Please provide real estate brand marketing success stories ? (JHU)

Huaye? Rose Oriental

Heirloom Romance, Sky is the Limit

Cover 3

Title Page:

Life is a kind of desire, and she blooms in the bottom of your heart with never-ending thirst and power.

Inside 2-3

Table of Contents:

Totem

Imagery

Geographic Veins of the Capital

Planning Attitude

Aesthetical Architectural Chronicle

Beautiful Complexes Blooming in the Four Seasons

Floor Plan Volume

Finishing Volume

Property Volume

Accessories Volume

Investment Volume

Developer Volume

Brand Volume

Enjoyment of Life

Extended Readings

Inside 4-5

Huaye-Rose Oriental - Totem

CBD Upper Class Life

It is the queen of flowers that blooms undefeated at all times

It is praised in the masterpieces of Gothic, Schiller and Shakespeare

It is the rose garden of Queen Josephine's Castle Melmessen more than two hundred years ago

The embodiment of benevolence, passion, and beauty

The protagonist of nobleness, elegance, and romance

Spring goes to fall, and as years change, the rose heart never fades away. Moorings. Constant.

In this era of change, running in the space of material and desire, life is surrounded by numbness, interest is shackled around, the most simple touch but become extremely rare, after all, human nature desire to move, hope for a beautiful and constant demand will not change, to find that this touching opportunity, so that the touch of life back.

Inside 6-7

Excessive P:

All roses are natural, and they use us for the sake of beauty

All the desires ignited by roses are natural, and we use them for the sake of realizing the beauty

Inside 8-9

Huaye-Rose Oriental -Imagery

Witness. Heirloom Romance; Harvest. Long-lasting

Mainstream humanities, neo-classical architecture, scenic gardens ......

Upstream of the city's central CBD, a rare, unique, rational, romantic achievement and exclusive

A European neo-classical architectural group that hides the front of the prosperity and retreats from the fickleness, which can be passed on to the world

A residence for the soul that follows the world's classic garden culture and builds a life around the landscape garden

A high-end property brand that integrates high-grade apartments, 5A-grade offices and fashionable businesses

Inside 10-11

Huaye Rose Oriental-- the capital's geographical vein Capital's Geographic Literature Network

Winds and Clouds, Achievement in Life

Eastern Beijing's Development Belt, CBD, Chaoyang Park, East 4th Ring Road, East 3rd Ring Road, Embassy District ......

Huaye? Rose Oriental, located at 25 Yanjingli Middle Street, Chaoyang District, East Beijing, with East 4th Ring Road to the east, Yanjingli Middle Street to the west, and Chaoyang North Road to the north, occupies a superior geographic location, and is extremely rich in international atmosphere and natural ecology due to its close proximity to the northeast part of the CBD, Beijing Business Center District, the famous Beijing-Guangzhou Center, China Central Place and other landmarks, as well as the intersection of Chaoyang Park and the Honglingjin Park.

Inside 12-13

"Spiritual coordinates" and "wealth landmarks"; a class of intellectual aristocrats.

In the United States, most of the stars of the performing arts are secluded in Beverly Hills, the business tycoons mostly choose to live in Long Beach, New York, and the social celebrities prefer to be in Central Park. In modern China, class increasingly dominates access to resources and opportunities. China can reach a class wealth standard *** knowledge, but lack of a class in the spiritual field of the standard, this is human nature imbalance or the helplessness of the times. When the "intellectual" and "aristocratic" passionate collision, will create a new value belief.

Being out of the world; being in the world. I'm not sure if I'm a good person.

The era dominated by concepts and capital, the place where the elites gather, the space of humanistic ecology, the world of faith, the world, the success of enterprising to realize the aspirations, the return to the harbor habitat mooring apartment, the cause of life intersection and bursting into the transcendence of the world of the world of the world of the freedom of my heart.

Huaye? Rose Oriental occupies the essence of the CBD core area, excellent landscape, fresh air, comfortable environment, in the superior innate conditions, garden, landscape, house type, planning, building structure and other product innovations as a breakthrough, to build international works than the CBD.

Inside 14-15

Excessive P:

Happiness is an apple that you can pick up with your hands, happiness is a clear stream that passes by in a flash, and those who are destined for it never let her slip away.

