The real estate industry has transitioned from rapid expansion to a new phase of high-quality development, where the essence of living is returning to the forefront. Security and certainty have become core demands for homebuyers. Leading this industry evolution, on May 1st, Midea Real Estate officially launched its proactive completed housing strategy in Xuzhou. This innovative model, characterized by "build first, sell later; full real-scene presentation; and one-time integrated development," embeds certainty throughout the entire homebuying process, restoring peace of mind to every buyer and setting a new benchmark for quality living in Xuzhou.
Purchasing a home represents a family's most significant asset allocation and life commitment, embodying all aspirations for a better life. From the moment the contract is signed, the image of home is already envisioned: sunlight flooding the living room, children growing freely in their own spaces.
Midea Real Estate continuously evolves, prioritizing quality and taking the lead in the industry's first "proactive completed housing" initiative. In the past, the pre-sale model injected strong vitality into urban development and housing accessibility, representing an important stage in the industry's growth. However, with the influx of numerous developers and shifts in the real estate market, financial issues at some firms have led to a series of delivery problems, such as delays, specification reductions, or even unfinished projects, gradually eroding trust in pre-sale properties. Today, as the market matures, homebuyers' demands for living quality, delivery guarantees, and real-scene experiences continue to rise. They increasingly crave the reassurance of "what you see is what you get," hoping to bridge the gap between plans and reality, ensuring their expectations for a good home are fulfilled by tangible scenes.
Midea Real Estate consistently centers on customer needs, proactively leading industry upgrades. This proactive completed housing strategy is not a passive reaction to market changes but a forward-looking brand strategy established well before the Ministry of Housing and Urban-Rural Development's proposal to "promote the sale of completed housing." The company, with a comprehensive innovative approach, insists on returning to users, products, and professionalism. From the initial project planning stage, it firmly commits to "building well before selling," presenting all real scenes including community landscaping, unit layouts, public area amenities, garages, and clubhouses. This allows buyers to see and experience firsthand, eliminating concerns from the source and fully demonstrating responsibility towards products, customers, and the city.
Why Midea Real Estate? The answer lies in its industrial heritage and deep-rooted presence in the city. The courage to pioneer proactive completed housing stems from the company's solid industrial foundation and stable operational strength. Leveraging over five decades of manufacturing expertise from Midea Group, the company adheres to a prudent financial strategy, maintaining a healthy debt structure and ample cash flow. This provides the robust capability to support long-term capital commitment and ensure the high-quality implementation of the completed housing model.
This confidence comes not only from brand strength but also from the deep trust accumulated over 16 years of dedicated presence in Xuzhou. A representative from Midea Real Estate stated that every customer choosing Midea Real Estate deserves thoughtful treatment and a dream home where reality matches expectations without discrepancy. Over 16 years in Xuzhou, Midea Real Estate has developed 28 projects, serving over 110,000 homeowners. In 2025, it secured top positions in Xuzhou's commercial housing flow chart, residential housing flow chart, and main urban area sales ranking. By consistently delivering quality and often ahead of schedule, its long-term commitment and solid reputation provide a firm foundation for the proactive completed housing strategy.
The completed housing model presents an extremely high barrier to entry, requiring meticulous planning and strict control at every step, from capital investment and quality refinement to real-scene delivery. Midea Real Estate firmly believes that seeing is believing, which offers the most reliable sense of security. Instead of blindly pursuing configuration accumulation, technological stacking, or luxurious appearances, the company focuses on internal standards, self-developed capabilities, and refinement across the entire value chain, making home a true sanctuary to unwind, return to authenticity, and relax.
When a "good home" is imbued with warmth and substance, the details of Junlanyue resonate deeply. Completed housing is not just an innovation in sales models but also full transparency in product strength. Midea Real Estate eschews the homogenized, high-turnover "copy-paste" approach, redefining the standards for a good home with original design, minimalist aesthetics, and thoughtful space. It pursues not only immediate visual quality but also long-term durability as a baseline, meticulously considering whether every detail can maintain its original quality a decade or two later.
As Midea Real Estate's first national pilot for proactive completed housing, Junlanyue establishes a real-scene benchmark with five pioneering IPs: a six-system noise reduction framework for a tranquil living experience; a raised, fully-lit garage for sunlight, ventilation, and safe access; fully customizable, adaptable unit layouts to accommodate family growth throughout its lifecycle; a 5D multi-dimensional landscape balancing aesthetics and practicality; and a fully functional clubhouse catering to all-age lifestyle needs. It redefines the "good home" standard through real-scene details.
Returning home after a busy day, tranquility becomes the most precious daily norm. Noises like footsteps from upstairs, elevator operation, or neighbors' plumbing often trouble high-density communities. Junlanyue creates a residential environment with a six-system noise reduction framework, comprehensively reducing noise across dimensions from elevator shafts, entry doors, partition walls, floor slabs, to drainage pipes and window seals—using no complex jargon, simply to restore quiet to home life.
Traditional basements are often dark, damp, and oppressive. Junlanyue pioneers a raised, fully-lit garage design, utilizing sunken courtyards, light wells, and precise window placements to flood the garage with natural light. Partial areas achieve a 4.2-meter ceiling height, creating an open, airy space. Natural light and air convection effectively prevent dampness and mold. The raised slab garage design allows level access to municipal roads, preventing water backflow during heavy rains, ensuring safety and comfort.
The clubhouse is more than an amenity; it's a life center addressing daily needs. Real-life demands, such as after-school care for children or pet and plant care during business trips, become design fundamentals. Junlanyue focuses on practicality, durability, and high-frequency use to create a fully functional living space: an international-standard indoor basketball court, after-school study areas, shared kitchens, a yoga studio, and more, catering comprehensively to all age groups.
A good home should grow with the family, avoiding the hassle of frequent moves. Midea Real Estate optimizes wall structures to create fully customizable, adaptable unit layouts throughout the lifecycle, flexibly accommodating different life stages without wasting any usable space.
Community landscapes should be not only viewable but also engaging and usable. Midea Real Estate develops 5D multi-dimensional gardens, accommodating morning exercises for the elderly, children's play, and neighborly socializing, truly integrating landscapes into daily life as a living theater for the whole family.
Junlanyue serves as a key to peace of mind, unlocking a new completed housing sales model, making settling down reliably secure from now on.
Industry insiders note that Midea Real Estate's proactive completed housing strategy represents a significant exploration of the industry returning to the essence of living and a practical move by a real estate firm to fulfill promises of security through a long-term perspective. In the future, starting with Junlanyue, Midea Real Estate will continue to expand its proactive completed housing footprint, using real scenes as the measure and quality as the principle, bringing security and certainty to more families and contributing to the ongoing upgrade of living standards in Xuzhou.
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