Advertising and Marketing
Posted by Jeremy Goldkorn on Sunday, November 2, 2003 at 11:26 PM
The green billboard in the photo below is a typical Chinese real estate advertisement. There are thousands of ads like this in hundreds of cities across the nation. It's a picture of a building, with some text that means... absolutely nothing.
Intelligence luxury house? I'll take three!
But things are changing. There are millions of square meters of apartments, office buildings and houses that need to be sold. The competition is forcing developers to think about their positioning, and to put some creative effort into their ad campaigns. Nowhere is the competition more intense than in Beijing's so-called Central Business District or CBD, which was farmland a decade and a half ago but is rapidly turning into Bladerunner town.
Click below on 'Continue reading...' for some examples of more interesting ad campaigns in Beijing's CBD.
Jianwai Soho is the latest development from the company Soho China, a real estate venture headed by Gansu-peasant-turned-Beijing-player Pan Shiyi. Soho China's first high-profile project was Soho Newtown, a complex of residential and office towers just outside of Beijing's East Third Ring Road. Soho Newtown was 'based on the loft concept' but had nothing to do with lofts except that the promotional materials had pictures of apartments in New York's Soho.
Jianwai Soho is Soho China's new project. It's a cluster of buildings on the south side of Chang An Boulevard, opposite the China World Hotel. Soho Jianwai's ad campaign has thus far been lacklustre, but the apartments have been selling very well, thanks to Pan Shiyi's media pull and the good track record of Soho Newtown.
But the ad pictured below is good. Jianwai Soho has 'adopted' various patches of roadside grass, and thus been granted the right to put up hippie-looking signs that point out the 'adoption' and also point the way to the development.
Pompous, hell yeah, but the campaign has some thought behind it:
Windsor Avenue Ad #1
Windsor Avenue Ad #2
Windsor Avenue Ad #3
Windsor Avenue Ad #4
Expect more posts about real estate on danwei.org: there's a boom on, meaning a lot of irresponsibly spent advertising dollar, meaning a lot of fun for us.
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Big in China: An adapted excerpt from Big In China: My Unlikely Adventures Raising A Family, Playing The Blues and Becoming A Star in China, just published this month. Author Alan Paul tells the story of arriving in Beijing as a trailing spouse, starting a blues band, raising kids and trying to make sense of China.
Pallavi Aiyar's Chinese Whiskers: Pallavi Aiyar's first novel, Chinese Whiskers, a modern fable set in contemporary Beijing, will be published in January 2011. Aiyar currently lives in Brussels where she writes about Europe for the Business Standard. Below she gives permissions for an excerpt.
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