[2020 Apartment Brand Awards] Providing Not Only Housing but Also New Lifestyle

GS Construction Xi Grand Comprehensive Award

GS Construction Xi BI

[Asia Economy Reporter Donghyun Choi] "Xi apartments aim to be a lifestyle brand that goes beyond a simple residential brand by offering a luxurious lifestyle and a high level of culture."

The reason GS Construction has consistently won comprehensive awards lies in its fundamental philosophy of always staying one step ahead in understanding consumer trends and creating new lifestyles to provide high-quality living spaces. This is well reflected in the meaning of the 'Xi' brand, which stands for 'eXtra intelligent' and signifies 'a high-end apartment that offers customers a special life experience.'

According to an online panel survey conducted by Asia Economy through the public opinion research firm Open Survey, GS Construction ranked high in most questions. In particular, it ranked first with a 17.8% support rate in response to the question about the 'most prominent apartment brand in the recent subscription market.' For the question 'the company whose apartment brand image fits best,' 18.6% of respondents chose GS Construction, placing it first, and for 'convenient and practical apartments,' 17% selected GS Construction, ranking it second.

The reason the Xi brand enjoys high preference in the domestic housing market is due to its unique customer experience that offers value beyond just apartments. The 'Xian Center' is a representative example. Xi provides customers with spaces that enable a high-end lifestyle through the Xian Center, a premium community space specializing in apartments and residents' shared convenience facilities. Various community spaces tailored to each complex’s characteristics, such as guest houses, reading rooms, reception lounges, fitness centers, swimming pools, and clubhouses, are evaluated to significantly upgrade residents' lifestyles.

Emotional services are also noteworthy. Since 2004, GS Construction has introduced customer relationship management (CRM) techniques to closely manage everything from pre-move-in quality control to post-move-in customer service activities through a connected system. They have strengthened their customer service (CS) organization by collaborating with the specialized service corporation 'Xi S&D' and expanding six regional CS offices under its umbrella. Additionally, the existing AS center was upgraded to the 'Xian Lounge,' a high-end resting space concept, allowing residents to visit comfortably for consultations.

It is no exaggeration to say that GS Construction’s full-scale growth began with the launch of Xi. After launching Xi in 2002, housing division sales grew from 780 billion KRW to 2.35 trillion KRW in 2010 and 6.15 trillion KRW in 2019. A GS Construction official stated, "Going forward, Xi will not only lead the domestic housing market as a premium brand but also spread its capabilities overseas. We will do our best to firmly establish it as a luxury brand of residential culture."

A representative Xi complex currently undergoing move-ins since the end of last month is 'Banpo Central Xi.' This complex is located in Jamwon-dong 74-2, Seocho-gu, consisting of 7 buildings ranging from 2 basement floors to a maximum of 35 floors above ground, with 757 households. It is the third Xi brand apartment following 'Banpo Xi' and 'Shinbanpo Xi' already occupied in the Banpo area, boasting a triple station area. The average sale price was 42.5 million KRW per 3.3㎡, but currently, the market price for an 84㎡ unit ranges from 3 billion to 3.3 billion KRW, approaching 100 million KRW per 3.3㎡.

This content was produced with the assistance of AI translation services.