“From product to life, from life to life”
Editor’s note: This article is from WeChat public account: Lao Song circle, (ID: laosongdequanzi ) , author: Lao Song, authorized reprint
In 2014, Vanke extended the positioning of “Three Good Residential Suppliers” to “City Supporting Service Providers”. In 2018, Vanke further upgraded this positioning to “urban and rural construction and living service providers” and proposed to be a “good life scene teacher”. The transformation of Vanke’s strategic positioning reflects the advanced position of the strategic positioning of housing enterprises. What is the real estate enterprise and what is it? This article on housing and product positioning, I hope to have some inspiration for everyone.
Targeting
The future goals and roles of the company
It is said that the business composition of different companies is different and the strategic positioning should not be the same. However, in the real estate sector, most real estate companies do not hesitate to “clean up”, and they are used to following and doing things, including strategic positioning. For example, around 2014 (2014 is a difficult year for the housing market), many companies have proposed to switch to urban operators and life service providers. Among them, only TOP15 housing enterprises have 5 XX dealers. In 2017, after “good life” became a hot word, it began to “be a good life”. In addition to Vanke, there are –
■ Sunac: China’s family life integration service provider;
■ Greenland: Make life better;
■ Xuhui: Constructing a good life with your heart;
■ R&F: Stay close to the pulse of the city and build a better life;
■ Agile: Be good in your life;
It is especially emphasized that no matter whether it is positioning, product serialization or standardization, many people take it for granted that Vanke is leading the trend. However, after careful research, we found that this may not be the case. For example, product serialization, Country Garden is earlier than, at least not later than Vanke. Just because Vanke is good at propaganda, and the media is also keen to report.
It should be said that for some companies, the positioning of urban XX business, good life XX division or XX home is quite suitable. However, if you use the word, if you compare it with the actual business of some enterprises, the city XX business, urban and rural XX business may be a bit too high, and the good life XX or XX is too narrow. For example, “urban and rural construction and living service providers”. From the construction of villages and towns, village access, network, to subway construction, garbage disposal, etc., all belong to urban and rural construction.The scope of life services is broader, and the scope of functions of the Ministry of Urban and Rural Construction is broader. For example, good life XX or XX. If the business only includes residential and commercial real estate, the positioning of Good Life XX or XX is quite suitable, but if the business ecosystem includes industrial real estate such as logistics and parks, then a good life will be difficult to cover.
More importantly, if some innovative business or non-“basic disk” business shrinks or does not work, is the strategic positioning still adjusted or even transferred back?
The above reasoning is not a slogan, but rather to encourage companies to think about this issue so that the positioning is as close as possible to the company’s future goals and vision. The so-called strategic positioning must at least clearly answer two questions: what is the future goal and vision, and what the role is.
Brand Proposition
The most important thing is that words and deeds are consistent
In 2017, Vanke proposed to be a “good life scene teacher”. If you pay attention, you will find that Vanke has removed the “praising life and building a city” in the third generation logo. Of course, the fourth-generation logo is more simple and more international.
Think of the corporate LOGO and brand proposition that almost every company and everyone has on their business cards.
After combing the brand proposition of the top 100 real estate enterprises, it was found that the brand claims of most companies can be regarded as the product concept of the enterprise. For example:
■ Country Garden: build a good house that the people can afford;
■ China Resources: Quality changes more to the city
■ Zhonghai: Integrity Excellence, Timeless Quality
■ Greentown: Sincere, goodwill, exquisite, perfect
■ Golden Land: Science Building Home Zhimei Seiko
■ Jinmao: Quality builds a better life
Perhaps it is the reason why Rand is mainly engaged in research and product line consulting, which is really happy. However, it is hard to say how many companies can truly do what they say and do, whether they can be implemented in the product value proposition or customer value proposition.
Over the years, we have consulted many housing companies on product concepts and product value systems. Personally, the brand’s claim of the enterprise cannot be a slogan first, but must be supported by layers and implemented into the action. Secondly, it must be as simple as possible and have the momentum. It must be both tall and practical. Relatively speaking, individuals appreciate the brand value proposition of China Resources and Snake, among which the snake is the “power of urban growth”, which is not only in line with its business, but also particularly powerful.
