Thirty-six selling points of Chen Wenqiang, the authority of service marketing

The first of the 36 plans: crossing the sea from the sky

The most common use of this kind of planning is to use word games to make the advertising language of real estate very "clever". Consumers have also summed up a set of experiences after the baptism of real estate advertisements: they can never buy the "starting price" published in the newspaper, and the word "close" usually refers to the straight distance rather than the actual curve distance, and the "3-minute distance" is usually based on the standard of men's 1000 meter race. The so-called "10 minute drive" can only be realized by "F 1" racer Sumach. It's wishful thinking to try to hide the truth, even to describe shortcomings as advantages. In an era when demand exceeds supply, this approach may be feasible, but in today's buyer's market, especially in today's rapid development of real estate, this short-sighted behavior of crossing the sea will surely outweigh the benefits.

The second plan: wai Wei to save Zhao.

The usual practice of this move is to improve the overall level of the area where the case is located through soft articles, advertisements, hype concepts and hype planning. The ultimate goal is to reduce the market risk of the case and increase the profit space of the case. For example, to run a shopping center project in a pedestrian street, it is usually through the media or by holding a series of activities to stir up the popularity of the pedestrian street, and then calculate and compare a list, listing that the investment in the pedestrian street is much higher than the bank interest. In order to eliminate the worries of investors, a zero-risk guarantee scheme of "return on investment" is usually adopted. This series of planning has strengthened consumers' purchasing confidence and accelerated their purchasing actions. Through various promotional programs to "surround the pedestrian street", so as to achieve the purpose of "saving the shopping city." Nowadays, consumers are rational, and the so-called "encircling Wei to save Zhao" must be aimed at a few customers.

The third measure: kill with a knife.

The purpose of using this plan is to overcome the current obstacles and turn unfavorable factors into favorable ones with the help of external forces. In the process of real estate pre-sale, in order to eliminate consumers' resistance to the auction as much as possible, the "knife" borrowed from external conditions is used to achieve the purpose of customer transactions. At present, the scope of "borrowing" is widely used in real estate planning: garden and product planning "borrowed" Belgorin and American WY design company, property management "borrowed" dtz and China Shipping, and even real estate advertisements "borrowed" Guangzhou, Shenzhen, Beijing and Shanghai.

The fourth plan: take care of yourself.

The real estate industry spans the fields of production, circulation and consumption, with a large demand for funds and a long operating cycle, which is related to the intersection of many industries, departments and disciplines. This feature determines that the real estate industry is an industry with high investment, high risk and high return. The particularity of the industry determines that the "leaders" in the industry must have extraordinary courage, extraordinary perseverance, calm mind and, of course, good endurance. The project is within the scope of the government's recent planning and has development potential. However, due to the poor surrounding environment and imperfect infrastructure, it is not suitable for the market for the time being. At this time, instead of racking their brains to compete directly with other cases, it is better to adopt the method of "taking advantage of leisure". When the government improves the surrounding road environment, infrastructure is put in place, and consumers' acceptance of the area is gradually improved through the guidance of other real estate projects, the case will be gradually introduced into the market and the case will be used for "static braking".

The fifth measure: take advantage of the fire.

The use of this scheme, we first abandoned the immoral meaning in the original intention, in the real estate planning, extended to take the opportunity to attack when the competition case encounters sales difficulties or market changes, and beat the other party to seize the market by virtue of its own advantages. However, under the interest trend, many developers blindly develop large-scale Xing Tao, directly targeting the customer groups at the top of the pyramid. This practice often leads to oversupply of large-sized products in the market, resulting in unsalable sales, while consumers' demand for small and medium-sized units is still very strong. At this time, if a developer adjusts the product structure in time and launches products with small and medium-sized areas as the main force, it will often be a surprise for a large number of middle-income people. Key points of using this instrument: 1. Good at finding fire sources. The business world is like a battlefield. Whoever can accurately grasp the situation of the market and competitors will have the opportunity to occupy the market. 2, is to seize the "robbery" fighter. The property market has changed a lot, and many original advantages may be lost in the change. As mentioned above, if many developers rush to develop small and medium-sized products, resulting in excessive market, your original product advantages will be lost. Therefore, it is necessary to identify the fire source, analyze the fire hazards, seize the business opportunities and seize the opportunities.

