wen|baobian zhanfangge

编辑|邢昀

「核心提示」

从这近五年的发展来看，背靠字节跳动，以房地产经纪业务为主战场的幸福里，一路边打边退。如今持续一年半的“线下业务”突围，也以收缩告终。没有成绩的幸福里在字节降本增效的大战略下会成为下一颗“弃子”吗？

zhangyiminggaibianzhongguofangdichanzhongjiangejudemengxiang，meiyouzhaojin“xingfuli”。

5yuechu，zijietiaodongqixiafangchanyewuxingfuliyoujinxingleyiboyewushousuo，xianxiafangchanzhongjiepinpaixiaomaifangchanmaijilaopengyoumaitian，zhengshituichuxianxiafangchanjingjiyewu。yichangchixuyinianbande“xianxiayewu”tuwei，yexuangaojieshu。

zaifangchanjingjixingye，2018nianshangxiandexingfulishiyiweinianqingderujuzhe，xiedaichunzhengdehulianwangjiyin，beikaozijiexiqiangdadecduanliuliang，duxin“dalichuqiji”。zuichuxingfuliyizhizoudeshizijietongkuanzhuanliuliangfeidelaoluzi，qijiantamenyechangshiguomianxiangkaifashangdexinfangyewu，danzuizhongyishousuozhanxiangaozhong。

suihou，falidianbeifangdaolexianxiamendianyewu。xiaomaifangchanshixingfulizaifuzhoukaikendeyikuaixianxiayewu“shiyantian”，xiwangjiecidatongxianshang、xianxia，yanshenfuwuliantiao，xingchengjiaoyibihuan，duibiaobeiqiao。rujin，shengengxianxiazhanlveyezoudaojintou。

《baobian》congduofanglejiedao，xiaomaifangchanzhishengengfuzhoushichang，zuodebingbucha。dan“xingyezheigejiaodudebiangeyijingguoqule，keyizaiyouyicibiange，dannidechedidixianyicizhuozi。”youzishenfangchanjingjiyeneirenshidui《baobian》shuo。

congzheijinwuniandefazhanlaikan，xingfuliyanzhejiuditu，zhaobudaoxindalu。meiyouchengjidexingfulizaizijiejiangbenzengxiaodedazhanlvexiahuichengweixiayike“qizi”ma？

01 失去线下，幸福里还剩什么？

ju《baobian》lejie，qunianganggangbujuxianxiashi，xiaomaifangchankaojishiwandegaoekaidianbutiezaifuzhou“dadefeichangxiong”，weiqiangchushizhanlv，buxicongqitazhongjiejigoushouzhongwaren、wadian。

2022nian4yuemo，xiaomaifangchandediyijiamendianzaifuzhoukaiye，zheishixingfulicongxianshangzouxiangxianxiadezhongyaoyibu。yaoxianggenlianjia、woaiwojia、21shijibudongchanzheixieshengengxianxiashichangduoniandetoubuqiyekangheng，zijiebixuxuanzemengyou。cihou，xingfuli“qianshou”lefuzhoufangchanzhongjiejianghude“yige”maitianfangchan。

zhangyiminghemaitianjingjidechuangshirenmoushoujiantongweifujianren，2021nian9yue，zijietiaodongdequanzizigongsishougoulemaitiandezigongsi，huoqulefangchanjingjipaizhao。cifanhezuoyeshikanzhonglehouzheshouzhongfengfufangyuanhedangdiyewuziyuan。

xiaomaifangchancaiqulejiamengmoshi，pinpai、liuliangjixianshangjiaoyixitongyouxingfulifangmiantigong，yikaomaitiandexianxiaziyuankaizhanyewu。

xianshangliuliangyuxianxiamendiandedatong，kansibihuanchengxing，nengfoupaochuyigezijieban“beiqiao”yebeishichangguanzhu。

fangchanjingjixingyeyiweizishenrenshigaosu《baobian》，xianzaideshichanghuanjingxiayaoxiangtuwei，dangechengshizhishaoyaodadao20%yishangdeshizhanlv，caiyougushijiang。

beixingfuli“fangqi”qian，xiaomaifangchanzaifuzhoukaichule200duojiadian。“jibennengdadaowuwukai，babeiqiao（zaifuzhou）deshichangchidiaoleyiban。”yiweijiejinxingfulideyeneirenshibiaoshi。

erjinnian3yue，“tech xingqiu” haicengbaodaocheng，zijieyoudazaole“qiuhefangchan”zhongjiexianxiamendian。maosiyaoyanzhezheitiaolujixuzou。

raner，meixiangdaodeshi，lianggeyuehou，xianxiayewuxunsubeixingfulikandiao。

zijiefangmiandeguanfanghuifucheng，ciciyewubiangeng，shijituanjujiaozhuye，huiguixianshangdejucuo。xianxiayewuguimaitianfangchan，xingfulizezuoweidouyinfangchandezhongtai，zaixianshangyewuyumaitianfangchanbaochihezuo。

