广东方直集团

What 广东方直集团 does

广东方直集团 (Guangdong Fangzhi Group) is a privately held comprehensive real-estate developer founded in 1998 by Chen Zhuan (陈专) and headquartered in Guangzhou. The group develops, sells and operates residential, commercial and eco-tourism assets primarily across the Guangdong-Hong Kong-Macao Greater Bay Area, with a footprint spanning 9 cities and more than 40 projects (Guangzhou, Shenzhen, Huizhou, Zhongshan, Dongguan, Foshan, Zhuhai, Jiangmen, Zhaoqing) and additional reach into Shanwei, Puning and Qingyuan. Its product portfolio spans luxury mountain residences (方直·珑樾山), TOD mixed-use complexes (方直·星耀国际), smart communities with patented unit layouts (方直·星图, 方直·彩虹里), commercial complexes (FUN STAR天地), cultural-tourism resorts (方直·大泉山海, 方直生态园, 天鹅湖古鎮) and a self-operated hotel brand (方直亚朵酒店), supported by an owned landscape construction subsidiary (方直环境, National First-Class qualification).

The group has built a vertically integrated operating stack around property development: 方直心生活 provides property management across 12 GBA cities with 132 standardized service-system documents; 方直环境 delivers landscape and environmental engineering both internally and to third-party developers (e.g., Vanke A-grade supplier); 方直商业 operates FUN STAR天地 community retail with 192 partner brands onboarded (Lianhua Supermarket, Wanda Kids Place, WORDSEN); and 方直投资控股 serves as an investment holding vehicle for new-vertical bets (biotech with 北科生物, quantum with 问天量子, academic collaboration with 中科大). Proprietary technology is concentrated in residential-architecture utility-model patents — the four-grid combined point-style residence and the vertical-extension airplane-type layout (granted 2019), the 86-sqm four-bedroom duplex achieving a 122% usage rate — together with a pending one-stair two-unit small high-rise design and a "five-heart" smart-home system. Total managed/developed area exceeds 5 million sqm and the group has delivered homes to more than 10,000 owners in the Pearl Triangle.

The revenue model is anchored in one-time residential and commercial unit sales executed through owned project marketing centers across the GBA, supplemented by a recurring layer of property management fees, commercial rent, hotel operations, eco-tourism ticket/transaction fees, landscape-services fees, and a self-operated fresh-produce brand (鲜哩哩). Go-to-market is direct-to-consumer via project-level sales teams, with brand-building supported by large-scale events (concerts, summits), media visits, and industry award positioning. The group is recognized as a 2021 China Real Estate Comprehensive Strength TOP70 enterprise and Brand Value TOP50, with five consecutive years on the Guangdong Real Estate Top 20 (2014–2018), and AAA Credit Enterprise certification.

Name

广东方直集团

Legal name

广东方直集团有限公司

Website

https://fangzhigroup.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

广东方直集团 is a privately held Guangzhou-based real-estate developer founded in 1998, operating 40+ residential, commercial and eco-tourism projects across 9 Greater Bay Area cities with vertically integrated property management, landscape, commercial and hotel subsidiaries.

Ownership category

akta.pro rank

Product category

Residential Real Estate Development

NAICS

New Housing For-Sale Builders (236117), Land Subdivision (237210), Residential Property Managers (531311)

SIC

General Bldg Contractors - Residential Bldgs (1520), Land Subdividers & Developers (No Cemeteries) (6552), Operators Of Apartment Buildings (6513)

akta.pro primary industry

Multi-Family Residential Construction (Apartments, Condos, Townhomes) (IMAFABAB)

akta.pro secondary industries

Residential Land Development & Subdivision Homebuilding (Build-to-Sell Communities) (IMAFABAL), Multifamily Apartment Property Management (BPAJAFAA)

Keywords

• Residential real estate
• Commercial property development
• Cultural tourism
• Property management services
• Landscape design

