SouFun and intermediary decorum were "blocked" by the intermediary

Absrtact: SouFun by intermediary blocked 5 years, SouFun port package cost from 60 yuan/month rose to 600 yuan/month, Rose 10 times times. In recent years, intermediaries in the network port spending almost doubled every year, the intermediary industry fee standards have not been adjusted for several years

SouFun was "blocked" by the intermediary

Over the past 5 years, SouFun's port package cost rose from 60 yuan/month to 600 yuan/month, up 10 times times. In recent years, the intermediary in the network port expenditure almost doubled every year, the intermediary industry fee standards have not been adjusted for several years, the total market turnover is also basically stable, platform profits soared behind the agency's blood loss.

For the "chaos" of the real estate market, Jianhua quite familiar. As the deputy general manager of the green construction Bo Hai Real Estate Group Co., Ltd., he has been involved in the construction of the overseas real Estate project, and also personally responsible for the sale of the "just-need-quick-sale" and high-end villas, and to understand the changes of the second-hand housing market through the ups and downs of

But this year, Jianhua has become a bit anxious: talking about past experiences and the cancellation of some of the two or three-line city "restraining orders", he would be enraptured, secretly happy; Referring to "The general judgment of the current situation in the real estate market", he put on a smile, frowned, to the international financial newspaper reporter uttered a sigh: " The days are generally difficult. ”

"Not too good" is not only the real estate company this market upstream link. As the real estate market to buy and sell at both ends of the "intermediate link", real estate agents and relying on the intermediary of the Internet platform, the same in the "Bite teeth live", or even "fight up".

Recently, the U.S. stocks real Estate home network platform listed companies to search the real Estate Network (hereinafter referred to as "SouFun") in Shanghai, was included in Zhongyuan Real estate, 21st century real estate, Tak Woo real estate, I love my home, Familia, nine partners, including 13 brand intermediary enterprises formed by the Shanghai Intermediary Alliance "boycott." In a recent public news conference, the Shanghai Intermediary Alliance even declared, "the next shelf in the soufun of all the listings." ”

This is after May this year Hangzhou and June Qingdao and other land real estate intermediary, another city joined the boycott SouFun tide.

In this respect, the "International Finance newspaper" August 12 and August 13 many times contact SouFun, but as of press, it did not request for any response to the interview. "This is about the core interests of the company and the individual is neither aware nor able to provide relevant information to you," SouFun, a former person in charge of the media docking. Subsequently, the reporter dialed SouFun founder and chairman Tianquan's telephone, but already in the state that cannot be connected.

August 14 Night, as of press, "International financial newspaper" reporter inquires SouFun mobile phone mobile end of app application, the results found that, De woo real estate, Familia and several other alleged "SouFun related products," The intermediary company appeared on the SouFun page, but still did not see 21st century real estate, I love my home and other intermediary agencies figure.

"At the very same point, it is the distribution of benefits. "For the dispute between SouFun and the Shanghai Intermediary Alliance, a real estate agent who asked to hide his unit and name, worked in Shanghai for nearly 8 years and managed several stores, told the International financial news reporter bluntly," The price of SouFun is too high, the intermediary groups are unwilling to give, so there is a dispute. "

But the more important reason is that this year's second-hand housing market is generally depressed. If put in previous years, for example, booming 2009 and 2010, simply can not quarrel, we will not seriously or care about those ' small money '. Said the personage frankly.

However, several internet people in an interview with the International financial news reporter, admitted that although the real estate electric business model encountered setbacks, but in the long run, whether it is the primary room market or second-hand housing market, simply cannot resist the "internet thinking" of the Tide and "Internet", and in this piece, including SouFun, Residential real Estate Rental services Platform (hereinafter referred to as "tenants"), including several network platform "still has a lot of room to rise."

Liang Weiping, the CEO of the settlement, said in a public interview with the International financial News reporter, "The real estate market under the limited purchase order is" Non-market market "," once the trading is as ' completely marketable ' as the European and American countries, the company including us will have more data flow and trading opportunities ".

The reappearance of the storm

"I do not know what is called real estate electric business, but a few years ago, including the tenants, SouFun, Sina second-hand housing and super brokers, including several sites to find our stores, asked to put our listings to their site." "The senior staff of an intermediary at the junction of Baoshan and Zhabei, Shanghai, told the International finance daily August 12 night," when they first found us, they were usually free models. Now, in addition to Sina second-hand housing and so on several not to do up the website, several other common start to charge, is not low. ”

"So far, our boss has signed the contract is still valid, so I will still log on to several websites every day to update the listings." Take SouFun, I will log in every day, update 3 sets of listings. "The fear of online business is under pressure" and insisted that the name of the intermediary employees said.

