Real estate agency self-built platform to affect the weak search room is expected to continue operations

For the Central Plains real estate, real estate, real estate 21st Century Real Estate Soufun these collaborators before, SouFun to the rich and brilliant, the World Bank acquisition will undoubtedly affect their cooperation mentality. "Daily Economic News" reporter recently interviewed Mo Tianquan, chairman of Soufun Holdings, asked whether these real estate agents and agents will be elected because of the above acquisition of other e-commerce cooperation agencies? Mo Tianquan failed to give a direct response.

Reporters found that the joint boycott SouFun event is not normal, the real estate brokerage firms face a comprehensive online third-party platform, at a disadvantage. Although the intermediary companies have established their own online platform, but in order to "block" SouFun, you need a good brand.

SouFun or still be used

Real estate brokerage firms and second-hand housing online trading platform friction between a long time. In March of this year, a number of real estate agency companies boycotted the residents in Shanghai to protest the rising prices of the residents. By the end of May, to resist the upgrade, Hangzhou, nine real estate brokerage firms to Union way, shelves all listings in SouFun. The reason is still online trading platform up costs. "Boycott action" then expanded to Chongqing, Beijing, Qingdao and other cities.

"Boycott action" so that the market value of soufun evaporation. Under pressure, soufun make concessions. On June 11, SouFun released a letter from Soufun to its partners indicating that it will give a profit of 500 million yuan. It will not only hit a 40% discount on the Group's full range of products based on the existing discounts, but also the use of wireless ports Charges to free, in order to reach a settlement with the real estate agency industry. Boycott activities, the World Bank and Harvard did not participate in the brilliant, and thus this acquisition to some extent in the outside world is expected.

Weiming real estate Cai Weimin told the "Daily Economic News" reporter, in the past years of cooperation, soufun, Anjuke such platform has been more powerful, a huge number of intermediaries, and the platform is not much room for choice.

Soufun its own positioning is "real estate portal." SouFun by providing real estate related news, playing the role of the media, but also attracted a large number of consumer attention and traffic, real estate agency is therefore actively cooperate with soufun.

In the past SouFun practice to raise prices has caused dissatisfaction with the intermediary, after the two stock brokers, the relationship between other agencies and soufun become more subtle. The industry believes that other intermediary companies on the one hand worried about their own housing information security; the other hand, worry Soufun as a media, information is difficult to achieve fair and objective.

However, one industry observer said that previous Soufun was boycotted because it was unreasonable to allocate revenue, which would not have happened if income was distributed properly. As to whether the search room will be abandoned, depending on the extent of the market boom, if the market rebound, intermediary through second-hand business can make considerable revenue, it is unlikely to cooperate with the electricity supplier.

Shanghai Central Plains Property Consultants Limited Research Director Song Huiyong also admitted that the intermediary is to abandon Soufun, the key depends on revenue. If you cooperate with SouFun, you can get a good income distribution, the agency is still willing to introduce their customers to the electricity supplier.

Self-built platform is still weak influence

Song Huayong this statement of position, and intermediaries own e-commerce platform is still weak influence. He said frankly that the various e-commerce platforms currently established by various housing agencies in Shanghai are still hard to achieve such influence as soufun.

Real Estate Operations Center, Tak Yu, deputy general manager Liu Wu Yang also bluntly, Tak Yuen Properties and SouFun cooperation is not affected. In his opinion, the two companies that take shares are mainly planning and handing houses, helping developers to advertise their projects and make marketing plans. SouFun shareholding ratio is not large, after the stock can play a synergistic effect, depending on the next mode of operation. The Tak real estate's main business is second-hand housing, the two sides have different business scope.

Liu Wu Yang said that intermediary companies usually have their own official website, there are also similar to the e-commerce platform, but the limited network. Intermediary companies will still cooperate with third-party platforms for promotion. The availability of large-scale third-party platform houses, large number of visits, is their advantage.

At present, Deyou is operating a real estate website owned by the beta, it will take some time before opening to the outside world. Liu Wu Yang said Deyou is self-built platform, the number of houses is not much, the advantage is that real real listings, the price is real, to avoid the chaos of false housing.

The other a higher market share of real estate brokerage real estate company in the 21st century revealed that the company has its own platform Cool House Network, real estate from the 21st century real estate.

Cai Weimin told reporters that SouFun initially played the role of real estate media industry, and then gradually into the sales process, until the real estate sales as the main industry, while sales of real estate related businesses advertising.

SouFun two shares after the company, the consumer and the market can be successfully accepted, take some time to observe. Intermediary companies in the past boycott soufun in the process, and did not find a fundamental solution. In the boycott SouFun, still need to live and passenger, music home, easy to live in cooperation, and not much difference.

According to reports, the current situation of real estate agents is very difficult, self-built online platform approach is difficult to work through, first of all, an agency is always limited availability of housing, it is difficult to achieve full coverage, and third-party platform can not huge database Match. At the same time self-built platform to promote, the need for high-cost introduction of traffic, not real estate intermediaries can afford. Fewer housing, low-traffic, low-profile self-built platform only as a supporting role.

To make real estate agents worse, some giants have also fancy this market. "Good House" even hit the agency to eliminate the slogan.

Intermediaries future way is service

However, there is still a potential threat to soufun.

Song Huiyong said that although the number of any single intermediary listings hanging on the Internet is not as good as SouFun, but if all the listings of these companies together, the number must surpass SouFun and become the largest second-hand housing website.

Cai Weimin introduced overseas there have been several major real estate brokerage companies funded the establishment of a website case. "In this way, there is no longer any rivalry among peers, and the website is therefore more comprehensive and the brand effect can be maximized." However, at present, there is no suitable industry leader in China's Mainland industry to host this work . The third on the market today, the new housing and second-hand housing services are not clearly separated, but the market demand for different types of housing is different. If there is a greater degree of synergy and differentiation of needs, many competitive costs will be avoided.

So soufun stake in two companies, the competitors did not resist the emboldened. Consumers are not dependent on the agency brand, they are more inclined to housing more fully, more fully third-party platform.

Liu Wuyang is still optimistic about the future of the agency. He told reporters that even in the highly mature and Internet developed market in the United States, the real estate agency is still an undisciplined industry, and property buyers still buy houses through intermediaries.

Cai Weimin believes that the future trend of intermediaries is better service, to create a better brand, to help buyers to solve a large number of problems before and after the purchase.