Hello everyone, I'm Lu Jun
I'm sorry, I broke my promise
That's true, and I apologize to everyone
Last year, around this time, I announced that June 2023 would be my last year of anniversary speeches
That's what I planned for a long time
But at this moment, there is one thing that I have to stand up again
Post a picture of the sea I saw this year, and then borrow a little time from everyone
This year, my world has been magical
It's not my job, it's because of my work, the people I go out to meet, and the things I talk about, which makes me feel the magic of the industry
Behind the magic, I feel the information cocoon
Each is trapped in its own logic, as if it can't see the reality of the industry
What the spire of the industry is talking about
What's really happening at the bottom of the industry?
When I saw that both of these sections were running in a self-contained cycle, I felt the need to stand up and tell you again
What's really going on in the industry
01
In May 2024, Yao Liangsong, chairman of Oppai Group, said in an interview that the key to the transformation of the home furnishing industry from "real estate transaction-driven" to "beautiful yearning-driven" is to transform the industry
The background of this statement is that in the past year, Oppai Group's net profit and cash flow have reached a record high
Watched such news
As a real estate person, I chewed these two sentences again
What a profound realization, what a painful realization
The parting of ways with real estate has become a new way out for many industries
And it's a very good way out
And what about the real estate itself
Recently, there was also a news related to real estate that swiped the screen on the mobile phone, about the news that Wang Jianlin and his son returned to the top ten on the wealth list
It's boring news, but it's positive news related to real estate
There is indeed too little positive news in this industry now
But when I went to check the so-called list, I found out
Except for Wang Jianlin and his son, who returned to the top ten, there are no real estate business owners in the top 50 of the entire list
Faces that we thought were once familiar
Now I don't see it anymore
Even in terms of wealth, society has nothing to do with real estate
Real estate is no longer a center of traffic, nor is it a center of wealth
It doesn't seem to be the core of the hub for the functioning of society
The deadliest
Regarding this industry, after the ups and downs of the past few years, this track has lost the attention of public opinion
02
So within the industry, what else can be shared
One of the most common things that the traders at the bottom have said to me recently is:
Just need to be gone
Yes, this group of people who are buying a house for the first time, who must buy a house, and who will buy a house sooner or later......
Now there are fewer and fewer of them
The disappearance of rigid demand not only means that it will be more and more difficult for a project to be demobilized in the future
It also means that in the past 20 years, the value of the vocational skills and industry experience we have trained around our customers has been instantly zeroed
On the other hand, the current performance of the second-hand housing market is also very delicate
With the introduction of the new policy, the market will of course pick up in the short term, but at the same time as the recovery of decentralization, the number of listings is increasing exponentially
This means that the more houses are sold, the more they are sold
Why do they sell more and more?
Obviously, as an ordinary individual, we have also begun to reach a consensus: products that are just needed are also eliminated production capacity, and they need to be quickly taken off
If you are still obsessed with rigid demand thinking, such a community may be eliminated by the market, and such practitioners may be eliminated by the industry
Of course, many people can choose to leave
But what remains
Now is the time for us to do something
03
At the same time, as the real estate industry itself does too
If there's only one word to describe it, it is
Caught in a heavy involution
Not only the involution of products, but also the volume at the end of marketing has become more and more obvious in the past two years
So everybody's focus is on finding customers online
Countless marketers regard online channels as their main battlefield
that
What is the end of this matter
Liang Ning once said that homogenization is the fertilizer of the third party, and the end of all homogenization is the achievement of the third party
Just look at Pinduoduo
When the product itself has no characteristics, Pinduoduo squeezes the profits of all suppliers by only refunding the three words
If all products can't solve the problem of homogenization, the harder they work on the marketing side, the more they will only make wedding dresses for third parties
So really so obsessed with online?
