Event Background
In May, the world is full of flourishing fragrance, and a light boat crosses the river down to Yangzhou. Hisense Real Estate set sail from the "shore of the Yellow Sea" in Qingdao with the sail of ideals, and sailed into Yangzhou, "China's first canal city"; all good things are elegantly blooming in the cloud. To repay the enthusiasm of homeowners, clients, and viewers, during the livestream "red envelope rain" was distributed on the hour, and hot-selling 1 yuan vouchers for a thousand-yuan discount were offered, leaving everyone richly rewarded and feeling especially warm.
Core Information
At 19:30 on May 30, the Hisense Real Estate online new product launch opened at Yangzhou He Garden, with 770,000 people watching the livestream online. Guests attending the event included Hisense Real Estate President Wang Hui, Product Director Zhang Fanglin, Yangzhou cultural celebrity Wei Minghua, and senior Huaiyang cuisine master Chen Ende. Numerous platforms livestreamed simultaneously, bringing a deeply affectionate, picturesque Yangzhou night.
Enjoy the world-famous garden, blending the sentiment of culture. Among Yangzhou's many gardens, the grand finale masterpiece is He Garden. He Garden is a major historical and cultural site protected at the national level, a national AAAA-level tourist attraction, and ranks alongside world-famous gardens such as Beijing's Summer Palace and Suzhou's Humble Administrator's Garden, with the reputation of "the first garden of the late Qing Dynasty." Choosing Yangzhou He Garden as the venue for the new product launch represents Hisense Real Estate's sincerity in paying tribute to Yangzhou and respecting the city's profound historical and cultural connotations.
As the first real estate launch event ever held at He Garden, Hisense Real Estate integrated much Jiangnan culture and traditional customs into the launch, presenting an authentic "cultural feast." The moon rose bright, lights were dimming, and among the pavilions, carved balustrades and jade steps, and corridors, the host told the story of the garden's past and present, allowing people to feel the infinite charm of this world-famous garden. Cello and pipa performed the classic "Jasmine Flower" together, with scenes symbolizing "East and West & ancient and modern" complementing each other, allowing the two cities of Qingdao and Yangzhou to echo across the distance and achieve a resonance of culture and soul. The launch site recreated the classic "Red Chamber Banquet," inviting senior Huaiyang cuisine master Chen Ende to cook representative Red Chamber Banquet dishes on site, while Yangzhou cultural celebrity Wei Minghua explained the craftsmanship culture in Dream of the Red Chamber, just as Hisense Real Estate's craftsmanship is meticulously refined and carefully considered.
Ideals are being practiced, presenting 26 major new works. Against the elegant atmosphere of the "cultural feast," Hisense Real Estate President Wang Hui conversed with the host, explaining Hisense Real Estate's national development strategy and its mission to "support happy living in Yangzhou." Hisense Real Estate has forged ahead for 25 years, inheriting the quality genes of Hisense Group and building real estate with the precision used to make home appliances. To date, Hisense Real Estate has "deeply cultivated Shandong and laid out nationwide," expanding to overseas cities such as San Francisco in the United States and Melbourne in Australia. Hisense Real Estate follows the laws of urban development; every city is a city full of hope, respecting the city and nature and paying tribute to residents. Every work of Hisense Real Estate is planned and built according to local conditions, exploring advanced living concepts, serving local lifestyles, bringing neighbors closer and more harmonious, and returning home to an emotional destination. In 2020, Hisense Real Estate's 26 major new works will appear in five cities: Jinan, Qingdao, Yangzhou, Weihai, and overseas, opening a new journey. Commanding urban prosperity, encountering natural wonders, interpreting contemporary aesthetics, benchmarking international trends... the many new works each have their own characteristics, while integrity and craftsmanship remain consistent. Hisense Real Estate strives to share beauty with cities in all aspects, including urban living height and quality of life, supporting a new future of happy living.
Related Services
As the planning and execution party for this event, Towin PR Media provided full-process services from creative planning, venue selection, livestream execution, to interactive design. At the special venue of He Garden, the Towin team cleverly integrated Jiangnan garden culture with modern livestream technology, creating a new product launch that combined cultural depth with an online interactive experience. Through precise livestream platform coordination and interactive mechanisms such as red envelope rain, audience participation was effectively increased, ultimately achieving a communication effect of 770,000 people watching online at the same time.
Industry Observation
In 2020, affected by the pandemic, online launch events became the mainstream form of new product promotion in the real estate industry. However, how to stand out among a massive number of online activities tests the creative integration ability of event planning companies. This Hisense Real Estate online launch chose to be held at Yangzhou He Garden, deeply combining a cultural landmark, traditional cuisine, classical music, and new product release, breaking the limitation of online launches as "screen only" and providing the industry with a new paradigm of "culture + livestream." Through precise scene selection and content design, Towin PR Media helped the brand still convey profound cultural warmth and a sense of quality in an online environment.
Content Summary
For this Hisense Real Estate online new product launch, Towin PR Media planned and executed the entire event, using Yangzhou He Garden as the stage, integrating a cultural feast with red envelope interactions, and achieving 770,000 people watching online. The event not only successfully released Hisense Real Estate's 26 major new works for 2020, but also strengthened the brand image through cultural resonance, providing a reference case for online launch events in the real estate industry.