Huabiao Pinfeng played a beautiful marketing "golf" Editor's Note: China real estate market economy is an important lever to promote the economic development of China today, which is a well-known fact. However, in the past two years, the real estate market in China has changed from a bull to a bear, the price has fluctuated greatly, the money supply and demand are tight, and the property market is sluggish and unsalable. Recently, the market has picked up, and many projects have even raised prices in a high-profile way. However, people in the industry are well aware of the macroeconomic situation and the property market environment. Experts, scholars and developers have completely different views and opinions, and they are arguing endlessly. Everyone is "not sure" is the most common phenomenon. In this vague market prospect, some people choose to ship quickly and withdraw funds; Some people choose to raise prices to maximize profits. However, no matter which marketing strategy you choose, the marketing method in the big bull market era is no longer suitable. Only by adjusting the marketing method to make it more suitable for the market can the project remain invincible. Huabiao Group, on the other hand, chose golf to drive and promote high-end residential sales, and achieved impressive results. In the last issue of Golf Real Estate Marketing, the company briefly introduced the practice of holding the "Huabiao Pinfeng Cup" Guangdong Amateur Golf Challenge with golf to promote the sales of high-end houses, which aroused widespread concern in the industry. Moderator: Editor-in-Chief of Golf Real Estate Column Interviewer: Wu Huabiao Venture Group Co., Ltd. Marketing Director Guangzhou Senior Real Estate Expert Han Shitong Moderator: The "Huabiao Pinfeng Cup" Golf Challenge is the largest in Guangdong Province over the years. An amateur golf tournament with the longest duration and the greatest impact on the audience, its competition system, the scale and specifications of the tournament itself attracted the attention of people from all walks of life in the domestic golf market, and also aroused the enthusiastic response of a large number of amateur golfers in the Pearl River Delta region. The number of applicants far exceeded the expectations of the organizers and sponsors of the tournament. I would like to invite two guests to talk about why Huabiao Group held such an event. Wu: Huabiao Venture Group is a very powerful investment institution. In recent years, Huabiao Venture Group has successfully developed a series of high-end commercial and residential projects in Guangzhou: Huayuan Building in Tianhe, Runyue Building, Huabiao Plaza, Huabiao Taojingwan in Binjiang East and Huabiao Pinfeng Mansion, and invested in two golf courses in Huizhou City and Yangjiang City, Guangdong Province, of which Huizhou Tao Jing Golf Course is 18 hole and Yangjiang Tao Jing Golf Course is a 36-hole standard golf course. At the kick-off ceremony of the Golf Challenge, the head of Huabiao Venture Group said: Our Huabiao Venture Group has always wanted to provide high-quality, comfortable and ecological houses for owners, so that owners can feel quiet and comfortable when they get home. "Hua Biao Pin Feng" is dedicated to this. We introduce golf life into the community, and make Yangjiang Taojing and Huizhou Tao Jing Golf Resort the back gardens of the owners, so that the owners can experience the excitement and happiness of golf on weekdays, get rid of complicated affairs and get rid of the noise of the city. It can be said that golf is a platform, a platform for making friends with the ball and making friends with the ball. After work, about three or five friends waved two strokes in nature, which not only relaxed their mood but also enhanced their friendship; Golf is a sport, a noble and glorious activity. Chairman Xu of the Provincial High Association put it well, "Healthy Golf, Happy Golf and Wonderful Golf" is a sport that integrates natural fun, physical exercise and games. Han Shitong: Huabiao Venture Group is different from many golf real estate developers. So far, their club has no direct connection with real estate, because their real estate projects are not built next to the club. From the speech of the head of Huabiao Venture Group, we can see how Huabiao Group views the relationship and cause and effect between golf courses and real estate development, and how to link two industries and products that are far apart through sports and events. I thought the golf tournament held by Huabiao was just a title. At most, it is to improve brand awareness and win high-end customers, and it is not really related to golf. I didn't expect Huabiao to have two golf courses in the Pearl River Delta. I can ask Director Wu: How much does Huabiao invest in two golf courses? Wu: It's not a trade secret. Yangjiang Stadium 1 100 million or so, Huizhou Stadium 1 100 million or so. Han Shitong: Such a big investment. It shows that Huabiao not only has development strength in real estate development, but also has strong strength in the investment and operation of golf