Its four Green Court series of service Apartments were repositioned through centralised brand grooming and VI image design to accurately position customers, capture market segments, maintain market competitiveness at all times and keenly grasp market trends. At the same time, the product lines and functional positioning of the three brands, Green Court Premier, Green Court Residence, and Green Court Place, have been clarified at different levels, from high-end to mid-end.
In 2013, Green Court Premier JinQiao Shanghai made its debut in the Green Court International Community in Pudong Jinqiao. As the high point of the brand, "Green Court Premier" was launched at the very beginning, in line with the Green Court International Community's elegant yet elegant style, which reveals a noble style in a low-key manner, and delivers a brand new lifestyle to all the customers. In just 6 months, Green Court Premier has become a star in the market. For almost a whole year, it has maintained a "perfect score" in customer satisfaction. Its reputation and performance on all channels, whether on Ctrip or Reservation, are among the best in the industry.
Green Court Residence Shanghai is located in the heart of downtown Shanghai on Beijing West Road, just five minutes from Nanjing Road Pedestrian Street, People's Square, the Bund and Metro Line 1, Line 2 and Line 8. After the brand transformation after the return to self-management, we faced the risk of a decline in performance in the early stage of opening due to a change in customer positioning and the possibility of losing the original relationship with 90% of our customers. With the concerted efforts of the entire staff, vigorous efforts to improve management and services, and continued to strengthen its own brand, the performance quickly rebounded to the original level in just eight months, and the cumulative operating results of that year exceeded the level of the previous years during the commissioning period. At present, it is still up more than 40 per cent over the historical highs of the past non-self-employed period. Customers have expressed their love for the new brand in action.
Green Court Residence Diamond Shanghai in Shanghai Jinqiao is the first project of Green Court series of Service Apartments to be undertaken by the outside world, and it is the touchstone of "going out". The project started trial operation in 2016 and officially opened in 2017. Thanks to the brand appeal of Green Court series service apartments and the strong operation and sales ability accumulated over the past few years, Residence Diamond reached the expected revenue level of 2 years in less than 1 year. At the same time, it achieved a high score of 4.7 on Ctrip.com and ranked top 1 in the industry in Jinqiao area. The Green Court series of Service Apartments has developed from a single-point model into a fast-growing model that combines branding, scaling, and marketization.
If Green Court Premier represents nobility, Green Court Residence represents elegant business, as well as Green Court Place represents youthfulness and vitality. It strives to create a model of personalised modern living. In 2016, Service Apartments of Green Court Place JinQiao Middle Ring Shanghai were quietly unveiled. The first customers were art workers from Shanghai Disney. Since then, more engineers, designers, and art practitioners have come and gone. Attracted by the "youthful flavour" under this roof, they have chosen to live in groups. They enjoy cosy parties, quiet afternoons and a good workout. There is almost no advertising, no external publicity. Green Court Place has become a favourite with the younger crowd.
Green Court Premier, Green Court Residence, Green Court Place and other 4 trademarks in the field of real estate affairs have been successfully registered under the Green Court series of service apartments. By now, the company has not only completed the registration of 14 trademarks in the service Apartment business area, but has also accumulated nearly 40 registered trademarks. The company continues to make steady progress in strengthening the brand awareness and brand effect of "Green Court" as well as striving to build a new high ground of brand quality with international competitiveness. Quality is the foundation. Without quality products and services, no advantageous brand can be achieved. The greatest advantage of the Company in facing the increasingly fierce market competition in the serviced Apartment industry is the formation of famous brands such as "Jinqiao" and "Green Court" in the course of more than 20 years of development. The company has always attached great importance to the registration and protection of trademarks, in order to make good brand protection, so as to prevent the risk of brand operation. "Green Court" brand has been recognised as Shanghai Famous Trademark. Brand value is widely recognised while brand awareness and reputation continue to grow.
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