treat the society with a grateful heart and repay the society as much as possible. In Country Garden's view, it is the real success of Country Garden to do its best to repay the society.

In the fierce real estate competition, Country Garden people always regard "Country Garden, give you a five-star home" as the core concept of corporate culture. According to the needs of social and human settlements development, they constantly enrich the Country Garden home model with the connotation of "large community+beautiful environment+quality products+quality management services+super supporting system+reasonable pricing", and continue to lead the new trend of living, so that more and more people can enjoy a five-star life and those who pursue a happy life can achieve five-star.

Innovation is the soul of Country Garden brand, and the spirit of innovation is the driving force for Country Garden to win market favor and long-term development! In the brand development process of Country Garden for more than ten years, innovation exists in every link of real estate development, from positioning to products, from supporting to service, from marketing to management, innovation is everywhere, which not only successfully adds value to the brand, but also profoundly affects the real estate market in China.

Innovation, Transcendence and Never Stop —— Country Garden Brand Development Course

Product innovation

1999, when most of the products on the market were still blank houses, guangzhou country garden took the lead in promoting luxurious garden houses in all existing real estates, and the residential facilities and landscaping were delivered at the same time, snapping up 3,000 houses and villas in one month. ...

In 2000, South China Country Garden began to try to sell villas with decoration, and it was successful. In just two years, there are nearly 3,000 Country Garden Community in South China with a population of over 10,000, making it a super-large building in South China.

In 2002, Phoenix classified villas and villa products in detail and formulated different luxury decoration standards. Decoration design should not only consider practicality and cost performance, but also highlight personality. In 2005, Phoenix even formulated the delivery standard of private gardening, and designed nearly a thousand kinds of products according to the changing law of products and terrain. This product innovation has been widely recognized by customers. Phoenix won the sales champion in Guangzhou in just 8 months, ranking second in the country, and it is still selling well.

What's more, in May 2004 1, Phoenix made a bold attempt to launch 300 sets of rental residential areas only for outsiders. The architecture, decoration and gardens of Phoenix Island are all designed according to the living habits of foreigners, and they are favored by foreigners once they are introduced. This is a new breakthrough for Phoenix to explore the leasing market and move towards internationalization.

Country Garden Holiday Peninsula, which opened on June 5438+ 10, 2004, was the first large-scale "all-existing building" sale. Not only did it avoid the long waiting period for consumers to repossess the building, but it also formulated different series of furniture and electrical packages, realizing the dream of "repossessing the building" and being praised as the standard of "perfect delivery" by consumers.

From the delivery of houses with decoration, to the delivery of villas with luxurious decoration, to the exquisite gardening of private gardens, and to the provision of different furniture and electrical facilities, the residential value of Country Garden has been continuously improved through innovation.

Operational innovation

From the initial supporting mode (five-star school+clubhouse) leading the real estate market in China to the leap-forward exploration of urbanization operation (five-star hotel+golf+theme park), Country Garden has built one new city after another.

1992 Shunde Country Garden, as a masterpiece of Country Garden, took the lead in making a bold attempt to support and educate first. Introducing the "education" industry, we successfully co-organized Guangdong Country Garden School with Beijing Jingshan School, started real estate through education, and set up five-star clubs, clubs and other community supporting places based on the school, which triggered the first "revolution" of the real estate industry in China and created a precedent for educational real estate.

65438-0994 Country Garden creatively introduced five-star service into community management and property management, and put it into practice. After more than ten years of development, it has been continuously enriched and upgraded, and finally settled into the basic element of Country Garden brand.

In 2002, the concept of "Villa City" in Phoenix was put forward, which changed the real estate development in China from a single building to a comprehensive residential area and then to the city level, breaking through the traditional concept of residential area and advancing the planning, construction and supporting. Phoenix boldly carried out a "leap-forward new exploration" on the original supporting mode of Country Garden, radiating community culture and expanding community commerce. The first Phoenix Hotel built in Guangzhou with platinum five-star standard, and the Phoenix School and Litchi Culture Village put into operation one after another are the best innovations and upgrades to the five-star model of Country Garden.

In 2005, Country Garden Holiday Peninsula creatively combined five-star hotels, hometown theme parks, 36-hole international standard golf courses, commercial plazas, large waterfront parks, 8,000 acres of natural lakes, and the stretching Prince Mountains, integrating multiple functions of leisure, tourism, vacation and residence, and once again set off a buying craze with a brand-new "4+3" holiday-style living mode.

