Original address: Can Internet thinking subvert Vanke?

Author: Weibo of Wang Xinyu V.

This article is very instructive. The future belongs to the Internet. How do traditional industries find the combination point of the Internet and look at this industry again with the thinking of the Internet? If you don't change your life, you will be revolutionized by others!

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When Lei Jun, chairman of Xiaomi Technology, asked Yu Liang, president of Vanke, a question: "Can the price of the house you built be reduced by half?" Yu Liang was also stunned. But when he thinks about it carefully, he feels that this possibility is not completely non-existent.

20 14 At the end of the Lunar New Year, under the leadership of Yu Liang, Vanke executives visited Tencent, Alibaba and Haier. With the trend of lightning speed, the industry has been deeply thinking about the transformation of the real estate industry.

At the end of 20 13, Yu Liang said in an internal speech that he was worried about whether there would be a "millet" sniper in the real estate industry in the future, who would use the internet thinking mode to break the old order and threaten or even replace the industry model represented by Vanke.

As a pillar industry in China, whether real estate is subverted by the Internet or whether it takes advantage of the industry to defend its leading position has become the focus of deep concern in the industry.

Yu Liang's fears are not entirely unreasonable. When Xiaomi started to produce mobile phones, many traditional mobile phone brands were not alert, but when Motorola was acquired by Google and then sold to Lenovo, Nokia's once dominant position gradually declined, the strong rise of Xiaomi gave great shock to traditional industry practitioners.

When LeTV announced that it would launch Internet TV, many electrical giants held a lively attitude. In less than two years, LeTV has not only launched successful hardware products, but also walked ahead of these traditional enterprises in terms of Internet, video, copyright acquisition and user experience, forming the whole industry chain strategy of "platform content terminal application" and fully entering the family living room in China. The Internet industry's pursuit of LeTV is not limited to the impact on hardware prices, but based on the huge space that the industrial chain can expand in the future. Looking at my lonely hardware TV and weak software, I don't know what I think now.

Xiaomi and LeTV are not traditional industries, but use the Internet industry, but use Internet thinking to transform traditional industries.

What is Internet thinking?

At first, there was an invisible wall between tradition and the Internet. The traditional side thinks that putting things on the website is the Internet, while the Internet side thinks that putting traditional information on the website solves traditional problems. Finally, we found that only by breaking this wall is the Internet and the real Internet thinking.

Internet thinking is not simply based on the transformation of Internet products and technologies, nor is it simple that the e-commerce and socialization of products produce good benefits, nor is it entirely aimed at the innovation of a certain industry. For traditional industries, Internet thinking aims at the industry attributes of traditional industries, uses the habits of Internet users, follows the social rules of the Internet, and innovates and transforms the industrial chain rules of this industry with extreme attitude on the basis of the product essence of traditional industries, thus quickly spreading word of mouth and realizing subversive transformation in line with the recognition of Internet users.

Internet is no longer a technical concept, but a transformation based on the characteristics of its own industry products. This kind of blood should be injected from the beginning of product planning, that is to say, if the transformation is strictly speaking, it should be a change in the overall management, business model and management of the company, otherwise it will not be subversive at all.

Faced with the tide of Internet thinking, real estate, as a pillar industry, may not be greatly affected in three to five years, but like the cases of Xiaomi and LeTV, it is not the traditional industry itself that often subverts the traditional industry, but the Internet enterprises. As far as the current development status is concerned, technology and marketing are not bottlenecks except for the high threshold of funds. It is not impossible for a real estate enterprise to really have "Xiaomi" Internet thinking, and it is not unreasonable to plan ahead.

Present situation of network marketing in real estate industry

Speaking of the Internet, it can be said that the real estate industry has been far ahead of many traditional industries. In Internet companies headed by vertical media such as SouFun, Sina Leju, 365 Real Estate Home Network and Sohu Focus, after years of market education, many real estate companies have cultivated their own advertising habits. At present, the share of real estate online advertising in mainstream cities is hundreds of millions. In a second-tier city like Nanjing, there are at least 350 million contracts for the share of real estate online advertising alone, while in the north, Guangzhou and Shenzhen. This is also one of the supports of SouFun's recent myth of creating market value in US stocks. But behind the figures of scenery, on the one hand, the decline of traditional media, on the other hand, the embodiment of abnormal real estate Internet marketing.

