30 JULY 2019 The latest Australian Brands in China Index Report shows Crown Group is Australia’s leading property developer in the eyes of Chinese consumers. The Sydney-based residential developer was ranked second overall in the property and real estate industry among 102 Australian companies, and the top developer.
The ABC Index Report is produced each year by Digital Crew and Monash Business School and is the only report that monitors the “health” of Australian brands in China.
Crown Group outranked other Australian developers including Meriton, Frasers Property, Metricon, Mirvac, Lendlease and Stockland. Crown Group also ranks highest on the social responsibility scale and second highest in trendiness. It is the second time that this leading developer ranked top of the list.
Crown Group’s Marketing & Communications Director Ellie Cashman said the ranking was a result of Crown Group’s creative and visionary property design and its innovative marketing efforts, which reflected keen insights into Asian buying trends.
“A key part of our marketing strategy involves capturing the attention of today’s Chinese consumers and engaging them in a dialogue with our brand, to gain their trust in the quality and value of our product,” she said. “This has allowed us to lead the way in terms of brand perception among Chinese consumers.
“We do this with beautiful, bespoke imagery and video in all of our PR, advertising and content platforms, and a schedule of prestigious and glamorous unveiling events for up to 2,000 people featuring high-profile influencers, luxury cars, models, photo walls, trapeze artists and pop stars.
“We continuously and actively sell through our agents in China, with regular sales and media roadshows to cities including Beijing, Shanghai, Qingdao, Chongqing and Xiamen. We also have a very vigorous schedule via our Chinese PR and social media channels in Australia and China including WeChat, Weibo and Tencent Video.”
The report surveys over 9,000 consumers, from first and second-tier cities, covering 102 brands, measuring perception of Australian brand attributes across eight industries.
Nine brand attributes are considered: trustworthiness, trendiness, professionalism, quality, social responsibility, traditionalism, practicality, value-for-money and innovativeness.
“Brand identity, quality and innovation are the top three attributes Chinese look for in Australian brands,” Mrs. Cashman said. “Based on detailed insights into our target market, we know how to consistently engage our audience.”
For more information, visit https://www.crowngroup.com.au.
Crown Group’s Marketing & Communications Director Ellie Cashman is available for interviews on request.
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Crown Group Media Enquiries
Natasha Granath, PR & Communications Manager
(02) 8904 7051
Lina Guo, Communications Executive
(02) 9925 0088 or 0429 459 510
About Crown Group
Crown Group Holdings (Crown Group) is a leading Australian property group specialising in property development, property investment and serviced apartments. The company was co-founded by architect Mr. Iwan Sunito and engineer Mr. Paul Sathio with its first project in 1996.
Crown Group has successfully completed major developments in Sydney’s best locations including Bondi, Bondi Junction, Parramatta, Ashfield, Epping, Homebush, Newington, Pennant Hills and Rhodes and most recently the 25-storey Arc by Crown Group in Sydney CBD.
Today, Crown Group boasts a portfolio of eight major projects under development and in the pipeline. It is currently developing four major projects in the Sydney area: Infinity by Crown Group in Green Square; the $500 million five tower precinct Mastery by Crown Group in Waterloo being developed with Mitsubishi Jisho Residence; Waterfall by Crown Group in Waterloo; and Eastlakes Live by Crown Group the most exciting new address in the Eastern Suburbs.
Crown Group launched SKYE Suites in Parramatta in August 2017 and Sydney in October 2018.
Crown Group has been awarded more than 30 high-profile industry awards including the 2018 Urban Development Institute of Australia (UDIA) NSW Best Mixed-Use Development and 2016 International Property Awards Best Residential High Rise Architecture Australia for V by Crown Group Parramatta; 2017 Property Council of Australia’s Annual Property Congress’ one of the World’s Best Projects for Infinity by Crown Group; 2017 Master Builders Association NSW Excellence in Construction Awards for Skye by Crown Group; 2015 International Property Awards Best Residential Development Australia for Arc by Crown Group; 2015 MBA NSW Excellence in Construction Awards for Viking by Crown Group Waterloo and 2014 UDIA NSW President’s award – considered one of the highest property development accolades in Australia – for the seven-tower, resort-style development Top Ryde City Living.Download the original article