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聊聊客户细分的第三维度

发布于 2021-12-10

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0px !important;"><p style="min-height: 1em;cursor: text;max-width: 100%;max-inline-size: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;outline: none 0px !important;"><br /></p></section></section></section><section style="text-align: justify;max-width: 100%;max-inline-size: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;outline: none 0px !important;"><p style="min-height: 1em;cursor: text;max-width: 100%;max-inline-size: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;outline: none 0px !important;"><br /></p></section></section><section style="box-sizing: border-box;display: inline-block;vertical-align: top;width: 89.3594px;max-width: 100%;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;"><section style="margin-top: 10px;justify-content: center;max-width: 100%;max-inline-size: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;outline: none 0px !important;"><section style="box-sizing: border-box;display: inline-block;vertical-align: top;overflow: hidden;height: 20px;width: 20px;background-color: rgb(160, 160, 160);border-width: 3px;border-radius: 100%;border-style: none;border-color: rgb(227, 125, 106);box-shadow: rgb(247, 212, 114) 0px 0px 0px;max-width: 100%;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;"><section style="text-align: justify;font-size: 30px;max-width: 100%;max-inline-size: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;outline: none 0px !important;"><p style="min-height: 1em;cursor: text;max-width: 100%;max-inline-size: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;outline: none 0px !important;"><br /></p></section></section></section></section></section></section></section></section><p style="text-align: right;min-height: 1em;cursor: text;font-size: 18px;letter-spacing: -1px;caret-color: rgb(255, 0, 0);max-width: 100%;max-inline-size: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;outline: none 0px !important;"><br /></p></section></section></section><section style="margin: 5px 8px;text-indent: 0em;max-width: 100%;box-sizing: border-box;line-height: 2em;overflow-wrap: break-word !important;"><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);text-align: center;line-height: 2em;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;overflow-wrap: break-word !important;"><section style="margin: 5px 8px;max-width: 100%;letter-spacing: 2px;line-height: 1.5em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;background-color: rgb(0, 0, 0);color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><em style="max-width: 100%;color: rgb(51, 51, 51);font-size: 20px;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, system-ui, &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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;color: rgb(178, 178, 178);font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;text-transform: uppercase;letter-spacing: 1px;font-family: didot;box-sizing: border-box !important;overflow-wrap: break-word !important;">&nbsp;&nbsp; /&nbsp;</span></strong></strong></span></em></span></strong><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><em style="max-width: 100%;color: rgb(51, 51, 51);font-size: 20px;letter-spacing: 0.544px;font-family: -apple-system-font, system-ui, &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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;color: rgb(178, 178, 178);font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;text-transform: uppercase;letter-spacing: 1px;font-family: didot;box-sizing: border-box !important;overflow-wrap: break-word !important;">CHAPEAU</span></strong></strong></span></em></span></strong><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;background-color: rgb(0, 0, 0);color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><em style="max-width: 100%;color: rgb(51, 51, 51);font-size: 20px;letter-spacing: 0.544px;background-color: rgb(255, 255, 255);font-family: -apple-system-font, system-ui, &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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;letter-spacing: 0.544px;color: rgb(178, 178, 178);font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;text-transform: uppercase;letter-spacing: 1px;font-family: didot;box-sizing: border-box !important;overflow-wrap: break-word !important;">/</span></strong></strong></span></em></span></strong></section></section><section style="margin: 5px 8px;max-width: 100%;box-sizing: border-box;text-align: