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万科9城推出V盟狂欢日 打造“零收益”增值服务平台

2017-09-22 07:17:14   中国经济网

■本报记者 王 峥

自5月底万科在北京、太原、济南三地同步召开“明日之城”V盟生态大会后,万科的客户增值服务平台V盟发展迅速。截至9月份,万科V盟落地城市达10个,已开业93家,计划今年再新开33家。

随着V盟辐射的规模不断扩大,9月21日,万科北京方区域的9个城市又共同发起了“921V盟狂欢日”活动。

万科V盟相关负责人表示,如今地产行业纷纷开始探索转型之路,但对于新业务的涉足几乎都停留在尝试阶段,并未有人给出一个明确的未来方向。“在万科V盟看来无论业务形态如何多元,不变的是我们的服务对象:一方面,我们需要从客户思维转向用户思维,我们需要基于产品甚至超出产品,与用户间产生高粘性,他们不再是低频消费我们的产品,而是越来越依赖于不断使用我们提供的服务。另一方面,我们需要不断提升服务的广度和深度,用户想到的没想到的,和产品相关的无关的,只要能够解决他们生活中的痛点问题的服务,就是我们要提供的。这种对客户的颠覆理解,正是万科V盟在做的一次产业升级,对客户的极致服务是我们坚信的未来行业核心竞争力所在”。

实际上,无论是国外的“黑色星期五”还是国内的“双十一”,商家其实是最擅长用造节的方式来促进消费者购物的。然而万科V盟此次开创的“921V盟狂欢日”和他们有着本质的不同。

据万科方面介绍,V盟首先是一个客户增值服务平台,而非电子商务或销售平台。V盟提供的内容,都是以超常力度的折扣,专属定制的服务,影响深远的活动来呈现的,和电商只是提供消费类产品不同;其次,V盟服务的是特定的对象,而非电商平台那样是完全开放式的,目前V盟会员是万科业主以及万链用户,对于进入平台获取权益和服务体验的人群是有门槛设置的;最后,V盟本质上是非盈利的,要做的事情是对客户好,而不是要赚客户的钱。以“921V盟狂欢日”为例,万科利用平台资源优势集结的各类商家,在这一天给出的都是极优惠的产品和服务价格,不仅是“零收益”,万科甚至还会为了让客户对V盟会员有身份认同感给予补贴让利。

目前,在万科V盟的线上平台,已经有近1500家户商家正式“入盟”,为客户提供优惠折扣和诸多权益。而在本次“921狂欢日”活动中,万科便联合了京东、苏宁易购等多家电商平台开辟V盟会员专场,数千款商品全部5折,数百款仅售9.21元;同时联手宜家家居、屈臣氏等商家推出数万款免费特权产品或服务。同时,万科还整合了北京区域“6+X”业务推出近数万款特惠或免费权益,包括万链的马桶地板背景墙五折特惠,养老免费试入住等等。

据悉,万科V盟本次活动的目标不是交易额,而是高比例的客户参与度。“一区域9城的业主及万链用户超过33万户家庭,由于V盟成立不久,我们希望快速吸引客户到平台上与我们产生互动,而本次狂欢日有效拉动了近一半的客户进行了用户注册;另一方面,不仅仅是吸引客户进入平台,我们还需要他们在平台上有高频次的参与度,从而了解他们的兴趣偏好,使用感受,以便我们更好的优化平台,整合对他们更有价值的资源。本次狂欢日的客户参与量超过了百万人次,平均每个用户都有近10次的参与互动”。上述负责人称。

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