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产品主义回归 房企共谋“好房子”破局之道
Core Insights - The definition and construction path of "good houses" have become a core topic in the real estate industry, with a shift from scale expansion to quality enhancement as the industry seeks new development logic [1] - Real estate companies unanimously agree that the industry is entering a product-oriented era, focusing on quality and customer experience rather than just availability [2] Group 1: Industry Trends - The real estate sector has transitioned from high-speed growth to a focus on product quality, with customers increasingly concerned about construction quality, living experience, and after-sales service [2] - Companies are adopting strict quality control systems and emphasizing product differentiation to meet evolving consumer demands [2][4] - The concept of "good houses" is expanding beyond basic living functions to include health environments, smart homes, community relationships, and supporting services [3] Group 2: Company Strategies - New East Rising Group emphasizes a "build well before expanding" approach, achieving over 20% higher sales rates compared to competitors in key second and third-tier cities, indicating that superior products can capture market share [2] - Longfor's digital construction system aims to enhance efficiency and product consistency, making high-quality housing more accessible [3] - China Jinmao is focusing on creating a "healthy residential" product line that addresses air quality, lighting, and sound insulation, in response to post-pandemic consumer preferences [4] - China Resources Land is implementing a "regional deep cultivation" strategy, tailoring products to local market demands and cultural contexts, which may incur higher initial costs but promises better returns [5]