Binjiang Group(SZ:002244) Mei Ri Jing Ji Xin Wen·2026-01-08 14:40Core Insights - The "land king" project in Hangzhou has launched a global naming contest with a prize of 100,000 yuan to enhance its market visibility [1][2] - Various innovative marketing strategies are emerging in the real estate sector, including "buy after living" promotions and renaming properties to increase sales [1][5] Group 1: Project Details - The Binjiang Group acquired the water electricity new village plot in March 2025 for a record floor price of 77,400 yuan per square meter, making it the second highest in Hangzhou [2] - The project is set to launch its first batch of homes in March 2026, with expected prices starting above 120,000 yuan per square meter [2] - The project will feature 168 units with sizes ranging from 296 to 876 square meters, developed in collaboration with Jianfa International and China Jinmao [2] Group 2: Marketing Trends - Guangzhou City Investment Real Estate has initiated a "buy after living" campaign from January 1 to February 28, 2026, allowing buyers to experience the property before purchase [5] - Other marketing tactics include offering incentives such as high-end liquor and gasoline cards with property purchases, reflecting a shift in strategies to attract buyers [5][6] - The real estate market is seeing a trend where traditional discounts are becoming less effective, prompting developers to adopt more direct marketing approaches [6] Group 3: Sales Performance - The "Yongtai Sanli City" project in Shanghai has a sales rate of approximately 84%, with 624 out of 746 units sold since its opening in March 2024 [3] - The renaming of properties has been linked to poor initial sales performance, with developers hoping to leverage new names to boost interest and sales [3][4]