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市场下行如何破局 原创 已修改 第1次修改 2021年09月17日 18时40分

发布于 2021-09-17

<section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">在过去的牛市中,我们遗忘了很多重要的东西:</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">关注市场,关注竞争对手</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">以客户为导向做产品<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">保持优于对手的专业能力</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">……<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">现在面临市场下行,我们要如何破局?本文将从市场、产品、销售角度,寻找当前及未来市场的应对策略。</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="0.5587967183226983" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfFggwEZW4MPbUNBHbcb3zFiaIHRxZXGALhe5Btic4rjUluZDDGoia5X9dA/640?wx_fmt=png" data-type="png" data-w="1097" style="" /></section><section style="text-indent: 0em;text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">01<br /></span></strong></section><section style="text-indent: 0em;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">容量</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">牛市中,市场需求旺盛,容量不是问题。市场调整时,供过于求,消费者开始观望,扩容是始终需要关注的问题。<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong>1)区域市场容量不足</strong><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="48" data-cropsely1="1" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="width: 48px;height: 35px;" /><span style="font-size: 14px;">举个例子,项目A位于城市卫星城,至城市外环25KM,无便捷交通手段;客户80%来自本地;过去3年年均成交12万㎡;总建面60万㎡,明年计划7万,1-7月市场份额45%。</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="630" data-backw="475" data-galleryid="" data-ratio="1.3263157894736841" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfVA3wbUhb6VVtxJImEk1wbBK8WosZa8g67pohRoU8H8Bq4m6Vs85MVA/640?wx_fmt=png" data-type="png" data-w="475" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /><span style="font-size: 14px;">项目A定位为城郊私享,受市场容量萎缩影响很大;而且在同类产品中,产品力评级一般;去化速度迅速缓慢,不得不降低销售目标,停止后期开工。<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>市场变化时,项目的市场定位和产品竞争力,都会影响其销售状况。</strong><br /></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="738" data-backw="547" data-galleryid="" data-ratio="1.3491773308957953" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfZD9AgibTUwfOE06BNa51UZYI1cCOPicibOKNy2G3YJrVa6S86LtibLbIHA/640?wx_fmt=png" data-type="png" data-w="547" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 14px;"><strong>应对策略一:通过价格扩容</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">单纯调整价格不一定能扩容,除非能进入另一个细分市场,否则,价格只是竞争因子,<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">比方说,<strong>通过价格调整,原本定位为首改市场的项目,总价进入首置市场,实现扩容。</strong><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong><br /></strong></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="519" data-backw="578" data-galleryid="" data-ratio="0.8984848484848484" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfjRFsH7NRCNOvfN7VVIuYdUFuSHyeSG6DvuxMByjnAeG4iaPlFXA6d1Q/640?wx_fmt=png" data-type="png" data-w="660" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">同时,<strong>因为板块A价格下调,可以分流板块B客户</strong>,从而实现客户扩容。</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="0.9530744336569579" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfu73bEJsXZjPLmFaeRHWujA0FU1CiafxMVqQWKpWfbFIpS2NxxnjVZTw/640?wx_fmt=png" data-type="png" data-w="618" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 14px;"><strong>应对策略二:通过配套升级扩容</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">还是以项目A为例,通过交通轨道线的完善,客户原来主要为板块内客户,未来将导入市区挤压型客户,从而扩容。<br /></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="579" data-backw="484" data-galleryid="" data-ratio="1.1962809917355373" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfFsr6uaL2JrzdtBibeueviclbo0XIa1pkYqnmvr3WbztYWX00kMgrHGyg/640?wx_fmt=png" data-type="png" data-w="484" style="width: 100%;height: auto;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 14px;"><strong>应对策略三:通过调整产品扩容</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">比方说,原本项目定位是单身贵族+投资客,产品为1房,带6㎡阳台,受市场容量变化影响,将定位改为青年婚房,产品调整为2房,将阳台封为房间。