N本报记者 刘梦宁

N LiuMengNing our reporter

　　沙盘+3D户型图+LED屏+面带微笑的售楼小姐=营销中心？

Sand table + 3 D family figure + LED + smile and miss sales = marketing center？

　　答案是否定的，近期不少细心的市民发现，在福州中心商业区的部分商场出现了楼盘销售展区，沙盘、宣传材料、3D户型展示、售楼小姐，这些营销中心该有的配备商场里都有。

The answer is no，Recently many careful citizens found，In fuzhou part of the central business district mall appeared building dish sales areas，Sand table、Publicity materials、3 D family show、Miss sales，These marketing center equipped with some this store。

　　是楼市竞争的升级令开发商将售楼处“搬”进了过往人流大的购物场所？当房子也如普通商品一般走进了商场的橱窗，购房者的接受度如何，取得的收效又如何？

Are the property market competition of the upgrade to developers to sales department“move”Into the big shopping site past people？When the house also such as the common goods into the market of the general window，Acceptance of the person that buy a house，The convergence and how to get？

　　现象：楼盘挺进商场

phenomenon：Building dish into the mall

　　在福州天虹百货，从正门进去最醒目的位置，就能看到东区某项目的宣传。

In fuzhou department store，Use the front door of the most striking position，You can see a project in the promotion of the east。

　　不少来逛商场的消费者在此驻足停留，向现场售楼小姐咨询楼盘与户型详情。据现场的售楼小姐邓女士透露，该项目位置较远，且营销中心尚未建好，所以选择先在商场进行展示。

A lot of consumer to shopping in this stop stay，To the building dish door model miss sales consultation with details。According to the miss sales ms deng said，The project location is farther，And marketing center has not yet built，So first choice in the mall to display。

　　而现场经理方经理也透露，项目从3月份左右就开始进驻商场了，还处于蓄客阶段，因此主要是进行品牌及项目的形象展示，目前并不直接进行销售。

And the manager party manager also revealed，The project began in March in stores around......，Still is in storage guest stage，So is the main brand and project image display，It was not directly sales。

　　同样在大洋天地，泰禾城市广场的身影也曾出现。

Also in the heaven and earth，Thaihot city square of the figure is also appeared。

　　事实上，据麦派东方推广机构副总经理张炜胜透露，包括龙江·云山墅、世茂·御龙湾、建发·领地、建发·领域在内的多个项目都曾进驻过商场，进行“橱窗营销”。未来，会有越来越多的开发商选择将商场、超市、影院、甚至星级酒店作为自己走出售楼处的又一“卖场”，将“楼盘”摆在“橱窗”内，供顾客挑选。

In fact，According to Michael sent the east deputy general manager zhang wei's win promotion agency said，Including longjiang · yunshan living、Shimao · royal dragon bay、C&d · territory、C&d · field, a number of projects have had in store，for“Window marketing”。future，There will be more and more developers choice will store、supermarket、cinema、Even star hotel himself out as the sales offices and a“stores”，will“Building dish”in“window”inside，For customers choose。

　　析因：相中商场人气

factorial：Phase market popularity

　　“商场是人群相对集中的场所，每天的客流量非常大，开发商在这里进行展示，就是相中了这里的人气。”业内人士林先生告诉记者，而商场本身的定位，也便于开发商瞄准目标客群。只要项目的产品定位与大商场的消费人群相匹配，开发商就能更有针对性进行宣传。

“Mall is relatively concentrated crowd the place，The passenger volume every day is very big，Developers in here to display，The popularity of the phase is here。”Industry insiders Mr. Lin told reporters，And the orientation of bazaar itself，Also facilitate developers at the target customers。As long as the project product positioning and large stores to match consumers，Developers can more targeted promotion。

