Decoding the Real Estate Market Behind the Trillion-Yuan Housing Developer Marketing Battle
Release date:
Apr 28,2015
Recently, the real estate sector has been buzzing with excitement, as Evergrande, Poly, and Vanke have taken turns dominating the headlines. On April 15, it all kicked off when Song Guangju, Chairman of Poly, posted a controversial Weibo message calling Poly "a P," sparking widespread speculation across the industry. Just hours later, Evergrande made a high-profile announcement at a press conference titled "No-Reason Refund Policy," revealing that starting from 8:00 a.m. on April 16, the company would roll out its nationwide "no-reason refund" initiative for all residential properties under its umbrella. Meanwhile, media reports surfaced suggesting that Vanke had internally encouraged employees with more than two years of service to quit and pursue entrepreneurial ventures, signaling an upgrade to the firm’s partnership system version 2.0. The very next day (April 16), Poly officially clarified through its official WeChat account the remarks it had made the previous day on Weibo about "Poly
The real estate sector has been buzzing with excitement lately, as Evergrande, Poly, and Vanke have taken turns dominating the headlines.
On April 15, a Weibo post by Song Guangju, Chairman of Poly, declaring "Poly is a P," sparked widespread speculation across the industry.
Following this, Evergrande held a high-profile press conference on its "No-Reason Home Return" policy, announcing that starting from 8:00 a.m. on April 16, all residential properties across Evergrande's nationwide projects would fully adopt the no-reason home return initiative.
Immediately afterward, media reports revealed that Vanke internally issued a document encouraging employees with more than two years of service to resign and start their own businesses, as the company rolled out an upgraded 2.0 version of its partnership program.
The next day (April 16), Poly's official WeChat account provided a detailed explanation of its previous day's controversial remark on Weibo, which had sparked controversy with the statement, "Poly is a P." At the same time, Poly Real Estate's official Weibo account and its official WeChat public account also unveiled Poly's 5P strategy.
After two consecutive days of buzz and widespread attention, there’s no doubt that Poly’s marketing strategy has clearly succeeded. However, in comparison, Evergrande’s “no-reason home return” incident was far more than just a simple marketing stunt.
Many in the market believe that Evergrande’s no-reason home return policy will inspire more developers to adopt similar initiatives. Industry insiders, however, argue that this move not only reshapes industry norms but, more significantly, highlights the deep-seated challenges facing the real estate sector.
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