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一个重庆近郊改善型项目的复盘

发布于 2021-11-09

<section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6666666666666666" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5q4dSGCib4bos10rMPG05mb2R2mW3UaUsKCcGKIz8GqibXLy4dfwNibGsA/640?wx_fmt=jpeg" data-type="jpeg" data-w="1080" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">前言</span><strong style="font-size: 16px;caret-color: transparent;"></strong><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px;color: rgb(136, 136, 136);">///</span><br /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>第一次来重庆西永,最直观的感觉就是“野”</strong>,郑老师兴致勃勃给我们介绍H开发商的这个项目。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">第一次去,我们鲁莽了,选择打车过去,去的时候还算顺利,但<strong>走的时候,叫车叫了1小时,愣是叫不到车</strong>。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-croporisrc="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5y9LjGicXDztLQA0yQrWHE1TPYRKgyGWAa7VuMPXuuicfH3KyQWE4FUcg/0?wx_fmt=jpeg" data-cropx1="0" data-cropx2="1080" data-cropy1="272.80276816608995" data-cropy2="2062.837370242214" data-galleryid="" data-ratio="1.6583333333333334" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5V3tk4N9o1nUFRrhcpFibGa4RWoevezNpznquiaLxRiaLPzrdI5DjjQE7Q/640?wx_fmt=jpeg" data-type="jpeg" data-w="1080" style="width: 578px;height: 958px;" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">项目距离渝北中心城区车程大概40多分钟,周边楼盘集中,但还在开发中,<strong>放眼望去项目四至,都是“野地”。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="401" data-backw="578" data-galleryid="" data-ratio="0.693089430894309" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5DdwfBE3Y89wllQ1icbnzUCJeYCVTh4Dc3J8XZztYVhiatZq0CJ21EpJg/640?wx_fmt=png" data-type="png" data-w="984" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>&nbsp;</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>该项目作为H开发商在重庆的首发项目,既要打响品牌,又要卖得贵、卖得快</strong>,实现高社会价值、高经营结果,“双高”的工作目标。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">客观来讲,虽然西永作为城市副中心,商业、医疗配套完善,名校配套,学区优势明显,定位为产业科技研发,总部基地群,但碍于交通、配套仍在规划中,<strong>目前项目所处位置,仍属于房价低洼地区</strong>。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7546875" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5iaGd3IGGZs84ETRDD8Z8ztw2biadOLj3wdAaCmYAK0IWDbO13cP2JIrQ/640?wx_fmt=png" data-type="png" data-w="640" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px;color: rgb(136, 136, 136);">数据来源:新房数据来源于克尔瑞2019,2020年重庆项目成交明细,二手房数据来源于房天下网站</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">项目前期,我们参与到这个定位过程中,协助推动客户研究和产品定位的工作。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2021年6月底,<strong>项目开盘2小时售罄</strong>,我们准备做个简单的复盘,和大家分享一下定位方法论——<strong>战斧升级落地的第二春。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="1.3887269193391643" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5lf884swa9Hz8nQzaiaq7bOCbW6LcD8r89zAocHRuhWcEBdCicTPBQD4A/640?wx_fmt=png" data-type="png" data-w="1029" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">项目售楼处</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7153958232151529" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5O9uEoVQvLBCAIufkXMmxdehibv1ZGRdq5doibD4sVXDggmKWxjZnyp6Q/640?wx_fmt=png" data-type="png" data-w="2059" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">项目样板间</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">首先对不熟悉“战斧”的小伙伴做个小科普,“战斧行动”始于万科,核心是通过客户导向的市场研究分析能力,提升项目成功的概率。主要分为五步:</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1)土地属性分析,建立客户与土地的关系,初步判断客户</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2)市场分析,在初步目标客户的基础上进行验证和深化</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3)设计前期,寻求土地价值最大化的产品解决方案</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">4)产品建议,完善客户价值最大化的成本结构</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">5)可行性测算,判断产品的盈利能力,明确不同产品不同时间的项目角色</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">有一点要说明的,这一套定位方法论,更适合土地属性“半生不熟”的项目。