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2022房地产客研需求走势及应对策略

发布于 2023-02-08

<section style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(136, 136, 136);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">///</span></section><section style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(136, 136, 136);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"></span></section><p style="margin-right: 16px;margin-left: 16px;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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);text-align: center;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 12px;color: rgb(136, 136, 136);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">前情提要</span></p><ol class="list-paddingleft-1" style="width: 577.422px;"><li style="font-size: 15px;"><p style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">一晃《客户地图》成了这样</span></p></li><li style="font-size: 15px;"><p style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">投拓摘地后营销如何扬长避短</span></p></li><li style="font-size: 15px;"><h2 style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;white-space: normal;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">终于有人按套路出牌,拿地前斥巨资做客研</span></h2></li><li style="font-size: 15px;"><h2 style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;white-space: normal;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">客户做裁判员,让复盘对事不对人</span></h2></li><li style="font-size: 15px;"><h2 style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">售楼处无码开放,难道还和3年前一样?</span></h2></li><li style="font-size: 15px;"><h2 style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">样板间革命三重境界,你修炼到第几层?</span></h2></li><li style="font-size: 15px;"><h2 style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">找对方法,瞬时场景也侃侃而谈</span></h2></li><li style="font-size: 15px;"><h2 style="margin-right: 16px;margin-bottom: 8px;margin-left: 16px;text-indent: 0em;text-align: left;"><span style="font-size: 15px;">后疫情时代看建筑和生命健康的关系</span></h2></li></ol><section style="margin-right: 16px;margin-left: 16px;"><br style="white-space: normal;" /></section><section style="outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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);text-align: center;visibility: visible;margin-left: 16px;margin-right: 16px;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="font-size: 12px;"></span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><em><span style="color: rgb(136, 136, 136);font-family: &quot;Helvetica Neue&quot;, Helvetica, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 14px;letter-spacing: 0.544px;text-align: center;background-color: rgb(255, 255, 255);">▼</span></em></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -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);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">01&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><h2 style="margin: 16px 16px 24px;white-space: normal;"><strong><span style="font-size: 18px;">一晃《客户地图》成了这样</span></strong></h2><p style="margin-top: 16px;margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这些年,开发企业决策咨询需求发生了显著变化。我们对此做了详尽的复盘,其中不乏各路精英的深思熟虑,表面上,扩大战略纵深的企业减少,城市研究的业务在萎缩,实际上,企业越来越敬畏购房者,对购房者的脾气秉性和生活场景的好奇心越来越强烈,而市民是一座城市的重要组成部分,购房者也是城市研究中最鲜活的研究对象。</span></p><p style="margin-top: 16px;margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">2022年,很多企业迭代自己的客户地图体系,有些企业请客户来验证新土地新项目定位的可行性,有些企业请客户来共创售楼处、样板间甚至地下空间,有的企业让客户参与项目营销复盘。值此年终,分享我们复盘的实录,作为礼物,给各位同行拜年。这些稿件文字为主,都是干货,是我们团队研究最新成果的缩影,反映出当代房地产开发企业客户研究的需求,你来我往的切磋中,也折射出他们的价值观动向。</span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 0, 0);">第一步,我们看看《客户地图》。</span><span style="font-size: 16px;">这一年来客户地图研究需求有三个趋势。</span></strong><span style="font-size: 16px;"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 122, 170);">第一,算不出的支付力分档。