center;background-color: rgb(255, 255, 255);letter-spacing: 2px;line-height: 1.5em;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;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;letter-spacing: 0.544px;color: rgb(178, 178, 178);font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;color: rgb(53, 53, 53);font-size: 12px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, 黑体, Arial, sans-serif;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;font-size: 20px;color: rgb(178, 178, 178);text-transform: uppercase;letter-spacing: 1px;font-family: didot;box-sizing: border-box !important;overflow-wrap: break-word !important;"><em style="max-width: 100%;color: rgb(51, 51, 51);font-size: 17px;letter-spacing: 0.544px;caret-color: rgb(51, 51, 51);font-family: -apple-system-font, 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;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(62, 62, 62);letter-spacing: 2px;font-size: 12px;font-family: didot;box-sizing: border-box !important;overflow-wrap: break-word !important;">前言</span></strong></em></span></strong></strong></span></strong></section><section style="margin: 5px 8px;max-width: 100%;box-sizing: border-box;text-align: center;background-color: rgb(255, 255, 255);letter-spacing: 2px;line-height: 1.75em;text-indent: 0em;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;overflow-wrap: break-word !important;"><section style="margin: 5px 8px;text-align: left;font-size: 14px;caret-color: rgb(102, 102, 102);color: rgb(102, 102, 102);text-indent: 28px;widows: 1;line-height: 1.5em;font-family: PingFangSC-Light;box-sizing: border-box;"><br /></section></section></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 14px;">市场总是有个永恒不变的规律:</span><br /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">当行情上行时,大家对投资拿地通常热情高涨;</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">当市场下行时,大家对客研营销往往爱不释手;</span></strong></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: 14px;">在高周转的大背景下,产品研发似乎永远都不是主角,即使是主角,也是研究如何标准化,加快高周转,于是千人一面的产品比比皆是。</span></section><section style="margin: 5px 8px;text-indent: 0em;max-width: 100%;box-sizing: border-box;line-height: 2em;overflow-wrap: break-word !important;"><section style="margin: 5px 8px;text-align: center;max-width: 100%;min-height: 1em;line-height: 1.5em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></section><section style="margin: 5px 8px;text-align: center;max-width: 100%;min-height: 1em;line-height: 1.5em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="color: rgb(136, 136, 136);font-size: 14px;letter-spacing: 0.544px;font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;">▼</span></section></section></section><section style="margin-left: 16px;margin-right: 16px;"><br /></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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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: 16px;margin-bottom: 5px;margin-left: 16px;outline: 0px;max-width: 100%;white-space: normal;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;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="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;box-sizing: border-box !important;overflow-wrap: break-word !important;">“产品为王”的时代来了</span></strong></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: 14px;">不过,时代变了,借用“刘润”老师的一张图来说明,房地产行业作为一门生意,它的收益来源发生<span style="font-size: 14px;">了</span>变化。从过去20年的行业发展来看,可以粗略的分为3个阶段:</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;"><shape type="#_x0000_t75" filled="f"><imagedata title="image1"></imagedata></shape><img class="rich_pages wxw-img" data-ratio="0.37364620938628157" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCF5VibrGIIsjvia7Cfvwmc5cveCKVD5qnSHnibLljxWj8ziayHibgsuukjnw/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.739990234375px;height:206.60000610351562px;" /></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="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">第一阶段(2008年以前):拼胆量。</span></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;">城市化刚刚起步,很多先知先觉的人意识到了,城市化是个大量郊区变城区的过程,所以类似“万科城”、“四季花城”这种大盘受益最大,因为拿地的时候是郊区,卖房的时候是城郊结合部,入住的时候就是近城区,当然这种红利是不可持续的,当城市化速度下降或遇到人口增量不足的城市时,就没那么幸运。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;"><br /></span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">第二阶段(2009-2019年):拼速度。</span></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;">金融危机后,政策支持力度加大,房地产行业的金融属性加强,拿1块钱做10块的生意,且城市化依然还处于快速期,所以转得越快、收益越大,继而出现了很多千亿黑马,碧桂园也是因此成为行业头号玩家。这个时期,让人想起了武侠片的“天下武功,唯快不破”。</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="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">第三阶段(2020年以后):拼能力。