Analysis Of The Wechat Marketing Strategies Of Chinese Real Estate Enterprises

Abstract:In2011, Tencent launched a new type of instant messaging service---Wechat. Wechat is a powerful social networking software. It supports comprehensive communication functions, including text messaging, video, voice chat as well as online file (picture) transmission. Wechat launched its public platform in August2012. With the launch of this platform, the marketing function of Wechat has become increasingly stronger and is widely used by many companies. More and more companies are using Wechat as one of their marketing tools. Some Internet marketing companies have even made Wechat marketing service their main business. Nowadays, Wechat marketing involves more and more industries, including the real estate industry. Many famous brand real estate developers have also joined the use of Wechat marketing among which are China’s No.l real estate developer Vanke Co., Ltd. and other renowned first-tire real estate developers such as Poly Real Estate Group, China Resources Land Limited and China Merchants Property Development Co., Ltd. These companies have launched their Wechat public platform accounts one by one and paid great attention to the application of Wechat in marketing. Integrating with the traditional marketing models, Wechat marketing has successfully facilitated the promotion and sales of properties.It is necessary for real estate companies to use V-chat for network marketing. Since the "housing reform", the real estate entered the market as a commodity. As time goes by, the price of real estate products is rising rapidly, but the profit margins are declining as land price, government charges, labor cost, materials cost are also increasing. Rising prices lead to reduced sales pace of real estate products. Under the background of low-margin, low sales pace is fatal for the real estate business. This requires companies to innovate in the field of marketing and take a variety of ways to explore marketing channels. As the first choice of network marketing, V-chat marketing will inevitably become the preferred choice for real estate business. Domestic and overseas scholars have done a certain amount study of V-chat marketing. Scholars have done a detailed study of the application, dissemination and future development of V-chat through V-chat’s own characteristics and the development situation under the external macro and micro environment. Through deep study of these documents, author finds that enterprises need to make further analysis and research of V-chat marketing in the process of applying it. The study of V-chat marketing is still not enough.Although there are some real estate companies beginning to try to implement V-chat marketing, few succeeded. This is mainly because the real estate V-chat marketing is just emerging, there exist much inadequacy in strategy and technology. But there are also successful real estate V-chat marketing cases.However, Wechat marketing is in the early days of development and there is more market research needs to be done. For now, Wechat marketing has its own problems such as the lack of strategic consciousness, content management mechanism, customer service mechanism, marketing concept integration mechanism and emergency management mechanism. So, Wechat marketing still has a long way to go. We should improve the Wechat marketing system and push forward the development of Wechat marketing by establishing strategic consciousness, content management mechanism and customer service mechanism, integrating marketing concept and making emergency response plans.This article studies the necessity of real estate V-chat marketing through the analysis of the real estate V-chat marketing status by research methods such as document study, comparative study and case study. Meanwhile, it explored the real estate V-chat marketing model and proposed feasible strategies and ways to promote, which has great significance both on theory and practice. This study helps to carry out real estate V-chat marketing, guide the real estate company to determine the marketing content to a certain extent, and also provides strategic advice for real estate to carry out V-chat marketing. This article is strongly applicable and has practical significance for the real estate industry.