Live broadcast for 2 hours. The number of people who came to the main venue through mobile devices reached 6.7 million. Together with 29 club occasions, the number of viewers was nearly 8 million. The live broadcast received a total of 4.78 million sound waves and logged in the first place on the Douyin Live Hours List. Don’t doubt that this is not selling lipstick online, nor is it a show of various brands, nor is it a star show, but Country Garden, the world’s top 500 leading real estate company, is selling live. When selling houses online is standard for real estate companies, how to innovate and get the best communication and transaction results is the test question for real estate companies in the next schedule. And this phenomenon-level live broadcast of Country Garden seems to give us a new inspiration.


President Tian Tuan circled out

From April 20th to May 10th, Country Garden launched the 2020 “5 Love 5 Live Streaming House Purchase” Festival “, the time span exceeds 20 days.

And at 8:00 pm on May 5, Wang Han and Da Zhangwei were invited to perform a majestic live-broadcast purchase activity on Douyin, which caused a warm response . Statistics show that within 2 hours of the live broadcast, Country Garden’s 17,000 sets of exquisite boutique properties went online to meet netizens, creating the industry’s largest live broadcast record to date. According to statistics, during the live broadcast, Country Garden subscribed a total of about 2.5 billion yuan.

While the stars bring massive traffic, Country Garden ’s “President Group” collectively circled, giving people a feeling of narrowing the distance between real estate agents and buyers, making People naturally have a sense of intimacy.

It is understood that the country presidents, vice presidents, and marketing executives from Country Garden from Shandong, Hubei, Guangdong, Liaoning, Gansu, and other places came to this live broadcast room. These men and women “behind the house” appear in front of the majority of buyers, giving them a sense of freshness and feeling the full sincerity of Country Garden. They can not help but feel a sense of trust in Country Garden’s house quality.

The Shandong branch venue was the first to be connected to the main live broadcast room. It was introduced from the topic of “Anjia”. The regional marketing of the branch venue is always introducing Country Garden ’s “Anjia” in Shandong “After the course of”, directly invited to “dry goods”, give discounts to make profits. The Hubei, Liaoning, Guangzhou, Zhuhai, Gansu, and Huizhou branch venues were connected in sequence.The regional presidents, vice presidents, and marketing executives of the branch venue explained the highlights of Country Garden’s “good house” from the aspects of healthy home, quality life, technology housing, smart community, urban agglomeration and slow life.

When the live broadcast was switched to the Hubei area, it caused a lot of attention from netizens. The President of the Hubei region talked about the importance of healthy living, and he recommended the patented floor drain technology unique to Country Garden, as well as “black technology” such as one-click call and face recognition. At the Liaoning branch, the regional president of Liaoning, in conjunction with the local celebrities, talked about the ideal high-quality apartment of the whole family from the old-timers’ favorite sun bathing, depicting the appearance of quality life. In the Guangzhou branch, the live broadcast room showed Country Garden residential technology, and netizens gained a “cloud” experience full of technology.


Real discounts do not shrink

Real discounts do not shrink is also a highlight of this live broadcast: 29 sub-live broadcast venues provide their own “exclusive” “House purchase benefits. The Liaoning branch venue launched a direct purchase discount of 5,555 yuan; the Gansu branch venue launched a direct 50% discount on some properties; a massive distribution of 5.5 yuan to 55,000 home purchase coupons.

Industry analysts believe that compared to the practice of other real estate companies selling only a small number of special properties to participate in the event, this time Country Garden took out many live broadcasts and distributed widely. Sincerely profit. This time, Country Garden launched a one-time listing of participating live broadcast special events covering more than 70 cities in 17 provinces, and covered a variety of formats including houses, villas, parking spaces, apartments, shops, etc., which greatly increased the richness of products.

In addition, in order to dispel consumers ’doubts about online live broadcast purchases, Country Garden has launched a“ no reason to check out ”pocket agreement. Buyers can enjoy unreasonable check-out for a maximum of six months after signing up for subscription during the live-buying festival. The specific policies are subject to the implementation of each building.


The output of the brand behind the sale of houses

The property market is gradually recovering, but CR data show that in the first four months, the top 100 housing companies are all The sales amount decreased by 14.5% year-on-year. Industry thoroughIt will take time to recover from the end. Therefore, it is imperative for major housing companies to find ways to improve their performance. Live sale is one of them. Big data from the Ministry of Commerce shows that in the first quarter of this year, e-commerce live broadcasts exceeded 4 million, and live broadcasts have become an important channel to help online consumption. Under the pressure of sales, housing companies began to embrace change, and “cloud selling houses” online through VR viewing and live broadcasting.

In April alone, Evergrande teamed up with actor Tong Dawei, Forte Group to join hands with “Live One Sister” Wei Ya, and R & F Properties to lead Li Xiang to live. Although these measures have the meaning of “testing water”, under the blessing of popular stars, all real estate companies have gained a certain degree of exposure and attention.

This live broadcast of Country Garden, or so far, can be said to be a phenomenal case of a live broadcast of a house by a real estate company so far. The triple combination of “real estate circle + variety show circle + live broadcast circle”, and the clever combination and planning of “top stream big coffee + top platform” have greatly enhanced the attraction and attention of the event and the drainage effect is excellent.

Country Garden ’s success implies that the live broadcast is no longer simply a mobile phone to “travel” traditional sales to the Internet, but a one-time coverage Large-scale activities of millions and tens of millions of people. This is no longer a temporary measure taken by housing companies to improve their performance in an epidemic situation, but a continuation of a long-term strategy.

In fact, Country Garden has long foreseen the importance of technology and online traffic, and officially released the self-developed “Phoenix Cloud” nationwide in June 2019 The direct-sale house purchase platform, including WeChat applet and PC, realizes more than 1,700 project listings in one country.

It is worth mentioning that, whether it is offline sales or online live sales, users must pay attention to the house itself when buying a house. Wang Han and Da Zhangwei, both of them, constantly threw out topics about home and life in the live broadcast, such as “change in home”, “technical sense of home”, “ideal home life”, etc. This is consistent with the spirit of “home” conveyed by Country Garden.

Under the innovative sales form of live sales, what behind Country Garden wants to convey and persist is the concept of a good house.

It can be said that Country Garden ’s successful use of online live broadcasts has detonated online and offline integrated quality marketing fission, highlighting the face of market changes and promoting brands The strength and strength of marketing innovation.