According to its full-year 2024 results announcement released on March 25,
China Jinmao recorded revenue of RMB 59.053 billion during the year, with profit attributable to owners of approximately RMB 1.065 billion.
This represents a 115% year-on-year increase compared with the loss recorded in the same period of 2023,
demonstrating remarkable resilience and strong counter-cyclical growth.
1. Product Excellence as the Breakthrough: Four Product Lines Precisely Targeting Market Segments
As a premium real estate developer in China, Jinmao has responded to changing market conditions by refreshing and upgrading its product portfolio, launching four product lines: Jin, Yu (Pu), Man (M), and Tang.
Jin refers to the 3.0 evolution of the Jinmao Mansion Series, which uses technology as its core to enhance the living experience across all dimensions, creating “naturally growing communities” for highly educated and emerging affluent families.
Yu, represented by the Pu Series, is built on an international outlook and Eastern aesthetics, embracing a return to simplicity while offering bespoke living for those who appreciate understated luxury.
Man focuses on fashion, refinement, and trend-conscious living, aiming to create emotional resonance for those who value self-fulfillment.
Tang is designed around all-age friendliness, advocating family companionship, parent-child growth, and a vibrant, energetic lifestyle.
These four product lines respond to the increasingly differentiated tastes and consumption needs of high-end customer segments with greater precision, offering high-quality residential solutions at a finer level of segmentation. At present, 9 Jin projects, 3 Pu projects, 2 Man projects, and 3 Tang projects have already been launched, with multiple projects selling out at opening.
The “Jin Yu Man Tang” portfolio continues to gain strong market recognition. In 2024, product upgrading also became a defining theme for China Jinmao.
The elevation of product strength has clearly become a key capability enabling Jinmao to navigate the industry cycle. At the results conference, Tao Tianhai, Chairman of China Jinmao, stated that the company should not only strive to become a “student with standout strengths,” but also a true “top student” — building highlights on the foundation of overall balance and driving iterative upgrades across its capability system.
2. Dual Engines of Product Strength and Service Strength
As the “Jin Yu Man Tang” product system was rolled out nationwide, high-quality product strength improved profitability, while the development of service capabilities was also fully underway. Two important questions emerged:
How can the service system support this new product system?
How can the balance be struck between service cost and delivery effectiveness?
To address these challenges, Jinmao Services once again partnered with China Bridge to carry out service design for the service standards of the Jin Yu Man Tang portfolio. This project delivered breakthroughs in two main dimensions
1) Identifying Service Highlights Through the Customer Perspective and Tailoring Distinctive Services
– By developing accurate customer profiles and lifestyle mood boards, the team clarified the principles for differentiated service design.
– By integrating insights from sales teams at project sites and frontline property staff, the team identified 109 distinctive service offerings.
– Through a process from brainstorming to concept screening, the team gradually clarified the service details most valued by different customer groups.
For example, the Jin communities, centered on technology empowerment, were designed with innovative smart services, while the Tang communities, focused on family companionship, introduced all-age-friendly facilities and service scenarios.
2) Building a Precise Cost Model to Further Strengthen the Profit “Moat”
The polished surface of premium service must be supported by meticulous cost calculation — it must both satisfy customers’ expectations for a high-end experience and ensure healthy, sustainable operations.
– Service design tools were introduced to break down service costs and calculate labor and material inputs.
– Drawing on frontline service personnel’s operational cost experience, the team set up simulated projects for cost estimation.
– The team further explored lightweight operating methods to identify key levers for cost reduction and efficiency improvement.
What Participants Said
“This co-creation helped us break out of traditional thinking and truly consider service implementation from the customer’s point of view.”
— Project Manager, a city company
“The cost estimation process made me realize that premium service does not have to rely on ‘more input for the sake of it.’ Only precise investment can be sustainable.”
— Customer Service Supervisor, a city company
Ultimately, the team produced practical operating procedures and SOP standards for regional operations, while also completing cost calculations and pricing models for different product tiers.
This enabled differentiated service solutions tailored to the four segmented customer groups within the “Jin Yu Man Tang” system. Jinmao Services has also recently released a report showing steady growth in operating performance.
3. The Self-Discipline of a “Top Student”
“Effort is never wasted; refinement leads to excellence.”
Jinmao’s strong financial performance today, together with the flourishing success of the Jin Yu Man Tang product lines, is the result of years of deep cultivation and accumulation. This has become the company’s core competitiveness in weathering the industry cycle. The process can be distilled into three key points.
1) Understanding Customers | Leading with the Customer Perspective — Starting from Needs Rather Than Passive Response
“In an uncertain market, only by placing customers at the center and using science as the radius can a company draw the most beautiful curve of growth.”
Through service design methods, Jinmao gained a deeper understanding of homeowners’ living scenarios and core needs, transforming subtle emotional value into systematic service design. This upgraded simple “problem fixing” into “proactive fulfillment of needs,” laying the foundation for Jinmao Services’ reputation advantage.
2) Building Reputation | Systematic Design — Isolated Innovation Can Be Copied, but Ecosystem Building Endures
“Build an ecosystem so that every module becomes part of a hard-to-replicate genetic chain.”
Scattered service highlights alone cannot support long-term competitiveness. Jinmao Services established a complete service system, clarified service principles, organized core modules, and created a distinctive service ecosystem through the layering of service highlights.
This kind of systematic design not only enhances service brand recognition, but also makes it much harder for imitators to replicate.
3) Pursuing Precision | Balancing Cost and Experience — Lightweight Operations Are the Core of Sustainability
“Cost reduction and efficiency improvement are not about subtraction. They are about using a magnifying glass to identify value, and a microscope to control cost.”
In a downward market environment, cost reduction and efficiency improvement have become an inevitable trend. While outstanding service highlights create better experiences for customers, they also often increase service costs for companies.
In this Jin Yu Man Tang service implementation project, however, the Jinmao team used cost design for new products and new services to achieve lightweight operations without sacrificing customer experience, firmly mastering the balance point between premium service and healthy development.
The success of premium service comes from precise calculation, not blind risk-taking.
This model of healthy development creates even greater growth potential for the future.
In Jinmao’s narrative, “Jin Yu Man Tang” is no longer just a vision. It has become something tangible — an embodiment of both the company’s ideals and the direction of the industry. And the high-quality services behind “Jin Yu Man Tang” are delivering a lifestyle that hundreds of thousands of families can truly experience and feel.
Through this collaboration, we not only saw Jinmao’s craftsmanship in refining its products, but also felt the responsibility and commitment it bears as a central state-owned enterprise in leading the high-quality development of residential living in China.
The logic of growth in the real estate industry is undergoing profound transformation. Competition is shifting away from speed, scale, and cost, and moving decisively toward quality. This trend is also a reflection of the broader evolution taking place across industries.
With its “top student” answer sheet, Jinmao has provided a benchmark solution for high-quality development across the industry — one well worth studying.
Connect with our Co-Creation Officer and help cultivate the next “top student” of the industry.
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