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The past double 11, Tmall total turnover reached 268.4 billion yuan, another day.

However, we are more concerned about the e-commerce business began to test the water with the housing enterprises this year.

Ali in the double 11 auction nationwide million suite source, Jingdong launched 6000 sets of special rooms, Suning also launched tens of thousands of sets of Evergrande preferential housing. According to statistics, Jingdong real estate online search users increased by 5 times, online service consulting volume increased by 7 times, online orders increased by 3 times.

The internet is selling, already.

01

I think, the integration of e-commerce and real estate is really a very normal thing.

After years of Internet penetration, today’s China, selling anything, if there is no e-commerce involved, it will be very strange.

The total time of the nationals is limited, and the online changes that users are accustomed to determine the e-commerce-led business entrance.

E-commerce is willing to sell. Because the competition of e-commerce is the competition of traffic, the flow comes from the breadth of goods and services, and the high-consumption people brought by real estate is a vast blue ocean for e-commerce. Therefore, Taobao, Jingdong and even the headlines have made their own real estate vertical channels.

And housing companies also need a massive traffic platform like e-commerce to expand their sales channels.

A few months of publicity for a project may not be as good as the traffic of the Double 11 day. Just like Li Jiaqi’s diversion cosmetics, participating in the double 11 real estate can be strongly exposed, and how much is also somewhat useful.

Even if a house cannot be sold even on this day, these properties will also make people’s eyes full of attention. In the future, these concerns may be translated into actual purchasing power.

The e-commerce business on the real estate project is much cheaper than the media launch and intermediary. This is the essential reason for the housing enterprises to embrace e-commerce.

02

Okay, the next question is, since it is a win-win situation, why did it do so deep this year.

The media said that this year is the first year of Internet sales, which is not very accurate. Ali and Jingdong have always had the business of shooting houses, and Suning launched the second-hand housing business last year.

However, in my memory, this year is indeed the first time that Double 11 sells new homes in such a high-profile manner.

The reason is also very simple, because the house is really hard to sell.

The continuous regulation of the past four years, the local property market has been rubbed on the ground many times. At present, only Shenzhen and Shanghai are still somewhat hot, and most cities are in a quiet city.

After the house price does not rise, the lack of financial investment attributes, most of the projects will not be sold, housing companies are miserable.

The more headache is that during the peak period of the property market in 2015, housing companies borrowed heavily. Now that the debt is concentrated, the tight cash flow forces the housing companies to pay back and save themselves. According to the results of the research in the past nine months, the cost of new bond financing for domestic real estate enterprises was 7.03%, and the cost of overseas bond financing reached 8.08%. More than 10% of overseas debt financing is no longer an industry case.

And everyone knows that the best time to sell a house in the second half of the year is gold, nine silver and ten. After half a year in October, there is no vent. At this time, the huge traffic incident of Double 11 is the best gift for the housing company to end the year.

With the e-commerce carnival, you can sell one set.

03

Then let’s take a look at the effect of the double 11 selling.

I don’t know if it is a coincidence. The statistics of the real estate sector are not disclosed in all the statistics of the double 11.

We all know that when the e-commerce new category promotion starts, it is always the most subsidized. If the Internet selling model is feasible, then now is the biggest opportunity.

But, when I went to see the big e-commerce double 11 property promotion, I feel that the current Internet selling room is still a bit shallow. Comparing the professional real estate APP, you will find that the integrated e-commerce of Jingdong does not really understand real estate.

Example:

One page reveals projects in multiple cities, meaningless, even for speculators, only focus on individual hot cities;

At least the price unit of the project should be unified. The total price and unit price of the house are mixed and chaotic, and there is also a viewing service;

The subsidy is too small, and the move is a set of millions of houses. Those coupons that are reduced by 5000 are not enough to see;

There is a lot of traffic, very little conversion, and most people don’t leave comments on comments.

It can be seen that the Internet sells houses, and the traffic is enough, but it is still too far away from the deal.

04

This result should be expected by most people.

Commodity houses are real estate and are essentially different from the best fast-moving items sold on e-commerce.

A good house, not a fewThe renderings will do. It involves regional location, urban interface, surrounding facilities, and apartment decoration, all of which need to be physically seen to know.

Buy a house, and finally buy a non-migratory living experience.

Although VR and AR technologies have made rapid progress, they can only cover indoor parts at present, which is still much worse than visiting the scene.

