Experience in real estate planning,%

The real estate marketing planning scheme

The first article: analysis.

I. Market background:

Hangu, located in the eastern coastal area of Tianjin, is an important part of Tianjin Binhai New Area, covering an area of 44 1.5 square kilometers. The district government is located in Zhaishang Street, with a permanent population of 1.7 million. Hangu is one of the important chemical bases in China, and has formed an industrial system with marine chemical industry as the main body and comprehensive development of many categories. There are more than 300 industrial enterprises in the region, mainly including more than ten industrial categories such as salt making, chemical industry, textile, clothing, metallurgy and mechanical processing. Hangu is not only an important industrial area, but also a place rich in rice, fruit and aquatic products. Among them, Chad grapes and aquatic products have long enjoyed a good reputation.

Sunco City is located in Zhaishang Street, and Tianjin Chemical Plant, a veteran chemical enterprise in Tianjin, is in the south. She has made great contributions to the development of Hangu District, but with the reform and opening up and the common problems of old state-owned enterprises, the benefits of enterprises are not as good as before, which also affects the development of Hangu District to some extent. With the adjustment of the local economic structure by the new leadership of Hangu, the tertiary industry is regarded as a supplement to the structure of Hangu District, making Hangu a region with diversified economic structure, thus ensuring the healthy and sustainable economic development of Hangu District.

The development of the local real estate market in Hangu should be officially launched this year. Following real estate, Jing Tian real estate, Sheng Da real estate in Development Zone, Greenland real estate and Shunchi real estate, the starting area of developing mainstream real estate products in Zhaishang Street has reached more than 200,000 square meters. In the relatively primary Hangu real estate market, both market entrants and market latecomers have basically achieved good market returns. Among them, "Greenland Home" and "Riverside Home" of Greenland Real Estate have been recognized by first-class customers in the market for their low prices, while "Blue Bay" and "First City" of Jing Tian Real Estate have been recognized by senior customers in the market.

The first city of Sunco in Hangu, located at the junction of Hangu Culture Street (Yingbin Road) and Dongfeng Road, has high appreciation potential because Dongfeng Road connects Hangu future tourist area. The community is adjacent to No.1 Middle School and No.8 Middle School, a key middle school in Hangu District, with a strong cultural atmosphere. The planned construction area of the community is about 6,543,800+0.2 million square meters. The landscape design company is designed by Hong Kong Jingyi, and the property service is provided by Sunco Property Company. On the whole, it is another joint attack by Shunchi's powerful corps. From the product point of view, Sunco First City still follows the tradition of Sunco real estate development, ensuring the unity and high cost performance of the community. Since the product went on the market, the brand recognition of the product has been highly recognized by the market.

Second, the competitor analysis:

As the development of Hangu real estate market is in the primary stage, the market is highly sensitive to price, and the degree of cognition and perception of products is relatively low. Therefore, when we analyze competitors, we mainly summarize and compare them from the aspects of location, price and products. We divide competitors into direct competitors and indirect competitors.

1. Who is our direct competitor in Hangu?

We say it's Blue Moon Bay, because since it entered the market, Blue Moon Bay has been intercepting our customer resources in a competitive way, and has achieved relatively good market performance. The reasons why we take Jing Tian Blue Moon Bay as a direct competitor are as follows: 1) We are located on the extension line of Dongfeng Road, facing each other across Wenhua Street; 2) The average selling price is only about 100 yuan lower than that of the first city, and the facade price of some buildings is higher than that of the first city; 3) The product type is similar to that of the first city, and the target customers are similar. However, Blue Moon Bay, a minefield, also has some shortcomings, including: 1) In the design of apartment type, the width of the living room is less than 4 meters, and the living comfort is not enough; 2) Because its plot is L-shaped, it is not enough to compete with the first city in the unity of landscape design; 3) There are too many uncertainties in product details, and the lack of sales license has also caused some customers to wander.

2. Our indirect competitors in Hangu?

In Hangu market, we regard Greenland Family, Binjiang Community and Fidelity Garden as indirect competitors for the following reasons:

The people in the Greenland are near Tianhua, and the Binjiang Community is near the Martyrs Cemetery. Their relative location advantage far from the city center is not enough to form a competitive situation with the first city. Although Fidelity is adjacent to the first city, its sales are drawing to a close, so it does not pose a direct threat to the sales of the first city;

Greenland's product planning belongs to the pure southern model, which can't connect with local living habits; Although the product planning of the riverside community is consistent with the local living habits, its product planning and design level is still not at the same level as that of the first city, and it should lag behind the first city. The planning and design of Fidelity Garden is still in the primary product form;

The average selling price of Greenland, Binjiang and Fidelity is about the same as that of the first city in 500 yuan. Therefore, there is no direct competition with the first city at the target population level.

Basic information of competitive projects:

Basic information such as project name, planned area and average selling price.

Fidelity Garden covers an area of 60,000 square meters, 1620 is a city away, and the average price is relatively low. There are tennis courts and kindergartens in the community, with a greening rate of 39% and a plot ratio of 1.39. Buying a house requires additional supporting fees and buying a basement.

The green area of 270,000 square meters 1760 is large in scale and low in sales unit price. The first phase of development covers an area of 70,000 square meters. The overall residential planning and apartment design are relatively south, and the sales floors are mainly the first, second, third and sixth floors.

Binjiang Community120,000 square meters 1584 Community has a central landscape belt, a five-story building form, no clubhouse in the community, adjacent to the Jiyun Canal and Martyrs Cemetery, with obvious price advantages, well-controlled apartment area and simple decoration.

Lanyuewan, a minefield with 60,000 square meters and 2050 L plot, is separated from the first city all the way, and its apartment type, price and supporting facilities are similar to those of the first city.

Analysis: From the perspective of the proportion of units sold, two rooms account for an absolute proportion, and even the first two rooms are recognized by the market because of their low prices. Therefore, we have reason to say that the main demand in Hangu market is two rooms, and because of the large stock of one-bedroom units, we still need to pay enough attention to their sales. In the sales of two rooms, A, B and E are the main units, which are typical classic units with an area of 90- 100 ㎡, which also reflects that the mainstream consumption price of our customers is around180,000.

3. Analysis of building sales rate

Analysis: From the analysis of the real estate sales of our project, it can be seen that a large amount of consumption appears on the side facing the street and the school, while the real estate sales near the central area of the landscape are general. On the one hand, this situation is caused by on-site sales control, on the other hand, it is also related to the concept of living. However, this kind of sales situation also provides strong product support for the sales after the release of landscape nodes in the later stage of the project.

4. Analysis of regional scope and total price range of products sold:

Analysis: From the area range of the products sold, the local consumption demand is between 80- 100 ㎡, while the total price range is mostly concentrated in1500,000-200,000, which reflects the consumption level of local consumers from one angle and provides corresponding basis for the design of our second-phase products.

Four. Buying customer analysis

1. Analysis of payment methods:

Analysis: As can be seen from the proportion of customers' payment methods, there is a big difference between one-time payment and loans, which shows that local consumers have certain problems in their spending power, but they have quite stable and sufficient repayment ability and advanced consumption consciousness, which is of course related to their occupation and education level.