Abstract: can the shell of the real estate trading platform be made into a home decoration platform? This is one of the questions that entrepreneurs in the home decoration circle have asked me most in the past two years. Who can really make a platform for the home decoration industry is related to the pattern of the home decoration industry in the future and the business prospect of each home decoration company. Shell insiders are also curious about my answer. I think they also want to know how the home decoration company thinks of them
Can the shell of the real estate trading platform be made into a home decoration platform?
This is one of the questions that entrepreneurs in the home decoration circle have asked me most in the past two years. Who can really make a platform for the home decoration industry is related to the pattern of the home decoration industry in the future and the business prospect of each home decoration company.
Shell insiders are also curious about what my answer is. I think they also want to know how the home decoration company views them. More importantly, they also have a great sense of uncertainty about the results of the layout and efforts of home decoration and parts in their large residential industry.
Shell is an awesome company
After the shell was listed, it was popular in the capital market. On November 16, the market value of the shell reached US $84 billion, equivalent to more than 550 billion yuan. This is also the highest point so far. What does this mean? It means that shell has surpassed Netease and Baidu and become the fourth largest Internet company in the U.S. capital market after Alibaba, jd.com and pinduoduo.
Compared with the Big Mac real estate companies we normally recognize, the market value of Vanke on that day was 300 billion yuan, and the market value of country garden, which has the highest sales volume of new houses, was only 330 billion Hong Kong dollars, about 270 billion yuan. In other words, the shell that has been established for only two years is almost equivalent to the total market value of “Vanke + country garden”!
According to the unaudited third quarter financial report released by shell on November 17, 2020, the company’s third quarter performance grew strongly, and the total platform transaction volume (GTV) reached 1.05 trillion yuan, a year-on-year increase of 87.2%. In addition, the company’s operating revenue in the third quarter reached 20.5 billion yuan, a year-on-year increase of 70.9%; The net profit was 75 million yuan, and the adjusted net profit was 1.858 billion yuan, a year-on-year increase of 210.6%.
Shell currently accounts for about 20% of the national real estate trading market, and its share is still growing.
These comparisons and data have proved a problem. Shell is a powerful company.
Shell into the Bureau home decoration is not news
Shell’s entry into the Bureau of home decoration is not news. Since the establishment of MM decoration in 2013, chain home has successively invested in Dongyirisheng, love space, Wanlian home decoration, niuniuda, Nanyu home decoration, Meiwo home decoration, and quilt home decoration.
The first major impact in the home decoration industry was the establishment of Wanlian home decoration. At that time, the home decoration circle was quite frightened. One was the leader of real estate trading, who mastered the information resources of the upstream houses of home decoration, the other was the leader of real estate, who had a large number of new houses, and mastered the skills of large-scale fine decoration. The combination of strong and strong should be stronger, which would set off a bloody storm in the home decoration circle, But the result was that the effect was not obvious later. Vanke withdrew and the chain family continued the experiment alone.
In the view of people in the home decoration industry, home decoration flowers bloomed a lot on the big tree of the shell, but they didn’t bear any fruit. But perhaps in the view of shell people and even Zuo Hui, they are used to making today’s shells in 20 years. After a few years of experiments in the home decoration industry, whether they bloom or not may not be so important. It is important to find the pattern of flowering.
Now, it seems that shell just likes the long track, but how to roll a big snowball on this track has not found a clear answer.
At present, shell accounts for about 20% of the national real estate trading market. It looks like a proper upstream entrance of home decoration. Therefore, in terms of transaction volume, revenue, market value and influence, when shell tries to enter home decoration, it will stir up a pool of spring water in the home decoration industry.
Many people are optimistic that shell can become a home decoration platform, which is based on Shell’s ability to turn the chain home into a shell in the same service-oriented real estate trading field, that is, shell has done things, but just do it again in the home decoration field. The industrial Internet ability cultivated in the real estate intermediary industry extends or overflows, and becomes the second growth curve of shell.
Is there any reason why such a related housing market cannot be achieved? Is that so?
Before answering my thoughts, let’s first look at what makes the shell, that is, what ability the shell has. Can this ability be transplanted to the home decoration industry, and then share my thoughts on whether the shell can be made into a platform in the home decoration industry.
What makes today’s shell?
According to the sharing of many activities by relevant principals of shells, the reports of major media and the analysis of many experts, combined with my own understanding, I can roughly judge why chain home has become today’s shell.
The subversive Zuo Hui
If you are the chairman of the chain with more than 20 billion yuan, will you do something to kill yourself when you are at the height of the sun? Christensen calls it disruptive innovation, but in fact, few large enterprises can really achieve disruptive innovation.
Zuo Hui, chairman of Lianjia, wanted to do so, and then he did it with a shell.
I have always defined entrepreneurs as the largest business model and the first core competitiveness. Everything that happens in the chain family comes from this.
The second is standardization
For the first time, shell has realized the standardization of people, goods and services in the real estate intermediary industry.
Human standardization
Human standardization is defined by roles. Different services are different roles.
Standardization of materials
The house has the standard of the house, and the shell spent a lot of time making a real estate dictionary. Property dictionary is the chain house database, when brokers look at a set of housing sources, they do not need to manually input, and can pull data from the dictionary of the building through the drop-down menu, and define the information of the house number, standard apartment layout and supporting facilities of a house. The meaning of the real estate dictionary, as Peng Yongdong once told the team, if you want to be a real house, you have to present the real situation of each house. The first step is to know how many houses there are in the city and which one is real?
Chain home to do real housing, to the rapid expansion of the country, the acquisition of other brands, the efficient operation of agent ACN law, real estate dictionary is the cornerstone of operation. This cornerstone effect can be brought into full play in the platform shell.
Today, the shell is about