Li Rui, in his previous life, also went to the famous Anaya community with his wife and children on vacation in Hong Kong during a summer vacation. However, he was stopped at the gate and told that if tourists want to enter, they need to go in the V-Xin mini program.

I made an appointment, and when Li Rui logged into the mini program, I found that the quota for the next seven days had been snatched away.

Li Rui had to find a scalper who was wandering around the door, stuffed it with 100 yuan, followed the scalper around, passed through a gap in the construction site being renovated, and sneaked into Anaya.

I can only say that the 100 yuan spent is quite worth it.

As an advertiser who has written advertising slogans for many real estate projects, Li Rui is a little confused about what words to use to describe this place, and can only transform himself into a consumer to examine this unique place.

Compared to the lonely library, seaside auditorium, dune art gallery, concert hall, etc. Li Rui prefers the canteen with endless owners, likes the small villa with yards next to the secluded streets, and likes to bask on the beach.

The leisurely people in the sun couldn't help but say to his wife: When we get old, we will sell our house in Haizhou and come here to retire?

At this time, listening to Wu Hu's introduction, Li Rui realized that Anaya's current situation was not good.

When Wu Hu made the decision to take Anaya's land from the good brother just now, he spent 250 million yuan, and also borrowed 300 million yuan from the bank to build a place called "Gold Coast".

We have built 160 townhouses, 40 villas and 10 separate villas in Linhai, aiming at Yanzhou's wealthy and leisurely group sales.

The result was very bleak.

The buses in Wancheng were from Yanzhou to Anaya, and all the customers were free to eat, stay and have various free entertainment. They worked hard for a whole year, but there were very few orders for transactions.

These people are obviously very rich, but no matter how clever the salesmen are, they are willing to spend money and refuse to spend money.

They took photos, checked in, enjoyed all the free treatment, and refused to drink a cup of coffee that they had to pay, leaving a word "thank you for your hospitality" and returned to Yanzhou.

A few days later, they called them to ask if they had any intention of buying a house, and they said vaguely, "Think about it again." When they called again next time, they found that they had been blocked.

After spending huge marketing expenses in one year, the entire project only sold 40 million yuan in sales. After deducting all costs and bank interest, it was a huge loss!

Wu Hu sighed and said, "Actually, I wanted to make a profit at the beginning, but I didn't expect to misjudgment the situation. Since the second half of last year, the market situation of domestic tourism real estate has become very poor, and the circle is full of sorrow, and many more

All the projects with better geographical location and more complete supporting facilities are dead. We are still dying now, which is already very good. But it is basically unlikely to change hands."

"To be honest, when we look at our real estate developers outside, we actually think of the need to repay the bank's interest every day when we open our eyes, the pressure is really terrifying." Wu Hu said again.

Li Rui has many friends who work in real estate, such as Xue Xiangui and Guo Guangchang, who were both troubled by funds before. Like those who walk tightropes, every step is full of dangers.

Real estate is such a tightrope industry. It falls down and is crushed to pieces, but as long as you withstand the pressure, you can make a fortune in the next wave of real estate explosions.

The same is true for Anaya. Successful marketing and perfect community operation are just one of the reasons why it has become one of the four major markets. The bigger reason is that it will become the brightest one in the big wave of real estate.

A pearl!

If you follow the trend, pigs can fly.

If you go against the trend, the dragon will have to fall into trouble.

Li Rui once wanted to buy a house in Anaya in his previous life. In addition, he was originally from the public relations advertising industry, so he certainly had some research and understanding of this project.

If I hadn't met the morning tiger, Li Rui would have forgotten this.

But since I encountered this, should I fulfill my dream in my previous life and get a suite in Anaya?

"What are you going to do next?" Li Rui asked.

Wu Hu said: "Wancheng has decided to deal with the Anaya project. As the main responsible person, I have no shame to stay in the company anymore, and second, I feel that it is a pity to give up like this. So I want to find a few partners,

Let Anaya do it alone next.”

Li Rui understood and nodded and said, "Then are you planning to continue to do it according to the previous ideas, or do you have any other ideas?"

"We must change the previous marketing model." Wu Hu said, "I have thought a lot this year and went to some similar real estate projects to inspect, and found that there were misunderstandings in previous marketing ideas."

Li Rui made a sensual posture.

Wu Hu was obviously confident and talked happily: "This year I have been thinking about a question: what kind of project Anaya should become and what kind of people to attract. I thought about it and then,

I found the answer in the simplest place.”

He smiled bitterly and said, "Do you know what the words Anaya mean?"

Li Rui said: "I only know that it comes from Sanskrit. I really don't know what it means."

Wu Hu said: "This name is what I named. The Sanskrit word means secluded place and practice place. When I first named this name, it was out of personal interest, and I also hoped that this place could become a spiritual home for some people.

Last year I thought about it for half a year, and then one day I sat by the beach of Anaya, blowing the wind, feeling very helpless and lonely, and suddenly I figured out something. The answer I was looking for was actually in the mystery itself

.”

"The answer I gave at the beginning was wrong. I thought that the post-60s and post-70s had retired after years of hard work and needed a place to have a good leisure vacation, so Anaya was very suitable for them. But the result told

We are not successful in marketing this group, why?”

"Because they worked hard too hard, after successfully accumulating wealth, they would fall into a defensive attitude. They have a relatively fixed mindset and like to talk about national affairs. When buying real estate, they will compare them from a global perspective and consider them.

Preserving value and appreciation, and especially caring about immigration and health. Anaya's tone and design are actually the opposite of their philosophy."

Li Rui nodded while listening. This is indeed the contrast between project positioning and customer self-psychological positioning.

Although Wu Hu made a mistake at the beginning, it was already quite difficult for him to find out the problem in a year.

Don’t be afraid of making mistakes. As long as you find the root cause of the mistake and correct it, there will be a chance.

Many entrepreneurs, from entrepreneurship to bankruptcy, do not know where they are wrong, that is the most tragic thing.

Li Rui said: "Then who do you think is the target group that Anaya should really target?"
Chapter completed!