Lanhai precision work real estate

Phoenix Net Real Estate Linyi Station News: Internet shopping really covers "food, clothing, housing and transportation" step by step.

On September 16, Ali Real Estate Department-"Tmall Good Room" announced its opening, officially blowing the horn of online real estate transaction. Ali should use the digital capabilities of the platform to help real estate enterprises and partners customize flagship stores and open up online and offline process links. Coincidentally, this is also the direction of marketing digitalization that the young Central South China is exploring.

Under the favorable wind, this year, Double 1 1, Zhongnan Land will take the lead in launching the special activity of "Tmall Shopping in Zhongnan Fang Hao" to seize the beach of Tmall Fang Hao, a huge ecological supporting trading platform linking real estate enterprises and consumers, and reach strategic cooperation with the top players in the industry to carry out online real estate marketing.

Zhongnan Land × Tmall Haofang jointly launched Zhongnan Haofang Tmall purchase activity?

Transformation: Central and South China "pat" young people

With the post-90s generation entering their thirties, the generation claiming not to buy a house has now become the main force in the property market, occupying more than half of the market share.

At the end of 20 19, an analysis and online survey data of 330,000 buyers in 23 first-and second-tier cities showed that since 20 15, the proportion of post-90s buyers has been increasing. In other words, a group of 20-30-year-old customers are gradually entering the peak demand for housing.

Lu, the general manager of Tmall, talked about three changes faced by the real estate industry in the past six months: First, the real estate industry has moved from the seller's market to the buyer's market; Second, during the epidemic, housing enterprises quickly became Internet enterprises; The third is that consumers are increasingly accustomed to online housing selection and purchase.

In 20 19, before Tmall Fang Hao was formally established, there were already 80 million people looking at the house on Taobao. "Among these 80 million people,150,000 houses were sold. This is no ordinary information matching. He paid at least 10%- 15% of the money online with Alipay. Lu said to him:

The real estate industry has experienced a cycle, and now it is welcoming the "blue ocean" era of digital real estate transactions step by step. Buying a house online may set off a new revolution in real estate sales, just as the first generation of Taobao and Tmall entered people's lives and changed people's lifestyles.

On the other hand, more and more post-90s generation began to pay attention to health preservation and health. Over the years, Zhongnan Land has been focusing on customers, researching products, exploring healthy residential products, and joining hands with more young people to "go out of the circle".

On 20 18, zhongnan land upgraded its health products to a healthy TED community, and advocated a "healthy lifestyle" in all dimensions of body, mind and spirit. Whether it is pre-experience, product creation, social space creation, or property maintenance after delivery, "health" is the core, leading a healthy lifestyle throughout the cycle.

In terms of product and service system, Zhongnan Land builds health products from five dimensions, including three themes: functional landscape, hardcover storage of more than 280 details, care for indoor health including air, water, light and materials, concern for personal and family care, community integration and community activities to give back to the society, providing strong support for the fine quality of health products.

From selling "traditional products" to selling "healthy lifestyle", "health" has gradually become the label of architectural residential products in Central South China.

Extension: the possibility of buying and selling real estate O2O

Brian Schlayer, a partner of Sequoia Capital, once said: "There are some new big markets that have not been controlled, that is, the offline market is now online."

In the "new big market" of Internet real estate, Ali began to draw a huge blueprint-Tmall Fang Hao will customize a special real estate flagship store for developers in the future, and combine 3D house purchasing technology, live broadcast and more financial service capabilities with the real estate industry to open up the whole link of house viewing and house purchasing, and jointly create an "intelligent sales office" so that consumers can complete the whole process from house viewing, deposit subscription to financial service online. Buying a house in the future is as labor-saving and money-saving as visiting Tmall.

Zhongnan Land × Nana Real Estate Live Show GMV achieved 60.48 million.

Marketing President of Zhongnan Land Suzhong Regional Company and Jing Tian broadcast live together.

For Zhongnan Land, this is an examination question issued in advance by the younger generation of customers and future major owners. After two months' exploration, Zhongnan conducted diversified games: invited Nana, Jing Tian, Charmaine Sheh, Tamia Liu and other stars to broadcast live, and with the help of traffic, touched the net many times and walked in the forefront of the industry.

In order to meet the traditional peak season of real estate, the marketing presidents of various platforms of Zhongnan Land made a collective appearance, playing pet powder and commodities on Tmall platform one after another, and opening a new model of real estate marketing.

Since mid-September, the marketing president of Zhongnan Land has been in the live broadcast room. During the whole live broadcast stage, the highest popularity of a single live broadcast room was 187W, and 654.38+million visitors entered the store, which set a new record for real estate developers to bring goods in live broadcast, with more than150,000 live broadcast rooms and more than 50 million goods.