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="1.288808664259928" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5XiaH0hClXAz8zTU3esev9TAjJCcg20IqZJg2SK6YicbkbqgTlZqgZyjA/640?wx_fmt=png" data-type="png" data-w="554" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-right: 8px;margin-left: 8px;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;text-align: left;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;box-sizing: border-box !important;overflow-wrap: break-word !important;">01&nbsp;</span><span style="outline: 0px;max-width: 100%;font-size: 12px;letter-spacing: 1px;color: rgb(117, 117, 118);box-sizing: border-box !important;overflow-wrap: break-word !important;">@urasr</span></strong></section></section></section><section style="margin-right: 8px;margin-left: 8px;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;text-align: left;letter-spacing: 0.5px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section></section><section style="margin-right: 8px;margin-left: 8px;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;white-space: normal;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="margin-bottom: 5px;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 18px;">现状分析</span></strong></span><br /></section></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;color: rgb(255, 255, 255);background-color: rgb(136, 136, 136);">目标:找到项目所在片区的总价空白区,锁定能够承担起这个总价段的客户群</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在西永地块上,我们做了一轮聚焦,核心研究工作放到现状分析、客户研究和方案落地上,同时结合大数据算法模型,让结论更科学、更量化,减少大家拍脑袋下结论——</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5211891208096142" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5SUo04mkCD3XpOuicb6aRzXXzL9hWtF6RRFIWwIkbibdvvBRnrEwa8Zqw/640?wx_fmt=png" data-type="png" data-w="1581" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">从现状来看,项目的优缺点主要有:</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1)<strong>项目土地价值</strong>处于全市第五梯队,<strong><span style="color: rgb(68, 114, 196);">属于待发展区</span></strong>,典型竞品土地属性成熟度相对较高;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.8485294117647059" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5vMsLiangjIx9BhugB8QoznuXIHvayebUl65uiaI9KqXaVK5w5A6Hh44g/640?wx_fmt=png" data-type="png" data-w="680" style="" /><span style="font-size: 16px;text-align: justify;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2)项目现状核心优势是自驾通达性,利于客群及人口的引入,但<strong><span style="color: rgb(68, 114, 196);">目前周边生活配套水平基本为0</span></strong>,教育及医疗资源也相对薄弱,如何在引入人口之后,把人留下来是核心问题</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7941888619854721" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E56HJSvrHa2dlqEVtFLnlTia0C5RK92fVvULcOJ9TkaSEZI0WQDJyoUSA/640?wx_fmt=png" data-type="png" data-w="826" style="" /></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;">自驾30分钟内,基本仅覆盖本区县内范围;<span style="font-size: 16px;"><strong><span style="font-size: 16px;color: rgb(68, 114, 196);">自驾45分钟可以覆盖渝北市场核心区域</span></strong></span>;自驾60分钟可覆盖渝中及江北市场核心区域</section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="1" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5D4sVBBJtEoBUhGFPR0V5PwkXmEjv7Pm5BYia4QIW0M5dw0oiaSa6L9MQ/640?wx_fmt=png" data-type="png" data-w="599" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3)地块处于城市化空间发展重点方向上,<strong><span style="color: rgb(68, 114, 196);">能够享受到城市快速发展的土地升级红利</span></strong>。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7746478873239436" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5knXAoeNZwfVia6Q9oibmxicQCoSWy0GEN5mo53uppI4H5ibb8SicazgKFgA/640?wx_fmt=png" data-type="png" data-w="710" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">但从人口的空间变化来看,<strong><span style="color: rgb(68, 114, 196);">地块所在区域人口并没有形成集中</span></strong>,需要从主城核心区导入人口。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.790080738177624" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E59K0Oq4caaKzcib8LA0QUCkDNGcxubWj4bDuJKGnqTUBbRaZkTJkxU5A/640?wx_fmt=png" data-type="png" data-w="867" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">地块为低赢率-高回报率,即土地目前成熟度较低,但<strong>未来发展潜力大</strong>。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7414030261348006" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5ouqEW4T5tTWFSQJfWjNu2nKhZu3TNnGV1B6YSjNCpaQx9z06eElObQ/640?wx_fmt=png" data-type="png" data-w="727" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">4)从市场周期来看,项目所在区域,<strong><span style="color: rgb(68, 114, 196);">目前刚进入底部回升期,市场信心探底回升,流通性有所改善</span></strong>,为2021年7月进入向上冲高阶段,利好项目销售去化;未来6个月、12个月、18个月房价上涨动力分别为0.4%、0.21%、0.21%。