I won't talk about this topic today, it belongs to the perspective of the city. My theme today is real estate marketing. I think it depends on whether a city has a late-comer advantage. My theme today is the new marketing of real estate. Before talking about this new marketing, let me say a few things first.
I have been in Beijing since this year, and I also have a company in Shanghai. I have an experience: as the first real estate developer, what should he pay attention to now What is the trend of real estate development now? For example, the recent macroeconomic problems, many people say that real estate is coming in winter, but it's nothing. Winter has passed for a month, and spring will come again. Houses in Beijing, Hefei and Shenzhen are all rising, and there is no such thing as winter, so I don't think Guiyang has this problem either. What is the reason? It is a trend of real estate development, that is, the first question that our real estate developers ask us now is not how to do this house. But what will our city look like? The second developer began to pay attention to layout and customs. This is a concern of the people. They asked me to sell it to this consumer. How does he live? This is very interesting. That is, what is the price attraction of my house? Another is the consumer's life mentality and the value of the community.
Now I want to elaborate on several issues: First, regarding the development of the city, a mayor once asked me: What do you think is the incremental market of China real estate? I said 5- 10 years at the most. In fact, to a certain extent, no one will develop it. If urbanization is functional development, the value of real estate is relatively large. Beijing is hosting the World Urban Congress, which has been planned for seven times so far. This is called function development, and the development of this function is a value for us developers. This is closely related to developers. I now think that the current urban development should develop to the airport. Why? Because the information center of a city is at the airport. This is called city value, and this is called big marketing in marketing. Regions, lots and cities are all called big values. In a rapidly urbanizing city, we must publicize great value. Instead of small value, you have to say that there is no difference between the two rooms, but consumers will compare you with others, so I think that the transformation of urban value into marketing is in a rapidly urbanizing area, and we should pay attention to marketing with great value.
The other is about the mentality of consumers. I am reading behavioral economics recently, such as what is happiness? What is happiness? Why buy it? This is very interesting. In fact, a lot of work we did in the early stage is invisible to consumers. He doesn't care about these things either. What is this book about? He mentioned that buying is impulsive. In fact, we believe that real estate marketing has reached a new stage, one is big value and the other is related to behavioral economics. At this time, the focus of our research is not products, but consumer behavior, which is a rising stage. Why should real estate marketing become a study of consumer behavior? Many people have never lived in commercial housing before, and now most consumers are buying houses for the second time and the third time. Consumers already have a lot of experience. Nowadays, consumers are very experienced and cannot be targeted at them by traditional marketing methods. If you do this, the house won't sell. This is the problem of consumption mentality. Especially when selling villas now, it is impossible to deceive consumers. Because these villa buyers are very experienced. Besides, when we sell a house now, we should consider women and children, because men in China are very busy. This brings us to the details.
Let's start with a question: Why is real estate marketing trustworthy? Let me give you an example: for example, when I was in Beijing, there was a "rich west and rich east" in Beijing. Do real estate must pay attention to commercial consumption, there is a furniture store, a set of furniture about 300 thousand. He opened one in the east, one in the west, the one in the west closed down, and the one in the east will be expanded, because most people in the west are government officials. Government officials don't like to show off their wealth, so the West District closed down. This is called consumer behavior. So we say that every product should consider the psychology of consumers. We now have a definition called: quality stability. What is a brand? I can tell you that only when the quality is stable can there be a brand.
My opinion: the first one is data, real data, which is a foundation. The second is knowledge. What kind of knowledge is this? Refers to successful cases. The third is innovation. Where does innovation come from? The first real data: mainly in several aspects: the first is that we have three databases: the basic data of urban projects based on GIS, the transaction data based on the World Union sales management system, and the data tracking and correction based on the World Union appraiser team.
The second success knowledge: the developer asked us: What's the difference between you and the local ones? What's the difference between you and the international ones? The development of real estate is to guide demand, not to meet demand. So why don't market research companies play a big role? Because we only take a fancy to the dominant side of consumers. But I can't see his hidden side. We must give consumers a different feeling. Otherwise, it is a dead end. then what You don't tell customers what you did, but why you did it. This is a way to establish differences at present. Let me give you an example: for example, selling beer. You sell Tsingtao beer, and he also sells Tsingtao beer. How can this be distinguished? This is how you sell beer. Some people, if they say something unpleasant, hire some girls. This one has a unique feeling, because it not only sells beer, but also shows it visually. This is a valid difference. Nowadays, real estate competition can't rely on hard, but on soft. There is also a real estate company. They say we have 12 trees here. He said I have 13 trees here. Consumers care about how many trees you have. You should tell him why you planted these trees. This reflects the sense of difference.
