If there is only one Chinese real estate enterprise left in the country, it must be Zhonghai. If there are two companies that can survive, it is Zhonghai and Longhu, and the other enterprises, who die and who live are normal, it does not matter.
However, even if it is as good as Zhonghai, it will also do very silly projects, such as Zhonghai Huan Yunju.
Zhonghai Huan Yunju
The so-called wise man has a thousand worries, there must be a mistake, in fact, it is Chinese polite expression, the correct statement should be a good person, if you mythologize yourself, it will make people rip off their pants, Qian Xuesen argues that rice can yield ten thousand pounds per acre, Mbappe can kick a penalty, McIlroy can hit the ball of the par 172 three hole to the pool, all the same.
Mo Yan said that when Gong Li was, he was not handsome; I said, When Zhonghai is stupid, it is too stupid. Zhonghai Huan Yunju, located in Chengdu's East Central, what stupidity has been committed? In a word, buy the wrong land, repair the right house, marketing has no results.
1
Buy the wrong place
There is no wrong land, only the wrong price. Before the auction, the author accompanied a developer to see the site, and concluded that this piece of land can be bought as long as the house price does not exceed 25,000 / ㎡. Later, Zhonghai won it with an actual floor land price of about 19,000 /㎡, which scared us a lot.
After several months of waiting, I went to see the project with the person in charge of the developer: high and low rough houses, the high-rise is 168-188 square meters of four bedrooms, the jianghu wind rumors that the embryos are sold for 30,000 / ㎡; the villa is stacked up and down, 268-366 square meters, send a 6-meter high basement, the unit price is also about 30,000 / ㎡, converted into a property area of about 50,000 / ㎡.
Project location and surroundings
What is wrong with this land?
Mistake one: Expensive
Nearly 20,000 floor price, rough house sold to 30,000 / ㎡, if you want to move in, you have to add another 5,000 yuan / ㎡ hardcover, for the owner, the unit price is almost 35,000 / ㎡.
What is the concept of this price? In Chengdu, the ceiling level is calculated, and the new house price of New Hope D10 and Luhu lake is close to the price of the second-hand house of Zhonghai Chengnan No. 1 and Wenrude.
In a place where even the indigenous people of Chenghua District do not go, spending six million to settle down, considering that the Chengdu property market is still in the price limit, this owner in addition to having money but also has to be sick, if there is an executive in Zhonghai to buy a house in this community, it can only prove that his money came too easily.
Mistake two: Masking
What is masking? Speaking of this piece of land is in a good location, on one side is Central, on the other side is Shudu Avenue, which can be quickly found on the map, but what about the actual situation?
At the entrance of this land, the central ring is underpass, and Shudu Avenue is elevated, and it is illegal to turn over from the rails. I said to their little sister who bought a house on the spot, your land is called "out of the city can not see, into the city can not find, under the wear does not let stop, the railway does not let you climb!" ”。
Mistake three: Poor
How poor is it? So poor that I don't even have a name. Chengdu was an imperial city in ancient times! Looking for land does not say how many roads there are, but says Cui Jiadian Locust Tree Street and the like. This plot, for more than 3,000 years, has not had a name, and later I checked it in order to write this article, and I learned that it is called the building materials plate. Haha, the building materials sector should not be a cotton high-speed Fusenmei, right?
Will future owners name their community: Under the Bridge? Railroad West? Under the mouth? Four not to lean on? At present, within 1 km of this land as the center, you can't even buy a cup of coffee, let alone the necessities of urban life such as shopping malls, schools, and style streets. Of course, the city is constantly evolving, and the project is surrounded by Chenghua Heyue Plaza, which is attracting investment, and 75 acres of commercial land of Oriental Hope.
Interface around the city around the project
Mistake Four: Lonely
Buy a house, either buy the maturity and prosperity of the past, such as Kehua 388; or buy a future, such as Yinghui Tianxi. Zhonghai this piece of land is said to be Yinghui Road, in fact, it is the last patch of the whole area, the south is the sunshine of dozens of households on the three ladders 100 meters; the north is the super just need of Bo Rui Real Estate, looking at the excellent product Shangdong of the railway vacation; the west is the Central Lower Crossing Avenue; the east is the railway that dare not climb during the day and does not let it turn over at night.
The relationship between the high-end plate climbing into steel on the east gate, Tazi Mountain and this project is also to see the mountain running dead horse, which is untouchable, just like Yulin and Tongzi Forest, all the way across, two worlds, the future of other people's lives, other people's supporting facilities, Zhonghai owners can only look at on Douyin. These are very clear to everyone, so now the surrounding new supply of land, directly limited to the house price of 20,000 yuan / ㎡!
