避免陷入地产“内卷”，秘诀是“做贵”

<p style="margin-left: 16px;margin-right: 16px;" data-mpa-powered-by="yiban.io"><br /></p><p style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="font-size: 14px;color: rgb(136, 136, 136);">///</span><br /></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">过去，大家买房都追求“性价比”，物美价廉又有品牌，这背后可以追溯到城市化发展及物质匮乏的历史原因。<br /></span></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">随着城市化高速发展，更多人选择进城工作，组建自己的小家庭，从而一步步形成共同的价值观和主流群体。同时，因为成长于物质匮乏期，消费者追求好用不贵的产品，讲究“性价比”。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(255, 255, 255);font-family: PingFangSC-Semibold, &quot;PingFang SC&quot;;font-weight: bold;letter-spacing: 2px;background-color: rgb(149, 92, 70);font-size: 16px;"><br /></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(0, 122, 170);"><strong>但把买房框定在“性价比”上，这个观点已经有些盲目且过时</strong></span>。</span><br /></p><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;line-height: 2em;margin-left: 16px;margin-right: 16px;"><span style="font-size: 12px;color: rgb(136, 136, 136);">- 趋势洞察 -</span><br /></section><section style="margin-left: 16px;margin-right: 16px;"><section style="display: flex;justify-content: center;align-items: center;width: 100%;" data-mid="" mpa-from-tpl="t"><section style="display: flex;justify-content: flex-start;align-items: center;flex-direction: column;" data-mid="" mpa-from-tpl="t"><section data-mid="" mpa-from-tpl="t"><section style="width: 100%;height: 35px;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);margin-bottom: -33px;" data-mid="" mpa-from-tpl="t"><br /></section><section style="text-align: center;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);transform: translateX(2px);padding: 6px 18px 5px 17px;height: 35px;" data-mid="" mpa-from-tpl="t"><p style="font-size: 16px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #343433;line-height: 22px;letter-spacing: 1px;" data-mid="">“性价比”不再是唯一</p></section></section><section style="width: 9px;height: 35px;display: flex;justify-content: center;align-items: center;align-self: flex-end;margin-top: -35px;z-index: 1;background: #FFFFFF;margin-right: -2.5px;" data-mid="" mpa-from-tpl="t"><img data-ratio="3.888888888888889" data-src="https://mmbiz.qpic.cn/mmbiz_svg/5mxuSU5RGhYdniaIiarkfXpjgrVImpnasPZpFAjjxYm95p3ibDjsXbTBLRGr2u3PyWkLFcNlt376hEdbAX2vOSIAaAziciaQwwWGI/640?wx_fmt=svg" data-type="svg" data-w="9" /></section></section></section></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">参考日本消费市场的发展，大体可以划分为四个阶段：<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>· 第一消费时代：中产阶级出现，消费<strong style="white-space: normal;">追求“从无到有”</strong></strong>，消费受西方文化影响，大家希望变得像西方一样现代化。<br /></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: 16px;"><strong>· 第二消费时代：家庭消费兴起，追求“从有到多”</strong>，冰箱、洗衣机、电视等家用生活必需品普及，大家不追求商品的设计与个性，厂商只需要大规模生产大众化、标准化的产品。</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: 16px;"><strong>· 第三消费时代：个性化消费来袭，追求“为自己消费”、“从多到优”</strong>，随着社会的发展，居民收入的提升，消费单位从家庭转向个人，个性化、品牌化、高端化、体验式消费快速增长。</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: 16px;"><strong>· 第四消费时代：消费回归理性，推崇“共享”“简约”</strong>，人口老龄化、经济下行及自然灾害，人们不再过分注重物质与品牌的攀比和享受，而是回归理性。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(0, 122, 170);"><strong>很大程度上，“性价比”是前两个消费时代的产物</strong></span>。在从无到有，从有到多的买房过程中，大家追求的都是“好用不贵，又有品牌”。这背后是国内大规模工业化，供应链新技术的应用，以及产品力的提升共同推动。<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" data-galleryid="" data-ratio="0.5625" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqgibNiaPQelGPxoGd1pwXWBTtqLXZLjo9OL9ia8KjcoDf1icQyOFLFicgGyg/640?wx_fmt=png" data-type="png" data-w="1920" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">国内的消费大环境，正处于第二消费时代和第三消费时代，从家庭消费到为自己消费。<span style="color: rgb(0, 122, 170);"><strong>在第二阶段，如何把房子做便宜，是开发商最大的竞争力，也是市场的主流需求</strong></span>，要先“上车"，再改善。