Chapter 82 Advertising Offensive
After the staff was arranged, the Rose Garden was renamed Xinghua Rose Garden. The specific engineering, design and external affairs were undertaken by Xinghua Real Estate Company. An Yili wanted to restore his job in what he was best at - real estate marketing. No matter how beautiful the rose garden was, it had to be sold to make money. Yang Xing also transferred a group of marketing experts such as Tian Shiping and Liu Yun to Beijing to fight a tough battle and launch the three major properties in his hands.
He remembered that Wang Shi once commented on the reason for the failure of Rose Garden. Its equivalent is too large - nearly 500,000 cubic meters, and villa projects exceeding 100,000 cubic meters, rarely succeed. He focused on export sales, and even Shenzhen exported real estate projects accounted for only 10%. Although there is room for discussion, the marketing plan of Rose Garden must be changed now. Yang Xing decided to use the light of Jiudu Qunxingfang and Shanghai Xingtiandi to promote the sales of Rose Garden in three consecutive games. If it weren’t for the CCTV bidding king this year that he had let Qin Chi of Shandong do it, he would have been too late to start by himself, Yang Xing even wanted Rose Garden to be the CCTV bidding king, but now he could still work hard to operate it.
But Yang Xing's first step surprised everyone. He raised the unit price of the rose garden by 1,000 US dollars to 2,800 US dollars per square meter, which is equivalent to 25,000 yuan. When everyone was puzzled, Yang Xing spread out a national map and pointed to Shanxi, northeast, and coastal areas and said: "When I was developing a pedestrian street in the Central Plains, I noticed that although most of our country are poor, there are always some very rich people who ask to set aside the level of life with others. The price is not a problem, the key is quality. The rose garden is already the hat of the first villa in the capital. Why not tell those rich people that it is a successful life to own the best villa in the best place in Beijing.
The coal bosses in Shanxi like to drive Hummers around the world; the border traders in Northeast China like to show off with two Russian blonde beauties; the bosses in Guangdong use a box of money to scatter wealth from high-rise buildings; the rich woman group in Wenzhou buys all the buildings in Shanghai and sells them all to make a living, and these people are our target group."
He raised his head and blurted out the lines from a popular movie "Big Name": "I once heard people say this: "If you want to choose the best golden area and hire a foreign designer, you have to build the highest-end apartment. If you can enter the elevator directly, it will cost at least 4,000 square meters. What are the optical cables and satellites? You can press all the ones you can pick up. There is a garden upstairs, a swimming pool in the building, a British butler standing in the building, wearing a wig, a special gentleman. When the owner enters the door, no matter whether he has anything to do or not, he has to tell others: May I help you sir?" He has an authentic British London accent, and he has a great face! A noble school is built in the community, and the textbooks are Harvard, and the tuition fee is one year.
It will cost tens of thousands of dollars. Build another American clinic and a 24-hour clinic. It's just one word: expensive! It costs 18,000 yuan to see a cold. The neighbors around them either drive a BMW or a Mercedes-Benz. If you drive a Japanese car, you are embarrassed to say hello to others. How much does it cost to sell for a square meter of such an apartment? 2,000 US dollars? That's the cost! Starting from 4,000 US dollars, don't think it's expensive, and there's no discount. You have to study the owner's shopping psychology. Owners who are willing to pay 2,000 US dollars to buy a house don't care about paying 2,000 US dollars or more. What is successful people? Do you know? Successful people buy everything, they buy the most expensive, and they don't buy the best! So, our slogan for real estate is: don't seek the best, but the most expensive!'"
As soon as Yang Xing finished speaking, there were admiration around him. An Yili grabbed Yang Xing's hand and asked: "Great talent, this person is great talent, can Mr. Yang introduce where this person is now? I'll invite him in person." Yang Xing scratched his head embarrassedly and said: "That person is a mentally ill." "Tsk--" Everyone was despised. However, the words were rough and the truth was not rough, and everyone understood it after thinking about it carefully.
Which TV series is the most popular in 1996? Of course, it is "Prime Minister Liu Luoguo" by Li Baotian, Wang Gang and Zhang Guoli. Beijing TV station was loved by everyone as soon as it was broadcast in early February, but in the 14th Valentine's Day advertisement, the first is the promotional advertisement of Jiudu City, the Peony Flower Club, Longmen Grottoes, and the White Horse Temple, among which the ancient and modern beautiful scenery flashed one by one. Many of the aerial scenes shots made people yearn for the historical and cultural atmosphere of Jiudu, and finally used it.
The renderings of the Qunxingfang Pedestrian Street made by computer special effects. Under the bright starlight, modern high-rise buildings rose from the ground, and the lights intertwined into a beautiful scroll, and a line of big words "Historical ancient city, modern city, Jiudu welcomes you". The next advertisement was the red flag in the sky, accompanied by the majestic symphony, with the voice-over "In 1921, a great political party in Shanghai was born. It is China **, and it created a
The broadcast of the new world!", the renderings of Shanghai Xingtian and Earth slowly emerged. What complements the First Congress site is that a large Shikumen building that retains the old architectural style and has a new architectural pattern looks luxurious and beautiful, without any dilapidated and dark shadows. Compared to the magnificent nature of the Jiudu promotional film, the historical sense of Shanghai Xingtian and Earth is much warmer. It first appeared a pair of affectionate lovers, and the boy handed a bouquet of red roses to the girl's hand
In the middle, the picture turned, the bouquet of roses had been inserted into the vase. The couple was dressed in a dressed manner and held hands together. Standing in front of a Chinese villa, looking happily. In front of them was a villa group in the twilight. At this time, a voiceover came "Give someone a rose, the fragrance of his hands lingered. Beijing Xinghua Rose Garden welcomed successful people to come and gave you a dream home." There was also a small letter below this advertisement, "Beijing Xinghua Rose Garden congratulated Miss Zhou Yanhong on being elected as the champion of the World Model Competition."
