The Launch

Overview

A documentary focuses on a pivotal moment in China's real estate industry. Centered on the launch of a specific residential project by the Evergrande Group, the film chronicles the entire lifecycle of the development—from its enthusiastic opening and frenzied sales to the cash flow crisis, the suspension of construction, and the resulting impact on homebuyers' rights. Narrated from the perspective of frontline sales agents, the film captures the state of this massive industry before and after the crisis through daily conversations, sales meetings, and the evolving mindsets of clients.