The Internet is "subverting" the real estate business model

Each press by Yang Lingqiang, Lu Xi, Du Ran music, Wang Jie from Shanghai, Chengdu, Beijing

Just as every single coin has two sides, it is a well-known fact that the Internet is "overthrowing" the real-estate business model. Another side that has not been widely noticed is that real estate is also overturning the Internet business model. The physical proximity of the community to the Internet makes it easier to become a new platform for people to buy goods and services.

The commercial value of developers was rediscovered as community resources changed from chicken ribs to gold. For those large real estate developers with tens of thousands of homeowners, those large real estate developers with more than hundreds of thousands of existing homeowners are now becoming the most valued new resource for e-commerce.

Earlier this year, Vanke President Yu Liang threw out the "Internet will subvert the real estate," the proposition, has aroused the concern of all parties. Although he said that the house is a house, people can not live on the Internet, but the traditional real estate production and sales model, but with the introduction of this proposition, and slowly become the mainstream of change ideas.

Cai Xuemei, vice president of Shimao Group, proposed a new business model at the end of last year: borrowing service Internet service platform of the community to collect customer's needs and then invest and develop real estate so as to reduce the risk of developing investment, let the capital of all parties participating in the investment Can get a steady income, and then you can use cheaper money, to create a higher return on investment.

This bold idea quickly aroused the industry's enthusiastic response. Song Yanqing, president of Rand Consulting, said that many companies are now keen on big data research, hoping to understand the basic needs of the information, then take the development. Although no enterprise has developed a mature model, but more accurately study customer needs, almost become developers in the face of the market under the common choice.

The concept of "big data" is also integrated into the Vanke residential project level. The "Future City" residential project in Hangzhou not only "tailor" many specific functions to young people through data analysis, but also tries to make owners and customers pass the "public Raise "form to participate in the community supporting the design and operation.

Although the "big data" application is still in its infancy, it is foreseeable that for Vanke, with 600,000 large-scale homeowners, once we have enough user data to refine the unmet customer needs through detailed analysis, The transformation of Vanke to the city has profound strategic significance.

Similar to the green, Huaxia Happy Foundation so that before the investment in the land, the real estate market a lot of potential demand for fully combing and mining developers benefit.

In a short month after the press conference jointly held by China Vanke and Baidu, the first community-based e-commerce color life was listed successfully, and its market capitalization even exceeded the figure of its parent company. It advocated B2F (family) model, is considered more than the current electricity supplier represented by Taobao closer to consumers.

Company samples

◎ Blu-ray "living house"

The brand must enter the district channel

At present, real estate companies that cultivate community e-commerce companies, in addition to the colorful life of the Mood for Mood and the "living house" of Blu-ray Properties.

In April this year, Blu-ray real estate first "living system" business model, has appeared in Beijing and Chengdu, announced the company's brand strategy, the sword refers to the sales target of hundreds of billions.

After 2 months, COCO, the first experimental project of "Living Home System", opened the Experience Area of ​​Entrepreneurship, covering health centers, cultural activities centers, parent-child activity centers, and owner service centers.

The industry believes that the future owners of blue from the start, whether renovation or cleaning, or child care, all property value-added services can be one-stop enjoyment in the district to enhance the Blu-ray properties of the customer sticky and brand image.

From the performance of the first half of this year, in the report released by Kerui Research Center, Blu-ray Properties achieved sales of 9.05 billion yuan, ranked No. 36 TOP50 strong; sales area of ​​1,109,000 square meters, top TOP50 24.

More crucially, Blu-ray real estate is still actively preparing for backdoor listing. Early June this year, Dikang Pharmaceutical restructuring plan approved by shareholders will be passed. The industry believes that this will help Blu-ray to broaden its financing channels to enhance the overall competitiveness.

◎ Financial Creation Greentown

Take big data research

Many people marveled that Sunac Greentown was able to expand its foothold in the Shanghai market only two years after its founding, but few people knew the reason behind it was Melco's big data research and analytics team .

