How to build a “tourism real estate brand”

1. Brand positioning

Population positioning - which group of people are you targeting, the white-collar class? Middle class? The wealthy class, the top class? It requires forethought and planning.

Product positioning - In terms of vacation residences, they are divided into mid-to-high-end and low-end. In terms of product lines, there are vacation houses, apartments, villas, etc. In terms of the overall market, Sanya in Hainan is relatively expensive. The price is more than 13,000 yuan/square meter, and the average price of many is 20,000 yuan/square meter. The price of well-known brands such as Mangrove is more than 30,000 yuan/square meter. Yunnan is relatively cheaper at 5,000 yuan/square meter (Xishuangbanna, Tengchong, Dali, Pu'er, etc.).

As far as hotels are concerned, such as Home Inns (mass, low-end), Wyndham Hotels (mid-range), and Park Lane Hotels (high-end), each part of the market can be further segmented.

3. Price positioning - the current market price of tourism real estate products mainly ranges from 5,000 to 30,000 yuan/square meter, which is divided into many levels.

4. Brand image positioning - Vanke's image: rigorous, enterprising, standardized, professional, quality, and service-oriented; Longfor's brand image: affinity, slow life, Beautiful and quality Zhongkun image: tradition, culture, restrained, low-key; commercial real estate Henglong brand image: exquisite, tasteful and humane.

5. Brand vision positioning - "Let architecture praise life" - pay more attention to humanization. "Be kind to you all your life". "Sincerity, goodwill, refinement, perfection"

2. Product shaping

1. Product design

1), product line design; such as Vanke Youchenghua (City Garden) Series, Four Seasons Series, Golden Series, Natural Humanities High-end Series.

2) Product functions: Mainly reflects the sense of vacation, high space comfort, large balcony with more lighting, leisure - such as increasing the area of ??the bathroom - you can put a large bathtub, water, and hot springs Login, etc.

3) Product planning and design: built according to mountains or lakes (water), the environment and community are naturally integrated, or built according to the natural landscape or according to the terrain.

4) Product appearance design: It is best to be unique, natural, beautiful, friendly and with soft lighting.

2. Product innovation

1. Adjust product functions at any time according to customer needs and carry out product innovation. Such as combining with elderly care, combining with conferences, combining with themes - certain types of towns, music towns, cultural towns, adventure parks, other theme parks, etc.

2. Product innovation: Many large companies have established planning institutes and architectural design institutes in order to develop products. For example, Vanke - Vanke’s architectural design institute is relatively famous and has produced many high-quality buildings, green cities, Wanda—not only has a design institute, but also a planning institute.

3. Brand communication (360° brand communication)

1. Image and concept communication

From "Architecture infinite life" to "Let architecture praise life" Reflecting Vanke's all-people-oriented philosophy, Longfor's "Treat You Kindly for Life" embodies long-term sincere service concepts and family-like warmth and affection. "Sincerity, goodwill, refinement, and perfection" also reflect Greentown Group's corporate attitude of striving for excellence. "Those who make peace are good at building things."

2. Public relations activities (brand communication): summit forums and news reports. Vanke is still doing the best. The words and deeds of Vanke boss Wang Shi have attracted the attention of the industry.

Mountain climbing can be considered Wang Shi’s personal behavior and represents a way of life. We believe that it is more of a corporate leader, a spiritual leader, a spirit that represents the company, and a positive attitude that the company is not afraid of difficulties. Spirit.

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4. News dissemination: Vanke’s chairman traveled to the UK and the United States to study the philosophy of “corporate religion”, Yu Liang’s understanding of management reports, etc.

5. Brand experience: mainly reflected in products. Experience Hall - the internal experience of the sales office and the packaging of the model room, the display of the outdoor garden demonstration area, the quality of the sales staff, etc.

IV. Brand services

1. Pre-sales service: The professionalism of security guards, reception staff, customer service, and other staff are also factors that affect the brand.

2. On-sale service: The decoration level of the model room, the overall decoration level of the demonstration area, and the quality of the sales staff directly reflect the developer's brand image.

3. After-sales service: mainly reflected in customer service and property services. There are relatively few real estate companies with good property companies, so it is difficult to form a strong real estate brand. The only real estate company in the industry is Vanke Real Estate. Customer service and sales should undergo systematic training.