SouFun's change may be the first step towards the abyss!

A few days ago, the search house announced 1.3 billion yuan to buy a stake in China's leading real estate agency, the World Bank and the prosperity of the Union, become the second largest shareholder, and put forward the concept of real estate O2O and internet finance. However, although these movements look beautiful, I think it is the prelude to further push the house to the abyss.

"Chengmenthe, implicating", this year, the continued indifference of the real estate market not only let many developers hurt their brains, but also let the more extensive real estate intermediary service providers gradually into the "difficult" environment. In the face of the pressure to survive, real estate agents will be angry eyes on the "ride on their heads," the SouFun and other real estate information publishing and real estate electric business platform.

Since the end of May, the country has many outbreaks of real estate agents together to boycott the SouFun event, eventually SouFun have to compromise, give three solutions: SouFun second-hand Housing group products in the existing discount on the basis of 60 percent, wireless products, brokerage companies to promote financial support.

However, the capital markets appear to be dissatisfied with the SouFun solution, which, according to media reports, has led to a fall in market capitalisation by nearly billions. At that time, there are industry analysts said that this compromise is not a willing to search the house, real estate agents and the dispute between the house is far from over, do not exclude both sides will have further action.

Sure enough, July 10, search house announced 1.3 billion yuan to buy a stake in China's leading real estate agency of the World Union and Prosperity, become the second largest shareholder, and put forward the concept of real estate O2O and internet finance. Another news, search room is about to enable fang.com top-level domain name, and will soufun renamed "Room World".

However, although these movements look beautiful, I think it is the prelude to further push the house to the Abyss, for three main reasons:

Provoke obvious, or provoke a greater counterattack by the estate agents

When Motorola was bought by Google, People's first impression is: Google this under the "pro-son", it is inevitable favoritism, other Android manufacturers "play out", feeling will not love again. Although Google in the next days did not favor the motorcycle, but until the beginning of the year it will be the motorcycle to Lenovo, industry manufacturers can say that is really put down the hanging heart.

The search for the house to join the World Union and Prosperity, for other real estate agents, there are also such a factor in the worry. On the one hand, can your information release remain neutral, will the world of the Union and the rich brilliant? On the other hand, after you have your own offline resources, can you not consider our feelings, can change the service mode and price increase? Further, after you play O2O vertical integration, and we what, Better change the platform earlier or find another way out!

There is no doubt that this is an obvious provocation, not a skillful one. Still remember the 09 of the House of the departure storm, more than 10 years of senior executives to run away, may also be with the house eldest brother Tianquan this "vindictive" character about it! However, the face of the powerful dozens of on the hundreds of real estate agents, the house is really ready to deal with a larger counterattack?

You can't have the fish and the cake, the neutral platform is incompatible with the heavy electric quotient

After the listing of the house to investors responsible for the need to constantly open up new business to expand the scale of income, the measures include from the pure information platform to the light of the electricity business, and then to the heavy electric business. However, I would like to say that the magic weapon of building a house is information release, is a neutral platform with media attributes, and its greatest value to ordinary users lies in the richness of information, accuracy and neutrality. If become "opinion", can be said to move the "fundamental", how to search a room to keep so many users?

At this stage, the main revenue of the house search is from advertising and electric business, one of the ads is mainly to the real estate intermediary collection of information issued fees, and the electricity quotient of the light electricity business is mainly to the primary room developers to charge booking services, group purchase marketing fees, heavy electricity dealers may also intervene to a deeper level, including decoration, home shopping and so on. In both cases, the information release fee is still the big head. Just imagine, if the search room to do heavy electricity, will be the advantage of resources to a few intermediaries or developers, then its neutral platform properties and where? How to explain to users and other real estate agents?

From SouFun to the world, from the simple "search" to the "world" all-encompassing, although the search room to expand the scope of business, please the capital market, but the loss may be its survival of the neutral platform of the fundamental. And in the field of real estate electric business, le Habitat has been the first step to take the initiative, and the platform is pure real estate electricity, and the separation of the easy to live also proved that the neutral platform and the property of the electricity quotient mixed together is not workable.

Bitter, dirty, tired, O2O transformation is extremely difficult

Remember that 58 of the city's eldest brother Yiu Jingbo in an interview about 58 of the core competitiveness of the general said, we do not have core competitiveness, our core competitiveness is more than people, not afraid of hardship, more than 3,000 people on the front street to sweep merchants, dry dirty live dirty, these are bat these big internet companies do not want to do, We have formed barriers.

"Bitter, dirty, tired" has become a common description of the current O2O market for many people in the industry, reflecting the difficulty of this field. First said the line, search room can be said to be exceptionally weak. property is a commodity, its trading links are many and complex, the most important part is still online, which is the weakest place to search the house. Although the shares of two real estate agents, but its share is very limited, can not say that the control.

Again on the line, in trying to enter the electric business, O2O Enterprises, Le Gu, net and 58 of the same city, have found their own "thigh" to hold, in order to get more flow into, but search house is almost in singles alone, can be said to be complacent. and to its proud of the vast information, hundreds of thousands of owners forum, countless QQ groups and other resources, many observers have pointed out that a lot of water, less active, you can see its fineness is insufficient.

So, looks like the house to do O2O, vertical integration is basically no, the most likely is to adopt a platform model, with some real estate intermediary tied to a heavy electric dealer, however, the problem of this model is the conflict of interest distribution, talk about, or the industry as a whole crisis, there may be similar to the end of the May "forced Palace" event.

Want to do more? Search rooms just want to boost stock prices and let "forced Palace" no longer happen

Offline shares and online renaming, search room of this "two fire" in my opinion is to achieve the effect of stone: on the one hand, to please the capital market, to save the plunge in the stock price, after all, O2O and internet finance are fiery concept, on the other hand, want to report a real estate intermediary "coerce" revenge, let similar events no longer occur. As if to say, this I have the offline intermediary, see how you break the supply.

Sure enough, the news of the House to buy shares quickly to three companies in the capital market formed a positive. Media reports, News released that night, in the case of U.S. stock fall, the search room plate rose more than 10%, closed up 6%, and the second day morning, the opening of the Hong Kong stock market and rich brilliant once soared over 40%, although followed by a correction, but still with a 17% rise in the close, suspended for several days of the World Bank opening that seal trading, showing the capital markets for The "marriage" of the optimistic.

At the same time, some people in the industry have also expressed their views, said SouFun and the World Union and the brilliant cooperation is to prevent one months ago, the real estate intermediary joint "encirclement and suppression" incident again. With the World Union line and the rich glorious qualifications and strength, SouFun again be "encirclement and suppression" the possibility of greatly reduced.

If this is true, then soufun change is likely to be a false change (which is why I quote for change in the headline), and the biggest possibility is that it has not yet figured out how to play. This is very good understanding, a comfortable posture, who would like to adjust, how can you imagine how to adjust it beforehand?