courses. Moreover, the original golf real estate should be developed around golf courses, but Huabiao creatively combines two golf courses that separate the two places with high-end houses, and the link is the "Huabiao Pinfeng" Cup Guangdong Amateur Golf Challenge. It is said that this tournament began to plan the core content of the tournament with the organizer "Yangcheng Evening News golfweek" at the end of last year, right? Moderator: That's true. As a focus media that meets the life hobbies of high-end people, especially with the foundation of the news platform of Yangcheng Evening News Newspaper Group, the operation of many things has become more practical and possible. Since the end of last year, we have been discussing with the marketing center of Huabiao Group how to hold this tournament, discuss the media promotion plan, conceive the marketing purpose of the tournament, cooperate with Huabiao Group to do a good job in linkage with Guangdong Golf Association, and actively participate in organizing and assisting the whole tournament and related publicity reports. Excuse me, Mr. Wu: Successful marketing action needs correct marketing strategy selection and guidance, clear action process plan and pre-control plan, and technical measures and means to implement. Then, what are the unique "secrets" worth sharing when Huabiao Group cooperates with the activities to implement the "Pinfeng" marketing promotion? Wu: The reason why the "Huabiao Pinfeng Cup" golf challenge has attracted the attention of people from all walks of life in the domestic golf market and aroused the enthusiastic response of a large number of amateur golfers in the Pearl River Delta region is because of the setting of this competition system and the scale and specifications of the competition itself. It can be said that it is the largest amateur golf competition in Guangdong province over the years, with the longest duration and the greatest influence on the audience. The number of applicants far exceeds the expectations of the event organizers and China Standard. First of all, as a sponsor, we propose that the conditions for participating players must be amateurs, including professional players, club coaches and staff. Secondly, the player's golf level is around 100 (almost within 28). Because, this large number of non-professional golf enthusiasts from the Pearl River Delta, mainly from Guangzhou, who meet the requirements of the competition are the best target groups that Huabiao Pinfeng is looking for; We want to promote the product "Huabiao Pinfeng" in high-end housing, and we can find the target buyer accurately through this competition. In addition, we have reached an understanding with Guangdong High Association that the contestants in every challenge, including the finals, are free to participate, free of venue fees, caddy fees, meals and prizes, so that the contestants can enjoy happy golf in the "Huabiao Pinfeng" Cup golf tournament. In addition, around the core marketing goal of "Huabiao Pinfeng" luxury house, a special prize-the discounted house purchase prize is set up in each competition, with the first prize of 300,000 yuan, the second prize of 200,000 yuan and the third prize of 6,543,800 yuan. The winner can buy the "Huabiao Pinfeng" luxury house with 30 tickets, and 100% of the lottery amount can be used for cash purchase. Huabiao Group also specially informed all the winners of the house purchase that the free transfer of the grand prize is valid and can be transferred anonymously, but the value remains unchanged. In this way, this house purchase award, which was originally very limited and even used by some developers as a gimmick, has become a special kind of "currency", which is "circulated" among the participants who intend to buy the "Huabiao Pinfeng" property and even the potential demanders, truly bringing the "Huabiao Pinfeng" into the social circle of high-end customers and forming word-of-mouth communication. Therefore, no obvious effect has been received in the middle of this incident. Through the golf challenge of "Huabiao Pinfeng Cup", we closely link and combine the advantages and characteristics of Huabiao products with the ideal target groups of participants. Through the participants' understanding of Huabiao Pinfeng, Huabiao Pinfeng also found the best buying group. It can be said that through golf events, we have integrated all kinds of resources owned by Huabiao Group and achieved the expected marketing effect and goal. Han Shitong: Huabiao's marketing strategy of driving high-end real estate sales through golf events can be said to be a very clever integrated marketing strategy. Teacher Wu skillfully integrates the three magic weapons of golf real estate marketing, and organically integrates sports marketing, focus marketing and cross-border marketing. Let's see why their integrated marketing is integrated into the three magic weapons of golf real estate: first, sports marketing, golf can be said to be one of the highest-end sports, and it is increasingly loved and participated by people; Second, focusing on marketing, golf enthusiasts can be