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New World China Land will incorporate more innovative designs and facilities in its luxury residential projects in Guangdong to tap growing demand.

Increasing competition from Hong Kong and mainland developers in the top-end housing market has led to this strategy.

New World China executive director Peter Cheng Kar-shing said unique designs in landscaping and clubhouse facilities at its projects would lure buyers.

He said a round-the-clock outdoor swimming pool was planned for its Dongguan New World Garden phase two development in Dongguan.

In Hong Kong, no luxury developments have a 24-hour swimming pool.

Mr Cheng said the landscaping of its New World Casa California in Guangzhou, which was the most expensive in Guangdong, was designed by world-famous Bensley Design Group. Apartments at the project sold for 19,000 yuan (about HK$17,805) to 23,000 yuan per square metre, he said.

The project is based on a resort theme with emphasis on greenery. Its gardens feature sculptures and plants delivered from Thailand and Indonesia.

Mr Cheng said many of the ideas used were consumer-oriented and drawn from his own experience.

'When I go flat-hunting, clubhouse features interest me most. People pay millions of dollars for their homes and deserve to enjoy more good and interesting facilities,' he said, adding similar ideas also would be incorporated in its new projects in Shenzhen and Guangzhou.

The fast-expanding luxury housing market in Guangzhou and the Pearl River Delta during the past few years followed the rapid economic development in the southern region, Mr Cheng said. Many of the company's projects would need to be high-quality to satisfy demanding home-buyers and fend off competition from other developers, he said.

'New World has already developed its brand name in building luxury properties in Guangdong and many of our projects draw strong interest, despite comparably higher home prices than other luxury projects in the area. But we cannot take it for granted as home-buyers these days are quite realistic,' he said.

'They will become loyal to a developer if we can meet buyer demand, but at the same time they will ask for more facilities. Surely we need to entertain them but it is also a good chance for us to upgrade our projects. That's why we are making an extra effort to implement new ideas in the new developments.'

New World China, the mainland development arm of New World Development, is set to sell about 2,200 units this year in Guangdong and Dalian. Much of its Guangdong portfolio is luxury projects, including New World Casa California and New World Riverside Villa in Guangzhou, Shenzhen Xilihu Development and New World Courtyard, Shunde.

Many developers have expanded their mainland portfolio in Guangdong in recent years in line with the rapid development of the mainland residential market.

John Swire & Sons (HK) will invest HK$2.2 billion for a 55 per cent stake in Guangzhou Pacific Place with the Guangzhou Daily group, tapping the high yields of the mainland market.



Developer pins hopes on high-end facilities