Delivery Capacity Competition: Analysis of Upgrading and Implementation of Helenbergh's Whole-cycle Delivery System

As the real estate industry moves forward, all players have reached a consensus that development relies on continuously improved products, delivery and services. Of the three elements, delivery capacity has become the key to a new round of competition among real estate developers.

Real estate enterprises that continue to deliver houses undoubtedly demonstrate their operational strength and steady posture. Take Helenbergh for example. It focuses on quality delivery, and has set a typical example of progress and achievement in delivery services, a topic worth further discussion.

Delivery, Key Word in Real Estate Industrial Competition

Since this year, a number of major favorable policies have been introduced by the central government, and the real estate market environment has improved significantly. The fundamentals of the industry are gradually recovering.

In this context, the delivery capacity becomes particularly important, as it displays the commitment of real estate developers, directly reflects their credit and sets the bottom line of a virtuous cycle.

According to the incomplete statistics of relevant platforms, Helenbergh ranked 12th in the Top 15 house delivery list in the first half of 2022. Its leading position in delivery has received much of the market’s attention.

The correspondent learned that from January to September this year, Helenbergh has also delivered houses covering nearly 3 million square meters of floor area to over 30,000 owners in over 80 batches. These projects are based in major cities such as Foshan, Jiangmen, Zhongshan, Kunming, Wuhan, Xi'an, Chengdu and Huzhou.

Specifically, Jiangmen Impression Helen Bay and Wuxi Helenbergh-Liangxi Benyuan  ushered in a centralized delivery this year, officially embarking on a new journey of quality delivery by Helenbergh. Subsequently, Zhongshan Helenbergh Qingyuntai also witnessed a centralized delivery to 400 owners. In addition, many projects were delivered in the first half of this year, providing quality homes for nearly 3,000 families. They include Helenbergh Dacheng Xiaoyuan, Helenbergh Spring City Time Garden and Helenbergh Central Square in Yunnan-Guizhou Region.

“At a time when the property industry is under pressure, enterprises represented by Helenbergh still manage to achieve quality delivery, which demonstrates their business strengths and robustness.” noted an insider.

“Certificated“ Comprehensive Growth Engines

The correspondent noticed that Helenbergh has implemented the policy of certificate upon delivery for many projects such as Jiangmen Helenbergh Impression Helen Bay, Huizhou Helenbergh Hailun Yijing and Hailun Yiju. Owners can receive the ownership certificate along with the house key on the day of delivery.

The policy of “certificate upon delivery" means that the real estate registration agencies, in cooperation with taxation and financial authorities, complete the new commercial residence registration and grant the ownership certificate to the applicant purchasers on the day of delivery if relevant preparations have been finished. Pilots of such policy have been carried out in Hangzhou, Changsha, Kunming and other cities since 2019 and are planned to be further advertised across the country. Up to now, most cities have started to pilot the policy.

On the other hand, the policy of certificate upon delivery means that the property developers need to complete the receiving inspection as well as services for delivery of both the house and the ownership certificate in advance.

“Such measure prompts real estate enterprises to enhance project management and focus more on quality. They also have to secure various services ahead of schedule to implement the certificate upon delivery policy. Given the current delivery efficiency in the market, the procedure from the house delivery to certificate granting can take as short as a few months, or as long as up to several years. So we can say developers that can pass the acceptance test the first time are the best without a doubt.” marked the insider.

From the insider’s point of view, Helenbergh's delivery capacity is among the top compared with counterparts of the same scale. It is closely related to the company’s adherence to its original aspiration of assuming corporate social responsibilities and pursuing outstanding products and services.

  After more than 20 years’ steady development, Helenbergh has developed into a conglomerate that covers various fields such as residential development, commercial operation and creative zones. As of Thursday, June 30, 2022, its presence has spanned across more than 50 cities in 16 provinces and municipalities, with more than 200 high-quality boutique real estate projects and land reserves worth nearly 400 billion yuan. Over 700,000 owners have enjoyed Helenbergh's quality products and service.

Upgrading Whole-process Delivery System

In a downward housing market, how can real estate developers achieve quality delivery?

Helenbergh sticks to its own understanding of the delivery of every house to every owner. It reckons that apart from the isolated delivery links, delivery capability as the core competitiveness, is more of a comprehensive management capacity throughout the cycle and business chain, including R&D, design, procurement, engineering, pre-delivery service, delivery experience, and even post-delivery services for daily scenarios.

The major steps Helenbergh took to polish such capacity indicated that the company has already put into place a delivery system called Yuexiang, which covers preliminary, interim and post-delivery stages and sets the standards for delivery in real estate.

Specifically, Helenbergh has set eight touch spots of delivery service, including Yuejian (blueprint), Yueqian (contract-signing), Yuelai (Helenbergh‘s welcome letter), Yuekong (risk control), Yueyan (delivery and acceptance), Yuejian (construction site tour and new home experience), Yueshou (acceptance as scheduled) and Yuexiang (community services). The entire customer journey of Yuexiang covers a complete set of procedures before and after delivery.

According to a relevant person-in-charge of Helenbergh, the blueprint in the preliminary stage, risk control before pre-sale, construction site tour before delivery and scheduled house delivery are the major links that draw the most attention from the owners and need the most attention. “Blueprint collects the actual demands of purchasers, site tour helps meet the expectation in advance and scheduled delivery fulfills the commitment and showcases company strengths.”

On top of that, Helenbergh has continuously optimized its delivery standard system and set up an industry-leading “3+2” Yuexiang delivery system to ensure delivery quality and high-level management.

Underpinned by the whole-process Yuexiang system, Helenbergh customers maintain a high satisfaction rate on the whole. Statistics indicate that in the first concentrated delivery of some key projects, Helenbergh realized a delivery rate of 94.28% and an overall satisfaction rate of 96.3%.

Quality delivery, therefore, has become the cornerstone driving property companies’ development. Going forward, Helenbergh will steadily march forward, continue to optimize its delivery services, improve the delivery service system and provide more quality houses to customers.

An insider also believes that three elements will be powerful tools to get enterprises through the real estate industry cycle safe and sound. They are the capacity to provide extreme quality products and services, efforts targeted at aspects from the synergy of various business chains, innovative product design to the implementation of engineering management standards, and comprehensive improvement of delivery.

Author: Zhang Xiaolan