官网首页 › 研究观点 › 观点正文

2024版禾略项目定位八段锦 转载

发布于 2024-01-19

<p style="text-align: center;"><br /></p><p>禾略做项目定位的宗旨是从客户出发,扎扎实实把基础把产品做好。当然项目各有各的不同,下面以沈阳某地块为例,介绍禾略在项目定位中发挥的作用。<span lang="EN-US"><o:p></o:p></span></p><p><strong>一,本体分析<span lang="EN-US"><o:p></o:p></span></strong></p><p>这个地块有两大尴尬:<span lang="EN-US"><o:p></o:p></span></p><p>一是虽然地处核心环线内,但行政归属郊区,二是拿地早,土地使用权年限不足十年。<span lang="EN-US"><o:p></o:p></span></p><p><strong><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">禾略定位第一招——重新定义板块</span></strong><strong><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></strong></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">划分板块本质上是一种“图聚类”行为。禾略采用社区检测算法——把具有密集连接的子图聚类,把没有密集连接的子图分离。简单说就是</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">A</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">板块内所有地点内部交通时长远低于到达</span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">B</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">板块内任何地点。从而形成一个区域集团。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p style="text-align: center;"><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:#605205;background:white;mso-no-proof:

yes;"><img class="rich_pages wxw-img" data-imgfileid="502358006" data-ratio="0.902542372881356" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0kqT05uibDnOs1PliaBhXS4bufDefE9bXwUqHn6c4oeGaFeFYzkrCWoKA/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:#605205;background:white;"><o:p></o:p></span></p><p style="text-align: center;"><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">图</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">1-</span><span style="mso-bidi-font-size:

10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:

Arial;color:black;mso-color-alt:windowtext;background:white;">沈阳城区</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">110</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">多个板块</span><span style="mso-bidi-font-size:10.5pt;font-family:

&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;"> </span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><strong><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">禾略定位第二招——九维板块评级</span></strong><strong><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></strong></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">这个步骤要评估土地的便利程度,毕竟再伟大的产品,也很难大过土地。我们回答这个板块比那个板块更便利,是基于地理信息数据的富集程度。我们整合了吃、喝、玩、乐、住、行、教育、医疗、工作资源共</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">9</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">大要素模块评价土地价值。</span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:

white;mso-no-proof:yes;"><img class="rich_pages wxw-img" data-imgfileid="502358007" data-ratio="0.21015514809590974" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0Y5K8ibSPibvVANrDopkqKCqVf1mNTZhQ4LrZmubFwzQ3RG2hQKIrbVjg/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="709"></span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p style="text-align: center;"><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">表</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">1-</span><span style="mso-bidi-font-size:

10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:

Arial;color:black;mso-color-alt:windowtext;background:white;">本案和竞品九维评级得分</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">两招看下来,地块周边餐馆、冷饮、棋牌、专科医院、幼儿园、快速路便利度高,但房价、租金比周边高。也就是说,比较优势在于吃、喝、乐、医疗、教育、行,劣势在于住。</span><span lang="EN-US"><o:p></o:p></span></p><p>标准招法搞定后,我们专项攻关“产权年限短”这个课题。我们发现,这不是一个需要解决的问题,而是一个需要解释的问题。首先,我们确定了彻底解决这个问题需要<span lang="EN-US">1</span>个亿,这是极限值;然后,我们收集整理了政府的红头文件,访谈了自然资源局的相关人士、律师以及遭遇过类似情况的项目经理、二手房经纪人,真相浮出水面——花了钱的房屋所有权永远属于业主,土地所有权永远属于国家,土地使用权是历史的产物。在后来的客户访谈中,我们发现,客户是可以在价格有诚意的前提下妥协的,特别是当他们了解到未来交易不受影响后,客群规模仍足以支撑本案。<span lang="EN-US"><o:p></o:p></span></p><p>通过本体分析,我们对本案的认识就更通透了。也就是说,要在一个配套基本饱和的板块,做一个尽可能低总价的产品,换取客户的心理平衡。<span lang="EN-US"><o:p></o:p></span></p><p><strong>二,客户描摹<span lang="EN-US"><o:p></o:p></span></strong></p><p>这种情况下,我们的定位面临两个岔路:<span lang="EN-US"><o:p></o:p></span></p><p>一是符合市场主流,做大面积,在单价上给足诚意,二是恪守利润底线,定高单价,做小面积牵制总价极限。这本质上是做谁的生意的问题:是给改善人群一个实惠,还是给刚需人群一个机会?<span lang="EN-US"><o:p></o:p></span></p><p><strong><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">禾略定位第三招——潜客分析</span></strong><strong><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></strong></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">借助移动大数据,我们调用了本案可以</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">20</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">分钟步行可达的区域,过去一个月内活动人群的情况,这个招式适用于迭代期的居住区块。这样比问卷调研更精确地了解地缘客户的真实情况:比如,年龄、子女情况、从业情况、通勤动线,甚至车辆品牌、餐饮消费客单价等。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:

