List the market segmentation, project positioning, product positioning and product design of Country Garden.

On May 1 day, 2002, the sales volume of Phoenix reached 750 million in just one day. This is unique in the highly competitive Guangzhou real estate market, and it is also the first time in the national real estate industry!

How is the sales miracle of Phoenix in Guangyuan East Country Garden created?

Phoenix myth

May Day seems to be specially set for Phoenix!

Phoenix, East Country Garden in Guang Yuan, the ninth and largest property of Country Garden Group (1.2000 mu), is 30 kilometers away from downtown Guangzhou and 30 minutes by car. It was officially released on May 1 day.

The overwhelming advertisements, the endless waiting crowd, the long traffic jam on Guangyuan East Road, and the buyers who place orders like cabbage are not enough to describe its popularity as "a sensation in the whole city" and can only be called "myth".

According to the person in charge of Country Garden Marketing Center, Country Garden Phoenix received as many as 35,000 customers on May 11th. Although Country Garden has set up free RV inspection in Tianhe Hongcheng Square, Zhongtai Square and other points 10, there are too many people who come to inspect houses and buy houses, far exceeding the carrying capacity, and citizens are stranded at various sites every time. On the second Sunday after the "5. 1" festival (May 19), the author saw that the number of people waiting in line was still around 200. Finally, we waited for an hour (after arriving, we sent five cars) before getting on the bus. When we came back at 3 pm, the number of people waiting in line there was still the same! It can be said that there are not so many people in Hongcheng Square who go to other properties to look at the building as Phoenix. It is understood that in addition to people who drive to see the building, more than 5,000 self-driving cars came to Country Garden Phoenix on May Day. Due to too many vehicles, on the morning of May 1 Sunday 1, Guang Yuan East Road turned into the section of Phoenix Gate in Country Garden, and the vehicles were crowded together, resulting in traffic jam for about half an hour.

The final sales figures are even more amazing. According to the statistics of Country Garden on the morning of May 2nd, Phoenix sold 260 independent villas, 120 townhouses and 600 bungalows on the first day, with a sales amount of 750 million. On the same day, the sales of Zhonghai Kangcheng, which ranked second in the sales list and located in Guangyuan East, did not exceed 200 million.

Festivals in Phoenix are gray for many real estate peers, but they are "surprising" for many professionals and journalists. Before May Day, many people were optimistic about Phoenix, but its popularity still made everyone's heart unbearable. After the holiday, almost all the media focused on Phoenix, which can be described as "the whole city of Phoenix".

Prequel to myth

There is no myth for no reason!

Country Garden is an enterprise that is good at making myths! Create the most classic advertising language in the real estate industry from Shunde Country Garden "Give you a five-star home"; Guangzhou country garden opened on the first day of the New Year, breaking the rule of not selling houses during the Spring Festival; Vigorously marketing South China Country Garden. Among them, the case of "guangzhou country garden", the first battle in which Country Garden entered Guangzhou, was the most talked about.

Country Garden is located in Qiaotou, Luoxi, Guangzhou, covering an area of 1000 mu at a time, and 400 mu will be developed first, with an investment of more than one billion yuan at a time. No publicity, no advertising, first of all, 70 buildings were built at the same time, and hundreds of cranes were working at the same time, which caused a sense of mystery in Guangzhou and Guangdong. In this context, many people in Guangzhou stop buying and wait and see what new tricks Country Garden has. At the same time, Country Garden released the wind and seized the market with its brand, claiming the lowest price, the best quality and the best design. Guangzhou country garden's invasion instantly broke the market structure and development and promotion rhythm, and rewritten the stable and long-term "protracted war" sales strategy commonly used in big markets. With the "lightning" offensive strategy commonly used in small-scale real estate, it gained high attention from the market in a short time. Under the indiscriminate bombing of brand image and scale, 10 sold 2,000 sets in a day and 350,000 square meters in more than three months.

If an enterprise can constantly create myths, it is by no means accident or luck. There must be deeper factors, usually behind the accident is inevitable. The early success of Country Garden made it possible for the birth of the "Phoenix Myth", but more conditions are needed for the Phoenix Myth to become a reality, because every time different buildings face different market conditions.

