Real Estate Should Pay Attention to Brand Packaging of Products (2)

3 How to carry out brand packaging 3.1 Establishing a brand of a product or a brand of a company Real estate To build a brand, you must use honesty as a basis. Usually the consumer chooses a house and will spend a lifetime in it. Moreover, housing as a commodity is not easily consumable and irreplaceable. This consumption characteristic of housing determines that consumers are more cautious and expectant than general goods. For developers, it is very important to master this kind of consumer psychology. If the developer commits fraud during the delivery of the product, consumers will safeguard their rights and communicate their voices in a certain way. This can be confirmed by the frequent occurrence of owners' lawsuit against the developer. Once the image of the developer is damaged, the sales of the product will be affected. On the basis of good faith, real estate development companies determine the product development strategy based on their own development experience and development strength, and then determine the brand of the product or the brand of the company. If real estate companies can choose to develop high-end, mid-range or low-end residential products, they can choose commercial, residential or villa real estate. In each market segment, there is a huge business opportunity, and you can build your own real estate brand.
3.2 Product-oriented Personality Packaging The establishment of a product brand or corporate brand can provide support for the packaging of a product, and it also makes the packaging of the product seem not empty. The brand gives the product a rich and profound connotation. Specifically, the product packaging can be divided into the following three stages in chronological order.
a. Before the product is sold. In the brand packaging before product sales, the integration of brand and project products is mainly achieved. The product brand or corporate brand of a company is a combination of various factors such as the quality, characteristics, grades, and strengths of the products developed in the past. When developing new products, the brand's connotation must be embodied and utilized in the product. . This is mainly achieved through the following aspects:
Product positioning. The positioning of products should be determined through market research by referring to the consistent principles of brand building, combining the environmental characteristics of specific projects, landscape features, and the living standards of local residents. Through product positioning, with the participation of designers, the design content of products such as architectural style, plant configuration, and lighting engineering will be determined. The packaging of these products is a concentrated reflection of the characteristics of the product.
Product naming and VI design. Product naming and VI design play an important role in the promotion of products. The name of the product must be catchy, easy to remember, relevant to the brand, and has the warmth of home. VI is a form of product visualization and visualization. Through organizing and systematic vision schemes, it conveys a variety of product information, including basic elements such as product logos and symbol graphics, vehicle appearance, office decoration, outdoor signage, and various advertising media.
Media Diffusion. Before product sales, media promotion is mainly to establish the image of the real estate, appeal to the selling point of the product, publicize the product brand or corporate brand, and strengthen the relevance of the brand and product, and build a good platform for product packaging.
On-site packaging. Before reaching sales requirements, we should try to create conditions to attract customers to visit. And deal with the following package content:
Sales center. The sales center is the sales front of the product. The sand table, production model, sales control board, sales front, and negotiation area to be arranged in the sales center should be designed as a whole and elaborately laid out. In the sales center, a corporate culture wall must also be designed to demonstrate the company's operating philosophy, corporate style, and corporate honor. In the sales center, the processing of background music, the dress code of the salesperson, and the specification of the language are also important contents of the package. In short, the sales center should make full use of the plane, elevation, and top surface of the interior space. On the one hand, sales information should be transmitted to allow customers to understand more about products and enterprises. On the other hand, they should be packaged through soft environments such as background music. Good sales atmosphere.
sample room. The packaging of model houses should be designed according to the consumption habits of the consumer groups that are satisfied by different areas and production types. Different packaging contents and packaging styles should be designed. Large production models generally pay attention to elegant style, and small production models generally emphasize simple and modern furniture. In the model room, background music, etc. must also be handled, and all daily necessities should be provided. The packaging of the model house is particularly important in the packaging of the product. The packaging effect must have a strong atmosphere of life and promote customers' desire to purchase.
Environmental Engineering. Real estate developers in Chongqing proposed the advanced development concept of “preparation of the environment and reconstructed buildings”, and used a lot of plants and sketches to create a good environment and achieved good results.
Construction Site. The effective management of the construction site: The warm construction scene is a support for the customer. In the packaging of the construction site, we must pay attention to cultural walls and promotional slogans.
b. Product sales. Before product sales, a large number of product packaging work has been completed, and sales preparations have been fully prepared. When the products are sold, the improvement of the packaging and the timely adjustment of the development progress are required. At this time, Arrange orderly media promotion plans, outdoor advertising plans, and environmental packaging plans to interpret product features from different perspectives. In the sales of products, environmental engineering has gradually taken shape, clubs and other supporting facilities have gradually improved, and the packaging content of products has gradually changed from the rigid packaging to the soft packaging. Therefore, in sales, we must pay attention to the management of high-quality management. The team, in the display of brand, strength and products at the same time, so that customers receive satisfactory service.
c. After product sales are completed, it is mainly the product packaging that strengthens and enhances the brand. Through the soft service package such as property management after completion of sales, the brand is further strengthened.
It can be seen that the whole packaging process of real estate product branding has achieved the transformation of two processes: from the commonality of the product brand to the transformation of the product personality, the brand's commonality is finally strengthened, and the rigid material packaging is packaged into the soft service. Conversion.