Who has a plan for the opening of the property?

Juxinrong Famous and High-Quality Products Commercial Street

Opening Event Planning Proposal

1. Foreword

Juxinrong Famous and High-quality Specialty Products Commercial Street Since the sales staff of the street project have been stationed at the site, with the joint efforts and cooperation of personnel from both sides of the company, all aspects of preparations have been put in place, and the project is about to debut with a new look.

Based on the concept of relying on the operation of famous and high-quality specialty products in the commercial street in the promotion of this project, during the opening period, the opening celebrations and activities held are the key to the chess game. Therefore, in order to ensure that the project's opening sales promotion can proceed smoothly , by integrating various project resources in the early stage, making full use of the opportunity of the opening event to heat up the atmosphere at the sales site, and at the same time conveying project information to the public, striving to obtain high-frequency market communication opportunities, so that this project can win the first battle at the opening.

The premise of this opening event is that both parties have reached a consensus, and when all aspects of work are ready, through the coordination and cooperation of both companies, we strive to make the opening event a success! Therefore, after discussion and research by company personnel, it was initially decided that in order to have more time for preparation in the early stage, the project will be grandly opened on December 7.

2. Arrangement of opening activities

1. Opening lottery

By distributing questionnaires, spread the information about the opening of Juxinrong and the event of "Fulu, Wangxi and Grand Prizes" , widely attracting personnel to the sales site to conduct lottery draws to strengthen the opening atmosphere, tap the target customer groups of this case, and create sales opportunities;

1) Lottery time: one day on December 7 (starting at 9:30)< /p>

2) Lottery objects: those who bring questionnaires or lottery tickets and intended customers

3) Event location: Juxinrong Sales Office

4) Award settings:

First Prize: The lottery ticket has the word "福", one Xiamen A6 mobile phone for 1 person

Second Prize: The lottery ticket has the word "Lu" and one microwave oven for 3 people

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Third Prize: The lottery ticket has the word "Wang" and a hot water kettle for 12 people

Fourth Prize: The lottery ticket has the word "Xi" and a Juxinrong umbrella for 50 people

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Additional instructions for the event: All participants will receive a Juxinrong meeting gift (mug)

2. Opening lion dance performance (and the God of Wealth giving out red envelopes)

Through the opening lion dance performance, we created a festive and auspicious atmosphere for the project, making the project form a festive and auspicious idea in the minds of customers, making it easier for them to accept it.

1) Event time: 9:00-12:00 am;

2) Event location: at the entrance of the sales office or within 500M along Quanyong Road;

3) Activity format: Lion dance: a group of 10-12 people, two big lions (4 people), two small lions (2 people), hydrangea (1 person), musical instruments (3-4 people) performed on-site Skill performance;

Dance to the God of Wealth: A group of 2 people dress up as the God of Wealth and distribute red envelopes on the spot to express their congratulations and wealth.

3. "Bafa Auction" of Juxinrong famous and high-quality special products

Obtain high-frequency exposure of the project in the form of auction of famous and special related products, and the content is consistent with the image of the project. For the first time, the participants were given the impression of a famous and high-quality specialty products commercial street, which heated up the atmosphere and gathered popularity at the sales site;

1) Time: three days from December 8 to December 10;< /p>

Morning: 9:00-12:00 Afternoon: 2:30-5:00

2) Location: On-site construction site (or next to the sales office, at the gate of the component factory)< /p>

3) Auction format: The auction will be hosted by the on-site host;

4) Auction content: Related famous and high-quality special products and some more attractive products.

5) Operation idea: The starting price is 8 yuan. During the auction process, small-value products are mainly used throughout, with more attractive larger-value products (home appliances) interspersed in the middle; auctions of each category The products are rotated in order to avoid duplication;

6) The daily auction product examples are as follows:

Product category, specific type, order quantity, funds invested in auction format

Tea Various teas and tea sets 4 400 in units

Oils edible oil, salad oil, peanut oil and blended oil, etc. 10 200 in bottles

Liquor and liquor such as Jiannanchun, Fujian Taichun, Maotai, Gujing Gongjiu, Shuanggou, Yanghe, Tuopai, Erguotou, etc. 5 200 in bottles;

Beer Huiquan or Qingyuan, Xuejin 5 200 in boxes In units

Tobacco items such as Septwolves, Double Happiness, Agarwood, Shishi, 555, etc. 5 500 In units of bars