Where was Phoenix before the opening, and what was the competition pattern of Guangzhou real estate market?

The South China Plate is "bullish" and the concept of "Guangyuan East" has not become a climate.

According to the overall strategic concept of Guangzhou's urban construction, the government put forward the strategic concept of "extending south and connecting east and west". The eastern region, including Zengcheng, Huangpu and Guangzhou Economic and Technological Development Zone, will take Tianhe Central Business District as the starting point to promote the eastward expansion of the city's center of gravity.

The development of big cities often shows the trend of "from the center to the edge". With the continuous explosion of urban population in Guangzhou, the space in the central area has been limited, and the hot spots of real estate have gradually shifted outward. We call this phenomenon "besieged city". There has been a big market in the southeast and northwest of Guangzhou, and the siege war has sounded the horn, especially in the south, especially in the south China plate.

In 200 1 year, the real estate market in Guangzhou is dominated by the South China plate. On May 1 day, the "stunning" Star River Bay, the "hot sale" of South China Olympic Garden in July, the "shocking" of beautiful Xiangjiang River in August, and the "this beautiful city" of South China New Town in June, 5438+00, caused the state of "Guangzhou Building sees South China". As an advocate and speculator of the South China Plate,

In 2002, South China was still a hot spot among the hot spots. In addition to the launch of the second phase of several large markets last year, Agile, another big crocodile, is also preparing to make an all-round attack on May 1 to continue its glory in South China. Although other areas in Guangzhou have occasionally exposed real estate projects, they are helpless and unable to compete with the entire South China plate.

According to an analysis of a story in Southern Metropolis Daily, "Originally, the emerging Phoenix and Zhonghai Kangcheng have great opportunities to hold up the banner of Guangyuan East and become the most promising plate rivals, but after all, due to the scattered linear arrangement and immature time, the plate image is still not enough to overthrow South China; Similarly, the new and old buildings in Dongpu area are full of weight, and the municipal and commercial benefits are constantly improving. This year will be different. Unfortunately, the gap in the overall quality of the region makes it slightly inferior; As for other sectors, if you want to compete with South China, you are actually more willing but unable. " This description basically reflects the market competition pattern before the opening of Phoenix.

Phoenix faces a complex environment and a strong opponent. How can we stand out?

The key to success lies in accurate positioning and strong communication, and the key to accurate positioning is the accuracy of thinking mode.

Start with consumers.

There are two ways of thinking: from the inside out and from the outside in.

Different ways of thinking reflect different marketing ideas. The thinking mode from the inside out is a product or enterprise-oriented concept, while the real marketing concept is to look at the problem from the standpoint of consumers and start from their needs.

The traditional positioning theory, that is, the positioning proposed by A. Rees and J. Kutt in the 1980s, holds that positioning starts with a product, a service, an institution or even a person, and obtains a truly valuable position in the minds of consumers. As Professor Lu Taihong, a famous marketing scholar in China, pointed out: "The traditional definition of positioning is not enough only from the perspective of consumers, but mostly from the standpoint of communicators." The new positioning requires us to study positioning from the perspective of consumers, which is exactly what Phoenix has done.

Long Ergang, the sales director of Phoenix, pointed out that there has been a major change in the division of target consumer groups in Phoenix, that is, the division of target consumer groups has changed from class as the standard to stage as the standard. The earliest development of Shunde Country Garden is aimed at the rich people in the Pearl River Delta, while the target group of Phoenix is the people who are "growing and developing five years after graduating from college". They have unique characteristics. They yearn for a more elegant living environment and a better lifestyle, but at the same time they are highly sensitive to price.

A thorough analysis of the target consumer groups has laid a solid foundation for Phoenix's product positioning and publicity theme.

At the same time, positioning is inseparable from the analysis of competitors, which is also part of the thinking mode from the outside to the inside. The marketing staff in Phoenix realize that the sale of real estate is largely a battle of popularity, and the target consumer group is of course important, and other people can not be ignored. Once the popularity is extremely high, sales will naturally come. Everyone has a "herd effect", and the things you buy will definitely not be bad. The legend of South China Plate of 200 1 is a good illustration. How to compete for people from competitors, so that the hot spots can be transferred to Phoenix?

