Art Through The Cycle: 58 Industries In The Same City With "New Infrastructure"

"When it comes to new infrastructure, in the past 3-5 years, from logistics IOT, e-commerce platforms, new energy vehicles, to driverless and tourism, in today's many lifestyles, new infrastructure has been everywhere and penetrated into all aspects of our lives." On August 8, "Boao · 21st century real estate forum" was held in Shanghai. Ye Bing, 58 senior vice president and anjuke coo, gave a speech entitled "new infrastructure and new future".

Ye Bing, senior vice president of the city & COO of anjuke. Information map

The new infrastructure is the national infrastructure and infrastructure construction to implement the new development concept, absorb the achievements of the new scientific and technological revolution, realize the national ecological, digital, intelligent, high-speed, the transformation of new and old kinetic energy and the symmetry of economic structure, and establish a modern economic system. It covers seven major fields and involves many industrial chains.

As a representative of the "old infrastructure", the real estate industry obviously has a lot of room for transformation. With the normalization of real estate market regulation and increasingly fierce market competition, real estate enterprises are becoming more and more refined in terms of products, customer acquisition, management and service. In this regard, scientific and technological achievements such as big data and intelligence will undoubtedly help enterprises complete the transformation.

As a leading enterprise in the real estate information service industry, 58 Tongcheng and anjuke have been committed to building the infrastructure construction of the real estate industry, enabling the development of the industry. Its ideas and practices are well recognized by the industry. Under the condition that the cycle is "ironed out" and uncertainty still exists, how will 58 city and Anju customers meet the changes and demands of the industry?

New infrastructure and real estate cycle

On March 4, 2020, the Standing Committee of the Political Bureau of the CPC Central Committee held a meeting, stressing that "it is necessary to increase investment in public health services and emergency supplies, and accelerate the construction of new infrastructure such as 5g network and data center". After much deliberation, the new infrastructure has finally risen to the national strategic level.

Subsequently, at the national development and Reform Commission press conference held on April 20, the official for the first time defined the scope of "new infrastructure", including information infrastructure, integration infrastructure and innovation infrastructure, involving communication network infrastructure represented by 5g, Internet of things, industrial Internet and satellite Internet, and represented by artificial intelligence, cloud computing and blockchain New technology infrastructure, computing power infrastructure represented by data center and Intelligent Computing Center, intelligent transportation infrastructure, intelligent energy infrastructure and many other fields.

Compared with the traditional infrastructure, the new infrastructure has richer connotation, wider coverage, better reflects the characteristics of digital economy, and can better promote China's economic transformation and upgrading.

In the field of real estate as a traditional industry, what will be the focus of new infrastructure?

It is pointed out that real estate, as an important economic pillar in China, will be subverted by the new infrastructure in terms of development and construction, marketing transactions, property services and other key scenarios, and the value chain reconstruction will be completed in the digital wave. Among them, under the pressure of the new crown pneumonia epidemic, the digitization of real estate marketing has taken the lead.

In addition, the application of big data and artificial intelligence will make the operation of real estate more intelligent. These applications not only affect the residential area, but also affect the office buildings, shopping centers, industrial parks and other formats, promoting the transformation and upgrading of the industry.

But this is just the beginning.

Ye Bing said that the basic elements of the new infrastructure are three: data standards, the connection of the upstream and downstream of the industrial chain, and the promotion of the whole industry by technology. In these aspects, the real estate industry has a lot of room for transformation.

"New infrastructure, I think it represents the new future of real estate." "As the largest Internet platform for users to find houses and services in China, our answer is that the new infrastructure can go through the industry cycle and improve the efficiency of the industry," said Ye Bing

Four major trends of real estate industry

From the perspective of the development of the real estate industry, the industry seems to be ready to connect with the new infrastructure. As a senior practitioner in the industry, ye Bing shared four trends in the real estate field.

Firstly, the industry pays more attention to it management, service data and data standardization than ever before. "In today's project demonstration, design planning, construction management, and even marketing planning, China's real estate development enterprises have done very well in project management and other data-based aspects." Ye Bing said.

