China Resources Land (CR Land) has recently made waves in the property market with two high-profile project launches in Shanghai and Shenzhen during the last two days of November.
In Shanghai, the Yunqi Riverside project in Houkou achieved a sell-out on its debut, with all 122 units snapped up, generating 2.482 billion yuan in sales—making it the only completely sold-out project in Shanghai for November. Meanwhile, in Shenzhen's Houhai area, the Shenzhen Bay Yunxi development shattered national records with 13 billion-yuan luxury units selling instantly upon launch, including one unit priced at 330 million yuan. Combined, these two projects amassed over 15 billion yuan in just two days.
This exceptional performance underscores CR Land's robust project execution capabilities and the strong market reception of its premium "Yun Series" product line. At a time when many developers are struggling with year-end sales targets, CR Land's marketing success stands out as extraordinary.
The company has also pioneered a groundbreaking "Marketing Co-Creation" initiative, gathering over 250 partners—including internal stakeholders like property management teams and external collaborators such as media and brokers—at its inaugural "Run Partners Marketing Co-Creation Conference" in Sanya, Hainan. This initiative marks a strategic shift from traditional developer-led marketing to a collaborative model where partners have genuine decision-making power.
CR Land has further strengthened its marketing leadership by appointing seasoned professionals to key positions. For instance, Zhu Jiqiang, known as the "master of mixed-use developments," has been appointed to lead the upcoming Sanya MixC project. The company has also transferred top marketing executives like Li Li and Zhao Yan to oversee critical projects such as Haitang Yuefu in Hainan.
In Shenzhen, CR Land recruited Qian Hao to lead marketing for the record-breaking Shenzhen Bay Yunxi project, while Zheng Lili was brought in from Xi'an to manage the massive Shenzhen Runhong City development. These strategic personnel moves demonstrate CR Land's commitment to deploying its strongest marketing talent to flagship projects.
The company continues to optimize its marketing structure nationwide, with recent executive rotations including Wang Hao taking over as Beijing marketing head and Peng Shanshan moving to Shandong. CR Land is also actively recruiting marketing specialists across 14 regional companies.
With its co-creation model and reinforced marketing team, CR Land is poised to maintain its industry leadership. The developer currently ranks among China's top three property firms by sales and leads in profitability, having earned over 10 billion yuan in the first half of 2025 alone.
As CR Land sounds the horn for marketing transformation, the industry watches closely to see how this state-owned enterprise will redefine property marketing in China's new era.
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