</span></strong><span style="font-size: 16px;">分档往往按照金字塔或者纺锤形模型确定好比例来切分,有的企业按照总价段份额断档来切分,这一年,我们一改惯常的营销思维(当然也受到很多质疑),不止在历史数据里精算,抬起头来看行业形势。所以我们走进了市场一线,进项目,访专家,还请购房者给市场信心打分。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 122, 170);">第二,说不清的土地评级。</span></strong><span style="font-size: 16px;">过去做客户地图,所有的板块都是客观的,板块上的学校、商铺、公交车站都是地图上冷冰冰的点。客户对板块的评价往往不会左右土地的评级,这么做的BUG就是无法知道这个地段一下雨就冒臭水,那个公园常年堆满违停车辆。这一年,我们把土地评级前置改为后置,加入了“评价你熟悉的地方”“吐槽城市管理”这样的问题,几十个客户聊下来,对土地的感受、结合客观的打分,土地评级更有温度。</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: 16px;">第三,用不完的定量样本。</span></strong></span><span style="font-size: 16px;">不是所有购房者都是主流购房者,均匀覆盖需求不再,在实践中需要壮士割腕一般的勇气。这一年,我们通过各种方式,把留样率从50%提升至65%,未来我们如何更加精确的“靶向甄别”,考验每一位市场调查从业者。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">在2022年某三线城市迭代客户地图的研究中,<strong>我们在研究方案设计时,做了三点创新。</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: 16px;">第一,增加产品的权重。</span></strong></span><span style="font-size: 16px;">这表现为企业把营销条线下的客研,向设计条线下的客研转型。几年前只看品牌、只看地段的买房方式发生变化,企业发现内卷的产品越来越好卖。等到产品尘埃落地再关心客户是怎么想的,已经来不及了。</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: 16px;">第二,更聚焦,更深化。</span></strong></span><span style="font-size: 16px;">经济形势变了,行业前提变了,企业都能意识到自己现有的模型不灵。拿着全国一张图指点江山(表现为全国统一产品系之类的动作)越来越不好使了。所以,企业要求往往是两个方向:一是聚焦少数几个值得拿地的城市,少数几个值得拿地的板块,二是不再对场内所有购房者发力,而是聚焦某一个或几个档次。</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: 16px;">第三,侧重生活方式。</span></strong></span><span style="font-size: 16px;">过去做客研,企业重视量化研究,整篇报告都是客户是怎么选的,几乎找不到客户是怎么说的。把客户当作是一架精密的机器,需求间不能有矛盾,结果就是只看集中需求,在底线思维上徘徊,如今,企业越来越清醒,开始明白客户不是想买锤子,更不是想要个洞,开始懂得量化研究看现象,质性研究看本相。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">《客户地图》是整个客研体系中最常规的工具书,衍变至今,尽管仍有很大精进空间,但很多开发企业已经把这一工具实战化。</span></section><section style="margin-right: 16px;margin-bottom: 0px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></section><section style="margin-right: 16px;margin-bottom: 0px;margin-left: 16px;white-space: normal;outline: 0px;max-width: 100%;color: rgb(34, 34, 34);font-family: system-ui, -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);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></section><section data-role="paragraph" style="margin-bottom: 0px;white-space: normal;outline: 0px;max-width: 100%;box-sizing: border-box;color: rgb(34, 34, 34);font-family: system-ui, -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);visibility: visible;overflow-wrap: break-word !important;"><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">02&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></section><section style="margin: 5px 16px;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></section></section><h2 style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 18px;">投拓摘地后营销如何扬长避短</span></strong></h2><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></section><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">定位往往发生在拿地之前,争分夺秒开出一份“东拼西凑”的定位报告。在地块分析、市场分析、客户分析之后,给出一套包括产品、价格、客户、运营期、营销主题在内的一系列战略性决策指南。<br /></span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">也就是说,给客研的时间并不多。方法论有两种,一种是上一篇介绍的《客户地图》:土地对位后,客户描摹和客户需求都能快速匹配。另一种是下面要说的“客户定位”,最近甚嚣尘上。当然还有一种是拿来主义,前人的客研报告搬过来,拿不准可以找几家咨询公司看一看,不偏离大方向就可以了。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">客户定位之所以越来越多,表面上是争分夺秒的基础不再,深层次原因是企业越来越认识到周期的厉害,忍受不了一次又一次逆风而行。我们在西南某城接触了一种“特殊情况”,特殊性在于该地块需现房销售。这让我们的方案设计更全面,调研和访谈进行得更从容,观点表达更笃定。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">客户定位有两种基本模式。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 122, 170);">第一种是以项目的精装配置做”倒推测试“,</span></strong><span style="font-size: 16px;">请客户做取舍,在空间使用场景和精装修经验中,找出发展趋势;</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: 16px;">第二种是”正向摸底“</span></strong></span><span style="font-size: 16px;">,对本项目感兴趣的客户进行无差别的需求观察,总结归纳出“以客户为尺度”的建筑设计、景观设计、室内设计指南。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这一次,我们综合使用了前两次的方法论,并作了有益探索。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们的从市场和客户两端开展方案设计。市场端的必经之路是价格环境和产品环境。