Electric dealers actively layout the community

For the traditional property service industry, to get rid of the situation of continuous loss, one of the current way out is to become a new marketing channel for enterprises. Previously, Baolong Real estate, Jiakai City in the development of electricity dealers, the use of electricity to develop large-scale commercial plaza to gather popularity, thought of the property through the community, to maximize the residents of the flow of people or network traffic into the surrounding shopping malls or electric business platform, thereby increasing the growth of merchandise sales. In order to obtain such a channel, they need to pay to the material management company. And the pattern years of community electric dealers are based on the community to establish distribution centers and sales centers.

John Zhang Huadong, deputy director of the Research center of the listed company, said that learning the pattern year, become the electric business, luxury sales agents, car 4S shops and even community banking channels, is the traditional property service industry to get rid of the most realistic and most feasible way to break through. But the current difficulties are two: first, the property service industry does not have the marketing field of talent, do not know how to turn the property into an enterprise sales channels; The second is that the number of business management is too limited, many community owners of property services on the line below the platform utilization rate is not high, these have weakened the value of the channel of property

Electric dealers actively layout the community

How much will it cost to establish a marketing channel for the electric business in a community with hundreds of owners? The answer may surprise many people-the cheapest is only 4,000 or 5,000 yuan.

Wu Yuchuan, general manager of Bonhams commercial Group Electric Business Center, said in Fuzhou, a minimum of 4,000 or 5,000 yuan to enter a community, they can not only through the community to promote the owners of Baolong real estate app, but also to use the Community's property-assisted transit logistics, which greatly facilitated the leasing of commercial Plaza Bao long business shop sales.

According to the introduction of Wu Yu Chuan, Baolong real estate to the electric business exploration from last November began, and in Fuzhou pilot operation. At that time, they in the Baolong square radiation 5 km range of all the community has been promoted, the first three months have achieved good results.

Through the app of Baolong Real Estate, the community owners can realize the dialogue with hundreds of merchants, understand the characteristics of different merchants, and complete the service of booking. Bonhams Real Estate can understand these owners ' preferences and habits, on the basis of which to recommend to the owners more suitable for their needs of goods. Based on the understanding of the owner's life needs, Baolong real estate has introduced a combination of beer and food, found that the combination of KFC or alone to sell the beer price is higher.

Bonhams real estate is not the only one in the community property services about electric dealers. Another company that takes town business as its core business is also taking advantage of community power to boost the flow of people in the mall, and has developed a public-number software for community owners. Apart from solving the demand of community property service and Neighborhood e-Forum, the public software can also make reservations about nearby restaurants to understand the latest merchandise information, so as to realize the function of gathering passenger flow.

It takes time for the property to become the owner's platform

In addition to the active layout of the community network of electric dealers, luxury marketing is also beginning to look at high-end residential district, these communities as another important marketing channel. Italian luxury brand Robertobotticelli marketing manager Frankli told reporters that luxury brands and high-end community cooperation has been tried, the two customers have a very high degree of overlap.

Although many enterprises have a strong interest in residential property, hope to borrow property "circle" to more potential customers. However, it is not easy to make community properties the main sales channel for these enterprises, and ultimately to share a substantial profit.

A difficult point is to cultivate the user's life habits, the need for property management companies further on the original basis, additional input service content and projects, so that owners meet more home life needs. In this context, it may gradually become the main platform used by owners.

Wang Tingting, head of service management at Greentown Park, believes that the property of the community is the main channel for owners to buy goods and services. First, the property must do the basic service well, only then can become the future main platform. But in the process, the property companies need to increase investment.

However, for the property sector, which is now in a poor state of profitability, increased investment means that the risk of loss is likely to increase further. For most property companies, can focus on the long-term, endure temporary losses, cultivate the user's life habits, cultivate a good prospect of "cash cow", which requires not only the investors have a certain vision, but also have enough patience and courage.