If you should come, you will come.

Last Friday, two major events happened in the real estate circle. One was Vanke's acquisition of Taihe shares.

The other isBABA marches into the real estate sector.

The evening of July 31stBABA and E-House announce strategic cooperationWhich contains two major actions:

1. BABA will increase his stake in E-House and will become the second largest shareholder.

2. Invest 5 billion to set up a joint venture company, with BABA accounting for 85% and Yi Ju accounting for 15%. The company will become the only main body of BABA's domestic real estate business.

3. The two sides will jointly build an online real estate marketing platform and a digital full-link trading platform to realize the ecological closed loop of online and offline real estate transactions.

It seems to be a clich é topic about the Internet giant marching into real estate. BABA, Tencent, JD.com and XIAOMI have all had related rumors in recent years.

The wolf has come for so many years, but now the wolf is really coming.

In late July, KE Holdings Inc. submitted an application for IPO to show people the trillion-billion-grade gold mine in the real estate market.

The founders of KE Holdings Inc. and LianjiaZuo HuiAt the New Brokers Summit in 2019, he said:

The new housing market will shrink from 15 trillion to 12 trillion or even smaller in the next five years.The second-hand housing market will grow from six or seven trillion yuan to 10 trillion yuan. Of the 12 trillion new houses, we estimate that more than 50% are brokerage markets.

In fact, in the group of developers, most housing enterprises are insensitive to changes in the size of the future market.

Most real estate people think they can live comfortably in their homes, but they don't realize that the turning point in the industry has come.

In the view of many industry leaders, it is an inevitable trend that the scale of the new housing market will decline in the real estate industry from the incremental era to the stock era.

In June this year, the chairman of Jindi GroupLing KeIn the online sharing of the Midtown Alliance, it also said:

From 2020 to 2030, real estate market sales will gradually decline after hovering at the top for a period of time.In 2030, new home sales will return to the state of 2008, and it is estimated that it will be about 700 million square meters.

In other words, the size of the new housing market will decline by 20% in the next five years, and will drop by more than half in the next 10 years.

Correspond to itToday, more than half of the housing companies will be out or die.

As Internet enterprises, giants such as BABA and Tencent are obviously not interested in complex real estate construction links.However, as the product with the highest single price, real estate transactions have been coveted by the Internet for a long time.In KE Holdings Inc. 's shareholder structure, Tencent has already occupied the position of the second largest shareholder, and this time BABA has become the second largest shareholder of Yi Ju, which is also a tit-for-tat performance. The futureThe battle for the king of real estate transactions will be carried out in Tencent & KE Holdings Inc. and BABA & Yi Ju.. In the ultimate battle of oligarchs in this industry, there are no developers.

shellAccording to the prospectus, the total value of its real estate and rental transactions has reached 2.1 trillion yuan in 2019, with a transaction volume of more than 2.2 million, making it the largest residential service platform in China.The second largest business platform in China.

The marriage of Tencent and KE Holdings Inc. makes BABA, the top business platform, feel an unprecedented threat.

Therefore, BABA launched the online auction platform in 2019 and began to intervene in the field of real estate asset transactions.

The first half of this yearThe BABA auction has covered 22 million + home buyers, and the cumulative transaction value of the real estate auction is 319.4 billion.This figure is equivalent to Vanke's sales in the first half of the year.

This time, BABA took a strong stake in E-House and invested 5 billion to set up a joint venture platform led by BABA, bringing huge imagination to the industry.

For example, the existing online sales offices and offline delivery teams of Yiju will be connected with the Tmall platform, using BABA's huge flow to guide developers.

Or, through Alipay for real estate online transactions, so that users have a better payment experience, and even in the flower to repay the mortgage, to create a trillion-level financial market.

For home buyers, the epidemic has greatly accelerated people's acceptance of online viewing and online subscription, and the process of online real estate transactions is accelerating.

At this time, Internet giants such as BABA and Tencent entered the game.

The conditions are ripe to use the advantages of flow and technology to subvert and change the real estate transaction process.

Just before the announcement of the cooperation with E-House, BABA's real estate sector had already begun to recruit, as described in the team introduction on its official website:

Through the way of Internet product innovation, bring changes to the real estate industry, so that everyone can easily buy a house on BABA real estate.

In the face of ambitious BABA Tencent, developers will gradually be reduced to vulnerable groups.

Real estate transactions will increasingly rely on the cooperation of online traffic and offline channel teams, just as KE Holdings Inc. has been criticized by real estate companies today:

Kidnapped developers can only accept high commission from the channel.

Just imagine, when users buy a house, they habitually go to Tmall to search, learn about the project information online, and then go offline to see the house after they are generally satisfied.

Once this habit is formed, it will not only kidnap the sales of real estate enterprises, but also accelerate the elimination of small and medium-sized developers.

When this day comes, developers will really become wage earners in banks and channels.