said to be the natural focus of high-end residential buildings, and these 20% terminals can often determine 80% of the sales of high-end products; Third, cross-border marketing. Through this activity, golf and real estate, two originally different industries and two originally different consumer groups, can be brought together in a cross-border way, so as to achieve the goal of sharing resources and win-win for customers and businesses. If Huabiao Pinfeng has achieved a double harvest of events and sales, it can be said that it has created a classic case of golf real estate marketing, showing a model and example of integrating sports marketing, focus marketing and cross-border marketing for the real estate industry. Teacher Wu must summarize and introduce your experience and specific practices. Moderator: Yes! Please Mr. Wu continue to introduce the innovative marketing methods of Huabiao Pinfeng Cup. Wu: We recently held the "Huabiao Pinfeng" Cup Guangdong Amateur Golf Challenge, which is very obvious for the sales of high-end real estate. Because, by organizing golf events for high-end people, a series of cross-border marketing activities such as appreciation of famous cars, fashion social gatherings, luxury goods exhibitions and art charity receptions are held at the same time. , can gradually form a kind of "gas field" and an atmosphere in real estate and high-end people, and gather the rich class together. These distinguished services, shining details and excellent atmosphere in line with customers' temperament always maintain good communication, exchange and interaction at the scene, which is the key to realize the "quick start" of sales and the key point for customers to form the deepest impression and be willing to spread it widely. Because this platform and this environment can not only provide value-added services for existing customers, but also attract a large number of potential customers. In particular, let customers feel that they can meet many high-level people here and get unexpected contacts. In this way, people's purchase behavior can become a social platform for building politics, economy, finance, culture, sports and art, and its value is far from being measured by money. Moderator: May I ask Mr. Wu: Why did you choose golf tournament as a special marketing tool for the "China Watch Peak" project? Is there no better marketing option? Wu: Faced with the impact of the global financial tsunami, the wealth of high-end people has shrunk, and the consumption of luxury goods and high-end real estate has dropped significantly. However, "Hua Biao Pin Feng" has always insisted that there is no big price reduction, and the sales volume does not fall but rises. Because of the poor economy, high-end residential projects in Guangzhou real estate must have more novel ideas, more accurate positioning and more forward-looking software and hardware settings in marketing. Compared with other big cities, the overall development of Guangzhou's residential market has maintained a more rational development trend, especially the high-end residential properties in the core area of the city. High-end properties have their own basic price positioning because of the scarcity of lots, unique landscape and advanced products, and will not easily move prices. Its high cost and supporting investment determine its advantages in market competition. It is not enough for a luxury house to be just the product value. It must be endowed with emotional value and status symbol. In fact, buying a luxury house is a vanity purchase to some extent. You sell luxury homes, not only to provide a truly high-quality living place, but also to provide an explicit label full of testimony. Although Huabiao has many marketing schemes to choose from, such as holding cross-border marketing activities such as appreciation of famous cars, fashion social gatherings, luxury goods exhibitions and art charity receptions. These will have a certain promotion effect, but obviously the influence and shock are not enough. On the one hand, hosting the Huabiao Pinfeng Cup Golf Tournament by the Provincial High School Association and Yangwan Golf Week can not only show the golfers the facilities, environment and conditions of Huabiao two golf courses, but also show the investment and operational strength of Huabiao Group to the real estate industry. On the other hand, it can not only provide a platform for golfers to exchange and learn golf skills, but also provide a platform for these high-end consumers to display social and high-end products, and show the residential value of Huabiao Pinfeng high-end residence and various products that meet people's high-end consumption and life value. In fact, modern real estate marketing mainly focuses on four aspects: the combination of target market segmentation, product upgrading, strong brand leadership and resource integration marketing. Target market segmentation: After the project is approved, Huabiao Pinfeng will focus on high-end customer groups and fully understand their housing demand, housing selection methods, information collection channels, and