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1、云山壹號(hào)，,BrandCreationAndMarketingInnovation一問(wèn),Canton過(guò)去三年為什么缺席中國(guó)一線城市頂豪序列？LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation千年商都的豪宅格律:珠水與云山BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life珠水當(dāng)?shù)繠randCreation2、AndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life塔影樓/事業(yè)立國(guó),江上奇樓波樓/中國(guó)第一座外交俱樂(lè)部愛(ài)群匯景灣/影響GDP的100位珠水系/會(huì)客官邸社交認(rèn)同（延脈珠江新城CBD,同理化）BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life首當(dāng),僑鑫匯悅臺(tái)一線珠江,無(wú)敵平層與許家印為鄰的圈層效應(yīng)BrandCreationAndMa3、rketingInnovation暫論,尚東柏悅府中軸凌江豪宅,全玻璃幕墻地標(biāo)建筑BrandCreationAndMarketingInnovation海珠、越秀、天河?xùn)|從價(jià)格上,無(wú)非就是老城區(qū)兩三百方的平層天河?xùn)|,龍湖或華潤(rùn),稍遜風(fēng)騷BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life云山后起B(yǎng)randCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million 4、wealthcenter of life此前,三渡云山純粹云山：白云堡（僅別墅）云山+產(chǎn)品：大一山莊（現(xiàn)華遠(yuǎn)云和墅）云山+新城：保利云禧，龍湖天奕,珠江嶺南公館BrandCreationAndMarketingInnovation云山系 /2個(gè)可惜了LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation洞察作為人類(lèi)居住的最高形態(tài)別墅,卻始終停留在空洞的高度而非內(nèi)涵的深度,可惜了BrandCreationAndMarketingInnovation洞察頂5、層設(shè)計(jì),安于一隅,點(diǎn)別墅僅簡(jiǎn)單的產(chǎn)品品類(lèi),而不能上升至類(lèi)別,場(chǎng)別墅可惜了BrandCreationAndMarketingInnovation俯瞰,別墅三“場(chǎng)”LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation尺度的場(chǎng)頤德公館/珠江新城逸翠莊園/公園東境/地鐵、半山天河公館/智能LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarket6、ingInnovation別墅的“尺度”一直在停留地段、規(guī)劃、園林、工藝不斷較勁、對(duì)撕BrandCreationAndMarketingInnovation唯臣子,比拼出行工具、衣料材質(zhì)、品牌但,天子不會(huì),也不必BrandCreationAndMarketingInnovation臣子爭(zhēng)耀,天子爭(zhēng)陣LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation坐鎮(zhèn)云山（紅線內(nèi)）不必追隨而是站在廣州別墅標(biāo)準(zhǔn)的對(duì)面以天子尺度,定奪高度BrandCreationAn7、dMarketingInnovation別墅真正的尺度,并非心靈的炫度而是刻于生命的寬度和深度BrandCreationAndMarketingInnovation時(shí)機(jī)的場(chǎng)能看懂時(shí)代主流就能決定城市的話(huà)語(yǔ)權(quán)BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life跑男、中國(guó)好聲音借熱點(diǎn)IP造急功近利的話(huà)題永遠(yuǎn)是地方臺(tái)的作為真正能深刻詮釋千年文化精髓唯有中央臺(tái)中國(guó)詩(shī)詞大會(huì)是、朗讀者也是BrandCreationAndMarketingInnovationLa8、ndmarkOlympicsports in thewest,1.6million wealthcenter of