我们采集地缘和泛地缘项目的单价和总价,制作出价格等高线;把项目周边典型一二手房产品进行了14项要素分析,把既有方案放在这个环境中,我们发现,项目处在蓝海中。</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;"><img class="rich_pages wxw-img" data-ratio="0.4714285714285714" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSeTxYdwuPSD25B6fgExORbmHpgkvRqEkf3an84c9PTPaGxSRdoyRYPg/640?wx_fmt=png" data-type="png" data-w="700" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">此时,这个发现让我们为之一振,但很快冷静下来,汝之砒霜,我之蜜糖。两三年后还是不是如此稀缺?我们谁也不能拍着胸脯担保。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">于是,我们按计划,制定客户端研究方案。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 16px;color: rgb(0, 122, 170);">一,制定触达对象。</span></strong><span style="font-size: 16px;">我们发现现在找两三年后预购的人群是不可能的任务,于是我们在经济实力、认知模式这些大体保持不变的维度下,确定了三个并集——分别找接受项目所在地、接受项目预售总价,接受项目预售面积的三类客群,找到土地和产品的认可边界,也就是蓝海和红海的交汇处。</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: 16px;">二,制定访谈策略。</span></strong></span><span style="font-size: 16px;">理想假设是接受土地的不一定接受总价和面积,接受总价的不一定买这里和这么大面积,想要这么大面积的不一定有这么多钱能在这里购买。因此,我们的沟通策略是明暗两条线。同一个话题,先谈需求什么,再谈本案是否让你心动。明线仍是客户对土地和产品的需求,暗线是看客户对本案的接受程度。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这次研究的特色之处在于我们利用了禾略种子,这是根据市场供求关系研发的一套周期预测工具(软著登字第3091274号),参考因素主要是供求量价,算法是把市场数据波动进行了分层和简化处理,并运用常用的指数平滑等方法预测未来。和我们常见的上蹿下跳的波形不同,这里的升降只保留了大的趋势,也就是我们平常理解的周期。</span></section><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.21965317919075145" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSO0vHuYwwsAKFju2qqibIMdvgPwg8FchicfmKz3PkbbrIoiaibh1OHHf0sA/640?wx_fmt=png" data-type="png" data-w="865" /></span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这次客户定位,发生在拿地后,下面介绍拿地前的客户定位,是一次反常规的研究实践。</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;"><br /></section><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">03&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p><h2 style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 18px;">终于有人按套路出牌,拿地前斥巨资做客研</span></strong></h2><h2 style="margin-right: 16px;margin-left: 16px;white-space: normal;"><br /></h2><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">行业洗牌,百年未有的事也会发生。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">过去,在没有摘地的情况下,委托我们做项目定位,往往只是就市场论市场,就经验论经验。因为客研需要动用大量社会资源,写到客户定位部分,能依靠《客户地图》给出一个模糊的(或者说不犯错的)结论就算是有理有据了。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">快速客研定位的缺点是很难有说服力,一张全市《客户地图》可能基于600-1200个量化样本,具体到板块时很可能仅剩几十个甚至十几个样本,特别是新区板块,更遑论地块。但这么做的优点是快,快到相比动辄上亿元的土地投入产出,客研这么复杂而牵一发动全身的系统工程,仅需几十万成本,被忽视得难以置信。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">2022年,一家央企找到我们,让客户来判断拿还是不拿。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>先入为主</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这是一宗内陆城市临湖土地。在这座自然景观稀缺的城市,具有前瞻性发展眼光的决策者们,把这样一个宝地建成了新市民的乐园。借助2013年、2017年两次购房潮,屯成了城,日常生活配套齐全,去年还通了地铁。50000户居民,居住在90-110平,仰望150平,甚至更大</span><span style="font-size: 11pt;">。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;text-align: center;"><img class="rich_pages wxw-img" data-galleryid="" data-ratio="0.3618960802187785" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSGZFyCWjhhYicu3q87EqsAgf75Z9KXWKLt177bobMJNyGoKTC7X6wKfw/640?wx_fmt=png" data-type="png" data-w="1097" /></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们的研究标的位于湖滨。甲方没有成型的定位方案(可能是刻意不透露),只透露了规划意向——带有剧场、养老、城市书房的滨湖大盘。户型只是从集团标准化文件中N个标准化户型中选了6个,让我们开展测试。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">可以说留给我们的施展空间很宽泛。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>循规蹈矩</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">因此我们设计了如下方案。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们带着“湖滨新地块是否可以构成竞争关系“这样的课题,走进该市东南西北四个方向的八个热销项目,对话从业者。这么做,是给本研究提供一个支点,或者说假设。我们发现,和本案同环线的对角线板块居然有竞争关系,那么仅关注地缘客户是不够的。因此,我们制定了三个层次研究对象:地缘、泛地缘和非地缘,旨在解答地缘是否有地缘情节,泛地缘和非地缘是否有流入可能。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">另外我们发现,让客户指导决策,其中有很多混沌地带,如果不辩证地看待这一博弈,很容易让高高在上的经验论嗤之以鼻。但我们不只是客户语言的搬运工,我们坚持让双方的博弈在可实践又可持续的范畴内,整个研究过程,不是一开始就抵达护城河,看见边界墙的。在研究过半,我们调整了方法。简单说就是聚焦:从一对一深访,变为小组座谈会叠加工作坊。