万达·江畔人家倾情演绎新城市主义生活（Wanda River family portrait interpretation of New Urbanism life）

万达·江畔人家倾情演绎新城市主义生活（Wanda River family portrait interpretation of New Urbanism life） 万达?江畔人家倾情演绎新城市主义生活(Wanda River family portrait interpretation of New Urbanism life) "Wanda river people" real estate project marketing success, due to its location and innovation, its position is to "New Urbanism" as the center, the center can be deconstructed into projects, ideas, services three major sections. Wanda river people of Dalian Wanda Group in the Alpine Region - Jilin city in Jilin Province, the domestic innovation win the championship classic in the practice; Wanda Group to bring 15 years of rich experience in real estate development, a successful case and surprise. In the marketing process of Wanda River family project, whether it is the product itself, or the formulation of strategy and the use of tactics, there are flashes of innovative wisdom. Project orientation: super large modern community suitable for alpine region Housing innovation is a scientific planning of modern residence based on the objective conditions of specific urban geography, climate and human characteristics, and makes efforts to explore the lifestyle. This kind of innovation is concrete, practical, not abstract and theoretical. Wanda riverside family is an innovative project designed specifically to meet the living needs of the northern consumers. I. General Situation of the project Wanda and riverside families are located in the east of the Yangtze River, which has the most potential development potential in Jilin. The overall residential area covers an area of 300 thousand square meters, with a construction area of 400 thousand square meters, and the greening rate is 51%. The project is adjacent to the beautiful scenery and an exquisite scenery of Songhua River, the Longtan Hill across the river, water, mountains are set can not be found as one of the noble estate. Two, SWOT analysis (1) advantage 1, the high visibility and reputation of enterprises. Dalian Wanda Group was founded in 1988, has formed a residential real estate, commercial real estate, large department stores chain for the three pillar industries of large enterprise groups, the company's total assets of about 10 billion yuan. Wanda real estate in Dalian, Nanjing, Changchun and other major cities have created impressive sales performance, and with its excellent quality, high quality property services to create a "Wanda" strong brand. Therefore, the strong enterprise strength and the strong brand attraction of the enterprise are not available to the local competitors. 2, the overall scale of the project is grand. Most of the residential projects developed in Jilin are small and medium sized communities of 100 thousand square meters, occupying only 210 thousand square meters. Wanda riverside family covers an area of 300 thousand square meters, which can be described as "Jiangcheng's largest real estate"". And the unique position of "the first" can leave a deep impression on the minds of consumers. At the same time, due to the incomplete matching of the real estate projects in Jilin, Wanda River as a super community can make up for deficiencies in this area. 3, the most suitable for the northern life of innovative planning and design. Wanda river people by the industry well-known, far and near He Xianyi architects, personally "someone" completed a masterpiece. And it's completely ahead of the local competitors in the following areas: The humanized planning in alpine area houses and good design. This alpine area parking planning: according to the climatic conditions of Jilin City, in order to avoid in the cold winter, outdoor parking damage to the vehicle, shorten the household outdoor walking distance, parking lot in the planning and design of underground garage so, balanced arrangement of four 100 parking garage in the residential area and convenient parking nearby residents, go home. This design ensures the shunt vehicles, the safety of the owners is also convenient in traffic and convenient and comfortable community. After the south to the south of the building layout, to meet the alpine region using sunshine. Design of enclosure space in cold area Cohesive neighborhood space is a Chinese neighborhood living relationship. In the design, Wanda and the river family fully displayed such neighborhood relations, and divided the houses into several enclosed neighborhood units, which were connected with each other and had their own small oasis environment. Environmental design The construction of pedestrian street in European residential area is mainly based on the cultural facilities such as sculpture gallery in the community. The landscape gallery is mainly based on humanistic gardening. In front of the house behind the natural plant landscaping. Intelligent design Wanda river people will be the leading "visual intercom system, intelligent communication system, emergency system and the five application of intelligent technology in the community intelligent system, so that the community of life science and technology with the world. 4, development capacity and property management advantages. Wanda real estate construction capacity, design level, construction speed and other development capabilities are Jilin local developers can not match. Jilin commercial housing estate property management is quite weak, and Wanda property management has reached international standards, so its advantages can be fully reflected. 