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What is the difference between this double eleven?

Because of the real estate, I pay special attention to the real estate. This double eleven, in addition to the original various goods subsidies and special sales, Ali and Jingdong two platforms for the first time to include the property in the main push camp.

“One suite costs only one dollar”, this is the starting price of Alifa’s shooting. This time, Ali will have tens of thousands of special listings to enter the event, but also covers many popular school districts, subway rooms and scenic rooms across the country.

Jingdong Real Estate revealed that in the upcoming Jingdong 11.11 Global Good Things Festival, Jingdong will unite more than 200 developers in 70 cities and put in more than 6,000 sets of special listings. The new house will be fully discounted by 50%. 300 million yuan.

The same is the double eleven activities, what is the focus of Jingdong and Ali, will the online buying model become the mainstream market for future real estate transactions?

01

In 2012, Ali’s auction business was re-launched and launched, including judicial auctions, asset auctions, garage auctions, treasure auctions and mass auctions.

Alibaba’s vice president Sun Jungong said that in the next five years, the online auction business may account for about 30% of the entire e-commerce market. In fact, the most fundamental reason is simple, because although the auction business is not very popular, Regardless of whether it is a real estate or a car, the overall transaction amount is very high.

ifThe final auction price of this house on the online auction is 1 million. If a pair of jeans in Taobao costs 200 yuan, the price of a house can be sold, and the amount of 5,000 pants sold can be reduced. If you want to raise the total sales of the Double Eleven, you will choose to sell the house or sell the pants. The answer is obvious.

Alibaba’s biggest advantage is that it has a huge amount of traffic, so it has become the first position of a large number of court auctions. A large number of law auctions are auctioned through Ali. Due to the high degree of attention, the transaction price can often break through the original. Established imagination.

In September this year, Taobao once put on a set of “1 yuan starting” Hangzhou school district, the house more than 80 square meters, the number of onlookers as many as 100,000. After 239 times of price increase and 142 delayed transactions, it was finally sold at a price of 6.095 million yuan. Even so, it was nearly 300,000 cheaper than the normal transaction price on the market.

Of course, this is only a case. The house on the auction of Ali is normally taken according to the evaluation price. The starting price is 30% to 20% of the market price. As for the final transaction price, it will be determined according to the heat. Therefore, the price of the auction is highly uncertain, and it may be leaking or it may be expensive.

According to Ali, in the past year, nearly 30 million people have watched and bought houses online. In the market where the house was shot, Ali has no doubt monopolized the entire market.

02

Jingdong chose another track to be a platform for real estate sales and distribution.

Jingdong Real Estate is currently part of the newly established Jingdong Life Service Community Group, which also includes real estate, automotive, medical health, lifestyle travel, and auctions.

For JD.com, the biggest advantage is that it has a large amount of customer traffic. Therefore, JD.com can directly bring the developers with the listings to the platform to generate the connection between the house and the user, and introduce aSome competent brokerage companies do the relevant matching work. In other words, Jingdong can choose to become the developer’s most direct sales channel, and can also cooperate with the agency’s economic company to sell the house according to the situation.

Of course, for JD.com, the profitability of local business is diversified, and even contains the developer’s related advertising business, which is also a huge cake of Jingdong Real Estate. At the same time, Jingdong Real Estate also quickly spread across the country’s most important first, second and third tier cities, and launched a distribution business with a large number of partners such as Sohu Focus, Dashoujia, and Ju Lixin.

In order to more accurately target users, they are divided according to different types of real estate, which are divided into ordinary residential, second-hand housing, cultural tourism real estate, and overseas real estate.

Of course, Internet companies sell houses, and the overall thinking mode is quite different from that of real estate companies. It is continue to follow the Internet “cash subsidy to grab users” mode, this is the most typical way of playing in the Internet industry, first use the money-burning model to scale, the user habits to cultivate and then think about the profit model.

Let’s take an example.

For example, Shenzhen Futian New House, shown as “Jingdong Real Estate Subsidy Project”, can receive 3-7 million Jingdong purchase subsidies for only 9.9 yuan, and then participate in activities of 11111 minus 11110 and 5000 minus 2999. Jingdong is so “violent” that directly attracts the attention of offline traffic by means of transferring profits.

Everything looks good, right, but even with this kind of promotion, Jingdong is definitely the “second child” in the e-commerce field, but it is only a “primary school student” in subdivided into real estate sales. There is hardly any influence on the entire market. See how many people around you know about buying a house through Jingdong. It’s really rare to ignore.

03

I can be sure of one thing, that is, for a long time in the future, whether it is Jingdong or Taobao, it still can’t get a big share in the overall real estate sales market.

The most powerful Internet companies are really not able to subvert the richest real estate industry.

Although it seems that the situation described is very good, so that countless people are crazy, but the real situation is that the pioneers such as the closest to the Internet game, the love housealready dead.

Whether you want to solve the information asymmetry in buying a house, you still want to expand by using an offline commission with 2 or 3 points that is much lower than the traditional intermediary by using an efficient matching model without stores and online. . The model of Aiwuji House has proved that the Internet company’s model does not work in the second-hand housing market.

You really don’t have a store to save costs, but it is also true. You can hardly help customers buy a house when they actually land, because you are not rooted, you have no knowledge of second-hand housing, and buyers ask for house information. It is very difficult for you to open your mouth like the agent of the store opposite the store.

The most important thing is that you don’t have the real estate key, in other words, you don’t hold the core asset.

Well, the second-hand housing market is no longer a play, then new houses, such as this double eleven activities, such as the Internet to sell new homes, what will happen in the trend?

The imagination space is also really big, but it may not be as optimistic as many people think. The Internet subsidy model may be completely ineffective in the real estate field.

The core essence is that the biggest difference between the real estate industry and all other industries is that the customer’s buying behavior is extremely low frequency, and the low frequency may be one or two times in a lifetime. Therefore, this also determines that in the real estate business, the first is to buy the right house, then buy the house, and finally save the money, these three steps are gradual.

In most cities, the price of real estate is indeed relatively high. Once you buy it wrong, it will really affect your life. For this reason, we need to constantly compare when we buy a house. We need to go around. Look, you need to go to the model room to see the most authentic environment, use the flesh to feel the realest living experience of reinforced concrete.

This is not available with virtual links like the Internet.

Of course, for Internet giants such as Jingdong and Taobao, it may not be so important to make money in the real estate sector. If you can tell a good story in the capital market, it will be worthwhile to make the stock price higher. .

Therefore, what I can imagine is that Internet companies will adopt higher subsidy commissions in order to promote higher real estate business with higher double 11 performance.

In fact, in essence, the equivalent of spending money to buy a flyer, is to let other channels intermediaries to deal with the list, Internet companies subsidize more money, let their water flow in their own company, and the real estate industry Amount of moneyThe gold scale will directly push up the double 11 sales performance of Internet companies. Then everyone together in the rising stock price carnival, the company’s valuation is high, the company is more rich, and the subsidized money is really nothing.

But, has the industry really changed, I am afraid it is not.

04

The real estate industry is very different, and many things that you take for granted are not valid in this track. But the world has never lacked innovators. The capital reservoirs such as real estate can indeed attract a large number of onlookers. Everyone is eager to try.

In the face of this 15 trillion real estate market, we are afraid that we need more thinking and awe.