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支柱产业七日谈——第一日 容量

发布于 2023-01-17

<p style="text-align: center;"><br /></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);">///<br /></span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 15px;color: rgb(136, 136, 136);">前言</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">在过去的牛市中,我们遗忘了很多重要的东西:</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">关注市场,关注竞争对手</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">以客户为导向做产品</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">保持优于对手的专业能力</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">……</span></p><p style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="204" data-backw="336" data-galleryid="" data-ratio="0.6071428571428571" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/nuK44I2Rs6hplsjOicUsD2wWvB2maCiaH2KzEPqvxfPwOeMXblTGpI85BjIh6dXeMgykgT4iaWvxD4PrY0qMh5ichg/640?wx_fmt=png" data-type="png" data-w="336" style="width: 100%;height: auto;"></p><p style="white-space: normal;text-align: center;"><br /></p><p style="white-space: normal;text-align: center;"><span style="color: rgb(178, 178, 178);">▼</span></p><p style="white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);"><br /></span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;">第一日</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;"> <strong style="text-align: center;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;color: rgb(136, 136, 136);">——</span></strong><span style="text-align: center;font-family: 微软雅黑, sans-serif;font-size: 18px;">&nbsp;&nbsp;</span>容量&nbsp;</span><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;color: rgb(136, 136, 136);">——</span></strong></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><strong><span style="font-family: 微软雅黑, sans-serif;font-size: 18px;color: rgb(136, 136, 136);"><br /></span></strong></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">常见的问题:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">1、市场本身容量不足</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">2、供应过大,相对容量不足</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">3、容量萎缩</span></section><p style="white-space: normal;"><br /></p><section style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="184" data-backw="245" data-galleryid="" data-ratio="0.7510204081632653" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/nuK44I2Rs6hplsjOicUsD2wWvB2maCiaH29S2Sic5tbUzTKDaGmdhXrYm4ymOhGEIQcgXyGrhDicjj7emVPOAV9DvQ/640?wx_fmt=jpeg" data-type="jpeg" data-w="245" style="width: 100%;height: auto;"></section><p style="white-space: normal;text-align: center;"><br /></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">牛市中,市场需求旺盛,容量不是问题;</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">市场调整时,供过于求,扩容是始终需要关注的问题……</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">先简单看看两个案例:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">(一)区域市场容量不足</span></section><p style="margin-left: 0cm;white-space: normal;"><br /></p><section style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="342" data-backw="257" data-galleryid="" data-ratio="1.3307392996108949" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/nuK44I2Rs6hplsjOicUsD2wWvB2maCiaH2zLiaKBibuDXrhpkPAm2FcdFsoUNic6NkaRicIvLRPgB7ngwyJknqh9JCSA/640?wx_fmt=png" data-type="png" data-w="257" style="width: 100%;height: auto;"></section><p style="white-space: normal;text-align: center;"><span style="color: rgb(136, 136, 136);font-family: 微软雅黑, sans-serif;font-size: 14px;">项目A:位于城市卫星城</span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">区位交通:至城市外环25KM,无便捷交通手段,2024年通轻轨</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">客户来源:80%来自本地</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">往年成交量:19-22年均12万平米</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">A的供应量:总建面60万平米,23年计划7万,目标实现市场份额45%</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">区域市场容量不足,项目的开发和销售速度需调整</span></section><p style="white-space: normal;"><br /></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">(二)市场容量萎缩对项目的影响</span></section><p style="white-space: normal;text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-backh="272" data-backw="261" data-galleryid="" data-ratio="1.0434782608695652" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/nuK44I2Rs6hplsjOicUsD2wWvB2maCiaH2GtXiarIFoR9427qrCibErcsB8SoryNOmllFBj5McT10RPfBdpD4wfzEA/640?wx_fmt=png" data-type="png" data-w="644" style="font-family: 宋体;width: 100%;height: auto;"><br /></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;line-height: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 14px;color: rgb(136, 136, 136);">项目A:所在市场容量萎缩</span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">项目定位:由于A项目定位为第二居所,受市场容量萎缩影响非常大</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">产品竞争力:在同类产品中,产品力评级一般</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">销售状况:去化速度迅速减慢,不得不降低销售目标,停止后期开工</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">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</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">抛砖引玉几个策略:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">策略1:通过价格扩容</span></section><p style="white-space: normal;margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.888631090487239" data-src="https://mmbiz.qpic.cn/mmbiz_png/nuK44I2Rs6hplsjOicUsD2wWvB2maCiaH2n5kI2ejzo9AZM7OmW82MYwT84sHeynlibKtUDBcDq8myricJhnibgkF3g/640?wx_fmt=png" data-type="png" data-w="431" style="height: 240px;width: 270px;"><img class="rich_pages wxw-img" data-ratio="0.9219858156028369" data-src="https://mmbiz.qpic.cn/mmbiz_png/nuK44I2Rs6hplsjOicUsD2wWvB2maCiaH29jq69j9Iz4xcWqiaALiadQHibNVib48MRwMldrZbUXnzE9McNIxFeviacWw/640?wx_fmt=png" data-type="png" data-w="423" style="height: 240px;width: 260px;"></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">提醒:千万不要陷入价格战,因为,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。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;font-family: 微软雅黑, sans-serif;">策略2:通过调整产品扩容,提升功能;比如:1房变2房</span></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span lang="ZH" style="font-family: 微软雅黑, sans-serif;"><img class="rich_pages wxw-img" data-backh="207" data-backw="522" data-ratio="0.3965317919075145" data-src="https://mmbiz.qpic.cn/mmbiz_png/nuK44I2Rs6hplsjOicUsD2wWvB2maCiaH2yVMWHIcfpSdC67FzeGNgtw9Z5hmPmff3Dl35FiaBicDNG3xxl9OgIQicQ/640?wx_fmt=png" data-type="png" data-w="865" style="width: 100%;height: auto;"></span></section><p style="white-space: normal;"><span lang="ZH" style="font-family: 微软雅黑, sans-serif;"><br /></span></p><section data-role="paragraph" style="margin-bottom: 0px;letter-spacing: 1.5px;white-space: normal;box-sizing: border-box;"><section style="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="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><section style="margin-right: 16px;margin-left: 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