According to the research of the “Top 100 Housing Enterprise Product Annual Report” released by Rand Consulting, the main channel business, product iteration, service circle construction and other aspects are the focus of real estate companies in the future.
Editor’s note: This article is from the micro-channel public number: Real Estate Product Line (ID: fdccpx), Author: Rand Consulting, an authorized reprint
There is no hardest, only harder. The Chinese real estate market has weathered the challenges and surprises of 2019, and ushered in the “black swan” flying 2020. The new crown virus not only disrupted the entire social and economic order, but also seriously affected the overall development rhythm of housing companies’ land acquisition and sales. In the future, the possibility of market turbulence will not be ruled out.
As the market enters its downturn for the third year, a new situation worthy of alert is emerging:
First, the number of outsourcing and even bankrupt housing companies has increased sharply, the growth of high-growth “dark horse” housing companies has slowed, and more and more companies are seeking strategic breakthroughs;
Second, many old-fashioned houses, long-term rental apartments, characteristic towns and other businesses that the housing companies have tried have fallen into the dilemma of the profit model. The water-testing enterprises have begun to “return to the main channel and focus on the basic market.”
Industry concentration has increased, competition has become more intense, and sales have become more difficult … More and more real estate companies have realized that the market has entered the era of product competition, and they have begun to adjust their product strategies and continue to increase investment in production and research.
According to the research of the “Top 100 Housing Enterprise Product Annual Report” released by Rand Consulting, the main channel business, product iteration, service circle construction and other aspects are the focus of real estate companies in the future.
Keywords: Habitat
With the outbreak of the global epidemic, the importance of houses based on ecology, health, green and other factors has become increasingly prominent. In fact, RAND Consulting also found in the research of the “Top 100 Housing Enterprise Product Annual Report” that in 2019, “Habitat” has been extracted into the keywords of housing enterprise products, and more and more companies are paying attention to and constantly promoting real estate projects Habitat concept.
In the “Top 100 Housing Enterprise Product Annual Report”, the top ten keywords for products in 2019 were put forward. In addition to the well-deserved word “Habitat”, ecology and service have also become two annual new words that deserve attention.
How far is business diversification?
After presenting the product dynamics of various companies in a “comprehensive + key” manner, RAND Consulting found that although housing companies are returning to the development of the main channel business, an enterprise has been quite diversified on the road of “not doing business” There are gains, soThe report has a lot of relatively concealed data conclusions for real estate companies in “non” related diversified businesses, and is included in the “Top 100 Housing Enterprise Product Annual Report”.
Return product
According to Rand Consulting’s accurate statistics, more and more companies are returning to their original intentions-making good products. As of the end of 2019, 97% of the top 100 housing companies are pursuing product line development, including an average of 3.8 residential product lines, 4.6 residential project series / product brands, and 2.2 commercial product lines / product brands.
TOP50 average standardization rate of housing enterprise products
The era of competing products has arrived! Just as biological evolution is the result of natural selection and genetic mutation, so are companies in the market competition, as are real estate products.
Learn advanced, sugar daddy, take the right path
The latest issue of the “Top 100 Housing Enterprise Product Annual Report”, from the content, focuses on the nuclear real estate product line, the company’s product strategy in recent years, the company’s past performance growthThe relationship with product evolution, product department planning and new product department, product standardization system and annual optimization iteration results, product highlights and upgrade trends were explored in depth.
Among them, the TOP20 housing companies for the head company further detailed each housing company’s 2019 sales and year-on-year growth, growth rate change, ranking change, and CAGR and growth rate ranking in the past three and five years. Ranking changes in the past eight years (all basic data is derived from corporate announcement data, so it is more accurate than some list data).
This product annual report is not straightforward, but made targeted professional comments on the strategic dynamics, product features / highlights, trends, etc. of each housing company. For example, for Sunac, focus on presenting and analyzing “how Sunac’s product power is made”; for Longhu, focus on presenting and commenting on its new landscape practices in 2019; for Sunshine City, highlighting its dimensionality reduction Competitive Sihua products. It can be said that the highlights and viewpoints are different.
Analysis directions of some key enterprises in the “Annual Report of the Top 100 Housing Enterprise Products”:
-
Country Garden: How effective is the robot and whether it can invest a lot of research and development costs to continue firmly, may wish to wait and see.
-
Hengda: Hengda ’s product standardization was not proactive at the beginning, but because of the layout of its third- and fourth-tier cities. , So a miracle appeared.
-
Poly: Median product research is not advancing too fast, and the results need to be verified.
-
Greenbelt: Whether in the past or present, the experience and technology of super high-rise buildings are the core competitiveness and product moat of greenbelt. In the future, it will show its broad value more and more, which is not available to other housing companies.
-
China Shipping: Although one of its three major industrial clusters, the “Urban Operation Industrial Cluster”, although not widely publicized, it has been very successful and worth learning.
