“Three Candies” of Long-Term Rental Apartment: How Ziroom Achieved Its Brand Value

“Three Candies” of Long-Term Rental Apartment: How Ziroom Achieved Its Brand Value

  • Case
  • Teaching Notes
  • Supplementary Resources
Abstract

Under the macro policy environment of a rental market and sales market developing simultaneously, the long-term rental apartment has attracted more and more attention from the society and the market. However, how could market entities in real estate industry achieve brand value by innovative thinking and standing out from the competition in the “Blue Ocean”? This question is urgent for people to think about deeply. In this setting, Ziroom took three measures simultaneously to shape its brand value, which made Ziroom the leading brand in the housing rental market. This case analyzes key links about how Ziroom provides unique services, promotes the quality of houses, and innovates new business models in the process of achieving brand value, which is beneficial for students to comprehend and learn about brand-value elements in specific decision-making scenarios.

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