The house suddenly announced a 51 million dollar stake in 21st century real estate

Absrtact: October 7, Search room (sfun. N announced a 51 million dollar stake in the 21st Century real Estate (CTC). N), becoming its second largest shareholder. This is since the end of June, the national multi-Intermediary alliance to resist the house of the storm subsided, just three months, the search for a continuous strategy to buy three homes

October 7, Search room (sfun. N announced a 51 million dollar stake in the 21st Century real Estate (CTC). N), becoming its second largest shareholder. This is since June at the end of the national multi-intermediary alliance to boycott the house storm subsided, just three months, a continuous strategy to buy three real estate agent company.

Prior to August 20, the search house officially announced the launch to deal with a large platform transformation, to determine the network + transaction + financial model. Search House founder, chairman of the Board of directors Tianquan also battle, as the chief executive of the search house, personally at the helm of the transformation.

The action of a series of storms seems to reflect the determination to seek change in the house, but also reflects the anxiety of its urgent breakthrough.

Enter the electric business

In the early hours of August 20, a letter to all the staff of the internal Mail officially announced the search room of the electrical business Transformation Road.

Tianquan in the Mail, said, "The house is over the development stage of information platform, is walking through the information media platform, has started to deal with a large platform for rapid transformation." ”

There are media reports that there are five major aspects of the transformation of the House to start: including the website revision, the electric Business Project stop with the broker linkage, the content team to channel team, the recruitment sales broker and the future direct contract with the developer, not to enter into contracts with the third party.

The author contacted the public relations department to check, the other side to the thousand long network of a report as a response, compared to the author found that the house denied and broker linkage of the electricity Business Project will stop rumors, in addition, also did not involve the development of new house distribution, and developers directly signed the content.

"Sure enough, the transformation of the house is too mild, it is difficult to match the" housing world, big platform, "the grand idea. "That's what the industry evaluates.

House search 2013 earnings showed that the main source of revenue is divided into three: online advertising, E-commerce and listing services, respectively, accounting for the total income of 44%,30% and 25%. One of the main e-commerce is the home card business, that is, buyers by paying a certain amount in advance (such as 5000 yuan), you can get a specific real estate discounts (such as 20000 yuan), the equivalent of SouFun to developers brought customers. Of these 5000 yuan is soufun income, not with the third party into. There are industry insiders pointed out that the search room of the Electronic Business service is the essence of advertising.

Snow NET is the article is not polite to point out that the current real estate sales line or by developers, sales agents or second-hand housing brokerage firm GRASP, the so-called real estate media dealers can not form a closed-loop, "electric dealer" said not set up.

In an interview with the media earlier, Tianquan said the future of the real estate Electric chamber to the real electric dealers, that is, the provision of transaction-level services, he has made clear that Internet companies can work with third-party payment agencies to achieve real online buying.

Port fee Mode terminated

In the three main business of the house, second-hand housing business that is the listing of 25% services, and the port fee is the main source of housing listings. Earlier, the intermediary alliance and the struggle to search the house is also due to the rise in port fees.

To quell the intermediary resistance, search room let 500 million port fee. According to the previous 2008 to 2013, the listing of house listings revenue from the rapid growth of 16 million U.S. dollars to 160 million U.S. dollars, such concessions are tantamount to the cost of the port.

On the other hand, the ecological system of the real estate Internet is also quietly undergoing great changes.

From the PC end to mobile app, to micro-letter, from the media wave to disrupt the original media structure, the traditional way of selling houses by advertising has been unsustainable, and online advertising business occupies 44% of the main business of the search house. Developers, sales agents have to build platform paving channels, this to do the real estate marketing business of all downstream service providers, media, intermediary advisory bodies have constituted a threat, another source of funding has apparently become a search house of urgent.

Not long ago, Vanke and Tencent finance through Cross-border cooperation, jointly launched a real estate Internet financial products-Vanke financial management. Users pay attention to Guangzhou Vanke's micro-signal to launch the purchase of financial management products, regardless of whether the purchase or not, the money generated by the proceeds will all be owned by the user.

