There are department stores selling online marketing. Guangzhou Daily Daily Media Reporter Wang Yanshe
Wide observation
From Li Jiaqi to Wei Ya, then to Luo Yonghao; from lipstick to bracelet, to rocket. Live streaming with goods has subverted the imagination of many people. Today, a house worth several million yuan, even tens of millions of yuan, has also been sent to the "cloud" and moved into the live broadcast room. For a time, internet celebrities, intermediary analysts, and salespeople of real estate companies have turned into "anchors". Some large real estate companies have done more than 20 live broadcasts since February.
However, unlike lipsticks and facial masks, sweet potatoes and earphones, the houses with high transaction value have been "clouded", and after entering the live broadcast room, there are still few traders. According to data from the National Bureau of Statistics, the area and sales of commercial housing nationwide fell by 39.9% and 35.9% year-on-year in the first two months of this year. Therefore, is "live-sale house" a coping strategy in a special period, or a new trend in the future? Some experts said that as a new model in the field of real estate sales, the future is still worth exploring, but the current effect is not yet obvious, mainly to earn "scream".
Text / Guangzhou Daily All media reporters Zhang Zhongan and Ni Ming
Live sale:
The housing sales department has done more than 20 games since February
"Hello everyone, now I will introduce you to the location map of our project. The location pointed by the pen is Zengcheng Square." On a live broadcast platform of a large housing company, the anchor is broadcasting the real estate project for fans. According to the anchor, this is her fifth live broadcast this year.
Compared with developers, intermediaries have also been busy, "It ’s been too busy these days. We have met at noon for a few hours to discuss the issue of live broadcasting. Recently, we have also launched live broadcasting continuously. The sales staff is the anchor. "The person in charge of a large intermediary in Guangzhou said.
From the sand table to the camera, the reporter learned that there are currently three main types of real estate live broadcast platforms. One is third-party live broadcast platforms, such as Douyin, Taobao, etc., which uses Internet celebrities to bring traffic. The second category is intermediary agencies, with more than 5,000 property consultants nationwide selling live. The third category is the platform built by the developers themselves. The reporter found that at present, 154 of the top 200 real estate companies in the sales list have started online marketing, and more than 140 real estate companies have restarted or newly launched online sales offices. More than 90% of the top 100 real estate companies launched online sales offices.
However, industry insiders said that compared to the offline sales department, live broadcasting is a new format spawned by the new coronary pneumonia epidemic. Huang Xiyao, planning manager of a project sales department of a large-scale housing company, told reporters that they had just started live broadcasting to solve the problem that customers could not come to the house to watch the house. Live broadcasts such as audio signals. Later, the company also began to promote it, and it has done more than 20 games since February. From the first two days to two games a week, it is now about one week, but the quality of the live broadcast will be more and more High. "Huang Xiyao revealed.
actual effect:
Only 5 of the 130,000 people onlookers took the initiative to give feedback
What is the effect of selling houses online? It is understood that there are few real estate transactions in live broadcasts. "Although it's a new model, I'm not very optimistic. It's more of a marketing gimmick." A person in charge of a large housing company said. It was also said that the property has natural peculiarities, and it is difficult to have a live broadcast of "explosions" suddenly. According to statistics, most of the current live-sale houses are for earning “salary”, looking for more and buying less.
According to data from the marketing management department of a central enterprise developer, on January 30, 2020, about 72,000 people watched a project live, and only 3 people added a property consultant WeChat. In a live broadcast of a project on February 1, 2020, a total of 58,726 views were made, and only 2 people added property consultant WeChat. If the average is calculated, only 5 people in the microcosm of 1307,000 people contact a real estate consultant.
Taobao live broadcast data also shows that although the live broadcast platform has covered all industries, the automotive, home appliances, books and other industries have emerged from the second half of 2019. But from the top ten industries in terms of turnover and penetration rate, real estate is not listed on the list as a bulk transaction.
