The mobile interconnection war in the real estate sector

The exploration of the real estate industry based on the marketing transformation has shifted from electronic commerce to mobile Internet

In only one year, the real estate sector based on marketing changes in the exploration of the transfer from E-commerce to the mobile internet.

Including developers, second-hand housing intermediary, there are real estate pc Internet and even traditional media.

April 22, Yi Ju China officially launched the "Pocket Le Ju", "pocket broker", "pocket home-decoration money housekeeper" Three type of real estate household mobile client app products; Previously, Beijing real estate intermediary largest share of the owner chain Home real Estate has launched the handheld chain home, traditional media property media President Cai also unwilling to lonely, He set up a separate research and development team last year to launch the first launch for the B-end of the I property market.

Some people in the beach is the value of mobile internet advertising behind the ads, but also some people value offline co-ordination, but no one knows whether the future of the war can create a real business model.

The temptation to move the internet

Recently held in the Beijing Spring Real Estate Fair, there appeared a new thing, known as the Digital Housing exhibition "Property Code." Many exhibitors have placed a display for the audience mobile phone scanning two-dimensional code, the exhibition organizing committee for the first time will be exhibitors two-dimensional code printed on the back of the exhibition guide, viewers as long as the sweep of two-dimensional code can understand the details of the real estate.

The property code is just a part of the real estate media mobile client exploration. As early as April 2011, I was on the market for ipad apps, and in 2012, apps for mobile phones were online. According to Cai, the ipad app is for the B-side (corporate user), and the mobile app is for the C-side (individual users). I a main function of the property market, is the function of the multimedia building book. Enterprise users login to the app, you can use the ipad to show the user map to find room, dynamic display of the location of the real estate information, and through the three-dimensional display, real roaming, to simulate the scene to see the room. Individual users can use this app to find information about real estate and communities across the country.

Easy to live in China's launch of the "pocket Le Habitat", formerly known as the Millions download volume of "Pocket real Estate", which is a set of information platform, tool platform, data platform and trading platform, such as a number of functions in one mobile client. The product innovation lies in the development of real estate Internet products, in addition to the "Availability type", "Information type", "transaction type" after the fourth-dimensional "price-oriented" products. Its "pocket broker" located in the second-hand Housing housing management mobile platform, can be used anytime. "Pocket home-decoration money housekeeper" is positioned in the decoration demand consumer mobile hundred treasure box.

This seems to be the media competition of the war, intermediary service providers are unwilling to be lonely. Chain Home Real Estate as early as last year in collaboration with IBM developed a SE sales management system, that is, the handheld chain home.

Yi Ju Senior vice president of the group and Le Habitat Internet distributor Company General Manager He Yin Yu feeling quite deep. "This is the year of the mobile internet outbreak. Many research institutes predict that the entire mobile internet will reach 520 million this year, and the PC Internet has taken a long time to enter the 500 million user base, but the mobile internet has taken only two years. ”

Where is the real business model?

Few people know whether the mobile Internet can operate a sophisticated business model in the real estate sector. The so-called business model, the essence is the toll model. "Mobile internet is now the most important thing is to make a platform for users to use a lot of people, only a lot of use, to develop a habit, we will be able to discover commercial value." ”

"The PC Internet may not take mobile interconnection as a counterweight to business operations, but only an extension of the PC side," Cai. But we use independent teams and inputs, and we have to gain. Cai revealed that in the real estate media to do the mobile interconnection exploration, B-end users, enterprise users, is currently the main source of income in the property market. "Net profit was 1.06 million last year through mobile phone clients, and about 1.2 million of the business receipts in the first quarter." Less than 5 million are currently being invested. ”

Although I am claiming that the property market has found a charging model on the mobile platform, but its current main income still comes from the electronic building book's production cost as well as the handset client advertisement customer display, this and the traditional real estate advertisement production compares, and does not have the essential innovation, only by the former paper Building book, has become the electronic building book, and puts on the mobile platform, and its mobile platform itself has not created a unique profit model. In addition, only the ipad users can browse the electronic building book, personal mobile phone users can not browse.

Cai Frankly, the future I property market's main source of income should be through platform fees, let developers put content on this platform, but not the main focus on information integration.

Trichenrong, CTO of the easy Habitat Group, said, "the app product core of the easy home exploration is looking to form an overall marketing idea for users, developers and all ads, including the behavior, location, time, and orientation of users." The easy to live overall platform strategy is divided into two pieces, web and mobile interconnection. Part of the browser is the traditional PC ads accurate marketing and marketing effect directed delivery problem. and mobile interconnection is precision marketing, by positioning the user is what kind of buyers, in what kind of time more like to apply what things, formulate appropriate marketing strategy, this is our core demand for the app. ”

He Yinju that the mobile Internet vertical is an important development trend, "the so-called vertical is intensive cultivation, the three entrances combined with their application needs to form their own independent app platform, this is the most basic idea." "Trichenrong said.