项目简介 | Overview
Alliance Hospitality was honored to be invited to provide Four Seasons Hotel Group with market research on the development potential of branded apartments in China. Four Seasons currently owns four apartment properties in China, which are located in major gateway cities, and will continue to expand its brand apartment market in the next five years. Due to the fact that luxury hotel brand apartments and residences are still in the embryonic stage in China, the limitations and variability of China's real estate market make it a great challenge for development.
In order to ensure the potential and sustainability of the Four Seasons branded apartments in China, we have conducted a complete and in-depth research of the Greater China region for the Four Seasons group based on our extensive market research capabilities and long-term insight into the hotel industry. The research included housing, apartments, branded residences, vacation properties, etc., and was combined with the needs of the Four Seasons Hotel Group in order to provide a complete market report and marketing strategy plan.
公司介绍 | Company Bio
Four Seasons Hotel Group is an international luxury hotel management group established in 1961 and headquartered in Toronto, Canada. It currently owns more than 110 hotels & resorts and 38 private residences in nearly 40 countries. In 1982, Four Seasons Hotel Group launched the urban residential and vacation villas with property rights or shared property rights.
“ In-depth research services are comprehensive and meticulous, providing us with a careful and visionary market report and a strategic plan.”
- VICE PRESIDENT, SALES
个省市 provinces & cities
挑战 | The Challenge
The challenge of this project is that the Four Seasons branded apartments are targeted at high net worth individuals with family asset of valued at over RMB 6 million. We needed to understand their behavioral characteristics, purchase motivation and inclination, and customize appropriate market strategies to lock in their housing demand.
In order to target this high net worth group, we used a variety of methods, including a large number of market surveys, questionnaires, and personal interviews, to find the most accurate population profile for this project. This study also ended up becoming the most solid basis for the Four Seasons Branded Residences development strategy in the Greater China region.
我们的方式 | The Approach
This project is different from other studies we have accomplished in the past. The scope of our research was not just a single city but a variety of them, which, together with the extreme diversity and different market policies in Chinese regions, made this task rather complex. In order to provide the Four Seasons Hotel Group with a comprehensive and accurate market evaluation, development strategy, and market planning, we conducted in-depth research nationwide through market research, questionnaires, interviews, and field research.
"The market cannot change in a short period of time, therefore the strategy requires a deep understanding of the profile of the company’s target customer group and the acceptance rates of the location in question.”
– Karen Liu 刘戈
AAHMCO SENIOR DIRECTOR PDS
我们的解决方案 | The Solution
We made a systematic structural distinction among the areas of coverage we needed. The team researched and analyzed the high net worth market, real estate market policy, hotel branded apartment status, and high-end luxury real estate. At present, the main hot spots of residential purchases are still concentrated in the first-tier and tourist cities, so we conducted a detailed survey on these key cities and undertook a complete analysis of the existing branded and non-branded residential products, so as to understand the market performance and strategic positioning of competitive offers. Due to the uncertainty of the market and the variability of policies, we have provided Four Seasons Hotel Group with a complete and detailed development and publicity strategy based on the survey results and professional market knowledge.
最终成果 | The Results
We suggested key directions for the future development strategy of Four Seasons branded residences in China through the market research on high-income groups, analysis of China's real estate market and hotel branded apartment development, while also providing technical support for their marketing strategy in the Greater China region. In several meetings with the Four Seasons Hotel Group, we outlined detailed explanations of our strategic plans with suggestions, and defined the highly likely trends of the future market. Based on the results of this cooperation, Alliance Hospitality will continue to provide follow-up services for Four Seasons Hotel Group to ensure the implementation of strategies at all stages and timely adjustments for future market changes.