Marketing innovation

1999 During the Spring Festival, when many developers were still celebrating the Spring Festival, guangzhou country garden sized up the situation and broke the routine. At the beginning of the New Year's Day, we took the lead in opening a "free car-building" team of 50 buses. At this point, Country Garden has become the leader of real estate holiday economy.

In 2002, with the brand-new marketing concept of "white-collar workers can also live in villas", Phoenix set off a wave of buying villas. In just eight months, Phoenix has created a sales miracle in the history of China real estate.

On the National Day of 2005, the "Dream Island City of Mountains and Waters" holiday peninsula attracted customers from Guangzhou, Shenzhen, Dongguan, Qingyuan, Hong Kong and other places from all directions by virtue of its innovative supporting mode, innovative delivery standards, innovative lifestyle and the marketing concept of "building your own house". In just seven days, the number of people in the building exceeded 65438+. Holiday Peninsula, under the banner of "building your own house", will once again carry out "good quality and low price" to the end. The first phase of the sale of existing homes at ultra-low prices completely broke the psychological bottom line of consumers and won a full house.

From the first free car inspection service, to subverting the tradition of not selling houses during the Spring Festival, to "white-collar workers can live in villas" and even today's "building their own houses", Country Garden's innovative marketing concept has made one legend after another.

Every innovation in Country Garden can create a sensational effect, whether it is the first time to sell the whole building, or the first time to bring the luxury decoration of the whole house, the delivery standard of precious gardening, or even to raise the concept of integrated community to the height of the city, etc ... Country Garden believes that innovation is to foresee the possibility of product upgrading and the direction of market development on the premise of meeting customer needs, and then constantly change and surpass itself.

Sticking to Honesty and Pursuing Perfection —— The Core of Country Garden Brand

Country Garden has developed from a startup company to a large enterprise group, relying on practicality and integrity. While pursuing profits, we should not forget to repay the society. This is the original intention of Country Garden to insist on high quality and low price. It is also the highest level of integrity pursued by Country Garden people. "Build with heart, care for residents and repay society", Country Garden has regarded honesty as the cornerstone of brand development and the core value of corporate culture!

Good quality and low price are the magic weapon of competition.

The success of Country Garden and reasonable price positioning have contributed greatly. Cheap and good quality are the highest realm of honesty pursued by Bagui people. Building affordable housing for the society has become the core competitiveness of Country Garden people.

Country Garden's reasonable pricing strategy is not a simple subtraction. On the one hand, by constantly enriching the added value, the residential value of products is enhanced; On the other hand, through the large-scale, systematic and standardized exploration and practice in the construction process, it will benefit consumers to the greatest extent, repay the society and let more people realize their five-star living dream.

Phoenix "white-collar workers can live in villas" and holiday peninsula "build their own houses" ... these simple slogans are the products of a benign capital circulation chain formed by Country Garden people's down-to-earth, conscientious, large-scale standardized production and efficient and rapid sales. At the same time, it also allows consumers to get better products, better services, better matching and better life while paying the same value.

In July this year, Country Garden in South China once again entered the market with shocking prices and high cost performance, completely breaking the freezing point of Guangzhou property market, and then set off a frenzy of buying the property market. 600 units are sold out 1 week, and before the second phase is launched, customers have already queued up, which is in short supply.

Country Garden's high quality and low price have won the recognition of consumers and become the core competitiveness of Country Garden brand. It is also the highest symbol of Country Garden's corporate integrity beyond profits, that is, "building with heart, caring for residents and repaying society".

Scale and speed show competitive advantage.

Anyone who has been to Country Garden will be shocked by its huge scale, magnificent momentum and beautiful environment, and deeply feel its peculiar influence. Behind the shock is Country Garden's powerful comprehensive development strength and resource integration and deployment ability, which is also a miracle created by Country Garden's long-term adherence to the scale development model. This "one-stop" real estate development model, from pre-planning, planning and design, landscaping, apartment configuration to pre-sales and after-sales service, is equipped with an elite team with rapid response, and has successfully achieved a win-win situation of "high quality" and "high speed" with professional and strict quality control.

Five-star service is the DNA of the brand

Humanized star service is also the most unique gene of Country Garden brand and the greatest charm of Country Garden brand. For consumers, a five-star home should include not only five-star hardware facilities, but also five-star services. Five-star service means that no matter when and where, no matter what kind of guests, as long as they are reasonable, they should be satisfied as much as possible.