Products
Scenario and spirit
Whether it is a “good life scene teacher” or “quality builds a more beautiful life”, they all point to one point: what kind of products should the housing company provide? throwThe opening number and concept, this question really has to be pondered, after all, the enterprise is providing products. If this fundamental problem cannot be clarified, it is not clear about the pursuit and mission.
Based on long-term thinking about products, I personally think that there are several advanced products provided by real estate companies-
1. First of all, provide cost-effective, at least value for money
The so-called value for money, the most basic is to make the price and value equal. If the house is worth 2 million yuan and sells 2.2 million yuan, it is not impossible, but it actually overdraw the value-added income of customers. This is not impossible, but if it is a company with a well-valued and long-lasting development, it is best not to do so. The reverse example is SOHO China. When SOHO China sold its home in the early years, it would have a high price. Although the profitability of the company is high, the house is very slow to appreciate after delivery. Over time, it will definitely affect the corporate brand and sustainable development. In view of this, we often advise customers that if we want to have a high turnover, we must continue to develop, the profits should be moderate, the prices should be moderate, and we cannot pursue excessive profits.
On the basis of at least value for money, it is possible to sell better if you try to improve the price/performance ratio of your products. But the high cost performance is not necessarily high quality. In a number of articles, including the recently published “Q&A” article on improving product power, it has been repeatedly emphasized that high-quality houses may not be sold well, such as some luxury homes. In addition, the high cost performance is not to improve performance and parts grades, otherwise the cost will increase, and the cost will increase, but the product competitiveness will decrease. This has been explained many times in many articles in the past. Cost-effective, in the end is the balance between quality and price, performance and cost. This involves a cost and premium model that does not expand here. As a result, the cost-effective products must be more welcome to customers, and more marketable and fast-selling.
2.From product to life
The façade or the landscape is actually a physical representation of the product. In the early years, even today, many real estate developers often say “leading the way of life.” This is correct, but it is also the most basic. Think about it, the stairs become elevators, and the single kitchen becomes a Chinese and Western kitchen, which will change the lifestyle of the occupants. It is inevitable to change and lead the way of life. To be honest, letting customers carry mortgage loans will also change the way customers live. So in terms of products, the most important thing is to create a life scene.
In the past, real estate developers to create products are all “land-customer-product” thinking, so it is the beginning of the project positioning and production policy, and the delivery of the house is the end. However, if the life scene is oriented and the product is constructed and built around the life scene, then the ideas and practices will be opened, and the hard cost and the mismatch will be made.Wrong.
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Take two simple examples.
The picture below is the corner of the landscape of the Longhu project.
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Think about what kind of life scene will there be in this cluster of flowers? Many people may think of a family and enjoy one step at a time. wrong! This kind of too complicated, I want to slap the big place to plug in the landscape of flowers and plants, when opening and closing the house, it can really impress customers, but because it is too complicated, the landscape durability is poor – not too long, flowers The green and green grass flowers will be smashed and withered, and the densely shrubs and trees will be longer and more chaotic, and the dead branches will be more and more ruined; because it is too complicated, the ventilation is poor, and the mosquitoes are bound to be more, and if they are not careful, they will be paralyzed by mosquitoes. This is more likely to be a real life scenario.
An example of a garbage collection point in a residential project. The garbage collection point is one of the landscape product elements. No matter how beautiful the renderings are, the actual scene is often like this –
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Is this scene created by the “Good Life Scener”? Should not be.
What kind of scenario should I create under the spam classification policy? To this end, we arranged the company’s production research department to conduct a special study in July, and formed design standards for different product lines, including detailed practices and cost standards.
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The picture below is for high-end product lines –
The picture below is adapted to the product line just needed –
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This standard will be provided to our new and existing customers. If you are interested, you can follow the short version of the “Design Standard for Garbage Collection Points Based on Garbage Classification Requirements” released next week.
The reason why we make this standard is because we do have a strong sense of product mission. We really want to make unremitting efforts to encourage developers to make better products. Second, we can’t stand the scene of garbage everywhere.
In this sense, pushing the product from the scene is the correct logic of the production policy. Products that only start from technology and sales without considering the actual scene are closed doors.
