Necessary computer configuration requirements for traders

What is the price/performance ratio of Yimeng traders?

High cost performance. Because Yimeng traders allocate and trade assets based on intelligent technology, they can effectively identify market trends and improve asset returns. At the same time, compared with traditional asset management products, Yimeng traders have lower management costs and transparent rates, and can allocate different assets according to investors' risk preferences, which can be said to be more cost-effective. In addition, with the gradual maturity and popularization of intelligent technology, the cost performance of Yimeng traders is expected to be further improved, which has good development prospects.

What's the difference between commercial transactions and residential transactions?

Commercial real estate is an extremely important part of the real estate development industry, which has set off a nationwide commercial real estate development fever in recent years. Especially since 20 10, the state has successively issued a series of policies to curb the excessive growth of housing prices and resolutely curb speculative consumption of housing, and the value of commercial real estate has become more prominent. Although there are great differences between commercial projects and residential buildings in terms of product attributes, value chain and customer composition, many developers often operate commercial projects by operating residential buildings, resulting in various dislocations. Some people claim to be the strongest and best ... The real estate in marketing planning agencies, under the guise of experts, trades in business without knowing business, some trades in business with residential planning and marketing methods, and some even fail to do a good job in residential areas. They also cheated a large number of developers who didn't understand the business operation like them, resulting in the loss of business opportunities for the project, and the "brick house" quietly withdrew. It is impossible for seemingly respectable professional transactions to bring losses to commercial projects. Therefore, a detailed understanding of the difference between commercial real estate and residential real estate is of great benefit to us.

1, different product attributes

Although there are many customers who invest in buying a house, they can only account for a small proportion of all buyers. The purpose of most consumers buying houses is to improve the living environment and improve the quality of life. In other words, the essence of residential products is functional products, and its direct use function is the main motivation for consumers to buy. The antecedent of value is residence, and excessive value is the accompanying value performance of residential function in the same period.

Commercial projects are quite different. The main buyers of shops are investors who do not directly open stores. The primary purpose of their purchase is to profit from the rental and appreciation of shops brought about by commercial and urban development. In other words, the fundamental purpose of their purchase is to preserve and increase the value of the existing funds in their hands through the "medium" of shops. Therefore, the essence of shops is financial products, and the use function is of course very important. However, we often see that shops with little personal use value are also "selling in the whole city" and "queuing to buy".

2. Different value chains

There are only three stakeholders in residential projects-developers, owners and property management companies (reality has proved that the level of property management has a great influence on the preservation and appreciation of a residential area). After the developers hand it over to the owners, the value of the house is basically realized; A comprehensive commercial project has six roles: developer, owner, merchant, management company, property management company and consumer. The value of the store can only be realized if it not only needs to attract investment, but also can continue to operate well after opening.

3. Different customer composition

Among buyers, the ratio of owner-occupier to investor is usually 10: 18: 2 or even higher, while among customers who buy shops, especially those who buy comprehensive commercial projects, the ratio of owner-occupier to investor is usually 3: 7 and 2: 8. In recent years, there have been a large number of commercial projects with completely separated property rights and management rights, with buyers 100%.

Due to the above differences, the marketing process, marketing means and marketing key nodes of commercial projects and residential projects are also very different.

In the specific operation process, both houses and businesses have a set of seemingly identical operation procedures, but the operation ideas and techniques are quite different. It is also a project survey, and the angle, direction, object, environment and customer composition analysis of the survey are very different. People who don't understand business operation can't separate the SWOT of the project from the existing conditions, let alone give constructive opinions and suggestions to operate the project, so as to maximize the business value. On the contrary, it will lose a good opportunity for industry operation, laying a future trouble for attracting investment and starting commercial projects.

Market research has different directions.

The use value and fundamental function of housing is to provide living space for people. Therefore, for consumers who buy a house, the hardware facilities of the product itself are the most important factors that affect their purchase, such as the apartment type, the internal environment of the community, the living facilities around the project, and so on. Therefore, in the market survey of residential projects, the research on products mainly focuses on the investigation and analysis of the natural landscape of the plot, the target customers that may be attracted by the human environment, and the demand of the target customers for apartment types and living facilities, with the aim of maximizing the use value of the house. The essential function of shops is to preserve and increase value, which is based on optimistic business development prospects, accurate industry and format positioning and correct management methods. Therefore, in the market investigation of commercial projects, the research on products is mainly the research on business districts: the development degree of business districts, the saturation of business formats, the distribution ratio of industries, and the potential commercial value.

