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Commercial in Confidence Juwai Limited © 2014
AGENDA :
1. About Juwai.com
2. Luxury Portfolio+ Juwai
3. Tips and Techniques
你好 Luxury Portfolio!
Commercial in Confidence Juwai Limited © 2014
Juwai.com国际房产搜索引擎
Where Chinese find International property
TM
Commercial in Confidence Juwai Limited © 2014
Ju - Wai
Mandarin for “Home Overseas”
BEHIND THE BRAND NAME:
“Juwai” is a made up word in Mandarin, and came together in May 2011.
Born from two words, “wai” (meaning overseas/outside) and “ju” (meaning home/living)
Today, “Juwai” is increasingly being used in everyday online search terms in China for international property.
Commercial in Confidence Juwai Limited © 2014
Juwai.com Team
Shanghai Hong Kong
88 team members - 6 ‘foreign devils’ - 16 languages spoken
Commercial in Confidence Juwai Limited © 2014PAGE 5
Property listings
2.4millionChinese consumers coming to
Juwai.com each month.
1.5 million
Juwai HighlightsIMPACT ON GLOBAL PROPERTY MARKETS
Listing on Juwai.com and
mobile app
58 countries
Brokers and agents from
Commercial in Confidence Juwai Limited © 2014
The Juwai Platform
居外用户
ConsumerChinese buyers
You
Juwai OfficesShanghai • Hong Kong
TRANSLATION
LOCALISATIONINFORMATION
& EDUCATION
COMMUNICATION
(Chinese Consumer Suppor Centre)
China/Chinese International
Juwai Admin
Juwai.com
Juwai.com removes the barriers of distance, language, culture, knowledge, and trust.
We put you in front of our exclusive audience, with our market leading products
fully supported by multilingual account management and commitment to service.
Juwai.com is the ONLY international Chinese property portal that
puts you behind China’s Great Firewall, putting you in front of Chinese buyers.
GET BEHIND CHINA’S GREAT FIREWALL
PAGE 6
Commercial in Confidence Juwai Limited © 2014PAGE 7
THREE CONSUMER SITES• Main: Juwai.com• Luxury: Juwai.com/luxe• Developments: Juwai.com/projects
Event services Data / ResearchMobile
TWO CUSTOMER SITES• List.Juwai.com• Juwai Admin
Online
The Juwai PlatformONE PLATFORM, MULTIPLE CHANNELS, GLOBAL REACH
B2CConsumer exhibitions• Shanghai• Beijing• Shenzhen• Dalian
B2B Agent to Agent
JUWAI APP• LBS• Multiple
Communication Channels
• Luxury
HTML5
• Global Property Market Report
• Individual property reports
• Consumer research
Commercial in Confidence Juwai Limited © 2014PAGE 8
Juwai in the PressGLOBAL AND CHINESE MEDIA REPORTING JUWAI MARKET RESEARCH
Commercial in Confidence Juwai Limited © 2014
Where are Chinese buyers looking?
VIEWS:
1. United States
2. Australia
3. Canada
4. United Kingdom
5. Singapore
6. New Zealand
7. Thailand
8. Hong Kong
ENQUIRIES:
1. United States
2. Australia
3. Canada
4. New Zealand
5. Thailand
6. United Kingdom
7. Singapore
8. Germany
Top 8 Countries of Interest
PAGE 9
The United States attracts more interest from individual Chinese Real Estate purchasers than any other country
Chinese are the fastest growing major international buyers in the US market.
The spent $8.2 billion on US property in 2012, generating around $492 million in commission for US real estate agents in that year alone.
The median property purchase price is $425,000 which is more than double the overall US median purchase price of $199,500
Commercial in Confidence Juwai Limited © 2014PAGE 10
All Luxury Portfolio listings appear in property searches made from: •Juwai Global Home Page: www.juwai.com•US Country Home Page: www.juwai.com/Usproperty/
Juwai Support (Asia business hours apply):•Chinese Consumer Support Centre: Multilingual team to translate and assist with Chinese buyer enquiries for your listings.
Special Upgrade Packages (Recommended):•Available at a DISCOUNT - Ask us about special member pricing•Better market your properties and increase traffic and exposure of your key listings•Agency Branding and Profiling•Increase your engagement with Chinese buyers
•Qualify for Enhancement products and services include: • Agency SUPER 100 Package• LUXE property Package• Agent Profile Page
•Contact us to learn more – luxury@juwai.com
Luxury Portfolio + JUWAI
Commercial in Confidence Juwai Limited © 2014
Locate your ListingFINDING YOUR LISTING ON JUWAI.COM
Finding your Property on Juwai.comGo to your Luxury Portfolio page and type in your MLS number OR In your browser type www.juwai.com/13655_MLSNUMBER/For example: www.juwai.com/13655_8892487/
PAGE 11
LP listings include 3 photos
Leads/Enquiries go to LP agents directly however upgrade packages are required to list Agent Contact Details on the site
Commercial in Confidence Juwai Limited © 2014
Commercial in Confidence Juwai Limited © 2014
Commercial in Confidence Juwai Limited © 2014PAGE 14
International begins at home –preparation and research is crucial to your success with Chinese buyers.
Get in the right language –SIMPLIFIED or Traditional Chinese? Google Translate will make you fail!
WORKING WITH CHINESE BUYERS 101BASICS OF MARKETING TO CHINESE BUYERS
Get behind the Great Firewall of China – Websites not HOSTED within mainland China can be blocked entirely or experience more than 2 minutes of page load times.