Headquarters

HQ city

Guangzhou

HQ country

China

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. 住宅地产销售: 房地产开发销售是方直集团的核心收入来源，覆盖高端住宅、中端刚需住宅、别墅等多种产品线，分布于大湾区9城逾40个项目。项目通过直接销售给终端消费者实现收入，包括住宅、洋房、别墅等产品形态。
2. 商业地产运营: 运营管理方直广场、FUN STAR天地等商业综合体，引入零售、餐饮、娱乐等品牌商家，通过租金和商业运营管理获取收入。
3. 物业管理服务: 方直心生活服务集团提供住宅及商业物业管理服务，包括方直珑湖湾花园等多个项目的物业管理，涵盖安保、园林养护、公共设施维护等，通过物业费获取持续收入。
4. 文旅生态运营: 开发运营方直生态园、方直大泉山海文旅项目、天鹅湖古镇等文旅项目，提供生态旅游、休闲度假、农业体验等服务。
5. 方直环境/园林工程: 广州市方直环境艺术有限公司提供园林景观设计施工服务，曾为万科等多个开发商提供园林工程，是方直集团的产业链延伸业务。
6. 酒店运营: 方直亚汀酒店自营品牌，运营度假酒店、商务酒店、酒店公寓等产品，为业主和住客提供住宿服务。

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Guangdong Fangzhi Group is a comprehensive real estate developer founded in 1998, operating across the Guangdong-Hong Kong-Macao Greater Bay Area. The company develops and sells residential properties (high-end residences, villas, townhouses), commercial complexes, and eco-tourism projects, supported by in-house property management, landscape engineering, hotel operations, and cultural tourism services.

Product overview

广东方直集团 is a comprehensive real estate developer offering residential, commercial, and eco-tourism products across the Guangdong-Hong Kong-Macao Greater Bay Area. The residential portfolio includes high-end products such as 珑樾山 (luxury mountain living in Shenzhen), 星耀国际 (TOD projects), 星澜 (smart communities with patented designs), and 彩虹里 (patented four-grid layouts), along with commercial properties including 方直广场/FUN STAR天地 (community commercial complexes), 星耀城, and 邻里汇. The group has expanded into eco-tourism through 大泉山海 (large-scale cultural tourism), 天鹅湖古镇, and 生态园 projects, while also operating supporting businesses including 方直心生活 (property management), 方直环境 (landscape services), and 方直亚汀酒店 (hotel). The company is recognized for its garden/landscape expertise, holding national first-class landscaping qualifications, and has achieved multiple AI architecture patents including four-grid and airplane-type point-type residential layouts.

Differentiator

Problem solved

Functional benefit

Brands

• 方直心生活: Property management service brand, ranked among Top 100 property companies in Greater Bay Area
• 方直环境
• FUN STAR
• 方直文旅
• 鲜哩哩
• 铂雅系列
• 亚汀酒店
• 铂雅管家

