The secret behind Big data: Gold is beyond the developer's imagination.

A specialized second-hand house sale intermediary company, even lets China biggest developer to be humbled.

Vanke and Baidu in cooperation to release the first application of the press conference, and others asked why and the chain of cooperation. Vanke Group Senior vice president, Beijing Vanke general manager Mao Daqing explained: "Because chain Home master channel." ”

Mao Daqing continued, this year, Vanke, whether it is with Baidu, Alibaba, or with Tencent cooperation, has a purpose is the same: look for different data sources, find customers, adhere to customers.

Production is changing, and large data represents new productivity.

Pivot Large Data

The real estate development company that has always been a snob found that second-hand housing intermediary company's "power" far beyond them. Public data show that 2013, Vanke sales reached 170.9 billion, Beijing Vanke sales of 16 billion. In 2013, the total amount of housing sold by chain-houses has exceeded 170 billion.

In Beijing's second-hand housing market, chain home occupies more than 56% of the market share. From 2010 onwards, four first-tier cities have moved to the era of second-hand housing occupy the main body.

Lu Ai, vice chairman of real estate China in 21st century, said in an interview with an economic reporter in 21st century that "this trend is inevitable, the proportion of second-hand housing and primary house transactions in Shenzhen is close to 4:1, but there are still gaps in the mature market, such as the United States is 14:1." He further analyzed that the proportion of the total number of primary and secondary housing transactions is one of the main signs of the development stage and maturity of the real estate market. In the real estate market development more mature in Europe and America developed countries, second-hand housing is the main market transactions, accounting for more than 80% of the total market. China's real estate market is still in a rapid development stage, one-hand room is still the main market transaction, but second-hand housing to replace the main market is the inevitable trend of development.

In Beijing in 2014, there were 2 second-hand housing units for each of the 3 houses sold. Mao Daqing Frankly, on the market share, Beijing Vanke far less than the chain home. At present, the chain has entered 10 cities, opened 1500 chain stores, 30,000 employees, of whom Beijing has about 18,000 employees, occupy 40% of the mortgage share.

Let Vanke is interested in, chain home to spend more than 100 million yuan built database, which has Vanke has neglected customer groups. Second-hand housing brokers almost daily dealings with customers, they are more than developers and primary room agents closer to the market, even more than Vanke know Vanke's customers need. For example, the project sales completed, the development of the company's mission has been completed, the owner was "transferred" to Vanke properties. But from the chain Home database found that Vanke owners in the room, repeat the purchase rate is very high. In the future, Vanke may be based on the data analysis of the chain home, choose whether to take the land in some areas.

More Let Mao Daqing askance is, every time Beijing municipal construction Construction organization meeting, chain real estate vice President Chien will come up with their own company database data, analysis of market changes, and even thus extend the land market and the first-hand housing market analysis.

Chien revealed a set of interesting data. When the Beijing second-hand housing volume of less than 7800 sets, second-hand housing intermediary closing tide will occur, the month volume between 7800 sets to 15000 sets of time, the market is in normal condition, more than 15000 sets, is the intermediary of the "honey period", the market is in a state of excitement, the government may introduce regulatory policies.

How big Data creates productivity

Few people were able to read the deal when the 2010 chain was about to pay 50 million to--BM, the world's leading consulting service company. From the point of view of cash flow, 50 million can open 300 to 500 stores. But IBM tells the chain home that the chain is a data-driven company.

5 years ago, chain home market share is only about 20%, now up to 56%. In an interview with the 21st century economic reporter, Zohui said that second-hand housing intermediaries are putting their heads in the belt industry (meaning social status is not high), and now they are enough to make the agency feel threatened.

In the traditional sales model, the sales of the primary room more take the mode of sitting, waiting for customers to come. But during the market downturn, developers are alarmed that sales offices do not have customers. and chain home cooperation, Mao Daqing found that one weekend, chain home will organize a passenger car passenger to the sales office.

This April opened the Vanke East County project is Vanke and chain home real estate cooperation, the first project. The project since the opening less than one months, the chain of real estate to achieve a band to see 518 customers, 143 cards, to achieve 60 sets of transactions. After several projects have been tried, the cooperation between the two sides has risen to a strategic level.

And a second-hand housing linkage, is not new things. As early as the financial crisis in 2008, there are intermediary companies to do so. 2010 Market Trough, another group of intermediary companies to join the ranks. Chien explained that for the chain, the main reason for this is to meet the needs of buyers, breaking the information barriers, improve the income of brokers.

Cooperation does not rank it. In the future, on the chain home sales platform, there may be other developers of the project. Vanke will pay a portion of the Commission to the second-hand housing broker. Traditional sales methods will still be retained, and Albert, Siyuan and other agents of the cooperation will continue, even some high-end projects, Vanke will use their own sales force. The difference lies in the reform of the traditional model and the addition of new channels.

Mao Daqing In an interview that Vanke often thought about how to survive in the Silver Age. If the traditional mode, even in advertising, marketing, products to achieve the limit, there is very limited space for ascension. Cross-border cooperation is the key to breaking the bottleneck.

Vanke Business and Baidu's cooperation, in essence, through the cooperation with Baidu to develop the indoor map navigation software, access to large data, the further analysis of large data, more targeted to provide services and business operations to guide. Before Internet technology is involved, shopping malls rely on manual questionnaires to analyze customer preferences. Mao Daqing also does not know what kind of productivity the big data will produce. "Just as people didn't know what the micro-faith was three years ago. "Mao Daqing said. But he believes that traditional industries must be combined with the Internet in order to avoid the fate of the elimination.

In Chien's view, the big figures deserve a lot of awe. Acquiring large data and analyzing large data is not intended to steal customer privacy, but to analyze and spur the companies that own the data to provide better services.

(Responsible editor: Mengyishan)