</span></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;">房住不炒的政策逐步强化,“三道红线”,去金融化、去杠杆成为主流,回归产品的开发能力成为核心。好产品的溢价力会越来越突出,虽然都是白酒,茅台可以卖¥2000,二锅头只能<span style="font-size: 14px;">卖¥</span>20,价格相差100倍。</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;">我们可以看下今年1-11月取得不错战绩的TOP50里头房企(销售额增速&gt;10%)的单价水平,来简单验证这个观点,它们平均单价达到22742元/平,是50强房企平均值的1.86倍。</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;">暂不考虑地域布局等复杂的因素,可以简单理解为主要产品品质的企业表现相对优异,如绿城、滨江、金地等企业。</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;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="0.351985559566787" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCs9jc0oPYg8TWjGR3jXxpoHy9fENZ4AgVLTtOTdxBsPkw7OvFCX51nw/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.7417602539062px;height:198.0px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;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="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;box-sizing: border-box !important;overflow-wrap: break-word !important;">“挖掘需求”的2种路径</span></strong></span><br /></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);"><strong><span style="font-size: 14px;">那究竟如何打造有竞争力的产品呢?</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;"><br /></span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">笔者对产品了解深度有限,但从方向上来说,核心还是</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>回归到客户需求</strong></span><span style="font-size: 14px;">。</span></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);"><strong><span style="font-size: 14px;">满足需求有2种,一种是匹配,一种叫引领。</span></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;">先说第一种,</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>匹配就是需求逻辑上的自洽,主要是基于物理属性</strong></span><span style="font-size: 14px;">,多少钱、多少人、买多大的房子。于是有了基于生命周期*支付力的客户细分,中间命名体系加个动机。开玩笑地说,底层逻辑基本20年没变,从早年万科,到近年龙湖、中海,大多数只是用词上的变化。</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;">在这里贴两张老图简单示意下,方便大家理解,代表不同时代的产物,但基本可以理解为同维度的补充、修正、深化,据笔者的了解,其他开发商用的也大同小异。</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;">2004年万科的客户细分</span></section><section style="margin-left: 16px;margin-right: 16px;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="0.592057761732852" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCia8aQdKRKLxktoIct9ZlEiboickn3QPVD2I3ztmnicu5jzxibBjEEfzoWpQ/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.7417602539062px;height:331.1400146484375px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">2016年龙湖的客户细分</span></section><section style="margin-left: 16px;margin-right: 16px;"><img class="rich_pages wxw-img" data-ratio="0.4525939177101968" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCOMDL2gqD3dvyAbAVib7p9EnWreL0O20zpvDvwTzrSqp2cCpRUX5ZrWw/640?wx_fmt=png" data-type="png" data-w="559" style="width:553.7417602539062px;height:252.74000549316406px;" /></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;">再说第二种,</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>引领就是找到未知的共鸣,主要是基于精神属性</strong></span><span style="font-size: 14px;">,什么样的人、买什么样的房子。</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;">早些年我们尝试过用价值观,但非常遗憾,最终未能落地。大概率是因为价值观这玩意太虚无缥缈,“只可意会、不可言传”,当然,也得承认心理学知识有限,没能站在人类精神的制高点系统把控。</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;">2016年禾略的客户细分探索</span></section><section style="margin-left: 16px;margin-right: 16px;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="0.6046931407942239" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCfxeXpC5yoEshMGPh3iaiacFcVXnlhFhswG08HWcZTfnbpXea0hQ0Tzibw/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.7417602539062px;height:337.5400085449219px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;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="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;box-sizing: border-box !important;overflow-wrap: break-word !important;">“基于就业”的客群理解</span></strong></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: 14px;">接下来主要想聊基于“</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>就业属性</strong></span><span style="font-size: 14px;">”的客户细分这个视角,个人认为他能够承担一定的引领作用,同时还能匹配落地,是个物理*精神属性的叠加。先系统说说</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>就业对于客研的几个视角</strong></span><span style="font-size: 14px;">:</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="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">1、如何赚钱决定如何花钱</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br />这个观点在之前也表达过多次,这里简单举几个例子,同样是买1000万房子的金融从业者跟开铺的中小老板,在生活习惯、消费观念、审美喜好上会有天壤之别。