Rumored Jingdong into the real estate field, has boots landing.
October 24, Jingdong to 'establish a connection, operation to create, to create explosive' three games were officially sounded into the electricity business real estate horn.It is reported that located in the 'real estate era service platform' Jingdong real estate, will cover Residential, commercial real estate, real estate three major markets, and said it will be in 5 years to achieve traffic, online trading volume of the double champion.
Holding tickets for the future to buy a house, rent can be on the Jingdong
Earlier, the Beijing Municipal Housing Construction Committee website on October 20 issued a Beijing housing rental monitoring platform technical cooperation project comparison results announcement ', the announcement shows that under the wholly owned subsidiary of Jingdong - Beijing Jingdong Shangke Information Technology Limited The company selected units, which means that Jingdong has got into the residential leasing market tickets.
Undeniably, the current Chinese real estate market is facing an unprecedented inflection point, business logic and industry patterns are undergoing unprecedented changes, and these changes have created new opportunities. Jingdong Mall home life business unit real estate business unit Zeng Fuhu This shows that Jingdong into the real estate is bigger cake and not split cake.
It is understood that the current Jingdong on the line for the new home business, the future will be on the line second - hand housing transactions and rental business, which means the future to buy a house, rent can be on the Jingdong.At the same time, Jingdong said the real estate business will not involve real estate development, will be the main Play the role of service providers and platform business, with developers, agents to play a new tricks, to provide consumers with better quality buyers, rental experience.
From the business model, Jingdong as a real estate trading platform, will be around the developers, agents, Jingdong real estate three roles in the sale of housing will create three models, including developers and Jingdong direct cooperation brand brand, Business and Jingdong cooperation Jingdong joint venture model and developers, agents, Jingdong jointly create a multi-party joint venture model.
This means that the Jingdong real estate platform is not as a simple advertising platform role exists. Zeng Fuhu that the past real estate media business can be said that the deformation of advertising, this pseudo-electricity business model in the market is very good Will be good, when the market is bound to be very difficult, Jingdong in the whole industry chain is really want to integrate with the real estate industry, and now do not only the real real estate business, but also the real estate market after the market operation.
Relevant data show that the current first on-line Jingdong real estate channel has 82 developers and 35 service providers settled, involving 2027 projects, covering more than 20 cities.
Insight into the unique positioning for the 'big estate era' service platform
It is reported that the incoming housing leasing, buying and selling is only Jingdong this into one of real estate goals, positioning in the era of real estate 'service platform to promote real estate and e-commerce industry is the full integration of the real purpose of the journey.
As the nation's largest retailer, JD.com is also embedding its 'retail gene' into the property sector to help create more channels, more ways and more scenarios for open door and homebuyers, manage back-end stocks , Operations have become the killer to solve the trillions of leasing restructuring difficulties.
For Jingdong, the establishment of the connection is not a simple information to inform, but through the integration of Jingdong marketing, services, supply chain and other capabilities, for home buyers to create a one-stop experience, which will allow real estate developers to get rid of the previous marketing Competition, to serve the supply chain competition, enhance the developer's new competitiveness.
Specifically, the online Jingdong to attract real estate developers can be settled in the Jingdong platform for sale; online, Jingdong to help real estate operators operating commercial real estate, Jingdong home, Jingdong mother and child stores will be fully settled, to enhance the experience of service. , Jingdong home life division had to build home improvement resources, will be directly grafted to the current real estate business, formed from the sale to the decoration of the whole chain.
Commercial real estate, Jingdong will have more online and offline combination, comes with traffic and popular products in the commercial area floor, Zeng Fuhu example, such as Jingdong no supermarket, Jingdong home, etc. It is understood that Jingdong in the past one The year has been the development of more than 160 Jingdong House and Jingdong store, more than 200 Jingdong mother and child experience shop and more than 5,000 Jingdong appliance stores, in addition to the Kepler plan docking more than 200 mobile station Side partner.
On the other hand, this year's Beijing-Teng plan launched unbounded retail solutions will also be applied to the real estate sector, will be through the Tencent Department of product imports and business background gradually intermediation, so that all businesses can get unparalleled traffic, marketing solutions and ' Heaven and earth one 'type of inventory and logistics.
As a line to undertake side, commercial real estate can be connected to this solution to share Jingdong investment resources, membership management system and innovation experience, and in Beijing X plan behind, and Tencent, today's headlines, Baidu, NetEase, 360 and other traffic centers to establish Of the connection will also be Jingdong real estate project flow source.
At the same time, developers can Jingdong decoration, furniture, building materials, household daily and other related categories, to provide consumers with customized decoration services, complete the purchase of all links, full-cycle, one-stop service.
In addition, relying on massive consumer behavior data, Jingdong will also focus on commercial real estate, industrial real estate, tourism real estate, pension real estate and overseas real estate and other fields to build a dedicated team, and developers, agents in-depth cooperation customization, development category explosion.
Facing the industry turning point to the output capacity of infrastructure fueled
Chain home Institute data show that in 2016 the size of the national real estate sales in 20 trillion, of which second - hand housing size of about 6 trillion, second - hand housing leasing 2 trillion, while the new house transaction size reached 12 trillion or so, huge market Space, is bound to make the field become a battleground.
From the current real estate business platform development situation, some of the early electricity business platform is not really truly transparent, online and offline is not fully integrated, low conversion rate, more is a diversion The role of Jingdong, Ali and other giants into the game, obviously to get rid of similar drawbacks, in order to shake the existing pattern.
Compared with the e-commerce platform formed by traditional intermediary companies and agents and the newly established e-commerce platform with complete asset-light operations, the comprehensive e-commerce platform represented by JD.com has also announced that more accurate customer contact Rate, richer scene connections and a more complete life-cycle service era.
Taking Jingdong Big Data as an example, apart from assisting real estate developers to find accurate customer base, real estate developers will also reduce trial and error costs with the help of large data siting and layout for renting and upgrading shops during the commercial real estate development.
In fact, the channel traffic sharing, large data integration and synchronization, intelligent analysis as a means of a new generation of real estate business platform is entering the people's eye, this is more cost savings, improve sales efficiency model is technology-driven, Promote the integration of online and offline new unified retail formats.
For Jingdong, the supply chain, large data, operations, marketing and other capabilities of the opening and export, but also to its real estate business into a future retail infrastructure providers in the industry, with its huge traffic advantage and In the rapid development of many fields, Jingdong at this time into the real estate, both the maturity of the retail infrastructure capacity after the ripe, but also the future of real estate transformation to the development of large consumer services play a role in fueling.