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">典型如<strong>万科</strong><strong>，靠品质刚需和品质改善的产品线，通过</strong><strong>凸显品质的“性价比”</strong>，收获各城市中产阶级的青睐，但在豪宅品类却总是被质疑。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">其实是因为<span style="color: rgb(0, 122, 170);"><strong>做房子，抠成本是最容易的，但花钱却很难</strong></span>，怎么把钱花到刀刃上，一是需要想象力，二是需要成本机制的支持，三是豪宅居住体验。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">另一个例子是<strong>碧桂园</strong><strong>，产品策略是做三四线的“劳斯莱斯”，核心是</strong><strong>在下沉市场，凸显高端的“性价比”</strong>，从而找到本地小富阶层做支撑。虽然靠这个策略，碧桂园一举成为行业的龙头企业，但近年来产品和口碑都受到质疑，一度陷入高杠杆、高周转的困境。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这就给我们带来了关键问题——<span style="color: rgb(0, 122, 170);"><strong>进入第三消费时代，“性价比”依然是房子最核心的需求吗？</strong></span><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);font-size: 16px;"><strong><br /></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">可以有，但不必然。<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" data-galleryid="" data-ratio="0.5625" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibq8EqpFNQ4SwPE7ibfHfF8icAib9EcU3yoxDaH8WUAJw64Pc4FyNYKlJOlg/640?wx_fmt=png" data-type="png" data-w="1920" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;line-height: 2em;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">- 机会研判&nbsp;-</span></section><section style="margin-left: 16px;margin-right: 16px;"><section style="display: flex;justify-content: center;align-items: center;width: 100%;" data-mid="" mpa-from-tpl="t"><section style="display: flex;justify-content: flex-start;align-items: center;flex-direction: column;" data-mid="" mpa-from-tpl="t"><section data-mid="" mpa-from-tpl="t"><section style="width: 100%;height: 35px;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);margin-bottom: -33px;" data-mid="" mpa-from-tpl="t"><br /></section><section style="text-align: center;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);transform: translateX(2px);padding: 6px 18px 5px 17px;height: 35px;" data-mid="" mpa-from-tpl="t"><p style="font-size: 16px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #343433;line-height: 22px;letter-spacing: 1px;" data-mid="">房子”做贵“的机会</p></section></section><section style="width: 9px;height: 35px;display: flex;justify-content: center;align-items: center;align-self: flex-end;margin-top: -35px;z-index: 1;background: #FFFFFF;margin-right: -2.5px;" data-mid="" mpa-from-tpl="t"><img data-ratio="3.888888888888889" data-src="https://mmbiz.qpic.cn/mmbiz_svg/5mxuSU5RGhYdniaIiarkfXpjgrVImpnasPZpFAjjxYm95p3ibDjsXbTBLRGr2u3PyWkLFcNlt376hEdbAX2vOSIAaAziciaQwwWGI/640?wx_fmt=svg" data-type="svg" data-w="9" /></section></section></section></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这几年，我们总听到“消费升级”的说法，其实也就是第三消费时代，大众消费环境和消费观念发生的变化，这决定了我们该如何调整对房子定位的理解。<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: 16px;"><strong>1、房子“做贵”的条件——消费环境和需求的变化</strong><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: 16px;">先看宏观层面。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">根据2020年11月3日，《中共中央关于制定国民经济和社会发展第十四个五年规划和二〇三五年远景目标的建议》起草的有关情况对外公布。到“十四五”末达到现行的高收入国家标准、到2035年实现经济总量或<span style="color: rgb(0, 122, 170);"><strong>人均收入翻一番</strong></span>，是完全有可能的。意味着，<span style="color: rgb(0, 122, 170);"><strong>到2035年前，中国的大部分城市可能就达到现在北京和上海的水平</strong></span>。<br /></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: 16px;">而当你的收入翻一番，支出肯定不会变少，多花了一倍的钱，其实就是花在产品和服务上。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">综合经济环境的变化、新兴行业的发展、人口结构的变化，在第三消费时代，会出现三种新的消费者标签——<strong style="color: rgb(0, 122, 170);">新中产、新人类、活跃长者。