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房地产电商资本化潮涌

来源: 南方日报网络版     时间: 2019年08月23日 04:32:23
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(本)(报)(记)(者)(张)(晓)(玲)(实)(习)(记)(者)(周)(智)(宇)(深)(圳)(报)(道)(  4月)(18日)(,起)(家)(于)(广)(东)(的)(房)(地)(产)(电)(商)(平)(台)(房)(掌)(柜)(正)(式)(挂)(牌)(新)(三)(板)(,成)(为)(国)(内)(又)(一)(资)(本)(化)(的)(房)(地)(产)(互)(联)(网)(公)(司)(案)(例)(,也)(是)(首)(个)(全)(国)(布)(局)(的)(房)(地)(产)(电)(商)(上)(市)(样)(本)(。  近)(年)(来)(,房)(地)(产)(电)(商)(成)(为)(房)(地)(产)(交)(易)(链)(条)(中)(不)(可)(忽)(视)(的)(重)(要)(组)(成)(部)(分)(。越)(来)(越)(多)(的)(房)(地)(产)(资)(讯)(网)(站)(开)(始)(“触)(电)(”转)(型)(,转)(变)(成)(交)(易)(类)(的)(电)(商)(平)(台)(。  发)(源)(于)(东)(莞)(、迅)(速)(扩)(张)(至)(全)(国)(的)(房)(掌)(柜)(,也)(是)(第)(一)(批)(积)(极)(介)(入)(房)(地)(产)(电)(商)(交)(易)(的)(互)(联)(网)(公)(司)(。  资)(本)(化)(之)(路)(  公)(开)(转)(让)(说)(明)(书)(显)(示)(,成)(立)(于)(2008年)(的)(房)(掌)(柜)(,按)(照)(去)(年)(9月)(公)(司)(第)(一)(次)(增)(资)(时)(的)(协)(商)(估)(值)(,已)(超)(过)(2.67亿)(元)(。  作)(为)(董)(事)(长)(的)(张)(毅)(也)(是)(公)(司)(的)(实)(际)(控)(制)(人)(,加)(上)(其)(胞)(弟)(张)(伟)(手)(中)(的)(股)(份)(及)(张)(毅)(所)(持)(有)(的)(另)(外)(两)(家)(控)(股)(公)(司)(西)(藏)(房)(掌)(柜)(和)(深)(圳)(前)(海)(掌)(柜)(投)(资)(所)(持)(有)(的)(股)(份)(,张)(毅)(的)(控)(股)(比)(例)(达)(到)(61.5%。  这)(意)(味)(着)(,张)(氏)(兄)(弟)(手)(里)(的)(所)(持)(有)(的)(股)(份)(按)(照)(估)(值)(来)(算)(,已)(超)(过)(1.73亿)(元)(。  而)(在)(八)(年)(前)(,东)(莞)(市)(房)(掌)(柜)(网)(络)(信)(息)(服)(务)(有)(限)(公)(司)((以)(下)(简)(称)(“房)(掌)(柜)(有)(限)(”)的)(注)(册)(资)(本)(为)(200万)(元)(,彼)(时)(张)(毅)(出)(资)(额)(为)(90万)(元)(。  从)(2008年)(有)(限)(公)(司)(设)(立)(到)(2016年)(挂)(牌)(新)(三)(板)(,八)(年)(时)(间)(里)(,公)(司)(股)(权)(发)(生)(了)(四)(次)(转)(让)(,从)(有)(限)(公)(司)(整)(体)(变)(更)(称)(为)(股)(份)(公)(司)(,注)(册)(资)(本)(也)(从)(人)(民)(币)(100万)(元)(增)(长)(为)(1015.23万)(元)(。  同)(样)(发)(生)(巨)(大)(变)(化)(的)(还)(有)(房)(掌)(柜)(的)(营)(业)(收)(入)(和)(具)(体)(营)(销)(业)(务)(收)(入)(的)(比)(例)(。  