</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="0.3069806560134567" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfOl3e7wAcm6jW3p4WSvT951OgibHGTFeXVHtwicYj5xDagBmL8JTDianzg/640?wx_fmt=png" data-type="png" data-w="1189" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 14px;"><strong>应对策略四:寻找细分市场机会</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">项目原本定位为价格较高的首置,由于市场变化,导致成交量下降,这个时候可以<strong>通过市场定位再细分,产品差异化装饰配置和风格,从首置市场跨到首改、再改的细分邻域</strong>。<br /></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="0.7386117136659436" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfqxdfxMvq8XuQH1wkVU57qWcs55HRT6MYL5u9oLAI41cScfwhkxdpYQ/640?wx_fmt=png" data-type="png" data-w="922" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">02<br /></span></strong></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">竞争</span></strong></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">牛市中,我们经常会忽略竞争变化,缺乏组合竞争策略,市场调整时,就会面临<strong>同质化供应过大。</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="48" data-cropsely1="1" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 35px;white-space: normal;width: 48px;" />举个例子,多项目在同一板块,大家都提供标准化的首置产品,就会导致供应量过大,市场供求比从2上升到4.5,新竞争者还会分流客户,且你项目产品力还不一定比竞品强。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">多项目在同一板块操作,需协调各项目的角色和开发节奏,协同作战,避免内部竞争。</span></strong><span style="font-size: 14px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="1.3572744014732965" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfelmrWAJGxPdDcSiaiaYvuIAmEdsltj5C1Q4VuM3OODkQ5eVUyR5017PA/640?wx_fmt=png" data-type="png" data-w="543" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 14px;"><strong>应对策略一:应变</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">1、竞争关系是动态的,每一个对手都在不断改变,随时应变是核心策略;<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">2、在应变过程中,目标客户要准,价格要准,推广途径要准。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="390" data-backw="519" data-galleryid="" data-ratio="0.7514450867052023" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfIHNZkskacIDicHPTGr1icGyjSmPMYoN2EZia0geHXqdvZIQFORmb3oSsg/640?wx_fmt=png" data-type="png" data-w="519" style="width: 100%;height: auto;" /></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong>应变三部曲:</strong></span></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong><br /></strong></span></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong>1)抢先进入:新市场出现的时候,做好预判,要抢先进入;<br /></strong></span></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong>2)产品力评级:出现新的竞争对手,要立刻做出产品力评级;<br /></strong></span></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong>3)差异化策略:如果产品力不如竞品,应调整策略,通过细分、户型功能等差异化应对。</strong></span></section><section style="text-align: left;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="0.4408194233687405" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bflibRia0Cicqh187G8euTHCOcENhic5jMOCqew3zEqHvtUic2RicMDXnnZKow/640?wx_fmt=png" data-type="png" data-w="1318" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 14px;"><strong>应对策略二:组合</strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">单项目向多项目操作过渡时,需定制组合竞争策略,变项目竞争为产品线竞争。</span></strong></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="0.3780487804878049" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bfZ7Bwp9bojLStibMMcHwsJQjSVbEUvapgh1Fib0y2yM79HpGlhIXgAicbQ/640?wx_fmt=png" data-type="png" data-w="1066" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">03<br /></span></strong></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">定位</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">牛市中,我们对土地变化判断会有偏差,大概率会拔高土地属性,对土地条件认知有偏差,面对市场调整,我们需要<strong>根据竞争关系合理定位</strong>。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,项目A,坐拥北侧河景</span>,总建面100万,最先进入区域开发,前期密度低,现正大量开发沿河高层高端产品,容积率压力大。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 竞品B,品牌开发商,总建面150万,离项目A最近,准备开发沿河高层高端产品和联排产品</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 竞品C:本地开发商,开发沿河高层高端产品,项目容积率低,产品竞争力强</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 竞品D:上市公司,低价拿地,总建面200万,大量开发低密度别墅产品,下半年上市</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">整体的高端市场供求比为5,比上半年的1.5大幅提升。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">考虑到竞争和供求关系,项目A要突围,需要控制高端产品的量,以普通再改为主。