Project introduction
This property was originally called Samsung Jingyuetan Timeshare Hotel, and has always been represented by an advertising company, but the sales situation is not ideal. Samsung Resort is located in Jingyuetan National Forest Park in Changchun Tourism Development Zone. Jingyue Scenic Area is the largest plantation in Asia, with a forest coverage rate of 80%. It was rated as the first batch of 4A-level tourist areas in China, which is 18km away from Changchun city center.
Developed by Changchun Samsung Group, the resort covers an area of 40,000 square meters and is divided into two areas, A and B. Area A is located in the center of the park with elegant environment and charming scenery. It was developed by 1999. * * There are seven villas and two halls, including 78 standard rooms, managed by a three-star hotel. It has been successfully operated for more than a year and is the hottest resort in Jingyuetan. In 2000, the turnover was 7.6 million yuan, and the average turnover per villa reached 3.6 million yuan. Area B is located on the edge of the park, and the scenery is not as good as that of Area A, which was developed in the early 1990s. Because the real estate was overheated at that time, it later became a "semi-finished" project, which can be said to be a dead plate. With the recovery of the real estate industry, Changchun Samsung Group bought this "semi-finished" project this year. Area B consists of 55 villas, which were planned and designed in the early 1990s. It is backward, the spacing is too close, the privacy of lighting is poor, and the design of doors and windows is unreasonable.
Brief introduction of developer
Changchun Samsung Group Co., Ltd. is a large group company integrating real estate, household appliances, frozen kitchen utensils and catering. Founded in 1989, under the leadership of President Yin, it has developed into one of the top 50 private enterprises in Jilin Province for more than ten years, with total assets of 290 million yuan and four branches. "Samsung Refrigeration" enjoys a high reputation in Jilin. The real estate development started from 1999, and the first project was Samsung Resort.
Professional welding bridge
Hanqiao real estate planning company, formerly known as Hanqiao Advertising Co., Ltd., was established in 1993, mainly engaged in business such as enterprise marketing expertise, corporate image design and advertising production. Under the leadership of general manager Hou Ge, the company has made great progress with each passing day. After entering 2000, the company repositioned itself and took the road of specialization, specializing in the whole process of real estate planning, becoming the first real estate planning company in Changchun. The first property I took over was the national gold medal property-Changchun Pearl, which made "Hanqiao Real Estate Planning" a star in Changchun Real Estate Planning. Hou Ge, general manager of Hanqiao, gained great fame and was known as the "teacher" of Changchun real estate planning.
Because of the performance and level of Hanqiao, it has long been concerned by Samsung. At the same time, it has always been believed that the project of the resort can be represented, and the two sides hit it off. At that time, Area A had been successfully operated, and Hanqiao only served as the marketing planning of Area B. ..
market survey
After we got this project, the first step was to conduct detailed market research.
1 product survey
Area A of Samsung Jingyuetan Resort Hotel is located in the center of Jingyuetan National Forest Park, which is a good place for vacation. It has been operating for 1 years and has become a very successful business model. Area B is located on the edge of the park, surrounded by mountains on three sides, and in front of it is a highway. There are 55 villas in Area B, and the planning and design are very backward. After the Chinese Bridge, the planner was asked to modify Area B again, and Samsung quickly accepted the modification suggestion: reducing the building density, especially the villas at the entrance, was extremely unreasonable, which damaged the overall image of the property and blew it up, leaving 54 villas. The walls and roofs have been renovated, and a comprehensive conference hall and some artificial landscapes have been added.
2 consumer research
At this time, the housing consumption market in Changchun is relatively mature, and the living standards of citizens are also improving day by day. We focused on the investigation of Changchun citizens' concept of tourism and holiday, and found that with the implementation of the weekend, many citizens felt that they didn't have enough time to travel abroad, and there was no good place in the urban area. Moreover, with the implementation of the "three long holidays", many people wanted to stay in the suburban tourist area for a few days.
3 competitive market research
In the past year, a large number of foreign real estate developers such as Shenzhen Vanke, Dalian Wanda and Hong Kong Sun Hung Kai settled in Changchun. There are more than 100 properties for sale, and the competition is becoming increasingly fierce. A large number of medium and high-end properties are unsalable. After investigation and analysis, it is found that there are few buildings with characteristics and individuality that meet the needs of target consumers.
market positioning
After a series of market research, we entered the core work of the whole planning-market positioning. Members of our planning department began to think about how to make the resort more personalized, more outstanding and more consumer.
