Real estate agency e-commerce platform’s “small defeat” | result togel china hari ini, golden77 slot

Back in 2015, the entire real estate industry was immersed in the confusion of "transformation" and the longing for Internet+. Whether they were real estate tycoons or ordinary agents, they were proud that their real estate industry was the backbone of the national economy.

Changers will always exist, and the traditional survival model also makes them feel anxious: developers want to be Internet trading platforms, emerging trading platforms want to integrate offline intermediaries, intermediaries want to build branded apartments and build their own apps to generate traffic; real estate media companies want to do transactions directly offline...

However, it seems now that most of these cross-border attempts are three steps forward and two steps back:

The complete collapse of Aiwujiwu, which spent money on advertising and claimed to subvert traditional intermediaries, is just a footnote to the bleakness of the entire "integration of the Internet and the real estate industry" in recent years. Once known as the Huangpu Military Academy’s Soufun in the real estate industry, after its transformation into Fangtianxia, ​​its current market value has dropped to US$700 million. Some of Soufun’s former general managers in regional markets started their own businesses and took away a large number of brokerage teams.

Fang Duoduo, who was also brilliant in 2015, has become extremely low-key and returned to first-hand housing agency. Since the second half of 2018, many projects that build branded apartments have been facing complaints from tenants that their methanol exceeds the standard, as well as thunderous reports that the capital chain of long-term rental apartment projects has broken...

Although real estate is one of the industries closest to money, many projects are still in vain, and even the profit model has not been found. In the past three years, countless people may have unknowingly experienced such a "small defeat" in the e-commerce of real estate companies or real estate O2O platforms.

01 The living environment of real estate agencies

Some people attribute the reason for the collapse of Aiwu Jiwu to the fact that the founding teams Deng Wei and Li Yongjin both have backgrounds in the pure online Internet company industry. Neither Tudou nor Bumblebee made profits. They acquired and launched the company through large-scale acquisitions. However, when they continued this path in the real estate industry, they found that the water was extremely deep.

This kind of confusion also exists among many people with more than ten years of real estate experience. Everyone knows that the combination of the Internet and real estate is an emerging direction with unlimited potential, but they just can’t find a landing model. In fact, Aiwujiwu also acted as cannon fodder for exploration for the industry. I posted a message in Moments at that time:

"

At that time, Aiwu Jiwu and some online real estate trading platforms directly included the three business categories of "new houses", "second-hand houses" and "rental houses" during the testing phase.The company is a giant that has been deeply involved in the industry for many years, such as Lianjia, Zhongyuan Real Estate, and I Love My Home. By virtue of its ability to operate online without the cost of offline transaction stores, it can directly present "real houses" to users. It also uses the Internet to retain customers through low commissions or free methods to convert them with other services.

If you only deal with one category of real estate transactions, you will be completely lost due to low-frequency customer transactions, and you will have to continue to subsidize to attract new users. Multiple categories seem to be indispensable.

"

(Aiwu Jiwu’s App includes three platforms for new houses, second-hand houses and rental houses, and has the functions of house hunting and pre-agent guidance)

In fact, the three fields of new houses, second-hand houses and rental houses are "as separated as mountains". A Xing feels that it is necessary to sort out the large real estate market from a macro perspective.

House prices in the new home market are determined by the local government housing bureau’s final registration price. The new home property market is a policy market; while second-hand homes are an investment market based on the price line of the new home market. The long-term rise in housing prices has driven the liquidity of second-hand housing market transactions.

Conversely, given that the growth rate of new homes has been higher than that of bank deposits in the long term, from the perspective of investment properties, many people will consider the room for appreciation even if they just need to buy a home, leaving a way out for the future.

Both first-hand and second-hand houses are bulk commodity transactions. At present, the vast majority of middle-class families will choose to "leverage" their loans. The financial credit services provided by the policy provide credit guarantees for first-hand housing developers and home buyers. Local governments and most of the national real estate wealth come from the layer-by-layer transformation of "land dividends", thus deducing the mutual cause-and-effect and spiral development of land dividends and the local economy.