</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" data-galleryid="" data-ratio="0.4332688588007737" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqUIIUqeYw7nS2rnaD6jeluBMWFQB40BFhLR5CvLMtQRdLy7VeIUkYgg/640?wx_fmt=png" data-type="png" data-w="1551" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">加上单身群体不断增长，<span style="color: rgb(0, 122, 170);"><strong>消费注重围绕个人</strong></span>，通过差异化来彰显自我。<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" data-galleryid="" data-ratio="0.7177615571776156" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibq2kvWhpBz9Cgl8zXnGWGk4lbDMWlpk55S0pII1VcbYNicSIuyJGspMfQ/640?wx_fmt=png" data-type="png" data-w="822" 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: 16px;">在这一阶段的主导思想是<span style="color: rgb(0, 122, 170);"><strong>个人主义和享乐主义</strong></span>。<br /></span></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;"><img class="rich_pages" data-galleryid="" data-ratio="0.6670258620689655" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqkglb0wYSC6Ix9SjeI5O3gknhGaJjU98ZicJmjo1kNSia5McxOWgnWJlQ/640?wx_fmt=png" data-type="png" data-w="928" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(0, 122, 170);"><strong>受益的产业，主要围绕个人用品消费行业、高品质产品、以及软性品质服务</strong></span>。如星巴克、苹果电脑、以及一些品牌推出的品质线产品，如讲究性价比的丰田开始推出中高端产品线“雷克萨斯”。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(0, 122, 170);"><strong>人们对产品的需求在不断升级，对地产开发而言，房子有“做贵”的机会</strong></span>，不再是“唯性价比论”。<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" data-galleryid="" data-ratio="0.5481890730509515" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqQlYEIWib99XRWGQQM7oBHx5KnRVIwkou3rczYvh45CJRXHV9lVJNiccA/640?wx_fmt=png" data-type="png" data-w="1629" style="" /></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><strong>2、房子“做贵”的必然性——地产行业严重内卷</strong><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: 16px;">上面介绍了大环境下，消费品“做贵”的条件——收入增长，消费者更愿意把钱花在产品和服务上，但其实<strong>对很多开发商而言，</strong><strong>“做贵”不是选择，而是“活下去”的方式</strong>。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="white-space: normal;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(0, 122, 170);"><strong>第三消费时代的主要社会特征——GDP中低速增长（平均增速均在8%以下），人口红利结束</strong></span>。</span></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;"><img class="rich_pages" data-galleryid="" data-ratio="0.5177777777777778" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqGKo7VccpZ3Fs708xRMmKzq9lkze1m3ic1gZnyz9fiaZ6LQ4cxsGzmklg/640?wx_fmt=png" data-type="png" data-w="900" /></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: 16px;">在这个阶段，人口总量微增，老龄化加速。<br /></span></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;"><img class="rich_pages" data-galleryid="" data-ratio="0.6267409470752089" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqic5Fxkib5AtONy2BUb3w6oUYcaibkqpZK5tJMnib1ia8XdibKmiarAJlIKQgA/640?wx_fmt=png" data-type="png" data-w="718" /></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这意味着，<span style="color: rgb(0, 122, 170);"><strong>市场总体容量增长有限，地产面临从增量转向存量的竞争</strong></span>。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(0, 122, 170);"><strong>加上政策收紧，“房住不炒”、三道红线、住宅供地“两集中”</strong></span>，旭辉总裁林峰都直呼“冰河期已至，四大杠杆（土地杠杆、资本杠杆、融资杠杆、经营杠杆）已去其三，只剩经营的华山一条路”。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">同时，<span style="color: rgb(0, 122, 170);"><strong>地产行业不仅“内卷”严重，市场分化也很严重</strong></span>——2018年中小城市房价涨幅更强，2019年相对均衡，到2020年头部城市成为市场增长极。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">近三年不同等级城市增长趋势反转，对开发商而言，投资不再一劳永逸。</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">面对行业“内卷”，市场分化，没办法借势行业的发展，或者城市的红利，要想分到更多蛋糕，产品只靠打磨性价比是不够的，<span style="color: rgb(0, 122, 170);"><strong>开发商必须让自己的产品更美、更好、形而上的附加值更强，这其实就是“做贵”的过程</strong></span>。