Vanke real estate real estate brand building Vanke brand road 1, consumers become the leading brand in the past 20 years, people's understanding of "brand" has been greatly improved. In 1980s, people thought that "brand" was just popularity, and the packaged and named products were easily remembered by consumers. The concept of CIs has been deeply rooted in people's hearts. The main publicity method is named advertising, and media advertising has become the dominant means of brand promotion. In the 1990s, in order to break through the dazzling array of goods and numerous advertisements, merchants began to add descriptions of product benefits on the basis of naming, and the brand evolved into a promise, and the characteristics of the product itself became the dominant factor of the brand. 2 1 century, the concept of brand rose to a new height, because people found that after consumers bought products according to brand promise, the brand process was not completed, but they had to wait for consumers to have a personal experience of products and commitments, and then repeated purchases or other feedback behaviors were carried out, thus entering another round of brand strengthening process. In other words, the brand concept has risen from "commitment" to "experience", and consumers have become the dominant brand promotion. At the same time, strong brands can bring higher consumer loyalty to enterprises, eliminate the pressure brought by the price drop of competitors or the listing of new products, thus bringing higher profits, supporting product extension and making products occupy market advantages. Only when brands have certain "assets" can enterprises maintain long-term growth. 2. With the arrival of the brand era in the real estate industry, the unique brand personality can make real estate development products stand out among similar competitors and form a strong brand appeal. Especially for large-scale real estate developers, brands with high popularity and preference can reduce the cost of project promotion and help project sales. The housing market in China has experienced the transformation from welfare housing distribution, collective purchase to individual purchase. When consumers are in direct contact with developers, the commodity characteristics of residential buildings are highlighted. Among personal consumer goods, real estate has the strongest regionality and the highest price, and the transaction process, use process and value-added process are relatively long, which increases consumers' insecurity. At the same time, housing is closely related to people's daily life, which determines that consumers will put forward many personalized requirements for every detail of housing and consider it comprehensively. With the increasing intensification of the industry, the real estate industry has also appeared the trend of product homogenization. Urbanization, municipal construction, transportation and other factors have gradually weakened the irreplaceable position of land, and the refinement of social division of labor has gradually made the functions of mainstream products tend to be homogeneous. At the same time, with the implementation of the housing reform policy and the improvement of living standards, consumers' awareness and experience of housing consumption have been significantly improved, forming a new pursuit of added value above the functions of real estate products. The house is no longer just a shelter from the wind and rain, but also means a way of life; Buying a house is not just buying a house, but also buying environment and services. Due to the guarantee of transaction security and the expectation of property preservation and appreciation, consumers' opinions on property brands and even developers' brands will be inevitable. 3. The current situation of real estate brands in China is 200 1 year, and the total investment in real estate development in China reaches 624.5 billion yuan, up by 25.3% over the previous year, with an increase of 5.8 percentage points. Other indicators also show a good trend: strong growth in development investment, comprehensive increase in sub-property investment, faster growth of funds in place than investment, steady growth of land development area, continued expansion of construction area, steady increase in sales price of commercial housing, and slight rebound in vacant area ... All these clearly show that the real estate industry in China is in a booming stage. In the next five to ten years, the real estate industry will enter a new stage of rapid development, and more intense market competition will follow: large-scale capital and strength competitors will flood in, highly decentralized operations will bring disorderly competition, major rivals will operate in large scale and expand in different places, the industry level will be rapidly improved, products will tend to be homogeneous, and consumer demand will become increasingly personalized and diversified. The competition between scale and product strength will become more and more fierce, and the influence of brands will become more and more prominent. Although large-scale operation and the improvement of competition level have created good conditions and opportunities for brand building of real estate enterprises, on the other hand, China's real estate development market is still in its infancy, and consumers' brand awareness has not yet fully formed. Consumers pay more attention to the project because their basic housing needs and improvement needs on this basis have not been fully met. What attracts them most at this time is the functional interest point. On the other hand, in the eyes of consumers, there is no obvious brand difference between developers. Their impression of developers basically comes from their own life experience in real estate, public opinion reports and even associations with the names of developers, and their understanding of developers' brands is very vague. Except for a few buildings whose names contain company brands, most consumers can't completely connect the names with their developers at present. The reasons for this situation are as follows: First, domestic development enterprises generally lack clear and coherent brand strategy and perfect identification system, and have not established an effective brand management framework and system. Most real estate developers only pay attention to the publicity of specific projects, and become famous for a while with the help of traditional marketing methods, but it is difficult to maintain long-term brand effect and leading position. Secondly, a few well-known and powerful developers have the awareness of developing corporate brands, but they lack clear brand connotation and complete brand strategy, and do not have the ability to integrate and use various means of communication to promote brands, so their image positioning in consumers' minds is vague. Third, real estate development has obvious regional characteristics, and there are obvious differences in different regions from geographical climate, historical customs to consumer psychology, living habits and social composition. Under such circumstances, the brand image connection between developers' real estate projects and between projects and developers is often easily disconnected. In line with the development trend of the market and industry, it is inevitable that the competition among real estate enterprises will rise from the level of product strength to the level of image strength. 