Products and services

• Fangzhi Longyueshan (方直·珑樾山) Luxury low-density mountain residence in Shenzhen Nanshan District, located on Tanglang Mountain central ridge, approximately 110,000 sqm construction area, plot ratio 3.6, targeting high-end Shenzhen buyers.
• Fangzhi Xingyao International Foshan (方直·星耀国际) TOD modern life city in Shunde Ronggui, approximately 530,000 sqm, adjacent to Ronggui station with direct access to Guangzhou South Station, featuring Singapore-style resort gardens and over 170,000 sqm commercial district.
• Fangzhi Xi'an (方直·西岸) Low-density residential project in Zhuhai Doumen, 2.0 low-density garden design, riverside living with 88-114 sqm high-usage-rate units.
• Fangzhi Junyue Fu (方直·君樾府) Low-density garden community in Puning with approximately 600,000 sqm total area, plot ratio 3.86, featuring "one axis, two rings, five entrances, six scenes" garden layout with approximately 386,000 sqm garden area.
• Fangzhi Longhu Wan (方直·珑湖湾) - Huizhou, Foshan, Jiangmen Central lake villa district in Huizhou Jin Shan Lake, 400,000 sqm with 140,000 sqm land area, pioneering project of Jin Shan Lake plate real estate. Additional locations in Foshan Gaoming (40 sqm waterfront) and Jiangmen (340,000 sqm international noble community).
• Fangzhi Gucang Fu (方直·谷仓府) Residential project in Shenzhen Pingshan district, approximately 360,000 sqm, adjacent to BYD base with planned Metro Line 16 station access.
• Fangzhi Xiangshan Shu (方直·香山墅) Zhongshan Torch Development Zone deep channel benchmark project featuring patented 6-meter duplex units with 122% usage rate in 86 sqm four-bedroom layout, using Japanese LDK integrated shared space design.
• Fangzhi Xinglan (方直·星澜) Modern intelligent living project in Dongguan Tangxia, featuring three theme parks, smart community systems including facial recognition and IC card elevator linkage, with patented 1T2 low-rise design.
• Fangzhi Xingtu (方直·星图) Intelligent community in Huizhou Jiangbei CBD featuring three smart systems: non-contact home system, all-age protection system, and full-cycle health system for future-oriented living.
• Fangzhi Junyu (方直·君御) 61 sqm new luxury residence in Huizhou East River New Town, featuring Pearl River Delta's first "three-dimensional active building" concept with 2,500m riverside landscape corridor.
• Fangzhi Ziyu Fu (方直·紫珐府) Contemporary Oriental cultural compound in Shanwei CBD with approximately 300,000 sqm, featuring modern new Chinese architectural style with aguila wood museum and brand kindergarten.
• Fangzhi FUN STAR Tiandi (方直广场 / FUN STAR天地) 120,000 sqm lakefront commercial complex in Huizhou Jin Shan Lake, featuring community lounge, family entertainment, life services, and children's growth themes. Operates with 192+ partner brands including Wanda, Lianhua Supermarket, and WORDSEN.
• Fangzhi Xingyao Cheng (方直·星耀城) New city core commercial landmark in Huizhou, covering 20 high-end communities with 400,000 high-end consumer base, designed by global top 8 design company ADES.
• G·Park (Xingyao International) TOD garden complex in Foshan Ronggui adjacent to Guangzhu City Rail Ronggui Station, developed jointly with Liyuan Group integrating shopping, apartments and office into a large-scale TOD commercial complex.
• Fangzhi Daquan Shanhai (方直·大泉山海) Large-scale cultural tourism project in Yangxi exceeding 10,000 mu, featuring ecological vacation as core with agricultural, tourism, wellness, cultural and primary industry integration.
• Tian'ehu Ancient Town (天鹅湖古镇) Lingnan water town cultural tourism project in Guangzhou Conghua, featuring "one water, three districts" structure combining tourism, ecological orchard research base and vacation area.
• Fangzhi Xinshenghuo Service Group (方直心生活服务集团) Property management service group covering residential, public construction, commercial office and urban complex services across 12 Greater Bay Area cities, ranked TOP61 in China's 2021 property service comprehensive strength.
• Fangzhi Environment (方直环境) Landscape art company with national first-class qualification for urban landscaping, providing garden design, decoration, ecological park, seedling, maintenance and environmental protection services; certified Vanke A-grade supplier.
• Fangzhi Yading Hotel (方直亚汀酒店) Self-operated mid-to-high-end hotel brand providing modern quality living and business accommodation with international platinum butler service; awarded 2020 Excellence Service Hotel by Shenzhen Hotel Association.
• Xianlili (鲜哩哩) Self-operated high-end fresh produce brand under Fangzhi Cultural Tourism, providing organic vegetables and produce through online mall and offline stores.

