4 years, 7.2 billion years, 7 years, 9 1 100 million, how was the "God Disk" made?

Therefore, the first step in the cultivation of the "God Disk" is to keep your eyes open when you take the land.

Positioning: the voice of customers is the direction of all positioning.

Because our target customers live in a boring rational world, the rationality of work obliterates their perceptual life world and can only hope in the virtual world. They are trying to get rid of this heavy shell and let their inner hopes be released. So our publicity is to arouse their happiness in life. Therefore, our communication should avoid complicated product interpretation, but directly spit out their life demands.

—— Excerpted from February 2006' s report on the spread of flamingos in Oak Bay.

Wang Di got it. How to do a good job in this 700,000-square-meter community has become a difficult problem for China Resources people. The team is very young, and no one has ever had such a large-scale project. Therefore, the team focused on more than 3,000 groups of questionnaires before land acquisition. The positioning team divides the people in the area into four categories: faculty and staff in colleges and universities, researchers in research institutes, employees in high-tech enterprises and employees in the tertiary industry who serve the above three groups of people.

Through the analysis and comparison of the survey results, it is found that the characteristics of these people are very obvious, and they can almost draw a picture: they have received a good college education and their income is not low. Most of them spent their college time near Wudaokou, lived in Haidian for many years and had a soft spot for Haidian. Many people have studied abroad. Pragmatic, low-key, science and engineering students account for the majority. Busy with work, I don't like colorful life, and there are many people in New Beijing. The demand for local warm and simple life is stronger.

Their identity and emotional similarity can be summarized as: college background and Haidian complex.

After repeated conversations and exchanges, all the symbolic attributes were removed, and a typical intersection gradually emerged: almost everyone of them deeply missed their college days, and those years in the ivory tower were imprinted on their memories of youth, and they could never come back.

The two most precious things in the world can't be obtained and can't be returned.

Thus, Oak Bay found the key to open the door to customers' hearts: the spiritual axis of "college intention", the value and soul of the project.

Before Oak Bay, large-scale markets were built with the core interests of location advantage, convenient transportation, large scale, complete facilities or specific product characteristics. Oak Bay is the first spiritual entity that runs through the emotional and spiritual axis, just like giving life and personality to this project. Oak Bay is unique in the regional market and even the capital property market, and has successfully captured the hearts of thousands of customers.

"The spirit of college in the bones" not only shows the humanistic value in the hearts of customers, but also summarizes the personality definition of the ideal city-state, which coincides with each other and lays a solid foundation for the final success of the project. The materialization of "college style" is also a unique creation, which makes the Oak Bay project break through the lack of high-quality residential products in the region and become a symbol of high quality in the eyes of our customers.

In 2006, the advertisement "You can leave the campus, but you must go home" touched the hearts of many customers as soon as it came out of the street. Before the opening of the first phase, the total number of customers reached1.4000, and more than 800 suites were 1.00 to 2000 yuan higher than the surrounding projects, but they were still robbed. Some customers even posted in the forum that "missing Oak Bay is as sad as being lovelorn".

Until now, the corridors and bell towers originated from the architectural style of Stanford campus still stand in front of everyone. The years are silent, and the simple red brick wall is a symbol of the spirit of Oak Bay College.

The second step of cultivating the "divine disk": if you want to become a divine disk, you have to start with precise positioning.

Three plans: the plan that can be realized is the real plan.

Knowledge changes fate, and living changes life. Twenty years' development of Silicon Valley in China has witnessed this theory. Everyone who works hard in China Silicon Valley is undoubtedly at the forefront of the times and leads the development of society. Harmony and progress are two major themes in today's society, and they are also the common aspiration of all people born and raised in Sri Lanka. Adhering to this concept, the white paper attempts to actively explore the establishment and development of a better lifestyle in China Silicon Valley in the future.

White Paper on Life in Silicon Valley in China, June 5-38, 2006+February.

It has been 7 years since Oak Bay took the land, and more than 3,000 families live here. They must be able to feel what changes have taken place around them in these short seven years.

The market of 700,000 square meters is definitely not as simple as building a few buildings, making a garden, planting some trees, repairing a few shops, opening a laundry supermarket and a pet shop.

