CASE STUDY
Genting Resort Secret Garden
密苑云顶乐园 | Genting Resort Secret Garden Overview
密苑云顶乐园作为2022年冬季奥运会的测试赛场地，是我国投资规模最大的度假区之一。该项目园区内包括了大型购物中心、可售公寓、2万平米的多媒体中心、1个服务公寓以及4家国际星级酒店；其庞大的占地面积和周边的丰富业态供给形成了市场的激烈竞争。我们通过对项目本身以及周边项目的当前表现结合市场趋势进行预测和分析，为客户提供了极具竞争力的定位搭配及设施及配套建议。
As a test venue for winter Olympic Games 2022, Genting Resort Secret Garden is one of the largest resorts in China in terms of the investment scale. The park includes a shopping mall, salable apartments, a 20,000 square meter multimedia center, a serviced apartment, and four international hotels. Its huge land area and rich entertainment supply form a fierce competition in the market.
We forecasted and analyzed the future and current performance of the project itself and the surrounding projects in combination with the market trends to provide customers with highly competitive positioning and matching facilities and supporting suggestions.
公司介绍 | Company Bio
云顶集团成立于马来西亚，总部设于吉隆坡。其旗下四家公司主要产业包括休闲、酒店、游戏、娱乐产业、地产开发以及邮轮业务。
Genting Group was founded in Malaysia, headquartered in Kuala Lumpur. Its main businesses include leisure, hotels, games, entertainment, real estate development and cruise lines.
“感谢盛联国际对于本案两个地块
的定位分析及设施建议。
在考虑造价及投资回收的同时，
提醒了我司该项目的重要控制点。”
“We would like to thank AAHMCO for its positioning analysis and facility suggestions on the two plots in this case. While considering the cost and investment recovery, it reminds us of the important control points of this project.”
- Dr. Liu
Chief Investment Officer
客房及公寓
GUEST ROOMS & APARTMENTS
1,500
间 units
总投资
TOTAL INVESTMENT
180
亿 hundred million
占地
BUILDING FOOTPRINT
100
平方公里 km2
业态复杂、竞争激烈 | The Challenge
张家口作为国内较为突出的滑雪胜地，有着大量的自然旅游资源；加上其被指定为2022年冬季奥运会场地，这使得本就高度竞争的环境更加的需找到突破口。在众多竞争项目中，不乏有着表现极为突出的项目位于市场之中。由于本案占地庞大，配套设施较多，招商引入的选择以及各功能设施的搭配也困扰着本案的客户。其中，最为突出的难点为该项目内表现不尽如意的大型购物中心。为了使本案项目不仅能在激励的竞争中有立足之地，还要在众多竞争项目中突出，准确的定位、整体项目的投资回报、及4家国际酒店的差异化定位配合是达成本案目标的关键。
Zhangjiakou, as a more prominent domestic ski resort, has a large number of natural tourism resources. In addition, it has been designated as the site of the 2022 winter Olympics, which makes it essential to find a breakthrough in the already highly competitive environment. Among the competitive projects, many were displaying an outstanding performance in the market. Due to the fact that the establishment at question covers a large area with more supporting facilities, the choice of investment and collocation of various functional facilities was also troubling for the customers. Among them, the most prominent difficulty was the large shopping center with unsatisfactory performance. In order to make this project more competitive, while still discernible in the mass, accurate positioning, the return on investment, and the four international hotels differentiation strategy were taken into consideration and worked on to achieve success.
灵感历程| The Approach
当项目团队接手本案时，酒店品牌的甄选与搭配，以及如何使项目整体业态和谐平稳地高效运作和提高市场表现为重点攻克难点。通过参考并调研国内外知名滑雪度假区，综合其他案例经验以及本案项目特性与优劣势，为本案提供了最合理化的定位方针，以提升市场表现及竞争力的突破方向。
When the project team took over the case, the key difficulties to overcome were the following: the selection and matching of the hotel brand, the ways to make the overall format of the project harmonious, stable yet efficient operation and market performance improvement.
By referring to and investigating famous domestic and foreign ski resorts and integrating other case experiences as well as the characteristics, advantages, and disadvantages of this project, the team provided the most reasonable positioning policy for this property, so as to improve the market performance and the breakthrough direction of competitiveness.
实践操作 | The Solution
为了确实了解各竞争项目的信息情况以寻找突破点，我们对周边所有项目进行了深度调查。依照各项目的地点、服务、品牌、星级、体量以及经营数据，就所有信息进行整合以及评估，并提出了最符合未来市场的差别化品牌建议。期间，我们也给与客户解答了未来开发上和现金回流上可能碰到的疑虑，并充分的使客户理解各业态的互助效应。
In order to really understand the information of the competitive projects to find a breakthrough point, we conducted an in-depth survey of all the surrounding properties. We integrated and evaluated each project according to location, service, brand, star rating, volume and operating data, and proposed the most suitable brand differentiation recommendations for the future market. During this period, we also answered customers' questions about future development and cash-flow, and transmitted the idea of positive synergistic effect of various establishments.
“学习，创新，寻找更完美的解决方案. ”
““The mixed-use developments always require an in-depth approach to positioning, service and product mix and marketing strategy – even more so in such a highly competitive environment as Zhangjiakou.”
– Max Huang 黄柏勋
AAHMCO DIRECTOR PDS
最终成果 | The Results
在完成品牌以及定位推荐后我们根据提出的方案结合硬件情况进行了完整的运营测算。同时，通过互补的酒店品牌以及周边设施搭配，为本项目打造了不同于周边其他项目的高度和谐共赢的运营业态，重点强调突出了本案的特色以及优势，并且通过平衡互补的功能弥补并弱化了本案项目的不足之处，使之成为目标市场较为突出的项目，获得了业主的高度认可。
After completing the brand and positioning recommendations, we conducted a complete operation calculation based on the proposed scheme and the hardware situation. At the same time, through complementary hotel brands and surrounding facilities, we have created a highly harmonious and positive-sum operation mode for this project, which is different from other properties in the surrounding area. It highlights the features and advantages of the establishment and makes up the deficiencies by balancing complementary functions. It has become a prominent project in the target market and has been highly recognized by the owners.