营收利润双降，住总地产的传播却停留在十多年前？

Core Viewpoint - The article discusses the evolving marketing strategies in the real estate sector, particularly focusing on the cultural narrative approach adopted by developers like Zhuzong Real Estate, which emphasizes architectural aesthetics and lifestyle rather than just sales figures [2][4][15]. Group 1: Marketing Strategies - The shift towards cultural narratives in real estate marketing reflects a response to the demand for emotional resonance from buyers, indicating a move away from product homogeneity [2][4]. - Zhuzong Real Estate's promotional strategy for its project, Shanshuanfu, highlights its status as a top seller in Yanqing, which is a common marketing tactic in the industry [6][7]. - The marketing approach of Zhuzong Real Estate is characterized as "hard advertising," focusing on direct promotion without deeper emotional engagement [9][14]. Group 2: Company Performance - Zhuzong Real Estate's financial performance shows a decline, with revenue dropping from 4.315 billion in 2023 to 3.910 billion in 2024, and net profit decreasing from 294 million to 166 million in the same period [17]. - The company's asset-liability ratio has been increasing, recorded at 77.61% in 2022, 75.62% in 2023, and rising to 83.41% in 2024, indicating growing financial pressure [18]. Group 3: Industry Context - The article notes that many state-owned enterprises are actively engaging in extensive marketing and brand building, contrasting with Zhuzong Real Estate's relatively low visibility in media coverage [10][14]. - The real estate market is experiencing a deep adjustment phase, where companies are expected to adopt diverse communication strategies to cater to different consumer segments [15][16].