The sixth plan: from the east to the west

With the constant standardization of the real estate market, the management of real estate advertisements is becoming more and more strict. Some places stipulate that you can't advertise real estate without a pre-sale permit. Therefore, in order to gain popularity in the market in advance, many real estates have to use the method of "turning from East to West" to realize it. Planning methods usually include "large-scale open job fair", "model contest", "piano contest", "famous auto show" and "charity performance" to make the real estate famous in the media.

The seventh plan: make something out of nothing

On the face of it, this plan has some deceptive significance. But when it is used in real estate planning, it is to bring creativity into play and create "existence" from "nothing" in order to promote products and occupy the market. For example, the concepts of "education" and "college" community, which once swept the country, were given different treatment by the developers of "education" brands under the urgent mood that parents wanted their children to succeed and their daughters to succeed. Some add a big library to the real estate package; If there is cooperation with famous schools in the region, the children of community owners can enjoy preferential admission conditions; Some even simply invested in the construction of schools, named their teaching buildings "Harvard" and "Cambridge", signed agreements with famous foreign universities and enjoyed preferential conditions for studying abroad. Through the way of "making something out of nothing", the overall image of the real estate will be enhanced, so as to increase the added value of the project and achieve hot sales.

The eighth plan: sneak through Chencang

This plan is called "build the plank road in the Ming Dynasty, and cross the Chen Cang in the dark". Covering up the truth with superficial phenomena. In the process of real estate sales, many developers will open a house sales table and hang it on the wall, claiming that real estate sales are transparent and open. However, houses that sell well are often marked as "sold". On the one hand, it indicates the "hot sale" of real estate; On the other hand, as the implementation of the sales strategy, the houses that are difficult to sell are removed first, and the houses that are sold well are left, thus reducing the sales pressure. The "paving the way" here is to gain the trust of consumers by public sales, and then use the herd mentality of consumers to artificially create the illusion of tight housing, and push out the housing that is not easy to be removed from the shelves first, and finally achieve the goal of sales rate 100%. In fact, most consumers are aware of this plan, and once the vulnerability is exposed, it will also bring some negative effects to developers.

The ninth plan: watching the fire from the other bank

The plan of "watching the fire from the other side" in commercial warfare can be extended to wait and see when competitors fall into disorder due to intensified contradictions. The fiercer the competition, the worse for both sides. We should make preparations according to the development of the situation and improvise to benefit the fishermen. For example, under normal circumstances, there will be many consumers scrambling to buy some houses with better locations or suitable prices. At this time, instead of mediating and deciding which customer booked the room first, the project manager might as well look at the results of the mediation by the competitors themselves. Customers often take the way of increasing down payment, one-time payment or even adding more money as a condition. Then, the project should take the opportunity to create an atmosphere on the spot. First of all, I would like to thank consumers for their favor, congratulate customers on buying their ideal house, and suggest other consumers who have not bought a house to consider other houses.

The tenth plan: hide the knife in the smile

Hiding the dagger in the smile is derogatory in people's minds. In commercial warfare, the strategy is mainly based on the means of "laughing" rather than the purpose of "hiding knives". "People can't open a shop without smiling faces" is the experience of doing business in ancient China, especially in the process of the real estate market gradually changing from a seller's market to a buyer's market. Smile service has become one of the magic weapons of many real estate sales. Smile service not only requires salespeople to be kind to customers, but also makes customers feel high-quality "soft service". Such as coffee, cola, candy, cakes, etc. It's all prepared in the sales office. The customer comes in to introduce the basic situation of the property and asks the customer, "Are you thirsty?" "Have you eaten?" Let the customer feel like a friend's greeting to him, and then naturally sit down and taste candy and drinks and talk to the salesperson, so that the consumer will let go of his psychological precautions against the salesperson.

Eleventh plan: Li is hard.

In commercial warfare, it can be extended as follows: when the situation deteriorates to the point where losses are inevitable, in order to save the overall situation or win the overall situation, part of it should be sacrificed. When real estate sales encounter difficulties, we usually adopt the method of "Li Stiffness", compare the prices of some sold houses with those of unsold houses, and adopt the method of "offset sales" to promote the sales of the whole real estate. For another example, if an agency company has many agency projects at hand, it will weigh the pros and cons in the depressed real estate market and raise the prices of some properties to protect the overall interests at the expense of local interests. This is also one of the important reasons why developers in some cities stipulate that their agents are not allowed to operate other properties in the same regional market.

