Chain Home Search Room "farewell": Dark War O2O layout

October 23 Night, Beijing's largest second-hand housing intermediary chain Home property employees received an internal mail. The Mail announced an important decision: from 3721.html ">2014 year November 1, Beijing chain home completely terminated and search house cooperation."

Soon, SouFun (Sfun) Chairman Tianquan to respond. He also wrote an e-mail inside, the theme is "Thank Chain home, learning chain home." Time is already early morning.

Ji hidden in the mail. Through the chain of real estate chairman Zohui October 24 around 9:19 A.M. in the circle of Friends released a text, more can know what happened. "1. It should be said that welcome to the House to join the real estate brokerage industry, this is indeed a larger stage; 2. Hope that the search room can bring more positive force to the industry ... 3. SouFun PK Chain Home network, chain Home real Estate PK Search house broker, is looking forward to! ”

The second largest market share in Beijing I love my family group Vice President Hu Jinghui told the 21st century economic reporter, from November 1 onwards, I love my family will also terminate and search the house part of the cooperation, first from the leasing business, temporarily still retain the sale of business. He believed that at most until next spring festival, the intermediary will stop and soufun cooperation.

As a bystander, Hu Jinghui used to describe his feelings with his enemies. "This January we sat together to talk about cooperation." "He regrets," this year changes too quickly, the industry pattern completely changed. As if to spend the next four or five years to walk the road. ”

Two emails with a circle of friends information

Chain home in the Mail said that the reason for the cessation of cooperation with the House search, the main reasons are three:

First, the use of intermediary professional terminology, the search house (client commissioned) ineffective. Chain Home Real Estate brand Center director Xu Donghua told the 21st century economic reporter, according to the 2014 1-September sales of customer source channel data, search house than only 8%, at the same time, search rooms and other channels of customer repeat rate of 75%. Termination of cooperation, the loss of the chain home is at best 2%, the impact is very small.

Second, the search house has become a chain of competitors. Chain Home said that the search house has been part of the port sales team into brokers, and began to dig people in various brokerage companies.

The last reason is about the true and false listings. Chain Home Mail said, search the house has a large number of duplicate listings, fake listings. In recent years, chain home continues to require search room to solve duplicate housing, false housing, but search house has been doing nothing.

Compared with the "aggressive" tone in the chain mail, Tianquan shows generosity and bosom. He wrote in the mail, "thanks to the chain of home, learning chain home, building a big platform in the world, to promote the search House Partner program." ”

Zohui in the circle of friends, can do the following three points is good: "A. Release the real listings, the current online 90% fake or repeat the removal of B. Do not cut households, do not make other corporate brokers private; C. Do not incite brokers to do private orders, do private orders first to harm the interests of customers, and then damage the long-term interests of brokers, and ultimately damage the interests of the entire industry. ”

A dark war between intermediaries

Since May this year, the country has been a number of intermediaries to unite to boycott SouFun. May 29, Hangzhou 9 monopolized The local market more than 80% of second-hand housing source intermediary companies collectively under the Hangzhou SouFun of all the houses, the same day, Chongqing 10 intermediary agencies also formed an alliance, to SouFun put forward restrictions on price behavior and competition means.

After the boycott in Hangzhou, May 31, the Search House CEO Tianquan issued an internal mail: "This year, the second-hand housing market has fallen seriously, some brokerage company losses, the market has not warmed up, but the profit is still strong, the first quarter profit still more than 40% growth." In contrast, we have been advertised with the common development of brokerage companies, and not reflected in the search house and brokerage company's operating results, if the house does not reduce prices, and even through innovation to increase fees and prices in disguise, I think the brokerage company is justified to encirclement and suppression of our. ”

Similar alliances have been set up in various parts of the country, with intermediaries in Beijing, Qingdao and Shenzhen jointly negotiating with SouFun or stopping cooperation with soufun.

According to Hu Jinghui revealed that since April has been active communication with the house search, but until May there is no progress. At the end of June, the 2014 real estate Brokerage annual meeting (sponsored by the Chinese real Estate valuers and the Association of Real Estate Brokers), through the mediation of trade associations, the house-search promised to hit 60 percent on the original cost basis.

