Let see how Eton turns the historical Zoo in Dalian to the super high-rise mixed development which is a landmark for the city. 

THE MARKET 

Property development is one of the most difficult industries to enter in Hong Kong and one of the most competitive for maintaining a presence. Given the constant state of flux and in particular the economic upheavals in the last few years, a successful player has to be highly astute, creative, as well as agile in order to stay ahead of the pack. Such a player is Eton Properties Limited.

Eton has seen the exuberance of the best and the historical worst of the region's economic times. The continuing tides of challenge and opportunity are part of the landscape of this relentlessly changing city. Hong Kong constantly reinvents itself in order to prepare and respond to the demands of the international marketplace. This "city that never sleeps" has become a primary service provider of financial, trade logistical and life-style services to both Southeast Asia and Greater China. The Hong Kong people, government and businesses constantly update skills and knowledge to keep its population of educated, experienced and professional talents to compete as a world-class economy in the global arena.

Having proven its tenacity, the Eton reputation today goes beyond innovation and successful business acumen. Like Hong Kong, the Eton philosophy is steeped in its pursuit to anticipate, respond and innovate before the myriad challenges of a world-class business centre.

ACHIEVEMENTS

Since 1987, Eton has established a reputation for having an uncanny ability to develop projects that are not only of high quality in their respective categories but are distinctively unique. This has been achieved by astutely forecasting trends in life-styles and businesses, as well as introducing design innovations in each and every project. Between large developments, this small but tenacious company takes advantage of its nimble size to experiment in market niches that has proven to be highly profitable for Eton.

In spite of the recent deflationary times, Eton has managed to not only identify business opportunities but also to execute them successfully. This is achieved by again exerting a high level of creativity in its business approach. One such example is the notion to elevate the standards of mid-range developments while maintaining costs and prices. This has proven to be highly popular with buyers and tenants as well as profitable for Eton.

Both blue-chip clients and discriminating consumers have become part of a stable roster of the Eton clientele. Recent projects include serviced apartments and offices. The style, convenience and exacting attention to tenants' needs are part of the Eton achievements that have contributed to the establishing of the Eton name as one synonymous with style, elegance and quality.

HISTORY

Eton's well-timed acquisitions of development sites are well known within the industry. It is even more impressive considering its short history in Hong Kong. In 1987, following black Monday when a stock market crash loomed over international markets and investor confidence, the purchase of a site in the prime neighborhood of the mid-levels was developed of residential offerings, Queen's Garden. 

Similarly, an acquisition of a site in 1989, following the uncertainties of "desert storm", proved to be a timely decision when it was developed into Dragon Centre, a nine-storey retail complex. Not only have the revenue and returns been exceptional, but the centre has also merited media accolades for its innovative retail concept and business model. The development, featuring Asia's first indoor roller coaster, was awarded the 1994 accreditation by the Hong Kong Institute of Architects.

In 1994, amid significant social, political and financial concerns surrounding the 1997 hand-over of Hong Kong back to china, the purchase and development of Carmen's garden was a venerable project that established a new standard for design in the highly competitive sector of luxury residential development in Hong Kong. Carmen's Garden maintains its reputation as a place for sophisticated and elegant living.

THE PRODUCT

The company does not compromise design for bottom line revenue, nor for that matter, revenue for design. Combining both innovative design and solid business acumen, Eton properties has established itself as an avant-garde properties developer that anticipates both consumer needs and economic direction. Well-seasoned buyers and tenants have rewarded Eton's attention to design and innovation with excellent returns. Some of the Eton commercial and residential project's can even boost of doubling or even tripling revenues per square foot during the region's worst economic downturn whilst daring to integrate cutting-edge design.

There is something exceptional to Eton Properties Limited. To begin with, the company remains privately owned. An idiosyncrasy to the colossal developers of Hong Kong, Eton is able to respond with grate alacrity to markets and consumer tastes. Its bipolar focus on business strategy and innovation means a balance between product and people. Designers and architects commissioned by Eton are of international repute and many recognized by industry awards. Members of management and staff are a mix from the local contingency and from the expatriate community. Altogether, the human resource makes for a polyglot environment that attests to the Eton capacity to have a creative edge as well as the manpower and skills for further international expansion.

