Comprehensive Marketing Strategy of Evergrande with Detailed Overview

Updated on: Jun 27, 2023
marketing strategy of evergrande

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China Evergrande Group is the second largest group in China that develops properties in terms of sales. It is founded in 1996A.D. and has been a real estate company for almost 26 years. The founder of this company is Hui Ka Yan. Its headquarter is located in Shenzhen, Guangdong, China. 

In this blog, we will take a deep dive into the marketing strategy of Evergrande company. As each and every big company have already gone digital it has become much easier for the customer and audience for finding out information on the big companies. Marketing is a necessity for all organizations around the globe to sustain the changing market trends and growing competition.

Before jumping on the marketing strategy of Evergrande let us begin with a detailed overview of the company.

About Evergrande-Company Overview

Marketing Strategy of Evergrande -logo

China Evergrande Group is the second largest group in China that develops properties in terms of sales. It is founded in 1996A.D. and has been a real estate company for almost 26 years. The founder of this company is Hui Ka Yan. Its headquarter is located in Shenzhen, Guangdong, China. 

This company is deeply rooted in multiple businesses like Real estate, Tourism and Recreation, Sports, Automotive, Health, Entertainment, Finance, and Food and Agriculture. 

In Oct 2009, the company managed to raise $722 million U.S. in an initial public offering on the Stock Exchange of Hong Kong. In 2022, Evergrande company announced it would be moving its headquarters to Guangzhou due to a need that required reduced spending.

Evergrande also owns two major theme park brands that are:- Hengda children of the world and Hengda water world. Hainan has a large tourist complex i.e. Chinese island of Hainan to spend. The under-construction Ocean Flower Island in Hainan is one of the major projects that Evergrande owns.

We have been analyzing China Evergrande Group revenues, which have grown to $59.59 billion in 2021, plus its IT budget and roadmap, and cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for China Evergrande Group’s intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications. 

Evergrande has served the general public with its amazing real estate business which has helped many people with their housing. As Evergrande is the power of the economy which comes in second in the whole of China, its sustainable growth in the real estate business is very important. This has also become the main source of happiness for migratory people and resolved the problem of housing.

Quick Stats

CEO Siu Shawn
CFO Da Rong Pan
Area served Mainland China
Industry Real estate
Market Share/revenue $77.713 billion,2020
Digital Marketing Academic Challenge 2024 - DMAC

Marketing strategy of Evergrande

Now let’s learn about the Marketing strategy of Evergrande, shall we? We will discuss how the company finds its potential customers through different means.

1. Segmentation, Targeting, and Positioning

As we know China Evergrande Group is an investment-holding real estate company that engages in property development, property investment, property management, and property construction. It is also involved in hotel operations, finance business, internet business, and health industry business. 

China Evergrande Group has projects in first and second-tier cities including Beijing, Shanghai, Guangzhou, and Shenzhen. The company is also engaged in commercial construction activities, including exhibition cities, resort hotels, museums, and shopping centers. It is also in the health business and operates a high-end international hospital with community health management services.

It operates in Hong Kong and the British Virgin Islands. China Evergrande Group is headquartered in Shenzhen, Guangdong, China.

2. Marketing Campaigns

Marketing Strategy of Evergrande-campaign

Evergrande gained recognition after pulling off an extraordinary feat for its first project. It managed to complete the entire project development cycle:- including government approval, land acquisition, construction, sales, and move-in within a year.  

Xu leveraged Evergrande’s initial success to obtain loans from banks, which financed the company’s aggressive expansion in Guangzhou city. In no time, the model of ‘three highs and one low (high debt, high leverage, high turnover, and low cost) proved to be a winning marketing strategy of Evergrande.

Marketing Strategy of Evergrande -campaign

In early August, Evergrande company launched six electric cars, under its Henchi brand, also along with an unusually intense television marketing campaign. The shares of the newly renamed China Evergrande New Energy Vehicle Group are increasing on the back of an intense marketing campaign that includes bombarding TVs with frequent, short ads.

The marketing strategy of Evergrande must be updated thoroughly to remain sustained in this competitive environment.

3. Social Media Marketing

Evergrande is a Chinese company so due to this, it uses Chinese social media platforms for marketing its products and company. It is also available on Google and other platforms like Facebook and Twitter. But they are mainly advertising and sharing important content through Chinese social media platforms as their audiences and customers are mainly Chinese only and they can get heavy traffic there. 

Marketing Strategy of Evergrande -linkedin

Evergrande company also has its own LinkedIn profile where you can get more information about them. They also post about various job opportunities which are very helpful to job seekers.

4. SEO Strategies

Marketing Strategy of Evergrande -SEO

As seen in the picture above, we can see that there is 33,462 organic monthly traffic and a good number of backlinks are also seen which is good for the Evergrande group.

5. Influencer Marketing

There seem to be no influencers that are currently working with China Evergrande Group after collapsing in the Chinese market for influencer marketing. Also, the data are almost all erased that to be found about the Evergrande group.

6. E-commerce Strategy

As every group or company has its own websites and applications, likewise China Evergrande Group has its own. China Evergrande Group uses 8 technology products and services including JQuery, PHP, and Asp.Net for using the best e-commerce strategies.

Also, China Evergrande Group is actively using 67 technologies for its website, according to BuiltWith. These also include Viewport Meta, IPhone/ Mobile Compatible, and SPF.

7. Mobile Apps

Evergrande group has multiple mobile apps that help them in every phase of their work. The most sensational mobile app is IN-House ATS which is an application for applicants that helps to track the applicants who have applied for the job in the Evergrande group. It is also used by IT decision-makers and key stakeholders. Their database provides customer insight and contextual information on which enterprise applications and software systems China Evergrande Group is running and its propensity to invest more and deepen its relationship with In-House Applications.

8. Content Marketing Strategies

The content strategies for the Evergrande group can be done in various ways. In terms of product pricing, customer-friendly environment, etc can be the most beneficial marketing strategy of Evergrande to gain more foothold in the market. They have also tried to create a strategy and tried marketing after collapsing the company. Now they are slowly and steadily growing their market with the help of their marketing group.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion- What is so unique in the marketing strategy of Evergrande?

As Evergrande group is a very popular group in China’s market. It literally takes up to half of the Chinese market. It is like the backbone of China. As this group has many divisions and departments that provide most of the jobs to people all across the world. Businesses that Evergrande Group owns are health business, entertainment business, education business, finance business, etc. The main purpose of Evergrande Group is to develop the property and sell it to its valuable customers. It also provides its valuable customers with the utmost care that a customer should be given. 

There are highs and lows for every company, and it also faced a massive company outbreak or collapsing moment which caused an uproar around the whole world. But after facing all these problems it’s still standing today proud in the Chinese market. This is probably due to the marketing strategy of Evergrande that they used to gain the most powerful foothold in the market.

There is too much competition in the market. As this company was having its worst moment its competitors were waiting to get a big piece of meat from the Evergrande Group. But, rather than collapsing completely, it chose to proudly fight the battle which made the Evergrande Group more powerful and strong. The main purpose of Evergrande Group is to develop the property and sell it to its valuable customers. It also provides its valuable customers with the utmost care that a customer should be given. 

Lastly, if you find this blog on the marketing strategy of Evergrande insightful, please kindly visit IIDE Portal for more such amazing case studies.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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