Real Estate information platform model: Fake housing problem is still difficult to solve

March 4 News, after the Spring Festival, the two merger cases again stirred the real estate industry.

&NBSP
58 The city acquired a tenant, from hearsay fermentation to the news set only three days. The two business scale is equal, the commercial model similar online real estate information platform chooses to be one, attempts to become the bigger real estate information channel.
 
on the other side, the chain House property almost at the same time announced the acquisition of Tak Woo Real Estate news, the original rooted in the Beijing market, the offline intermediary company, is actively engaged in off-site expansion, hoping to build its online platform "chain Home Network" to play a maximum function, Become a national housing O2O platform.
 
China's real estate Internet is undergoing sweeping changes. This change is the real estate market changes brought, but also the inevitable result of the Internet industry upgrade.
&NBSP
Real Estate information platform mode: Fake listings still difficult to solve
 
A year ago, is also actively seeking a home to the U.S. listing Liang Weiping, it should be difficult to imagine a year later will sell the company classified information platform 58 City.
 
The fate of the acquisition, or the price of 267 million of dollars, is a regrettable outcome for the tenants. It was a real estate site that was favored by both capital and users.
 
triggered a reversal of the fuse, is a year ago, "willful price increase" attracted the intermediary of the joint boycott. Subsequently, the intermediary and online channels of war also spread to the search room and other platforms.
 
The intermediary turmoil, not only forced the tenants of the listing plan again stranded, it is from then on, housing, such information platform for the survival of the "port model" is increasingly unsustainable.
 
Surface is the intermediary and online platform of the interests of entanglement, the essence is in the large environment to turn cold, the real estate market from a seller's market to change the buyer's markets, the simple reselling traffic of second-hand housing port mode contribution to the value of more and more limited, the intermediary to escape the inevitable result
 
Whether it is to search the room "the transformation of the overall transaction" strategic adjustment, or 58 of the city to choose to buy a tenant, are the real estate market changes in the response to the big environment.
&NBSP
is different from trying to get through the line of all kinds of real estate O2O platform, after the merger of the 58 tenants, still adhere to the original information platform model.
 
in the real estate information platform era, because the availability of information basically only to help broker to attract passenger flow, in order to improve boarding volume, brokers general practice is in the major platform constantly refresh housing or even brush false availability, improve exposure. With the fake housing problem, has been plagued by the platform side of the disease.
 
The Liang Weiping of the outgoing venture in 58And after the conference said, "fake listings on the one hand to rely on the platform's efforts to solve, on the other hand, to rely on the industry itself to improve the level of integrity."
&NBSP
As the platform side, 58 the same city in Tianjin before the establishment of a team close to hundred people, by verifying the way the information to confirm the real availability of personal. On the other hand, 58 of the same city CEO Yiu Jingbo (Micro-blog) also said that through the "and offline entrepreneurial team, offline trading agencies," to protect the authenticity of the housing.
 
But the problem for the newly established 58 tenants group is that the product shape after the merger is not the same as before. In the original information release mode, how to improve the value of products and services, completely solve the problem of fake housing, really play the value of the platform.
&NBSP
Real Estate electric business model: Inevitable industrial upgrading
 
Liang Weiping selected two pioneering projects, more or less can explain the development trend of China's real estate Internet in recent years.
 
He said the entrepreneurial direction of Tencent Technology is still in the real estate sector, is a "real estate O2O Project", "information platform this piece of the past has done a good job." But looking down, real estate intermediary services, trading services still have a lot of pain points, I hope that the new venture is to solve these pain points.
 
In the past two years, there has been a rapid outbreak of trading-oriented real estate electric business platforms for housing, housing, housing, and China. This kind of platform basically from connect broker, agent, developer Tripartite Start, open new house transaction closed loop.
 
In the face of changes in supply and demand relationships and competition patterns, the original emphasis on media properties of the house also began a high-profile transformation, a comprehensive shift to the transaction.
&NBSP
The previous 15 years, the search House business relies mainly on information platform advertising value, including new house display ads and second-hand housing source port costs. In the past in the market environment of strong buyer demand, even the simple advertising model allows the house to harvest high-speed growth.
 