<br /></span></section><section style="white-space: normal;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="734" data-backw="542" data-galleryid="" data-ratio="1.3542435424354244" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdZGGs1y5XiawOX2UynPvNr3EXb5ibibk0AV4ZLjsUBJRRDzT1RnCIQu6SQ/640?wx_fmt=png" data-type="png" data-w="542" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><strong style="color: rgb(0, 122, 170);font-size: 14px;white-space: normal;">应对策略一:牛市中拔高定位的做法,在市场调整中,通过回归土地本性,做产品线来矫正</strong></section><section style="margin-left: 16px;margin-right: 16px;"><strong style="color: rgb(0, 122, 170);font-size: 14px;white-space: normal;"><br /></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">城市私享、城市栖居土地不是不可以做再改产品,而是要控制合理比例。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3977635782747604" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdq14M2T45KiaEtiaDfiad88rPrfmukR9g8WxsHVTeK1KMMgh8Y7OVWPGhw/640?wx_fmt=png" data-type="png" data-w="1252" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">所谓<strong>定位理论体系</strong>,其实是从土地属性出发,结合产品线结构特征、细分市场及客户选择,落位产品定位与实现。</span></section><section style="text-align: left;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong style="color: rgb(0, 122, 170);font-size: 14px;white-space: normal;"></strong></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5791666666666667" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdQJbENQYRqP1ak2pFpbujHSgsiaUqdQKTlj5vbwPLsOicdHAstWuyVU3w/640?wx_fmt=png" data-type="png" data-w="1440" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">04<br /></span></strong></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">产品</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">牛市中,我们会忽视判别因子,导致产品同质化,总价过高,产品力不足等问题,<span style="font-size: 14px;">面对市场调整,我们需要<strong>找到判别因子,做准产品,打造差异性</strong>。</span></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 14px;">问题一:配套不足带来产品性能不足</span></strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;font-size: 14px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,项目A,一个配套不完善,但定位为城市私享的项目——</span></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><ul class="list-paddingleft-2" style="list-style-type: disc;margin-left: 16px;margin-right: 16px;"><li><p style="white-space: normal;"><span style="font-size: 14px;">土地属性:城市私享</span></p></li><li><p style="white-space: normal;"><span style="font-size: 14px;">项目规模:总建面60万平米</span></p></li><li><p style="white-space: normal;"><span style="font-size: 14px;">配套现状:有会所和一个小超市,规划中的学校和生活配套(菜场等)均未建</span></p></li><li><p style="white-space: normal;"><span style="font-size: 14px;">入住情况:入住率不到10%,老人孩子少</span></p></li><li><p style="white-space: normal;"><span style="font-size: 14px;">销售情况:首期快速销售后,从第二期开始,销售速度明显下降,客户反映生活不方便</span></p></li></ul><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">配套是产品的重要组成内容</span></strong></span><span style="color: rgb(0, 0, 0);"><strong><span style="font-size: 14px;">,不仅影响入住客户满意度,也影响后期销售。</span></strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="733" data-backw="541" data-galleryid="" data-ratio="1.354898336414048" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdxHyIl7rsOjZ3CxGib3103FkEWoXH6JCPhKXLMpyn2N6qzGicxxLDmibvQ/640?wx_fmt=png" data-type="png" data-w="541" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">问题二:产品力递减带来产品竞争力下降</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;font-size: 14px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,产品A,库存时间达1年以上,存货约100套,近三个月去化慢,平均3套/月,已经在加大推广力度,客户来访增加,但转化率依然很低,同时周边出现新项目,其产品B定位和产品A相同,但竞争力更强。</span></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">对于产品力递减的死库存,要通过价格手段坚决清仓!</span></strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="731" data-backw="540" data-galleryid="" data-ratio="1.3537037037037036" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2td567AibWSrvatUqXVofQN7Y26JpiclMdXBMsVJpJibSI2kDWian6OjIsHoQ/640?wx_fmt=png" data-type="png" data-w="540" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">问题三:产品解决方案与客户需求不匹配</span></strong><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;font-size: 14px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,项目A土地属性属于城郊私享,产品定位选了“第二居所”,但产品选择标准首置户型,缺乏第二居所休闲特征,比如户外空间和空间的趣味性,还有收纳空间等。</span></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">产品解决方案要与客户需求相匹配。