Price pies or traps?

Two years ago, the new round of regulation fell, the property market plunged into a frozen period of volume. Anxious developers are in dire need of popularity and "price change" sales of the practical platform, to Sohu focus on behalf of the real estate electric business and hit, launched the real estate e-commerce industry development. Today, with the housing market warmer, buyers gradually found that the real estate electric dealers offer a variety of concessions just "looks very beautiful." Frequent policy "Edge", at the same time faced with inadequate supervision, real estate dealers in the entire profit chain, the interests of consumers seems to be the ultimate victim.

Preferential

Price pie or Trap

This October, Mr. Zhang, a home buyer, plans to buy a house on a commercial-residential project in Fangshan. Sales staff told him, first to do a Sohu focus card to arranging, card fee of 25,000 yuan, such as buy a house can offset 50,000 yuan. At the same time, the project also launched the "E-passport" points, as long as the cost of 10 yuan, the activity can cover a daily stamp, equivalent to an integral, can be reduced to 1000 yuan room. In addition, all buyers can enjoy 98 percent discount, the entire paragraph can be folded on 98 percent discount.

Holding the money is equal to the mentality of making money, Mr. Zhang this year "11" period every day to the project coverage in the Fangshan stamp. But on the opening day, he was told that all points had been set aside and that all "e-passports", including the new one, could be reduced by 10,000 yuan. At this time, although Mr. Zhang think the developers have fooled consumers, but still readily accepted the concessions. But then, he found himself just beginning to fall into an ambiguous Shing.

Opening day, Mr. Zhang selected 34 square meters of small huxing. Sales staff said he would also like to pay a "space optimization fee", is to pick 4.2 meters tall house to do the partition. On the day of the opening, developers did not disclose the number of the optimization fee, also did not disclose the specific price of sales, only the proposed sale of the total amount of construction and loans, the total price. Mr. Zhang the proposed sale of the house is 865,800 yuan, the total loan price is 789,000 yuan, that is, Mr. Zhang should pay the general room. But a week later, Mr. Zhang found the same set of listings in the sales office of the price is only 690,000 yuan, the middle of the difference of 170,000 yuan. "It's very difficult to react at the scene," he said. "Mr. Zhang thinks that the trick is on the optimization fee that comes out of thin air." Developers to the binding optimization fee is also included in the total price, but the optimization fee is the developer's own concept, its pricing also without any basis. The original price itself is processed, so that the so-called "25,000 to 50,000" and other concessions are meaningless. To the above statement, Beijing Commercial newspaper reporter confirmed the company, to the deadline did not respond.

In fact, the above owners in the purchase experience is not accidental. In 2011, CCTV once exposed soufun in the case of the real estate has not yet obtained the pre-sale certificate by violating the issue of "house white Gold Card" to carry out the wealth of events, after the country's "house white Gold Card" was quickly stopped. But soon thereafter, various electric Shangka again return to the market.

Claiming to save money to do cards can offset the purchase money, the end may not be able to cash, publicity cards are free of charge, home purchase will be refunded after the consumer has been "difficult to refund." Last year, Shanghai exposed the first home buyers to deal with a discount card caused by the dispute, although the final two sides to reconcile, but still give such transactions a wake-up call. There are buyers said that once the cards want to refund on the special trouble, or even delay to more than half a year, it is very helpless, there are buyers have to buy a house.

Card discount trap appears, the reason, developers to provide a dynamic price, and "tens of thousands of to tens of thousands of" is a fixed death discount. In such a wrong, the developers have some way to the concessions from the buyers to earn back. According to the "Price law" and "prohibition of price fraud" seventh of the first paragraph, "fictitious original price, fictitious price reduction reason, false preferential discount, factually reduce prices or will raise prices, lured others to buy," is price fraud.

The Ministry of Housing Construction expressly stipulates that no pre-sale certificate items, real estate development enterprises should not be issued VIP cards and other ways to buy a person to collect or disguised deposit, in fact, this VIP card is a large number of. "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." "Gao Tao, chairman of the real Estate Services agency, said. Some people in the industry to remind, in the real estate pricing before, any preferential activities may allow buyers to dig more money after the opening, consumers should be wary of this type of promotional promotions.

Profit

Complex chain who pays

Despite constant challenges, the lucrative profits have led to the rapid growth of real estate dealers in the past two years. The company's total turnover of 163.4 million U.S. dollars, an increase of 43% per cent year-on-year, was reported in the first half of China's easy-listing market. Among them, the new house agent business income of 62.6 million U.S. dollars, an increase of 38%, the real estate online advertising business for 71.9 million U.S. dollars, the year-on-year growth of 79%. In the first nine months, the company's total turnover jumped to 475.7 million U.S. dollars, an increase of 54%. Real Estate Online services revenue of 209.1 million U.S. dollars, an increase of 84%. Among them, the income of Internet electricity dealer is 91.3 million dollars, increase up to 523%.

A real estate media market director told Beijing Business newspaper reporter, in the past the media is only advertising sales, now more into the real estate distribution field, their own media is doing a new real estate mobile phone app distribution platform. "To help developers profitable, the general large developers can get 2-3 points, small and medium-sized developers can even get 8-10 points, which compared to the traditional advertising revenue higher than the profits." ”

More than one industry personage to Beijing Business newspaper reporter said, the buyer does not give the money to the developer, but the actual consumer is the final bill of the people. "The electric business site in the project before the opening of the publicity, organization weekend to see a house, organize card buying, these need advertising costs." Therefore, if the business card customers really deal, the costs are all the site, offset advertising costs. ”

And for developers, through the cards to pay concessions, you can achieve low-cost showmanship, the purpose of opening high prices. Zhou Haiping, Shanghai executive general manager of Le Ju Internet and electric business group, said that developers and real estate dealers can save marketing costs.