The person in charge of a large-scale intermediary mentioned above said that the house is not like a lipstick. "The buyer must have a comprehensive understanding of the house. It will not be a moment of excitement. I bought it with a mouse or finger." Li Yujia also believes that, in addition to the high unit price of customers, strong professionalism, too much supply, and cautious decision-making, false propaganda, wrong goods, and delivery quality have been flooding the real estate industry. Internet celebrities' live sales for fans, despite the absolute trust between Internet celebrities and fans, it is difficult to become a mainstream channel for the time being.
Huang Xiyao bluntly said that the current live broadcast is mainly to maintain the customer's enthusiasm for the project, so that those customers who are unwilling to watch the building offline can better understand the project. "The actual living environment and living atmosphere are difficult to show through the live broadcast. Moreover, the house is very regional, and it is difficult for the internet celebrity platform to bring out too much traffic. "
Future trends: the new model needs at least "three levels"
"Although the performance of live-sale houses is not satisfactory now, and developers have great differences in online sales. But can these new models replace the offline sales department in the future? We think it is worth exploring and trying." The head of the department said. However, experts said that achieving online and offline integration is a new trend in industry sales this year, but whether the new online sales model can be equal to offline sales is at least going through the "three barriers."
One pass: realizing hardcover and title certificate delivery
"As far as the current housing is concerned, part of it is the concept of off-plan housing and part of it is rough. At the same time, the vast majority of it is impossible to apply for a real estate certificate or real estate certificate. Objectively, this makes the housing transaction face many uncertainties." Yan Yuejin, research director of the Think Tank Center, said that many houses are off-plan housing, and there are many problems in themselves. Even after going to the sales office to see the house, there will be many disputes in the follow-up, "So it is not essentially that people do not trust online Channel, but do n’t trust specific listings. Only those listings that you can see and see will be truly willing to trade online. "
Therefore, Yan Yuejin believes that if there is an existing house, a hardcover and even a title certificate, then online viewing is just like shopping. Through online, you can basically grasp all the properties of the house and reduce the pressure on buying a house.
Erdaoguan: a reasonable "repentance mechanism"
Ms. Zhuang, who lives in Tianhe District, Guangzhou, said that she is a netizen who buys everything from refrigerators to washing machines to towels. "Because you buy more, there are often returns and it is convenient. But if it is I will definitely not start easily when buying a house. If I am not satisfied, it will be difficult to withdraw. Several friends have already encountered this problem. "Ms. Zhuang said.
It is worth noting that most of the current real estate companies have set up "no reason to check out" clauses in online sales, but if the real estate company's own financial pressure is high, it will often lead to difficulty in refunding and checking out the money. Some lawyers reminded that the current "unreasonable check-out" launched by housing companies does not mean "unreasonable withdrawal". "In case you don't want this house anymore, it is still a big question whether the deposit can be refunded smoothly," said a lawyer from a Guangzhou law firm.
Yan Yuejin said that in the actual process, once the prepayment is paid for the purchase of a house, it is very difficult to refund. So if you can actively introduce a remorse mechanism or really check out for no reason, it will reduce buyers' concerns.
Sandaoguan: Solve the shortcomings of viewing experience
"If the online viewing is only a simple two-dimensional or three-dimensional, in fact, the experience is not strong." Huang Xiyao said. Mr. Deng, a citizen of Guangzhou who has watched several live broadcasts in a row, said that the anchors are very good and the picture of the room is beautiful. "But there is always no such feeling. After all, the sensory experience of cyberspace is limited to us. For example, if you want to buy a house in Zhujiang New Town, the picture is already very beautiful, but I must go to the scene to feel the specific living environment, including various nearby facilities, people's living conditions, etc. "Mr. Deng revealed that through several live broadcasts Seeing the house, I was moved, but decided to experience it on the ground.
