贝壳恒大暂停合作，两个行业代表的相互起义

财经十一人2021-06-29

从不同赛道的合作伙伴到同一赛道的竞争对手，恒大和贝壳的合作基础不复存在 2020年销售额破7000亿元的恒大与中国实力最强的中介渠道商贝壳，已经大面积终止了合作。《财经》记者近日发现，对天津、武汉等地在售的恒大楼盘，贝壳找房和恒大自营的销售平台房车宝所展示的面积、户型、价格等信息出入较大。致电问询时，多地的贝壳一线销售、恒大售楼处员工告诉记者，双方已经停止了合作，因此楼盘信息已很久不在贝壳上...

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moon88
·2021-06-29
看好！
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- moon88:
  赞
  2021-08-05
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- moon88:
  很好
  2021-06-29
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boonchek
·2021-06-29
Comment me
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- Tralala:
  give a like
  2021-06-30
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- boonchek:
  Give a like
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- Tralala:
  ok
  2021-06-30
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神秘紫
·2021-06-29
很好
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Stacey333
·2021-06-29
good
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Evergrande suspended cooperation and representatives of the two industries revolted against each other","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/d90cb06a559e81b8b133e1ee776ba867","symbols_score_info":{"03333":0.9,"BEKE":0.9},"content_text":"从不同赛道的合作伙伴到同一赛道的竞争对手，恒大和贝壳的合作基础不复存在\n\n2020年销售额破7000亿元的恒大与中国实力最强的中介渠道商贝壳，已经大面积终止了合作。\n《财经》记者近日发现，对天津、武汉等地在售的恒大楼盘，贝壳找房和恒大自营的销售平台房车宝所展示的面积、户型、价格等信息出入较大。致电问询时，多地的贝壳一线销售、恒大售楼处员工告诉记者，双方已经停止了合作，因此楼盘信息已很久不在贝壳上更新。天津的一位贝壳销售说，虽然贝壳平台上仍展示该房源，但他已无法帮助记者成交。\n有贝壳人士告诉《财经》记者，两家公司并没有在集团高度全方位终止合作，在部分城市、项目，尤其是恒大文旅项目上仍有合作。但的确只是极少数，大面积都不合作了，“主要是各城市承压，恒大不给店东、经纪人佣金。”\n一位天津贝壳的一线销售也用恒大拖欠大量佣金来解释双方合作破裂，而武汉某恒大楼盘售楼处人员给出另一种解释，他说贝壳仰仗“垄断”优势提高佣金，搞独家代理，让恒大很难接受：“如果我们接受的话，其它中介也会要求涨佣金，怎么办？”\n01、开发商普遍拖欠中介佣金\n据多位中介行业从业者和研究者介绍，开发商迟付中介佣金是全行业普遍现象。地域不同，表现好、坏的企业也不同，但恒大总是表现不佳。\n一位广东中介公司的广州-佛山区域负责人告诉《财经》记者，他们也已从去年下半年起，逐渐终止与恒大合作，原因即是欠佣。\n时间前拨，2019年，中介们对恒大的观感与现在大为不同。\n2018年以前，市场环境好，龙头房企几乎不启用中介渠道来卖房，仅靠自建的售楼处就能卖得很好。2018年后，受经济周期、调控政策等多重因素影响，市场逐渐转向，开发商与渠道的关系也随之变化。