1. Passive acceptance of Internet products

Whether in the era of web 1.0, web2.0 or the network media under the current social trend, developers, as important customers, constantly develop new Internet products based on their own profitability and try their best to sell them to customers. This led to the emergence of a website to hold activities, and A website B immediately copied it and continued to sell it under another name. Internet products in the market are highly homogenized, while development enterprises can only passively accept products.

2. Superstitious professionalism of metaphysics

Compared with other industry websites, the professionalism of the vertical media such as real estate network has obviously improved. From early stepping on the market and reading diaries to professional market analysis and data reporting, it can be said that professionalism is getting higher and higher, but it has not grasped the core user groups of the Internet. Instead, this metaphysical professionalism has formed a kind of thinking for developers: only these media are professional online marketing platforms. But the fact is that the most popular Internet platforms in the local area are those with grassroots attributes. They may not have professional real estate articles, but because of their strong living community ecology, the target customers are the most concentrated. However, due to this metaphysical attitude, developers often ignore it when launching, which leads to inaccuracy.

3. Excessive superstition of real estate e-commerce

20 13, as a model born in the early days by selling unpopular advertising space through online media, has become the darling of the real estate online marketing circle with everyone's pursuit. Suzhou, a city in the south of the Yangtze River that was once suspended from real estate e-commerce, now has a website with a share of more than 70 million, and its power can be seen.

But the fact is that the professionalism of vertical media in real estate network is reflected in its own media professionalism. The so-called real estate e-commerce will not be done by professional development companies or marketing companies, but the large-scale promotion of so-called e-commerce has caused many problems such as industry data fraud, big and empty formalism, and even more serious hidden rules.

E-commerce is just a concept of real estate e-commerce packaging, in other words, it is also an Internet product. After more than ten years of development, China's e-commerce is not mature enough, not to mention the mass consumption of real estate.

Being too superstitious and relying on the so-called "expanding customers" and "raising funds" of websites is putting the cart before the horse. Media is media, not institutions. For the media, it is also very sad that they have gradually lost their media attributes and credibility.

4. Exaggerate marketing and give up the essence of products.

In order to get rid of it quickly, some development enterprises have made all kinds of hype on project marketing nodes by joint media, used the information asymmetry of buyers to hype various concepts, created the illusion of selling well, and even hired the water army to create influence and illusion. Exaggerated hype may sell products in a short time, but it will cause various legal problems and even group events when the project is delivered, which will do great harm to its brand image, and the media's killing will also damage its credibility.

5. Crisis public relations ability is weak

The regional company marketing department of large real estate enterprises, like many internet companies now, does not want the negative information of their companies to appear in various media. The so-called information appearing on the internet often tends to be blocked, and even threatens the media to delete the manuscript with advertising fees. Sometimes inappropriate time and inappropriate treatment can backfire. Shattered glass, covering up the truth and not dealing with the problems reflected by customers, can only lead to greater fermentation, which will eventually affect his career.

6. Bow to the hidden rules and entertain yourself

Driven by various interests, whitewashing, manipulating the media to package their own performance, reflecting their own marketing level, or using the influence of the media to force developers to put hidden rules, constitutes another kind of ecology, forming the status quo of self-entertainment, in fact, it is not much help to project marketing, but more vivid to the company's report.

Of course, there are also good application cases. Vanke has a project in Nanjing called Golden Mileage. The project was opened for about 6000 yuan, but it was unsalable. Based on the land acquisition cost and floor price of 4059 yuan/square meter in 2007, no money was made at all. The area where the project is located is Tiexinqiao area, which is dominated by collective land and small property houses, and is not a mainstream real estate sector. However, the project is close to the gas station, there are many trucks coming and going on the main road, and it is close to the funeral home, which causes cognitive psychological obstacles to customers. It is not surprising that sales are not good.

In September 2009, the market reopened, with 234 units launched and 225 units subscribed, with an average price of 10570 yuan and a gross profit margin of 14.5%, which set off a wave of thousands of people grabbing houses.

All this is just because of the application of Internet media. Nanjing Vanke invited a local rap group in Nanjing to create a FLASH animation of "One Meter in the House" in Nanjing dialect, which formed a viral spread of the Internet. And some of Sang Song's just-needed words, such as: buying a house can't be too big, and her mother-in-law will fantasize; You can't buy a house that is too small, and your wife will always run out if she can't squat! A one-meter room (annoying one meter is the homonym of Nanjing spoken language) is a one-meter room. ...

