Chapter 12: Digital Transformation in Real Estate in China

China’s real estate industry is very huge with billions of annual sales, Digital Transformation (DT) for the industry is of both current benefits and future importance. Six typical barriers occur during the DT process of the real estate industry in China, whose root reasons come from the loose couplings among culture, technology and management. Management consulting organizations can help a lot in the transformation of traditional real estate firms into Digitally native brands (DNBs).