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.39842067480258436" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5ARQvQPax0jLwA6W8icABHL21VEhbDdDnPFbbRZLM9n4KgUjQcoSNThA/640?wx_fmt=png" data-type="png" data-w="1393" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">5)从产品策划的角度(<strong><span style="color: rgb(68, 114, 196);">单价&amp;面积</span></strong>),主要有三类机会——</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1、城区70-80㎡刚需外溢</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2、80-140㎡主流市场</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3、140-180㎡大面积改善机会</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6765039727582293" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E57wqWX7w8AE1ye5jzYPKsemlRYib4kJpaYAUtgPicE9kU111niafNdVFgA/640?wx_fmt=png" data-type="png" data-w="881" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">6)从客户支付角度(<strong><span style="color: rgb(68, 114, 196);">单价&amp;总价</span></strong>),板块及主城区均为强+的产品是安全区域,另外重点关注主城区是主力市场但板块内正在发力产品</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6383207750269106" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5j866MR0ADAqSXoumlnHP0JofG869jgdCUbr97tB9c3HvicykjNjaP1g/640?wx_fmt=png" data-type="png" data-w="929" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">7)</span><span style="font-size: 16px;">项目周边竞品洋房售价普遍在12600-13300元/平米左右,且<strong><span style="color: rgb(68, 114, 196);">项目入市期,整体市场上洋房产品价格会走高</span></strong></span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3992353904969962" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5QUsLKegICVXzibkAdicntWtib4fibh5ib6icgAp6m5YdbiaeNRssQygcGGFCg/640?wx_fmt=png" data-type="png" data-w="1831" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>总的来说,项目现状优缺点都很明显——土地属性不成熟,虽然在城市发展主轴上,但人口导入是个问题;自驾通达性优势明显,但周边生活配套基本为零;市场信心探底回升,洋房产品具备更大的溢价空间,但竞品的土地成熟度更高。</strong></span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="background: yellow;font-size: 16px;">基于项目现状的优缺点,我们首要判断——</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1、项目主要服务于主城区刚需、刚改客户,产品面积要做小,控制总价保单价</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>2、</strong><strong>项目想卖得比周边贵,需要选择支付力更高的客群</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3、结合重庆女人普遍当家作主的印象,卖房也是女性主要决策,核心是如何打动她们,围绕这个想法,我们方案初步选择的定位是“大女人”,讲述一个大女人在城郊依然享受生活的故事</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">跑了一下市场和竞品,发现竞品大都雷同——物业形态多为洋房、小高层,户型亮点功能紧凑为主,大阳台为辅。但<strong>西永板块市场火爆,产品都不愁卖,对于后来者H开发商而言,关键是怎么脱颖而出,实现更高的溢价</strong>。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.9420131291028446" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5R57XqJz52hqbicucGBNKSaRCjlNA349k8Xah9NRcntZGDZlHgWqucibA/640?wx_fmt=png" data-type="png" data-w="914" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.45964125560538116" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5ed44tkvOcQTu6KHMJiaUV5azqTeHrMyoN3YtzzKyjia41jep7qLCuXKw/640?wx_fmt=png" data-type="png" data-w="1784" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;text-align: left;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;box-sizing: border-box !important;overflow-wrap: break-word !important;">02&nbsp;</span><span style="outline: 0px;max-width: 100%;font-size: 12px;letter-spacing: 1px;color: rgb(117, 117, 118);box-sizing: border-box !important;overflow-wrap: break-word !important;">@urasr</span></strong></section></section></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;text-align: left;letter-spacing: 0.5px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="margin-bottom: 5px;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong><span style="font-size: 18px;">客户研究</span></strong></section></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;color: rgb(255, 255, 255);background-color: rgb(136, 136, 136);">目标:回答潜在客群的现状、需求、定位,从而给到产品设计以指导</span></strong></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">基于以上现状要如何突围,如何实现高社会价值、高经营结果的工作目标,我们把研究重点放在客户上,找到新客群、新需求,从而支持我们新品类脱颖而出——</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5117866004962779" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5gbCPIRCf0qrPzvOdGFEibJ0FM5rsZzkQAZZMXs6D7LbNfFGdAjaoRDA/640?wx_fmt=png" data-type="png" data-w="1612" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong><span style="color: rgb(68, 114, 196);">对于进入新市场、接触新客户、开发新产品,一定要进行典型客户的访谈</span></strong>。