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万茂地产 地产行业突围的领路人

项目背景

2017年，房地产政策坚持"房子是用来住的，不是用来炒的"基调，地方以城市群为调控场，从传统的需求端调整向供给侧增加进行转变，限购限贷限售叠加土拍收紧，供应结构优化，调控效果逐步显现。同时短期调控与长效机制的衔接更为紧密，大力培育发展住房租赁市场、深化发展共有产权住房试点，在控制房价水平的同时，完善多层次住房供应体系，构建租购并举的房地产制度，推动长效机制的建立健全。2018年上半年，房地产调控政策继续积极抑制非理性需求，同时强调扩大并落实“有效供给”，但是，短期需求侧调控和中长期供给侧改革的交互作用并产生效果尚需时间，市场上的供需情况仍较紧张。重点城市新房市场成交面积继续缩减，各线城市中一线城市领降；三四线城市新房成交面积亦有所回落，但规模仍处历史较高水平。

Background of the project:

In 2017, the real estate policy adhered to the keynote of "housing is used for living, not for speculation". Local governments took urban agglomeration as the control field, shifted from traditional demand-side adjustment to supply-side increase, tightened purchase-limit, loan-limit and sale-limit, superimposed land patch, optimized supply structure, and gradually showed the effect of regulation and control. At the same time, the connection between short-term regulation and long-term mechanism is closer. We should vigorously cultivate and develop the housing rental market, deepen the development of the pilot housing with common property rights, improve the multi-level housing supply system while controlling the level of housing prices, build a real estate system with both rent and purchase, and promote the establishment and improvement of long-term mechanism. In the first half of 2018, the real estate regulatory policy continued to actively suppress irrational demand, while emphasizing the expansion and implementation of "effective supply". However, the interaction between short-term demand-side regulation and medium-and long-term supply-side reform and its effects still need time, and the supply and demand situation in the market is still tense. The new housing market in key cities continues to shrink, leading by the first-tier cities in all cities, while the new housing market in the third and fourth-tier cities has also fallen, but the absolute scale is still at a historical high level.

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洞见：

我国房地产市场尚未形成自身周期规律，但2017年楼市长短期调控齐发，今年势必会成为我国房地产市场历史上一个非常重要的转折点。从对比美国新开工情况来看，我国仍处于新房扩张末期，租购并举体系下增量市场将保持相对高位运行。纵观美国房地产周期与市场结构变化，长期来看市场规模变化是相对平稳的，需求存在惯性，除非有高强度利空刺激，市场并不会出现断崖式下跌。随着我国楼市长效机制落地，住房保障等政策调控会更为长期化，租购并举会成为新时代背景下的新格局，新房市场规模仍会处于相对高位。

未来房地产政策短期将坚持政策的连续性稳定性，主体政策收紧趋势不变，形成"高端有市场、中端有支持、低端有保障"的住房发展格局。中长期逐步构建并完善长效机制，政治局会议指出要加快住房制度改革和长效机制建设，2018年长效机制落实将进一步加快。同时，短期调控与长效机制的衔接将更为紧密，在维持房地产市场稳定的同时，完善多层次住房供应体系，这也将对未来房地产市场产生更深远的影响，推动住房观念变化和住房居住属性强化，为房地产市场稳定建立更稳固的基础。

Insight:

China's real estate market has not yet formed its own periodic law, but in 2017, the real estate market will be regulated in both the long and short term. This year is bound to become a very important turning point in the history of China's real estate market. Compared with the new construction in the United States, China is still at the end of the expansion of new housing, and the incremental market under the rent-purchase system will maintain a relatively high level of operation. Throughout the U.S. real estate cycle and market structure changes, in the long run, market size changes are relatively stable, there is inertia in demand, unless there is a strong negative stimulus, the market will not fall cliff. With the landing of the long-term mechanism of China's real estate market, the policy regulation and control of housing security will be more long-term, and the combination of rent and purchase will become a new pattern under the background of the new era, and the scale of the new housing market will remain relatively high.

In the future, the real estate policy will adhere to the continuity and stability of the policy in the short term, and the main policy tightening trend will remain unchanged, forming a housing development pattern of "high-end with market, middle-end with support, low-end with security". The meeting of the Political Bureau of the Central Committee pointed out that the reform of housing system and the construction of long-term mechanism should be accelerated, and the implementation of long-term mechanism in 2018 would be further accelerated. At the same time, the connection between short-term regulation and long-term mechanism will be closer. While maintaining the stability of the real estate market, we should improve the multi-level housing supply system. This will also have a far-reaching impact on the future real estate market, promote the change of housing concept and the strengthening of housing residential attributes, and establish a more stable real estate market. Basics.

解决方案：

“万茂地产”寓意企业在行业领域占据大额市场份额，具有一定的行业话语权，说明企业实力十分雄厚。“茂”字更是代表“繁茂”，寓意企业在未来开拓市场，发展道路上蒸蒸日上，更终枝繁叶茂般庇荫着下游或关联行业的地位。该名称简洁大气，寓意美好，且读之朗朗上口，是个不可多得的好名字，有利于传播与良好品牌形象的建立。易于品牌度的快速形成。对营销来讲，所有的事都应围绕一件事，就是为购买提供充足的理由。这个理由你想不想的清楚，就决定了你说不说的明白。购买理由不是知识，不要给消费者灌输知识，消费者往往要买的东西太多太多，没有人有时间对所有产品都去仔细了解。需求激发购买，理由左右选择，与零零散散的产品知识来说还是购买理由来的实在，一个理由就足够了。理由要以产品的功能、利益为基础，把自身的购买理由解释到位了，就与竞争对手的品牌进行了有力的区隔。

Solution:

"Wanmao Real Estate" implies that enterprises occupy a large market share in the industry and have a certain voice in the industry, indicating that the strength of enterprises is very strong. The word "Mao" is more representative of "flourishing", implying that enterprises will develop markets in the future, flourish on the road of development, and eventually shade the position of downstream or related industries like flourishing leaves. The name is concise, elegant, with a good meaning, and reads well. It is a rare good name, which is conducive to the dissemination and establishment of a good brand image. It is easy to form brand degree quickly. For marketing, everything should revolve around one thing, which is to provide sufficient reasons for purchasing. If you want to know the reason clearly, it will decide whether you say or not. The reason for buying is not knowledge. Don't instill knowledge into consumers. Consumers often buy too many things. Nobody has time to understand all products carefully. Demand motivates purchase, reason decides choice, and as far as the scattered product knowledge is concerned, one reason is enough. Reasons should be based on the functions and interests of products, explain the reasons for their own purchases in place, and make a strong distinction with competitors'brands.