Dry goods packaged shiitake mushrooms, dried bamboo shoots, fungus, and various Dried fruits and processed meat products, etc. 10 300 in bags

Daily necessities shampoo, shower gel, 10 200 in bottles

1 each for major appliances TV, microwave oven, disinfection cabinet 2600 per unit

Small household appliances such as air dryers, tape recorders, pressure cookers, razors, etc. 1 300 per unit

The total cost of the above auction items: 4900 yuan, estimated Recover 50%, invest about 50%, which is about 2,450 yuan

Note: 1. In order to minimize the investment in activities, the principle of "replenish as soon as you sell" is adopted. A certain amount of auction items are first purchased and sold out. until. If they cannot be sold out, they will be used as auction items for the next day;

2. The auction items listed above can be purchased according to actual needs.

4. Golden Week of opening discounts and promotions

In order to promote the sales of Juxinrong Commercial Street stores, upon negotiation between both parties, the store promotion unit will be launched within the opening week as a promotional unit. , listed as follows:

Number area m2 Base price (yuan/m2) Promotional price executed by both parties (yuan/m2) Total promotional price (yuan)

A2 38.61 8000 7800 300000

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A9 39.78 8300 8000 318000

A18 41.44 8400 8100 335000

A36 53.68 6800 6600 365000

B15 28.71 6500 6280 180 000

Note: 1) The above promotional price is discounted by 200-300 yuan per square meter, and the total price is discounted by 8880-12432 yuan;

2) Anyone who intends to send an umbrella to the customer; special prices will be excluded for those who place an order In addition to the discount, an umbrella will be given as a gift;

5. On-site packaging and precautions at the sales office:

The sales office is the front line of sales and is the key to the success or failure of the sale. Therefore, on-site packaging and atmosphere rendering are crucial.

1) Construction site: colorful flags are placed around the arch (and auction platform and fabric) and project walls;

2) Flower baskets are placed at the sales office (8 pieces);

3) All customers who come to the site will be served with fragrant tea and given gifts (a mug);

4) Before the opening, the sales staff will be responsible for notifying customers of the date on December 7 Come to the sales office to receive gifts and lottery tickets, and be informed of lottery activities and opening discounts and promotions;

5) On the opening day, sales control at the sales site is crucial, so before the opening, you should strengthen Training of sales staff and an on-site simulation exercise;

3. Advertising media promotion arrangements

During the opening period, various media will be comprehensively used to disseminate real estate sales and lottery information through multiple channels to attract the general public. Customers enter the market, improve customer confidence, further promote sales, shape the project image, and create a win-win situation for all parties.

List of media arrangements and delivery:

Media delivery channel themes and content specifications, release time and cost budget

Quanzhou Evening News’ soft report mainly appeals for western suburbs planning and Commercial Transportation Development Prospects Financial News Page 1/3 2002.11.27 30,000 Yuan

Southeast Morning Post publishes project disclosure, opening activities and lottery information Southeast Morning Post Page 1/2 (single color) 2002.11.28 7920 Yuan

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Quanzhou Evening News preview and public version "The government invests heavily to build the western commercial artery, Quanzhou's first famous and high-quality specialty products commercial street creates a new western commercial territory" 1/3 page red 2002.12.6 31652 yuan

The comprehensive quality image of the project conveyed in the Quanzhou Evening News will be sent to the Quanzhou Evening News on November 29, 2002 for 43,000 yuan

In addition, while arranging media placement, attention will be paid to the use of investment in outdoor advertising to further increase the publicity of many projects. .

1. On-site information transmission: the sales office salesperson conveys the selling point elements of the project on-site;

2. Banner advertising: banners and banners are hung at major intersections in the surrounding area;

3. Distribution of reports and questionnaires to sales staff in the early stage (Beifeng, Fengzhou, Jiangnan, Fuqiao and Xijiao, etc.)