Country Garden's five-star service is first reflected in meeting customers' needs in a forward-looking way according to the development trend of society and human settlements. From supporting first, you can enjoy noble community services such as clubs, schools and hospitals when you check in; Free car inspection, holiday promotion and other marketing measures are all from the customer's point of view, and the deep-seated needs of customers have been solved before they think of it.

Secondly, no matter what kind of customers, they can find their own living sky in Country Garden. Country Garden's products range from bungalows to conjoined villas, detached villas and even ultra-luxury villas, and its supporting facilities range from free reading rooms and free fishing grounds to 36-hole golf courses, from children's playgrounds to sunset activity centers for the elderly ... diversified products, personalized decoration and rich and varied entertainment facilities have taken care of customers of different ages, consumption levels and hobbies.

Five-star service, including the little things in life, is the ultimate and perfect. Service can't just stop at the salute of security guards and the smiles of service personnel, but more importantly, it is reflected in the urgency of the guests, the thinking of the guests, the serious treatment of the reasonable demands of the guests, and the transformation of each guest's demands or complaints into a satisfactory smile and appreciation. In recent years, every link of Country Garden's marketing system is implementing the "AA" standard, that is, "for anyone at any time", which is the company's requirement to provide high-level five-star service to anyone at any time and any place. AA standard carefully and strictly stipulates the standard of providing services for guests in every link of pre-sale, sale and after-sale. The company also uses "mysterious customers" and "inspection teams" to check the implementation of AA standards, and has formulated a strict reward and punishment system.

In Country Garden, five-star service is not a simple slogan, but the determination, confidence, patience and sincerity of Country Garden, which is the energy to preserve and increase the value of the property and the feeling of making the owners happy all their lives!

With the development of the times and the improvement of owners' demand, Country Garden's services are constantly innovating and improving, constantly adding value and constantly enriching, and finally settling into the basic elements of Country Garden brand and becoming the conscious habit of Country Garden people.

Adhere to the core values of honesty and surpassing profits.

According to statistics, a considerable part of the properties that Country Garden has sold have achieved impressive results through the reputation of the owners. This just shows the reputation of Country Garden in the hearts of consumers.

The person in charge of Country Garden Company once mentioned: "We should remember that our company should be responsible to the society and be a conscientious company. Our company has its own unique corporate culture, which is particularly important. We must adhere to the concept of honesty and service to society. Only under this premise can we pursue the interests of the group, improve the development speed and efficiency of the group, and ensure the quality and safety of products. " Country Garden believes that Country Garden's greatest success is its return to society. It is this core value beyond profit that keeps Country Garden growing steadily in the ever-changing and fierce market competition.

Professional Development, Chain Operation —— Country Garden Brand Extension

Through continuous exploration and practice, Country Garden has successfully created a convenient and multifunctional "Country Garden Home Model" and formed a large-scale "five-star supporting chain system" unique to Country Garden:

Star hotel chain system creatively introduces five-star standard hotels into the community, injects "five-star" gold content into five-star homes, and allows every successful person to engage in business activities and enjoy life more calmly.

While most real estate projects are still following the trend of introducing the prestigious compound real estate model, Country Garden has taken the initiative to build a national leading education brand chain system—from Guangdong Country Garden School and South China Country Garden School to Phoenix School and Country Garden City School, which has not only achieved a high-quality education brand kingdom, but also made great feedback to society.

Country Garden Golf Chain System integrates the interesting and challenging aristocratic leisure sport "golf" into modern community life, which not only enhances the residential value of the community, but also greatly improves the living and investment environment of the region.

Country Garden Group deeply examines the consumer demand and the characteristics of its own products, and creatively creates a large-scale brand theme park system: Zengcheng Litchi Culture Village and Country Garden Farm, which bring together traditional culture, natural pastoral tastes and wonderful amusement projects, and reproduce the theme park "hometown" of ancestors' life scenes, making Country Garden the most distinctive noble landscape leisure community in China.

Country Garden's super supporting system is not an accessory of real estate, but a high-quality brand that operates independently in their respective professional fields and enjoys a high reputation. It can be said that Country Garden Group enjoys two advantages of brand and product, and the integration of supporting systems is undoubtedly the icing on the cake. Its increasingly perfect function and the good reputation of the owners further clarify the advantages of Country Garden, and at the same time effectively enhance its own market influence and form a strong market attraction.