Positioning: White-collar workers can also live in villas.

Country Garden Phoenix has a resounding brand Country Garden, which can bring some influence. However, in the face of the bullish South China plate and the depressed villa market, it is not enough to rely solely on the driving force of the brand, and the strategic positioning is the most critical. It can also be understood from the name of Phoenix that Country Garden no longer uses simple derivatives of previous brands, such as guangzhou country garden and South China Country Garden, but wants to succeed in new product categories. Once you become a sponsor of a new category in consumers' minds, the impact will be immeasurable. Xerox is the sponsor of the copier. He is irreplaceable in the hearts of consumers, and even "Xerox" is synonymous with photocopiers. Phoenix's positioning strategy also wants to achieve this effect!

Positioning can be simply divided into two parts, one is to position competitors, and the other is to position yourself.

The consumer's brain is sometimes like a dripping sponge. Only by squeezing out some existing content can they absorb new information. At the same time, the consumer's brain is a limited container, and it is impossible to put everything in it. The consumer's brain must face the spread of all kinds of information.

The only hope for the success of an enterprise is to select carefully, narrow the target and classify. In short, it is positioning. This is also the view of Reese and Kurt.

The successful example of real estate positioning thought is Shi Kejian.

In Beijing, there is Pan Shiyi's "SOHO Modern City"; In Shenzhen, there is Vanke's urban garden; In Guangzhou, there is a culture-oriented "Lijiang Garden"; There is an "Olympic Garden" with the theme of "sports".

Phoenix myth also lies in its successful positioning. Phoenix finds an unsatisfied area in the brain of the target consumer group, and then designs corresponding products to meet the needs of consumers. Because positioning comes from consumers themselves, it can be accepted by consumers without much effort, and even consumers will take the initiative to find such information to fill the gaps in their brains.

During the period of Phoenix gaining momentum, it will send a message through various channels that the Guangzhou real estate market in 2002 will be a period of many hot spots, plate collapse and individual heroes. Long Ergang, the marketing director of Country Garden, has repeatedly advocated the theory of "single-disc era". "In the past, everyone hoped to prosper through alliances, only competing on products and not reducing prices. However, this kind of self-discipline may be broken this year, because it is determined by the market, because it must be better than other people's products, and lower prices than others are the best competitive premise. " "After the plate matures, it will definitely turn from face to face, from hard to soft, and return to competition between plates, but it is also a time when a plate reflects irreplaceable uniqueness. For example, the culture of Lijiang Garden, the scale and hardware of Qifu New Village, and the service of Country Garden will all become new core marketing forces. "

When the market agrees with the above viewpoint, it is like opening a gap in consumers' minds, which is conducive to the positioning of Phoenix, and information can also enter consumers' minds smoothly.

Opening the gap is the first step, and the second and more important step is to fill the gap. How do you distinguish a market with demand, how do you make consumers accept your ideas, and further, how do you make your products sell?

After in-depth research on the target consumer groups, Phoenix has made a creative positioning. "Building a satisfactory house for every successful Guangzhou person" is an abstract statement, while the popular expression is "white-collar villa". Living in a villa can be said to be everyone's dream, especially Guangzhou people who get rich first want to own their own villas, but villas are too expensive for everyone to own. With its low-cost advantage, Phoenix can provide consumers with villas with attractive prices. This caters to consumers' psychology, as Professor Lu Taihong said, "A house is not just a house, it is a dream that people pursue diligently".

Villa is the dream of urbanites! Every day in a crowded and dirty city, no one dreams of a beautiful living environment. The first sentence of Fenghuang. com is: "People should be alive, not alive."

Phoenix mainly focuses on villas, and takes "forest and lake new city" as the main line of publicity to create a natural ecological environment of "being close to home". Phoenix villa is not a holiday villa in the wilderness of the suburbs, nor a home villa in the downtown area that only shows its identity but cannot enjoy the beautiful environment, but a "permanent villa in the holiday environment", which combines the fashion convenience of modern urban life with the tranquility of suburban life. In addition, as a modern "new life city", Phoenix has created a positive, healthy and progressive community environment, which embodies the spirit of the times.