4. Activity budget

< p>1. Opening lottery: 8,060 yuan (except for umbrellas and mugs, other gifts will be provided by the developer)

2. Lion dance: 2,400 yuan; God of Wealth dance: 500 yuan;

3. Auction: auction item fee: 4,900 yuan; others: 800 yuan

4. On-site packaging: colorful flags: 240 yuan (40 pieces) flower basket: 480 yuan (4 pairs)

< p>5. Tea set: 30 yuan; tea: 20 yuan

6. Outdoor banner advertising: 1,500 yuan

7. God of Wealth red envelope: 500 yuan (one package for every 1 yuan, ***500 red envelopes in total)

Activity cost: 19,430 yuan (including lottery gift cost) media cost: 112,572 yuan

The total cost is: 132,002 yuan

< p>Vanke Golden Home internal subscription and opening plan

1. Purpose of opening preparation

1. Determine potential buyers before the official opening of the project to prevent the loss of registered customers .

2. Create an atmosphere before the official sale, accumulate popularity, and lay the groundwork for the official launch.

3. Through previous issues of image advertisements, press conferences, groundbreaking ceremonies, and Mochou Lake Garden Party (if done), Nanjing people have a certain understanding of Golden Homes and Vanke Real Estate, and they can launch some SPs while the iron is hot. Activities and establishing a first-come-first-served concept at opening are bound to create a certain market sensation.

4. Periodic price increases allow customers to feel the “appreciation potential” of golden homes.

5. Further detect the needs of target customers and provide timely market feedback for price adjustment and sales control.

6. It is an excellent opportunity for newly hired salesmen to participate in practice and lay a solid foundation for future sales.

2. The work must be completed before the official introduction period

n The sales office and model house have been decorated and the induction period reception has begun;

n Outdoor advertising establishment— —At least the image billboard of the original sales office shall be erected and released, and the time from the release to the opening date shall not be less than 1 month;

n The production and installation of the image packaging and guidance system outside the project surrounding area have been completed;

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n The on-site image packaging of the site and sales office has been completed;

n The early brand and image promotion has achieved a certain effect, and sufficient customers have been accumulated

2.1 Advertising

2.2 Product promotion meetings (early March to end of April) no less than 3 times

2.2.1 Vanke Club member product promotion meetings

April A small-scale product promotion and exchange meeting for Vanke Club members will be held on 20-21. Inform Vanke Club members in advance of the event content and require participants to respond (phone calls/letters). It can be divided into several days according to the actual number of participants, with no more than 150 people per day. The important procedures are as follows: Visiting customers register. The general manager of Nanjing Vanke Company delivers a welcome speech.

Vanke will send personnel to conduct a unified overview of the property, analyze its advantages and report on the progress of the project. Free customer consultation (one hour). Host a buffet dinner party and prepare drinks, meals, etc. After the meal, a music performance for self-entertainment organized by Vanke members can be held on site.

2.2.2 Group purchase product promotion meeting

Starting from the beginning of March, 20 to 30 people from industries with higher profitability in Nanjing, such as banks, securities, IT, etc. Home main target unit. The business staff can first make contact by mailing letters and project introductions, and list units with demand information feedback as key direct sales targets. According to the specific needs of different direct sales units, corresponding promotion plans can be formulated and door-to-door visits can be conducted for direct sales. In addition, for key office buildings in the city, we use lunch breaks to conduct consultation activities, such as renting office building lobbies or outdoor plazas, to further expand the scope and influence of direct sales. After the first round of direct sales promotion, the target customers with strong intentions accumulated in the direct sales activities were analyzed, sorted and archived, and then key customers were notified to hold a centralized event at the Kingsley Sheraton Hotel on April 13th, targeting group purchase customers. About 100 people are expected to attend the "Vanke Golden Home" product recommendation meeting. The meeting process can be found in the Vanke Club Member Product Promotion Meeting.

2.2.3 Public promotion meeting

On March 23, it will be held in areas with concentrated crowds in Nanjing such as Golden Eagle International, Oriental Mall, Kingsley Sheraton Hotel, etc. in Xinjiekou For public product promotion meetings, shopping mall halls or outdoor squares can be rented. The focus is to be combined with the "100 Reasons to Love Nanjing" campaign sponsored by Vanke. Such as the announcement of winning essays or the display of the Hexi overall plan in cooperation with the government, etc., and some on-site artistic performances will be held to add to the fun, such as performances by foreign jazz bands or performances by the Chinese drum band. Use colorful, lively and interesting activities to cooperate with the promotion meeting to expand the influence of the product and build momentum for the official promotion of the project in the future. At the same time, such activities can take into account different levels of customers, increase the channels for project information dissemination, and thus accumulate a group of target customers.