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>别开生面</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们让购房者转变了身份,成为产品的决策者,邀请甲方设计团队和营销团队共同参与,相互说服,即后来我们常用到的——产品共创。我们运用的转变方法是请受访者回顾自己对本板块的印象,畅想自己和本板块共生,期间借助老照片和规划图等道具,让受访者产生代入感和责任感。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.40285714285714286" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSPsCYdNwibxnCZ5FibSmKzvArTRbQndhDoMRXdia0ic5k5oKnpkAFL5KE5g/640?wx_fmt=png" data-type="png" data-w="700"></span></section><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">经过一个小时的铺垫,受访者敞开心扉,讲述了他们心中的未来:</span></p><ul class="list-paddingleft-1" style="margin-right: 16px;margin-left: 16px;width: 577.422px;white-space: normal;"><li style="font-size: 16px;"><section style="text-indent: 0em;"><span style="font-family: 楷体;">我从小就喜欢阅读,我在新华书店,徜徉在书海之中,我甚至希望通过我的这个喜好,对孩子造成影响。我知道现在出现很多城市书房,北京,上海还有各种学习中心,公开课,分享生活的体验课等等;</span></section></li><li style="font-size: 16px;"><section style="text-indent: 0em;"><span style="font-family: 楷体;">这个美好的场景不能独享,我和家人可以共存,图书馆不能讲话,我需要一个沟通的场景。也就有了三杯水的需求,喝咖啡,喝茶,喝酒。我要相亲,我要约客户,杨柳岸,晓风残月,我眼前一块开阔水面,假装自己在西湖;</span></section></li><li style="font-size: 16px;"><p style="margin-bottom: 24px;text-indent: 0em;"><span style="font-family: 楷体;">我上有老下有小,我对天伦之乐的畅想里也有一块湖水,戏水也好,戏雪也好,那是一个特别多可能性的画面。选一个零下5度的周末,领着孩子上两个小时滑雪课,然后一家人转战温泉酒店,暖一暖,吃完自助餐,请妈妈按个脚,一家人其乐融融,想回家就回家,不想回家也就在酒店睡一晚;</span></p></li></ul><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">当客户对土地有了附着其上的生活方式想象,也就解答了怎样愿意来,关于价格和产品的测试就可以踏踏实实地展开了。</span></p><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">越来越多企业发现,能做的都做,能做好的都做好,客户仍未必买账,这是客研走向边缘化的重要原因之一。我们的实践表明,客研的深化之路是测试:企业做了众多试验性先锋性的探索,客户还没来得及被教育的时候,直接让客户用钱投票,不如构建风险预警机制,请客户评头论足,以免折戟沉沙。</span></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">04&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p><h2 style="margin-right: 16px;margin-bottom: 24px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 18px;">客户做裁判员,让复盘对事不对人</span></strong></h2><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">复盘这种事在突飞猛进的时代是不会被重视的。一场复盘务必坚持就事论事,一场理想的复盘理应全面指向未来。纠缠于谁对谁错难以真正发现问题,很容易对人不对事。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">2022年我们接到华南地区一件客研委托,对一个刚刚开盘的项目进行复盘。我们赞赏企业的政治勇气,他们把关切点聚焦在已购客户的认可点,也不放过流失客户的不满意点,同时要全面复盘客户对项目营销推广、销售道具的体验。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>事无巨细</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">前两篇,我们分别介绍了定位阶段和拿地阶段的客研,复盘客研是客户已经用钱投票,他们理性与感性纠缠后做出抉择的过程已经很难再现——做出愚蠢决策,人会极尽所能粉饰。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这个项目的困难还不止于此。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">方案设计时的难点在于穷尽:因为已经全面呈现,所以复盘需要事无巨细。客户对土地、价格、品牌、产品都有实打实的认知,起初,我们设计了12个沟通模块。试访下来,超过150分钟,客户无一例外地疲惫,于是我们优化了工具,给现场访问员制作了《手卡》,尽可能保留主干话题,聚焦客户关切。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们抓紧全国疫情蛰伏的初夏时节,分别播撒本市、华南和全国三个层次,只要购买了本案或竞品,哪怕你在乌鲁木齐,我们也不远千里,相约一聚。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.5718232044198895" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSJxghvlrosVBOzVIrdvab6NoZ08ErT06bCyd8B4q5lQUvXJrFK9cZXQ/640?wx_fmt=png" data-type="png" data-w="724"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>柳暗花明</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这个项目最终给出两条策略。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">一,揣着明白装糊涂:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这里说的是投资和自住的辩证关系。我们发现,本市客户非常了解新区的底细,他们用生命丈量了新区的发展,和外市客户所感慨的“翻天覆地”不同,解释成本太高,不是本案的主要客群。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">外市客户投资意愿强,认产业底盘,被品牌影响,他们是本案主要目标客群。但投资客户有两怕,一个怕空城鬼城,一个怕未来没人接盘。当下客户的投资心理是很微妙的,房住不炒又因城施策,正是铤而走险好时机,正是“眼光独到”的改命时刻。因此,我们建议,在对待自住客户上,应该留口子,给自住客户能迈进来的一个门槛,用宜居标签构筑项目护城河。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">二,大珠小珠落玉盘:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这里所说是故事线,各家对故事线的理解不尽相同,我们所讲的故事线,贯穿客户和项目发生实际情感粘连的全链条。看客户到访前用什么方式关注什么内容,再看客户为什么而来,所听是什么,所见又是什么,再看在哪里临门一脚,制造购买冲动。我们认为整条故事线就是一首音乐,理想状态是一张一弛高低起伏的交响。