Frasers sees profits in niche apartment market

Huang Qing, general manager of Modena Zhuankou, said Wuhan is home to more than 1,000 foreign-invested companies and more than 6,000 expatriates. The Wuhan Economic and Technological Development Zone is where they are mostly concentrated.

Justina Balen, director of the company's branding and communication, said unlike hotels, most of a serviced apartment's customers are long-term residents. Catering to their special demands is key for the company.

"When we started in Singapore back in 1998, we offered desktop computers in rooms. We were the first to do that. But technology changed so fast that offering desktop computers now can hardly attract customers," she said.

Frasers realized that offering different products and services is critical for its survival. Nowadays, kitchens, all-day restaurants, game rooms, gyms and Wi-Fi access have become standard offerings in Frasers' brands. But service is more important, Balen said, such as introductions to the city, baby sitters, hairdressers and shuttle bus services.

"Housewives can do their nails or get a massage while their children play in the game room. It can ease their minds," she said.

"Our policy is stay relevant. It is easy to create things that nobody uses. That's not what we want. We learned our lessons in the past," she said.

Nathalie Folorence Conzelmann agreed. Her husband works for Renault's Wuhan plant. She has just moved from France. But she found life here is not difficult as she had imagined.

"My daughter's international school is just a five-minute drive from here. The grocery store is close. And I found the food here quite pleasant," she said.

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