Business Life: Violet: walking towards success

cctv.com 11-26-2003 14:22

A young lady, who won the title of Miss Singapore in the 1980s, surprisingly chose to come to China and work in the most rural part of the country. Twelve years later, she has built herself up to be a successful career woman. Two properties in major Chinese cities have been built under her leadership. This is Violet Lee, director and general manager of Guoco Properties Limited. In today's Business Life, we visit her and hear her story.

People usually say beautiful women have blank minds, because things come too easily to them. But this lady seems an exception. Violet Lee, accounting graduate and winner of the Miss Singapore title in 1984, walked away from the glamour and fame that can open quick access and easy opportunities. Surprisingly, she first chose to work as a bank clerk, and then twelve years ago came to the most rural part of China, to build her career in a far away land.

Violet Lee, Director and GM of Guoco Properties Limited, said, "It is her personality of embracing challenges that drove her to China鈥檚 Guangdong Province and then the city of Tianjin. Over the years, much experience in dealing with difficult situations, and a deepening understanding of the culture and market has made Violet stronger and more confident. Now as she matures, her company has gained a more significant presence in China."

The first project Violet has accomplished in China is the Corporate Square in the downtown of the capital Beijing. As one of the first foreign investments on Financial Street, Corporate Square, with a total area of 90,000 square meters, combines traditional Chinese architecture with modern designs.

Violet Lee, Director and GM of Guoco Properties Limited., said, "Guoco's second endeavour in China, also one Violet is very proud of, is Central Park, a residential property development along Huaihai Street, the most urban and commercial street in Shanghai. A good location, with an architectural design that has an international flavor, makes it a luxury as a residence. It also indicates the direction of development for Guoco in China."

Violet Lee, Director and GM of Guoco Properties Limited., said, Located next to Huaihai Park, and close to most of the business and shopping centres, Central Park well illustrates the conception and expectation of Singaporeans in housing: locality, environment and high quality. The construction of two of the three blocks has already started, and the whole project is expected to be completed by 2005. Violet and her colleagues are confident about this project because they think they have what it takes.

Lim Chin Lye, Project Director of Guoco Properties Limited., said, "Although it comes with a price tag of 2500 to over 4000 USD per metre, Central Park has been attracting customers even before it is put on the market."

Jakie Wang, Director & GM of Shanghai Foresight Real Estate Consulting Co., Ltd, said, "Although we haven't opened it up for sale yet, many people have come to look and already about sixty to seventy percent of the apartments have been booked. I would say, for this project, it is not a question of sales, but rather how we will cooperate with the developer and do things better."

According to Wang, currently seventy percent of the potential buyers are from overseas, while the remaining are domestic. Most of them are buying for personal use.

Jim Shi, GM of Sunny Fireworks, said, "The three most important things in choosing a new house are location, location, location.Central Park has a very good location.Though it's in the city centre, it's quiet and close to Xintiandi and Time(s) Square. Transportation is also convenient. I'm also happy with the indoor fittings, the kitchen, for instance. So I鈥檓 thinking about buying."

To meet local demand has always been the prime target of any investor. One particular thing of interest Violet and her colleagues have noticed about Shanghai buyers is that their top priority when buying a house is orientation: they insist the building must be in north-south direction. Apart from an understanding of the market and its customers, good communication and cooperation with the local government has also been a decisive element in Guoco鈥檚 business expansion in China.

Zhang Zaiyang, Director of Luwan District, Shanghai Municipality, said, "The presence of overseas world-class design companies and developers will be of great help in upgrading our standards in both commercial and real estate development. We have confidence in the Central Park project. It will definitely be a landmark on Huaihai Road, and a representative example of high-quality residential properties in Shanghai."

Violet never stops. Back in Beijing again, her third initiative in China is another residential development in the western part of the city. The joint venture contract with Beijing Jinyi Properties was signed in July this year.

Guo Xiaoping, GM of Beijing Jinyi Properties Development Co., Ltd., ":This project is actually the extension of the local government's reconstruction plans to make this area more integrated. The architectural design was done by an American company and we are happy with their work. It'll add beauty and taste to the area."

A meeting was in progress when we started filming at their Beijing office. They were talking about the equipment and interior decorations of the new building. The master plan by an American company has now been completed.

Li Wen, China Executive Representative of SISS Design Company, USA., said, "This is Guoco's second project in Beijing, and also the second time that Violet has collaborated with Huarong Investment Company, one of the major players in the country鈥檚 finance sector."

Wang Gongwei, Chairman & President of Beijing Huarong Investment Co., Ltd., said, "Guoco is an international company with strong presence and a brand name. It brings us its rich global experience and it is a company with business credibility. Also, it abides by the law and acts according to law. I think these are the main bases for our cooperation."

With a clear mind and a distinct and ambitious target, Violet has helped Guoco to build its reputation and success in the Chinese market.

Violet Lee, Director and GM of Guoco Properties Limited., said, "A sharp mind looks ahead. Now Violet鈥檚 eyes and feet have turned to the country鈥檚 west, as she negotiates another project in Chongqing, a newly created municipality directly under the Central Government. Twelve years is not a short time for a woman. But with courage and passion, Violet came and built up her career from nothing; with persistence and wisdom, she has walked the whole way towards success. Mind and vision, much more than a pretty face, will last long."

Editor:Zhang  Source:CCTV.com