Mr Tony Tse Wai Chuen, General Manager of Sales Department

Henderson Land has made significant inroads into design creativity and construction methods as well as in sales and marketing strategies. As one of Hong Kong’s largest developers, Henderson Land is working with great determination through the present bearish market by adding new elements to its projects. This is expected to meet prospective buyers’ demands and set new benchmarks for the property market.

In order to maintain its exceptional construction and management capabilities, all Henderson Land’s projects implement new creative designs. Not only do their innovative marketing strategies and original ideas directly facilitate property sales, they are also beneficial in consolidating the company’s brand recognition and enterprising image.

Tony Tse Wai Chuen, General Manager of Sales Department, believes that before achieving excellence in the property industry, a developer must first gain recognition from society, its customers, shareholders and employees. He says, “With respect to contributions to society, the Group continuously provides quality property, thus driving overall economic development.

"In addition, the Group also attaches great importance to corporate social responsibility by introducing environmentally friendly elements into its projects, taking sustainable development into account. With our highly efficient management, we create satisfactory asset increments and returns for our shareholders.”

Henderson Land considers its employees its major asset and seeks to recruit talented individuals. The Group ensures that all employees have up-to-date qualifications and are equipped to provide customers with quality products and services. This is done through regular training, lectures and the provision of advanced facilities and technology.

The Group is now refocusing on the quality of its properties, which is the fundamental concern of its customers. Henderson Land runs a vertically integrated operating system to complement its core business with project management, construction, property management and financial services. As a result, the Group’s products have achieved world-class quality and gained extensive recognition from buyers, professional organisations and society.

With its dedication to the property industry, the Group has won awards in various areas including construction quality, sales and marketing, real estate security, property management, waste management, environmental protection and corporate social responsibility.

Like other industries, the development of the real estate industry is cyclical. In 2008, Hong Kong’s property market reached its highest peak since 2003, but subsequently slid into correction as external factors continued to deteriorate. Additionally, tightening bank credit and hesitant potential buyers have also led to a hefty drop in property deals.

In Tony Tse's opinion, crisis is often the best time to identify opportunity, such as the financial crisis of 1997, which provided Hong Kong with the chance to shift to a knowledge-based economic system and reestablish itself as an international financial center.

“As the economic outlook remains unclear, governments are trying their best to rescue the financial system with continual rate cuts. In addition, the rescue package launched by the Central Government has lifted sentiment in the housing market. Once monetary and credit policies ease, the housing market will have a chance to regain its strength.

"Presently, with mortgage interest rates, speculation activities and unemployment rates remaining at relatively low levels, there has actually been no significant change to the fundamentals of Hong Kong’s housing market. At the same time, the construction and completion of private residential properties have both hit a record low, helping to stabilise property prices.

"Henderson Land is proactively preparing itself amidst the sluggish market conditions by planning more promotional activities to cater to market development and creating more attractive sales services. Hong Kong has a healthy economic base, so when the stock market stabilizes, home buyers will regain their confidence. This will in turn stimulate an increase in sales activity in line with the market.”

As a recognised brand in Hong Kong's real estate industry, the Group has accelerated expansion into the Mainland market to create a “Henderson Brand effect”. Tse says, "In terms of the huge Mainland market, we will maintain our strategy of creating city landmarks in first-tier cities and large-scale residential projects in second-tier cities.

"Meanwhile, we are further enhancing our brand image by attracting extensive media coverage in the Mainland with creative marketing and advertising strategies, thus creating strong brand recognition for our products."

By adopting world-class architectural designs, the Group’s projects fully reflect its focus on the possibilities of sustainable development. Upon their completion, these projects are expected to form a diversified project portfolio for the Group’s Mainland developments.

Such projects will not only boost city development, but will also establish themselves as the new building standard in their regions, in the same way the Beijing World Financial Centre designed by Cesar Pelli is hoping to set a new benchmark for intelligent office complexes.
- Thomas Lim

PHILOSOPHY
The Group continuously provides quality property, thus driving overall economic development by respecting vital contributions to society. We attach great importance to corporate social responsibility by introducing environmentally friendly elements through the development phases of every project.
Henderson Land is well-prepared in the current sluggish market conditions by planning more promotional activities and delivering more attractive sales services. The core belief is that Hong Kong has a healthy economic base, so when the stock market stabilises, home buyers will regain confidence. This will in turn stimulate an increase in sales activity in line with the market

FAST FACTS

ACHIEVEMENTS
The Group’s long dedication to the property industry is evident in the many awards won in various areas, including construction quality, sales and marketing, real estate security, property management, waste management, environmental protection and corporate social responsibility

In HKIS Property Marketing Award 2008 organised by the Hong Kong Institute of Surveyors, the group was honored with seven awards, including:
The Beverly Hill
•  Top Five Clubhouse Facilities Awards
•  Top Ten Property Marketing Awards
•  The Best Property Marketing Award
•  Top Ten Property Sales Brochures Awards
Grand Waterfront
•  Top Ten Property Sales Brochures Awards
•  Top Ten Property Marketing Awards
The Sherwood
• The Best Environmental Operation Award