Xian, who is more dizzy than who? -Development Orientation and Brand Analysis of Xuanwei Special Zone Lou Jie In June 2003, the first-phase sales and the second-phase sales of Xuanwei Special Zone were coming to an end. Since the official appearance of 5438+ 10 in June, 2003, in less than 300 days, Xuanwei Special Zone has sold more than 2,600 sets, achieving a sales amount of 900 million yuan. At the speed of signing ten sets almost every day, it has been one of the hottest and best-selling properties in Beijing this year. The fast sales speed makes the Xuandong Special Zone seem to be built without selling fast. However, the strong on-site popularity continues to push forward the development of Xuanwei Special Zone. Hyun-The last issue of Hyun Prince (Street1Building 23) in the SAR was forced to be released ahead of schedule. At present, there are more than 300 sets of subscription numbers, and the day when the special zone is fully finalized is not far away. But on the other hand, we found that other small-sized projects are also having a hard time. Not only that, they are not easy to sell, but many small-sized projects have transformed, returned to large-sized units, or transformed into businesses. It seems that it is not a universal law to show off the success of the SAR. Under such circumstances, we can't help asking, is it true to show off the SAR fever? Or, why show off the special zone? Hyun, give a reason to show off whether the success of the SAR is true or not. Go to the scene and you'll know. If you don't go to the scene and occasionally participate in an activity to show off the SAR, that feeling will be even more shocking. Once upon a time, Xuanwei Special Zone invited owners to watch Matrix 2, and tens of thousands of people came to the scene to get tickets. Xuanwei Special Zone had to charter more than 20 cinemas in Beijing. Once again, Hyun Special Zone held a non-mainstream music festival in Chaoyang Park, with 50,000 people present, and there was a grand occasion of ten thousand people moving. It seems that all the rock youths in Beijing have come, and it is said that BEYOND also participated. This month (June+10, 5438), Xuanwei Special Zone learned a lesson and restricted indoor activities to the owners. As a result, nearly 3,000 owners (including subscribers) officially registered more than 2,000 people, so the activity had to be carefully considered. As a matter of fact, we will soon be able to confirm the performance of Xuanwei Special Zone. One is to look at the registration contract of the real estate bureau at the end of the year, and the other is to look at the occupancy of the special zone next year. So, why show off the success of the SAR? To this end, we have analyzed many reasons for the success of the SAR, and the following factors are remarkable. First, small apartment positioning. Xuanxuan Special Economic Zone is not the first small-sized apartment, nor is the East District, but it can be called the first small-sized apartment in a few kilometers around Fiona Fang. Its regional market has quite a lot of potential customers, and it is the best-selling project among small-sized apartments. Second, the Oriental business circle. In contrast, the area where Xuanxuan Special Economic Zone is located is located between the two major business districts in the east, with Yansha on the top and Guo Mao on the bottom, and the small-sized customer base is larger than other areas. Therefore, all the 300,000 square meters in Xuanxuan Special Economic Zone are made into pure small-sized units, which is the first in scale. 3. Born in the 1970s. The Xuanxuan Special Economic Zone was accurately located in the 1970s as soon as it was opened, which is the time value and spiritual value of the main force in the oriental workplace. In positioning the culture and consumption psychology of the customer base, the SAR is quite accurate and has achieved great success. Fourth, Jade Bird Fitness Club. XuanSpecial Zone took the lead in launching an international youth community with the theme of health, successfully introduced Jade Bird Fitness Club, and became the largest club of Jade Bird in Beijing, solidifying fitness or similar petty bourgeoisie culture into products, clubs and supporting facilities. Five, individual building cases. Compared with other small-sized projects, the property and even the sales department in Xuanwei Special Zone are quite unique. As its owners often say, there is no second building complex like Xuanwei Special Zone, and there are many innovations in details such as facade, apartment type and width. Sixth, fine decoration. Xuanxuan Special Economic Zone is not only well-decorated, but also specially equipped with fine decoration. Not only has a complete brand such as washing machine, color TV, air conditioner and refrigerator, but also has innovations in embedded washing machines and other links. Seven, IKEA home edition. Xuanze Special Zone took the lead in giving away a full set of IKEA furniture, which greatly attracted its customers. In the concept of finished product, the spiritual value of brand and fashion is injected. Eight, continuous upgrade version. From 1.0 self-use to 2.0 self-use luxury and 3.0 self-use flagship, and then to the mall-style star apartment "Hyun Prince", the success of Hyun Special Zone lies in continuous innovation and upgrading. Nine, system integration method. Xuanze Special Zone has built a variety of integrated modes, such as integrated supervision of fine decoration construction, integrated management