Case References: Marketing and Tenant Mix Planning
Projects from Management Key Portfolio
Project: The Emerald City
Developer: Shanghai Huibao Real Property Development Co. Ltd
Assignment: Appointed as Sole Marketing Agents for the
Strategy: Upon completion of analyzing and surveying the
We implemented an aggressive marketing plan, which included contacting local and multi-national tenants and highlighting the value of the mixed used development by emphasizing the demographics of the area and the rapid population growth. We also used a direct marketing approach that included direct mailings, email blasts, and a dedicated property website. Continuous and consistent marketing and exposure with the press helped to create an awareness of the project among tenants and brokers that achieved unprecedented success.
Retailers responded immediately and within months we had leases signed. The Emerald City now offers a unique mix of retail and entertainment shops, including food and beverage.
Location: Suzhou, China
Product Type: Mixed Use (Retail, Commercial, Residential)
Responsibility: Marketing; Tenant Mix Planning
Leasing Year: 2006
Total Square Feet: 645,834
Project: Shanghai's Wanda Shopping Mall
Developer: Dalian Wanda Group
Assignment: Leasing Agents for the Shanghai Wanda Shopping Mall, a large scale shopping centre located in the Wujiaochang area in Yangpu district. Set to open its door to the public in December 2006; anchor tenants such as Wal-Mart, Paris Printemps, No. 1 Food Store, Wanda Cinema and HOLA, were already signed up.
Strategy: The area is one of the most famous commercial regions of Shanghai, with a high concentration of shops, including four well-known stores: Hualian Department Store, the Atlantic Department Store, Yafan Department Store and Xuyang Department Store. Given the prime retail area, we marketed and targeted leading fashion retailers and positioned the development as the district's potential of becoming the leading mall of northeastern Shanghai.
At the core of our marketing campaign was a cohesive, targeted media relations program. Based on established credibility with the media and work with our clients, we were able to optimize their exposure in local, regional and national media outlets. Finally, by survey, observation, and analysis we combined speed to market and executed our marketing and leasing strategy. Based on our unrivalled understanding of retail and its performance metrics such as local market spending, trading densities, and sustainable rents, we were able to attract well qualified tenants.
Location: Wujiaochang, Shanghai
Product Type: Shopping Center
Responsibility: Marketing; Tenant Mix Planning
Leasing Year: 2006
Total Square Feet: 2,798,616
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