From June 5438 to February 2005, the White Paper of China Silicon Valley Life City was officially released in Shangri-La Hotel, which was the first time that China Resources Land presented the planning concept of "China Silicon Valley Life City" to the public.

The White Paper puts forward eight ideas for the future life of Oak Bay.

1. Transportation system extending in all directions

2. Light pollution commuting

3. Harmony between man and nature

4. A relaxed and complete leisure block

5. Inheritance and transcendence of campus cultural spirit

6. Lifelong education resources

7. Driven by energy-saving and environmental protection technology

8. considerate community service

Looking back at these eight ideas today, we can certainly find some naivety of idealism, but most of these ideas put forward at that time have become reality today.

2065438+01July, the first phase of China Resources Colorful City, a 200,000-square-meter shopping center adjacent to the community, officially opened. With the opening of the second phase at the end of 20 12, this LIVINGMALL radiating 700,000 people in northwest Beijing will be fully presented. As the largest and richest regional commercial center in Shangdi-Zhongguancun area, LIVINGMALL, a colorful city, integrates six wonderful themes of shopping, catering, entertainment, children's leisure, sports and puzzle. The completion of the colorful city not only makes up for the short board of the lack of large-scale commerce in Shangqing area, but also enhances the regional value again. Colorful city has become an important landmark commercial flagship in northwest Beijing. Opened an unprecedented prosperous life in Oak Bay.

In terms of transportation, in addition to the Beijing-Tibet Expressway, the Jingxin Expressway on the west side of the project was also opened at the end of 20 1 1, which greatly eased the traffic pressure of the Beijing-Tibet Expressway; On the east side of the project, Anningzhuang East Road will cross the Fifth Ring Road and reach the Wudaokou area in the south of Yannian. In addition, the Xi 'erqi transportation hub to be built soon and the subway 13 line already in operation will form a three-dimensional transportation network around the community in the future, which will quickly connect Shangdi information industry base, Zhongguancun, Xueyuan Road and the Olympic Village. The traffic problems that plagued the owners in the early days have become history.

In terms of educational facilities, Aierfang Kindergarten from Singapore has world-class pre-school education and successfully settled in thousands of owners through democratic elections. Haidian Experimental No.2 Primary School, one of the key primary schools in Haidian District 14, China Resources Land invested 35 million yuan on the basis of its original campus to build a 7,000-square-meter comprehensive teaching building and a 400-meter track standard sports ground, which have been delivered for use. Make Haidian Experimental No.2 Primary School in Oak Bay Community one of the best primary schools in Beijing.

Of course, the planning of Oak Bay is not perfect. So far, the parking ratio of the first four phases of Oak Bay is 1:0.5, which may have been enough seven years ago, but at present, it can hardly meet the parking needs of owners. This may be a problem that needs attention in product planning with high floor area ratio.

In a word, Oak Bay has developed into a large-scale high-quality community in the northwest of Beijing after seven years of careful carving, and a mature "China Silicon Valley Life City" has been formed. The promises made to customers in the White Paper on Life in China Silicon Valley in those years have been initially presented after seven years of tempering.

The third step of cultivating "magic disk": promise a future to customers and then realize it.

4. product: you can fool for a while, but you can't fool for a lifetime.

At present, all the products sold in Beijing Oak Bay are finely decorated and delivered, which is a value-added service hardcover that China Resources Land has tried to implement nationwide since 2009. At the end of last year, C2 Zone was the first product to deliver value-added service hardcover, with a one-time acceptance rate of over 98%.

In 2009, through massive customer surveys and questionnaires, China Resources Land started the indoor hardcover part of "value-added services" with Oak Bay as a pilot.

What is value-added service? Value-added service is a reproducible (mass production) home integration solution based on the functional requirements of high-end and improved customers, with home design as the core.

To put it simply, value-added service is to summarize the inconvenience found after renovation and the demand for details of life, and then professionals will help you solve it in the design stage of the apartment.

