C-Land revolutionizes residential living in Beijing

Real estate developer C-Land has innovated its high-end product lines in recent years, achieving both good market performance and reputation through sustained efforts in upgrading residential spaces and lifestyles, especially with its Chen and Fu series.

It has also broken through in terms of branding and marketing, ranking among the top 28 real estate enterprises nationwide, bringing new perspectives to the industry.

Precision positioning

A deep insight into customer needs and early planning are the keys behind C-Land's major product lines. From projects like C-Land Chenlu, C-Land Chenyuan, Beijing Chenyuan, to its Fu series works like C-Land Fangshan Guoxianfu, Beijing Guoxianfu, Beijing Guoxianfu Phase II, C-Land has adhered to a demand-driven approach, constantly refreshing people's imagination of a better living space.

From market research and in-depth customer interviews during the land acquisition phase, to the product development and refinement process, and even extending to user co-creation after delivery, C-Land explores customer needs from area recommendations to living habits, cultural preferences and aesthetic styles, continuously optimizing product details to match potential customer needs.

The Beijing Chenyuan development is a classic example. Combining the fact that there has been no new land supply in the Jiuxianqiao area of the East Fourth Ring Road in Beijing for 10 years and that the previous luxury homes were mostly imported, C-Land created a Chinese masterpiece that redefines the aesthetic of the East Fourth Ring Road through urban mountain and forest landscapes, which includes comfortable space details like full-screen floor-to-ceiling windows, 270-degree views and increased utilization rates.

This work aligns with the intrinsic needs of contemporary Chinese cultural awakening, leading to a higher-level Chinese contemporary living. Upon market entry, the Beijing Chenyuan development achieved a single-day sales performance of 6.35 billion yuan ($873.7 million), becoming a phenomenal presence in the Beijing property market.

Empowering cultural symbols

Cultural residential estates are another key factor in the evolution of C-Land's product lines. In 2024, C-Land launched a cultural land product brand at the National Aquatics Center and outlined three mature modules of cultural tracing, heritage gardens and high-end delivery, laying the foundation for the product lines represented by Beijing Chenyuan and Beijing Guoxianfu Phase II.

As a masterpiece of the Chen series, Beijing Chenyuan revolves around the storyline of "Global Heart, Landscape Essence", blending Eastern aesthetics with a sense of life. Embracing the principles of inheriting the past while innovating and following the natural way, the estate showcases the essence of landscape in ancient Chinese paintings through high walls and deep and serene courtyards at the entrance, bridges leading to halls, and mountain-water landscapes, forests, waterfalls and birds depicted in the garden. Such design portrays the artistic conception of ancient Chinese literati paintings.

Representing the Fu series, Beijing Guoxianfu Phase II transitions from residential estates to a cityscape, drawing inspiration from the prosperous Tang Dynasty (618-907) to recreate historical scenes like Zhuque Avenue and urban markets, building an immersive Tang-style street. Following the triple layout of palace-garden-avenue from Chang'an ancient city, the estate features a front palace and rear garden, central axis symmetry, and a layout where the Sam's Club and Tang-style commercial street complement each other. Tang-style palace lanterns, decorations and landscape elements embellish the surroundings, showcasing the grandeur of the Tang Dynasty.

The systematic cultural empowerment of residential estates has gradually shifted the Chen series represented by Beijing Chenyuan and the Fu series represented by Beijing Guoxianfu Phase II from cultural symbols to market, updating people's perceptions of Chinese-style living.

Marketing breakthroughs

Presently, C-Land is paving a long-term path for the industry with its breakthrough approach, advocating the reality demonstration strategy of "what you see is what you get" through high-cost investments. In terms of Beijing Chenyuan and Beijing Guoxianfu Phase II, C-Land has further pushed marketing breakthroughs at the project and brand levels through experiential iterations from products to consumption scenario.

For instance, Beijing Chenyuan established the Chenya Club, encompassing 16 functional spaces for private banquets, fitness, business, leisure and more. After introducing the former JW Marriott service team and partnering with Michelin-starred dining, oxygen cabin services, and other high-end resources, it is building a tiered social ecosystem, incorporating century-old master art exhibitions and cultural events to enhance the project's tone.

Beijing Guoxianfu Phase II created an immersive demonstration area, featuring the "Guoxian Ten Scenes" such as heavy makeup, bamboo music, tea brewing, dance, string instrument playing, drumming, calligraphy, poetry recitation, boat tours and lantern appreciation to engage people's visual, auditory, tactile and gustatory senses. The lifestyle of the prosperous Tang market square, with its bells and drums, feasts and the elegance of the literati, is reproduced in a Twelve Hours of Chang'an themed market.

Through these efforts, C-Land allows more Chinese families to discover the surprises that traditional culture brings to everyday life through reinterpretation.