Previously, we explored the detailed marketing strategy of Paytm, a leading Indian financial services company. Here we will explore in detail the marketing strategy of Sunac, China’s leading real estate company.
Our objective is to provide you with an understanding of how Sunac China Holdings Limited, or Sunac, has turned into a leading company in the real estate market. The company is based in Tianjin, where it strives to give Chinese families an exceptional living and working environment by adapting high-quality products and services and integrating high-quality resources.
The company’s marketing strategy is another reason why it is one of the most prominent real estate companies in China. Whether it is a small business or a large corporation, every industry understands the necessity of having an online presence and is turning their business online to keep updated with technology.
Learn more about the importance of having a digital presence and keep up-to-date with the latest marketing strategies at our free masterclass on Digital Marketing presented by Karan Shah, CEO and Founder of IIDE.
We will fully cover the marketing strategy of Sunac in this blog. Before we get into it, let us start by learning in detail about the company, its target audience, and its digital presence.
Sunac is a major real estate developer in China, focusing on large-scale, medium to high-end property development. Sunac is headquartered in Tianjin, China, with operations in Beijing, Chongqing, Wuxi, and other cities. The company follows its motto, “Passion for Perfection,” and consistently strives to build a community of citizens enjoying a better life.
Sunac was founded in 2003 by Sun Hongbin and was listed on the Hong Kong Stock Exchange on October 7th, 2010 with an IPO price of HK$3.48 per share. In July 2017, the company acquired 13 tourism projects and hotels from Dalian Wanda, forming the 3rd biggest real estate deal in China. As a result of its steady development, Sunac China has been able to establish its competitive advantage in the industry and is widely recognised by customers as an integrated service provider that provides Chinese families with a better, high-quality life.
Sunac operates through the following 2 segments, Property Development and Investment – this segment provides revenue from the sale and rental of residential and commercial investment properties; another is Property Management Services – this segment includes businesses engaged in property management.
|Industry||Real Estate (Public)|
|Market Share/ Revenue||307.10 Billion (2021)|
|Tagline||Passion for Perfection|
Marketing Strategy of Sunac
Segmentation, targeting, and positioning
SUNA China segments the overall market into segments and groups that are similar in attributes, purchasing behaviour, socioeconomic status, etc. to reach out to the targeted consumers more efficiently and effectively. All of Sunac’s products provide superior value as they segment the customers based on two demographic criteria: income and life cycle stage.
Sunac China’s pricing strategy is what makes its value proposition stand out. It has priced its product competitively in the marketplace while delivering superior benefits to competitors. As a result, the company is not only competing on price alone but also on the complete value proposition.
Satisfied customers who purchase Sunac’s products and services also recommend them to their social circles because the company provides superior value.
No marketing campaigns were adopted as such, but, through its high-quality services, the company has been able to achieve a high level of customer satisfaction among existing customers. Moreover, the company has developed strong brand equity among potential customers through its customer relationship management department. This leads to customer loyalty and retention.
As a result of Sunac’s integrated marketing strategy and delivery mechanism, Sunac China has been able to convert more customers to repeat customers, spend less money to acquire new customers, and increase sales of adjacent products and services.
Social Media Marketing
One of the areas where Sunac China can improve is promotion, especially social media promotion strategy and consumer-generated marketing efforts. Sunac China can use social media platforms such as Facebook, Twitter, YouTube, Instagram, etc. to build consumer engagement marketing.
They lack a digital presence, and in today’s world, to establish a brand you need to have an online presence so the consumers can stay updated about upcoming projects. Sunac China needs to work with not only marketing partners but also channel partners to create customer value and build a relationship with them.
As per SEO ranking, it is said that the number of keywords is 500 bad, above 1000 is good, and 10,000+ is amazing. As we can see, www.sunac.com.cn has only 96 organic keywords, which is considered bad because it is very small. That means they have to work on their digital marketing to be noticed by people.
Also, the traffic per month is around 3k+, which is again less. As a result, Sunac China will need to improve its SEO strategies as well as work hard enough to keep the brand at the top of Google’s organic SERP results.
Sunac has not employed any form of influential marketing to promote its services. This has to be one of the weaknesses of Sunac because working with influencers will allow them to build their audience’s confidence in Sunac’s product. This is the ideal instrument for building a dedicated army of Sunac brand advocates in the long run. Sunac should absolutely pursue influencer marketing in order to raise brand recognition and gain consumer confidence in the near future.
Sunac has its own website, but the company doesn’t use its website to avail of the services provided. It would be a good thing if the company introduced e-commerce strategies on their website, as many customers prefer websites for the first time they avail of a service, which would also increase the traffic and target audience eventually.
Sunac does not have any mobile app which provides services to the client. They do have a website through which their potential clients can contact them. Firstly, Sunac deals in the construction sector. It does not engage in the manufacturing of any products.
Secondly, Sunac’s clients are the government and many other private companies, etc., who wouldn’t choose a mobile app for dealing with Sunac. Such big deals are to be done personally. Considering the above factors, not having a mobile app has never been an obstacle for Sunac.
Content Marketing Strategies
They have a presence on mooool, which is considered the most professional landscape media in China. The property pictures are published on the site along with some content describing the property and other details.
Sunac China is doing funding programmes and community programmes, but the only source of information is from its website.
This ends with an elaborative marketing strategy of Sunac. Let us conclude our learning below from the marketing strategy of Sunac.
What’s unique about Sunac’s marketing strategy?
Due to its high quality and diversified offerings, Sunac is the top provider of real estate products or services in China. While going through the blog, we realised that the company is highly dependent on and enjoys strong brand recognition, trust and satisfaction from its customers. It is also known for following deadlines and generating good returns by adapting to new revenue sources.
Even though there are more and more competitors in the same space, it continues to be a leading company because of its talented employees and the thorough training and skills it provides to them. The company should continue to innovate and develop more products and services that cater to the needs of the consumers and launch them on the market with the most suitable marketing methods.
But with more competition, the company now needs to adapt digital marketing strategies to stay competitive, because they don’t have an online presence.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Sunac has given you a good insight into the company’s marketing strategies.
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