Responsible for traffic, good sales, bully screen! Sunac South China live broadcast is out of the circle by strength!

20 19 is called "the first year of e-commerce live broadcast". In 20 19, the number of users of webcasting in China has increased to 504 million. In 2020, under the influence of the epidemic, the tide of "live broadcast of online celebrities with goods" swept all walks of life. How hot is the live broadcast? Luo Yonghao, a 48-year-old internet celebrity, took on 300 million personal debts with unlimited joint and several liability. After declaring that he would "work hard to pay back the money", he plunged into the live broadcast industry.

On April 1 day, Luo Yonghao's smiling face appeared on the live broadcast platform. He took the goods for three hours and paid 1. 1 100 million.

Luo Yonghao, who succeeded in the live broadcast, later told the media that his debt was expected to be paid off within one and a half years.

In addition to Luo Yonghao, CCTV anchors, local government officials and air-conditioning industry leaders also brought goods on live TV this year. Of course, there are also housing companies joining this trend.

On June 20th, the industry giant Sunac held a large-scale live broadcast in Tik Tok. The live broadcast lasted for three and a half hours, attracting 768,000 viewers and 654.38+0.73 million likes, which is equivalent to nearly 654.38+04 likes per second!

PART. 1 giant live broadcast, the field of network marketing for 800,000 viewers.

According to the background data of Tik Tok, the live broadcast officially started at 2 pm and ended at about 5: 30 pm. During the three-and-a-half-hour live broadcast, * * * attracted 768,000 viewers and received173,000 likes and nearly 1600 messages. Enthusiastic audience even contributed 54,000 sound waves to the live broadcast!

The shopping vouchers launched by Sunac have been paid by more than 1400 users. More than 1000 potential customers that Sunac accurately attracted in more than 3 hours will bring huge sales to Sunac in the future. In fact, not only Sunac's live broadcast is booming, but also Country Garden, Poly, R&F, Longhu, Zhonghai and other real estate enterprises have launched their own online marketing trips since the epidemic this year.

Why did leading real estate enterprises get together and start selling houses live? Why can traditional industries like real estate, combined with modern marketing methods, bring such a large flow? Will we all buy houses online in the future?

PART.2 In the post-epidemic era, Sunac broadcasted the "Four Movements" live.

We believe that in the new marketing field of live broadcast, real estate enterprises represented by Sunac can achieve brilliant results because of these factors.

The first multi-disk linkage+global coverage

Internet companies are emphasizing the user experience when making products, as is the marketing of traditional industries. The popularity of Sunac live broadcast is first of all to bring the ultimate viewing and consumption experience to the target group.

Sunac introduced a number of Sunac South China projects in Hainan, Zhuhai, Guangzhou, Qingyuan, Dongguan and other places, namely 1 main venue+multiple sub-venues.

The first powder-melting wish festival live broadcast main venue

Guest Huang Dian of Hainan Branch (left)

This form is not limited to a single live broadcast environment, indoor and outdoor, the main venue and the sub-venue are connected, bringing the scenery of Hainan, Zhuhai, Guangzhou, Qingyuan, Dongguan and other cities. The window of the audience is not monotonous, and the regional characteristics of different cities can be shown.

Dongguan Branch Guest Li Junhuai (left)

Sunac is not limited to a single product type. Zhuhai Yunshui Guan Jing and Dongguan Yunxiwan projects have residences, while Qingyuan Feng Chun Lingnan project has houses and courtyards, which display multi-type and multi-level products at one time.

This arrangement is due to the traditional mode of viewing houses. Buyers need to travel between different projects, listen to the project information of property consultants for a long time, and there may be long queues when choosing houses.

Property buyers have lost their freedom in time and space, and they may not be able to obtain the decision-making information they care about.

Sunac's centralized display is precisely to avoid the poor user experience of traditional house viewing and buying, and to solve the pain points of users' consumption.

All these are conducive to Sunac's efficient and interesting release of product information while greatly improving the user experience of the audience.

The second type of big coffee connection war has tangible benefits.

If the live broadcast of real estate enterprises is to be successful, it needs another key point-KOL.

Different from many industries, in the vertical field of real estate, the audience needs an opinion leader, not a casual traffic star.

After all, real estate is the core asset of China people. For every family, whether to buy or not and where to buy are important decisions that affect the long term. Let professional people do professional things, what buyers need must be professional opinions and suggestions, and traffic stars may not have such ability.

In the past, many live broadcast activities with goods were keen to focus on top traffic stars. However, the "First Powder-melting Wish Festival" created by Sunac was broadcast live in Tik Tok. The invited guests have withstood the test of time and made great achievements in the industry, accumulating a large number of KOL with stable fans.