housing purchase decision-making processes. , so as to achieve "tailor-made" for customers in product planning and design, achieve "targeted" direct docking with target customers in the marketing process, and promote appropriate "personalized arrangements" in property services; Product upgrade: In product planning and design, Huabiao Pinfeng gives full play to the advantages of the traditional luxury residential area in Binjiang East, Guangzhou, where the project is located, and has scarce river view resources. The project is designed as a 45-degree-east-west wavy plate facade, which allows the owner to enjoy the river view with an ultra-wide width of 270 km, and the 48-story super-high-rise residence with 176 m provides an advanced, energy-saving and contextual gathering place. Strong brand leadership: through golf marketing and high-end social activities, we will make every effort to build the high-end smart riverside mansion brand of "Huabiao Pinfeng" project, and introduce the world's largest smart home manufacturers such as Honeywell, ABB, Hitachi, callable, Smith Water Heater and Colliers International Property Management in Canada; Integrated marketing of resources: Yangjiang Golf Course, Huabiao Group Huizhou Golf Course, Guangdong Golf Association, Yangcheng Evening News Group golfweek, Netease Media, participating banks and businesses all played their respective resource advantages in this competition, forming an overall publicity effect, attracting a large number of high-end target customers and promoting on-site transactions. Moderator: I heard that Huabiao spent several million yuan on marketing, and such a large investment only directly attracted about 700 players. Is this input and output worth it? Isn't there a better choice for promotion? Also, may I ask Mr. Wu to talk about the sales of "Pinfeng" before and after the implementation of the "Huabiao Pinfeng" Cup golf tournament? Is there any specific data to explain it? Wu: Indeed, the direct sponsorship fee of Huabiao Pinfeng Cup alone exceeds 6.5438+0 million yuan. If all kinds of advertising and other marketing expenses are included, the total cost is more than 3 million yuan. If there is no direct promotion effect, such expenses are a burden and pressure for any enterprise. Although it can promote the brand image to a certain extent, it is difficult to sustain. However, before the activity was halfway through, we had achieved and exceeded the initial expected effect. Since July last year, the sales volume of Huabiao Pinfeng has obviously declined, but this year's sales volume has obviously rebounded, which is related to the new real estate policy and the recovery of the market, and also related to the holding of Huabiao Pinfeng Cup. This year/kloc-from October to March, the sales volume continued to rise, with more than 50 sets sold, and the sales amount has reached nearly 400 million yuan. Among them, the number of transactions has increased significantly since the start of the competition, and there is a transaction almost every day, with a transaction amount of more than 300 million yuan. In this way, the marketing expenses are less than 65,438+0% of the sales. It's worth it And more than 700 participants are active people in high-end social circles. Pinfeng's information, image and brand have influenced 700 families, families, their relatives and friends, business partners, social circles and so on. This influence is immeasurable. In fact, Huabiao not only organized cross-border marketing related to golf, but also organized cross-border marketing in the financial industry in June165438+1October last year. In conjunction with the financial industry, a brand-new asset preservation and value-added financial management plan has been launched for owners and buyers, so that the property can continue to appreciate, which can ensure that Pinfeng owners can obtain a higher proportion of value-added income after several years. Pinfeng customers can choose to enjoy VIP customer-level concessions from different banks such as state-owned joint-stock banks, private joint-stock banks and foreign-funded global banks, such as various high-quality customer loans, specialized financial services and the flexibility of free turnover of domestic and foreign funds. In addition, the owners can also have the membership of Huizhou and Yangjiang Golf Resorts under Huabiao Group, and truly integrate into different high-end social life circles to expand their career and life. Moderator: What is the core of "cross-border marketing"? What are the specific operation methods? What benefits will this bring to the project and Huabiao brand? What kind of enterprise or building is this marketing model suitable for? Wu: "Cross-border marketing" refers to the behavior of enterprises/brands to break through the original industry conventions and achieve value leapfrogging by grafting the value of other industries or making comprehensive innovations. It goes beyond the conventional marketing thinking and is a new marketing method aimed at integrating social resources and expanding the marketing field. Simply