At the same time, Vanke launched the image of Vanke Xiaohong. Through the demonstration area to create an atmosphere and dilute the resistance of lots, the layout of sales offices and the decoration of model rooms are also completely presented in a way that young people like. The products of the project are adjusted to 70 square meters duplex two rooms and 108 square meters three rooms, and there is a gift area. In addition, we also use various outreach means to tap target customers, such as distributing red roses on the street, and the telephone number broke through 600 and 800 groups respectively in the three days of peak period.

After the project promotion, the results of Internet promotion are as follows: Xici focused on news hotspots on the homepage of local communities in Nanjing, reposted 300 discussion pages, and the Google search results reached 1, 320,000,365 related discussions on the homepage of Real Estate Home Network 1.5 days, and the songwriters caught up with five media interviews in one day.

From the eyeball effect, to the popularity accumulation, the systematic introduction of the project and the successful sales transformation, the Internet has contributed greatly. Later, Nanjing company continued to adopt early adopters online, such as Taobao selling houses, which were all influenced by this kind of internet marketing.

Baoquan Zhu, then general manager of Nanjing Company and known as Dabao, accompanied Yu Liang on a whirlwind overseas visit. Baoquan Zhu used to be the vice president of Vanke Group and the senior manager of the Property Division. He joined Vanke in 1999 and is well versed in Internet rules. Yu Liang's statement that Vanke will be a supporting provider of urban services is not groundless. In addition to studying, I am afraid that this series of overseas visits may also be for this purpose.

The above points briefly explain some problems and current situation of real estate internet marketing, but we have to admit that the real estate industry internet marketing started earlier, but developed slowly. Except for large real estate companies, most development enterprises have not made full use of the Internet.

Using the Internet to transform thinking is a distant topic.

How to combine real estate products with Internet products?

From the above cases, we can fully see that the application of Internet thinking is not just a simple passive acceptance of media products, but a diversified cross-border combination, which eventually forms a communication chain. The media has played its own media attributes, and the pricing of the project products is reasonable, which is in line with the affordability of the target customers. Properly handle the marketing atmosphere of the project, effectively shield and dilute the surrounding unfavorable factors, and turn the attention from songs to buyers' purchase intentions into calls and transactions.

This also solves exactly what Internet marketing needs to solve: interaction, service, word-of-mouth communication, customer expansion and transformation, but ultimately it is inseparable from pricing and product essence. The case here also tells us that the application of Internet products still needs to return to the essence of products.

1. Grasp the core needs of users

Just need a group, need to find a cost-effective house, and have a certain pursuit of quality of life, but the price squeeze factor is obvious.

2. Respect the value of each piece of land.

Try our best to eliminate and change unfavorable factors, take residential property as the guide, respect every piece of land, and create or adjust reasonable product planning.

3. Conform to the positioning and pricing of its own products.

The research on customer groups is in place. Returning to the true nature of products, all packaging needs good product support, and good products that meet the positioning of target customer groups are king.

4. Rational use of publicity channels

Internet marketing is not only a few soft articles and advertising pictures written by the agency, but more importantly, it uses the attributes of different publicity channels, such as Xici and Weibo, which can help to spread quickly, and vertical websites can help to analyze and publicize projects in depth. The attributes and usage methods of each channel are different and cannot be generalized.

5. Brand transformation and fan effect

In addition to products, good reputation, Vanke's brand and the appeal of Vanke's property, it is still an indelible hero.

6. Everything is user-centered

No matter from the publicity or the reception process of the sales office, the atmosphere of the demonstration area has been created, which embodies the concept of taking users as the center.

With the progress of the times, the quality level of netizens is high, which is also a great test for marketers. Understanding the rules and making good use of various channels is the key to real estate Internet marketing.

Real estate transformation under internet thinking

If you want to subvert and transform real estate through internet thinking, the above methods are only the beginning, or part of it. At present, the traditional industries are subverted, not only the products themselves, but also the industrial chain.

In addition to hardware, Internet TV pays more attention to the layout of terminals, which involves the invisible ecology of film and television production, copyright publishing, software, Internet, electronic payment, mobile Internet and so on. Subvert the original ecosystem and even leave your own products. The Internet thinking transformation of real estate should also be divided into long-term channels and short-term channels.

Short-term channel:

First, integrated marketing of new media based on industry professionalism.

1. In terms of professionalism, the professionalism of real estate is still very high, but it is limited to the industry.

2. Use the professionalism of the industry to promote interaction, and package and promote your own projects in a way acceptable to Internet users.

3. Be familiar with the functions of various media platforms, and formulate different marketing promotion schemes for each platform.

4. Integrate resources across borders.

Second, social marketing.

