The real estate industry has once again been pushed to the forefront of public opinion

Back in 2014, the real estate industry has once again been pushed to the forefront of public opinion, with the economic slowdown and the control of currency increment, especially the reform of the real estate market for the purpose of pushing more and more real estate operators to the difficulties of real estate sales and the increasingly tight capital chain. In the second-hand housing market, due to the impact of the macro-economic cycle, there has also been a certain degree of decline. Of course, there is also a real estate leasing market, due to the rigid existence of rental demand and consumption of the frequent, some of the region even a burst of the trend of price rises, some property owners also began to put their own real estate into the rental market to avoid difficult to sell the difficult problem.

In such a supply structure process, the demand rigidity began to decay slowly after the real estate era, the real estate operators how to carry out product sales and marketing planning, and the relevant industry chain service providers how to intervene in this continuing flow to become sales potential supply surplus industry?

In the era of Internet thinking prevailing, this wind blew to the real estate industry, what will happen to the story?

The Internet property model, belatedly

From the order of the Internet to subvert industries, the combination of the Internet and real estate is relatively slow, in the gradual infiltration of commercial trade, entertainment films, ticketing and catering industry, the internet began to focus on asset-oriented industries, that is, the unit price is relatively high, it is difficult to use traditional electric operators to standardize management and logistics transport industry. and real estate because of the existence of high inventory phenomenon, also seems to be the internet to try to subvert the next object.

What are the main subdivisions of the belated Internet property model? From the simplest online real estate information inquiries, to the online real estate as a commodity transactions, or even the recent fire of real estate projects, in fact, the route is based on front-end transactions and marketing-oriented service model.

Online property information query, this portal site has long been done, but considering the importance of offline viewing and on-site inspection needs, conversion rate to be verified; Online property sales, previously Taobao opened such a channel, but because of commodities and ordinary standardized goods there is a big deal difference, User conversion and trading success rate also need to improve. The recent comparison of the fire of real estate public activities, in essence, is based on the real estate promotion activities for marketing, marketing.

These models are basically still stay in front of the sales and marketing level, but for the online customer transformation and drainage, play more is information acquisition and online comparison of the role, but the follow-up of the transaction links and real estate property links are less involved. The internet to do real estate, but also because of this has not appeared a successful model. The model of the room with the goal of Internet thinking, claiming to be using the Internet's big platform and trading process to buy a house for real estate developers, set a year to sell 200 billion of the target, but to know Vanke 2013 annual sales only 170 billion yuan, this is a short period of time to subvert the online marketing mode of feeling? Is the real estate electric quotient too optimistic or do not know this property net water how deep?

Another mode of thinking: O2O

In fact, the above several ideas is to the line of real estate purchase flow to the line, but neglected a basic business trade common sense. Real estate itself is a non-standard industry. Why is it nonstandard? Because different house location, floor, daylighting, surrounding green matching different, traffic conditions, community matching, in the specific user living experience will be very big difference. This non-standard product, coupled with the price elasticity itself is not the same standard, real estate developers and buyers in the price agreement also has a greater space.

Because of this, real estate to achieve real online buy a house, I am afraid there is a long way to go, unless on the internet to achieve a relatively high authenticity of the scene to see the experience, with the virtual reality of the technology to carry out the scene of the experience. So the most suitable way for this non-standard property sale is O2O drainage. In fact, even if the so-called internet marketing of the house, its main business model or offline for all the brokers, or the need to rely on offline sales services to achieve the goal.

Apart from the housing market, can the rental market also adopt such a similar model? Compared with the deserted housing market, the leasing market shows a hot situation, and the rental price continues to climb online with the price. In particular, the two years of real estate deformity development brought by the supply and demand mismatch, resulting in a large structural mismatch (a large number of commercial housing after the market is idle, while a large number of white-collar floating population need to rent but not to rent a quality house). and currently involved in the rental market O2O, but also mostly from the line to the line of diversion, through the network platform to achieve user demand rationing. But this kind of O2O pattern is quite extensive, also stay in the simple O2O information conversion channel, has not been able to intervene in the deeper social, life and value-added services as the connotation of the comprehensive O2O level.

In fact, the real estate as a person's living environment, with its supporting education, life, culture, finance and other comprehensive concepts can also be as a potential value-added services developed. Under the comprehensive concept service, the future rental market will be able to improve through better content services. Actually can imagine this kind of real estate O2O mode, in fact, on the basis of O2O to do a better content display and filling services, through the housing trusteeship operation, to provide the overall asset management solutions, to provide consumers with a new rental experience for the urban white-collar workers to provide a more dignified rental services.

How can O2O go after the failure of the electric dealer?

Since the electric business model for the real estate industry, there are many problems, then O2O is a better choice, but also to the real estate as the center of the furniture, community, life, social, financial and other surrounding ecological consumption needs are driven up. In this regard, the housing leasing market can think of a better model, and different from the traditional leasing market clutter and need, through standardized leasing design and supply to improve the quality of service in the rental market.

For example, through the standardization of housing decoration, furniture and unified management, for white-collar users to provide a more cost-effective rental housing, and in the provision of comfortable living environment at the same time also to a richer choice of personalized needs to meet the needs of different white-collar workers. By collecting the work, sex, constellation, and hobbies of the tenants who have been checked in, the new tenant can choose from some interesting dimensions (e.g. Capricorn, female, financial, culinary), can help the tenant to find a fun tenant, but also can help you avoid some mined areas, such as the Earth people know the Virgin male category, etc. These specific services are to achieve the O2O and personalized requirements matching.

In addition, more service concepts can actually be shown financially and socially, especially in the whole Internet financial application scene is constantly rich, differentiated social platform demand for more and more use of the situation, such a richer O2O content services for the display of rental services, to a greater extent to get the favorite guests. Of course, all of these value-added services are premised on the high quality and comfort level already cost-efficient rental living environment.

Perhaps, the failure of the real estate electric business attempt, means O2O to enter the real estate industry beginning.

From the perspective of the larger social evolution, the future of a certain business model, its service content is not a single, probably the beginning is through a certain one or two subdivision mode to bigger and stronger, but to the later stage of large-scale competition, in order to better provide platform service content, will inevitably move to the service cluster supply. That is, from the beginning of the core of the single service to a diversified, comprehensive integrated services. The future of the real estate services industry must be like this, in the process of net, it is very difficult to subvert the existing mature offline assessment and trading system simply by online electric dealer sales mode, but the content-rich O2O model can become a good supplement to the housing sales and trading market, and even become the next subversive mode.