"Jiudu is so beautiful! When will you go there and take a look at the number one pedestrian street in the country? Why don't we make one?" This is the discussion of ordinary people. In the 1990s, city promotional videos had appeared, but there were still a few who invested 30 million yuan in one go. However, Yang Xing and the municipal government were halfway through this funding. Yang Xing wanted to promote the Qunxingfang pedestrian street in it, while the municipal government wanted to vigorously promote the image of Jiudu City and build momentum to be classified as a "planned city".
"Shanghai Xingtiandi really knows how to advertise, and it has brought the First Congress site into it. But you see how imposing the promotional video is! Why didn't our propaganda organization expect it? It's said there is no funding all day long. You see, private enterprises are voluntarily promoting the image of the Party, so you have to think more about it!" This is the opinion of the leaders of the government department.
"Xinghua Rose Garden is in Changping. You can drive in half an hour. The saying "Give someone a rose, the fragrance lingers on your hands. Let's go and see it?" "That place is expensive!" "It's better to have a little more expensive. Then let Mrs. Li go to the house to see it. She will save her buying a fur and let her understand what a successful and noble life is." This is the discussion of rich families, and the whole city of Beijing was sensational.
Yang Xing and his publicity team are not so shallow. After watching the advertisements and sales feedback, this series of advertisements will be promoted nationwide. His publicity team may not even be able to return home during the Spring Festival. He still gave a comment and said, "It's okay, Yanhong's expression is a little stiff. At that time, we will find a performance teacher to teach her well." Wang Yiren brought him a cup of mocha coffee and asked, "You're just putting your little lover on TV like this? Are you afraid that her wings will fly away?"
Yang Xing tasted the coffee with a strong buttery aroma and said, "I never want you to become dodder grass that only wraps around me. I hope you can all become beautiful diamonds, hanging on me to emit dazzling light. This advertisement will be launched nationwide tomorrow, focusing on the places we have discussed." This time is still the so-called era of big marketing, and the advertisements of carpet bombing are impressive. Although the level of these advertisements is far beyond the level of the contemporary era, they cannot be taken lightly. When he was with Wang Yiren alone, he wanted to reach out to hug Wang Yiren, but she cleverly avoided it. He heard her say, "You haven't arranged those confidants?" Yang Xing sighed. Although Wang Yiren pushed Guo Ying and the others to him, where can I find a position to arrange these beauties?
The Spring Festival in 1996 was a little late, and it was New Year's Eve until February 18th. The Ouyang sisters had winter vacation in early February and had already arrived in Beijing. However, for the sake of their whole family, even if Yang Xing wanted to visit Ouyang Qian's boyfriend, he was rejected by Fang Dongmei. She had a thin face and was afraid that if her family saw that he and her family were both defiled, she would really not live. Yang Xing had to follow her wishes and try to go to the hospital as little as possible.
Because the Spring Festival is the peak sales season, this series of real estate advertisements are being bombarded by provincial TV stations across the country. Liu Yun, An Yili and others rushed to various major sales provinces, and sales personnel were in the forefront. Yang Xing, the big boss, could only sit in Beijing and wait for the various data of the Spring Festival sales, and would not be able to return to Jiudu for a while. This is equivalent to three major battles. If taken down, the status of Xinghua Real Estate Company will be stable. As Zhongxing International's largest project now has a perfect start. The subsequent stock market battle will have sufficient financial support. Yang Xing will have the next step to normal development of various companies' businesses. What is the most profitable in the late 1990s? Yang Xing has a deep understanding of the words of the stock market and the housing market.
Since she couldn't go home to celebrate the festival, Yang Xing had to discuss with her family. Fortunately, due to the investment in Xingchen Manufacturing, a subsidiary of Zhongxing International, Yang Rongguang was negotiating with the city to acquire the Jiudu Construction Machinery Factory. She was so busy that she had no time to celebrate the festival. He Guizhi's fast food restaurant has been opened to the neighboring provinces of Lingxi and Qinxi. She followed Yang Xing's instructions and valued quality. She went to check the quality of the food in the franchise store herself. The Spring Festival is the peak of traditional diet, so she may not be able to go home. The family of three has not left the house for the holidays, and Yang Xing could only sigh. It seems that after at least the busy few years, the family can have a safe New Year's Eve dinner.
Yang Xing stayed in Beijing. Zheng Yunlong, the fourth young master of the capital, certainly wanted to fulfill his friendship with a landlord. He rented a small courtyard in the famous hot spring ancient town on Xiaotangshan, a famous thousand-year-old hot spring town in Beijing. He happened to give it to Yang Xing for vacation during the holidays. Yang Xing considered taking Wang Yiren and Fang Dongmei and the others over during the Spring Festival, and moved in before New Year's Eve. However, the plan did not change quickly. Wang Yiren and the others did not come, and a group of unexpected people appeared first.
Chapter completed!