Anaya has been on the market for several years as a cultural tourism project, but it was gradually known by people in 2117, because its successful way of community marketing and operation made traditional real estate developers see the power of community economy.

from "beautiful countryside", "characteristic town" to "rural complex", there are several famous stories about building houses on rural collective land. Simply put, the original name of the cultural tourism real estate has also changed. It may have been that the rural holiday has a higher name, and the original industrial real estate has no choice but to have a high-sounding enclosure reason. Talking about 81% of the town's cultural tourism and the remaining 21% of the town's industrial tourism seems to be a progressive and upgrading logic, but in fact it's just a difference between difficulty and difficulty. Doing cultural tourism is a large proportion of failure, and it's even more difficult to change from real estate developers to industrial operators. Fortunately, one or two of them succeed, and replication is a false proposition. Industrial resources have strong geographical attributes, not to say that replication can be replicated. In fact, the key to a small town is not the taste of the countryside, but the population in the city, and the population is the market for all consumption and consumption upgrading! Therefore, the success of a small town depends on its distance from the core big cities, as well as the relationship between market supply and demand and industrial carrying capacity.

Anaya, as a model of real estate community management, has a lot to learn from. In the past, the traditional cultural tourism projects of eating, living, traveling, shopping and entertainment are no longer sustainable. In the future, the holiday-style cultural tourism projects based on community viscosity will be more and more accepted by the market. With the continuous improvement of national economy and people's living standards, social needs, artistic needs and spiritual needs will gradually penetrate into products of various industries, among which This is a fast era with extremely rich materials. The unpredictable demand spreads rapidly through the community and the Internet, and it will be a flash in the pan if you seize any opportunity. However, if you want to build a lasting foundation, you still have to return to the people-oriented reality and do it step by step.

Attachment: Share PPT inside Anaya, the God of Real Estate

------------------------. This year, the May 13th Anaya Yard was launched, and it sold 531 million yuan in three days, which is still not the peak season. The recommended purchase rate of customers is as high as 91%, and the sales season of selling houses only in summer is extended to April-April. Correspondingly, its advertising expenses are only 3 million per year.

What's more subversive is that, today, many bosses think that "doing activities and serving is burning money, and investing for selling houses", Anaya's service itself has already achieved profit.

Anaya is realizing three ultimate goals of tourism and holiday real estate: selling houses at a premium, making long-term money through services, and establishing a high-profile humanistic image to become a classic. Premium, making long-term money through service, and establishing a high-profile humanistic image have become classics.

what is the magic disk of community

community: community = values * (space+social interaction). Community name plate, that is, the neighborhood relationship with community as the main way of cohesion. Neighborhood relationship is greater than marketing connection, and it is silent. The few marketing expenses of community famous brands bring thousands of sets of transactions, and the legends that old and new bring more than 91% are just appearances. What is more worthy of attention is the neighborhood relationship, the connection between people, the values of * * *, and attracting people with the same taste to keep coming.

community name plates, if refined, all have community conventions, share the same values, have good natural resources, have community settlement culture inside, have harmonious neighborhood relations, have good social relations, and generate new values.

Anaya, which has a community, is not only a real estate, but a small town with strong vitality of automatic growth. This innovative model explored by Anaya may completely change the ecology of tourism and holiday real estate in China.

It is completely different from the traditional tourism and holiday real estate

Why did a person who wanted to go home just after renting finally become the owner of Anaya? Why does a colleague who died of Anaya finally want to buy a house in Anaya? The core is: Anaya's most important thing is no longer an external product, but its service and spiritual products have become the real core of the project, which can keep customers screaming.

A product is no longer the most important thing

△ Lonely Library

The core thing of Anaya is not the house, but the places around the house, the contents carried by these places, and the value of the community that eventually rises above these places and contents. "Soft things are the most touching."

Three major differences between the Anaya model and the traditional model

1. Positioning: Service and feelings are no longer marketing props

At present, tourism and holiday real estate, products are no longer the core. For example, a customer said, "Why should I buy a house? Why don't I just go and play?" Therefore, the demand for owning a real estate has become very low, and it is very important for customers to have fun and be satisfied spiritually.

under the Anaya model, tourism and holiday real estate not only has products, but also has a service system, and can realize some of its own values. These three correspond to the system of customer demand: customers need houses; Content requiring services; Need to be recognized and sublimated spiritually.

