Palm Springs: A Brand Miracle of 12-year Persistence2007-06-09
Forewords: 12 Years, 3 Cities
Palm Springs first started its emporia in Shenzhen in 1995, expanded its service to Beijing, and then made a good appearance in Chongqing in 2007: a story of 3 cites in 12 years. Now, Palm Springs is the founder and legal owner of two famous brands: Palm Springs Real Estate and Sand River Golf Club. Palm Springs has come all the way to become a corporation of glory and trophies.
Palm Springs is a housing developer exclusively concentrated on project of luxury apartment, rarely seen in real estate industry in China. Since the completion of Shenzhen Sand River Golf Club and Golf Villa, projects of Palm Springs have never been out of the category of luxury apartment. In 2001, Beijing Palm Springs International Apartment, as the representative work of Palm Springs in Beijing, gained great success, winning the reputation of “Expert on Luxury Apartment” among domestic counterparts. In 2003, Palm Springs expanded its emporia to Chongqing with projects of villa and luxury apartments of medium high-rise, bringing international standard for luxury apartment. This year, the attention-drawing and well-decorated luxury apartment of high-rise is the first housing project in Chongqing implemented according to comprehensive index of international standard.
It has been the principle that the explorer of a new era must own extraordinary ability and possess some core elements of being a leader in a new era. The evaluation of a brand on its influence takes several standards into consideration, including the value to the city, the value to the district and the value to the client.
Considering these evaluation standards, Palm Springs is not only the “Expert on Luxury Apartment” by domestic counterparts and the equivalent of “Excellency”, but a leader of great ability in a new era in some special fields, bringing brand-new, unimaginable changes to the city, the district, the industry and even to the mass.
Palm Springs is a paranoiac of luxury apartment. Projects of Palm Springs is required to be excellent, even they may not be sold in a short time. Many people feel puzzled, and ask for the reason that why Palm Springs don’t expand their emporia into other areas, such as some short-term middle-level housing projects. The answer from Palm Springs is that: “Sorry, we only do luxury apartment”.
Persistence or even paranoia is the source of Palm Springs success. “Sand River Golf” has been recognized as a high-end famous brand of international golf industry. Meanwhile, “Palm Springs” has also been treated as a high-end brand of real estate industry and the brand value has been recognized by international professional organizations and domestic counterparts.
Changes of City Brought about by Palm Springs
Keywords: City Image, City Value and Real Estate Development
Interpretation: To some extent, Palm Springs is more than a product, and it has become part of city image or part of the emporia card of the city. With the existence of Palm Springs, true value of the city can be unveiled and the city value has the potential to improve as well. Palm Springs has the element to lead the development of real estate industry of a city.
Shenzhen Sand River Golf Club, the first housing project of Palm Springs, was completed beside Shenzhen Bay in 1995. Sand River Golf Club is the first golf course, including one international-standard 18-hole golf course of traditional Scottish style and one floodlit 9-hole course.
This golf course was designed by golf master Gray Player, winner of 2 titles of Grand Slam and 9 other major international competitions. River Golf Club has been selected as Top 10 golf courses in China by American magazine Golf Digest twice. Hong Kong magazine Golf also has named River Golf Club as “the Best Maintained Green” in China for several consecutive years.
Golf has become the emporia card of Shenzhen. Together with nearby Shenzhen Window of the World and Shenzhen Splendid China Folk Culture Village, Sand River Golf Club has become one of the most populous tour spot of Shenzhen.
In 2002, Beijing Palm Springs International Garden was completed in the section of Beijing Chaoyang Park. International Garden was soon the winner of Beijing Top 10 Housing Projects, Top 10 Luxury Apartment, and Top 10 Green Housing Projects. Beijing real estate industry was shocked. First, Palm Springs brings the concept of high-rise luxury apartment, overthrowing the traditional definition about luxury room that only refers to villa. Second, Palm Springs made a sale miracle in a relatively unfavorable environment, bringing a new record to luxury apartment in Beijing. “The success of Palm Springs indicates luxury apartment in Beijing is not excessive but in shortage”, concluded by counterparts of Beijing real estate industry.
Palm Springs Beijing Marriott Executive Apartments, managed and operated by world famous hotel management group Marriott, started its operation in July, 2005. Many international businessmen are attracted by its excellent service. Rent and rate of occupancy are in the front of the list of five-star hotels (including serviced apartments). Beijing Marriott Executive Apartments has become one of the most luxury serviced apartments in Beijing.
Well-known Palm Springs International Garden brings Chongqing with more influences. Since the come-out of well-decorated luxury apartment by Palm Springs in 2004, Palm Springs has become the leader in the field of well-decorated apartment. It is not exaggerated to say that Palm Springs opened the window of well-decorated apartment in Chongqing. Meanwhile, luxury apartment of high-rise has also overthrown the traditional concept of luxury apartment in Chongqing, bringing an end to the common knowledge that high-end property management only exists in residential area of western-style houses or villas.
One fact deserved to be mentioned is that Palm Springs has become the window of inviting outside investment to Chongqing, since Palm Springs is a visiting place for every enterprise and even the Fortune 500 when they take a trip to New District of North Chongqing. Because Palm Springs represents Chongqing’s image, value and eagerness to be connected with the world.