life本案,視如中央臺(tái)代表別墅的最高標(biāo)準(zhǔn),代表城市文明的主流BrandCreationAndMarketingInnovation需求的場(chǎng)權(quán)利地位經(jīng)濟(jì)地位文化(藝術(shù))地位亞當(dāng)斯詮釋的是一個(gè)國(guó)家的競(jìng)爭(zhēng)力演變也是一個(gè)家族的競(jìng)爭(zhēng)力演變BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life財(cái)富終點(diǎn)的需求,是人類(lèi)哲學(xué)三大終極問(wèn)題的思考圈子的終極問(wèn)9、題,是對(duì)生命和生活需求的真正思考BrandCreationAndMarketingInnovation國(guó)際頂豪發(fā)展趨勢(shì)/豪宅品牌符號(hào)學(xué)變化背后的洞察LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation20082009201120132015倫敦 /Lowndes Square Apartment /47萬(wàn)/香港 /天璽 /平層25萬(wàn)/，頂復(fù)70萬(wàn)/倫敦 /海德公園一號(hào) /68萬(wàn)/美國(guó) /432Park Ave、ONE57 /50萬(wàn)/+香港 /敖璇 /10、70萬(wàn)/+上海 /湯臣一品、曼哈頓 /50 WEST 全球最貴BrandCreationAndMarketingInnovation過(guò)去十年,新增豪宅出現(xiàn)倫敦、香港、紐約和西雅圖全球豪宅增量與新經(jīng)濟(jì)增量有關(guān),與新富豪生活方式有關(guān)傳統(tǒng)豪宅的地段認(rèn)知正在被新建筑BrandCreationAndMarketingInnovation傳統(tǒng)的豪宅大多數(shù)使用代表皇權(quán)的視覺(jué)BrandCreationAndMarketingInnovation新豪宅強(qiáng)化建筑與數(shù)字BrandCreationAndMarketingInnovation新豪宅視覺(jué)符號(hào)背后最深刻的原因是：權(quán)力的理解不再是中央行政權(quán)力,而是精神影響力11、更是建立在哲學(xué)與藝術(shù)兩大符號(hào)基礎(chǔ)上的道德感BrandCreationAndMarketingInnovation哲學(xué)哲學(xué)代表他對(duì)世界的思考，文化與藝術(shù)來(lái)自他希望世界對(duì)他的觀感。這后面的核心是富豪認(rèn)為，只有具備道德感的標(biāo)簽才是安全的標(biāo)簽?zāi)軌驇椭退募彝カ@得更好更穩(wěn)定的社會(huì)地位。代表新建筑理念與人居理念的作品能夠演繹世界觀成為文明進(jìn)步的符號(hào)與內(nèi)涵象征制造關(guān)于生活方式的夢(mèng)想BrandCreationAndMarketingInnovation案例分享/珠江嶺南公館項(xiàng)目與城市構(gòu)建新的溝通關(guān)系BrandCreationAndMarketingInnovationBrandCreationAndMar12、ketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life借鑒/升維價(jià)值關(guān)系構(gòu)建雇傭關(guān)系項(xiàng)目與白云新城（非簡(jiǎn)單的地段陳述）情侶關(guān)系項(xiàng)目與云山文化（非簡(jiǎn)單自然資源占用）自在關(guān)系項(xiàng)目與客群（圈層與文化的交合）BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life產(chǎn)品的背后的價(jià)值觀構(gòu)建代替了過(guò)去產(chǎn)品價(jià)值構(gòu)成,并越來(lái)越重要BrandCreationAndMar13、ketingInnovation國(guó)際高端不動(dòng)產(chǎn)思考/亞洲十大豪宅研究BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life綠城御園萬(wàn)科翡翠公園萬(wàn)科五階坊萬(wàn)科鐵獅門(mén)金茂上海金茂府1.0 產(chǎn)品羅列式清單2.0 產(chǎn)品整理式系統(tǒng)3.0 