On September 16, Alibaba officially established the real estate department and launched the "Tmal
On September 16, Alibaba officially established the real estate department and launched the "Tmall Good Room" platform. Once advised young people not to buy a house, and his father Ma, who was not interested in money, entered the real estate circle?
Not really, because Father Ma has repeatedly stressed that he has retired.
However, this time, the "Tmall Good Room" jointly launched by Alibaba and Yiju stirred up thousands of waves, and the singing capital BLACKPINK appeared. My agent will die and my sales will lose their jobs.
The public says that the public is right, the old woman says that the old woman is right, and the reason is reversed. Who can't find ten and eight?
Selling houses online, I believe most people are still skeptical about this model. In the first half year of the outbreak, many people reveled online, and Tik Tok also had a heavy position. However, after the big waves washed the sand, it was also lacking, and I never heard of the investment of real estate enterprises.
This makes people more skeptical about whether the online model of real estate can work.
After all, as a mass consumer product, real estate has a special nature, and there is no reason to return it within 7 days without consumer rights. There is no quality control statement for product differences caused by the project system. After all, you can't build two identical projects on the same land, just as you can't step into the same river twice.
Once you buy it wrong, it may be a deep pit for years or even decades. Therefore, seeing is believing, and it is still the first essence of real estate purchase.
As for Tmall Real Estate, this is not the first time Ali has entered the real estate market. As early as 20 10, Taobao, a subsidiary of Alibaba, and Word of Mouth jointly established the Taobao Real Estate Channel, which was also a sensation that year, and now many reports can be found. But as early as 2004, Taobao and Word of Mouth made contact in this respect.
Only in the past year, Taobao real estate closed down and the sales department closed down.
On 20 14, Taobao real estate plans to restart, and the channel cooperates with Vanke to do "bill deduction" activities. Taobao users can deduct the house payment by purchasing Vanke's designated real estate.
Remember this specified attribute and talk about it later.
Innovative gameplay has set off another wave of online climax, but the channel itself is still tepid. After playing online, there is basically only a double discount of 1 1.
This time, with the cooperation of Ali and Yiju, the Tmall Good House Division was established, claiming that it will not make money for at least the next three years, and all the income will be 1 0,000% to subsidize buyers. It is planned to reach 400 million families, build the second official website and the first marketing platform for real estate enterprises, and realize the vision of Tmall Good House "making the world free of hard-to-sell houses".
The first effort of the channel is this year's "real estate double 1 1" activity, which claims to be a subsidy of 10 billion yuan.
Ali, who is indomitable, wants to drill into the real estate. Is it to kill the intermediary? Is such a move meaningful?
First answer the first question: Does Ali really want to change the life of the intermediary?
Certainly not, this pattern will not be so small.
First of all, the live experience of real estate is very important. Although it is the last link of all links, it is indeed an indispensable link. Quality control is difficult to use in the house. Even if it is the same product line of the same real estate enterprise, it will make a boutique product line shit because of different properties, different supporting facilities, different builders and even different traders.
If you jump out from the logic of online shopping, you will find that in the real estate field, online is actually a channel utility and a channel for publishing information.
2 1 what is the most important thing in the information explosion era in the century? Information.
You look up at the surrounding bus stops, outdoor anti-aircraft guns and elevator cars. What advertisements are the most?
Yes, the absolute owners of real estate, advertising and media spend hundreds of millions of dollars on advertising every year.
Therefore, information is very expensive.
Why are housing enterprises willing to cooperate with channels and intermediaries in recent years? Because the channel spreads information, it is wider, more accurate and more sticky than the advertising media.
As for the word stickiness, everyone who has been glued by the intermediary should know it.
The intermediary has mastered a large number of customer resources, and the real estate enterprise needs to pay the intermediary channel fee, and the commission is based on the transaction amount. The advertising expenditure here is still large, but the cost-effectiveness ratio of customers' transactions is far less than that of channels, and slowly the housing enterprises begin to deviate.
