Liang Yan analysis of the secrets of the Star River: Sell the house as a collection

Pudong Xinghe Bay to 6 hours sales of 4 billion yuan results, created a Chinese real estate marketing history of the Myth of the Times weekly reporter Guixu September 26, the Star River South Horizons in Guangzhou opened, Shanghai Pudong Star Bay Miracle did not reappear.　　Even so, no one doubts that Star Cove is the most legendary property company in the 2009: only by Beijing, Shanghai, Guangzhou, 3 cities in 4 real estate, star River this year's sales have exceeded 10 billion yuan, Pudong Xinghe Bay to "6-hour sales 4 billion yuan" results, creating a history of Chinese property marketing myths. But Star Cove doesn't seem to be keen on selling houses.　　To Star Bay Real Estate Holdings Limited vice president Liang as the head of the Star River marketing team, more time is in the forum, exhibitions and all kinds of social activities and busy, even in their advertising, it is difficult to see lots, huxing, prices and other real estate marketing essential elements. "We sell the passion and creativity of the land and sell it as a way of life."　　"Liang said. 8 years of grinding out a luxury model 2001, the Star River has acquired the Guangzhou South Horizons project, but until September 26 this year, the South Horizons River project was officially unveiled. Huang Wenzai, chairman of the Star River, said: "This plot is so good that I used 8 years have not come up with a very perfect plan for her!"　　"Its love for the land is evident. Huang Wenzai is more like a peasant than the treasure and awe of the land. In his eyes, the land can grow priceless.　　In 2001, the Star River in Guangzhou, 8 years later, Huang Wenzai in this piece of land only 1200 acres of exquisite, 8 years grinding a plate, "grinding" a Guangzhou and even China's luxury model. 2002, the north of the Star River in the capital, in the east of the four ring outside a piece of abandoned land, at that time was not Beijing peers bullish. Huang Wenzai said: "Not successful on the walk back to Guangzhou."　　"Is 3 years of painstaking craftsmanship, 2005, Beijing Star River to the market."　　Similarly, in 2007, the Star River in Shanghai Pudong flowers and trees plots, 200 acres of land after two years of grinding, and finally created the "Pudong Star River" myth in August 8.　　Have the industry evaluation, Huang Wenzai not sociable, no way like other developers to get the huge amount of land, which makes him to every piece of land is very precious. Whether this evaluation is credible or not, Huang Wenzai is true to every project. In the decoration, the Star River Global collection of small to the door locks, switches, large to stone, wood, electrical equipment and other luxury products, in the garden, rare tree species, small bridge water, swimming pool, stone landscape ...　　Some people say that Huang Wenzai built not a house, but a work of art.　　And Liang Yan didn't let Huang Wenzai disappointed, she not only "art" sold into "collectibles", also did not let Huang Wenzai "go back to Guangzhou."　　July 2005, Beijing Star River to 15,000 yuan/square meters of high price opening, 6 consecutive weeks to maintain the sales championship record, and in the following 4 years, continuously occupy the title of Beijing's sales, which in the history of Beijing's real estate has never been.After several Guangdong estate developers fail Shanghai in recent years, this August 8, Pudong Star River opened in order to more than the surrounding property nearly 3 times times the price, creating a "6-hour sales 4 billion" miracle. It has been assessed that in the past 300 years, no one product in the world can sell 4 billion yuan a day.　　2 days later, Gong, vice chairman of China investment bank at JPMorgan, said at the Boao Forum that Shanghai would need products such as Star Cove.　　The daughter buys the house million gold buys the neighbour to look, the Liang Yan every day does not have the matter with the house itself, but in fact, each thing is to turn the house into "the luxury" and "the collection". September 25, the first "China Star River Owners Conference" opening, the world's top 100 luxury brands and 10 diplomatic envoys to congratulate the high standard, the industry is unmatched.　　The three owners of the star River are celebrities and financial giants, in Liang Yan Eyes, "owners meeting" is China's largest aggregation of the elite crowd of super social platform, this is not familiar with the neighbors through this platform, can become good friends, and then become a good partner. "The daughter buys the house, million gold buys the neighbour".　　Selling a house is like selling luxury goods, and luxuries can satisfy all the feelings of people other than functional needs, and can also be achieved on the house-identity, status, identity, social-which is the genius of Liang Yan.　　After the success of the river in Pudong, Liang Yan returned to Guangzhou, before opening in the South Horizons, in Foshan, Dongguan and Zhongshan, and other cities held a "star River 4 billion full decoding tour", attracted many entrepreneurs in the Pearl River Delta, these business celebrities are undoubtedly potential customers in South Horizons. At the same time, the "Sea Silk Road Culture Research Center" also settled on September 23 in the galaxy.　　