傳奇單點(diǎn)、獎(jiǎng)項(xiàng)與證言湯臣一品綠城玫瑰園新鴻基天璽梵悅108萬(wàn)科湖心島萬(wàn)科翡翠濱江恒禾七尚太古傲璇BrandCreationAndMarketingInnovation頂級(jí)豪宅時(shí)代三個(gè)分支影響未來(lái)的不動(dòng)產(chǎn)價(jià)值LandmarkOly14、mpicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation顯性豪宅一看便知,一眼看透顯露門(mén)楣,富貴外放LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation中心豪宅/滿(mǎn)足創(chuàng)(富)二代與商務(wù)需求為主心理需求：國(guó)際、時(shí)尚、豐盛的生活環(huán)境與服務(wù)，人與社會(huì)間的關(guān)系關(guān)鍵要素：高端商業(yè)、娛樂(lè)配套、CBD、服務(wù)BrandCreationAndMark15、etingInnovation隱形豪宅優(yōu)雅存在，內(nèi)斂自如不顯山露水但氣度從容，耐看耐品，回味良久LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation淺隱豪宅/滿(mǎn)足創(chuàng)一代需求心理需求：家庭、鄰里和睦,注重內(nèi)心修養(yǎng)和生活敢收關(guān)鍵要素：生態(tài)環(huán)境、離塵不離城、生活型社群、人文配套BrandCreationAndMarketingInnovation藏意豪宅可遇不可求LandmarkOlympicsports in thewest,1.6million wea16、lthcenter of lifeBrandCreationAndMarketingInnovation案例/北京霄8一藏(退居其后)二藏(長(zhǎng)路迎賓)三藏(密林掩映)一條路,兩片天地,隔九分熱鬧于外,藏一份靜怡于內(nèi)BrandCreationAndMarketingInnovation案例/上海翡翠別墅使館區(qū)、公園區(qū)、國(guó)門(mén)處環(huán)繞中藏于城市精華處,不動(dòng)聲色,而又占盡風(fēng)流BrandCreationAndMarketingInnovation高端人群訪談實(shí)錄/大一、頤和LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBra17、ndCreationAndMarketingInnovation原聲：大一業(yè)主/郭x龍兄弟/文化產(chǎn)業(yè)自己圈子,關(guān)注行業(yè)同行興趣圈作為招呼摯友的地方BrandCreationAndMarketingInnovation原聲:頤和業(yè)主/x凱旋兄弟/日化產(chǎn)業(yè)絕對(duì)懂得享受關(guān)注內(nèi)心直覺(jué)與感受最好的房間做成書(shū)房BrandCreationAndMarketingInnovation原聲：九龍湖/周星馳/巨星隱私與自我追求注重個(gè)人空間享受,追求自由因?yàn)榇舐涞夭ＡТ岸艞壻?gòu)買(mǎi)BrandCreationAndMarketingInnovation以上,眾正觀點(diǎn)本案推廣模式就是儀式感的設(shè)計(jì)不是表面炫耀,是深層次存在18、感塔尖/符號(hào)性聲望/影響力特權(quán)/故事植入對(duì)位/精神價(jià)值認(rèn)同BrandCreationAndMarketingInnovation公認(rèn)的價(jià)值最高點(diǎn)呈現(xiàn)天 地 人 宅一切,從廣州源頭說(shuō)起LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation白云山脈,南龍帝脈從昆侖山脈分化而來(lái)的南龍龍脈南下,進(jìn)入廣東后，分成九大支龍匯聚于廣州城BrandCreationAndMarketingInnovation太祖龍脈,廣府根基起址于白云山,到越秀山,向南延伸至珠江廣州城19、兩千多年以來(lái),不管是戰(zhàn)亂還是天災(zāi),都未曾讓它傷筋動(dòng)骨“廣州中軸線一直都是坐山面水,四象齊全BrandCreationAndMarketingInnovation廣州 /Canton城市關(guān)鍵詞全球中心城市粵港灣大灣區(qū)樞紐世界財(cái)富論壇發(fā)生地BrandCreationAndMarketingInnovation從國(guó)家貿(mào)易門(mén)戶(hù)到國(guó)家中心城市,廣州用了接近半個(gè)世紀(jì)！從國(guó)家中心城市到全球中心城市,廣州用了十年！僅僅不到一年,全球權(quán)威機(jī)構(gòu)GAWC評(píng)為世界一線城市中國(guó)排名第一的機(jī)遇之城白云山，已經(jīng)不僅是地理名詞、旅游坐標(biāo)而是廣府經(jīng)濟(jì)(商脈)文化(文脈)政治(政脈)之源宗即是顯性,又是隱性既位臺(tái)上,又隱臺(tái)下Br20、andCreationAndMarketingInnovation廣州唯一立體發(fā)展及增長(zhǎng)的區(qū)域高端商務(wù)-新經(jīng)濟(jì)產(chǎn)業(yè)-空港產(chǎn)業(yè)本案BrandCreationAndMarketingInnovationNOW,云山,代言廣州的世界符號(hào)大灣區(qū)時(shí)代,資源崇拜的價(jià)值再排序以江為榮,卻山分高下BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life故事,從云山說(shuō)起LandmarkOlympicsports