Rongchuang, Vanke, Wanda, country garden and poly live broadcast PK. Who can be the final winner?
2022-03-31
Real estate live broadcasting is becoming a new position for real estate developers to compete. Since 2020, with the adjustment of market environment and policy orientation, the real estate industry has gradually entered the era of slow growth. The most significant change is that real estate marketing is becoming more and more difficult to do. Taoge communicated with friends of real estate enterprises. It is generally felt that today's market and customers are different from before, and the marketing methods have changed greatly. On the one hand, it is becoming more and more difficult to get customers offline. If you rely too much on intermediary channels, it will push up marketing costs and erode profits. On the other hand, online marketing is gaining momentum. Live broadcast and short video are becoming important carriers for customers. Leading real estate enterprises have entered the bureau one after another, and the real estate marketing model has entered a new period of change. If the real estate enterprises first carried out live broadcasting because of anxiety and following the trend, by 2022, we can clearly see the value of live broadcasting to real estate marketing. In fact, from the initial paper media era, to the new media era dominated by graphics and text, and then to today's live broadcast and short video era, the fundamental goal of marketing to win customers remains the same, but the content form and channel of transmitting content. The live broadcast is precisely what real estate enterprises need to grasp most in this era. 1. Further upgrading of real estate content and channels When many people think of real estate live broadcasting, they often think that live broadcasting is selling houses, but in fact, today's real estate live broadcasting has become an all inclusive content carrier. First of all, the content of live broadcasting is more and more rich. In the past two years, real estate live broadcasting has entered the fast lane of development, with the participation of many players such as real estate enterprises, industry institutions and brokers, forming a variety of live broadcasting modes. On the one hand, customers can get all kinds of house purchase knowledge and real estate information they want to know through live broadcast; On the other hand, real estate enterprises and brokers are also transmitting brand and product value to customers through live broadcasting, so as to realize live broadcasting and grass planting. In addition, many real estate enterprises have derived new content and new models such as live purchase group purchase meeting, new product live conference, live appreciation meeting for old owners, boss welfare live broadcast and self owned talent live broadcast, so that the whole real estate live broadcast is not limited to "planting grass and pulling grass". The rich content of the live broadcast greatly meets the increasingly personalized real estate information needs of consumers, and further drives the rapid growth of the number of viewers. According to the statistics of massive computing platform, from January to December 2021, the monthly viewing user scale of real estate live broadcast increased by 318%, the viewing time of users increased by 277%, and the interactive behavior of users increased by 668%, all showing an exponential growth trend. More and more consumers are paying attention to real estate information through live broadcast, which also gives real estate enterprises the opportunity to influence consumers' choice and decision-making of house purchase through the creation of live broadcast content. Secondly, the real estate live broadcast customer acquisition mode is gradually mature, and the channel value is prominent. The abundance of content brings the gathering of customers, and where the customers are, it is the battlefield for marketing to win customers. After two years of exploration and development, the channel value and customer ability of real estate live broadcasting have been recognized, and different value anchor points have been formed for customers at different stages. For example, for customers who need to buy a house, they can plant grass through live broadcast and realize the drainage to the case field in combination with offline activities; For home buyers who have reached the decision-making stage, live broadcasting can greatly strengthen the trust of customers and realize the transaction transformation with preferential actions; For those who do not have a clear purchase demand, live broadcasting can also establish a good brand impression and affect customers' purchase choices in the future. Therefore, it is precisely because of the continuous enrichment of real estate live broadcast content, the rapid growth of the number of viewers and the maturity of channel value that live broadcast has increasingly become a necessary marketing tool for large real estate enterprises, and has also brought changes in the marketing and business model of real estate enterprises. 2. The live broadcast momentum is hot, and the head real estate enterprises "show their magic power" At present, the head real estate enterprises have arranged the live track in depth, but the mode and playing method are significantly different. Recently, Taoge sorted out the operation modes of five top live real estate enterprises based on the latest 2021 annual live real estate list released by massive engine, and made some new discoveries after summarizing. 1) Three dimensional live broadcast marketing: rongchuang To some extent, live broadcasting is a hub of real estate marketing. If real estate enterprises want to be e-commerce, content IP and regional linkage, they can use live broadcasting to connect in series. The live broadcasting three-dimensional marketing system created by rongchuang is a typical case. From a horizontal perspective, rongchuang has arranged multiple live tracks. On the one hand, it is the official live broadcast of the brand, and the official account live broadcast venue is established through the mode of national mission + challenge; On the other hand, rongchuang is one of the few self built and self operated MCN "cattle house society" to incubate real estate anchor companies. Through the combination of self owned talent + star map talent, it has rapidly expanded its own live broadcast category. After completing the construction of the brand and Daren live broadcast position, rongchuang also launched Zhenhao real estate e-commerce live broadcast, which was launched through Daren account and attracted powder from high-quality houses, so as to achieve a breakthrough in the e-commerce of real estate live broadcast. From the vertical perspective, rongchuang live broadcast connects the three-level linkage of region city project, allows all business levels of the company to fully participate, and forms an effective group combat effect. One horizontal and one vertical quickly create many influential live IP, and promote sales transformation through online stores. According to statistics, the number of telecast accounts of Yuanrong reached 2361, and the number of effective telecast accounts of Yuanrong reached 2361 in 2021. It is in the tiktok, exposure, participation and attractiveness are ranked in the industry TOP3. In the exploration of diversified live track, rongchuang has always been "daring to be the first". The mode summary of rongchuang has two key points: 1. The construction of self owned live broadcasting system has formed a real estate live broadcasting matrix with wide coverage, complete types and rich types through self built MCN and brand account incubation. 