Who Can Seize The "C Position" Of Live E-Commerce Sales?

There are people who make the wind. In recent years, real estate has become the "hot cake" of the e-commerce industry, and players from all walks of life vie to enter the bureau first. After Ali Jingdong, pinduoduo also joined the track.

Recently, pinduoduo and Shenzhen Haiya group launched the live broadcast of group buying for the first time in the two major channels of "limited time seconds" and "10 billion subsidies". "Across the sea" with Shenzhen, Zhongshan Haiya colorful city is the first house selling project of pinduoduo.

It is reported that users can lock in the relevant quota after initiating a purchase appointment and paying 6999 yuan of intention money online, and make an appointment for offline viewing and selection within 15 days thereafter. After the successful opening of the group, pinduoduo will also launch "buy a house and send a car", a ten thousand yuan home gift bag, and a cash red envelope award.

As a matter of fact, the way of selling houses through online e-commerce is not new. As time goes on, Taobao launched the real estate channel in 2010; in 2017, Jingdong set up a real estate business department; in 2019, Ali, Jingdong and Suning are all high-profile sellers of preferential housing, causing a sensation for a time. However, the major platforms did not make any more moves, so the e-commerce house selling was also ridiculed as "the thunder and the rain are small".

However, on the eve of this year, a wave of e-commerce has been set off. On May 22, Jingdong officially launched the "self operated real estate" business, and launched the first batch of 1000 houses. On the same day, Xu Lei, CEO of Jingdong retail group, also dedicated his live show with goods to the real estate sales activity launched by Zhongjun.

The second-hand real estate business of E-House and Suning is also involved.

Consumers can watch and buy a house live at the "cloud Sales Office" of Leju on Suning e-buy online. Soon after that, Ali Real Estate Co operated with country garden to open tmall flagship store, and the first batch of online housing resources provided subsidies of nearly 100 million yuan.

Why e-commerce selling houses has become a new topic? The reason why they rely on online marketing means is to increase their dependence on online marketing. With the change of the market, developers hope to find a more accurate marketing model through online live broadcast. As a result, the pace of e-commerce has been accelerated.

However, the house is a heavy asset, with low-frequency, non-standard attributes. For online home purchase, many people still have vigilance, dare not rashly "hand.". Therefore, although the giant enterprises have occupied the online housing market, it is not very clear who can ultimately achieve "one branch alone".

Does this also mean that the late pinduoduo still has the possibility of seizing the "C position"? According to the current live broadcast activities of group buying, pinduoduo still follows the mode of "buy with all your efforts", and tries to ensure that the information of both parties is as symmetrical as possible through live interaction.

In short, although the live selling form of "anchor + promotion discount" has become a new tactic for e-commerce platforms and real estate enterprises to sell their houses online, pinduoduo has exploited the real estate market with the mode of purchasing, which means that it may have room to expand.

Of course, if you want to make a debut in the "C position" of many strong players, the most important thing is to see the actual transaction. At present, whether it is self-supporting, live selling, coupons, its ultimate utility or need to be verified by actual transaction data. How will "Duoduo" tell a new story about the future of e-commerce? What kind of report card should I hand in? The media will continue to pay attention.

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