Perspective Of Real Estate Digital Marketing Reform From China NPC And CPPCC

At 15:00 on May 21, 2020, the opening ceremony of the Third Session of the 13th CPPCC National Committee opened in the Great Hall of the People in Beijing. Li Keqiang, Premier of China, re-emphasizing “insisting on the positioning that houses are used for living, not for speculation. The property development should be adapted to local conditions and the city’s policies to promote the stable and healthy development of the real estate market”. The session gives top-level instructions for the overall development direction of real estate in 2020.

1 COVID-19 hits the global economy -force real estate upgrade

Investment, consumption, and export, as the troika driving the Chinese economy, are under unprecedented tests under the impact of the global epidemic situation. Report on the work of the government 2020 pointed out: “Because of the COVID-19, the world economy has been severely recessed, the supply chain of the global industries has been blocked, the international trade and investment have shrunk, and the commodity market has been turbulent. Domestic consumption, investment, and exports have declined.” Real estate is a pillar industry in China ’s economy. The largest domestic demand market has been drawn to the historical foreground and entered into the deep-water area (key period) of reform.

2 Industry dividends disappear-market standards improve

On the one hand, the proportion of urban household consumption expenditure for house living increased from 4.8% to 24% from 1985 to 2018. “Living well” is the key to improve the livelihood happiness index, which gives more development space for the real estate industry and the Chinese economy. On the other hand, according to the UN ’s expected plan for the size of China ’s population, China ’s population will reach a peak of 1.45 billion in 2024, and the industry dividend brought by the demographic dividend will enter a bottleneck period.

Besides, the proportion of first-time homebuyers will be reduced from 36.8% to 32% in an urban sized about 550 million people from 2020 to 2030, and the proportion of the first-improvement demands (the owner want to switch a better and bigger house) will increase from 23% to 28.6 %, The proportion of the second-improvement demands (the owner want to switch a technological, environmental and smart house) remained above 40%. In other words, as the demand for improvement continues to dominate and increase in the type of house purchase, the house purchase cycle will continue to be lengthened and the standard for house-buying will continue to increase.

3 Online consumer habits- drive real estate online marketing

In the 21st century, the proportion of online indigenous people in the real estate consumer group will continue to expand. As a generation that grows in digital convenience, it relies more on convenient, efficient, and interactive natural online consumption scenarios and has a natural favor for rational decision-making that is highly transparent, truthful, and safe in the information.

Changes in the economic environment and consumer groups have put forward higher requirements for developers to continue to learn digital marketing construction concepts and build a perfect digital marketing ecosystem. Under the guidance of the “Digital Economy” tide of the new infrastructure, real estate digital marketing will become increasingly important strategic resources and production factors, which promotes developers to continuously optimize the project supply structure in line with market demand and establish efficient and healthy fund transfer mechanism. 

At the end of the first quarter of 2019, the top 100 property companies accounted for more than 70% of market share, and the market will further gather towards developers with stronger comprehensive strength in the near future. Hence marketing, as the lifeline of property companies, will play a more important role. How to establish a digital marketing system covering the entire real estate life cycle of “market research, development, pre-sales, strong sales, and operation management”, to empower marketing strategies maker and marketing activities execution, build online and offline integration and closed-loop marketing, which will become the core proposition for developers.

IDEAMAKE was established in 2011. It is a technology-oriented enterprise dedicated to driving the transformation of real estate marketing with technology. Its business scope covers the country and overseas markets such as Southeast Asia, Europe. As the leader of digital marketing in the real estate industry, IDEAMAKE strives to stand at the forefront of technology and industry getting through the online marketing closed-loop and full life cycle data, to collect in online traffic for brands, to improve transaction rate for the project, and to help the Group achieve digital transformation and upgrading from marketing to organization. At present, IDEAMAKE has reached cooperation with 80% of TOP China property companies, delivered 3000+ quality cases for the industry, and the customer repurchase rate has reached 75%. As a pioneer of real estate digital marketing industry, IDEAMAKE will continue to promote the digital transformation of real estate marketing as its mission and continue to provide customers with the best products and services.


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