2.2.4 "Vanke Strategic Partner" press conference

The "Vanke Strategic Partner" press conference was held at Jinling Hotel (or Kingsley Sheraton Hotel) on March 23 meeting. Journalists from major newspapers in Nanjing are invited to participate. At the meeting, it was highlighted that Vanke adheres to the product development concept of first-class combination, first-class products, and first-class services, from project planning and design (Woods Bagot), environmental landscape design (Belgolin), and decoration design (Meng Si-Li Guoliang) , builders (Nantong No. 4 Construction), marketing consultants (Zhongyuan Real Estate), advertising promotions (Skyline Communications) to club extensions (Kingsli Hotel), educational facilities (Mechanics Primary School), property management and many other partners. It reflects that the planning and design, development and construction, marketing and promotion of Vanke Golden Home are all coordinated and carefully created by an international elite team. At the meeting, only relevant three-dimensional renderings of products, clubs, environments, etc. will be displayed, without specific floor plans, in order to maintain a certain sense of mystery about the project. After the meeting, give corresponding gifts (more expensive ones, such as leather goods, ties, collar clips, cufflinks, etc.) to each participating reporter and guest.

2.3 Suggestions on SP activities during the guidance period

2.3.1 "One Hundred Reasons to Like Nanjing" series of PR activities

Early February - At the end of March, in conjunction with the public display of the award-winning works of the "One Hundred Reasons to Love Nanjing" essay

Opportunity: From April, the real estate display activities of Vanke Golden Home can use outdoor venues and the winning works of the essay* **Same display, highlighting the title sponsored by Vanke. The exhibition activities of award-winning essays drive the early display of real estate, improve the affinity of Vanke brand, and enhance Nanjing people's recognition of Vanke brand. This will not only play a beneficial role in the "Golden Home" project, but also in the subsequent development of Vanke's real estate in Nanjing. .

2.3.2 Vanke Golden Journey

Starting from March 5, questionnaires will be distributed to target customers through Vanke meetings or on-site display activities, covering home purchase intentions, Price, room type, property management, landscape requirements, etc. provide the basis for the formulation of prices and adjustments to sales strategies for the formal promotion of the project. Then 50 distinguished customers were selected to visit Shanghai Vanke's properties. It is recommended that on April 6, four Iveco (image advertising vehicles) be used to take customers to Shanghai. They will visit "Yosemite" in the morning and "Vanke Waltz" in the afternoon.

This enables customers to have an intuitive understanding of the products developed by Vanke Real Estate and enhances emotional communication with customers.

Alternate plan: You can also select 10 customers to visit Vanke’s excellent properties across the country (Shenzhen, Beijing). The premise is that Nanjing news media can be attracted to cover the whole process.

2.3.3 Cultivate selling points with a sales orientation

Consider contacting some influential departments and industries (such as universities, banks, securities, and governments) in advance to target them Selling a batch of properties at a preferential price, creating advertising carriers such as doctors' buildings, financiers' buildings, government officials' buildings, etc., and using their guiding role to promote the overall sales of the properties. For example, this year marks the 100th anniversary of the founding of Nanjing University. If we can attract experts and professors to join us, we can create quite a sensation.

2.4 Confirmation of real estate information

A. Property management (service items, charging standards)

B. Intelligent standards

C. Building materials standards

D. Supporting equipment standards

E. Public area decoration standards

F. Club (Jinsili) service charges Standard

G. Sales price and payment method

H. Various house purchase and move-in expenses

2.5 Preparation of sales props

A. Model

B. Exhibition board

C. Sales brochure (including hardcover and simple version)

D. Part VI (sales staff clothing, chest Equipped with props such as signs and folders)

E. Improvement of sales presentation materials

F. Retraining of sales staff

G. Sales field service personnel ( Security, cleaning)

H. Price list

2.6 Project progress guarantee

Sales office, model house, community environment model, lakeside model section The entire project is completed.

Only after the above introductory period standards are met, the expected results can be guaranteed for the opening of the market.

3. Project opening process

3.1 Customer screening

Due to the accumulation of a group of intended customers through Wankehui reception, real estate display activities and key direct sales, However, some customers may not know much about the price and apartment type of the project. Due to various reasons, some customers may not be our real target customers, so it is necessary for us to screen the registered customers and introduce the project again to ensure that they are truly Sincere customers come to the sales office to pay a large deposit (initially set at RMB 20,000) on the official opening day.

