In the transition of the chain home, whether to have internet thinking?

March 1, the country's largest real estate O2O platform chain announced with the Shanghai Tak Woo real estate to reach strategic cooperation, the center of its east China in Shanghai into the chain of the trillion-level O2O platform. This is a chain home-as a veteran offline real estate brokerage company, following the acquisition of the largest second-hand housing intermediary in Chengdu this February, after the infiltration of the line after another reverse attack.

If the Internet companies in the past are in the vertical field of penetration, then the chain is trying to reverse the process of rebuilding all the transactions, in order to online real estate trading market rapid rise in the tide to find their new position. Perhaps, the old real estate intermediary mode in the mobile internet age can last long, it depends on the chain of their own plans can be achieved, as well as the push chain to make these changes in the Love House, housing and many other companies can carry out the revolution in the end.

Today, the chain CEO Peng Yongdong facing the environment and real estate industry in the past ten years of different scenes, has entered the "silver Decade" of Chinese real estate agents are also experiencing the mobile internet era "to mediate" the challenge of the tide. "We have to solve a lot of problems, big data, efficiency ..." Pengyong told the Economic Observer that he was trying to get the transition done as soon as possible. Peng Yong is setting himself a very striking goal, he will be in 2017 to let the chain's turnover in 12 trillion of the country accounted for 1 trillion-pushed back, the 2015 chain home on the platform of Real estate transactions will reach 400 billion. And in 2014 years, the chain home transaction data is 200 billion.

Merger and acquisition expansion

Chain Home Real estate from offline traditional real estate intermediary company to the Internet transformation of the landmark event, in fact, only five months ago: November 2014, the chain home will be its website chain home online officially renamed Chain Home Network, this also indicates that the chain home officially entered the era of real estate O2O, in addition to the inherent second-hand housing business, will also be the new house for sale.

It seems that the field of real estate agents is undergoing a far-reaching change, no matter who wants to be the first, there will be no small price to pay.

From 2001 in Beijing opened the first store to 2014 the national 1500 stores, chain home 13 years to develop 10 cities, with 30,000 brokers, the current largest base is still in Beijing, occupies about 55% of the market share, 2014 annual turnover of nearly 200 billion.

But to become the industry's first, or online offline more and more through today, to maintain the industry leader position, chain must do increment.

In fact, in addition to Beijing, chain home in Nanjing, Chengdu, Tianjin, Dalian, Qingdao, Shanghai, Hangzhou and other place also have layout.

But into the 2015, the chain of home revealed a more urgent expansion of demand. And this demand chain home can no longer rely on slow accumulation to achieve, but with the use of capital operations to achieve-mergers and acquisitions. February 2015, Chain Home merged Chengdu Ishing. March, chain Home acquisition of Shanghai Tak Woo.

Whether Chengdu Ishing or Shanghai Tak Woo, there is a common ground, that is, the local market is one of the second-hand housing transactions intermediary.

Peng Yongdong said, take the Chengdu Ishing, can take this as the base of radiation Southwest real Estate O2O Ecological circle, and win the Shanghai, then won the East China O2O Ecological Circle. Because Ishing real estate as an old second-hand housing trading intermediary in Chengdu, the market share in more than 20%, is the Midwest real estate transactions in the first place.

As Shanghai's second largest real estate brokerage company, the positioning of the real estate is the main high-end property market, after 13 years of development in Shanghai now has more than 200 stores, more than 5,000 employees. After the acquisition of the chain, the company can occupy 10% of the market share of Shanghai-and most of the other Shanghai second-hand housing service providers have less than 1% of the market share.

At the beginning of 2015, the chain home has said in 2015 will enter 8 new areas, the construction of the National Real estate O2O Platform Ecological Circle, it seems that Chengdu and Shanghai is only the beginning, in the 2015 fierce competition in the industry, chain home will be the most active in the real estate revolution.

But if the chain of mergers and acquisitions only to stop here, then waiting for Peng Yongdong is only one can see the end of the future-Peng Yongdong real purpose, in fact, is not just to get Chengdu Ishing and Shanghai, the share of Germany, more importantly, they hand real housing data.

Because in the chain home from the line down the process, the data is the core competitiveness. And the transformation of the chain home, whether the Internet thinking?

Transition "Big Data" Company

At IBM when the chain of Peng Yongdong to serve the chain home of the new office in Beijing West Two flags from Baidu not far from the place, because the chain of large data and product engineers and programmers are many from Baidu dug.

