SouFun, recently encountered the collective encirclement and suppression of domestic real estate intermediary

Last year's strong soufun in the U.S. stock market, recently suffered a collective "encirclement and suppression" by domestic real estate agents.

Since the previous Hangzhou, Qingdao, Beijing and other intermediary alliance to resist the search for housing, June 18, Shenzhen Zhongyuan, the United States and other four intermediaries, asking for a lower port fee search, and announced the cessation of the house with the search for the new house of cooperation.

Real estate intermediary and search house, residential and other vertical real estate site is a chain of real estate services, but in the property market downward period, second-hand housing markets have been hit, the deal has been depressed for several months, and price adjustment or just beginning, resulting in "harmony" was broken, the interests of the table on the desktop.

New House rapid growth period is about to pass, medium and large cities second-hand housing will gradually occupy the dominant position, but the second-hand housing service institutions and consumer demand still has a big gap. SouFun mainly for second-hand housing brokerage institutions to develop core products "search Room help", its surplus business model is to collect port fees, but only limited to the release of information, and can not solve the authenticity of the transaction both sides of the problem, false housing is still flooded with the network; On the other hand, large intermediaries are trying to build their own Internet platform, and search houses, Housing competition. The second-hand Housing service platform is about to usher in big change Bureau.

Dispute over port charges

June 18 10 o'clock in the morning, Zhongyuan real estate, Shihua Real Estate, Sino-United property and the U.S. union properties formed Shenzhen Intermediary Alliance, the goal is directed at SouFun.

"The focus of this protest is the continued escalation of the home search package," according to the intermediary, in recent years, SouFun through the port version of the upgrade to facilitate the cost of the port, from the search room to help 60 to search the house to help 600,2008 year to date, the corresponding port costs from 60 yuan per month to soar to 600 yuan.

As the main products of second-hand housing, almost medium and large intermediary company brokers a port, every day to search room to help brush the house. The higher the level of the package, the more the number of available listings and the number of refreshes.

Similar to this is, before the March, many intermediaries and the focus of the war is "bidding rankings", that is, Pay-per-click, pay more, search for the ranking of the more forward.

In Ding Zu, a joint president of China, it appears that the search house port package and the ranking of home customers, are not yet mature intermediary industry white-hot or even vicious competition products, is the result of market choice. When the market is good, the intermediary can go to bid to raise the package fee, but the market downward, each family cannot afford, disputes that arise.

Shenzhen Intermediary Alliance put forward a lot of demands: Search room only in Shenzhen market sales Intermediary Alliance approved version 60, 120 version of the port products; to the intermediary alliance companies to provide each version of the port price on the existing discount to give 50 percent; Stop the extra charge for app products.

Intermediary Alliance, said that if the House can not meet the requirements of any one of the intermediary alliance and all over the country intermediary companies will take a unified action to terminate the cooperation with the House search.

Hangzhou intermediary boycott, search House CEO Tianquan has given a reconciliation program: Port fee packages 60 percent and to intermediary strategic partners 10 million low-interest loan support. But Ding Zu that the intermediary's appeal is not only to discount, but to return to the 60 version or even lower. Moreover, there is no consensus on the demands of the intermediaries. Ding Zu pointed out that the intermediary and the conditions of room search is very large, expect the war between the two sides will not end soon.

The disadvantages of the model of house search

At the same time as Brazil's World Cup, SouFun's share price in the US Nasdaq fell 20%, while its peers ' share prices were also affected. A Hong Kong investment banker said recently that the rating agencies had downgraded their house-search shares.

SouFun is China's largest real estate vertical portal, with nearly 35 million registered users. Its revenue from online advertising, listings and E-commerce three components.

Among them, the release of the listing from the intermediary. The real estate agent obtains the port provided by SouFun by paying a certain fee. Through the port, intermediary companies can be the availability of information pushed to the SouFun front desk, for housing tenants search, browse.

Data show that the SouFun listings revenue from 2008 's 16 million U.S. dollars to 2013 of 162 million U.S. dollars, 6 years rose 9 times times. This revenue accounted for 29.5% of soufun revenue in 2013.