Plan 12: shoplifting

The original metaphor of this plan is to take other people's things by the way, which means that if there is a small opportunity in the market, you must use it; We must try to find small benefits. In real estate sales, we should be good at grasping the tiny opportunities, introducing customers by using our social relations, and giving gifts to the customers who buy them and exempting the property fee for half a year as a reward for introducing new customers. When using this scheme, it should also be convenient to come and go and take it, but we should consider the overall situation and not lose big because of small.

The thirteenth plan: startle the snake.

The plan reduces business risks by finding out the potential market demand for products. In the product planning and pricing of real estate, we usually do some feasibility studies, and the frequently encountered customer intention registration form plays this role. On the one hand, it is to accumulate customers, on the other hand, it is also to locate products and prices in this way. The plan to startle the snake belongs to the investigation activity of spying on the actual situation. After the "grass" moves the "snake", we must make emergency decisions in time according to different situations, otherwise it will only be a waste of time.

The 14th Plan: Rebirth

Rebirth, as a useless strategy, is called "rebirthing", meaning "rebirthing". "Borrowing" contains positive initiative. A property that is on the verge of "death" can usually be brought back to life with the waving of a marketing wand. There are many reasons why a real estate is unsalable. Planning companies can "turn decay into magic" by repositioning the market and planning marketing methods. According to the reasons for the slow sales of real estate, the corresponding method is usually "changing the name of the case, re-doing the loushu and decorating the case field"; Relocate the customer area; Adjust the bus route and so on.

The fifteenth plan: transfer the tiger on the mountain.

This plan is usually used in business negotiations. Generally speaking, both sides want to negotiate with their opponents in their own venues. In the fierce market competition, it is very important for planners to mobilize each other by various means and take the initiative without being mobilized by the other side. Therefore, in real estate sales, we should first attract buyers to the sales office, and infect customers through case layout, on-site SP activities and sales atmosphere, so as to achieve the goal of customers clinching a deal on the spot.

Sixteenth plan: playing hard to get.

In the process of real estate sales, too tight will only make customers feel great resentment. If you take the method of "playing hard to get", on the one hand, you say to your customers, "Don't worry, take your time. After all, buying a house is a big deal." On the other hand, the customer said, "Because our property sales are good, we will start to raise the sales price next week." At this point, consumers generally make choices in a short time. The purpose of this plan is to "capture" and the "vertical" is the means, so it is not to let the tiger go back to the mountain, but to relax more effectively and achieve the ultimate goal of "capture".

The seventeenth plan: throw a brick to attract jade

The application of this scheme in real estate planning is "inducement". "Brick" is the bait, and "jade" is the purpose that the planner wants to achieve. In the process of real estate sales, on the one hand, we can stimulate consumers' desire to buy through packaging and advertising, on the other hand, we can analyze the value-added of real estate through product characteristics and regional development, and if we are an investment customer, we can also help him analyze the return on investment. It is important to pay special attention to the fact that the key is to show the psychological status of customers and let them taste the sweetness. For example, the price of the second phase of general real estate will be higher than that of the first phase, so the operation of the first phase can adopt the method of "throwing bricks to attract jade".

The eighteenth plan: catch the thief and capture the king

The core idea of this plan lies in "grasping the main key to the development of things or grasping the key points of problems can achieve comprehensive victory." The first problem to be solved by using this scheme is to distinguish which is the key "king" first. In real estate planning, it is necessary to find out the focus of the problem through "non-stop"-market research in the real estate industry. Then, according to consumers' psychology and needs, the architectural form, facade, building materials, suites, area and price of the products are improved to enhance the internal competitiveness of the real estate. In the implementation of the actual case, the planning direction and sales plan are formulated by excavating the maximum value of the case and aiming at the selling points extracted from the products, so as to achieve the purpose of enhancing the external competitiveness of the real estate. The application of this strategy is mainly aimed at key problems, so as to grasp the crux of the problem and solve the sales problem of products.

Nineteenth plan: get a pot bottom salary

The original metaphor of this plan is to solve the problem fundamentally. When it is applied to real estate sales, it can be extended to face customers who are hard to win, instead of adopting the strategy of stalking and beating, and trying to eliminate customers' concerns by using various marketing means, that is, to achieve the goal through soft grinding and hard foaming. For example, the display of model houses will create a better delivery standard in the hearts of consumers, thus "pulling away" the concerns of customers.

