抖音“卖房”换新招了

Core Viewpoint - Douyin Real Estate is transitioning from the CPS (Cost Per Sale) model to the CPT (Cost Per Time) model, indicating a significant shift in its business strategy after two years of CPS operation [1][4][7]. Group 1: Transition to CPT Model - The CPT model allows for pre-payment by merchants, which provides Douyin with stable cash flow and eliminates issues associated with the CPS model, such as long commission cycles and disputes [6][7]. - The newly launched "Fanglaibao" CPT product offers merchants exclusive benefits like lead management and traffic support, with pricing ranging from 200 to 5000 yuan per month, adjusted based on account performance [3][5]. - The CPT model is expected to facilitate the inclusion of second-hand properties into Douyin's service offerings, thereby expanding its business reach [2][7]. Group 2: Impact on Merchants - Merchants not adopting the CPT model may face restrictions on customer acquisition tools and could be penalized for using alternative lead generation methods [8][13]. - The shift to CPT may lead to a differentiation among real estate merchants on Douyin, with those relying heavily on the platform for customer acquisition becoming more focused on operational efficiency [13][14]. - The transition could potentially harm content creators who do not wish to pay for services, affecting the quality of real estate content on the platform [13][14]. Group 3: Historical Context and Growth - Douyin Real Estate has undergone several structural and business model changes since its inception, evolving from the "Xingfuli" platform to its current form, which integrates both new and second-hand property transactions [15]. - As of 2024, Douyin Real Estate has partnered with over 86 service providers, added 35,000 influencers, and achieved an 8-fold increase in transaction volume compared to 2023 [15].