What is Sales and Marketing Strategy of China Evergrande Group Company?

In its growth phase, the company extensively utilized traditional media, including television, radio, and print advertisements. These efforts aimed to build widespread brand awareness and generate interest in its property developments across China.

Property fairs and large public events were key components of the sales strategy. These gatherings provided direct interaction opportunities with potential buyers, facilitating lead generation and immediate sales engagement.

The company maintained a robust online presence, leveraging its official website and popular Chinese social media platforms. Content sharing, job postings, and e-commerce functionalities were integrated using technologies like JQuery, PHP, and Asp.Net.

For its diversification ventures, such as the electric vehicle segment, there was an intense television marketing campaign for the Hengchi brand. This included launching six electric car models, aiming to capture a significant market share.

The debt crisis has led to a significant shift in marketing. Current efforts for the core real estate business prioritize managing public perception and reassuring existing homebuyers about project delivery.

For its property services arm, marketing tactics would likely concentrate on highlighting service quality and operational efficiency. This aims to attract third-party contracts through digital channels and direct outreach.

The primary communication now centers on crisis management and project completion assurances. This is a direct response to the negative impact of the Evergrande debt crisis on sales.

The property services division maintains a distinct brand message of care and companionship for its resident base. This highlights a segmented approach to brand management amidst broader corporate challenges.

The financial woes have directly impacted Evergrande's sales volume, necessitating a shift in how properties are marketed and sold, moving away from aggressive expansion tactics.

Acquiring new customers has become significantly more challenging due to diminished trust and the prevailing negative sentiment in the China real estate market trends.

Evergrande's competitive landscape in real estate marketing has been reshaped, with competitors potentially benefiting from its struggles, influencing Evergrande's sales tactics.

Evergrande's brand positioning in the Chinese market is now intrinsically linked to its financial performance and its ability to navigate the ongoing crisis, a stark contrast to its previous market standing.

The 'high-turnover' model relied heavily on pre-selling properties. This allowed the company to generate substantial cash flow early in the development cycle, funding subsequent projects and contributing to its rapid expansion.

In the face of financial distress, ensuring the delivery of pre-sold homes became a critical 'campaign.' This objective aimed to prevent widespread social unrest and maintain a semblance of trust with homebuyers, a key concern for local authorities.

The venture into electric vehicles through the Hengchi brand represented a significant diversification strategy. However, this initiative faced considerable hurdles, including poor sales performance and regulatory scrutiny regarding subsidies.

With the core property development business facing unprecedented challenges, the property services arm has become a focal point. Its strategy centers on expanding third-party contracts, indicating a move towards a more resilient and service-based revenue stream.

The company's brand positioning has been severely tested by its financial difficulties. Marketing efforts in recent years have been less about aggressive sales and more about managing reputation and fulfilling existing obligations.

Government regulations, particularly those aimed at deleveraging the property sector, have had a profound impact on the company's sales and marketing strategies. These policies influenced the feasibility of its growth-oriented business model.