从“买房”到“买家”，如何激活二手房交易市场？

Core Insights - The second-hand housing market is shifting from an "asset allocation" focus to a "residential demand" focus, with companies like Ziroom entering the market with new service models [6][12][31] Market Trends - In 2023, the transaction volume of second-hand homes in 25 major cities in China surpassed that of new homes for the first time, indicating a rising trend in second-hand home transactions [3] - By October 2025, 64.5% of individuals searching for homes will be looking for second-hand properties, maintaining a long-term trend above 60% [4] Pricing and Demand Dynamics - The average listing duration for second-hand homes has increased to 94.86 days, a year-on-year increase of 5.79%, while the average listing price has dropped by 8.12% to 11,800 yuan per square meter [5] - Despite the declining investment appeal of second-hand homes, demand remains strong, with buyers increasingly prioritizing residential value over investment potential [6][12] Company Strategy and Innovations - Ziroom has launched "Ziroom Meijia," a new service model focusing on "single-sided service" and "carefully selected quality homes," aiming to enhance transaction efficiency and customer experience [7][14] - The company is leveraging its existing resources in rental and home decoration to create a comprehensive service platform for home buyers, integrating various aspects of the housing market [22][29] Service Model Transformation - The "single-sided service" model separates the roles of agents for buyers and sellers, allowing for more focused and specialized service [14][15] - This model aims to improve efficiency and customer satisfaction by providing tailored services, such as personalized purchasing advice and property recommendations [16][20] Market Positioning and Competitive Landscape - Ziroom's entry into the second-hand housing market is seen as a response to changing market dynamics, with a focus on meeting the needs of first-time buyers and those seeking improved living conditions [12][29] - The company is positioned to address key pain points in the market, such as information asymmetry and trust issues between buyers and sellers [36] Future Outlook - The "renovation for sale" model, which has been successful in the U.S., is being explored in China, although it requires time to gain industry consensus [35] - The overall strategy of Ziroom reflects a broader trend in the real estate industry towards refined operations and the integration of technology to enhance customer service [28][29]