上周末，位于启东的恒大海上威尼斯开盘，当天现场到访客户超过13000人，多栋楼宇整栋售罄，该项目开盘首日销售2509套房源，成交面积28.68万平米，成交金额达20.7亿元。恒大取得好成绩的原因，我们分为两个：1、打折的营销策略；2、旅游、投资地产的概念，得到市场的认可。

Last weekend，Located in qidong constant sea Venice open quotation，The day visiting the customer more than 13000，The whole building more than the house sold out，The project opened the first of 2509 homes sales，Clinch a deal the area of 28.68 square meters，Clinch a deal amount of 2.07 billion yuan。Evergrande get good grades reasons，We are divided into two：1、Discount marketing strategy；2、tourism、The concept of the investment real estate，Get recognized by the market。

前期铺垫，为开盘做足功课 Prophase matting，For opening enough homework

　　在广告营销上，海上威尼斯项目使用“下一个世界级湾区”、“抢占上海蓝海”等广告语，吸引了不少市民的关注。在这次的楼盘推广语中，海上威尼斯频繁出现“首”、“第一”等词汇，打出了“全球首岸”的概念，给人以气势上的霸气。

In advertising marketing，Sea Venice project use“The next world class the bay”、“Preempted Shanghai blue ocean”AD, etc，Attracted the attention of many people。In this building promotion in the language，Sea Venice frequent“first”、“The first”words，hit“The world's first bank”concept，Give a person with even after all these years。

　　在楼盘异地客户导入上，恒大在上海海游馆特别安排了看房班车，每天接送上海购房者去案场现场看房，同时在江苏南通、海门两地也设看房班车点，形成3股合流，日均客流量达到400-500人次，周末更是达到上千组。

In building regional customers import，Evergrande in Shanghai HaiYouGuan special arrangements for checking the bus，The person that buy a house in Shanghai every day to transport the game systems，At the same time in the jiangsu nantong、Both have set production condition checking train points，Form 3 strands of confluence，Average daily volume of 400-500 people，The weekend was to reach thousands of group。

　　使用明星为开盘造势，国内一线明星范冰冰、方中信、Angela baby亮相恒大开盘活动。在一定程度上，大牌明星的入场，可以增加楼盘现场的互动，也能提升楼盘在购房者心中的档次，更为重要的是，一流明星的现身，增加了楼盘的新闻曝光率，达到更好的营销力。

Use for the opening of the star power，Domestic a line of fan bingbing star、FangZhongXin、Angela baby appear evergrande open quotation activities。To a certain extent，The star of admission，Can increase the building of interaction，Also can improve the grade of the person that buy a house building in the heart，Even more important，The first-class star appeared，Increased building dish news exposure rate，To achieve better marketing force。

打折营销策略奏效，产品获得高性价比 Discount marketing strategy work，Products gain high performance-price ratio

　　恒大海上威尼斯项目，7月7日推出洋房和别墅，7月8日推出公寓，开盘时有总价85折优惠，一次性付款，还有95折优惠，选择按揭则有96折优惠，若选择一年分期付款，则有99折的优惠。

Constant sea Venice project，July 7 launch villa and villas，July 8 launch apartment，Open quotation price 85 have discount，Lump-sum payment，There are 95 discount，Choose it had a 96 mortgage discount，If choose a year payment by installment，It had a 99 fold discount。

　　精装修产品、性价比有优势：公寓产品：大概有2000套，均价为5000-6000元/平米，带1500元/平米的装修。洋房类产品：500套，均价为7000-8000元/平米，带2500元/平米的装修，独栋别墅：93套，均价为1.7-1.8万元/平米，双拼别墅货量较多有930套，均价为8000-1.3万元/平米。

Fine decoration products、Price advantage：Apartment products：About 2000 sets，Average price is 5000-6000 yuan/m2，With 1500 yuan/m2 decoration。House products：Of 500，Average price is 7000-8000 yuan/m2，With 2500 yuan/m2 decoration，Single-family villas：Of 93，Average of 1.7-18000 yuan/m2，Double spell villa goods is more 930 sets，Average price is 8000-13000 yuan/m2。

　　同周边城市比，形成价格洼地：公寓类产品均价区间仅为5000-6200元/平方米，赠送1500元/平方米豪装，低于上海周边其它城市如昆山、花桥等地价格，相对于崇明市场万元级别的住房均价，也有不少的价值空间，以恒大海上威尼斯的别墅为例，总价仅为崇明当地别墅的1/3左右。

With the surrounding city than，Formation price depressions：Apartment products average interval is only 5000-6200 yuan/square metre，Get the 1500 yuan/square metre a person of extraordinary powers is installed，Less than other cities such as Shanghai surrounding kunshan、Take bridge, the price，Relative to market ten thousand yuan level of chongming housing average price，There are many value space，With constant in the sea of Venice villa for example，Price is only about a third of chongming local villa。

旅游投资地产，获得市场较高认可 Tourism investment real estate，Get higher market acceptance

　　随着本轮楼市的不断回暖，成交产品线也从刚需向改善、高端不断深入，近期推出的两个旅游投资地产，前期的碧桂园.十里银滩，和最近的恒大海上威尼斯项目，都获得了市场的较高认可。

With the housing market warmed up during this round，From just need to clinch a deal product line to improve、High-end further，The recent launch of the two tourism investment real estate，The early on country. Miles in silver beach，And recent constant sea Venice project，All won the market higher approval。

　　从成绩上来看，两者难分伯仲，十里银滩项目，6月，以75折开盘，二期开盘当天热销超3300套，去化率90%左右；而恒大海上威尼斯项目也在开盘首日销售2509套房源；两个超级旅游投资地产的大盘同时取得市场的认可。

From the results to see，Both difficult two points，Li hotel project，June，With 75 fold open quotation，The opening of the second phase of the 3300 sets of sell like hot cakes，To change rate of about 90%；And constant sea project also opened in Venice sales of 2509 houses first；Two super tourism investment real estate market and gain market acceptance。

　　旅游投资地产，最近成交也日显活跃，6月中下旬，万科?双月湾500套滨海公寓产品入市发售，当天售出七成，从旅游地产的火热，我们可以看到除了刚需之外，对于地产的投资性需求仍然存在，如果限购政策取消，将会迎来一波购买热潮。

Tourism investment real estate，Clinch a deal more active also recently，Late June，vanke?Bi-monthly bay 500 sets of coastal apartment market products on sale，Sold seventy percent on the day，From the tourist hot real estate，We can see in addition to just outside，For real estate investment demand still exists，If 限购 policy cancelled，Will have a wave of purchase boom。