Housing Enterprise Net: accelerating the industry differentiation supporting key O2O

Absrtact: The impact from the Internet, finally began to influence the real estate industry. It was a shock that began slowly from the beginning of the year. The internet to the industry brought about by the turmoil, whether developers or intermediaries, have spent a lot of effort to deal with. National Union Property

From the impact of the Internet, and finally began large-scale impact on the real estate industry.

"It was a shock that began slowly from the middle of the year. The internet to the industry brought about by the turmoil, whether developers or intermediaries, have spent a lot of effort to deal with. He Yuju, general manager of the National Center for Property Research in the United States.

From the sale, to reach agreement to sign sales contracts, and then to the later properties, community services, this whole industry chain, unconsciously have been dormant many have been tested and are exploring the innovative relationship between the company.

2014, after the adjustment of the property market at the beginning of the year, in this electric business created by the stimulus of two consumer carnival, in already can hear a new year's footsteps, with the end of November, with the release of interest rate cuts, the internet penetration brought by the industry differentiation may increase.

This is the real estate companies appear a series of integration, fission era, intermediary companies eager to search for a new way out, a group of new intermediary.

Facing the next 2015, "O2O is expected to be more." "Oriental Securities real estate industry analyst Zhoujin said.

Housing enterprises to lead the Internet, accelerate industry differentiation

"Double 11 CD-ROM festival, 24-hour deal 4.268 billion, is the other side hing and the Internet the first Test water cooperation effectiveness of the best interpretation." Fang Hing Real Estate related officials to reporters that up to now, the CD-ROM festival marketing activities for the company's performance is a more obvious contribution.

According to Franshion recently released November sales figures, (due to the gap between the subscription and contract) to achieve a contract sales of 3.412 billion yuan, the first 11 months total sales of 14.432 billion yuan, compared with its annual sales plan for the year 20 billion, the completion rate of 70%.

Then there's the action. According to the aforementioned people, in the double 12 before and after, Franshion will still play "electric dealer" brand. Set up a special online auction, will be its 6 cities in the 8 projects totaling about 80 sets of listings, the total value of nearly 200 million yuan.

It has also recently been joined by a low-key exhibition of combined health and innovation.

At the beginning of December, in order to tie in with the BI 12 consumption festival in the middle of the month, he launched the "Whole folk music through festival" in the joint venture of North China region, and achieved nearly 300 million sales within four days of the start of the activity.

"We have come up with just need to improve the real estate, there are some of the tourism projects in the approval of the listing, the introduction of second kill, public financing and other forms of activity." "An insider told reporters in north China," he said.

In this respect, grams and Rui Research Center collation statistics show that in the double 12 day, at least eight industry leading housing companies to promote promotional activities, including Vanke, Greenland, the sea, poly, bi garden, covering areas including Wuhan, Chengdu, Changchun, Beijing, Guangdong and other fields.

Finally, the electric business promotion of the Double Xi., double 12 is no longer a preference for women of the carnival, they also seem to be able to be seen as a good assistant to promote the performance of the housing industry. "Now it can be said that no electricity dealers do not sell." "One industry analyst in North China concludes.

"The real estate Internet may be more clear now is the marketing of Internet, there may have been several years of Kung Fu." "Oriental Securities analyst Zhoujin said.

The Internet and housing enterprise cooperation a hot scene, forward can be traced back to 2011 years.

The year April, Taobao's "Taobao real estate" new house trading platform officially online. And just in the month, Soho China chairman Pan Shiyi took out two sets of shops, working with Yi-Ju China to jointly auction online.

2014, has been the real estate company and the Internet platform companies to cooperate in the fourth year. "This is actually because the market has a lot of inventory in the long run, so marketing becomes important." Zhoujin to the financial weekly reporter recalls.

Since 2011, the momentum of such cooperation has been spread to expand, such as the current size of the industry, the main reason may be that the real estate sales and long-term high inventory. "is because of the 2009 policy stimulus, developers take a lot of land, but to 2010 years later, in 2011 in fact, the inventory is already very high, the next 2012, 2013 market sales can also be, developers take the land, the results of higher inventory." "It concludes.

In addition, after the infiltration of the Internet to the housing enterprises to promote the cost of operating a substantial reduction, it is undoubtedly a feature.

"One newspaper ad a day is hundreds of thousands of of the cost." He Yuju said that today many ads through micro-letter, micro-Bo spread, in addition to production costs, channel costs have been quite low, and has a relatively long extension cycle.

In this way, the cooperation between the housing enterprises and the Internet has become a normal inventory arrangement.

"In this kind of cooperation, the electric business has played the role of differentiation." Zhoujin explained that the total amount of buying a house in this market is certain, these people buy a house or not, although it is by the macro environment and consumer understanding of the real estate market to decide, but in this case, through the promotion of housing enterprises may have relatively good marketing results, resulting in the division between the performance of the housing enterprises.