Focusing on Products and Services, Review and Prospect of Helenbergh’s Speech at the Beginning of Spring

It is said that “spring is the best time to do the year's work.”Beginning of Spring is the first solar term of the year, which is a sign of all creatures coming back to life and the beginning of a new year. At this connecting time of the past and the future, people with foresight began to look back on the previous achievement and formulate new plans to put into action.

“Looking back on the previous year, everyone in this era, from the country, industry, to each individual, was facing unprecedented challenges.” On Feb. 3rd, Huang Zhiheng, the chairman of Helenbergh delivered the speech at the Beginning of Spring. He said that in this special year, Helenbergh didn't slow down its pace of moving forward.

In this year, contract sales of Helenbergh reached 78.3 billion yuan, with a year-on-year growth of 47.3%; in this year, Helenbergh further optimized land reserving structure. Apart from the Guangdong-Hong Kong-Macao Greater Bay Area and the Yangtze River Delta Region with huge developing potential, Helenbergh also focused on the core areas in Central and Western China.

Up to now,  Helenbergh’s projects have covered more than 40 cities of 14 provinces and municipalities, including nearly 200 projects in different developing stages, with land reserving area exceeding 29.62 million square meters.

Meanwhile, in the last year Helenbergh obtained the ratings of “B⁺” and “B2”from Fitch Ratings and Moody’s Credit Rating, with the prospect of “stable”. The solid business foundation is the basis of Helenbergh to achieve product upgrade.

“Residential, living, city and development have all been connected closely.” Huang Zhiheng said that, the experience in 2020 made it clear to Helenbergh that the company had to face the new trend of cooperative development of different industries in the future with a fresh understanding and attitude.

Huang Zhiheng hoped that the brand pursuit of “Flourish with You” could be the vision of development of Helenbergh. Therefore, it is important for Helenbergh to focus on the demands of customers and market in terms of forging products, and spend more efforts on aspects of project management, marketing experience, customer service, “refining inner strength, building up excellent quality, and satisfying people’s pursuit and yearning of a better life”.

Product Upgrading

The integration and upgrading of product line is a must in the developing process of real estate developers, which is the combination of enterprise benefit and customer needs.

A good product line can help brand enterprises to lock target customers, improve product quality and competitiveness, and enhance the brand power of enterprises. In the meantime, standard product lines can help enterprises to effectively control the cost, improve the operation efficiency and shorten the project period, which is beneficial for enterprises to achieve rapid scale expansion.

Previously, Helenbergh created six classic series of products -- Golden Time Series, Helen International Series, Helen Spring Series, Love-ME Series, Helen Town Series, and Bay Series, according to various customer demands in different regions. In the past year, Helenbergh upgraded the product lines, and three brand new product lines of Xiyue Series, Jiuyue Series, and Heyue Series were formed,

wherein the positioning of Xiyue Series is high-end improvement residential, including the project of Helenbergh Orchid Garden in Shanghai; the positioning of Heyue Series is urban quality apartment, targeting the group with improved rigid demand, such as new urban population and white-collar workers.

Shanghai Helenbergh Orchid Garden

The target population of Jiuyue Series is the people who wish for improvement in residence. The positioning of this product line is healthy and intelligent residence with high quality. Currently, targeting the customers with pursuit of quality residence, such as the urban middle class and new urban population, Jiuyue Series has developed more than 20 projects in 16 cities nationwide, including Zhongshan Helenbergh Qing Yun Tai, Kunming Helenbergh Park View Mansion, and Chengdu Helenbergh Park View Mansion.

Chengdu Helenbergh Park View Mansion

Zhongshan Helenbergh Park View Mansion

By establishing the three new product lines, Helenbergh fully implemented product standardization in 2020. Helenbergh is comprehensively improving product quality in four aspects including product standardization implementation, parts and construction process improvement, drawing audit system and quality control improvement, so as to better fit for the requirements of the new era.