Mistake Five: Fan
Sun Hongbin said that there are three things in real estate: buying the right land, repairing the right house, and finding the right person. What is buying the right place? Zhonghai Huan Yunju is just a counterexample.
Buy the right land, that is, the developer can know exactly who will buy your house in the future before getting the land! Generally speaking, in any project, the customer is composed of three parts: the downward customer, the geographical customer, and the upward customer.
Let's explain the concept first. The so-called downward customer refers to the customer who buys a house from a high-price area to a low-price area. At the city level, Beijingers buy Tianjin, Shanghainese buy Hangzhou, Chengdu people buy Ya'an, are all downward customers, downward customers are not necessarily poor, it may also be investment, environmental improvement, area improvement, it may also be cheap.
Geographical customers are people who work, live and live around the project, and they need to change houses because their children go to school, their families go to work, the elderly live, business and other factors. For Zhonghai Huan Yunju, the nearby gas stations, gas stations, railway employees, and auto parts city owners are all geopolitical customers.
Uplink customers, as the name suggests, are customers who buy houses from low-price areas to high-price areas. Chengdu is particularly typical, Aba people buy Ximen; Ya'an and Leshan people buy immortal trees, Mianyang and Guangyuan people buy shallow water peninsulas; Nanchong and Neijiang people buy twenty-four cities; they buy houses without special clear standards, the main purpose is to brag in their hometowns.
Sand table of Zhonghai Huan Yunju project
So who are the customers of Zhonghai Huan Yunju? Three are not sticky, four are not leaning.
Let's start with the downside customers. In the past two years, the housing prices of twenty-four cities, Tazi Mountain, and Pancheng Steel have been so strong that they have been bombarded because Taikoo Li IFS has driven the entire downtown office building, and the teachers in these tens of millions of square meters of office buildings have bought houses, and only buy far to the south, buy no high-end to the west, buy no high-end in the north, and have to achieve Pancheng Steel, although these bosses and bosses can see the middle sea, but they can't find building materials! They prefer to climb into steel, and then choose the three holy townships, which is really not ok, and there are also glass fields and financial city phase three. You asked them to buy a mansion next to such a tricycle-infested railway, and their full-time coffee wives would be willing? Unless let them sell plaster line and waterproof paint part-time.
And then there's the geo-customer. Of course, I'm talking about the group of people who change small for big and low for high. A brother lived in the building materials sector for ten years, and the house he bought from Youpindao for 5700 yuan / ㎡ only rose to 18,000 yuan / ㎡ in 15 years. Now I have earned money and want to change a good house, and I end up buying a rough house of 30,000 yuan / ㎡ in situ? If the house he originally lived in was 120 square meters, the second-hand house could be sold for 20,000 / ㎡, the total price was 2.4 million, buy the 188 square meters of Zhonghai Huan Yunju apartment, the total price was 5.6 million, and then spend 500,000 decoration, 300,000 furniture, and wait for three years to be able to move.
And then what? The train is still the same train, the three-wheeled is still the same three-wheeled, the school is still the same school, why? Change the set of Tianyu second-hand room, see the happy twist, visit the ICC, read into the division attached to the small, you say, OK, or no!
Finally speaking of uplink customers. In the past two years, Chengdu has limited purchases, which has hit the rich people in Ziyang and Neijiang very hard, and it is too difficult for them to come to Chengdu, in case there is a person who is not so difficult, 14335 square kilometers of Chengdu, in the face of the historical opportunity of price limits everywhere, how can he choose a "set of elevated railway tricycles" in one, but also sell 30,000 yuan / ㎡ rough house? Will not buying Zhonghai affect fertility?
Mistake Six: Early
Do the right thing at the right time. As such a large central enterprise, China Shipping grabs this land, just like the Chinese aunt grabs the frozen shrimp on the Italian cruise ship. To create a high-end project in this area, this underground hand is too early. The point is that the time point is still particularly embarrassing, the wave peak to buy land, the wave valley to sell the house. Zhonghai family has a big business, casually reduce prices, but as a professional player, will it be a bit humiliating?
The so-called buying the wrong land, summed up, is to buy early, buy expensive, buy urgent, this piece of land, too poor, too sheltered, too chaotic, too lonely, so, too difficult.
2
Repair the right room
The house is well repaired, it is repaired correctly, but it cannot save lives.
Speaking of houses, we especially admire The calmness and professionalism of Zhonghai. This dude is atmospheric, mature, and stable, never treating the house as a work of art, never using the house to survive. Zhonghai came to Chengdu for twenty years, did not go to the third circle layer, did not go to the second-level city, did not go to the north of the city, did not go to Longquan Qingbaijiang, did not repair cultural tourism, did not build shopping malls and hotels, and even did not repair any brilliant apartments and other products, mature to boring.