\n《财经》记者了解到，2019年五一黄金周，恒大第一次大规模启用渠道辅助促销，起到了非常好的效果。恒大该月的销售额达到535亿。这次尝试让恒大尝到了甜头，符合他们快周转的战略需求。随后，他们做出一连串动作释放诚意，拉拢渠道商。\n作用最大的是开出比其它开发商更高的佣金。上述广佛区域负责人说，区位、品质相似的房子，如果其它TOP20开发商给3%佣金，恒大会给4%。\n另一个手段是心理按摩。2019年十一黄金周前后，恒大曾将销售排名前十的渠道公司约到恒大总部，许家印亲自出马，与众渠道商面对面交流。前述平台负责人说这在业内是很不寻常的事，其它开发企业不曾安排过这样高规格的见面。\n于是恒大和中介渠道们一度打得火热。所有开发商中，恒大是开放最多楼盘给渠道、在售楼盘中渠道占比最高的房企，成了中介渠道们最主要的客户。渠道商也在更高佣金的激励下，集中推销恒大的楼盘。\n但问题很快就出现了，中介们发现，恒大是承诺了更高佣金，但拖着不付。因为恒大与中介渠道合作最多，所以这家公司的欠佣对中介商的冲击也最大。\n李原是中原地产一家门店的店长，中原地产在广东有很大影响力。他介绍说，恒大拖欠该门店的款项，可追溯到一两年前，“常有早已离职的员工突然收到一笔打款，然后打电话来询问是不是一两年前的某笔交易结账了。”李原说他们公司还没有终止与恒大合作，但现在员工们已经害怕推销恒大的房子，因为占用时间精力还收不到钱。\n中原地产仍与恒大合作，可能是因为他们首要考虑的是业绩规模的突破，稳固、提高行业地位。但对于已经是公认行业老大的贝壳，他们更在乎回款和现金流。\n一位世茂区域渠道高管告诉记者，进入2021年贝壳有一个很明显的趋势：他们对回款速度的要求提高了很多。\n这位高管说，与其它中介平台合作，一般是按照收房款的进度等比例结佣。去年他所在区域，贝壳要求在新房网签或草签后90天内，结清七到八成的佣金。今年一季度，又提高到了90天内结清全款。这导致一季度双方在一些区域、项目没有达成合作。二季度，双方互有妥协，合作继续。\n他解释说，出现如此变化，是因为今年贝壳总部对各区域考核中，回款指标所占的权重提高了很多。\n多位受访人士对恒大拖欠佣金的描述从半年到两年不等，但都超过90天。结合贝壳今年的变化，各区域做主不与恒大合作在情理之中。\n02、渠道与房企争利，冲突不可避免\n佣金拖欠是激化贝壳恒大矛盾的导火索，但不是根本原因。这不是一两家公司的问题，近两年大潮流下，开发和中介两个行业存在结构性的矛盾。一方面，房地产行业已经进入薄利的时代；另一方面，受“三道红线”等政策影响，行业对快速卖楼、加快现金周转的要求越来越高。于是，房企既离不开中介渠道，要依赖渠道助其卖楼；又想努力摆脱渠道，保护好不宽裕的利润空间，不被分去一杯羹。\n2020年年报显示，“万碧恒融”四大房企的开发业务毛利率，均下滑了3至5个百分点，回落至20%左右。在万科集团业绩推介会上总裁祝九胜说，过往几年地价在房价中的占比明显上升，预测未来几年利润率还有进一步下滑的趋势。\n前面已经提到，房企与渠道打交道的历史不算长。在2017年开启调控周期之前，房企不需要渠道就能卖得很好，中介渠道们主要埋头于二手房业务。双方各走各的阳关道，新房业务是中介们吃不到的肥肉。\n\n之所以说是肥肉，是因为比起二手房，新房交易的佣金更高。前述某中介企业广佛区域负责人说，同一区域新房业务佣金比例能比二手房高出一倍，大部分二手房佣金比例是1.5%，而新房能达到3%。钱多的同时事也少。新房产品更加标准化、交易环节麻烦少，操作更简单。\n于是当市场机遇出现时，各中介渠道公司都积极投入这条赛道，搭起护城河扎下根来。比起开发商，他们在技术和服务上有优势，贝壳等线上平台有比房企自己研发的App或小程序更好的使用体验，更多的用户活动轨迹帮助他们更有效回访触达客户。只要能做到离客户更近，中介渠道就在新房业务有了生存的根基。\n除了高周转压力驱使房企拥抱渠道，近两年头部房企布局思路转变，也使双方经营空间越发重合。贝壳等中介企业强布局一二线城市，在三四线市场能力有限。而一些头部房企曾经走三四线下沉路线扩张规模，但近几年，三四线城市的人均住房面积越来越高，供需趋于饱和，基本面也不支持房价再有大的上涨空间。于是他们又将重心转回一二线城市。\n资深地产营销人士韩乐用“吗啡效应“描述当下房企们对渠道的心态：一面想戒，一面又戒不掉。表现在行动上是普遍、但仅阶段性的合作。房企们仅在重要的营销节点与渠道合作，利用他们增加客户量，打出声势。等客户量上来之后，房企暂停合作，消化红利。直到客户量降到某一水平，再重启合作。如此反复。\n韩乐认为当下房企与中介渠道利益之争，与早年间家电行业格力等生产商和国美、苏宁的竞争很相似。当时苏宁、国美等公司占领了家电销售环节，生产商通过他们才能触达客户。于是生产商不但要与苏宁国美们分享利润，还得配合他们的活动，参与降价、赠送等优惠活动，利润空间被二次压缩。