This article is from WeChat public account: really called Lu Jun (ID: zhenjiaolujun0426) < span class = "text-remarks">, cover from: Oriental IC
I think you haven’t heard from a correspondent bank for a long time.
I don’t know if you have noticed that the news about the acquisition of the same strategy by World Union began to spread in the industry a few days ago.
These two are agency agencies in the real estate industry. The so-called agency is to undertake the work of the developer’s marketing side to help the sales on the court.
I was still very emotional when the acquisition was announced. The acquisition was unquestionable, but the timing of the acquisition was a bit embarrassing.
Because the background of the acquisition happened before World Union released the third quarter financial report, it can be said that the overall performance was very bad.
Net profit was 3 million, a year-on-year decrease of 96%, while revenue fell by 13.11%. This is not the first decline in the World Union. Last year, the income of the World Union fell by 8.26% and net profit fell by 58.59%.
This acquisition is more like a counterattack by World Union, trying to use the method of acquisition to quickly obtain performance and income. After all, it is a company that is very similar to World Union but has a good overall revenue.
How to evaluate Tongce. If World Union is the second largest agency in the industry, Tongce should be the second largest agency in Shanghai.The item was sold through an agency.
What’s wrong with the correspondent bank now?
First of all, we can see that the characteristics of the agency company are professional and efficient. The subtext behind it is that the developer may be unprofessional and may not have a ready-made team.
Developers may not admit it on their own, but this situation did exist for a long time.
Because there are really many companies that have land in their hands somehow. For example, if they have money and don’t know what to do, then buy land. For example, how can the local government owe them money? For example, what if the boss does n’t like the house, buy the land and build it yourself. For example, if you do the project yourself, you ca n’t afford half of the project developers ’money.
Anyway, a variety of reasons have led to the unprofessional development of many developers. Everyday we see the top 100 real estate companies. In fact, there is a big data statistic. There are nearly 10,000 real estate developers.
With the entry of real estate into the second half, the end of the turbulent era of the property market, the end of those small developers, the acquisition of the acquired, and now there are not many on the market.
Now the top 50 eat 50% of the cake, the top 100 eat more. In addition, every real estate company has chosen deep farming and has done development for more than ten or twenty years. It is impossible to be unprofessional at this moment, and it is impossible to have no local team at this moment.
This is the cake of the agency bank under the development of the times.
This is at a macro level.
Micro-changes also exist. The biggest change that occurs in the crime scene is the biggest change in marketing.
First, almost all projects have self-sales teams. Nowadays, developers who completely rely on agents do not.
Even if the project needs to be successful, joint agency is the first choice, that is, for agency, but also for self-sale. In many cases, the agency uses more than one, two and three.
A piece of cake has now been cut into three or four points.
In addition, the proportion of this cake has begun to decrease, that is, the cost of commissions. When I entered the bank, the cost in the Shanghai agency was basically 1% -1.5%, and it was higher in other places. And now, three to five thousandths abound in Shanghai.
This data is also shown in the semi-annual report of the World Bank.Exist.
But at this moment, when you say such a point, there is a bit of anger after the cake is taken away.
三 、
I don’t know if you found it. Opposite the agency bank, another hot scene appears: another wave of real estate service providers is rising rapidly this year.
We can perceive it with our naked eyes.
Fangduoduo was listed, and Shell obtained strategic investment from Tencent. Juli’s new house in Zhuge, looking for a house, has received a new round of financing this year, 58 has started 58 love houses, and Red Star Macalline has started an intermediary store. The small real estate, which cannot be too small, has occupied the perspective of a large number of buyers.
Actual banks are the same as these. They are real estate intermediary service providers. Why is the situation completely different?
Actually, you will find that all the middlemen that have begun this year are all real estate middlemen that revolve around exporting services from home buyers. The fundamental reason for their rise is the arrival of the real estate buyer era.
What do you mean, in this era of oversupply in the property market, there has always been a strong supply of housing and a strong supply side.
Serving customers is not meaningful under this logic. As long as Party A is served well, the value and business model of the middlemen will exist. This is the magic weapon pursued by all correspondent banks.
But times have changed, and the supply and demand in the property market has reversed today. The policy attitude is tilted to the buyers without hesitation. The more equal the relationship between the listing and the customer, the more the object and content of the intermediary service will change. .
So this change made many of the agency moats disappear overnight.
At previous annual meetings, slogans appeared on the agency saying how many items we have stocked and the amount of houses available for sale. After yelling too much, I suddenly discovered that the first house is not yours, and the second one is yours. Not necessarily for sale.
And in the past so many years, I have experienced so many houses but so many customers, but no user information.
From beginning to end, the services of agency banks are all around developers, and research on customers can be said to be completely backward.
We recall carefully that after so many years, the agency has published so many research reports.The reason is that others want to innovate and want to go out of a quadratic curve.
In such a huge circuit, as long as you are alive, as long as you want to change, you have a chance, you may kill.
So, as you can see, some of them are also involved in the leasing market, some are involved in large transaction services, and some are trying to serve home buyers. But like other industries, innovation is a failure of 90%. There are all kinds of pain in it. I think everyone in this part can feel it.
In the final analysis, I still think that logic is still there. All the innovations are centered on the innovation of real estate and developers. To me, I really haven’t seen the user element rise to an important level.
The rise of users is a trend, a bonus, a general trend, and it is uncomfortable to confront the trend.
五 、
Many people have often used the term moat these years to explain the company’s chips and energy against external rivalries.
But do you guys know that moats exist more in the cold weapon era? After gunpowder was invented and projection technology was rapidly popularized, moats would no longer exist.
This is what the agency’s bank faces today. Digging a ditch to build its own city, it looks up but finds out-
An oncoming artillery is coming.
How to change it, I think we can start by changing the title. I suggest that my colleagues do not call channels, intermediaries, and distribution companies in the future. There is too much disdain in the name. To some extent, the old real estate people do not pay enough attention to emerging industries. They do have too many problems, but Their existence is indeed to kill the correspondent bank.
Well, it’s almost like that, hard work, real estate practitioners.
This article is from WeChat public account: really called Lu Jun (ID: zhenjiaolujun0426)