RECENT DEVELOPMENTS

One Eton hallmark in their living and working spaces is the introduction of new solutions to traditional plans and finishes. If indeed the best form of flattery is imitation, then the many previous project details and ideas that have been emulated by fellow developers is proof of the Eton trademark for setting new standards.

Diversity is not unbeknownst to the company portfolio. Eton has successfully ventured into residential, office, hotel, and retail projects. Recent developments include directly managing its retail developments on a day-to-day basis Luxury residential homes catering to the expatriate community and discerning homebuyers, prime shopping and retail centre, centrally located offices, and up-market hotels and serviced apartments together make up the cornucopia of the diverse planning that Eton has successfully lived up to.

Upholding a reputation for design and innovation, Eton's recent forays into the retail market means that its value is more and more closely linked to its brand. Service to new tenants and business owners is one of the new focuses for Eton property managers.

Like the staffing of the Eton management team and personnel, the business formula has been to meld the local talent and resources, with an international outlook on expansion. Well experienced in combining local and international management approaches, Eton Properties is poised to expand into China when this country enters the World Trade Organization.

With over 15 years of experience in the challenging Asian market of the last decade, the company has already made inroads into China with the completion of developments – The Bank Centre, Xiamen, Chaoyang Garden, Beijing, and Eton Place, Shanghai. Upcoming projects also include developments in Shenzhen, Dalian, Xiamen, Shenyang, Shandong and continuing developments in Hong Kong.

PROMOTION

Each product that Eton creates is unique and responds to its specific markets from high-end luxury residential units spanning thousands of square feet, to functional offices, to retail tenancy, each Eton department promotional campaign is carefully tailored to the specific target market.

The mix of multimedia is created with the partnership of 4A's advertising agencies. In projects that require a more personal and subtle approach, clients have appreciated the uniquely branded premiums that again attest to the Eton Management's ability to have an excellent relationship with their clientele. In between the grand-scale development and the more experimental projects, the company is known to use conventional and chic designs in its publicity and print collateral.

BRAND VALUE

The company's turnkey approach converts humble, barren land and buildings into hot spots for living and working. The company cannot and does not purport to be a large player. Rather, it capitalizes on its size and agility to move into projects quickly and with precision Eton strategically selects its project so that each investment is a solid venture with measured capacity to maintain and manage its success.

The Eton name has become synonymous with identifying undervalued opportunities, anticipating trends, and creating value. Combined with a reputation to be daring and open to brand-new design, the brand value of Eton Properties Limited is a celebration of business fortitude and ultra-modern design.

THINGS YOU DIDN'T KNOW ABOUT ETON PROPERTIES LIMITED

●	The resident of Queen's Garden can have a full view of Victoria Harbour…while taking a bath!
●	The beautiful Carmen's Garden is named after the elegant and wieldy matriarch of the Eton Properties Limited group
●	The Dragon Centre is built on nine floors paying homage to the nine sons of the noble and powerful dragon
●	The distinctive "E" in the Eton Logo is in facet the symbol for thunder one of the eight natural phenomena in the Eight Trigrams theory
●	Eton Hotel Shanghai renowned for its atrium for every two floor which is an additional living room for each guest.

　　　
　　
Project 　　　

 

Project name	Year
Eton Tower	1986
Banoo Villa	1987
King's Court	1989
Queen's Garden	1990
Radio City	1992
Charter House	1994
Dragon Centre	1996
Carmen's Garden	1997
The Bank Centre	1999
Palm Beach	2000
12A South Bay Road	2001
Chaoyang Garden, Bejing	2005
Eton Place, Shanghai	2007
Eton Legend, Xiamen	2008
Eton Place, Dalian	Upcoming

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 (The article quoted from the UK Super brand agencies， introduced the award-winning super-brand institutions article in 2004.)