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萬茂地產

地產行業突圍的領路人

項目背景

       2017年,房地產政策堅持"房子是用來住的,不是用來炒的"基調,地方以城市群為調控場,從傳統的需求端調整向供給側增加進行轉變,限購限貸限售疊加土拍收緊,供應結構優化,調控效果逐步顯現。同時短期調控與長效機制的銜接更為緊密,大力培育發展住房租賃市場、深化發展共有產權住房試點,在控制房價水平的同時,完善多層次住房供應體系,構建租購并舉的房地產制度,推動長效機制的建立健全。2018年上半年,房地產調控政策繼續積極抑制非理性需求,同時強調擴大并落實“有效供給”,但是,短期需求側調控和中長期供給側改革的交互作用并產生效果尚需時間,市場上的供需情況仍較緊張。重點城市新房市場成交面積繼續縮減,各線城市中一線城市領降;三四線城市新房成交面積亦有所回落,但規模仍處歷史較高水平。

Background of the project:

       In 2017, the real estate policy adhered to the keynote of "housing is used for living, not for speculation". Local governments took urban agglomeration as the control field, shifted from traditional demand-side adjustment to supply-side increase, tightened purchase-limit, loan-limit and sale-limit, superimposed land patch, optimized supply structure, and gradually showed the effect of regulation and control. At the same time, the connection between short-term regulation and long-term mechanism is closer. We should vigorously cultivate and develop the housing rental market, deepen the development of the pilot housing with common property rights, improve the multi-level housing supply system while controlling the level of housing prices, build a real estate system with both rent and purchase, and promote the establishment and improvement of long-term mechanism. In the first half of 2018, the real estate regulatory policy continued to actively suppress irrational demand, while emphasizing the expansion and implementation of "effective supply". However, the interaction between short-term demand-side regulation and medium-and long-term supply-side reform and its effects still need time, and the supply and demand situation in the market is still tense. The new housing market in key cities continues to shrink, leading by the first-tier cities in all cities, while the new housing market in the third and fourth-tier cities has also fallen, but the absolute scale is still at a historical high level.

 
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洞見:

       我國房地產市場尚未形成自身周期規律,但2017年樓市長短期調控齊發,今年勢必會成為我國房地產市場歷史上一個非常重要的轉折點。從對比美國新開工情況來看,我國仍處于新房擴張末期,租購并舉體系下增量市場將保持相對高位運行。縱觀美國房地產周期與市場結構變化,長期來看市場規模變化是相對平穩的,需求存在慣性,除非有高強度利空刺激,市場并不會出現斷崖式下跌。隨著我國樓市長效機制落地,住房保障等政策調控會更為長期化,租購并舉會成為新時代背景下的新格局,新房市場規模仍會處于相對高位。

       未來房地產政策短期將堅持政策的連續性穩定性,主體政策收緊趨勢不變,形成"高端有市場、中端有支持、低端有保障"的住房發展格局。中長期逐步構建并完善長效機制,政治局會議指出要加快住房制度改革和長效機制建設,2018年長效機制落實將進一步加快。同時,短期調控與長效機制的銜接將更為緊密,在維持房地產市場穩定的同時,完善多層次住房供應體系,這也將對未來房地產市場產生更深遠的影響,推動住房觀念變化和住房居住屬性強化,為房地產市場穩定建立更穩固的基礎。

Insight:

       China's real estate market has not yet formed its own periodic law, but in 2017, the real estate market will be regulated in both the long and short term. This year is bound to become a very important turning point in the history of China's real estate market. Compared with the new construction in the United States, China is still at the end of the expansion of new housing, and the incremental market under the rent-purchase system will maintain a relatively high level of operation. Throughout the U.S. real estate cycle and market structure changes, in the long run, market size changes are relatively stable, there is inertia in demand, unless there is a strong negative stimulus, the market will not fall cliff. With the landing of the long-term mechanism of China's real estate market, the policy regulation and control of housing security will be more long-term, and the combination of rent and purchase will become a new pattern under the background of the new era, and the scale of the new housing market will remain relatively high.

       In the future, the real estate policy will adhere to the continuity and stability of the policy in the short term, and the main policy tightening trend will remain unchanged, forming a housing development pattern of "high-end with market, middle-end with support, low-end with security". The meeting of the Political Bureau of the Central Committee pointed out that the reform of housing system and the construction of long-term mechanism should be accelerated, and the implementation of long-term mechanism in 2018 would be further accelerated. At the same time, the connection between short-term regulation and long-term mechanism will be closer. While maintaining the stability of the real estate market, we should improve the multi-level housing supply system. This will also have a far-reaching impact on the future real estate market, promote the change of housing concept and the strengthening of housing residential attributes, and establish a more stable real estate market. Basics.

 

 

解決方案:

       “萬茂地產”寓意企業在行業領域占據大額市場份額,具有一定的行業話語權,說明企業實力十分雄厚。“茂”字更是代表“繁茂”,寓意企業在未來開拓市場,發展道路上蒸蒸日上,更終枝繁葉茂般庇蔭著下游或關聯行業的地位。該名稱簡潔大氣,寓意美好,且讀之朗朗上口,是個不可多得的好名字,有利于傳播與良好品牌形象的建立。易于品牌度的快速形成。對營銷來講,所有的事都應圍繞一件事,就是為購買提供充足的理由。這個理由你想不想的清楚,就決定了你說不說的明白。購買理由不是知識,不要給消費者灌輸知識,消費者往往要買的東西太多太多,沒有人有時間對所有產品都去仔細了解。需求激發購買,理由左右選擇,與零零散散的產品知識來說還是購買理由來的實在,一個理由就足夠了。理由要以產品的功能、利益為基礎,把自身的購買理由解釋到位了,就與競爭對手的品牌進行了有力的區隔。

Solution:

       "Wanmao Real Estate" implies that enterprises occupy a large market share in the industry and have a certain voice in the industry, indicating that the strength of enterprises is very strong. The word "Mao" is more representative of "flourishing", implying that enterprises will develop markets in the future, flourish on the road of development, and eventually shade the position of downstream or related industries like flourishing leaves. The name is concise, elegant, with a good meaning, and reads well. It is a rare good name, which is conducive to the dissemination and establishment of a good brand image. It is easy to form brand degree quickly. For marketing, everything should revolve around one thing, which is to provide sufficient reasons for purchasing. If you want to know the reason clearly, it will decide whether you say or not. The reason for buying is not knowledge. Don't instill knowledge into consumers. Consumers often buy too many things. Nobody has time to understand all products carefully. Demand motivates purchase, reason decides choice, and as far as the scattered product knowledge is concerned, one reason is enough. Reasons should be based on the functions and interests of products, explain the reasons for their own purchases in place, and make a strong distinction with competitors'brands.

 

Perspectives

瑞意投資RAISSUN

瑞意投資RAISSUN

  項目背景: 北京時代華人投資有限公司,是國內一家涉及房地產、金融等投資

燕謠

燕謠

  背景: 山東屢見屢鮮超市有限公司于2016年成立,注冊資金1000萬元,是山東元邦

培頓

培頓

  項目背景: 教育培訓市場正向更加細分的趨勢邁進,高、中、低不同層次的培訓

Work

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