Property management platform utilization needs to be improved

Lu Xi by reporter from Suzhou

"The future is to develop silver for 20 years and service silver for 20 years." Ouyang Jie, Senior Vice President of Metro Holding, delivered a report titled "Silver 20 Years Before Community Service O2O", followed by a new gull Li Zhanhong, vice president of Peng Group, continuously used two "objections" to sack Ouyang Jie's point of view.

This rare spectacular scene at the "Fourth Annual Meeting of China's Value Real Estate" is enough to show how big the industry is in disagreement about community service O2O.

Most developers have made it clear that the owner is the largest source of real estate business, but the question is how much money? How much do you need to spend in the early stage? What method should be used to leveraging this part of the market opportunities?

In this regard, most developers have no heart in mind, but to community service instead of real estate sales as the main source of income, I am afraid it is impossible to complete the task.

Property management platform utilization needs to be improved

Li Zhanhong objected to Ouyang Jie's view because "his report urged everyone not to do real estate and do O2O. In fact, real estate is one of the best industries in non-monopoly industries."

From a practical point of view, the operation of community O2O services in the short term is indeed hard to see profitable. A real problem is that this model needs to be charged through management, and management happens to be the vendor's weakness.

At present, only the Vanke and other housing enterprises in the industry have their own professional property management team, most developers can not. Even a professional property management company, in order to enter the development of other developers to do residential property management, but also a series of difficulties. One of them is that according to current laws and regulations, most residential property management contracts are only signed for 3 years. Once the satisfaction of owners is not high in these 3 years, property management companies are at risk of being "fired".

This means that the O2O channel, which has been greatly cultivated through property management services, may be easily acquired by other property management companies because the basic property management work is not done well.

On the other hand, the current platform utilization of community services needs to be improved. Due to the relatively simple function of community service, many owners do not have high utilization rate of community service platform, which also affects the value of community service.

At the same time, there is one more challenge that mobile-based community services need to address - educating the audience. There are elderly people in the community, residents with varying degrees of education, and cleaners and nannies, many people do not use the App. Colorful life approach is to give residents to tangible benefits, guidance, the use of exchange points, offset the use of management fees, etc. to attract residents to use the App, play games.

In this connection, Don Xuebin, president of Color Life Services Group, told the Daily Economic News reporter that in the future, it is necessary to attract more owners to make use of community service platforms in order to enhance service value by continuously adding value-added services.

In addition, O2O community service may not be able to enjoy a higher share of revenue due to the size of the area where the enterprise management is developed.

Mining real estate big data value

Although community service O2O short-term profitability is very difficult, but few developers willing to give up trial water community service O2O possible, only one reason, that is, business opportunities in this area is too tempting.

At this year's Annual Meeting on Value Real Estate, a considerable number of financial institutions came here especially because they are optimistic about the long-term prospects for community service O2O.

Gao Changjing, general manager of Blu-ray real estate product planning center, said that with Facebook as an example, at the beginning people could not see a place to publish their own where to eat, what is the use of the site, but the market gave very positive feedback, color life The situation is similar. A huge number of customers, the value of even more valuable than the parent, big data is indeed a "gold mine."

Blu-ray to do "living house", set ourselves the goal is "do not think about making money next year." The company believes that at a time when flour, bread and bakery are more expensive, if you do not want to do something other than bread when making bread, you will soon be overdrawn. Blu-ray now thinking is that after the sale of bread, but also allow customers to come often to buy water bottles. In addition to take the platform for different customers to use.

Blue focus on livelihood real estate, are 90 square meters below the small size, for those only 6 square meters of room, through the combination of home improvement, improve space effect. This program is free to customers, to provide support for the industry. Coupled with the cooperation with third parties, all parties have a reasonable interest settlement, to create the benefits beyond the product.

John Goodnow, chief operating officer of Ping An Hao Fang, said that while doing a good job of being a good house, he is deeply aware that the Internet is a virtual space where services can not fall from the sky. If such services do not work with developers, do not contact real buyers, even the best ideas are hard to come by. The future combination of the Internet and real estate needs to tap the value of housing-related data.

Connaught promise that the real estate big data value is the most easy way to tap with the financial integration. Ping An Good House recently launched a new product in Internet finance. Internet finance has a better solution besides solving the common white collar investment of one thousand or ten thousand yuan and benefiting 30% in three months. Safe House is now doing a mortgage receivables, the owner of the purchase contract to a good house, a good place to first make money to the landlord to do a "mortgage bridge" to solve the developer's problem.

The community's financial products must be closely linked with the buyers, and cooperation with developers, it is possible to tap the value. Community banks in foreign countries have been very perfect, a more mature model. In China, some banks have tried to set up community banks and "financial convenience stores." Due to the different housing prices, there is a clear degree of distinction, the bank can thus give residents different credit lines.

Internet's powerful "threat"

"We definitely sell electric appliances Jingdong competition, but if we give the buns a platform to shop, buns can not be sold today, immediately discounted, we can push some news to residents. This is Jingdong can not, but we can, we are The distance and time constraints of these businesses as a community supply, the supply and demand to connect and form a new business format, "Tang Xuebin said.

Compared with the Internet, the biggest advantage of the community is that it is directly close to the owners and can establish close and mutual trust with the owners. This is exactly what many shopping platforms can not do.

Connaught promise that the United States most developed Internet but not Taobao, because the logistics costs in the United States is too high, the two families are far apart. Community is intensive in China, and more value can be tapped in the community in China.

Mobile Internet developers are required to build a new business model, only the mode of offline experience there is only valuable to community services - without such offline experience, online does not hold. When building a business district, the traditional products and functional objects of the traditional industries are really opened to achieve a win-win situation for both parties.

For real estate enterprises, the full exploitation of the existing owners' resources of various enterprises is also of great help in solving the immediate pressure of sales.

Ouyang Jie told the "Daily Economic News" reporter, Metro Holdings has more than 30% of customer resources is the old owners with a new owner to buy a house, with the structural changes in the family of the owners of the family, the future there is still the need to replace the purchase.

Similarly, Xu Yu, vice president of Xu Hui Group, also said it will pay close attention to the latest changes in this area, and actively carry out the owner data mining and utilization.

Chen Zhongyue, executive deputy general manager of Beijing Hi-Tech Construction Group, said he hopes big data will be better developed in the real estate industry. Only in the late 1990s did China's real estate industry begin to develop and has accumulated so far. In the past, real estate development can not share data, in the future if under the guidance of the state, to achieve data sharing, in order to create greater value.