Price is the eternal theme! It is also the main element of positioning! Phoenix's successful positioning lies in the organic combination of villa dream and ultra-low price, creating a blank market for "white-collar villas".

People's psychological bottom line for villas has been broken. The villas launched by Phoenix this time are mainly townhouse-style romantic sunshine villas, which are divided into two styles: North American classical and modern, with an area of 160 ~ 180 square meters and as many as 9 types of apartments, with the price starting from 500,000 yuan. As for the detached luxury villas, the architectural style is mainly Victorian, the facade effect is rich, and imaginative architectural shapes are created, with an area of 220 ~ 600 square meters ***22 types of apartments, and the price is only 6,543,800 yuan. We can compare it. We can only buy a house of 80-90 square meters for the 500,000 property in Guangzhou, and the environment in which the house is located is by no means as good as Phoenix. Don't you feel excited about this positioning and product price?

The widespread spread of "500,000 yuan to buy a villa" proves that successful positioning can sometimes really make promotion redundant! The charm of positioning ideas is not diminished!

David. American brand master A.Aaker wrote in the book "Brand Management Rules-How to Build a Strong Brand": "The evaluation of brand positioning mainly depends on: 1, does it have a * * * sound with consumers? 2. Is it different from other competitors' brands? Does it present something better, or is it different from what was originally evaluated well? 3. Does it represent a credible strategy? 4. Does it represent a clear vision? 4. Does it promote (or at least affect) the implementation plan of the superior? "Looking at the brand positioning of Phoenix in turn, it can be said that many practices coincide with the master's point of view. Its success is inevitable.

Strong communication eliminates the "herd effect"

Marketing guru Schultz said that marketing is communication!

Brand is fish, communication is water, and excellent brand positioning must rely on strong communication to be "like a duck to water". We are in an era of excessive information explosion, especially in the real estate field in Guangzhou! Guangzhou's daily real estate advertisements occupy the main layout and time of the media. In the income of the media, the most important customers are real estate enterprises. Faced with so much chaotic information, how can we make our real estate attract consumers' attention, break through the barriers of the brain and occupy a place in it?

Due to the overall urban planning of Guangzhou, in the next two or three years, Guangzhou-Shenzhen, Guanghui, Guangzhou North Third Ring Road and Guang Yuan East will pass through the east of Guangzhou, and Guang Yuan East will be completely connected with the Pearl River Delta, and it will take 1.5 hours to reach any city in the Pearl River Delta. As we all know, if housing enterprises follow the plan, they will often get twice the result with half the effort. Because of its superior geographical position in the future, Country Garden put forward the concept of "Guang Yuan East" and named the property "Phoenix in East Country Garden of Guang Yuan", which made the geographical superiority of Phoenix fixed in consumers' minds by the "East Wind" of urban planning.

At the same time, Phoenix uses news, public relations, advertisements, events and even interpersonal communication to maximize the effect.

In the early stage of Country Garden Phoenix, news mode was mostly adopted, and it was put on the market as a blockbuster by a means of constantly creating market news. Even in the People's Daily. Southland News has two special issues, one is "Country Garden Venture 10 Anniversary Special Issue" on April 22, and the other is "Guangyuan East Country Garden Phoenix Special Issue" on April 27. Phoenix's clever operation of news media and news reporting orientation are beneficial to itself. Through the power of the media, the concept of consumers has been shaped, and finally the purpose of positioning has been achieved. The disintegration of South China Plate has gradually become a popular view, and Phoenix has also become a hot spot in Guangzhou.

Phoenix is also good at interpersonal communication. Mystery can arouse public interest. Like guangzhou country garden before, Phoenix has always maintained a mysterious state. 2,500 mu of the first phase of Guangyuan East Country Garden started from June 5438+last year 10. The construction site is brightly lit 24 hours a day, and 10000 construction workers fight day and night. However, Country Garden Phoenix did not publicize it, saying, "Work silently and make a fortune silently". The surrounding news about Country Garden is like bait, which arouses great public interest. The reporter's probing, the consumer's speculation and the peer's unannounced visit have made Phoenix a hot topic among Guangzhou citizens.

