• 地產渠道博弈論:“夜壺”成剛需 倒逼房企練內功

    地產 > | Time Weekly - 2019-12-03 04:32:09 來源:時代周報
  • [摘要] 四肖期期中准天天中码一位不具名的業內人士對時代周報記者表示,此次收購是兩家老牌房產代理服務公司的抱團,并且說明渠道銷售對代理行業帶來了沖擊性影響。

    時代周報記者 楊靜 發自杭州

    12YUE1RI,SHILIANXING(002285.SZ)DEYIZHIGONGGAO,KAIQILEDUITONGCEZIXUNKONGZHIQUANDESHOUGOU。

    “DAILIXINGYEDEDONGTIANYEDAOLAILE。”

    DANGRI,YIWEIBUJUMINGDEYENEIRENSHIDUISHIDAIZHOUBAOJIZHEBIAOSHI,CICISHOUGOUSHILIANGJIALAOPAIFANGCHANDAILIFUWUGONGSIDEBAOTUAN,BINGQIESHUOMINGQUDAOXIAOSHOUDUIDAILIXINGYEDAILAILECHONGJIXINGYINGXIANG。

    GENJUBAOGAO,2019NIANQIANSANJIDU,ZUOWEISHILIANXINGDEZHUYINGYEWUZHIYIDEFANGDICHANJIAOYIYEWUTONGBIXIAJIANGLE22%YISHANG。

    SHILIANXINGFAWENCHENG,JIANGZHUANXINGXIAOQUYITIYEWU,ZHONGXINBURUXINFANGJIAOYIGUIDAO。

    四肖期期中准天天中码SHILIANXINGDONGSHICHANGCHENJINGSONGBUSHIMEIYOUGOUBINGGUOQUDAODUIXINGYEZAOCHENGDEBIDUAN。JIUZAIBUJIUQIANDEYICIGONGKAILUNTANSHANG,TAZHIYI:“YUANXIANMAILOUDEXINGYEGUIJUSHISHOUQU1%YIXIADEDAILIFEI,XIANZAIQIDONGQUDAOFEIYONGDA6%。ZHEGEQUDAOYINGXIAOFEIYONGDOUSHISHUIZAIFEN?ZHELIMIANSHEJIDEBUSHI100WANYUAN、1000WANYUAN,ERSHISHANGYIYUANDEFUBAI。”

    四肖期期中准天天中码WAIJIEDUIYUQUDAODEZHIZEZEGENGDUO,BIRUYANZHONGBANGJIAYINGXIAO,LINGJIAFANGQIZHISHANG,CHENGWEI“JIAFANGDEJIAFANG”,POHUAIDICHANSHENGTAI。

    四肖期期中准天天中码BEIKEDONGSHICHANGZUOHUIBUSHIMEIYOUWEIQU,JINRI,TAZAIHUIYINGSHICHANGYULUNDESHITIAOGUANDIANZHONGSHUODAO:“QUDAOSHIKAIFASHANGDEYEHU,SHICHANGBUHAONACHULAIYONGYONG,SHICHANGHAOLEJIUFANGHUIQU。”

    四肖期期中准天天中码ZAIZUOHUIKANLAI,JINNIANDEXINFANGGMV(ZONGCHENGJIAOE)CHAOGUO15WANYIYUAN,ZHIYOU10%?15%SHITONGGUOZHONGJIEGONGSICHENGJIAODE。

    四肖期期中准天天中码TARENWEI,ZAIWEILAI,XINFANGSHICHANGHUIWEISUO,JIAOYIGUIMOCONG15WANYIYUANSUOJIANDAO12WANYIYUANSHENZHIGENGXIAO,DANZHONGJIEGONGSIZAIXINFANGJIAOYIZHONGDEZHANBIQUEKENENGHUICHAOGUO50%。

    QUDAOSHIFOUZHENZHENGZAIBANGJIAFANGQI?

