Real estate dispute in Internet era: true service and pseudo proposition

Because of the innate message to convey the advantage and the convenient information circulation way, the internet permeates every industry time, almost will bring the convenience and the fast efficiency to this industry. In the past a long time, most of the enterprises in the field to use this information wave to complete the innovation, some areas of the enterprise is thus the derivation of a new business model of the trade mode. The result of this situation is that the Internet has spawned the maximization of economic benefits in various fields and has also contributed to the flourishing characteristics of market transactions.

This type of market change based on the model is profoundly influential, from the current situation, in addition to driving food and transport, entertainment and other areas of the overall Internet transformation, in the future will be in real estate, automobiles, education and other aspects of the new impact. In fact, the current widespread concern about the real estate market business changes have been enough to show that this impact is gradually spreading and deepening.

Internet mode of real estate: Who is the subversive?

Chain Home is the rise in the field of real estate, in the face of industry trends, the chain of "wool out of the pig" strategy, will profit point in the brokerage business outside the value-added services and derivative business, through the way to improve the broker to achieve business promotion and development. To this end, the chain also launched a series of internet financial services, and announced that this is the chain to subvert the traditional real estate of the new Internet Thinking mode service.

But the chain launched this strategy did not produce too much ripples in the industry, January 13, the North's largest agent company Siyuan announced that the brokerage commission from 2.7% to 1.5%, and another source of the Internet model of the home network of the first phase is also officially on-line. And the chain Home mode is different, the way is to direct the sale of the process of the intermediate link cut off, directly docking customers, according to the city, district, community, suites four-level structure of the site system, so that customers can get direct benefits to enjoy. According to the official statement, Siyuan's customers can not only see the community in the site all the rental listings, and all the information is 100% transparent, 100% Real, 100% unique.

Both ways are to "let down" as the center, but the difference is that the chain of profit points from the focus on the sale of housing transfer to finance, home improvement service areas, and the way of thinking is through their own way to give customers benefit. The former way is to transfer their own profit direction, while the latter way is to abandon some of their profits to let consumers. Although both are essentially "let off", but it is obvious that the source of the way closer to the market and consumer recognition, therefore, some analysts think the chain of "wool out of the pig" is a pseudo-proposition, is a typical self-interest way, and the source of the strategy is completely customer and consumer-centric.

On-the-off contest: True service and pseudo proposition

There are analysts who do not recognize the chain of "wool out of the pig" strategy. In the opinion of the analyst, the chain's "wool out of the pig" strategy is a disguised change in their own revenue, but did not really get the benefits of ordinary consumers. While the source of the direct Transaction commission from 2.7% to 1.5% of the practice, and completely for consumers to save a large amount of money, so in the consumer's position, this way is really let consumers real service.

Following this initiative, there is also the practical action of Siyuan. At present, from the official data information, Siyuan this year will complete 10 major signing center, 200 Community Service center of the entire Beijing layout plan, aims to popularize 1.5% to the city, so that the capital buyers can enjoy low-cost high-quality services. In addition, Siyuan will work with the Pacific Insurance co-operation of the first brokerage industry professional liability insurance, to provide buyers with transaction protection, if consumers provide dissatisfaction means that 100% refund business.

Compared to the chain of "wool out of the pig" strategy, the way of thinking is simple and straightforward.

However, for the idea of this initiative, the link is that the broker is directly related to the main body of the purchase transaction, will be a broker-centric trading method, so the overall market strategy will be broker-centric. But Siyuan's philosophy is more about customer and market demand-oriented, so in this online real estate, the way of thinking is through direct downgrade commission to deal, rather than transfer the way to make money, so more service authenticity.

In order to advance this new service, Siyuan also launched the home network on January 13, the site is located in the Internet platform-based enterprises, is committed to creating an "Internet Relationship management ecosystem", through the construction and improvement of human relationship management as the goal of various applications, to meet the diverse social and life services needs of people, To practice to help people "create happiness" for the Enterprise mission.

Pattern change: Service and channel who wins

As an industry benchmark with seniority and channel advantages, the link family has a strong channel model.

From the official data of the chain home, the chain home now has more than 1500 offline storefront, more than 30,000 brokers, while the chain home has invested heavily in the construction of the chain home online trading platform "Chain Home Network", so in the channel and industry barriers, the chain is indeed more than other industry practitioners have more development opportunities. Thus, the strategy of "wool out on the pig", which is to ensure the profit of brokers, is the preferred way of making a chain home.

From this point of view, it is not difficult to find the chain of "wool out of the pig" strategy, is to protect their own broker income model as a precondition.

But in another service model, the way of thinking is through the self-reduced commission model, so that Whaley can be directly reflected in consumers. Therefore, in the channel, Siyuan only 50 stores, is a typical light mode, in the management of the business compared with other counterparts have more efficient and fast principle. In addition, it is this light mode of choice, so that the reason why the source can be reduced commission and the introduction of the housing network, in keeping with the trend of the internet trend.

Therefore, from the present two ways of embodiment of the results, it is not difficult to find that the way the chain is the integration of the way, and the source of the way is the light mode, the former need to unite all their own resources, to achieve the entire business model of the promotion. The latter is more imaginative in terms of operation, service and development because it is completely subordinate to the thinking of the Internet.

Different models, who are more able to lead the future, we may wait and see.

--Finish--

Author profile: Zhu Yi, the first blogger writer in China (11 blog writing experience). Well-known opinion leaders, Internet media people, one after the founder of the media company. Long-term focus on internet business trends and case studies, dabble in TMT, mobile Internet, e-commerce, brand communication and management, home appliances, digital and other fields, currently engaged in public relations, marketing, brand management work. Personal number: Izhuyi; personal public platform account number: Zhuyiweixin

Real estate dispute in Internet era: true service and pseudo proposition