Tmall good room: do not sprinkle coins, not a device
Source:Real estate pickpocketing
“ I'm just like a kid playing on the beach, smug about finding a more beautiful shell from time to time.
If I see farther than others, it is because I stand on the shoulders of giants. ”
This famous saying by the great physicist Newton. The first half of the sentence, give itShells looking for a house。 The second half of the sentence, give itTmall has a good room。
September 16 Tmall Good House launch to today, just a month.The starting point of the high levelIt's even more reflectedThe successor is weak。
Like diving, splashing water is not difficult. The difficulty is that when you get into the water, you can hold down the water flowers.
Capturing 20 million of the 800 million users is clearly much more difficult than getting 60 real estate tycoons on the platform.
Is the shell continuing to sing solo, or is the shell Tmall turning?
Tmall's good house for the late seeing the coins, has lost the first round.
Online platform: lack of traffic, but also lack of trust
10 Internet entrepreneurs, 9 self-proclaimed platforms.
There is no shortage of platforms in the real estate industry. Only within the easy-to-live system, there are room friends, easy buildings, le-home, Krei and other platforms, as well as dead house price review network, affordable and so on. But --
Tmall good room, lack of C-side customer thinking.
Self-proclaimed "to do the best real estate agent", easy to live with a strong B-side service capacity, but alsoZhou boss's ability to circle friends(Easy-to-live shareholders have 26 top 100 housing enterprises)。
What is missing is precisely the C-side customer's ability to operate. Such as Le Cu this kind of media,The content is designed to cater to developers, not to please home buyers.
So, Tmall has a good roomThe one that's missing the mostIt's not technology, it's not marketing, it'sA shift in perspective- Stand in the position of home buyers.
Tmall good room, lack of online traffic.
Tmall's good room is short of traffic, which sounds a little incredible.
Despite owning an 85% stake in Tmall Good House, Tmall is even the whole thingAli ecosphere, traffic support is not much, even in the commodity is not recommended housing products.
Already lack of customer traffic easy to live, lose Tmall traffic, also lost the initiative to cooperate.
Recently launched Yilou APP, perhaps a helpless under the dark Chencang?
Tmall good room, but also lack of customer trust.
Real estate is a typical one-off transaction, similar to travel spending. As the largest household consumer goods, we are always worried about being cheated.
So, for the customer, the home purchase platform,A sense of professionalism and trustThat's too important.
The cultivation of this sense of trust is generallyCamel-type enterprisesPursue.Long-termism。 One of the secrets of shell success is that the chain home for more than 10 years as a day, and constantly improve the property dictionary, do a good job of hard work tired dirty work.
Time is fairest. In the face of time, capital also retreated.
Online advertising: lack of burning money, lack of determination
There's not enough traffic, smash the money to get together.If there is no advertising support, the so-called platform promotion, are hooligans.
There's a law for advertising. If two competitors run ads at the same time, it's a long-term war of atstestion. Only.Geometric times the competitor's delivery, will eventually win the competition。 If the ads can't last, then the early ads are almost wasted, and even for the performance of the competitors made a wedding dress.
Look.Shell., a billion levels of advertising investment, no soft.
The first wave of ads debuted in 2017, online and offline. Recently, the band's summer, the film "Winning", the national new house festival, shell market action wave after wave.
Where's Tmall's room? On the day of the press conference, shrewd Zhou bossout of feelings。 But after the press conference, it's your turnpay the feeZhou's boss immediately changed his keys.
As we can see,Easy-to-live marketing strategy"Well said, do less"It's staged again in Tmall's good house.
Tmall good house, lack of money, also lack of money, lack of real estate business determination.
According to Ali's investment strategy, has always liked to hold, and personally operate the transformation.
Offline joining: lack of stores, lack of brokers
How do you play offline? The difficulty is much greater than the line. Advertising is not enough, solid offline operation can be long-term.
Offline stores and brokers are essential for real estate transactions that rely heavily on offline transactions.
Easy to live inBrainwash developers:Sell a house, don't look for shells to find a house, look for Tmall good house. This may not be difficult.
But beBrainwash the broker: Sell a house, don't use shells to find a house, use Tmall good house. Well, it's hard. Brokers are the most simple,To have real traffic, to have second-hand housing, both Tmall good house is not.
Tmall good room, too short of offline stores, brokers.
Easy-to-live housemates will complete more than 10,000 stores in 2019, with shellsWith 42,000 stores and 456,000 brokers, the gap is enough for Tmall to drink a pot. Not to mention the activity of brokers.
Offline stores to join and expand,The test is not only the brand, but also the values. But what is more practical is the real benefit subsidy.
Tens of billions of subsidies, so that the "impossible triangle" set up, so that the owner of housing, home buyers, intermediary brokers three-way profit.
The problem is back to "sprinkling money".
Tmall good room, finally look at Alyssa's determination
Don't sprinkle coins, don't make a device.
Build a platform? A shop? Smashing money to promote? Tmall good room this month, quietly.
Perhaps, the cooperation mechanism did not land; perhaps, the personnel did not come in place; perhaps, the two sides are still in the run-in; perhaps, in a big move, waiting for the "double eleven", to come to the big game.
Today, the real estate Internet is the era of big players(Shell D-Wheel peaks at $3.6 billion; residents back to 58 in the same city; happy to enjoy today's headline bonus)。Tmall's good house, whether it's ready or not, has to fight.
The most afraid of the situation, is that these two high-level players look different, do not want to break the kettle sinking boat -
For easy-to-live,The first heart may be to tell a story, less investment or not to invest in the case, make some money.
For Ali,Real estate chicken rib business, Tmall good house is just another attempt. Success, of course, is happy;
Don't forget, Jack Ma said the same thing:It's hard to step on a giant's shoulder and you can climb up.
Finally, share a story:
Why doesn't Apple develop its own search engine? SimilarlyAli may not invest heavily in real estate.
Google, the default search engine on iOS, pays Apple about $3 billion a year, which is probably Apple's easiest profit to date.
That's $3 billion that doesn't require any engineering, technology investment or other costs from Apple. It's a net profit!
Apple's net interest rate is about22%。 So without that revenue, Apple would need $13.6 billion in sales if it were to make a net profit of $3 billion. Obviously, to increase sales by $13.6 billion, both market input and risk are very high.
More importantly, if Apple builds its own search engine at this stage, it will inevitably take a lot of time, energy and resources to compete with Google and Bing.
So, from a business point of view, Apple doesn't build its own search engine, no doubt more cost-effective.
· END ·
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