of construction progress and quality, and unified international identification system of residential quarters, which organically combines various innovations to form an overall advantage, and the final result is a strong cost performance. Ten, publicity and hype. Hyun-SEZ's successful hype is commendable. In just a few months, Xuanxuan Special Zone has become a famous dish, and Zhang Weike has become a celebrity, which is one of the most successful publicity and speculation cases in Beijing property market. However, Zhang Weike, general manager of Xuanwei Special Zone, said that these reasons are not enough to explain the success of Xuanwei Special Zone. Wrong, colorful storm misunderstanding As early as February 2003, when colorful special economic zones were a great success, Zhang Weike told the media not to be fooled by the superficial phenomenon of colorful special economic zones' success. If developers follow suit, problems are likely to arise. In this way, in the East District, there are indeed small-sized projects that follow Xuanwei Special Zone, but they have not yet officially opened, and these small-sized projects that follow the trend have indeed gone wrong. On the contrary, some more rational developers have decisively given up the positioning of small apartment sales after showing off the special zone. In fact, we found that the small apartment in 2002, especially the super-small apartment in SOLO Jingshe in the east and Rong Feng in the west in 2008, became the best-selling small apartment in the market, which triggered a strong small apartment fever. However, in mid-2003, the heat of small huxing began to drop significantly. So far, except for the great success of Xuanwei Special Zone, other small-sized apartments have to face the same cruel competition as conventional apartments. Many small-sized apartments do have problems, either because of the lag in sales and customer complaints, or because they have stopped selling or resold. Zhang Weike analyzed that small huxing itself is a special market for real estate investment and consumption, or a supplementary market, which is not the main market. Although its customer base is very large and growing, but because of the great increase in supply, especially the appearance of almost all conventional real estate projects, some small-sized apartment designs have started, so specialized small-sized apartment projects have quickly become as competitive as other projects. Therefore, it is obviously wrong to think that Xuanxiu Special Zone is a great success because of small apartments. What about other aspects? Zhang Weike pointed out one by one that it is not inevitable to show off the success of the SAR. For example, the eastern business district has a large customer base, but there are many properties, and the average number of customers shared by each property is similar to that of other regions; For example, the positioning of customer groups, at present, excellent enterprises all know how to describe customer groups at the beginning, such as SOHO, alternative, petty bourgeoisie, middle class, floating family and so on. There are examples of success and failure; For example, collocation can be made into Olympic theme or educational theme instead of jade bird theme; For example, the architectural design shows that the SAR is different, but there are also failure cases in which innovative buildings are different; For example, fine decoration, obviously there are quite a few projects to provide more luxurious decoration; For example, publicity and hype. Everyone knows that under the current market conditions, hype is the most eager for quick success and can never solve the essential problem? 6? 7? 6? In contrast, Zhang Weike believes that the continuous upgrading of Xuandong Technology while maintaining high cost performance and the integrated management of the project system are the biggest unique contributions of Xuandong Technology to the project operation, but so far, other developers have not realized or failed to do this. However, Zhang Weike also said that if we only innovate in these two aspects, it is not enough to ensure the success of sales. Therefore, if we simply copy the way of advertising the SAR, there will definitely be problems. Zhang Weike pointed out that the real success of showing off the SAR is not just the success of a single advantage, but the result of the addition of many advantages, and it is the success of a composite advantage. Zhang Weike emphasized that the so-called compound advantage, in addition to the ten reasons listed above, has many aspects, such as construction management, sales control procedures, employee management, Party B's cooperation, on-site complaints, customer service and so on. At present, he is systematically sorting out the comprehensive plan for the operation of this project. Zhang Weike said that he believes that this system is not only the most advanced at present, but no one can take it all away, because even if it is taken away, there is still a problem to be implemented in specific operations, and to solve practical problems, a brand-new development theory must be accepted. This theory is the basis for showing off the successful value of the SAR. Regarding the new June 4th development theory, Zhang Weike described the new theory very concisely: project management should pay attention to both hands, with one hand hard and the other soft. Zhang Weike believes that the success of a real estate mainly lies in two aspects, on the one hand, the success of