For example, April, the head IP designer of Tik Tok Real Estate, Li Junhuai, the founder of the IP series of The Bearded House, and Huang Dian, the Vlog & gt anchor of Check the House.

Chu Qiao, the host of Shenzhen Radio and Television Station, and Mr. Li Wanxiong, the deputy general manager of Sunac Guangfo City Company, also attended the event as the host and guest respectively.

This combination will make it easier for fans to get key decision-making information. For Sunac, it is easier to welcome a large number of accurate target user groups. Once the demand and supply are accurately matched, the information transmission efficiency will be much higher, and it is easy for buyers to get many discounts.

On the day of the event, the guests bargained with the big coffee online in the sub-venue area, and specially approved direct signing concessions to release multiple benefits for home buyers. For example, Guangzhou Sunac Lv Wencheng gives a 94% discount on buying a house, plus a discount on sending a TV. Hainan Wuji Sea Project even sent out a super 92% discount purchase voucher.

The third type of multi-round wonderful interaction and in-depth customized gifts.

Marketing without exquisite gifts is hooliganism. During the live broadcast of the Powder Melting Wish Festival, Sunac released as many as seven rounds of rain red envelopes, seven rounds of exquisite gifts, koi fish gift packages, a considerable number of well-known e-commerce gift cards, big-name lipsticks, and even a discount of "62 yuan reaches 20,000 yuan".

In addition to the prizes of these routines, we can also find that Sunac also distributed the popular animation IP of Sunac Culture, such as Ali and Luo Xiaohei.

At the same time, with its solid foundation in the field of cultural tourism, Sunac also concentrated on integrating its cultural tourism park pass and luxury hotel room coupons as prizes. It also includes the package of Sunac Paradise, the flagship project of Sunac, which landed in Huadu District of Guangzhou last June.

The fourth way is to explore the demand and the marketing "combination boxing" of Sunac.

Whether new strategic measures can be quickly adapted and deployed in time according to the changes of market and environment is one of the criteria to measure whether an enterprise is excellent or strong enough.

As early as February, when the epidemic has not subsided, Sunac Beijing, Shanghai, Southeast China, Central China and other places have successively introduced policies such as no reason to check out and different online discounts.

Sunac South China also responded quickly, and since the epidemic, a series of new marketing measures have been continuously introduced.

Sunac South China mobilized its marketing system in February, taking the lead in launching on-site viewing and 24-hour online marketing center; Launch the column of "harmonious house viewing" to interpret product value information in an all-round way; In connection with the regional star project, the first live star show award was launched ... A series of online marketing provided customers with all-round services, allowing buyers to stay at home and look at the house during the isolation period.

At the same time, Sunac South China also officially launched the online house purchase service platform-Ronghao E Home, which integrates online house purchase, house selection, house purchase, information enjoyment, various activities and preferential benefits, and continues to provide comprehensive, efficient and thoughtful service support for more customers with house purchase needs. During the epidemic, most people who stay at home pay more attention to their families and lives, and they are more eager for high-quality services.

Sunac South China is keenly aware of this change. Based on the changes of urban family demand in the post-epidemic era, Sunac South China deeply integrated previous service experience and enterprise resources, innovatively held a cloud sharing meeting of homing community panoramic service system, focusing on the concept of "service". Sunac Panoramic Service System aims to open a new round of service awareness in the industry, comprehensively improve service standards, and lead the improvement and perfection of the industry service system through its own exploration.

After Sunac launched such a marketing chain combination boxing, it accumulated a good brand goodwill among buyers. In this way, when the market environment changes, Sunac can seize marketing opportunities early. The success of Sunac South China live broadcast is actually a concentrated evaluation of Sunac brand reputation by consumers.

PART.3 the road to a better life, creating a "middle life circle"

In recent years, the real estate industry began to touch the ceiling of the total amount, and some positive-thinking head housing enterprises began to break ground outside the core real estate industry to create a diversified business sector. For example, Sunac has six strategic sectors: real estate, services, cultural tourism, culture, exhibitions and medical care.

Diversified business segments can drain and feed back each other, which means that housing enterprises can build a virtuous circle ecosystem. Take Lvwen City of Sunac, Guangzhou, the main venue of this live broadcast, as an example. It is a model for Sunac to create a better life for the citizens. Citizens can experience commercial shopping, different forms of entertainment such as ice and water, comfortable and luxurious hotels and other one-stop services here.

With its huge layout in cultural tourism, culture and other sectors, Sunac can integrate its own superior resources in marketing activities, extend more services to users, and build a "homecoming life circle" that starts from houses and extends outward, linking families, communities and multi-formats.

Online and offline seamless diversion, extending all-round and diversified service links from live broadcast, which many other companies' live broadcast marketing can't do.

In the live broadcast, Sunac has quietly opened the 1 door for home buyers to enter the "home life circle".