访谈对象:涵盖不同竞品项目、不同板块、不同家庭生命周期的客户。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>“大女人”故事线做了一轮客户测试,发现完全无法打动客户,所以我们开始调整思路。</strong></span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.4472753007784855" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5mKrZLCTibTJB3Vk1ptkEGFEzaG3RPm6TfniagB4wdDwlHKHiaumUqMfwg/640?wx_fmt=png" data-type="png" data-w="1413" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">目标客户定位:1、占比预判;2、需求面积;3、需求户型;4、总价段;5、客户主要关注点。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>考虑到“大女人”的主线都是源于“爱”,于是我们开始寻找昂贵的、关注爱的艺术家作为项目风格的具象化代表</strong>——只要不缺吃的,贫穷对孩子来说不算个事儿,只要住得暖,吃得饱,家里的房子大不大有什么关系?孩子根本不把豪华奢侈放在眼里,那些东西在他们眼里没有意义。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">成年人也许渴望享受更多舒适,但孩子们不在乎。孩子如果觉得不幸只因为得不到爱,否则他们会滚在泥巴里,挥着树枝快乐地玩儿。唯有爱才算数,坦率地说,一切事物中唯有爱才算数。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.41118188251946214" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5FNyA0icNHnicCO59JqibG8wANqBVRKmIsQibH1aTJ0pibE7UXda5EM9ub7A/640?wx_fmt=png" data-type="png" data-w="1413" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">对于产品,客户体验重点分析:1、客户痛点;2.针对性客户需求。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>正如该项目的主流客户是小生意人、政府人员、和城区外溢客群,这些人不缺钱,但缺爱。</strong>一般的思路会觉得他们好面子,需要仪式感,产品定位就会给他们在城郊打造身份的象征,做中式、有派头的风格。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">但我们的思路是,人性的本质是爱和被爱,面子仪式都是表象,<strong>项目关键是体现这个“爱和被爱”,于是我们找到了艺术家DavidHockney作为项目的风格代表。</strong></span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.4573502722323049" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5LAWHwQmLwz68og9T2nJuf4kmQbeyWpw3viaJZdV7g9jAs5JsWV4tl2g/640?wx_fmt=png" data-type="png" data-w="1653" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">我们从David Hockney的画中看到了浓烈的色彩,但这种浓烈并不是压迫的,而是一种享受且放松的色彩。而且David Hockney本人:热爱生活,大胆创新,艺术生涯横跨多个领域。正契合我们对重庆人的认知。</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3767313019390582" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5P5tFjCYYuYLza3ZuZib2o68wERqyzePdiaXnk7eTUkVSyGALQhrUprDQ/640?wx_fmt=png" data-type="png" data-w="1805" style="" /></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">经过一大波访谈和总结,<strong>我们对重庆人有一个基础的认知——热爱生活,也享受生活。能喝酒,能吃辣,充满了好奇旺盛无惧。</strong></span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong><span style="color: rgb(68, 114, 196);">重庆人不守旧,重庆人享受生活。所以我们打造产品的时候,我们跳脱了传统呈现方式,用艺术形式去呈现我们的产品理念。</span></strong></span></section><section style="text-indent: 0px;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3391255605381166" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5g1HwbccZL1JkEmuJcR9UfjPFicXLRLho3HqNDn14wv82zZRRVnOwEnQ/640?wx_fmt=png" data-type="png" data-w="1784" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="background: yellow;">对于客户需求,我们的结论是:</span> </span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1、普遍希望房间功能需要最大满足<br />2、楼层和产品形态不能像高层或小高层<br />3、卫生间数量需求<br />4、朝向尽量避免朝西<br />5、小区内部功能如:儿童游乐、亲水互动、老年人休闲空间需要满足<br />6、叠拼产品赠送的花园面积<br />7、横厅设计需要大阳台</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;text-align: left;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;box-sizing: border-box !important;overflow-wrap: break-word !important;">03&nbsp;</span><span style="outline: 0px;max-width: 100%;font-size: 12px;letter-spacing: 1px;color: rgb(117, 117, 118);box-sizing: border-box !important;overflow-wrap: break-word !important;">@urasr</span></strong></section></section></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;text-align: left;letter-spacing: 0.5px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="outline: 0px;max-width: 100%;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(136, 136, 136);letter-spacing: 3px;font-family: Optima-Regular, PingFangTC-light;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section></section><section style="margin-right: 8px;margin-left: 8px;white-space: normal;outline: 0px;max-width: 100%;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;letter-spacing: 0.544px;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="margin-bottom: 5px;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong><span style="font-size: 18px;">产品研发</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="background-color: rgb(136, 136, 136);"><strong><span style="background-color: rgb(136, 136, 136);color: rgb(255, 255, 255);">目标:做出让客户买到别的地方买不到的产品</span></strong></span></section></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">根据这个结论,我们开始做方案定位、规划、经营测试等落地指导建议。