in thewest,1.6million wealthce21、nter of lifeBrandCreationAndMarketingInnovationIN/臺(tái)上/CBD上朝、昭告、議政之地實(shí)為已決策后的發(fā)布之地臺(tái)上的世界公民中國(guó)夢(mèng)的外在表征BrandCreationAndMarketingInnovationOUT/臺(tái)下/云山皇帝的書(shū)房與寢宮與親信的臣工國(guó)戚的議事之地真正的決策之所本案BrandCreationAndMarketingInnovation幕后的中國(guó)力量中國(guó)夢(mèng)的內(nèi)在驅(qū)動(dòng)力臺(tái)下決定臺(tái)上果敢決斷在臺(tái)上深思熟慮在臺(tái)下BrandCreationAndMarketingInnovationLandmarkOlympicsports in the22、west,1.6million wealthcenter of life臺(tái)下人:幕后的中國(guó)力量BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation“有很多重要決定，都是山上作出的！”1999年我辭去總經(jīng)理職務(wù)后就不再處理日常事務(wù),但作為董事長(zhǎng),需要主持的董事會(huì)和股東大會(huì)是一定出席的。也有例外,2003年4月的股東大會(huì)我缺席了,因?yàn)檎谂实侵槟吕尸敺濉Ｗ杂螌W(xué)美國(guó)以后,我多次在子夜凌晨23、通過(guò)視頻召開(kāi)董事會(huì),其中一次,董事們分別在波士頓、深圳、北京、香港四個(gè)城市通過(guò)視頻網(wǎng)絡(luò)參加了會(huì)議。王石大道自然我與萬(wàn)科20002013LandmarkOlympicsports in thewest,1.6million wealthcenter of life帶三年、幫三年、看三年廣州天倫置業(yè)創(chuàng)始人兼董事長(zhǎng)張國(guó)明9年前把企業(yè)交給了兒子張高斌,從董事長(zhǎng)一職退休,自己開(kāi)始全心研究家族企業(yè)接班問(wèn)題。“公司交給你我放心，重要決定跟我匯報(bào)就行了。”BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million24、 wealthcenter of life臺(tái)上臺(tái)下位幕前,居幕后有所得,有所舍不浮躁,不功利不出世,亦入世BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life臺(tái)下決定臺(tái)上貌似不經(jīng)意,其實(shí)很講究的臺(tái)下者以家為原點(diǎn),演繹“隨意”而奢華,絢爛而“平靜”的生活方式BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life25、從臺(tái)上的中國(guó)到臺(tái)下的院子看似出世,其實(shí)是更高明的入世看似淡然,實(shí)則境界升華BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life自然“山水”地,修心“觀靜”處本案為城市品格及頂層需求填空BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life本案物理定位云山里藏意半山墅院BrandCreationAndMarke26、tingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life形象概念地脈篇BrandCreationAndMarketingInnovation視覺(jué)呈現(xiàn)LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation視覺(jué)呈現(xiàn)2LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCre27、ationAndMarketingInnovation此時(shí),山中自有“妙人”LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation二問(wèn),眾生頂層客群聚光燈在場(chǎng)之外為何藏？LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation高端人群權(quán)威報(bào)告胡潤(rùn)百富2017至尚優(yōu)品中國(guó)富豪品牌傾向報(bào)告LandmarkOlympi28、csports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation運(yùn)動(dòng)健康跑步12年來(lái)第一次超過(guò)高爾夫成為最受青睞的運(yùn)動(dòng)方式越來(lái)越多的富豪開(kāi)始看重對(duì)時(shí)間的把握LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation健康管理在創(chuàng)造財(cái)富的同時(shí)更加注重身心健康和保健注重“養(yǎng)生、健康”大概念,不抽煙的比例從去年的41%增加到46%富豪運(yùn)動(dòng)偏日常化、注重健康的比29、例越來(lái)越高21%雇傭了運(yùn)動(dòng)私教；家庭醫(yī)生的比例達(dá)到18%LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation藝術(shù)收藏有超過(guò)三分之二擁有收藏習(xí)慣手表的收藏比例進(jìn)一步下滑，即去年被古代字畫(huà)趕超之后珠寶玉石的比例和排名均有所上升，從第三一躍成為“最青睞的收藏品類(lèi)”LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovatio30、n家族傳承需求近七成面臨家族傳承問(wèn)題關(guān)注價(jià)值觀和經(jīng)營(yíng)理念傳承超過(guò)財(cái)富傳承企業(yè)平穩(wěn)過(guò)度和子女接班意愿是最主要問(wèn)題LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation社會(huì)責(zé)任青睞慈善捐款的比例逐年上升,繼續(xù)成為高凈值人群認(rèn)為的體現(xiàn)企業(yè)家社會(huì)責(zé)任的最好方式,納稅其次LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovati31、on一個(gè)時(shí)代的課題:文化的自信LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation文以化人 文以載道我們要堅(jiān)持道路自信、理論自信、制度自信,最根本的還有一個(gè)文化自信沒(méi)有文明的繼承和發(fā)展,沒(méi)有文化的弘揚(yáng)和繁榮,就沒(méi)有中國(guó)夢(mèng)的實(shí)現(xiàn)LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation榮幸,從各大行業(yè)看東方文化終于32、上升到了回歸和傳誦的境界LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation余秋雨中國(guó)文脈一個(gè)時(shí)代新審美的潛流正在涌現(xiàn)幾千年發(fā)展中最高等級(jí)的生命潛流和審美潛流；這種潛流,在近處很難發(fā)現(xiàn)，只有從遠(yuǎn)處看去,才能領(lǐng)略大概,就像那一條倔強(qiáng)的山脊所連成的天際線。他是有思想高度的,他是有時(shí)尚感知的,他是有文化積淀的,他是有承載厚度的,他是有天性靈悟的,他是有史書(shū)詳載的LandmarkOlympicsports in thewest,1.6million weal33、thcenter of lifeBrandCreationAndMarketingInnovation隋建國(guó)個(gè)展“盲人肖像”雕塑亮相紐約費(fèi)得曼廣場(chǎng)創(chuàng)造中國(guó)的現(xiàn)代雕塑將東方文化思想的內(nèi)核在西方現(xiàn)代藝術(shù)形式中表現(xiàn)BrandCreationAndMarketingInnovation再現(xiàn)唐朝明光鎧甲現(xiàn)在影視劇里的鎧甲型制沒(méi)有符合原先時(shí)代，不僅痛心也誤導(dǎo)了青少年再?lài)?guó)內(nèi)放映是誤導(dǎo)國(guó)人，在國(guó)際放映所有人會(huì)認(rèn)為中國(guó)人是穿著日本的鎧甲BrandCreationAndMarketingInnovation徐冰鳳凰亮相紐約 被賦予更深遠(yuǎn)涵義徐冰：鳳凰實(shí)際是一種中國(guó)態(tài)度縱觀整個(gè)中國(guó)歷史,每個(gè)王朝都有自己的鳳凰形象。34、這種神秘的鳥(niǎo)兒象征著吉祥、統(tǒng)一、力量與繁榮，通常是一種高尚祥和的動(dòng)物。BrandCreationAndMarketingInnovation山中何以有“妙人”本案目標(biāo)客群的身份LABLELandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation李光耀國(guó)際營(yíng)銷(xiāo)國(guó)家的強(qiáng)大與富裕與否，其實(shí)不簡(jiǎn)單地取決于優(yōu)秀的創(chuàng)業(yè)者、公共創(chuàng)業(yè)家，更取決于家庭的生活觀，以及家庭的繁榮和發(fā)展。