How to combine Internet thinking with commercial real estate operation?

The development and operation of commercial real estate should pay double attention to internet thinking at the strategic level and the implementation level;

From a strategic perspective, we attach great importance to Internet thinking and turn the Internet into a real estate trading platform, such as real estate e-commerce and mobile Internet marketing.

From the implementation point of view, the application of big data generated by the Internet can realize precise marketing and turn the Internet into an information platform for real estate. Developers can collect a lot of data by developing members. Driven by big data, precision marketing can be achieved, such as the precision marketing of big data in Beijing Chaoyang Joy City.

1. Strategic level: the whole development process is combined with the Internet.

Development enterprises that are highly valued strategically, such as Vanke and Wanda. Vanke's Internet learning trip is a model of strategic importance. Wanda's "Wan Hui" is a typical application of Internet thinking.

This emphasis is not a slogan, nor can it be achieved overnight. Similar to the company's corporate culture, it is a standard. It advances on the basis of maintaining tradition, starting with the use of Internet and the application of Internet platform, and applies Internet thinking and operation in the early stage, project planning, marketing positioning, construction, project preheating, water storage, strong sales, continuous sales, late sales and delivery of development projects.

To the specific level, as a developer, you can set up an Internet department to conduct social marketing and use Internet thinking.

(1) Internet Department established

In addition to the strategy and system construction, the existing marketing system should also join or open up a marketing company for the Internet, not just hand it over to an agency or outsource it. Only enterprises know their products best, and the Internet Marketing Department is born for the Internet.

This brand-new department should determine brand-new norms and processes around the results. Strong executive ability and management ability, the understanding of the Internet should be grounded, and targeted marketing can be carried out according to current events.

(2) Social marketing

Social marketing mainly adopts the following four ways:

Application of online social marketing products

Use online social marketing products, such as Weibo, WeChat, regional website forums, QQ groups, etc. Through these marketing products, the products and brands are marketed and disseminated.

Interaction of online social marketing products

Maintain effective interaction at all times, avoid outsourcing the maintenance of network companies, but let developers take charge of control and pay attention to the spread of socialized word-of-mouth effect. Cultivate seed customers and make good use of their old customers and brand fans for word-of-mouth communication.

The offline marketing Dojo is implanted with Internet elements.

The integrated packaging of offline marketing Dojo is embedded with Internet elements. If you add a QR code, you can go directly to the development enterprise or project page to learn relevant information and even realize the transaction.

Organize offline activities regularly.

Organize offline activities regularly for cities or regional organizations with many potential customers. Organize offline activities regularly only for Internet customers, but not regular warm-up activities, but have good interaction and communication on the Internet.

2. Executive level: Make full use of big data to run the project better.

With the transformation of sales terminals, property management and other links to the Internet, more links may be subverted by the Internet. Internet thinking is accompanied by big data, not that there is data analysis with the Internet, but that the Internet makes data collection and acquisition more convenient. Data analysis and prediction are of great value for improving user experience. So how can commercial real estate use big data thinking to better manage projects, so as to turn the data generated by customers into purchasing power?

(1) big data collection

Pay attention to the collection of important data from the first contact with customers. Mining industry upstream data and accurate data. Exchange resources with different platforms, such as AliPay and WeChat of Ali and Tencent, and collect more valuable data through payment tools.

Developers can also tap their own platform data advantages, such as Wanda's "Wan Hui" and Square WIFI, large-scale online data collection, offline data collection, data generated at the event site and customer marketing site, such as people flow, people flow, POS system and other data.

Develop as many members as possible. Use various means to accumulate users and cultivate the membership system of shopping centers. In the process of serving consumers, members' data are collected through various means, including online data and offline data, not only transaction data, but also behavior data. Among them, offline data is underestimated by most people and still needs further exploration. Develop members through the Internet, such as Beijing China Resources Colorful City.

Case: Beijing China Resources

At the end of 20 13, China Resources Colorful City realized many functions such as docking WeChat membership card with physical card, consumption reminder, WeChat custom menu, mobile customer service, WeChat payment and so on. This is a good case of the collision between commercial real estate and Internet thinking.

In fact, as early as the second half of 20 12, China resources colorful city began to cooperate with micro-life membership card. Consumers only need to scan the QR code to enjoy the discount of colorful city stores. Through the promotion and marketing activities of WeChat in the past year, the number of micro-life members in Colorful City has reached 80,000.

(2) Big data integration analysis

Classify, merge and reclassify the data of various platforms, such as the data generated by matching different formats of shopping centers, the data relationship between catering and clothing, the data relationship between head office and catering, and the data relationship between head office and clothing. The collected data content should be well integrated and used many times.

For non-platform data, be good at converting unfamiliar data. For example, through maps and LBS applications, data information about the project can be obtained, which is convenient for more accurate data marketing and promotion activities. But not limited to promotional activities, as well as platform-based information, forums, topics, etc. Can become an important channel for data filtering.

(3) Big data marketing drive

The so-called big data drive means that businesses no longer only see the immediate interests, but collect customer information through some free or other activities that are beneficial to customers, understand customer needs through data analysis, and use member big data to innovate profit models, thus achieving marketing purposes. For example, the precise promotion of brands, the precise marketing of merchants, the personalized services and value-added services of consumers.

Through data analysis, provide customers with integrated marketing services based on customer needs. Such as organizing group purchase, precise marketing recommendation of a single brand, providing business information, square activities, commodity shopping guide, preferential discounts, coupon management, point redemption, point inquiry and various intelligent services in the square, and converting data into purchasing power.