2119 is called "the first year of e-commerce live broadcast". In 2119, the number of online live broadcast users in China has increased to 514 million. In 2121, under the influence of the epidemic, the tide of "live broadcast with goods in online celebrity" swept all walks of life. How hot is the live broadcast? After the failure of starting a business, Luo Yonghao, 48, online celebrity, who took on 311 million personal debts with unlimited joint liability, plunged into the live broadcast industry after stating that he must "work hard to pay back the money".
On April 1, Luo Yonghao's happy face appeared on the live broadcast platform. He took the goods for three hours and paid more than RMB 1 billion.
Luo Yonghao, who had a successful live broadcast, later told the media that his debts were expected to be paid off within one and a half years.
In addition to Luo Yonghao, CCTV anchors, local government officials, and air-conditioning industry leaders also brought goods to live TV this year. Of course, there are also housing enterprises that join this trend.
On June 21th, Sunac, an industry giant, held a massive live broadcast in Tik Tok. During the three and a half hours of live broadcast, it attracted 768,111 viewers and 173,111 likes, equivalent to nearly 14 likes per second!
live broadcast of p>PART.1 giant, online marketing market with 811,111 audience
According to the background data of Tik Tok, the live broadcast officially started at 2 pm and ended at about 5: 31. During the three-and-a-half-hour live broadcast, the total * * * attracted 768,111 viewers and received 173,111 likes and nearly 1,611 messages. The enthusiastic audience even contributed 54,111 sound waves to the live broadcast!
The purchase vouchers launched by Sunac have been paid by more than 1,411 users. The more than 1,111 potential customers that Sunac accurately attracted in more than three hours will bring huge sales volume to Sunac in the future. In fact, not only is Sunac's live broadcast booming, but since the epidemic this year, Country Garden, Poly, R&F, Longhu, China Shipping and other housing companies have also launched their own online marketing trips.
why do leading housing enterprises get together and start selling houses live? Why can a traditional industry like real estate bring so much traffic when it is combined with the current trendy marketing methods? In the future, will we all buy houses online?
PART.2 in the post-epidemic era, Sunac's live broadcast "four big moves"
We believe that in the new marketing market of live broadcast, the real estate enterprises represented by Sunac can get brilliant results because of these factors.
First-style multi-disk linkage+global coverage
Internet companies emphasize the user experience when making products, and so does the marketing of traditional industries. The popularity of Sunac live broadcast is first of all to bring the ultimate viewing and consumption experience to the target group.
sunac introduced a number of projects of sunac south China in Hainan, Zhuhai, Guangzhou, Qingyuan, dongguan and other places in the common mode of spring festival evening in recent years, that is, the new form of connecting 1 main venues and multiple sub-venues.
the main venue of the first powder melting wish festival live broadcast
Huang Dian (left), a guest of Hainan branch venue
This form is not limited to a single live broadcast environment, indoor and outdoor, and the main venue and the branch venue are connected, bringing the scenery of Hainan, Zhuhai, Guangzhou, Qingyuan, Dongguan and other cities, and the audience's windows are not monotonous, and the regional characteristics of different cities can be expressed.
Li Junhuai (left), the guest of Dongguan Branch
Sunac is not limited to a single product type, there are residences in the Yunshuiguanjing project in Zhuhai and Yunxiwan project in Dongguan, and there are also houses and courtyard houses in the Lingnan project in Qingyuan Spring Breeze, which will display multi-type and multi-level products at one time.
This arrangement is due to the traditional house-viewing mode, where home buyers need to travel between different projects, listen to the project information from the property consultants for a long time, and there may be long queues when they are looking for a house.
property buyers have lost their freedom in time and space, and they may not be able to obtain the decision-making information they care about.
the concentrated display of sunac is precisely to avoid the poor user experience of the traditional way of looking at houses and buying houses, and solve the pain points of users' consumption.
all these are beneficial for sunac to release product information efficiently and interestingly while greatly improving the audience user experience.
the second type of big coffee connection battle, tangible benefits
To be successful, the live broadcast of real estate enterprises needs another key point-KOL.
unlike many industries, in a vertical field like real estate, the audience needs an opinion leader, not a casual traffic star.
After all, real estate is the core asset of China people. For every family, whether to buy or not and where to buy are important decisions that affect the long-term. Let professional people do professional things, what buyers need must be professional opinions and suggestions, and traffic stars may not have such ability.
In the past, many live broadcast activities with goods were keen to focus on top traffic stars. However, the "First Powder-melting Wish Festival" created by Sunac was broadcast live in Tik Tok, and all the invited guests have stood the test of time, made great achievements in the industry, and accumulated a large number of KOL with stable fans.
For example, April, the head IP designer of Tik Tok real estate, Li Junhuai, the founder of "Bearded House" series IP, and < Check the house Vlog> Anchor Huang Dian.
