1, Dazzling D.C.'s '70s Passion Night
If no one gets rich overnight - though the numbers are pitifully small - perhaps not as many people buy lottery tickets. As the density of China's wealth, and as the cradle of the country's current crash-landing of the rich and famous, if the property market doesn't produce legends, then this
market would be too demoralizing. As a relatively quiet year, 2003 was a relatively quiet year, and the only reason why the property market remained imaginative was because of the Dazzle District.
The Dazzle of Dazzle D.C. was born on the night of the 70's passion.
Is it a cultural activity or a marketing activity to put some things from the 70s, such as books, permanent bicycles and photos of Lei Feng, on display? After the whole event, the audience does not even know what the three words "Dazzle Special Zone" are, what kind of publicity method is this? The answer is: real estate marketing.
On January 10th of this year, Dazzle Special Zone organized the "70's Passion Night" in Xidan LCX Plaza, which announced that the project had been put on the market. The event was attended by tens of thousands of people with an almost religious devotion. That night, as many as 600,000 netizens paid attention to the 70's life that Dazzle Special Zone provoked on the Internet. 70's Passion is also such a seemingly purely public welfare activity, which helped Dazzle Special Zone find its own loyal customer base - because the customer's identification with Dazzle Special Zone is not only the product factor, but also more of an emotional factor. A project that customers "love" cannot be unsuccessful. Dazzle Special Zone is with the capital of the Times Square of this activity a hit, and then out of control. A small house type project has become one of the biggest sales projects in the property market this year, which is really a big miracle.
Continuing the style of the Night of Passion, Dazzling Special Zone later held several similar activities: Chaoyang Park, non-mainstream music festival, Halloween, pure white night, as well as Mr. Kan Jun known as this year's best planning for free to watch "The Matrix" activities. All of them were very effective.
2, Palm Springs International Apartments million donations
Remember April 20, Beijing mayor Mr. Meng Xuenong and the Minister of Health Mr. Zhang Wenkang the most gray day, from the day after the SARS epidemic has been covered up began to come out in the world. The original underground rumors were confirmed and new rumors began to circulate. The air in Beijing was suddenly tense, and the people of the peaceful times suddenly realized that the shadow of death was so close to them, and felt a great sense of helplessness and loneliness.
On April 21, I read about Palm Springs' million-dollar donation in the Beijing Evening News. Palm Springs International Apartments donated one million yuan to health care workers for nutrition and health care. Chairman Zeng Wei also made an extremely touching speech, and I still remember clearly how moved I was when I read this news. Although such speeches will be delivered by different people on different occasions in the future, things have changed and it is difficult to be as moved as it was at that time. The Palm Springs donation campaign, like a little light in the dreary air, lit up the real estate community's sense of participation in this unprecedented catastrophe. The already famous Palm Springs International Apartments attracted even more attention from the entire community, greatly enhancing the company's reputation and instantly gaining popularity. Although there are no detailed figures on the specific resulting sales volume, Palm Springs sales of up to nearly 300 million yuan during the SARS outbreak had a lot to do with it.
In the whole market, Palm Springs was the first real estate company to make donations, although later Century Jinyuan and Pearl River Real Estate donated more than ten million dollars, which was far more than Palm Springs, but at that time there were already many donations, and the newspaper reported it every day, so although the amount of money from these two companies was the largest, it was not enough to produce the same kind of shocking effect as Palm Springs.
Palm Springs' million-dollar donation reflects the company's awareness of crisis public relations and reaction speed, and bad things can be turned into good things, depending on what angle the company understands them from.
3, Fuli new forum: culture cast brilliant
As of the end of November this year, sales of Fuli City exceeded 1.5 billion yuan, along with Century City, Jianwai SOHO became the big winner this year. 2002, Guangzhou Fuli sharp north to take, beat many competitors, including SOHO China, a throw of 3.2 billion yuan to obtain a piece of land in Guangqumen. That year, ace manager Xie Qiang jumped ship from Pearl River and presided over the development of this piece of land. It is known as Fortune City.
The combination of the sensational 3.2 billion yuan winner, the prime location on the Third Ring Road, the big egg sales room that is so beautiful it has become a cityscape, and the ace manager Xie Qiang is enough to make some of the publicity made purely for the sake of popularity lose its meaning in R&F City. Of course, this also means that there is little room for the developer to maneuver. But Xie Qiang, who was born the editor-in-chief of the original newspaper, has taken a different approach, dancing the flag of culture to a hoot and a holler, exemplified by the new forum at R&F.
