Real Estate Should Pay Attention to Brand Packaging of Products (I)

[Abstract] Real estate products need to be packaged like other products, and the characteristics of real estate products determine that real estate product packaging also has different content. After analyzing the characteristics of real estate products, the real estate products should be more focused on branding of real estate products.
Keywords: real estate; brand packaging CLC number: TB43; TIM4J4.3 Document code: B Article ID: 1001-3563(2003)05-0060-02

Attention to Brand Packaging of the Product in the RealEstate
Huang Zhi-yu, Zhang Shang
(1. Chongqing Petroleum Polytechnic College, Chongqing 400042, China;
2. Chongqing,University,Chongqing 400044,China)
Abstract: Just like the other products,the real estate product needs packaging. But the speciality of the real estate product makes the packaging has its own content. In this paper, we think we should of the real estate product after the analysis of the speciality of the real estate product.
Key words: Real estate;Brand packaging

Since our country's real estate started in the early 1980s, we have experienced a period of huge profits from product supply. At that time, some of our houses were sold out even when drawings had not come out, and we couldn't even mention the packaging of real estate products. With the improvement of people's living standards, consumers become more and more rational, and they pay more and more attention to the brand of products. At the same time, the competition in the real estate market has become increasingly fierce. With the intensification of competition, developers in order to survive, more and more emphasis on product packaging.
1 Characteristics of real estate product packaging:
Real estate products, as a special commodity, have the characteristics of other commodities of different hands, and the existence of these characteristics gives unique content to the product packaging.
a. Geographic location determines the uniqueness and non-repetition of real estate products. Unlike real estate products, real estate products are repeatedly produced on the production line. Because of the influence of geographical location, landscape resources, and civic consumption orientation on real estate products, each product is accompanied by the creativity of producers, resulting in differences in spatial structure, landscape orientation, and facades, and the products have distinct personality characteristics. Therefore, The packaging of real estate products should be based on the individual differences in the products, highlighting the personality of the products in the commonness;
b. The development cycle of real estate products is relatively long and generally takes 2 years or even longer. Compared with general product packaging, more attention should be paid to the packaging of the entire product production process;
c. The packaging content of real estate products is more abundant and the packaging is more difficult. Generalized real estate products, which include not only the houses used for housing in real estate projects, but also the project environment, supporting facilities, various types of guidance systems, project property management services, developers’ creditworthiness and background, and the dissemination and construction of projects. So broad content. The narrow sense of real estate product packaging also includes facade color, facade trim, facade shape, balcony shape, window shape and glass color, roof shape, interior space structure and so on. From this it can be seen that the packaging of real estate products should establish a complete system in order to be able to do a good job in product packaging.
2 The role and concept of brand packaging “Shaping the brand”, “brand management” and “brand management” are the most popular concepts of the company in recent years. In the increasingly fierce market competition, the brand is the most powerful and lasting weapon to win lasting competitive advantage. Since the real estate is a commodity, of course, it is only under the support of the “brand” that it has a more competitive advantage. In fact, when investing in larger items such as housing, consumers will pay more attention to the spirit level than general commodities. Therefore, the brand has become a major concern for consumers' purchase decisions.
Through the overall packaging of the project, it conveys a good corporate image and brand image to consumers with full image marketing. Through a unique image design and packaging, establish a good corporate reputation. In addition, we improved the image of property management in the district's internal environmental packaging, property management center packaging, marketing center packaging, marketing advertising planning, and corporate image packaging to establish a market-leading project image and create a better brand.
For products, the main purpose of packaging is to promote sales and profit. However, without the support of the product brand, simple product packaging is not enough, it is also incomplete. Real estate products rely on "brands", which is not acceptable. Each individual item and product in the brand must be individually packaged. If the real estate product can achieve the combination of brand and packaging, its "resonance" effect is very significant for sales promotion.
Therefore, in the article, “brand packaging” refers to the use of the real estate brand as a support for products and packaging of individual real estate projects. The real estate brand is the common property of the developer's products. The product packaging highlights the individual product's personality. The brand packaging realizes the unity and integration of the common property and personality of the real estate products, thereby promoting the sales of the products. (To be continued)