以下是个人感知,可能并不准确:</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;">· 金融大佬要体面,中小老板追求实用性;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 金融大佬要潮流,中小老板追求性价比;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 金融大佬要高级灰,中小老板追求土豪金。</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;">总之,肯定会有形形色色的差异,根本原因在于一个是靠胆识、搏斗赚的钱,一个是靠精打细算赚的钱。</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;">所以,靠胆识、搏斗来的钱的人,自然更会更关注区域的</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>发展预期、价值收益,喜欢以小博大,低首付是常态</strong></span><span style="font-size: 14px;">;而靠精打细算的人,或许会更加关注</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>用材用料、户型格局,偏好稳扎稳打,全款更常见</strong></span><span style="font-size: 14px;">。</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="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">2、钱可以分为老钱和新钱</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 14px;"><strong><br /></strong></span><span style="font-size: 14px;">首先需要定义什么叫老钱?什么叫新钱?</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;">拿一个城市来说,40-50岁的公务员人群的存款基本就是老钱,20-30岁城市新青年的工资就是新钱,</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>一个偏向存款、一个偏向工资</strong></span><span style="font-size: 14px;">。</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;">这个延展开来,就能解答很多问题,我们可以先看下中国2020年人均存款超过10万的城市:</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;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="0.9209558823529411" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCVHMvMLxvzKrZNlLHoWKQg1uB0q0xpeCmmUp40HMqFVJX7mpib2MY4Lw/640?wx_fmt=png" data-type="png" data-w="544" style="width:547.4099731445312px;height:504.0299987792969px;" /></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;">· </span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>很多小城市进入了榜单</strong></span><span style="font-size: 14px;">,传说中的“小而美”;具体来看,主要是些东北老工业基地的城市,如辽阳、营口、抚顺、鞍山等,还有就是资源型的城市鄂尔多斯、太原等。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br />这个其实很好理解,那里退休的国企事业单位职工多,留个10万、15万的养老很正常,年轻人口又不足,反而不会拉低这个数值。</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;">· </span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>大城市里头,深圳只有北京的一半</strong></span><span style="font-size: 14px;">,差异比我们想象中大,跟天津相当;很多人一看到这个数据就说深圳发展不行,这有点太果断。</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;">首先我们得知道来深圳的都是五湖四海的人,</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>他们是来深圳赚钱的,不是花钱的</strong></span><span style="font-size: 14px;">,20多岁小伙没有存款很正常,笔者当年也是带着500块钱来到深圳,周边同学也没几个口袋有超过3000块。</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;">其次深圳是个年轻人主导的城市,都是开支的高峰期,赚到了钱也得拿去买房、教育、消费……还没到存起来养老的阶段,所以存款率很低。</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;">我们再看看工资收入,同样挑选出年收入大于10万的城市(数据来源智联招聘),这块大体上跟我们日常感知相当,经济越发达,收入越高。</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;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="1.1721611721611722" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCX3Fu8zQapyg44f1jIib2uLYojgUhU6Ra3ebrdc5ia8Q5vxU2Py6ODuKQ/640?wx_fmt=png" data-type="png" data-w="546" style="width:549.0599975585938px;height:642.760009765625px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">当然也有些有意思的城市:</span><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">无锡比苏州高、西安比武汉强</span></strong></span><span style="font-size: 14px;">,这个也在某些方面,解释了<span style="font-size: 14px;">为何</span>最近2年无锡的市场价格持续走高,而苏州进入的调整状态,想当初大家都说是苏州外溢无锡;西安也是持续上行3-4年,大家一致预期的武汉反而相对缓慢。</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;">从行业角度来说,老钱主要在一些传统行业,生命周期的中前期,比如钢铁有色建筑、地产银行;而新钱主要聚焦在一些新兴行业,比如生物医疗、高新科技、新能源等,一个是存量主导,一个是增量主导,从以上案例大家应该也能感知到,</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>增量比存量更重要,没有增量的存量就是一滩死水。</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="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">3、钱有稳定的钱和波动的钱</span></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;">“稳定”最为典型的就是公务员,俗称“铁饭碗”,除此之外,医院、学校、事业团体等都有类似的性质;相反,“房地产销售”“基金经理”等从业人员的收入则具有高度的波动性,旱涝不定,也可以对应的理解为“慢钱”“快钱”。</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;">对应到房地产住房销售上,我们需要识别到</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>“稳定”的钱带来的客群容量,跟经济的景气度相关性很弱</strong></span><span style="font-size: 14px;">,是行业容量的基石。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br />而</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>“波动”的钱则是弹性的</strong></span><span style="font-size: 14px;">,人的思维又往往是“线性外推”,周期也是因此而加强,即所谓的“泡沫”、“低估”等。