    “小蜜蜂”演變

    四肖期期中准天天中码SHIZHIJINRI,QUDAODEXINGTAIBIANJIEYEGENGWEIGUANGFAN。ZHEXIEYUANBENZAICHUANTONGYINGXIAOLIANTIAOSHANGZHISHIFUZETUOKEDE“XIAOMIFENG”YIJINGCONGKEYOUKEWUBIANCHENGKAIFASHANGDE“BIXUPIN”。

    WEIKAIFASHANGDAILAIJINGZHUNYIJIPANGDADEGOUFANGQUNTI,SHIQUDAOXIANGBIJIAODAILIYIJICHUANTONGYINGXIAOFANGSHIDEYOUSHI。

    ZONGHEJINRIDUOWEIFANGDICHANYENEIRENSHIDUISHIDAIZHOUBAOJIZHEBIAODADEGUANDIANLAIKAN,QUDAOZHISUOYIBEIGOUBINGJUJIAOYULIANGDIAN:

    YISHIBUFENFANGQISHOUDAOJINGPINDEQUDAOFANGJIEKEBANGJIA,WEIWEICHIXIAOSHOUHESHICHANGFENE,BUDEBUJIESHOULAIZIQUDAOTICHUDEGAOYONGJIN,QUDAOFANGYEZHANGWOLEMAIFANGSHICHANGYONGJINDINGJIADEHUAYUQUAN。

    四肖期期中准天天中码ERSHIBUFENQUDAOYECUNZAI“ZHIHUIXIKEBUHUITUOKE”DEWENTI,ZAOCHENGFANGQIYINGXIAOCHENGBENDELANGFEISHENZHISHIPINPAIXINGXIANGDESUNHAI。

    四肖期期中准天天中码YIBEIJINGWEILI,SHOU70/90ZHENGCEXIANZHI,WANGWANGZAITONGYIQUYUTUICHUDEXIANJINGFANGBUKEBIMIANCHUXIANTONGZHIHUAWENTI。

    四肖期期中准天天中码“RUGUOKAIFASHANGZAICHANPINLISHANGQIANQUEYOUSHI,DUIQUDAODEYILAIXINGJIUHUIFANGDA。”12YUE3RI,YIQIAN20QIANGFANGQIYINGXIAOBUFUZERENDUISHIDAIZHOUBAOJIZHETOULU。

    四肖期期中准天天中码TEBIESHIZAISHICHANGXIAXINGQINGKUANGXIA,BUSHAOQUHUAYALIJIAODADESANSIXIANCHENGSHI,GENGWEIYIKAOQUDAO。

    四肖期期中准天天中码3RI,LINGYIQIANSHIQIANGFANGQIQUYUZONGFUZERENCHENDONG(HUAMING)DUISHIDAIZHOUBAOJIZHEBIAOSHI,JIASUXIAOSHOUHUILIUSHIGUANKAIFASHANGDEMINGMEN,YOUQIJINNIANLAI,RONGZINAN、CHENGBENGAOCHENGWEIFANGQIDEGONGSHI,“SANSIXIANCHENGSHIDADAO10%QUDAOFEILVSHIFENPUBIAN,SHENZHIYOUDEXIANGMUHUIGENGGAO”。

    LINGJUSHIDAIZHOUBAOJIZHELEJIE,ZAIYIXIECHENGSHI,WENLVDAPANDEXIAOSHOUGENGSHILIBUKAIQUDAO。WEIYUZHEJIANGJIAXINGDEXINXITANGKONGQUECHENGXIANGMU,CENGYIDUQIYONGFANGDUODUO、HANYU、YIJUFANGYOU、XINDICHAN、HENGZHUO、ZHONGYUAN、SHILIANDENG10DUOJIAQUDAOHEDAILIGONGSI。