Sunac Greentown on the market's judgments and investment decisions are based on a large number of targeted data analysis. The financial green application database is more diverse, including the accumulation of the company's own development projects, including sales data, customer demand characteristics; followed by external purchases, data from key cities, specific regions and the country; the purchase of research companies, including research, Financial and macroeconomic data, foreign commercial property consultants and others. One of the most mainstream data providers, including agencies, consultants, second-hand brokerage firms, Green and long-term cooperation with them.

The data obtained by MELF include not only macro financial data but also market data such as real estate transaction price and transaction area, but the important data are mainly obtained by the financial green sales team. 800 salespeople provide first-tier customer data to MelNet's data team all year round. Based on these data, they further in-depth interviews with customers and branch offices that are most familiar with the local senior experts to obtain more detailed data and make the final decision. Melt green from take to land to develop and then sales of the whole process, will use these data.

In order to make better use of these data, RongLu established a large data dedicated team of more than 10 people within the company, each with its own division of labor and emphasis. These professionals vary in their professional background, including market research, marketing, product design, statistics, economics and investment professionals. This team specializes in financial development platform for investment development, market research, development research and project positioning research.

◎ Baolong real estate

Offline electricity supplier passenger flow

In the past few years, the real business has been the impact of e-commerce. However, the real business in turn, is it possible to successfully block the electricity supplier?

Baolong invented a new business model, so that the real business in the case of product prices are more likely to cut off from the electricity supplier.

Baishuong Business Group Ecommerce Center Wu Bi Chuan, general manager, said they have entered the Fuzhou Baolong Commercial Square within the radiation of all living quarters, not only through the community to promote the owners of Baolong Real Estate e-commerce APP, but also be able to take advantage of residential property Auxiliary goods transit logistics, the rapid delivery of goods to consumers.

Because this model greatly increases the convenience of the owners, it is considered that there is a good chance of intercepting part of the client's resources from the e-commerce providers such as Taobao and Jingdong, and ultimately giving the real business the opportunity to defeat the e-commerce within the community.

According to Wu Bi Chuan's introduction, Baolong real estate to explore e-commerce from November last year, and pilot operations in Fuzhou. At that time, they all promoted within 5 km radius of Baolong Plaza, and the first three months achieved good results.

By Baolong Real Estate APP, residential owners can achieve dialogue with hundreds of merchants, understand the characteristics of different businesses, to complete the booking and other services. Baolong Real Estate can understand the preferences and habits of these owners and, on this basis, recommend products to the owners that better suit their needs. Based on an understanding of the needs of homeowners, Baolong Real Estate once launched a KFC restaurant mix and found that the combination is selling at a higher price than selling KFC alone or selling beer separately.

◎ Jia Kai City

Reality version of the public comment network

Speaking of e-commerce, many people will think of public comment network. In the new town of the Yangtze River Delta area, the city of Jiakai developed living room platform, can be seen as a reality version of the public comment network. It accommodates all the commercial resources that a town needs, maximizing the purchase needs of entire urban residents.

The urban commercial strategy is Jiakai City following the new urbanization strategy of the country. Its positioning is targeted at the residents of the economically strong towns in the Yangtze River Delta and provides comprehensive services including traditional retail, catering, social entertainment, O2O retail formats , Comprehensive consumer service and living service platform integrating municipal service and public special space to fully meet the needs of urban residents in all aspects of economy, culture and social entertainment. Its core product is the urban living room.

Jiakai City that the city living room for urban residents to enjoy city life in situ to provide a service platform. Jiakai City in this process is to provide a platform to integrate resources, good operation and management. The urban living room is not simply a town commercial. The first is to provide a platform for urban residents to enjoy the convenience of living in the first and second tier cities. The second is to help the local government improve the public service so that local residents can enjoy a better integrated platform for providing municipal services. The third is to help brand businesses online and offline sales of business and resource integration to provide a platform.

◎ Association letter group

Leverage O2O for potential consumer data

By the end of March this year, Xie Aimin Group CEO Liu Aiming has talked about, specializing in residential real estate or commercial real estate, industrial real estate, in fact, the strategy of the single cornering tactics, and residential, commercial, industrial real estate do, is the real meaning On the non-single-angle real estate specialization strategy.