</span></strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="732" data-backw="540" data-galleryid="" data-ratio="1.3555555555555556" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2td4S3TBPvHic7wmBYI8PPic0w0K8UxicMFjnJh3JUCcYVNXiaEicntlbIiaOKQ/640?wx_fmt=png" data-type="png" data-w="540" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">问题四:单价过高带来的总价竞争力不足</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;font-size: 14px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,板块A在2017年价格快速上涨,总价超过原目标客户承受能力,“客户做跑了”,市场调整时:产品总价高,缺乏竞争力,销售速度明显放慢,部分产品价格下调,成交量明显回升,短期价格出现回调。</span></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">市场调整时,需要合理调整定价保持性价比。<br /></span></strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="732" data-backw="539" data-galleryid="" data-ratio="1.3580705009276437" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdwtYs0jWoAeZVnKUfYaN1oQianVTsm8VK0AiagH9uTegM0Egl1FLSYaTQ/640?wx_fmt=png" data-type="png" data-w="539" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">问题五:装修配置过高造成总价过高</span></strong><span style="font-size: 14px;"></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;font-size: 14px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,项目A为首置产品,目标客群是首次置业的客户,产品分为毛坯和全装两种,毛坯单价14600元/㎡,全装单价15800元/㎡,装修占成本21%,毛坯销售速度20套/月,全装销售速度6套/月。</span></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><span style="font-size: 14px;"><br /></span></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="color: rgb(0, 122, 170);font-size: 14px;">装修成本配置应按客户可支付标准确定,避免总价过高。</span></strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><span style="font-size: 14px;"><br /></span></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="733" data-backw="542" data-galleryid="" data-ratio="1.3523985239852399" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdtaiccEujvbAQicjutfiakof1ibN29yPibvGlras0K5VB6bqibWmrxM8o5TFw/640?wx_fmt=png" data-type="png" data-w="542" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong style="white-space: normal;color: rgb(0, 122, 170);font-size: 14px;">应对策略一:</strong></span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>做准产品,找到判别因子</strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">1)判别因子</span></strong><span style="font-size: 14px;">:是判定客户类型的标志,满足客户核心需求的要素,决定客户购买行为;</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">2)开心因子</span></strong><span style="font-size: 14px;">:能够影响产品的竞争力,但在市场下降时期,难以带来价格提升,并不决定客户购买行为。<br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3139801375095493" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdrs0w3Jib2V4RsrRtIPZDwBYOib7CdZ6QictNx6R0TLrbhgfb7brJWYhoQ/640?wx_fmt=png" data-type="png" data-w="1309" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong style="font-size: 14px;white-space: normal;color: rgb(0, 122, 170);">应对策略二:打造产品差异性,在细分市场建立产品竞争优势</strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">比方说,同样是青年婚房的产品,是做卧室资源均等,还是突出主卧资源,背后的逻辑是判断客户是关注现在还是将来,关注自己享受还是居家实用。<br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6598984771573604" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdKBLn9GcALFpD5tXcxghVzicZPByMdc2WpdvHObjba9skdVhhHtQ3epw/640?wx_fmt=png" data-type="png" data-w="985" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"></span><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">或者产品面积,是“往上送”还是“往下送”,<strong>项目赠送面积后,超过客户实际需求,成为开心因子,调整后,项目赠送面积刚好达到客户实际需求,赠送面积部分则成为判别因子。</strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.36048526863084923" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdjWFhIf7GjgWibzHOJ2HCCQLthcUPs7t2y6t8K1vtIdB522LPkSvCfbw/640?wx_fmt=png" data-type="png" data-w="1154" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"></span><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">05<br /></span></strong></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">销售<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">来访量和推广及市场容量有关,转化率与产品力及现场转化能力有关,需采取针对性措施,避免“销售问题销售解决”。</span></strong><span style="font-size: 14px;"></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;font-size: 14px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,项目A和项目B成交量都不高,项目A加强推广,扩大来访量;项目B</span></span><span style="font-size: 14px;">尝试单纯通过推广等</span><span style="font-size: 14px;">销售手段,结果是代价大,效果差,</span><span style="font-size: 14px;">提</span><span style="font-size: 14px;">高转化率的方法包括:</span><span style="font-size: 14px;">现场展示、样板间、销售接待、价格及产品力。