    KAIFASHANGCHIDAOGUOQUDAODAILAIDETIANTOU。

    ANZHAOCHENDONGDEZHUIYI,YOUQISHIZAI2010?2014NIANJIAN,YIFANGTIANXIAWEIDAIBIAODEGEDAFANGCHANDIANSHANGPINGTAIDEJUEQI,BANGZHUKAIFASHANGZHIJIESUODINGYIXIANGKEYUAN。JIBIANZAI2014NIANZHIHOU,GUOJIADUIFANGCHANDIANSHANGYOUYANGEXIANZHI,DANYECHUXIANLEYIXIEZHENGHEGERENHUOZHEXIAOWEIXINGQIYEZIYUANCONGERWEIKAIFASHANGTUOKEDEPINGTAI,LIRUFANGDUODUO、BEIKEDENG。

    四肖期期中准天天中码12YUE1RI,MOUHULIANWANGMEIJIEFANGCHANBUMENXIAOSHOURENYUANXIANGSHIDAIZHOUBAOJIZHETANCHEN,ZAIHEFANGQIDEHEZUOZHONG,DUIFANGWANGWANGHUIYAOQIUJIANGSUOZAIMEIJIEGUANGGAOTUIGUANGDAILAIDEKEHULAIDIAN、KEHUDAOFANG、KEHUZHUANHUALIANGDENGZHIJIEXIAOGUOZHIBIAONARUHETONGZHONG。

    “YIJINGBUXIANGSHIMEIJIEPINGTAI,ERGENGXIANGQUDAODECUNZAI。KAIFASHANGDEYUJINGLI,WANGWANGGENGQINGXIANGYUYUNENGGOUZUODAOQUDAODAIKEDEPINGTAIHEZUO。”GAIRENSHIBIAOSHI。

    房企對渠道又愛又恨

    BUGUO,XIANZAISHUOQUDAOWANQUANBANGJIALEKAIFASHANG,WEISHISHANGZAO。ZHESHISHIDAIZHOUBAOJIZHEZAICAIFANGZHONG,BUFENYENEIRENSHIBIAODADEGUANDIAN。

    ZAICHENDONGKANLAI,YISHIBINGBUSHISUOYOUXIANGMUDOUHUIXUANZEQUDAO;ERSHITONGCHANGYIGEXIANGMUQUDAODAILAIDEXIAOSHOUZHANBIDADAOYIBANYISHANGHOU,KAIFASHANGHUIZIRANJIANSHAOQUDAODESHIYONG;SANLAIKAIFASHANGZIJIBENSHENYEYOUZIXIAOTUANDUI,ZAIYIXIEQUHUAJIAOHAODECHENGSHISHENZHIBUXUYAOQIYONGQUDAO。

    YEYOUKAIFASHANGXIANGGUANRENSHIXIANGSHIDAIZHOUBAOJIZHEFANKUI,ZAISHIJIQINGKUANGZHONG,YIDANGUOYUYILAIQUDAOHUIZAOCHENGYINGXIAOSHANGDEWENTI,QUDAOHEFANGQIXIAOSHOUGOUDUI,DAILAINEIBUFUBAI。

    “QUDAOYEBUKENENGWANQUANFUGAISUOYOUYINGXIAOHUANJIE。KAIFASHANGXUYAOZHANGWODINGJIAQUAN、DUIKEHUDERENZHI、CHANPINDINGWEIDENGDENG,YEBUKENENGHUIBAYINGXIAOFENBAOCHUQU。”CHENDONGXIANGSHIDAIZHOUBAOJIZHEFENXI,YIBANZAISHENGENGMOUQUYUSHI,KAIFASHANGQINGXIANGJIANLIZIXIAOTUANDUI,QUDAOGONGSIJINWEIPEIHEJIAOSE。ERZAIJINRUXINCHENGSHISHI,HUICAIYONGDAILIGONGSI。

    JUSHIDAIZHOUBAOJIZHELEJIE,DUOSHUXIANGMUDUIYUZIXIAO,YIJIQUDAOHEDAILIDEBILIYEYOUYANGEGUIDING,ZIXIAOTONGCHANGZHANJUDABIZHONG。