LandmarkOlympicsports in thewest,1.6million we35、althcenter of lifeBrandCreationAndMarketingInnovation風(fēng):東方筆風(fēng)文化的教養(yǎng),時(shí)尚的修養(yǎng)BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation華:時(shí)尚華麗風(fēng)后見(jiàn)華LandmarkOlympicsports in thewest,1.6million wealthcenter of life奢:少數(shù)占享問(wèn)古今歷久彌新進(jìn)退間風(fēng)去華留Br36、andCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life雅:文化時(shí)尚是一種智慧文化的荷爾蒙LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeLandmarkOlympicsports in thewest,1.6million wealthcenter of life星云大師“自在”老子“自知之明”柏拉圖“See yourself”BrandCreationAndMarketing37、Innovation很東方的生活哲學(xué)BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life很自信很飄逸的生活態(tài)度BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life藏風(fēng)華,意奢雅自在,落子時(shí)尚與取意東方自知,游走文化與時(shí)尚把玩LandmarkOlympicsports in thewest,1.6millio38、n wealthcenter of lifeBrandCreationAndMarketingInnovation物質(zhì)的禮退 精神的前進(jìn)LandmarkOlympicsports in thewest,1.6million wealthcenter of life本案客群定位精神世界 物質(zhì)世界 紳貴BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life三問(wèn)，珠光想賣(mài)什么？體現(xiàn)的就是頂層設(shè)計(jì)的高度LandmarkOlympicsports in thew39、est,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation自頂層設(shè)計(jì)開(kāi)始的總體構(gòu)想物質(zhì)之上是精神,精神之上是文化文化之上是文明,文明之上是信仰想賣(mài)什么,體現(xiàn)的就是頂層設(shè)計(jì)的高度LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation本案文化構(gòu)建立足文化,向上升華,向下具象文化信仰:藏風(fēng)華,意奢雅文化目標(biāo):文化感悟中國(guó)美好BrandCreationAndMarketingIn40、novation住宅產(chǎn)品:大道拙樸,藏意山湖文化IP:會(huì)所(獨(dú)立運(yùn)營(yíng))LandmarkOlympicsports in thewest,1.6million wealthcenter of life文化目標(biāo):文化感悟中國(guó)美好紓解百年來(lái)中國(guó)頂級(jí)階層何去何從彷徨的文化歸屬民族凝聚力的緊緊包裹,全球普世價(jià)值的大方接納大國(guó)文化軟實(shí)力再起崛起,自己認(rèn)同也被世界認(rèn)同心靈充盈、精神皈依LandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation在快的時(shí)代,給予慢在新的時(shí)代41、,給予年代在全球化的時(shí)代,給予中國(guó)在滿(mǎn)目山河空念遠(yuǎn)的都市給于“中國(guó)式桃源”BrandCreationAndMarketingInnovation住宅產(chǎn)品:大道拙樸,藏意山湖四藝/五法/六感一軸/三庭/五園BrandCreationAndMarketingInnovation天地間的本真享受人倫美好回歸閑逸生活保留童真趣意體悟四季時(shí)光享樂(lè)同質(zhì)而居云水山水山云景觀價(jià)值包裝一軸三庭六園拋卻繁復(fù)的裝飾符號(hào)，運(yùn)用現(xiàn)代極簡(jiǎn)主義的創(chuàng)作手法，將簡(jiǎn)意中式書(shū)寫(xiě)到極致又取“與誰(shuí)同坐？