"Fantastic marketing" goes too far! Wanda subsidiary fined

Release time:Apr 16, 2024 21:02 PM

In order to differentiate, real estate companies attract buyers through various "fancy promotions", but there should be a "degree".

Tianyan search showed that Tianjin Jinghai Wanhai Real Estate Co., Ltd. had previously released a video advertisement with the content of "buying a house and sending a daughter-in-law" through the Tiktok platform, and was imposed an administrative penalty of 30000 yuan by the Tianjin Jinghai District Market Supervision Administration on September 4. It is reported that Wanhai Real Estate is a controlling subsidiary of Wanda Real Estate Group Co., Ltd.

On October 25, 2022, Wanhai Real Estate designed, produced and released a video advertisement with the content of "buying a house and sending a daughter-in-law" through the Tiktok platform. The Market Supervision Administration of Jinghai District, Tianjin believes that the above-mentioned behavior of Wanhai Real Estate meets the constitutive requirements for publishing illegal advertisements.

In the past, the "barter" policy in the real estate market seemed very popular: not only was there "garlic for houses", but later came the "watermelon for houses" trend. The reporter found that recently, some developers have been grabbing traffic and using the same poster as "Sauce flavored Latte" for emergency promotion.

In addition to regular discounts, developers have launched a variety of fancy marketing strategies to promote their products: the "10 year apartment use rights free for buying a house" lottery, buying a house and giving a car, buying a house and giving gold

In the Shenzhen market, reporters have found that new housing projects have launched a "buy one get one free" campaign, and one of the options is to give away "unified construction buildings", which are not yet completed and located in a relatively remote area.

In addition, some new housing projects that have been open for a long time will adopt a phased "opening" approach, with different discount activities for each "opening". Why do developers resort to such fancy marketing? It is reported that Shenzhen still implements a new price limit policy, but some projects will be discounted on the basis of the recorded price, mostly through refunds of property fees, gift giving, and other methods. In recent times, although policies such as "recognizing a house but not a loan" have been implemented, reporters have found that the vast majority of new housing projects in Shenzhen still maintain promotional methods such as discounts. Behind this, it also reflects the pressure of developers to withdraw funds.

For the fancy promotions of real estate companies, the reporter also randomly interviewed several homebuyers, and everyone expressed that they felt very fresh. However, there are doubts about the authenticity of the promotions. It is sometimes difficult to distinguish whether they are gimmicks or real discounts.

Nowadays, the real estate market in multiple cities has transformed from a rapidly growing seller's market to a buying market in a stock market. The essence of fancy promotions by real estate companies also reflects the current reality of sales difficulties. However, some analysts suggest that fancy promotions also provide inspiration for real estate companies. All marketing activities should adhere to the principle of win-win, bringing tangible benefits to homebuyers and a good demonstration effect to the market. Only with tangible price advantages can sales be directly boosted.

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