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">特别是外市客户,访问前会预习很多内容,毕竟千里迢迢来,一两百万的消费,配套一定会预习,口碑一定会上小红书反复确认,这一步没演好,客户八成弃访。到访的目的主要是确定地理位置,感受城市骨架和建设风貌,重点看样板间格局以及装修,这一步是匆忙又敏感的,一个势力的眼神、一股刺鼻的气味都会让客户暗暗失望。访后客户借助精致的纸质楼书和权威的官方公众号辅助决策。</span></section><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><br /></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">05&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p><h2 style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 18px;">售楼处无码开放,难道还和3年前一样?</span></strong></h2><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">2022年,地产营销似乎走到言必称“情绪价值”的时代。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这一年,接触了一些“专项”需求,接下来几篇的主题是“客户共创”。和常规客户研究不同,客户在其中责任感更强烈,解决问题也更直接。下半年我们接触了一个售楼处升级和一个样板间升级策略咨询,分别分享给大家。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>在路上,找方法</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">企业希望通过我们的研究了解售楼处的未来,客户理想如何照进未来?谈论未来着实让我们非常兴奋,但方案设计时,我们发现,购房者对售楼处的印象难以拿捏,很难脱离场域聊取舍。于是我们从市场调研开始,同时寻找适合的沟通方式。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这期间,我们“看”了祖国南北40多个售楼处。这得益于我们过往项目调研中积累了海量项目信息,极大减少了这部分工作的工时,给资料整理预留出足够的时间。这个阶段,我们绘制了售楼处知识图谱。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们发现,售楼处是个销售道具、谈判场地,也是一种体验容器、表达方式。那么它的建筑构造本身,以及它的参观过程,都伴随着客体的认识,这些认识,向后影响购买决策,向前来自哪里?感官,把研究触点聚焦到感官,符合未来以顾客体验为导向的营销时代特征。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">第一部分,算是破冰,这是客户共创的前提。在受访者到访售楼处后,即时记录他们的所见所感。他们讲述自己对样板间、实景示范区、洽谈区的颜色、材质的评价,讲述售楼处声音、饮品、香薰等敏感细致的话题。让人和场域发生广泛深入的羁绊,从而给下一步推进客户共创提供适宜条件。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">第二部分,是客户共创的关键:我们共同回顾动线。这里是我们发现的第一个冲突点:常规动线有很多值得商榷的地方。客户是筛选逻辑:东西好且买得起,再深入了解,但售楼处是故事逻辑,“卖压”逐步加强。我们提出第一个假设,可否让到访者自由游览?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">第三部分,正式共创。这里我们提出三大假设,是量化研究分析的基础上给出的。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.37" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSBWVU7hPQc1SxRJNRpBRAnXamDAjUdRlDRmXsJtSnAXPZp4icoaDcaIA/640?wx_fmt=png" data-type="png" data-w="600"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们发现,在当下信心迷茫、房价倒退的行业前提下,客户能抵达售楼处已是多重作用合力的结果,售楼处仍很难把握“关键一小时”,从入场到样板间,诸多环节客户反应平淡,走出样板间后草率收兵。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>萌芽中,找机会</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">另一个关键设计是对话者选择。因为着眼于未来,就不是今年,或者明年,我们请了几十位00后,他们大多数人第一次看房,却给了我们意想不到的回应。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">00后正式进入职场,他们的特殊性是被放大了的。大多数人在这个生命阶段认识世界的模型基础无外乎家庭和学校:他们的父母是70后,他们的老师是80后,这一代一代的传承是潜移默化的,而他们认识世界的工具是革命式的,因此他们对科技、文化的多元化表现出敢为人先的冲劲。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.657487091222031" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSvHsDqCLA8CjZhOfGJRLFjCticspoHf4gM5FmweibpMuMCkeScbDW9TNQ/640?wx_fmt=png" data-type="png" data-w="581"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们发现,<strong><span style="color: rgb(0, 122, 170);">00后拥抱科技与狠活。</span></strong>之所以样板间是冲动峰值,是基于一种假设:客户看格局一知半解,对装修雾里看花,唯舒适的采光和轩阔的视野让人心旷神怡,仿佛每一间都能如此明媚。正基于此,我们把应用AR技术模拟每家每户采光视野作为基本功能,把视网膜级的工艺展现、可追溯的选材等功能集成在DEMO上,摆在受访者面前,肉眼可见人们被科技感冲击。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>在现场,畅想未来</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">售楼本质是一个短暂的商业活动,全行业都在努力把短期跟长期结合在一起,找到一个良性未来。目前的多元化售楼处风靡,但还是拼凑,不能给客户创造实际价值,这要求我们,放长尺度看投入产出比,深挖轻资产价值。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">有朝一日房子回归居住本质,现房销售是发达市场的必然结果。在一个样板房里面直接接待,那么售楼处存在的大前提就失去了,当历史性变革扑面而来,如何展现,如何讲述,你做好心理建设和知识体系搭建了吗?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><br /></span></section><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">06&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p><h2 style="margin-right: 16px;margin-bottom: 24px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 18px;">样板间革命三重境界,你修炼到第几层?</span></strong></h2><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">一个新产品已经很难有从无到有的颠覆式技术革命了,更多是从有到优升级或者从小众走向大众。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">有些城市高层精装、洋房清水,有些地方低端精装,高端清水,行业发展轨迹不同,客户态度不同。