Text｜Chen Yantong, Zhou Youhui
Editor｜Peng Xiaoqiu
36氪 was informed that the real estate transaction “light intermediary” platform “Zhaimaofangfang” has completed tens of millions of yuan in Series A financing, and this round of financing was invested by Wanwuyun. Wanke Cloud is a subsidiary of Vanke Group after the spin-off. It was listed on the Hong Kong stock market on September 30. Its market value is second only to China Resources Vientiane Life among property stocks, reaching 43.3 billion Hong Kong dollars. The financing funds are mainly used to expand the business and product research and development of Changsan.com based in Shanghai.
Since 2016, the arrival of the “stock housing era” has been repeatedly discussed by the industry. Inventory housing refers to both newly purchased housing and second-hand housing that has not been lived in. In terms of data performance, the transaction volume and growth rate of existing housing have indeed increased year by year in the past three years. Relevant reports show that in 2016, second-hand housing transactions in China accounted for 41% of total housing transactions. The data from 2017 to 2021 shows that the overall second-hand housing transactions in the country are in a state of steady growth.
National sales of new and second-hand houses from 2017 to 2021 Source: National Bureau of Statistics, Shell Researcher
However, the transaction of existing houses is booming, but buyers and sellers lack efficient transaction channels. “The proportion of listing information directly obtained by real estate agency stores is relatively low, and agents often need to run out on their legs.” Yang Xiaosong, founder of Zhaimaofang, told 36氪.
Under such a big background, Zhaimao has abandoned the practice of traditional intermediary companies recruiting a large number of brokers, and instead starts with property companies, empowering them to become professional brokers, and positioning it as a “lightweight” for national real estate transactions. intermediary” platform. Why did you choose the property management company? The house cat search is based on the following three considerations.
First, the entry threshold for the real estate intermediary industry is low, and its functions are relatively single. In the foreign real estate industry, market participants include Broker (broker) and Agent (agent), who cooperate with each other to conduct transactions on the areas they manage. Broker has been in office for a long time, has a high understanding of the area under management, holds a real estate business license, and plays the role of legal endorsement in the transaction process. However, domestic brokers are not given the function of legal endorsement, and only need to solve information asymmetry and lack of specialized transactions.
Second, the low threshold makes the domestic real estate market oversupplied and the competition among brokers is brutal. The market demand for domestic inventory houses is about 6-7 trillion yuan, but intermediary stores (including new houses) are blooming everywhere in major cities. According to the data from the Shell Research Institute, the total number of real estate agents in my country in 2020 is close to 2 million.
Third, the intense involution leads to widespread false propaganda of real estate sales. Compared with Broker, which is constrained by reputation, domestic brokers unconsciously tend to use exaggerated words and eye-catching publicity methods to attract consumers’ attention to reach the final transaction.
Further, for property companies, what is lacking is professional long-term brokerage services, rather than repeated competition from multiple stores. From the perspective of property management, from 2015 to 2020, the area under management of property companies across the country has doubled from 17.5 billion square meters to 31 billion square meters, and property income has also risen from 409.2 billion yuan to 1.18 trillion yuan.
The huge and promising market size lacks the tools to effectively manage the listing. Based on this, Zhaimaofang has taken the lead in building a set of S2B2C model. The C-side is for customers and owners, the B-side is for the property, and the S-side is for the management of Zhaimao.com. Through three APPs, Zhaimao finds a room to connect all parties in the transaction, and realizes efficient collection of housing sources.
The core products of house cat house search
Specifically, Zhaimao finds a room to give full play to the advantages of property personnel and arranges them as “area managers” in different communities, which is similar to Broker in foreign real estate market transactions.
The core competitiveness of this model lies in the improvement of human efficiency . “Zhaimao’s platform for finding a house is ten times more efficient than traditional intermediaries. An area manager can trade 1.5-2 sets of property transactions per month on average, while traditional intermediary brokers can only trade 1.5-2 sets a year. And so far So far, there have been zero complaints in the transaction.” Yang Xiaosong told 36氪.
The reason for cost reduction and efficiency increase is that property personnel can run business in the nearest community, saving time and cost. In addition, property personnel have a better understanding of the community and can establish long-term relationships with customers, which reduces the cost of trust in the transaction process. It is understood that Zhaimao looking for a house only charges 0.88% of the house price from the C-side. After deducting operating costs and commissions in various links, Zhaimao’s income can still achieve 100% growth for three consecutive years.
At the beginning of this year, Zhaimaofang also expanded the two roles of community partner (owner committee) and community workstation (G-end), and proposed the “three-strand strategy” to optimize the community-based operation of real estate and improve the experience of C-end users. sense. “Real estate transactions must not be a little bit watery. The expansion rhythm of Zhaimao’s house search has always been based on profitability, and will not enter new communities until a single community is fully operational.” Yang Xiaosong said to 36氪. Zhaimaofangfang will continue to take root and cover the private domain and enhance its core competitiveness.
At present, Zhaimao has opened in 11 cities, serving more than 300 property companies and more than 1,400 communities across the country. The six directly-operated cities—Tianjin, Shenzhen, Guangzhou, Beijing, Zhengzhou, and Suzhou, all achieved front-end profitability. In addition, Zhaimaofang has also opened franchise agents in five third- and fourth-tier cities such as Tangshan and Linyi.
Taking Shenzhen as an example, the total number of communities in Shenzhen is more than 3,700, and Zhaimao has covered more than 400 communities. Since 2022, the number of contracts signed by Zhaimao in Shenzhen has reached 540, with a market share of 5.1%. In the future, Zhaimaofang will cooperate closely with Vanke to open up the first- and second-tier mid-to-high-end residential market and target the transaction of existing houses.
media coverage
36Kr investment community start-up state
Related events
- “Zhaimao Looking for a House” completed tens of millions of yuan in Series A financing, all things cloud investment2022-10-28
- Shell finds a house in response to the optimization of the Shanghai R&D team: financial business adjustment2021-10-12
- “Zhuge Looking for a House” completed the C2 round of financing of over 100 million yuan from government guidance funds and real estate funds2020-10-20
- Ye Jieping, former vice president of Didi, joins Shell Search as vice president of technology2020-10-12
- Zhuge looking for a house is about to complete the C2 round of financing, with an amount of more than 100 million yuan2020-08-19
This article is reprinted from: https://readhub.cn/topic/8ktnZ9wy0rh
This site is for inclusion only, and the copyright belongs to the original author.