2. Purpose: Let the customer scream from the first call to the last call

The ultimate purpose of all marketing is to make the customer scream, and if it is better to be satisfied with community planning and better products, the customer will only scream, but it is impossible to keep screaming. To keep customers calling, it is necessary to provide customers with content and services, and let customers get spiritual things when using content and services.

3. Methods: Expand the business boundary of real estate and enter the second and third levels

Selling a house is the first level, and providing content and services is the second level. From the first level to the second level, the content is maintained by providing services. The third level is to harvest the community. Previously, the developer built a customer base to sell the house to customers. The customer list is only useful for property services and the next sale. Developers are afraid to avoid customers after the sale is completed, and customers seem to mean trouble and complaints. For tourism and holiday real estate, the power of community is very important. Developers, developers' collaborators and owners * * * form a community, and they * * * share, interact and connect with each other to create value.

the value and realization of the community

the community must be valuable to the customer before the customer will be active in the community for a long time. And customers in the community for a long time long-term activities, customers and developers win-win, mutual benefit will come naturally. At present, the owners of Anaya have become the sales staff, financing targets and partners of developers ...

The value of a community to customers

1. Playing together and having a rich life

Many buildings, the owners have lived for a long time and don't even know the neighbor's surname Zhang Wang. And in the Anaya group, everyone is very affectionate.

although the owner doesn't go every weekend, he will see how the neighbors are playing in the group when he doesn't go. It will be very interesting for everyone to tease each other and run on each other. This kind of network life constitutes a wonderful content of the owner's life, breaking through geographical boundaries and staying together day and night.

2. Get knowledge and information

Owners exchange information in the group to know what happened in their homes and what news they have. Let's talk about "Anaya on the tip of the tongue" and see where it's best to eat and buy seafood around.

developers also send various notices and feedback in the group. There are many professionals in the group who share knowledge, such as fashionistas, TCM health groups, financial investment groups, photography groups and reading groups. Many of the financial investment groups are bosses of financial companies.

3. Help each other and get all kinds of cattle resources

A friend of the owner's child is in Inner Mongolia, suspected of congenital heart disease, and the treatment is doubtful. The owner sent the film, and several famous doctors in Beijing helped him diagnose in the group. They also introduced more experts in cardiac surgery and talked directly with the patients' families. This is a great cow resource. This scene is also very meaningful: one owner helps another owner save the child, while others are watching, and everyone is infected by the atmosphere. Everyone realized that if there is a problem, a group of awesome people will come to help me.

4. Become a business platform

Some owners exchange information with each other and do business in partnership. And some owners even invest in Anaya, provide Anaya with materials for projects, invest in Anaya, open stores in Anaya and become partners of Anaya (see later).

the value of two communities to enterprises

many resources of Anaya project come from the owners, which is a unique phenomenon. This cooperation is win-win, but it is not a pure market behavior.

1. Save marketing cost

Traditional tourism and holiday real estate may spend 31,111-51,111 activity costs for a transaction customer.

however, Anaya only subsidizes tens of thousands of consumer cards (see above), allowing the owners to come to the project activities, which not only brings great vitality to the project, but also completes marketing. Anaya now basically does not advertise selling houses, relying on the old owners to take the new owners to sell dozens of sets a weekend. Some owners first pull people in their circle of friends into the owners' activity group. These people first move in the group and then become owners.

The old owners' drive to "bring people" seems to be addicted. The core is that they want to share their good things with their friends and hope that their friends will become their playmates in Anaya, so that everyone can play together and grow old.

2. Saving financing cost

Anaya successfully realized partial financing for the follow-up project among the owners. Several owners each paid 11 million yuan, which played a very positive role in the spread of the project after the investment. Some owners even invested 211 million yuan to become shareholders of a hotel.

Ma Yin once mentioned that Anaya's later products were 111 villas, and nine owners expressed their wish to participate. They invested in the construction cost, and as long as they were guaranteed a profit of 11% ~ 15%, they would underwrite 71% of the house.

In fact, the return on investment is not very high, but the owners are very happy to join their favorite homes and communities. Developers have saved financial costs and changed from working for banks to working for owners, and they are also very happy.

