Real estate electricity supplier must have O2O function

Yang Lingqiang from every reporter by Shanghai

Soufun to the rich and brilliant, the World Bank shares, may make the real estate agency industry completely subverted. In this regard, Xue Jianxiong, director of research in the letter said that the acquisition of the real threat to the real estate is not currently active in the real estate business, it is precisely the traditional agency without online and offline channels. Without an innovative business model, real estate agencies that wait for buyers to come home may eventually be subverted by e-commerce.

Real estate electricity supplier must have O2O function

"Soufun did not have a part of the offline transaction.Although some passengers can be brought through the 'guide', but the transaction can not be finalized, this is the biggest disadvantage Soufun. And in shares of the World Bank, Hopefluent, they can Like other e-commerce operators, can realize the whole process from inspection to transaction, which will make up for the shortcomings of the current search. "Xue Jianxiong analyzed that the real intention of SouFun is to strengthen the company's function in the e-commerce segment in order to enhance its competitiveness .

According to Xue Jianxiong introduction, the current main mode of real estate e-commerce is through the website, intermediaries, including some newspapers, magazines and other channels, collecting some of the source, and eventually sales offices for sale. Throughout the transaction process, the search room is only responsible for taking the passenger flow, but can not complete the transaction. This means that this model, only still in the advertising stage, not yet belong to the true sense of the electricity supplier.

Therefore, soufun get developers e-commerce cooperation, are often at a disadvantage. Relevant person in charge of an electric business in Hangzhou revealed that Soufun was in competition with Lyrics Home, because it is not a real electricity supplier, and it is difficult to obtain good quality housing. Developers tend to take into account the home behind Sina Longevity China's resources, to those relatively inexpensive, relatively easy to sell high-quality real estate to Lok to do electricity providers.

Not only is Lyrics Home, Ping An's good house safe, but also to Soufun represented real estate e-commerce restless. Ping Hao good room network CEO Connaught told the "Daily Economic News" reporter, Ping An Good Network with its own financial advantages, to attract developers and home buyers. For example, home buyers in the purchase of some funds before the purchase of safe financial products, but after the purchase can quickly handle safe mortgage. These financial advantages are not available to many e-commerce businesses. The safe insurance brokers will also buy a house for the final buyers to provide a lot of services.

In addition to Lyrics Home, Ping An Hao Housing Network, a lot of rooms, a good house China and other real estate e-commerce, have established the O2O line functions. In contrast, Soufun neither Sina Locke's agent background, there is no good financial network Fangfang good, inevitable in the competition at a disadvantage.

Not only that, because it is not a real electricity supplier, soufun despite the coveted real estate finance, but in the first payment payment, financial supervision and other fields, there is no own license. This also allows soufun competition with other companies, at a clear disadvantage.

Soufun these factors must be founding together World Union, Hopefluent and other agencies. Many people in the industry believe Soufun will inevitably acquire other real estate agency companies. However, Daily Economic News reporters interviewed Mo Tianquan about whether Soufun would acquire other agencies, but the latter did not make any definite Reply.

Traditional agency industry or will be ancient

In fact, the traditional agency of the current day is not good.

Xue Jianxiong told the "Daily Economic News" reporter, due to lack of ability to attract passenger traffic, the current traditional agency is experiencing an unprecedented crisis.

On the one hand, those intermediaries who have the ability to reach customers, such as Taku Real Estate, are setting up their own agencies to bring their clients directly to developers. On the other hand, as real estate e-commerce firms get involved in downstream industries, The function is getting weaker, the situation is more and more unfavorable.

A number of leading enterprises told reporters that at present many developers have completely use the agency, but by their own sales staff responsible for real estate marketing. According to the current mainstream business model, as long as the developers can give the brokerage firm or a considerable share of electricity, real estate can not afford to sell it.

In contrast, the traditional agency, in addition to the project's sales positioning proposal, the marketing role has become weaker and weaker.

"If you do not choose to work with e-commerce, those traditional agencies may be out of the market." Xue Jianxiong said for the agency, the current threat is quite obvious, or innovative business model, or slowly fade out of the market.

In this context, the agency's choice of path can only have two: to be acquired, or acquisition of other real estate e-commerce.