根)(据)(房)(掌)(柜)(公)(开)(转)(让)(说)(明)(书)(数)(据)(,在)(报)(告)(期)(内)(,其)(2015年)(1-8月)(的)(营)(业)(收)(入)(总)(额)(为)(5023.05万)(元)(,这)(个)(数)(据)(与)(其)(2014年)(度)(的)(营)(业)(收)(入)((5187.68万)(元)()大)(致)(持)(平)(。而)(在)(2013年)(,房)(掌)(柜)(的)(营)(业)(收)(入)(为)(1634.64万)(元)(,不)(到)(三)(年)(的)(时)(间)(里)(,其)(营)(业)(收)(入)(增)(长)(超)(过)(300%。  另)(一)(个)(显)(著)(的)(变)(化)(在)(于)(房)(掌)(柜)(具)(体)(营)(业)(业)(务)(收)(入)(比)(例)(,房)(掌)(柜)(的)(营)(业)(收)(入)(来)(源)(主)(要)(有)(新)(房)(电)(商)(业)(务)(、新)(房)(互)(联)(网)(推)(广)(和)(二)(手)(房)(交)(易)(服)(务)(。  对)(于)(营)(业)(收)(入)(增)(减)(变)(动)(具)(体)(原)(因)(,房)(掌)(柜)(方)(面)(表)(示)(,新)(房)(网)(络)(营)(销)(模)(式)(的)(变)(化)(导)(致)(新)(房)(互)(联)(网)(推)(广)(收)(入)(占)(比)(逐)(年)(下)(降)(,而)(在)(2013年)(之)(前)(,房)(地)(产)(网)(络)(营)(销)(一)(般)(采)(取)(房)(地)(产)(开)(发)(商)(前)(端)(付)(费)(模)(式)(,2013年)(之)(后)(由)(于)(房)(地)(产)(行)(业)(走)(向)(低)(迷)(,房)(地)(产)(推)(广)(采)(取)(创)(新)(的)(电)(商)(销)(售)(模)(式)(出)(现)(了)(快)(速)(发)(展)(,导)(致)(新)(房)(电)(商)(业)(务)(收)(入)(持)(续)(增)(长)(。  受)(益)(于)(电)(商)(业)(务)(的)(增)(长)(,截)(至)(今)(年)(4月)(,房)(掌)(柜)(已)(布)(局)(全)(国)(55个)(核)(心)(主)(流)(城)(市)(,同)(时)(拥)(有)(珠)(三)(角)(、长)(三)(角)(、环)(渤)(海)(及)(内)(地)(多)(个)(省)(会)(城)(市)(的)(19个)(城)(市)(公)(司)(,并)(将)(在)(未)(来)(全)(面)(实)(现)(全)(国)(的)(业)(务)(布)(局)(。  在)(挂)(牌)(新)(三)(板)(后)(,房)(掌)(柜)(将)(推)(出)(第)(一)(期)(股)(权)(激)(励)(计)(划)(。房)(掌)(柜)(董)(事)(会)(秘)(书)(刘)(晓)(云)(表)(示)(,此)(次)(股)(权)(激)(励)(完)(全)(符)(合)(相)(关)(制)(度)(规)(定)(,主)(要)(针)(对)(房)(掌)(柜)(创)(业)(早)(期)(的)(忠)(诚)(员)(工)(和)(目)(前)(符)(合)(条)(件)(的)(核)(心)(管)(理)(人)(员)(。  营)(销)(市)(场)(竞)(争)(激)(烈)(  房)(地)(产)(与)(互)(联)(网)(结)(合)(越)(来)(越)(紧)(密)(让)(房)(地)(产)(互)(联)(网)(平)(台)(嗅)(到)(了)(商)(机)(。  搜)(房)(网)(、乐)(居)(这)(类)(国)(内)(成)(立)(较)(早)(的)(房)(地)(产)(互)(联)(网)(平)(台)(瞄)(准)(了)(境)(外)(的)(资)(本)(市)(场)(,先)(后)(在)(美)(国)(纽)(交)(所)(上)(市)(。  而)(根)(据)(A股)(上)(市)(公)(司)(以)(及)(新)(三)(板)(公)(开)(披)(露)(信)(息)(的)(统)(计)(,国)(内)(首)(家)(登)(陆)(新)(三)(板)(的)(房)(地)(产)(互)(联)(网)(是)(起)(家)(于)(武)(汉)(的)(亿)(房)(网)(,其)(在)(2012年)(12月)(在)(新)(三)(板)(挂)(牌)(,城)(市)(站)(点)(和)(公)(司)(基)(本)(位)(于)(湖)(北)(省)(内)(。  