This is August 25, Vanke and Taobao High-profile announced cooperation to sell the house, in the internet marketing of another test water.

A search House insider revealed that Tianquan is very concerned about another real estate professional website Room a lot.

The house, founded in 2011, completed a B-round of $80 million financing this August. Room A lot of positioning is the Electronic business integration platform. Jia Yu Fund chairman, former CEO of Alibaba, David Wei, said the room a lot of new house business is essentially in the organization of idle broker resources and developer listings. Through the integration of developers, brokers and buyers to a unified platform to eliminate information asymmetry, to provide real information to the parties, to define customers, management and transaction monitoring, and to solve the customer report, domestic and other housing sales key issues.

It is reported that 2013, the room a lot of electricity business platform turnover amounted to 40 billion yuan, the first half of 2014, platform turnover exceeded 50 billion yuan, the annual turnover is expected to exceed 150 billion yuan. Partners covering Vanke, Poly, CSCL, Greenland, Longhu and other front-line brand developers.

Industry insiders pointed out that Vanke is now advocating the "national broker" is essentially the housing companies will be their products around the vendors, direct docking intermediary brokers and old customers, broker channels to promote customers, old customers with new customers, this kind of social distribution mode and room a lot in the direction of a high degree of consistency, developers sell cakes how to cut it self-evident.

And the hands of the house does hold a lot of real looking for the house of the crowd, the House of the current transition to the trading platform is clearly determined to be divided into a piece of cake.

Transition dilemma

Snow net An article pointed out that in the real estate O2O marketing model, mainly divides into the customer diversion and the transformation two stages, all the online work can only belong to the diversion, the transformation work is the most earns money, must have the wired salesman or the broker completes. The essence of the electric business should be to link, and the complexity of the property transaction determines that it is temporarily impossible to mediate. Today, even the network media are regarded as traditional media, facing the traditional media real estate advertising revenue generally reduce the status quo, if the media can not intervene in sales, will be dead.

In the internal mail search room, also stressed the agency, brokerage companies and their brokers in the transaction role, when buyers through the user-side app search for availability, the background will match the corresponding housing estate consultants or second-hand intermediary to the user. The offline trading process is still done by a property consultant or broker, and the search room role is more of a match for demand, but it is still a customer diversion.

Although the transformation of the search House has established the direction, but how to really turn the customer diversion into a transaction, there is no molding model. In the internal mail, Tianquan said that the future of the house-building trading platform will be the network, trading, financial platform together. And just a few months ago, ping good Room network played the Internet + real Estate + financial model is widely seen empty. Since the launch of May 15, ping Good Housing network was originally scheduled to launch in July or August, the so-called 0 intermediary costs of second-hand housing and rental channels have not yet come online, now search house has proposed a similar development model, and has been online under the development of real estate finance.

The reporter to buy the identity of the House to dial the SouFun Tianjin small set field on the phone to inquire about buying a house matters, the other side said, the editor can take home buyers to see the house, and help deal with transfer transactions, the company's financial sector can provide more than the bank of the financial loans. Different from the previous claim of Ping An good housing network only charge hundreds of grand benefits service fee, SouFun said the service charge is about two points of purchase amount.

Insiders said that the future search house is to be made out of Taobao, Jingdong mode, through the network to sell the house.

There are reports that Tianquan wants to buy a financial services company to build its own trading chain, but many families have not found the right object, Tianquan has said, "on the scale of unwilling to be acquired, too small does not make any sense." ”

As a result, search the house to choose to join the World Union Line (002285.SZ) and prosperity, both have launched a microfinance business last year, the search house is in September with the brilliant further reached the establishment of joint venture company strategy to carry out real estate finance and Internet financial services.

Earlier this year, a number of joint boycott of the house, Tianquan in the intermediary industry, said in the mail, "search room can never do intermediary, or to and for expensive." "Now, the big environment has changed, search the house step by step, a great subterfuge of potential, but the transformation can break through, there is greater uncertainty."