10 -month transaction 1.5 billion!The live broadcast of the house is hot, and the anchor, platform and real estate developers are binding

14.09.2022

Number of this text: 2818, the reading time is about 5 minutes older

Introduction: The rise in the business volume of the live broadcast platform has both the prerequisites for the strong development of the current live e -commerce company, as well as the spontaneous willingness of real estate developers to accept the trend of self -media to sell housing.

Author | First Finance Lu Qian

Red flags who have been engaged in the sales of gas equipment have never thought that they can become a cross -border talent that sells nearly 1 billion in real estate.

Ji Xinjun, the person instructor of the idealist of Kuaishou (01024.HK), mentioned that with the continuous expansion of platform traffic, high -quality real estate content, and online product -based housing chain. Channels, Kuaishou idealists will also bring more new opportunities for business growth for enterprises, institutions, and anchors in the real estate field.

After the gas equipment sales were frustrated, the Red Flag accidentally brushed hands. Pay attention to the form of live broadcasting houses. Through live broadcast content, the audience can understand many market conditions with buying and selling information. After multiple contacts, the red flag decided to go to the fast hand to do the live selling house. In the fast -handed account "Red Flag Saying House". Since its development, Hongqi revealed that from September 2021 to July this year, more than 1,600 units have been sold, with sales of about 1.5 billion.

Head advantage formation

Starting from the section, daily and distribution of house information, Hongqi has established a connection with fans. In March 2020, Hongqi joined the fast -moving real estate live operating anchor group. He met his colleagues for fast -handed operations. After reaching a certain order of the fan scale, he strived for many times with Kuaishou.

"The relatively strict requirements of the fast -looking house group. Not any anchor can take the customer to see it at will. If you go to see the house in the name of Kuaishou, the channel will give traffic support, material support, and corresponding official endorsements." Hongqi said. According to the fast -moving person, the scale of the house group is directly linked to the hot sales of buildings. Due to the fiery level of the Red Flag team, two 37 bus -watching tenants will be pulled every time they look at the house.

The realization of the real estate home vertical creator in the real estate home furnishings began from 2019 to 2020, and established a "Kuaishou ideal home" brand. Ji Xinjun told reporters that in fact his original intention was real estate home improvement, but due to various restrictions, he could only start with real estate sales.

"Because at that time, the entire fast -handed property we saw was simply moved a offline scene to the line. In fact, I did not really understand the needs of Kuaishou users. What kind of content needed for Kuaishou platform." Ji Xinjun said.

So in the later period, the team launched the commercialized attempts in the three directions of the ideal family -the real estate launched a viewing group, and the home improvement tried to be a home improvement alliance, and the home was launched. "I hope to empower the anchor more realization, and help fast fans to realize the viewing, buying houses, decorating houses, and decorative houses in Kuaishou, and make more content around the consumption scenario around the home," Ji Xinjun said.

According to industry people, the home improvement market generally has a higher chain cost, long cycle, and heavy offline. It is not suitable for early investment. The decision -making link and service cycle of the house are relatively short, which is more suitable for early investment layout.

Hongqi said that when it was just a second -hand house, although professionalism was not the strongest, when I saw the right house, I felt that the cost -effectiveness would record a small video for the first time and send it to the fast hand.

With the expansion of the scale of the Red Flag team and 83%of the new housing market, the team has been recognized by more real estate developers and can get more real estate sales resources and preferential policies, thereby attracting more local real estate anchors. In October 2021, almost all real estate anchors in Cangzhou City, Hebei Province signed the Red Flag team to help Hongqi win the qualifications of the first -level distributor of multiple real estate real estate in Cangzhou. The team also achieved a semi -annual real estate sales signing of 75 billion yuan.

Real estate online and offline cooperation model gradually become

The rise in the business volume of the live broadcast platform has not only the prerequisite for the strong development of the current live e -commerce company, but also the spontaneous willingness of real estate developers to accept the trend of self -media housing.

The Hebei Provincial Bureau of Statistics released the real estate development and sales of Hebei Province from January to May. From January to May, the sales of real estate commercial housing in Hebei Province was 109.47 billion yuan, a year-on-year decrease of 24.2%, of which 104.58 billion yuan was residential, a year-on-year decrease of 24.5%.