    QUDAOLIYONGDESHIJUJIAOYIJIXINXIBUDUICHENGCONGERDAILAIYANGQUNXIAOYING。“TONGGUOWODEDAIKAN,KEYIYOUGENGGAOZHEKOU”“KANFANGQIAN、YIDINGYAOXIANLIANXIWO”,WANGWANGSHIXIAOMIFENGMENDUIGOUFANGZHEDESHUYU。

    四肖期期中准天天中码DUIYUKAIFASHANG,TAMENYIJINGPINSHIYONGQUDAOHOUDEZHENGMIANXIAOGUOLAIDUIXIAJIAJINXINGTUIXIAO。

    四肖期期中准天天中码DAILIGONGSIYECENGGENQUDAOGONGSIYOUGUOHEZUO。YENEIDEXINGRONGSHI“QIANZHECHIROU、HOUZHEHETANG”:QUDAOFANGCONGKAIFASHANGGEIDAODAILIFANGDEYONGJINZHONGFENDEJIYIXIAOBUFEN。BUGUO,DANGQUDAOFANGZHANGWODABUFENKEYUANHOU,SHUANGFANGDEJIAOSEJIUZHUANBIANLE。

    ZAICHUXIANQUDAOFEILVDADAO10%NAIZHIGENGGAOQIAN,QUDAOFEILVCENGYIDUZAI1%?3%ZHIJIAN。

    四肖期期中准天天中码“QUDAOFEIDAODIDUOSHAOSUANSHIHELI,QISHISHIQUDAOFANGHEKAIFASHANGBOYIHOUDEJIEGUO。”12YUE2RI,MOUQIAN30QIANGFANGQISHANGHAIGONGSIFUZERENDUISHIDAIZHOUBAOJIZHEBIAOSHI,QUDAOFEILVGAODEXIANGMUYAOBUJIUSHIZHONGJIEBENSHENHEKAIFASHANGQIANDINGLEXIAOSHOURENWU,YAOBUJIUSHIXIANGMUBENSHENYOUQUHUAYALIXUYAOGAOYONGJINLAICIJI。

    ANZHAOGAIRENSHIDUISHIDAIZHOUBAOJIZHEDEJIESHAO,CHANGGUIFANGDICHANXIANGMUZHENGTIYINGXIAOFEIYONGYIBANKONGZHIZAI2%?5%ZHIJIAN,ZAI1%?3%ZHIJIANDEQUDAOFEILVYIJINGSHIBIJIAOGAODEBILI。

    渠道的規范化和標準化

    四肖期期中准天天中码BUGUANRUHE,QUDAOGUIFANHUAYIJINGCHENGWEIXINGYEGONGTONGDEHUSHENG。

    DUIYUKAIFASHANGERYAN,RUHELIANHAONEIGONGCHENGWEIYIDAMINGTI。MUQIAN,YIYOUKAIFASHANGYISHIDAOLEQUDAODESHUANGRENJIANZUOYONG。

    四肖期期中准天天中码ZIJIANQUDAO,ZHENGZAIXINGCHENGYIGUXINGYELILIANG。HENGDA、BIGUIYUAN、WANKEDENGFANGQI,TUIXINGQUANMINYINGXIAOLINIAN,ZIJIANGULIQUANMINJINGJIRENDEXIANSHANGQUDAOAPP,BIRUHENGDADEHENGFANGTONG、BIGUIYUANDEFENGHUANGTONG、WANKEDEFENXIANGJIA、LONGHUDEUXIANGJIA。

    四肖期期中准天天中码LUOJIQIANTIJIUSHILIYONGQIYEZISHENDEYINGXIAONENGLIHEYEZHUZIYUAN,BAYUANXIANYONGYUDISANFANGQUDAODEZIYUANYONGYUZISHENDEQUDAOJIANSHESHANG,JIEHEDASHUJUYIJIXINXIHUAPINGTAI,TIAOGUOQUDAOGONGSI,XINGCHENGFANGQI?ZIJIANQUDAO?GOUFANGZHEZHIJIANDEBIHUAN。

