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Who can't sleep well when "Tmall Good Room" is born?
After reading this news, my first reaction is that the boss of Keke Holding Company will never sleep well.
By June 30, 2020, Keke Holding Company had been stationed in 103 cities nationwide, with 456,000 brokers and 42,000 brokerage stores. On August 65, 438+03, Keke Holding Company landed on the New York Stock Exchange. A company sweeping the country in full swing, only listed 1 month, suddenly encountered a strong enemy, the boss will find it difficult to eat? Some people think so, others don't.
The main reasons for thinking that it won't: the offline resources of Keke Holding Company have occupied a monopoly position, and Tmall's good house is only hard to shake online; However, such a large-scale real estate transaction cannot be completed only by online. The main reason for the meeting is that Tmall's traffic is much larger than that of Keke Holding Company, and it is necessary to subsidize buyers with commission, which is a sure thing.
The author believes that the impact of Tmall Haofang on Keke Holding Company is very strong, but it will not be "life-and-death" in the short term. Because E-House, the partner of Tmall Haofang, started as a new institution, and Keke Holding Company mainly rents and sells second-hand houses, there is a certain difference between them, and there will be no large-scale hand-to-hand combat for the time being. And the branch holding company, which is sharpening its sword and marching into a new set, may fail because of being squeezed.
Tmall Fang Hao threatened to "not make money for at least the next three years, and all income 1 0,000% will subsidize buyers", which is fatal to Keke Holding Company! There is money in Tmall's good house backed by Alibaba, a big tree, and there are more and more aborigines online. Cultivate the habit of buying a house online. If you don't do it in three years, you're dead.
The world has suffered for a long time. In the process of Tmall's good house and shell winning the world, the majority of buyers and developers will benefit. How will the share price of Ke Holdings Inc fluctuate after the birth of tmall house?
After a little thinking, the second reaction is that a lot of bosses in the brokerage chain will not sleep well.
Ke Holdings Inc has already occupied the market share of 1/8, and Tmall said that it will capture the market share of 1/8 next year, which together account for 1/4. How do other big names in the brokerage chain live? For example, Pacific House, 2 1 century real estate, dtz, I love my family, full house, rich and brilliant, World Union, Tongce, and my old club Zhongyuan Real Estate, etc. Another example is 58 City, Fangtianxia, Tencent Real Estate, Sina Leju, Zhuge Renfang, Wukong Ren Fang, and real estate advertising media companies. 202 1 1/4, what about 2022? What about 2023? Think about it. Is it worse?
Besides, there are two forces to be reckoned with: one is JD.COM, and the other is some real estate tycoons, such as Evergrande, which did not attend this meeting.
As early as 2065 438+2007 65438+24 10, JD.COM announced that it would enter the real estate industry in Beijing, positioning itself as a "service platform in the era of big real estate" to help establish the connection between developers and buyers. 2018101On October 22nd, JD.COM Real Estate announced the official launch of the second-hand housing business and participated in the promotion activities of "Double 1 1" that year. Objectively speaking, the influence of JD.COM real estate in these two or three years is not very great, and it seems that it has been "testing the water"; Now that Tmall's good house has been released, it is expected that the real estate in JD.COM will be "enlarged" soon. In fact, JD.COM has long been secretly laid out, and even JD.COM real estate franchisees in such a small city as Hanzhong have begun to plan, only to be officially announced.
During the COVID-19 epidemic, the sales in three days reached 58 billion yuan. Evergrande tasted the sweetness of "real estate e-commerce" through the platform of "Hengfangtong". As a nationwide company, its scale, self-confidence and risk awareness determine that it is more inclined to build its own platform. After all, no one can guarantee that Ma Yun will start levying exorbitant taxes on developers after unifying the monopoly channels in Jianghu. Evergrande can think so. What about real estate predators such as Country Garden, Vanke, Longhu and Wanda?
In short, the real estate brokerage industry has changed, and many big names in this industrial chain will soon fade out of the rivers and lakes, hoping to get away with it.
After repeated thinking, the third reaction is that employees of real estate brokerage companies will not sleep well.
Whether it is controlled by Keke or many owners of real estate brokerage chain stores, they have earned enough money. For them, money is just a number to witness personal wealth or life value. Even if they die in the competition, their wealth has shrunk by 50% or even 5%. As long as they are not in debt, as long as several villas and mansions at the bottom of the wardrobe are still there, they can still live a carefree life, which is difficult for ordinary people to do, and the rich are pampered.
However, what does it mean for the practitioners of real estate brokerage companies? The company went bankrupt? Employees are unemployed?
In fact, real estate brokerage companies can be roughly divided into two categories, one is based on second-hand housing intermediary, the other is based on new agents, of course, there are also mixed.
The emergence of Tmall Fang Hao has had a great impact on the whole real estate brokerage industry, even overwhelming impact, especially on the second-hand housing intermediary business. Because of its few derivative services, mortgage transfer and other services are easier to realize online, and the new institution has some irreplaceable services online, such as market research, product planning, brand promotion and other consulting services, but these businesses do not make much money, and they have to rely on sales to make money. Without sales, we only rely on consultants. What's more, many companies despise or are not good at these consulting businesses, and with the sinking of first-line brand housing enterprises, self-built marketing teams are becoming more and more common.
Tmall Fang Hao will rewrite the ecology of the real estate brokerage industry. If you earn a ticket, you can consider leaving before Tmall Fang Hao is fully rolled out to drain the surplus value, and insist that Qingshan should consider how to transform. How to transform? Idea 1: If you can't beat Tmall, you will "surrender" Tmall to join Tmall. Will Tmall be invited to surrender? Idea 2: Strategy, Channelization and Logistics (three thousand words are omitted here).
Three or five years later, when the cat house becomes the first monopoly channel in China, won't developers sigh "I am a fish"? Will it sink to the foundry of the channel provider? Will you call for amending the Anti-monopoly Law of the People's Republic of China at the National People's Congress?
Author: Shan Zhijun, general manager of Shaanxi Han Xiang Real Estate Marketing Agency Co., Ltd.
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