After several days of hard thinking and intense discussion, Mr. Hou concluded: "This project is located in the National Forest Park, more than ten kilometers away from the urban area, and it is a holiday resort. In the past, Samsung's timeshare was unsuccessful, mainly because investors had no property rights, and the investment concept was immature, and investors thought it was very risky. Our real estate is managed by property hotels. "
After hearing this strange concept at that time, everyone really didn't know what to say. Mr. Hou went on to say: "Property hotel originated in Europe in the 1970s, which means that every unit of the hotel is sold to investors, who entrust the hotel unit to a hotel management company or timeshare network for management and get a certain return on investment. Under normal circumstances, investors have the right to live for a certain period of time every year. " After listening to Mr. Hou's speech, we went to the internet, bookstores and libraries separately to collect information about property-based hotels. In order to run the property hotel well, Mr. Hou also made a special trip to Guangzhou and Shenzhen to inspect the management mode of local property hotels, and formed a timeshare network with some property hotels in the south. For example, in winter, southerners can go to Samsung Resort to watch snow skating, and northerners can enjoy the rotten sunshine in the south.
After several days of sorting and research, we have positioned this property as a property-based hotel-investment, appreciation, dignity and self-identity. Target consumer groups: 73 top rich people in Changchun (there are only 73 sets in Area B, and only a few high-income people can often travel and spend their holidays in Changchun and can afford high-end villas).
Project promotion
The preliminary work is basically completed, and then there is another core work of real estate marketing planning-project promotion, including advertising planning and design, public relations activities and other promotion measures.
I learned on the Internet that there are only property hotels in China, such as Hainan and Guangdong, which are rich in tourism resources. Our project is the first property hotel in Northeast China, and it will definitely take a period of market education for consumers to understand and accept this concept. Moreover, this project has changed the original business model, and the corresponding real estate name should also be changed. A prize-winning name collection activity should be held to attract public attention. In addition, some public relations activities were held to make the public feel good about the project. Area A of the resort is a successful business model. During the promotion, the sales of area B were driven by the performance of area A, and the broad prospects of area B were illustrated by powerful facts.
According to the market positioning of the project, the continuous slogan and propaganda slogan of the property is defined as: supreme industry, freehand life.
On August 3rd, Changchun Evening News and Changchun Daily (these two newspapers have the largest circulation in Changchun) published the first edition of advertisements (advertisements of building names), with the main slogan: 888 Who will claim it? (If anyone can give the real estate the best term, the prize will be 888 yuan, and 20 people will be shortlisted). The effect is really good, causing quite a stir in Changchun, and * * * has received more than 580 signatures.
After layers of screening, the selected property name is: Samsung Yue Ying Property Hotel, "Samsung" refers to the developer, and "Yue Ying" refers to the property hotel located in Jingyuetan National Forest Park, where you can feel the unique fragrance of flowers and plants, quiet night sky and gentle sunshine.
In the next two weeks, we will advertise in four market education newspapers twice a week, usually between Wednesday and Friday, to facilitate customers to look at the house on weekends.
Let's take a look at the summary of these four wonderful advertisements:
The first phase: property hotel landing in Changchun (explain what property hotel is, its development in the world and how to make money. )
The second stage: Jingyue preferred the property hotel.
Samsung Yue Ying Property Hotel is located in Jingyuetan National Forest Park, with developed tourism and sufficient passenger flow. The operation of Area A can no longer meet the requirements of the increasing number of tourists.
The third stage: Value-added investment in property hotels.
Put forward the investment concept of Qian Sheng Qian Xin, a property hotel with zero risk and high return, and a villa of its own.
The fourth issue: the potential value of property hotels is unlimited.
By analyzing the superior geographical location of Samsung Yue Ying property hotel, with the rapid development of tourism, property hotel has become very common in western countries, and Samsung Yue Ying property hotel will have a bright future.
The fifth advertisement is to announce the winning results and winners list.
After these marketing education advertisements, it is close to August 20th, and we have set September 2nd as the opening day. In preparation for the opening day, we also broadcast several exciting advertisements with the following main slogans:
Property hotel step by step.
Property-style hotels have strong financial resources.
The property hotel wins.
Property hotels are glorious and eye-catching.
In these advertisements, the appreciation potential and profitability of property hotels are fully proved, and a detailed list of investment income is given to consumers, which is better than investing in stocks, futures, shops and houses. At that time, the stock plummeted: "Black Monday" attracted a lot of attention.
After these advertisements, they will be opened. On September 1 day, Changchun Evening News and City Evening News published full-page opening advertisements: Samsung Yue Ying Property Hotel was warmly opened in the whole city on September 2.
