Real estate into the "second half", fine decoration into a new variable
The
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For the "inflection point" of the real estate market, the remarks of the industry and economics leaders have been more cautious. However, after last year’s “930†New Deal, according to statistics, the real estate transaction volume in 14 hotspot cities across the country has stabilized, and the premium rate of land transactions in these cities has also dropped significantly compared to last year. Real estate entry into the “second half†seems to be an indisputable fact.
Real estate into the "second half" fine decoration into a new variable
Even in the "second half", there are still a lot of variables. Among the 14 hot-spot cities with stable transactions, more than half of them have introduced policies to increase the proportion of fine-tuned new homes. Hangzhou, Nanjing, Shanghai and other places have accelerated their pace. By 2020 or so, they will fully implement refined decoration. The integration of developers and decoration companies through Internet thinking is frequent, and it seems that people see the prelude of the developer tooling market change. China Resources Land has tried to love the space in hand and launched a customized LOFT product called “China Resources Boxâ€. Jin Ye also adopted the “Hardcover new model to customize and win the future†customized hardcover product launch conference, launched a customized hardcover model, so that the tooling project can also be as personality as traditional home improvement, will significantly reduce costs, more than 100 real estate companies have attended the country The conference. Can attract China Resources, and many other developers gathered accordingly, tooling market, "Internet +" change is not groundless.
"The second half" encountered refined decoration
In the era of transformation of the real estate market to the pursuit of refinement and product quality, whether the concept of "Internet customization and decoration" introduced by Internet companies or decoration companies is real, the two companies and developers are Cooperation can indeed enable owners and housing companies to get what they need.
1 Owner: Convenience and Security
In the previous home purchase process, the owner himself looked for a decoration company after purchasing the rough house. The quality of the decoration depends entirely on the construction workers. There are traps for additional costs on the design, construction, installation, etc.; once quality problems arise, The process of individual rights protection is also difficult. In the customized hardcover products provided by Jinye, the developer is an intermediate link that cannot be bypassed. According to reports, in the B2B model, Jin Hao signed a contract with the developer to help the developer provide the fine decoration service, and at the same time provide a customized decoration program for each household in the project. In this model, the decoration price is included in the price, allowing the owner to “get one stop†to get the hardcover room that meets their needs. This model combines the traditional home improvement and the hardcover of the developer. Although the ultimate goal is the C-term, the most important axis is the developer, which is essentially B2B or B2B2C. In this process, the quality of the construction is jointly controlled by the developer and the decoration company. Compared with the previous owner's own control of the decoration quality, it is obviously more reliable.
2 developers: costs and selling points
For developers, internet decoration is the “blue ocean†they must marry. The owners themselves find that the decoration company is not standardized and the quality cannot be guaranteed. At the same time, the hardcover project of the developer has a rigid design style and a high cost, and it can rarely satisfy the decoration needs of the owners. The reason why rough housing is the long-term occupation of the real estate market, it is also the owners of two harmful light their frustration. The Internet is advancing into the tooling market to bring about the most intuitive qualitative change, that is, relying on the long-term accumulation of decoration companies to bring more rich, more in line with the needs of the owners of the decoration style; at the same time to break the industry barriers in the tooling market, reduce tooling costs.
Taking the customized hardcover launched by Jin Hao as an example, the principle of one-off price is adhered to on the quotation, and there is no post-production increase. The developer and the Jinyi e-commerce purchasing platform share the same, reduce the cost through standardization, making the custom package price of the hardcover package more than 20% lower than the price of the traditional home improvement company. It is understood that the lowest price of Jin Hao's launch is 699 yuan/square meter, which is equivalent to the opening price of other e-commerce platforms.
The "China Resources Box" created by Love Space for China Resources also sees the two selling points of cost and design. Compared with the traditional decoration company of 2,000 yuan/square meter, love space of 988 yuan/square meter has an advantage in terms of price, because they integrate many material suppliers, eliminating the need for intermediate links, and a reasonable time for fitting in 45 days. In the case of Yuejingwan Project, which was actually used in “China Resources Boxâ€, LoveSpace has designed 8 hardcover projects for a large number of LOFT units in the project. Each program can also be designed in accordance with the preferences of customers within the framework of the package. Seeking to meet the needs of the owners.
The home improvement market has always been lack of regulation. About 80% of the decoration owners are dissatisfied with the existing decoration mode. The complaint rate for decoration is as high as 30%. There are a lot of non-standard decoration companies in the market. The Internet's entry into the decor gives the tooling market a chance to re-regulate. In the past, hot selling of rough houses allowed developers to achieve sales with good construction quality. The product price system for the decoration market was not as proficient as the construction market. Through the Internet, you can integrate well-known brands such as Gold and other decorative industries, so that decoration really becomes a selling point for your project.
Perfectly decorated "second half" opportunities and risks coexist
The attitude of China Resources is enough to show that the Internet tooling is a blue ocean. However, at the same time, like the second half of the football game, there is often a reversal and wavering, and the finely-decorated sea will become a storm. Jin Yee said frankly that Vanke, Evergrande and other developers who already have their own sophisticated decoration system will temporarily not accept their own customized fine decoration products. Large-scale branded housing companies have their own standardized chains and seldom make this business available to outsiders. My current goal is a medium-sized developer who lacks hardcover standards and is eager to improve. Under the background that more mature Internet procurement platforms such as China's real estate procurement platform are gradually maturing, whether these medium-sized developers will rely on decorating companies after setting up their own decoration standards in these cooperations is a big question.
In the cooperation model, Internet companies also need more means to “pull†the developer’s heart. For example, "China Resources Box" is provided by China Resources to provide houses, millet and love space to build this house. Xiaomi provides smart homes and loves space for specific decoration and space layout. Throughout the entire process, the role of China Resources is still to sell rough houses, and the subsequent fine decoration problem, the love of space for the owners to provide decoration solutions, the family decoration as an entrance to family services, joint developers to provide the owners with the whole life Cycle service. The data integration and feedback on the owners in the later stage of Love Space is actually the highlight of this cooperation. Internet companies that can provide full life cycle services may be more effective in this blue ocean.
The pace of Internet-based tooling was rapid and solid. Vanke quietly set up its own home improvement company. The emerging home-installed e-commerce platform such as Sina grabs the foreman and so on. For developers, the Internet is not just a means of marketing. The Internet has been able to shoulder more responsibilities in cost control and resource allocation.
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