Reviewing the development process for the 12 years, from the early products like R&F Peninsula, which was famous for practical application, to present products such as Beijing R&F City and Guangzhou R&F Peach Garden, which are with improved integral quality, we can see that R&F has known very well the “people oriented” housing philosophy. It not only embodies its high performance-price ratio in terms or flat style design afforestation and supporting facilities, but augments the product added value in terms of creation of natural environment, community traffic, educational and living supporting facilities as well. The community cultures and property management are mixed with the modem housing concept and traditional humanity essence, realizing the unification of human nature and personality. So, since its establishment in 1994, R&F Properties gained many honorable titles such as “First Place Comprehensive Strength of Real Estate in China”, First Place Comprehensive Strength of Real Estate in Guangzhou”, “Top 5 of Guangdong’ s Top 100 Private Enterprises in 2003 and Ranked the First in Real Estate Sector”, “Chinese Famous Brand Real Estate Enterprises”, etc. R&F Properties’ success largely depends on. Its understanding of owners’ requirements and demands and is in line with the requirements of the city development. As a result, it developed fast with the chances of the old city reconstruction. R&F people gained customers’ recognition and commendation for the achievements in specific aspects, thus creating the golden brand of it.