4. Vanke's brand exploration Vanke entered the real estate development field on 1988. After more than ten years of development, we have concentrated resources to build a series of real estate development project brands and property management brands, which have formed outstanding advantages: cultural taste, property management, corporate image, pre-sales (after-sales) service, community planning and environmental landscape. Whether it is system norms or corporate reputation, whether it is products or services, Vanke has a good reputation in the eyes of the industry and consumers. However, brand is not equal to popularity. In the process of expansion in different places, Vanke gradually realized the value of brand: through brand strategy, it can play a scale effect in the real estate development industry with strong regional characteristics, making cross-regional development an advantage. In 2000, Vanke began to think about brand integration. In May, 20001,Vanke entrusted South China International Company to investigate the brand status of real estate developers in Shanghai, Beijing and Shenzhen. The results show that, like other developer brands, consumers' cognition of Vanke brand mainly comes from a series of properties named after Vanke. Although Vanke has always paid attention to the construction of project brand, which has promoted the asset accumulation of Vanke's corporate brand, consumers have different understandings of Vanke's corporate brand positioning because of the different grades and images of projects in different places. In some cities, there is still a phenomenon that project brands replace corporate brands. The survey results tell us that Vanke's target consumers are people who pursue physical and mental balance, live in a fast-paced society and are busy with work every day. But after work, they still seek recreation and relax themselves, like to build their own life according to their own ideals, meet their own requirements with limited wealth, and know how to balance their body and mind in different ways. They work hard and believe that hard work will bring results and enjoy the benefits of the results. They never give up their demands for anything, are full of confidence in their own decisions and work hard towards their ideals. In a world full of pressure and competition, they are eager to have a pure land of their own, where they can completely relax and enjoy emotional and spiritual exchanges. Consumers' description of the ideal living environment is actually their description of the ideal life. This description coincides with the healthy and rich life advocated by Vanke. However, the customer's brand experience does not coincide with our customer concept-Vanke residents agree with Vanke's culture and software, ignoring the advantages of hardware and quality; Non-Vanke residents' cognition of Vanke's function is better than their emotional cognition, and they fail to fully feel the community culture created by Vanke. It can be seen that there are still some shortcomings in Vanke's brand building: the brand positioning is not clear enough, the personality is not clear enough, and the affinity with consumers is not enough; However, consumers' understanding of Vanke brand still stays at the functional level of products and services on the surface. In the real estate development industry with increasingly fierce competition and homogeneous products, Vanke needs to further summarize and upgrade its brand strategy if it wants to successfully operate across regions and maintain long-term high-speed growth. 5. Formulate and implement the national brand management strategy. In May, 20065438+0, Vanke signed a brand cooperation agreement with Jingxin Advertising Co., Ltd., officially launching brand integration. The first step of integration is a comprehensive investigation around the brand. The research process lasted for 3 months, and questionnaires were conducted among employees and management in the group through the intranet, and two high-level interviews were conducted. Externally, Shenzhen, Beijing and Shanghai were selected for quantitative and qualitative investigation. Through investigation, we have gained insight into consumers' inner needs: the house is not only a combination of humanity and warmth, but also must embody "me" and "the life I pursue"-the concept and connotation of home have been extended. In order to cater to the development trend of consumer psychology, we focus the interests of Vanke brand on "showing your ideal life", take "your life as the core" as the brand, and put forward the brand slogan of "building unlimited life". Combining the brand image of Vanke in the eyes of consumers and the characteristics of the enterprise itself, we sum up the personality of Vanke brand: originality, culture and care. Vanke, with such a personality, will, like a bosom friend, start from understanding your life, and with unique vision and meticulous care, let you truly realize the ideal life that Vanke provides for you to show yourself. After establishing brand identification system (VI), brand management system, communication strategy and plan, we are now entering the stage of integrated marketing communication. 6. Build your life from the three levels of "building infinite life", starting with knowing your life. Vanke pays attention to consumer investigation and research, and pays attention to understanding and respecting the urban context and geographical environment. Vanke believes that everyone has different pursuits, tastes, preferences and lifestyles. Vanke understands the personality of every household and meets their needs and pursuits in the construction and management of home life from the details of life. Building a deeper residential building is the goal pursued by Vanke. At present, real estate developers' attention to residential functions is still at the superficial stage, such as the separation of people and vehicles, the rate of green space, the separation of static and dynamic, and the separation of dry and wet. There are more detailed and in-depth aspects to judge whether a house is easy to use. For example, in addition to paying attention to whether windows should be made of plastic steel or aluminum alloy, there are also a series of hard indicators such as air tightness, water tightness, sound insulation capacity, heat