后来，格力们改变营销方式自营门店，逐渐突破困局。韩乐认为如今房企已被中介渠道深度绑定，至于他们能否复制家电行业，闯出一条新的自营道路，目前尚不明朗。\n中介从房企口中夺来的不只是利润，也是现金流。所以，两类房企对此尤其难以接受，他们拖欠佣金的概率也会更大。一种是资金链出现危机的企业，另一种是正处于扩张期，急于扩大规模的企业。\n也有声音认为，房企与中介渠道并不必为了几个点的佣金殊死搏斗。因为羊毛出在消费者身上，房企可以通过减少折扣、变相涨价等方式把佣金成本转移给消费者。韩乐对此并不认同。一方面现在一二线城市普遍房地价联动，预售证上的价格接受政府指导，开发商定价权不大，在市场竞争中也没有太大折扣空间可让渡。同时，近几年在招拍挂环节，制定地价上限然后竞自持、竞配建政府性房源逐渐成为潮流，这意味着房价与较低的地价上限联动，而开发商在各类配建上承担了更多的成本。\n03、房车宝直接对标贝壳，双方已无合作基础\n既然给中介让利已成为行业普遍痛点，房车宝的出现就是大势所趋。虽然市场上对恒大开发房车宝的醉翁之意、房车宝的发展前景有诸多怀疑，但它所体现的对突围的渴求，却代表开发商们共同的利益。\n恒大房车宝成立于2020年12月底，业务涉及房产和汽车交易，恒大希望把房地产业务涉及的全民经纪平台，以及汽车交易平台的数据打通，实现房车合一的线上线下全渠道交易服务平台。\n当恒大和贝壳从不同赛道的合作伙伴，成了同一赛道里的竞争对手，双方合作的基础也就此不复存在。\n2020年12月底，房车宝集团正式揭牌。春节后引进163.5亿战投，大举吸纳中介品牌和门店，对赌一年内上市。多位中介行业人士说，就是在这个时点，贝壳和恒大一城一城地逐渐取消合作。\n恒大一线销售人员说，贝壳利用规模“垄断”优势抬高租金，是合作破裂的主因。那么，这真的是个问题吗？\n对此，记者采访了中介和开发行业的多位人士。综合多方信息，贝壳收的佣金的确比同行更高。来自北方和华东的人士说，贝壳的佣金大约比行业普遍水平高出0.5到1个点。华南地区人士说，当地各品牌基础佣金都是一样的，不过会有业绩激励条款，达到业绩目标会额外增加佣金。因此一些实力较强的企业能拿到更高点数。\n在广东住房政策研究中心首席研究员李宇嘉看来，恒大因为贝壳佣金更高而断绝合作，在逻辑上站不住脚。“恒大从去年下半年资金链就比较紧张，要靠打折促销来缓解。这种情况下，断绝合作不太可能是恒大主动提出的。”\n谈到独家代理，中原地产店长李原说，这在行业里是普遍操作，有实力的中介企业都会争取拿到独家。据他描述，房企给出独家代理时，会设定严格的业绩条件，考核周期也较短，“比如签一两个月，这段时间内必须卖出多少套。达标了再续，没达标就解除独家条约。”\n站在房企的立场，虽然长远来看，独家代理可能会养出难缠的巨无霸中介企业，但短期内，这对房企没坏处。\n某TOP5房企城市总告诉记者，独家代理模式中，佣金点数和非独家没有不同。双方拿来交换的分别是独家代理授权，和倾斜分配的营销资源。另据李原介绍，房企与中介渠道时除了佣金外，还要支付营销策划费，这笔钱与成交情况无关。\n由此来看，给出独家代理短期内对房企划算。佣金不变，策划费只用交一家，花销不会增加。同时不用担心渠道出工不出力，销售效果更好。“多家渠道一起销售，有时就像三个和尚没水吃。”李原说道。既然营销资源会向独家房源倾斜，那常规合作的房源，自然就吃了亏。\n对其它房企，独家代理似乎是一条双方都能接受的生财之道。但恒大不一样，它已经有了房车宝，自然不可能接受独家协议。如果要被其它房源排挤，再与中介合作的必要性也大打折扣。\n当下的监管环境大概已不允许独家代理模式继续发展。一位头部房企营销人士告诉《财经》记者，2021年贝壳没再推广独家代理模式。\n同时，前述TOP5房企城市总的观察是，贝壳今年在寻求“单点爆破”式地涨价。“在它觉得有绝对优势的地方，贝壳会选一家房企问，可不可以佣金定高一些。如果突破了，再以此为条件要求别的房企。”","kind":null,"is_publish_news":true,"is_publish_highlight":true,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1},"commentList":[{"id":159640491,"gmtCreate":1624965724113,"gmtModify":1703848960956,"author":{"id":"3584652354468235","authorId":"3584652354468235","name":"moon88","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