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在大概三年前,一个金手指地产公司的朋友找到我,他让我帮他推销他们公司的一种会员卡,好像最便宜的那种是一万块钱一张。金手指是一家旅游地产开发公司,在各地旅游景点开发了很多星级酒店和度假式公寓。拥有这张会员卡以后,就可以拥有它们旗下房子30天的居住权。后来,这件事不了了之,一方面当时人们分时度假的观念还比较淡薄,还没有很强的自助游的观念。另一方面,会员卡的价格太贵,不是谁都能支付的起。况且度假行为有很强的机动性,有可能买了会员卡却没有时间去,那样的话,钱岂不白花了。

但从这件事上可以看出,分时度假公寓的确存在信息不对称的问题。一方面,房地产开发公司开发了很多度假公寓,虽然通过出售的形式卖给业主,但一般是包租的形式,寻找客源并不是这些地产公司的强项。而一些不想住酒店,想住公寓的消费者,又不知道从哪里可以找到合适的房子。去年,一个叫“途家”的公司诞生了,此网站的功能,就是解决旅游地产商和用户之间的信息不对称问题

一、途家将携程模式复制到旅游地产行业

途家的商业模式并不复杂,说直白点就是把携程模式复制到度假公寓行业。但是,途家运营起来,却比携程复杂得多。首先,度假公寓不像酒店,运营得很成熟,度假公寓分散到各个开发商手里,有的项目甚至分散到小业主手里,光找到房源就是一个大难题。二是度假公寓的运营和管理也是一个大难题。途家不但要找到房源,更重要的是要给予这些度假公寓赋予酒店式的服务,这要付出的人力和物力是可想而知的。总的来说,途家模式是一个携程网再加上酒店管理运营,既提供在线预订,同时也进行度假公寓的管理运营。这就比开头提出的会员卡模式更加灵活、更加先进、更加方便,也更容易让用户接受。

途家的CEO罗军在创业之前是新浪乐居的执行总裁,他利用自身在地产圈里的人脉和影响力,在很短的时间内就整合了很多房源,把途家网的架子搭了起来。而途家网的联合创始人Melissa Yang来自微软,负责微软在亚洲的搜索引擎业务。大家都知道,“安居客”和“去哪儿”之所以成功,都是源于搜索,搜索引擎是网友找到房源的最重要入口。通过优化搜索,可以让用户可以快速找到房源,将用户需求汇集起来。这两位,比较擅长的领域一个是地产行业,一个搜索引擎入口,两者一结合,旅游地产行业的O2O就形成了。

二、自如网模式可能会冲击传统中介模式

在租房行业,也有类似途家的模式,比如链家推出的自如网。自如网的模式,跟途家一样,他们从业主那里把房子拿过来,重新装修和修缮,进行酒店式运营,然后通过网站租给租户,他们从中收取一定的服务费。虽然租房单价高了一点,但是租户即使短租也不用付中介费、并免了一些向房主讨价还价的环节,重要的是可以让自己租住的环境更加舒适和优雅,这是85后和90后最为看重的。因此,此项服务一经推出,便受到年轻白领的青睐,业务增长的也非常迅猛。

当然,地产行业要实现O2O,最重要的问题就是资产轻重的问题,资产越轻越容易实现,资产越重实现起来越难。比如,今年年初,新浪乐居和潘石屹一直在推房产电商,潘石屹在做了几次秀、卖了几套商铺以后,就没有了下文。原因还是房子太贵,资产太重和支付问题都是逾越不过去的障碍,这也就是为什么新房为什么很难实行O2O的原因。而度假公寓和租房就不同了,比起买一套房子,租几天公寓和租几个月房子,资产都要轻的很多,也就很容易实现O2O模式。笔者大胆揣测,在将来自如网的模式,很可能将会对租房市场有很大的冲击,很可能会改变中介为主的租房模式。

三、移动互联网将会催生地产行业新的O2O

自从有了互联网以来,房地产行业跟互联网结合的模式都是O2O的模式。搜房网成长于门户网站和新房快速增长的年代,解决了网友在门户网站时代搜索新楼盘的问题。安居客,成长于搜索引擎年代,解决了二手房源搜索的问题,给房产中介提供了更多的入口和机会。而途家和自如网,则是直接面对消费者,去掉了开发商和房产中介的环节,自身既是网络入口又是运营方,一个独立平台便实现了房源和用户的串联。

从搜房网、安居客、途家的模式可以看出,几乎每种商业模式的出现,都是伴随信息传播渠道的改变而产生的。搜房网源于门户网站热潮,安居客背靠搜索引擎和房产中介行业,而途家则是依托微博等社会化媒体的热潮和消费者自我意识的觉醒。而对于移动互联网行业和微信呢?利用二维码入口和手机定位的独特优势,更容易跟地产行业结合。如果解决了支付问题,肯定也会催生新的O2O模式。


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