The already "crisis" of the old real estate e-commerce, in the face of formally Jingdong e-commerce real estate developers on the road, stick to conventions or learn from imitation? Because real estate has different from other industries 'in-kind' attribute, line is also the real estate prices and real estate The key to winning intermediaries.
Trillion trillion rental housing rental cake, e-commerce rental model can be divided into? Although Ali has taken the lead in the 8 pilot launch of 'credit rental', but most of the real estate agency's attitude remains optimistic.
At present, the real estate market is facing a heavy burden of regulation and control. Some real estate companies are selling off asset-light assets, while others are looking overseas to try to allocate resources around the world. Some are optimistic and naturally optimistic. , Alibaba signed an agreement with the Hangzhou municipal government to jointly build the country's first 'smart housing rental platform.' And Jingdong followed in October by bidding for the Beijing rental regulatory platform project and selling 'sells' its e-commerce platform.
Combing found that, Ali, Jingdong actually as early as a few years ago in the field of real estate have had to test the water, but under the current regulation and control of the property market, the two major e-commerce giant coincidentally 'touch' room to speed up the layout of the real estate market Is it to spoil the game? Or is it innovation?
Ali, Jingdong have 'touch' room
Although the property market under the control of the pressure has entered the 'Bronze Age', but in the 'housing is not fried' background, the housing leasing market ushered in the dividend, the two major e-commerce giant has entered the housing leasing field in response to the situation.
Reporter combed and found that Ali, Jingdong two giants cut into the housing rental market, it has been through the layout of industrial real estate, commercial real estate, etc., involved in the real estate market.
If Ali, August 2014, Taobao hand Vanke, claiming that 'Taobao users spend much of the year, you can in Vanke 12 cities 23 real estate directly into the purchase of real estate, up to 2 million deductible'; In April, Ali announced that it will build a total area of 180,000 square meters of Lynx town in Yanqing District of Beijing. The move was also interpreted by outsiders as Ali's entry into commercial realm. In August 2017, Ali signed a cooperation agreement with Hangzhou Municipal Government In October 2017, its Alipay announced the promotion of credit lending in eight cities, including Beijing and Shanghai, with no deposit and the monthly rent payment slogan, which caused the market not small shock.
Such as Jingdong, 2014 'double 11' period, the joint venture Ocean Group for the first time Internet marketing; in June 2015, together with Vanke and other 43 developers to launch a thousand sets of special rooms; August 2017, to 3.89 billion won Beijing Yizhuang Economic Development Zone, a commercial site; the same year in September the same year with the Dongguan municipal government signed a strategic cooperation agreement, will invest 30 billion yuan to build artificial intelligence industry Metro while as of the end of 2016, Jingdong has won nearly 6,000 acres of land in 15 cities across the country.
Recently, Jingdong accelerated its layout in real estate business.First, in September set up the real estate division, and later announced in October the real estate strategy, announced in 5 years into traffic, online trading volume champion.
'Ali, Jingdong their respective e-commerce platform hundreds of millions of people every day traffic, which is any one of the enterprises will not ignore the resources.' 'Yi Habitat Institute researcher Lai Qin said in an interview,' especially in some cities Property market turnover downturn, the introduction of Ali, Jingdong flow of imports, online and offline combination, both to help developers more efficient and cost-effective way to obtain targeted customer resources, but also to help buyers more easily access to availability Information, and Ali, Jingdong also realize the flow of cash, this is a win-win situation.
E-commerce giant cash flow
The reporter found on APP of Jingdong Mall that its real estate channel provides 3 types of products, such as 'ordinary residential', 'villa' and 'commercial office', providing services such as housing purchase in 22 cities across the country, while Jingdong revealed that at present there are 82 real estate channels Home developers and 35 service providers settled, involving 2027 projects.
Ali's Alipay is mainly to provide rental business, the current business covers eight cities in the country, providing 'full-time' 'shared' 'free deposit' service.However, the reporter also noted that there is a name in Ali's Taobao It is a home improvement O2O platform that is not only a home improvement but also a home improvement project that covers not only 'decoration' and 'home' but also real estate in 97 cities nationwide.
In fact, from the Jingdong, Ali currently offers real estate business point of view, whether it is selling or renting, with the traditional developers or real estate agents have obvious differences.
'Ali and Jingdong currently do more of the same thing as building a platform between developers and homebuyers, landlords and tenants, enabling both parties to interface more efficiently and quickly, supplemented by technical data such as big data and artificial intelligence, The earth reduces the cost of time and other parties. "Lai Qin told reporters.
Alibaba's Q1 2018 financial report released on August 17 shows that its China retail platform reached 466 million active consumers last year and mobile monthly active users reached as high as 529 million while Jingdong released on August 14 2017 The second quarter fiscal year earnings also showed that the number of active users in the past 12 months was 258.3 million.
'Every year more than a dozen trillion transactions in the new home market, e-commerce platform is the largest resource flow and consumer spending habits and other data.E-commerce platform if you can share from the new home market in the capital market is a very good The story of the cash flow. 'Lai Qin said.
Innovation or spoiler?
Ali, Jingdong these e-commerce giant layout real estate business, innovation or spoiler?
Many industry insiders said in an interview with reporters that Ali and JD are more based on the thinking of 'new retail' or 'unbounded retail' and relying on their own advantages in big data, artificial intelligence, especially in traffic import, To build a platform for communication between developers and homebuyers and to bring the e-commerce platform's traffic to the real estate sector, Ali and Jingdong will not compete with developers in traditional development areas.
Li Xuefeng, assistant director of the Institute of Urban Development and Environment at the Chinese Academy of Sciences, also told reporters that Internet giants like Alibaba, which has such a huge platform and vast amounts of data, have a natural advantage of intervening in the housing rental market, but if the products and services are not well done, Value added can not go up, it is likely to start lively, but in the final platform traffic is difficult to import real estate business section, it is difficult to form an effective demand.
The Jingdong real estate business related person in charge of the real estate business on-line conference also made it clear that its real estate business will not involve real estate development, the main service providers and platform operators to play a role, that online developers to attract Jingdong platform for sale. The previously installed home improvement Jingdong and other resources, but also can be directly grafted into the real estate business, the formation of the whole chain to sell to decoration.
The insiders also believe that the real estate transactions large and low frequency characteristics, determines the electricity supplier can only achieve 'online extension and set' function, the purchase process can still be resolved offline. Large transactions have been all electricity Business is difficult to break through the bottleneck, for now, real estate e-commerce can only play a 'online drainage, offline diversion' role.
Under the background of "housing does not fry" and under the weight of regulation and control, the exploration of real estate industry such as Ali and Jingdong will have any impact on the development of the real estate industry. Will the real estate market be redefined? Some of the rules of the game? Clearly these should cause the real estate practitioners attention and attention.