Affected by daily commuting and years of life inertia, consumers who buy houses are greatly restricted by spatial distance and traffic conditions, and the spatial geographical distribution of target customers is narrow. Consumers in the east of the city have certain psychological barriers to consumers in the west and south of the city. Therefore, the market survey of residential projects pays special attention to the study of area as space. Especially for residential development, it is impossible to completely avoid the simultaneous listing of several projects with similar positioning in the same area, and it is more necessary to carefully sort out the consumers within the radiation range of this area.

Because the fundamental purpose of buying shops is to increase wealth, the target customers of commercial projects are almost unaffected by geographical space, and investors in the whole city, the whole province and even the whole country may buy them. However, due to the influence of business types, business formats, business models and consumer shopping patterns, customers who buy shops mainly value the development potential of the project, so the market survey of commercial projects particularly emphasizes the research on development trends: emerging business formats, new businesses and new plans, and this research perspective is national or even global.

Different strategic goals

The functional product attribute of the house determines that its use function is necessary for customers, that is, every family has a purchase demand, and the difference is only where to buy, what grade to buy and how big to buy. Although residential customers are relatively concentrated in geographical space, the number is huge. Therefore, the marketing strategy goal of residential projects is to make the target customers approve the project, that is, through image packaging, shop packaging, news propaganda, advertising, exhibition, public relations, event marketing and other means to continuously convey consistent information to customers, eliminate barriers and shorten the process of customer approval of the project.

As a quasi-financial tool product, shops are not necessary for most customers. Although the target customers are widely distributed in geographical space, the absolute number may be small. Therefore, the marketing strategic goal of commercial projects should not only recognize the projects, but more importantly, let them have confidence in the positioning and management of the projects and the future appreciation of the projects. That is, it is necessary to guide customers to establish investment confidence through the analysis and demonstration of the general trend of business development, the development prospect of the district business and the commitment of the management.

The transaction process of commercial projects is obviously shorter than that of residential projects, that is to say, once the customer's purchasing confidence is established, the transaction can be completed only by a few short contacts with the project. This is also because shops are not necessary, so the marketing strategy of commercial projects is to make a quick decision. Using the information asymmetry in promotion, we can quickly build customers' confidence in the project, and quickly digest these customers through appropriate sales strategies and sales control strategies to form a hot-selling situation of the project.

The packaging content at the sales site is different.

Look at the environment, buy a house, buy a house. The functional attribute of a house determines that its basic hardware has a decisive influence on whether customers buy it, and most of these hardware are under the control of developers. Therefore, the on-site packaging of residential projects is rich in content: community planning, building facade, apartment design, landscaping, living facilities, property management, intelligent facilities, new building materials, model houses, and innovation in every aspect may greatly strengthen customers' recognition of the project.

"Lot, lot or lot", for commercial projects, lot is the primary factor affecting customers' purchase, followed by project positioning and management. However, lots do not need to be displayed, and project positioning and management are also very difficult to display, because they belong to typical "soft" content. Therefore, the on-site packaging of commercial projects is usually much simpler than that of residential buildings.

Residential packaging is to guide customers to recognize the project, so generally speaking, it pays more attention to creating a comfortable, warm, calm and elegant atmosphere; The packaging of commercial projects needs to make customers build up strong purchasing confidence after coming to the site, so generally speaking, more and more people are creating a warm and exciting scene atmosphere.

Salespeople have different stories.

Sales staff's promotion of residential projects is mainly through natural landscape, human environment, living facilities, project planning essence, garden design, apartment type analysis, property management description, etc., so that customers can recognize the project. And think this is an ideal residence for them.

For commercial projects, it is necessary not only to analyze the commercial development prospect of the area, how to position it in line with the general trend of commercial development, and how to be professional and credible in management, but also to calculate in detail how long its investment can be recovered from different angles and in different ways, and how high the return on investment can be, so as to strengthen customers' purchasing confidence.

Advertising is different.

People-oriented housing. Advertising naturally needs to show the "home" attribute of the project from many aspects, and the advertising image-whether it is a picture or a copy-is mostly gentle and delicate.

Shop investment is based on money. Advertising also needs to pay attention to how to make money, make money and make money, so it always pays attention to "prime location" and "leading business model" The advertising image is straightforward, but it needs to be full of momentum.