</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;"><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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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;">04&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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;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="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;box-sizing: border-box !important;overflow-wrap: break-word !important;">“客群细分”的初探索</span></strong></span><br /></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;">给各位读者打个样,基于统计年鉴就业数据的视角,一些初步分类方法,因为暂时没有甲方提出这方面的研究需求,所以不够深入,应该可以融合很多相关的数据进行系统分析,比如招聘数据、Poi数量、快买骑手、网红经济、快递物流、新上市企业、餐饮消费等多重维度去预判和分析不同类型的客群容量规模。</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="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">以下是基于18个细分行业,城镇就业单位的数据进行分析,划为为4大类客群:</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="0.5180505415162455" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCfA4zk2cHjeMva613sBFiaiarQOe3jp7sKhJviaibY4ib9jjnib0hPicl43dgw/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.7417602539062px;height:290.20001220703125px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 工业相关等4个细分行业:中小老板和工厂蓝领为主;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 传统服务业等5个细分行业:中小商贩和服务蓝领为主;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 新兴服务业等5个细分行业:白领为主;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">· 公共事业等4个细分行业:泛公务员为主。</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;">以北上广深为例,我们可以看到一些结构性的差异。</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;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="0.5216606498194946" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCTedv82TF1nTWXvLa4zo1J1MorXsBHjqgpjLr5rcbxs3eXq2Efu29Ng/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.7417602539062px;height:292.3999938964844px;" /></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;">· </span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>北京</strong></span><span style="font-size: 14px;">,除了公共事业相对强,新兴服务业人群比例也是非常高,很多互联网大厂都在北京——百度、京东、新浪、360、美团等等,听说小米汽车选择落户北京,放弃武汉,很重要的一个原因就是,北京的新兴技术行业的人才聚焦度高。</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;">· </span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>深圳</strong></span><span style="font-size: 14px;">,工业属性还是极强的,很多非深圳的朋友都不信,富士康此类的大厂在关外还是不少的,所以当深圳土地价格上涨后,会有大量的工厂搬去东莞。</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;">· </span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>广州,</strong></span><span style="font-size: 14px;">最强的就是其商贸属性,对应的传统服务业强,有华南第一商圈“天河路商圈”,以及广州南、白云机场等枢纽。除此之外,新兴服务业这些年广州也发展的不错,微信就是在广州研发出来的,新能源小鹏汽车也是在广州。</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;">· </span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>整体上看,上海市最为均衡</strong></span><span style="font-size: 14px;">,作为全国的经济中心,并没有效仿北京去工业化,而是积极引入特斯拉;传统服务业方面,消费也是极其便利,前段时间新闻有报道,上海星巴克数量已经是全国第一;新兴服务业方面,进博会、脱口秀也是整得有声有色。</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;">当然,我们还可以落位到具体行业的就业人口变化,会更直观一些,以北京为例:</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;"><v:shapetype coordsize="21600,21600" xmlns:o="urn:schemas-microsoft-com:office:office" o:spt="75" path="m@4@5l@4@11@9@11@9@5xe" o:preferrelative="t" filled="f" stroked="f"><v:formulas><v:f eqn="if lineDrawn pixelLineWidth 0"></v:f><v:f eqn="sum @0 1 0"></v:f><v:f eqn="sum 0 0 @1"></v:f><v:f eqn="prod @2 1 2"></v:f><v:f eqn="prod @3 21600 pixelWidth"></v:f><v:f eqn="prod @3 21600 pixelHeight"></v:f><v:f eqn="sum @0 0 1"></v:f><v:f eqn="prod @6 1 2"></v:f><v:f eqn="prod @7 21600 pixelWidth"></v:f><v:f eqn="sum @8 21600 0"></v:f><v:f eqn="prod @7 21600 pixelHeight"></v:f><v:f eqn="sum @10 21600 0"></v:f></v:formulas><v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"></v:path></v:shapetype><img class="rich_pages wxw-img" data-ratio="0.5667870036101083" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy0nFENlYdXoOKcaoJicSlrCjsQiasqzouNOAacMDoNRCr0xYicxpdPNlyauKFGvic7NHz4dpSLz5lZHw/640?wx_fmt=png" data-type="png" data-w="554" style="width:553.7417602539062px;height:317.20001220703125px;" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">总的就业人口相对稳定,5年仅增加17万左右,但结构变化还是非常明显。制造业少了26.8万、批发零售业少了17.5万;信息技术和金融业分别增加17.9万和17.3万。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;"><br />所以,我们可以从另外一个角度看</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>为何环北京市场最近几年那么差?</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;">之前给华夏提供咨询服务,将环北京的产品系命名为成长系、成就系、成功系。</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;">其实,翻译成大白话来说就是2类客群,买别墅的小老板+买高层的刚刚需,但从上面的数据可以看出,买别墅的老板少了,刚刚需蓝领也被赶走了,增加的是码农和金融民工,主要还是中间端收入的客群。