10万元全球征集案名……楼盘营销玩出新花样

Group 1 - The "land king" project in Hangzhou has launched a global naming contest with a prize of 100,000 yuan for the winning name [1][2] - The project, developed by Binjiang Group, is located in a prime area with a floor price of 77,400 yuan per square meter, making it the second highest in Hangzhou [2] - Marketing activities in the real estate sector have evolved, with various innovative strategies being employed to attract buyers, such as "buy after living" campaigns and promotional gifts [1][5] Group 2 - In Shanghai, projects are also adopting name changes to boost sales, with price increases following the rebranding [3] - The "buy after living" initiative by Guangzhou Chengtou Real Estate allows buyers to experience the property before making a purchase, addressing concerns about the quality of off-plan properties [5][6] - Despite the variety of marketing strategies, industry experts suggest that the underlying issues affecting buyer confidence are related to financial constraints and insufficient price appreciation expectations [5][6]