The name "Anaya" comes from the Sanskrit word "Aranro", which means a quiet place far from the busy places on earth. It is located in the middle of the Gold Coast in Changli County, Qinhuangdao City, Hebei Province. It is a seaside holiday community and player resort in the first line of North China. The project is developed in four phases with complete commercial facilities, aiming to build a 220-hectare seaside community according to the brand slogan and core values of "Better Life".
In addition to basic property products, Anaya Town is also equipped with Linx Stadium by the sea, the lonely library of mysterious literature and art, the first seaside church in China, Aranyahorse Club, Anaya Ecological Farm, ClubMed club med, owner's restaurant and so on.
(2) highlights of the project
Anaya's current success stems from the great charm of the project itself and the advanced concept of the project leader, jumping out of the traditional real estate project products and marketing ideas, and putting more emphasis on her own feelings and temperature.
1. About customer orientation-active selection and accurate positioning
In the process of exploring and targeting the target consumer groups, the Anaya project development team changed the previous inherent thinking mode of market demand-oriented, gave full play to its initiative in selecting customers, and gave a basic orientation for the selection of consumer groups: only select groups that agree with Anaya's values, and narrow the scope of customer groups to a small but refined degree. Accurately speaking, it can clearly describe the characteristics of this group: Beijingers, aged 35-45, are professionals in their respective fields and belong to the typical Beijing middle class. These people have a * * * nature: they have relative freedom, are not bound by the system, and their work is not limited by time and space. For them, life and work are no longer a problem, but how to live better and work creatively is what they are confused about.
Anaya positioned herself as the first residence of this group of people's hearts. The so-called first residence in the mind is to really put life first and take life as the center of living, rather than living to accommodate life. This definition breaks the concept of holiday real estate, starting with "holiday" and ending with "community".
2. About feelings-spiritual pursuit and real life
Anaya's customers are not defined by wealth, but more by spiritual dimension. Whoever agrees with the value proposition advocated by Anaya is their customer. In reality, the clients of Anaya Project have divorced from the pursuit of work and basic life, and paid more attention to how to live better and work creatively. In order to answer this question, Anaya town tries to rebuild a new lifestyle based on its life proposition, which is called "regression". Specifically, from the material level, Anaya town has returned to a life of "simple quality, moderate prosperity"; Advocating to return to the warm relationship between people at the emotional level; From the spiritual level, the pursuit is no longer the worship of power, money and material things, but the return to family, nature, tradition and a spiritual life.
Anaya town itself contains a kind of power to give up, helping people in life to let go of the burden of life and realize the return to nature. In the city, the stressed middle class is rich but lonely. Behind this is the endless pursuit of material life, indifference to emotional life and neglect of spiritual life, which leads to a general anxiety and lack of security. Many middle-aged people are less and less interested in flashy and external things, but more and more interested in real and internal things. In the whole process of Ana project construction, we have fully considered the supporting perfection in line with values. By looking for architects who understand Ana's values, we can implant their ideas into the internal space, function and spiritual connotation of the building, and finally achieve the pursuit of returning to the perfect realm of authenticity, nature and relaxation.
3. With regard to caring service with temperature, community construction * * * *
Temperature is a very warm-hearted word, which comes from the beauty of emotion and the openness of life. The temperature of life includes two kinds, one is the warmth given by others and the other is the warmth of cooperation. From these two dimensions, Anaya town conveys warmth by improving the intimate service system and close and friendly neighborhood relations. Perfecting the intimate service system is mainly manifested in the dedicated service of the staff to the owners. The property management team can communicate directly with consumers, make suggestions, continuously improve and improve the service, and enhance the happiness of people living in Anaya town. Intimate and friendly neighborhood relationship, its warmth is mainly manifested in online community group communication and offline activities. Online community group provides a good platform for community owners to communicate in time. In addition, all kinds of offline activities turn this mimicry interpersonal communication into real interpersonal communication, concretize, clarify and fix virtual emotions, and enhance the intimacy and familiarity between neighbors in the community. Anaya town held more than 500 events last year, many of which were even planned, organized and served by the owners spontaneously. Anaya is trying to rebuild the intimate relationship between people, rebuild the acquaintance society, and let people find the good relationship between their neighbors when they were children.