明月、清風(fēng)、我”之情景，回歸內(nèi)心三庭：水、云、月水庭看輕舟樂(lè)蕩，知音著紅帶云庭聽(tīng)風(fēng)清霧涼，千秋意綿綿山庭步蒼穹八荒，人路兩相茫Bran42、dCreationAndMarketingInnovation五園：禪意養(yǎng)心五園師法白云山文人墨客的情誼,澄心靜坐（茶）、益友清談（松）、小酌半醺（琴棋書(shū)畫(huà)）、藏心離塵（竹子）、焚香煎茶（香、書(shū)畫(huà)）和寓意弈棋（棋）,組成住宅組團(tuán)曲徑通幽的宅園入口（以景觀竹作為入口-公共通道的間隔與包裝）BrandCreationAndMarketingInnovation本案生活體系坐廣州正脈源頭粵港澳灣區(qū)時(shí)代中心看千年嶺南城市風(fēng)華再展云山臻境山湖人境城起身處聚繁華靜享一城三CBD悠逛山湖間寫(xiě)意隨意愜意情歸嶺南街庭巷院園漫享園趣六感通魂步履儀式五進(jìn)儀禮坐 看 云 起 悠 情 漫 步紅線外紅線內(nèi)BrandCre43、ationAndMarketingInnovation文化IP:會(huì)所（獨(dú)立運(yùn)營(yíng)）命名:云山壹號(hào)會(huì)BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life云山壹號(hào)會(huì)場(chǎng)景定位都會(huì)里的東方文化秀場(chǎng)都會(huì)/時(shí)尚/東方/儀式感中國(guó)意世界語(yǔ)文化場(chǎng)BrandCreationAndMarketingInnovation一個(gè)營(yíng)銷(xiāo)的課題:如何賣(mài)？賣(mài)什么？BrandCreationAndMarketingInnovation壹號(hào)會(huì)非會(huì)所更是頂級(jí)生活方式IP的魅力展現(xiàn)BrandC44、reationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life“夏都”北戴河北戴河在中國(guó)政治語(yǔ)境中的地位鮮有“避暑勝地”能及如今,即便紅色光環(huán)褪去在人們心目中,在北戴河購(gòu)買(mǎi)別墅依然等同于擁有領(lǐng)導(dǎo)人級(jí)別的度假生活方式BrandCreationAndMarketingInnovation瑞士瑞士擁有頂級(jí)的度假酒店最好的醫(yī)療產(chǎn)業(yè)機(jī)構(gòu)最好的湖光山色，并且是世界會(huì)議中心已成為各國(guó)王室及元首的度假勝地BrandCreationAndMarketingInnovation他們和他們家的45、故事我們和我們家的故事場(chǎng)所服務(wù)娛樂(lè)文化愛(ài)好話(huà)題建立交集我們將與這些最被世人崇尚的人物家庭一起共享他們所有生活的可能BrandCreationAndMarketingInnovationBrandCreationAndMarketingInnovation有交集 則是吸引力所在無(wú)論是在北戴河沙灘上遇見(jiàn)散步的誰(shuí)還是在瑞士的滑雪道上看見(jiàn)哈里王子或者,在林肯公園中看見(jiàn)克林頓手植的樹(shù)木中南海永遠(yuǎn)無(wú)法成為生活方式IP因?yàn)闊o(wú)法共享和產(chǎn)生交集LandmarkOlympicsports in thewest,1.6million wealthcenter of life愛(ài)馬仕凱利包,因摩納哥王妃而成為時(shí)尚經(jīng)典146、957年摩納哥王妃格蕾絲以自己的Hermes手袋遮掩懷孕微凸的腹部這款馬鞍囊設(shè)計(jì)從此得名凱利包HermesKelly,成為品牌經(jīng)典BrandCreationAndMarketingInnovation尼泊爾擁有世界頂級(jí)的眾多徒步路徑而Royal trekking則因查爾斯王子走過(guò)而得名,并備受追捧BrandCreationAndMarketingInnovation本案推廣入口壹號(hào)會(huì)窄眾傳播,文化IP帶動(dòng)整體BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of47、 lifeBrandCreationAndMarketingInnovation壹號(hào)會(huì)打IP構(gòu)建原則人物與場(chǎng)所構(gòu)建的生活方式通過(guò)特定的媒介讓場(chǎng)景與故事發(fā)生關(guān)聯(lián),再造一個(gè)大故事通過(guò)“巧妙的媒介”把他們的故事變成我們的故事會(huì)所運(yùn)營(yíng)即銷(xiāo)售拓客,順勢(shì)而成LandmarkOlympicsports in thewest,1.6million wealthcenter of life生活方式區(qū)別的本質(zhì),是人人的地位,精神和格局,是壹號(hào)會(huì)文化IP的核心BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million 