naturally
In the end, there was one thing that pushed me to stand up
Once I participated in a group training within a real estate company, and I was the second guest to share
Before me, the head of an MCN agency invited by the developer to come over and share how to do live streaming
When I saw this teacher talking to more than 100 marketing leaders about how to improve the audience time of the live broadcast with edge rubbing and soft pornography
I was a little discouraged
At that time, I thought, if all the marketing leaders in our industry focus on shooting videos and doing live broadcasts, then our industry is finished
It was at that moment that I made a decision
I guess I still need to stand up and say something
It's really happening in this industry
It should be much more important than channels, online customer acquisition, and live dancing
04
So, what is real
Every year, I go to dozens of cities to see hundreds of projects
There are many projects that rely on channels to solve the problem of decentralization
But there are more projects that are using brand play to solve marketing problems at a more advanced level
Now almost all projects have to be high-end
But in the eyes of the rich, the spire house they are buying at this time may not be what our real estate people are looking like now
Many people pay attention to the outside of the sales office for the sake of customer sources
But at this moment, in the case field, an ace career consultant, an offline activity, and a customer return visit...... These links, which were once defined as becoming more and more frivolous, are now amazingly powerful?
I've seen countless cases with my own eyes, and if I hadn't really been involved in them, I wouldn't have believed that these were the reality
But it is precisely because of my personal experience that I will feel that the world is promising
And because of that
This year's topic: Happening
It's like the slogan is happening
Only those vivid cases that are happening are truly unforgettable and can truly shake people's hearts
In this era, I have heard a lot of truths, but I rarely see the truth, and the most precious thing is nothing more than a sentence that is happening
I will believe it in the end
Everything is happening in the future, and it will become the consensus of the industry
On the evening of July 25th, I will stand on the stage, put on my shirt, and give you a 1510 face
And because of that
From now on, it's no longer an annual presentation for startups
It's a one-way case release conference for a content agency
In this era, we advocate single-disc doctrine, and we also have a complete communication with you about the projects that resonate with us emotionally
I believe
Although the case is like a starry wildfire, it will one day become the mainstream and become a vast galaxy
05
The only regret
I may need to scale it down this time
In previous years, there would be more than 2,000 people for his annual speeches called Lu Jun, but in the past eight years, it has been hard to find a vote every year
This is the only live speech in the real estate industry that can break 2,000 people so far
It is also an industry event that will definitely swipe the real estate circle of friends that day
Anyone who has participated will know how high the information energy density is at the scene
However, this year I am ready to cut the number of places by half
For no other reason
Because I changed venues
I suddenly wanted to find a movie theater to share these 2 hours with everyone
The cinema is a place I rely on a lot, and I spend two hours looking for it whenever I'm depressed or lost
Whether it's the movie itself or simply emptying, the cinema space has given me a lot of mental energy
So I hope the same will be true for this year's presentation
I found the biggest cinema in Shanghai and rented one of the largest screens in Shanghai
In this enclosed space, tell everyone a complete story
Deliver these 120 minutes to everyone like a movie, and create a 120 minutes worth remembering and remembering
But there are only 1,000 seats
One more place is gone
July 25th, Dolby Theatre, Shanghai Film City, 7 p.m
We won't be late
Waiting for the arrival of these 1,000 real estate people who love the industry
06
There are two ways to get tickets
We have prepared 500 available tickets priced at 200 yuan each, click on the card below to find the ticket purchase link
It's really called Lu Jun's back garden,,,
2024 The first real estate single-disc case release conference ticket purchase channel
Mini programs
If you want to come, you can hold on
Of course, the pricing is not for income, and we don't need such income for the time being, as is customary, we will donate all ticket proceeds as public welfare
Last year, we donated the proceeds from the ticket sales to the northern flood relief work, which was particularly serious at that time
Thank you to everyone for their participation and contribution to charity at that time
I haven't thought about it this year, but every money will go to his meaningful place now, thank you for your support
But no matter what, I guarantee that the $200 will be the most worthwhile purchase of the year
In addition, there are some customers who are invited by chance
We have prepared about 100 tickets, interested friends can click at the end of the article to read the original article, fill in the information to register
In previous years, the probability of success was about 10%, and we picked it randomly
Remember, the card link above the purchase ticket, and the original reading below the inviting customer
Okay, without further ado, I'm going to prepare the content
That's all for today
It seems difficult to decide how something ends up, but we can decide where it begins
The first single-disc case release conference is taking place, July 25th
Let's decide together that it begins
I'll leave it to you later
This year marks the first edition
I'll wait for you then
The above is the text, from the real name Lu Jun
This is the 5384th original article of the real Lu Jun public account