3.From life to life
Building a life scene, like a movie set, is not a long-term one, so it is not the ultimate pursuit of housing enterprises to create a living scene. Personally believe that the ultimate pursuit of housing enterprises should be to create a viable product. The so-called viable products are not only life-cycle products, but also focus on green sustainability, renewable parts and scalable performance. Regarding life buildings, we are also researching and will release them after they have achieved results.
4.Services are also products
For many years, the phenomenon that is common in the industry is re-marketing, light products, heavy-duty, light service. Can look around the industry, the company with good service, brand and performance are very good, such as Vanke, Greentown, Longhu.
About the service, it is recommended to read “Customer Perspective: Where is the Conscience Developer?” What I want to say here is that the service is also a product, and the product is also a service. Think about it, if there is no clubhouse product, can you have a club service? If there is no charging pile, can I have a charging service? Therefore, when we are planning the product standardization system for our customers, we have life scenes and service product planning. The starting point is this.
5.The spirit is the soul of the product
Personal specialHuan’s people wandered in the Upper West Side of New York and Beijing’s Dongjiaomin Alley, walking down the street, feeling a conversation with history, and even touching a brick, they all felt a story. And the new commercial house was touched, but there was no feeling, except that the hands were stained with dust.
Why? Last year, I wrote about the five series of articles on “The Five Mansions of Luxury Mansions”: The fundamental difference is whether there is spirit, product spirit, architectural spirit, and humanistic spirit.
If there is no spirit, the building is just a building, it cannot be a life building. Spirit is the soul of the product!
Specially emphasize that the product spirit of different product lines/product lines is different, such as luxury homes, which emphasize inheritance, while improved residential products emphasize taste.
Therefore, we no longer define and classify product lines according to “land-customer-products”, but divide them according to product spirit, and then extend the “product value system-customer value system-market value system” trinity and “ The seven-in-one correspondence. Therefore, Rand Consulting believes that dividing the product line according to the most essential spirit and scene, supplemented by the ten defined dimensions of product features, is the correct way to divide the product line.
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Value Orientation
The starting point for improving product strength
As the market becomes more competitive, there are almost no projects with no competing products around. In the market where competing products are waiting, only the product force can surpass the competing products in order to sell better.
In order to improve product strength and pressure from marketing, many companies improve their competitiveness by improving performance products and matching. However, as mentioned before, this hard cost approach will not only improve product strength. On the contrary, because of the high cost, the product power is reduced.
I have said in several articles, and once again stressed that value orientation is the starting point for improving product strength.
In the “7 Q&A” to improve product strength, RAND Consulting has a product evaluation model and a “product product enhancement kit.” One of the tools in the toolkit is a “product caliper” that covers almost all product value points (579). Recently we have re-upgraded our production based on value orientation.”Product calipers” and “product force evaluation models” have created two new models, one is “value-oriented and customer-oriented product performance benchmarking and adaptation model”, and the other is “value-oriented product strength improvement model.” “——The models of the two new researches are value-oriented.
Why is value orientation? Take “value and customer-oriented product performance benchmarking and adaptation model” as an example.
This is often the case in project practice: in order to improve the product’s product competitiveness, the marketing department usually puts forward many requirements that are conducive to sales. The cost department must control the cost and cannot break the target. The design department must continually modify the design and The selection of parts, so the three departments often compete to fight. To solve this problem, on the one hand, it is necessary to establish and implement design standards and grading standards, and at the same time, it must be aligned with competing projects, and it is easy to over-match and mismatch. Once again, if you increase product strength by increasing costs, it will lead to a decline in product strength. Our original “value proposition and customer-oriented product performance benchmarking and adaptation model”, as the name suggests, is based on the brand value proposition, product value proposition, customer value proposition, through the benchmarking, smart matching, adaptation . For example, suppose the value proposition is “good life”. If the product value system under “good life” includes “healthy life”, then we will further sort out the ways to achieve “healthy life”, so we sort out 6 categories and 35 items. The value falls, including 6 air cleaning, 4 water safety, 7 good lighting, 7 quiet environments, 7 comfortable and healthy activities, and 4 healthy activities. Then benchmark and adapt until the cost target control requirements are met.
Someone may have noticed that this adaptation method is no longer a technology- and cost-oriented approach from a developer perspective, but a value orientation. This approach is similar to “from product to life, from life to life”, both as an advanced cognition and as an iteration of practice.