However, in the early period of May Day, Phoenix launched a powerful media offensive before the opening, and its advertisements were intensively placed in the media, which made people breathless. As long as you watch newspapers and TV, you can't escape the attack of Phoenix advertising. Newspaper advertisements are basically full-page, and even aroused some people's disgust. A netizen said: "Phoenix's advertisement reminds me of another product-melatonin." According to insiders of Country Garden, there were 20 million to 30 million advertisements during the May Day period alone. Phoenix advertising has a choice in geographical choice. There are many real estate advertisements in Zengcheng, Dongguan and Hong Kong. In fact, when Phoenix was on sale, many buyers came from Zengcheng and other places.

As a result of strong communication, the concept of "500 thousand to buy a villa" is known to everyone in the streets! This led the author to see such a hot scene on the second Sunday after 5. 1

Reflection on Phoenix

The success of Phoenix is unprecedented!

However, while acknowledging the success of Phoenix's strategic positioning, we also recognize some problems. The unprecedented success of Phoenix comes from its positioning, but there are some contradictions between the brand value of Country Garden and the positioning of Phoenix.

Long Ergang, Marketing Director of Country Garden, believes that Phoenix is a remodeling of Country Garden brand, but remodeling is not promotion, and it is very likely to be destruction. In the above description, we look at and analyze Phoenix from an independent angle. There is no doubt that it is very successful from the perspective of personal positioning, but Phoenix is a part of Country Garden, and its fate is linked with Country Garden. It can be said that the status of Country Garden's "service brand" in consumers' minds provides a necessary prerequisite for the popularity of Phoenix, which is heading for the market with the innate aura of Country Garden. The author talked with a consumer, and she thought of choosing Phoenix: first, the product price, and second, the brand of Country Garden. Consumers' recognition of the core value of Country Garden is an invisible weight.

Someone summed up the model of Country Garden: Country Garden is a "club+school+five-star home". But what is a "five-star residence"? Not only is it difficult for outsiders to make it clear, but even Country Garden itself has no clear definition. However, the owners of Country Garden all feel the same, that is, living in Country Garden is particularly safe, comfortable and practical. I think this statement is simple, but it is also true. Although the boss of Country Garden is not good at words and doesn't like to be interviewed by the media, he has a deep understanding of the service of Country Garden's "five-star home"-that is, always think from the owner's point of view and strive to do the best service. It should be said that Country Garden is a successful example of South China's real estate industry in terms of real estate "service brand". /kloc-since 0/0, it has been holding high the banner of "service brand" and has been deepening, refining and daily, turning service into a ubiquitous corporate culture of the whole company.

In the advertising communication of Phoenix, the core value of Country Garden was put aside. "Give you a five-star home" did not appear in the advertisement, and the most used one was "Build a satisfactory house for every successful Guangzhou man" and "500,000 can buy a villa". When Phoenix takes price as the mainstream positioning, it is also a rare interpretation of Country Garden's previous brand assets. A brand expert's point of view: "At present, Phoenix has no brand value inheritance in advertisements, largely because of short-term sales, which easily misleads consumers to pay too much attention to the price and ignore the connotation of its brand, which is serious damage to the brand assets accumulated by Country Garden for a long time."

We believe that the essence of the problem lies in the contradiction between long-term positioning and short-term positioning. Long-term positioning pays more attention to an essential and universal consumer psychological demand, while short-term positioning relatively emphasizes superficial and special problems, and there will be contradictions between them.

When our building inspection vehicle slowly leaves Country Garden Phoenix, when all the security guards solemnly salute us, we have reason to believe that Phoenix cherishes its core values, and they will not give up their long-term brand positioning easily, but will realize organic integration in the future!

Conclusion Phoenix and its location

Phoenix is the king of birds. In the beautiful legend of China, the phoenix has been regarded as a lucky bird, a rich bird and a happy bird since ancient times. Phoenix has become a symbol, a worship and a manifestation of the lofty virtues of the Chinese nation.

Phoenix is the king of birds, and this concept has long been deeply imprinted in everyone's mind. If someone suggests that "a bird" is the king of birds, who will believe it and who will agree with it?

What matters is not who you are, but what people think you are!

Phoenix is a brilliant positioning expert!