white;mso-no-proof:yes;"><img class="rich_pages wxw-img" data-imgfileid="502358008" data-ratio="0.4795486600846262" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0hluq9LTKhIvygHBMJP6kZ8W8RHdk7qknNPPbkwjbTHxPP1iaefCOUuA/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="709"></span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p style="text-align: center;"><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">图</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">2-</span><span style="mso-bidi-font-size:

10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:

Arial;color:black;mso-color-alt:windowtext;background:white;">借助地理大数据生成的潜客职住分布图</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">这样看下来,本案潜客里地缘客户分成两类,一些在大学、医院里,挣技术钱,一些在饭店、商场里,挣体力钱。我们也看到,他们现在有房住,因此,我们有必要去看看他们所住房屋的情况。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><strong><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">禾略定位第四招——需求锁定产品</span></strong><strong><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></strong></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">市场卖得好且卖得快我们就做——传统定位下,业内很多人秉持这种执念,但这种定位的前提很多,只是我们都忽略了,比如我们的设计水平营销水平和别人一样,我们的土地质素和别人一样,我们即将经历的行情和别人过去经历的一样,我们的开发运营节奏和别人一样,但这是不现实的,这种稳态只存在于想象之中。当结构性变化来临,基于历史的预期就会成为包袱</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">在禾略看来,农耕文明因果论决策模型必须破除,定位属于创造行为,它是在预判未来某个方案走得通,而不是总结过去某个方案走通了。定位必须敢于冒险,他的本质是在金额和效率之间找到一个出口。如何走出这座决策迷宫?禾略坚持“因人而异”的基本思路——先确定为谁而作。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">研究时我们对抽取各样本的社会属性和客户预购面积等产品核心属性做相关性分析,并用最小生成树枝干粗细这种直观的表达方式,发现了家庭结构、总价计划、户型计划和户型打分等属性关联最强烈,将其作为聚类指标。当然,最小生成树也看到其他相关性,比如客户将物业服务和小区绿化、品牌知名度及交付能力关联,将精装预算和家庭收入挂钩,现居户型关联着户型计划等。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p style="text-align: center;"><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:

white;mso-no-proof:yes;"><img class="rich_pages wxw-img" data-imgfileid="502358009" data-ratio="0.739406779661017" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0H2pib9lhjSQWYuLGLpw61IB3Qlib7BZuuk4D02SquEuqKc4wXQiaSdTOA/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p style="text-align: center;"><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">图</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">3-</span><span style="mso-bidi-font-size:

10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:

Arial;color:black;mso-color-alt:windowtext;background:white;">对问卷各属性相关性分析形成的最小生成树图</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">两招看下来,我们对客户的认识更聚焦了——年龄在</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">26-30</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">岁的教职员工,收入稳定,年龄在</span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">36-40</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:

Arial;color:black;mso-color-alt:windowtext;background:white;">岁的自己做生意,开个小店,收入不太稳定,但他们都是体面人,长期住在老破小里让他们很不体面,因此,“知名品牌开发商”的新房是他们换房的必要前提。他们是同一类家庭规模,只是差在经济实力上,他们是三口之家,孩子还小,也不要二孩。他们对价格很敏感,但既然购房就要充分考虑未来孩子自己住和赡养父母。总结起来</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">3</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">个关键信息:只看新房,品牌加持,二房将就,面面俱到。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:

white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">最终,我们选择了给刚需人群一个体面的机会——通过小面积控制总价。在</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">150</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">份定量样本中,三口之家占了</span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">46%</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">,夫妻和单身占了</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">29%</span><span style="mso-bidi-font-size:

