What are the product positioning of high-end property projects?

As a consulting company, I have come into contact with many developers on issues that affect the positioning of commercial real estate projects, and there is a premise different from other industries. Due to the opacity of land supply, it is difficult for many developers to get land, and most developers begin to consider the details of market operation after getting land. As the unfavorable factors of the plot have become a fact, it is more difficult to locate the project, and some projects cannot be operated in a short time. First, the problem to be solved in project positioning The market positioning of real estate projects is to solve the contradictions faced by the project operation, including the contradiction between the regional market and the land itself; The contradiction between future vision and development cost; The contradiction between regional research and the present situation of land parcels; The contradiction between development concept and company management level. Only by reasonably solving these contradictions can the project positioning be successfully completed. Second, the purpose of project positioning is to solve these contradictions. Project positioning should study and demonstrate the feasibility of the project, mainly in the following aspects: 1 Feasibility of economic and technical indicators. By carefully calculating the indicators of development cost, carefully studying the expected balance between expected market price and capital investment profit, determining the possibility and risk of project profit expectation, and clarifying the feasibility of realizing project economic benefits. 2. Feasibility of Time Operation Due to the constant changes and development of the market, compared with the long period of real estate, the feasibility of time operation must be considered in the product positioning of the project to avoid the phenomenon that products follow suit, their own projects are slow to launch and sales are not smooth. According to factors such as different project scale, different plot characteristics and different product launch time, it is important to analyze the timing of entering the market and accurately grasp the project operation time. Due to poor time control, there are many problems in the project operation. In addition to the time change, the main factors affecting the project development include: the maturity of the market around the plot, infrastructure construction, policy regulation and so on. 3. Feasibility of Long-term Development The problem of project positioning lies in the long-term sustainable development of the project, especially for large-scale real estate projects. At each stage of project development, it is particularly important to subdivide and rationalize its own product positioning. The contradiction between the oversupply of the project itself, the single product and the diverse needs of the project customers directly affects the plan and implementation of capital withdrawal and development progress. As a result, the development progress of the project is slow, the profit space is declining, the project can not develop for a long time, and the company brand is affected. 4. Feasibility factors of other projects of the company, etc. Due to the limitation of funds, when the same developer has different projects to develop, the feasibility, profit rate and development speed of this project can be compared with the feasibility of other projects, and then the feasibility of the first development of this project can be determined. Three, the main links involved in project positioning are usually carried out in the feasibility study stage. The general customer demand survey adopts the form of questionnaire and discussion, which is mainly based on the following aspects: 1. Calculation and control of cash flow Development enterprises determine the pursuit direction of project positioning according to the calculation and control of their own cash flow. For example, in terms of specific plots, it is equally feasible to develop popular ordinary houses and townhouses. The latter may be more profitable, but it is also more risky. As an enterprise with relatively weak funds, it is undoubtedly necessary to consider the rapid withdrawal of funds, rather than the maximization of profit space. 2. Land conditions Land itself is the fundamental basis for project positioning, and the comprehensive utilization of natural conditions of plots is the premise of project property appreciation.

By the way. In the process of real estate development, it is not uncommon that positioning errors and advantages turn into disadvantages. For example, there is a project in the north of Beijing, and there is a large natural lake in the center of the plot. In order to increase the development area, developers have carried out large-scale renovation and lake filling work. However, while increasing the area, the natural landscape conditions are reduced, resulting in a decline in the quality of the project products. Today, many developers have built lakes artificially. The lake in this plot should be a rare advantage, but it has become a disadvantage due to the problem of project positioning. 3. Sales speed Sales speed is also an important factor in project positioning, especially in price positioning and marketing promotion positioning. Sales speed and sales cycle directly affect the collection speed and development cycle of projects, and have a direct impact on the overall capital operation between projects of development enterprises. 4. The demand characteristics of customer groups are the decisive factors of project positioning. In today's increasingly fierce competition in real estate development, accurately grasping customer groups is the premise of successful project development. 5. Composition of unit price and total price of the house. At present, there are many projects in the market with very low unit prices, but because of the large product unit and high total price, the unsalable sales are serious. On the basis of determining the target customer group of the project, the demand of the customer group for apartment type and the consideration of the total price of a single set are issues that need special attention in the product positioning of the project. 6. The company is good at developing types. When the soft and hard indicators of the project are clear, it is very important to fully consider the advantages of the development enterprises, especially the development of high-end products, which requires the development enterprises to comprehensively consider their own conditions. 7. In the process of positioning the company's required profits and brand projects, in addition to the market, land characteristics and other factors, the profit requirements of the development enterprise itself are the subjective factors that determine the project positioning, and also the factors that most affect the accuracy of project positioning. Four. Problems needing attention in project positioning The most important thing in project positioning is to create marketable products according to its own conditions. Positioning is not unique, there are many possibilities. In order to make the best choice, the following points must be fully considered. 1. The strength of developers, including capital, talents and experience, is generally recognized in real estate development, but the consideration of talents, development experience and other factors has not been taken seriously by many development enterprises. 2. Land Conditions and Planning Conditions After considering the advantages and disadvantages of the land itself, some planning conditions of the plot must be fully considered and reasonably adjusted when conditions permit. 3. For large-scale projects of more than 200,000 yuan, macroeconomic operation analysis is needed. Many development enterprises generally believe that macroeconomic development and macroeconomic analysis are far from their own projects and have little relevance to their own projects. The cycle of large-scale development projects needs at least three years, so the overall macroeconomic operation and development have a great impact on the project, and it is also an important aspect that development enterprises must fully consider when positioning the project. 4. At present, the questionnaire micro-survey method widely used in customer group survey is not completely suitable for the investigation and judgment of customer needs, and the result of "contact with customers" is the most effective and direct judgment basis. 5. There are many factors that need to be considered in the positioning of unilateral profit/total profit rate/capital risk projects. As the core of the development enterprise project operation, these three issues are the most confidential issues of the company. The positioning of the project is related to the life and death of the project. The consulting company must communicate with the developer deeply, conduct scale demonstration, simulation selection and feasibility study before positioning the project. 5. Forward-looking factors 1 affecting the project positioning, and the ideological orientation of the crowd.

The analysis of the ideology of the guest group, the integration of lifestyle and cultural color, prepare for the positioning of the project to meet the needs of the future guest group. And guide customers' consumption. 2, the building should have its own characteristics, to increase the cultural atmosphere. After solving the basic housing problem, people began to improve their living conditions and began to consider their own aesthetics and preferences. When positioning the project, architectural features will be paid more and more attention. 3. Studying the development direction of architecture and market affects the positioning of the project, so studying the development direction of architecture and building a building suitable for the development of architecture and market is the key to accurately grasp the future positioning of the project. 4. Increase the complementarity of products in the region and avoid fierce competition. The market positioning of the project cannot be separated from the analysis of surrounding competitors in order to win in the competition. Instead of competing with each other in the market, it is better to win the market with complementary advantages and increase the complementarity of regional project products, which is an important topic of project positioning. Considering product differentiation, to find the market gap is a market that others are not particularly involved in, which requires very accurate customer segmentation and in-depth research on product positioning details.

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