Digital Platform Consolidation and Offline Expansion: Strategic Convergence and Market Welfare in China's Second-hand Real Estate Market

Abstract

This study analyzes the impact of offline expansion and online platform consolidation in China's second-hand real estate market. Using micro-level transaction data and difference-in-differences estimations, we find offline store entry significantly boosts transaction volumes (9-10\%) and reduces price concessions (1\%) initially, though effects diminish over time. Platform consolidation via Lianjia's Agent Cooperation Network yields delayed yet persistent transaction volume increases (5-6\%), particularly in less concentrated markets, and consistently lowers price concessions. These strategies sustainably enhance brokerage competitiveness, bargaining power, and market welfare, despite increased market concentration, ultimately benefiting sellers and improving overall efficiency.