10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:

Arial;color:black;mso-color-alt:windowtext;background:white;">。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">拿什么给三口之家?他们中选三房二卫的占</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">59%</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">,选三房一卫的占</span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">23%</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">;</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:

white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">拿什么给夫妻和单身?他们中有</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">32%</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">选了三房二卫。</span><span lang="EN-US" style="mso-bidi-font-size:

10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">也就是说,三房二卫可以覆盖最多类型的家庭,而总样本的</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:white;">34%</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:Arial;mso-hansi-font-family:

Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">选择了</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;color:black;mso-color-alt:windowtext;background:

white;">95-100</span><span style="mso-bidi-font-size:10.5pt;mso-ascii-font-family:

Arial;mso-hansi-font-family:Arial;mso-bidi-font-family:Arial;color:black;mso-color-alt:windowtext;background:white;">平方米,从而得到本案最重要的输入条件。</span><span lang="EN-US" style="mso-bidi-font-size:10.5pt;font-family:&quot;Arial&quot;,sans-serif;background:white;"><o:p></o:p></span></p><p><strong>三,竞争策略<span lang="EN-US"><o:p></o:p></span></strong></p><p>市场上没有,也许是机会,但是在充分竞争的时代,没有一个机会点是别人没有考虑过的。因此,市场分析的目的从看机会转向看实力,回答如何拼劲全力做出卷死对手的产品。<span lang="EN-US"><o:p></o:p></span></p><p><strong>禾略定位第五招——动态市场矩阵<span lang="EN-US"><o:p></o:p></span></strong></p><p>在项目启动之初,禾略就利用独创的智能定位算法给出了<span lang="EN-US">95</span>平方米方案,这套算法是基于新房二手房竞品的市场走势,建构起的一个<span lang="EN-US">4</span>维定位模型——<span lang="EN-US">X</span>轴是面积,<span lang="EN-US">Y</span>轴是总价,<span lang="EN-US">Z</span>轴是建筑类型,还有一条<span lang="EN-US">t</span>轴是时间,也就是说,我们把每个建筑类型下,每个面积和总价组合都做了回归,根据其发展走势,做出下一年入市时的机会矩阵。<span lang="EN-US"><o:p></o:p></span></p><p>当然这个项目的实际情况是只能做高层,我们的实际应用了<span lang="EN-US">3</span>维。<span lang="EN-US"><o:p></o:p></span></p><p><strong>禾略定位第六招——挑战面价极限<span lang="EN-US"><o:p></o:p></span></strong></p><p>我们的定位结果有了客户需求,有了市场趋势的双加持,但在微观竞争层面还需要周到的考虑。这里我们分化出两个路径:<span lang="EN-US"><o:p></o:p></span></p><p>一是理性层面,绝对不能输给竞争对手,至少不能小不能少,二是感性层面,根据客户需求来,绝不无畏地比大小。禾略选择先诉诸理性,再回归感性。<span lang="EN-US"><o:p></o:p></span></p><p>我们找到本案核心竞品,把它们的<span lang="EN-US">3</span>房<span lang="EN-US">2</span>卫归为两类,一种是<span lang="EN-US">105</span>平方米,实得面积<span lang="EN-US">107</span>平方米(销售建筑面积<span lang="EN-US">+</span>赠送建筑面积),总价在<span lang="EN-US">126</span>万元左右,另一种是<span lang="EN-US">113</span>平方米,实得面积<span lang="EN-US">116</span>平方米,总价超过<span lang="EN-US">130</span>万元。