In fact, as early as 2013 and 2014, someone proposed that “the Internet will disrupt real estate”.
Property developers were nervous for a while, but then they didn’t take it seriously.
The core reason, in part, is that the phrase was “a few steps ahead,” a little early.
On the other hand, it is because not all stages of the real estate industry can complete the pattern evolution.
Although the whole chain of real estate cannot complete the pattern evolution as a whole, some of its links have or are completing the pattern evolution.
If we simply divide the real estate industry chain into four stages:
1. Investment and financing;2. Design and construction;
3. Sales;4. Customer service property;
In terms of these four stages, Ming Yuanjun thinks:
I. Investment and financing: it will be in the project mode for a long time
Whereas land is more about the future, the standardized product model relies on data from the past.
Every city and every plot is different, and some plots with very similar data later show very different performance.
Therefore, the data of the past can be used as a reference, but more importantly, the future development of the city and the change of customers’ mentality in the future. Sometimes, what is needed for land acquisition is humanized and emotional understanding and judgment.
Therefore, although investment land can be supported by some standardized data products, on the whole, it will remain in the project mode for a long time.
Ii. Design and construction: The standardized product mode can be realized in the area, and some special enterprises may evolve into the platform ecological mode
The climate in the north and the south is different, the regulations in each city are different, and the customers’ preferences are also different.
As customer improvement becomes mainstream, it becomes increasingly impossible to compete with a standardized product line.
However, this does not mean that standardized products cannot be made.It needs to be done more mindfully:
1. Product research and development can be delegated to regions, and each region can create its own standardized product line.
At present, sunac and other real estate companies are using this method.After the scale of a single area exceeds tens of billions, this method of playing is well worth it.
2. Further deepen the depth of product standardization.
In other words, the standardization of products is divided into many parts, which are clearly defined for what climate, what city, what population, and how they are combined.As a result, seemingly disparate projects can be reverted to standardized products in the background of the enterprise.
Of course, just as Apple and Huawei’s phones need to evolve, so do their product standards.