48、wealthcenter of life會(huì)員抑或目標(biāo)客群身份背景或有不同,精神格局一定趨同BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of lifeBrandCreationAndMarketingInnovation裝得下國(guó)家事,飽含家的深情與摯愛(ài)有家國(guó)情懷的領(lǐng)袖們家國(guó)情懷,是壹號(hào)會(huì)的社交的價(jià)值觀內(nèi)核,也是生活方式意向LandmarkOlympicsports in thewest,1.6million wealthcenter of life本案推廣方49、式呈現(xiàn)家國(guó)情懷語(yǔ)境下的生活方式BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life文化維度一本畫(huà)冊(cè) /演繹中國(guó)建筑美學(xué)大戲一本攝影冊(cè) /記錄鏡頭下云山里的外交BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life紐約人雜志著名攝影人Platon他,是時(shí)代雜志的攝影師 拍過(guò)無(wú)數(shù)政要在他的鏡頭下,奧巴馬,布什,內(nèi)50、賈德無(wú)數(shù)名人展現(xiàn)出非凡的風(fēng)采邀請(qǐng)這樣的名人攝影師,留下一組從都鏡頭在壹號(hào)會(huì)舉辦他的影展出版一本為“名人”的攝影專(zhuān)題畫(huà)冊(cè)這就是我們希望的巧妙的媒介BrandCreationAndMarketingInnovation力量，世界領(lǐng)袖肖像攝影作品展Face of PowerBrandCreationAndMarketingInnovation場(chǎng)景化維度總統(tǒng)餐單元首小徑BrandCreationAndMarketingInnovationLandmarkOlympicsports in thewest,1.6million wealthcenter of life 松云夜宴以韓熙載夜宴圖為藍(lán)本,場(chǎng)景重51、現(xiàn)形式：每月1場(chǎng)，預(yù)定私宴BrandCreationAndMarketingInnovation菜品：露濃百草（冰草、菌類(lèi)、沙拉）菜品：藕斷絲連（藍(lán)色彩釉盤(pán)子勝載）厲家菜應(yīng)該是你唯一能試的慈禧同款憑借祖父回憶出的百來(lái)張宮廷菜譜厲善麟羊房胡同里開(kāi)賣(mài)宮廷風(fēng)味讓眾多中外名人慕名前來(lái)光顧其中包括：前美國(guó)國(guó)務(wù)卿貝克、加拿大總理克拉克拳王阿里、電腦神童比爾.蓋茨等BrandCreationAndMarketingInnovation傳播維度一場(chǎng)詩(shī)會(huì) /展示云山里社交的家國(guó)情懷一場(chǎng)天價(jià)拍賣(mài) /引發(fā)國(guó)禮的大討論一場(chǎng)國(guó)家寶藏 /Live現(xiàn)場(chǎng)BrandCreationAndMarketingInnovation一52、我，和我的家與國(guó)一場(chǎng)詩(shī)會(huì)贊美崇高的情感宏大敘事語(yǔ)態(tài)下的國(guó)際詩(shī)會(huì)國(guó)際詩(shī)會(huì)，應(yīng)該表達(dá)跨越種族與國(guó)際的情感和這種情感的美BrandCreationAndMarketingInnovation為何我的眼中時(shí)常飽含淚水因?yàn)槲覍?duì)這片土地愛(ài)得深沉天地下 檐之上看見(jiàn)崇高的情感史上最貴的高爾夫球傳遞著世界和平的夢(mèng)想拍賣(mài)所得捐給聯(lián)合國(guó)文教基金書(shū)鳩山由紀(jì)夫看過(guò)的書(shū)，潘基文的親筆書(shū)法等講述外交的名人故事、滲透生活方式BrandCreationAndMarketingInnovation國(guó)家寶藏廣州站|走進(jìn)云山國(guó)家寶藏贊助商水井坊&壹號(hào)會(huì)精彩呈現(xiàn)廣東省博物館館長(zhǎng)，馬未都，半山博物館守護(hù)人（會(huì)所專(zhuān)區(qū)展覽）BrandCreationAndMarketingInnovation今天的課題：不止推廣BrandCreationAndMarketingInnovation只服務(wù)珠三角市場(chǎng)只服務(wù)區(qū)域標(biāo)桿只服務(wù)珠地產(chǎn)名企每個(gè)事業(yè)部最多服務(wù)五個(gè)項(xiàng)目聲明：本案為我司原則，知識(shí)產(chǎn)權(quán)歸我司所有，任何單位或個(gè)人未經(jīng)我司許可，不得以任何形式外泄；提報(bào)階段，部分創(chuàng)作素材來(lái)源于網(wǎng)絡(luò)，不得作商業(yè)用途。本案最終解釋權(quán)歸我司所有。