Multi -industry executives cross -border explore the way of cracking in the property market: internal logic and innovative model of value symbiosis

On September 29th, at the 1222 China Value Real Estate Annual Conference hosted by the Daily Economic News, a cross -border dialogue with the theme "Inner logic and innovation model of value symbiosis" allows technology, real estate, the Internet, etc. In -depth collision in the industry.

Hou Bo, the founder and chairman of Orange Real Estate, Han Jian, founder and CEO of the original circle technology, Wang Yingchen, deputy general manager of Jinci Group Development Management Company, Guo Jianfeng, vice president of Guanglianda, Li Wenjie, senior vice president of Shell, Zhang Panpan, the director of Greentown Management Zhang Panpan Sun Xia, executive deputy general manager and general manager of the Group's Operation and Development Center of the Oceania Group, analyzed the cross -border cracks of the current industry dilemma from the perspective of their respective industries.

From top to bottom, from left to right: Hou Bo, Han Jian, Wang Yingchen, Guo Jianfeng, Li Wenjie, Zhang Panpan, Sun Xia

The market has been built under the downward pressure?

When talking about the pressure and response faced in the past year, Hou Bo admits: "This year we feel that the market has not been completed, so we have not invested. Now it seems that we are still lucky. Compared with many projects in the market, it is better. "

"The general feeling is that we are currently undergoing a major change in an industry. This time the depth and breadth of market adjustment are relatively large, and the industry competition pattern has also changed significantly." Hou Bo said, "The market still needs to be generally needed for the market. Two years or even longer, so we must be more patient in the main business. In addition, we must be careful in the exploration of other tracks. study."

Li Wenjie pointed out: "On the one hand, sales have fallen sharply. From January to August, the sales scale of new houses has been in the past 7 years. It is the debt problem of housing companies. From last year to this year, at least more than 30 large real estate companies have had different degrees of debt problems; the third is the longest decline cycle of house prices, and second -hand house prices have fallen from the previous month in a row, 90%or more The urban house prices have declined; the fourth is the land market. The scale of the first eight months of the top 100 housing companies has decreased by more than half of the year -on -year. The lowest since 2016. "

"From the perspective of supply level, the current market is relatively rapid in the second half of last year; from the perspective of demand side, in fact, we can see consumers' concerns about the delivery of the property, as well as some concerns about revenue expectations and market prices, so On the entire consumption side, consumer confidence still needs to be strengthened. "

At the same time, Li Wenjie also expressed his optimism of the market: "We have seen the current market that has been built, and the market has been at the bottom at the end of the third quarter. We believe that from the fourth quarter, some of the continuous stimulating policies and policies, The loose credit and the implementation of the specific measures of the "keeping diplomatic building", consumer confidence is actually expected to recover, and it can drive the transaction to rebound. It is estimated that by 2023, the land supply of the entire new housing market will be relatively tight, from from the obsession of the entire new housing market. From the perspective of supply and demand balance, the sales market in 2023 will usher in warfare. "

In the background of real estate, Han Jian said: "In the past year, technology companies in the real estate industry have also undergone a lot of pressure. On the one hand, less health customers from the industry have become less. For example The problem of operating pressure cannot be used as forward -looking and in -depth as in previous years. The customer's budget is less, and when buying products and services, you look forward to the higher value of your product and service output. On the other hand, the epidemic situation of the epidemic situation Repeatedly putting some pressure on national sales. "

For this year's market, Sun Xia said with emotion: "The real estate industry has developed for so many years, and there are many cycles of peak valley, but the situation of multiple factors such as this year is not uncommon. But in the short term, there is pressure in the short term. confident."

"From our own companies, because of the needs of epidemic control, there are about 100 to 200 front -line business personnel in September that the market pressure should be said to be greater and larger. I believe that everyone this year is one year this year In fact, in this tight state, most companies are still undergoing great baptisms of survival of the fittest, and even life and death. "

However, Sun Xia said: "In the long run, we still have confidence in the industry, and the sales scale of the real estate industry has been maintained at 10 trillion for a long time. It is not a good thing to say. Now there are fewer and more and more picky customers, and it is becoming more and more difficult. All our practitioners have to slow down from the situation of rushing all the way and rationally examine the market to look at the market. Take a serious look at what the customer needs and do a good job of customer service, forcing us to return to the essence of our industry and return to the professional value of our employees. "

Guo Jianfeng said: "For more than a year, it is indeed very extraordinary for the real estate industry. If we put the real estate industry in a large context of the entire construction industry, we think there is actually more behind it. The profound reasons and some inevitability. The pressure we are facing now is not the existing market and the existing model are adjusting, but for the future, how can we really promote the entire construction industry with all participants in the industry to truly promote the entire construction industry Transformation and change. "How to empower the development of digitalization

Han Jian believes that digitalization may provide some new possibilities and opportunities for real estate marketing. The most important of which is the analysis and data analysis of the end -to -end real -time marketing effect. promote.