But at the same time, at the level of user data management, the industry is still in the "very primary" stage of development, specifically for non-standard data, data fragmentation. For example, property management companies have their own user data, and intelligent home appliance enterprises also have their own user data. However, from the perspective of the user's life cycle, these data are not connected.

Ye Bing believes that only through data connectivity can standardized and unified management be achieved. But there is still a lot of room for enterprise transformation.

Second, the real estate industry is becoming more and more open and interconnected, and the division of labor is becoming more and more clear and specialized. The specific performance is flow symbiosis, technology opening and platform enabling. This trend will help the industry to carry out fine management and accurate decision-making.

Third, as the cornerstone of efficiency improvement, technology is penetrating every corner of the real estate industry. AI, artificial intelligence, 5g, VR and other technologies have penetrated into sales, customer service, decoration and other links, and greatly improved the operation efficiency of the industry.

Taking channel sales as an example, in the market horizontal period, enterprises consider more about how to speed up the project circulation and reduce the cost of customer acquisition, so as to improve the efficiency and not rely too much on channels. "At this level, there is only one answer - to use technology to reduce the cost of customer acquisition, increase traffic, and improve the transaction efficiency of natural visits." Ye Bing said.

"As real estate practitioners, we should think deeply about how new technologies will change the efficiency of the whole industry. This is a process that we see has happened and is evolving. "

Fourth, the awareness of enterprise self-management is improving. Managers gradually realize that the management of users is no longer the scope of a certain channel, but should be the self-management behavior of enterprises.

"User" era coming

The above operation trend of the real estate industry determines that the industry is actively facing the transformation of new infrastructure, no matter in the subjective will of practitioners or the objective reality of industry development.

In reality, traditional real estate enterprises can self optimize their management, and they can also build their own database through upstream and downstream business. However, it is obviously impossible to achieve all-round empowerment by one's own efforts.

In this regard, 58 Congcheng and anjuke, which have the natural Internet gene and extend their business to many fields in the upstream and downstream of the industry, are undoubtedly the most suitable platform enablers.

58 the city and anjuke always focus on the industry pain points, establish a simpler and efficient connection between the developer's project real estate, real estate consultant, and the user who is looking for the house, and open up the resources such as technology and tools, so as to help the developers precipitate the private domain flow in the way of self-marketing, and build an ecological marketing scene.

Relying on the accurate user flow of 58 city wide and anjuke platform and big data information service, developers can establish a deep understanding of users. After entering the anjuke platform, users can predict the intention degree through interest preference, interaction and activity, and screen out high intention customers, so as to provide personalized and diversified services for the project sales office, improve the promotion efficiency of developers and reduce the promotion cost.

At present, the number of users of Anju online real estate transaction app has reached 41 million, and anjuke ranks first in the industry in terms of installation penetration rate, active users, and housing coverage users. In addition, the data shows that anjuke ranked first with app preference index of 87.63.

At the 20th annual meeting of Boao · 21st century real estate forum, Zhao Tongyang, vice president of 58 city, put forward the theme of "what has real estate changed?" According to the six-party talks, from the perspective of online data, the demand for online housing has increased by more than 50% since February, and the proportion of online looking for a house with Lingan VR has increased by 80%. 58 in the same city and anjuke have attached great importance to the online process of finding houses and improving the transformation ability with the online mode.

Zhao Tongyang elaborated his enabling logic. "58 Tongcheng and anjuke hope that in the process of promoting the new infrastructure, the management mode, human resource allocation and organizational structure of developers can also be transformed, so as to match the transformation to internal drive service-oriented enterprises. In the decentralized new media environment, it is our goal and direction, as well as the role that the platform should play, to let the most difficult groups of customers concentrate on one platform, so as to reduce the cost of online marketing for all developers and related industries, and use the best intelligent chemical tools to improve the management efficiency of everyone

In fact, as an Internet open enterprise, 58's user centered values are quite consistent with the real estate industry's emphasis on "real estate without speculation" and returning to the residential property. According to Ye Bing, it is not capital and management that improves the efficiency of the whole industry, but the "connection" based on technology. "Through the industry cycle, what are the opportunities for high growth in the future? As a reflection of 58 cities and residents, the new infrastructure is the fundamental to improve efficiency, and the future is the arrival of the user era. "

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