On January 19, the 13th China real estate forum and China real estate red list, sponsored by China Internet News Center · china.com · real estate, was held in Beijing. The forum took "new trend, new brand and new marketing" as the theme, felt the new trend of China's real estate industry and sought the development road of the real estate industry under the new situation. Facing the development pains of the industry, the whole real estate industry is seeking new certainty in the uncertainty of the original model.
In his speech, Zhang Jian, producer of China online real estate, said: "In the past year, China online real estate has always adhered to the tradition of 'giving voice to the health of the industry and offering advice and suggestions for people to buy houses' for more than a decade, continuously launched brand reports of China's excellent real estate enterprises, recorded and analyzed in detail the successful experience, failure lessons and future trend of these enterprises, so as to provide more enterprises with the experience of' learning from others and knowing the gains and losses' Industry value. " At the same time, based on the theme of the forum, he analyzed the development possibility of the real estate industry in the future from three aspects: new trend, new brand and new marketing. Brand remodeling, new sales and industry transformation will become the mainstream trend of the industry.
new trends
adhere to three principles and implement five tasks
In the new trend of the forum, Feng Jun, President of China Real Estate Association, devoted himself to theme sharing.
Looking back on the first half of 2021, the real estate regulation and control policies continued to increase, and the pilot scope of the three red lines continued to expand. However, under the above policies and measures, the real estate market in hot cities and regions in the first half of 2021 continued the active trend since the second half of 2020, and the house price and land price continued to rise. In the second half of 2021, the real estate market changed rapidly, the market cooled rapidly, the real estate transaction volume in hot cities decreased sharply, more than 10 listed real estate enterprises successively defaulted on their credit, and many private enterprises had varying degrees of operating difficulties.
\u3000\u3000 "In the second half of 2021, it is generally reported that the market is relatively cold, which is related to the technical judgment in 2020. In 2020, due to the epidemic, the development and sales were basically stagnant in the first half of the year, and there was a rapid recovery in the second half of the year. Therefore, compared with 2020, there was a trend of high in the first half and low in the second half of the year. However, in fact, the figures are not very good-looking, which is not true The cooling is unbearable. Generally speaking, the market situation in 2021 is relatively stable, "said Feng Jun, President of China Real Estate Association.
Since the second half of 2021, the default risk of some real estate enterprises has been continuously exposed, which makes some buyers and employees lack confidence in the development of the real estate industry and enterprises.
In this regard, Feng Jun frankly said that the fundamental reason for the default risk of real estate enterprises lies in the fact that real estate enterprises have increased leverage for a long time. The introduction of the third line and fourth gear policy aims to control the excessive leverage of real estate enterprises and reduce liabilities. "We must see that the enterprises with debt risk account for a limited proportion in the whole real estate industry. The enterprises with default risk account for less than 10% of our top enterprises, and the projects with problems account for less than 10%. On the whole, the risk of the industry is still controllable and there is no systemic risk.".
Feng Jun further said that starting from the real estate enterprises themselves, we also need to reflect on the problems of their original business model and original financing model through this event.
With the change of development situation and the in-depth promotion of carbon peak and carbon neutralization strategy, the comprehensive green transformation and development is becoming the consensus of the whole society and enterprises, and the real estate industry should also explore a new development model.
In Feng Jun's view, the real estate industry must adhere to three principles when exploring a new development model. First, adhere to the positioning of "houses are used for living, not for speculation"; Second, do not use real estate as a short-term means to stimulate the economy; Third, preventing and resolving risks is an important part of the development of the real estate industry in the future.
Feng Jun also shared his thoughts on the transformation and development of the real estate industry in the future. First, make its own development arrangements from the perspective of steady deleveraging and risk prevention; Second, we should adjust the production mode as soon as possible, change the traditional construction mode, and promote the implementation of the "double carbon" strategy in the real estate industry; Third, we should improve the product structure, promote the simultaneous development of rental and purchase, and adjust the product supply structure; Fourth, we should expand the service boundary, and there are still many contents of life services extended from the perspective of residents' living life; Fifth, we should change the traditional development mode of high consumption, low quality and low output through digital production and intelligent construction.
new brand
break traditional barriers and inherit brand wisdom
In the post epidemic era, with the popularity of live viewing and online house selling, it is difficult for real estate enterprises to let consumers throw thousands of dollars with just one leaflet. With the transformation and development of the real estate industry, how to accurately and clearly understand the brand value is an urgent problem for the industry.
Li Guang, vice president of Sino Austrian real estate, believes that the brand is the protagonist of word-of-mouth conversion in the flow pool and the most stable and long-term marketing weapon. In this regard, China Austria real estate broke the traditional barriers. While adhering to the steady development, China Austria real estate successfully held China Austria brand real estate activities and opened the "first year" of its own digital marketing by preparing for the establishment of the company's internal MCN organization and inviting experts in the field of digital marketing for systematic training. In 2022, China Olympic Games will continue to explore a more efficient digital marketing model, so as to enhance the influence of China Olympic Games on healthy living experience and help realize the grand goal of healthy China.
Under the influence of the new communication mode, Tahoe Group Co.Ltd(000732) combines the development strategy of small and beautiful, small and fine, strengthens the communication advantages, and conveys Tahoe Group Co.Ltd(000732) real dynamics to all sectors of society with a sincere attitude and real scenes, so as to reshape market confidence. In terms of brand communication means, Tahoe Group Co.Ltd(000732) tried to use official wechat, video number, text communication and other means to grasp the characteristics of new media communication, contribute to the success of brand work, and achieved recognized achievements both inside and outside the industry.