In the new forum, Feng Lun, Pan Shiyi, Zeng Wei, Xie Qiang, Zhang Baoquan, five Hainan brothers sit and discuss; Chen Zhongshi, Jia Pingwa and other writers and celebrities of the dance of the ink; June 13, R&F City, but also invited several owners such as the first big real estate president Wang Zhe, the National Federation of Industry and Commerce Chamber of Commerce of the housing industry, deputy director of the project center Zheng Guochen, the famous art Zhang Yu Chong, South Korea's SK investment manager Fang Yuan, and so on, gathered together to discuss the new forum. Manager Fang Yuan and other people, get together on the Fortune City, Xie Qiang personally accept the questioning of each family, and finally do all happy ...... Fortune City's strength of the image of the full display.
Relative to the cultural marketing of many projects that do not belong to the soul, R&F City's cultural marketing is rich and comprehensive, taking into account the construction of community culture, the concept of the publicity, but also the owners of the relationship between the communication on the stage, the spring breeze and the rain, silent, but all things are born from this. In the reputation, but also willing to make detailed work, who can stop the success of Fortune City?
4, the subtle CLASS
As a professional philosophy students, I used to pride myself on being able to read Hegel's philosophy, which is big in the minds of people, but holding a thick CLASS building book, all my knowledge overnight "back to the liberation of the former", such as falling into a five-mile fog.
Da
A large paragraph of exposition, specious theories, from the definition of class to the aesthetics of the building, déjà vu but really do not know. The advertisements released in major media are also large paragraphs of discussion, if you do not read carefully, really a little bit not
mind. The CLASS of mystery. the more mysterious sales. It is said that the sales of more than 300 million dollars in 20 days after the opening. Many people don't believe it, including myself. But when I went to the site to see, really a lot of floors have become non-sale. So one can only believe.
The bullishness of CLASS comes from the bottom line. With its unique sloping layout and finely crafted architecture, CLASS is able to sell without major promotion. But why choose such a way of promotion is something to think about.
As a project outside the North Fourth Ring Road, CLASS is priced at more than 8,000, a high-end product. Perhaps we are used to the idea of letting more people know about it as a criterion for measuring the effectiveness of publicity. But luxury goods have never been
excepted from this example. They are sold in a very small circle, with their heads held high, by word of mouth in a special way. Word of mouth is more important than advertising, because the people who can buy at CLASS are level-headed, and the occasional impulse is certainly not when it comes to buying a home.
CLASS's brochures are only for projects as fine and telling as her own, and are not very universal. What a heavy brochure offers the viewer is a kind of conceptual impact, a kind of
serious attitude towards the excavation of the product's deeper connotations. As the head of CLASS said in an interview, "We don't want to be understood by most people at all", an extremely elitist attitude creates a maverick effect in a completely kitschy market, and this kind of image
has also achieved the effect of publicity through the dissemination of the media, just as Nicholas Tse achieves the purpose of hype through mischief-making.
CLASS has also gained the recognition of a large number of people with its alternative - although those who recognize this kind of recognition have also gained a large number of people's recognition. CLASS has also gained a large number of people who identify with its alternative - although the percentage of such identifiers in society as a whole
is still very small. But CLASS has just over 500 homes!
5, long river bay: humanistic real estate
"Hot sales are never a double-edged sword! What you see is money, what I see is a heavy burden, a responsibility. I feel panic outside the surprise. Success is also a hot sale, defeat is also a hot sale!" This is the long river bay, hot sales but also do not forget to think of danger.
The chairman of the board of directors personally issued a message, "to calmly treat the hot sales of Long River Bay". What is humanistic care? This is an example.
Huang Nubo, the boss of Changhewan, is a big name in the cultural world, Luo Ying, and has published one book of poetry after another. As real estate still do not forget the old line, engaged in humanistic real estate, but also organized a special publication of a booklet to tap the historical and cultural connotations of the Changhe Bay, recalling the traces of history here: the Changhe flow is eight hundred years of the ancient Changhe River water; Gaoliang Bridge Liao Sung Battle took place; the Moscow restaurant which is the memory of an era; Beijing Exhibition Hall is one of the top ten buildings in China, but also a generation's memories.
If you go on the Internet, there is very little news about Changhewan. In reality, Changhe Bay is like Duan Yu in "The Eight Dragons," a scholar on the outside, but with a lot of inner strength on the inside. In the construction of the water system, in the community garden construction, in the architectural style, the appearance of the image, the long river bay are the law of nature, pay attention to the harmony with the environment, harmony with nature, and the unity of history. Such a product, dressed in elegant cultural trappings, if it is not hot, then what products can be hot?