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Excerpts from the live broadcast of the marketing president of Zhongnan Land National Regional Company.

This year's double 1 1, "Tmall Good Room" will be officially unveiled for the first time. On the occasion of the opening of the first "Real Estate Double 1 1", Ali Taobao Tmall will bring super traffic, and Zhongnan Land will also launch a national 100-city good room in the flagship store of Zhongnan Land, participate in the activities of Tmall Good Room Double1,and share Tmall Good Room &; It is a cost-effective subsidy of10 billion yuan, and it also provides a number of sets of preferential special housing and special discount coupons to give back to the public with real discounts.

"Central South Fang Hao Tmall bought it.111is beautiful enough." This is the first time to link the three keywords of Zhongnan, Tmall and Double Eleven. The activity has officially started on June 5438+1October 2 1, and special room spikes, national 100 19% discount coupons and signature gift certificates have been launched.

Of course, Zhongnan Land is testing the online marketing of buying and selling houses, not excluding offline, but essentially O2O, that is, the integration of online and offline, which is an "extension" action. Online to offline pushes the news of offline stores to Internet users by offering discounts, providing information and booking services, thus turning them into their own offline customers. Online completion of customer acquisition, housing selection, transactions and other links, offline is to do a good job in the on-site experience of buyers.

In a short time, the sales office will not and cannot disappear. The significance of its existence lies in connecting real estate enterprises and customers, so that customers expanding from online or offline can feel the future life scene created by real estate enterprises and intuitively feel the extreme research on products and services in Central and South China.

Dredging: asking for benefits from management and marketing

In the past, real estate enterprises relied on explosive growth. During the period of 1999 -20 14, the growth rate of China's real estate development investment even developed at an average annual rate of more than 20%. Since then, in a round of closely coordinated real estate regulation and control, the whole real estate industry has entered an era of balanced development.

How to "live", "live for a long time" and "live well" has become a problem that real estate enterprises have to think about and answer. To benefit from management and build brand reputation with products and services can make customers pay for housing enterprises and become an industry knowledge.

At this time, in order to maintain profit growth, controlling operating costs including sales, management and financial expenses is becoming more and more important for the sustained and high-quality growth of enterprises. Among them, sales expenses are undoubtedly an important expenditure of the operating costs of housing enterprises.

To this end, embracing the Internet, innovating marketing channels, and actively participating in online marketing in various ways such as live broadcast and selling houses in flagship stores are one of the ways that Zhongnan Land is exploring.

This action is conducive to opening up marketing channels and opening up online channels. Customers only need to search for "Zhongnan Land Flagship Store" on Tmall, and they can browse the high-quality houses in many hot cities, and the information such as price, location, transportation and education facilities can be seen at a glance, and they can exchange several thousand yuan in advance for preferential subsidies.

In the long run, the integration of online and offline marketing can gradually establish a sales chain of "online promotion-user acquisition-case site visit-contract signing-after-sales maintenance", form customer group big data, and accurately promote good products for interested customers.

Zhongnan real estate z-lab research and development base

On the other hand, it can also provide data for enterprise product development and improvement. Enterprises can check all aspects and progress of customers' house purchase online, actively respond to and rectify customers' feedback, maintain a good interactive relationship, and be efficient and conducive to management informationization. Later, it can also greatly reduce the sales cost, save manpower and improve the marketing efficiency of real estate enterprises.

On August 25th, at the 2020 interim results conference, Chen Yuhan, president of Zhongnan Land, once again mentioned the strategic proposition of "firmly crossing the new normal", stressing the need to deepen the landing and realize high-quality transformation and development as soon as possible.

Behind the circle of marketing innovation is the "background color" of the development of stable operation and long-term benefit of management marketing of central and southern enterprises.

Referring to the semi-annual report of Central South Construction, a number of indicators reported good news. In the first half of 2020, the operating income was 29.69 billion yuan, a year-on-year increase of 27.3%; The net profit attributable to shareholders of listed companies was 2.05 billion yuan, a year-on-year increase of 56.2%; The net interest rate on equity was 6.90%, up by 1.28 percentage points year-on-year, and the weighted average return on equity reached 9. 1 1%, up by 2.36 percentage points year-on-year, ranking among the top 20 real estate enterprises.

Nantong zhongnan business center

Xi' an Zhongnan Qi Jun

Spring Breeze Haimen Zhongnan?

Kunming Yuefu

Every step of growth is the result of the improvement of the whole chain of investment, development and construction, marketing and post-service in Zhongnan Land. At present, what Zhongnan is doing is to dredge the marketing channels, with the help of technological innovation, open a shop on the network platform to welcome customers, fully mobilize and integrate the internal and external resources of enterprises to participate in marketing activities, and finally achieve a win-win situation for all parties.