Inside 16-17

Huaye-Rose Oriental--Planning Attitude

Color, Sound, Fragrance, Taste and Touch, Holographic Deconstruction of CBD Upper Life Field Civilization

Huaye? Rose Oriental, with a total construction area of 250,000 square meters, consists of five residential enclosures into four BLOCK courtyards, an enclosure is an independent space, and the four areas represent four kinds of planning opportunities, with the creative concept of "ZONING" zoning planning, the four areas after planning can perform their respective duties as well as interact with each other organically, which can comprehensively serve the owners. The overall service for the owners.

Inside 18-19

Touching details of one of the planning highlights: private.

The community is no longer a mere collection of reinforced concrete, but a cohesion of culture and philosophy, so that residents have a sense of belonging, identity and security; the same type of household also consider different fa?ade effects, which are reflected through changes in fa?ade color, form of components, form of the roof, roof color, materials and other factors; the building's living resources as far as possible to privatize, for example, one floor set up private gardens, roof garden, pay attention to the stairwells and the roof garden. Roof garden, pay attention to the treatment of stairwells and entry, emphasizing its humanization and privatization; each unit, each family has its own private space, private stairs, aisles, balconies, gardens, green areas, etc. from the outside world without disturbances, the real personal space, individuality and taste.

Inside 20-21

Touched by the details of the planning highlights of the second: respect.

Introducing the wonderful design of the master designer of Australia - Beijing-Australia Kerfins Architects, adopting the strengths of "town-house" and abandoning the shortcomings of "town-house", forming the "town-house" of the city. "The community has chic landscape in all seasons, and the whole community environment is full of vitality with a water system; the inside and outside of the residence is no longer a bland, simple and repetitive, uniform layout, but is replaced by a secluded path and a cultural environment. Paths, cultural vignettes, partially open-air living rooms, luxurious and open floor-to-ceiling windows, delicate and chic iron railings and other interesting and sophisticated design; each unit level of the retreat, indoor and outdoor height difference design and other ingenious design, construction, such as leisure, reading, viewing, breakfast and other tastes of different, personalized, differentiated fun

Inside the 22-23

Moved by Detailed planning highlights of the third: nature.

Community scale is moderate, with rich, natural garden landscape that can be participated and shared by residents, the unity of the overall style, the promotion of residential personality and the natural environment is skillfully taken into account; the unity of the monomer combination seeks changes, and the main space of each household has a good landscape orientation, which improves the added value of the landscape, and coordinates the relationship between the building and the green space. The first-floor households all have private gardens, and through the way of retreating platforms, the households above the second floor all have terraces, which can communicate with the nature unrestrainedly; the architectural design, traffic design, greening, gardening and landscape design of the whole community give full consideration to the dependence **** living relationship between buildings and people, buildings and nature, and people and nature in support of each other, so as to make the buildings, the environment and the people harmonize and unify.

Inside 24-25

Heirloom. Beyond the material limit above, release the new luxury residential humanistic diversified value

The total construction area is nearly 250,000 square meters, and the community style is complete and unified.

22,000 square meters of luxury landscape garden, greening rate of more than 50%.

Rare 80-meter building spacing, private scale and quiet atmosphere.

Apartment floor area ratio of 2.78, comfortable style of living territory.

1:1 parking system, pedestrian-vehicle segregation system, safety-oriented.

Floor heating system, humanized design, health and environmental protection fashion.

High-grade apartments, bilingual kindergarten and international clubhouse, experience the origin of the center of life.

Inside 26-27

Excessive P:

The azure of the morning sun, the intensity of the afternoon, the golden dazzle of the setting sun, the best time to appreciate the Oriental Rose Garden shouldn't be intentional, rich in life atmosphere and rational thinking of the building, the dispersion of light and shadow of the beauty, the impact of every heart to appreciate and look up.

Inside 28-29

Huaye Rose Oriental--Aesthetical Architecture Era

Comfort is the realm, the building with life

3 north-south translucent 18-story pure slab apartments

2 east-west oriented 11-story high-grade slab Apartments

Two-staircase, two-family, airy, high-lighting, 80% high utilization rate

Classical two-bedroom, comfortable three-bedroom, luxurious four-bedroom, 140-415 square meters of noble space

Inside the 30-31

Life of the aristocrats, intellectual taste, neoclassical extravaganza

International master architects, Mr.Grahame -E-Harris Gray-Harris, World Design Imagery

Minimalist design insists on the perfect requirement of details, elegant and noble, outstanding and extraordinary. When the building and life have **** Ming, then the beauty is not just one or two buildings, but our homes, our city.

