Second-hand housing intermediary "net", helpless lift?

Absrtact: 2014, the competition between traditional real estate brokerage company and internet platform is fierce. At the beginning of the year, Q-room network proposed an independent broker system, and then put forward the broker's maximum commission can reach 85% new play; Since March, many of the country's chain home, I love my

2014, the traditional real estate brokerage company and the Internet platform of the market competition is "swords". At the beginning of the year, the Q-house network proposed an independent broker system, and then put forward the broker's maximum commission can reach 85% of the "new play"; since March, many of the country's chain, I love my home, wheat fields and other intermediary companies to boycott SouFun; at the end of October, the chain Along with the Vanke in Beijing project together chain Home real estate mining platform database, a number of intermediary companies of the Independent Network platform on-line, and even the recent Eirogio and other new real estate brokerage model appears. In the Internet's step-by-step, the real estate brokerage industry has blown a strong internet trend.

"NET", helpless?

This year, the traditional second-hand housing brokerage companies have "net", in fact, is a helpless.

"Love House, House, commission 50 percent". A recent foray into Beijing by a housing-loving intermediary, the agency, has been a great concern. It is understood that the intermediary does not have traditional stores, but through a set of O2O housing information services to achieve leasing business transactions. Through the Love House, the website and the app, tenants who have fancy listings can submit the application through the network directly, then have professional intermediary consultants to call the tenant, provide 1 to 1 of the service, until the smooth signing of the check-in. Relying on network technology and large data, can be accurate to the needs of customers, to achieve point-to-point precision marketing, and effectively facilitate the transaction.

This year, not only is the love of housing, housing, a lot of network platforms such as Q-house has been relying on its own platform and technical advantages, to a new O2O model to subvert the traditional second-hand housing brokerage company's customary mode.

In the industry generally, not only has the housing market growth is weak, second-hand houses brokerage company is facing the impact of the Internet concept, has been to the key point of reform. As Yang Hao, deputy general manager of Siyuan Real Estate, said, "The traditional real estate brokerage industry has arrived at the same time."

However, in the eyes of many people in the industry, from the Internet thinking of the force, for the industry upgrade is also an opportunity. Yang Hao said, before the intermediary of profiteering, many because the buyer and seller information asymmetry. But in an increasingly open and transparent Internet Information age, the real estate brokerage industry wants to achieve business growth, it needs to return services. At the same time, the Internet can effectively improve efficiency and reduce costs.

Zhongyuan Group chief operating officer Li Wenjie said that the traditional real estate brokerage company recently in the internet has been frequent, but also with the capital into the brokerage industry. Not only some traditional intermediary has been given a certain capital support, including the safe house, SouFun and many other Internet platforms have also received a lot of financing this year, in the capital of the king's now, "some companies sit still." ”

Self-built platform, launched O2O offensive

In fact, traditional real estate brokerage companies have begun to build their own O2O platform.

"Chain Home network is for consumers to get through the line and all the links under the line, to provide high-quality, high security, efficient, standardized service of the real estate O2O company." "Reporter in the Chain Home web search page to see the introduction, also shows that the original chain home online site is not only a means to combat soufun, but also the chain of integrated internet resources, test water O2O preliminary attempt."

And chain home in last week's manifesto also indicated that chain home will rely on the chain home network and more than 1500 stores and nearly 30000 brokers, to achieve O2O closed loop, the real meaning of the line under the linkage. Through O2O to establish a good ecological, internal promotion of operational efficiency to improve service quality, maximize the release of the potential of employees.

I love my family also announced that I love my home launched "3O mode": Online+offline+owner, that is, through the line, offline and full shareholding combined to create its own O2O platform.

Faced with the O2O of this new internet thinking shock, traditional real estate brokerage companies seem quite confident. Among them, the traditional intermediary shop becomes the advantage support of point-to-point service. "The buyer's trading process is between online and offline jumps." We are trying to transfer the sale of second-hand housing to the line, to achieve the simplicity of the transaction process and transparency. But the real offline service is an essential part of the real estate transaction, we do not take the Internet to gather passengers, but adapt to the current information receiving and consumption of buyers and sellers habits. Albert I love my family Vice President Hu Jinghui Introduction.

and SouFun as the representative of the Internet Platform service providers are also trying to use the Web site, app and other mobile tools to achieve the closed-loop trading process, to achieve the integration of display, transaction and financing. But in the industry, the most important thing to form a closed loop is to seize the user, with users, brokers and financing channels will flow. Therefore, compared to the accumulation of a large number of accurate data of traditional brokerage firms, internet platform providers in the grasp of users will be more effort.

Indeed, the traditional real estate intermediary is fully mobilized the perennial accumulated large data capital, to find new possibilities for business expansion. "The primary transaction in the customer-oriented, high-quality services, reasonable prices, will also be promoted in the second-hand industry, we are now a big, second-hand small, the future of real estate circulation companies must eventually be one or two hands integrated together." The future will slowly form into a combination, moving in one direction. "Yang Hao said.

And it is understood that at present, including Chain home, I love my home, think source and other traditional intermediaries are in a second-hand housing linkage business.

Breakout, everything is just the beginning?

These actions may be just the beginning of a breakthrough for traditional real estate brokerage firms.

Recently, the reporter found, I love my home "my home loan" and chain Home real estate "home more than treasure" two financial products in its official web site quietly online, 12% and 8% of the annual rate of return is very eye-catching. And these two financial products are mainly used to finance the relevant customers to provide housing mortgages and emergency loan repayment services.

An industry personage who declined to be named said that the traditional real estate brokerage company to open up the Peer-to-peer business, is also trying to get through the O2O chain in the online payment link. At the same time, traditional real estate brokerage companies because of heavy stores and "tactics" business model, it is difficult to get capital favor. such as Chain Home property announced to achieve "wool out in the pig" profit model, but also want to get rid of the traditional industry model, through their own characteristics of the industrial ecological chain, for its listing in the United States to prepare.

And the traditional real estate brokerage company's many breakthroughs, will lead the industry to where.

"The market from unilateral to multilateral transformation process, line online integration, broker elite and professionalism will be the inevitable trend of future industry development." "Hu Jinghui thinks.

In the view of many people in the industry, the change in the brokerage industry, in addition to the attempts of major companies, is also related to the government's regulatory and trade association rules. Compared with foreign relative standard trading process, the lack of third party supervision in domestic second-hand housing transaction and the profit from broker's multilateral agent still wait for the regulation of policy and the self-discipline of trade association.

"From the current situation, the real estate brokerage company Cross-border operation is a more obvious trend." But it is unclear how the Internet and capital interventions will change the traditional business model. Zhongyuan Group chief operating officer Li Wenjie admits.

Yang Yong, general manager of the new industry trend Department of China-created securities, has also said that the traditional model of real estate brokerage company will surely die. With the long-term accumulation of offline ability, its future must be to the Internet company transformation.