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Why a super-luxury expo may be the best China event for marketing your property

By Juwai, 17 October 2013
Super Luxury Expo China

William Arnott emigrated from Scotland to Australia. In 1865, he opened a bakery on Hunter Street in the town of Newcastle, New South Wales.

He sold biscuits (cookies) and pies to townspeople, as well as the passengers and crew of ships that docked at the local port. Arnott didn't just bake biscuits. He minted a fortune, and he laid the foundations of a business empire that today is one of the largest such food companies in Southeast Asia – and a part of the American Campbell Soup Company.

Now, in a twist, a luxurious vacation home belonging to William Arnott's descendants may be sold later this month in Shanghai, at the bustling city's largest expo for luxury goods and services – Top Marques, which runs from 25 to 27 October.

In a real innovation for high-end property marketing, agents and developers can exhibit their property at the Luxury Property Pavillion at Top Marques, where they will be standing alongside super luxury cars, personal submarines, private jets, haute couture, $50,000 watches and other luxury goods.

This is the first time international property has been exhibited at the expo, and agents from the US, UK and Australia have signed up for the opportunity.

The agent for the Arnott family property is Dominique Corbett, of Corbett & Co. In a prior life, she was the personal chef for Roman Abramovich, the Russian billionaire and owner of English Premier League football club Chelsea, at his private villa Cote D'Azur in the South of France.

"I believe if you want to succeed you have to make your own success happen," Corbett told Australia's Gold Coast Bulletin. "The Chinese per capita have more billionaires than anywhere in the world and if you want to sell to them, you have to be in front of them."

"Top Marques is a unique lifestyle show targeting the highest social circles in Shanghai," said Simon Henry, co-CEO. "That's a very select audience. The competition is not as fierce as at other, pure property shows."

"At Top Marques, you know you are marketing some of most prestigious properties to people who want the very best – and can afford it."

Henry said that marketers who want to use expos or shows in China should make sure they choose events that are good fits for their property.

"Picking the right show is already half the battle," he said. "So you really need to research and understand the type of visitors, and what sells well at each show, before contemplating participation."

After Top Marques, the next show that is taking agents to is the Luxury Property Showcase in Shanghai that runs from 6 – 8 December. This is a pure property show, focusing on the high end. Juwai Event Services will help agents make booth selection, localise their marketing materials and coordinate all the details of participation – from working with vendors to installation.



Related Links:

For more information on the Arnott family property, go to Property of the Week: $6.5 million White House on Wategos Beach .

Read more about exhibiting at Top Marques or other Chinese expos and property shows on the Juwai Event Services page. Or contact the team through our contact form or your Agent Admin dashboard.