3.2 Sales Preparation and Execution Process

Time Arrangement and Arrangement of Preparatory Work

2/21 n Submit internal subscription plan n The first batch of units to be launched Price list

2/22-27 n Discussion and determination of execution plann Work division details

2/28-3/6 n Adjustment of price listn Refined sales control plan Release

3/7-13 n The final version of the sales preparation plan

3/23 Public Promotion Meeting n Conduct public promotion activities in Xinjiekou to cooperate with the promotion of Vanke "One Hundred Reasons to Love Nanjing" campaign. n Organize activities such as drumming, games, and lottery draws to gather popularity. n Standard room type map, internal price list n Movable display board production, on-site packaging n Newspaper announcement (including internal member notification)

4/8 "Strategic Partner" press conference n At Jinling Hotel (or Jinling Hotel Silly Sheraton Hotel), and reporters from major newspapers in Nanjing were invited to participate. n Only the corresponding performance drawings are published, and no detailed floor plans are shown. n Movable display board production, on-site packaging

4/13 Group Buying Promotion Meeting n Centrally receive group buying interested customers in the large conference hall of Kingsley Sheraton Hotel, consult relevant questions, and inform the 4/29 fund distribution time. n Only announce the price range within 5,700 yuan/square meter n On-site layout of Jinsili (including display boards, renderings, etc.) n Preparation of sales props such as models, floor brochures n Preparation of buffets and small gifts

4/20 Vanke Club Member Promotion Meeting n Notify Vanke Club members in writing to participate in internal promotion activities in the grand conference hall of Kingsley Sheraton Hotel.

n The published price range is within 5,700 yuan/square meter n On-site layout of Jinsili (including exhibition boards, renderings, etc.) n Preparation of sales props such as models, floor brochures n Preparation of small gifts.

4/22-26 n Notify (phone/letter) target customers (group purchase, Vanke Club and other accumulated customers) on 4/27-28 to participate in the preferential fundraising activities. n Filling out and mailing letters n Media advertisements to inform the distribution information.

4/27 Fundraising work n Carry out external fundraising work at Vanke Club. n Determine the property price and opening plan based on the number of funds distributed. n Security forces have been strengthened to maintain order at the scene.

On May 1-7, the sales office began to receive customers. n The sales office and model houses began to receive customers for visits. n Arrange dragon boat racing and other celebratory park activities n Make the on-site decoration final and give out small gifts.

5/8 Internal subscription n Internal subscription within the group and related customers, as well as internal subscription by Wanke Club members, a small deposit of 5,000. n Production of small deposit receipts. n Arrangement of financial personnel.

Official opening on 5/10 n The price list will be officially announced, the corresponding units will be subscribed, and a large deposit of RMB 20,000 will be collected. n Control the number of people entering the venue to sign contracts to ensure on-site order and sufficient popularity n Seal units that have been subscribed internally. n Production of large deposit receipts. n Arrangement of financial personnel. n If it rains that day, prepare an outdoor canopy

3.3 Detailed process of key nodes

3.3.1 The execution plan of the fundraising event will be announced in newspaper advertisements from April 20 4/ A fundraising event will be held on the 27th. The specific number will not be specified, only that the quantity is limited and first come, first served. And you need to bring your ID card. Notify (telephone/letter) interested customers accumulated in the early stage to wait outside the Vanke meeting site at 9:00 on April 27th. And you need to bring your ID card. Posters related to the fundraising were posted on site in advance, and relevant DM advertisements were distributed in Xinjiekou. Set aside queuing channels and strengthen parking and on-site customer management. It is planned to distribute 300 chips. Red chips (93% off) 100 copies; yellow chips (92% off) 100 copies; blue chips (99% off) 100 copies. The number of chips will be kept strictly confidential before the chips are distributed and until supplies last. At the same time, you can make more blue chips in advance to prepare for urgent needs on site. The general sales control will notify customers to enter the site. There are 10 groups of customers in each batch, and the subsequent batches of customers will enter the site in sequence. Each customer who gets the chips needs to register their ID number. Inform customers that they need to bring their ID card when the market opens, and that it matches the registered number so that the chip discount can be redeemed.