5 、 experienced and competent team. Wanda Group Jilin Real Estate Company, the existing staff of 40, undergraduate education staff accounted for 80%. Among them, many of them in Wanda Group for many years of real estate veterans in their hands, have created Changchun Xinghai others, pearl, Jiangnan pearl and a series of classic projects. (two) disadvantage 1, the project has air, noise pollution and environmental landscape defects. Wanda River south of people across the road there is a thermal power plant, the project across the Songhuajiang River and Longtan 300 thousand tons after the ethylene plant, the air pollution is more serious. There are railway tracks in the project, and there is noise pollution. There are poles and high-voltage lines around, affecting the environment landscape. 2, the municipal matching serious shortage Besides the quality of the middle schools, there is almost no municipal auxiliary facilities, so life is not very convenient. And there are many dilapidated huts and uncompleted residential buildings, seriously affecting the image of the project. Bus stations and routes are not perfect, belonging to immature area. 3, bad reputation In the project area there are large shanty towns, for the lowest income groups in urban areas, the public impression of this section is poor, reputation is poor. 4, auction sales Other local flats are sold for existing homes, Wanda, riverside people's first phase of Cross Annual auction sales, sales faced great resistance. (three) opportunities 1, the commercial housing consumption market is gradually expanding. Jilin's national gross domestic product (GDP) ranks second in the province, and the per capita controllable expenditure is about 4260 yuan, ranking third in the province. With the development of economy in Jilin, the commercial housing market is growing, and is gradually expanding. 2, the plot of the project has a certain potential for development. Although the surrounding environment of Wanda river is poor, it is located in the sub center of the city, which is about 7 kilometers away from the city center. The development space is huge, and the area has a strong potential for development. (four) problems 1, small market capacity. Although most of the projects developed in Jilin are small, but the number is large, the backlog of the market is more serious, and many well-known market sales are not more than 7. The total amount of market completion in Jilin in 2001 is 1 million 570 thousand square meters, and the sales volume has just passed 5. All this shows that the capacity of the local market still has great limitations. 2, the consumption habits are immature. Local buyers are not mature enough for the price performance, blindly pursue low prices, easy to ignore the true value of the product, so the high price, high quality of the project capacity has a certain purchase bottleneck". 3, the residents' consumption level is low. The average controllable expenditure per capita in Jilin is about 4260 yuan (4800 yuan in the capital city of Changchun), ranking third in the province, and the per capita income of the public is about 800 yuan. The mainstream price of local real estate is around 1500 yuan (the capital of Changchun is about 2200 yuan). Therefore, compared with the provincial capital of Changchun, the consumption capacity of real estate is low. 4, the concept of mortgage loans immature. It is difficult for Jilin citizens to accept the concept of consumption of mortgage loan, which needs public opinion to guide consumption. (five) conclusion Based on the analysis of the above problems, Wanda real estate around the "full use of advantages, the disadvantages into an organic advantage; firmly grasp the opportunity to effectively solve the problem" of the core ideas, formulated the following countermeasures: 1, at the same time based on the local, actively explore other markets; (for the "small market capacity" difficulties) 2, provide a variety of flexible payment methods, such as: easy payment, portfolio loans, etc. (for the "low level of consumption" difficulties) 3, through public opinion guidance; (for consumption habits only pay attention to low price, ignore product quality) difficulty 4, the power plant chimney pollution by electronic dust purification; noise pollution by the relevant government department to train in addition to folding or migration; influence on poles, high landscape migration; (for "serious difficulties surrounding pollution project") 5, coordination of government departments to increase municipal facilities, the addition of bus lines; for the "municipal supporting serious shortage, bus stations and lines are imperfect" difficulties 6, through the soft articles and government policies to promote the future development of the region; (for the public impression of the project area is bad, bad reputation) difficulties 7, through the relevant activities, price strategy for regulation; (for "faster sale, other flats are Xianfang" difficulties) The concept of positioning: advocacy of "New Urbanism" life Wanda River family project innovation is not only a hardware facilities innovation, the most important is a life concept and lifestyle innovation. "Wanda" inherited the basic raw absorption in the "New Urbanism" theory, according to the Jilin city environment, style and cultural characteristics creatively put forward for the local market to target consumers generally and the response of the "New Urbanism". A brief analysis of target consumers After extensive and meticulous investigation