Product sales plan

The first part of the project analysis

I. Analysis of project advantages

1. Excellent location and convenient transportation

The project is located at Donghua Avenue, Shawan. It is located in Shanghang New District of Shawan Town. It is quiet in Wangzhong, only 10 minutes drive from Shiqiao. The bus goes directly to the residential area and the traffic is extremely convenient.

2. Surrounding facilities and facilities

The project is adjacent to all kinds of shops, restaurants, theaters, banks... related facilities are available, leisure and shopping are inconvenient.

3. Beautiful environment and high greening rate

The proportion of residential and green environment design in the project area is coordinated, which is suitable for the new trend of today's residential market. The area is green and the residential community adopts Hong Kong-style design. It has a private first-floor private garden and a large underground garage. Living environment and fresh air.

Second, the analysis of the disadvantages

1. Intense market competition

The town has a large number of large-scale real estate projects such as the Lotus Garden and the Yaheju. The above-mentioned properties have their own advantages in terms of size, location and price, and the target customers have a tendency to differentiate the customers. The competition between the two is becoming increasingly fierce.

2. Due to social trends, the division of labor is more detailed and the professional knowledge can be fully utilized.

After on-the-spot investigation by our company personnel, we learned that your company does not have professional sales staff at all, and there is no co-ordination of sales work. It has already posted a discount of 80% on the sales of real estate.

The second part of the project promotion

First, the project market positioning

The project is located in Shawan Commercial and Residential Center, with complete living facilities, shopping malls, restaurants, banks, markets, etc. According to the market situation in the Shawan area and the scale of the project, the proposed project grade is positioned in the mid-range, but the packaging plan is more High-end, using the surrounding living facilities plus its beautiful greening and community environment, adding a new and advanced intelligent community management system to create a 21st century urban new residential community with unique taste and full of the times.

Second, the project image positioning

1. Add advanced advanced intelligent community management system

The 21st century home life advocated by the project pays attention to the individuality. The "people-oriented" thinking is empty. Among them, the human-centered center can be used in large aspects. First, the modern intelligent information is introduced into the home life, and people can complete the joke. A variety of life and work affairs, but also "show talents do not go out, master the world", while the modern architecture and nature's green environment into one, comfortable and comfortable.

To do this, you need to have the following qualities:

a. Highly socialized

The 21st century is a century where social division of labor is deeper, broader, and more subtle. If the social division of labor in the twentieth century is mainly embodied in the labor of human beings, the social division of labor in the 21st century will penetrate more into all aspects of human life. People gradually feel that the “housework” that must be used in the past has become more and more unnecessary, and “purchasing services” has become more and more fashionable. At the same time, people may have to put more energy into their respective Focus on the field, otherwise it may be in danger of being eliminated. The impact of this trend on home life is mainly reflected in two aspects: First, community property management will become more and more common, and services will be more comprehensive and perfect; second, housekeeping services are becoming more and more popular, and household cleaning, care and cooking, etc. “Housework” is replaced by the services of various professional companies.

b. Highly informative

The 21st century is the information century. Information not only becomes an important resource for social production, but also determines the success of people's careers, and the application of information expertise has become part of people's daily lives. The impact of informatization on the home mode is reflected in the hardware facilities of the building. A large number of electronic devices are assembled into the home. The “smart” of the real estate will be the trend of the times; on the other hand, information consumption becomes fashionable and information services are greatly Enrich people's life content.

2. Pursue harmony and nature

Perhaps it is a reversal of the modern city's embarrassment, busyness and tension. Pursuing harmony and nature has become a fashion. This trend will become more apparent in the 21st century. Reflected in the community environment, people will increasingly pursue the cooperation of architectural style and greening, community environment, and increasingly pursue the closeness and return to green nature. The elegant seven-storey duplex, grassland, tropical trees, court, harmonious community culture, and harmonious relationship between people will make Cui Yixuan an oasis in the city and a paradise in the red dust.

3. Wangzhong is quiet, comfortable and comfortable

Cui Yi Xuan is located next to Panyu City Bridge, with complete living facilities, complete with food, entertainment, shopping malls, markets and banks. The community is slightly off the main road, no car and horse, and really home.

