How to do a good job in brand operation? There is a painting worth millions in it.

This article comes from Tan Chao's class sharing. This great real estate brand operator once had two national phenomenal brand operation cases, namely "Chengdu Vanke Youth Department" and "Shenzhen Land Rover Lake". Let's look at their temperament. There are many angles to run a brand, but please don't think that sending a draft and shouting a few words is just to be a brand. Real brand operators, at least those above the director, Tan gave the director's perspective. 1, don't know how to operate, don't talk about brands; Selling property is practical, so being a brand will always leave an illusory impression (please raise your hand if you feel the same way). If the brand is empty, it is because it is not enough for the director. Brand operation is based on "market, production, inventory, inventory and sales". Without the preconditions of these five projects, you are just a brand consumer, not a builder. The market consists of "enemies and consumers" and is full of regional differences. The same project has different brands in different regions; Because of the pre-sale system, if the brand operation is not combined with the "production cycle", the action will be in vain; Inventory is a necessary action, we actually do every project from inventory ... without operation, the brand is also very empty; Based on operation, virtual brands are also real. 2. Selling a house does not require a brand; Many houses can't be sold without brands. Tan spent a lot of time at first to correct the wrong brand concept in the industry. The dispute between planning and sales since ancient times. Yes, a real estate, selling one set a day, or even selling 20 sets a day, can adopt the vegetable market model, pick up customers, say goods and bargain on the spot. But if it is 5 properties, each property will sell 50 sets every day, which exceeds the limit of people's reception. Brand is needed at this time. I calculated an account for Poly. Chengdu will sell 654.38+000 billion yuan a year, with at least 20 sectors, and each sector will hold a meeting once a week, but it won't last a week. The average price is 8,000 yuan, which requires more than 20,000 houses, 8% conversion rate and hundreds of thousands of people to visit. So Paulie has a brand. In addition, the annual sales of green land is more than 5 billion for 3-5 projects, which means that the annual sales of each site is more than 654.38+billion, and the monthly output value is 654.38+billion. What does it depend on? Tan's place is a supermarket where goblins have lived for ten years. If you have been a supermarket, you will know that the number of customers will remain the same in the first three years, and will decline in the next three years. How to achieve billions every year? You must also rely on the brand. Brand is a director's business, but if you don't be a director, you have to learn. What if you become a director? This brand is really not a customer feedback, yelling at corporate citizens, launching several city tours, and inviting people to eat at Land Rover. It was just a brand event. The three elements of brand operation are: "core value setting, organizational structure building and marketing system operation". Does it feel fresh? Because this is the idea of the director, I really don't think you can get paid just by sitting in that position based on the platform of the company. So students who have never been a director must carefully write down these paragraphs in case you need to be a director. 1), core value setting: whether it is a company or a real estate, its brand core value comes from competing products and customers in the market. The bosses I have met will know where to settle as long as they quote the location and apartment type of the building and the price of the number of apartments. 2) Organizational structure: To achieve different goals, the structure of the marketing team is different, and there is no agent. So it's also called planning and sales. Working in different companies has different responsibilities. 3) Marketing system operation: the core of operation is to spend money. Who won't spend money? If I really give you a marketing fee of 1 100 million, it will take effect in Chengdu one year later. Many arms can fight, and each arm has its own rules. At your command, it is difficult for a bunch of people to explode from multiple angles at the same time. When you finally get used to the cooperation of operation, I'm sorry, the cost will be from 65.438+0 billion to 20 million next year. How to operate? When you know these three things, the director is unnatural. 4. A million-dollar Tutan can sacrifice this picture. I think it's great for the little friends who come to class. Because ordinary people only talk about cases and don't talk about logic; What is logic? Just like the ergonomic design of clothes, different people are different. What happened? Taobao seller show looks beautiful. When you use it yourself, it is the Taobao buyer show. Can I "hehe"? If you don't look at this picture, all the actions of Land Rover Lake, real estate large-scale land rover trip, dinner appointment, foot fun, foot card style, as well as the official WeChat account matrix of "seeking foot trip, land rover eco-city, foot traveler", you have been to the buyer show. Please forget what Land Rover has done. She may fit your figure, and she is more likely to make you wear a dragon robe, unlike a prince. But we must remember that social marketing is the establishment and interaction of "social relations", which is divorced from social relations. Needless to say, you are making a brand. Every building has a "social relationship", please pull out the strong and weak relationship of your building or enterprise first. Because Land Rover is a fairy-level dish for ten years, she has many strong relationships, including developers, agencies, construction companies, design companies, advertising companies, banks, construction units, other units in the group, owners and other 600 staff members. This adds up to tens of thousands of people. Land Rover Lake has more weak relations and represents Tianfu New District, so it faces the citizens, the government and other related industries. This adds up to hundreds of thousands of people. 