How to achieve the ultimate channel marketing

First, the channel model of housing enterprises

Rongchuang model

The originator of the channel is Sunac. Never do online promotion, from just-needed disk to urban high-end disk, play offline channels. High commission and various reward models are the key to attract sales staff. Whether it is intercepting or doing business outside the community, the ultimate goal is to bring customers to the sales office. Don't mention anything if you can't bring people. The status of the channel is much higher than that of the on-site sales staff.

Staffing: 5- 10 group, each group 10-30 people (40% of channel specialists+60% of Burt's bees), 1 channel manager is responsible;

Management mechanism: resignation assessment, starting from the second month of employment, 1 salary/person/week, the salary that fails to meet the standard will be halved and eliminated at the end of the next month. At the end of the group, the team leader leaves, and the team members can be divided into other groups;

Commission system: 4‰ for independent trading and 2 ‰ for on-site sales; Classic cases: Sunac Central University and Sunac Tiantuo Project.

Classic case: Sunac Central University

The project is located in the salt water valley plate in Jinnan, which just needs a flow plate and is relatively remote. The surrounding competing products include Jinnan New City, the first Guanghe City, Jindi Artistic Conception and Sunshine Boston. 20 15 annual target task1400 million, develop channel mode to complete the task.

1) infield salesman 10, channel manager 1, 6 channel leaders, with a monthly salary of 3,500 yuan/month, responsible for recruiting and training team members and leading the team to expand customers. Team leaders and team members can sell houses with a commission of 4‰ for independent transactions and 2‰ for on-site sales.

2) The basic salary of the channel specialist is 2000 yuan/month, and the working hours are 10: 00-20: 00. The basic salary was normal in January, halved in the second month and resigned in the third month.

3) Be responsible for the exhibition of competing products, lanes, supermarkets and community exhibitions, and conduct monthly visits and turnover assessment.

4) In 2065438+03, Sunac Central University completed the sales task of/kloc-0.2 billion, of which 80% came from channels.

Country garden model

Country Garden has changed from a hundred-person war to a national marketing system. In the distribution stage, it is necessary to adopt a nationwide marketing model, that is, non-sales employees are obliged to transport customers for the project. High commission point is also one of the temptations, and cross-border marketing has also played a good card.

Staffing: 80- 100.

Management mechanism: Give customers a push and define the door-to-door confirmation system.

Commission system: 4-6‰

Classic case: Nanjing Country Garden Project

Classic case: Nanjing Country Garden

In 20 15, Country Garden Phoenix aims at 6 billion, 7,458 sets, with an opening of 2.4 billion. It was released in April and opened in June. Due to the shortage of local customers in Nanjing, it is difficult to meet the needs of the project, so the strategy of Greater Nanjing is launched, covering Suzhou, Wuxi, Changzhou, Wenzhou, Shanghai and Hangzhou, and expanding customers in all directions.

1) Start the linkage of easy living areas, and the surrounding 100 sales team will focus on special training;

2) local coverage+peripheral expansion;

3) Covering the local area, competing for five local products, and developing strategies such as sending orders, intercepting, community and supermarkets;

4) recommend and visit customers in peripheral areas;

5) Develop 24,000 customers and complete 3,000 sets of achievements.

Evergrande mode

Evergrande launched a 400-500-person project team combining infield sales and outreach, covering all customer concentrated areas in the city. At the same time, the non-sales staff in the enterprise make recommendations and give high commissions to the transactions. At the same time, in the impulse stage, we also made linkage payment to promote various groups to recommend customers.

Staffing: a sea of people, national marketing;

Management mechanism: grouping mode, free management, combination of infield and outfield. And divided into points, transferred to the venue through outfield expansion, and converted into infield sales;

Commission system: 2-3% high commission;

Classic case: Hengda Zhaomu Mountain.

Classic case: Hengda Zhaomu Mountain

Hengda Zhaomushan is the largest market in Chongqing, with 9 competing products on sale and 5 around it. Evergrande started the sea of people tactics, assembled a team of 400 people and divided them into 10 groups, with infield combined with outfield. In March, customers began to enter the store. Jade Hua Ting changed in early April, and Shanshui City opened at the end of May.

1) The sales teams of the two departments at the site are completely dispersed, and the project team of 400 people is divided into 10 groups.

2) There are 0/60 people in infield/KLOC and 240 people in outfield, covering the three northern areas and the five major business districts in Chongqing; 3) Community tour, supermarket tour, competitive product interception and enterprise expansion;

4)3 months 1.2 million person-times, 2 million DM orders;

5)3 months 15000 group visit; Most competing products visit 30-40 groups every week;

6) By May 25th, 65,438+0,430 sets, 970 million sets, with the annual target of 40%.

Zhongyuan model

The agency fee of 2% is charged for the startup channel mode of Zhongyuan agency project. In addition to the company channel with 100 people to transport customers for each project, there is also a dedicated project team with1/kloc-0 people who is responsible for bringing customers to the project. 4‰ as a royalty reward, the head of the channel department has an additional channel reward. The third-level stores in Zhongyuan belong to the additional management system, and the second-hand store group is responsible for contacting the resources of the second-level stores in various regions.

Staffing: 65,438+000 people in the luxury house department transport customers for each project, and 65,438+065,438+0 people/project team are committed to bringing customers to this project;

Management mechanism: the project team has 1 manager and 10 channel specialist to cooperate with Burt's Bee in channel work;

Commission system: 4‰ commission;

Classic case: Zhongyuan agency project.

Second, e-commerce channel model

China model of good house

Wu Hao China entered the real estate industry with brand-new online and offline, cooperated with professional brokers, social brokers and stores, and delivered customers for the projects it represented.

Agency fee: reminder fee1-30,000 yuan.

Staffing: professionals (real estate practitioners), social workers and second-hand shops. Personal agents register online, enter customer information and customize similar account details to ensure transparency.

Commission system: 2‰ commission for independent brokers and 60-80% agency fee for store agreements.

Easy life channel mode

Advantages of convenient living channel (taking Tianjin as an example)

1. Yiju China Tianjin Company ranked first in Tianjin agency industry for 7 consecutive years, and currently represents more than 40 projects in Tianjin;

2. E-house will open all the customer funds, analyze the customer orientation and recommend suitable projects;

3. Yiju's exclusive channel development team of 100 people is responsible for providing resource customers, cross-border customers, competitive customers and enterprise customers for the project to ensure customer access and performance growth;

4.Easy-to-live channel provides customers for various projects and seamlessly connects with on-site sales.

Easy life cooperation mode

Channel work service content

1 .100-member team is responsible for the continuous expansion of the project, from the customer storage period to the validity period;

2. The project channel team is responsible for expanding customers through regular channels, namely: electricity opening, delivery of bills, interception of competing products, supermarket tour, community tour, enterprise development, etc.

3. Be responsible for resource activity grafting, that is, resource customer introduction, channel activities, resource channel grafting and other related work; 4. Channel personnel are only responsible for customer visits and exhibitions;

5. The channel manager is responsible for the control, and has relevant performance appraisal for the work of channel personnel, which is linked to personal performance.