链家《大店圆桌派》社区深耕的深圳方程式

Core Viewpoint - The successful conclusion of the third session of Lianjia's "Big Store Roundtable" has sparked extensive discussions on the practical path and underlying logic of the "Big Store Strategy," showcasing how this model reshapes the real estate service ecosystem [1] Group 1: Strategic Positioning - The core of the Big Store Strategy lies in building a dual moat of "efficiency and trust" through resource integration and brand empowerment, upgrading traditional stores to version 5.0, enhancing service efficiency with independent functional areas and technological tools, and establishing consumer trust through standardized service processes and brand endorsement, which lowers unit costs and creates differentiated competitive advantages [2] - The unique advantage of the direct sales model is embodied in the image of a "steady and professional steward," where Lianjia maximizes this reliability and professionalism to become a trusted benchmark in the community [3] Group 2: Community Engagement - Lianjia's core strategy is centered on "community friendliness," transforming goodwill into sustainable trust assets through systematic operations, making the transition to "community-friendly" stores a necessity for building long-term competitiveness, with the new generation of 5.0 store designs incorporating multifunctional community spaces and mechanisms for sharing benchmark experiences, alongside continuous optimization of community services through data analysis [4] Group 3: Rental Business - In high-mobility cities like Shenzhen, the rental business is strategically significant, viewed as the "lifeline and stabilizer of the Big Store model," providing continuous customer flow through high-frequency rental needs, which also serve as "seed customers" for future sales and home decoration businesses [5] - The rental business acts as a reputation carrier by effectively addressing the urgent housing needs of young people and maintaining long-term customer relationships, fostering deep emotional connections [6] - It serves as a training ground for new agents, enhancing their foundational business skills for more complex transactions in existing and new homes, with products like "Worry-Free Rental" lowering the barriers for newcomers in Shenzhen, allowing them to focus on work and life [7] Group 4: Resonance with Urban Spirit - The spirit of Shenzhen, characterized by "daring to explore and innovate without limits," aligns closely with the Big Store Strategy, as demonstrated by a team leader's journey from last place to the top three through 57 specialized training sessions and mindset shifts, achieving a "second entrepreneurship" success [8] - The Big Store model represents a comprehensive reconstruction of the three core elements of the real estate brokerage industry: people, stores, and services, marking a key transition for Lianjia from traditional brokerage to a one-stop quality service provider, enhancing environmental experience, deepening community connections, and supporting agent growth [8] Group 5: Service Standards and Community Impact - The Big Store model redefines real estate service standards, encompassing not just transaction facilitation but a full lifecycle of quality services including property purchase, rental, and renovation [10] - It creates a better working environment and development space for agents, elevating the profession's dignity and attracting more talent to stay and thrive in Shenzhen [11] - Each store acts as a community service station, providing convenience services and becoming a warm connection point in the city, emphasizing the importance of being good neighbors and partners [12]