下半年我们就在一座精装毛坯共存的城市,开展了一场深入第一现场的大样本调研。本研究的主题词是“样板间”。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">企业的直接目的是让客户给城市精装修基准配置做取舍,从而构建不同客群增减档策略。我们把研究标的限制在样板间,是希望做得更直接,在第一现场达成目的。2022年,关注“客户需求”与“关键场景”关系的研究越来越多。我们就以此为例解析这类研究的方法。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>找基准线</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">在执行项目之前,我们开展了市场走访,从市场及成熟案例研究梳理基准配置清单。然后开展定性研究,对客户和他们的需求进行高度抽象,形成升级包建议,其中包括建议升级和建议降级。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">项目走访,审视市场竞争格局,找寻客户认知精装修基础水位线。我们看到这个城市的产品在展示风格上的水位线是:窗帘挂满墙,墙面不留白——也就是说在做加法。在功能设计上的水位线是:安全环保、动线合理,发展方向是效率提升、收纳升级。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">这座城市的<span style="text-decoration: underline;">边际差异</span>比较明显,有形成降维打击的空间。市场现状是各企业为适应市场,不断试错,精益求精,但一切结果代表过去,当代客户的尺子是怎样的呢?</span></section><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.4470314318975553" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSI8ZibLjtQLlUZtNdicyvejLEHkNdpXpppNrovmvdXyTwfEYv1n0V49nA/640?wx_fmt=png" data-type="png" data-w="859"></span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong><span style="font-family: 微软雅黑, sans-serif;">找评价标准</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">样板间作为销售场景之一,是一个舞台化的居所,它脱胎于生活场景,但高于生活场景。那么我们向回走进生活场景中,采用了生活日志(lifelog)的方式,最终抽象出几类“元客户“,从中剥离出样板间有所作为的方向。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">本研究的方案设计简单说是给受访者写一篇《日记》,我们作为观察者在客户家“生活”了一天,从起床、盥洗、早餐的食谱,到家人之间的冲突,亲子游戏的惬意。受访者尽可能多地通过场景再现而非语言,我们则通过视频、图像等方式捕获他们的日常生活。这是一场足够多信任的沟通,既有企业对我们的信任,也有受访者对我们的信赖,考验我们的记忆力、整合力甚至想象力。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">本研究选取样本侧重深度参与且刚刚完成精装的家庭。有些客户的家被邻居争相参观,有些客户的家在社交网站小有名气。我们的《观察方案》不要第一直觉,亦非快问快答,而是聚焦客户各个空间使用的经验、教训。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong><span style="font-family: 微软雅黑, sans-serif;">找可为空间</span></strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">一手掌握市场现状,一手掌握客户需求,然后就可以拿出成型的增减配置策略了。成事之术无非如法炮制,我们花了更多精力回归思考,寻找为业之道。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">第一境界:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">销售员带领购房者参观样板间,销售员是销售立场,趁热打铁,再下一城,购房者是上帝立场,钱在我手,尽在掌握,此情此景,认真品味样板间细节的极少。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">在置业考量因素中,地段、价格、品牌、户型、小区,物业,排名各异,精装难以进入第一方阵。样板间内功能配置的“有无”比“优劣”重要,风格搭配比细节工艺重要。这是我们的第一层策略建议:向实,关注配置,入虚,聚焦主题——不要把售楼处当作万花筒,五彩缤纷的梦境容易惊醒。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">第二境界:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">客户能明确讲出哪个样板间更好,但很难给出好的理由。不是一个样板间格局好、配置好、软包好、采光好,客户就一定喜欢。人们对某一个事物喜欢,基于一条非常简单的心理学原理:喜欢你,因为咱俩很像——相似吸引原理。大数据推送正是基于这样的原理,让人欲罢不能。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">样板间也是类似,在一个熟悉的场域里,和自己的梦想更贴近。这是我们的第二层策略建议:精准的客户定位绕不开,急不得,搞不清为谁而作,对谁而说,向谁而演——不用努力也能躺赢的梦该醒了。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">底层境界:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">样板间作为一个营销道具,是展现项目的舞台,仍需保持售楼处不可跌破的底线,比如不耍把戏。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;"><br /></span></section><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">07&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p><h2 style="margin-right: 16px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 18px;">找对方法,瞬时场景也侃侃而谈</span></strong></h2><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">地下车位是典型的“三高”产品——沉没成本高,滞销风险高,客户敏感度高。它很难通过传统客研给出策略建议,因为车库和住宅不同,车库是不常用。人们对车库的注意力不高,只要满足车辆收纳功能,别惹事,就行了。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">有三种企业想把车库做好。第一种,完全竞争市场,行业卷得无以复加,第二种,国企,可以不赚钱,不可以资产流失,第三种,有情怀,打造作品级项目,敢于引领。2022年上半年,我们接到一家企业委托,目标是搭建地下空间产品体系。摆在我们面前的现实问题是受访者在这个话题上太“业余”了,难以自主定义出一个好用的地下空间。于是,我们从调研起步,打开眼界的同时,寻找应对策略。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>穿梭卷帘门内外</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">在项目开始前,我们聘请了设计院的专家,为我们培训了地下空间设计规范,学习了地下空间设计技术要点。通过阅读论文、专业书籍、研究报告,综合整理了地下车库知识图谱,形成了多达50项技术细节的调研方案。