Mr. Gray E. Herris

University of New South Wales, Australia, Australian Registered Architect, Director of the Royal Architectural Institute of Australia, Member of the Australian Society of Designers, Member of the Architectural Society of China.

2001 - Society General House, Sydney, won the Australian BOMA Award

2001 - Kings Langley, Australia Suburban Resort Hotel

2001 - Alfred Dunhill Shopping Center and Office Building, Sydney

2002 - Residential Planning and Design, Jakarta, Indonesia

2002 -High-rise office building and public **** parking lot, Wellington, New Zealand

2002 - Interior design of Rex Hotel, Canberra

2003- -Indo-Chinese Baptist Church

2003 - Telecommunication center project in castlc hill, Australia

2004 - Oriental Rose Garden in Beijing, China

Inside 32-33

Dignified romance, Zen philosophical interest, the architectural face of cryptic identity

The main color tone is rich in visual associations, and the flowing gold and brick red facade, proudly standing out in the world, like the Louvre Palace in Paris, overflowing with details of the beauty of the enduring appreciation. Honorable romance, external low-profile, cohesion deep. For the class of people who demand taste, the accumulation of life experience, years of washing style is still the same, is precisely the inner monologue.

Artistic architecture containing traces of time, interpreting a life of harmony and freedom

Huaye? Rose Oriental integrates the traditional oriental culture and modern western minimalist style, showing a class of serenity, calmness and tranquility of the aristocrats. As the space of intellectual life and the carrier of the realm of "Oriental nobility", neoclassicism gives the building a calm and noble essence, the building texture, lines, color creativity, and the construction of localized details, bringing a relatable and sensible intellectualism and taste to the indifference of the pomposity, creating a harmonious, diversified and **** enjoyable community humanistic field perfectly. It perfectly creates a harmonious, diversified, **** enjoyable humanistic field of the community.

Inside 34-35

Excessive P:

Forging for incense, lying on the water, like to start barefoot in early spring, embracing the emerald-like green shade, looking out on the rest of the sunshine brewing, and drinking the sweetness of the foggy rainy day, born as summer China, the full moon is always present, dignified and romantic, I touch, I dream.

Inside 36-37

Huaye-Rose Oriental - the beautiful complex of four seasons

Wind. Light. Water. Air. Pleasant garden

Triple green writing, the original brew of fresh oxygen and freshness

Linyi Green Belt, Chaoyang Park, the community's internal landscape, the triple green beauty is presented;

Creative man-made terrain, stretches of undulating ingenuity, and a number of scenic corridors to extend the landscape to the community home;

Each thematic landscape garden covers an area of 8,000 square meters, customizing urban Community garden rules discourse;

Community central waters, attractions, sketches and activities near the water to enjoy, living near the stream is more luxurious than the world.

Home in the landscape, the most suitable place for human beings to live

Huaye? The garden design of Rose Oriental makes full use of the width between the buildings on the plot, and creates a 300-meter-long landscape axis in each of the two areas of the plot, connected by a 4-meter-high, 22,000-square-meter ecological garden corridor, and forms visual focuses with different woodland subjects, forming a highly layered landscape belt along the axis. The landscape environment is the most suitable for human beings to live in, and many well-known high-end communities in the world are built around landscape gardens.

Inside 38-39

EDAW International Design Landscaping

EDAW, as the world's largest landscape design and planning professional organization, has been a leader in the field of landscape architecture, urban design and environmental planning, is good at creating a modern, natural, leisure, pleasant physical and mental atmosphere, to create a unique and vibrant features, a very strong sense of identity and a sense of belonging landscape Enjoyment.

"Gently place the building in the landscape, rather than build the landscape around the building"--Marco landscape interpretation of the famous teacher in Australia

"Each field has its own potential of the earth pulse According to the trees, water features and other walks of the building into the landscape in a harmonious and orderly manner, to ensure the overall unity of the landscape and narrative, so that the building as if the landscape naturally grows out of it, so that the reason for the operation and the cost of the implementation of the shock to people."

Strategic Agenda

In 2003, the battle for commercial real estate in Dalian had entered a white-hot stage. As a real estate project monopolizing the most core commercial location in Dalian and the city's scarce natural resources, City Plaza itself possesses natural advantages such as non-renewable and non-replicable, while its huge capital investment and composite property composition also determines its hegemonic status. However, in the face of the current complex and changing, highly competitive form of war, the city square to the heavenly position out of the world, it should be more thunderous, gathering advantageous forces for firepower alliance, so as to achieve the total control of the General Administration of the war, the short-term rapid occupation of the ultimate purpose of the target.

