Forum background:
In 2012, SouFun launched a 100-city community strategy to provide enterprises with a new network platform for effective customer relationship management. Undoubtedly, a new era of online fine marketing has arrived. Precision marketing is no longer based on the power of media advertising, but based on customer service. Listen to the opinions of typical customers and potential customers, better complete their own products and even the brand layout, and use the power of precision marketing to truly compete with consumers' desires for consumption.
A large amount of data proves that the relevance of advertising to the audience needs to be fully considered in orientations such as geographic orientation, interest orientation, and even redirection. How can we truly achieve "one-to-one marketing"? SouFun.com has fully upgraded its community strategy, and a more accurate marketing platform will help companies maximize their advertising efficiency.
The 2nd China Home Furnishing Industry Service Community Seminar
Time : December 11, 2012
Venue : Swissotel Hong Kong Macau Centre
[Publication agenda]
13:30-13:40 Speech
—— Zhang Chuanxi, Executive President and Secretary General of the National Chamber of Commerce and Industry Furniture and Decoration Industry
13:40-14:00 China's real estate industry and home industry development trend
—— SouFun Holdings President and CEO Dai Jiangong
14:00-14:30 2013 SouFun Home Network Precision Marketing Platform Product Release
—— Ms. Li Xiuxiu, General Manager of SouFun Home Holdings National Customer Marketing Center
14:30-16:00 Theme Forum: “Holding the Terminal to Win the Market†Home Enterprise Service into the Community Forum
—— Forum Host: Zheng Haiyun, General Manager of SouFun Home Holdings Marketing Center
—— Speakers: Wang Qianhu, Director of Consumer Guidance Committee of China Consumers Association, Liu Chen, Secretary General of Beijing Market Association Home Branch, on-site enterprise representative
16:00-16:20 Awarding Ceremony: “Looking for Beijing Good Building Materials†Awards Ceremony
16:20-16:25 Launching Ceremony: Community Business Grand Alliance Launch Ceremony
16:25-16:30 Hot Dance Performance: "Entering the Community Style"
live:
The 2nd China Home Furnishing Industry Service Community Seminar
[Wang Lijun]: Dear leaders, distinguished guests, home colleagues, and media friends, good afternoon! Welcome everyone to the second China home industry service community seminar, I am the host Wang Lijun, welcome everyone!
Accurate marketing is the most “low-input, high-output†marketing method nowadays, and community marketing is the best precision marketing method for home furnishing companies. What are the advantages of SouFun.com for serving the Nuggets community? How to help home businesses seize the unlimited business opportunities in the community? The topic of common concern, let our old and new friends in the home industry meet again this year, share successful experiences and discuss the development direction. First of all, warm applause welcomes the leaders of the associations present today. They are:
Mr. Zhang Chuanxi, Executive President and Secretary General of the National Chamber of Commerce and Industry Furniture and Decoration Industry
Mr. Wang Qianhu, Director of the Consumer Guidance Committee of the China Consumers Association
Mr. Liu Chen, Secretary General of Beijing Market Association Home Branch
Finally, I would like to introduce the leaders of this seminar, they are:
SouFun Holdings CEO Dai Jiangong
Mr. Zheng Haiyun, General Manager of SouFun Home Holdings Marketing Center
Ms. Li Xiuxiu, General Manager of SouFun Home Holdings National Customer Marketing Center
Ms. Zhang Zhimin, General Manager of SouFun Home Holdings Beijing
Welcome all the guests!
[Wang Lijun]: In 2012, SouFun.com has gone through the thirteenth year. In the thirteenth year, we feel that the responsibility on the shoulder is even heavier. We are obliged to provide consumers with a home information platform and an obligation to provide a communication platform for home furnishing enterprises. Integrate marketing resources advantages. Of course, the development of SouFun.com is inseparable from the attention and support of the leaders of the association. Let us applaud Mr. Zhang Chuanxi, the executive president and secretary general of the Chamber of Commerce and Industry of the National Federation of Industry and Commerce, to deliver a speech.