具体分析不方便一一罗列,<span style="background: yellow;">但整体的产品逻辑很简单:</span> </span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">1、从“爱”出发,在重庆落实为“热爱生活,享受生活”的方向</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">2、希望客户来到项目能无拘无束,尽情探索未知但美好的生活</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">3、将“David Hockney”艺术家的风格内化为控制项目的颜色和风格,统一建筑室内景观的认知</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">4、打造“David Hockney”精神场域,不去强调高档、彰显身份,而是还原一个享受生活的场景</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">5、在产品视觉呈现上,采用David Hockney“不对称曲线”,去体现无拘无束、自由自在、充满探究的精神,对生活充满好奇、旺盛、无惧的精神</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5144654088050314" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5eNylrubvAkveUaGerBicXLwtr3etrFMxKHxyibk2ia445LzCxibRSCHNRA/640?wx_fmt=png" data-type="png" data-w="1590" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">后续我们还给这个项目的业主做了一波调研,看一下<strong>项目开盘2小时售罄,都是卖给什么样的客群——</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>&nbsp;</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>来源:项目地缘为主,辐射江渝北,同堂优居、都市优居为主</strong></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3647358370464672" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5FuwrJHfRIKv2JSZkibXuSej1W9toaTlbGVvNvLBEJ2V509Sgsm0ribxQ/640?wx_fmt=png" data-type="png" data-w="1571" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>价值取向:更关注自我价值的实现,对生活理想有进一步的追求</strong></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3618379068283344" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E5fTQY6HQUcrlRia7hIPjo4axFpyjL1ayUuuYMrLiag9N6vdZQUIL7mIfw/640?wx_fmt=png" data-type="png" data-w="1567" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>有自己的审美和坚持,热爱生活,充满激情,对当下的生活不将就</strong></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.38471940500338064" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4xqQFzeOwaMaUaH7IXA9E57O4xLtXPQpB62dIRrAo8jxEVnic3g7FtRhFevcia7dl375FZH2mrtPPA/640?wx_fmt=png" data-type="png" data-w="1479" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这和我们客研定的方向不能说毫无关系,只能说一模一样!</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 18px;">小结</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">人性的本质是爱和被爱,所有的项目,都是呈现一种“爱和被爱”的状态,关键是对在地性和当代性的思考,不同的项目,处于不同区域,在不同时代背景,爱和被爱的形式不一样。同时,要结合客户测试去调整呈现形式。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong><span style="color: rgb(68, 114, 196);">对于开发商而言,项目定位核心是要回答“项目利润出自于哪,如何找到全新的客户,并让他们选择你”。</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在前期项目的现状分析,常规的做法是竞争思路,产品打造上追求一种确定性,即周边卖什么我也卖什么,这样的结果不一定卖不掉,但必然溢价能力差。尤其是现在房地产进入竞争时代,客户有限,特别是在下行周期的时候。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">将大数据技术应用到项目定位上,不仅使现状分析更量化,范围边界更准确,更重要的是可以结合市场周期数据化预判,给到产品研发信心,更大程度上满足客户需求,最终实现溢价。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="font-size: 12px;color: rgb(136, 136, 136);">///<br /></span></section><section style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="font-size: 12px;color: rgb(136, 136, 136);">END</span></section><section data-role="paragraph" style="outline: 0px;max-width: 100%;box-sizing: border-box;font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, 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!important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(127, 127, 127);font-size: 12px;letter-spacing: 0.544px;font-family: PingFangTC-Light;box-sizing: border-box !important;overflow-wrap: break-word !important;">视频号</span></p></section></section></section><section data-role="layout" data-width="20%" style="outline: 0px;max-width: 100%;box-sizing: border-box;width: 115.594px;overflow-wrap: break-word !important;"><section data-role="layout-inner" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section