On the 24th, e-commerce giant JD.com officially announced its entry into the real estate field. "Residences have entered the rental era, the functions of commercial real estate have changed, special real estate will have explosive products, and an era of large real estate with operations as its core competitiveness has arrived." This is what JD.com said at the press conference announcing its official entry into the real estate market.
Goal: Become the double champion in traffic and online transaction volume within 5 years
Xin Lijun, vice president of Jingdong Group and president of Jingdong Mall's home life division, said that through observation of the real estate industry's policy environment, market status, and business models, it can be seen that the domestic real estate industry is ushering in the era of big real estate, and the challenge faced by real estate companies is no longer sales, but operations.
"After being launched, JD Real Estate will create a new integration between the real estate industry and e-commerce, covering residential, commercial real estate, specialty real estate and other markets, creating a service platform in the era of big real estate, and will become the champion of both traffic and online transaction volume within 5 years." Xin Lijun said that improving and developing the housing rental market has become a consensus in hot large and medium-sized cities, and the Chinese real estate market is ushering in the rental era.
Already cooperated with Country Garden
The new market environment has posed huge challenges to real estate developers, but JD.com has seen more opportunities. This has also become an important reason for JD.com to enter the real estate field – it will build a service platform for the era of big real estate through three major aspects: establishing connections, operational empowerment, and creating hot products.
JD Real Estate will use its "retail gene" to help developers and home buyers establish connections in more channels, in more ways, and in more scenarios.
At present, JD.com Real Estate has been launched on JD.com, and consumers can also learn about the housing listings launched by many developers through JD.com. At present, JD.com has reached cooperation with many developers and strategic partners such as Country Garden, the largest real estate company in China. During Double 11, JD Real Estate and Country Garden will launch the "Beijing Brilliance" plan to link up in the four provinces of Hunan, Jiangxi, Fujian and Guangxi.
Only engage in operations and do not use land to build houses
Previously, there was speculation in the industry that JD.com, which is entering the real estate field, will use land to build houses.
Jingdong Real Estate gave a negative answer at this conference. JD.com said it will empower developers as quickly as possible through JD.com’s platform capabilities.
The “unbounded retail solution” just launched by JD.com will also be applied to JD.com’s real estate field. As an offline entity undertaker, commercial real estate can connect to this solution and share JD.com’s investment resources, member management system and innovative experience. JD.com's massive brand and merchant resources will provide support for real estate developers to attract investment, and strong membership operation capabilities are urgently needed by real estate developers. Helping real estate developers establish and open up member operation capabilities will lay a solid foundation for competition in the era of large real estate with operations as the core.
Currently covering more than 20 cities across the country
The three roles of developers, agents, and JD Real Estate will create three major models, including the brand direct cooperation model formed by direct cooperation between developers and JD.com; the JD joint operation model in which agents cooperate with JD.com; and the multi-party joint operation model jointly created by developers, agents, and JD.com. However, regardless of the mode, JD data, products and traffic portals can be shared.
Zeng Fuhu, head of JD’s real estate business, said that the arrival of the big real estate era will restructure the entire industry chain. JD Real Estate is positioned as a service platform in the big real estate era. This service platform emphasizes connection, empowerment and customization. “JD Real Estate will work with its partners to explore new models in the future.”
It is reported that the first phase of JD.com’s real estate channel has already attracted 82 developers and 35 service providers, involving 2,027 projects and covering more than 20 cities.
Upstream News-Chongqing Morning News reporter Yang Ye