</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;"><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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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;">05&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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;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="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;box-sizing: border-box !important;overflow-wrap: break-word !important;">关于“需求挖掘”的6个观点</span></strong></span><br /></section><section style="margin-right: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;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="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">说完客户细分,下一步就是</span><span style="font-size: 14px;color: rgb(0, 122, 170);"><strong>客户需求的识别</strong></span><span style="font-size: 14px;">,简单阐述一下笔者的观点:</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="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">1、看一个人,从来就不是看他说什么,而是做什么;</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">2、需求是问不出来的,更多是洞察,洞察其实际消费行为及购买心理;</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">3、借助其成长背景及社会圈层,去挖掘潜在需求会更准确;</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">4、成长背景和社会圈层是有壁垒的,需要真实的实践和感知;</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">5、客研不是真的难,难的是我们设想让一个年收入20万的人看懂200万的人;</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 14px;">6、客研是个高维行业,需要高知多维,与其同频共振,才能有新的火花。</span></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;">举几个例子,大家就会明白。</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;">作为一个从小衣食无忧的普通人,很难真正明白为何一个中年大叔要去冒着生命危机去挽救自己的小摊车(前几年有个视频很火,很多人就发言不解)。</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;">个人经常开一个玩笑——如果一个没有失过恋的人,看再多的书、再多的电视剧,ta也很难体会真正的真爱后失恋的痛苦。</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;">一个没有长期租过房的人,无法理解“家”对于北漂族的含义。</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;">一个没有打过高尔夫、住过五星级酒店、买过奢饰品的人,一样很难理解高端客群的生活方式。</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;">我们以为是打高尔夫,人家其实是在谈生意;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">我们以为是在餐桌聊生意,人家其实是在聊高尔夫。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 14px;">以上,只是个人的猜想,我也不会打高尔夫。</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;"><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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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;">06&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="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;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: 16px;margin-bottom: 5px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;text-align: left;color: rgb(0, 0, 0);letter-spacing: 0.5px;font-family: Optima-Regular, PingFangTC-light;font-size: 16px;background-color: rgb(255, 255, 255);box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 18px;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="font-size: 18px;outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(51, 51, 51);text-align: justify;box-sizing: border-box !important;overflow-wrap: break-word !important;">从“熟知”到“性感”的体验</span></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;">最后,整体小结下,笔者认为在客户研究领域行业需要做些突破和尝试,而不是20年不变“生命周期*支付力”,基于此逻辑下,自然就是熟知的体验。</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;">可以尝试一些新的可能,基于就业视角或许是个突破口,年收入10万和100万的小老板、年收入10万和30万的白领底层需求也许是同步的,基于此打造不凡与性感的体验产品。</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;"><img class="rich_pages wxw-img" 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127);font-size: 12px;letter-spacing: 0.544px;font-family: PingFangTC-Light;box-sizing: border-box !important;overflow-wrap: break-word !important;">微博</span></p></section></section></section><section data-role="layout" data-width="20%" style="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><span style="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="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><span style="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="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><span style="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="max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></p></section><section data-tools="135编辑器" data-id="98910"><section data-role="layout" style="flex-flow: row nowrap;display: flex;word-break: break-all;"><section data-role="layout" data-width="20%" style="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><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-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIycoMZjGF8RrRlGEzqzackrSSVqK5SzNApiaN9vmWpNcEuzuMInkGCcu5SiaAn2iba30oI1cPAeJVnqw/640?wx_fmt=png" data-type="png" data-w="300" data-width="50px" style="box-sizing: border-box;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);width: 50px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;visibility: