The name "Anaya" comes from the Sanskrit word "Aranro", which means a quiet place away 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 North China. The project is developed in four phases with complete commercial facilities, aiming to build a seaside community covering an area of 220 hectares in accordance with the brand slogan and core values of "Better Life".
In addition to the basic property products, Anaya Town is also equipped with the seaside Linx Stadium, the mysterious and literary lonely library, the first seaside church in China, Aranyahorse Club, Anaya Ecological Farm, ClubMed club med, the owner's restaurant and so on.
② Project highlights
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 product and marketing ideas of traditional real estate projects and emphasizing its 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 based on market demand, gave full play to its initiative in selecting customers, and gave a basic orientation for the selection of consumer groups: only select groups that meet Anaya values, and narrow the scope of customer groups to a small and fine level. Accuracy can clearly describe the characteristics of this group: Beijingers, aged between 35 and 45, are professionals in their respective fields and belong to the typical Beijing middle class. These people have one thing in common: they are relatively free, not bound by the system, and their work is not limited by time and space. For them, life and work are no longer problems, but how to live better and work creatively is a puzzling problem.
Anaya positioned herself as the first residence in the eyes of this group of people. The so-called first residence in the mind is to really put life first and take life as the center of residence, 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 fact, the clients of Anaya Project have been divorced from the pursuit of work and basic life, and pay 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 the life of "simple quality and abundant temperate zone"; 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, but the return to family, nature, tradition and a spiritual life.
Anaya town itself contains a kind of abandonment power, which helps people in life to put down the burden of life and realize the return to nature. In cities, the middle class under great pressure 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 fully considered the supporting perfection in line with values. By looking for architects who understand Ana's values and embedding their ideas into the internal space, function and spiritual connotation of the building, we finally realized the pursuit of returning to the perfect state of authenticity, nature and relaxation.
3. About temperature care service, community building and integration
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 symbiosis and 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 directly communicate with consumers and make suggestions, so as to 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, while online community group provides a good platform for community owners to communicate in time. In addition, all kinds of off-line activities transform this kind of mimicry interpersonal communication into real interpersonal communication, concretize, clarify and fix the virtual emotion, and enhance the intimacy and familiarity between the neighbors in the community. Anaya Town held more than 65,438+0,500 events last year, many of which were even planned, organized and served by the owners spontaneously. Anaya tried 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 Anaya project was not smooth sailing, but experienced the 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 in 20 12. Due to the investment in golf courses and land payment, it bears a lot of debts, and even was once rated as a non-performing asset, which became a recognized dead plate. In 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 over and prepared to do it again. Therefore, the project basically fell into his hands after taking over. Forced by helplessness and self-help instinct, Ma Yin began to embark on the road of transformation. At the end of 20 13, it was officially transformed, and the following adjustments and changes were mainly made: ① the fa? ade and landscape of the completed first-phase products were readjusted, and the second-phase products were re-planned; (2) Establish Kyushu Club to administer holiday center, commercial center and property center; ③ Take out six villas and 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 Form a community, and at the same time boldly bring all the owners into a group, with the general manager personally serving, answering all customer questions within 5 minutes and solving them 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, Anaya Project has continuously improved its 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, 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 the premise of vacation. In order to solve the catering problem, Anaya Town has specially set up an owner's canteen, which has become one of the venues with the highest satisfaction of the owners. Many other real estate projects are imitating the construction of canteens, but what they learn is matching, but what they can't learn is heart and temperature. Anaya owner canteen has all kinds of authentic snacks, more than 1000 dishes, food from 24 solar terms, and a safety testing center; What is more important is intention. For example, when Sophora japonica blooms in May, chefs will pick Sophora japonica to make more than a dozen dishes, which shows their intention.
3. Community building
Up to now, there are nearly 100 communities in Anaya, among which 8 big owners mainly discuss community affairs together, 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 the cultural tourism holiday community cannot 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. By participating in the 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 Net
The popularity of a project requires not only internal strength, but also effective publicity and marketing. Anaya is popular all over the network, which is inseparable from the drainage of online celebrity IP 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 go 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 as an instant hit, which has given this cultural tourism real estate project a new scene and brought an innovative business model.
④ Experience summary
1. values implantation
The ultimate goal of real estate in Anaya Cultural Tourism Resort is to build a future community, create 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 corresponds to the elements that the future community should have: affection, friendship, joy, tranquility and community spirit. These elements can find the 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. With the support of these elements, every building, activity and product in 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 characteristic 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 libraries, seaside auditoriums, sunrise art galleries and bird watching houses under construction; There are spaces involving all aspects of "food, clothing, housing and transportation", such as canteens, buyers' shops, cafes, bakeries and supermarkets. In order to distinguish from 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 their lives, so that the architecture can truly serve the all-round development of people. So far, the public buildings built in Anaya are not originally planned, and all buildings may gradually evolve with the changes of urban residents' living needs.
Step 3 create exclusive time
In fact, the internal core competitiveness of Internet companies is to provide services, which is to occupy more customers' time. Tourism developers may eventually have to transform into service providers in order to truly connect with 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, which 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 customers give Anaya, the more opportunities Anaya has.
You should have a distinctive personality. People are the ultimate goal, and the fundamental purpose of developing characteristic towns is to make people develop better. No matter how much space and time there is, if there are not a large number of residents with feelings, ideals and common values living here, this town will not have a soul. 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 have their own expertise, enthusiasm and openness, and are willing to build a seaside home with everyone. Therefore, in this small town, owners have gradually become residents of the town, and even customers have jointly evolved into partners in this beautiful cause. Water sports centers, cafes, supermarkets, various types of restaurants, etc. Are jointly operated by the owners and developers, and slowly all the cultural activities in the community are completed by the owners. The preparation, planning and performance of the Anaya Festival are organized by the owner. Every day, residents in the community will discuss all kinds of interesting topics, including the villagers' meeting in Anaya, whether migrant workers from the owner's family 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 everyone.
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 the purchase mode of recommending new users by old users makes the recommended purchase rate as high as 90%. Anaya provides membership card service 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 you spend within two years, the card fee will be fully refunded. Anaya thinks that this 6,543,800 yuan consumption card can ensure that the owners often come back to live or give experiences to relatives and friends. If friends think the service is good, they may become Anaya's new customers. 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 cash directly, forming a viral spread of word of mouth. Therefore, the success of Anaya town mainly lies in taking users as the center, serving users sincerely, and taking a long-term view is not just about considering immediate gains and losses. The transformation from operating products to operating customers has won a good reputation and created real value.
Create an IP building, create a scene 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, etc. They are all products and brands. These buildings make people associate a product with a life attitude, directly hit people's hearts, and finally maximize 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 customer experience will naturally encourage them to share it on the Internet. This kind of sharing is "excessive drinking and calling friends", and the success rate is also surprisingly high.