its products, the so-called hard work or hardware, and on the other hand, the success of cultural communication, the so-called soft work or software. Specific case analysis, Zhang Weike said, for example, the R&F he participated in is one of the representatives of his efforts. In terms of project management and product building, it does have special strength beyond the market; As we all know, SOHO, whether it is Modern City or Jianwai SOHO, is a representative of soft kung fu, and it also has a special force beyond the market in news hype, cultural communication and brand positioning. However, R&F City and SOHO are not the objects that developers should learn and imitate. On the one hand, they have many years of accomplishments in hard or soft kung fu, forming the comprehensive development force of their respective enterprise teams. Learning and copying are quite difficult. One-sided follow-up and superficial plagiarism are often counterproductive. Among them, I believe quite a few people have tasted the bitter fruit, for example, blindly learning Pan Shiyi's hype, and the result looks like a ghost and is famous for a while. For example, blindly learning the cost control and integrated management of R&F, the project has to be completed at a low level, and its quality cannot be achieved at all. Finally, the quality was hastily added, and it was found that the comprehensive management cost was abnormally increased, which was a waste of time. On the other hand, Zhang Weike emphasized that it doesn't matter if the hard school represented by R&F and the soft school represented by SOHO can't learn for the time being. More importantly, learning may not work. Because R&F is both soft and hard, SOHO is both soft and hard, we must give consideration to both, and we must grasp the difficulty of coordination between them. This is what Zhang Weike emphasized in the SAR. Really grasping the degree is the fundamental strength of project development. Zhang Weike believes that the soft-hard ratio of R&F City is about 80-20, of which 80% is spent on system management of project development and 20% on project cultural positioning and brand promotion; The proportion of SOHO is 40% to 60%, 40% of the energy is spent on project development and construction, and 60% of the skills are expressed in the comprehensive ability of password matching cultural communication and media operation. However, for today's Beijing real estate market and even the future development trend of Beijing real estate market, Zhang Weike said that there are certain problems in this ratio. He said that the real proportion should be 60%, that is, the hard work of project development should account for 60%, and the soft work of project cultural communication and brand power should account for about 40%. More accurately, it is 0.6 18:0.382, which is the golden rule of project development mentioned by Zhang Weike. Generally speaking, it is 60% pragmatic and 40% pragmatic. Here, Zhang Weike added, developers must remember that it is not enough for all projects to reach a ratio of 64 to 64. For example, if the hard work of the project is not enough, then the soft work will be reduced in proportion, and this reasonable proportion can also be achieved. In the development of the project, we should not only achieve the ultimate market, but also grasp the ratio of 64: 40. So this 64-64 split is not a static degree, but a moving degree, and finally a climax degree. Showing off the special zone is a typical example of the success of this theory in practice. Therefore, showing off the special zone is not only a small apartment or one selling point or another. On the one hand, as a small apartment building, the comprehensive competitiveness of dark black Special Economic Zone's products has reached an extreme. According to the survey conducted by the marketing department of Xuandong Special Economic Zone, so far, Xuandong Special Economic Zone is not competitive with other properties, and many owners will not compare Xuandong Special Economic Zone with any other properties at all. On the other hand, for special customers, Xuanxuan SAR has created an infectious international youth community culture and successfully spread it, thus attracting a steady stream of customers. And the degree of success, so that all owners feel that the SAR is real, not empty, not flying. According to the incisive comments of some owners, showing off the SAR is not dazzling at all. Strange, showing off the DC is not dazzling? Showing off the special zone is not dazzling, so what are you doing to dazzle the storm? If you don't deeply analyze the dazzling area, you can't understand the evaluation of dazzling area. However, if we have the opportunity to contact and understand the dazzling customers, we will understand that this evaluation by the owners is pertinent, because the dazzling owners are not as dazzling as we thought. It is easy for us to think that customers in the special zone must be dazzling, and what is dazzling is personality and expressiveness. Therefore, not all the owners are so arrogant, but the whole customer base is very different in personality, and when all the personalities are gathered together, it should be a picture of nothing. However, the actual situation is just the opposite. A survey of the owners of Xuanxuan Special Zone shows that their customer base is quite pure. These purities are mainly manifested in the following aspects. First, the customer base is quite young. It can be said that more than 90% are young people, concentrated between the ages of 22 and 34. Second, 80% of customers are self-use customers, and some investors have indicated that they will stay for a while; Third, the nature of customers is quite pure, 80% are professionals in major office buildings in the east, and there are many senior managers; Fourth, about 70% of customers are professionals, covering trade, engineering, construction, network, lawyers and other industries; Fifth, 90% of the people are hardworking and active, especially willing to communicate with their neighbors, actively participate in various activities of Xuanxuan Special Zone, and quite recognize the brand of Xuanxuan Special Zone? 6? 