(1) Case Overview The name "Aranya" is taken from the Sanskrit "Alanruo", which means a quiet place, far away from the bustle of the world.

It is located in the central area of ??the Gold Coast, Changli County, Qinhuangdao, Hebei Province. It is a first-line cultural tourism resort community and player resort in North China close to the sea. The project has complete vacation and business facilities and is developed in four phases. It aims to follow the brand slogan of "Life can be more beautiful"

and core values ??to create a 220-hectare seaside community.

In addition to the basic property type products, Aranya Town is also equipped with a seaside links golf course, a mysterious and literary lonely library, China's first seaside church, China's first seaside horse racing club - AranyaHorse Club, Aranya Ecological Farm,

ClubMed, owner's restaurant, etc.

(2) Project Highlights Aranya’s current success stems from the great charm of the project itself and the advanced ideas of the project leader. It breaks away from the product and marketing ideas of traditional real estate projects and puts more emphasis on its own feelings and warmth.

1.

Regarding customer positioning - active selection and accurate positioning, the Aranya project development team changed the inherent thinking mode based on market demand in the process of exploring and targeting target consumer groups, and used its own initiative to select customers and target consumer groups.

Choose to give a basic positioning: only select groups that agree with Aranya’s values, and compress the scope of customer groups to a small and refined level.

The accuracy shows that the characteristics of this group can be clearly depicted: Beijingers, aged 35 to 45, are all professionals in their respective fields and belong to the typical middle class in Beijing's sense.

This group of people has a unique characteristic: they have relative freedom, are not restricted by the system, and their work is not restricted by time and space.

For them, life and work are no longer problems. How to live better and work creatively is what they are confused about.

Aranya positions itself as the first residence of this group of people's souls. The so-called first residence of the soul is to truly put life first and regard life as the center of residence, rather than accommodation to accommodate life. This definition has been broken.

It introduces the concept of vacation real estate and settles on the concept of starting from "vacation" and ending with "community".

2.

About feelings - spiritual pursuit, authentic life Aranya's customers are not defined based on wealth, but more on the spiritual dimension.

Whoever agrees with the value proposition advocated by Aranya is their customer.

From a reality point of view, the clients of the Aranya Project have all turned away from the pursuit of work and basic life and instead paid more attention to how to live better and work creatively.

In order to answer this question, Aranya Town attempts to rebuild a new way of life based on the life proposition it advocates. This reconstruction is "return".

Specifically, from the material level, Aranya Town returns to a life of "quality simplicity, controlled abundance"; from the emotional level, it advocates a return to the warm relationship between people; from the spiritual level, it pursues the pursuit of unparalleled

No longer worship power, money, or material things, but return to family, nature, tradition, and a spiritual and authentic life.

The town of Aranya itself contains a kind of power of abandonment, which encourages people living in it to let go of the burdens of life and achieve a state of returning to nature.

The high-pressure middle class in the city lives a wealthy but lonely life. Behind this lies 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.

feel.

Many middle-aged people are becoming less and less interested in flashy, external things, and more and more interested in authentic, internal things.

Throughout the construction process of the Aranya project, full consideration was given to supporting facilities that are in line with the values. By finding architects who understand Aranya's values ??and planting their concepts into the inner space, function and spiritual connotation of the building, we ultimately achieved the goal of returning to life.

The perfect state of authenticity, nature and relaxation.

3.

About temperature - considerate service, community building and integration. Temperature is an extremely heart-warming word, and what it derives contains the beauty of emotion and the openness of life.

There are two types of temperature in life, one is the external warmth given by others, and the other is the cooperative warmth given by students.

Aranya Town starts from these two dimensions and delivers warmth through a complete and considerate service system and close and friendly community relations.

The perfect and considerate service system is mainly reflected in the dedicated service of the staff to the owners.

The property team can directly communicate with consumers and make suggestions, so that services can be continuously improved and improved, and people's happiness in living in Aranya Town can be enhanced.

The warmth of close and friendly community neighbor relationships is mainly reflected in online community group communication and offline activities. Online community groups provide a good platform for community owners to communicate and communicate in a timely manner.

In addition, a variety of offline activities transform this mimicry of interpersonal communication into real interpersonal communication, making virtual emotions concrete, clear and fixed, and enhancing the intimacy and familiarity between community neighbors.

Aranya Town held more than 1,500 activities last year, many of which were planned, organized and provided by the owners themselves.

Aranya is trying to rebuild the intimate relationships between people, rebuild a society of acquaintances, and let people regain the beautiful relationship between neighbors when they were children.