The client is a wholly state-owned company managed by The State-owned Assets Supervision and Administration Commission of Xicheng District. Registered capital of 9.879 billion yuan, more than 40 subordinate enterprises, more than 6,700 employees. It has formed business pattern of primary and secondary real estate development, urban renewal, property management, industrial operation and real estate financial development. The client plans to commercialize the quadrangle courtyard of Xicheng District government, and initially plans to make long-term rental apartments. The project belongs to transformation project of Beijing core functional area.

How to position product type? How to choose between long lease and short lease market? Future product allocation ratio and product marketing pricing? Project function configuration in overall operation? Who are valid users and how can keep them? how to operate long - term rental market capitalization?

identify and target specific user groups among workers (including business travelers) in Financial Street area; Product design of quadrangle courtyard reconstruction (long lease, short lease, price level, etc.); Calculation of market business objectives (long-term lease and short-term lease), ratio of short-term and long-term lease products, development of future revenue targets; Measures for operation and management of long-rented apartments and short-rented B&B hotels; Marketing organization design and staffing.

1. It is finally confirmed that yard-type long-term rental apartment is key product, with 60%. The income of short-term B&B product is much higher than that of long-term product, with 30%, and 10% supporting service. Confirmed design and pricing of long-term and short-term rental products (internal soft installation and external public facilities). Confirm number of users, customer acquisition method, customer conversion rate. 2. Confirmed operation mode of courtyard apartments in Financial Street, adopted combination of short and long groups to carry out precise marketing around target customers; helped client to establish a direct selling team, and obtained customers from surrounding financial enterprises through customer digging and circle expansion