[Zhang Chuanxi]: Good afternoon, my friends, I am very happy to participate in the press conference of SouFun. Today I will talk about several new marketing hotspots and topics on the market this year. On the one hand, this year, the market is not very prosperous. Everyone has done a lot of work in digging deep into the potential customers of the market. Especially in the major festivals of May 1st and 11th, the biggest difference in marketing with previous years is that they are doing When advertising, the marketing is ahead of time, not to wait until May 1 to advertise, advertising one month ahead of schedule has begun to overwhelm bombing. Some companies say that they will be taken away by others after they have been advertised on May 1st, so many merchants have advanced in this regard this year. In the past, there were very few companies in this way, and this is a common phenomenon this year.
In addition, the channel sinks. In the past, the channel sinking was a lot of decoration companies. It is possible to grasp the information of the residents when they did not stay. Now, including the wardrobe enterprises, building materials, and home furnishing companies, they are also digging this channel. This channel is from the mall. From the inside of the store to the community, this phenomenon is more common this year, and it is very different from previous years.
This year, e-commerce has increased its recognition in this industry. In particular, the Singles Day on November 11 this year was well utilized by e-commerce. Although these data generated a lot of refunds, it was developed with e-commerce last year. In these years, there is a concentrated volume in our industry. This year, I feel that e-commerce has made many companies recognise and value.
This year, the boss and chairman of the factory are very busy. I saw the Beijing Home Furnishing Industry Alliance made a summary report of this year's work two days ago. Among them, the president of the Beijing home furnishing brand was signed and sold in the country, and more than 20 games were played. This phenomenon has been passed. The top leaders of our manufacturing brands have made the largest sales people in the company, and went to various stores to go to the promotion. There are still some offline, like this year's Beijing market has done a trade-in, these new ways to bring us a lot of vitality in this industry in this year's market is not very prosperous.
I think that in the future, although the 18th National Congress is over, the market recovery next year will require a slow process, including the future economic structure and political structure are gradually formed, and the pattern of our industry will also have new with the passage of time. The big changes, I think that in some directions, some clues such as smart furniture have been revealed, especially in the past two years, including decorative enterprises and tooling enterprises, which are doing some application and intelligent design, extending from the original tooling to the ordinary people. Everyday furniture, so many companies in the past two years have begun to make a lot of investment in the intelligentization of the industry of furniture and building materials. In the future, the level of intelligence in our industry has been greatly improved.
On the other hand, it is customized. Our products in this industry are divided into high-end and low-end. In some luxury goods fields, some customized things are relatively high-end. Many high-end products in this industry have to be customized. This year, the customized industry has formed in our industry. . Recently, the Chamber of Commerce is preparing a professional committee called solid wood customization. This professional committee has many enterprises responding when it is organized, which shows that many companies are developing in this direction.
In the future, e-commerce will never replace traditional channels, but as some products in our industry gradually become standardized, standards in various fields are being formulated, standardized production, and credibility is enhanced, and slowly e-commerce will have A lot of space. It will coexist with traditional channels for a long time. As for who owns a large share, it is difficult to say now. Finally, look at the power of the traditional channels of our industry in the future, if the traditional channels can do a good job of their own services. Because there are some traditional channels in the process of doing e-commerce, there are several large chain stores that have invested a lot of power including funds to develop e-commerce, and the online line is well combined. In the future, e-commerce will occupy a large share of this industry, and this is beyond doubt. Some companies are now investing in this area, but investing in attention, this is the main channel for the future.
As for some big models in the future, this pattern will definitely change. We see that the income of ordinary people will double in the future, so this pattern, the real estate pattern still needs to change. In the first 30 years, we have experienced three updates in this market, and we will experience it at least once in the following period. For example, the current pattern of development in first- and second-tier cities, how to go next, and so on.
Thanks again to SouFun for such an exchange opportunity, thank you.
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