Wen/Zencan
There are huge discounts on real estate for sale across the country. A total of 68,019 houses have been sold in 6 days, of which 47,500 houses were sold in the first three days, with a value of over 58 billion yuan... Recently, the most eye-catching thing in the real estate industry is that Evergrande has Selling your home online has been a huge success during the coronavirus pandemic.
Faced with the market shutdown caused by the epidemic and the difficulty in resuming work and production, some ceramic companies and dealers have also started online sales models, but the actual results are far less than that of Evergrande in terms of sales and influence.
Putting aside factors such as the different nature of the industry and the disparity in enterprise scale, the reason why online brick sales by ceramic companies and dealers are far less successful than Evergrande's online house sales is because of the gap in three aspects.
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Gap in thinking
The core selling points of Evergrande’s online house selling marketing plan are: 88-day lowest price lock + no reason to check out (unpurchased Full deposit refund without loss) +Multiple home purchase incentives (return rate for self-purchase and recommended purchase is as high as 400%).
The biggest highlight of this marketing plan is that it innovatively brings User Thinking to the extreme, ensuring that home buyers will make a steady profit without losing money: 5,000 was paid With a deposit of RMB 20,000, if you finally buy a house, you can use it to offset the payment of RMB 20,000, making you RMB 15,000 in vain. If you do not buy it but recommend others to buy it, not only will the deposit be fully refunded, but you will also receive a 1% commission and a cash bonus of RMB 10,000; if you do not If you buy it without recommending others to buy it, but someone else buys it, not only will your deposit be refunded, but you will also receive a compensation of 5,000 yuan.
Different from the usual money-burning model of Internet companies that uses real money to obtain traffic, it also uses traffic thinking to innovate and create a Win-win mechanism ensures that both buyers and sellers are winners: for home buyers, they can get all kinds of benefits with no loss; for Evergrande In other words, you can gain valuable users, customer flow, sales, cash flow and the influence of free marketing. If the results expected by Evergrande can be achieved, that is, the number of online home purchase reservations by consumers exceeds 100,000, the deposit alone will reach 500 million. Even if these 100,000 houses are not actually sold in the end, the interest-free loan of 500 million will be It’s also a wonderful thing to have three months on hand, which can relieve some of the cash flow pressure.
Looking at ceramic companies and dealers, there are only a few who truly have user thinking, and almost none who can use flow thinking. Without a policy to ensure that consumers have all the benefits and no harm to attract a steady stream of traffic, such online sales are destined to be difficult to achieve good results and can only be used as a tool to attract consumers. A stopgap measure for enterprises and dealers and a means to assist offline sales.
One thing that needs to be pointed out in particular is that ceramic tiles, unlike houses, cannot bring added value to consumers, and are limited by the properties of semi-finished products. It is extremely difficult for ceramic companies and dealers to plan attractive marketing plans. Innovation in business models and business models is also difficult to achieve. And innovation is precisely the best way for the construction and ceramics industry to get rid of the "winter dilemma" and the "epidemic crisis".
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Gap in pattern
Evergrande sells houses online by relying on a series of means such as online (VR) house viewing, house selection, and subscription to solve the pain points of home buyers being unable to be present’s “Hengfangtong” platform.
"Hengfangtong" can not only solve all the problems of home buyers in one stop, but the key is that it is Evergrande's own platform, which can attract consumers as part-time salesmen, but does not need to rely on real estate agencies and similar companies such as Tmall. As a third party, the initiative is completely in the hands of Evergrande. It is reported that under this model, "Hengfangtong" has developed more than 3 million new users in recent days, and the cumulative number of users has reached more than 10 million. In the future, the number of users may exceed 100 million, and the sale of other real estate projects and cars is not excluded. Bulk online shopping has promising prospects.
