The second line broke through Qingdao Xinghewan, selling 65.438+35 billion Qingyu Road for the first time.

20 15 is a memorable year for China real estate. The once glory and pride of the industry are changing, and new concepts, new ideas and new elements that broke out in an instant are constantly intersecting with this industry. But at the same time, the traditional development, capital model and commercial format of the real estate industry are facing unprecedented out-of-control and subversion. Everyone is talking about transformation, cross-border and breakthrough, but is there a clear direction ahead?

On August 1 1- 14, Boao Real Estate Forum will open in Hainan 15 anniversary. The new media will continue to launch a series of "Boao Special Articles" reports, and conduct all-round contacts and interviews with entrepreneurs, experts and scholars, government associations and industry elites in China real estate industry and the whole upstream and downstream industrial chain, and study China in transition.

Star River Bay carries many people's expectations every time it enters the market, and Qingdao Star River Bay is no exception.

Undoubtedly, Star River Bay has devoted a lot of efforts to the entry of Qingdao project into the market, including the site selection and positioning of the previous project, the creation of product details in the later stage, the construction of marketing team and the momentum in the early stage of entering the market.

This time, with a sales figure of 65.438+0.35 billion yuan, Xinghewan once again explained its redefinition of luxury houses.

On June 28th, Star River Bay in Qingdao officially ushered in the opening ceremony, and the scene of thousands of people choosing houses on site was spectacular. It is reported that the opening sale of the day was 65.438+0.35 billion yuan, which was the first project in Qingdao in three years that sold more than 65.438+0 billion yuan on the opening day, creating a new luxury home sales record.

Qingdao Star River Bay opens first.

When I came out of Liuting Airport, all I saw was the words Qingdao Xinghewan.

All kinds of luxury cars are parked on the roadside of the 2.8 km coastline. According to the project sales staff, most of these cars come from contracted customers in Beijing and Shanghai.

The source said that the popularity of Beijing customers is due to the high popularity of Beijing Star River Bay and the strong recognition of the brand by the owners. Now the house price in Beijing Xinghewan has doubled. Qingdao Star River Bay not only follows the consistent quality of Star River Bay, but also is the first star river bay with sea view, with low initial price and high investment value.

According to the salesperson, the total investment of Qingdao Xinghewan Project is 65.438+0.5 billion yuan, with a total area of 65.438+0.200 mu and a total construction area of 2 million square meters.

The first phase of Star River Bay Project includes Garden No.1, Garden No.2 and the commercial plot where the project club is located. The total planned area of Phase I is1870,000 square meters, and the construction area is about 7 100 square meters. Property types include houses, clubs, banquet halls, gyms, guest rooms, apartments and hotels. Star River Bay will accommodate other supporting facilities except residential buildings.

It is worth mentioning that, unlike the well-known large-sized luxury houses in Xinghewan, more than 50% of the first-phase products launched by Qingdao Xinghewan are small-sized houses.

In fact, as a new attempt, small apartment has been launched in Star River Bay in Pudong, Xi 'an and Qingdao. The person in charge of Xinghewan said that once the small-sized apartment in Xinghewan, Pudong was launched, it was deeply recognized by the market and promoted the sales of large-sized apartments.

And Qingdao Xinghewan small apartment has also received a good subscription. The latest sales control table shows that all the products of131-135m2,150m2, 203m2 and 265m2 have been sold out, and more than 80% of the products of 402m2 and 692m2 have been sold, and 390 sets were sold that day.

Regarding the hot-selling situation, the person in charge of Star River Bay said that it is undoubtedly the most attractive to customers to build Star River Bay, which is the "best of nine Qingdao". They are: the longest private coastline, 2.8 kilometers of sea plank road riding, the highest floor of 3.9 meters, the building width of 120 meters, the community with professional tennis courts and the largest outdoor swimming pool in the community.

Breakthrough of second-tier luxury houses

Grand celebrations and ubiquitous advertising, there is no doubt that Star River Bay has very high expectations for the Qingdao project. However, the hot sale of Qingdao Star River Bay once again proves the durability of Star River Bay in luxury homes.

In fact, in the heart of Xinghewan, there are still some things that are more important than sales.

"The brilliant achievements of Star River Bay in the past have led some people to focus only on sales figures. But there will always be spring in the heart of Xinghewan. " The marketing director of Star River Bay once said.

For Star River Bay, which focuses on luxury houses, it is not difficult to sell well. As early as August 8, 2009, Star River Bay in Pudong opened, creating a record of 4 billion yuan in real estate sales in China.

This record was quickly broken by Star River Bay itself: the sales of Taiyuan Star River Bay on the opening day exceeded the sales performance of Pudong Star River Bay of 4 billion yuan. In 20 10, Taiyuan Xinghewan won the first place in the sales amount list of real estate enterprises in 20 10 with sales of 7.202 billion yuan, and Shanghai Xinghewan won both the sales amount and sales area in Shanghai with sales of 3.65438+2.4 billion yuan.

The hot sales of Taiyuan and Shanghai made the performance of Star River Bay reach 65.438+0.35 billion yuan in 2065.438+00, and it became a highly respected benchmark for luxury houses because of the record of several sales exceeding 100 million yuan.

Prior to this, relevant analysis believed that there was no doubt about the brand recognition of Star River Bay in first-tier cities. It remains to be seen how to find the correct positioning and gain the recognition of consumers in second-tier cities.

However, from the first line to the second line, Xinghewan may have found a new breakthrough. Qingdao Xinghewan redefines the concept of "first residence" micro-luxury house to occupy the new market.

At the brand launch in March this year, Zhang Xuefeng, vice president of Star River Bay Group, said that in 20 15 years, Star River Bay will still adhere to the "first residence" strategy, and in terms of products, Star River Bay will try to be younger and more diversified.

It is understood that this change is mainly reflected in the adjustment of product huxing design and decoration style. In the past, Star River Bay, which was dominated by large flat floors of 300-600 square meters, began to try to launch smaller-sized products last year, aiming at the expanded young customers.

The person in charge of Star River Bay told the new media that the "first residence" plan is not a strategic adjustment of Star River Bay, but a brand strategy that Star River Bay has always adhered to.

She pointed out that for Xinghewan, quality is the most favorable weapon to resist all market risks, the first residence is the greatest use value of consumers, and the circle is the greatest added value of the brand.