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拓展房源失利 房天下等互联网中介“没落”

2017-09-01 09:36:16   新华网

从互联网公司进入二手房交易和租赁市场的短短三年时间里,发生了不小的变化。在目前的北京二手房交易市场上,链家、我爱我家、麦田三家依旧稳居成交套数前三,曾经在一段时间杀入前五名的爱屋吉屋和房天下已经落至成交榜前十名的末尾。凭借融资招兵买马、大笔投资,曾表示将颠覆传统中介的互联网二手中介,错在哪里?

  砸钱之后,资源才是核心

曾经的爱屋吉屋在创立不到18个月的时间里,估值即超过60亿人民币,融资金额达3.5亿美元,成为史上估值增长和间隔最短融资金额双料冠军。

从上海的租赁业务开始,短短不到一年时间里,爱屋吉屋便将战场发展到北京、上海、深圳等多地的二手房买卖市场。

在北京链家、我爱我家、麦田三家多年市场成交份额稳定的二手房市场里,爱屋吉屋的成交份额曾在进入北京市场半年时间就做到了北京市场成交第四的份额。然而在当下的北京市住建委网站上,爱屋吉屋的7月成交套数仅有35套,第三名麦田房产的成交量是其15倍,而链家成交量则是其近10倍。

从大举进攻到现在的两年多时间,大举互联网旗号的互联网中介公司究竟错过了什么?

一位行业资深人士介绍,存量房市场的潜力是毋庸置疑的。当资本在寻求机会时,考虑到当时传统行业存在的房源、经纪人管理等方面的问题,明显更青睐于能够对行业有所改造的互联网中介公司。而正是借助风投资金,以爱屋吉屋为代表的互联网中介才敢于以低于行业平均水平的佣金价格杀入市场。与此同时,通过广告“轰炸”,在2015年市场火热时,其收获了一定程度上的成交。

然而该人士介绍,租房和二手房买卖是两套逻辑。在二手房买卖市场,互联网固然能够达到买卖双方信息更高的匹配,但房源的多寡成为驱动中介公司发展的核心因素之一,除此之外,成熟的线下服务链条也是房产这类低频交易中客户更为看重的。只有在线下不断挖掘真实有效房源,并通过经纪人的专业服务,才能将海量的房源和客源转化为持续的成交。对互联网中介来说,拓展房源从一开始就是其硬伤。

  互联网不是万能神药

虽然爱屋吉屋创始人在最初曾强调,“我们不是互联网中介,是互联网房产平台”,但面对线下挖掘房源、提供流程服务等一系列硬性需求,爱屋吉屋在2016年开始逐步铺开线下门店。但由于其对重资产操作模式并不熟悉,因此当时这一动作也被业内所质疑。包括房天下同样也开始了二手门店的经营,但由于经营方面的问题,目前已经转为加盟模式。而曾经自深圳起家的Q房网,在全国范围开设门店后,在今年初也已经被行业外公司收购。

互联网是改良行业的工具,这点或许已成为业内共识。在互联网中介大举进军的这几年来,包括链家、我爱我家等在内的传统中介也拿起互联网的工具。但在武装和对战的过程中,并非所有植入互联网基因的产品都拥有竞争力。

在爱屋吉屋进军北京市场时,链家也曾推出了丁丁租房这一产品,但在业务整合过程中,该业务已经不再作为单独的业务分支而重回链家。

在巴曙松的《新中介的崛起与房地产价值链的重构》书中,他指出,虽然2016年互联网中介的进入给市场带来了一定的改变,但其更多是依靠低佣金策略来针对客源的获取渠道进行改造,而在交易流程方面贡献不大,基本延续了传统中介线下业务操作的模式。未来交易流程改造的核心是能够通过建立大数据和进行数据分析推动线上升级,具体通过标准化、建立大数据、数据优化改善,形成闭环优化管理,提升交易效率。(方王洋)

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