Shanghai Intermediary Changes Suddenly, Black Horse Macalline Emerges

Second hand housing in Shanghai is a trillion scale market.

After the resumption of work and production this year, the real estate market has been rapidly unsealed, and the second-hand housing market has recovered simultaneously. At the same time, the intermediary industry of "Spring River warm duck prophet" has taken the lead in showing a competitive situation: Macalline's family expansion is fierce, the Central Plains has implemented the reform of the partnership system, and a large number of university graduates have been recruited to expand the army.

"Recently, the expansion of Macalline's family is a little fierce, and it has directly acquired all the stores opened by Zhongyuan's former employees." After the second-hand market expansion of Kailong has been accelerated, a person from Kailong has also reported that the market has resumed its business. Compared with the chain home, Zhongyuan and other old intermediary brands, there is no obvious action to open stores recently, Macalline Aijia seems to go a little far.

However, Feng Quanlin, President and founding partner of Macalline family, said in an exclusive interview with 21st century economic report that fast (expansion) is not the goal of Macalline's love of home, but health. Cultural team, business model, system organization process and input-output ratio are some indicators of health in Feng Quanlin's eyes. He believes that these indicators will help Macalline to achieve low-cost expansion.

Extension logic

In the first half of this year, 112100 sets of second-hand houses were sold in Shanghai, with a turnover of 339.258 billion yuan. Last year, the total amount of second-hand housing transactions in Shanghai was 719.3 billion, with 238000 units. Excluding the impact of the epidemic in the first quarter, second-hand housing transactions in Shanghai in the first half of this year can be described as hot.

This may be the root cause of increased competition in the intermediary industry.

In view of the recent overall acquisition of some intermediary stores by Macalline Aijia, Feng Quanlin pointed out that the core standard of store acquisition and selection is to inspect the comprehensive quality of store personnel. So far, Macalline Aijia has only acquired more than a dozen stores, accounting for 7% of the total number of stores. Feng Quanlin attaches great importance to the cost of acquisition. He said frankly, "if he wants to work with us, his store should not have too much premium." In other words, Macalline's strategy is not to buy at a premium, but to see how much money the store spent on decoration and how much deposit it paid.

Macalline love home has its own unique set of expansion logic. Looking at the industry, chain, Central Plains, Pacific house and other "big brother" have entered another stage of development. They have gone through the stage of "adjusting the size of stores according to the market situation", and are exploring new development models. Since last year, the general partner and the general manager of Zhongyuan have started to work independently on the rent, which has led to the establishment of self-management system by the general manager of Zhongyuan. After leaving their jobs, these employees enter the entrepreneurial stage and are also faced with the bottleneck of the transformation of the first and second-hand businesses. A regional manager in Pudong, Zhongyuan, Shanghai, told the 21st century economic report that in general, the proportion of employees working as first-hand and second-hand agents in a store is 8:2. Due to professional habits, the two types of employees rarely transform each other.

This is the opportunity for Macalline to love home. Feng Quanlin's past career has affected his management logic. He is not a traditional real estate intermediary. Before entering the intermediary industry, Feng Quanlin was in charge of the international station in Ali, that is, B2B business. The intermediary store is actually a 2C business. Feng Quanlin believes that the core of both is sales and management, and human nature and business are interlinked. "Lianjia, Zhongyuan, Pacific house and Macalline Aijia are all business models for opening stores, but the difference is that Macalline Aijia pays more attention to cost accounting and saves resources, so as to create a closed-loop customer service."

Feng Quanlin insisted on not engaging in a sea of people tactics, "not asking for more people, but asking for the right people" and "not seeking fast, seeking health". Take the whole store acquisition as an example. He will do fine management according to the staff status of the store: for example, a store has the cost of rent and decoration, and after it is acquired by Macalline Aijia, it will operate in the attitude of a partner of a small and micro start-up company rather than an ordinary professional manager. He believes that the intermediary industry has two core competitive logic. The first is garbage time. Waste of resources by recruiting the wrong people is equivalent to creating garbage time; the other is the purchase cycle. The industry attribute is inseparable from people, and the human efficiency is also inseparable from people. The core is to solve the contradiction of this problem. Since it is very important for customers to repeat the customer service after the purchase.

