Research on the Current Situation, Problems, and Prospects of the Development of Chinese Real Estate Enterprises under the New Situation Take Yuexiu Property as an Example

As the Chinese real estate industry has experienced a rapid development phase, hidden risks and issues have started to emerge in its industry. Factors such as insufficient population demand, the issue of industry bubbles, companies facing insolvency, and the global economic downturn have led to the closure of many private real estate enterprises and a downturn in the overall real estate market. Taking Yuexiu Property as an example, this study analyzes and summarizes its financial performance and strategic operational direction, in order to derive operational strategies applicable for real estate companies to cope with the new situation. The study found that the growth momentum of the real estate market under the new circumstances is insufficient, and companies cannot rely on high leverage to acquire more land reserves. Deep transformation and development into integrated development operators, as well as diversifying the business chain, are the optimal strategies for all companies in the current situation.