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Shui On: Branding Properties for Sustainable Growth in China  
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Product Ref: CSVS/103C Company: Shui On Group

Product Type: Case Industry: Real Estate

Related Product(s): Teaching Note, DVD
Shui On Group, a Hong Kong based real estate company with extensive investments in China, leveraged its established relationship with the Shanghai government to obtain the rights to participate in a very large urban redevelopment project in the Shanghai metropolitan area, Taipingqiao, and built the now world-famous Xintiandi retail and entertainment centre. The combination of historic preservation and creative modern design, coupled with fastidious attention to detail in execution, turned Xintiandi into one of Shanghai's hottest dining and entertainment spots. Regardless of the success of its signature development in Shanghai, there is still uncertainty whether Shui On can repeat its success in other Chinese cities and exploit the brand value of Xintiandi which was created to drive growth for the company in the future.
Functional Area : Marketing
Strategy & General Management

Issues: Branding properties; flagship property; China real estate market; property-led urban redevelopment; first mover advantage (FocusAsia)
Length: 23 pages Country: Hong Kong SAR

Pub. Year: 2006 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
Related Information: Replicating flagship property developments; challenges in branding properties; potential and issues of property-led urban redevelopments in China; fist mover advantage for foreign enterprises in the China market
 
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