The promotion rhythm is different.

Products determine customers, and customers decide to promote them.

The main contents of residential projects participating in the market competition are their apartment type, internal environment of the community, living facilities, supporting facilities around the project and other functional hardware. Therefore, for a high-quality project, with the progress of the project, the promotion of the project becomes easier and easier. Because in the early stage of the project, all the project positioning and design only stay on the drawings, people are cautious about the project, and with the progress of the project, when the project is gradually presented to people, it is very conducive to supporting people's confidence, which is also the reason why residential projects often form super-high sales when they are capped. Therefore, the focus and difficulty of the housing promotion process is when the project has no specific image.

Commercial projects are different. The key stage of commercial project promotion is before and after the project opening, which is the prime time of commercial project sales. Because the purchasing power of commercial projects comes from the confidence of customers, and the establishment of customer confidence mainly depends on the information transmission of project promotion. In the early stage of project operation, developers have the advantage of information and can transmit information differently, so it is easy to build customers' confidence in the project and promote sales behavior in a short time. However, with the progress of the project, the developer's information advantage will be weakened, customers will get more information, there will be more factors to consider, and the purchase hesitation will increase. At the same time, commercial projects must be able to attract investment to initially reflect their value. Therefore, the progress of investment promotion before opening and the operating conditions after opening directly affect the confidence of customers at all levels in the project.

A truly professional commercial real estate planning agency will measure the project planning from a commercial point of view at the first time when it gets the project drawings, and put forward suggestions for scheme modification. In short, all the work is determined in advance, from the planning of commercial area to the pre-positioning of functions to the planning of lighting, elevators and walls to avoid unnecessary waste in the future. Secondly, the time of construction, sales and investment promotion is greatly shortened, and sales and investment promotion can be carried out on the drawings under a clear positioning. Most developers don't understand business, and the design scheme of design institute only meets the industry standard of design, taking into account factors such as lighting and beauty, and knows nothing about business. When the project was built, we had to find a professional company to do market analysis, business positioning and investment promotion, but it was too late. The functional area of the project cannot meet the positioning of the actual business format. Being a shopping mall is small, and it feels tasteless, which has buried the image of the project. This wall is decorated with high-grade marble. In order to enhance the image of the project, China Merchants introduced a catering club, which needed a wide view and glass windows, so they smashed the wall and reinstalled the glass ... This kind of duplication and waste is not new in China.

Imagination is beautiful, but reality is cruel. How many projects have left valuable shops vacant because of poor early planning; How many projects are not even recruited by recruiters because of the wishful thinking of developers and "bricklayers", which has fooled a group of investment customers' hard-earned money; How many projects can't be maintained normally because of inaccurate positioning, and the imaginary gold shop has become an empty shop.

As the saying goes, amateurs watch the excitement and experts watch the doorway. The same blow, firecrackers and fireworks, some have a bright future, some are endless abyss.

Shops are good financial tools. The development cost of commercial real estate is not much different from that of residential buildings, but there is a big gap between development income and investment income. The price of shops in the same lot is 2-5 times that of houses, which is higher in mature business districts. In Hong Kong, the price of shops is 65,438+00 times that of houses. At the same time, shops have sustained and stable income in terms of their own attributes. If residential investment violates the essence of housing, the state should suppress speculation, and shops have no policy risks.

Commercial real estate is risky, because it is different from residential, it is not a necessity. At the same time, from planning-construction-positioning-sales-investment-operation, it is interlocking, and any problem in any link will pose a fatal threat to the project; But its huge profit margin is a huge temptation.

Many developers have gradually realized the importance of professional planning institutions, thus creating good development conditions for planning institutions. However, business is different from housing, and you can't just do a few drafts of LOGO, loushu and publicity pages. He demanded that the quality of planning institutions should be very comprehensive, with accurate market analysis and business positioning capabilities, as well as broad vision, good business resources, planning and execution capabilities, experience and strength in attracting investment ..... Otherwise, the investment operation of commercial projects would be out of the question.

Commercial projects can truly become a city's business card, enhance the city's image, increase employment and benefit the people, and increase government taxes ... Therefore, our so-called professional institutions must be responsible for the project, the city, the customers and the future with a broad and warm heart, look at the project with a professional perspective and vision, serve the project with wisdom and strength, and operate the project with a trustworthy and respectful attitude, so as to get along in this industry.