Online Sales "Double 11" Big Test: 100 Real Estate Enterprises Rush For The Beach, How Much Do Buyers Benefit?

This year's "double 11" is no longer just the carnival of home appliances and beauty salons, and developers are also brushing the sense of existence.

From major e-commerce platforms to real estate enterprises' own apps, online housing sales have become a trend. Especially under the new epidemic situation at the beginning of the year, mainstream real estate enterprises have laid out online marketing. In the real estate industry, 2020 is known as "the first year of online housing sales".

The e-commerce platforms that encounter the "ceiling" of sales also need to improve the sales of large and high-priced goods such as houses and cars.

The strong traffic platform can bring considerable users and benefits to developers. In addition to selling houses, developers are also actively involved in the "double 11", such as commerce, long-term rental apartments, property services, logistics, etc.

From the era of advertising, agency and channel to online era, the sales mode of real estate is undergoing some fundamental changes. This year, shell went to the United States to be listed, and its market value has surpassed Vanke, which is regarded as a symbol of the phased success of Real Estate Internet. After Ma Yun and Zhou Xin, tmall good real estate was born, also intended to compete for the big cake of real estate sales on the Internet.

However, there are still many problems in the "online house selling" mode. Whether the whole transaction chain of such commodities can be realized, whether the buyers can enjoy the real profits and benefits, and how much profits can be brought to the real estate enterprises still need to be observed and evaluated.

One million sets of houses occupy E-commerce

55 days ago, the president of tmall, Jiang Fan, declared that this year's "double 11" would create a carnival for house purchasing.

55 days later, more than 100 real estate enterprises across the country participated in tmall's "double 11" promotion with 3000 real estate projects and a total of 800000 units. The range of special price houses covers nearly 300 cities. Half of the mainstream real estate on sale can be bought on tmall's "double 11".

During the double 11 (10.21-11.11), tmall good house and country garden launched the "double 11, 10 billion subsidy" and launched a purchase coupon of 11.11 yuan, with a maximum deduction of 110000 yuan and other multiple preferential housing benefits.

In addition, a lot of on-line second price houses have been set, with the lowest starting price of 198000 (Guangdong Yangjiang country garden Yueliangwan).

Hailenberg also participated in the 10 billion subsidy activity of tmall's good house "double 11". Select 28 projects in 23 cities across the country, and launch preferential activities, such as president's special offer, house purchase subsidy, national bargaining, live broadcast and second kill, with a minimum discount of 5%. There are various types of products, from cottages and residential buildings to commercial, commercial and parking spaces.

Liu Juhong, marketing director of hailenburg, said that in the fourth quarter, major developers are expected to take sprint performance as the goal, and the company also hopes to provide real affordable housing resources through the "double 11" traffic, realize certain online traffic transactions, and finally give profits to consumers.

Other real estate enterprises cooperating with tmall good house include poly, Fuli, etc. Poly development opened its first flagship store in tmall, with tens of thousands of units on the shelves. There are multiple discounts during the "double 11" period.

Tmall is not the first high-profile e-commerce platform to sell real estate. Jingdong, Suning and other e-commerce platforms have also tried. On the eve of 618 this year, Jingdong has launched its "self owned real estate" business, and the CEO of Jingdong retail has personally delivered live sales of real estate.

Jingdong Real Estate Co., Ltd. and other major developers jointly launched a two-way directional subsidy of 10 billion yuan, launched "50% discount for 1 yuan per second" and other exclusive Jingdong preferential housing resources with well-known brand real estate enterprises such as Vanke.

Suning e-buy said that during the "double 11" period, well-known real estate enterprises such as country garden, Fuli, rongchuang, green city, shoukai and other well-known real estate enterprises all had discounts. "More than 100 real estate brands participated in Suning e-buy's" double 11 "10 billion subsidy, and even 50-70% discount for over 500 sets of special price houses.".

There are millions of online sales platforms. In fact, real estate enterprises are not only settled in one e-commerce platform. For example, Shanghai Vanke's six residential & commercial office projects have settled in Suning, Ali and Leju for the first time. With the help of new channels, Vanke's welfare can reach more consumers.

