Evergrande is the leader of large masterpiece real estate with standardized operation in China. Through the tightly-knit collectivized management, Evergrande implements the standardized operation to all regional companies nationwide, including such 7 standardizations as management mode, project selection, planning & design, use of materials, bidding, project management and marketing, so as to minimize the business risk resulting from the nationwide expansion and to ensure the control of cost and the creation of competitive products.

Standardization of the management mode: Evergrande implements the three-level management system of the board of directors, group top management and regional company top management, and adopts the tightly-knit collectivized management mode and the Group HQ carries out the uniform management of the regional companies.

Standardization of project selection: This refers to the standard operational mode for location selection, scale definition and project positioning, with the purpose of ensuring the implementation of the compliance of new projects with the development strategy of the Group and minimizing the decision-related risks.

Standardization of planning and design: Products of the Group are divided into five major categories and more than 150 standard apartment layouts are formulated.

Standardization of materials used: Standard materials of large volume will be used for construction, gardening, supporting facilities and decoration projects, ensuring the product quality and controlling the building cost.

Standardization of project bidding: The bidding for all large-scale projects of regional companies will be managed by the Group HQ, with the candidate enterprises required to be a leading one in the industry or an enterprise ranked top 10 in the industry.

Standardization of project management: The Company implements a standard project management system within the country. The Group exercises strict planning management over all construction sites following the standard project construction planning templates and quality assessment system, and conducts progress assessment, quality inspection and construction safety measure assessment for all the buildings of all projects.

Standardization of project marketing: The marketing plans and sale prices for all projects are reviewed and approved consistently by the Group HQ before implementation. The project launching criteria are also strictly carried out.

By June 30, 2010, Evergrande has 73 major projects across the country, located in 36 cities that are mostly regional economic centers with huge rigid demand for housing, large economic scale and nationally leading development speed.

Most of the projects of Evergrande are with the scale of 500,000 to 2,000,000 square meters. Such projects are ideal for scale development and rolling development, which can meet the planning and design requirements for complete supporting facilities and pleasant environment.  Evergrande’s projects are generally located in the cities’ high quality areas with great appreciation potential and rising demand for the housing, 82% of which are the urban projects of the cities, with beautiful environment, complete auxiliary facilities as well as developed urban transportation and great appreciation potential; while the tourism real estate projects are generally located in such areas as are 30-40 kilometers from the central areas of the large cities, in the vicinity of the express way exits and have the unique and beautiful natural environment, and feature the low land cost and the sustainable development of the land.

Evergrande implements high-quality strategy and high-quality standard during the whole process. It carries out the tightly-knit collectivized management system inside the group to strictly control the product quality and largely integrates various advantageous resources in cooperating with more than 300 excellent leading enterprises of relevant industries at home and abroad ranging from the planning & design, main construction, landscape garden construction, decoration to the materials and equipment. Evergrande products represent the masterpiece standard of Chinese real estate; Evergrande’s product brand has become the leading brand in Chinese real estate industry.

Relying on the Endsville Chinese product brand, Evergrande has successfully set up the image of high-quality products in each major city where house buyers identify with the added value of Evergrande brand.  Therefore, under the sluggish real estate market, the Evergrande products still continually and largely sell like hot cakes, with the sell performance ranking top three in the country.

Evergrande has a very scientific and reasonable combination of the product types. As for all projects, Evergrande’s three major teams-planning and design research institute, marketing team and regional Evergrande respectively investigate the market independently, and cooperate with the most specialized real estate investigation organizations in China so as to ensure the accurate product positioning and the scientific and reasonable product structure which can be accepted by the market to the full extent.

In terms of Evergrande’s product structure, the medium-to-high-end products account for 70%, high-end products for 10% and the tourism real estate products for 20%. This product structure basically matches with the proportion of the property type demanded on the market. There are plentiful types for the housing products, which can meet the market demand of different areas and levels, not only covering from the home buyers for the first time to the rich owners, but also meeting such purposes as self-occupation, hotel, resort and commerce.

Evergrande has a systematic cost control system for the project development. Proceeding from the land purchase, product design and bidding for purchase, Evergrande makes every effort to reduce the cost and enhance the competitive advantages.

Evergrande has successfully controlled the land cost. Relying on the leading strategic decision on the land reserve, Evergrande has first entered the cities and regions with low land cost and great appreciation potential. Evergrande Planning and Design Research Institute carefully and effectively controls the construction cost through the standardized and optimized design.  Evergrande strictly implements the centralized bidding and tendering. As for various large works related to main body, decoration and landscape gardens etc., Evergrande uniformly arranges bidding and tendering for projects in all parts of China. Evergrande’s scale advantage of the project construction throughout China ensures the provision of the highest-quality service by the tendering leading enterprises at the most reasonable price so as to realize the scale economies for Evergrande’s centralized bidding and tendering.

Evergrande has largely reduced the material and equipment prices through the centralized purchase on the condition of quality assurance and effectively lowered the circulation cost, transport cost and storage cost in the process of purchase through the uniform nationwide purchase delivery system to deliver the materials and equipment directly to the construction site.

Evergrande has the powerful rapid development advantage and realizes the rapid development of the projects through the powerful and specialized executive team. In order to realize the objective of the fastest investment cycle, Evergrande requires to launch the pre-sale plan within six months from the date of land purchase. The standardized marketing procedure ensures that we can start to presell the project within six to eight months after purchasing the land.  By relying on the tightly-knit collectivized management mode, Evergrande ensures the completion of such works as planning and design, application to the government for construction, organization of construction, supply of raw materials in a short period after acquiring the land so as to commence the construction for the project rapidly. Based on the standardized planning and design, it completes the project positioning and design scheme rapidly and implements them. It integrates the resources through the uniform nationwide bidding and tendering and organizes construction for the new project rapidly so as to ensure the progress of works and the project quality. The standardized system for the engineering management and quality control is implemented to ensure the project quality. Evergrande implements the standardized mode of opening quotation to achieve the target of fast sales.

Evergrande has a first-class leadership and management team in China, consisting of employees with average age of 43 and over 17 years of average real estate development and management experience. Among them, there is 1 professor, 1 doctorial tutor, 5 doctors and 7 masters. Over 92% of Evergrande’s management personnel have the bachelor degree or above.

Evergrande has the first-class management mode and has established the three-level management system of the board of directors, group top management and regional company top management by using the advanced international management method based on the practical experience for many years. In terms of the enterprise operation, it adopts the tightly-knit collectivized management mode and the Group HQ carries out the uniform management of the regional companies. Such a serial operation and management modes as the target plan management, performance assessment management etc. have injected the powerful motive force for the enterprise’s rapid and steady development.

Meanwhile, Evergrande sticks to the core value of “good faith, struggle, forward looking and efficiency” all the time and stimulates the employees’ value with the efficient and forward-looking corporate culture, which together with the advanced business management system and the effective incentive and restraint mechanism forms the upward work atmosphere and the value sense of identity so that the team always keeps the strong cohesive force and creativity.

The experienced and steady management team, tightly-knit collectivized management mode and the advanced corporate culture have greatly enhanced Evergrande’s executive force and risk resistance capability, which allows Evergrande to realize the rapid and steady development.