3.3.2 The sales office’s open day implementation plan uniformly invites potential customers for internal visits and activities (if the actual number of people is large, the visits can be spread over the remaining days, and the first 100 people will be selected in 5/ 1st). On the day of May 1, Vanke will send personnel to explain the real estate situation in a unified manner. The remaining time will be free for customers to visit. The sales staff are only responsible for maintaining order and explaining issues that customers are concerned about. It is recommended that you organize a "carnival" event for the sales office's open day on that day, and prepare some alcohol (red wine, drinks, etc.) and Western-style meals for those present to enjoy themselves. At the same time, literary and artistic groups are invited to perform in the small square outside the sales office (jazz band, cello, saxophone performances, etc.). In the afternoon, a dragon boat or rowing race will be held on Mochou Lake to celebrate the opening, and customers can watch it from the outdoor platform. You can do more publicity around the dragon boat race in advance to attract the general public to watch and expand the influence of the real estate. At noon, Vanke will arrange a lunch meeting to enhance communication with customers. After the visit, customers can receive small gifts such as Vanke T-shirts. The specific price of the property will not be disclosed, only the price range will be announced within 5,700 yuan, and customers will be informed that the property will open on May 10th, first come first served.

3.3.3 Internal Subscription Implementation Plan In the name of Vanke Club, members will be notified (by phone or letter) on May 8th to give priority to the on-site sales office to participate in internal subscription activities. Customers who came to the sales office on the same day were notified to wait outside the Vanke on-site sales office at 9:00. Arrange queuing positions and strengthen parking and on-site customer management. No customers other than Wanke Club members will be accepted on that day. Notice posters can be posted outside the sales office, and a temporary shuttle bus can be arranged from the sales office to Vanke Club, where Vanke Club will serve as an agent to receive customers for one day. The general sales control desk notifies customers to enter the store to purchase, and there are 10 groups of customers in each batch. The entire reception time is strictly controlled. Customers who have not made a decision within a short period of time will not wait and will be placed in the rest area to continue thinking. The subsequent customers will enter in sequence.

The price was officially announced and 100 units in two buildings near the sales office were launched. The salesperson will lead the customer who has a clear intention to the general sales control desk. The customer will submit their ID card, and the staff will fill in the order receipt and subscription form (in duplicate). The staff will lead the customer who has filled out the subscription form to the deposit collection office. When the customer pays, one copy will be handed over to the customer and the other will be kept. Small order customers are required to go to the sales office to complete the large order on the opening day of May 10th, and make up 15,000 yuan for the large order (non-refundable). If they exceed the deadline, they will be deemed to have given up automatically. If early sales expectations are promising, the time limit can be relaxed. If customers do not have the opportunity to purchase our first batch of houses, Vanke promises that customers will have priority in selection when the second batch of houses is launched.

3.3.4 Opening process Customers who come to the sales office on the day are notified to wait outside the Vanke on-site sales office at 9:00. Arrange queuing positions and strengthen parking and on-site customer management. The general sales control desk notifies customers to enter the store to purchase. There are 6-10 groups of customers in each batch. Since customers have multiple alternative home purchase plans, the entire reception time is strictly controlled. Customers who have not made a decision within a short period of time will not wait and will be placed in the rest area to continue thinking. The subsequent customers will enter the venue in sequence. If two or more customers select the same unit at the same time, the chips on the small order receipt will get priority. The salesperson will lead the customer who has a clear intention to the general sales control desk. The customer will submit their ID card, and the staff will fill in the order receipt and subscription form (in duplicate). The staff will lead the customer who has filled out the subscription form to the deposit collection office. When the customer pays, one copy will be given to the customer and the other will be kept. Staff hands out gift certificates. When the customer fills out the subscription form, the person in charge of the general sales control desk will promptly notify other sales staff of the reserved unit and will no longer recommend it to the customer. 100 units in two buildings near the sales office will be launched, and other units will be launched after reservations are completed to create a situation of "supply exceeds demand". Customers can go to the gift counter to receive souvenirs with their subscription books and gift certificates (the gifts are to be determined). If customers do not have the opportunity to purchase our first batch of properties, we promise that these customers will have priority in selecting the second batch of properties when we launch them.

Seal the units subscribed within the group and by Vanke Club members.