Internet Thinking House let house price drop 20% do you buy?

Real estate industry, a tall speech, in the face of the high prices rising every year, China's property market has affected the hearts of many buyers, especially for the one or two-line city of the office workers, in the provincial capital home to buy, is a lot of people's dream, but looking at the gap between house prices and income, heartbreak no scars. Have the ability to buy a house, and can only choose very far from the suburbs, low prices just need the quality of the room is not so reassuring, building, such as substandard cement, steel shrinkage, developers promise not to honor and create a pile of sweet complaints, constantly on the internet rights.

In the context of the Internet era, all kinds of businesses have talked about the innovation of the Internet, and internet thinking can subvert the discussion of real estate, recently also triggered a wave on the Internet, can house prices be overturned? Can it bring new hope to young people?

At the beginning of the year, under the leadership of Yu-Liang, Vanke high level to quickly visit the potential of Tencent, Alibaba, Haier, and other enterprises, and led to the industry's transformation of the real estate industry in-depth thinking. Yu Liang said in an internal speech, he is worried about the future of the real estate industry will be similar to "millet" spoilers, to the Internet thinking mode to break the old order, threatening to even replace with Vanke as the representative of the industry model.

But if one day, someone tells you, the Internet thinking House will soon come to your side, and compared to the surrounding house prices 20% cheaper, you will choose?

National first case of Internet thinking real estate development project, or will start as this prairie first Mars! The article may be very long, let us start with the price.

Current situation and trend of house price

Decide the price, usually the market, and the domestic real estate market as a pillar of domestic economy, radiation industry, and land prices, construction and installation costs, taxes, marketing costs, reasonable profits, constitute the current price of the important components of the cost, due to the scarcity of land resources and transfer plans for the land of the developers, The annual land reserve, through the local recruitment of the price of the land linked to the direct cost, rising floor prices, the same lot, a few years of the increase may be several times the huge, compared with a few decades ago, this is currently one of the biggest developers spending, another big expense is tax, and the cost of the annual increase in the limited, Attention is paid to the rising cost of labor in recent years. In fact, developers to obtain profits, if the exclusion of early hoarding factors, the net profit of 15% less reasonable.

Therefore, the main reason for high housing prices, or the increasing cost of developers, unless the domestic land policy and tax on a larger adjustment, otherwise it is difficult to have a larger decline in prices. One or two lines of urban land resources are more scarce, and three or four line of cities in the current market price downward demand, one or two-line city housing price adjustment, can be regarded as a short-term market wait and see, the cost is certain, for less than the future trend of rising house prices is inevitable. 05, 07, 08 and other housing prices caused by the stage inflection point of price Z-shaped rise, is the best evidence.

For limit, limit purchase and other regulatory policies, a large part of the reduction of demand for housing, but this is like a pool of water storage or a tightly pressed spring, in fact, not only has not reduced demand, but is constantly rising, ready to send, once the policy has loosened, The resulting chemical reaction from the massive release of demand and the market in one or two-line cities with insufficient supply is obvious.

The dilemma of building the Internet

China's 1998 abolition of the welfare housing system, the rapid development of domestic real estate, almost with the Chinese Internet development in the same period, and the early Internet has been similar to the "Buy a housing alliance", "since the building organization," such as the early call through the Internet, but there are few success stories. The reasons are mainly due to the following factors:

1. Land Policy

At present, the state-owned land policy is carried out through strokes, the need to pay high margin, and participate in the open competition in the market, the land to pay the land transfer payment, obtain the "state-owned land use certificate" can be the next step of development and construction.

2. Financial obstacles

Real Estate needs a large amount of financial security, individuals to raise funds can not complete a set of development process, and to ensure that the capital chain does not break, integrity barriers can not obtain credibility and the security of the participants, in the capital for the king of the real estate sector, it is difficult to have large as.

