Yuan: Selling a house on the e-commerce platform is the most important thing.

According to media reports, Suning has reached a comprehensive cooperation agreement with Evergrande, and tens of thousands of Evergrande houses are about to land in Suning for sales.

On the surface, this is a marketing action before the "Double Eleven". Behind it is the further development of strategic cooperation between the two sides, and it is also the performance of the real estate market to sort out faster enterprises to seize channels.

The cross-cooperation between Suning and Evergrande is deep. 2017165438+1On October 6th, Evergrande announced that Nanjing Runheng, a wholly-owned subsidiary of Suning Appliance Group, would strategically invest 20 billion yuan in Evergrande Real Estate. After the capital increase and share expansion of Evergrande Real Estate is completed, Nanjing Runheng will hold 4.70% of its shares. Suning.cn announced on June 25th, 2018 that Suning Commercial Management, a wholly-owned subsidiary, and Evergrande Real Estate Group established Shenzhen Hengning Commercial Development Co., Ltd. with a registered capital of 20 billion yuan, with Suning holding 49% of the equity of the joint venture company and Evergrande holding 5 1% of the equity.

The two sides are highly complementary. After the establishment of the joint venture company, it is reported that Evergrande will sell houses on Suning platform. Evergrande Commercial Real Estate Plate is located in Suning.cn Yundian, Red Kids Maternal and Infant Store and Suning Supermarket. At the same time, Suning Store, AliExpress and Suning Smart Property will also enter the Minsheng Real Estate Sector under Evergrande.

If Evergrande's house can be sold on Suning platform, it is not only the expansion after the cooperation between the two parties, but also a natural thing. Suning's online and offline add up, and the traffic is relatively large. The key is that this is an online and offline integration model, which should promote C-side business such as selling houses.

As far as this year's "Double Eleven" node is concerned, it can be regarded as a marketing action. "Double Eleven" has become a routine "carnival" of major e-commerce platforms, and it is understandable for housing enterprises to take advantage of the situation to market. Moreover, the value of commercial housing is large. If there is a transaction, the e-commerce platform can obtain considerable added value of traffic.

It is worth pointing out that the current property market is in a consolidation period, which not only tests the product capabilities of housing enterprises, but also tests the marketing capabilities of housing enterprises. And channel is an important content of marketing ability. According to insiders, some channel fees have risen to 10%. With the help of e-commerce platform, especially the platform of partners, the channel cost is low.

E-commerce selling houses is nothing new. Many years ago, all major commercial websites had this business, which was one of the most important sources of income for their real estate channels. At that time, the e-commerce business of commercial websites also played a large role in storing customers before the real estate enterprises subscribed. However, this business has declined in recent years.

Of course, the other e-commerce is not this e-commerce. The real e-commerce platform also has the business of selling houses. For example, JD.COM has set up a special department to sell houses. However, the effectiveness has not been announced.

It is difficult to determine whether e-commerce platforms, including JD.COM and Suning, have more advantages than those of previous commercial websites. Personally, I think there will be progress, that is, the ability to mine big data from customers. JD.COM and Suning are mainly directly operated. Theoretically, they have more accurate customer portraits. If you can use artificial intelligence to achieve accurate one-to-one recommendation, you may be able to achieve a certain transaction rate, and the cost is low.

The difficulty is that commercial housing is a very advanced commodity, and the sales tools of e-commerce platforms, no matter how smart, cannot completely replace face-to-face communication. Otherwise, the e-commerce platform that launched this business in advance has already been fully harvested and vigorously promoted.

Personally, I think that e-commerce sells houses, and housing companies still have to show sincerity. Compared with the "e-commerce business" of commercial websites in earlier years, the current e-commerce platform sells houses with the intention of facilitating real transactions, so it is necessary to give profits to buyers. Housing enterprises and e-commerce platforms may wish to carefully calculate and give the saved costs to consumers at one time to attract them to place orders.

Before, I have called on housing enterprises not only to pay attention to which city regulates and relaxes purchase restrictions, but also to pay attention to sales, especially in cities with refunds. Discount promotion discount promotion. Of course, a group of real estate enterprises represented by Evergrande have launched promotional activities, which have made great achievements during September and National Day. If these profit-making promotion measures are put on the e-commerce platform, the effect will not be bad. On the other hand, if e-commerce selling houses is just a simple marketing behavior, it is doubtful whether buyers will pay the bill.

Housing enterprises have channels, and buyers have benefits. Such e-commerce houses are more popular. If the test is successful, I believe there will be more followers.