and analysis, the characteristics of the target consumer of Wanda River are clearly displayed in front of us: 1, age: 30 - 55 years old, the main crowd is 35 - 45 years old 2, social strata: private entrepreneurs, managers (foreign investment, domestic professional white-collar) 3, gender: male dominated 4, area requirements: three rooms 100 - 130 square meters, two rooms 75 - 100 square meters This part of the consumer groups in the "opinion leaders" not only pay attention to the quality of life and the pursuit of quality of life; they are successful in the society; among them the same surging pursuit of new city, the pursuit of new life thoughts; they more advocate living in the city core area of the best, to enjoy convenient transportation the bustling commercial, elegant culture, beautiful environment. Therefore, the functional interests of a single rigid demand for housing will not attract the attention and interest of the target consumer. It is based on the psychological characteristics of the target consumers, who gives the theme positioning of Wanda Wanda river people "new urbanism living area", and thus raised the new urbanism movement with vigour and vitality. Two, market positioning: the new urbanism residential area According to the characteristics of the target consumers, Wanda Wanda will river people as "the new urbanism living area", and according to the Jilin local market conditions, lively and vividly endowed it with rich connotation. That is to say, Wanda and riverside people are pursuing the "new urban civilized life", trying to "upgrade the new generation of residential"; neighborhood community supporting; poetic and green living environment and harmonious humanistic property services. These four elements to create a new life of Jiangcheng people. In order to establish the unique brand personality of Wanda river people in the market, to create a humane brand temperament, to show a strong brand tension. Wanda will be "New Urbanism" as Wanda river people advocated the concept of life presented, and through the dissemination of "New Urbanism" advocated by the "Eight Principles" of "New Urbanism" concept most incisive interpretation. It reflects the differentiated image which is different from competitors, attracts a large number of consumers, and finally creates a decisive competitive advantage. Three, the source of ideas "New Urbanism" originally refers to a new wave of planning and architecture formed in western countries (especially the United States) in the 1990s. A series of problems, it is mainly for the city hollow caused by such as the residential area away from downtown, the integrity of the city structure, city context, interpersonal relationship, neighborhood and community is broken, urban and urban people's feelings and concepts, over reliance on cars, and cause serious waste of energy and environmental destruction. Therefore, people who pursue modern life call up the slogan of "New Urbanism". "New Urbanism" tries to provide a more complete and complete quality of life. Provide real residential quality, rebuild community environment and neighborhood relationships. However, in China, cities have not gone through the process of "suburban migration", which is similar to the west. But in our cities and in people's minds, there is also a surge of new trends in cities and new life. So, in reference to Wanda people theory development history of western city, and combining with the current social people eager to better city life on the basis of desire, pulls up the "New Urbanism" banner, to inspire people to yearn for the "New Urbanism" life. Four, new ideas, exquisite ideas In the process of city construction and development, pay attention to people living in the culture of the city complex, with neighborhood style development model to create a beautiful environment of the community, improve community facilities, people living in the best city core area, can enjoy convenient traffic, prosperous business, elegant culture, beautiful the environment." And all this is Wanda people river advocated "New Urbanism". Wanda river people creatively from the eight aspects of enriching the core idea of "New Urbanism", the "New Urbanism" more vivid and true to life. 1, the new urbanism is the city "" It attaches importance to people's urban complex, emphasizes all the contents and connotations of the city, and meets the various needs of people's urban life. On the other hand, it also emphasizes that communities and people are part of the city and contribute to the content of the city. 2, the new urbanism "civilization" It advocates the concept of service and communication in the modern residential area, and promotes the service culture of the property company. It is committed to creating a healthy and progressive community atmosphere. 3, the new urbanism is elegant" It is committed to creating beautiful architectural space form, laying green and friendly residential environment, creating cultural interest inside and outside the landscape system. It runs a elegant, both belong to the community of people, at the same time it will grace into the city. 4, the new urbanism is "healthy" It advocates building a green home and advocating a healthy lifestyle. The planting seasons trees, build jogging trails, to provide sports facilities. It lets people breathe fresh air, enjoy the breeze in the sunlight and the green trees. 5, the new urbanism is the science and technology "" It emphasizes the content of science and technology in modern society, advanced and efficient, convenient and fast-paced to swim in the space of modern science and technology. 