As long as the person’s living experience is practiced in the flesh, and this lifestyle has not changed, then you must go to the sales office to see the house.

So now that people are going to the scene, there is no need to go back online.

So the current Internet selling houses, all those who want to deal directly on the platform, are pseudo-demands.

Compared with direct transactions, the property market needs the Internet to do information distribution and diversion.

At least in the moment, I think the Jingdong and Taobao e-commerce platforms are not good for real estate. On the contrary, those vertical e-commerce companies that focus on information distribution have more opportunities, such as shells, homes, and the happiness of today’s headlines.

Where, users can at least find a house that they can buy around, not so many so-called offers, but rich enough and accurate.

The picture below is from Happy Happiness APP.

Moreover, even smaller-volume self-media delivery has a higher conversion rate than e-commerce, because opinion leaders can provide more professional knowledge, and sometimes a suggestion can really save hundreds of thousands. This is why housing companies like to advertise on the media.

The same user can make dozens of clothes in the double 11 but once he enters the property channel, he will become cautiously cautious.

Because buyers need multiple, professional, and trustworthy information, not a few coupons and a quick pay button.

05

Buying a house is a decision-making, ultra-low-frequency trading behavior.

Even if it is a property market with abundant capital and rich capital like Shanghai, most people need to change rooms for 5 years, or 8 years.

The following data comes from Lu Jun, which counts the time before and after the transfer of each set of production certificates in Shanghai.

Because of the long cycle and large amount, each buyer needs essentially a very good auxiliary service.

The distribution of property information to help buyers choose the target, this is only the first step. Regrettably, the current Internet selling house has only done the first step, and then there is no more.

Purchasers still need more, such as interpretation of policies, advice and advice, credit financing, if it is second-hand housing, you also need to look at tracking, brokerage transactions.

Unfortunately, these are all non-standard, and all can’t be Internetized.

So you will find that Tmall and Jingdong Double 11 can sell more than 260 billion a day, but the annual sales of 16 trillion new home market, the Internet can not even get a fraction.

At the same time, a large number of intermediaries have gone very well online. We went to Changsha to look at the house and investigate the local intermediary market.

Don’t look at Changsha’s house prices are very cheap, only 10,000 in the early days, Changsha agency fees are the most expensive in the country, the highest can even receive 10%, mortgage and mortgage service fees 3%. It’s just stealing money, and this bonus period has been going on for years.

06

It is worth rethinking that such a large offline sale of houses, but no Internet people have subverted success.

A recent example of failure was Aiwu Yoshiya. After more than four years of operation, it burned billions of yuan. Today, it is an irrelevant page.

Like that year, this company that fully uses the Internet model to challenge the traditional intermediary industry has all the genes that are successful:

1, large-scale financing

2, low price subsidy

3, overwhelming publicity

Financing, subsidies, and advertising have always been the tools of the traditional industry under the Internet.

But this time, after the house was spent heavily, it was discovered that the real estate did not eat this set at all:

Users want to buy and buy a house instead of an intermediary fee of 1 point;

burning money to build a brand useful, but trading low frequency, can not cover the cost;

The promotion of subsidies is high, but it can’t solve the problem of quality control, and can’t get high-quality housing.

Because of the love house, the chain home is more simple. Although it also burns money and finances, the chain has all used the funds in the store.

Because the chain home knows very well that the real estate market is not useful for playing virtual, in the end, it depends on the product. This product is the property in the second-hand market.

So the chain will take the lead in making real homes across the country. This information is all paid for by using human flesh one by one, and it will check with the landlord every few days, and the cost is huge. But it is also such a big investment that opens the gap in one fell swoop.

It is ironic that this is an intermediary company that has no Internet genetics and deep-line services, and has made chain home apps and hatched shells, which is the most popular application for real estate users.

07

The real estate market in China is big enough, and every year, giants come out to challenge the industry.

But there are already many failed lessons telling us that everyone who wants to enter the property market should fear this industry.

Don’t always think about taking a marketing event, or using the idea of ​​combating the downswing, and taking the property market in one fell swoop.

Buying a house is the most important thing for the Chinese people. It is also the most complicated transaction, and has its own operating rules.

China’s Internet has passed through the era of high light, and it is time to sink into the heart, listen to the voices of buyers, and look at the needs of the source.

Respecting users and doing good service is much more reliable than simply and rudely posting information on the Internet.