But from this year's point of view, for China's real estate electric business, doomed to "not peace."

In March this year, Shanghai's nine well-known real estate agents joined forces to ban the tenants, which let the Internet real estate information platform crisis. In the open joint statement, the 9 intermediary companies put forward the requirement of "canceling bidding, setting consumption limit, stopping free price increase, transparency of consumer data and improving service quality". To this end, Zhongyuan real Estate, PO original real estate, Tak Woo real estate, 21st century real estate, Han Real estate, chain Home real estate, Fu Mei to real estate, I love my family and other joint establishment of the Shanghai Real Estate Intermediary Rights Alliance, in order to negotiate with the housing tenants.

Then July 30, the Chinese classified information site 58 with the City Network CEO Yiu Jingbo a tough words-"I want to do a platform, so that the intermediary does not live", but also caused widespread controversy in the market. But soon, less than 24 hours, Yiu Jingbo released more than 1000 words long Weibo, said, "to combat the black intermediary, not the formal brokerage industry." The storm did not go, Changchun and other cities of many real estate intermediary August and held a group to negotiate with the city 58, "The reason is 58 city fees too high."

August 4, the incident escalated further. Including Zhongyuan Real estate, 21st century real estate, Tak Woo real estate, I love my family and so on, including 13 brand intermediary enterprises of the Shanghai Intermediary Alliance officially announced: "Now the next shelf in the soufun of all the listings." ”

My friend is a second-hand housing in Hangzhou. They had already resisted, and the next frame was just a follow-up action. "If you don't change the status quo, maybe my boss will continue to boycott," one of the 13 intermediaries involved in boycotting SouFun said to the international finance daily August 13. ”

In response, the reporter tried to verify the latest news, but SouFun has not been given a reply. At the same time, SouFun in the U.S. capital markets, also did not issue any dispute-related bulletin information.

For what?

So what are the reasons for SouFun and decorum?

"The charge is too high." "An Internet person familiar with the real estate electricity business told the International Finance daily August 8 afternoon, at present, there are two modes of cooperation with the intermediary: one is the" package system ", that is, the model adopted by SouFun, the disadvantage of this model is" the charge may be high ", and the other is" Pay-per-click Mode ", which is mainly the model adopted by the tenants.

It is said that the latter model is "the Internet E-commerce mainstream platform are used in the model", compared to the traditional "boring package" package model, "according to the click charges more consideration and protection of the broker's interests, but also to promote the broker to make a rational behavior in line with the market mechanism."

There are analyses that SouFun's adoption of a package is also relevant to the company's current profit model. Data show that the source of income of SouFun is divided into four parts: online advertising, primary-house business, listed business and other value-added services. This dispute refers to the listed business, that is, port charges. It has been revealed that the soufun of the business charges, based on the "more frequent refresh, the higher the weight, ranking the more forward" principle.

To this end, in the past 5 years, from the original 60 version, 120 version to now the main version of the 600, soufun port fees rose by a full 10 times times. The so-called 60 version, that is, can refresh 60 times a day version of the port.

The above-mentioned intermediary at the junction of Baoshan and Zhabei, Shanghai, told the International financial news reporter that she used the 180 version, "This is the lowest version I use", the charge is about 520 yuan one months. August 14, in the exchange with counterpart SouFun salesman, she added, up to now, for her company, only 120 version, the charge at 300 yuan per month.

In this respect, a person in the intermediary industry said to the media, "in recent years, the intermediary in the network port expenditure is almost doubled every year, the intermediary industry fee standards have not been adjusted for several years, the total market turnover is basically stable, the platform profits soared behind the agency's blood loss."

But to put it another way, the reason for the quarrel is essentially caused by "unfair competition". I love my family. Yu Jing, Director of Shanghai Regional Marketing department, said that offline intermediaries such as not buy SouFun high version of the port, the listing will sink, "Now the availability of the public disk system, that is a set of more than one intermediary holding, who bought the version of High, the promotion of the front." More importantly, this version is only responsible for refreshing, does not review the availability of real estate, intermediary business qualification and broker professional ability, is the bidding ranking.