3. Professional barriers

Real estate development is a very high professional industry, spanning planning, construction, finance, marketing, enterprise management and many other aspects, the need for a large number of professionals, and from the beginning of the developer to take the land, to the project sales completed the process and with the relevant government departments of the docking coordination, ordinary people are difficult to

and common real Estate vertical site of the electric dealer, group purchase and other models, because the pricing power is not in the netizen, so it is difficult to get preferential prices, so it can not really shake prices.

Real estate application of Internet thinking

With the impact of the internet on China's traditional industries, especially the success of jobs, millet and other companies, the Chinese market has brought a wave of traditional industries to transform the Internet. Many traditional industries will find that the original simple products after the operation of the Internet, bring not only the value of the product itself, but the follow-up. For example: Apple phone is not only the hardware to make money, and follow-up led by the industry chain is envy, appsote, accessories certification, software fees and so on. The millet handset's fan economy has obtained the huge commercial value as well as the capital value, especially the development speed has made the traditional industry jaw-dropping.

Internet thinking of real estate use, at present, the family has begun to try, Vanke began to dig in the property services, the development of the app here, want to break the community last kilometer service, as well as their own sales set up the database of old owners to prepare to build their own O2O products.

Internet companies with very deep real estate operating backgrounds are using Internet thinking services, for example, housekeeper-style trusteeship, online leasing, hotel management, so that the original fixed asset income to enhance value-added, many developers to the name of passers-by to play the Internet thinking card, to enhance their own project selling points, and refined, Standardized services also do allow owners and developers to obtain the actual benefits, while the domestic large number of unused tourism delivery room source is also smooth, all over the government has signed, join the Internet and the depth of tourism integration, can be described as the Quartet win, innovation subversion of the original industrial chain.

But for real estate thinking of real estate development, although there are many development enterprises concerned about, but has not yet a brand development enterprise taste, and other traditional industries have been a taste, and success, that real estate internet thinking can subvert the price? A development company in Nanjing has begun to try.

The first case of Chinese Internet thinking property

In the face of housing prices, the transformation of the Internet thinking, how? can you really lower the price? The first developer to eat crabs has begun to move.

Recently, the Nanjing Goldman Sachs real estate through the micro-letter announced that launched the "Youth Home Purchase Action", Goldman Sachs real estate company chairman Sun Tianjuan, the original Nanjing Rongsheng real Property development company General Manager, has a decade of development and experience, respectively, in Shandong, Xuzhou, Jiangsu, Nanjing and other fields have to operate the plate, the size of 4 million square, to mention this attempt, He admits that is affected by the millet company: an internet company, subversion of traditional industries, in a few years to accumulate 10 billion U.S. dollars in market capitalisation, which is worth learning in many traditional industries. To make this attempt, a man who has learned the pain of not being able to afford a house, encourages young people to stay in big cities, after all. On the other hand, is also using the Internet thinking of the transformation of reasonable price reduction, hope that young people get rid of ant clan, social dilemma, "Let the City leave youth!"

For internet thinking, he thinks so: Internet thinking is technology, not technology, but a profound revolution, it represents an equal power, breaking the original information asymmetry. In the business model, the most important contribution is to reduce the transaction link and cost, is the restructuring of the business model. In recent years, commercial real estate, especially the transformation of the market, is a typical representative of the Internet subversion. If the traditional thinking business compared to the cold weapons era, and the new Internet thinking represents the arrival of the era of hot weapons. The Internet thinking performance of more innovative, more suitable for a single product breakthrough and rapid iterative upgrade, with the ultimate customer experience and fashion rich taste, attract the Internet customer base, the formation of brand and scale effect.

As for his own "Youth property action", he first analyzed the existing real estate development and internet thinking of the production process of different products, as well as their own plans:

1. Traditional real estate development, from the land to the project sales completed, and will not have customers involved in the corresponding process, are by developers or marketing agencies to do the planning, buyers can hardly affect the final product, so the buyer passively accept, products can not be customized.

