Extreme heavy rain raided Henan Province, Zhengzhou suffered a thousand years of heavy rain. When many enterprises are helping Henan, a real estate enterprise is called hot search for its disaster marketing.
On the evening of July 20, when Zhengzhou suffered a heavy rain, a poster of Kangqiao group caused public anger among netizens. Kangqiao, in a poster, takes the slogan “stay in the Highlands, let the wind and rain be only the scenery” as the main slogan. Meanwhile, the poster also compares the elevation of the project with the famous landmark around the project, especially emphasizing the project “83 meters higher than the 27th tower in Zhengzhou, 72 meters higher than the hometown of Huangdi (92.35m altitude)”, and the publicity effect is highlighted.
Soon, Kangqiao group of this poster, sparked netizens’ questioning and anger. That night, Zhengzhou had an hour of rainfall of 201.9mm. Under the devastating flood, a large area of waterlogging occurred in Zhengzhou, the public transport system was paralyzed, and the subway was flooded, even causing the tragedy of 12 people dying.
In front of the disaster, Kangqiao group has clearly touched the moral bottom line of the public by means of the commercial promotion of the sense of existence of disaster brush. Although Kangqiao group issued an apology statement the next morning, and gave the relevant responsible persons the responsibility of removal, salary reduction and demotion respectively, angry netizens pushed the topic of Kangqiao apology on Weibo hot search. Affected by this, Kangqiao Yue, a listed property company of Kangqiao group, has also fallen in the capital market, and the stock price has been broken.
“Rollover” when the hot spots are not reached
If it wasn’t for the disaster marketing event, most people would not know the old 20-year-old housing company Kangqiao group.
In fact, Kangqiao group, founded in 2003, is originated in Henan Province. Besides real estate development, it also involves many fields such as industrial culture and tourism, large service system, agent construction and decoration.
Song Ge Commission, the leader of Kangqiao group, was born in Xinzheng City, Henan Province. In the 1990s, song revolution Commission graduated from Changsha South South University of technology in mining engineering, and was assigned to Sanmenxia Chuchi aluminum mine of great wall aluminum industry as soon as graduation. Since then, he has been promoted from an ordinary technician to a deputy miner.
The turning point of fate occurred in 2000, when song revolution Commission was appointed general manager of Zhengzhou xingreat wall real estate Co., Ltd. because of his participation in the reconstruction of the Great Wall Hotel. Later, the new Great Wall real estate was renamed Kangqiao group. Since then, the song revolution Commission also led Kangqiao group to a new stage.
After 17 years of establishment, Kangqiao group has always been in the corner of Henan Province. Until the end of last year, the top 100 real estate company officially settled in Shanghai Hongqiao headquarters and attracted the former vice president of Zhengrong real estate Xiao Chunhe.
Kangqiao group, which moved its headquarters into Shanghai and opened its expansion, successively attracted a number of star professional managers. In addition to Xiao Chun he, Li Wei, the former president of Zhongliang southwest group and former CIO Zhang Fan of Jindi group, joined in it successively.
In 2020, Kangqiao group’s sales exceeded RMB 512.11 billion, ranking 63rd in the national sales list of real estate enterprises. According to the data of the China Index Institute, Kangqiao group became the third real estate enterprise in Henan Province with a sales volume of 16.67 billion yuan in the first half of 2021, which is second to Henan construction industry and commercial real estate. But in the rapid expansion, Kangqiao group marketing management, obviously did not keep pace.
It is reported that the above poster slogan comes from Kangqiao group’s 5+ room, Kangqiao Xiangman county project. Kangqiao Xiangman county is a low density residential community launched by Kangqiao group in Nanlong lake. According to the local intermediary, the project takes place in October 2019, with a floor price of 1500 yuan / m2, belonging to Guodian plate. However, the surrounding facilities are not complete, and there are several kilometers from the core of Nanlong lake.
Kangqiao said to the above improper advertisement, “the advertising has not strictly implemented the promotion content review and approval process, which has been deeply reviewed and introspective, and sincerely accepted criticism from all walks of life in the society, and apologized for this.”
It is worth mentioning that in addition to the poster event of Kangqiao Xiangman county project, netizens have reported that the property company of Kangqiao group has also participated in the “dallying hot spot” marketing of rainstorm, and in its poster publicity materials, Kangqiao property is printed.
Kangqiao property is a Kangqiao Yue life service group which has been renamed. On July 16, Kangqiao Yue lives on the main board of the Hong Kong stock exchange. The prospectus shows that Kangqiao Yue has issued 175million shares, priced at HK $368 per share and raised funds of hkd644million, becoming the fourth listed property enterprise in Henan Province. However, affected by the above events, on July 21, Kangqiao Yue life early market shares rose and fell.
Reprint indicated source：Spark Global Limited information