The electric dealer and the developer is in fact the risk cooperation, the electric business channel distribution unifies the online, the offline resources, may raise the real estate project influence and the premium rate, its effect can be evaluated, this completely subverts the former marketing pattern. "As far as the Shanghai market is concerned, the current sales volume of electricity dealers has accounted for more than half the total sale." ”

Including Sina's Le Gu, Sohu's focal point, soufun and so on mainstream electric business, and so on the information resources and the distribution channel unifies to sell to the developer, from the hot real estate market to take a piece, becomes these websites has groped for the successful business model. "Compared with the more senior Sina le Ju, soufun, etc., new entrants to the real estate are often from mobile terminals such as mobile phones to fuss." As long as we can make money, we all do it. Now in addition to information and group buying, the electric business has also launched financial services, covering an increasingly wide range, said the industry. Last month, Yi Ju China released its 2014 new strategic development Plan in Shanghai, announcing the launch of the 4.0 platform, which will cover real estate dealers, mobile Internet, real estate data information and capital finance in the future.

For the electricity provider to the purchase of the concessions really exist, Zhou Haiping think, this is from the birth of the real estate electric quotient. "2011 The entire real estate market is extremely depressed, developers need us to help them sell the house, give a big discount." But this year the market is good, the discount is small. The final price is determined by the market, and the electricity trader cannot break the price system. ”

Real estate electric business is still escalating, but the disputes and doubts have never been interrupted. Taogongshi said, "Electric dealers have always been difficult to become the mainstream of real estate marketing model, it is at best a display platform and the means of gathering passengers." 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." At present, the real estate industry, the development of electricity business is very extensive, to explore a new road. ”

Supervision

There's still a lot of blank risk

As a new business model, the current real estate electric business platform is almost the "face" of the media, real estate in the market gradually accepted by the process has also come to many questions. Beijing Business newspaper reporter interviewed an industry personage said, the electrical business and the developer's cooperation is the result-oriented, which unavoidably will have the phenomenon of quick success. At present, the real estate electric quotient is mixed up, the service is not perfect, and the hidden loopholes and risks need to be noticed by the buyers.

After the real estate electric business platform and the developer formed the benefit community, some dozen policy "the edge" the matter also changes by these third party organization to operate. Since 2010, the Ministry of Housing construction issued a notice, the request for pre-sale permission of the commodity housing projects, real estate development enterprises may not be subscribed to, booking, arranging and other means to buy a person to collect or disguised as a deposit, booking and other fees. At present, it is a ubiquitous practice to charge customers in advance in the name of electricity.

A Beijing real estate industry Personage said, in with the developer, the real estate intermediary service organization game, the majority House buyer still is in the weak position. As a power supplier in the search for a winning situation with the developers, should also be careful not to damage the interests of buyers. Because real estate electric business is the main service function, the most important or customer resources, once the loss of consumer trust to get notoriety, equal to the cut off the posterior. For the importance of customers, in the real estate electric business Zhou Haiping deep experience. He said, "Fundamentally, in the future who has more customer resources, who will be able to win the king, because customer resources represent influence, who will influence the big developers to choose."

In Zhou Haiping's view, the current real estate electric business needs to be resolved is the security of capital transactions. It is understood that, such as the General Electric platform has Alipay supervision funds, in the whole payment process of real estate electric dealer, the money that the house buys the card pays, only after signing the purchase contract only then belongs to the electric business which provides the service for it, thus can guarantee the customer fund quickly, free, safe to enter and leave. But at present, a few big real estate electric dealers are to do internal supervision, a small number of commissioned Third-party agencies, but there is a general lack of reliable and strong financial regulation, money security and refund issues have worried buyers.

Under the background of the rising of real estate electric quotient, the corresponding law exists system loophole, and all kinds of problems still exist in the transaction, so it is necessary to establish and perfect the regulations and tax. September 9, 2013, the Suzhou, Trade and Industry Bureau and the Price Bureau jointly promulgated the "on the regulation of the city real estate Group purchase sales behavior Notice," became the country's first real estate to set the limits of the electric business. A clear request, to obtain pre-sale license of commercial housing projects, development enterprises should be in public sales within 10th, and will not be all available to the Electricity Corps purchase. As long as the property is not available for sale, developers must ensure that not to participate in the purchase of home buyers can also buy a room in the sales office, the electrical business should not unrestricted development of group buying members. The propaganda behavior of real estate electric dealer also put forward the explicit request: the content of real estate advertisement should be true, lawful, scientific, accurate, the related information of the property must be objective true, clear expression, cannot contain false or misleading content.

More industry lawyers pointed out that the real estate electric business model can meet the developers, websites and buyers of the interests of the three consumers, but the real estate electric business portal is not a real estate intermediary, all as a media platform operation, does not have intermediary service qualification, it provides only a promotional platform. There are certain legal risks in the operation of such websites. Therefore, buyers in the choice of electric platform, not only need to review real estate companies and real estate projects are "five cards" taste, pay more attention to whether you can really get the promotion of the promised concessions, before the purchase of Web services directly to the real estate project side, whether not to buy cards can also enjoy the same concessions, and avoid falling into the trap of false discounts.