Hongqi, who was engaged in the sales of gas equipment, never imagined that he could become a cross-border talent selling nearly 1 billion real estate.

　　Ji Xinjun, the person in charge of Kuaishou Ideal Home, mentioned that with the continuous expansion of advantages in terms of platform traffic, high-quality real estate content, and online and productized home purchase links, Kuaishou has become an important channel for efficient customer acquisition and conversion in the real estate industry. Kuaishou Ideal Home It will also bring more new opportunities for business growth to enterprises, institutions and anchors in the real estate field.

　　After the gas equipment sales business suffered setbacks, Hongqi accidentally swiped Kuaishou and noticed the form of live-streaming house sales. Through the live broadcast content, the audience could learn a lot of market conditions and buying and selling information. After contacting many parties, Hongqi decided to go to Kuaishou to do live-streaming house sales. On the Kuaishou account "Red Flag Talking Room".

So far, Hongqi revealed that from September 2021 to July this year, more than 1,600 sets have been sold, with sales of around 1.5 billion.

head dominance

　　From posting jokes, posting daily routines, and posting information on housing listings, Hongqi has established a connection with fans.

In March 2020, Hongqi joined the Kuaishou real estate live broadcast operation anchor group, met Kuaishou operation colleagues, and after the number of fans reached a certain level, he fought with Kuaishou for many times, and successfully formed a group of interested fans to see the house.

　　"The Kuaishou viewing group is relatively strict. Not any anchor can take customers to see it at will. If you go to see the house in the official name of Kuaishou, the channel will provide traffic support, material support and corresponding official endorsement." Hongqi said.

According to a person from Kuaishou, the size of the viewing group is directly linked to the popularity of the building resources. Due to the popularity of the Hongqi team, two 37-seat buses will be brought in for each viewing of the house.

　　Kuaishou’s exploration of the monetization model of creators in the real estate and home furnishing category began from 2019 to 2020, and the “Kaishou Ideal Home” brand was established.

Ji Xinjun told reporters that in fact, his original intention was real estate home improvement, but due to various restrictions in the early stage, he could only start with real estate sales.

　　"Because the entire Kuaishou real estate we saw at that time simply moved an offline scene to the online, in fact, we didn't really understand the needs of Kuaishou users and what kind of content the Kuaishou platform needed." Ji Xinjun said.

　　So in the later stage, the team launched the commercialization attempt of ideal home in three directions - the real estate field launched a house inspection group, the home improvement field tried to create a home improvement alliance, and the home improvement field launched a quick file.

"I hope to empower anchors with more monetization possibilities, and help Kuaishou fans to realize one-stop house viewing, house purchase, house decoration, and house decoration in Kuaishou, and make more content around the consumption scene of home," Ji Xinjun said.

　　According to industry insiders, the home improvement market generally has a high post-link cost, a long cycle, and heavy offline investment, which is not suitable for early investment, while the selling decision link and service cycle are relatively short, which is more suitable for early investment layout.

　　Hongqi said that when he first made a second-hand house, although he was not the most professional, when he saw a suitable house and felt that it was cost-effective, he would immediately record a small video and send it to Kuaishou.

　　With the expansion of the Hongqi team and the achievement of 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, thus attracting more local real estate anchors to join.

In October 2021, almost all real estate anchors in Cangzhou City, Hebei Province signed into the Hongqi team, helping Hongqi to obtain the qualifications of the first-level distributor of multiple real estate in Cangzhou. The team also achieved a half-year real estate sales contracted amount of 750 million results.

Real estate online and offline cooperation mode gradually formed

　　The increase in the sales volume of live broadcast platforms is not only a prerequisite for the strong development of live broadcast e-commerce, but also the spontaneous willingness of real estate developers to accept the trend of self-media home sales.

　　The Hebei Provincial Bureau of Statistics released the real estate development and sales in Hebei Province from January to May 2022.

From January to May, the sales of real estate and commercial housing in Hebei Province were 109.47 billion yuan, down 24.2% year-on-year, of which residential buildings were 104.58 billion yuan, down 24.5% year-on-year.

　　Tian Ye, the person in charge of Country Garden's Lion Ride Fudi project, told Yicai.com that selling houses on self-media is a big trend, and Country Garden itself also sells houses live.

Moreover, the impact of live house selling on real estate is definitely very obvious - first of all, customers can use fragmented time to complete the supplement and understanding of real estate expertise, because the anchor of the online platform will teach some real estate expertise from time to time; in addition , We-media house sales are definitely promoting the sales of traditional developers. The professional level of the anchors is getting higher and higher, and the recognition of customers is also getting higher and higher.

