The first professional real estate e-commerce provider in China is still a flash in the pan (VC305)

Buying a house like buying clothes on Taobao.com is becoming a reality in China's real estate market today, and it has become one of the contents of the real estate market with Chinese characteristics.

On May 6, China Real Estate Information Group announced that its Sina Leju officially opened the real estate e-commerce channel, becoming the first comprehensive professional real estate e-commerce channel in China. Since then, a real estate marketing battle on the Internet will start again. Many real estate agencies and professional online media, including E-House China, World Union Real Estate, SouFun.com, will participate.

Zhou Xin, Chairman of the Board of Directors of E-House China, introduced that there are currently two types of betas on the line. One is the monopoly area, which sells all or part of a certain property. The price is mainly set by the developer, which is close to the traditional sales pricing method . The other type is the auction area. The bidding methods include bottom-up bidding with a zero base price, as well as top-down Dutch bidding (setting the highest price, which is automatically lowered by one unit for unattended auctions), in addition to group purchases and spikes. .

Log in to the beta version of Sina Leju Real Estate E-Commerce Channel, you can see that there are currently three properties sold online, among which the SOHO China's Galaxy SOHO project started auction on May 15th, using the zero-bottom auction method. A project located in the Huaqiao area around Shanghai is of a monopoly nature, and its developer Shanghai Chengkai put all 601 suites on the Internet for sale.

As for the reason why SOHO China is the first to test water e-commerce, Pan Shiyi, chairman of SOHO China, said that this was an attempt to "completely give pricing power to customers." "The essence of no low-cost online house sales is to give all options to customers, reduce and eliminate intermediate links and intermediary agents." Pan Shiyi said that in the future SOHO China may come up with more houses to sell online.

It is understood that at present consumers can realize online viewing, booking, and even full payment on e-commerce channels. Relevant sources said that at present there are no problems in terms of payment platforms and other technologies, but in addition to the booking deposit and full payment, loan buyers cannot achieve transfer payments through the network system. The final purchase contract can only be completed offline.

A person familiar with the U.S. real estate market said that the current practice of online housing selection and paying a deposit or full payment has not yet occurred abroad, because the supply and demand of the real estate market in Europe and other places are relatively balanced, and there will be no multi-person robbing. Phenomenon, there is no need for extreme house buying methods like bidding and spikes. In other words, the e-commerce network characterized by competing to buy a house is more suitable for the current Chinese real estate market with strong demand.

Another person in the real estate agency industry said that this online sales model also has a role in increasing the competitiveness of real estate agency companies. Online house sales cannot replace traditional sales office sales, but commercial housing sales are combined online and offline. Opening up another sales channel is a worthy option for housing companies in the current situation.

It is understood that Internet companies including Soufang, Alibaba, and Tencent are exploring real estate e-commerce, and cross-industry competition may appear in the future online housing market.

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