Changes of District Brought about by Palm Springs
Keywords: District Orientation, District Value
Interpretation: An outstanding housing project has great impact to a district. So Palm Springs did. Housing project as Palm Springs can define the nature of an area and improve its potential value. It becomes the “foundation” of this area.
It is noticed that the number of housing projects of Palm Springs does not reach a level can be called numerous. The word “a few” may be more precise when describing projects of Palm Springs. In 12 years, Palm Springs completed no more than 10 housing projects, including projects under construction (Chongqing Palm International Garden) and completed projects. Nevertheless, each project of Palm Springs receives attentions for a long period of time. Project of Palm Springs is a good survivor of the lapse of time. Palm Springs has never undergone the experience of decline before the challenge of time; instead, its image is much more attractive than before. Projects of Palm Springs have made great contribution to the constant image promotion and value improvement of those districts.
Area around Shenzhen Sand River Golf Club has gained tangible benefits. The club improves the whole image and grade of this area, and values of property and the whole district underwent a rapid increase. Prices of some housing projects even doubled due to the existence of Sand River Golf Club.
The unprecedented project quality and value-increase speed of Beijing Palm Springs International Garden sets a new record for high-end apartment to be developed in Beijing. International Luxury Community of Chaoyang Park and area around Chaoyang Park speeded their value increases due the completion of this project of Palm Springs.
Chongqing Palm Springs International Garden has great importance to not only Jinkai Avenue, but even to New District of North Chongqing. Palm Springs was one of the forerunners to explore into the area along Jinkai Avenue. Most people still remained uncertain about the future of this area when Chongqing Palm Springs International Garden broke the ground. While others were stocked in uncertainty, Chongqing Palm Springs International Garden’s sales strategy of targeting high-end clients of international background was immediately accomplished, laying the foundation for the latter dominating status in Chongqing real estate industry. Chongqing Palm Springs International Garden paves a way for the coming property developers that projects within the whole area of New District of North Chongqing are more welcomed in case of a high-end residential area. Property developers with the intension to develop some middle-level housing projects can hardly have the chance to step into this area, considering the existence of Chongqing Palm Springs International Garden and other high-level projects located in this area. The unharmonious image brought by middle-level housing projects is not tolerated by the government either. Even these projects have a chance to be in this area, they cannot survive, surrounded by numerous villas, garden houses and mansions.
Jinkai Avenue has been transformed into a district of high-end residential area in Chongqing. Palm Springs is proud of its great contribution to the value increase and image promotion of Jinkai Avenue. From this perspective, Palm Springs are the “foundation” of Jinkai Avenue.
Changes of Clients Brought about by Palm Springs
Keywords: Life Style, Spiritual Satisfaction, Desired Taste and Meaning of Life
Interpretation: Palm Springs is intended to provide not only a place to live, but a unique life style of latest fashion and highest luxury. Palm Springs strives to make its residents enjoy a nobleman life of elegancy and entertainment, and meet the needs of people’s desired taste, spiritual satisfaction and the meaning of life.
It is generally acknowledged that middle class of China, appearing within a short period of more than a decade, has been constantly changing their living room. What they wanted started from a place to survive, to a place to live, to a place to show their social status, and to a place to have fun. Now, they are still in search for a place that they even do not have a concept about. That’s the reason they have been constantly searching for replacements. Who stands out to lead them to find their desired taste, spiritual satisfaction and the meaning of life? Since 1995, Palm Spring has been trying to tell people the answer.
Shenzhen Sand River Golf Club attracts worldwide elites and celebrities. The area around this club is under the influence of such kind of nobility. Ordinary people can rarely encounter worldwide celebrities elsewhere but not the case around the area of the club. The club has witnessed visits of Doctor Steven L Henry, Acting Governor of Kentucky, and his wife, George Park, Chief Editor of Magazine Golf, and his wife, and Neil Bush, full brother of President Bush and the founder of Ignite.
Residents in Beijing Palm Springs International Apartment are experts on how to enjoy a life in a luxury apartment. Foreign high executives and domestic elite professions choose Beijing Palm Springs International Apartment for its unique property management. Residents can enjoy a standardized life style of leisure, the same of his native country, influencing and changing people’s life style.
Chongqing Palm Springs brings its clients with the most fashionable and high-end life style in China and is also a forerunner of fashion style in Chongqing. The life style Palm Springs brings does not support behaviors like deliberate attention from other people and showoff like an overnight millionaire, but introduces a pure manner of nobleman. People Live in Palm Springs enjoy a life of peace, elegancy and quietness.
Han Dapeng, a famous artist in China, says that the most fabulous quality of Palm Springs that can be found in its preliminary design represents the start of a dream of life, because designs of Palm Springs tell us a life we want to have. Today, many people may think Palm Springs only has a beautiful outlook, but even after decades, Palm Springs can still win people’s heart for its unique service.
To some extent, Palm Springs is the place for those who have higher requirement for life quality. Palm Springs is the place to help you improve the life style. Palm Springs is the place where you find the feeling of being a modern nobleman leading an elegant and imaginary life.
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