Leading Housing Companies Bring Stars And Net Red Into The "Live" Real Estate Industry, Lifting Online Selling Wave.

In 2020, the "black swan" superimposed on the industrial cycle pressure, leading housing enterprises began to "live direct selling".

In the past, it was hard to imagine a real transaction involving a high price of cars and houses. In the past, it was hard to imagine a real transaction through direct seeding. Under the impact of the epidemic, the sales office was forced to press the pause button in February, and the developers who faced enormous pressure on sales finally broke through the bottleneck of online sales.

Biguiyuan, Hengda and other leading housing enterprises live test water, and this change to a more in-depth situation. By means of celebrities, net red traffic plus promotions, housing companies are trying to promote sales and adapt to change.

During May 1, Biguiyuan launched the "5 love 5 live broadcast purchase Festival", invited Hunan satellite TV column Wang Han and Wowkie Zhang to broadcast live in the air. Before that, Hengda invited star Tong Dawei and Taobao red baby to open their live broadcast.

At present, most of the direct selling houses are still inseparable from the old road of real estate marketing. Through the online housing display, they are drained to the offline transactions, and the logic of the direct selling business remains to be tested by the market.

Leading housing companies began to sell live rooms. -IC photo

Leading live goods

The country's "5 love 5 live broadcast purchase Festival" selected in the live broadcast, the scale of the industry.

In addition to Wang Han and Wowkie Zhang's hosting of the main venue, there are 29 separate venues for synchronized events in the garden. The total number of more than 10000 sets of preferential housing sources has been launched, covering more than 70 cities and 16 provinces in China.

In particular, the regional president or marketing director from Shandong, Hubei, Guangdong, Gansu and other places also connected the live broadcast, personally sold their own houses to the netizens, and even provided concession for the president, such as discount, direct signing, etc. in addition to distributing large quantities of "5.5 yuan to 55 thousand Yuan" purchase vouchers, it also set up a traditional lottery for the audience.

According to jitter statistics, after 2 hours of live broadcast, the number of fans in Biguiyuan increased by 180 thousand, and the number of people in the main stadium was 6 million 700 thousand, and the total attendance in 29 sub venues was about 8 million.

But Biguiyuan did not open online marketing mode until this year. As early as June 2019, Biguiyuan had released its own "Phoenix cloud" direct purchase platform, which covered the whole process service before, after sale and after sale, and consumers could conduct the whole process of buying houses in the mobile terminal.

According to official statistics of Biguiyuan, Phoenix cloud has become a powerful tool in the digital marketing of Biguiyuan since its launch last year. As of the beginning of March this year, the total volume of transactions reached 146 billion 700 million yuan. In 2019, the proportion of contracts signed through online direct transactions was 14.96%. In 2020, the subscription ratio had exceeded 30% in the first 2 months.

Through similar live broadcast such as Wang Han and Wowkie Zhang, Biguiyuan can introduce more intentional customers into Phoenix cloud, accumulate over time, and eventually become some real customers.

As Yang Guoqiang, chairman of Biguiyuan, said, "the same thing in the garden is always changing." This outbreak accelerated the online layout of Biguiyuan. At the beginning of this year, Biguiyuan launched the "unmanned intelligence case", including online self appointment, zero touch line, ASM self-service subscription, and so on, so as to realize the closed loop of digital marketing.

According to Kerri statistics, Biguiyuan achieved full caliber sales of 211 billion 500 million yuan in the first four months of this year, down 10.77% from the same period last year, mainly affected by the epidemic situation in February. However, from 3 and April, sales momentum rebounded significantly.

In the performance press conference in March 27th, Mo Bin, President of Biguiyuan, revealed that the online sales department of the company had been opened except Hubei, and the total caliber sales brought by online sales in March were more than 6 hundred million per day.

Online sale of "first year"

Whether it is online sales office, or the new draught with live goods, housing industry has launched a wave of the whole online platform.

At present, Vanke, Hengda, poly, Jinmao, Greenland and other hundred Housing enterprises have launched online sales offices, VR showrooms and preferential sales promotions are mainstream features, but most of them are still just transferring traditional sales methods from offline to online, and anchor is basically the original sales intermediary, showing online source of customers, and finally draining to offline transactions.

Let star or net red bring goods is a big watershed of Housing enterprises online marketing. With the revival of the property market, since April this year, there have been repeated efforts to join hands with the "live broadcast of a sister", Li Xiang, who is a well-known host, together with actress Tong Dawei and Taobao anchor baby's live selling activities.

From the "marketing king" Hengda's performance, in April 24th, Hengda's live selling activities realized the number of online viewers exceeding 3 million 800 thousand in 1 hours, totaling over 6 million, with a total number of points exceeding 10 million. 38 sets of specials were stolen for one second, and 6848 tickets sold for 99 to 10000.

However, the performance of the site is relatively dull, because the anchor is not charging the fee, and the live direct selling activities of the site are more like the anchor test. Although nearly 5 hours after the event attracted more than 19 million people's attention, there were more than 200 sets of available housing items for the event. During the broadcast period, 853 8.3-8.4 discount tickets were sold, but according to the reply, there were less than 20 sets of transactions in a few days after the live broadcast.

? ? ? Open to see, although Victoria is a live broadcast of a sister, with huge traffic, but millions of millions of properties and clothing, cosmetics, snacks and other commodities are different, the decision-making cycle and cost obviously can not be mentioned in the same breath. On the premise of not charging to the public, the anchor anchor at that time in the studio also admitted: "buying a house is a very prudent thing, we should still come to see it again." Make decisions. "

In this sense, the relative success of Hengda marketing is not due to the new mode of "live direct selling", but rather the basic attraction of the profit sharing information and the leading brand effect itself to consumers. After all, the special price listings only provide 38 sets, while the activity part of the housing discount is as low as 31% off.

Zhang Dawei, chief analyst at Zhongyuan Real estate, said that stars and net red anchors were not professionals in the industry. The housing companies invited traffic to conduct live selling behavior, which was the same as that of former housing companies looking for celebrities to take part in the offline brand activities. In essence, they were marketing activities rather than selling behavior.

Jiang Guojun, a researcher in the Zhuge search room, also said that as a block transaction, real estate is a huge amount and involves many links. At present, the marketing of Housing enterprises is affected by the epidemic situation. Online sellers are only a temporary substitute for offline houses, as well as a means to attract consumers.

? ? ? But as a way of draining passengers, Zhang Bo, Dean of the 58 Residential Housing Research Institute, believes that the process of online housing can continuously improve the efficiency of users' search for housing, and the products of Housing enterprises entering into online services are also diversified. Many platforms also include online services such as voice room, home consultation, online consultation and so on. Cheng.

He expects that many housing companies will join the ranks of celebrities or net sellers in the future. The phenomenon of live selling will continue to increase in 2020. Net red will not only be limited to the head, but will also gradually increase its participation.

However, there are also real estate insiders pointed out that live online housing sales further, this year can be said that housing prices really opened online sales. From bikuyuan, Hengda, Vanke and other leading actions, whether or not there are stars to participate, this year has put the live broadcast in a more important position, becoming one of the important marketing channels.

Over time, the sale of real estate will have more links on the line. Eventually, the sales channels of Housing enterprises will also change, which will profoundly affect the investment, products and profits of Housing enterprises.

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