4. Selling point analysis:

a. main selling point

· Located in the commercial center, with quiet in Wangzhong

·Green environment, independent private garden

b. Auxiliary selling point

·Smartized home management system

·Harmony, humane community culture

Third, the project target customer positioning

According to the survey and analysis of the target consumption of the project around the project, combined with the analysis of the project's location, environment, planning, architectural style and current consumer psychology, it is suggested that the target customer group of the project is targeted at mid-range income people, which are divided into:

1. White-collar workers in the working class

Most of these buyers are white-collar workers with a relatively high income among the working-class people, and they buy more households with young people. They prefer the trendy and fashionable living environment, and the purchase houses are mainly used for self-occupation.

2. Foreign high-income earners

Most of these buyers have been working in Panyu for many years, have a stable income, and are eager to buy a house to settle in Panyu. This project has the greatest charm for such foreign citizens.

3. Some Hong Kong and Macao people

Fourth, the project price proposal

In view of the current fierce competition in the property market and the price reduction of surrounding real estate, it is initially suggested that the project is the most direct means of promotion in the light market with attractive prices and payment methods. It is suggested that the project sales price will appear in the form of “low opening and high walking”, that is, the initial public offering will attract buyers with “ultra-low price”, which will prompt the developers to quickly close the funds, help improve the project supporting and capital rolling, and then reflect the market. Appropriate price increases at different stages, and preferential treatment in the late high-priced stage, to create a rush to buy real estate.

The third part of the brand image and initial strategy of advertising communication

I. Overview of brand strategy

In order to achieve good sales performance, Cui Yixuan must establish a unique brand image. Starting from the current situation of the project and the promotion planning of the architectural design project, the idea of ​​brand strategy is to seek the same image, unique and distinct selling point, and personalized community. culture.

Second, the advertising appeal strategy

Rational appeal

a. The most mature living community in Shawan

b. Intelligent home management brings perfect living conditions

c. The price and the charge are just right

2. Image appeal

a. Grass pavilion, greenery, private garden

b. Elegant and elegant architectural design

3. Emotional appeal

a. Cui Yi Xuan Tianrenhe

b. Harmonious interpersonal relationship

c. Harmonious community culture

Third, advertising style

Confident, proud and not conceited,

Beautiful, elegant and unpretentious,

Both a sense of the times and a human touch

......

Fourth, the advertiser group positioning

The target group of Cui Yixuan advertising is the local and foreign people who pursue the prosperity and harmony of the city and enjoy the peace and harmony, and pursue the excellent quality of life and humanity.

V. Community on-site packaging

The beautiful green environment of the community and the on-site packaging with propaganda effectiveness are important means to promote sales.

Sales department

It is recommended that the architectural style, materials and color of the sales department be consistent with the whole project, giving buyers a real and direct feeling.

2. Model house

Construction of two-bedroom, two-bedroom and two-room two model houses, equipped with furniture, electrical appliances, furnishings, kitchen utensils, etc., so that buyers have a more specific and vivid understanding of the real estate.

3. Signage

It is recommended to set up a real estate signboard at Zhonghua Avenue near the real estate, which has the function of traffic guidance and reflects the advantages of the real estate and other selling points.

4. Wall

It is recommended to build a residential wall, which can not only indicate the real estate, but also reflect the image and selling point of the real estate, give the public a good first impression, increase the connotation of the real estate, write the project name on the fence, promote the selling point, paint the publicity pattern, and make important sections. Lighting, day and night publicity, upgrade the quality of the property.

5. The production layout of the bunting, banner, vertical frame and hanging flag can not only create a warm sales atmosphere, but also promote the real estate.

6. Cooperation with sales and public relations activities

Promotions can take multiple discounts, buy a building to send deed tax, send management fees, draw a gift to send furniture, send decoration and other common forms.

Public relations

Before the public sale of the real estate and the peak sales period, it is accompanied by a series of soft promotional articles to create a three-dimensional sales promotion effect.