    ZHECHENGWEIYOUXIEZHONGXIAOXINGFANGQIXUEXIDEFANGXIANG,BIRUMEIDEZHIYETUICHUDEZHIMEIJIAJIUSHIDINGWEIWEIGONGSIWEILAIDEYIDONGXIAOSHOUZHONGXIN,GOUFANGZHEZAIZHEGEPINGTAISHANGZHIJIEZHAODAOPIPEIDEFANGYUAN。

    YEYOUKAIFASHANGTICHUZAIYINGXIAOSHANGYEJINXINGBIAOZHUNHUA。

    YISHIMAOWEILI,JUSHIDAIZHOUBAOJIZHELEJIE,TONGCHANGYIGEXIANGMUHUIBAOZHENGDABIZHONGDEBIAOZHUNYINGXIAODONGZUO,SHENGYUDEZIYUANZEJIEHEDANGDISHICHANGQINGKUANGJINXINGZIYOUFAHUI。ZHEJIAGONGSIZAI2015NIANKAISHIZHUSHOUDAZAO“YINGXIAOQUANLIUCHENG”TIXI,FENWEISHOUQIAN、SHOUZHONGHESHOUHOUSANGEDAJIEDUAN,CONGNADI、DINGWEI、TUIGUANG、CHUKE、QIANGXIAO、QIANYUE、JIAOFANG、JIESUANDENGQUANGUOCHENGJINXINGXITONGHUA、BIAOZHUNHUA。

    25.jpg

    ANZHAOYIHANZHIKUDUI2019NIANSHANGBANNIANKAIFASHANGSANFEIFEIYONGLVDETONGJI,TOP100DEFANGQIPINGJUNFEIYONGLVZAI13.8%,JIAO2018NIANTONGQISHANGSHENG0.4%。

    SANFEIFEIYONGLVBEIRENWEIHENGLIANGFANGQICHENGBEN、CAIWUDENGGUANKONGNENGLIDECANKAOZHIBIAOZHIYI,TONGGUOXIAOSHOUFEIYONG、GUANLIFEIYONGHELIXIZHICHUSANZHEDEXIANGJIA,CHUYIYINGYESHOURU,ERDELAI。

    DANGZHONG,SANFEIFEIYONGLVBIAOXIANJIAOHAO,CHUZAI9%YIXIADEFANGQIYOUZHONGHAIDICHAN、YUZHOUDICHAN、LVDIKONGGU、RONGXINZHONGGUO、SHIMAOFANGDICHAN、WANKE、BAOLI、BIGUIYUAN、LONGHUDENG。

四肖期期中准天天中码 SHANGRENHOU,LIQIANGLIZHUAXINGZHENGSHENPIZHIDUGAIGE,XIWANGTONGGUOZHIDINGQUANLIQINGDAN,JIEJUEZHENGFUGUANDEGUODUODEWENTI。SHIBAJIESANZHONGQUANHUIJUEDINGTUIXINGDIFANGZHENGFUJIBUMENQUANLIQINGDANZHIDU,RANGZHEJIANGDEZHEXIANGGONGZUOZHENGSHITISHANGRICHENG。

四肖期期中准天天中码 LAONIANRENKOUBILIHUANZAIBUDUANSHANGSHENG。GENJUGUOJIATONGJIJUSHUJU,2018NIANMO,WOGUO60ZHOUSUIJIYISHANGLAONIANRENKOUYU2.49YIREN,ZHANZONGRENKOUBIZHONGDE17.9%,BISHANGYINIANDUZENGJIALE859WANREN,ZENGCHANGLVWEI0.6%。

JUCAIZHENGBUGONGBUSHUJU,1—10YUELEIJI,DIFANGYIBANGONGGONGYUSUANBENJISHOURU87042YIYUAN,TONGBIZENGCHANG3.3%—JIAO2019NIANTIJIAOQUANGUOLIANGHUISHENYIDEYUSUANBAOGAOZHONGPILUDEDIFANGYIBANGONGGONGYUSUANBENJISHOURUZENGCHANG4.9%,DI1.6GEBAIFENDIAN。

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