Turned to Agency soufun, is facing an unprecedented crisis. The IT times reporters learned that in Shanghai, Zhongyuan, chain home (formerly deyou), I love my family and many other real estate agency in June, handing over listings search room shelves, no longer through house-hunting for his own diversion. In Guangzhou, Chi, Chi House, RADIUS, 34 intermediary firms such as full House, over 1000 stores collectively announced boycott soufun.
In November 2014, soufun suddenly announced to enter the housing market, triggering a traditional real estate broker was dissatisfied with the sound, since June this year, so all the boycott. However, the mere confrontation apparently did not dispel the Internet company's footsteps. In addition to the search room, was established just over a year of love Kat estate, suddenness, tenant brokerage slogans swept through Beijing and Shanghai subway ads, put on "Internet intermediaries" shiny coat.
Intermediary in this war, holding houses of "old school" themselves change from offline to online, but must find a new business model, and holds capital "the Internet" is a lot of money, and want to quickly have their own resources and talent, but a lot of things, haste makes waste.
The Times reporter IT after weeks of investigation, with a number of real estate agents who conducted in-depth interviews in this "Internet +" age of a fierce Gale sprang up, who also has a chance, they are the most sensitive sense of smell.
Houses: traditional mediation more
Floor 6500 Yuan, and Commission royalty 80%, found room of conditions let Wang (pseudonym) firm has from de thaw (Qian de blesses of commercial property Department) left of determination, but Dang into vocational first days open found room background system Shi, he decided gave up found room, "I in found room background found has 4 a community, houses up of community has 70 sets, and houses at least of community only more than 10 sets. But at the centaline property, each community has more than 300 sets of houses. "
Open soufun, chain home, the Central Plains, I love my family and other traditional intermediary houses were swept away, availability updates most "diligent" is house-hunting JI House, his agent and the House of love, the "0.5% Commission" and "houses" categories, all of the houses next to it. Open the "0.5% Commission" column can be seen hunting in an area with houses. Shanghai Cosco two well-known real estate Bay City, for example, soufun display 120 suites can use the 0.5% Commission on transactions, of which 3 bedroom and 2 living room with 60, but when a reporter actually call search room brokers, they said Cosco two Bay City 3 bedroom and 2 living room real houses for sale only 2 sets.
Chain online, the same keyword search, Cosco can see two Bay City has 173 second-hand House, 3 bedroom and 2 living room 52, chain home network broker promises are real houses, small because it is rented, inconvenient, by appointment only.
Dry years intermediary brokers are well versed "housing gets the world", before deciding to an intermediary company, asking housing and asked the second volume. Last year, ready to make their own agency soufun, and began to set up their own mediation team, the pattern and House of love Kat House is similar, no offline stores, agents are searching the Office and open than traditional intermediary 1 time more than double the percentage of basic salary and Commission, Wang is to be drawn to. However, the lost agency soufun, also lost their houses.
First call for Internet intermediaries JI House, House of love, there are hundreds of people in each city under which teams "sweeping the floor" in order to solve their housing problems, the scale is obviously not par with traditional intermediaries. But capital is huge. Founded in March 2014, but in May 2015, would get $ 120 million d round of financing, rich love Wu JI Wu quickly captured the subway in Shanghai, "50% listings about delegate owners from advertising, development accounted for 30% from aiwuji estate broker, other sources accounted for 20%. "House of love Kat Estate said.
But when aiwuji from the House to rent when you enter the field of second-hand House transaction, housing growth will not be so fast that traditional stores have an advantage in terms of attracting listings. "De blesses the precipitation 12 years in Shanghai, about hands of second-hand houses about 500,000 units. "Chain Shanghai regional director Zhang (not his real name) thought that" second-hand house trading stores can give people a sense of trust, because the owner needs to give more privacy information to intermediaries, including ownership and chairmanship of the year the invoice, and so on. "
First step House of love Kat House still encounter this problem, "then" search room to copy aiwuji House models, have to change positions. Aiwuji House into a deep Super first-tier cities such as North Canton, soufun, Zhengzhou, Xian, Xiamen, Zhuhai and Dongguan in 15 second-tier cities as their "first-tier".