In the past two years, the reason why Association Group believe that Liu Ai-ming, according to Liu Ai-ming's words, the company opened up residential, commercial centers, office buildings, start-ups and other real estate sectors of the circle through a series of eight to form a real, non-monocular Real estate specialization strategy.

In commercial real estate, the letter group has been relatively assured, in particular, the company had spared no expense to dig the commercial operation of Henglong Group Wang Yuqiang. In June this year, Wang Yuqiang, the current senior vice president of Qixing Group, pointed out that shopping malls must pay attention to the use of new technologies, especially the collection, analysis and application of O2O big data in order to enrich and enhance the marketing tools and attract More consumers.

◎ Shimao cloud platform

The main channel to buy first class service

The best education, the best medical service, the finest art training ... These services, which Taobao, Jingdong and other ordinary e-commerce providers can not buy, can be obtained through the Shimao cloud platform. This makes the Shimao cloud platform has two major characteristics: on the one hand will be high-end luxury goods and top sales platform, one hand, on the other hand, but also by virtue of its unique resource advantages, improve housing sales capabilities.

In June 2013, Shimao innovatively put forward the concept of "cloud service" based on big data application to build five cloud service platforms of education, health, business travel, customization and consumption. At present, this concept, represented by "Health Cloud" Experience Center in Sheshan, Shanghai, has been successively launched in many cities such as Shanghai, Nanjing, Chengdu, Nanchang and Wuhan.

After nearly half a year of practice, Shimao took the lead in "cloud computing" philosophy as the mode of lifestyle service provider in the whole industry by taking "the possibility of life - the art exhibition of Shimao life in 2013" as an iconic event.

In order to constantly grafting new service resources for the cloud platform, Shimao set up a new department - the Ministry of Strategic Resources to integrate various resources.

Cai Xuemei, vice president of Shimao Group, said that the future business model must be subversive of the original inherent barriers between the industry's resources abolished and broken up, who will break the process as soon as possible to complete the integration of these resources and control , Who will have the first mover advantage.

◎ Chinese happy foundation

Build business models with big data

In the first half of this year, Huaxia Happy Foundation recorded sales of 24.2 billion yuan, an increase of 52% over the same period of last year.

"In accordance with this year-on-year increase, Huaxia Happy Foundation to complete the goal of 50 billion yuan a year is not a problem." Yan Yue, a researcher at E-Home Research Institute, said. He believes that by the market cooling, many housing prices in the first half of this year, business growth, annual sales targets and other aspects are not satisfactory.

Few people know that behind the rapid growth in the performance of Huaxia Happy Foundation, there is a big data contribution.

Insiders said that the concept of big data has just begun, many companies just make an issue from the data acquisition. In fact, this is a misunderstanding. The real concept of big data is not to dig around the data alone, but to reconstruct the business model behind the entire data to form a virtuous cycle of "data support business and business feedback data."

With more than 10 years' comprehensive investment and operation experience in the park, Huaxia Happy Foundation provides a comprehensive solution for the development of the region through its extensive professional investment team and enterprise customer databases across multiple industries. From the general rules of the park to the detailed industry regulations, From investment orientation to investment scale, from the infrastructure to environmental protection and other aspects of professional planning to ensure that the realization of regional industrial upgrading.

The global layout brings many new opportunities for domestic enterprises. Chen Feng Yang, CEO of Raymond International, told reporters that a proper increase of overseas distribution by domestic enterprises will not only help reduce the risks brought by a single market, but also share overseas in the future Developed countries, the economic recovery brought about by the currency appreciation dividends.

The largest real estate developer in the United Kingdom Bangrui Group chief representative in China Bai Xi also believe that, with its strong resource strength and customer resources, domestic developers, "sea of ​​heat" is just the beginning, they are facing unprecedented opportunities. Since the reform and opening up for decades, real estate may be the first to be the closest to globalization.