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案例分析
四季集团冠名公寓
中国市场研究
项目简介 | Overview
盛联国际很荣幸受邀为四季酒店集团提供大中华区品牌公寓发展潜力的市场调研。目前四季酒店在中国拥有4个公寓物业，分布于国内主要门户城市，并在短期5年内，继续扩展其在中国的品牌公寓市场。基于奢华酒店品牌公寓以及住宅在国内尚处于萌芽阶段，且中国房地产市场的局限性和多变性，使得其在中国发展存在巨大挑战。为了确保四季酒店品牌公寓在中国发展的潜力和可持续性，盛联国际凭借深厚的市场研究能力和对酒店产业的长期洞察，为四季集团就该项目对大中华地区进行了完整且深入的住房、公寓、品牌住宅、度假房产等进行了详细的调查研究，并结合四季酒店集团需求为其提供了完整的市场调查报告以及营销策略计划。
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
四季酒店集团是一家国际奢华酒店管理集团，于1961年成立，总部设立于加拿大多伦多。目前在将近40个国家拥有超多110间酒店及度假村和38间私人住宅。四季酒店集团于1982年推出产权式或共享产权的市区住宅和度假别墅产品。
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.
" 深度研究服务全面且无微不至
为我们提供了细心且富有远见的
一份市场报告和战略计划。”
“ In-depth research services are comprehensive and meticulous, providing us with a careful and visionary market report and a strategic plan.”
- VICE PRESIDENT, SALES
调研范围
RESEARCH SCOPE
32
个省市 provinces & cities
调研项目
RESEARCH PROJECTS
80+
问卷样本
RESPONDENT BASE
1000
份 people
挑战 | The Challenge
本次项目的挑战在于：四季酒店品牌公寓所定位的购买人群为家庭资产为600万以上的高净值人群，我们需要详细了解其人物特征、购房动机、购房倾向、及定制合适的市场战略以锁定其购房需求。为了能够锁定此高净值人群，我们利用了各种方式包括大量的市场调研、调查问卷、及个人采访等方式，为此项目找到了最准确的人群侧写，也以此为最坚实的依据，为本案得出适合四季酒店公寓品牌的在大中华区的公寓品牌发展战略。
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
这次四季集团的项目与以往其他项目不同，我们的调研范围不仅是一个城市，而是需要对多个城市进行同时调研，加上中国各地区极度多元化和市场政策的不一，使得这次的任务十分复杂。为了向四季酒店集团提供全面且确实的市场评估、发展战略、及市场规划，我们通过市场调研、调查问卷、采访、实地调研等多种方式进行了全国范围的深度调查研究。
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.
“市场无法短期内改变，
藉此策略需深度了解目标客群的侧写
和该城市对于产品的接受度。”
"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
我们针对所需覆盖范围进行了系统化结构性的区分。团队依次就高净值人群市场、房地产市场政策、酒店品牌公寓现状、高端奢华楼盘进行了调研分析。由于当前主要购房热点依然集中于一线城市及旅游城市，我们就这些重点城市进行了上述内容的详细调研，并就已存在的品牌及非品牌住宅产品进行了详细且完整的分析，了解竞争产品的市场表现及策略定位。由于市场拥有一定的不确定性和政策的多变性，我们根据调查结果以及专业的市场及战略经验，为四季酒店集团提供了完整且详细的发展策略及宣传策略。
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
通过针对高收入人群的市场尽职调查，并对中国房地产市场及酒店品牌公寓在中国发展的现状分析，我们为四季酒店集团品牌公寓在中国未来的发展策略提供了重点发展方向，并为其在大中华区的市场战略提供技术支持。在多次与四季酒店集团的会议中就我们的战略规划以及建议提供了详细的讲解，使得在看似扑朔迷离的未来市场明确了个最清楚的发展方向。基于本次合作所达到的成果，盛联国际持续为四季酒店集团提供后续服务，确保各阶段策略的执行以及针对未来市场变动的及时策略调整。
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.