Tmall Haofang creates the third business model of real estate agency

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The 2021 "New Brokers Share the Future" Tmall Haofang Real Estate Store Owner's Private Sharing Meeting ended successfully at Shanghai Yiwo Zhishang Hotel. At the meeting, He Yinyu, CEO of Leju Holdings & CEO of Tmall Haofang, introduced an online billing book that allows traffic to follow you. Let's take a look.

Reverse growth model: open a store on Tmall
He Yinyu said that in the context of peaking Internet traffic, there are two common online business models in the second-hand housing industry: one is the traffic acquisition model, the other is the business collaboration model, both of which face greater costs after losing traffic dividends. The higher the problem.

The emergence of Tmall Haofang has made the third business model possible-taking advantage of the Ali platform to provide real estate brokerage companies with an online shop and business model. "We call it'opening a store on Tmall'!" He Yinyu introduced that this model has obvious advantages that are different from the previous path.

First, each merchant operates a private domain on the platform. The operation of all stores on Tmall and Taobao is done by the merchants themselves, which can fully reflect the characteristics of each enterprise. As long as it conforms to the big rules of the platform, the operation of the store is determined by itself.

Second, because of the private domain store, it has the ability to operate sustainably. Stores on Tmall can continue to accumulate users and fans in addition to matching short-term business. He Yinyu pointed out that the previous path did not accumulate fans and users of second-hand houses. At most, users only pay attention to one of your products and certain listings, but they cannot pay attention to your store. Now that there is a private domain store, there will be continuous attention to the store, which means that the store has the ability to continue to operate users.

Third, business opportunities. The platform and the merchants can achieve mutual achievement. The platform hopes to create more business opportunities for the merchants, and the merchants can reach more transactions through the platform.

With these advantages, traffic will become a judging tool rather than a trading tool. The traffic will be tilted to excellent merchants, and the traffic will be tilted for merchants whose transaction volume can get bigger and bigger, and the traffic will be tilted for better-serving merchants.

In the overall framework of Tmall Good House, second-hand houses put forward the slogan of "good house, good price, good service". "When implemented in our industry, I think these three points are the platform's ability to provide, and merchants provide good housing and good prices. Only in this way can we develop together."

02
What can Tmall Good House bring?
More billing opportunities
In addition to the business model, how can we let everyone open a store online to do business?
First of all, Tmall Haofang provides merchants with two capabilities: First, all brokerage merchants can use SaaS for free. He Yinyu introduced: "ETC is our business operation system, and SaaS is a function of which is free to everyone." The second is the ability of ETC to make public sales, so that everyone can collaborate in selling houses.

Secondly, Tmall Haofang has a business operation system, and the platform will also organize many activities, and everyone can participate in our cloud theme. For example, live broadcasts and short video events. "In the future, the videoization of listings is an irreversible trend. I think the platform should provide merchants with video and live broadcast services."

Third, Tmall Haofang and Leju have brand advantages and industry influence, and Taobao has 800 million users. This year, on Double 11, Tmall Haofang actively tapped Taobao buyers, and obtained clues of 540,000 people who need to buy a house in the next six months through the activity of reimbursing double 11 bills.

Finally, "As long as you become a merchant of our Tmall Haofang, the platform will be willing to give you more opportunities. We also have the ability to do innovative business. No platform can be made in a year or a half. The ecosystem will take at least 3 years. I invite everyone to participate in this process. I hope that everyone will grow up with us. Our platform will get better and better with your support."