Vanke O2O Launches "universal meeting"

Absrtact: Recently, Vanke announced the new push Vanke home purchase center and online broker platform million, the combination of both in the real estate industry test water O2O (onlinetooffline) mode. Vanke related officials yesterday to the South all reporters explained, Vanke has been in the beginning of the emphasis on the Internet thinking

Recently, Vanke announced the new push Vanke home purchase center and online broker platform "million", the combination of both in the real estate industry test water O2O (onlinetooffline) mode.

Vanke related officials yesterday to the South all reporters explained that Vanke has been emphasizing the internet in the beginning of thinking, this is a marketing innovation around the movement, but also the general trend. This year's real estate trend to have some new moves, including customer consumption habits and internet thinking to speed up the pace.

Sales port Bipolar Change to three poles

Yesterday, Vanke responsible for the operation of the Home Purchase Center to the south of the reporter introduced, and the traditional single item sales hall is different, Vanke Purchase center through the integration of the way, a collection of 13 in Chengdu in the sale of projects as well as Nanchong, Hainan and other foreign Vanke projects, to High-tech equipment to show buyers And can be traded on the spot or online. The future will also provide more Vanke national and even global project purchase services.

Another new marketing model ——— online broker platform, also known as the "million" is a micro-trust platform based on the popular interactive marketing tool, any person can be registered as Vanke online brokers, through the recommendation of customers to buy Vanke project to obtain commission, different types of projects can get different commission ratio. There are two important functions, one is "national broker", that is, to encourage the registrant to recommend customers to buy Vanke project, one is "talent sharing", that is, to encourage the registrant to disseminate Vanke information, and from which to find opinion leaders and potential customer needs.

"This model has a significant necessity and urgency. Vanke's establishment of the purchase center, is essentially the use of Vanke's own resources to fully meet customer demand, "the above-mentioned Vanke people to the south are reporters, the real estate industry is gradually from the seller's market to the buyer, the former real estate enterprises are mainly owned project resources, and through this model, The client resources represented by brokers will also be integrated. He believes that through the management of the online broker model, Vanke will contact with potential customers to use the Internet into an unlimited number of contacts, is to comply with the market behavior.

Wan chief engineer to south all reporters said, Universal will realize is the use of Internet tools to solve the problem of how to find customers, business opportunities. and the purchase center is to find customers, find business opportunities, the integration under the line of reception, service, transformation of the site.

In Vanke's view, this new model will be issued to deal with the housing downturn, the industry has a certain impact. For example, the distribution of the interests of the industry sales port may change, from the original developers, agents of the two poles, into three parts: "Project resource Owners" ——— developers, "professional capacity Holders" ——— agents, "Customer resource owners" ——— brokers. Strengthen the integration of resources and improve efficiency.

But overall, the impact is limited. The agency's professional ability to sell is always there, this is the basis of industry cooperation, will continue without change, "Vanke officials appear cautious optimism, said the purchase center and the work mode of the million, in essence, or for the common performance to look for incremental, this is a winning result." At the same time, the universal will not only be a tool, but a platform, the significance of the platform is not one side of the operation alone, but open ports, full cooperation, to find a total win.

A new era of marketing

"Vanke in the real estate industry has been in the lead position, the introduction of these two models is not in quantity, but in quality," China Comprehensive Development Research Institute of Tourism and Real estate, Song Ding, director of the South reporters said this is a few years ago to explore, and now try.

With the creation of consulting research director Hongwei, interviewed by the south, said that there is a general backlog of housing enterprises, the need to find inventory to the channel, at the same time, the market also exists in part in the short-term need to purchase the group, but this part of the distribution is more fragmented. Vanke aggressively integrated marketing team, with the national broker "0" contact, can quickly compete for the market for the needs of buyers, to maximize the difference in the large group of home buyers have an impact.

In fact, the industry also has a green house, the pattern of several well-known real estate listed companies launched the "National broker" marketing strategy. Many real estate electric business platform also launched a "national broker" network marketing model. At present, the marketing means more "suction eye" is also a typical "people's livelihood Strategy", in order to win, rapid sales, the whole year there is a floor for sale, emphasizing the people's livelihood and small profits but quick turnover. Wanda enables the mobile business marketing model. Green space in the operation of some commercial properties commissioned mode of operation, that is, the signing of a unified operating agreement to ensure 15-year rental return of 100%.

"Big brand housing companies will be bold to try a variety of new models." It will also cost a certain amount of money to pave the way for new channels. "With the Hongwei told South reporters, the new model in the short term will certainly have a certain effect on sales, producing positive results." However, from the perspective of enterprise development, spending money to build channels, or enterprises in the long-term strategic consideration. In the long run to promote inventory digestion, enterprise long-term layout is beneficial.