"I feel sluggish trading is more suitable for house-hunting, beginning each mediation companies are the same. House-hunting in recent years have accumulated billions of customer resources and the advantage of this is it. "Zhang said.
Brokers debate: high paying high commissions are not all
From house-hunting after, Wang chose the centaline property, since last aiwuji "kill" into the market, with the soufun team, announced the acquisition of the chain under the established line deyou, Shanghai's real estate experienced a "great earthquake", agent, job-hopping has been the norm. For intermediary companies, and brokers with a single run, was the most painful blow.
"The Internet" at the beginning has been adopting a "rich" contingents. Aiwuji housing in Shanghai opened a floor is 6000, 4000 of which are liability-free floor, remaining tied to performance. Every single Commission percentage is less than 8000 Yuan 450 Yuan, more than 8000 and higher average royalty of around 10%.
Compared with normal mediation 3000-4000 floor, quickly set off a whirlwind in the broker this wage level, many agents move to House of love Kat estate. To this end, the "old school" all the strange, chain home way is that brokers once, clients will automatically go to the public, housing systems are based on the transfer number, only brokers have a landlord number, contact, only through the transfer of other brokers. Deyou means more "spicy", leaving brokers commissions can't extracted monthly. The new measures being deyou made years Zhao Fei (a pseudonym) eliminates the job thought, because there are more than 300,000 yuan a year earlier, the Commission did not take over, if the lump, the personal income tax will have to pay more than 60,000 yuan.
Soufun a Commission rate of up to 80% make "green with envy". In chain home, sold a second-hand Hou, produced of Commission theory to has 7 a brokers to points, had in de blesses commercial property Department work had of brokers mercy lift has a example, had has a pen business brings 180,000 yuan of Commission, results 30,000 yuan points to Deng disc party, and 10,000 yuan points to entry houses information of people, 50,000 yuan points to signed exclusive of brokers, last contributed to trading of brokers only got 90,000 yuan.
However, the "Internet" in the broker didn't last long. "When I was in aiwuji, will have more than 10 people a day come in for an interview, there will always be people out every day. "Talk laugh (not his real name) on IT Times reporter said, after half a year in aiwuji House, he chose to leave.
"I can get to 8000 to 9000 Yuan each month, but not so easy to take. "Talking says with a laugh. He squeezed into seventy or eighty people in the Office every day, two or three people together with a computer. The peak, he at least have to take 2 a day, with 50 to 70 a month, accounting for Metro bus which takes around 20 Yuan a day. However, his reason for leaving is not here, "House of love Kat House adopt the dispatch system, regardless of size, are single, all income, not development. "He chose to pay half, but more promotion of entrepreneurial companies.
Stores struggle: can the Internet really did destroy store?
And the "old school" many stores compared to "Internet" new rules of the game is to eliminate the stores. Agent usually stationed in the Office, after receiving the online customer Web site dispatches to the broker, within the agreed time to meet. Because no store limits and scope of services of a broker can cover at least 4 times more than its traditional stores.
Although the "old school" such as chain home, the Central Plains are also pushing their online channel, but for online stores, they still stick to the more, the better. "In Shanghai coverage by the end of 800 to 1000 stores the size of 20,000 brokers. "Zhang said even if the layout for many years, aided by their site online second-hand house trading only accounted for 30% of the total volume.
In the "old school" look, different from the rental, housing transactions involving large sums, the landlord and higher customer service and transaction security requirements, only the entity stores in order to meet the demand. Also, store cost, and not so high.
