Will "secretly established" Ali Real Estate become a giant crocodile that subverts the industry?

"6 18", a wonderful "cat and dog war" stirred up waves in the real estate circle.

Ali and Country Garden opened an official flagship store and launched 6 18 sets of special rooms, claiming to be subsidies 1 100 million.

It is equivalent to a small goal of Wang Jianlin in that year and sent it to property buyers for welfare.

On the night of 17, 10 set of special rooms was robbed by 10 seconds in the live broadcast room of Tmall Preferred Officer Tamia Liu, and the subsidy exceeded 3 million.

On the other hand, JD.COM chose to cooperate with Zhong Jun, Agile and other niche housing enterprises, and can't wait to announce that the online order volume has increased by four times, but the specific figures are unknown.

However, these are not the point.

Brother Diao is gifted and always gets different points.

It is the small logo on the poster of Country Garden: Ali Real Estate!

On May 22nd, JD.COM announced the launch of JD. COM real estate channel.

But Ali seems to have been sitting still, and finally chose to launch his own brand in such a low-key way-snail carrying a house.

Snail's home?

However, Diao Ge remembers seeing such a scene in the zoo:

Crocodiles usually pretend to close their eyes before hunting. But as long as the time comes, its huge body can jump up and put its prey in its mouth.

Ali, is this a crocodile? Or a slow snail?

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As early as May 28th, an ordinary recruitment message on Alibaba's recruitment platform revealed a strong signal.

This position is called "auctioneer-senior product expert in real estate industry", with a large number of people, and the working place is in Hangzhou, Ali's base camp.

The job information clearly states:

"We are the product team of Ali Real Estate, which is the innovative business of Alibaba Group, focusing on bringing changes to the real estate industry through Internet product innovation, so that everyone can easily buy a house in Ali Real Estate."

Several key words: Ali real estate, innovation, industry change, buying a house online.

Although the position is still under the auctioneer, that is, the Alibaba faction.

Diao Ge thought at that time that due to the particularity of the volume and process of the real estate market, Ali Real Estate was likely to be independent from the legal auction and set up another portal.

Moreover, when searching for the keyword "real estate" from the mobile phone Taobao APP, you can see the recommended entrance of "Ali Real Estate", and the slogan is "Don't buy a house until Ali".

There is also a line of information below that says "Alibaba Group Real Estate Transaction Service Platform".

Ali's heart in selling houses is actually obvious.

As can be seen from the recruitment information, they are ambitious: bringing different changes to the real estate industry.

How big is the difference? Take a stroll in Country Garden flagship store.

There are 60 projects in cities such as Zhejiang and Fujian, including Hangzhou, Ningbo, Fuzhou, Shaoxing and Quanzhou.

Taking Baixiwan, Fuyang, Hangzhou as an example, the online multi-suite source of 89, 98,119m2 houses is provided.

In the introduction of the project, the basic information of the project, the price list of one room, the introduction of apartment and building, the supporting facilities of lots and other information are listed for the convenience of buyers.

Then choose room type-room number-building-unit-delivery method-order.

It's like buying clothes online.

However, this is only an intentional payment of 6 18 yuan, which is equivalent to locking the housing, and the rest will be operated offline.

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Ali is determined to bring changes to the industry and make it easy to buy a house online.

Judging from this online shop, the posture of buying a house can be really relaxed.

In comparison, JD. The mode of COM seems to remain in the past, and it doesn't mean to buy a house online, but more is information display.

Ali real estate model, will it really become a new trend for us to buy a house in the future?

In Hangzhou, Ali's base camp, a larger online "roadshow" for selling houses is going on, and Ali is indeed involved.

This is the opportunity brought by the epidemic.

In the past two years, the new housing market in Hangzhou has been very prosperous. For example, the Ocean Xixi Mansion, which recently caught fire in the whole country, is 2 kilometers away from Ali's headquarters, setting a record of 60,000 people participating in the lucky draw.

The property market in Hangzhou is so hot that online transactions have also contributed. At present, Hangzhou is implementing the whole process of online house purchase.

As long as you have a room ticket, you don't even have to go to the scene to rob a house in Hangzhou. It can be easily obtained in Beijing, Shanghai and even abroad.

Before the outbreak, Hangzhou only registered the lottery online, but after winning the lottery, the buyers had to make a decision in person.

