10万元全球征集案名，改名后加价入市……楼盘营销玩出新花样

Group 1 - The core idea of the article revolves around the innovative marketing strategies adopted by real estate companies in response to market challenges, including a global naming contest for a high-profile project in Hangzhou and various promotional activities across different cities [1][2][5]. - The "Diyang" project in Hangzhou, developed by Binjiang Group, is notable for its record-breaking land acquisition price of 77,400 yuan per square meter, with an expected selling price of over 120,000 yuan per square meter for new homes [2]. - The project will be jointly developed by Binjiang Group, Jianfa International, and China Jinmao, with a total of 168 units ranging from 296 to 876 square meters, and a prize of 100,000 yuan for the winning name in the global naming contest [2]. Group 2 - In Shanghai, real estate projects are also employing name changes to boost sales, with one project increasing its price from 117,300 yuan to 119,700 yuan per square meter after rebranding [3]. - Various promotional activities are being introduced, such as Guangzhou Chengtou Real Estate's "live first, buy later" campaign, which allows buyers to experience the property before purchasing, and other incentives like free high-end liquor or gasoline cards with home purchases [5][6]. - Despite the diverse marketing strategies, industry experts suggest that these tactics are merely repackaged old ideas, as the primary reasons for buyer hesitation remain financial constraints and insufficient expectations for price appreciation [5][6].