As of December 31, 2008, Poly Real Estate has boasted continuous better than expected performance with annual sales volumes of 20.511 billion Yuan, an increase of 20.36% year on year, and accumulated sales of 2,584,900 square meters, an increase of 29.48% year on year. This achievement was gained amid the period of market adjustment when most property developers experienced a decline in sales. Poly Real Estate has now become a leading player in property industry.
In 2008, the sales volumes and market share for Poly Real Estate increased against the market trend. Sales volumes achieved a growth of 148.83% over 2007, accounted for 1% plus of the country’s total market share and 4.73% of the all the entered cities. The accumulated sales volumes grew by 36.34%, 45.81%, and 137.75% over 2007 in Guangzhou, Shanghai and Beijing respectively, the first-tiered cities most affected by the Government’s adjustment and control policy. Among which Guangzhou saw a 5.7 billion total sales volume with a new record of 11.1% market share. In newly entered cities Poly Real Estate has become a leading player in the local market with outstanding performance and consecutive new records. Statistics shows that Poly Real Estate’s net profit of the first three quarters of 2008 is 1.267 billion Yuan, a 125% increase year on year, ranking top in terms of profit and growth.
Poly Real Estate regards the following three points as the main driving force for its sales growth:
Firstly, the strong brand appeal. As a credible and responsible state-owned listed company, Poly Real Estate brand image featuring "a harmonious, natural and comfortable living experience” has been widely recognized by the society. After holding the first place among the most valuable Chinese state-owned real estate brand for two consecutive years, Poly Real Estate’s brand assets exceeds 6 billion Yuan. Poly Real Estate ranks within top four among all the real estate companies in China in terms of comprehensive strength, and was listed into " The Research of Chinese TOP10 Listed Real Estate Companies" for the second time. Being ranked No. 2 in terms of comprehensive strength, operation scale, and investment value, its leading position in the real estate industry was further strengthened.
Secondly, the strong competitiveness based on quality. Poly Real Estate s has been engaged in providing high quality residential projects for customers for 16 years. By actively carrying out business innovation, constantly improving management and product positioning, and raising added-value to its products in all aspects, it has substantially sharpened its competitive edge. In 2008, both in Changchun, Tianjin and Chengdu, the newly entered cities, and in Guangzhou, Beijing, Shanghai, where it has years of presence, Poly Real Estate achieved frequent successes: on June 15, open sales started simultaneously for two projects, Beijing West Mountain Forest Resort and Lily Garden, total daily sales volume realized 2.111 billion Yuan, setting a record of the highest opening-day sales for residential projects for one real estate company in Beijing, and the 1.208 billion Yuan’s sales volume for West Mountain Forest Resort created a record of highest one-day sales of a single project in Beijing. The one billion-plus Yuan’s sales volume of Changchun Poly Luo Lan Xiang Valley set up a new record in Changchun property industry. By providing high cost-effectiveness and high habitancy products, Poly Real Estate won good market share. Its best selling projects covers normal residential building, high-end residential building, villa, park and golf course etc. with very distinctive features in planning and designing, and has enjoyed firm recognitions and deep popularities among customers. Through the successful operation of various projects, in 2008, Poly Real Estate has demonstrated an outstanding capability in development philosophy, product design, engineering technologies and sales management etc., and has supplied diversified and high-quality products to the market, which in turn ensured the healthy and sustainable development of Poly Real Estate.
Thirdly, sound market judgment and accurate decision-making. Facing the global economic crisis and the domestic real estate market adjustment, with its foresight insight of the macroeconomic situation, accurate interpretation and timely application of the government policy, Poly Real Estate, since March of 2008, has changed its sales strategy timely to speed up money payback and bring the price more in line with market trend, so as to make full preparation for market fluctuation. The top management timely put forward the "three improvement" strategies: namely, to improve overall company governance, product quality and economic return, and to improve construction quality through the phase of product development and process monitoring, and to take initiative to seize the market opportunities with the ultra-high cost-effective products and a high fitness of marked trend, so as to meet the changing demand of the house buyers.
From 2002, Poly Real Estate has adopted a strategy of national expansion. After 6-year best endeavor, its regional subsidiaries have entered the period of high-growth. In the cities and surrounding regions, business has entered into a period of development based on economic of scales from the initial stage of only 1 or 2 project. All the projects have begun to make continuous contribution to the country and the society, and in the mean time ensure a good and fast development for enterprises. In 2009, Poly Real Estate will continue to adhere to its brand-orientation, taking "wisdom, growth and life" as the annual theme, highlighting "wise growth for enterprises, harmonious life for customers", and share the bright future with our customers to achieve the “harmonious, natural and comfortable living experience”