Chinese real estate firm marketing via shellfish outlet
A popular Chinese real estate listings company has entered the seafood business with a high-profile launch of a shellfish store in one of Beijing’s best-known food markets.
In mid-May, Bei Ke Zhao Fang (the first character in its name is also the character for “shellfish” in Mandarin) invited journalists and celebrities to the Sanyuanli market for the launch of the first of its stores, a pop-up style venture featuring a large range of shellfish.
In addition to selling seafood products, the firm is using the use of the store to promote its real estate offerings, with stickers on shellfish declaring the reliability of the firm’s listings website.
Bei Ke Zhao Fang may have a bright future in seafood retail, given its sales network and promotional capacity across China, as well as its knowledge of local real estate and consumer trends. Focused on China’s main cities, Bei Ke sites are popular with young urbanites seeking accommodation in China’s frothy real estate market, which has been hit by sharp inflation in rents as well as skyrocketing prices driven by speculation.