Star River to provoke the "sea silk" of the claim (application of the World Intangible Cultural Heritage) burden, virtually introduced the South Horizons.　　In fact, this is the most famous "cross-border marketing" on Liang Yan. Over the past 10 years, the Star River has held nearly thousand high-end social activities, the World Luxury Association China Club, Beijing Foreign club, etc. are settled in the galaxy; former EU President Santer, former Prime minister Simpley of New Zealand, and "Father of World Marketing" Dr. Philip have all visited the Galaxy Bay.　　Through the absorption and integration of a variety of international high-end resources, Star Bay has created a world-class lap platform. Elephants are invisible, it is through the seemingly unrelated to the house "Cross-border marketing" to enhance the brand value of the galaxy. "The number of land reserves and the merits of the lot are no longer important."　　"In Liang Yan's view," sell lots "or" sell land "are the initial stage of real estate development, the Star River has already surpassed this stage.　　Industry insiders evaluation, the Star River model represents the direction of China's real estate development-land is no longer important, the important thing is the creation on the land.　　The terrible beam on Yan Pudong star Beach After the shock of Shanghai, Liang Yan did not accept any interview, did not participate in any activities, the next day quietly returned to Guangzhou. "4 billion dollars is nothing. "On the Liang Yan lightly, she put 2009 years known as the "star of the Bay of the year." In her eyes, in 10, the Star River has just begun. "Do you believe that in the next 3-5 years, in cities like Paris and New York, there will be a star bay." "Outside work, Liang Yan is definitely a lovely woman: like food and collection, practiced martial arts, infatuated with Polo."　　Back at work, Liang Yan became a terrible workaholic-in her calendar, it became 6 quarters a year and 36 hours a day.　　Even more awe-inspiring is that in the real estate of the men-dominated lake, Liang Yan on the "Cross-border marketing" of the Trump, invincible, so that real estate predators have to be impressed. As a woman, Liang Yan's bones have a strong military style. She likes to use "battle" to describe all the opening, one of the marketing was named "Blade action". "This militarized woman has a daunting drive.　　"A male soldier in her marketing corps." Liang Yan, while interpreting her marketing theory, also liked the use of militarized terminology. She said that the previous marketing campaign is "Air Force + Army": The Air Force is the advertising company responsible for throwing bombs, the army is the sales team, responsible for waiting for customers to wait for the door, and then solve the deal at the scene. But this traditional marketing means to "mansion" effect is not obvious. So, she proposed the "special Forces" concept, is a high-quality PR team.　　"Special forces" to do is a small area of the circle of activities to share industry experience or high-end platform gathering, and so on, imperceptibly to high-end customers at a certain level of aggregation and rely on this atmosphere. "Beijing Star River 2009 years of customers, the field of high-end customers in the proportion of nearly 50%, which is ' special forces ' credit."　　"Liang said. Liang also has amazing self-confidence. In the Pudong star River, many people advised her: to Shanghai to learn, to integrate into the culture, otherwise, will die. But she said: "The galaxy is the world's plate, not because of Shanghai and internationalization."　　"She insisted that" star River only to do their own ", tenacious in the sky under the Shanghai stressed:" I am the Guangdong pie Real Estate. " At that time, a television advertisement quite means: "Shanghai, International Metropolis, Shanghai, what have not seen?" Star River, Pudong, August 8, a grand debut. "This clearly provokes the pride of Shanghai people.　　It turns out that Liang Yan is right. Liang Yan rarely talked to others about the products of the galaxy, she frequently appeared in luxury exhibitions, top brand launches, high-level receptions, various forums, public interest activities, and even polo venues.　　It seems that it is hard to call her a "real estate man", but this is Liang's "Trans-border marketing" Trump.　　In the 1999, the German sportswear brand Puma (Puma) put forward the concept of "cross-border cooperation", but in China's real estate sector, the concept of the use of the ultimate only Liang Yan one. In recent years, Liang Yan kept "brainwashing" for her employees, which she called "Chip transplant". Today, "Cross-border" has formed a system in the galaxy, all important marketing activities, will be "cross-border." by crossingWorld Marketing, the Star River gradually formed a "gas field", the wealth of the class gathered into the Star River under the brand. After South Horizons, Liang Yan will go to Taiyuan to prepare for the opening of the Xinghe Bay in Taiyuan next year. "This time at least in Taiyuan for the first half." Next year, Liang Yan may be in Taiyuan again set off a marketing storm.