But the epidemic has further optimized the process.

Starting from February 29th, house selection can also be conducted online, and the platform is Alipay.

Through Alipay's "notarized house selection" platform, you can sit at home and watch the live broadcast and easily place an order, which is similar to the operation process of the above-mentioned Country Garden flagship store.

The first online housing selection project-Anhui Land Fengqi Qian Chao, has been placed by buyers from Wenzhou, the United States and the Netherlands.

The signing link after choosing a house can even be completed online.

In April this year, an owner of Sunac Fashion Wanghewan completed the payment and signing the contract through "cloud signing" after selecting the house, because he could not return to Hangzhou from Jiangxi due to the epidemic.

In this large-scale testing ground in Hangzhou, Ali is equivalent to simulating a skill.

Not only that, Ali is exploring in all directions with the help of its own platform advantages.

For example, during the epidemic, in the online sales office in Taobao live broadcast.

Alibaba auction data shows that in March this year, the online sales office was in full swing in the Taobao live broadcast room. A real estate agent 1 day sold 9 suites, and 763 courts opened Taobao live accounts.

And the stars who recently sold houses.

On April 2 nd, Viya, a "Taobao Sister" who once admitted that she could not sell a car through live broadcast, joined the army of selling her own house. The coupon of Hangzhou serviced apartment she sold was worth 52 1 yuan, which attracted140,000 people to watch.

On April 24th, actor David and Taobao anchor Lil Bao Bei jointly sold a house for Evergrande Live, and more than 6 million people watched.

38 sets of special rooms are distributed in every corner of the country, from Greater Bay Area to the Yangtze River Delta, and some houses are discounted as low as 69%. At the last moment, 17 sets of special rooms were robbed instantly. In addition, 6848 "99 rpm 10000" shopping vouchers were sold on the spot.

On May 9th, actor Tamia Liu announced that he had joined Ali under the pseudonym "Liu Yidao". On June 5438+05, the first show was broadcast live, and a set of two rooms and one living room with sea view was sold at half price.

spend freely

The epidemic situation provides an opportunity for the maturity of online consumption habits, and now it is almost the best time to cut into online selling houses.

Ali and JD.COM happened to see this huge market and were ready to roll up their sleeves and have a big fight.

But selling a house online will not be that easy. It's not the first time Ali has tried.

20 10, word of mouth and Taobao were fully integrated, and Taobao launched a real estate channel; But a year later, word-of-mouth failed, and Taobao real estate also stagnated.

On 20 14, Taobao real estate reappeared in the rivers and lakes, and jointly launched the "house bill deduction" activity in East China of Vanke. How much money buyers spend on Taobao in a year can be directly deducted from the purchase price when purchasing the real estate designated by Vanke, up to 2 million yuan.

In the "Double 12" in 20 15 years, Vanke handed over more than 60 houses of/Kloc-0 to Taobao for online auction, and the starting price of some houses was half of the market price.

After several attempts, Taobao real estate eventually died.

In recent years, Ali began to move to the second-hand housing market, and gradually broke out in the field of legal auction, with an annual turnover exceeding100000 sets.

Judging from the recruitment information of Ali Real Estate, Ali Real Estate was born out of the auction division.

In the "Ali Real Estate" section of mobile phone Taobao, the business includes four parts: judicial disposal, bankruptcy liquidation, special property and I want to sell a house.

Following the success of the French auction business, Ali once again ignited the confidence of selling houses online and began to enter the new housing market in the second half of last year.

20 19 "Double 1 1", Ali launched 10000 sets of special rooms, including school district rooms, subway rooms and scenic spots rooms.

With the development of online shopping, even rockets can be traded online, and consumers really dare not place orders online.

At the same time, from the whole process of buying a house online in Hangzhou to selling a house live by celebrities, buyers are becoming more and more familiar with buying a house online.

Just like the online car subsidy in the past, consumers unconsciously developed the habit of taking a taxi online, and the big brothers also successfully occupied the market.

This year's "18", JD.COM has brought in housing enterprises such as China Shipping, Zhong Jun and Agile as partners.

However, Ali seems to be more ambitious and actually got Country Garden, a first-line housing company.

You know, once the online sale is successful, it is hard to imagine the cakes that real estate companies may market.

Whether it is low-key Ali real estate or high-profile JD.COM real estate, the future road is doomed to be uneven.