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On 3.8 International Women's Day, KWG launched its first real estate house-buying variety show, "The Big Shot Comes! 2022 New Ideas for Women Buying Houses", which was jointly created by Zhu Tiancheng, General Manager of Marketing of KWG Group, and a number of female celebrities in the real estate industry of the Greater Bay Area. It was launched simultaneously in the form of online live streaming on platforms such as Tencent Video Channels, KWG Online Marketing Platform and etc.
The program focuses on independent women in different living conditions nowadays, talking about the topics they are concerned about purchasing houses - "planning, location, household type, how to choose" and "how should different women choose houses? " "Should women buy a house before marriage?" This fully echoes KWG's "Not only know house, house also know women's heart." With user value as the core idea, it gained the warm attention of users, and the whole activity gained 91,000 views, 111,000 likes and more than 200 inquiries from customers in less than 60 minutes.
Opens Up User Insight Traffic Code from "Her" Economy
At the beginning of the live streaming, Mr. Zhu Tiancheng started with the topic of women's home purchase "In this society of gender equality, women need to seize the right to speak in the decision of home purchase, and it is very important to evaluate their ability to purchase a house according to their life and work, and find a house that belongs to their own position."
In the "Research Report on the Status of Women Living in 2021" released by Beike Research Institute, the percentage of female house buyers in Guangzhou is 46% in 2020, which is a slight increase compared to the previous two years. In addition, the percentage of female house owners in Guangzhou is 49%. Among them, 65% are married, which is much higher than single women and women in relationship. At the same time, the proportion of young women purchasing houses has increased significantly.
Obviously, KWG understands the future trend of "her" economy and has become the main force in the real estate market.
A famous female guest said: As a veteran, she believes that the focus of women's home purchase before and after marriage is different. Before marriage, they pay more attention to the value-added space of the product, and after marriage, they pay more attention to the practicality of the project, such as supporting facilities, school district, transportation, etc.
And this live streaming, not only sharing viewpoint, but also fully dispatch KWG online marketing platform data of big data analysis and digital case library, deep insight into the behavior and needs of users.
Mr. Zhu Tiancheng takes KWG | THE RIVIERA as an example, and believes that the mature surrounding business atmosphere, perfect transportation and education support are good choices for both pre-marriage and post-marriage women.
Aesthetics leads iteration of user scenario
Digital transformation accurately responds to the demand
In addition to the rationality of data cases, the Goddess Home Buying Festival of KWG has raised the discussion of house is more understanding users’ need up to the spiritual level. Wang Guowei mentioned the three realms of life in his "Poetic Remarks on the Human World", and KWG also made three kinds of discussions on the inner needs of female users - from "beautiful appearance and beautiful living", "each goddess should have her own castle", and "being a heroine is not about the size of the house".
Of course, female users are just part of the user groups. In the 27-year-long research on the aesthetics of human living, KWG has formed a high-quality life user portrait through long-term research on the characteristics of consumers' character, behavior, needs and habits, constituted a user portrait of high quality life, redefined the aesthetics of interior space, and carefully studied 152 living scenes.To respond the brand philosophy of "Building Homes with Heart" by taking care of every behavior of every inhabitant from the perspective of indoor living scene, user experience and usage.
2022 is a key year of KWG's aesthetic breakthrough. In the Greater Bay Area, from the famous cast of art luxury residence KWG | LANDMARK ARTE MASTER PIECE in Financial City which are massed by Kelly Hoppen, Masuno Shunmyo, Liu Rongguang and Polly Chan, a pure Japanese aesthetic mansion KWG | RICHMOND GREEVILLE, to the Tianhe aesthetic footnote of KWG | THE ARCADIA, KWG keeps breaking through the ceiling of China's art design and user future trend research.
KWG | LANDMARK ARTE MASTER PIECE
KWG | RICHMOND GREEVILLE
In addition to aesthetics leading the iteration of user living patterns, KWG has also made significant breakthroughs in digital transformation.
KWG digital marketing platform had its 2.0 formal comprehensive upgrade since September 2021, to explore the online marketing model, better enable digital marketing business, really realize online house selection, online subscription, online payment and other functions, so that users can complete the whole process of home purchase without leaving home.
KWG also fully seized the advantage of online live streaming, and deeply interacted with social platforms and professional pendant KOLs such as Tiktok, WeChat video channel, Weibo and Xiaohongshu in major marketing nodes, and formed an efficient traffic entrance with the KWG online marketing platform.
From last year to this year, the performance of KWG online marketing platform continues to have good results. It is known that only from January 1 to February 28, 2022, the platform has achieved 210 sets of housing transactions, amounting to 247 million. With the growing maturity of online transactions, it also brings huge digital assets and accurate user profiles for the digital transformation of KWG.
It is believed that the live streaming of the Goddess Home Purchase Festival is only an attempt of KWG's home purchase variety show. In the future, it will also carry out more in-depth discussions on Habitant Art based on the user insights of aesthetic trend, forming more "hot cakes" of digital marketing variety show.
