“Is it safe?” In fact, it is not the first time that Ali sells online.
As early as five years ago, when Ma Yun was not retired as a teacher, in August 2014, Taobao teamed up with Vanke, saying that “How much money Taobao users spend in the whole year can be directly used in 23 cities in 12 cities across China. The slogan that can be offset by the purchase price of up to 2 million yuan.
On December 7, 2016, Ali’s leisure fish auction launched a “cloud selection room” for online trading products customized for the real estate industry, and launched the “1212” purchase house festival. This year’s double 11, there is no Ma Yun sitting in the Ali, online sales continue to increase the number of housing, the number of housing sets is up to 10,000 sets, and the special price tag.
In addition to Ali, selling online on the Internet has long been commonplace. For the fifth consecutive year since 2014, Jingdong has repeatedly eaten crabs and opened the online sales model. Just when Ali came out on October 15th to launch a set of 10,000 sets of special rooms, JD.com has already announced that in this year’s Double 11 in 70 cities, more than 200 real estate developers will be combined to launch more than 6,000 sets of special housing.
The conversion rate is difficult to be optimistic
The layman looks at the excitement, and the insider looks at the doorway.
Behind the fierce online selling, the Internet giant has placed many expectations. Ali believes that Ali Auction can wake up a series of idle properties and circulate in new markets to meet consumer demand. Ali Auction, Sun Jungong, vice president of Alibaba Group, said that the auction in the next five years may account for 30% of the Chinese e-commerce market.
However, most of the Internet can be solved for mid- to low-end product sales, and high-end commercial consumption is more focused on offline services and experiences. As a huge investment commodity, the house is not only complex in terms of products, type, landscape, decoration, parking, property, etc., but also has a wide range of influences, such as school district ownership, commercial facilities, convenient transportation, investment value, developer credibility, etc. .
Ali’s “cloud selection” has not been so beautiful, and Jingdong, who has repeatedly eaten crabs, is also optimistic about selling online. According to public information, Jingdong has joined hands with the new homes in Suzhou, the Jingdong Finance United Ocean Internet Marketing, and the Jingdong 618 store celebrations, and most of these activities have had little effect.
Most people think that the developer’s joint Internet platform is to use this large platform to select accurate customers from the new traffic. However, for brand developers, “special attention is paid to the careful construction of the model area and the model house, and at the same time, efforts are made to promote the full communication between the salesperson and the customer. It is impossible to obtain sufficient information exchange and network presence only by online sales. “The experience of the environment”, Ouyang Jie, vice president of Xincheng Holdings, told China Net Real Estate.
This means that although these Internet platforms have amazing traffic and are an information channel for real estate sales, how to bring a huge customer base, how to turn traffic into sales performance, and how to complete the offline experience. Feeling, this is not a simple sale of fast-moving consumer goods..
Guo Yi, chief analyst of Heshuo, said that from the new traffic screening precision customers, from the customer’s intention to the offline viewing, from the project to the final delivery of the deposit, it takes a long period of time, also need Offline team support, it is impossible to completely guide through the online platform. Especially in the case of a large spread of the country, the online platform customer demand and the conversion of accurate customers are more difficult.
For the high-fashioned women who want to buy a house in Beijing, the special room on the Internet looks very attractive, but when it comes to millions of millions of consumption, “Online look The concessions are almost the same, or you have to go to the field to see the model room. After all, there are professional buyers and consultants, and you can see the real house,” Ms. Gao said.
Taobao has a real estate circle?
The Internet + real estate style has long been popular, but the real estate is not good. With the disappearance of the real estate Internet platform such as Aiwujiwu, Pinganhaofang, and the fierce battle between the reciprocal platform of the mutual platform, the two sides have different effects, and the industry has issued the feeling that “the real estate circle does not have Taobao”.
Under the Taobao network, the Internet giants such as Ali and Jingdong have smashed the water in the real estate circle. Although the Internet giants are optimistic about the real estate cake, and as Zhang Bo said, “The Internet has improved the efficiency of users looking for a house, and has formed an intelligent match between looking for home users and brokers, looking for home users and real estate.” The “small results” show that it is not easy to get through the Internet and real estate.
A large number of real estate transaction processes still need to be completed offline. “The Internet and real estate have different functions. For real estate, the Internet is only one channel for many sales channels, or an intermediary in the intermediary. The two parties who face the contract face-to-face are still owners and developers,” Ouyang Jie said.
There is no Taobao in the real estate circle. So, is there a real estate circle in Taobao? An anonymous real estate business official admitted that the developer only regards Taobao as an information channel, and it is impossible to allow Taobao to become a trading platform for real estate projects, and long-term possession of home purchases and mortgage loans, Taobao can not simply The customer’s evaluation determines the redemption and refund of the purchase price.
From the current point of view, the Internet of clothing and food is relatively deep, and the current Internet penetration of the real estate industry is still weak. “With the advent of the 5G era, more room-searching scenarios can be streamlined, and some trading processes may gradually become online. In the future, the penetration of the Internet into real estate is expected to deepen.” Zhang Bo is still optimistic.
For the time being, for the moment, the real estate cake is delicious, but “Taobao.com”, can you really eat it, you can only rely on each other. And buyers can not buy the “home” from the “Taobao.com”, and they can only look at each other’s demands.