Quantifiable outcome

• 客户满意度96.1%，物业费收缴率99.48%
• +4 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• 联华超市coreChannel Partner/ Reseller/ Distributor · 22 July 2022华南首家联华超市在方直FUN STAR天地盛大试营业，于2022年7月30日正式开业。联华生活超市隶属于华联商厦集团，是传统零售与电子商务有效结合的新型零售服务公司。联华超市是华南区域首店，成为进军全国市场的标杆项目。
• WORDSENcoreChannel Partner/ Reseller/ Distributor · 19 November 2021WORDSEN奢侈品潮牌集合店入驻方直FUN STAR天地，是金山湖首家重奢集合店。WORDSEN拥有PRADA、GUCCI、Supreme等世界奢侈品及潮牌代理权，将为金山湖片区居民提供全球一线奢侈品和潮牌购物体验。WORDSEN中国区总裁洪枢伟表示对方直集团商业运营能力充满信心。
• 牧童集团minorStrategic or Co-development Partner · 18 November 2021广东方直文旅公司与牧童集团（广东）实业公司共同举办无动力游乐设备论坛暨田园梦世界游乐设计合作签约。牧童集团是高端无动力儿童乐园整体解决方案专家、中国无动力游乐行业领跑者，双方就大泉山海田园梦世界整体游乐设备的设计达成合作意向，共同探索文旅游乐融合模式。
• 中国科学技术大学（中科大）minorStrategic or Co-development Partner · 12 November 2021广东方直投资控股有限公司总裁谢昊狄博士携科工团队赴中国科学技术大学访问学习，重点拜访中科大科技成果转移转化办公室及中科大资产经营有限责任公司。双方初步建立合作意向，计划从科技创新创业大赛、产业投资基金等领域入手，共同培育优质的科技产业项目。
• 问天量子minorStrategic or Co-development Partner · 10 November 2021广东方直投资控股有限公司与安徽问天量子科技股份有限公司探讨合作。问天量子是我国首家从事量子信息技术产业化的高新技术企业，依托中国科学院量子信息重点实验室力量。方直拟在量子通讯技术应用场景及市场、产业投资基金等领域展开合作，在大湾区携手共建量子密码通信终端设备研发实验室、量子信息安全中心、博士后工作站等。
• 北科生物minorStrategic or Co-development Partner · 21 October 2021广东方直投资控股有限公司总裁谢昊狄博士携科工团队赴深圳市北科生物科技有限公司拜访参观。北科生物是我国较早专业从事战略性新兴产业生物治疗技术临床转化及技术服务的国家高新技术企业。双方拟在生物医药检测、大健康、康养文旅等领域展开合作，以方直·新生药谷为载体携手共建生物医药检测中心、研发实验室、博士后工作站等。
• 深圳市饭店协会minorOthers · 17 September 2021方直亚汀酒店荣获2020卓越服务饭店奖，由深圳市饭店协会在2021年深圳国际饭店发展论坛和第四届琅琊榜颁奖盛典上颁发。
• 192个合作品牌coreChannel Partner/ Reseller/ Distributor · 10 September 2021方直FUN STAR天地2021招商发布盛典汇聚192个品牌达成战略合作，包括天虹超市、万达影城、盒马鲜生、永旺超市、WORDSEN、REAVAERE、麦当劳、周生生、潮宏基、老庙、周大生、屈臣氏、点都德等知名品牌，涵盖餐饮、零售、儿童、珠宝等多种业态。
• 深盛佳物业coreStrategic or Co-development Partner · 23 February 2021方直心生活服务集团收购贵州深盛佳物业管理有限公司51%股权。深盛佳物业是2005年在贵阳高新区成立的第一家物业管理公司，接管服务中共贵州省委办公楼、贵州省人大办公楼等27座标志性大楼，荣获政府楼宇管理专家称号，2020年荣获中指研究院颁发的中国物业服务百强企业和中国特色物业服务领先企业称号。
• 万达宝贝王minorChannel Partner/ Reseller/ Distributor · 1 January 2021万达宝贝王KIDSPLACE入驻方直FUN STAR天地，在金山湖区域设立首店。万达宝贝王是知名儿童游乐品牌，以构建培养儿童社交、增进亲子情感的欢乐世界为理念，为亲子家庭提供娱乐体验服务。
• 广东东方阳光投资集团coreStrategic or Co-development Partner · 1 September 2020广东东方阳光投资集团与方直集团合作开发肇庆方直·亚汀公馆项目。方直集团副总裁曹阳、方直集团助理总裁彭斌与广东东方阳光投资集团董事长邓应尧共同出席营销中心开放仪式，双方共同打造鼎湖山旁城市微度假生活社区。
• 荔园集团coreStrategic or Co-development Partner · 1 January 2020方直集团与荔园集团联合开发G·Park（星耀国际）项目，该项目位于珠江西岸门户重镇容桂，紧邻广珠城轨容桂站，将打造集商场、公寓及办公于一体的大型TOD商业综合体。荔园集团作为本地合作伙伴，共同参与项目开发建设。