While focusing on the improvement of product power, it is also essential to constantly tap the core demands of home buyers. In order to continuously meet customer needs, in the first half of 2021, rongchuang put forward the idea of younger life for IMI mainstream customers for new generation products, which was widely recognized by young customers.
Zhongjun group focuses on the brand positioning of "your moving", practices the development strategy of one body and two wings, continuously improves its competitiveness and influence, and continues to cultivate and develop accurately in the region. Luo Xi, brand planning director of Zhongjun group, said that Zhongjun brand will continue to explore diversified customer needs, actively embrace change, take creating a smart life and making happiness within reach as its mission, continue to practice social public welfare responsibilities and fulfill its happiness commitment for a long time.
Dai Jianing, the chief planner of Metro Land Corporation Ltd(600683) believes that the core of brand work in 2021 is to form empathy with the audience, adhere to seeking truth from facts, ensure the stable external output of the brand, stabilize the internal results, properly solve the difficulties faced by customers and realize the steady improvement of service quality.
Yan Jiarui, executive deputy general manager of the residential investment division of Hesheng Chuangzhan group, said that stability and Zhiyuan is the goal of sustainable development of the enterprise. On the premise of ensuring the development of the enterprise, only by improving the enterprise's own management efficiency, continuously deepening regional cultivation, ensuring the stability of cash flow, and accelerating the improvement of the enterprise's product quality and service, can we create a brand worthy of consumers' trust.
Li Feng, general manager of China Jinmao marketing center, revealed that in 2022, China Jinmao has been positioned as a "quality improvement year", and will continue to adhere to the path of scientific and technological real estate, improve the status of scientific and technological products and quality services, hoping to give the market and customers more confidence, deliver better products and services, and comprehensively enhance the brand influence of China Jinmao.
new marketing
get closer to customers and make efficient matching
With the departure of the era of extensive and large-scale continuous expansion of the real estate industry, the era of asking for benefits and management dividends from management has come. Many turns and adjustments in the real estate market in 2021 began to force real estate enterprises to actively change their thinking and explore new development models. In the new development stage in which the importance of "cash flow" is increasingly prominent, exploring a new marketing model has become an inevitable choice for real estate enterprises to seek a way to break the situation and develop steadily in the plight of the industry.
Li Wei, chairman of Heshuo organization, said that in the new development stage, the concentration of the real estate market continues to rise, the differentiation trend is becoming increasingly obvious, and the competition among enterprises is increasing. At the same time, with the unsustainable development mode of high leverage and high turnover, the follow-up development of the real estate industry is ushering in a new era, which calls for a new marketing mode.
"In the new era, the regulation logic of the real estate market has undergone profound changes. It manages both supply and demand; both primary and secondary; both the source of funds and the use of funds; both trading and holding. The importance of cash flow, transaction and payment collection is becoming increasingly prominent.".
With the national "14th five year plan" further listing the digital economy as the key development direction, accelerating the digital transformation, vigorously developing the digital economy and further improving the competitiveness of the core industries of the digital economy have become the key to the development and transformation of real estate enterprises. Digital new marketing has become the direction of many leading real estate enterprises.
\u3000\u3000 "The changes of the times have brought about changes in industry rules. The real estate industry has gradually turned to the logic of manufacturing industry, and profits have been declining; at the same time, the leverage ratio has also continued to decline under the influence of policies such as the 'three red lines'. Therefore, the turnover rate has gradually become the mainstream business model of the real estate industry. Under this background, the marketing logic of the real estate market has gradually become single, mainly considering the number of customers and conversion rate "Problems", Li Wei analyzed.
Li Wei further said that the new digital marketing model of online private domain traffic, head traffic and offline super marketing, the combination of institutional alliances and internal and external coordination is becoming an important carrier of the new marketing logic of the real estate market. "From the understanding of the needs and service provision of C-end customers to the in-depth understanding and customer acquisition of b-end customers, and then to the digital system and highly adapted service team highly matching the actual needs of b-end and C-end, with the help of the new digital marketing model, we can not only cultivate the ability to capture the online traffic of real estate enterprises and institutions, but also continuously improve Wuxi Online Offline Communication Information Technology Co.Ltd(300959) Flow optimization and conversion capacity ".
When digitization and marketing are highly integrated, and offline professional teams and customized services are highly integrated with online head interconnection and private domain traffic, the number of customers and conversion rate are expected to be greatly improved, so as to solve the problem of single marketing logic of real estate enterprises under the new situation.
"Digital marketing and integration make us always do things closer to customers, constantly create the value customers need, and gradually solve the existing pain points and problems," Li Wei finally said.
Reform the old and seek the new. How China's real estate industry seeks development under the new situation triggered by the 13th China real estate forum is not the end, but the starting point for many real estate enterprises to start again. Adhering to the industry media influence column, this activity also announced the 2021 annual red list of China's real estate, covering various types such as people, enterprises and projects. From an independent and objective perspective, it summarized the outstanding representatives in various fields and affirmed their achievements in the special environment of 2021.
[attached list]
2021 leader in China's real estate industry
2021 brand influential figures in China's real estate industry
2021 innovative figures in China's real estate industry
2021 responsible enterprise in China's real estate industry
2021 brand influential enterprises in China's real estate industry
2021 brand innovation enterprises in China's real estate industry
2021 property management service brand influence enterprise in China's real estate industry
2021 urban power project of China's real estate industry
2021 urban Benchmarking Project of China's real estate industry
2021 influential enterprises in urban areas of China's real estate industry
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