(iii) Development process
1. cast
The development of the Anaya project was not smooth sailing, but experienced a transition from death to life. Due to the backward business philosophy and low product competitiveness, the Anaya project fell into a sales dilemma when it first opened on 20 12. Due to the investment in golf courses and land funds, I have borne a lot of debts, and even been rated as a non-performing asset for a time, which has become a recognized dead plate. On 20 13, Ma Yin, the founder and current helm of Anaya brand, officially took over the real estate project. He thought it was an opportunity, so he took it and prepared to do it again. As a result, after taking over, the project basically fell into his hands. Forced by helplessness, Ma Yin began to embark on the road of transformation out of the instinct of self-help. At the end of 20 13, it was officially transformed, and the following adjustments and changes were mainly made: ① the elevation and landscape of the completed first-phase products were readjusted, and the second-phase products were re-planned; (2) Establish Kyushu Club, which has jurisdiction over holiday center, business center and property center; (3) Take out six villas, adjust them into commercial facilities, and add children's custody, food, medical stations, supermarkets, cafes and bars; ④ The use function of golf club has been adjusted, and the owner's canteen and accommodation room have been added; ⑤ A community was formed, and all the owners boldly joined a group at the same time. The general manager personally served, and all customer questions were answered within 5 minutes and solved within 24 hours; ⑥ Determine and popularize the theoretical system of "service-oriented, with the goal of rebuilding hometown".
2. Full match
In order to better display Anaya's services, the Anaya project constantly improves the supporting facilities, and each point represents a temperature. These supporting facilities are built with the mentality of long-term operation, not as sales props. At present, the bars and clubs in the community have achieved profitability, and children's camps, libraries and auditoriums have been fully presented. In addition, eating well is a prerequisite for a holiday. In order to solve the catering problem, Anaya Town specially set up the owner's canteen, which became one of the venues with the highest satisfaction of the owners. Many other buildings are imitating the construction of canteens, but what they learn is matching, but what they can't learn is heart and temperature. Anaya's owner canteen has all kinds of authentic snacks, 1000 dishes, food 24 solar terms, and a safety testing center; What is more important is intention. For example, when Sophora japonica blooms in May, the chef will pick Sophora japonica to make more than a dozen dishes, which shows his intention.
3. Community building
Up to now, there are nearly 100 communities in Anaya, among which 8 big owners mainly discuss community affairs, and there are many interest groups such as drama group, running group, equestrian group, family history group, reading group, philharmonic group, photography group, dance group, poetry group and kite surfing group. Of course, the construction of cultural tourism holiday community can not be separated from the promotion of offline activities. These owners who come together because of the same interests and hobbies will spontaneously hold corresponding offline activities, such as reading parties, poetry reading competitions, morning runs, small concerts and so on. Through the opportunity to participate in activities, the owners can get to know each other, understand each other and even become friends, which promotes the integration and promotion of neighborhood feelings in the community. The creation of this emotional atmosphere has greatly enhanced the owner's recognition and support for the Anaya project.
4. Red Hot Network
The popularity of a project requires not only internal strength, but also effective publicity and marketing. Anaya's popularity on the Internet is inseparable from the network celebrity IP-the drainage of the lonely library. In 20 15, a 5-minute short video "The Loneliest Library in China" became popular, with more than 20 million hits in a few months. Many people made a special trip to Qinhuangdao just to have a look at the library. Anaya became a phenomenal "magic disk" overnight, and all marketing expenses of Anaya project did not exceed 3 million yuan. Since then, the Lonely Library has labeled Anaya a hit, which has given this cultural tourism real estate project a new look and brought an innovative business model.
(4) Experience summary
1. values implantation
The ultimate goal of Anasubculture tourism and holiday real estate is to build a future community, build a neighborhood center, help owners find their childhood neighborhood, and bridge the indifferent and divided relationship between people in the city. The positioning of all its products is corresponding to the elements that the future community should have: affection, friendship, joy, quietness and community spirit, and these elements can find spatial correspondence in the products, which makes Anaya's holiday products different from other similar products. Anaya's house is not only suitable for vacation, but also suitable for long-term residence. Supported by these elements, every building, activity and product of Anaya is the output of values. For example, the brand feature of the whole project is that life can be better, and the lonely and magnificent library exudes.