Begin building your networks and “Guanxi” (professional relationships).•No matter how much a Chinese buyer may like a property, if they do not trust you,
they will NOT buy.
•Establishing your “Guanxi” with Chinese buyers is essential and powerful – if you are trusted, they will refer you to their family, friends, and business associates.
Commercial in Confidence Juwai Limited © 2014PAGE 15
WORKING WITH CHINESE BUYERS 101
Property images tell the story of the property – take plenty of photos.•Properties with aerial location shots get more viewings and more enquiries.•Property images that need renovation receive low viewings and no enquiries.•Show photos of EVERY ROOM!
Chinese value a house/apartment based on the number of rooms.
Ignore what others tell you about dusk shots – dusk photos with a wet pavement are NOT appealing to Chinese buyers.
Feature your best properties – Chinese consumers believe listings at the front are important or are most relevant to them – resulting in more clicks and viewings.
Where possible, put in a price or at least a price guide in the copy.
DO SOMETHING TO CONNECT – What’s that extra something you can do to show you’re ready to work with them?•Do you have a history of working with Chinese buyers?
•Have you won some awards?
•Can you add a line about your recent sales?
POSITIONING YOUR LISTINGS
Commercial in Confidence Juwai Limited © 2014PAGE 16
TIPS AND TECHNIQUES
Centre in on Chinese buyers’ 4 motivations. Does your property meet any or all of the following top requirements?•Education•Investment•Lifestyle/Luxury•Emigration (SIVs)
Is the property new or newly renovated?Chinese buyers do not want a “renovator’s delight” nor property which needs work done.
Mention the total number of rooms – What would be considered a bedroom in the West could be put to other usage by Chinese buyers.
Chinese measure units/houses in total m2 area
NOTE: The total m2 area should include patios, garage space, and even shelving and % of common area – Western agents generally quote m2 as the internal wall measurements of the unit or house.
POSITIONING YOUR LISTINGS
Commercial in Confidence Juwai Limited © 2014PAGE 17
TIPS AND TECHNIQUESMARKETING COPY
Marketing to international vs. domestic buyers is different.
International buyers have LESS knowledge about the local area,and MORE questions and concerns – they may not have even been to the country yet.
Adopt a “Destination Marketing” approach to copywriting. Frame the property in amongst these points:
•Which city is the property in?
•Which suburb?
•What the surrounding local schools and amenities?
•What is the family life like?
•What are the positive points of your area?
Commercial in Confidence Juwai Limited © 2014
FINAL TIPS
Tap into Juwai’s social media channels to access the latest China news and
trends, tips & techniques, and alerts on unique Chinese buyer requests:
•Facebook: facebook.com/juwailimited
•LinkedIn: linkedin.com/company/juwai-com
•Twitter: twitter.com/JuwaiLimited
•Youtube: youtube.com/juwainews
Contact us anytime with questions about Chinese buyers and how to get
started marketing on Juwai.com.
Claudia Kwan
Tel: +852 2850 5083Email: Claudia@juwai.com
PAGE 18
Commercial in Confidence Juwai Limited © 2014
PACKAGES
Access to the Premier Chinese Property & Lifestyle Channel•For Residential Properties over $2.5 million, Islands and Vineyards
•Reach over 1.9 million consumers per season
•Single or Packages of 5
•Listed on both the juwai.com and juwai.com/luxe pages
•Company logo and contact details
•20 photos and 2 floor plans
•Full professional translation – 300 words
•Chinese social media integration – all properties are posted to Huaban
(China’s Pinterest)
•International Account Management Support
•Access to Juwai’s PR and hardcopy distribution partners
ContactEmail: luxury@juwai.com
PAGE 19
Commercial in Confidence Juwai Limited © 2014
PACKAGES
SUPER 100 AGENCY PACKAGE:
•100 listings per month – 12 month contract
•Agency Profile – Custom Juwai URL www.juwai.com/YourName
•Chinese Mobile Site
•Company Intro Translated
•Juwai Key Features Translated
•XML* or Juwai Admin uploading
ContactEmail: luxury@juwai.com
PAGE 20
Commercial in Confidence Juwai Limited © 2014
TRAFFIC
SUPER 100 AGENCY PACKAGE:
•100 listings per month – 12 month contract
•Agency Profile – Custom Juwai URL www.juwai.com/YourName
•Chinese Mobile Site
•Company Intro Translated
•Juwai Key Features Translated
•XML* or Juwai Admin uploading
ContactEmail: luxury@juwai.com
PAGE 21
Commercial in Confidence Juwai Limited © 2014
TRAFFIC
PAGE 22
Commercial in Confidence Juwai Limited © 2014
TRAFFIC
PAGE 23
Commercial in Confidence Juwai Limited © 2014
CASE STUDY
INTEGRATED JUWAI CAMPAIGN
•SUPER 100 Package
•Juwai LUXE Package
•Extensive Banner Advertisement
•Chinese Social Media Campaigns
•Press Release
•Juwai LUXE listings on Huaban (China Pinterest)
•Published in Juwai’s Local Chinese PR partners
PAGE 24
Commercial in Confidence Juwai Limited © 2014
CASE STUDY
PAGE 25
Huaban: http://huaban.com/boards/16307736/
ContactEmail: luxury@juwai.com
Commercial in Confidence Juwai Limited © 2014
CASE STUDY
Posting on China’s Sina Weibo (Twitter)
PAGE 26
ContactEmail: luxury@juwai.com
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