In the same period, the real estate agent for each port to pay the cost from dozens of yuan to hundreds of yuan, and each port brings the benefits did not multiply. In the house price rises, the transaction is active, the intermediary basically will not complain, when the transaction is depressed the port fee becomes cannot bear the heavy.

Since 2014, the real estate market into the adjustment period, second-hand housing turnover declined continuously. January-May Hangzhou main district second-hand housing turnover of 8055 sets, down nearly 52%, May Beijing second-hand House contract volume of 7272 sets, the same period since 2009 the lowest; May Shenzhen second-hand turnover of 5531 sets, the chain down 8.23%, the year-on-year decline of 22.95%. In such a grim situation, the survival status of real estate intermediary has been threatened, "close shop, layoffs, cost reduction"-the intermediary to deal with the crisis of the trilogy again fully launched.

"Capital markets are not reacting too much. "The investment bankers believe that, in the real estate market, the prospect of difficult situation, soufun, housing and housing customers have been jointly resisted by large real estate intermediaries, exposing the online, offline business between the deep contradictions and the real estate pricing capacity of the lack of bargaining power."

Internet practitioners have introduced the difference between American Zillow companies and SouFun. Zillow as the largest real estate information publishing company in the United States, the core of its operation is to build a real house price evaluation system, for both buyers and sellers to build a platform, not just a listing display; In addition, its fee model for brokers for the release of housing free, more through value-added business package charge; Also the availability of information to monitor the authenticity, so that buyers and sellers better know the real price area.

The Internet "free" thinking in its Zillow platform to be fully applied, fully realized with C to make B, so as to obtain more traffic, real transaction data. While the soufun of the number of listings, although Occupy China's market share of about 50%, but does not monitor the authenticity of the listings, nor set up a house price assessment system, not for the buyers and sellers to build a better and more professional platform. So the market does not dictate.

Second-hand Housing market Change Bureau

Ding Zu pointed out that the refresh of the listing into the mainstream model, indicating that China's real estate intermediary industry is still immature, repeat availability, false availability flooded the Internet. Take Qingdao as an example, there are 25.3 million sets of houses before the shelf, there are forty thousand or fifty thousand sets of houses after the shelf, but the entire 2013 years of Qingdao only deal with 37,700 sets of second-hand housing, it is visible that the original 25.3 million sets of houses are mostly false or duplicate listings.

"According to the port or click Charges, SouFun, tenants have no incentive to eliminate false information." Internet watchers point out that soufun second-hand housing release is actually from the hands of the intermediary Rob Cake, is a typical 0 and game.

Intermediary and house search behind the war, to meet the needs of users in the way the transfer. When the chain home, I love my home, Central Plains, 21st century real estate these large brokerage institutions from the past simple information collection matching, small-scale, development to have brand influence and hundreds of chain stores, it is bound to through a unique service model to strive for more market; When the upstream platform cannot provide better service, The power of these agencies to create and persecute upstream innovation is also growing.

A deeper industry change is taking place: large and medium-sized cities will enter the dominant era of second-hand housing.

The data shows that the higher the rate of urbanization, the larger the turnover of second-hand housing. For example, Shenzhen 2013 second-hand housing turnover area and the proportion of the deal area of 170%. The relatively weak urbanization process in Tianjin, Chengdu, Hangzhou, Nanjing and other second-tier cities, will soon enter the second-hand house beyond the new era. The promotion of the real estate unified registration system will also have a significant impact on the second-hand housing market.

For vertical internet sites, the agency is emboldened by its large number of listings. If the search room, home, 58 of the city can be in the availability of this layer through the Internet means truncated upstream, intermediary industry will usher in a complete change of the bureau. A large intermediary will die out, and the age of the certified broker will come.

On the other hand, the real estate Internet platform can be replicated too strong in Shenzhen, Beijing and Shanghai, brand second-hand housing brokerage companies have begun to build their own internet platform. Shenzhen Shi Hua real estate related personage to 21st century Economic report reporter discloses, Shi Hua Real estate new Edition Q room net already recently officially on-line. Search the house, the tenant and so on will face more competition. (Edit Xu Wei spin)