1. The application of social marketing products such as Weibo, WeChat, regional website forum and QQ group.

2. Interaction of online social marketing products: keep effective interaction at all times and avoid outsourcing network company maintenance.

3. The integrated packaging of offline marketing Dojo is embedded with Internet elements.

4. Cultivate seed customers to make good use of their old customers and brand fans for word-of-mouth communication.

5. Organize offline activities regularly, only for Internet customers, and do not warm up activities regularly.

Third, fine data marketing based on Internet products.

This is similar to the database application of general websites.

(1) data collection

1. Strengthen the user experience from registration, but be good at collecting important data.

2. Be good at discovering the upstream data and accurate data of the industry, and resource exchange is a common means.

3. Explore the advantages of its own platform data and form the database connection of the industrial chain.

4. Large-area online data acquisition

5. Offline push, such as event site and customer marketing site.

6. Collect relevant data of competitors.

(2) filtering

1. Non-platform data and unfamiliar data should be converted, and data content should be reused.

2. Local platform data, through classification, combination and reclassification, explore data of different industries.

3. Activity is a way to filter data, but it is not limited to activity. Platform information, forums, special topics and so on can all be important channels for data filtering.

4. Make good use of telephone call back to screen and pay attention to speaking skills.

(3) Data application

1. The services we provide to our customers are integrated marketing services based on their marketing needs.

2. The generated data needs to be considered together with the output of the website, but direct purchase of data is prohibited.

3. Application methods, according to different industries, there are different combination methods and application methods, not single use.

4. Centralized outbreaks: such as group buying and real estate viewing groups.

5. Long-term flow: single brand marketing recommendation

6. Active packaging method: use active packaging of core data to enhance data value.

7. The performance of data: the combination with the product packaging of its own website, the performance of results, and the performance of interaction.

8. Data application is a part of website service and integration.

(d) results of numerical analysis

1. Industry macro data analysis

2. Refer to competitors' data and own market share.

3. The data analysis of case base in the same industry is of great value.

Long term channel

1. attach great importance to strategically.

This emphasis is not verbal, nor is it just a slap in the face. This is similar to the corporate culture of the company, and it is also a standard. It is based on the application of the Internet and the application of the Internet platform, and is used in the early stage, project planning, marketing positioning, construction, project preheating, water storage, strong sales, continuous sales, post-sales and delivery of development projects. Step by step, improve the informatization and internet level of real estate companies. At the enterprise goal level, we should strengthen the necessity and compulsion of network marketing.

2. Build an Internet thinking marketing system around ontology.

Taking real estate as a part, but deeply based on the upstream and downstream channels linked by the real estate industry and the Internet industry, deep excavation is not only based on products and marketing. For example, Xiaomi's original slogan was "born for fever". From the customer's point of view, Xiaomi quickly introduced the concept of the ultimate mobile phone product and put it into practice, forming a word-of-mouth effect.

Each development company has different advantageous resources and even more industrial chains. Some properties are very strong, and some properties are very strong. Internet thinking needs to be based on the ultimate demand of product essence, even if it is extremely demanding. But all this should be known and yearned for by more people through various channels.

3. Establish an Internet marketing department

In addition to the construction of strategies and systems, the existing marketing system should also join or open up marketing companies separately for the Internet, instead of just handing over these activities to agents or outsourcing. Only enterprises know their products best, and the Internet Marketing Department is born for the Internet.

This brand-new department should determine brand-new norms and processes around the results. With strong execution and management ability, the understanding of the Internet should be more grounded.

What will happen to real estate in the future?

If the real estate enterprises represented by Vanke really transform the Internet thinking, how will it be presented? Here, you can fantasize about the future.

Media performance:

1. Decades of brand accumulation have shaped the brand image of Vanke, and the enterprise has grown. Although there are problems in some areas, they can still be solved quickly, and word of mouth still performs well in the real estate industry.

2. Vanke people love to climb mountains and ride bicycles, which is a good image of being close to the people.

Vanke has its own product research and development center in Songshan Lake, which is the embodiment of professionalism.

4. Vanke PC pioneered the industrialization of domestic real estate industry.

Vanke's property is very good and the details are in place. Even in winter, it will help the owner to add a door handle cover to the entrance door to prevent customers from directly contacting the cold door handle and outrageous details.

6. Vanke's ultra-small apartment innovation is surprising and amazing.

7. Vanke always dares to cut prices at the first time when the property market is not good.

8. Vanke has always kept a low profile and a positive image.

The above is just what some people know, but the facts already exist. Let more people know through the internet. These are good selling points for potential customers, especially the Internet community to pay attention to Vanke.

