Real Estate Electric dealer: Who can cross the river first?

When the traditional sales model can no longer meet the market demand, there will be a new model emerged. Real estate and electric business marriage, laid out a live color of the feast, and the real estate developers, third-party platforms and electric business bosses are also each salivating, want to get a piece.

November 11, 2012 shopping carnival, China's e-commerce appeared bursting development: Alibaba claims Alipay total sales reached 19.1 billion yuan, of which 13.2 billion days, Taobao 5.9 billion yuan.

This magical figure has raised the power of the electric quotient to another level, making it possible for real estate developers who started to test hydroelectric utilities in the 2011 to feel the decision was right. When traditional marketing channels have been unable to meet the demand for real estate sales, is known as the most fashionable way to sell-real estate dealers have been imperceptibly prepared to compete with the traditional sales model.

What are the results and prospects of real estate developers involved in the electricity business? A few days ago, the easy to live electricity dealers released data, the Yi Ju has covered 21 cities, the cumulative transaction amount of more than 27 billion yuan, a success. And from the housing companies to join the electric business, Greentown, Vanke, Investment, Soho China and so on, even China's largest commercial real estate company Wanda Group chairman Wang have moved heart, there is news that Wanda Group's E-commerce companies will be listed in the near future. In addition, Taobao, Jingdong Mall is also seemingly casual way to participate in it.

Now almost everyone thinks that the future of electric business is infinitely good, but at least so far, the parties are stones. Real estate developers, third party platform, electric business industry boss, each side is in the calculation of their own play.

Status quo: Developer participation for making a yell

In fact, the real estate involved in the electrical business has long been unable to count as new, from 2011 onwards, after Soho China's first Test online selling house, in the first real estate electric platform "Easy to live home purchase Network" carried out 8 auctions accumulated turnover amounted to 400 million yuan, decimating, Shimao, Wantong, New World brand developers have advanced E-commerce platform. In the context of limited purchase, the traditional form of real estate sales began to try to combine with the electricity quotient, but regardless of the development of enterprises or buyers, the real estate market buyers and sellers are holding a "test water" mentality.

From the present form of real estate electric quotient, the related content on line is mainly the way of group buying and bidding.

In general, developers will work with a number of web site of the Electronic Business platform to cooperate, given a similar range of concessions. Availability, mainly for the first-demand rooms, luxury items are few. Shanghai Zhong Jiang Real Estate Development Co., Ltd., general manager of Zhang Jianjian to reporters frankly, it is responsible for the "national Letter Century Seaview" project, although with the electric business platform cooperation, but also just want to make a yell, did not expect to lead to a deal, "mansion project can not live to see the room experience, you can do this form through the net deal, because the amount of money involved, And the user experience is not high. ”

Joon FA Real Estate CEO Zhao also think that buying a house is a kind of experience process, the direction of each room, the pattern, location factors are different, consumers can not be like in Taobao to buy other goods, according to the price, style, model to carry out the search. There is also a real estate property consultant said that the purpose of participating in the electricity business is to publicize and promote the publicity, attract more visitors, and the final closing point is still in the sales department.

It is understood that developers to participate in the way of cooperation between the basic two kinds of suppliers, one is directly responsible for the developer of the project page production and promotion fees, the other is by the electricity business site extraction Transactions Commission, if the real deal, the purchase of part of the intention to pay the money directly retained in the site, as advertising costs In general, most development companies choose a second mode of cooperation that does not have to pay extra costs. And for "0 yuan to shoot" this kind of by spell speed, spell luck way, it is easy to let the house buyers hold the mentality of playing to enter, once the transaction in any aspect of the problem, may lead to the intention of home buyers halfway give up.

Mode: Recount

The whole real estate electric business chain mainly consists of three sides: developers and second-hand housing East, real estate electric business platform plus offline services, home buyers. In the real estate electric business transaction, the real estate electric business platform solves is the developer or the proxy bank, the intermediary company and the user exchange of information and the preliminary transaction intention achieves, realizes the real estate information transparent and the precision marketing goal. Therefore, in the most upstream of the real estate developers or the middle of the agent line, intermediary companies, will be real estate electrical business customers can use real estate electric platform, to achieve accurate positioning of users, to facilitate transactions.