youyisideshi，ciqianbiaozhixingfuliyumaitianshenduhezuodeshi，xingfulijiangtouzimaitian，yuezhan20%degufen。zhidao2023nian5yue，zheibihezuodegongshangbiangengcaiwancheng，jutideguquanbiliyeyou20%jiangzhi7.5269%。

shangshujiejinxingfulideyeneirenshibiaoshi，xingfulicengjiangxiangdangdayibufenzhongxinfangzailexiaomaifangchanshenshang。xianzai，chechuxianxiayichengdingju，xingfulidehexinyewuzanshihuiguizhuan“duankoufei”dejiumoshi，xinyewujinzhanruherengbuminglang。

zhangjiuyilai，fangchanjingjixingyezhuyaoyouliangzhongshangyemoshi，yizhongyianjukeweidaibiao，tongguoliuliangbianxian，zhuanquxinxifeiyong，yejiushishou“duankoufei”；lingyizhongzeyibeiqiaoweidaibiao，zhuzhongxianxiachengjiao，zaifangchanmaimaijiaoyizhongshouquyongjin。xingfulidexianshangyinglimoshileisianjuke。

duoweizhongxiaojigoudefangchanjiaoyijingjirendui《baobian》biaoshi，xingfulideduankoufeidagaishi300yuan/meiyue，anjukededuankoufeiyongzeshixingfulidesanbeizuoyou，zaimeiyue1000dao1300yuanzhijian。bushaomendianhuiyujingjirenyiqichengdanzheibifeiyong，danzhenduixingfulidechengdanbilimingxiangengdi。gengyoumendianbiaoshi，xingfulideduankoufeiyongxuyaoyoujingjirenzijichengdan。yaoxiangshiyongxingfuliduankou，menjianyebudi，youzhongjietoulu，meijiagongsixuyaocougou50rencainengyuxingfulihezuo。

jingjirenshiyongxingfulizhiyouyigemude：huoke。ruguoyoukehuzaidouyinhuotoutiaoshangliulanxiangyingfangyuandetiezi，xingfulihuibaxiangguanxinxituisongjijingjiren，dannengbunengtanchengkehu，haiyaokanzhongjiedebenshi。

zaidaoliufangmian，xingfulisuanshi“hanzhejintangchi”chusheng，beikaodouyin，youpangdadeliuliangtianshangdaikaiken。danshijishang，“wangluoduankoujibendajiadouzaiyong，kehudezhongfulvyehengao，jingzhengfeichangda。”youjingjirenbiaoshi。

huanjuhuashuo，xingfuliheqitapingtaizhaodaodekenengshitongyipikehu，qieyouyufangyuanliangshao，tabuyidingnengbangjingjirenliuzhukehu。xingfulisihuyeyishidaozheigewenti，shangshufangchanjingjirenbiaoshi，xingfulituichulezhenduijingjirendeyouhuihuodong，paishefangyuanshipinshangchuanhou，keyihuodeyixiemianfeishiyongtianshu。

02 难做通的to B业务

chulebujuxianxia，xingfuliyecengjingchangshibangfangqimaixinfang，zhuanqudaofeiyong。dan2021nianmodeyibocaiyuan，caidiaolexingfulidabufenchengshidexinfangxiaoshoutuandui，qizhongyebaokuozaineibubijiaoshouzhongshidebeijingquyu。

bishi，fangqijielianbaolei，qudaoshanghuikuanjiannan，xingfuliduiwaihuiyingcheng，tamencaidiaodeshixinfangzhixiaotuandui，weilaijianggengzhuanzhuyuyoujingjirencanyudexinfangfenxiaoyewu。zheiyeyiweizhe，xingfulidexinfangyewuzuodegengqingle。

xinfangzhixiaohefenxiaodequbiezaiyu，qianzheyaoyangzijidexiaoshouyuan，houzhebuxuyao，yuqitazhongjiefenyongjinjike。

多位房产业内人士对《豹变》表示，最近开始逐渐成规模的直播卖房，其实同样可以对应到房企传统的营销手段上，换汤不换药。比如，房产直播KOL可以要求开发商按直播场次付费，只拿固定费用；或者以直播带来的成交总额为基础，按百分比抽成。

后者的商业模式下，开发商付出的每一分营销费用都能够被确认对成交有益，“现在的大环境下，开发商宁愿跳点（调高返点）也愿意这样合作。”有房产行业内人士表示。

这条路目前在房产KOL和beiqiaozheileizhutishang，doubeizhengmingnengzoudetong，tamenyebeiculveditongchengwei，qudaoshang。danruguoxingfulizheileipingtaiqutanleisidehezuo，huichuxianxiangdangdadewenti。

buzhiyiweixingyeneirenshidui《baobian》tidao：kaifashangqixiameigeshoulouchudouhuisheyouyigegangwei，fuzejiluqianzaikehuyounagequdaoshangdailai，zheizhijieguanxidaosuoyouqudaoshangdezuizhongshouyi。danshijishang，zheiyijilushikenengbeicuangaide，qudaoshangruguowufapeizhizhuanrenzaianchangjinding，kenenghuichuyuxiangduiruoshidediwei。

