Vanke's first "Big Data" project will be in the market

A few years ago, people who had experienced the NoSQL database Revolution might recall that the Web 2.0 effect had sparked a large number of internet companies competing online nosql, and even some companies had completely abandoned traditional relational databases and migrated all the data to NoSQL. NoSQL has captured the heart of Internet enterprises with its easily scalable, high-performance, flexible data models and high availability features. Including the domestic Taobao, Sina, Jingdong Mall, 360, Sogou, etc. have been in the local attempt to NoSQL solutions.

A few years later, the big data boom began to affect traditional industries. With the increasing level of enterprise informatization, socialization and mobility, the bottleneck of traditional database is becoming more and more obvious. For these companies, they are beginning to re-examine the data strategy from a new perspective.

From Alibaba to Tencent, from Muji to Haier and millet, since last year, Vanke President Yu Liang led the executive team to visit the Giants, although these enterprises are distributed in different industries, but they have a common feature, that is, in the use of Internet thinking and large data to effectively provide customers with more demand-compliant products.

In the era of large data, Vanke is the first to feel the crisis of the leading housing enterprises. Vanke chairman Wang Shi once said that people who do not understand real estate in the Big data era with new carriers, new ways to subvert the original business model. However, Vanke is also the fastest to embrace large data of the leading housing companies, "Daily economic news" reporter learned that from the prophase of the analysis, product design to project marketing and other links, Vanke is constantly introducing "large data" research and application to better meet customer needs to improve investment accuracy and promote sales. At present, Vanke mainly uses property management to obtain the customer's life habits, purchase demand and other data, and use these data to develop products.

But can not be ignored is that the real meaning of the "big Data" in the real estate sector is still in the embryonic stage, even if the strong as Vanke has strayed into the supply of excess city of Tangshan traps, how to collect effective data, through accurate system analysis to avoid market risk is still difficult.

The first "Big Data" project will be in the market

According to Vanke, the first integration of the "big data" concept of the Project "Vanke Future City" will be in the market this year, the project is located in the Hangzhou Vanke Liangzhu Culture Village, the total construction area of 190,000 square meters, from product design research and development, to the project marketing, all the process of mobile internet thinking and "Big data" philosophy as the guide.

Vanke insiders to reporters, the future of the city at the beginning of the project development, combined with the plot situation and customer group positioning analysis, Target customers targeted for the young customer group, the product for young people "tailor-made" a lot of specific functions. For example, Vanke found in the customer Behavior data survey that network WiFi in the mobile internet age is essential, but there is often an embarrassment of the strength of the WiFi signal in each room, so the future city is unified with a WiFi enhancement system, and as many young people become very nerdy, accustomed to sitting on the couch all day, brushing their phones , watching the ipad, listening to music, reading books, watching TV and so on, the city of the future designed the "potato (20.94, 0.44,-2.06%)" concept, to cater to the 3C era of young people's life habits.

In the Community support services, Vanke more try to let owners, customers can participate in community building at the beginning of the design and operation of community support, Vanke Future city will introduce the latest Internet concept "public chip", according to the needs of owners in the future may achieve "public" gym, supermarkets, beauty salons and so on. In addition, the project is working with leading Internet companies to explore the possibility of cooperation in future city projects.

In addition, according to Vanke, as early as 2002, Vanke introduced a customer satisfaction survey, the annual customer satisfaction survey based on the data analysis, based on these findings to determine the next year's customer satisfaction upgrade work plan, and accordingly focus on and around the customer's series of work. Including a number of regional companies such as Hangzhou Vanke, in all customers after the transaction will carry out a continuous questionnaire research and periodic customer visits, focus on customer life habits insights, for different attributes of the customer's cross analysis. These data analysis results will guide the design of the product and the construction of the community, including huxing, landscape, residential performance and neighborhood space.

Vanke related people to the daily economic news reporter said, since this year, Vanke will gradually traditional real estate customer service in the product repair, complaints two major modules transplanted to mobile Internet platform, relying on the existing customer data platform for customer repair, complaints and other acts of further analysis to better serve customers.

It can be foreseen that, for the 600,000 of thousands of owners of Vanke, once mastered sufficient user data, through the refinement of the analysis of mining unmet customer demand for Vanke to the city of the transformation of supporting business has a profound strategic significance.

It's still hard to improve the accuracy of land use

In fact, Vanke's large data applications have started before the land is taken. Before the net biography of Mao Da-Qing speech, not only cited a large number of data to prove that the real estate industry to inventory is facing great pressure, while in the land market, in addition to the first-tier urban land transactions have entered the downlink channel.

In the "oversupply" of the environment, the reporter learned that, Vanke is also trying to use a large data analysis method, through the area of residential property analysis, the pros and cons of the competition, the distribution of commercial radiation range, huxing ratio of the appropriate rate, competitive housing prices, such as the bottom line of the calculation of the final value of the plot, improve the accuracy of the land.

It is reported that Vanke's early land data are mainly from the third party institutions, with the domestic land price rising, the company gradually set up market research and data collection decision-making system. Beijing Fangshan, for example, a close to Vanke insiders told reporters that as early as 2009 the industry did not optimistic about the Fangshan market, Vanke on the basis of large data research found in the investment opportunities.

The above people revealed that Vanke in the Fangshan layout to take the decision before once through the United China Mobile, Unicom, telecom Three mobile phone operators, at the same time to detect the number of Beijing in the network to judge the size of the actual population in Beijing, in combination with Beijing's new house supply, Beijing stock Number, Beijing average price of housing prices, Buyers of the age structure of many data, market and regional pre-judgement, and finally judged Fangshan as the "value of the Depression" will have a huge group of housing support.

It is based on the full preparation of large data research, at that time most of the housing enterprises are not optimistic about the situation, Vanke in September 2009 in Fangshan District, area 5th and Changyang Area No. 1th plots, floor land value of 5726 yuan/square meters and 6443 yuan/square meters, The latter project was built in the food Vanke Changyang Peninsula in June 2010 officially opened for sale, sales average price of 13500 yuan/square meters. According to NetEase (71.25, 0.21, 0.3%) real Estate data center statistics show that the Chinese-grain Vanke Changyang Peninsula in the last six months of the net price rose to 17582 yuan, become a major one in Fangshan district.

But there is no denying that the use of "big data" to take the land, there are still many obstacles, and can not completely avoid risk. The above people admitted that on the one hand, as the real estate for non-standard products, the acquisition of effective data is very difficult, coupled with the plot from the listing to the auction has a time limit, which will have an impact on the accuracy of the investigation results; On the other hand, the real estate market by the policy, financial and other uncontrollable factors interference is If the market is volatile, a sharp contraction in demand will cause the region to quickly become oversupply, and through limited data analysis it is difficult to prevent similar market risks.