There is another case: successful knowledge-office building, my office has set off an international wave. Successful knowledge-luxury house, establishing flagship life in the central area, and rapid sales of high-density luxury houses in the central area of the city. This dish shows what is the scarcest thing in the bustling old city. In fact, it is a good environment. For example, if you are in Guiyang Memory Center, the property is good and the environment is good. Do you think others will buy it? You want to upgrade the region to the city value, which belongs to big marketing. There is also a Xishan beauty salon made in Beijing. What does it sell? Selling Xishan is expensive! Just now I talked about knowledge, and another is innovation.
Law of Innovation: Actually, it is Shenzhen Baoan Square. In fact, this is to divide large and small office buildings into small ones. This is innovation. The second example is Times Metropolis. This comes to the details. For example, this plate was originally made in the Central Plains. In fact, we succeeded with only one move. One trick is to reformulate the price strategy. That is, all your price points must be implemented on the price. After we went in, we actually re-formulated the price strategy. The first move was that the second move was SMS sales, which reduced the cost. It is innovative to send short messages without advertisements in our customer channels. There is also a beautiful world-when it comes to small white-collar workers, the life of small white-collar workers is actually made clear. This sells well. This has something to do with the orientation of life.
The third is practice, case: 1. Beijing Shang Feng International Apartment is a marketing innovation. Actually, this building doesn't sell very well. At that time, when they were selling, they talked about another problem. Marketing must be aimed at customers, but this customer must be the value that customers can perceive. For example, let me give you an example: for example, you sell affordable housing, and I said there is a paddy field in front of me. Consumers who may be more price-sensitive are not concerned about this problem, but how a 60-square-meter house can live a little bigger. So their original agent told consumers what kind of glass I used here, and as a result, consumers didn't feel anything after reading it. Then we went in and did two things. The first is to stop selling, and the second is to sell the house naked.
The third one has a concept. Say goodbye to air conditioning and heating. 70%-80% of them are sold to consumers who know something about high technology. Case 2: Taoyuanju, Shenzhen, actually did one thing in Taoyuanju, which is to carry the school through to the end. Because Baoan is not a place with developed education and high local people, according to academic statistics, many people graduate from high school, but he is rich. In the past, the houses we sold were for college graduates and graduate students. But they have no money, so this has nothing to do with education. Sometimes there is a misunderstanding in marketing. Sometimes when we say that we want to build an international residential area, you have to sell it to foreign countries or mixed-race people. This will not work. You should consider that ordinary people also want to be international. What I want to talk about now is the trend of life value.
So let's look at his proportion; Education is the key to speed, and 70% of working-class and individual industrial and commercial households have no guarantee for their children's education. The proportion of government officials who have no worries about their children's education is extremely low, only 4%; In 2003, the proportion of newly added Dongguan and Heyuan reached 14%, which showed that the educational advantage was lower than the enrollment expansion. By 2003, 2000 students had signed up, accounting for 67% of the total sales. For example, in Beijing, you can't play the education card because there are too many good schools in Beijing. What will Beijing do? It costs 200 thousand a year. So we should study consumers.
Its advertising theme is: you can't live without children, and everything is based on education. In short, I think: first, the real data of marketing is the basis of our analysis; The second is that successful knowledge is the basis of our decision-making, and successful knowledge is a successful case; The law of innovation is the way to our success. Let's call it a day. In fact, the details are good and the marketing is good. Finally, we must return to the truth and data and innovate consumer research. We must distinguish between marketing and sales. How to establish product differentiation depends on why you do it, not what you do. This is what I said, thank you! Moderator: Thank you, Mr. Zhou. Now look at our left hand side. This is a real estate activity that we will hold in Shenzhen. We invite Mr. Wang to give you a brief introduction.
Keywords: planning copywriting, real estate marketing planning, real estate planning, planning information, planning scheme.