visible !important;height: 50px;" /></p></section></section></section><section data-role="layout" data-width="20%" style="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><img class="rich_pages" data-cropselx1="1" data-cropselx2="103" data-cropsely1="0" data-cropsely2="104" data-s="300,640" data-type="png" data-width="50px" width="50px" data-backw="18" data-backh="18" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy3kArrxGazyPIK26bO7zZfQibibfZGIkjRNwTHwQ4KNp3zu2sgMcS5VLib1OHNDwOibjnPpUoribI5IcQ/640?wx_fmt=png" data-ratio="1" data-w="300" style="box-sizing: border-box;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);width: 50px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;visibility: visible !important;" /></p></section></section></section><section data-role="layout" data-width="20%" style="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><img class="rich_pages wxw-img" data-ratio="1.0044247787610618" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIzdKK1pWxDY25IjWC6hzyuZPClD30iaLtAVGt7UszT4kJMlymjsJz0yLneTFRIJS1jvpr56X0OGLrQ/640?wx_fmt=png" data-type="png" data-w="226" data-width="50px" height="71" style="box-sizing: border-box;width: 50px;" width="50px" /></p></section></section></section><section data-role="layout" data-width="20%" style="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><img class="rich_pages" data-s="300,640" data-type="png" data-width="50px" width="50px" data-backw="47" data-backh="47" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIy3kArrxGazyPIK26bO7zZficyibw72OWmSMvgNNjSWoDHlf7aSgplp7dtCDAEFtJKHBnC8qaLHSIeQ/640?wx_fmt=png" data-ratio="1" data-w="300" style="box-sizing: border-box;z-index: -1;cursor: pointer;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);width: 50px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;visibility: visible !important;" /></p></section></section></section><section data-role="layout" data-width="20%" style="box-sizing: border-box;width: 115.594px;"><section data-role="layout-inner"><section data-role="paragraph"><p style="text-align: center;"><img class="rich_pages wxw-img" data-backh="13" data-backw="13" data-cropselx1="0" data-cropselx2="69" data-cropsely1="0" data-cropsely2="69" data-ratio="1" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIwaUyIuHQngl5c5PD5uQEXrh3UfLLLmbNNIYHsl0uM1fFRJCOicUgwgiaAoBNbUmeBiahGEFZBm9uXAw/640?wx_fmt=png" data-type="png" data-w="300" data-width="50px" style="box-sizing: border-box;z-index: -1;cursor: pointer;color: rgb(0, 0, 0);caret-color: rgb(255, 0, 0);width: 50px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;, Arial, sans-serif;max-inline-size: 100%;overflow-wrap: break-word !important;outline: none 0px !important;visibility: visible !important;" width="50px" /></p></section></section></section></section></section></section></section></section><section data-role="paragraph" 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 data-role="paragraph" style="max-width: 100%;box-sizing: border-box !important;overflow-wrap: break-word !important;"><p style="max-width: 100%;min-height: 1em;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></p></section></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;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);text-align: right;line-height: 1.75em;overflow-wrap: break-word !important;"><br /></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;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);text-align: right;line-height: 1.75em;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(89, 89, 89);letter-spacing: 1.5px;text-align: center;-webkit-text-stroke-width: 0.2px;font-size: 12px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;;box-sizing: border-box !important;overflow-wrap: break-word !important;">感谢你的每一个分享 | 点赞 | 在看</span></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;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);text-align: right;line-height: 1.75em;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(89, 89, 89);letter-spacing: 1.5px;text-align: center;-webkit-text-stroke-width: 0.2px;font-size: 12px;font-family: 微软雅黑, &quot;Microsoft YaHei&quot;;box-sizing: border-box !important;overflow-wrap: break-word !important;">SPECIAL THANKS</span></section><section style="margin-right: 8px;margin-left: 8px;max-width: 100%;box-sizing: border-box;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);text-align: right;line-height: 1.75em;overflow-wrap: break-word !important;"><span style="max-width: 100%;color: rgb(89, 89, 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