In addition to settling in the major e-commerce platforms, various real estate enterprises have also launched independent online sales mode.

This year is the second quarter of Longhu's "crazy buying season". It has upgraded and launched four kinds of benefits, including limited time and limited collection of purchase coupons for over 200 million huge benefits, additional discount for 11.11 yuan, and limited online time limit for 1000 sets of special price houses, with a maximum discount of 400000.

Mainstream real estate enterprises also basically sell their houses through their own apps and small program platforms, such as Hengda hengfangtong, Biguiyuan fenghuangyun, Vanke's easy-to-choose houses, etc.

Break through the bottleneck of traditional sales

In the past, sales of real estate companies were generally carried out by agents, and a few companies also had their own sales teams, such as Vanke.

In recent years, with the decline of the market and the increase of supply, the houses are becoming more and more difficult to sell. The real estate enterprises rely more and more on the channels represented by chain family to find customers. The cost of such channels is high, from 6% to 10%, the real estate enterprises can not bear the heavy burden.

Therefore, when tmall good house was established, big men including Yu Liang, chairman of the board of directors of Vanke, all went to the "platform". For them, it was not a bad thing to have an additional sales channel.

Superimposed on the impact of the new epidemic situation in 2020, real estate enterprises began to attach great importance to online housing sales. A number of people from real estate enterprises said that due to the impact of the epidemic at the beginning of the year, many city sales offices were forced to close down and it was difficult to sell houses. So they started to start the online house selling mode, and Evergrande, country garden and Fuli were the first to test the water.

According to Kerui data, 143 of the top 200 real estate companies launched online sales offices during the first quarter of the epidemic.

On the whole, this year, developers no longer regard 618 and "double 11" as marketing opportunities, but as strategic sales opportunities to make real profits. In addition to its own online platform like country garden "Phoenix cloud", it also sells houses on multiple e-commerce platforms / Internet real estate platforms.

According to the marketing director of a local state-owned enterprise in Guangzhou, e-commerce housing sales will become normal in 2020, and the traditional "double 11" turnover of major e-commerce platforms has reached the "ceiling". In order to continue to gain increment, they need to improve the sales of large and high-priced goods such as houses and cars.

However, in the past, real estate transactions involved many chains, especially in the aspects of signing contracts, loans, paying taxes, transferring ownership and so on, with strong service attributes, so it has become a hard bone that the e-commerce platform has never chewed. In reality, some fundamental things have not yet been broken through.

In the investigation and interview of the 21st century economic reporter, many buyers hold a wait-and-see attitude towards online housing purchase. The buyers said that they did not participate in the activities for the real estate with good sales status and high quality. The specific real estate information also needs to be understood offline before going online to see if there is any discount, and there is no way to talk about the refund and after-sales problems.

"This page is too playful, the key information of house purchase is missing. In addition to the effect picture, some more specific information, such as the surrounding supporting facilities, transportation, and the prices of different floors of each apartment type, are not disclosed." Liu Yong (not his real name), a Guangzhou house buyer, has been looking at the house recently. On the evening of the 10th, he stayed at tmall's good house, and his ten billion yuan subsidy campaign failed. "Double 11" was also expected to pick up the leak, "the real discount can not be snatched, consumers are ignored", disappointment is expressed.

In order to dispel the doubts of consumers, Li Yong, President of hailenburg zhuzhongjiang regional company, will answer the questions online in the live room and interpret the relevant trends, so that consumers can feel the real "see, see clearly" house supply.

This is also the choice of many real estate enterprises. During the "double 11" period, dozens of real estate executives will come to the live broadcasting room to give discounts and answer all kinds of doubts.

Liu Juhong said that reviewing the past decade, real estate marketing can be divided into two stages, one is the era of traditional advertising, the other is the era of channel agency. However, how to consolidate the project field of real estate enterprises and build their own sales channel platform is an eternal topic for real estate marketing. In this regard, e-commerce platform is providing new possibilities.

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