Looking at the building ceramics industry, most ceramics companies and dealers have not established their own online sales platforms, but rely on Taobao, Tmall, JD.com, WeChat, Weidian, Douyin, mini programs, sales aids, etc.; The conflict of interests between manufacturers and merchants in e-commerce has also been unresolved, causing the two to be unable to think in the same direction and work hard in the same direction. Without its own platform, no concerted cooperation between manufacturers and merchants, and no innovative measures to attract consumers into part-time salespeople through profit attraction, such online sales often The form is greater than the content, and the promotion is more than the sales. The actual effect is not ideal, and it is not conducive to the integration of resources by ceramic companies and dealers, and the use of altruistic thinking to build a win-win home ecological chain.
The above reasons are one of the important reasons why e-commerce has not developed in the construction and ceramics industry so far.
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Gap in precipitation
Evergrande’s great success in selling houses online is inseparable from and inseparable from the market environment under the epidemic.A solid foundation laid in the past.
Let’s talk about theprecipitation of model and management first. Since its launch in 2015, “Hengfangtong” has become relatively mature both in terms of model and technology; as for management, Evergrande, which ranks among the top three real estate companies in China, must It goes without saying that there are advantages. "Raise troops for a thousand days, use them for a while." The outbreak of "Hengfangtong", which has a long history of accumulation, during the epidemic did not rely on luck or purely accidental.
Looking back at the building ceramics industry, although more and more ceramics companies and dealers are trying online sales, as mentioned above, it is always difficult for manufacturers and merchants to form synergies in e-commerce, and there is a lack of Evergrande attracting customers through benefits. Consumers have become part-time salespeople, so the form is often greater than the content, more publicity than sales, and the substantive effect is not strong. Without the ability to operate offline, it is unrealistic for ceramic companies and dealers to rely solely on insufficient online sales to cope with difficulties, and it is easy to become self-indulgent.
Let’s talkthe accumulation of brand influence and product competitiveness. Evergrande has achieved remarkable results in selling houses online. The long-established "Hengfangtong" and extremely powerful marketing plans are certainly crucial factors, but the foundation of brand and quality also plays a big role. . If Evergrande does not have the brand influence and product competitiveness accumulated over the years, nor has it spent nearly 1.2 billion yuan on charity since the outbreak, it will be difficult to attract the strong attention of consumers, and it will not be able to achieve red-hot performance when selling houses online.
Looking back at the building and ceramics industry, the mentality of quick success and quick profit is very common. Many ceramic companies have always stayed at the original level of following the trend, imitating, copycatting and simply selling products in terms of products and even marketing. Brand building has always been serious. Weak or there are misunderstandings, lack of accumulation and precipitation. The brand influence and product competitiveness built in such an environment are obviously not attractive to consumers, and have very limited effect on promoting online sales during the epidemic.
However, there are still some ceramic companies and dealers who have always attached great importance to the accumulation of brand influence and product competitiveness. After the outbreak, they also invested in public welfare in a timely manner. In addition, in recent years, they have been continuously exploring online sales models, regardless of their situation during the epidemic. How much sales can a strong launch of online sales bring?, the role in promoting the brand and seizing the post-disaster market must be real.
In short, the gap in thinking, model, and accumulation determines the gap between ceramic companies and dealers selling bricks online and Evergrande selling houses online.
Of course, judging from the current situation, Evergrande’s online house sales effect is very good. As for the subsequent offline conversion rate, it depends on the final result; but this data should be relatively high, after all, Evergrande’s strength Put it there. It is indeed difficult to predict what the offline conversion rate of those ceramic companies and dealers that carry out online sales can be, whether their online sales model is a stopgap measure or a long-term strategy, and whether there will be an explosion of e-commerce or new retail. ;The only thing that is certain is:The stronger the service capability, the higher the conversion rate.
What are service capabilities? It is a series of capabilities that must be possessed and constantly improved to solve consumers' pain points, such as room measurement, design, delivery, and paving. How to improve service capabilities? It depends on many factors, and in the final analysis it depends on people. Therefore, some ceramic companies and dealers are still actively recruiting people despite the difficulties caused by the epidemic.
