The impact of the epidemic is intertwined with the downward trend in the industry, and the real estate market is difficult to say optimistic. Overall transactions in the real estate market were lower than the same period last year, and inventory rose.
Take Beijing, which has been in short supply of real estate market as an example. From January to August 2022, Beijing added 44,612 new commercial housing units, an increase of 15% year-on-year; 38,518 units were sold, a decrease of 36% year-on-year; the transaction area was 5.349,500 square meters, a decrease of 28% year-on-year; the transaction amount was 256.81 billion yuan, a decrease of 25% year-on-year.
The sales scale of commercial housing has declined, and real estate companies are also facing many challenges. According to data from the China Index, the top 100 real estate companies achieved a monthly sales transaction amount of 519.01 billion yuan in August, a year-on-year decrease of 32.9%. Judging from cumulative performance, the year-on-year decline in sales transaction amounts of the top 100 real estate companies from January to August still remained at a high level of 47.4%.
In the current sluggish market environment, some small and medium-sized real estate companies that are devoted to product creation and have abundant cash flow in have gradually emerged in this round of real estate market reshuffle, and Sanxiang Impression is one of them. Taking the Sanxiang Impression Forest Haishang City, which was built in Yanjiao as an example, it can achieve monthly sales of over 100 million under such a market situation, and become the project with the highest sales performance and the best market reputation in 2021. This is not only due to its hard-core product strength, but also closely related to its continuous pursuit of new breakthrough paths and innovative marketing methods.
Innovative marketing night economy empowers the night housing market
In the summer of unbearable heat, the night economy has gradually become a new growth point for more and more cities. The data released recently by the "2021 China's latest development report on the night economy" shows that the development scale of China's night economy in 2021 exceeds 36 trillion yuan, and the development scale of China's night economy will increase to 40 trillion yuan in 2022.
In people's general impression, night food, night tourism, night culture, night shopping, night reading, and night activities constitute the main body of the night economy. These activities in combination with shopping, catering, entertainment, film and television have indeed activated the night economy and triggered the "night power".
Sanxiang Impression·Forest Haishangcheng also noticed the huge explosive power brought by the night economy, and used this to innovatively create the "night property market" marketing. Sanxiang Impression·Forest Haishangcheng Marketers have made the brand image of Sanxiang Impression·Forest Haishangcheng more deeply rooted in people's hearts with this friendly scene of the community.
Because first, the marketing location community has a sense of belonging, which enhances customer stickiness; secondly, has strong emotional resonance and high trust. Under the advantages of such scenarios, the marketing effect can be more contagious.
In addition, the choice of marketing topics is also crucial. Use "400 meters of subway", "technology hardcover" and "40 acres of Central Park" to replace the cumbersome and difficult-to-mouth long copy and overly pretentious and sensational language that are not conducive to rapid dissemination, directly hit the project's advantages, highlight the key points, and be more conducive to memory and dissemination.
Looking for opportunities against the trend and launching a marketing combination punch
Since this year, the epidemic in Beijing has been repeated, blocking the commuting between Yanjiao and Beijing, and potential customers are unable to visit the sales office. Faced with difficulties such as city lockdown and static management, Sanxiang Impression Forest Haishangcheng broadened its marketing ideas and launched a series of innovative online marketing actions to continuously enhance the exposure and attention of the project, and seek opportunities in the face of the trend.
At the beginning of this year, Sanxiang Impression Forest Haishangcheng began to study online marketing, mini program VR viewing, online booking, online contract signing, and exclusive property consultants live broadcasting and talk about houses, etc., striving to build a comprehensive and stable online home purchase system so that the effect is not inferior to on-site house viewing.
At the same time, Sanxiang Impression Forest Haishangcheng has also arranged multiple exposures on multiple platforms such as Douyin , Xiaohongshu, official account, and video account, and carried out publicity and promotion in the form of short videos, pictures, pictures and texts, and live broadcasts, and reserve a large number of high-quality customers for the project, so that customers can travel to beautiful homes without leaving home and buy property easily. Moreover, online promotion can cover projects to cities further away, and the multi-frequency exposure rate makes projects appear in the eyes of more audiences.
After 2 months of accumulation, the project has more than 100 sets of customers. When it is unable to attend the event and only takes online viewing, 42 sets of customers have been directly transferred to subscribe.
It is worth noting that the live broadcast activity of "Haishang May Day Doufang Festival" in Sanxiang Impression Forest Haishang City uses the professional perspective of real estate people to comprehensively interpret the project. In the live broadcast of dozens of minutes, the number of views reached nearly one million, with more than 1,300 people participating. The people who follow not only cover Yanjiao and Beijing, but also span Shanxi, Shandong, Liaoning, Inner Mongolia, Zhejiang, Guangdong and other places. People in real estate, clothing, department stores, insurance, catering and other industries participated simultaneously. During this period, topic activities have been ranked first in the hottest list in the region, and the popularity of the project can be described as being popular.
Sanxiang Impression·Forest Haishangcheng marketing activities do not stop online, but are also extended to offline, creating an online and offline linkage marketing method, so that the two have complementary advantages and achieve each other.
Due to the uncertainty of the epidemic and the unblocking, the Sanxiang Impression Forest Haishangcheng project team is always preparing various activity plans and held the massive "618 Haishang Cloud Room Festival" event on the first weekend of the unblocking. The atmosphere at the event was hot, and online customer acquisition for many days has finally achieved initial results. The visit rate of subscribers reached 100% in the month and the transfer contract rate was 100%. The sales volume exceeded 100 million yuan at the end of the month, attracting the attention of the industry.
Same frequency resonance Product + marketing releases dual power kinetic energy
Of course, if the project sells well, in addition to the support of marketing operations, what is more important is the product. In 2020 and 2021 before large-scale marketing, with outstanding product strength and rising prices instead of falling, Sanxiang Impression Forest Haishangcheng's transaction volume has ranked first in Yanjiao.