insulation capacity and profile type, and a series of joint practices such as handles, hinges and sealing strips are also worthy of developers' attention. The performance and function of a house are different concepts. At present, most developers only pay attention to the function of the house, but not enough attention to the performance of the house. Vanke will strengthen communication with customers, analyze the use function and performance of houses in a deeper level through information feedback of sales and property management services, face-to-face interviews with customers and summing up past experience, and embody them in Vanke's "Housing Standards" to create more in-depth houses for customers. Vanke is committed to creating a beautiful life process, not just the house itself. The quality of life of people in a specific residential area is related to a series of factors, such as the location of this residential area, the relationship with the city, residential area planning, housing quality, environmental facilities, management mode, neighborhood relations, community spirit and culture and so on. Therefore, Vanke's focus will go beyond the scope of architectural planning and design, touching aesthetics, architecture, urban and community planning, horticulture, psychology, ergonomics and even criminology. In the future development process, Vanke will broaden its horizons and pay attention to residents' experiences and feelings from the material and spiritual levels. Vanke's products are not only easy to use, beautiful and high quality, but also comfortable, active and civilized. 7. Vanke's cross-regional expansion has gone through several stages: how to build a national thinking of unlimited life and how to operate locally. Since 199 1, Vanke has invested in real estate projects in 13 cities nationwide, and determined the development direction with real estate as the core, but the development varieties involve houses, office buildings, shops, hotels and bonded warehouses. Due to the lack of overall development ideas and development strategies, the company's resources are rapidly dispersed. During the period of 1993, the national macro-control and local projects faced with financial and market difficulties one after another. In terms of management, the company is still in the discussion of cross-regional management mode. 13 the long management chain of the city makes the management face the situation of being stretched, and different development varieties and projects cannot form scale effect and brand effect. Since 1993, Vanke has embarked on the road of "subtraction", focusing on Shenzhen, Shanghai, Beijing, Shenyang and Tianjin, and focusing on residential development. After seven years of adjustment, Vanke has chosen a major, established a system, cultivated a team and established a brand. In 2000, Vanke once again started a steady and step-by-step expansion strategy for new cities. The development of China 10 city has formed the development pattern of "Vanke Real Estate in China". In the new round of expansion, Vanke has formed a national thinking mode with outstanding advantages, and an interactive resource network has been formed between the group and the development city. The projects echo each other from afar, ideas, funds and talents flow and enjoy the brand effect. In Vanke's branches around the world, we share the same core values, "customer-oriented" service concept, standardized management model, rigorous business processes and lifestyle advocated by Vanke. In local projects, we follow the principle of focusing on large-scale development, provide perfect supporting and meticulous property management services, and create a vibrant and charming community culture. Among all kinds of products, we have formed a relatively stable series: Vanke City Garden, Four Seasons Flower City and Garden New City. Different series of products have their own characteristics, but always maintain a fresh, lively, enthusiastic and considerate style. But as an experienced developer, we are well aware of the regional differences in real estate development. North-South differences, urban development, geographical environment, historical context, regional demand and consumption habits ... determine that real estate development must be a localized operation industry. Both management and products must abide by local policies and respect the preferences of local customers. Therefore, Vanke advocates "symbiosis with the environment", and changes the details of apartment design, building materials use, heating technology and community support according to the city, environment and market segmentation where the real estate is located. For example, Vanke's earliest "urban garden" series, the plot is in the urban-rural junction, the floor area ratio is relatively low, and the architectural style is mainly modern European. However, Beijing Flower adopts German residential architectural style, with sloping roofs and red brick walls, and the whole building complex is in harmony with the surrounding natural environment. Tianjin Chenghua consists of high-rise apartments and garden houses, with a large area of garden green space; Shenzhen Jing Tian Chenghua introduced the concept of enclosure planning and design to highlight the landscape environment; The flowers in Guiyuan City have formed a closed landscape community with bright colors, patchwork and unique Vanke culture. For cross-regional real estate development enterprises, "national thinking" and "localized management" are inseparable. In order to better understand and utilize local resources, we have been trying to implement "localization of managers", and both Shanghai Vanke and Shenyang Vanke have achieved remarkable results. Our accumulated experience in "manager localization" will promote the integration of Vanke's "national thinking" and "localized management". Innovative leading product development Vanke entered the real estate development industry with the market environment as the background, which determines that Vanke's products must take the road of marketization. When it first set foot in real estate development, Vanke took "property management" as the breakthrough point and was unique in the residential market. With the in-depth understanding of the real estate industry, Vanke gradually realized that developers are not equal to design units, because developers provide not only the house itself, but also a way of life. In order to better integrate Vanke's understanding of consumer needs into the works of design units, in June1994165438+10, Vanke set up a platform for close communication with design units-Wanchuang Architectural Design Consulting Co., Ltd., and began to extract higher product competitiveness from planning and design. On the one hand, Wanchuang serves as a bridge between developers and design units, and on the other hand, it becomes a treasure house of Vanke's planning and design talents.