E-commerce and intermediary marriage to bring real estate real estate changes

Standing in the perspective of the entire industrial chain, SouFun and the World Bank line with the brilliant business has a very strong complementarity, the combination will certainly give the future real estate services, real estate business in the era of inventory brings revolutionary changes . In full swing with the line leading intermediary real estate "marriage", cover due to early next year intermediary siege e-commerce platform. In the end, SouFun compromised its dependence on traditional intermediaries. In recent years, Internet companies have shuffled traditional business models, but they have been powerless in the real estate sector. SouFun Although your home for the world's largest real estate network platform, but the accumulation of mass users and customers if you want to convert the viscosity of the actual profit, you must rely on the traditional intermediary business.

A very simple truth, buy the most important three links "showings, sign contracts, filing" can not be done through the e-commerce platform. The standardization of the house is low and information asymmetry is more serious, the real estate elements and the surrounding supporting services must be through the offline experience to master. The sale and purchase of houses involve normative procedures such as property rights trading, redemption loans and contract signing. The transaction procedures are complicated and the transaction risks and costs are high. Real estate buyers and seldom approached each other very rarely. The agency can not only provide information on the sale of housing transactions and user experience room, but also agents throughout the signing of the contract, registration, mortgage services and legal dispute resolution services, which greatly reduce the information asymmetry and reduce transaction risk and cost, almost The reason is that all people buy and sell houses to find agents to act as agents.

In the business did not cover the line, did not get through the whole industry chain case, soufun to the traditional intermediary compromise is helpless move. Although both sides return to cooperation channel, but to SouFun e-commerce platform and the traditional intermediary have realized that either e-commerce deployment of offline agency services or intermediary to build e-commerce platform to open up the whole industry chain, the external Internalization of costs, which is the inevitable trend of real estate development intermediary services.

Whether it is an intermediary or e-commerce, have seen how fantastic it is to break through the profit margins brought by the upstream online platform and downstream offline agency services. As a result, representatives from chain houses in Beijing and Shih-Hua in Shenzhen are actively deploying online e-commerce platforms. However, the existing e-commerce platform is preconceived, and the competitive advantage of mass customers is obvious. Traditional intermediaries in the client resources more dispersed, even if the establishment of e-commerce platform is difficult to climate, and the intermediary nor the strong financial strength to acquire the existing e-commerce platform.

However, SouFun and other e-commerce platform to master the mass of the customer's "long tail" advantage is very prominent. After the era of real estate into the stock, this advantage to tap the new pattern of profit margins under the industry brought a strong imagination. Therefore, real estate e-commerce and downstream intermediaries have an inherent advantage of in-depth cooperation. With the emerging industries in the financing advantages, the acquisition of downstream intermediaries is not impossible.

SouFun and the World Bank line, co-rich brilliant cooperation is something in the matter. As far as the World Bank is concerned, despite its absolute leading position in the country, its real estate agency occupies an absolute leading position in the country. However, after the real estate enters the second half, developers pay more and more attention to the "cost-benefit" comparison with the more profitable e-commerce platform , The age of universal brokers will come, the business space of the World Bank is getting smaller and smaller.

However, the World Bank, Hopewell brilliant in network technology research and development, website operations and promotion and mobile terminal layout capability is the shortfall of transformation. Even though they have a strong customer base for first-hand housing in the industry, they are not an order of magnitude larger than the massive customer data that is attached to the e-commerce platform such as SouFun and are not financially sound. Therefore, the joint efforts of the World Bank, Hopefluent and SouFun will not only fully realize the strategic complementation of "online plus offline" and "one-hand and second-hand", but also internalize the costs of all aspects of the industry's entire industrial chain.

This "combination of strong and powerful" in the upstream and downstream areas will bring about two effects to the real estate industry as a whole. It will greatly reduce the cost of intermediary services for real estate and provide information consultation and agency for the needs of the people. Service, which is great for homebuyers and renters. Second, it will create new business space in the era of real estate stock, such as community life service, property rental and property finance service, property management and property pension, social security function Depth mining, these businesses are the second half of real estate new living space.

(The author is a researcher at Shenzhen Real Estate Research Center)