Four Seasons Branded Residences, Greater China

The residences are aimed at high-net-worth households with assets of more than RMB 6 million. To build the right strategy, we had to understand these buyers in detail: who they are, why they buy, and what they look for.

We combined large-scale market research, questionnaires and one-to-one interviews to build the most accurate buyer profile possible. That profile became the foundation of the development strategy for Greater China.

Unlike a typical single-city study, this project covered many cities at once, each with its own market dynamics and local policies. To give Four Seasons a comprehensive and reliable market evaluation, development strategy and market plan, we carried out nationwide research through desk research, surveys, interviews and fieldwork.

We structured the work into four areas: the high-net-worth market, real estate policy, the current state of hotel-branded residences, and high-end luxury developments.

Because demand was concentrated in first-tier and tourism cities, we studied those markets in depth and analysed existing branded and non-branded residential products to understand how competitors performed and were positioned. Given market uncertainty and shifting policy, we then delivered a complete development and marketing strategy built on the research findings and our market experience.

We set out the key directions for Four Seasons’ branded residences in China and provided technical support for its marketing strategy in Greater China, presenting our recommendations across several working sessions with the group.

Following this engagement, Alliance was retained for follow-up services: helping implement the strategy at each stage and adjusting it as the market changed.