The Internal Logic of Channels: the Origin and Development of Channels

The development of real estate channels can be roughly divided into three stages.

The first stage was before the financial crisis in 2008. At this time, channel operation is still in its infancy. Some existing enterprises are already doing actions related to channels, and some simple channel marketing models have been established. Some unsalable properties actively cooperate with intermediary companies. In the market environment at that time, the industry cognition was still primitive and the channel structure was chaotic. At that time, the personnel quality model requirements, salary and welfare standards, industry standards and management channel construction of the channel were far behind the sales cases. Channels are not valued.

The second stage is from the financial crisis in 2008 to 20 14. The subprime mortgage crisis in the United States spread all over the world, and China, as one of the countries with deep economic globalization, was inevitably severely impacted. Foreign trade plummeted, the domestic real economy was sluggish, residents' income decreased, and residents' consumption was weak. Real estate sales fell sharply, fewer and fewer customers bought houses, and the project performance was bleak. These years are the golden period of channel development. After the financial crisis, the days when marketers found their feelings, played big cards and sent an article to N customers are gone forever. I remember that the first real channel management was in 2008. Vanke just arrived in Chongqing and took the lead in formally establishing an independent channel team. By developing independent brokers (spokespersons), expanding the top leaders of enterprises and institutions, and setting up a fast-cutting group expansion, we have achieved good results in the first opening of Longrun Garden. The traditional channel team directly faces the target customers, and the role of efficient face-to-face communication has been recognized by the market. More and more developers and agents choose to set up channel teams to develop customers incrementally. Through the analysis of urbanization, population, economy and housing saturation, the real estate market in China, which started at 20 1 1, entered the silver age, and the channels ushered in explosive growth: new and old media represented by traditional newspapers and SouFun began to intervene in the channels; The third-tier market leaders began to enter the first-tier channels on a large scale and do distribution; Wu Hao China, Fangduoduo and other second-generation network channel companies began to appear; Some mobile-based brokerage application companies have surfaced ... channel development has ushered in the best five years.

In the third stage, from 20 15, the number of registered companies specializing in channel development reached its peak in 20 13 under the influence of supply and demand and competition mechanism, which was followed by the red sea chaos in the industry. Many developers set up their own channel teams in order not to be kidnapped and save money. Many companies, such as Sunac and Longhu, do well as representatives, but more developers still can't play their own channels well. A good market channel is like a chicken rib, and a bad market will not have much effect. With the appearance of shells, many cities and developers still can't get rid of this kidnapping.

Self-operated channels are also in an embarrassing situation in 2020.

1, housing enterprises pay more attention to cost performance, and most of them adopt the integrated mode of expanding marketing, and independent channel departments cancel it. Such as Country Garden, Xiangsheng, COFCO and even Sunac.

2, the establishment of independent channels of housing enterprises marketing, over-emphasis on marketing cost-effectiveness, limiting the hands and feet of the channel, channel action is single.

3. Channels are now the same guiding institutions as distribution, with no status and being marginalized. Is considered a vagrant soldier.

4. Channels are dispensable, and it is not easy for the market to use channels to rush performance and not pay attention to the market;

5. There are many people doing channel work, and channel talents are scarce;

6. The career path of channel managers is narrow, the channel PM is less and less, and the promotion opportunities are slim;

7. Most housing enterprises don't understand channels in marketing, and channels play less functions;

8. Most channel personnel do not have the concept of aristocratic origin, and the project does not pay attention to channels, so channel personnel are not confident!

9. Many factors, such as national marketing, digitalization and brand-driven marketing, have gradually played down the role of channels in the strategic dimension?

Channels are very important, and they can be invincible if used well. There are two ways to break the channel: 1. Real estate development enterprises should redefine channels, attach importance to channels and support channels; 2. Channel personnel should cultivate internal strength and strive for self-improvement!

In the first part of the book, I spent a lot of time talking about the way of thinking of channels, the logic at the bottom, there is a saying that there are ways but no skills, and there are still skills. If you have skills, there is no way, just stop at skills. The sergeant listened and worked hard. When a sergeant hears this word, if he survives, if he dies, the corporal will laugh when he hears this word, but just laughing is not enough. Every reader is very busy and may want to see something applied to practice immediately, but in the long run, logic is the foundation of real estate. Only when the foundation is laid can more and better technologies be derived.