On November 9, at the Shanghai International Import Expo, KPMG released the 2022 (Second) "KPMG China's Top 50 Real Estate Technology Enterprises" report, and officially released the annual KPMG China's Top 50 Real Estate Technology Enterprises List and Real Estate Technology Emerging Talents Enterprise list. As a digital service platform for the domestic housing industry, Keike was on the list.
As we all know, due to various factors such as turbulent economic cycles and repeated epidemics, many platforms that mainly rely on traditional offline channels for real estate transactions are almost hard to find. Under pressure, on the other hand, those platforms that are actively participating in the digital wave of real estate services have survived fortunately. Although their performance is difficult to compare with the normal period, at least they are advancing tenaciously.
In the increasingly complex real estate market environment, why can Keike win such an honor? I think there are two main reasons. On the one hand, the reason is the natural understanding of digitization and persistent organizational action based on the shell-based management. On the other hand, the reason is that through its own business practice, it has influenced and guided the industry to move forward with high quality in the direction of digitalization.
Believe in the power of data and technology The courage to reform yourself
More than ten years ago, compared with the manual reporting and spot check solutions of the same period, Lianjia began to adopt a higher-cost advanced equipment and big data solution to build a real housing database. In 2011, Lianjia equipped each commissioner with a GPS track locator, a time-calibrated camera and a smart phone, using technical means to ensure the authenticity of the real estate information collected. The data engineer processes the real estate images uploaded by the real estate buyers into structured data in the system, which forms part of the real estate dictionary. Until 2018, the cumulative investment in this project exceeded 600 million. Now, Shell's real estate dictionary has become the housing database with the widest coverage and the finest granularity in China.
In terms of house viewing: In order to help buyers and brokers provide relatively certain information and effectively reduce the time for both parties to screen out unqualified houses, in 2018, Beike was the first in the industry to implement VR house inspection services, realizing online 3D panoramic house listings Display, the intuitive and visual house viewing display not only strengthens the buyer's three-dimensional cognition of the houses of interest, but also improves the matching efficiency of the platform and bridges the gap in time and space.
In addition to VR three-dimensional house inspections, AI house lectures remotely connect brokers and buyers online to realize virtual interaction and help buyers understand the surrounding facilities, internal conditions of the community, house structure and transaction information in real time.
In terms of online signing: Keike has created digital products such as online verification rooms for the most complex loan signing scenarios, integrating real-name authentication, face recognition, electronic signatures, OCR automatic identification and other technologies to open up the "last stage" of online transaction closed-loop kilometer". From confirming the transaction intention to signing the contract and making payment, the interactive scenes are all digitized, which is 20% shorter than the traditional loan interview time on average.
In order to achieve sustainable service, Shell Innovation launched the ACN mechanism
According to statistics, it takes about 8 weeks, or two months, for a consumer to interact with an agent from viewing a house online. After signing the contract and completing the transaction, it will take another 56 days, or almost two months.
During this time span, a consumer contacts an average of 11 brokers and sees 24 properties. There are not only contradictions between brokers and consumers, but also contradictions between brokers and brokers.
In order to break through these obstacles, Beike launched the ACN mechanism internally, which divides the house buying and selling process that was originally in charge of a broker into 10 subdivided tasks, and set up 10 corresponding roles to share the tasks that were originally performed by a broker alone according to the degree of contribution. The intermediary fees shared, and through the "Keikefen", a user-centered credit evaluation system, continuously motivate platform service providers to optimize service quality.
This can alleviate the inevitable sharp conflicts under the traditional operating mechanism, such as scrambling for housing, prying orders, etc., while under the ACN operating mechanism, it can output relatively fair, realize distribution according to work, and win-win cooperation.
In addition, on the basis of AI technology, Keike has hatched its smart home improvement service platform - Quilt Home Improvement. The AI design section of Quilt Home Decoration is based on nearly 100,000 sets of interior design schemes of Rushi VR and the understanding of home decoration in millions of real 3D spaces. Combined with deep learning, it can provide users with graphic design, hard and soft decoration, and 3D decoration effects. Automated complete interior design service including.
In the future, during the evolution of Keike from platformization to ecology, more digital application scenarios and businesses may "emerge" to accelerate the development of multiple residential service ecology.
Based on technology and active iteration, it can be said that Keike has reconstructed the industrial chain from house listings, real estate brokerage, online transactions and signing, home decoration, etc. I am afraid that this cannot be done without the courage of self-reform.
Data as the source to expand and build new residential ecological service scenarios
In digital commerce, data is the source, and the rich dimensions and parameters allow Keke to make flexible and scientific decisions based on changes in consumer demand, changes in the industry environment, and its own insights into the industry, so as to realize the mining of long-tail business paths and commercialization. Realize. In addition, in the face of the pressure of the uncontrollable traditional physical environment, minimize your own risks as much as possible.
Relying on the industry's upstream and downstream service data ecology accumulated on the platform, Keike has extended from the initial second-hand housing transaction scenarios to new housing, leasing, community, decoration and other living scenarios. Through consumer demand segmentation, resource allocation is optimized, and long-tail business scenarios are tapped , to build a new residential service ecology, and the internal evolution of shells continues.
Self-operated to open to lead the sustainable development of the industry
It is better to be alone than to be happy alone. After Keike used digital technology to smooth out the trading ecological chain, it used a vertical and horizontal opening strategy to force the industry to develop from the traditional chaotic and disorderly competition pattern to a sustainable and healthy direction.
According to its financial report data: as of the end of the third quarter, the number of active stores on the shell platform exceeded 39,700; more than 370,000 active brokers were connected. In terms of the stable scale of human stores, the structure of stores and brokers has been continuously improved, and the proportion of brokers who have been in business for longer and have excellent performance has increased. In the third quarter, Keke's overall store efficiency and human efficiency increased by 17% and 15% year-on-year respectively. Benefiting from the advantages of ACN and the continuous empowerment of service providers, in the third quarter of 2022, the GTV of Keike's stock house transactions was 449 billion yuan, and the net income of stock house business was 7.2 billion yuan, an increase of 29% from the previous quarter; the GTV of new house transactions was 261.5 billion yuan, and the net income of the new housing business was 7.8 billion yuan, a month-on-month increase of 17%.
The business multiplier effect brought about by digitalization is incomparable to the traditional model. Under the background that the whole country is actively participating in the wave of industrial digitalization, Keke first invests heavily in self-research and then benefits the results to popularize digitalization in the whole industry. This altruistic thinking is in While promoting the healthy development of the industry, it also provides an excellent development soil for the digitalization of the domestic real estate industry.