Chain family has incubated shell house search for 4 years, and successfully realized the transformation from self-supporting mode to open industry platform. Thanks to the huge resources and the power of the underlying data of the chain family, shell’s housing search was born with a golden spoon in it. After only two years of development, it has grown rapidly from a new type of real estate to a giant in the domestic residential service field.
not long ago, shell house (stock code “BEKE”) formally submitted a prospectus and was about to land on the New York Stock Exchange. When it will be listed has also attracted the attention of the market. According to the prospectus, the GTV has exceeded 200 billion yuan in 2019. Shell to find real estate industry internet strategic transformation has been quite effective, but also to the transformation of the traditional real estate industry has played a good demonstration role.
in the daily consumption field of “clothing, food, housing and transportation”, Internet giants have sprung up one after another. For example, “clothing” has Taobao, tmall, “food” has meituan, hungry, and “Xing” has dribs and drabs. Before, “living” was the only field without the birth of a comprehensive ecological service giant. Many serious vertical players, such as housing agents and real estate information, fight on their own. This has led to many pain points in the industry, such as lack of cooperation at the B end, lack of service awareness and poor user experience, And restrict the further development of the industry.
shell has found the pain point of this industry. Since its birth, shell has opened its data resources and technical capabilities to the whole industry. By gathering and empowering high-quality brands and service providers in the whole industry, it has provided consumers with a full range of residential services including second-hand housing, new housing and leasing, and initially established a quality residential service ecology. It is reported that shell has entered 103 cities across the country, connecting more than 456000 brokers and 42000 brokerage stores with 265 new brokerage brands.
relying on digital technology, shell house search has completed the reconstruction of the residential service industry, which not only opens up a new industrial Internet track in the field of residential service, but also boosts the transformation and upgrading of the entire real estate market.
“technology can promote industrial upgrading, and industry can feed back technological evolution. Technology can bring fundamental changes to business models and cost structures, and there is no doubt that shell will embrace new technologies and digitization in particular. ” Shell looking for room CEO Peng Yongdong once said.
compared with the field of clothing, food and transportation, the track we live in is undoubtedly low-frequency and “heavy”. “Heavy” is not only reflected in the transaction volume, but also in the tens of thousands of stores in various cities, and also stands in the front of traditional developers and traditional brokers marching towards the industrial Internet. Behind each transaction, the complex process, high capital risk, multi-party interactive participants, together with the relatively backward industry concept, all show the difficulties and challenges faced by the industry in the process of transformation.
However, at a time when everyone is walking in a normal posture, Zuo Hui, who asked people to “move forward with heavy load” ten years ago, undoubtedly made a very forward-looking and correct choice. The shell shows its strength with technology.
in terms of data, before going public, shell built big data and cloud computing on the basis of being familiar with real estate, inherited and further optimized and launched a real estate dictionary that made a sensation in the industry. Relying on the underlying basic data of the “real estate dictionary”, shell house search combines the massive interactive data generated by deep connection between owners and customers, brokers and platforms to create and upgrade the real estate source verification system of the whole life cycle, check the level by level for dynamic real-time verification, and improve the housing search experience and transaction efficiency of both parties.
for C-end consumers, the use of big data, technology and other means to realize online house viewing and house purchasing digitization before shell listing has changed the traditional operation mode and process of house purchasing and house viewing, saving time, labor and efficiency. During the epidemic period, many functions, such as VR house watching, VR speaking and VR belt watching, were launched before the shellfish came into the market, so that consumers could find their ideal new home by moving their fingers.
for the B end, with its huge amount of big data and algorithmic ability, shell house search provides technical and service support for its partners through the “shell open platform”, and through intelligent services such as house based verification, house verification and housing collateral monitoring, more and more enterprises and institutions can share the big data service and technical achievements of shell, and improve the overall service Efficiency and service quality can prevent risks from the root and accelerate the ecological evolution of the industry.
Based on the powerful data-based ability and unique business model, the development of shell house search has been fruitful. According to the prospectus, in 2019, shell reached a gross transaction value of RMB 212.8 billion, with revenue of RMB 46 billion, up 60.6% year-on-year. In the second quarter of 2020, GTV reached 999.2 billion yuan in a single quarter, with revenue no less than 19.7 billion yuan, a year-on-year increase of 72.4%. Shell housing has become a well deserved “first share of residential service platform”.
in addition to the innovative application of digital technology, shell housing has also been committed to standardizing the industry behavior by formulating a series of platform rules to promote the healthy development of the real estate industry.
on August 1, this year, shell house hunting officially launched the new brokerage code. According to reports, the new code of brokers is oriented to more than 2000 kinds of service scenarios in real estate brokerage services. It abstracts five directions, including daily behavior of brokers, service delivery to customers, cooperation among brokers, platform co construction and co governance, and mutual benefit among peers, with a total of 21 criteria and nearly 100 detailed rules. The core of the code is to ensure the legitimate rights and interests of the real estate buyers and sellers, protect the service providers’ labor achievements from infringement, and guide the brokerage industry to improve the service quality through the professional ethics, professional standards and cooperation rules of brokers.
in addition, in order to protect the interests of real estate intermediary brands and brokers who have settled in the platform, shell has also formulated a series of rules, which everyone should abide by. Everyone is equal in front of the rules: regardless of the brand size, organization form, scale level, division of labor, etc., the applicable rules are equal and the rights and interests are equally protected. Shell house hunting adheres to the principle of “rule implementation, everyone is equal”, and won’t have special treatment or rights because of a certain brand or role; shell’s house finding adheres to the judgment principle of “based on facts and based on rules” to protect the legitimate rights and interests of each participant in the platform; shell’s house finding adheres to and protects the brokers who abide by the rules and maintain the rules Those who violate the rules will be punished accordingly.
shellfish hope to regulate the behavior of brokers in the platform through the new brokerage code, and hope to give full play to the value of brokers in various links and form an atmosphere of fair competition.
through the application of digital technology and the restriction of platform rules, shell house hunting is reshaping the industry pattern in the new brokerage era. With the improvement of social and economic level and the rapid development of the industry, the new residential scene is increasingly clear. Shell housing will continue to sprint on the new track of industrial Internet. While enabling more brokerage brands, it will provide users with more diversified quality residential services to meet all the “living” needs of 300 million families.