But not long after, the search house launched a series of acquisitions, the intermediary camp to differentiate. In Hu Jinghui view, even if the layout of the capital level, the search room has already been involved in the heart of the line. The layout began very early. He said the house had launched its own owner's channel, brokerage firm, established a brokerage college and invested in finance. "I sent you away, the end is expected." "Hu Jinghui said.

The impact of an unprecedented era

In fact, there is a series of reforms inside the house. Outside describe, search the room in "Go Media". Tianquan also said that the search house ended the "information platform" stage of development, is walking through the "Information media platform", has launched a "trading platform."

Accustomed to Tianquan with email and employee communication, in August, the Mail pointed out that the future of SouFun purchase trading platform will be the network, trading, financial platform together, the ultimate goal is to allow the sale of both parties to achieve a simpler transaction, among which the implementation process requires SouFun mobile and Web site become more "light."

Earlier, a soufun of the middle and 21st century economic reporting reporter exchange, pointed out that a series of changes, the search house to the real platform to change. His performance check changed to how many houses were sold through SouFun to get a bonus. Developers will also pay in accordance with the proportion of the sale of the house, rather than earlier advertising, in accordance with the agreed ratio in the sales of the model. In the case of a chain-mail event, a senior at SouFun, who declined to be named, said to the 21st century economic reporter, "respond to Mo's mail." ”

The external causes that dominate all changes come from the impact of the Internet and mobile Internet. The overall real estate sales, brokerage business and business models are undergoing major changes. September 27, Vanke President Yu Liang in the 21st century economic reporter, including the group visit joked, said, "before, we sit in the sales office, to your media to put some ads, naturally someone will buy a house, but now the times are different." "Many large developers are developing marketing methods for all brokers and increasing the source of their clients," he said. And Vanke is also trying some positive changes, such as cooperation with the chain home.

Vanke Group Senior vice president, Beijing Vanke general manager Mao Daqing in the 21st century Economic report reporter interviewed, second-hand housing intermediary company's "power" far beyond them. Public data show that 2013, Vanke's annual sales reached 170.9 billion, Beijing Vanke sales of 16 billion. In 2013, the total amount of housing sold by chain-houses has exceeded 170 billion. "The most important thing is to chain the home to master customers." "Mao Daqing said.

Chain home to spend more than 100 million yuan, build a database. Vanke is very interested in the data and the past has been overlooked customer groups. Secondhand-house brokers are dealing with customers almost every day, and they are closer to the market than developers and primary-office agents. They even know more about what Vanke's customers need than Vanke.

"The future is the time when the terminal wins." "Guo Yi marketing Director, a leading House agency, said in an interview with the 21st Century Economics report. In her view, the search room mastered the online resources, hope to get offline resources, chain home first layout line, and in turn hope to master the line, but the ultimate goal is to seek direct access to the buyer's channel.

In addition, the 21st century economic reporter learned through other channels, the chain in 2013 through the brokerage business earned more than 5 billion yuan. and 5 billion yuan behind, is the huge stock room market may bring the imagination. With the process of urbanization, the first-tier cities and even more cities will inevitably enter the era of the stock room, all intermediaries have to make plans for the future.

Xu Donghua that the house is still the best on the PC side, while the house is the best company on the mobile internet plane. It is understood that the chain home independent set up a network platform company-chain home online. And one months ago, the company moved to the two flags, in the vicinity of Baidu office building, because some technical team members from Baidu to come out. Independent network platform companies, will be free from the original restrictions, become truly "unrestrained" Internet companies.

And Hu Jinghui also revealed that I love my family will save the advertising costs, used to build their own network platform. As far as it is known, there are some capital waiting to enter the second-hand housing business market, from a piece. New power companies, such as the housing network, are eyeing the pattern. But he argues that the advantages and barriers that traditional brokerage firms have built over the past more than 10 years have not been so quickly overturned. "It is possible for laymen to have billions of of dollars to go in," he said. "he said