互联网房产服务

Search documents
抖音“卖房”换新招了
阿尔法工场研究院· 2025-08-26 09:38
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].
抖音房产将舍弃CPS模式?
3 6 Ke· 2025-05-13 03:09
近日,未来可栖从业内听闻,抖音房产即将舍弃曾经主攻的CPS模式,转型为全新的线索模式。上线至今,CPS模式成长时间不过一年有余。而据抖音房产 公布数据看,其业绩不算差。比如2024年合作服务商超86家,新增达人3.5万,成交GTV较2023年增长8倍。今年其合作项目超1200个,异地成交率提升 30%,覆盖城市达50个。 抖音房产"大变天"?业务再度调整,这次箭头直指CPS。 图源:抖音房产生态白皮书 成绩较好,且仍在快速发展的CPS模式,为何会在此时被抛弃?想要搞清楚这个问题,我们先聊聊CPS究竟是什么。 01 CPS即Cost Per Sale,通俗的说就是一个按实际成交付佣金的线上交易模式。与传统线下模式不同的是,它以短视频与直播生态为基础,整合开发商、达 人、服务商等多方资源,且主要面向新房市场。 就抖音房产CPS模式来说,通过与城市当地的服务商(渠道公司、平台公司)合作,借助主播达人进行项目推广,完成交易后按一定比例分佣。 在整个交易链路上,它运用平台算法,先将房产内容精准推送给有购房需求的用户,再通过房源上传、内容获客、线索报备到带看、佣金结算这样一个流程 达成目的。在佣金方面,依据城市和项目等不 ...