　　“这主要还是由于调控持续一段时期以来，房地产市场步入调整时期，行情不比从前。开发商需要想尽办法来促进销售，坐销模式已经不能满足需求，需要走出营销中心，去人流多的地方做主动营销。”张炜胜表示，这种模式其他城市也有出现，福州也不是第一回，实际上就是要将买方市场更加细化，目标也更加明确。当然，这种营销手段也只是众多方式中的其中一种，将目标客户锁定在适合自己项目特点的消费者范围内。同时，依靠商场、超市等场所人群相对集中的特点，广泛传播信息，树立自身品牌与项目形象。

“This is mainly due for a regulation or period，The real estate market into the adjustment period，Market than had。Developers need to try to promote sales，Sit pin mode can not satisfy demand，Need out of marketing center，To people more places do active marketing。”Zhang wei's-said，This model other cities also has the appearance，The city is also not the first time，In fact is a buyer's market more refined，Goals are more clear。Of course，This kind of marketing means is one of the many ways，Will target customer lock on the right of the characteristics of the project within the scope of consumers。At the same time，Rely on the market、Supermarket.etc crowd the characteristics of the relative concentration，Widely spread information，Set up its brand image with the project。

　　潜在购房者受益

Potential buyers benefit

　　“现在的楼盘越开发越远，对于我们上班族而言，看房的时间成本很高。开发商在商场设点，让人在购物的同时还能了解项目信息，对我们来说方便了不少。”正在“橱窗”前了解楼盘信息的吴先生告诉记者，在这里有足够的时间了解项目、听售楼小姐介绍、研究户型资料，不需要专门抽时间跑到售楼处，让人觉得轻松多了。

“Now building the farther the development，For us in an office worker，Perform the time cost is high。In the shopping mall developer is prohibited，Let people in shopping of in the meantime also can understand the project information，It is convenient to us quite a lot。”are“window”Former understanding building dish information of Mr. Wu told reporters，Here is enough time to understand the project、Listen to introduce miss sales、Study door model material，Don't need special take time ran to the sales department，Let a person feel more easily。

　　“随着城市中心区域饱和，福州的开发商开始向周边地块扩展，马尾、闽侯等城市外围板块都有了不少价格适中，且受购房者关注的楼盘。但购房者的看房的路途也因此被迫延长，售楼处进驻商场正好可以弥补这一点。”他还表示，通过其他开发商的前车之鉴，如今越来越多的开发商意识到，进大型商场展示楼盘是提升品牌影响力、扩展销售对象的好方法，潜藏在商场人潮中的购买力不容小觑。

“As the city center area saturated，The developer of the fuzhou began to neighboring area expansion，horsetail、MinHou etc outside the cities sector had many moderate price，By the person that buy a house building and attention。But the person that buy a house of the way things are so forced to extend，Sales offices stationed in the market just can make up for that。”He also said，Through the other developers's mistakes，Now more and more aware of the developers，Into the large market show is to enhance the building brand influence、Expand sales object good method，Underlying the mall in the crowd to be reckoned purchasing power。

　　赚得的主要是“吆喝”

The main is earned“at”

　　不过，在当前的市场大环境下，这种以展示带动销售的手段并不能起到立竿见影的效果，开发商大多只是在赚“吆喝”。

but，In the current market environment，This to show the boosted sales means and cannot have immediate effect，Developers in mostly just earn“at”。

　　业内人士表示，在商场的展示区域中，的确是有很多消费者前来咨询、拿宣传单、了解项目信息，但基本上没有直接成交的情况发生。

People in the industry say，In stores exhibit domain，Indeed there are a lot of consumer to come to consult、Take a flyer、Understand the project information，But basically not directly to clinch a deal is the case。

　　“归根结底，这种橱窗营销还是最适合城市外围板块、处于蓄客期间的项目。”林先生表示，商场中的展示区只能作为营销中心的有效衔接，增加项目的市场认知度，达成初步意向的客户还需要持续的后期跟进，才能实现最终的销售目的。

“In the final analysis，This window is still the most suitable for marketing outside the cities plate、In a storage of the project during the guest。”Mr. Lin said，The mall exhibit of marketing center only as effective connection，Increase the project market awareness，The intent of customers also reached a preliminary need for continued later follow up，To achieve the ultimate purpose of sales。