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="731" data-backw="539" data-galleryid="" data-ratio="1.3562152133580705" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdBiaUtedJwYj0HMnDryEjyN7fl1vsBmickcjFYcXaK5PwKMpn2cfibSeEw/640?wx_fmt=png" data-type="png" data-w="539" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong style="color: rgb(0, 122, 170);">应对策略一:扩来访</strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">扩来访三大原则:</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">1)加强推广,扩大来访量<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">2)整合资源(产品线)进行推广<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">3)越聚焦,营销效果越好</span></strong><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.43208955223880596" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdcSpibpiavJQZvbyD9ibUSsRSHv2rCibMNFiap7erVR05kWST3fs2ricJRxcw/640?wx_fmt=png" data-type="png" data-w="1340" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"></span><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong style="font-size: 14px;white-space: normal;color: rgb(0, 122, 170);">应对策略二:提转化</strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong style="font-size: 14px;white-space: normal;color: rgb(0, 122, 170);"><br /></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">对转化率低的项目,不应一味打广告,而应从现场展示、样板间、销售接待、价格及产品力等方面查找原因,对症下药。</span></section><section style="white-space: normal;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="0.8754045307443366" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdQQWhJBGCK6sXuhQibzxz4AcNLbyEaULU8OLqR1OxAF2JwobL8QJ0wCg/640?wx_fmt=png" data-type="png" data-w="618" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /><strong style="font-size: 14px;white-space: normal;color: rgb(0, 122, 170);"></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">06<br /></span></strong></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">库存<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">牛市时,开工与销售不匹配,库存量大,靠加推完成计划,库存量不断变大,先卖好卖的,库存结构不合理。面对市场调整时,开工销售节奏不匹配,导致存货过大。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">问题一:开工销售节奏不匹配带来的存货过大</span></strong><span style="font-size: 14px;"></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;font-size: 14px;white-space: normal;width: 51px;" /><span style="font-size: 14px;">举个例子,</span>项目A计划2021年销售400套,2022年销售600套(达到取证条件一年后才销售),现在存货有1000套,存销比高,与此同时,截至2021年8月,住宅全部封顶,工程进度快,导致开工销售不匹配。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="color: rgb(0, 122, 170);font-size: 14px;">匹配开工与销售节奏,降低库存。</span></strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="734" data-backw="543" data-galleryid="" data-ratio="1.3517495395948436" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdt5mAhyL4ZgjlNJZu0XNVdegdKduj27blfj2F49PzNNLIbdibdVudLLQ/640?wx_fmt=png" data-type="png" data-w="543" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">问题二:销售问题带来的库存过大</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><img class="rich_pages wxw-img" data-cropselx1="0" data-cropselx2="51" data-cropsely1="0" data-cropsely2="34" data-galleryid="" data-ratio="0.7197943444730077" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7269YR0ex9icPMibf8rhV4bficPvPX5jGXQ9lMWWlXIqVMZsbGaJ8kydIYKjoTjh7wXRyicNdXHwLREw/640?wx_fmt=png" data-type="png" data-w="389" style="height: 37px;width: 51px;" />举个例子,项目A每次推盘销售率不高,通过新推完成销售计划,库存大;项目B有大量库存,在降价清货中,对存货好坏没有区分,结果先把好卖的都卖了。</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">库存不断增加,库存结构不合理,死库存比重大,对未来1-2年的经营极其不利。<br /></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="736" data-backw="544" data-galleryid="" data-ratio="1.3529411764705883" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdCrK2zu0IhfpY9aOvSSWutQLQkA9CNicpmEoZFlKVjcAMicMOvy31nGwA/640?wx_fmt=png" data-type="png" data-w="544" style="width: 100%;height: auto;" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"></span><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong style="white-space: normal;font-size: 14px;color: rgb(0, 122, 170);">应对策略一:守跑调</strong></span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong style="white-space: normal;font-size: 14px;color: rgb(0, 122, 170);"><br /></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">针对不同项目采取不同策略——</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong