KE Holdings Inc is going public, which is a major event for both the e-commerce platform and the intermediary industry.

The intermediary industry has been criticized, and Lianjia has played an important role in promoting its social image. And from Lianjia to KE Holdings Inc, it has subverted a lot of so-called e-commerce logic, you know, there were a large number of companies that wanted to introduce Internet thinking into the intermediary industry, but all failed miserably.

The listing of KE Holdings Inc is not only an alternative success for the e-commerce platform, but also a success that other companies are difficult to copy, which is the special value of KE Holdings Inc.

From Lianjia in Beijing to KE Holdings Inc now, there are three strategic milestones for Lao Zuo:

1, in the overwhelming false housing sources, with the efforts of Yugong Yishan to build a real estate dictionary, and formed a "real housing source" this revolutionary product.

The real housing source is the cornerstone of shaping the whole Lianjia culture, changing people's deep-rooted understanding of the traditional intermediary, and setting up a school of its own among the competitors who only talk about wolf nature culture.

2. National equity merger and acquisition. Lianjia is also developing nationally before 2015, but the regional nature of the intermediary industry is so strong that it is difficult for each branch of Lianjia to rank among the top three locally.

If the intermediary leaders around the country use capital mergers and acquisitions, it is very difficult to achieve a deal, but the banner of "listing" is played out, and the stock exchange is carried out with each family, and the dream of listing is close at hand.

As a result, Lianjia developed rapidly throughout the country in more than a year, and consolidated the leading position of most regions within two or three years.

3. Open up Lianjia's resources and quickly complete the online upgrade.

The name KE Holdings Inc. was conceived when Lianjia merged with various companies.

The important reason why bosses can be convinced and willing to give up their own brand is that the left is even willing to give up the "Lianjia" brand to create a new independent brand.

The motivation of each intermediary to join KE Holdings Inc is very simple, with the same housing, customers and promotion as Lianjia, only need to pay a small fee, why not?

But this is also done under the premise that Lianjia stores have made great sacrifices. After listing, the joining fees are bound to continue to rise, and the management and control of those allied forces will become more difficult. This is the real test for KE Holdings Inc.

From the current market competition environment, the gap between other competitors in the intermediary industry and KE Holdings Inc is very huge, some similar to the relationship between DiDi Global Inc. and other competitors in the field of travel.

What is different between intermediary and other industries is that there must be strong enough offline ability to create a super strong online ability, which is also the front SouFun, love house and other places that will inevitably fail.

In the face of trillions of GMV, challengers will certainly continue to appear, but certainly not the intermediary companies we see now.

At present, the successful e-commerce platforms in China basically control the enterprise side through the customer source, which is also a convention of the Internet model.

In the past, this model was applied to real estate, all failed, because in the real estate industry, whether it is commercial housing or second-hand housing, the core is not people, but housing. After all, land is a non-renewable resource, and the more economically developed the region, the stronger the scarcity.

The intermediary has a term called "where there is a house, there are guests". The value of this sentence will always exist. Many domestic big-name analysts, and many famous big V, have repeatedly stressed that the future of developers is narrow, because the population is getting smaller and smaller, and the people who say this still have a superficial understanding of real estate.

It is a trend that China's overall population will decline with the decline of the birth rate, but China's urban population will continue to increase with the development of new urbanization and will not peak in the next decade. These people are the main force of commercial housing purchases.

And buying a house is not once and for all, especially in the residential area developed before 2010, compared with the current housing, there is a big difference in planning, design and even building materials, which is the demand.

The price of mobile phones has exceeded that of ordinary household appliances, and now everyone has mobile phones, and some people even have several mobile phones, so why do mobile phone manufacturers such as Huawei, Apple Inc, XIAOMI and OV make more and more money these years?

The new mobile phone is really different from the old mobile phone. The appearance, function and feeling of use of the new mobile phone a few years ago are completely different from the current products. The same is true of houses. In Beijing, for example, those outside the 6 rings want to enter the 5 rings, those outside the 5 rings want to enter the 4 rings, and the old houses inside the 4 rings want to get a new one every day.

And those six rings into the fifth ring people empty houses, there are hundreds of millions of people across the country waiting to pick up. The only question is, is there a house to buy? If there is an adequate supply of housing within the Fifth Ring Road, the transaction volume of commercial housing in Beijing will always remain high.

BABA, Tencent, Pinduoduo, Meituan commented on the success of these enterprises, they all control the enterprise side from the customer source side, and the characteristics of second-hand housing determine that KE Holdings Inc uses the housing terminal to control the enterprise end. This is also the reason why other companies have always been unable to succeed in building a real estate e-commerce platform, and it is also the problem that KE Holdings Inc can not rest easy at the same time.

It is hoped that after KE Holdings Inc goes public, it will go a step further, control the customer source side as soon as possible, realize the trinity of the enterprise end, the housing source end, and the customer source end, and thoroughly consolidate its uniqueness.