Feng Quanlin believes that when an economic cycle or macro-control comes, no enterprise can withstand this risk. No one wants to be inundated by time in garbage time. If something of value cannot be left, it will be defeated in the economic cycle. He thinks that the corporate cultural values created by Macalline Aijia now are to save time and resources, and to achieve things with limited time and resources is the eternal pursuit. As for "regardless of cost, regardless of health, blindly expanding It's almost certain to die. Even if someone can succeed, it's not the way we want to go. "

Intermediate fission

Since its start-up in August 2019, Macalline Aijia has signed up more than 300 stores. At present, it has entered Shanghai, Beijing, Nanjing, Hefei and Suzhou, and will enter Shenzhen and Guangzhou this year. Feng stressed that the growth was uniform, opening 20-30 new stores every month, and did not accelerate the pace of expansion in April and may this year. In addition, Macalline Aijia has been doing "five in one" design from the very beginning. After customers buy a house, decoration, furniture and so on continue to enter the shopping mall for consumption. This transformation is not much in absolute value. It is understood that there are about hundreds of decoration transformation.

So far this year, Macalline Aijia has achieved the periodic break even of receivable caliber. "For a company of our speed, it is possible that no company can do so quickly without losing money."

In fact, after the epidemic, the turnover of Shanghai's second-hand housing market increased rapidly, but the house price only rose slightly.

According to incomplete statistics, there are 4800 salesmen in Zhongyuan, Shanghai, and 3000 in Meikailong Aijia. The trading volume gap between the two companies is still large.

Shanghai chain home has more than 1600 stores during the peak period. When the market is not good, it shrinks quickly, and a number of stores are closed. The recruitment of college graduates has been stopped for less than 1500 two years ago. However, due to the implementation of the partnership system, Zhongyuan has no rigid requirements on the number of stores. According to people familiar with the matter, 5% of Zhongyuan's employees have left and opened their own stores. These new start-up stores to join the new platform also need to pay platform fees.

The change of Central Plains mainly comes from mechanism. Take Zhongyuan first-hand agent as an example, Zhongyuan's salesmen can get 30% - 50%, and they can get 60% if they open their own stores. This is a very realistic problem. This is also the bottleneck of the Central Plains, from the peak of more than 10000 people to 4800 people, which has cost and risk control reasons. After two years, the second-hand housing market is still low. The market share of the first chain is still far higher than that of the second. The positioning of chain family lies in service, relying on service to do large-scale; and Zhongyuan has been deeply rooted in the idea of not listing, and the profit always comes first.

Shanghai second-hand housing transactions have risen in some emerging regions, such as Jiading new city plate. In the first half of this year, the proportion of second-hand housing transactions within the outer ring of Shanghai fell to 49% from 51% in the first half of last year, while that outside the outer ring increased to 51%. The top regions in terms of transaction volume were Pudong, Baoshan, Minhang, Songjiang, Jiading, etc., and the regions with the highest year-on-year growth in volume were Tinglin and North Jiading.

Chain home data shows that some of the recent improvement demand in Shanghai has flowed from new houses to second-hand houses. In the first half of the year, the market volume of new houses fell and prices rose. Although the number of completed units fell year-on-year, the transaction amount has returned to positive year-on-year. Second hand house prices are more stable in the second quarter. The average area of second-hand housing sets has increased significantly compared with previous years. The demand for house purchase outside the outer ring flows into the second-hand housing market from the new housing market. The proportion of second-hand houses with more than 90 square meters and more than 3 million yuan increased, which may be due to the squeezed improvement demand of the new housing market flowing into the second-hand housing market.

Since this year, more than ten new stores have been opened in Jialong district. Zhang Lin's (pseudonym) store is one of the stores acquired by Macalline Aijia. Strictly speaking, it is not a franchise. But Zhang Lin needs to pay a certain amount of platform fee every year. His shop is located in Jiading new city, and its turnover in April and may reached more than 2 million yuan.

According to people in the industry, Youfang will charge about 8% of the training fee for one month. However, Feng stressed that Macalline love home does not tend to franchise mode, especially now that it has the ability to open its own stores.

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