How can Longhu occupy the next round of market expectations by upgrading the quality competition?

20 18 under the influence of deep regulation and new market cycle, the real estate industry is facing two major trends: market expectation compression and intensified quality competition. The prosperity of high turnover is gone forever, and the exploration beyond speed and scale has become an urgent proposition for many housing enterprises.

Just like the quality control of Longhu, its appeal has changed from how to build a "textbook-style" villa to how to convey the value of a better life to consumers with a higher strategy. For 25 years, Longhu is famous for its space service and IP building capability. In 20 18, it was proposed in the industry to "re-quality" the four main waterway businesses of real estate development, commercial operation, long-term rental of apartments and intelligent service, taking the lead in opening up product lines and forming a closed loop of urban space services.

It is noteworthy that in the Zhejiang market, which has the largest number of products and is one of the main business contribution areas, how Longhu implements the new strategy, actively coordinates the development of resources, and integrates into the big data wisdom system, thus occupying the next stage of market expectations, which has attracted much attention from the market.

Strategic upgrade: space as a service

The real estate industry has gradually entered a complex and changeable adjustment cycle: on the one hand, large-scale competition and market concentration have intensified year by year; On the other hand, diversification and deep upgrading of products and services have become the reform direction of real estate enterprises.

Some insiders pointed out that the downward growth of the industry does not mean that the competition of housing enterprises is slowing down; On the contrary, in the economic cycle with high-quality growth as the key word, mainstream housing enterprises all return to the "quality" movement, fully tap the value points of products and services, and strengthen the contact with buyers from the living experience.

Under the market reform, Longhu refined its strategy into "space is service" on 20 18, and made a refined research and exploration on the market. "Longhu should be the connection between people and space, that is,' space is service'." Shao Dao, CEO of Longhu Group, explained the internal thinking of strategic change.

Focusing on Longhu's new strategy, it is not difficult to find that its competitive thinking has been re-set, on the one hand, from the enterprise perspective to the customer perspective. On the other hand, the product concept is upgraded from the house itself to the urban space, and the living space service centered on "residence" will be pushed to a more innovative and comfortable standard. Longhu further proposes to continuously upgrade the spatial operation capabilities of various products such as residential, commercial and long-term rental apartments, and open up the internal service system through digitalization and intelligence, taking the lead in realizing the closed-loop service of urban space in the industry.

User experience upgrade: the interaction between products and services

In the past, the real estate industry had obvious "quick fever" attribute, and the development demand of high turnover or rapid expansion often led to the lack of product polishing or service delivery. Looking at the real estate market in the past two years, from the market feedback, enterprises with product and service recognition are still the "conquerors" of the market.

As a "quality control" in the industry, Longhu has an exemplary ability to capture market changes and export product value. This new strategy will upgrade the physical space of living or traveling to the content of a beautiful and intelligent life itself, making it a competitive leader in the new market cycle again.

It is understood that in order to fully cope with the fierce quality competition, Longhu actively opened up the past four business segments and upgraded the user experience. In real estate development, we emphasize differentiated positioning and products to meet the individual needs of customers; In terms of commercial operation, focus on creating Tianjie's exclusive IP to create a very comfortable space for customers; Rent apartments for a long time and continue to lead the Zhejiang market; For smart services, while insisting on service quality, we are also seeking strategic upgrading from smart communities, value-added services and multi-format development, breaking the boundaries of traditional services and extending the tentacles of "space as service" to "smart cities".

"It is necessary to interact people's needs with urban space resources and make Longhu a full-dimensional urban service platform." Zhang Xuzhong, vice president of Longhu Group and general manager of Zhejiang Longhu, said. In fact, as the representative region of Longhu's product development and sales performance, Zhejiang market has taken the lead in implementing relevant strategies in Hangzhou, Ningbo, Shaoxing and other cities, and has penetrated the brand-new service system into 39 projects and more than 30,000 owners, which has obtained good market response.

Aiming at high-quality urban agglomeration data to drive urban service industry chain

In the Zhejiang market, which has been deeply cultivated for nine years, Longhu has developed a unique position through its strong layout and highly personalized enterprise route. Some insiders have observed that Zhejiang's strong demand for home ownership, advanced product concepts and high consumption expectations mean that the competition threshold for housing enterprises is high and it is not easy to win the market.

Over the years, Longhu has not only focused on the development of a single format in Zhejiang market, but also actively expanded businesses such as commercial shopping centers, long-term rental apartments and intelligent service systems. In the commercial field, Longhu has developed projects such as Binjiang Tianjie and Jinsha Tianjie. Guanyu, a long-term rental apartment, won 26 projects in Zhejiang in less than two years, with a total housing supply of 1 10,000; Longhu Property was officially upgraded to "Longhu Smart Service", with a management area of 6.96 million square meters in Zhejiang, serving 40,000 users. In addition, Longhu also tried hotels, production cities and other businesses simultaneously in Zhejiang.

In the words of people in the industry, Longhu brought not only a series of real estate projects to Zhejiang, but also an inspiration for the continuous upgrading of human settlement demand and urban services. Judging from the feedback from the owners and related customers, Longhu has consciously established a high level in Zhejiang market and gradually established a unique brand loyalty, which also provides a better testing ground for the implementation and execution of its new strategy.

It is reported that Zhejiang Longhu is making full use of Internet technologies such as big data to open up various businesses and form resource interaction, fully reflecting the rights and values of Longhu customers. Future development plan: the scale of real estate sales is planned to reach 50 billion yuan in 2020; In terms of commercial operation, 202 1 hopes to realize the opening of Batian Street, and the rental income will reach1500 million; In 202 1 year, Guanyu's income reached1500 million yuan, and 40,000 rooms were opened. In terms of smart services, it is estimated that the target income will reach 654.38+0.5 billion yuan and the management area will be expanded to 30 million square meters.

Zhejiang Longhu said that it will continue to aim at Zhejiang's high-quality urban agglomerations, take smart big data and other technologies as engines, actively expand the entire industrial chain of urban services, and occupy the competitive highland in the next market cycle.