7? 6? What's even more surprising is that there are some well-known writers, painters, artists, singers, composers and performing stars among the customers of Hyun Special Zone. A considerable number of customers can afford a bigger house, but in the end they all choose to show off the special zone. In their words, they are attracted by a special element of the special zone. Although many customers say it is hard to say what this element is, it doesn't seem to be the so-called dazzle. In fact, some customers are not interested in the word dazzling, because they don't think they are dazzling. From such details, we can feel that showing off the owner of the SAR is not the usual understanding. Quite a few owners go in and out of Friday restaurants, Starbucks and other places, but their clothes are ordinary, their manners are calm and their logic is clear. Although some bosses have good positions, they have taken pains to start their own small businesses in private, and they have no intention of being small bosses. There was a small business owner who dropped out of school at the age of 18, and felt that his greatest happiness was his work, and his career would be a work-oriented career, not an investment-oriented industrial development model; Many owners believe that only a successful career can make them truly free and dazzled? 6? 7? 6? Recently, another great event happened in Xuanwei Special Zone. Some owners jointly proposed to make a statue of China's first astronaut Yang Liwei in the Central Garden of Xuanwei Special Zone, which caused great controversy. Many owners say that being the first astronaut does not mean dazzling, nor does it mean dazzling. But more importantly, there is such a logic behind this incident. The core content of the joint owners' proposal is: do the owners of Xuanwei Special Zone raise funds to build sculptures in the community? 6? 7? 6? Owners who feel a little bit know that community sculpture should be a developer's business. what do you think? Why not let developers with hundreds of millions of funds invest instead of owners with an average total house payment of more than 300,000? In colorful special zones, people not only have the habit of paying their own money (for example, organizing owners' associations spontaneously for many times), but also cherish this opportunity to make their own decisions with their own money. This is exactly what we are not familiar with. Dazzle, in dazzle special zone, is not superficial, but essential, often because of the dazzling essence, it is more rational and calm. In fact, we also found the same "64: 40" principle among customers who advertised the SAR. In their life value, 60% is material and 40% is spiritual. 60% rational, 40% emotional; If you are willing to expand, you can also see the principle of 64: 40 in such a combination. For example, financial quotient and emotional quotient, career and wealth, affection and love, friends and lovers. In essence, they are a new generation of young people who are calm and rational, although they may appear casual and emotional. The so-called birds of a feather flock together, what kind of property there is, what kind of customers will naturally gather. Because of the successful implementation of the "June 4th" development theory of Xuanyao Special Zone, the last batch of customers staying in Xuanyao Special Zone are naturally a group of people with such rationality and feelings, which is the performance of the project brand code counterpoint. In today's era, while enjoying the fun of life, these people know that work and wealth creation are fundamental; While pursuing fashion consumption and international culture, it also shows a pragmatic and enterprising attitude. Therefore, they think, but don't pretend to be profound; Pursuit, but not paranoia; Humor, but never glib; Dare to laugh at yourself, but oppose dissolving everything; Enthusiasm, while refusing madness; Take a stand and still tolerate other people's choices. It's not necessarily a symphony or a March. In this noisy era, they just want to sing a song belonging to their own community, but the essence must be original music, which will also gain huge market power. Maybe not today, but it must belong to the future. In fact, future masters must have such characteristics, 60% strength and 40% ideal. The strength is too strong, and there is no further future development direction. In the end, it can only become an ordinary middle class and cannot develop to a higher level; But too many ideals are easy to face failure because they have no foundation, and finally become standard petty bourgeoisie, immersed in emotional nostalgia. This is the essence that dazzle is different from fake dazzle. This essence is not only the success factor that dazzles the special zone from any project, but also the development factor that dazzles the owners from any other class.