6, the sunshine on the east: the creator of the rich district
If the creation is a material behavior, this is very wrong. Along the Wenyu River, along the Jingtang River, the villa clusters on the Xishan and Xiangshan lines, and the upscale apartments along Chaoyang Park are all genuine rich neighborhoods. But the concept of rich area in the real estate sector is the first time that Sunshine Shangdong frankly put forward. Since the beginning of this year, the Capital Group announced that it would build a "rich area" in Beijing on the land east of the green belt on the North Road of the East Fourth Ring Road, west of the Electronic City on Jiuxianqiao Road, and between the Bahe River and the Liangma River. This project, called "Beijing Upper East Side", covers an area of 100 hectares, with a total construction area of over 2.2 million square meters and an estimated total investment of over 10 billion yuan. The project will be handled by Capital Land and Sunshine, both subsidiaries of Capital Group. All of the projects will be completed in 2008, and will be priced at more than RMB 10,000 per square meter, with the grand opening of the first phase on October 17th.
Wealth used to be synonymous with sin in China, but thanks to reforms, the pursuit of wealth has now become an honorable act, just as joining the military was an honorable act. However, as the ideology has not yet been clarified, all the expressions of media opinion are still shy, a typical example is to assign almost all the virtues of wealth to the middle class, which is embodied as a moderate and conservative class in foreign countries. Capital Land, however, has officially stripped away this veil, thus attracting the attention of society. With 100 million yuan in sales as soon as Sunshine Upper East was opened, credit goes to the wealthy neighborhoods for publicizing the spreading effect they have achieved.
The practice of Chuangchuang Real Estate shows that it is not necessary to create a real meaning in publicity, and it is also a kind of creation to be able to embody perfectly something that is molded in fact. In the communication sense, whoever says it first is the creator.
For such a grand plan as the creation of the Upper East Side by Capital Land, one or two small smarts and tricks are not enough to support the sales of such a large volume. Under the banner of the affluent district, all kinds of concepts about high quality finally got a commanding presence, providing inexhaustible resources for the project's publicity.
7, Aloe King Peak Trial Residence
The Chaoyang Garden was once a luxury landmark in the East Fourth Ring Road, and it has also achieved many miracles in sales. When it comes to the second phase of Aloe King Peak, it still maintains the original high quality, and unlike most companies in Beijing that speculate on concepts, Aloe King Peak offers all existing houses at around 7,000 yuan, which can be said to have challenged the low price of luxury apartments in the Eastern District. As a Hong Kong investor, the company's financial strength is a typical feature. And the marketing case of Aloe King Crest is to reflect this characteristic in its entirety.
If it's about showing strength, what activity is more effective than a trial stay not to mention the fact that the tasters have to provide a diary of the trial stay. Literature is the hardest thing to fake, and as long as it can be provided, the audience's trust is naturally greatly increased.
With a time period of up to one month, what problems can't be seen Aloe King Peak's choice of this approach, which is undoubtedly digging its own grave in the eyes of many developers, is really a reflection of its strength and stamina. So this activity, once carried out, attracted the attention of many people, in not a short period of time, Aloe King Peak old tree blossomed new flowers, exposure rate greatly increased. It is said that Mr. Huang, the owner of Aloe King Peak, has also seen a significant increase in the amount of time he spends counting his money.
And Aloe King Peak also added an entertainment element to this event. Director Wu Ziniu, who became famous for his work on "Grain Silos of the World," was also dragged in for the show, declaring that he wanted to have a taste of what was to come at Aloe King Peak. It is important to know that rumor-mongering constitutes a defamation offense in other fields, but in the entertainment world it has become a basic means of publicity. Now that there is such a thing with a nose and eyes, it's a big deal! The entertainment industry naturally had to cooperate with the real estate industry to speculate wildly. Although there was no word on whether or not Wu Zi Niu lived in the end, Aloe King Peak took the opportunity of the social attention to promote its own real estate, but it was a big success.
Aloe King Feng is a true practitioner of the eyeball economy.
The same failed but successful activity is the General Times invited Real Madrid to the property for a show, taking the opportunity to publicize itself as "the Real Madrid of luxury housing", the same made a big fuss, the same star did not show up, but the same visibility greatly increased.
8, the three rings of the new city selection of health ambassadors
In your mind affordable housing is a what? Is this a big profit, is the drought and flood insurance income, is the commercial housing besieged by thousands of weight, I am not moving? In short, with a certain public welfare color and the government has been affordable housing, generally means and market operation of the insulation: as long as honest cost control, clean up a little bit of insatiable ambition, earn two or three points of profit, naturally, everything is OK. what advertisement, what marketing can not be used.
