By XIAO Fang
Kuaishou, a Chinese short video platfrom, sold over 10 billion yuan properties via livestreaming in 2022.
Most consumer items, clothing and other goods sold with livestreaming are cheap and easy to buy on impulse. Consumers are supposed to be more rational when it comes to buying houses.
LIU Xiao, head of Kuaishou Ideal home, said that the efficieny of selling high-priced commodities via livestreaming had been demonstrated by jewelry and jade sales.
“Live streaming platforms have a natural advantage in solving high trust issues that require professional knowledge and professional barriers ,” Liu said.
Property buyers can get professional advice in real time. A traditional agent who became a Kuaishou hostsaid buyers are willing to pay for the new sales model.
Kuaishou Ideal Home users are between 24 and 40 years old, and 60 percent are male.
Kuaishou Ideal Home sells both new and second-hand homes. However, the second-hand housing business is more complex, thus Kuaishou focuses on selling new houses with a high degree of standardization. There is no relatively mature scheme in the industry to help real estate dealers to destock.
Liu said Kuaishou Ideal Home aims to have 100 agencies on the platform this year.