Scale indicators6 records

Recent moves7 records

Expansion highlights7 records

Emerging players

• A-Living Services (雅生活服务): Hong Kong-listed Chinese property management company affiliated with Agile Group. Comparable to Fangzhi Xin Shenghuo (方直心生活) property management subsidiary in target market, multi-city geographic expansion, and ecosystem strategy combining property management with lifestyle services.
• Country Garden Services (碧桂园服务): Hong Kong-listed property management platform spun off from Country Garden with diversified services including community commerce, tourism, and value-added services. Comparable to Fangzhi's strategy of monetizing residential communities through commercial, property management, and tourism verticals.

Direct peers

• Yuexiu Property (越秀地产): Guangzhou-headquartered state-owned developer with primary Greater Bay Area focus across residential, commercial, and TOD projects. Most directly comparable peer given shared Guangzhou roots, regional GBA penetration, and similar mid-tier premium positioning in cities like Huizhou, Foshan, and Zhongshan.
• Logan Group (龙光集团): Shenzhen-based privately controlled developer focused on Greater Bay Area residential and commercial property with premium positioning. Comparable scale, target customer (upgrade buyers), and regional concentration to Fangzhi Group.
• Kaisa Group (佳兆业集团): Shenzhen-based developer with diversified Greater Bay Area portfolio spanning residential, commercial, and tourism property. Operates in overlapping cities including Huizhou and Zhaoqing. Comparable business mix including tourism and lifestyle diversification.
• Excellence Group (卓越集团): Shenzhen-headquartered developer with focus on Greater Bay Area urban renewal, commercial property, and premium residential. Comparable Shenzhen/Nanshan positioning with Fangzhi's 珑樾山 project and similar premium urban renewal approach.
• Times China Holdings (时代中国): Hong Kong-listed Chinese developer with deep Greater Bay Area footprint across residential and commercial projects, including in Huizhou, Foshan, and Dongguan where Fangzhi also operates. Similar premium positioning targeting upgrade buyers in tier-1/2 GBA cities.

Broad incumbents

• Longfor Group (龙湖集团): Large national Chinese developer with strong premium residential positioning and significant commercial property operations including shopping malls and rental housing. Comparable on the FUN STAR community commercial model and premium residential design philosophy, though at much greater national scale.
• Country Garden (碧桂园): Massive Chinese developer with broad national residential presence including Greater Bay Area. Overlap with Fangzhi in tier-2/3 GBA cities and similar diversified service offering (development, property management, hospitality). Significantly larger scale but comparable business model.
• Greentown China (绿城中国): National Chinese developer renowned for premium residential design, garden/landscape expertise, and quality positioning. Highly comparable on design-led premium positioning, landscape competency (a core Fangzhi differentiator), and tier-1/2 city focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/%E5%B9%BF%E4%B8%9C%E6%96%B9%E7%9B%B4%E9%9B%86%E5%9B%A2

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 广东方直集团