Core Viewpoint - The Shanghai real estate project "Bai Jun Ting" is being marketed without revealing the developer's identity, which is unusual in an industry that typically emphasizes brand recognition. This strategy appears to be a calculated move by the developer, China Enterprise, to distance itself from its brand reputation amid ongoing quality issues and negative public sentiment [1][2][20]. Group 1: Project Details - "Bai Jun Ting" is essentially two high-rise buildings within the same community as another project, "Zhongqi Yun Cui Forest," but marketed under a different name to signify a new product line with larger units and higher specifications [4][6]. - The project consists of two 25-story residential buildings, primarily offering larger units of approximately 177-179 square meters, with an average price of about 119,700 yuan per square meter, targeting a total price around 20 million yuan [6][10]. Group 2: Pricing and Market Strategy - The same units that were previously listed under a different name have been reintroduced with a price increase. For example, a unit that was previously priced at 108,029 yuan per square meter is now listed at 110,190 yuan per square meter, reflecting a price increase of 2,161 yuan per square meter [10][12]. - The total value of the 73 units has increased from approximately 1.525 billion yuan to 1.556 billion yuan over two years, indicating a rise in market value despite the developer's attempt to rebrand [12]. Group 3: Brand Reputation and Market Perception - China Enterprise has faced multiple quality complaints in recent years, leading to a tarnished reputation. Issues have included construction defects and poor quality control, prompting the company to adopt a strategy of "brand cutting" to dissociate from its negative image [15][17]. - The decision to market "Bai Jun Ting" anonymously is seen as a desperate measure to regain consumer trust, as the company attempts to present a fresh identity while still dealing with the legacy of its previous projects [20].