Chapter 132 Corresponding products of the 4-stage family life cycle on May 11

Different industries have different life cycles.But in terms of customer orientation, the more mature the market, the more this kind of research is needed. Today, Vanke's product categories are divided into 8 major categories, most of which are aimed at the rigid demands of the market.Through customer research on the rigid market, Vanke found that the core driving force for purchasing houses is the family life cycle, which is basically divided into four stages: the first home purchase brought about by marriage; the first residential improvement after the birth of a child; The future has improved again; the replacement needs of the elderly in the "empty nest period".These four typical stages will bring about the emergence of many different products, and at the same time, they have many common needs. This classification constitutes Vanke's new product category structure, and thus abandoned many previous products.

Since 2004, one of Vanke’s key tasks has been to conduct customer research and segmentation, study the common needs of different groups of people, and prepare for large-scale standardized factory production—obviously, the idea of ​​this industrial product will completely change Vanke’s original product concept.To this end, Vanke has devoted a lot of resources and enough patience. In the past few years, about 1/3 of the employees in the entire marketing system have been dedicated to customer research, and then completed the category management of the group.And became the first developer among domestic real estate companies to use a complete and systematic approach to research the product structure of the company.

Now, Vanke also hopes to combine the research on stereotyped products with the strategy of decorating houses being implemented to produce amplified effects.The "Vanke Product Experience Hall" in Shenzhen displays its research and application results in residential functions and customer service, such as kitchens specially designed for the elderly and toilets designed for people with disabilities.This kind of standardization and individual needs to meet the large-scale industrial production cannot be provided by traditional thinking, and this is where its value lies. Huge changes in product lines will inevitably bring about changes in marketing concepts and strategies.Domestic developers often do marketing and promotion for individual projects and their own companies, and Vanke used to do the same.But now, the concept of Vanke's marketing department is turning to marketing according to the needs of customers, that is, marketing through specific channels for specific customers very clearly.

Segment customers, meet the real needs of different customers, and try to meet the standardized individual needs of large-scale industrial production.