“buchengguimodehuashikeyizuodaode，fouzejiudeyangren。”zheiyejiuyiweizhe，ruguoxingfulixuanzezuozheimenshengyi，huixingchengxiangdangdayibiewaiderenlichengben。ercaichexinfangxiaoshoushi，xingfulihuiyingzhongtouluchudeyinhanxinxiyehenmingque：suojianrenlichengben。

xingfuliappxianshi，muqianxingfulidexinfangyewujinzaizhongqing、guangzhou、foshan、wuhusigechengshikaizhan。

xingfulizaixinfangxiaoshoulingyudezheji，zhishihulianwangdachangkuajieqierudichanxingyedeyigesuoying。zaifangdichanxiaxingzhouqixiangzhuanfangdichandeqian，wuyiyuzaichanyelianshangwansaolei，nageqianguizemeimoqingdoubuxing。erfangdichandechanyelianyoushirucizhizhang，xingfulirujudeshijianyoushirucibucouqiao。

“ruguogengzaojinru（xinfangxiaoshoulingyu），kenengtaodegenglao”。shangshujiejinxingfulideyeneirenshipinglun。

03 直播卖房，幸福里尚能饭否？

xingfuliwanzhengjingliguofangdichandeyilunxiaxingzhouqi，yuanbenshixiangzounishijiamadelu，danmeixiangdaodazhouqilihulianwanggongsiyekaishijiangbenzengxiao。

2022nianxiabannian，“pandianwuxuherongyuzuzhi”，yijingchengweijizhangyimingzhihou，zijiexinrenceoliangrubodezhuyaookr。erxingfuli，zuoweibeipiaoxuanchulaidezijie“sankeng”zhishou：yewubuxing，yuangongtigancha，diaozhengyalibuxiao。

gengweigangadeshi，cilundiaozhenghou，xingfuliganggangduanwanyibanfangqixianxia，huiguiqingzichanmoshi，yixinxipingtaiweizhugan，fangchanzhibodefengkouzaoyijingdaolai，liujitamendesikaoshijianbuduole。cishidexingfulihainengpingjiedouyindagefanshenzhangma？

shouxianyaoshuodeshi，yewubenshenqueshikexing，yijingyouduanshipinpingtaitansuochulebuzhijiezuoweiqudaoshangdebianxianfangshi。yifangmian，zheixiepingtaichangshipeiyangzijidezhubo；lingyifangmianzeraoguolexianxiadequdaopanke，zuoqilepingtaishengyi。biru，zhubohemaijialiyongpingtaijianlilianxi，zhubozaidaikanqianxuyaoxiangpingtaibaobei，jiaoyidachenghou，kaifashangjiangyongjinzhifujipingtaihezhuboshuangfang。

muqian，xingfulihedouyindouhaimeizoudaozheitiaolushang。yiweishengengxinanerxianchengshidedouyinzhibodefangchandavgaosu《baobian》，tahuodedetichengdagaizaizongchengjiaoede1%dao2%zhijian，guochengzhongdouyinjixingfulidoubucanyuchouyong。

yewubeizhengmingzoudetong，jiezhongerzhidewentishi：douyinzuozheijianshi，xuyaoxingfulima？

muqiandouyinshangyecunzaiyixiezhibomaifangdeyetai。nianchujuliangsuanshufabude《2023douyinfangchanshengtaibaipishu》xianshi，2022niandouyinfangchanneironghudongliangchaoguo200yici，yonghuduifangdichanneirongdexuqiuchixutuidongzheneirongshengtaidejianshe，gaohuoyueyonghutiliangyida1.2yi。douyinpingtaishangmuqianyouchaoguo200wangefangchanchuangzuozhezaijinxingzhibo，meigezhubotongguozhiboshouhuodefensitongbizengzhang25%。

danzheixieliuliangsihubingweiyixingfuliweipingtaijinxingzhuanhua。ciqian《baobian》cengcaifangguoxingfuliyiweiquyuyuangong，duifangbiaoshi，zijidegongzuoshipeixunfangchanzhongjie，yijijiaotamenpaisheduanshipin。youhenduofangdichancongyezhetongguoduanshipindazaogerenip、peiyufensihesiyuliuliang，bingcongzhongshaixuanchuqianzaidekehu。

peixunwanchenghou，jingjirentongguodouyinpingtaizhibo、jinxingjiaoyizhuanhua，gengyoukenengtongguodouyinhaotoufangdou+zuotuiguang。ruguoanzhaozheiyangdelujingfazhan，nenggoubianxiandeshidouyin，xingfulizaizhenggeguochengzhongkenengmeiyouxingming。

所以，问题来到，幸福里在抖音生态中能否找到合适定位，这或将是跑通全新的变现模式，讲出新故事的关键。