-
Shimao: In the next few years, its performance growth will still be very fast, and the industry ranking will be further improved.
-
Xu Hui: After a year, iterating from CIFI-5 to CIFI-6, the speed is relatively fast, and the product generation is not obvious.
-
Sunshine City: High turnover is not the main reason for its rapid growth (because it is not high), so the three major tasks are imminent.
At the same time, in order to encourage housing companies to grasp the trend of product service, the “Top 100 Housing Enterprise Product Annual Report” added the Sunac Attentive Service System, Greenland 4C Service System, Shimao Ocean X Deep Blue Service
According to Rand Consulting’s accurate statistics, more and more companies are returning to their original intentions-making good products. As of the end of 2019, 97% of the top 100 housing companies are pursuing product line development, including an average of 3.8 residential product lines, 4.6 residential project series / product brands, and 2.2 commercial product lines / product brands.
TOP50 average standardization rate of housing enterprise products
The era of competing products has arrived! Just as biological evolution is the result of natural selection and genetic mutation, so are companies in the market competition, as are real estate products.
Learn advanced, sugar daddy, take the right path
The latest issue of the “Top 100 Housing Enterprise Product Annual Report”, from the content, focuses on the nuclear real estate product line, the company’s product strategy in recent years, the company’s past performance growthThe relationship with product evolution, product department planning and new product department, product standardization system and annual optimization iteration results, product highlights and upgrade trends were explored in depth.
Among them, the TOP20 housing companies for the head company further detailed each housing company’s 2019 sales and year-on-year growth, growth rate change, ranking change, and CAGR and growth rate ranking in the past three and five years. Ranking changes in the past eight years (all basic data is derived from corporate announcement data, so it is more accurate than some list data).
This product annual report is not straightforward, but made targeted professional comments on the strategic dynamics, product features / highlights, trends, etc. of each housing company. For example, for Sunac, focus on presenting and analyzing “how Sunac’s product power is made”; for Longhu, focus on presenting and commenting on its new landscape practices in 2019; for Sunshine City, highlighting its dimensionality reduction Competitive Sihua products. It can be said that the highlights and viewpoints are different.
Analysis directions of some key enterprises in the “Annual Report of the Top 100 Housing Enterprise Products”:
-
Country Garden: How effective is the robot and whether it can invest a lot of research and development costs to continue firmly, may wish to wait and see.
-
Hengda: Hengda ’s product standardization was not proactive at the beginning, but because of the layout of its third- and fourth-tier cities. , So a miracle appeared.
-
Poly: Median product research is not advancing too fast, and the results need to be verified.
-
Greenbelt: Whether in the past or present, the experience and technology of super high-rise buildings are the core competitiveness and product moat of greenbelt. In the future, it will show its broad value more and more, which is not available to other housing companies.
-
China Shipping: Although one of its three major industrial clusters, the “Urban Operation Industrial Cluster”, although not widely publicized, it has been very successful and worth learning.
-
Shimao: In the next few years, its performance growth will still be very fast, and the industry ranking will be further improved.
-
Xu Hui: After a year, iterating from CIFI-5 to CIFI-6, the speed is relatively fast, and the product generation is not obvious.
-
Sunshine City: High turnover is not the main reason for its rapid growth (because it is not high), so the three major tasks are imminent.
At the same time, in order to encourage housing companies to grasp the trend of product service, the “Top 100 Housing Enterprise Product Annual Report” added the Sunac Attentive Service System, Greenland 4C Service System, Shimao Ocean X Deep Blue Service
Country Garden: How effective is the robot and whether it can invest a lot of research and development costs to continue firmly, may wish to wait and see.
Hengda: Hengda ’s product standardization was not proactive at the beginning, but because of the layout of its third- and fourth-tier cities. , So a miracle appeared.
Poly: Median product research is not advancing too fast, and the results need to be verified.
Greenbelt: Whether in the past or present, the experience and technology of super high-rise buildings are the core competitiveness and product moat of greenbelt. In the future, it will show its broad value more and more, which is not available to other housing companies.
China Shipping: Although one of its three major industrial clusters, the “Urban Operation Industrial Cluster”, although not widely publicized, it has been very successful and worth learning.
Shimao: In the next few years, its performance growth will still be very fast, and the industry ranking will be further improved.
Xu Hui: After a year, iterating from CIFI-5 to CIFI-6, the speed is relatively fast, and the product generation is not obvious.
Sunshine City: High turnover is not the main reason for its rapid growth (because it is not high), so the three major tasks are imminent.
At the same time, in order to encourage housing companies to grasp the trend of product service, the “Top 100 Housing Enterprise Product Annual Report” added the Sunac Attentive Service System, Greenland 4C Service System, Shimao Ocean X Deep Blue Service