2. The whole link exploration of quality and efficiency marketing, from IP incubation to clue drainage, and finally through the promotion of e-commerce stores, has formed a set of marketing integration model, with the ability of long-term operation, so that the live broadcast is not a "flash in the pan". 2) Create a super live studio: Wanda With the continuous growth of users' viewing time, live broadcasting has become a super moat for real estate enterprises to build their own brand influence. How to maximize the attraction of the live broadcasting room? Wanda is the best brand to do this in 2021. Wanda's idea is very direct: aim at the younger generation of real estate consumers and build a super live studio. Therefore, Wanda not only takes the real estate business as the core of the live broadcast content, but first combines a variety of different products of real estate, cultural tourism, commerce and other formats to enhance its attraction to the younger generation of consumer groups. Secondly, in terms of live broadcasting means, it emphasizes the live broadcasting style of "sense of science and technology and youth". For example, the #wow nabai favorite pink night and the super live broadcasting room featuring "green screen technology + watching task" have both strengthened the visual impact of the live broadcasting room and enhanced the viewing experience of users. While breaking the record of the capital retention industry, they have become industry benchmark live broadcasting cases. By the end of 2021, 85 thousand users were concerned about Wanda's brand name account, 2 million 490 thousand tiktok, 32 million 190 thousand times, commentaries, comments and forwarding, ranking first in the industry. The summary of Wanda's live play can be seen as follows: 1. Integrate the whole business format, not just the real estate live broadcast, but include the live broadcast contents of culture, tourism and commerce that are very attractive to the younger generation of consumers, so as to enhance the attraction to the younger generation of consumers; 2. Create a super live studio through incentive, visual and real rewards. During the landing, use the watching task to drive the flow of fans in the live broadcast room; Use visual technology to enhance interactive experience and enhance the retention of live broadcasting room; Use the real lottery to bind the reserved funds to realize the landing of live broadcasting effect. 3) Everything can be broadcast live: Vanke 90% of people think that the purpose of real estate live broadcasting is to sell houses, which is one-sided. In fact, live broadcasting can play a diversified role in brand promotion according to different contents, and the creation of content power is also an important embodiment of live broadcasting ability. Vanke combines the content with various scenes of real estate marketing and maximizes its brand and marketing value in the form of live IP. Vanke's content IP strategy can be divided into three categories: product IP, customer group IP and node IP. For example, for its non residential products such as parking spaces / shops / apartments, Vanke has built the first "small gold pot classroom" of financial and business knowledge ip in the central and western regions to introduce knowledge-based popular science contents such as finance, policy and asset allocation to users with real estate transaction needs; For the activation of old owners, Shenzhen Vanke launched a series of live broadcast activities of pet powder feedback in the "owner Thanksgiving season", which moved the regular owner appreciation and recall activities online, which not only promoted the return of old customers, but also promoted the planting of grass by new customers. In terms of node marketing, Vanke took advantage of the annual double 11 e-commerce hot spot to create a tent Music Festival with the theme of Vanke in Shenzhen. In the form of live broadcast, Vanke matched with multi category group purchase vouchers, and realized the transformation from product to efficiency in line with the popularity of the node. According to the data, in 2021, Vanke's brand account received 29.95 million likes, comments and forwarding from users, attracting the attention of more than 100000 new users. Not only did the "content power" get the recognition of users, but also achieved good marketing results. Vanke's live game also has two points to pay attention to 1. Real estate live broadcasting can cover more diversified content in the form of IP. On the one hand, improving the content power and broadening the content scope can expand the potential live audience. On the other hand, it can make the live grass planting get rid of the single "price and welfare", and improve the effect through knowledge grass planting and emotional grass planting. 2. The content needs of real estate live viewers vary greatly. Find the right angle and overtake in the corner. 4) E-commerce of real estate: Country Garden Live broadcasting not only helps real estate enterprises shape their brands, but also forms an effective delivery system like e-commerce. Country garden is the leader in real estate live broadcast e-commerce. In 2021, country garden not only created a live broadcast new product launch with industry influence, but also strongly expanded the live broadcast of real estate e-commerce outside the brand. On the one hand, actively create account settings and conduct normal live broadcasting; On the other hand, test the water of real estate e-commerce, and promote the retention of consultants through the second kill of coupons on the shelves; At the same time, combined with the thematic live broadcasting activities of regional linkage, a matrix operation of "people, goods and field" is formed. The answer to whether live e-commerce can sell a house is yes, but the problem-solving process is complex. Real estate enterprises must think clearly about several problems before making live broadcast stores: Will ordinary users click in your live broadcasting room? Can your live studio anchor create trust? Is your product really attractive enough? Is your studio rich and interesting enough? It can be seen from the live broadcast path of country garden that the cultivation of the anchor's trust in normalized live broadcast is the key to the establishment of "people", and the cultivation of account settings needs long-term precipitation; The real estate business can not be eaten as a fat person. The tiktok mode of welfare type can effectively dispel consumer's concerns and distrust. The live broadcast is not immutable. The rich live broadcast themes and scene interpretation can bring freshness and make people more closely combined with the freight yard. 5) Headquarters regional four level linkage: Poly For the business model of real estate enterprises, the general common is
Edit：Li Ling Responsible editor：Chen Jie
Source：36Kr
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