Was dug to serve as a chain of network technology vice president of the Yan to tell the economic observer, Baidu has a view inside, the internet giants do O2O hand without lack of technology, but the lack of data, and these data is precisely the traditional company in the hands of online. He was Peng Yongdong job-hopping to Chain home reason moved, is the chain home is now doing O2O is based on the past ten years accumulated large data.

One of the things that Peng Yongdong is doing is to make all the real estate in the city data: "The thing is to put the big data to the bottom of the set up, we all have a house chart, but not standardized, some are proportional to draw, and some are not--the traditional practice is to only put this type of picture out, but from the product manager point of view, before he would think, Some women especially like the kitchen big, can make a big kitchen label, but now is completely to make it product, that is, let the user can find through the tool. ”

In addition to the gradual establishment of the real data base, the key to large data mining is to help the chain to improve the overall efficiency of the company.

This is important for intermediaries like the chain, and it is no longer the time to make a deal easy in the 10 years of gold. Now the intermediary industry to promote a real estate transaction cycle has been significantly longer than before. This requires the chain home to find ways to improve the recommended availability of precision.

For example, an intermediary with a customer to see 20 sets of listings can be sold, then large data if the accurate calculation of the 10 sets in fact more suitable for this customer, you can save half of the human cost. and real estate intermediary 90% of the income is created by intermediary business-improve the efficiency of each intermediary transaction, is to enhance the entire company's earning power.

The real big data not only can be reflected in the accurate recommendation, the chain home also has a big data product, is to allow users to choose to see on the map of all the house and "tick" mark, you can choose more, after the selection of users can manage their own, the chain will give users to do a schedule, to see the room process management, a look at multiple sets, After reading the user can also be seen on the list to do a note, to share, or even according to see the order for each house to leave a photo file and mark the user's interest in the point, leaving more traces of user needs. And when the feedback to the big Data team, and so the user next time into the chain, the chain home can be more accurate to recommend.

But even if the chain is doing this to the Internet, mobile Internet transformation, but still can not avoid a problem, the company's income is still the vast majority of the intermediary brought, and since the Eyugi House, a lot of appearance, the industry generally circulated a point of view: The real estate industry to be mediated! Otherwise, it will be overturned--because the Eyugi house is already exempt from the intermediary fee!

Forever Intermediary--business model

In fact, although in a certain degree the chain of O2O transformation of the concept of clarity has been the capital to help, but in the external environment, such a change may be the mobile internet era and the new business model---free intermediary fees are not overlooked the emergence of a relationship.

In view of the Eyugi House this through to avoid intermediary fees to impress buyers of the platform, the Peng Yongdong of the way is: the new business model chain to do their own, investment in the internal entrepreneurship of Tintin rental, is the turnover commission as a "charge landlord five days rent" remuneration. So once the new business model becomes a trend, the chain home itself has this position, can quickly bigger and stronger.

Although a considerable proportion of buyers to the intermediary in accordance with the price of the transaction to extract a certain proportion of the Commission has always been a challenge, they would prefer to be able to negotiate the price of buyers and sellers directly after the process agent to pay intermediary errand service fee, but to the intermediary to become the main source of income of the

What Peng Yongdong See is that 90% of the houses on the market are still trading through intermediaries, and only 10% are traded by buyers and sellers--because it's not just the buyers and sellers who have the time and patience to run all the tedious trading processes themselves, but also the advisory services that are important before the decision to buy a house.

It is precisely because of this reason, the chain home is not optimistic about what the outside world called "to mediate" a said, but more efforts to create gold intermediary. In Peng Yongdong's view, the intermediary is the chain of "customers", but this customer needs training, education, personalized brand, experts, their ultimate path to become experts in each community.

In line with the current intermediary model of the firm, January 2015 chain Home officially announced the start of the Commission distribution reform, and the brokers to raise the proportion of the highest to 70%, while the traditional intermediary companies in the brokerage commission generally in 20%.

Of course, the chain home is doing a variety of business model innovation. For example, chain home Credit mortgage site credit, chain home risk margin of the first payment, at the same time chain home 100% principal and interest protection.

It is clear that the new business models, whether they are free from intermediary fees and housing estates, are using the Internet's killer "free" to leather the life of the traditional real estate intermediary industry, or the chain is doing their own Internet financial exploration, Peng Yongdong face the challenge is: in these emerging business models before the trend, with mergers and acquisitions, Big data to build a moat for their own survival-to some extent, the chain is in the house and love houses, housing many of the race, to see the chain home to build a "moat" speed, or the latter's burning money faster.