How to play real estate+Internet finance?

First, the reasons for the rapid development of "Internet plus real estate+finance"

The combination of the Internet and the real economy is an inevitable trend. In 20 14, the output value of China's real estate industry was nearly 4 trillion, accounting for 6% of the total GDP. The transformation of the real estate industry by the Internet will bring great changes to the real estate industry and promote the development of the whole economy to a great extent. After more than ten years of rapid growth, the era of profiteering has ended, the industry has entered a period of adjustment, and competition has intensified. Through the combination with the internet, we can transform the production and sales processes, innovate other business models and promote the innovative development of the industry.

However, the combination of Internet and real estate alone cannot form a complete closed-loop business model innovation. Internet plus real estate+finance will achieve deeper and more systematic changes. This is mainly due to:

First, real estate and finance are inseparable. First of all, the real estate industry is capital-intensive and highly dependent on finance. Coupled with its long industrial chain and wide number of customers, it can also tap other related financial needs. Secondly, real estate also has the dual attributes of ordinary goods and assets. According to the industry classification standards GICS and GCS commonly used in the international capital market, real estate belongs to the same category as banking, insurance and other financial industries. According to the classification and code of China's national economy industry, although the real estate industry is a separate category, its financial attributes are becoming more and more obvious. The real estate industry and the financial industry are inseparable in essence, not only supporting each other, but even containing each other.

Second, the development of Internet finance is changing with each passing day. Various forms of Internet finance, such as third-party payment, crowdfunding, p2p, Internet finance and Internet consumer finance, are impacting traditional finance. The combination of these new financial service models and thinking with the financial needs of the real estate industry will further open up the space for innovation.

The second is the innovative model of "Internet plus real estate+finance"

1. "internet plus Real Estate+Finance" Multifunctional Marketing Platform

The multifunctional marketing platform of Internet plus real estate and financial services refers to the cooperation between the Internet platform and real estate developers and institutions providing financial services, through which houses can be bought, sold and rented, and relevant financial services can be provided, so as to realize a win-win situation for buyers, real estate enterprises, financial service institutions and marketing platforms.

At present, the common specific methods mainly include the following:

(1) Buyers buy houses on the marketing platform and enjoy special discounts. For example, the popular e-commerce companies such as "50,000 to 50,000" and "grabbing money to buy a house" have obtained offline purchase discounts through online card purchase and playing games, which has brought real purchase discounts to buyers.

(2) Allow customers to invest in various "treasure" wealth management products within a certain period of time, such as advance payment and down payment. Customers who purchase transactions in advance can get investment income from their own deposits, down payment and other funds.

(3) If the customer's down payment is insufficient, he can get a loan through p2p or other means.

(4) After the customer closes the house or moves in, he can pay the property fee, gas fee and water and electricity fee through the money fund products purchased on the platform.

The above methods, for property buyers, not only won the purchase discount, but also revitalized the down payment, down payment and other funds, and also enjoyed the convenience of financing, which is very attractive; For real estate enterprises, the strong sales advantage of internet e-commerce has promoted the sales of real estate enterprises and reduced the sales cost, which has attracted more and more attention; For financial service institutions, they can get rich profits by providing financial products and services and participating in them; For the marketing platform, there are not only cash flow and commission, but also investment product price difference income and information service fee. The rapid development of "Safe House", "Jinfang Institute" and "Taobao+Yu 'ebao+Fangxing Real Estate Enterprise" illustrates the good prospect of internet plus's multi-functional integrated marketing platform for real estate and financial services from a practical point of view. Especially as the real estate industry moves from incremental housing market to stock housing market, it may become the new normal of Internet real estate marketing, with huge development space. At present, in addition to the active cooperation between real estate development enterprises and internet financial platforms, second-hand housing brokerage companies have also accelerated the deep integration with internet finance.

Of course, because the model of Internet plus real estate+financial services multi-functional integrated marketing platform is still in the early stage of development, there are still some problems, such as low credit loan amount, complicated mortgage procedures, high interest expenditure on general real estate, few cooperative real estate with low interest loans, and inconvenient operation of financing loans. These need to be further improved in the future, but it also brings opportunities for the future development of the marketing platform.

2. Crowdfunding model of "Real Estate+internet plus Finance"

The crowdfunding model of "real estate+internet plus finance" is mainly divided into two categories according to the starting point of crowdfunding: one is crowdfunding from the stage of land acquisition. Judging from the crowdfunding in the early stage of land acquisition, it is predicted that the average capital cost of the project can be saved by 13%- 18%, the marketing cost can be saved by about 5%, and the property buyers can benefit by about 20%. The second is crowdfunding in the stage of sales investment, that is, transforming large-scale real estate investment into internet financial investment with low cost, low threshold and high flexibility, which greatly improves market participation. At present, the second mode is developing rapidly.

At present, the minimum investment of real estate crowdfunding model ranges from 1 1 yuan, 800 yuan, 1 10,000 yuan to 50,000 yuan, and there is a big difference between the house price discount and the expected rate of return. But by the same token, whether investors withdraw from equity transfer halfway or get a premium through auction, or get a chance to buy a house through lottery, they all have different rates of return.

In the future, "real estate+internet plus finance" will not only extend to the front-end land acquisition stage, but also actively develop innovative models that can obtain investment income regardless of whether crowdfunding is successful or not, so as to enhance its appeal to customers. At the same time, it will further develop the way of combining crowdfunding with short-term financing, lending and other wealth management products.

3. P2W model of "real estate+internet plus finance"

P2W(person to pawn) model of "real estate+internet plus finance" can be regarded as a special p2p, that is, with the help of online trading platform, low-risk investment and financing transactions between investors and financiers can be completed by introducing asset evaluation, mortgage liquidation and taking physical mortgage.

20 14, 10,1October 23rd, "Dangdang" Internet real estate financing was launched, with an annualized rate of return of 12%. Compared with the high-risk model of P2P platform with credit as the main factor, the p2w investment and financing model with real estate as collateral reduces the investment risk by means of low leverage ratio and the realization of mortgaged assets in case of default.

4. Supply chain finance model of "real estate+internet plus finance"

The supply chain finance model of "real estate+internet plus finance" mainly refers to the use of p2p platform or other internet financial platforms to carry out real estate supply chain finance business. The real estate industry has a long industrial chain and many related enterprises, and the development of supply chain finance has broad prospects. The supply chain finance model of "real estate+internet plus finance" mainly includes the following types: e-commerce platform for supply chain finance collaboration of commercial banks; Supply chain finance based on B2C, B2B and C2C e-commerce platforms; Supply chain finance based on third-party payment; Supply chain finance based on p2p platform; Supply chain finance based on big data to predict credit risk.

5. "Real Estate+internet plus Finance" community online to offline.

Real estate development enterprises, especially their property management companies, are the natural entrance of "community O2O". Paying property fees online and applying for maintenance online can make residents easily integrate into "community O2O". Online to offline, a "real estate+internet plus finance" community provides "last mile" service, which can provide residents with various financial services such as consumer loans, wealth management and intermediary services, and can complete transactions through Internet and mobile Internet payment. At the same time, it can also accumulate a large number of customer resources and data information, and develop rapidly.