克而瑞CEO张燕：产品的确定性时代已经到来｜产品力100峰会后记

Core Viewpoint - The 2025 residential market is characterized by deep adjustments and product innovations, with a focus on creating "good houses" that meet market demands while achieving both reputation and sales success [6]. Group 1: Market Challenges - In 2025, the relationship between good products and good sales is not straightforward, as multiple pressures hinder the conversion of product advantages into market performance [7]. - The market fundamentals have returned to a baseline, with both new and second-hand housing under pressure, and a cautious decision-making process among buyers [7]. - Product homogeneity and misalignment with customer needs exacerbate challenges, as new regulations limit design variations, leading to high similarity among different projects [7]. Group 2: Strategies for Breakthrough - Achieving sales breakthroughs requires a deep integration of market assessment, customer insights, and product refinement [8]. - Identifying unique market opportunities is essential, as demonstrated by luxury properties that leverage irreplaceable locations and absolute scarcity to achieve high sales [9]. - Maintaining product uniqueness and differentiation is crucial, with examples of projects achieving high premiums and sales despite higher prices due to their innovative offerings [10]. - Understanding market and customer needs is vital, as generational shifts in buyer preferences necessitate targeted customer profiling and addressing specific pain points [11]. - The development of product strength should start from customer research, forming a comprehensive system that analyzes market opportunities and customer demands [12]. Group 3: Characteristics of "Good Houses" - "Good houses" are defined by high aesthetics and high performance, with visual and experiential upgrades across four dimensions, including unique entrance designs and integrated community spaces [13]. - Performance upgrades focus on technology and environmental sustainability, with rising customer expectations for features like whole-house water purification and low-pollution finishes [14][15]. - Different product tiers cater to varying customer segments, emphasizing efficient space utilization, innovative living scenarios, and flexible customization options [16]. Group 4: Market and Policy Dynamics - The residential market in 2025 has evolved from single-product competition to a system of competition involving products, customer research, and operations [17]. - As the market stabilizes and policies continue to support growth, "good houses" that align with customer needs will become the core strength for companies to gain market share and drive high-quality development [17].