The twentieth plan: fish in troubled waters

Fish in troubled waters is not clear, and a competitive market will inevitably create many opportunities in the chaotic situation. In Hanyang District, Wuhan, many buildings spend a lot of money on newspapers, radio stations and outdoor billboards to attract popularity, among which the competition between Lishui Garden and Oriental Waltz is particularly fierce. There is a "clear water and sunny day" property in this area. Due to financial reasons, its media plan cannot be well implemented. So, the decision-maker of this building came up with an idea. They took advantage of the chaotic competition between "Lishui Garden" and "Oriental Waltz", hired some college students to wait at the gates of these two buildings, and took customers from the sales office to the sales office with clear water and sunny days, and experienced the battle of "fishing in troubled waters". The key to using this plan is to seize the opportunity. For example, in real estate sales, it is easier for salesmen to win customers by using their indecision, but it should be based on the fact that customers have no obvious resistance to the real estate, otherwise customers will easily regret withdrawing their accounts and even have disputes when handing over the house.

Twenty-first meter: golden cicada shelling

The plan is a metaphor for completing its shape on the surface and getting out when others are not paying attention. In business war, it can be extended as follows: although the situation has changed, it still maintains the original business momentum on the surface, eliminating customers' concerns, so as to achieve the purpose of not affecting the brand effect of the company. In the marketing of real estate, there used to be such a practice that after the real estate was sold out, the sales office was removed in order to save money. After the real estate is delivered, the customer has to go to the development company to get the real estate license and key, and even there have been incidents in which the developer absconded after removing the sales office, so the house has not been delivered, and the customer will have scruples when seeing the sales office removed. With the developers' continuous attention to the brand effect of the company, and the real estate sales gradually entering the service era, now, after the real estate sales, not only the sales offices are not evacuated, but also special sales personnel are arranged to receive the buyers and handle after-sales matters such as mortgage loans, real estate licenses and delivery procedures, which brings great convenience to customers.

Number 22: Close the door and catch thieves.

In business wars, this plan can be extended to customers who are easy to win. We should improve comprehensive, complete and high-quality services according to the characteristics of customers, so that customers' various needs can be fully met in our company's products, and we will never give up every prospective customer. Therefore, from the perspective of real estate marketing, we should first "know each other", sum up the selling points in all aspects of the real estate, and dig out the maximum value, and then "know each other" and make a detailed analysis of the target customer groups, such as the age range, region, occupation, purchase motivation, product demand, customer level characteristics, purchase opportunity and mode. Finally, in real estate sales, we can "vary from person to person", take advantage of maximizing the value of real estate, meet the needs of customers, and try our best to win the transaction of prospective customers.

The twenty-third plan: attack far and attack near

The significance of this plan in commercial warfare lies in that there are many favorable factors to open up the near market or compete with the near competitors, and there are many unfavorable factors to open up the far market or compete with the far competitors. In the process of real estate competition, real estate in the same region will inevitably compete for customers in this region, but real estate in different regions will compete for customers in the same region less. For example, Guangling District is the old urban area of Yangzhou with complete living facilities, while Hanjiang District is the new development focus of Yangzhou with great development potential. There are two competing properties in Guangling District of Yangzhou, one is "hydrophilic residence" as the selling point, and the other is "famous schools around" as the focus of appeal. Hanjiang District also has a property with "hydrophilic residence" as its selling point. The customer groups targeted by the real estate projects in these two regions are relatively less overlapping, so the real estate projects in these two regions take "hydrophilic residence" as a common selling point, and jointly create momentum in various media to let consumers accept the advantages of "hydrophilic residence". As a result, of course, they won the initiative and achieved a win-win situation.

Plan 24: Error Recording

In business wars, it is usually used like this: once the weak between competitors and us is threatened to yield, we should try our best to support or unite the weak according to the situation, gain the trust of the weak, and thus expand our strength. The successful planning of a real estate requires the cooperation of many departments such as accurate product positioning, keen planning performance and strong business execution, but many planning companies are usually particularly prominent in one aspect. This plan can also be extended in the planning of real estate: in the highly competitive market, according to the specific situation of developers, we will unite some planning companies that are more prominent in some aspects to enhance our own strength and the competitiveness of real estate. For example, there are few sales agents in the real estate market in Hangzhou, because many developers in Hangzhou, such as Du Nan, Greentown, Jindu and He Kun, have product research and development capabilities (even have their own design institutes) and strong sales departments, but they lack strong advertising performance. In order to enhance the comprehensive competitiveness of real estate, they cooperated with advertising planning companies to operate real estate, thus creating a number of professional real estate advertising companies in Hangzhou, such as Jade Bird, Elite and Ruifeng.