Chu Qiao, the host of Shenzhen Radio and Television, and Mr. Li Wanxiong, the deputy general manager of Sunac Guangfo City Company, also attended the event as the host and guest respectively.
this kind of alliance will make it easier for fans to get key decision-making information. For Sunac, it is easier to welcome a large number of accurate target user groups. Once the demand and supply are accurately matched, the information transmission will be much more efficient, and home buyers can easily get a lot of discounts.
On the day of the event, the guests bargained with the big coffee battle in the sub-venue area online, and specially approved the direct signing discount, which released multiple benefits for home buyers. For example, Guangzhou Rongchuang Wenlv City gave a 94% discount on the purchase of houses, plus the TV was sent after the transaction, and the Hainan Wuji Sea project even sent out a purchase coupon with such an ultra-high discount of 92%.
The third type of multi-round wonderful interaction, deeply customized gifts
Marketing without exquisite gifts is hooliganism. During the live broadcast of the powder-melting wish festival, Sunac released as many as seven rounds of red packets of rain, seven rounds of exquisite gifts, and koi fish gift packages, as well as a considerable number of well-known e-commerce gift cards, big-name lipsticks, and even the "62 yuan arrives at 21,111 yuan" discount.
in addition to the prizes of these routine routines, we can also find that Sunac has also distributed the related surrounding of popular animation IP under Sunac culture, such as Ali and Luo Xiaohei.
at the same time, with its solid foundation in the cultural tourism sector, Sunac also concentrated on integrating the pass of its cultural tourism paradise and luxury hotel room coupons as prizes. It also includes the package of Sunac Paradise, the flagship project of Sunac, which landed in Huadu District of Guangzhou last June.
the fourth way to tap the demand, Sunac's marketing "combination boxing"
whether it can adapt quickly and deploy new strategic measures in time according to the changes in the market and environment is one of the criteria to measure whether an enterprise is excellent and powerful enough.
as early as February, when the epidemic situation has not subsided, Sunac Beijing, Shanghai, Southeast China and Central China have successively introduced policies such as no reason to return a house and different online discounts.
Sunac South China also responded quickly, and has continuously launched a series of new marketing measures since the epidemic.
Sunac South China mobilized its marketing system in February, taking the lead in launching the live viewing and 24-hour online marketing center; Launch the column of "Looking at Houses in Harmony" to comprehensively interpret the product value information; Linked with the regional star project, the first live star show award was launched ... A series of online marketing provided customers with all-round services, allowing buyers to stay at home and look after their houses at home during the isolation period.
At the same time, Sunac South China officially launched an online house purchasing service platform-Haorong E. Haorong E integrates online house viewing, house selection, house purchase, information enjoyment, various activities and preferential benefits, and continuously provides comprehensive, efficient and thoughtful service support for more customers who need to buy houses. During the epidemic, most people who stay at home pay more attention to their families and lives, and they are even more eager for high-quality services.
Sunac South China keenly smelled this change. Based on the change of urban family demand in the post-epidemic era, Sunac South China deeply integrated the previous service experience and enterprise resources, and innovatively held a cloud sharing meeting on the panoramic service system of homing community, giving a centralized explanation on the concept of "service". Sunac's panoramic service system aims to open a new round of service awareness in the industry, comprehensively improve service standards, and lead the improvement and perfection of the service system in the industry through its own exploration.
after launching such a marketing chain combination boxing, Sunac has accumulated a good brand goodwill among home buyers. In this way, when the market environment changes, Sunac can seize the marketing opportunity early. The success of Sunac South China live broadcast is actually a concentrated evaluation of Sunac brand reputation by consumers.
PART.3 the way to a better life, sunac's "centering life circle"
in recent years, the real estate industry has begun to touch the ceiling of the total amount, and some head housing enterprises that are actively thinking about changes have begun to break through the core real estate industry and create diversified business sectors. For example, Sunac has six strategic sections: real estate, services, cultural tourism, culture, conferences and exhibitions, and medical care.
diversified business sectors can drain and feed each other, which means that housing enterprises can build a virtuous circle. Take the main venue of this live broadcast, Guangzhou Sunac Wenlv City carefully selected by Sunac as an example, which is the model for Sunac to create a better life for the citizens. Citizens can experience commercial shopping, different forms of entertainment such as ice and underwater, comfortable and luxurious hotels and other one-stop services here.
with its huge layout in cultural tourism, culture and other sectors, Sunac can integrate and integrate its own superior resources in marketing activities, extend more services to users, and build a "homecoming life circle" that starts from the house and extends outward, linking families, communities and multiple formats.
online and offline seamless diversion extends all-round and diversified service links from the live broadcast, which many other companies can't do.
In the live broadcast, Sunac has quietly opened 1 doors for home buyers to enter the "homecoming life circle".