More, it is whether Vanke dares to shout out through the Internet that it was born for the Internet, or let Internet users perceive and yearn for it in a more low-key way.

In fact, as a leading real estate enterprise, it has been at the forefront of the industry, and also in the field of Internet, it may become the rule maker of this industry. This rule is to use the habits of Internet users, follow the social rules of the Internet, and use Internet technology to innovate and transform the industrial chain rules of this industry with extreme attitude, so as to spread word of mouth quickly and realize subversive transformation in line with the recognition of Internet users. And this kind of thinking is not static, but also self-evolving. Like the market law, those that do not meet the market demand will naturally be eliminated.

Product and Support Performance:

Vanke, with the internet thinking and the professional concept of real estate construction, is like the Vanke Pavilion and the Green Headquarters Building of the World Expo. In addition to meeting the common residential attributes, we should also achieve the ultimate and lead the product according to different groups of people. Of course, the premise is that the cost is controllable.

Vanke proposed the city supporting service providers, from the four seasons dining hall to the express collection, as well as the warehouse for everything. I have to admit that Vanke has begun to lay out the services enjoyed offline, which is also the last mile of O2O that the Internet community has been discussing. Fanke solved it very well in his own offline way.

Performance of Internet platform:

Vanke owners all over the country are Vanke's propaganda weapon, but under the traditional thinking, apart from simple neighborhood relations and new preferential marketing, the performance on the Internet platform is still not enough.

Internet platform is a virtual community. Apart from pure marketing, we can see that the sharing spirit of the internet has formed the community ecology of the internet from the major nodes of life such as going to school, falling in love, getting married, buying a house and buying a car. This is a virtual city, and the new and old owners owned by Vanke are all seed customers of the Internet. In addition to professional Vanke Weekly and serving the owners, can Vanke directly set up a Vanke owners' meeting? Of course, there is a certain word-of-mouth risk, but the benefits are self-evident.

Industrial chain and ecology:

In addition to real estate developers, there are clothing, food, housing, entertainment and so on. Vanke has mastered the last mile of its owner and has unlimited daydreaming space. Remember, real estate with Internet thinking is not just for selling houses, but Internet marketing only improves the marketing level. The real transformation of real estate with Internet thinking should be the expansion of industrial chain, but it is also a huge challenge for ordinary companies.

In addition to the continuation of the industrial chain, the continuation of the current real estate reform and leap will also be included in the theme. For example, Ma Yun's rookie network is an excellent example, which provides an ultimate regional offline experience center for online users, and all customers need to do is to make the entity Internet. Whether it is B2C, O2O, C2C, other modes or even traditional industries, they will find their proper place in this huge individual-based family.

The results of the transformation are as follows:

1. Vanke's brand influence will spread through the Internet, and more people will know about it.

2. Vanke's products represent the pursuit of the ultimate cost performance and quality of life.

3. Take a piece of land with better cost performance and better location.

4. Grasping the "last mile economy" not only reflects online e-commerce, but also reflects offline, the so-called O2O.

5. Vanke has an owner-specific e-commerce platform, and the property provides free home delivery service.

6. Neighborhood relations will be more harmonious, and the living environment will be better in the future. Millions buy houses and millions buy neighbors.

7. Internet technology has improved the comfort of life. For example, according to wearable devices, smart homes play a role in regulating light, temperature and cooking on the way home.

8. Vanke's house is hard to find, but there will be Vanke in more third-and fourth-tier cities. Because of the spread of the Internet, traditional advertising is no longer the mainstream propaganda channel.

9. Each community has its own APP to solve problems related to food, clothing, housing and transportation.

10. Support service providers in the city.

In the real estate transformed by Internet thinking, in addition to the value of the house itself, various supporting services enhance the added value of the brand and the project, the competitive attribute of the project will be strengthened, the brand appeal will be strengthened, and the value of the project will be further enhanced, but everything will return to the essence of the product. If the house is the hardware host and monitor of the computer, the transformation of Internet thinking provides rich and colorful software in the computer, and the development enterprise plays the role of operator, providing bandwidth and various services.

Internet thinking is not unattainable, but the industry after the transformation of Internet thinking will be healthier and have more quality to face the market, and the existing models and industrial chains will be derived and broken. Under the rational transformation of internet thinking, traditional industries will usher in a second life.

Hope to adopt, thank you.