In the past, the period of high growth rate has entered a period of change in trading structure, and a lot of new things will happen.
At the new brokerage summit of shells looking for housing on November 11th, Zuo Hui, chairman of Shell Finding House, said that the entire real estate market is There will be great changes in the next five years. Just need to reduce, the transaction cycle will become longer, real estate will change from a fast-growing industry to more stable, and the change of the big trend will affect all market participants. From now to the future, five major changes are taking place, and trends will be more important than experience.
Incremental stop, market slows
Zuo Hui judged that the real estate market will end its rapid growth trend in the next five years and become a “slow and long” track, but the overall scale is still large, maintaining a volume of more than 10 trillion yuan. However, the trading structure of the entire market will change significantly.
In the past 20 years, the scale of the new housing market has increased from 400 billion to 15 trillion, and the transaction volume of the second-hand housing market has reached 6-7 trillion. Zuo Hui judged that “the new housing market will shrink, and the next five years will be even smaller from 15 trillion to 12 trillion. The second-hand housing market will grow from 6.7 trillion to 10 trillion.” The role of the brokerage industry will become bigger. .
Buying a house is no longer a belief
“The stage of Chinese consumers’ religious belief in buying a house has passed.” Zuo Hui judged that both the supply side and the demand side are undergoing profound changes. “There are fewer and fewer customers who just need the first purchase today.”
At present, the rate of purchase of thousands of people across the country is 25 to 30 per thousand, but Beijing is only about 7 per 1,000. The volatility of house prices has decreased, but prices in major cities are still high, the market will tend to be stable, and the trading cycle will become longer.
The era of leaflets has passed, and the community will be deeply rooted in the future
“The days when the flyers were sent to the users on the road in the past 20 years have passed.” Zuo Hui judged, “There are fewer people on the road.”
The brokerage industry needs to be able to take root in the community. “One person can focus on 200 households. If there are 1 million brokers in the shell platform that can be targeted at 200 million,” this is “our best business model” because “Whether it’s changing a house or renting a house, all the buyers are in the community.”
Being online, there is a future
“The behavior of future consumers will move from offline to online. This is an inevitable process.” Zuo Hui believes that corporate strategy is to find the future trend, and then do the right thing, with the onlineization of consumer behavior. Occurs, a large number of service providers also need to migrate to the line.
“The entire real estate industry, the online process in this vertical category has just begun.” Zuo Hui judged that online is the general direction of the industry, the core of future platform operationsIt is online operation, shells will certainly use a large number of technical tools, a large number of means to “let consumers complete this immigration. Let consumer data be deposited online, so that all participants’ data can be deposited online, the only way to Complete further changes in the consumer experience.”
The brokerage brand changed from toC to toC&toB
Zuo Hui believes that the brokerage industry has to do to find good brokers, attract them and stay. “China’s outstanding stock brokers are also 150,000 people, but in the future China may be a market of 3 million people. We are a large number of incremental brokers. We need to spend ten years or even longer to get through this. Process.”
The core of the process is the store. The operation of the brand should be based on the store, from toC to toC and toB. “The core competence and core appeal of the future lies in what brokers you can attract.” The competition between brands and stores is the competition of excellent brokers, and the value of brokers as B-ends will be valued.
“The shop group and the store group must be the first to develop. This is the trend of the industry. Everyone must think about the essential things.” Zuo Hui said, “The sooner these things are done, the better.