"The past is so comfortable that our transformation is late, and it should have been transformed two years ago." If you start building (trading platform) two years ago, now we may be more leisurely, "the chairman of the Tianquan reflect on the past year, the plight of the house, that the real estate market environment" bad "speed exceeded the management expectations, which also led to the transformation of the house search a step late.
&NBSP
When the real estate market suddenly turned cold, the problem of house search as well as the tenants, concentrated on the outbreak. The crisis forced the house to make changes, second-hand housing source release business overall price reduction, the shares of real estate agency, the World Union, and rich brilliant, into second-hand housing trading proprietary services.

&NBSP
A new type of real estate electric business platform, and the transformation of the search house, it is also difficult to say who will eventually achieve online and offline unification, to open the closed loop of real estate transactions. The former erupts rapidly but lacks the C end user resources, the latter has the traffic superiority, but always is difficult to balance and the offline intermediary relations.
 
From pure information to trade and service, is an inevitable industrial upgrade of the real estate Internet. As one of the representatives of the new model, the joint founder of the housing Electric Business Platform, CEO Pan that, "real estate site user flow is relatively high, how to break only the site as a platform for advertising limitations, combined with real estate distribution mode to truly serve every home buyers generate sales commission income, this is a greater opportunity."
 
Offline power rise: Reverse set up real estate O2O platform
 
The confrontation between real estate information platform and offline intermediary in the first half of 2014 can be regarded as a watershed in the development of real estate Internet.
 
Before that, both online and offline were largely peaceful, sharing the dividends of the rapid development of the Chinese property market. After this, the offline intermediary's distrust concentrated eruption, at the same time some large-scale intermediary organization began to completely rid of the third party channel dependence, constructs and strengthens own network platform.
&NBSP
A typical case of an attempt by a chain home property to go online through a chain home network. Chain home of the Internet transformation is not just beginning, 09 began planning online business chain, has completed a series of "real House" to carry out the reform.
&NBSP
After the announcement and search of the room and other online channels thoroughly break, chain home began to vigorously promote their own online platform chain Home network. In the chain home, the effect of the search room diversion is poor, fake house flooding is to give up this has cooperated for many years, peaceful platform-type partner reasons.
&NBSP
Chain Home Network to the entire chain of real estate, the role of on the one hand is an important drainage channel, "One-fourth of the guests through the chain home network to find brokers", on the other hand is the user to buy a house in the process of service providers, "all the customers inside the deal, more than 70% will use the chain home network." In Peng Yongdong's view, the Beijing market chain Home network plus line of the Chain Home property, "in a sense is already a case of China's real estate O2O."
 
But chain home real estate, or chain home O2O need to face the problem is, how online under the melee break through the siege, from the regional real estate intermediary eldest brother quickly expand into a national housing O2O platform.
&NBSP
In addition to the newly announced acquisition of Shanghai's second-largest second-hand housing intermediary Tak Woo real estate, February, the chain Home and Chengdu, the real estate also reached a merger. The advantage of the
&NBSP
platform is that many of the things on the line can be reused, and Shanghai today canIn this way, any city in the country can do it this way. Online construction can be seamless convergence and reuse, and offline expansion requires a city to develop, "Peng Yongdong said.
 
can be seen, chain Home O2O Choice Path is through the offline expansion, acquisition, fast Multiplexing online platform to play the line under the synergy effect. In the search room, such as the traditional information platform, such as the impact of the market, real estate electric Platform competition in the context of the undecided, chain Home active expansion, online under the overall speed. "The future of the real estate platform line is stronger, the line is stronger, so as to big or survive, otherwise it is difficult to have scale model and amplification effect," Peng Yongdong said.
&NBSP
Although the overall growth of the housing market slowed down, many competitors, but in the industrial upgrading of the Chinese property Internet is still facing a broad blue sea market.
 
Either optimizes the efficiency of the flow of information, solves the pain of fake listings, or closes the loop of online and offline transactions. Whether it is from the line into the offline transaction, or from the reverse line to achieve the information data synchronization, will bring a great future value.
&NBSP
But the final winner of the platform will be, it is difficult to conclude that the real estate Internet has just begun to change.