I, plane weapons

(1) newspaper media

advantage: resort to visual media, information content, can be circulated and repeatedly read, suitable for long-term rational appeal to target customers.

Disadvantage: readers need to take the initiative to accept the demand, lack of strong stimulation.

Dalian Daily: the party newspaper in Dalian, with large circulation, wide coverage, high circulation rate, strong credibility and authority.

The Peninsula Morning Post: a local newspaper in Dalian, interesting and informative, with a lower offer but slightly weaker credibility.

Dalian Evening News: always take regionalization and civilianization as the policy of the newspaper, the audience class is wide, it is a good media to cover the publicity.

New Business News: directly under Dalian Daily, a party newspaper, with the same authority as the major newspapers, focusing on business and economic information reports, the offer is lower.

Placement strategy: comprehensively analyze the characteristics of each media, while considering the budget and other objective factors. We believe that City Plaza, as an "unprecedented" super-large-scale real estate project in Dalian real estate industry, which combines monopoly of resources and preciousness, in order to effectively promote its image and build up its reputation in the market, it should prefer the most authoritative media--Dalian Daily. Dalian Daily". In order to effectively integrate the media power, and at the same time maximize the coverage of readers in the most effective way, in the remaining three media will focus on one to carry out cluster bombing, the other two as the auxiliary firepower. Considering the circulation, credibility, price, layout, printing quality and other comprehensive factors, the three media, "New Business Daily" undoubtedly has more advantages, layout arrangement is reasonable, the readership of cultural quality is high, the composition of the elements of rich, fashionable, readable, content is more concerned about the economy, investment, etc., and therefore chose the "New Business Daily" as the focus of the investment.

In the arrangement of media placement, the advertisements were placed with a sense of rhythm, matching the promotion ideas and activities at each stage to achieve the interlocking and orderly. In terms of date arrangement, taking into account the reading habits of Dalian citizens, as well as the negative impact on the media caused by weekend breaks and the May Day holiday, it is not appropriate to arrange for the release of advertisements at this time.

(2) Print Media

The print media included: 8P promotional folders and Northern Airlines Magazine.

DM publicity folders printing costs: 70,000 yuan / 100,000 copies

Northern Airlines magazine advertising costs: 30,000 yuan / page? Month * 1 month = 30,000 yuan (discounted price)

Total price: 100,000 yuan

Note: Because the delivery fee is not consistent with the hotel charges, so the order line discussion.

Two, air weapons

(1) radio class

A, Dalian area five radio real estate advertising suite:

"City Plaza" real estate advertising in the form of suite to cover the five channels of the Dalian radio station **** ten columns, ten times a day, fifteen seconds each time, specific The time slots are the most widely watched columns of each station, covering the news channel "Central News and Newspaper Abstracts", "News Hour", "Current Affairs Today", the economic channel "Money Gold", "Sunshine Journey", the literary channel "Football World", "Brother Sports", the traffic channel "Dynamic Vehicle Forum", "News Broadcast", and the Voice of the Peninsula "Joy is ahead of the columns of the section of the very high rate of listening, and The above listening content includes the audience's favorite daily concerns. At the same time, the radio station listeners are car owners, very economic strength, in line with our target group positioning, and, this set of repeated broadcast form is also conducive to our coverage advertising.

B. Cluster broadcasting:

"City Square" in the opening period in order to be able to more effectively carry out market speculation, attract attention, and form a strong enough strong-selling atmosphere, it should be in the regular broadcasting on the basis of broadcasting at this time to broadcast a more deterrent radio advertising, so that the frequency of release is more intensive, the effect is more obvious, and the momentum is more intensive. The frequency of broadcasting is more intensive, the effect is more obvious, and the momentum is more powerful. "City Plaza" real estate advertising will be covered in a week of Dalian radio six channels of the whole time, from 6:30-18:30, 1 minute long ads appear twelve times a day on each channel, a week *** count 420 times.