One of the most striking trends is the great power of marketization. Even the affordable housing, which has always been like water, has to be marketed and promoted. Three Ring New City is completely market-oriented: the product is made to be as high-quality as commercial housing, so much so that it accounted for almost 70 percent of the sales of affordable housing at the summer housing fair, and all kinds of news kept appearing in the newspaper and on TV -- of course, we know that this is not a result of the natural laws of the media at work. As a symbol of courage, Sanhuan New Town has gone through its own efforts to apply for a pilot project for healthy housing - bearing in mind that there were just two projects before that, Olympic Garden and Jindi Green Town, the former being the nation's No. 1 real estate chain brand and the latter one of Shenzhen's biggest developers.
But the city also wants to add a crown to the whole campaign: instead of inviting celebrities and bigwigs as spokesmen for real estate companies in the past, the city is soliciting spokesmen from the community, and the chosen ones will be given a set of three million-dollar three-bedroom apartments in the city. The common practice, coupled with the unusual creativity, the temptation of a million-dollar house, the tension generated by the two is enough to play with the imagination of the people. A **** is said to have attracted the participation of more than 8,000 families, extending over several months.
The combination of methods has led to a surge in sales of the Third Ring New Town, which has become the most popular affordable housing this year. It also set an example for the marketization of affordable housing.
9, Merrill Champagne Town: Invitation to The Thinker
Real estate is a lack of culture in the industry, the old generation of real estate developers basically have the spirit of the revolutionaries, one is not afraid of death, the second is not afraid of suffering, the third is not afraid of not having culture. But because real estate has a large flow of money and high profits, once you have money, you have everything, including culture. Merrill Champagne Town is a typical example and a more successful one.
In this year's spring housing fair, has been preaching seven (sins) drunken Merrill Champagne town let consumers realize what is called a masterstroke: spend millions of City of Paris specially borrowed from the thinker's statue mold, in the housing fair in the same way to get a thinker, so that Dante's "Divine Comedy" in the suffering of the people of the thought of compassionate giants, to witness the vanity field of this real estate market. As a real estate project in the end there is no need to Rodin's masterpieces to be attached to the elegant? Doesn't this kind of extravagance end up being a sheep's wool coming out of the sheep's back? The audience discussed half a day, but the Merrill Champagne Town so something, but also in the heart can not be erased. And that's the effect the developers are after.
As long as there is popularity, there will be sales, there is no doubt.
This kind of marketing is no longer measured by moral standards or by the notion that the name is the same as the reality. However far-fetched it may be, in a regional market like real estate, having name recognition is
half the battle. And the Thinker has indeed made Merrill Champagne Village famous. In that sense, Merrill Champagne Town is a winner.
10, Shi Yunhao Ting: the legend of the end of the year
Year-end is approaching, and it is time for Huang Shiren to collect his debt from Yang Bailao. Under the threat of the cold wind, people's outdoor activities are significantly reduced, and the property market is getting colder by the day. All companies pack up their ambitions and start taking stock of the year's harvest. For that reason, this year's winter real estate show was also mediocre, and its popularity really paled in comparison with the original spring show that added fuel to the fire.
But it was at this show that a very unfamiliar project put up a satellite, making it no longer unfamiliar to people. This is the new project Shiyunhaoting near Shuangjing Fuli City. The average price is only 6500 RMB, which is already enough to make people's heart beat, but there is something more heart beating: Shiyunhaoting has made the concept of the first "Chinese dress" community in the country, and during the China World Trade Center Housing Exhibition, 1000 pieces of silk "Chinese dress" pajamas worth a lot of money were given away, and there were also models on the scene wearing "Chinese dress" to show off their bodies. The popularity of the scene is said to be comparable to Nicholas Tse's concert. The result of some planning did not let the developer disappointed: tens of millions of houses, froze during the exhibition sold nearly a hundred sets!
Shiyun Haoting claimed to launch a "cultural renaissance" to restore the Han family style in today's prevalent foreign style, with "Han clothes" as the image of the spokesman for the main Chinese style community. Its purpose is also profound, its behavior is also alternative, a few thin pajamas can bear its so great mission, it is also worth considering. But in that case, it's not easy to forget about Shiyun Hotei.
It's not easy to refine a core concept for a project, but it's even more difficult to convey that message to consumers. Shiyunhaoting behavioral art, although it seems a little "that", but in essence and the project's image and core concept is consistent with the low price for the soil, to the Chinese style as the root, to the Chinese dress as a flower, some show off, very good to complete the purpose of conveying the project's concept. Its solid is not easy!