JLL Helps Longfor Group Expand Market in Beijing Suburbs

The Longfor Group was founded in Chongqing in 1993 and now has operations throughout China. Its business scope involves real estate development, commercial operations, smart services, and long-term rental apartments

Since the implementation of the Beijing-Tianjin-Hebei Integrated Development Program, Beijing has undergone a series of major changes at policy level in terms of urban planning, land transfer, and industrial access. It was against this background that Longfor Real Estate’s Beijing branch aimed to achieve revenue growth through expanding its area of focus. JLL focused on sectors such as population, industry, and transportation in Beijing’s key development zones to sort through potential resources and provide basic research data and decision-making references to help Longfor expand its market in the areas around Beijing.

In 2017, JLL signed a strategic cooperation agreement with Longfor Real Estate to provide a series of services, from business strategy to project development consulting. The Longfor Environmental Protection Park project is a good example from this collaboration. The project is located in the center of the Cuihu Science and Technology Park in the northern part of Haidian District. In 2017, Beijing’s “March 26th New Commercial and Residential Property-Purchasing Restriction Policy” was introduced, and strict control measures were applied to commercial projects developed on non-residential land  . In the case of the first batch of commercial land transactions after the policy was introduced, the development strategy had to fully consider the actual impact of the policy on the planning process. JLL collated the information from a large number of corporate interviews to understand the changes in technology companies’ needs. They also considered the development opportunities brought by enterprises moving out of the core areas, and thus created development proposals for the project that were both grounded and future-oriented.