put, "cross-border" means that enterprises/brands with similar temperament unite and share a part of user groups, so as to maximize benefits. Pinfeng will gradually form a kind of "gas field" to gather the wealthy class by holding various world-class brand new product launches, brand lectures, various fashion cocktail parties, setting up senior clubs and financial investment forums from time to time. The advantages of cross-border marketing are as follows: first, this new marketing method can enrich the connotation of their products and brands through cooperation, expand high-end consumer groups, and realize the promotion of both brands or product sales. Secondly, this kind of marketing method can effectively improve the publicity and marketing efficiency of "Chinese style", transfer their established market awareness and brand connotation to each other's brands, and make the communication effects accumulate with each other, thus enriching the brand connotation and enhancing the overall influence of the brand. Moreover, this marketing model is suitable for luxury houses or projects with high consumption groups. For example, "Pinfeng", because of its high-end customer base, can be combined with financial services to suit consumers from a diversified consumption perspective. In addition to financial products, other brands will be introduced in the future, such as BMW, Mercedes-Benz, yacht clubs, clubs and other industries to continuously integrate and enrich the connotation of brands. Han Shitong: The core of cross-border marketing is to break through the traditional simple cooperation and seek a real win-win situation in many aspects, which must promote the continuous development and deepening of the whole cooperation. Although cross-border marketing has been widely used in the world, the real estate industry in China is still very shallow. Many housing enterprises have garrisons and projects all over the country, but this is only cross-regional and can not be classified as cross-border in a strict sense. In addition, the so-called "cross-border" such as art exhibitions and jewelry exhibitions held at the opening of some projects are only short-term cross-border in the superficial sense and do not have continuity. As far as I know, the "cross-border" of Xinghewan Real Estate has been superimposed, integrated and extended with other brands, and has penetrated into the "heart" of the enterprise. These cooperation platforms established by * * * can be shared by the participants in the platform construction. The owners of Xinghewan also use the platform of Xinghewan to enjoy more added value, and Xinghewan also digs deeper and more benign sustainable development value from the owners. The cleverness of Xinghewan is that it is good at using its own platform advantages to expand the customer circle. Now it seems that in the cross-border marketing of real estate, it is no longer the exclusive beauty of Xinghewan, and Huabiao Pinfeng can also be compared with it and equally divided. Moderator: It can be said that this year's Huabiao Pinfeng Cup Golf Tournament is a successful high-end real estate marketing case. In the current real estate market environment, what are the key factors for the success of the integrated marketing model of "Huabiao Pinfeng Cup"? Mr. Wu, can you talk about his experience in planning and execution? Wu: In the final analysis, it is four words: the first two words are "intention". Marketing model is only a means and method. Paying attention to consumers' needs and providing what consumers need is our real purpose. Our project pays more attention to consumers' experience and feelings, digs deeply into the history and culture of this area, creates every detail of this project, and studies how to improve higher-end services and comfortable living space. I believe that based on the "heart", the high quality of this project will play its role and customers will feel the real value of our products. The other two words are "innovation". How to combine this golf tournament with high-end residential sales? To this end, we have arranged activities such as building inspection and lottery in various activities of the competition, so that the contestants can get 6.5438+10,000-300,000 high-value lottery tickets for buying houses, which can be accumulated, transferred or given away; The permanent membership given by buying a house can also be transferred and given before the next name. In addition, Huabiao Group has always adhered to the architectural concept of "building international quality standards and building architectural symbols of China", adhering to the corporate commitment of "good location, good design, high quality, high vision, community and future", striving to integrate classics and fine products, and strive to build more classic buildings for Chinese people, which is also the basis for our Huabiao brand to be recognized. Han Shitong: A successful product actually has an accurate target market positioning at the R&D stage. Did the market positioning of Huabiao Pinfeng Eight Smart Mansion exist when the project was established? Or