(2) Television

"City Plaza" itself is a miracle in Dalian's real estate industry, which is a shocking news, and at the same time, in order to make the project to achieve the psychological effect of "high mountains", in order to truly reflect the high quality of the project. In order for the project to achieve the psychological effect of "standing tall", and to truly reflect the noble qualities of the project, we believe that the TV advertisement should be focused on the news programs of Dalian Television, "News Panorama" (one set), "News Broadcast" (one set), "Dalian News" (one set), "City Discovery" (one set), "Life Now" (two sets), "Blackjack Live" (two sets), which are the most prime time slots for the programs of Dalian Television, and are y appreciated by TV viewers. The above programs are y loved by TV viewers, while investors generally pay more attention to economic, news, current affairs and other programs, which will cover our target group more effectively. The advertisements are placed in a combination of advantages and supplemented by firepower, and the advertisements are focused on the period of activities and strong sales period, so that the advertisements can achieve the most efficient dissemination effect

Placing strategy:

Segment Advertisement Position Advertisement Segment Length Number of times from Monday to Thursday Number of times from Friday to Sunday Total price (after 25% discount)

Set of A News Magazine. Before News Panorama (about 18:27) 15 seconds 4200 7 5040 4 37170

One set Special A Before Dalian News (about 19:35) 15 seconds 5400 35 6480 31 292410

One set B Before Golden Theatre (about 20:01, on Saturdays it is before Jiu Jiu Jia Jie) 15 seconds 4800 7 5760 4 42480

One set C Insert in City Discovery 15sec 3000 6 3600 3 21600

Soft report in City Discovery 1min 12000 4 31200 (after 6.5% discount)

Two sets B Before Life Now (about 20:27, Sat/Sun for first interview time) 15sec 3000 7 3600 4 35400

Two set B Before 21 o'clock live room column (about 20:58) 15 seconds 3000 35 3600 31 162450

Selected Dalian News, which has high ratings on Dalian TV's news channel (one set), and 21 o'clock live room, which has the highest ratings on the Life Channel (two sets), as the regular placement media, since the beginning of April 22nd - June 6th. April 22nd - June 26th for uninterrupted release. Other columns as supplementary firepower, in the project's strong sales period and the activities of the pre-concentrated placement, in order to attract the attention of investors, so that the project's sales rhythm is more perfect.

The release dates are as follows:

Segment Advertising Position Advertising Segment Length Monday to Thursday Friday to Saturday

Set A News Magazine. Before News Panorama (about 18:27) 15 seconds 4.28-29, 5.14-15, 5.20-22 4.26-27, 5.16, 5.23

Set of Special A Before Dalian News (about 19:35) 15 seconds April 22 - June 26

Set B Before Golden Theater (about 20:01, Saturday before "Jiu Jiu Family Fun") 15 seconds 4.28-29, 5.14-15, 5.20 -22 4.26-27, 5.16, 5.23

One set C Interstitial in "City Discovery" 15 seconds 4.28-29, 5.14-15, 5.20-22 4.26 -27, 5.16, 5.23

Soft report in "City Discovery" 1 minute Temporary additions depending on the event

Set 2 B Before Life Now (around 20:27, Sat/Sun is the first interview time) 15 seconds 4.28-29, 5.14 -15, 5.21-22 4.26-27, 5.16,

Set 2 B Before the 21:00 Live Room section (about 20:58) 15 seconds April 22 - June 26

Three, remote deterrence

(1) after the salt overpass advertising road signs

With the arrival of the May Day Golden Week, foreign tourists flocked to Dalian, as the goal of covering the entire Northeast, "City Square", at this time, should be seized this rare historical opportunity, in the minds of foreign investors to leave a deep and unforgettable impression. At the same time, in order to achieve truly effective publicity effects and easily realize the purpose of radiation, we propose to publish roadside advertisements at the entrance of Dalian highway - Houyan overpass. As most of the foreign tourists with economic strength take the way of leisure travel by car, therefore, it becomes the only way to enter Dalian city from Houyan. Publishing the road sign advertisement here, with eye-catching advertisement, high attention rate and wide coverage, can easily achieve the effect of "four two to one thousand pounds".

(2) Tianbai building advertising road signs

Taking full advantage of the prosperous flow of people caused by the commercial real estate projects on Tianjin Street, outdoor advertising is released in the Tianbai building in the prime location of Tianjin Street, which will play a role in intercepting the flow of investors going to the Tianshi Shopping Mall, Tianhe Plaza, New Tianlong, Xiuzhu Plaza and other projects. As the saying goes, because of the momentum, the use of competitors to market the successful results of speculation, Tianbai billboards will subtly increase the investor's "City Plaza" of the psychology of inquiry, increasing their own influence at the same time also on the competitors to carry out a strong blockade, and more to enhance the investor's "City Plaza" desire to invest. "The advertisements are also a great way to increase the investor's desire to invest in City Plaza.

Total cost of advertising signage: 100,000 yuan/two months, total area: 1,000 square meters