3. Reduce management costs

If some owners put forward some personalized or even unreasonable requirements in the group, many owners will take the initiative to help developers explain, which will form a considerable force in the maintenance of the customer group. Of course, the premise of this kind of maintenance is that the developers have responded to and improved the problems raised by customers before, and the customers have been moved.

Some customers spontaneously advocate that everyone should take care of their dogs. Organize voluntary labor to pick up garbage on the beach by yourself. After the owner took charge of Anaya, he was no longer a simple complainant, but a participating manager. The spirit of autonomy greatly reduced the management cost and the contradiction between the server and the client.

4. Understanding customer needs

Understanding customer needs is the key to reduce the cost of subsequent design of the project. However, customer needs are growing every day in the customer group, and they are divided in the debate. Finally, through arguments and mutual explanations, developers can easily figure out which are the real customer needs, which are the necessary customer needs and which are the mainstream needs.

5. The owner will be given priority in obtaining the procurement and engineering from the partner

Anaya. An owner's husband provides materials, and now he uses the faucet and toilet in Anaya Phase II apartment. An owner specializes in making windows, so he made windows for Anaya. There was a small problem with the windows. He immediately flew back from Sanya to deal with it, saying, "You can't lose face in front of your neighbors."

The owners will offer more favorable prices when they become partners, but they pay more attention to quality because they are neighbors.

In this process, the owner himself also obtained a business platform and business platform, and the owner became the overall partner of Anaya's content and service. In a small town, the owners participated in the creation and gradually became a collection. A hot pot restaurant, water sports club, Chinese medicine clinic and jade shop in Anaya are all owned by the owners, which is very similar to a traditional town, where familiar people work and live together.

Anaya's unique core profit model

Through operation, Anaya's projects have become more and more popular, and the second phase of its projects has successfully achieved a premium, which has always been regarded as a "supporting role in losing money" and has begun to make money in Anaya.

appreciation of a property

The Anaya project has a total area of more than 411,111 square meters and is completed in several phases. Anaya believes that high turnover and high leverage can't be played, and the transformation of services, although slow turnover in the short term, can gain other added value, such as the appreciation of property. However, some projects sold out in the first phase and the second phase are not so good, because they still regard service as a marketing prop. "Performance can never be real, nor can customers get a real and good experience."

The second phase of Anaya has sold for 16,111 yuan, and it may be close to 21,111 yuan in the future. The apartment is more expensive than the surrounding villas, but the similar houses around it can't be sold for 7,111 yuan and 8,111 yuan.

In fact, Anaya's investment in service facilities and venues is not particularly large, and the library with the greatest impact is only a few hundred thousand design fees and millions of construction costs. The biggest investment may be the golf club.

Although the investment in service facilities and venues is not very large, it is still higher than that of developers who only build a sales office.

It seems that we have invested more, but we can enjoy the sustainable sales in the second and third phases, and the price in the second and third phases will continue to increase at a premium.

Second, various services began to make money

During the Dragon Boat Festival in 2115, the Anaya Club alone earned 511,111 yuan. Anaya Beach Bar usually has a daily turnover of more than 11,111, and it will have 21,111 to 31,111 on weekends, which is basically equivalent to the bar in Sanlitun, Beijing.

For the 211 rooms in Anaya, the owners have booked too many rooms for their friends, and tourists can hardly book a house. The beach bar is full of people. The bonfire party and old movies are all full of people from 7: 11 to 8: 31, and it will be empty after 11 pm. Anaya's canteens and farms are also profitable.

Anaya's cash flow for all services in the first half of 2115 was positive millions, which is a far cry from the marketing behavior of those projects before. Service is no longer a prop of marketing, it can make money by itself.

a dozen relatives of the owner spend 7,111 yuan an afternoon. The middle class can spend more than 1,111 yuan for a crazy weekend. Anaya also has cheap projects, and the owner may spend more than ten yuan for a meal in the canteen.

and all this, or in order to ensure the quality of Anaya is basically semi-closed and not open to the outside world. Even if Anaya is not open to the outside world in the future, there may be enough customers in the later period.

Anaya will add 811 households in 2116, and the new owners will bring their friends, and there will be dozens of them around, which is almost like a tour group. Eventually.