Through scientific research, the value-added service working group summed up five major behavior systems of home life, namely housekeeping, etiquette, leisure and entertainment, work and study, and sleeping and eating. Based on these five systems, hundreds of elaborate designs are derived to take care of the details of life. For example, considering that most people like reading when they go to the toilet, a point light source is specially set above the toilet to facilitate reading. For example, it is these intimate details that set up a storage cabinet above the washing machine to store laundry supplies, which moved people who came to Oak Bay. 5438+June 2009 1 October, Building C214 opened, and the first value-added service hardcover product shook the Beijing property market. After the opening of the value-added service model room, the sales office receives thousands of customers on average every weekend. On the opening day, more than 2,000 groups of customers snapped up more than 600 suites, and all the houses were sold out that day, achieving sales of 65.438+0.2 billion.

Everyone who does real estate knows that when a finely decorated house is sold, it becomes a hurdle to hand over the house. No one knows whether it can satisfy customers. If it is not done well enough, the reputation of customers will plummet.

However, it turns out that this kind of worry is unnecessary. At the end of 20 1 1, buildings C2 1 and 4 were handed over, and the one-time occupancy rate reached 98%. Such a high standard is difficult to achieve in rough houses. It dispelled the doubts of customers and the market, and also won a good reputation for the hardcover products of Oak Bay. Because of this, even if the market is weak, customers will unswervingly choose Oak Bay.

On that day, just one value-added service could not represent all the product features of Oak Bay. In fact, the overall product construction of Oak Bay is well thought out and carefully designed.

At the beginning of the project preparation, in order to meet the characteristics of "college intention", the early team of Oak Bay visited the United States and successfully integrated the architectural style of Stanford University into the product design. Of course, only buildings can't fully show the campus style. Fortunately, Qinghe Wool Mill, the original site of Oak Bay, has a large number of original crown trees that are decades old. The project team preserved thousands of native trees as much as possible. Red bricks, open lawns, tall bell towers, deep corridors, gloomy boulevards, wooden chairs, flat Little Square, undulating slopes ... At first sight, customers were deeply moved and evoked memories of their college days. Some customers who signed the contract later even said that they decided not to buy the sales office garden at first sight, unless it was this project.

Today, more than 3,000 families have moved into Oak Bay, affecting a large number of people around them. The word-of-mouth effect of Oak Bay is amazing. Without any promotion, the number of weekend visitors can still be maintained at around 20 groups, and the proportion of customers who repeat and recommend purchases is also high. Oak Bay sells well today, which is a virtuous circle based on the trust and good reputation of the owners.

Step 4: Don't try to lie about the quality of the house. Time will test everything.

Property: I am most afraid that the owner will not scold you.

Will the property manager in Oak Bay be scolded?

Of course.

Is the property in Oak Bay not well done? That may not be true.

In fact, China Resources Property, the property company of Oak Bay, is one of the only three five-star property companies in 201Beijing and one of the few state-owned property companies in Beijing.

"National Excellent Property" is the highest honor recognized by the property management industry in China. The appraisal is conducted once a year, and the selection process is quite strict, with nearly 60 standard contents. The annual national property management compliance verification organized by the Ministry of Construction is divided into 90 points (100 scale), and the participating residential areas, buildings and industrial areas are recommended by provincial party committees or property management departments to pass the verification (90 points), and they can obtain the honorary title of "National Excellent Urban Property Management Residential Area/Building/Industrial Area" issued by the Ministry of Construction (if the total evaluation score is above 95 points, they can obtain "National Excellent Urban Property Management Demonstration Residential Area/" After reaching the standard, the Ministry of Construction will review it every two years. After passing the evaluation, it can continue to maintain the title of "National Excellent"

But even so, the owners of Oak Bay are very demanding on property services. Interested friends can go to the owners' forum in Oak Bay to have a look. Occasionally, there will be several abusive posts, and the main target of being scolded is the property. However, such posts often end with the timely response of the property and the solution of the problem.

Only people who have worked in real estate know how difficult this job is. A quality property is not just as simple as watching the gate and sweeping the yard. And:

* * * Maintenance, preservation and management of old parts,

Maintenance and management of public green space, flowers and trees, architectural sketches, etc.

Cleanliness of public environment, collection and removal of garbage, including public places, buildings and structures.

Manage traffic, vehicle driving and parking order.