Core Viewpoint - Douyin Real Estate is shifting from the previously dominant CPS model to a new lead generation model, despite the CPS model showing significant growth in its short lifespan [1][12]. Summary by Sections CPS Model Overview - CPS (Cost Per Sale) is an online transaction model based on actual sales commissions, integrating developers, influencers, and service providers, primarily targeting the new housing market [4]. - The CPS model utilizes platform algorithms to match property content with potential buyers, facilitating transactions through a structured process, with commission rates ranging from 1% to 3% based on various factors [4][6]. Performance Metrics - In 2024, Douyin Real Estate reported a significant increase in its creator base by 33.1%, with the number of cities and service providers growing by 140% and 274%, respectively, and the number of influencers increasing by 994% [6]. - The online customer source in the real estate industry surged from 25% to 63% between 2022 and 2024, indicating a shift in buyer behavior towards online channels [6]. Market Dynamics - The CPS model addressed several industry pain points, such as prolonged buyer decision cycles and market monopolization by leading agencies, by providing a more efficient and transparent transaction process [7][8]. - Developers benefit from reduced customer acquisition costs and increased exposure through Douyin's public traffic pool, allowing for direct engagement with buyers without upfront advertising costs [8][9]. Transition to Lead Generation Model - The decision to abandon the CPS model is attributed to the evolving landscape of real estate marketing, where outdated models are being phased out in favor of content-driven approaches [12][14]. - The new lead generation model will reportedly still involve real estate agents paying for leads, resembling a traditional advertising model that has previously been deemed ineffective [14]. Implications of the Shift - The transition may lead to decreased trust among developers and buyers in the Douyin platform, as well as potential income loss for influencers who relied on the CPS model for commissions [13][14]. - The industry is observing whether Douyin's shift is an attempt to emulate competitors like Kuaishou, which previously experimented with the CPS model before reverting to a lead generation approach [13][14].

Core Insights - The event "Real Estate New World, Cooperation Wins Future" was held in Harbin, marking the launch of Douyin's real estate CPS model in the city, aimed at exploring new opportunities in the real estate industry through interest-based e-commerce [1][2] Group 1: CPS Model Overview - The real estate CPS model leverages Douyin's "full-domain interest e-commerce" ecosystem, integrating content, traffic, and conversion to provide precise customer acquisition solutions for developers, influencers, and agencies [2] - The model utilizes various formats such as short videos, live streaming, and VR property tours to enhance user decision-making efficiency and reduce marketing costs [2] Group 2: Local Engagement and Support - Over 800 influencers have been signed in Harbin, with local service providers New Ming Media and Direct Signing Network collaborating to offer comprehensive support to the real estate sector [2] - Newly signed influencers will receive exclusive benefits, including a thousand yuan traffic support, professional team assistance for content creation, and free city-wide VR usage [2] Group 3: Future Development and Goals - The CPS model is expected to reconstruct the real estate marketing chain, with a focus on local service enhancement, aiming to position Harbin as a benchmark city for digital transformation in Northeast China's real estate sector [4] - The integration of content, technology, and services marks a new phase for the real estate industry in Harbin, promising more efficient and transparent service experiences for consumers [4]