The housing rental market with the largest traffic and relatively high frequency is a "transition" before people buy a house. The majority of renters often have to go through a long period of wealth accumulation in order to make a "concentrated investment" in the first-hand and second-hand housing markets, so that they can start a family, start a business, take root in the city and no longer wander around. As a result, urban villages and partitioned houses have the largest demand for rental housing; improving rental housing has given rise to a boom in the operation business of "second landlords" in long-term rental apartments.

The underlying logic of these real estate markets constitutes the living environment for transaction intermediaries.

02 Different real estate agencies have different fates

Real estate agency service "professional in the industry""Tackling" can also be divided into leasing market intermediaries, second-hand housing purchase agents, and real estate market intermediaries. It is also very important for the intermediary trading platform to obtain agents in that field, which directly determines the direction of project development and implementation.

Many intermediary brokerage companies in first-tier cities look for landlord information on traffic platforms such as 58.com and SouFun to provide intermediary services and then change their phone numbers and post. As a result, it is difficult to find "real landlords" on these traffic platforms. "Black intermediaries" are running rampant, partitioned houses are banned repeatedly, and tenants are complaining. A product manager engaged in the rental market told Axing: "At this stage, the platforms that focus on real housing listings are all talking big words. It is impossible to have real housing listings. Good houses are robbed as soon as they come out, and online information updates are always posted later. ”

This has also resulted in the entire rental market continuing to operate in a simple and crude way. Some offline intermediaries have a very bad reputation, but they are still able to survive. Although their living space has been greatly compressed by direct rental platforms, “the gradual increase in apartment supply will also marginalize intermediaries. " said Lin Dangqing, founder of Fangzongguan.

These small offline agency companies or brokers have a stable source of income. The transaction commission is usually one month's rent, and some also start office leasing as a supplement. "The Shanghai office leasing market does not charge customer agency fees. The owner needs to pay a monthly fee as a commission. In some second- and third-tier cities, the agency charges a monthly fee from both parties." "According to a senior office leasing person told A Xing, "Office leasing doesn't involve so many tricks, and the reputation is relatively good. ”

In the large-scale real estate transaction market, when an owner purchases a house, many intermediaries scattered around the property will take the buyer to the case site to complete the transaction. The case site collects a portion of the intermediary fee from the owner by linking the phone number and gives it back to the agent. Many experienced house buyers will go directly to the case site to conduct transactions, and directly cross online intermediary platforms such as Lianjia and Soufun.

It can be said thatin the new home business sector, the intermediary trading platform mainly serves as a query tool for users’ building information, rather than a real transaction volume.

In the new home market, real estate developers generally do not recruit full-time sales staff to sell off-plan properties. Instead, they spend their core energy on land acquisition, planning, market planning, and investment promotion. The case sales in the marketing center are mostly employees of cooperative agency banks such as World Union Bank, E-House and other agencies. They consciously draw a clear line with the intermediaries outside the case, sell out this property and move on to the next one.

The remaining "fertile ground" that can truly accommodate the long-term survival and dominance of intermediaries is the transaction of second-hand existing houses.

Because second-hand houses are a non-standard market compared to standardized new houses, some experienced house buyers directly cut off 5% of the landlord's second-hand house price before negotiating. The landlord feels that the buyer is not sincere and is likely to break up the negotiation. At this time, an intermediary agency is needed as a third party to retain room for mediation and bargaining. In addition, the second-hand house itself needs to review the landlord's qualifications, the buyer's credit, and services such as loans and key turnovers, all of which require intermediary brokerage companies to coordinate.

The more there is a lack of trust between buyers and sellers and there are many uncontrollable factors in direct transactions, the more intermediary agencies are needed to provide guarantees.

Currently, Lianjia, Zhongyuan, and 21st CenturyJi Real Estate and other large-scale domestic real estate agencies mainly focus on second-hand housing business. There are also some mom-and-pop second-hand housing trading agencies that can obtain first-hand housing because they have gained the trust of community owners. In the current "seller's market" situation of the property market, the customer flow is relatively guaranteed. The transaction commission of offline second-hand housing trading agencies is 2% of the purchase price. Therefore, many real estate agencies' large orders are mainly second-hand housing transactions.

