In the future, high-end demand will be gradually released.
Mao Ye, general manager of Kerry's Shanghai regional business department, said that the proportion of people renting houses in Shanghai is rising, from more than 30% last year to more than 40% this year, and less than half of them are renting houses. Benchmarking the global leasing market, we will find that more than half of Shanghai's leasing population releases demand at the low and middle end, but in the future, with more and more diversified demand, people above the middle and high end will enter urban leasing.
Yiju Kerry 20 19 released the trend of long-term rental apartments in Shanghai.
At present, the leasing market in Shanghai is still at the stage of 1.0. In the past, the main body of the leasing market was operators, but since the order of 20 17 related departments, state-owned enterprises, banks, open markets and capital have entered together, and the proportion of head operators and characteristic operators has gradually decreased. Judging from the trend, the rental market in Shanghai has not deteriorated, or even become better.
Of course, although housing enterprises have a very mature residential sales system, if we use the concept of assets to settle accounts on leased products and use other lease information for investment and expansion, we will encounter problems, which requires the accumulation of experience. With the coming of the next 2.0 stage, rental brands will no longer pursue flat efficiency, but there will be various enterprises with strong development, strong design, strong operation, strong scale and strong premium.
He said that in order to attract good talents, the government should build an urban platform around urban functions and build an urban leasing platform, so that high-end talents can be loyal to Shanghai and "top-level design" can retreat to the second line. On the other hand, half of the housing enterprises are sold in Shanghai and half are leased. Because of leasing, there is a basis for discussing stock cooperation with relevant departments.
Two-thirds of the top 30 housing enterprises have entered the leasing industry.
Zhang Yan, CEO of Yiju Enterprise Group and CEO of Ke Rui, believes that the deepening lease-related policies in recent years are characterized by continuity, stability and the establishment of a long-term mechanism. From macro guidance to micro-regulation, the New Deal is sinking into second-and third-tier cities. Multi-channel and multi-agent land supply has also laid a solid foundation for the development of rental housing, accelerated the pilot process of collective land rental housing construction, and greatly increased the supply of self-sustaining land.
At present, the overall apartment market is dominated by decentralized housing, and centralized apartments are facing competitive pressure in the early stage of development. In the short term, only the north, Guangzhou and Shenzhen with siphon effect can support the development of centralized apartments, and other cities need 3-5 years of cultivation period.
In fact, housing enterprises have rapidly expanded the leasing market by virtue of their financial advantages, and two-thirds of TOP30 housing enterprises have entered, which has accelerated the business transformation from "incremental development" to "integration of development and operation". However, in 20 18, the expansion of centralized apartment operators slowed down and the concentration of operators' heads increased. The rental return rate of apartments in 20 key cities is only 1%-3%, which is much lower than the office rent of 3%-5%, which will lead to the accelerated reshuffle period of the leasing industry. How to strengthen profitability and improve return on investment is directly related to the survival and future of operating enterprises. Therefore, enterprises have accelerated to explore the long-term mechanism of apartment financing and exit, and asset securitization products have exploded in recent two years.
The mismatch between supply and demand of leased products is mainly reflected in the serious underestimation of low-end demand. With a large number of leased land entering the market, future products will show gradient positioning. Using customer research to guide operation can effectively solve the problem of mismatch between supply and demand and provide diversified and refined products.