<br /><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages" data-galleryid="" data-ratio="0.3452914798206278" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG6dv7GeNQrzowwicdO8FXwibqv0sq074lP1u7228sx2291ic27p07WiaRe4wjsr3HRvJNfdS1KjWswUCA/640?wx_fmt=png" data-type="png" data-w="1784" style="" /></section><section style="text-align: center;line-height: 2em;margin-left: 16px;margin-right: 16px;"><br /></section><section style="text-align: center;line-height: 2em;margin-left: 16px;margin-right: 16px;"><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">- 实操建议&nbsp;-</span></section><section style="margin-left: 16px;margin-right: 16px;"><section style="display: flex;justify-content: center;align-items: center;width: 100%;" data-mid="" mpa-from-tpl="t"><section style="display: flex;justify-content: flex-start;align-items: center;flex-direction: column;" data-mid="" mpa-from-tpl="t"><section data-mid="" mpa-from-tpl="t"><section style="width: 100%;height: 35px;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);margin-bottom: -33px;" data-mid="" mpa-from-tpl="t"><br /></section><section style="text-align: center;background: rgb(255, 255, 255);border-width: 1px;border-style: solid;border-color: rgb(52, 52, 51);transform: translateX(2px);padding: 6px 18px 5px 17px;height: 35px;" data-mid="" mpa-from-tpl="t"><p style="font-size: 16px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #343433;line-height: 22px;letter-spacing: 1px;" data-mid="">房子怎么“做贵”</p></section></section><section style="width: 9px;height: 35px;display: flex;justify-content: center;align-items: center;align-self: flex-end;margin-top: -35px;z-index: 1;background: #FFFFFF;margin-right: -2.5px;" data-mid="" mpa-from-tpl="t"><img data-ratio="3.888888888888889" data-src="https://mmbiz.qpic.cn/mmbiz_svg/5mxuSU5RGhYdniaIiarkfXpjgrVImpnasPZpFAjjxYm95p3ibDjsXbTBLRGr2u3PyWkLFcNlt376hEdbAX2vOSIAaAziciaQwwWGI/640?wx_fmt=svg" data-type="svg" data-w="9" /></section></section></section></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">定价，其实是对标的问题。我们的房子要想“做贵”，关键是消费者心中对我们的合理价值判断。<span style="color: rgb(0, 122, 170);"><strong>凭什么让客户买单？我们“贵”的价值在哪？</strong></span><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: 16px;">这就回到上文提到，开发商必须让自己的产品更美、更好、形而上的附加值更强。因为多重附加值的产生，可能是美好生活，可能是艺术人生，可能是远大前程……</span><strong><span style="font-size: 16px;color: rgb(0, 122, 170);">房子的对标发生迁移，向上定价才能被消费者接受</span></strong><span style="font-size: 16px;">。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">但值得注意的是，</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>强行赋予精神附加值是行不通的</strong></span><span style="font-size: 16px;">，从过去成功的案例来看，附加值被认可都是有时间和故事沉淀，经历一个感情诉求累积的过程。<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以要能找到和消费者建立并累积情感诉求的东西，并附着在产品和服务上，我们建议从四个方面考虑——</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">·&nbsp;在地性</span></strong><span style="font-size: 16px;">：这个产品为什么出现在这个地方<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">·&nbsp;当代性</span></strong><span style="font-size: 16px;">：为什么在这个时间说这个事，这个时代的特点是什么<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">·&nbsp;先锋性</span></strong><span style="font-size: 16px;">：比这个时代更超前的表达，对客户而言有一定的引领性<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">· 独特性</span></strong><span style="font-size: 16px;">：捕捉项目的本质，产品做出唯一性<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">- 小结</span><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">&nbsp;</span><span style="color: rgb(136, 136, 136);font-size: 12px;text-align: center;">-</span></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">面对消费需求的变化，地产行业的内卷，市场的分化，产品“唯性价比”的时代正在瓦解，开发商的机会在于把产品“做贵”。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">但也不能平白无故的涨价，而是产品做得更美、更好、形而上附加值更强，这需要我们从四个维度去考虑——在地性、当代性、先锋性、独特性，把真正能和消费者建立联系的情感诉求，落到产品和服务上，才是“做贵”的本质。<br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section 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