China News Agency, Shanghai, August 8th (Reporter Lu Lu) "I used to think that it was impossible to bring goods online, especially real estate. But during the new crown pneumonia epidemic, we did some experiments and did it in the Douyin live broadcast room. "Go home at half past eight?" Vanke's first home life festival, we found that the absolute value of the conversion from the entire traffic to the entity is completely beyond imagination." Zhang Hai, Senior Vice President of Vanke Group and CEO of Shanghai Region, 8th Said this when attending the Boao 21st Century Real Estate Forum in Shanghai.
According to statistics, "Will you go home at 8:30?" Vanke's first homecoming life festival watched more than 3.5 million people online. The live broadcast received a total of 1.68 million sound waves, and the volume of Douyin topics reached 10.586 million, and it once rushed into the Tik Tok live hour list two. Subsequently, 223,000 people entered Vanke's official online home purchase platform, and 103,000 copies were grabbed.
Since the beginning of this year, due to the impact of the new crown pneumonia epidemic, housing inspections at the site have been blocked and customer service inefficient, and the offline physical sales offices of many real estate developers and companies and their related intermediary stores have suffered heavy losses.
The epidemic has forced the traditional real estate industry and related industries to explore the path of transformation and upgrading. The new demands of consumer groups and market space have attracted companies to make changes. As far as Vanke is concerned, in addition to moving the premises and sales offices online, it is also seeking to connect people and space with perceivable and warm services.
According to Zhang Hai, I used to be purely selling houses and looking at models, but now I feel that I need to link the surrounding environment to get inspiration for life. By participating in the old reform and renewal, Vanke hopes to use the mode of micro-renewal and micro-renovation to let more people share the fruits of urban development, such as Guangzhou Yongqingfang, Shenzhen Nantou Ancient City, Chengdu Mengchaiwan, Shanghai Shangsheng·Xinsuo, etc. Both were successful.
In addition, industries related to real estate are also seeking breakthroughs. Dekor Group Co., Ltd., a well-known enterprise in the home furnishing industry, has always used online marketing as its alternative. However, after experiencing the impact of the epidemic, Han Haifeng, director of the major customer center of Dekor Group Co., Ltd. admitted frankly that the current products and marketing are changing. "In terms of products, we pay more attention to health. For example, we are developing photocatalyst and antibacterial flooring products. In addition, as a traditional company, we are not prepared for digitalization. In the future, companies will invest heavily in digital transformation."
Only by accelerating transformation and upgrading and building exclusive core competitiveness can real estate companies go through the cycle and start again. However, under the background of the policy of housing no speculation, China's real estate market still has its own persistence.
Zhang Yuliang, chairman and president of Greenland Group, believes that real estate in the new cycle can achieve "stability". The policy direction of "houses are used for living, not for speculation" is certain; although the real estate industry has entered the second half, the market has huge capacity It is certain; the overall price stability of the real estate market is also certain; the differentiation of the real estate market structure is certain; the competition pattern of the real estate market is certain, and the improvement of industry concentration requires more and more industry coordination. Too specific. (Finish)