Brands adjust to new market dynamics and slower growth
To rebalance the economy, and avoid a real estate bubble, the government slowed housing demand by raising interest rates, which tightened credit. Following boom years that were driven by rising affluence and rapid urbanization, the real estate market adjusted.
Brands advanced a variety of initiatives, including: shifting from building and selling to building and renting; expanding into lower tier cities and overseas; and extending brands into related sectors, like retirement communities.
Anticipating a period of consolidation, and a more market-driven industry because of government reforms, brands also took steps to better understand consumer preferences, improve customer experience and build loyalty.
Reflecting the dynamism of the past few years, 10 real estate brands are listed in the BrandZ™ Top 100 Most Valuable Chinese Brands 2015, making the category among the most represented in the ranking.