2. Create a distinctive space
Anaya has built a series of high-quality buildings according to the needs of residents, creating different spaces: there are characteristic spaces for people to be alone, such as the library, the auditorium by the sea, the Sunrise Art Museum under construction and the bird-watching house; There are spaces involving all aspects of "food, clothing, housing and transportation", such as canteens, buyers' shops, cafes, bakeries, supermarkets and so on. In order to distinguish the influence of big environment and big cities on human beings, the space of Anaya town has formed its own unique aesthetics through high-level and high-level design according to the needs of residents and the principle of serving life, so that the architecture can truly serve the all-round development of people. The public buildings built by Anaya up to now are not originally planned, and all the buildings may gradually evolve with the changes in the living needs of small town residents.
Step 3 create exclusive time
In fact, the internal core competitiveness of internet companies is to provide services, not to occupy more customers' time. Tourism developers may eventually have to transform into service providers in order to be truly tied to the Internet. For developers, time is scarce, but space is relatively abundant. How to use their own space advantages to win more customers' time, so as to cultivate customers' emotions and living habits, this is the focus that developers should pay attention to when doing services. Anaya town has established more than 50 communities in exchange for users' online time. The more time the customer gives Anaya, the more opportunities Anaya has.
You should have a distinctive personality. People are the ultimate goal, and the fundamental purpose of the development of characteristic towns is to let people develop better. No matter how big the space and time are, this town will not have a soul without a large number of residents with feelings, ideals and values living here. Anaya is 300 kilometers from Beijing. From selling houses to selling lifestyles to selling values, Anaya town does use values to screen customers. Many people think that the residents of Anaya town are all the same people, and it is really important to communicate with each other easily. For this small town, such a group of elite residents, who have their own expertise, are enthusiastic and open, and are willing to build a seaside home with everyone, so in this small town, the owners have gradually become small town residents, and even customers have evolved into partners in this beautiful cause. Water sports center, coffee shop, supermarket, various restaurants, etc. It is jointly operated by the owners and developers, and all the cultural activities in the community are completed by the owners. The preparation, planning and performance of Anaya Festival are all organized by the owner. Residents in the community have various interesting topics to discuss every day, including the villagers' meeting in Anaya, whether the migrant workers of the owners can go to the canteen to eat, and raising dogs. It is precisely because of such a group of distinctive figures that Anaya has truly become a small town where everyone serves.
Transition from operating products to operating users. Anaya's success lies not only in operating products, but also in operating users, providing owners with a good living environment and making users feel at home. It is a miracle that old users recommend new users, making the recommended purchase rate as high as 90%. Anaya provides membership card services for the owners, and only needs to pay a deposit of 6,543,800 yuan, which can be used for all consumption of Anaya. As long as it is consumed within two years, the card fee will be fully refunded. Anaya thinks so. This spending card of 6.5438+10,000 yuan can ensure that the owner often comes back to live or give experience to relatives and friends. If friends think the service is good, they may become new customers of Anaya. Instead of using funds for marketing, it is better to subsidize customers and make target consumers more accurate by letting old customers introduce new customers. This method is very popular now. For example, Pinduoduo and other social e-commerce companies bargain back to users and bring new users. Interesting headlines allow users to browse the news and return it directly, forming a viral spread of word of mouth. Therefore, the success of Anaya town mainly lies in taking users as the center, sincerely serving users, and taking a long-term view, not just considering the immediate gains and losses. The transformation from operating products to operating customers has won a good reputation and created real value.
Create IP buildings, create scenes and realize potential energy. Any unique label of Anaya-the loneliest library, the only church on the sea, the first coastal racecourse in China, the purest club med, the first difficult course in Asia and so on. They are all products and brands. These buildings make people associate a product with a life attitude, which directly hits people's hearts and ultimately maximizes the marketing effect. Anaya established a complete value system, added many interesting elements to the cold reinforced concrete, and provided warm service. In the Internet age, every owner is an opinion leader. Doing a good job in customer experience will naturally promote them to share on the Internet. This kind of sharing is "excessive drinking and calling friends", and the success rate is also surprisingly high.