When the cost gradually moves from advertising to channels, a large amount of economic investment will stimulate more people to enter the intermediary industry, and more and more customers will be held by the intermediary, and housing enterprises will find that advertising expenditure is not cost-effective.
At this point, housing enterprises have been kidnapped by channels. Now many housing enterprises have almost stopped channels, and it is difficult for customers to come to the door, let alone pay.
To cite a few data, during the six years from 20 14 to 20 19, the sales and leasing completed through intermediaries in China increased from 3.2 trillion to 10.5 trillion. The market growth rates of second-hand houses and new houses are 265,438+0.6% and 43.65,438+0% respectively, and the overall penetration rate of intermediaries in all housing transactions has increased from 33% to 47.65,438+0%.
47%, this is already a very terrible data.
Housing enterprises are kidnapped by channels, and information rights, product information publishing rights and customer information rights are all in the hands of intermediaries. As a channel, it is necessary to collect channel fees. All the projects that start the channel, the cost of the channel, are on the sheep.
If you visit the same project before and after the channel goes online, you can clearly perceive a slight price adjustment within a few days.
When the enterprise is kidnapped by channels and platforms, then the terminal will not benefit.
Then answer the second question, does Ali's Tmall House make sense?
There is no doubt that there is. After all, in the Internet age, all the expenses saved by shortening the information transmission distance and optimizing the communication structure will eventually be partially paid to consumers.
In order to make a profit, housing enterprises should calculate costs, such as land price, construction and installation cost, advertising fee, marketing fee and channel fee, and the channel fee of 3-5 points is not cheap.
Therefore, it is meaningful to try to optimize the original industrial chain every time.
Of course, intermediaries will not die out, but they will certainly have an impact, especially small and medium-sized intermediaries.
So if online channels grow rapidly, how much benefits can consumers get? Like the 20% discount mentioned in every big promotion? half off
Really, I think too much. As early as junior high school politics, we read Marx's famous sentence: if you have 50% profit, you must take risks; For the profit of 100%, it dares to trample on all human laws; With 300% profit, it dares to commit any crime, even risking being hanged.
Most people don't know that the profit rate of enterprises is not as high as everyone thinks. Many world-renowned companies, including Samsung and Sony, have profit margins below 5%, and few companies have profits exceeding 10%.
During the outbreak of Evergrande, it was 75% off at first, and recently it returned to the market at a price of 30% off. The brand premium of real estate in the same lot has been very significant. If you can make a 30% discount, it will be at least 30% higher than the previous competing products in the same lot, but this is impossible.
So preferential packaging is an open secret in the real estate industry.
Every real estate enterprise, every project, down to every room number, has a record price in the real estate bureau, so in fact, the reserve price of sales has already been secretly won.
How to make this discount is just the difference between rhetoric and packaging art.
Therefore, many promotions you see are limited to room types and projects, just like Vanke and Ali's bill deduction activities, and the restricted projects are real.
As for which items are restricted and what are their characteristics, you can study the doorways yourself.
Finally, the only real benefit is the subsidy of 100 billion yuan, which is the same as that of Pinduoduo 100 billion yuan. With the entry of capital and the burning of capital to make up the difference, then this commodity can really be sold to you at an ultra-low price.
But a million-dollar commodity like real estate, even if subsidized by 2%, is still 20 thousand yuan. 10 billion looks like a lot, and it is not enough to look at the whole country.
As for how much can I really make up in the end? It depends on how much the employer is willing to spend, how high the expectation of future platform growth is, and how confident the profit is.
Whether the final double 1 1 is a carnival on preferential packaging or a real benefit depends on the specific price.
So everyone should understand that it is hard to find cheap. For the projects that you are optimistic about, the projects that you have been watching, and the projects that are familiar with the price, you can buy them if appropriate.
Buying a house is probably not for 2% or 3% subsidies. After all, you can't afford a lot that you can't afford even if you subsidize 10%.
And you can afford land, and you can get a discount? Isn't it all said separately when the lottery is held, and there is still a discount?
Author: Lyon
Editor: Wang Xiaobei