Real Estate Dealer Survey: is the house suitable for sale on the internet?

This reporter Jing Procter and Gamble Beijing report

"To buy or not to buy?" 1,013,766 Sellers have pledged to offer. December 12 This day, Taobao put this advertising language on the site very conspicuous position. The crazy turnover of the November 11 shopping festival gives people a glimpse of the power of the web. One months later, Taobao is back.

And the house has become one of the commodities sold by Taobao. Just last August, Taobao started selling houses. A year ago December 12, "The National Crazy Rob" activities, Taobao House exhibition on the day record 957 housing units, the total value of nearly 1.2 billion yuan.

The aggressive trend in E-commerce has also made traditional real estate brokers feel the crisis. But the water is very deep, in the real estate electricity business road is not so simple.

Taobao's "Impulse"

July 30 this year, from Taobao's real estate channel released data shows that as of this June 30, Taobao real estate channel in a total of 5300 residential apartments sold nationwide, the total value of more than 6 billion yuan. Within six months, a total of 10.2 million people online booking to see a room.

Taobao Real estate channel leader, as of the end of June, the real estate channel has 52 real estate dealers, the country more than 1200 projects settled. Taobao Real Estate channel senior manager Kuntonghui introduced, consumers in the purchase before, you can first through the Taobao real Estate consulting professional property consultant, free to enjoy the real estate dealers and service providers to provide a full range of Third-party home purchase expert consultancy services.

But if you open Taobao will find that the first open, national wind, the United States Tanglans view of the price is 1 yuan. Gao Shop is also 1 yuan. In fact, consumers buy the privilege of buying a house. 1 yuan to buy is a purchase and give thousand yuan home concessions.

After Taobao, Jingdong also waded into the property business this April. Jingdong Mall This April has teamed up with a Beijing real estate company, the introduction of online property booking preferential activities.

A familiar with the real estate intermediary told the reporter, despite the publication of the data is gorgeous, Taobao and Jingdong did not bring a substantial deal, the purchase of house buyers, the inevitable through a variety of channels to learn information, Taobao and Beijing east is only one of the channels to access information.

Beijing Four Seasons House Exhibition Organizing Committee Deputy Secretary-General Zheng Xiangdong told our correspondent, Taobao and Jingdong related responsible person has looked for four Seasons Housing exhibition, hope to have cooperation, but the way of cooperation is not determined. Taobao and Jingdong have a large number of online users, but not necessarily the target buyers. The Four Seasons Housing exhibition held two times a year, the meeting will gather a large number of real demand for housing groups.

Taogongshi, chairman of Gauze Real Estate services, witnessed the development of E-commerce in the real estate industry after a two-year summary, "The electrical business has always been difficult to become the mainstream of real estate marketing model, it is at best a showcase platform and the means of gathering passengers."

If say 1 yuan and 88 yuan, Taobao and Beijing East earn is hard money, individual home purchase website Electric quotient model is profiteering. More than one developer to our correspondent revealed that the so-called 10,000 to 50,000, 50,000 to 100,000, if the real deal, buyers pay 10,000 yuan or 50,000 yuan are directly retained in the website, offset advertising costs.

The problem is that once the market has turned good, the developers do not need to promote the electricity business, advertising costs can be saved.

Where the road is

"There are discounts on the Internet, sales offices will also have, from a certain point of view, through the electrical business home purchase, is actually increased the cost of home buyers." "Tao said. He always thought that the house was not suitable for online selling. Unlike other commodities, real estate is non-standard products, and the transaction frequency is low, there is no demand for logistics, and buyers of the transaction security has a high demand. He pointed out that the current real estate industry, the development of electricity business is still very extensive, to explore a new road.

However, traditional intermediaries and developers still intend to try it out for themselves.

Zheng Xiangdong told reporters that the next room exhibition will also be involved in E-commerce, the exhibition site set up E-commerce platform, but the threshold will be lower. Initially intended to be 1000 yuan to 10,000 yuan model, the buyer paid 1000 yuan will be in a Third-party account, once the home purchase success, the money will return to the home buyers account. The main mode of the housing exhibition is to provide value-added services and display platform for exhibitors, and will focus on the release of all exhibitors ' preferential information, hoping to get real concessions to the buyers, and then enhance the value of the exhibition.

And Wanda Group's electric business sector is in the recent High-profile recruitment. For Wanda's initiative, the electric Business enterprise is not optimistic. People familiar with the matter told us that Wanda was not a traditional E-commerce site. It is said that Wanda's idea is to improve the related marketing among various businesses through the integration of its five major business, commercial real estate, residential, hotel, cinema, tourism real estate customer resources. At the same time do a good line under the organic synergy, so that users in Wanda comprehensive body to complete the basic necessities of play all the key aspects of consumption.

Taogongshi, if you do not understand the marketing law of real estate, blindly put into the electricity business, will inevitably incur the bitter fruit of failure, the future of real estate E-commerce marketing model is also facing a big adjustment.