Zhonghai is too professional, too know that the land is the basis of survival, the pursuit of house innovation, either professional managers are playing tickets, or through the design fee to launder money abroad, China Shipping obviously does not need, they are central enterprises, stability is the first priority of survival.
The real scene of the Zhonghai Huan Yunju Public Area, the wind and rain corridor
Huan YunJu is like a replica of Seongnam No. 1. The quality of the high-end project can still be felt in the project: the two-storey high-rise hotel-style community enters the household, the garden landscape presented by some real scenes is just right, the high-end standard wind and rain corridor, and the physical model room that cannot find the slightest trace of "rushing work"... In terms of apartment design, China Overseas Real Estate, as a "professional household with vertical hall", is also seeking a breakthrough and adopts the layout structure of the horizontal hall.
The house is good, but it does not make potential customers feel that it is necessary to live in Huanyun.
3
Marketing has no results
Song Weiping is right, the worse the marketing level of a real estate company, the higher the level of proof of products. Vice versa, the worse the product level, the higher the marketing level, such as Evergrande and Sunac.
For enterprises like Zhonghai, the existence of the marketing department, especially like the jack in the trunk of Rolls-Royce, in addition to the jack, people around the world do not know that Rolls-Royce is equipped with a jack, purely a polite configuration, otherwise it seems too proud.
Sunac, just mentioned, is a dragon of China's real estate. Buy wrong, spell the products of the first courtyard, the products are not done right on the spelling display, the display has not been re-spelled marketing, the marketing is not working and then spelling channels, the channels are not directly underwritten, and the big smoke pot is not extinguished!
Zhonghai is a trick to eat all over the sky, buy the right land to repair the house, the market is not good and directly reduce the price. The marketing of Zhonghai is the same as rolls-royce jacks, which is very good to say, but in fact, it has never been on the field in a lifetime.
Zhonghai Huan Yunju sales department real scene
So, what happened to Huan Yunju's marketing? I think it's better to say two sentences less, in case they really come to me and say, you're awesome, you come to me to see? I'm not coming.
Overall, there are three problems with marketing, and the point is reached!
First, the price image is not made.
Didn't make people feel that the project was valuable and expensive. Real estate advertising, in fact, any advertisement is the same, people look at the advertisement, think this house may have to sell fifty thousand, the result went in to see, hey, only sell thirty thousand, this is more embarrassing. For example, in that year, Yinghui Tianxi said that he was 100,000 and one flat, and the customer walked in and asked, only twenty-eight thousand! Zhonghai Huan Yunju, you have watched the "Seventh Sense Luxury House" seven or eight hundred times, and you don't know how much it costs to have a sense! I even think that the sixth sense is metaphysics, so isn't the seventh sense more suspenseful?
Second, the project image positioning is vague.
From the seventh sense full of women's color at the beginning, to the brain gold of "buying the first choice for improvement of Zhonghai Huan Yunju", this project does not have the confidence to convey the value of its own product: 2.5 ring villa! Is there anyone else in Chengdu?
Third, the sales department is too funny.
Chinese talk about feng shui, more about color, people who do business, put so many books in the store, and lose before they open! From China Resources Oak Bay ten years ago, to Greentown's Chengyuan garden in Yixin Lake, to Longji Taihe in Longquan, and the noodle restaurant opened by the famous planner Peng Zhiyuan in the ideal center of the city, most of the bookstores in the store have never won the battle. Even a professional bookstore like Sisyphus sells coffee, what kind of literature do you have? Brushing vibrato under the bookcase, can you prove that you love vibrato more?
The bookstore in the sales department
Fourth, there is no power in the model room.
Whether you are selling rough or not, the meaning of the model room is to tell customers to move into the life here. First of all, the model room does not look expensive at all, and as soon as the elevator in the stacked model room runs, it creaks and crunches, which can have a good impression? Secondly, the modern style of the model room, for these people who need a deep-house type house is still young and unstable! Look at the D10, know that the buyer is the second generation of the rich, single talent, so the model room emphasizes youth and independence, as if telling the customer, we understand you!
Fifth, the popularity of the scene, very insufficient!
Just last week, the company has two groups of people going to the project on weekdays to step on the plate. The first group told me that there were no other customers besides them; when the second group went, the situation was better, with progress from 0 to 1, and there was a group of visits on the spot. How does this kind of popularity sell well?
Sales department negotiation area
Needless to say, an hour and a half, twenty pages of manuscript with a pen, too dizzy.
How could such a brilliant Zhonghai make such an obvious mistake? Although Zhonghai will not go out of business because of one project, it is not necessary. Don't tell me that the poor popularity on the project site is because the market is not good, only the agency company will say so.
This article is written by Zhu Ya
Image source: Property Lancet, Network
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