Tian Ye, the head of the Country Garden Lion, told the first financial reporter that it is a major trend in selling houses from the media, and Country Garden himself also sells a house. In addition, the impact of live housing on real estate is definitely very obvious -first, customers can use the time to complete the supplement and understanding of real estate professional knowledge, because the anchor of online platforms will teach some real estate expertise from time to time; in addition The sales of home -selling housing for traditional developers are definitely promoted. The professional level of anchors is getting higher and higher, and customer recognition is getting higher and higher.

Tianye recalled that the cooperation between Country Garden and Kuaishou lived in September 2021. At that time, the Country Garden Star Diamond Project was sold by 100 million. Therefore, since then, traditional real estate developers have discovered online marketing, especially the anchor live broadcast of housing, which is an opportunity. Customers can learn more about real estate knowledge, and the increase in customers' visits is a significant improvement.

After nearly a year of cooperation, as of now, the real estate transaction data of the Country Garden Lion Lion is expected to be nearly 400 million, and the sales of live broadcasts have accounted for nearly half. Quick Real Estate anchor Wang Lebei is a typical representative of the transformation of traditional real estate sales online live sales. His wife Yao Ting is the first anchor of real estate live sales on the Kuaishou platform. At the door of each developer, many people regarded us as a mental illness. "Wang Lebei said.

The traditional real estate property and sales department also developed a little bit. With the competitive home, the cost of acquisition of the sales department is also very high. It has gradually evolved to paper media, advertising, stop signs, and platform and network platforms. Multi -real estate people enter short video and live broadcast platforms.

Priority to stabilize the basic disk

Wang Lebei stepped up the number of fans from a dozen to 100,000 step by step. From 2019 to 2020, he sold 1,000 houses averaged an annual, and the total GMV reached 2 billion. Official data show that in the past year, the size of fast -moving real estate has a growth rate of 40.2%, real estate creators have added 5.6 million+ works, 1.3 million+ new live broadcasts, and 2.2 billion+live broadcast interaction.

In his opinion, real estate sales through live broadcasting are good in terms of positioning, customer acquisition costs and passenger quantities, and conversion rates. In terms of positioning, the identity of the "Old Iron" anchor has made the "real estate black intermediary" that used the stereotypes into an anchor friend who can provide consulting help; in terms of cost, the past propaganda needs to be pushed, exposed, and buying, but now on the live broadcast platform, it is now on the live broadcast platform. You can plan and promote it for free.

From January to June 2022, the total sales of Wang Lebei in the first half of the year were already 370 million, which is equivalent to the overall sales of large chain intermediary companies. Wang Lebei decided to stall it in Changchun first. This year, the goal of adding three flagship housing production institutions in the three directions of Changchun City this year, and 30 additional service centers for the resident and customer distribution service centers in Changchun City. The center is equipped with an exclusive RV.

Ji Xinjun said that the first thing the Kuaishou real estate does is to realize the productization of new house trading processes, open up all links in real estate transactions such as short videos+live content distribution, user consumption, clues, reporting, transactions, and commissions to improve the norms Sex and efficiency. It will also cooperate with the high -quality developers of the industry to give resource exposure and customer base, help reach more potential customers, and achieve more long -lasting marketing results. Kuaishou will also sign more real estate anchors to help them create personal IP through tools, traffic and training.

At present, Jilin Changchun, Hebei Cangzhou, Tianjin and other places are the main positions of Kuaishou Real Estate Live. As the cities selected by Kuaishou idealist in the early stage, the penetration rate of Kuaishou in three cities is not low. Residents in cities and surroundings also have strong demand for house purchase. It can provide experience as a template for subsequent business.

至于目前处于起步期的快手房产直播业务更多侧重流量、客户留存还是交易额，纪新军对第一财经记者表示，这个问题的核心是快手房产直播业务是走增长逻辑还是交易逻辑，但这两者Actual conflict. At present, Kuaishou idealists have not contributed much to the growth of the platform, but they can recommend the content to more people through fan sharing. This is a growth logic, but in terms of layout, the ideal family will emphasize more business scale.

In terms of business, Kuaishou idealists are mainly focused on the field of new house trading. Ji Xinjun said that second -hand housing is a business of C TO B TO C, and the supply side and consumption side are particularly scattered. In contrast, the supply side of the new house is the standard B TO C logic, which is conducive to the rapid formation of connectivity to empowerment and the entire transaction scale. "Of course, the second -hand house will also do it in the future, and it will follow the development of the industry," Ji Xinjun said.

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