Twenty-fifth plan: stealing the beam and replacing the column

This plan is a metaphor for playing tricks in the dark, confusing the fake with the real, and shoddy. In recent years, the real estate situation in China is generally good, and the price of real estate from pre-sale to delivery has also risen sharply. Therefore, a few developers have replaced the promised building materials standards or supporting facilities with lower prices. For example, they also hired Belgoring to do landscape planning. I have visited some buildings designed by them in Shanghai, Shenzhen, Guangzhou and other cities, and they all feel different, because some developers think that some factories are too expensive or the maintenance cost is too high. In order to save this "credit crisis", the industry has recently started to advocate some business ideas of "credit management". After all, whoever can gain the trust of consumers, starting from consumers, will finally win the market.

The twenty-sixth plan: refer to mulberry and curse.

The original meaning of the name is to speak ill of others. The metaphor of scolding this person on the surface is actually scolding that person. In the process of real estate sales, the application of this scheme is usually: not directly attacking the disadvantages of competing real estate (because it usually causes customers' disgust), but indirectly showing and using the advantages of this real estate, environment, building materials and other advantages to show the disadvantages of other real estate. Therefore, as a real estate consultant, we should know not only the internal advantages (S) and disadvantages (W) of this real estate competition case, but also the external opportunities (O) and threats (T) of this real estate. Finally, we should do a comprehensive SWOT analysis, try to eliminate customers' scruples about the disadvantages of this property and accept more advantages of this property.

Twenty-seventh plan: false feelings are not overwhelming.

It is difficult to be confused and pretend to be confused, and it is even more a science to achieve your goals in this way. The same is true of what we usually say, "Even a wise man worries a lot, he will lose something". With the constant rationality and maturity of consumers, some consumers are already quite familiar with the basic knowledge of real estate and the sales methods of real estate, so instead of arguing with customers, it is better to use their psychology of "being a model" to actively show that they have not been in the business for a long time and ask customers to point out which house locations and apartment types are better. When customers choose the house they are satisfied with, you will naturally reach the sales target. This scheme can also be used in the competition of real estate: instead of taking corresponding measures, it is best to pretend not to know, not to pretend to know and act rashly. You should prepare quietly in the dark.

28th: Go upstairs and get the ladder.

This plan usually refers to luring the enemy deep, then cutting off his retreat and putting him in a desperate situation. In the process of real estate sales, some sales methods are usually adopted to make customers feel the shortage of housing and ask them to pay "down payment" or "down payment" to keep the housing. When the next customer is dissatisfied with the house after consideration and intends to return a house, some developers do not give a refund, which leads to disputes with customers. Although there is a word difference between "down payment" and "down payment", the result is quite different. The deposit shall be recovered after the performance of the contract or as the price. If the party paying the deposit fails to perform the debt, it has no right to demand the return of the deposit; If the party who receives the deposit fails to perform the debt, it shall double the deposit. Deposit refers to the money reserved by buyers for fear that they can't buy their favorite house, which has no guarantee effect on the contract, unlike the penalty effect of deposit on breach of contract. Therefore, when the payer does not want to buy it, he has the right to ask the developer to return it. Therefore, the deposit is refundable and the deposit is non-refundable. Therefore, consumers should ask clearly when booking a house to avoid falling into the trap of "going up the stairs".

Plan 29: Flowers bloom on the trees

The original meaning of the name is that after flowering on the tree, the flowers and branches complement each other and produce a powerful momentum effect. In the planning of real estate, it can be extended to the use of media to create momentum for real estate, timely, accurate, extensive and vivid publicity, which can improve the visibility of real estate, enhance the attractiveness of products to consumers, and achieve the purpose of seizing the market. Generally, real estate advertisements include newspaper advertisements, magazine advertisements, TV advertisements, radio advertisements, outdoor advertisements, traffic advertisements, direct mail advertisements (mail DM) and newspaper advertisements (newspaper DM), online advertisements and other special advertisements (such as gifts, calendars, manuals, etc. In different cities, various media have different effects. For example, the most effective media in Ningbo is Ningbo Daily, and other cities may be evening newspapers or outdoor advertisements. Therefore, when making media strategies, we should first conduct a comprehensive media investigation and analysis of all kinds of media in this city, and make media plans according to the actual investigation results, including making media budgets, selecting major effective media, and making specific and effective media delivery plans.