100000 people is not much, but a universal APP, seed customers may not be able to reach this number. Over the years, Land Rover has sold billions of dollars, and the marketing expenses are less than10 million. What does it depend on? These hundreds of thousands of seed customers each affect ten people, that is, millions of customers; This kind of communication is triggered several times a year and then accumulated over the years. The result is the following three points: 1), you don't know the Land Rover of real estate, you are low; 2) If you don't see Land Rover in Chengdu, what are you doing here? 3), just received the industry stepping on the plate, all of them are 10,000 people. Now do you know why Land Rover has become a national dish? Tan's painting fascinated the students who had taught it in person. The difference between watching the fun and watching the doorway can be so big. Now, we understand why Vanke Longhu Zhonghai should do a good job in property services at a loss? Not delaying payment, not owing money, not just business ethics. The mistakes of enterprises will lead to indelible mistakes. Because commodities are the assets of enterprises for sale, and "people" are the greatest wealth of enterprises. As a result, Tan once again defined the brand as "the evaluation of stakeholders, the sum of corporate behavior", but the public comment network is not, static is not dynamic. 5, brand, not sitting in the office to talk about demand. Tan's original words are: "brand user thinking", and explained that customers are not necessarily users, but in the silver age, the investment thinking of buying a house was gone, and all owners were users. There are three main changes in the thinking of users and customers: 1), and they are willing to pay for enjoyment; 2) Pursuing individual satisfaction rather than size; 3) Use it for yourself, not to please others. In order to make this passage vivid and easy to understand, I changed it to "Don't sit in the office and talk about needs". Even if you can exhaust all your needs in the office, users are likely to pay only a little. 20 reasons, it is better to seize a key reason. However, to grasp this point, you don't have to know the users deeply. As the old saying goes, think ahead and make decisions where you can hear gunshots, so that the shells will hit more accurately. 6, what is brand, humanity. Brands must be recognizable, so there used to be such sayings as vi and ci. What are the standard colors and standard words that form recognition? The fact is right, but the logic is wrong. Because it is not enough for people to identify brands, there must be associations. People can only identify people, not colors or shapes. In order to establish brand recognition quickly, Tan proposed three modes: 1) and villain mode. The decent model is that men are superior to women, which is a corporate mission and social responsibility, right? That's right. Do you like it? In the inner world of consumers, there are women going up to men, old men pushing carts, Guanyin sitting on lotus ... The statistics of busybodies are 108. When BMW gave the car shock operation guide, hehe, what do you think can quickly occupy the customer's brain? The only decent payment is 1, and the enterprise building of 100 is adopted; There are 107 villain modes for you to choose from. It's really hard to be a good person, and it's really cool to be a bad person. 2), anti-tradition, broken. This is not only a villain, but also anti-tradition. Don't think that anti-tradition is effective without a lower limit, what is tradition and what is the rule left by the previous generation; Therefore, traditions are often reversed once every four years, because the new generation must have their own rules. 3) The mode of unity of opposites. Since being a brand must be like being a man, being a man is really tired, and brands that do not conform to the public aesthetic will be spurned; In line with the public aesthetic, it is easy to be recognized in the street. So the safer and greedier model is opposition but unity. The so-called outer circle is inside. Although you smoke and drink to go to bed, you are a good girl at heart. Wonderful question and answer: The following are the shots that friends fired at the Great God according to their own confusion after listening to Tan's lecture. Q 1: how to make new media realize on-site diversion? A: The nearest distance between two points is not necessarily a straight line. Access is a three-dimensional offensive, and new media has public opinion value but lacks diversion value. If you ask it to visit, it's hooliganism. However, there is no public opinion environment to visit, and the first number is small; The second quality is poor. Q 2: Phenomenal marketing needs long-term efforts, but the contract of professional managers is signed every year. What kind of mentality can short-term workers take for the long-term interests of the owners? A: Professional managers should regard themselves as professional actors. We can't say that the play was finished in three months, so we didn't take it seriously. Leaving a successful role in the play is the whole pursuit. Real estate and success belong to the company, just as movies belong to directors or producers. But successful real estate belongs to the city, and successful movies belong to the society. Q 3: Does Land Rover have many product materials that can support the brand for a long time? Short-term fast-selling real estate itself lacks product advantages, how to quickly establish a brand in the short term? A: Short-term fast-selling products still need brands. The difference between products may be material and can only be material. The difference between brands is only the difference between customers. Brand should be established according to customers.