<span lang="EN-US"><o:p></o:p></span></p><p>先聚焦总价,我们发现,当总价控制在<span lang="EN-US">116</span>万元以内时,本案客户池是<span lang="EN-US">83%</span>,就是对本案有意向的人群中,<span lang="EN-US">83%</span>可以有能力购买,而在<span lang="EN-US">130</span>万以上,客户池降低到<span lang="EN-US">44%</span>,风险增大,因此我们决心将总价控制在<span lang="EN-US">116</span>万元以内,实际我们将总价控制在了<span lang="EN-US">111</span>万元以内。<span lang="EN-US"><o:p></o:p></span></p><p style="text-align: center;"><strong style="mso-bidi-font-weight:normal;"><span lang="EN-US" style="mso-no-proof:yes;"><img class="rich_pages wxw-img" data-imgfileid="502358010" data-ratio="0.8834745762711864" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0YhAafTUH8ic5fmrg5tRTKjvunEjfjgtMUyNZmjBKYjr9RkbOQbkIvSA/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></span></strong><span lang="EN-US"><o:p></o:p></span></p><p style="text-align: center;">表<span lang="EN-US">2-</span>基于问卷结果统计的不同总价下可承接客户池规模<span lang="EN-US"><o:p></o:p></span></p><p>这得益于我们和企业做了深度交圈,设计师发挥聪明才智通过阳台、飘窗、管井或设备平台等空间偷送,实现在更小面积对标<span lang="EN-US">107</span>平方米。说干就干,一个<span lang="EN-US">97</span>平方米,实得面积<span lang="EN-US">107</span>平方米的“超级户型”呼之欲出。<span lang="EN-US"><o:p></o:p></span></p><p style="text-align: center;"><span lang="EN-US"><o:p><img class="rich_pages wxw-img" data-imgfileid="502358011" data-ratio="0.3813559322033898" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0DGHVosibsoicen2dMxjPyZf9Zzz8a8FK6CVujqjUiajqGjibLjuvNbZRibQ/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></o:p></span></p><p style="text-align: center;">表<span lang="EN-US">3-</span>本案定位建议基于竞品实得面积对标,并展现和竞品的差价<span lang="EN-US"><o:p></o:p></span></p><p>我们用同样的方法,定位了次要需求<span lang="EN-US">88</span>平方米三房一卫。<span lang="EN-US"><o:p></o:p></span></p><p>最终上市方案中,主力户型<span lang="EN-US">94</span>平方米,实得面积做到<span lang="EN-US">110</span>平方米,占比<span lang="EN-US">60%</span>,次主力户型<span lang="EN-US">90</span>平方米,实得面积做到<span lang="EN-US">105</span>平方米,占比<span lang="EN-US">40%</span>。这是设计规范、设计能力和时间三者相互制约相互博弈后,最终方案。<span lang="EN-US"><o:p></o:p></span></p><p><strong>禾略定位第七招——对标需求尺度<span lang="EN-US"><o:p></o:p></span></strong></p><p>产品面积确定后,我们工作重点转向产品策划。问卷调研中,我们了解到客户对各空间舒适度的需求强度,深度访谈中,我们了解到客户对各空间的敏感点,市场调研后,我们将竞品户型的关键尺寸都做了全面比较。从而形成了产策的输入条件:包括各空间有竞争力尺度的底线、客户不可冲破的设计底线以及能引发客户购买欲的设计要素。本案客户期待的真阳台(可三面开窗)在上市方案中得以实现,客户敏感的收纳空间作为加载包实现(包括玄关<span lang="EN-US">800</span>库、餐边柜等打包让客户自主选择),客户介意的过道多得以避免,至少一个明卫的底线得以保全。<span lang="EN-US"><o:p></o:p></span></p><p><span lang="EN-US" style="mso-no-proof:yes;"><img class="rich_pages wxw-img" data-imgfileid="502358012" data-ratio="0.27496757457846954" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC05T1IV4iaWVICvwC18lLNVRBT9W5YoFkxDy4DpNVd4R4xFicENxsXMxMQ/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="771"></span><span lang="EN-US"><o:p></o:p></span></p><p style="text-align: center;">表<span lang="EN-US">4-</span>户型设计建议参考了竞品项目空间尺度测量表(局部)<span lang="EN-US"><o:p></o:p></span></p><p style="text-align: center;"><span lang="EN-US"><o:p><img