"In the past few years, we have seen methods similar to CM systems, online VR views, online sales and service sales process management and financial management, including refined enterprise operation management, these are digitalization The embodiment of landing in the real estate industry. Real estate is a industry that a lot of participants jointly reached. Whether it is on the construction side or the marketing side, digital and intelligent technology, it can form a better coordinated new ecology in production relations. "

Speaking of digital marketing, Sun Xia said: "Under the traditional model, we want to reach 800,000 customers, and we may need to arrange 80 salespersons to go online to send orders. It takes about a month. Or short videos, it is easy to reach one million or ten million customers. You can also set the customer label you want. Such an efficient expansion model is the performance of digital marketing, and everyone in this expansion model is everyone. I like it very much. However, you may find that massive customers have reached, but there are not many valid clues; or effective clues are enough, but the visits are not high. Therefore, how to achieve effective content from good content is effective Customers' reaching the clue and successful visits, which is worth thinking about. "

The real estate sales chain is much longer than ordinary consumer goods, and the process of offline transactions is more complicated. So how to make digital marketing be used in the real estate field? Sun Xia believes: "It is necessary to connect the company's full business chain and online and offline, including the quality model of our personnel and adjusting our organizational structure to finally realize our true business closed loop."

Talking about the digital business of accelerated development, Li Wenjie said that there are several characteristics of real estate transactions: heavy lines, low -frequency non -standard, and long decision -making cycle. Therefore, the digital transformation of the real estate industry is concentrated in the three major standards: the standards of the house, the standard of the person, and the standard of service. "After the joint efforts of all parties and digital transformation, some new changes have emerged in the current industry."

Li Wenjie gave an example. The first one is the onlineization of the transaction. In the entire signing process, the buyers and sellers can be recorded by the video at the same time, and the video is retained. At the same time, the service environment has also changed dramatically. The signing manager can sign two orders from an average of two months in the past. Until now, an average of about 29 orders can be signed per month. This is a major change in the onlineization of transactions and improving transaction efficiency. The second change is VR viewing. It plays a very important role in improving the house purchase experience and efficiency. Now a home buyer depends on dozens of houses to make decisions. Seeing the scene recorded in the real house, the cost of watching the house was greatly reduced. Third, the visualization of transactions shorten the transaction cycle. Consumers can use their mobile phones to see the signing progress at any time, which involves the steps of verification of loan qualifications. The transaction visualization has shortened the transaction cycle, and also enhanced transaction security, and also enhanced consumer satisfaction.

Guo Jianfeng believes: "In fact, for most housing companies, especially head -housing companies, we have already entered a lot of ERP in the past. In the information age, the onlineization of the entire process of the real estate industry is actually very complete. Then Going back is a digital application. In the current market environment, every real estate company needs to reshape personality competitiveness. "

Guo Jianfeng said that digitalization can bring three levels of changes to real estate companies. The first level is the volume change, with the help of digital means to achieve improvement efficiency and refined management; the second level is called a mass point, that is, not only the refinement of a single business, but the help of digitalization to change the business model; third At this level, it is called fusion. As Party A, not only considering the changes in its own business processes, but also focusing on the full value chain of the project, including the design institute, including the total construction bag, etc., to realize the innovation of business models.

You must also adhere to long -termism on your behalf

Under the decline in the real estate industry, traditional developers have successively joined the construction industry. Wang Yingchen said: "The traditional development ability is actually the ability to create effective results. We believe that this is the hard power of traditional developers, but in addition to hard power, in order to create value to the client, we can enhance our service, and more, and more You need to polish in the soft power, you need professional customization capabilities and professional service. For example, the commissioner's land may have a variety of stages. Different cities may have different requirements for the operating characteristics of the project. Profit, some pursue fast start, then require us to quickly respond to the differentiated needs of the client with the help of development capabilities and upstream and downstream resource integration capabilities. "

Talking about the development space and prospects of the construction industry, Wang Yingchen believes that this cycle is still the spring of the agent. "The separation trend of the severity assets of the entire industry has emerged, the professional segmentation has become stronger and stronger, and the separation of investment and management has formed a trend. Enterprises play a role. "Secondly, from the perspective of industry trends, according to statistics from the China Finger Research Institute, the penetration rate of the entire construction industry in 2021 was only 4 %. "For optimism, the penetration rate may reach more than 15%in 2025, which means that the current construction revenue market is still 10 billion yuan, and the future will be a 100 billion -level market, so the future development speed will be gratifying. In addition, the construction industry has now changed from a supplementary business in the original real estate market to an important sector, and its development soil is already fertile. "

So, how much is the market in the agency industry? How many opportunities are there? Zhang Panpan said that the data on the construction of the agglomeration market, in fact, the China Index Research Institute released a blue book on behalf of the construction, mentioning that the average level of commercial scale of developed countries in Europe and the United States accounted for about 25%to 30%. Then the domestic construction scale in the 2021 accounted for approximately 4.8%of the entire real estate market, and multiplied by a growth rate of 21.3%each year. It is estimated that by 2025, it will account for 12.5%of the entire real estate development volume. Looking forward to the future, Zhang Panpan believes that in the future, under the guidance of a common prosperity policy in the future, the country will still increase the development of models such as security housing, rental houses, talent housing, and urban services. "Our target is the model of public housing and HDB houses in Hong Kong and Singapore in my country. Their proportion is very high. Under such a trend, there will be more demand for multi -business formats around urban service categories. Services. The government -led development behavior actually needs to be undertaken by service providers, so this one in the entire real estate market in the future, we predict that it will account for more than 30%, which is the bottom warehouse. "

In addition, after solving the living needs of low -income people on the guarantee end, it will open more to the improved market, which is marketization. "With reference to the development trend of developed countries in Europe and the United States, the basic logic and formats of investment and development separation, we will believe that more financial institutions, capital equity investment funds, and investment institutions involved in housing will become special investors. "

Daily Economic News

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