style="white-space: normal;font-size: 14px;color: rgb(0, 122, 170);"><br /></strong></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.4923469387755102" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdvtc1JPqRDIZ5SAGdd9zQAcf7Q2IQIbic1DBBibLTfBiadJGpUqNe6cAkQ/640?wx_fmt=png" data-type="png" data-w="1176" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">07<br /></span></strong></section><section style="text-indent: 0em;white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 24px;">逻辑</span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.6986027944111777" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdTCj13LrxR7l3gfAx4IcicBGV1zPHnjrFXHuovT3a3Ewx5Vv43eT5aQw/640?wx_fmt=png" data-type="png" data-w="1002" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">面对市场调整,有三个实用的方法分享给大家——</span><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.7382053654024052" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdUY9SopsP8SFSMytj0f21PNZlOwvRBEvAV8swDPEJyP1IPOoZtb1xQg/640?wx_fmt=png" data-type="png" data-w="1081" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">1)竞争分析——</span></strong></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5671514114627887" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdcwzSAzlp0IqzLic6w1jNcdOicyic0VjR1ID0K1NY4sMp2uicS62uqzmGuA/640?wx_fmt=png" data-type="png" data-w="1169" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"></span><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">2)产品力评级法——</span></strong></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.5597579425113465" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdwvzcB6lMPXplCeaD7JC561kMJZgZkSlRA9VmYibn7aKGtwKjTwJywYQ/640?wx_fmt=png" data-type="png" data-w="1322" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">3)市场预测法——</span></strong><span style="font-size: 14px;"></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.555" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdqyibzgl44NLG1d3JaSyhwfZJxuu1ia8TS4zfgwXYmPLT7j2VWLVlIXmA/640?wx_fmt=png" data-type="png" data-w="1400" style="" /></section><section style="text-align: center;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="0.5373134328358209" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdOZMQ6B2ibcrZpYLJd5V0emDYe39o2A6WxBg6PqrNorh9oGdAiafPILKQ/640?wx_fmt=png" data-type="png" data-w="1407" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">建议小结</span></strong></section><section style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;"><br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">1、容量:把握市场变化趋势,保证市场容量<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">2、竞争:把握市场供求和容量变化<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">3、定位:选择正确的市场定位,保证市场容量<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">4、性能:提供与客户需求匹配的产品,增强产品竞争力<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">5、价格:合理调整价格,提升性价比<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">6、来访量:拓展客户推广渠道,增加来访量<br /></span></strong></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 14px;">7、转化率:改善销售体验与销售现场管理,提高转化率<br /></span></strong></section><section style="white-space: normal;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="0.4610526315789474" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdcffw0pbOwelYGmILGBIX4m31ygKwlKcOr1ic7eDuicaxQYZKz5qg3Gicw/640?wx_fmt=png" data-type="png" data-w="1425" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><strong>6个原则——</strong></span><br /></section><section style="white-space: normal;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="0.9678407350689127" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4WLy1Qp5iakvg77DB8es2tdCycvuZiaUV9q7Hc96eOO0icyh8c6okymRuicDtVj8jy4ibIgYOwdBJFFPw/640?wx_fmt=png" data-type="png" data-w="653" style="" /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-right: 16px;margin-left: 16px;max-width: 100%;text-indent: 0em;white-space: normal;text-align: center;overflow-wrap: break-word !important;box-sizing: border-box !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-size: 12px;overflow-wrap: break-word !important;box-sizing: border-box 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