class="rich_pages wxw-img" data-imgfileid="502358013" data-ratio="0.8813559322033898" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0iaBWts7v3b9roq0bNHAMct09uhiaX4PSiaxYXF6wn2orYhzd5shFMxnPA/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></o:p></span></p><p style="text-align: center;">表<span lang="EN-US">5-</span>基于客户需求的设计建议书(要点)<span lang="EN-US"><o:p></o:p></span></p><p style="text-align: center;"><span lang="EN-US"><o:p><img class="rich_pages wxw-img" data-imgfileid="502358014" data-ratio="1.1694915254237288" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0JRXgw6JPy84ibAsuov3e3q7QD6uEX7Ne4kpDzpfUzXCq6QE1dz4Nxvg/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></o:p></span></p><p style="text-align: center;"><span lang="EN-US"><o:p><img class="rich_pages wxw-img" data-imgfileid="502358015" data-ratio="1.2415254237288136" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0UbAxwsvXwcqAXcUr8ibkxVtNSPianV94EjecJTYVskXIUYzyk2W2Fu1w/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></o:p></span></p><p style="text-align: center;">图<span lang="EN-US">4-92</span>平方米的户型设计过程稿和最终的<span lang="EN-US">94</span>平方米上市户型<span lang="EN-US"><o:p></o:p></span></p><p><strong>四,传播语言<span lang="EN-US"><o:p></o:p></span></strong></p><p>好的产品自己会说话,禾略将传播语言的重点放在样板间展示。这个理念来自过往客户研究中,我们发现很多巧妙的设计客户没有感知到,甚至让客户一头雾水,比如客户打开玄关柜门,发现挂钩很多种,却不知道用来挂什么。<span lang="EN-US"><o:p></o:p></span></p><p style="text-align: center;"><span lang="EN-US"><o:p><img class="rich_pages wxw-img" data-imgfileid="502358016" data-ratio="0.75" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG7gZ1EuhQ5UU4kslyBYiabC0fB4IE7Qf5oBuIeuo4f7XRqWKN5HTSQ62NnDLTc6DZlQ4wF0K328ibbQ/640?wx_fmt=png&amp;from=appmsg" data-type="png" data-w="472"></o:p></span></p><p style="text-align: center;">图<span lang="EN-US">5-</span>上市样板间的温馨说明<span lang="EN-US"><o:p></o:p></span></p><p><strong>禾略定位第八招——多维价值复现<span lang="EN-US"><o:p></o:p></span></strong></p><p>当整个项目的价值点被尽可能穷尽,讲什么故事成了一个问题。禾略在故事线打造上一直坚持寻找一条让买卖双方共鸣的主线。这个步骤犹如将漫天繁星连成星座,大多数灵感来自结构化分析,而非从天而降。本案的价值点可以概括为:<span lang="EN-US"><o:p></o:p></span></p><p><span lang="EN-US">1</span>、二环内选项少(竞品多数紧邻三环)<span lang="EN-US"><o:p></o:p></span></p><p><span lang="EN-US">2</span>、自身品牌过硬(有排面且物业可靠,交付放心)<span lang="EN-US"><o:p></o:p></span></p><p><span lang="EN-US">3</span>、定位总价友好(物业费和采暖费都少)<span lang="EN-US"><o:p></o:p></span></p><p><span lang="EN-US">4</span>、两种三房任选(可紧凑可舒适)<span lang="EN-US"><o:p></o:p></span></p><p><span lang="EN-US">5</span>、精装修可定制(一步到位)<span lang="EN-US"><o:p></o:p></span></p><p>我们从中摘取了一步、二环、三房等要素,最终建议和上市宣发的结果几乎一致。<span lang="EN-US"><o:p></o:p></span></p><p>整个定位期<span lang="EN-US">4</span>个月,最大的分歧在于禾略的角色,定位作为一种决策行为,需要大量调查才有发言权,需要足够胆略才有决策权。作为第三方机构,我们提供的决策依据和决策建议,代表客户的呼声,谁先转变了思维方式,谁先立于潮头抓住机会。<span lang="EN-US"><o:p></o:p></span></p><p style="text-align: left;"></p><p style="display: none;"><mp-style-type data-value="3"></mp-style-type></p>

← 返回观点全库