The sudden outbreak of COVID-19 last year has changed people’s concept of residence, and the idea of “healthy residence”is becoming popular. When healthy residence becomes one of the potential buying demand of mainstream market, some of the real estate enterprises began to launch new product systems with the label of “healthy, green, and environment-friendly”, so as to cater to the market. demands

However, in fact, as the pioneer of domestic healthy residence, Helenbergh has proposed the concept of “Health^⁺” for the first time in 2016. In the next year, it released the “Health^⁺ Residential System”, and implemented “Health^⁺”product standards in many of its projects.

In 2018, Helenbergh upgraded the system into “Health^⁺ 2.0” on the basis of “Health^⁺”, with four systems including system of healthy and efficient space, system of healthy and friendly atmosphere, system of healthy and intelligent technology, and system of healthy promotion management,so as to set up standards in ten aspects such as ecological planning, health park, classic architecture, and livable house type.

Ten Standards of Healthy Living Experience of Helenbergh “Health^⁺ 2.0”

Taking the example of health park, Helenbergh is now building real estate projects under this standard, setting up twelve standard sections such as parent-child swimming pool, nature school, basketball court, badminton court, and tracks for aerobics, so as to create a healthy residential environment for the residents of all ages in all time by diversified sports facilities.

It is said that the new product line of Jiuyue Series adopted the 5th generation product standards of Helenbergh, which is the iconic representation of the company’s product update of “Health^⁺ 2.0”.

Relying on the advanced residential concept, since its founding in 1998, for the past 23 years Helenbergh has always been engaged in exploring the ideal residential system covering all communities, all families and all living aspects. From the 1st generation to the 5th, Helenbergh has been practicing for years in the field of healthy residential area with mature products, and still kept on upgrading.

As seen from Helenbergh, the current trend of Chinese real estate market has changed from incremental market to stock market. According to the statistics released by State Statistics Bureau, national sales amount of commercial residential building in 2020 has reached a record-breaking 17.4 trillion yuan.

At the same time, the mainstream demand has changed from rigid type to improving type. In the policy atmosphere of “three red lines”, the operation of real estate enterprises has changed from expansion type to efficiency first. Due to the fierce industry competition, Helenbergh believed that it is important to change from previous “completion as the goal” into “perfection as the goal”in terms of product forging, so as to create products with strong competitiveness.

According to the plan, Helenbergh will optimize the products on the basis of the 5th generation of product standards in 2021, and then release the 6th generation of product standard system.

Healthy Residence

Apart from forging products, Helenbergh also focused on property services. “Regarding either products or services, it is necessary for us to take deeper roots, so that the company will grow better with more steady development.” Hang Zhiheng said in the speech at the Beginning of Spring.

Now, Helenbergh has more than 600 thousand customers, providing residential services with high quality, with a service area of more than 30 million square meters. The “6H Service System” has been gradually formed in six customer perspectives, including happy house tour, signing contract with honesty, expectation with hope, harvesting in house delivery, pleasant host, and comfortable home.

Helenbergh’s “6H Service System”

Moreover, Helenbergh is quite happy to use high-tech means to enable modern property management and explore intelligent community service.

The current property management industry is undergoing a new round of upgrading. The market has realized that property service cannot be simply understood as the piling up of technological products, when it has changed from “manpower-intensive model” into “technology-intensive model”. Using technology better and more reasonably with “people as the priority” is the key point.

In details, Helenbergh uses internal APP “Helenbergh Manager” at the employee’s end to support its own intelligent service system. This APP can help property management staff to timely receive owners’ demands such as online complaint, payment, and report of repair, so that property workers can rapidly respond to the demands in a time-saving manner, with improved efficiency of property service and working management.

During the outbreak of COVID-19 in 2020, it was the critical moment for property management enterprises to show their capability, and Helenbergh was good at applying scientific products into actual epidemic prevention in the community.

It is known that, Helenbergh has updated facility and equipment such as community access control, parking gate, security, and surveillance camera, introduced technologies including face recognition, blue tooth, and license plate recognition, so as to enhance the security and protection level of the community. On the other hand, owners can use the intelligent community APP “Hi Residents”, which is self developed by Helenbergh property, to timely check the epidemic data, so as to build the first line of defense to block the viral transmission by efficient and comprehensive management.