A lot of information on Internet platforms is also collected and uploaded from offline stores. When providing one-on-one services to home buyers, some agents who are close to the first-hand property have become the focus of competition for almost all real estate intermediary platforms. However, it is difficult for online transaction intermediary platforms that do not adopt the offline store model to compete with traditional intermediaries.

As long as it is launched, it will need to build city centers and open offline stores across the country, returning to asset-heavy operations. This is what many investors do not want to see. Being able to operate at a huge loss for three years may have already made various efforts to no avail, and finally gave up.

03 There are also real estate Internet companies that have survived

Internet companies in the new home market are basically sales system service providers that assist in closing transactions.

For developers, the core proposition is not embracing the Internet, but whether they can acquire more land for development and quickly withdraw funds. Lu Jun, a well-known real estate commentator, once wrote: "In the era of fast cycle, all real estate companies are developing with debt, and all projects are in the development process of selling houses to repay the money. Once a project falls into a situation of tight cash flow, it is likely to have a butterfly effect."

Some time ago, I saw a short video recorded on Douyin. Wang Jianlin joked, "Nowadays, many companies are doing very well. They adjust and transform one by one, and then disappear. Although we are stupid, we are a little stupid, but we are stable." As for how painful it is to transform into the Internet, the king of commercial real estate knows best. Judging from the fact that it has shed its heavy asset burden and chosen to join forces with Tencent, Wanda has shown little interest in integrating with the Internet.

At this stage, the way for the Internet to penetrate into real estate companies is nothing more than introducing a field sales SaaS system such as Mingyuan, or letting technical personnel develop an online housing selection system, returning to information management.

The survival of second-hand housing transactions is mainly due to offline intermediaries, and the charging model is still based on commission.

Last year, Beike House Search broke the ice based on Lianjia’s years of deep experience in second-hand housing. Although this move caused a joint boycott from other economic companies and transaction intermediary platforms, just like they boycotted House Search in 2015. The author once asked the intermediary personnel of Lianjia stores and learned that "Currently, the main content of Beike's house search comes from Lianjia.com, and not many other intermediary companies are involved." For them, it is just a change of name in the backend.

Lianjia’s transaction commission of 2.7% is higher than other institutions on the market. It does have more trust and endorsement than other intermediaries in terms of unified stores and professional broker services. It will have an advantage for some users who want to live a more secure life and are not sensitive to transaction commissions.

However, in the second-hand housing transaction market, the main recognition is the housing supply and the professional ability of the intermediaries, and the institution is not the most critical factor.

In the housing rental market, the Internet gameplay basically follows the to B profit model, which is more suitable for the direct rental model and the apartment line that serves big Bsales model.

In the case of renting a house from an individual alone, micro-businessmen who have been engaged in intermediary leasing for a long time are more reliable than some intermediaries. They are not rushing to buy and sell, and customers can accept the corresponding service premium. From the perspective of entrepreneurial projects, in the long-term rental market, Internet real estate trading platforms have inherent advantages over offline intermediaries, but they cannot completely rely on information intermediary platforms like 58.com and survive by collecting traffic recommendation bits.

Platforms that directly connect landlords and users will be welcomed by both home buyers and sellers. However, to truly solve the problem of long-term rental housing supply, a large number of distributed long-term rental apartments must emerge. It is understood that domestic companies such as Lehu and Danke are still expanding and operating their own sales channels. The author is more optimistic about an open, long-term rental apartment sales platform to build a real estate e-commerce platform similar to the "Tmall Brand Pavilion".

Conclusion

Real estate is the place where you can settle down, start a family, and start a career. It is related to everyone’s happiness, and everyone must understand it. The above is my observation of the real estate market in the past few years, and it is also a review of my journey from renting to buying a house.

In 2015, I had the opportunity to work for an O2O start-up company. Although I later left the business, I kept in touch with the boss and many colleagues. Although this company eventually became a shooting star in the "mass entrepreneurship and innovation" and formed part of the "small failure" of the entire real estate agency e-commerce platform, it has always affected my way of thinking in observing this industry.

Many real estate agents have gained wealth through their hard work, and are sincerely grateful for this era. Whether online or offline, I think it is more important to be practical in the market and have positive energy. I hope that more and more excellent real estate trading platforms and companies with service awareness and level, and safeguarding the rights and interests of users will stay on the forefront.