The thirtieth plan: counter-customer first

The original intention of this plan is that the host does not entertain the guests, but is entertained by the guests. Metaphor turns passivity into initiative. In recent years, the real estate market is generally hot, and many enterprises that were not engaged in real estate also covet this attractive cake and set foot in it one after another. However, due to the lack of development experience of these enterprises, it is difficult to establish various professional departments in a short time, so they need a professional real estate marketing planning company, which can plan and design products after land acquisition, as well as return funds and expected profits after sales. So the agency company won the initiative in "anti-customer-oriented" and changed the passive cooperation mode of developers planning and designing products and handing them over to the agency company for sale. The agency can directly intervene and plan and design the products according to the market and sales situation. This product made through market research and sales is more competitive and risk-resistant.

Thirty-first meter: honey trap

The original intention of this plan is to seduce the enemy with beauty, make them covet enjoyment, dampen morale, and then take the opportunity to win. In Romance of the Three Kingdoms, Wang Yunqiao also used the beautiful story of Diusim to alienate the relationship between Lu Bu and Dong Zhuo with "honey trap", and finally achieved the goal of excluding dissidents. The application of this scheme in real estate planning can be summarized as four words: lure it with color. The "color" here refers not only to hue, but to all the beautiful things that can attract consumers. As a result, the "honey trap" has been applied from the strict model selection requirements of sales ladies and sales gentlemen, to the creation of a beautiful environment in the sales office, and then to the eye-catching plane performance of real estate advertisements in the media. It should be noted that the plan should start from human love of beauty and serve economic production and commercial operation with healthy and beneficial "beauty".

Item 32: Empty City Plan

The plan tells the story of Zhuge Liang cleverly setting up an empty city plan with 2,500 soldiers, and taking advantage of Sima Yi's suspicion to retreat 200,000 troops. This is a clever plan to win by surprise at a disadvantage. Usually used in real estate planning: using people's psychology of "scarcity is precious", deliberately showing the shortage of real estate, and then stimulating consumers' buying behavior.

Thirty-third meter: back calculation

In commercial warfare, we can blind our competitors and use their personnel to assist our work, thus expanding to an invincible position. Modern economic market can be said to be "the battlefield of information competition" from a certain angle. In order to take the initiative in the competition, on the one hand, we should collect all kinds of information, including competitors' intelligence; On the other hand, we should also strictly keep our business secrets.

Thirty-four: risk.

The application of this scheme in real estate planning usually extends to two situations. The first situation is to carry out destructive experiments on products to win the trust of consumers and thus open up the sales of products. For example, destructive tests such as water seepage, freezing and high temperature of building materials on the exterior wall of the house are carried out at the sales office site, so that buyers can see the excellent quality of building materials with their own eyes, and then have a sense of trust in the quality of the property. Another situation is applied to real estate sales, which requires real estate consultants to provide customers with more comprehensive services, such as not afraid of hard work and sweating to accompany customers to climb the stairs to see the house on a hot day; My lips are purple in cold weather, and I accompany my customers to see the house again and again. In this case, customers are often the most vulnerable to sympathy.

Thirty-fifth meter: chain meter

Interlocking strategy is a difficult strategy, interlocking and interlocking, which affects the whole body. Without a plan, all previous efforts will be wasted. In the planning of real estate, decision makers should be good at using "chain plan" for overall arrangement and careful deployment. The successful sale of a real estate requires a "chain" combination of various strategies to enhance its comprehensive competitiveness.

Number 36: Walking is the best.

The original intention of this plan is to take the initiative to retreat and stand by and break the enemy when the enemy is strong and we are weak to save ourselves. In the commercial war, it is extended as follows: the market has undergone extremely unfavorable and huge changes, and there is no hope of winning and making profits, so as to make a strategic shift and save strength in order to make a comeback.

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