In the various areas around the Kyoto metropolitan area under Beijing-Tianjin-Hebei integration , the " North Three Counties " led by Yanjiao has attracted more and more attention from the society. Following a series of positive bonuses for the integration of Beijing-Tianjin-Hebei, Yanjiao, as an important force in the Beijing-Tianjin-Hebei National Technology Innovation Center, ushered in another takeoff on September 15.
is to radiate and drive the industrial transformation and upgrading of the three northern counties of Langfang, Hebei, and accelerate the construction of six major industries, including advanced manufacturing, electronic information, biomedicine , and new energy, and then set up the Yanjiao Center of the Beijing-Tianjin-Hebei National Technology Innovation Center. The park is expected to be put into production in December 2025, and its output value is expected to reach 700 million yuan after completion. It will enter the maturity stage in five years, with an estimated output value of 2 billion yuan and can attract 2,000 jobs.
Sanxiang Impression Forest Haishang City is located in Yanjiao Science City, Yanjiao High-tech Zone, where the center is located, and is close to Gaolou Station on Beijing Metro Line 22. As a Nanpai listed real estate company that has been deeply engaged in real estate for 20 years, Sanxiang Impression’s first stop on the north is another proof of its long-term forward-looking strategic vision and the city’s growth.
attracts people by producing and resides. To this end, Sanxiang Impression Forest Haishang City has upgraded the "Haishang Department" of Sanxiang Impression's star product department, creating a one-million-square-meter house comprehensive large-scale project covering commercial offices, decoration residential buildings, high-end commerce and schools.
At the same time, the whole-house intelligent decoration delivery system such as fresh air, central air conditioning, and same-layer drainage are comparable to the front line. The iterative and upgraded hard-core product power of
has enabled the project to break through in the real estate market around Beijing, and its sales performance has won the championship continuously, and its reputation is well received in the industry and outside the industry.
The first Siheng Residence in Beijing is to protect comfortable and healthy homes
In the real estate field, being able to provide customers with excellent quality and comfortable living houses is the primary standard. In the post-epidemic era, people have greater demand for the health, safety and comfort of living spaces.
Every crisis is the best test of corporate values. In response to the pain points of living in the post-epidemic era, Sanxiang Impression Forest Haishangcheng decided to renew and upgrade the living environment of people around the Beijing area, and to apply the "Siheng" residential houses to Beijing-surrounding houses for the first time.
Among them, constant temperature includes three aspects.Somatic constant temperature: The Gree high-end Yaju series multi-connected central air conditioner standard is equipped with every household. It adjusts the somatic constant temperature and quickly adjusts the temperature, allowing the machine to sense the human body temperature and creates a living environment that is like spring in all seasons; Space constant temperature: The three-glass and two-cavity outer window system protects the space constant temperature, effectively prevents ultraviolet rays and insulated, making the indoor temperature easy and constant; Water constant temperature: integrated design and construction of solar energy and building, equipped with the first-class sales Huangming Solar Water Heater to ensure that the owners use water in daily life is comfortable, efficient and cost-effective.
In terms of eternal static, Sanxiang Impression Forest Haishangcheng has achieved eternal static of fan appliances, door and window groups and pipeline groups. First, the central air conditioner adopts the patented noise reduction technology of Gree , and the noise of fresh air system is as low as 34 decibels, creating a good sleeping environment for the owners; secondly, the doors and windows from the inside to the outside have the function of noise reduction and silence, and the internal steel entrance door of Buyang is filled with perlite wool, which is sound insulation, heat insulation, heat insulation and flame retardant. The bedroom door adopts the "bridge hole mechanical panel door core" technology TaTa wooden door , which has good sound insulation, thermal insulation and flame retardant effects. The sealing strips of three glass and two-chamber windows are all automobile-grade sealing strips, which can reach the level of silentness in classroom classes after closing. The bathroom pipeline adopts the same-level drainage system design. The horizontal pipes of the same-level drainage are buried in the filling layer, which has a good sound insulation effect, which can greatly reduce the noise in the bathroom, achieve silent drainage, and protect the tranquility of the home.
At the same time, the ground-to-top-return fresh air circulation mode is combined with the building, and is equipped with Gree Shuxiang Home full heat exchange fresh air purifier, which can effectively filter dust, PM2.5 in the air and remove some harmful gases such as formaldehyde and , easily achieve constant oxygen in the room, and carefully protect the residents' breathing health.
It is worth mentioning that Sanxiang Impression Forest Haishangcheng also realizes external circulation ventilation purification through the ground-loading fresh air system, ensuring the cleanliness of residential air; and uses Kohler drainage wall-mounted toilets on the same layer to solve the problem of sanitary dead corners that cannot be cleaned. The drainage on the same layer can also isolate the odor gases and bacteria in the pipeline. The kitchen intelligent 4-piece set easily removes kitchen dirt. The patented filter element efficiently filters heavy metals, scales, and bacteria, making the owners feel safe and convenient for living.
collection "constant temperature, constant oxygen, constant purification, and constant junction" Siheng Technology Healthy Residence allows every family member to always feel the comfortable experience brought by a home that knows the warmth, can breathe, no noise and zero dirt. Because Sanxiang Impression hopes to make people's living behavior more environmentally friendly and comfortable and pleasant.
Sanxiang Impression·Forest Haishangcheng project leader introduced that Sanxiang Impression·Forest Haishangcheng has continuously innovated the marketing management model, implemented marketing methods, explored a marketing system that integrates product and effect, and combined with hard-core product strength, the intelligent and healthy Siheng Residence has won a good reputation in the market and achieved remarkable results.