Zuo Hui, Chairman of chain home was revealed: "every broker chain home office costs 1500 Yuan, if stores each agent office costs 1000 Yuan, the gap is only 500 Yuan. "
O2O billion European network in the field of long-term concern CEO Huang Yuanpu put forward his views: "there are no stores depending on the origin, optimize the stores is the core to change the traditional way of marketing. Now houses the main post, $literal hand, who not so used to the Internet, so conducive to deep houses located at the gate of the community of stores, but after generation holds the initiative, online trading habits will gradually develop the habit. "
Chain Shanghai Regional Director Hu Pan (not his real name), aiwuji House is a 3-tier management structure, chain home was 6, although traditional intermediaries-brokers at the bottom of the soup a little, but layer upon layer of management and benefit-sharing, make this group a community of interests, rather than flying single, possessor of a group of "independent broker". Share interests and resource control, "the Internet" or to the "old school" learning. Network environment with Chinese characteristics
Long tail debate: Internet banking will be the intermediary to the standard
In fact, the House of love Kat House, house-hunting, such as "Internet" are more worried about is that the "old school" is the potential of the Internet. "No conflict of interest with us we will still continue to use, but also to enhance their own construction on the line. "Although the cooperation ended and house-hunting, but central group did not give up the Internet, its Counseling Center General Manager Ye Dong made clear to the times of IT.
HomeLink O2O strategies implemented, will focus more on its Tintin on the rent because it targeted was hit House of love Kat with a lower Commission, and agency each get only 5 days ' rent money, compared to the original ' rent money every single month, equal to his broken wrist. Although Tintin rent still needs to feed 3,000 brokers, but Zuo Hui did not pressure for them, even if money will "play" because chain O2O blueprint was not limited to this.
"Chain home have been given a licence, start doing Internet banking. The next step is to home economics, home decoration, home improvement service set to line, pattern similar to house-hunting. Offline store is just an entrance effect and form a closed loop. "Zhang told the reporters IT times, chain's ambition is listed next.
And centaline said focus financial is the next step in the Internet business. "We will launch a short-term loan, such as down-payment loan, foreclosure property loan. Customer needs on the one hand, on the other hand is linked to the real estate transaction. Traditional intermediate business expansion is slow, but value-added business to advance quickly. "Ye Dong said.
Soufun very early are also moving towards Internet financial, its world platforms provide a down payment on a new home loan, second-hand House loan mortgage, foreclosure property loan, financing, and real estate all financial products such as chips.
"House-hunting is not the platform to do the mediation, it is because it lacks the transaction this part, so do not finance, home renovations and other services. "Huang Yuanpu believes that solving information asymmetry to a transaction to the service, this is the O2O marketing a general evolution of, as the path of real estate O2O competition.
In fact, the dish as a whole, real estate agent is not highly profitable. Take Shanghai for example, last year turnover of 1 trillion of real estate, intermediary companies only the 2% soup. This is why Internet financial and one-stop service will be chain O2O punch.
Reporter's notes
Who will be the fastest one?
Says so much, who can become the fastest one?
It appears from the current plates, chain home could be the fastest O2O completed a closed-loop, line quickly netting around the faucet with acquisitions, started after the Internet financial and service on the line layout. As the "old school" pioneer, after it spent money, does not rule out own online platform will be open to the traditional intermediaries, mutual participation or joining mode, quickly became the "forest leader."
Aiwuji estates in robbing houses, gather user stage, now it's story goes like this: I have no stores, asset-light, able to subsidize labor costs, lower commissions. If it can continues to keep growth momentum, so Xia a round financing of story on the so said: we gathered has so more of young rent Guest, they future is "has room a family", now let this batch after the user first recognized I of platform, quiet to find a good House, provides Butler service, was help you decoration, was help you introduced around diet, and shopping environment, was help you pulled circle solution married. It was a mushroom friends apartments, comfortable vertical rental model.
If you use information, transactions, service dimension to measure, house-hunting opportunities in their own hands, just to solve the problem of information asymmetry of real estate transactions, search room do billions of dollars of market value and rental services market after more space. Key can occupy a certain amount of second-hand House market, considering the focus is housing and brokers.
House-hunting competitors should not be taken as chain home JI House, or the House of love, but to go up – 58, after the merger of two local living services website is, in itself, a large flow of rental portal, acquired the home second-hand house trading platform. From their current layout, does not rule out will become the next big Internet real-estate agent.
Big players in the market, real estate market it is not possible in a short time and three of the world's situation, each city has its own King, and offline integration has only just begun.