do you want to change places while building? Or because of its unique geographical advantages? How does the luxury house plate help customers seek recognition in social status and social image? Wu: Huabiao Pinfeng grasped the accurate target market positioning in the research and development stage, taking into account the geographical advantages and the demand characteristics of the target population. We believe that the real value of luxury houses lies in the threshold for the establishment of luxury houses outside the house. A few people enter, most people yearn for it. The more top-class luxury houses, the more prominent this effect is. Because of this, luxury homes have become the goal pursued by most people, because the threshold is absolutely attractive because of the grade. This exclusive purchase satisfaction has also become a tireless driving force for high-end people to spend. The leaders of luxury houses in a city, like the administrative leaders of this city, must have social influence and prestige. Definitely not a self-satisfied, self-satisfied member, it will definitely have an impact on the life trend of society and the future lifestyle. Therefore, mass activities and public relations activities must be emphasized in luxury houses, which is the best witness to a small number of truly high-end customers. In terms of added value, the hardware and software settings of luxury houses must be moderately advanced, such as smart homes and aristocratic sports facilities. Let buyers attract the envious eyes of others. Moderator: OK, I am very glad that the two guests analyzed the classic marketing case of Huabiao Pinfeng Cup for our readers. Finally, I want to ask two guests a question, that is, May Day is coming. What do you think of the trend of the property market? Han Shitong: After more than a year of "falling endlessly", the Guangzhou property market has been hit hard, and the confidence of buying tenants has also been hit. This recovery is hard-won. A few days ago, Shi Yongqing, Chairman of the Board of Directors of Hong Kong Zhongyuan Real Estate, pointed out that we should make good use of this relatively harmonious situation, speed up shipment, and try our best to maintain a stable situation of long-term volume increase and price increase. If developers can't take actions to reduce prices and clear positions in this "recovery", it will be difficult for the recovery period to last until June. Moreover, I have observed that although it has entered the "golden month" with high expectations in the industry, in fact, the volume of transactions has started to drop significantly since April, and it is not excluded that this is a signal that it was "overdrawn" in advance by the high volume in March. "One period of weakness, three markets are weak" is normal, and one "prosperity" brings one "weakness". At present, the initiative is entirely in the hands of developers. Relatively speaking, consumers are passive. It is the moment when developers control their own destiny by choosing whether to raise prices or reduce prices. If the price is raised easily and the enthusiasm of consumers is suppressed, the "resistance level" will arrive in April and May in advance. Once the market returns to the buyer's market as it did last year, the developers originally wanted to earn more money, but in the end they lost the turnover, which once again caused a backlog. From June to August last year, the transaction was good, exceeding 600,000 square meters. Whether this year can continue depends on whether the "recovery" can "reduce the fever" in advance. Wu: This "recovery" really surprised many developers, but we can't be too optimistic at present. After all, the recovery is the result of many aspects, including the government's real estate policy, from suppression to relaxation to support, which has come to a 180 degree turn, and the pent-up demand has begun to be released. Finally, a relatively balanced state of supply and demand, quantity and price has emerged, which can be accepted by developers, governments and consumers. However, the domestic economy has not fundamentally improved. When there is collective agitation in the market, shouldn't developers have a little reverse thinking: the real estate industry eventually needs real spending power, and when everyone acts in concert, they should be vigilant. Once there is disagreement, the consumption power will be exhausted, and the negative effects will be even more terrible. This is why the stock market can fall from the collective frenzy of 6000 points to 1600 points. As a professional manager of real estate marketing, I always think about what to do in the face of "bad" situations. Plan A and Plan B are on standby at any time. I also want to emphasize that no matter how big the developer is, it is impossible to reverse the trend of the market. The hand of the market is not affected by people's willpower. After the "warm spring", we should look at the changes of things more calmly. Moderator: Good! Today's high-end interview on golf real estate is over. On behalf of the readers, I thank the two guests.