Why the portal website scramble to lay the real estate network market

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The real estate network market winds up

February 25, Sina in Beijing

Announced that it would split its property and home channels, and the real estate flow service provider easy to live in China jointly established by the Sina-holding joint venture. Under the agreement, the new joint venture will be responsible for Sina property and home channel, and China will, through its own Gram-Swiss information system, provide professional real estate information data and related network products for the joint venture operation, and will develop new revenue model with the joint venture company.

NetEase recently announced a similar action, that is, real estate network marketing service providers in the field of residential home network advertising strategic cooperation, network potential company is responsible for the full operation of NetEase real estate, home two channels of content construction and advertising operations.

It is noteworthy that Baidu also has a strong interest in real estate network advertising, its February 28 released "Real Estate Industry Report" when the High-profile said, will increase the strength of the traditional industry brand advertising customers, competition for real estate advertising cake.

There are similarities and differences in strategy

Sina and NetEase This action's goal has the similar side, each expresses wants to create the first-class real estate network media and the information Service platform, but the key and the strategy are different. In the view of Sina, this is the first comprehensive cooperation between the domestic portal website and the professional real estate circulation service provider. And the real estate channel split out to set up a company, showing Sina to seek in this area has a significant development intentions, and easy to live in China's cooperation, it can greatly enhance the depth and breadth of Sina's real estate information and services. And NetEase's partner-network potential company owns the network potential advertising, which is currently the forefront of the real estate network advertising agency companies. Choose it as a partner, show NetEase key intention in the real estate network advertising breakthrough.

Baidu's real estate strategy is different. Because in the country has a strong search platform, so Baidu intends to use this advantage in real estate brand advertising to gain market share. Baidu related officials said, to Baidu search users with a clear purpose, which allows Baidu in a large user base, accurate to find real estate interested in potential buyers. It is reported that the brand property developers and Baidu has reached a network promotion program.

Behind the Pushing Hands

Why does the portal site invariably layout The real estate network market? "The huge demand and development prospect of the domestic real estate market is the root cause," said Cao Chao, CEO and president of Sina. "The internet has become the real estate industry marketing battleground." According to the survey data published by Baidu, the basic composition of Chinese netizens and the group of buyers are highly coincident, netizens are a huge potential housing groups. Professional investigation Agencies 0 point of the company's data show that Beijing commodity residential buyers, the age of 21-30-year-old home buyers accounted for 38.8%, the Chinese Index Institute of Research shows that 25-35-year-old young people constitute the main force of the Shanghai housing market.

Because of this, in recent years the rapid growth of real estate network advertising, according to the data of the 2007 real estate industry network advertising increased rapidly, from January 661 to 1093 in October, growth rate of 65.4%. At the same time, the cost of real estate network is also in rapid growth, from January to 30.17 million yuan to October 66.24 million yuan, growth rate reached 119.6%. What this momentum means for the portal is self-evident.

On the other hand, from a deeper level of background, the new situation forces the portal site to seek change. Several domestic portal sites in the Spring Festival before and after the full disclosure of the 2007 and the quarter of the quarterly earnings, regardless of longitudinal and horizontal ratio, their hearts have a clear account. Sina relies on the network news to continue to maintain the strong growth of the network advertisement, but its income is narrowing the gap with the competitor, therefore must further expand the new growth point. Sohu has just celebrated the 10 anniversary of its website's founding on February 25, and the current stock price is at the top of the three portal sites and the more good-looking financial statements, can make Sohu for the past few years to take the business integration has more self-confidence, but how to maintain this momentum in the future, Sohu must face the challenge. Baidu relies on the leading edge of Chinese search to get good results, and it now needs to make the most of the platform and gain more, thus further maintaining its comparative advantage with its rivals. And for NetEase, the current total performance depends on the proportion of online games too large, and the strength of the real estate sector, which contains netease intention to get rid of a single game-oriented, to achieve the strategy of the Bulls.