6, the new urbanism is "ecological" Its ecological outlook is not just a simple concept of environmental protection, it refuses pollution, clutter and noise. In particular, it emphasizes the adaptability of people and places, and enjoys the tranquility of human ecology in the organic environment of adaptation and adaptation. 7, the new urbanism is "interactive" It pays attention to human activities to environment, community and city, and promotes the common growth of human, community and city in a kind of communication and interaction. 8, the new urbanism is sustained" It's a process. It emphasizes participation and development. In the interaction of a city, a community and a resident, Embodiment of continuity in communication and cultural change. The best realm of housing construction is to make housing become a historical culture. The "New Urbanism", means that people have been away from the river Wanda sales of tangible products, and sales rose to a culture, the values of the state. Consumers identify with your culture and identify with your product. Visible, a shrewd real estate business, the building he developed to have distinctive characteristics of the times and profound cultural heritage will be favored by consumers. Only in this way can we occupy a strong position in the highly competitive market. Service orientation: Wanda Haier room Wanda house, Haier services "Wanda" and "New Urbanism" once launched, as to the real estate market in Jilin city two injections of "doping", so long rippleless market can not help but restless. With the "Wanda Haier house" was born, but the restless "torrent surging consumption", a long time can not be calm. "Wanda Group" and "Haier group" combination, selection provided by Haier group and household appliances for kitchen and bathroom set menu style decoration for the overall residential purchase Wanda river people residential owners, the excellent quality of the project by Wanda and Haier excellent service concept Home Furnishing perfect crystal combination, we call Wanda: Haier real! One, one station in place of the whole service: rest assured, worry, comfortable Wanda people note: most consumers buy a new house, when staying in the face of many aspects of trouble. For example: bought a new house, took the key, began to worry about design, where to find a good decoration company? Which decoration company price is more reasonable, more cost-effective; decoration company found, project started, many owners became a "buyer" and "Porter", each screw almost to buy himself; the completion of the renovation, but also often hear this: "newspaper owners complain house decoration finished, people also lost several kilograms." Finally moved into a new home, indoor air, decoration quality problems. These are the buyers worry based on consumers, after careful planning Wanda, Wanda and Haier finally joined forces to set two brand advantage in their respective industries in a body, create Wanda Haier real the classic product. Wanda Group and Haier group's strong strength is a reliable guarantee for consumers to choose Wanda and riverside families. Secondly, Wanda Haier room from decoration to decoration take "one-stop assembly" type of integration, can make the owners do not have to face all the troubles and easy decoration link to new premises; finally, Wanda, Haier star customer service service system is simple and convenient, the owners can enjoy a comfortable. Wanda river bank provides the owner with "one-stop" full service (from the design, door measurement) until the completion of the decoration (see below), so as to ensure that consumers feel relieved, worry, comfortable to stay in the new house. Two, home improvement menu, worry free combination Wanda Haier housing provides owners with all-round, personalized, standardized family decoration, decoration program, and meticulously build the owners satisfied with the modern home. 1, Wanda Haier (decoration) room Haier "menu" decoration, decoration integration. Haier will provide different standards, different amounts and different styles of menu based decoration according to the needs of the owners of Wanda River and other households, and the Haier will be responsible for the implementation. 2, Wanda Haier (kitchen) room Wanda riverside family caters to the latest trend of international home furnishing, and introduces Haier kitchen and toilet as a whole, bringing new changes in home kitchen and toilet. 3, Wanda Haier (home appliances) room Menu type appliance integration. Provide the supporting menu, product display of Haier home appliances, Mainly include "kitchen appliances, household home central air conditioning, home appliances series" and so on. Different combinations of "menu" can meet different consumer demand, in order to ensure the high quality of decoration and after-sales service, all home decoration construction is unified by Haier home integrated company overall planning. Wanda house, Haier service. Wanda Haier housing in Jiangcheng for the first time, that is an unprecedented success. As a product innovation, it not only adds a whole set of high added value to the product, but also solves a series of problems faced by consumers after buying a house. This kind of strong combination and complementary operation indeed produced multiplication effect of 1+1 > 2, which provided valuable reference for the product innovation of real estate industry.