The reporter learned that, in addition to the anchor introduction, some housing companies also have a VCR for the real estate environment, which involves transportation, schools, hospitals, urban planning, etc. "But these are no different from the previous TV commercials of developers. "" Mr. Deng said.
Live delivery of goods: "exaggerated" "wrong goods" was criticized
The popularity of live broadcast e-commerce has also attracted capital attention. A few days ago, the live broadcast e-commerce service organization "Gome" announced the completion of nearly RMB 100 million in Series A financing. According to IT Orange statistics, since this year, there have been 5 financing events in the domestic live broadcast e-commerce field, with a total amount of 221 million yuan; from 2016 to 2019, a total of 23 financing events occurred, with a total amount of 1.063 billion yuan.
At the same time, some new consumer rights protection issues have also emerged. On March 31, based on 5,333 consumer survey samples from 12 live broadcast e-commerce platforms, the China Consumer Association compiled and published the "Online Survey Report on Consumer Satisfaction of Live Streaming E-Commerce Shopping". Interpretation of many characteristics in the field. The report shows that consumers generally have a better experience of the live broadcast e-commerce industry, but 37.3% of the consumers surveyed have encountered consumption problems in live broadcast shopping, and only 13.6% of consumers have complained after experiencing problems. "Exaggeration", "too many fakes", "fish and dragon mixed" and "wrong goods" have become a problem for consumers to "spit".
In addition, the survey also found that in live broadcast e-commerce consumption, consumers have more serious impulsive consumption and relatively weak risk awareness. The complex relationship between the seller and the platform, the live broadcast platform and the e-commerce trading platform has led to a great discount on consumers' rights to know, fair trading rights and reasonable rights protection.
Meng Huixin, an analyst with the legal rights department of the Netease E-Commerce Research Center, said that online celebrity live streaming is a new type of e-commerce model compared with traditional e-commerce. Then, in the process, online celebrities sell through live streaming platforms Commodities, or other e-commerce platforms selling commodities through different channels, as long as the existence of brushing orders, buying comments is illegal, and it is expressly prohibited in the Anti-Unfair Competition Law and the E-commerce Law. Meng Huixin pointed out that because Internet celebrities or celebrities themselves bring traffic, bringing goods through them can not only broaden the brand's popularity, but also guide the sales of merchandise for merchants. However, due to the lack of perfection of the content review mechanism and supervision and management of the live broadcast platform, some "net red belt goods" took advantage of their own traffic to make false publicity, such as live broadcast data fraud, "three no products", and false Problems such as advertising and consumer rights protection are difficult. "Because the quality of the goods is not satisfactory, some live broadcast platforms pay more privately through convenient methods such as WeChat, and some live broadcast merchants sell fake and inferior goods and remove them from the shelves, resulting in consumers not placing purchase contracts such as purchase orders. Once a consumer dispute arises, returns and exchanges at a later stage cannot be guaranteed, and it is difficult to maintain rights. "Meng Huixin said.
Opinion: How long can live broadcasts go?
The live broadcast will be delivered as "standard". Modaiqing, an analyst at the Netease E-Commerce Research Center, believes that the digital economy, including e-commerce, not only has a shifting, impacting, and subversive effect on the physical retail industry, but also has a stimulating and leading role to some extent; 、 Darren brought goods, and popular online models are becoming the new growth point in the “second outbreak”. Live broadcast will become the “standard” for e-commerce, brands, merchants, etc., and the live broadcast penetration rate is rapidly increasing. From the initial "elite live broadcast" such as big coffee, anchors packaged by MCN institutions, etc., it has gradually evolved into a universal live broadcast, and the number of offline merchants, brands, and amateur live broadcasts is also increasing. After the live broadcast e-commerce has passed the previous rapid growth period, it is now a stage of remodeling. The resources of the anchor and the upstream and downstream of the industry chain need to be further integrated, and relatively unified standards are needed to coordinate the division of labor and connection between industrial roles, thus To regulate the industry and improve overall efficiency and quality.