</span></section><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.5353218210361067" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSODs1rbXoYc0r0PAibAib2GhlCPbw4GFV0fKIcoAzdJ8icvwzc6CicmfVUA/640?wx_fmt=png" data-type="png" data-w="637"><img class="rich_pages wxw-img" data-ratio="0.4737550471063257" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSaeWE5icdYPY8lzGZc1ef3fm1olEAu8icAkE7WDnNR90GChldjvVy3vIg/640?wx_fmt=png" data-type="png" data-w="743"></span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">行走了本市20个地库,鹤立鸡群的比较少,我们把目光放眼全国,摸到了新的认知天花板。对和地库类似的空间开展观察,包括停车楼、产业园、购物中心、展示馆、机场、地铁站等。有美国的,有欧洲的,有大国的,也有小国的。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">和客户开展沟通的三条主线也浮出水面:动线、功能和颜值。我们的话题从和购房者谈车,谈车位开始:从买车位到用车位。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>意想不到的吐槽大会</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们以为客户缺乏体验,但试访就开成了一场“吐槽大会”。他们踊跃表达“周身疼痛”:直角弯多、距离远、照明差、标识小、漏水、道闸反应慢、车道窄……不一而足。这让我们兴趣盎然,一个半小时下来意犹未尽。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">但很快我们发现,通过定性的表述很难给到设计师成熟的指导意见:客户在购买时看距离、尺寸,使用时要畅通、安全。但多远距离、多大尺寸、怎样畅通、如何安全,客户给不出精确建议。我们和企业共同研发了《共创示卡》,分为功能测试和视觉测试两部分。这种“亚共创“,在后来的客研实践中是非常多的,特别是和生活习惯疏远,跨专业领域的研究课题,客户往往很难带入产品经理的角色。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>测试激发共创热情</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">我们一共设计了6个层次,15个<strong>功能测试</strong>点。受访者参与积极性非常高,不同档次的受访者反馈也呈现阶梯现象。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.461271676300578" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSUAKYwEZ87pPuf3vjkoic2kVgc8Mn4qdzp9YoTAwhZk83aS26tSVBZ7g/640?wx_fmt=png" data-type="png" data-w="865"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">此外我们请客户对各工段的建筑面进行<strong>颜值测试</strong>,这些量化结果直接影响设计师取舍,是针对性很强研究成果。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">总的来说,车能走的地方是材质更重要,目之所及是颜色更重要。地面关乎使用体验,是整体受访者的首要关注;标识关乎行车安全,关注程度次之;墙面和顶面是视线所及,作为高端产品表现美观与档次的界面。</span></section><p style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.5915721231766613" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSficPf8x1H18ia2QKAZ9AoBL6A5q0PfA8mdDI23suVnbr3pONwkJo5O7A/640?wx_fmt=png" data-type="png" data-w="617" style="height: 323px;width: 546px;"></span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;">从最初无话可谈,到拆解要素点,最后给出完整的产品系策略。我们开始思考这个项目能给到客研怎样有益的启示。客研是有功能边界的,客户讲不出来,选不出来,也就不成之为客研,但咨询服务是没有边界的,灵活使用各种社会学调查与研究方法,给到客户足够多的风险提示和优化建议,也就是黄狸黑狸,得鼠者雄。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 微软雅黑, sans-serif;font-size: 16px;"><br /></span></section><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;font-size: 45px;letter-spacing: 0px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">08&nbsp;</span></strong><span style="outline: 0px;max-width: 100%;font-size: 15px;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">@</span></strong><strong style="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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><span style="outline: 0px;max-width: 100%;letter-spacing: 1px;color: rgb(117, 117, 118);visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">urasr</span></strong></span></p><p style="margin: 5px 16px;white-space: normal;color: rgb(34, 34, 34);font-family: system-ui, -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;outline: 0px;max-width: 100%;text-align: left;line-height: 1.5em;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;"><strong style="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: 0.5px;font-size: 16px;visibility: visible;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;visibility: visible;box-sizing: border-box !important;overflow-wrap: break-word !important;">—</span></strong></p><h2 style="margin-right: 16px;margin-bottom: 24px;margin-left: 16px;white-space: normal;"><strong><span style="font-size: 18px;">后疫情时代看建筑和生命健康的关系</span></strong></h2><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">对待疫情,开发企业有三种反应:</span></section><p style="margin-right: 32px;margin-left: 32px;text-indent: 0em;white-space: normal;"><span style="font-size: 16px;"><strong>第一阶段,疫情之初:</strong>被全行业寄予厚望的“在线买房”,如今潮水退却,沦为短视频自嗨,轻量化营销没有新突破;</span></p><p style="margin-right: 32px;margin-left: 32px;text-indent: 0em;white-space: normal;"><span style="font-size: 16px;"><strong>第二阶段,头疼医头:</strong>以玄关洗手池、牙签按电梯为代表的战备式布防策略,因国人不习惯而销声匿迹;</span></p><p style="margin-right: 32px;margin-left: 32px;text-indent: 0em;white-space: normal;"><span style="font-size: 16px;"><strong>第三阶段,追本溯源:</strong>做体系重新出发,通过建构健康居住场景,实现健康生活常态化。