Brand Introduction

To accurately orient customers, occupy the segment market, keep the market competitiveness, and precisely follow the market trend, we repositioned the four serviced apartments of Green Court series by collective brand analysis and VI image design. Thus we worked out the product lines and set the functional positions of different levels of Green Court Premier, Green Court Residence, and Green Court Place, which rank from high-end to medium- and high-end.

In 2013, Green Court Premier Green City Shanghai debuted in the Green Court International Community, Jinqiao, Pudong. As the highest quality of the brand, Green Court Premier showed a brand new life style to all the guests by adhering to the style of grace with charm and low profile with dignity of Green Court International Community since its debut. Green Court Premier has become a star in the market in just six months. It kept the honor of “full marks” of clients’ satisfaction degree in nearly a whole year. It ranked the top of the industry with its market reputation and performance presented in every channel, no matter on Ctrip or Booking.

Located on Beijing West Road, the very center of Shanghai, Green Court Residence City Center Shanghai is only 5-minute walk from the pedestrian street on Nanjing Road, the People’s Square, the Bund as well as subway stations of No. 1, 2, and 8, which is very convenient. The serviced apartment experienced the brand transformation since the start of its self-operation. At the beginning of its debut, faced with the situation of clients position change, it may terminate the partnerships with 90% clients and encounter the difficulties of decline in performance. But the staff hung together, made great efforts to improve administration and service, and continuously strengthened the brand’s influence. As a result, its performance has rapidly rebounded to the original level in only eight months. And the accumulative turnover of the year was higher than any year during the trusted period on a year-on-year basis. Now compared with the highest turnover in the trusted period, it has risen more than 40%. Our guests expressed their love for the new brand by actual actions.

Green Court Residence Jinqiao Diamond Shanghai is the first project of serviced apartments of Green Court series taken over from others. It is a touchstone for us to “go out”. The trial operation of the project started in 2016. And it opened officially in 2017. The Diamond Apartment gained a two-year estimated operation revenue in less than one year, which is attributed to its brand appeal, operation ability and marketing capacity accumulated in the past years. Meanwhile, it got a high score of 4.7 on Ctrip, and ranked the first in the industry in Jinqiao. Since then, the serviced Apartment of Green Court series has developed into the rapid growth mode with brand, scale, and market from the single mode.

If Green Court Premier represents dignity, Green Court Residence elegance and business, then Green Court Place represents youth and vitality. It focuses on creating a modern living model with individuation. Green Court Place Jinqiao Middle Ring Shanghai revealed its veil quietly in 2016. The first guests are artistic workers from Shanghai Disney Resort. Then more and more engineers, designers, and artistic workers come to live here in continuous crowds. Deeply attracted by the “young atmosphere” of the apartment, they chose to live here, enjoying warm parties, peaceful afternoons, and sweating exercise. Green Court Place becomes the favorite of the young nearly without any advertisement and publicity.

The four trademarks, Green Court Premier, Green Court Residence, and Green Court Place of the serviced apartments of Green Court series, in the field of real estate affairs have been successfully registered. So far we have registered 14 trademarks in the field of serviced apartment business, with which we have nearly 40 registered trademarks in total. We continuously push forward in the course of strengthening the brand awareness and effect of “Green Court”, and endeavoring to achieve a new and high level in brand quality with international competitiveness. Quality is the base. A fine brand will not succeed without high-quality products and services. Faced with the increasingly fierce competition in the industry of serviced apartment, we have created renowned brands such as “Jinqiao” and “Green Court” in over two decades of development. This is our greatest superiority. In order to protect our brands and forestall risks of brand operation, we always give high value to trademark registration and protection. The brand “Green Court” is regarded as a well-known trademark in Shanghai. Its value is widely accepted, and its popularity and reputation keep increasing.