Zuo Hui Late Night Response To "Channel Fees" Behind: Developers Sell More And More Difficult.

"Developers have been real estate" night pot theory ", in fact, the channel is also the developer's" pot ", the market is not good to use it, put it back when the market is good. In view of the outside world's monopoly on the sale of new houses in some areas of the shell, Zuo Hui, chairman of the search for housing in the evening of November 21st, responded in a circle of friends that the new housing market takerate (commission rate) is about 2%-3%, and will not be too high or too low in the future.

At present, there are mainly two marketing channels in the new home market in China, one is self production and self marketing, the other is the developer of marketing, and the two is entrusted agency. The latter is also known as channel marketing, giving commission to commission agencies, that is, channel fees.

The new business with channel agent as the main mode has always been one of the business of shell looking for housing. According to Zuo Hui's statement, the shell's new house GMV accounts for about 30%. Recently, with the rapid expansion of shell size, the "monopoly marketing channel" began to appear. The skeptics believe that the shell has raised the channel fees of some projects and eaten up the profits of the real estate industry.

Behind this controversy, there is another important background: with the downward trend of the market, housing enterprises rely more and more on channels. Recently, some of Beijing's real estate sales channels have risen from 2% to 3%, rising to two figures.

"In Beijing, houses are becoming more and more difficult to sell." People from Beijing's housing industry lamented the twenty-first Century economic report.

"Kill each other in love"

Channel marketing is accompanied by the development of the real estate market. Compared with the self marketing, the advantage of channel marketing lies in that it can save manpower and marketing costs, and at the same time, the results are more direct. The disadvantage is that the field is still in the extensive stage, and if the management is not good, it will easily damage the brand image of the project. And if the channel marketing is over dependent, developers' own marketing planning capability will deteriorate.

In recent years, there are more and more housing enterprises and projects using channel marketing. Zuo Hui disclosed that this year's new house GMV is more than 15 trillion, about 20% of them are achieved through channel marketing. Guo Yi, chief analyst of Ho Shuo institution, told the twenty-first Century economic report that in Beijing and other regional markets with heavy sales pressure, the proportion of channel marketing is even higher.

Because of the large market space, companies involved in new housing channel marketing are numerous. I love my family, chain stores and other large brokerage companies are involved in the new housing agency, seashore looking for housing, housing world, housing and other platforms also provide new housing marketing channels. In 2009, the World Union Bank, which was mainly engaged in new premises, was listed on the Shenzhen Stock Exchange and became the first real estate agent to enter the capital market. In 2018, the world bank's agency business income was 3 billion 312 million yuan.

"When the market is good, the dependence on the channel is relatively low. When the market is not good, the dependence on the channel will be very high." The former Beijing Housing enterprises said to the twenty-first Century economic report that they agreed with Zuo Hui's "night pot theory". At this stage, the marketing channel of Beijing property market is prevailing, because of the poor housing market situation.

At present, in Beijing, most of the projects in the outer suburbs will use channel marketing, and many projects will cooperate with a number of ditch companies.

Because of this, Beijing new housing channel rates also show an overall upward trend. Some industry sources said that before 2017, the rate of Beijing new housing agency channel was about 1%, even earlier it could be as low as 0.5%-0.8%. From 2018 to now, rates have risen to 2%-3%.

The increase of channel cost will often encroach on the profits of enterprises. Therefore, housing companies and ditch companies often "love each other and kill each other". In recent years, the phenomenon of demonized ditch companies is not uncommon.

In this regard, Guo Yi believes that, like any industry, the development of channel marketing is the symbol of the industry chain segmentation. In the process of maturity and subdivision of the real estate industry, the development of ditch companies is inevitable.

But the housing companies also pointed out that ditch companies sometimes held the right to speak. For example, after a wide range of arrangements in a region, ditch companies usually can control the situation of passengers in the region, thus forming a certain degree of monopoly. "If there are 4 projects that use this ditch companies in the 5 projects in the region, another project will be easily left out."

In theory, he said, controlling the company with customers is capable of raising the cost of the channel. But on the whole, there is no real monopoly company in the market.

Buyer's market coming

Recently, the channel fees of some commercial housing projects in Beijing have been greatly improved, which has become a hot topic in the industry. It is understood that some projects in Daxing District, the channel rate has increased to more than 10%, which is marketers "can not imagine."

These high rate items will compete for competitors and keep good sales performance in the market downturn. After the performance of other projects has been affected, they have to use this channel.

Guo Yi pointed out that in any market environment, there are high rates of cases. For example, developers encounter capital chain problems, and urgently need to sell the house to withdraw funds. The product form of the project, such as commercial and residential type, is not conducive to rapid sales; the location of the project is relatively remote; the same type of projects in the region get together to supply, and the competition pressure is relatively large.

As far as the current Beijing market is concerned, the above subjective and objective situations exist to a certain extent. "At this stage, Beijing channel rates in the number of two digit projects are basically commercial and residential." People with housing prices said to the economic report twenty-first Century.

The person also said that although the channel cost increase is a case, it highlights the fact that the sales pressure of Beijing new housing market is too large.

In recent years, the two-way regulation measures of supply and demand of real estate regulation in Beijing have begun to take effect. On the one hand, the new housing represented by the restricted housing market has been concentrated in the market, which has greatly increased the supply of new houses. On the other hand, the market demand has been significantly suppressed after the "317 New Deal" and "326 New Deal" in 2017.

"Under the impact of the limited competition room, the new housing market in Beijing is becoming a buyer's market." Central Plains real estate chief analyst Zhang Dawei said. According to the data of Zhongyuan Real estate, since June 2018, Beijing has altogether entered 69 restricted housing projects, and altogether provided 52057 residential units. In the same period, the net signature is 22794 sets, and the net signing rate is only 43.7%. Due to fierce competition, some restricted housing projects also appeared in the phenomenon of price reduction.

As of October this year, Beijing's new housing (excluding property sharing housing) inventory exceeded 70 thousand sets, the highest record in nearly 8 years. The head of a project in Shijingshan, Beijing, lamented that the quantity and conversion rate of the project were not high enough.

Channel businesses are also having a headache. The relevant person in charge of a sales company told the economic report in twenty-first Century that due to the fact that there were not many people who met the requirements of the purchase qualification, it became more and more difficult when the price had no obvious advantage. Moreover, as the sales cycle of the project lengthen, the time for the marketing personnel to stay in the case area is also increasing. "Our cost is also improving."

Zhang Dawei pointed out that the reversal of supply and demand will lead to greater difficulty in sales and the inevitable increase in channel costs. Especially in this year's supply of new houses, the phenomenon of regional clustering is obvious, which will exacerbate competition. He believes that because the scale of the subsequent supply is still not small, unless the property market regulation has been greatly relaxed, the cost of the channel will not be significantly reduced.