在)(创)(业)(板)(上)(市)(的)(365淘)(房)(网)(直)(营)(城)(市)(公)(司)(则)(主)(要)(位)(于)(长)(三)(角)(,近)(两)(年)(主)(要)(通)(过)(加)(盟)(代)(理)(方)(式)(扩)(张)(,目)(前)(在)(北)(上)(广)(深)(和)(华)(南)(地)(区)(仍)(未)(落)(地)(布)(局)(。  其)(余)(类)(似)(的)(房)(地)(产)(互)(联)(网)(或)(房)(地)(产)(O2O公)(司)(,如)(华)(燕)(房)(盟)(、楼)(市)(通)(、易)(图)(资)(讯)(、房)(米)(网)(、房)(谱)(网)(等)(等)(,基)(本)(也)(是)(属)(于)(区)(域)(性)(的)(同)(类)(公)(司)(。  房)(掌)(柜)(方)(面)(表)(示)(,珠)(三)(角)(是)(中)(国)(房)(地)(产)(市)(场)(发)(展)(的)(风)(向)(标)(,整)(体)(房)(地)(产)(行)(业)(情)(况)(良)(好)(,公)(司)(深)(耕)(珠)(三)(角)(将)(获)(得)(较)(好)(的)(收)(益)(和)(回)(报)(率)(。  目)(前)(,房)(掌)(柜)(的)(营)(业)(收)(入)(与)(其)(它)(房)(地)(产)(互)(联)(网)(平)(台)(同)(质)(性)(较)(强)(,均)(主)(要)(在)(于)(新)(房)(电)(商)(业)(务)(和)(互)(联)(网)(推)(广)(业)(务)(。其)(在)(公)(开)(转)(让)(说)(明)(书)(中)(表)(示)(,未)(来)(公)(司)(将)(加)(大)(二)(手)(房)(交)(易)(业)(务)(、家)(居)(装)(修)(互)(联)(网)(营)(销)(业)(务)(和)(其)(它)(衍)(生)(品)(业)(务)(领)(域)(的)(投)(资)(力)(度)(,这)(些)(业)(务)(有)(望)(成)(为)(公)(司)(新)(的)(业)(绩)(增)(长)(点)(。  作)(为)(房)(地)(产)(交)(易)(链)(条)(中)(不)(可)(忽)(视)(的)(重)(要)(组)(成)(部)(分)(,房)(地)(产)(市)(场)(的)(规)(模)(巨)(大)(直)(接)(带)(动)(了)(房)(地)(产)(推)(广)(内)(容)(的)(营)(销)(需)(求)(,而)(对)(互)(联)(网)(营)(销)(及)(房)(地)(产)(营)(销)(效)(果)(的)(重)(视)(及)(房)(产)(电)(商)(的)(快)(速)(发)(展)(也)(让)(这)(个)(行)(业)(的)(规)(模)(发)(展)(壮)(大)(。  易)(观)(智)(库)(研)(究)(显)(示)(,2014年)(中)(国)(新)(房)(品)(牌)(网)(络)(营)(销)(市)(场)(规)(模)(达)(到)(88.6亿)(元)(,同)(比)(增)(长)(26.8%。尽)(管)(2015年)(相)(关)(的)(上)(市)(公)(司)(财)(报)(并)(未)(完)(全)(公)(布)(,但)(根)(据)(相)(关)(数)(据)(,据)(记)(者)(不)(完)(全)(统)(计)(,今)(年)(市)(场)(规)(模)(预)(计)(达)(到)(93.11亿)(元)(,其)(中)(乐)(居)(、搜)(房)(网)(和)(搜)(狐)(焦)(点)(占)(据)(了)(行)(业)(近)(9成)(的)(营)(销)(广)(告)(额)(。  在)(互)(联)(网)(的)(介)(入)(下)(,房)(地)(产)(营)(销)(不)(再)(是)(粗)(放)(的)(烧)(钱)(比)(赛)(,而)(是)(以)(全)(面)(的)(服)(务)(实)(现)(消)(费)(者)(与)(开)(发)(商)(的)(共)(赢)(。  作)(者)(:张)(晓)(玲)(周)(智)(宇)(
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