Chinese Brands Day: Helenbergh Sticks to Long-term Development Path in Co-building a Wonderful Life

On May 10, 2022, China ushered in the sixth “Chinese Brands Day”. How to improve brand influence continuously and empower development with brands has become a development direction all enterprises are exploring actively.

All the time, Helenbergh China Holdings Limited (Helenbergh) has been adhering to the long-term development strategy. Through effective measures such as building product IP with craftsmanship, accurately deploying core areas, setting up a full-cycle service system, and fully enhancing the brand strength, it has provided customers with high-quality products and services, set up a stable development template for the industry, built a strong brand power and empowered its further development.

Creating Product IP in Different Forms of Business and a Wonderful Life

Helenbergh has attached importance to product development, as its products become increasingly quality, systematized and IP-based, thus providing a strong support for its market expansion. On the basis of the existing six product series, Helenbergh has upgraded its products to create three major product lines, namely Xiyue, Jiuyue and Heyue, satisfying the market demands for different kinds of housing products.

In terms of commerce, it has formed the IP of three commercial brands, namely Helen World, Helen City and Helen Park, and created benchmark creative parks such as Guangzhou Helenbergh Creative Park and Helenbergh Smart Jinshan Ecological Green Valley.

The reality image of the Helen World Shopping Center in Kunming

At present, the commerce of Helenbergh has entered the stage of full development, with nearly 20 commercial projects under construction and operation located in major cities such as Shanghai, Guangzhou, Kunming and Nanjing. Among them, the Kunming Helen World Shopping Center opened for business at the end of 2021 was a commercial flagship of Helenbergh with a total floor area of 240,000 sqm, which positions and leads the new development of local commerce with a composite experiential shopping center integrating “arts, commerce, culture and tourism”.

It’s noteworthy that Helenbergh has been one of the early ones to put forward the concept “Health⁺” in the industry and has released the innovative “Health⁺2.0” and taken the initiative in the industry to put forward ten healthy living experience standards including ecology planning, health park, intelligent enjoyment, shared infrastructure and noble homing, involving 48 points of value and 169 details. They have been implemented in several quality projects in China, satisfying the people’s yearning and pursuit of healthy homes.

According to the analysis conducted by Cric, a third party research institution, Helenbergh has adhered to the sustainable development path based on the strategic goal of “carbon peaking and neutrality”, accurately dealt with the changeful customer demands and developed a comprehensive, systematic product system through targeted optimization and adjustment, so as to provide strong support for its long-term development.

Building a Service System of Full Life Cycle to Lead Industrial Service Standard

In terms of delivery service, Helenbergh has already set up an industry leading “3+2” delivery system and continuously led the delivery standard in the industry, specifically covering the ten steps of risk control, the four quality inspections and two delivery activities and the two management tools, namely customer service system and the fine and intelligent construction app online engineering management platform.

In addition, Helenbergh has also set eight touch spots of delivery service, including Yuejian (blueprint), Yueqian (signing with customers), Yuelai (Helen home letter), Yuekong (risk control), Yueyan (delivery and acceptance), Yuejian (construction site opening and new home experience), Yueshou (acceptance as scheduled) and Yuexiang (community service). Through them, it fully guarantees and keeps improving the high-quality delivery in the full life cycle and lays a solid foundation and realizes a service close-loop for quality delivery.

In the first quarter of 2022, Helenbergh finished near 20 batches of quality delivery for near 10,000 owner households with a floor area of near 1 million sqm, covering core cities such as Wuhan, Chengdu, Wuxi, Jiaxing, Huizhou and Jiangmen to create a happy home for the owners.

Besides, Helenbergh has tried to create a “360° wholehearted service model” for community service. The model features harmonious, appropriate, warm, healthy, sunshine and careful services. It keeps building and improving the customer service system to provide the customers with diversified high-quality property service in various scenarios.

In order to enrich the community life, Helenbergh has launched and organized community cultural activities nationwide such as amusement, carnival, large-scale party, garden party, DIY, tea party, owners’ birthday party and Double 9 Festival trip, thereby creating a community culture with a strong sense of belonging.

Solidifying Comprehensive Strength and the Path for Steady Development

After more than 20 years of development, Helenbergh has developed into a comprehensive group covering various fields such as housing development, commercial operation and creative technology industry.

Helenbergh has finished its deployment in core city clusters, mainly focused on the five core city clusters, namely the Pearl River Delta, the Yangtze River Delta, the Beijing-Tianjin-Hebei region, the West China and the Central China. These regions boast extremely great development bonus, laying a solid foundation for its sustainable development in the future.

As of December 31, 2021, Helenbergh’s business had been distributed in over 50 cities in 15 provinces and municipalities of China, owning over 200 quality projects, with a land reserve value of near 400 billion yuan, providing high-quality products and services for over 700,000 customers.

Depending on its great comprehensive strength, Helenbergh has been widely recognized by the customers and industry, and honored as one of the “Top 500 private enterprises of China in 2021”. It is committed to contributing the strength of private enterprises to the establishment of a new development pattern. Meanwhile, it has been selected among the “Top 20 Chinese real estate developers in brand value”, “Top 50 real estate developers of China” and “Top 50 commercial real estate developers in comprehensive strength”.

It was pointed out by industrial insiders in related reports that from the building of product IP to the establishment of a service system, Helenbergh has adhered to a long-term strategy, continuously accumulated strength and kept raising its own comprehensive strength, thus laying a solid foundation for its high-quality development.

Fully Improving Brand Influence to Empower its Long-term Development

In 2022, Helenbergh released its annual claim of “Advancing to Pursuing Wonderful Future” and will actively build a positive brand image from four dimensions, namely “Original aspiration--Yuemei brand, practice of craftsmanship--Yuemei quality, advancing with understanding--Yuemei life and moving on together--Yuemei cities”.

The annual claim of Helenbergh for 2022

In 2021, Helenbergh had brand interaction with several renowned enterprises by launching several online and offline brand activities such as the Wonderful City Growth Plan, the 520 HIGO Season for Settling in, the 2021HIGO Wonderful City Run. In this way, it expanded its brand influence and aroused an active response from all quarters of society, and was honored among the “Top 50 Chinese real estate developers for brand value in 2021”, and its brand communication ranking rose to Top 25.

Besides, the IP image management of Helenbergh has been enhanced effectively, and its cultural creativity products have been widely recognized by the industry. In addition to the six original images of Helenbergh’s chief health experience officers, Helenbergh endowed Haixiaobao with richer images and applied it at broader levels, covering six different segments, namely corporate culture, projects, Helen campus recruitment, HI School, housing segment and commercial segment, which has also been manifested in various application scenarios, including peripheral sales on micro shops, new project exhibitions, brand events, festival publicity posters and commercial activities.

While achieving a robust development, Helenbergh has insisted on fulfilling its corporate social responsibility under the tenet of “supporting education and learning, poverty relief, supporting the elderly and disabled and disaster relief”. It has successfully launched public welfare and charity undertakings in four categories, namely Helenbergh Support, Helenbergh Education, Helenbergh Kindness and Helenbergh Action. It has donated an accumulation of over 200 million yuan fro various public welfare programs of the society and set up a good reputation in all quarters of society. In 2021, the Helenbergh Charity Foundation was honored as an “Organization with Prominent Contribution to Poverty Eradication in Guangdong Province”.

Brands are intangible assets extremely important to an enterprise. In the future, Helenbergh will fully and continuously improve its brand influence and solidify its comprehensive brand strength to achieve its long-term development goals.