　　Tian Ye recalled that the cooperation between Country Garden and Kuaishou Live started as early as September 2021, when the Country Garden Star Diamond project sold 100 million yuan in seven days.

Therefore, since then, traditional real estate developers have found that online marketing, especially the live broadcast of houses by anchors, is an opportunity. Customers can learn more about real estate more quickly and directly, and the increase in customer visits is a significant increase.

　　After nearly a year of cooperation, as of now, the real estate transaction data of Country Garden Shicheng Fudi project is estimated to be nearly 400 million, and the sales through live broadcast account for nearly half.

　　Kuaishou real estate anchor Wang Lebei is a typical representative of the transformation from traditional real estate sales to online live sales, and his wife Yao Ting is the first anchor to conduct live real estate sales on the Kuaishou platform. At the door of every developer, many people regarded us as mentally ill at that time." Wang Lebei said.

　　The traditional real estate sales department has also developed little by little. With the competition of home furnishing, the cost of customer acquisition of the sales department is also very high. It has gradually evolved into paper media, advertisements, stop signs, as well as platforms and online platforms, and now more and more Many real estate people have entered the short video and live broadcast platform.

Priority to stabilize the basic disk

　　Wang Lebei gradually increased the number of fans from a dozen to 100,000. From 2019 to 2020, he sold an average of 1,000 houses a year, with a total GMV of around 2 billion.

Official data shows that in the past year, the growth rate of Kuaishou real estate 10,000 fans has reached 40.2%, and real estate creators have newly released 5.6 million+ works, 1.3 million+ new live broadcast sessions, and 2.2 billion+ live broadcast interactions.

　　In his view, real estate sales through live broadcast is beneficial in terms of positioning, customer acquisition cost and customer acquisition, and conversion rate.

In terms of positioning, the identity of the "old iron" anchor has turned the stereotyped "real estate black intermediary" into an anchor friend who can provide consultation and help; in terms of cost, in the past, publicity needs to be pushed, exposed, and purchased, but now it is on the live broadcast platform. Promotion can be planned for free.

　　From January to June 2022, Wang Lebei's total sales in the first half of the year is already 370 million, which is equivalent to the overall sales of large chain intermediary companies.

Wang Lebei decided to set up shop in Changchun first. This year, the goal is to add 3 flagship real estate online agencies in the three directions of Changchun City, and also to add 30 service centers for berthing and customers in Changchun City, each service center. The center is equipped with an exclusive viewing car.

　　Ji Xinjun said that the first thing Kuaishou Real Estate did is to realize the productization of the new house transaction process, to open up all links in real estate transactions such as short video + live broadcast content distribution, user consumption, clues, reporting, transaction, commission settlement, etc., to improve the standard. performance and efficiency.

It will also cooperate with high-quality developers at the most upstream of the industry to give resource exposure and customer base, help reach more potential customers, and obtain more lasting marketing effects.

Kuaishou will also sign more real estate anchors to help them build personal IP through the empowerment of tools, traffic and training.

　　At present, Changchun in Jilin, Cangzhou in Hebei, Tianjin and other places are the main fronts for the live broadcast of Kuaishou real estate. As the cities selected by Kuaishou Ideal Home in the early stage, the penetration rate of Kuaishou application in the three cities is not low, and the residents of the cities and surrounding areas also have strong demand for housing purchases. Can be used as a template to provide experience for follow-up business.

　　As for the Kuaishou real estate live broadcast business, which is currently in its infancy, more emphasis is placed on traffic, customer retention or transaction volume. Ji Xinjun told Yicai.com that the core of the problem is whether the Kuaishou real estate live broadcast business follows the growth logic or the transaction logic, but the two actually does not conflict.

At present, Kuaishou Ideal Home does not contribute much to the growth of the platform, but it can recommend content to more people through fan sharing. This is a growth logic, but in terms of layout focus, Ideal Home will put more emphasis on business scale.

　　In terms of business, Kuaishou Ideal Home mainly focuses on the field of new house transactions. Ji Xinjun said that second-hand houses are a C to B to C business, and the supply side and consumption side are particularly scattered.

In contrast, the supply side of new houses is a standard B to C logic, which is conducive to the rapid formation of connections on the platform for empowerment and the completion of the entire transaction scale.

"Of course, Kuaishou will also do second-hand housing in the future, and will follow the development of the industry," Ji Xinjun said.