2. Project participants, through the Nanjing local Internet platform, micro-letter, micro-Bo and other channels called, from the project to take the land, invited to participate in the action of the user site to visit, and the future of the products put forward their own suggestions.

3. The development model by the participants to establish a limited partner enterprise, to purchase a down payment of funds to participate in the company's shareholders.

4. It is clear that the funds of all the public-funded partners do not support the flow of funds throughout the project, so as developers, he will inject money and invite private equity or trust agencies.

5. With regard to the security of funds, all the participating buyer's funds are entrusted to the bank for supervision, the developers can not use the funds at will, unless the relevant procedures for the acquisition of land, the need to pay the land transfer payment.

6. The type of the project will not design too much, mainly small and medium-sized huxing

7. The future of the project will still be profitable, so all the participants can choose to buy first, or become shareholders, enjoy the later earnings, but this needs to be determined before the project development, the contract.

8. From the beginning of the project, all decisions about the product itself, such as huxing, product positioning, value-added items, etc., are all voted by all participants, that is, the early participants ' right to speak is very important, similar to the early enthusiasts of millet mobile phones.

9. About Products: Choose professional builders, in accordance with the final voting results of the development and construction, the pursuit of the ultimate sense of quality and more value-added content generation, and strive to build real estate price.

10. The role of developers in this operation is more like the role of a builder and a service provider.

11. The beginning of the operation, from the successful start of the land, if the success is not taken, then all the participants return funds to ensure the security of funds, throughout the process, the recruitment of lawyers, professional audit institutions, bank trusteeship, and other means to ensure the interests of all participants.

About the "Youth purchase action" can really drop prices, Sun Tianjuan said: First of their own in the industry more than 10 years of experience in the cost control has its own set of models and methods, but the main points are:

1. Does not advertise, reduces the marketing expense, this part approximately occupies sputter the price

2. Select a reasonable private or trust agency, the overall financial cost of expenditure reduced by 2%

3. Project management fee, province 2%.

4. Real estate development project is willing to give up most of the profits, according to industry rules, 15–20% gross margin, give up 10%.

5. Other costs, save 2~5%

According to the above plan, such a pattern, if in the same lot, can save 15% to 20% of the house price, in accordance with the current intention to see the three plot area of the price range of about 16000, per square metre of house prices can be reduced by 3000 yuan, no doubt, this to the vast number of just need, is very tempting.

According to the plan, this action final house, also will open in accordance with the normal development process for sale, but even sales offices will not be built, all rely on the power of netizens to spread, compared to traditional developers luxury sales offices and beautiful sales miss. Through the internet to reduce costs, better quality products, cheaper prices, the formation of the ultimate user experience, so that people to buy their own house of the new way, compared to the traditional development model, is indeed a rare attempt to use the Internet thinking.

But Sun Tianjuan the internet thinking of the real estate development model, will encounter a lot of resistance, but he thought, decisive, although its own new innovation always have martyrs, success may be very slim, but he is willing to take his years of experience, to try.

According to the normal development process, the current way the biggest problem is to take the land, at present, there are some willing to participate in the purchase of people have formed a group, and will soon go to see the area, is currently selected in Nanjing Jiangning, has been through the subway, surrounding matching is also good. In addition to through the traditional first-tier market, that is, the Land Bureau of the capture of the land, also does not rule out the transfer through the two or three market, access to legal land, once the land problem solved, will also face the problem of capital. Due to the long period of real estate development, the final result of this attempt will be formed in two years. And the traditional people from building different, based on the developer years of development experience, in the development process, government docking, project construction, supervision and other aspects, has incomparable advantages, so the internet thinking of real estate development attempts, has a greater chance of success.

Regardless of the outcome, the real estate industry's internet makeover, in addition to the simple application, and finally has a case of real development case fade embryonic form, hope that similar more attempts to appear, so that prices are not only down, more importantly, so that people really buy real value, can buy the best price for the house, This is the best result of the Internet transformation of real estate, the purchase of a long road, and the line and cherish! (Text/Xinyu)