data-role="paragraph" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(127, 127, 127);font-size: 12px;letter-spacing: 0.544px;font-family: PingFangTC-Light;box-sizing: border-box !important;overflow-wrap: break-word !important;">知乎</span></p></section></section></section><section data-role="layout" data-width="20%" style="outline: 0px;max-width: 100%;box-sizing: border-box;width: 115.594px;overflow-wrap: break-word !important;"><section data-role="layout-inner" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section data-role="paragraph" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;color: rgb(127, 127, 127);font-size: 12px;letter-spacing: 0.544px;font-family: PingFangTC-Light;box-sizing: border-box !important;overflow-wrap: break-word !important;">b站</span></p></section></section></section></section></section><p style="outline: 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!important;"><p style="outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;overflow-wrap: break-word !important;"><img class="rich_pages" data-backh="13" data-backw="13" data-cropselx1="0" data-cropselx2="50" data-cropsely1="0" data-cropsely2="50" data-ratio="1" data-s="300,640" data-type="png" data-w="300" data-width="50px" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIycoMZjGF8RrRlGEzqzackrSSVqK5SzNApiaN9vmWpNcEuzuMInkGCcu5SiaAn2iba30oI1cPAeJVnqw/640?wx_fmt=png" style="box-sizing: border-box;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;outline: none 0px !important;overflow-wrap: break-word !important;visibility: visible !important;width: 50px !important;" /></p></section></section></section><section data-role="layout" data-width="20%" style="outline: 0px;max-width: 100%;box-sizing: border-box;width: 115.594px;overflow-wrap: break-word !important;"><section data-role="layout-inner" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section data-role="paragraph" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;overflow-wrap: break-word !important;"><img class="rich_pages wxw-img" data-backh="18" data-backw="18" data-cropselx1="1" data-cropselx2="103" data-cropsely1="0" data-cropsely2="104" data-ratio="1" data-s="300,640" data-type="png" data-w="300" data-width="50px" width="50px" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy3kArrxGazyPIK26bO7zZfQibibfZGIkjRNwTHwQ4KNp3zu2sgMcS5VLib1OHNDwOibjnPpUoribI5IcQ/640?wx_fmt=png" style="box-sizing: border-box;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;outline: none 0px !important;overflow-wrap: 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border-box;overflow-wrap: break-word !important;width: 50px !important;visibility: visible !important;" width="50px" /></p></section></section></section><section data-role="layout" data-width="20%" style="outline: 0px;max-width: 100%;box-sizing: border-box;width: 115.594px;overflow-wrap: break-word !important;"><section data-role="layout-inner" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section data-role="paragraph" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="outline: 0px;max-width: 100%;text-align: center;box-sizing: border-box !important;overflow-wrap: break-word !important;"><img class="rich_pages" data-s="300,640" data-type="png" data-width="50px" width="50px" data-backw="47" data-backh="47" data-ratio="1" data-w="300" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy3kArrxGazyPIK26bO7zZficyibw72OWmSMvgNNjSWoDHlf7aSgplp7dtCDAEFtJKHBnC8qaLHSIeQ/640?wx_fmt=png" style="box-sizing: border-box;z-index: -1;cursor: pointer;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;outline: none 0px !important;overflow-wrap: break-word !important;visibility: visible !important;width: 50px !important;" /></p></section></section></section><section data-role="layout" data-width="20%" style="outline: 0px;max-width: 100%;box-sizing: border-box;width: 115.594px;overflow-wrap: break-word !important;"><section data-role="layout-inner" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section data-role="paragraph" style="outline: 0px;max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="outline: 0px;max-width: 100%;text-align: 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