Founded in 1994, it is an early shopping center developer in China, and its business involves real estate development/commercial operation/property services/long-term rental apartments
Founded in Chongqing in 1993, Longfor Group has developed across the country, and its business involves real estate development, commercial operation, property services, long-term rental apartments and other fields.
In 2009, Longfor Properties Limited (stock code: 960) was listed on the Main Board of the Hong Kong Stock Exchange. Up to now, the Group has more than 18,000 employees, and its business covers 32 cities in the Yangtze River Delta, Western China, Bohai Rim, South China and Central China, with a total of more than 200 developed projects, a developed area of 74.82 million square meters, and a land reserve of about 50.02 million square meters to be developed. In the first half of 2017, the contracted sales volume was 92.63 billion yuan, and the scale of operation and comprehensive strength ranked among the top in China's real estate industry.
Adhering to the business philosophy of "Treat You Well All Your Life", Longfor has won the respect and praise of shareholders, customers, partners and industry peers with its high-quality products and services, and has been awarded the "Top 10 Chinese Real Estate Development Enterprises in Comprehensive Strength" for five consecutive years, and has been selected as one of the "Top 50 Best Listed Companies in Forbes Asia Pacific" for many times, and in 2017, the company's long-term credit rating was upgraded to domestic and foreign investment grade.
Since the development of the first residential project in 1997, Chongqing Longhu Garden Nanyuan, Longfor has gradually formed a high-turnover, complex real estate development capacity, and has sold more than 200,000 sets of villas, bungalows, high-rises, apartments, office buildings, shops and other products, and developed classic product brands such as "Xiangdai", "Original" and "Yunlan". Based on the concept of "quality first, fine management", Longfor is committed to creating good products in the hearts of customers, and has won many industry awards at home and abroad: 5 projects have won the highest award in China's real estate comprehensive development industry "Guangsha Award", and 12 projects have won the highest award in China's civil engineering "Zhan Tianyou Award"; The Chunsen Beyond Project won the American Institute of Architects (AIA) "Excellent Urban Design Award".
As one of the earliest shopping mall developers in China, Longfor has been engaged in commercial real estate operation for 17 years, and has successively developed three business brands: the urban shopping center "Tianjie", the community-based shopping center "Xingyue Hui" and the mid-to-high-end home life shopping center "Jia Yue Hui". At present, the group has opened 25 shopping malls, with an opening construction area of about 2.03 million square meters, 3,800 cooperative merchants and nearly 200 strategic cooperative brands. In the first half of 2017, the total footfall of the mall reached 140 million. Longfor transplants the "refined" gene of real estate development into commercial operations, and is committed to creating a good place outside the home and office. Longfor's first commercial project, Beicheng Tianjie Shopping Center, has been recognized as one of the "Eight New Landmarks in Chongqing", and Longfor's commercial team has also won many honors such as the "China Shopping Center Industry Promotion Award". In the future, Longfor will steadily increase its commercial holdings and plan to make investment property revenue a new business growth pole for the group in 5-10 years.
Founded in 1997 and certified by the Hong Kong Quality Assurance Agency, Longfor Property has been certified by the Hong Kong Quality Assurance Agency (HKQAA) and is currently serving more than 900,000 owners with a management area ISO9001 of 105 million square meters in 30 cities. Adhering to the service concept of "Satisfaction and Surprise", Longfor Property is committed to building a good helper in the hearts of customers, and the satisfaction of owners has remained above 90% for 8 consecutive years, ranking in the top 10 of China's top 100 property service enterprises in terms of comprehensive strength.
Longfor treats you well throughout your life
Longfor actively responded to the "simultaneous purchase and rent" and took the lead in laying out the long-term rental apartment business, which has become the group's four main channel businesses. It is expected that by the end of 2017, Longfor Guanyu will cover 16 cities across the country, with more than 15,000 rooms and rental income of more than 2 billion yuan by 2020.
Longfor not only provides customers with high-quality products and services, but also adheres to the role of an excellent corporate citizen and consciously assumes social responsibility, and has long been committed to public welfare undertakings such as housing security, poverty alleviation and disaster relief, ecological and environmental protection, civic education, employment promotion, and harmonious community. As a member of the real estate industry, Longfor actively participates in the construction of affordable housing, and has built about 15,000 units of various types of affordable housing, with a construction area of about 1.5 million square meters. In addition, the Group has formed characteristic public welfare brands such as "Longfor New Year Goods", and continues to carry out poverty alleviation activities every year. Through cooperation with the government, vocational training and business funds, Longfor has helped more than 30,000 people solve their employment problems so far, and Longfor Property Training School has sent more than 8,000 professional and skilled talents to the society free of charge. Up to now, Longfor has invested more than 300 million yuan in charity and public welfare.
With the support of the five core values of "Pursuit of Excellence", "Humanistic Spirit", "Research Spirit", "Trust/Win-Win" and "Entrepreneurial Spirit", Longfor has formed a unique temperament of "lofty aspirations, tenacity and steadfastness", and has established a modern enterprise management system with industry benchmark status and comprehensive professional managers. In line with the rapid growth of the company, Longfor attracts outstanding talents from various industries and enriches the management team by providing perfect personal development plans, competitive salary incentives and corporate culture, and has formed a multi-level talent recruitment and development system such as "Officers and Students", "Blooming", "Point Generals" and "Business CS", and has cultivated a large number of professional managers with entrepreneurial spirit for the industry.
Since 2005, Longfor has adhered to the strategy of "regional focus and multi-format", and started nationwide development - from west to east, from north to south, from the central city of the core economic circle to the surrounding cities, using the dual balance of business formats and regions to achieve sustainable development. Since 2011, the group has embarked on a strategic transformation with the key words of "excellent land reserves, strong operation, cost control, business holding, and fine team", marking a new stage of national development. In the future, Longfor will adhere to the vision of becoming the most respected and trusted national market leader in China's real estate industry, and continue to be committed to providing customers with high-quality products and services and influencing their behavior, in the process, becoming an excellent enterprise and creating opportunities.
