密苑云顶乐园 | Genting Resort Secret Garden Overview
As a test venue for winter Olympic Games 2022, Genting Resort Secret Garden is one of the largest resorts in China in terms of the investment scale. The park includes a shopping mall, salable apartments, a 20,000 square meter multimedia center, a serviced apartment, and four international hotels. Its huge land area and rich entertainment supply form a fierce competition in the market.
We forecasted and analyzed the future and current performance of the project itself and the surrounding projects in combination with the market trends to provide customers with highly competitive positioning and matching facilities and supporting suggestions.
公司介绍 | Company Bio
Genting Group was founded in Malaysia, headquartered in Kuala Lumpur. Its main businesses include leisure, hotels, games, entertainment, real estate development and cruise lines.
“We would like to thank AAHMCO for its positioning analysis and facility suggestions on the two plots in this case. While considering the cost and investment recovery, it reminds us of the important control points of this project.”
- Dr. Liu
Chief Investment Officer
GUEST ROOMS & APARTMENTS
亿 hundred million
业态复杂、竞争激烈 | The Challenge
Zhangjiakou, as a more prominent domestic ski resort, has a large number of natural tourism resources. In addition, it has been designated as the site of the 2022 winter Olympics, which makes it essential to find a breakthrough in the already highly competitive environment. Among the competitive projects, many were displaying an outstanding performance in the market. Due to the fact that the establishment at question covers a large area with more supporting facilities, the choice of investment and collocation of various functional facilities was also troubling for the customers. Among them, the most prominent difficulty was the large shopping center with unsatisfactory performance. In order to make this project more competitive, while still discernible in the mass, accurate positioning, the return on investment, and the four international hotels differentiation strategy were taken into consideration and worked on to achieve success.
灵感历程| The Approach
When the project team took over the case, the key difficulties to overcome were the following: the selection and matching of the hotel brand, the ways to make the overall format of the project harmonious, stable yet efficient operation and market performance improvement.
By referring to and investigating famous domestic and foreign ski resorts and integrating other case experiences as well as the characteristics, advantages, and disadvantages of this project, the team provided the most reasonable positioning policy for this property, so as to improve the market performance and the breakthrough direction of competitiveness.
实践操作 | The Solution
In order to really understand the information of the competitive projects to find a breakthrough point, we conducted an in-depth survey of all the surrounding properties. We integrated and evaluated each project according to location, service, brand, star rating, volume and operating data, and proposed the most suitable brand differentiation recommendations for the future market. During this period, we also answered customers' questions about future development and cash-flow, and transmitted the idea of positive synergistic effect of various establishments.
““The mixed-use developments always require an in-depth approach to positioning, service and product mix and marketing strategy – even more so in such a highly competitive environment as Zhangjiakou.”
– Max Huang 黄柏勋
AAHMCO DIRECTOR PDS
最终成果 | The Results
After completing the brand and positioning recommendations, we conducted a complete operation calculation based on the proposed scheme and the hardware situation. At the same time, through complementary hotel brands and surrounding facilities, we have created a highly harmonious and positive-sum operation mode for this project, which is different from other properties in the surrounding area. It highlights the features and advantages of the establishment and makes up the deficiencies by balancing complementary functions. It has become a prominent project in the target market and has been highly recognized by the owners.