| The real estate market of year2011was gloomy and had experienced the most severe macro-control. With the issuing of’the State Council’s notice on Further Strengthening the regulation of the real estate market related issues’, local governments release different policies restricting house purchases, which arouses the tumble of both prices and sales volume in the whole real estate market. Starting with new policy control while ending with declining turnovers, in these chilly times, it becomes a common view of all the enterprises in this market that Cash Is King. All signs and data indicate that China’s real estate market is going through an unprecedented change with the whole industry facing with a tough trial.Marketing of the Real Estate is a way to improve its profit. With the controls, the marketing strategy should be changed from the traditionally passive way. Those consumers who used to almost beg for buying have been restricted or counted out by the policy. The traditional ways such as Newspaper Ad, TV Commercial, Magazine Ad or Out-of-Home Ad have less impact nowadays. Even the Themed Road Show finds it more difficult to invite the target consumers to participate, not to say the telephone-sales. We have to say that it’s no longer easy to sell houses even by a price competition.It becomes an important subject to study how to find the accurate target consumers to better market and sell the houses in a best-effected advertising way and a best sales channel with the least resource and the best price.With successful application of IT in many industries and enterprises, e-commerce has emerged accordingly, so does the digital marketing way change the majority’s consuming habit and become an important role in the marketing field, which also arouses great attention from the real estate industry. As a regional market industry with less transparency, could the real estate market introduce the internet platform and the Information Technology to help the consumers browse and choose the houses online or even buy the best priced house online? Or even based on its advantage of cross-region and cross-time, could it help the buyers to get the best priced real estate with the lowest cost?All these are no longer daydreams for EJU, the leading company of the circulation service providers in real estate industry which has pushed forward one and another tremendous revolution in the industry’s marketing field. It is the ’Dare to think, dare to do and dare to combat’ mindset and the innovation action and spirit that ensures EJU’s forefront in this field. In2011, EJU has launched an online E-commerce platform of real estate trading to develop a whole-chain service platform. With the cooperation with Sina.com and Baidu.com, it brings forth the new through the old and successfully, practicing and proving the feasibility of E-Commerce in real estate. Through a year of exploring and practicing, EJU has become the pioneer in the E-Commerce area and has realized a marketing pattern combining the online with offline.In this paper, it is analyzed the EJT’s e-business model ’OTO’ as well as its true cause in success so as to manifest an effective way of real estate’s intensive marketing with lower cost, which contributes to the new model of the real state’s digital marketing future. Meanwhile, based on the contemporary theory of electronic commerce and EJU’s E-commerce real estate marketing pattern and strategy, this paper has summarized EJU’s experience on E-commerce and put up some questions and prospection to be further developed. |
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