After the opening, enter a strong advertising stimulus period, such as:
The vigorous development of Samsung Yue Ying Area A
Ten years makes a millionaire.
What is the sign of a millionaire's life? ......
Through the education and stimulation of these advertisements, one-third of them were sold in less than half a month. From September/KLOC-0 to September-23, I participated in the Changchun Autumn Real Estate Exhibition Fair, followed by the seven-day National Day holiday, which brought greater advantages to the tourism property and promoted the sales of Samsung Yue Ying. In less than two months, it sold more than half of it, and the sales reached more than 50 million, which created a miracle in the real estate industry in Changchun at that time.
In addition to advertising in mainstream newspapers in Changchun, we also publish Korean advertisements in Korean newspapers of many Korean high-income people in Jilin Province to expand the coverage and arrival rate of advertisements. In addition, advertisements were placed in Golden Magazine, Changchun TV Station and Changchun Traffic Radio Station. A variety of communication channels have come together to form a three-dimensional propaganda situation, allowing Samsung to sweep the city with the moon.
In order to cooperate with the above advertising, we also held some public relations activities, such as English summer camp for primary and secondary schools, tourism activities in Jingyuetan in Golden Autumn and so on. So that Samsung Yue Ying has established a good image in the hearts of consumers.
Special training for sales staff
All the houses in a real estate are sold directly to customers by salespeople, and salespeople are the key to let consumers take the last step. Therefore, the importance of recruitment and training of sales staff is self-evident.
Hanqiao has a systematic recruitment and training system. After a rigorous interview and assessment, Hanqiao selected nine prospective salespeople, most of whom have never been exposed to real estate before and need detailed and systematic training. From the basic knowledge of real estate and marketing theory to product knowledge and sales simulation training, sales staff quickly became professional real estate consultants within 3 weeks. During the training, we also specially invited other star sales champions to teach sales skills, so that our sales staff can enrich their sales knowledge and broaden their horizons. In the process of training, the elimination system is also implemented, and the assessment should be summarized every day, and the final assessment should be made at the end of training, leaving qualified ones. This inspired everyone to continue learning and making progress. At the end of the training, only five sales elites were left.
Opening planning
In the whole process of real estate planning, the opening is an important part and a guarantee for a good start. Samsung Yueying opened on September 2, with remarkable results.
Samsung Yue Ying Property Hotel is more than ten kilometers away from downtown. In order to facilitate customers to see the house, we set up a luxurious and chic reception desk in the city center and arranged for three luxury CMB buses to pick up and drop off buyers.
Samsung Yue Ying Property Hotel is a top tourist hotel. When planning the opening, we didn't want to make a fuss about it (there were several buildings in Changchun at that time), but paid attention to actual communication and promotion, and made it novel and effective according to the needs and tastes of target consumers.
Hanqiao advocates integrated marketing concept and fully integrates its own resources. We chose the opening ceremony in Zone A of Samsung Yue Ying Property Hotel in Jingyuetan National Forest Park. This is a three-star resort, showing dignity, allowing customers to experience life in Samsung Yue Ying, showing dignity, comfort and high return on investment everywhere.
The opening ceremony invited 50 customers, media reporters and some guests.
Marketing Planning of Samsung Yue Ying Property Right Hotel
Meet at the reception desk at 9: 30am on September 2nd, and take the RV to Samsung Yue Ying Property Hotel Zone A for official opening.
10: 30, property hotel promotion meeting was held. Famous experts, scholars and city leaders have analyzed the broad market prospects of property-based hotels, which have been understood and recognized by customers.
12 cut the opening ceremony, followed by the opening reception. Create an atmosphere of dignity, joy and harmony. Customers were full of praise, and a lucky draw was held during the reception, which aroused customers' interest. After the reception, you can go swimming and bowling in Area A, visit the model room in Area B and visit Jingyuetan National Forest Park for free.
The opening left a deep impression on customers, showing the strength and credibility of developers. Many customers make reservations on the spot.
abstract
Looking back, the planning of this project is really like a thrilling blockbuster, and our planner seems to be hanging in the air.
Although this project is very successful, there are still many problems in its operation:
1, the image of the real estate scene has never been taken seriously. All kinds of publicity banners on the construction site in area B are relatively simple and scrawled, and there is no image design such as LOGO wall.
2. The competitive market is uncertain. In the process of selling property-based hotels, several properties suddenly appeared, all based on the concept of investment. In order to compete with property-based hotels for investors, this was unexpected, so we had to change our strategy.