</span></p><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>健康,只有在不健康时才重要</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">企业委托我们做健康住宅、或以养老地产之名做健康住宅相关专项研究的越来越多。最初开展这类研究时,我们是迷茫的。摆在我们面前的问题是,当我们谈论健康时,我们在谈论什么。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">一番头脑风暴下来,我们认为这项研究属于跨行业的研究,是生命科学作用于建筑科学的交叉学科,我们需要用社会学科的办法甄选出营销学科的策略。我们需要构建起对健康和住宅的基本认识,升级我们熟悉的客研方法,以便和客户更好的交流。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">市场上有众多涉及健康的产品理念,但往往是一心做加法,以“健康”为噱头,动辄几十条有关无关的细节堆砌而成。比如A企业早在多年前就提出了健康生活家理念,借WELL体系(美国绿色建筑协会的一种健康建筑评估方法)应用于住宅产品,含有几十个“健康点”,但细看下来,绝大多数缺乏人体健康的关系,一个IP装万物。B企业更加登峰造极,全屋净化、全居智能、全域安全、全区颐养,在功能层面完成度非常高,但缺乏亮点,客户感知度低,业主都不了解。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">于是我们看见了“山峰”,遭遇了“瓶颈”:健康和住宅并没有紧密的互相成全的关系,特别是身体方面,体态、心态、血压、眼耳鼻喉、五脏六腑,哪个和钢筋水泥也没有直接关联。这是过往健康住宅体系不能深入人心的根本原因——健康时健康的设计只是锦上添花。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">就这样,我们的思考指向让客户舒服,营造减少疾病发生的环境,包括身体方面,也包括心理方面。原始的方案仍是居住场景还原,缺点是话题容易跑偏,效率比较低,后来我们做了关键信息点的筛选,目前逐渐成型的《健康住宅客研方案》主要是四大部分:</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">一,什么是睡得健康?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">话题从舒服的好觉开始。我们和受访者探讨窗户和墙壁的隔音、驱蚊的花草、智能窗帘等话题。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">二,什么是吃得健康?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">话题转入病从口入。我们和受访者探讨卫生的饮水和烹饪的油烟,以及生病这样的特殊场景,看小区医生的必要性。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">三,什么是活得健康?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">话题切换为做家务。这是整个访谈的主要部分,包括凉霸、洗碗机、软水机、消毒柜、浴缸、智能马桶、新风系统等话题都会在这部分展开,同时我们也会兼顾心理健康,比如兴趣空间。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">四,什么是出行健康?</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">这部分在整个研究中属于开拓性的部分。随着研究逐渐深入,我们发现很多城市人群对户内的需求口味趋同,在各路同业把户内开发到极致的前提下,我们认为提升公共区域的好感是比较“实用”的突破口,也可作为品牌的展示场,于是有了最后这块拼图。这部分包括地下车位便捷性、儿童设施安全性、运动区域专业性等一系列话题。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><img class="rich_pages wxw-img" data-ratio="0.7944055944055944" data-src="https://mmbiz.qpic.cn/mmbiz_png/AJkYaTAujIx5UGkbpWXCOvVjNwEEf0nSFMlA1E031EAEYVtu1iaeibJNkcv5F3bmmOUFBTAYbJ3l5FN28T5ia29wQ/640?wx_fmt=png" data-type="png" data-w="715"></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">最初,我们对受访者的甄别是比较宽松的,毕竟健康是平等的理想,只是分为高中低三个档次分别探讨。后来我们发现各年龄段对健康的敏感度存在差异,于是我们加入了养老组,在某些城市,还加入了度假组,作为专项研究对象。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;"><strong>健康的本质是时间</strong></span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-size: 16px;">回到最开始的话题,当我们谈论健康时,我们在谈论什么。我们的答案是时间,延长健康、舒适的时间,缩减疾病、不适的时间。一个住宅,能让人安静地多睡一会儿、安全地多玩一会儿,安心地放空一会儿,给人自在放飞,五彩缤纷的可能,是开发商能提供的最大诚意。</span></section><section style="margin-right: 16px;margin-left: 16px;white-space: normal;"><span style="font-family: 楷体;font-size: 16px;">分享项目复盘的初衷,是想在逆境中发出光,告诉同道中人我们还在相伴而行。房地产客研已经走过了方法论精进、营销策略挖掘、产品体系搭建等多个关键阶段,目前企业的诉求主要是通过多学科交叉,提供渗透式服务。当下,对公共区域的研究正火热,近来,死盘复活、物业满意度、地产新零售、智能家居甚至智慧停车等研究需求开始出现。我们坚信,只要有人使用,客研就有必要。</span></section><p><span style="font-family: 楷体;font-size: 16px;"><br /></span></p><section style="max-width: 100%;text-indent: 0em;white-space: normal;text-align: center;margin-bottom: 0px;margin-left: 16px;margin-right: 16px;overflow-wrap: break-word !important;box-sizing: border-box !important;"><span style="max-width: 100%;color: rgb(136, 136, 136);font-size: 12px;overflow-wrap: break-word !important;box-sizing: border-box !important;">-<span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, Arial, 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