It is understood that the main real estate web site on the platform of the home, search room, Sohu Focus, the main E-commerce platform such as Beijing East, Taobao has built a real estate electric platform. From the current development situation, the real estate electric business channel has been preliminarily completed and obtained a certain development. Take Eju as an example, its overall platform under the Division Sina Portal, Le Gu, Baidu le Ju, Sina Weibo and other resources, with an independent operation team, the line is a proxy line, intermediary and other integration services, other electric business platform model, although each has its own characteristics, but can be described as "hundred change from its case." The usual residential project will choose to compete with this type of electronic business platform for online auction or group buying, which is the general mode.

Commercial real estate may be a little different, Wang's electric quotient model is interesting. According to Wanda's plan, the commercial real estate, hotels, cinema lines, chain stores, tourism and vacation five major business integration package, to create "online business complex." Wang, Wanda to do e-commerce requirements online, offline resources combined to form a unique model. In the release of the Ambition, Wanda has begun to recruit, to carry out the formation of the relevant Electric Corps team. According to the Wang concept of the "online business complex", its department store business will be similar to the Yintai network, employing a separate team to operate independent, and tourism and hotels will imitate the art dragon, Ctrip mode, cinema line and commercial real estate two industries how to layout, it is not clear. The advantage of Yintai network is the members of Yintai group information, and Ctrip play intermediary, the main service is to order hotel rooms, booking tickets, development members let loose customers enjoy the price. This model on the one hand to develop membership card users "enclosure", on the other hand, the use of large user groups to hotels, airlines and other requests for discounts, earn commissions, in turn attract more user groups, forming a virtuous circle.

Greentown China's electric dealers also have their own characteristics, mainly for building materials to carry out the business, such a trial Vanke has had. 2012 Greentown Group announced that its Green City Mall officially on line, for domestic small and medium-sized developers to sell refined decoration supplies. Greentown Group said that it will use years of accumulated real estate projects to build experience, as well as the deep understanding of engineering materials, integration and optimization of resources, create "network Mall + entity experience" of the new material procurement model, build line under the material integration one-stop application platform, to build a green city electric dealer. On the price side, the Greentown group has declared

"The sale of goods to pursue the lowest price in the same period," Greentown and more than 130 decoration supplies manufacturers set up a cooperative relationship to the lowest price to provide all products, Greentown Mall members, through the key can see the lowest purchase price. Greentown is currently using business-to-business, O2O mode, the future tentacles may reach the business.

Outlet: Seamless docking under Line

At present, various real estate electric business platform and developers are ready to use the power of the development of the opportunity to delimit the territory in this field, seize resources and opportunities. But different from the traditional electronic commerce to solve the information flow, capital flow and logistics of these three problems, real estate dealers should have the ability to solve information flow, capital flow and service flow. To put it simply, the ability of online drainage, platform transformation, and online integration of services will constitute the core competitiveness of each electric business platform.

From the point of view of the real estate electric business platform, the present pattern may be single. A survey shows that although the real estate electric dealers have been familiar with many buyers, but more than 90% of the customer group has made it clear that it will not choose to complete the transaction through the network. In fact, since real estate is real estate and has the characteristics of low commodity standardization and huge transaction amount, it is difficult for real estate to complete all the trading links online at this stage. In the electric business platform, users can complete the selection of rooms, booking and payment of deposit and other steps, but also need to see the room, sign the contract, delivery of housing and other services under the line support to complete the transaction process. Therefore, for the electric business platform, to complete a transaction, must be integrated online and offline resources and services, O2O mode will be the long-term mainstream model.

For the development of enterprises, the key to the road of electrical business, not only to pay attention to the company's own industry chain tightness, but also to focus on the line under the seamless docking. Taking commercial real estate as an example, the urban complex has sprung up in recent two years, but due to the lack of thematic features and competitiveness, many of the market performance is flat, and even eventually to close the situation. The main reason is that there are some defects in the key links such as theme, location and so on. So if we do not solve the problem, even if the use of electric platform, will only be submerged in a number of similar business forms. Gap, like thousands of stores in the United States, also has online shopping malls, but with the physical store to complement each other does not form a contradiction. Therefore, if the model is no problem, the line can achieve seamless docking, will be the size of its development and speed to play a role in promoting.

In short, the future of real estate e-commerce should be a combination of online and offline process, if E-commerce can not be integrated with offline trading and form interactive, real estate E-commerce can not be carried out. Online channels may provide consumers with more access to information, but the real need to make a deal still depends on the line. In the future, real estate electric business will become a real trading platform, and it needs to be adjusted and innovated in the existing mode.