The long-term rental apartment industry that has been competing for land will enter refined operations in 2019 | raja slot 333, hasil sydney kemarin, v888 toto

Since last year, many cities, including Shanghai and Beijing, have successively issued control policies for long-term rental apartments, putting forward clear regulatory requirements on issues such as rental loans and room air quality in the industry.

However, in recent times, chaos in the industry has continued. Just recently, multiple tenants of a long-term rental apartment called "Beautiful House" reported to reporters from China Business News that they had encountered difficulties in safeguarding their rights through rent fraud and loan fraud. The amount involved ranges from more than 3,000 yuan to tens of thousands.

In 2018, which has gone through a period of adjustment and reshuffle, will long-term rental apartments be good this year?

The long-term rental apartment industry, which is favored by policies, coerced by capital, and has strong demand, is about to explode

With the continuous deepening of regulation on the property market and the deepening of competition in the real estate market, the real estate development business has lost its glory, so the entire real estate industry needs to explore new growth points. The real estate industry has transformed from an incremental market into an absolute stock market. Data show that the current vacancy rate of houses in first-tier cities is 22%, in second-tier cities it is 24%, and in third-tier cities it has reached 26%.

In this context, revitalizing the entire stock of second-hand housing assets is not only a need of the times, but also a politically correct thing.

This is indeed the case. While real estate control policies continue to increase and the housing market enters a freezing period, reform policies surrounding the rental housing market are continuously introduced. Since 2015, policy dividends related to long-term rental apartments have been continuously released, and a series of documents have been issued to specifically support the development of the rental industry chain, and have clarified the clear development direction of accelerating institutionalization and leasing professionalization.

On November 19, 2015, the General Office of the State Council issued the "Guiding Opinions on Accelerating the Development of the Life Service Industry and Promoting the Upgrading of the Consumption Structure". The main content is that apartments are included in the life service industry for the first time.

On May 17, 2016, the State Council issued "Several Opinions on Accelerating the Cultivation and Development of the Housing Rental Market": It is allowed to convert business to rental, and water and electricity are subject to resident standards; housing is allowed to be converted into rental housing.

In 2018, relevant implementation plans and detailed rules for the development of the housing rental market in various regions were intensively released, vigorously promoting the development of the housing rental market, and further implementing the central deployment. Taken together, the policy focus is mainly on both supply and demand ends, increasing the supply of rental housing through various channels, and encouraging and supporting residents' rental demand in various ways.

From the demand side, the pain points of the traditional rental market are very obvious. Specifically, the traditional rental model is essentially a tenant looking for a house and the landlord looking for a tenant, which is equivalent to the C2C model. Under this model, the shortcomings are very obvious. On the one hand, there is an inequality in information status between tenants and landlords, so tenants are often "trapped" by landlords. On the other hand, tenants have to look for housing with appropriate location and price, and may also face the risk of the landlord terminating the contract early and raising prices at any time. From the landlord's perspective, landlords also face the risk of tenants leaving at any time, causing the property to remain vacant for a long time.

The emergence of this kind of long-term rental apartment on the Internet has turned the retail and fragmented transaction of renting a house into a centralized business. For tenants, not only is the price more transparent, the living conditions are also more favorable than before, and more importantly, there is no need to consider the risk of the landlord terminating the contract early. For landlords, leaving it to professional long-term rental apartment management also avoidsEasily obtain stable income from the vacancy cost and maintenance cost of the house.

Positive policy responses coupled with strong demand have put long-term rental apartments at the forefront of the limelight since their launch. Capital, which is highly sensitive to money, naturally refuses to let go of this market with great demand. Even in 2018, many companies such as Ziroom, Youkeyijia, Qingke Apartment, and Danke Apartment successfully obtained large amounts of financing.

Although the arrival of capital has provided strong impetus for the vigorous development of long-term rental apartments, the price of venture capital is also extremely expensive. After receiving the money, some long-term rental apartments expanded their scale blindly in order to cater to the capital. In the end, their operation and financial management capabilities were not matched, which paved the way for today's industry chaos and even bankruptcy and collapse.

Under the Internet thinking, the consequences of economies of scale

According to incomplete statistics, eight parents died while renting apartments in 2018. Among them, "Yujian", a long-term rental apartment invested by Lei Jun's Shunwei Capital, could not escape the fate of being liquidated. Even in a period of rapid industry development, it is inevitable to eliminate a large number of uncompetitive companies. So, what is the problem with these eliminated long-term rental apartment companies?

The various problems faced by long-term rental apartments today are all the consequences of blindly superstitious thinking on the Internet.

It can be said that the simple and crude thinking of Internet expansion has led to frequent chaos in the industry. What is the essence of Internet thinking? The most important one is diminishing marginal cost. So we can see that everything from the Thousand Group War in the O2O era to the rainbow war of shared bicycles in the past two years are the ultimate embodiment of this kind of thinking. However, we must be very cautious when it comes to long-term rental apartments, a product that involves people's livelihood. Mainly due to the following two factors.

First: The field of long-term rental apartments has just emerged and has not yet exploded. However, at the same time, rental housing decoration is not environmentally friendly, formaldehyde exceeds standards, privacy leaks and other problems have affected people's real life. Issues such as excessive formaldehyde in decoration materials and rental housing loans not only violate relevant policy requirements, but more importantly, pose a threat to users' health, which has caused huge harm to corporate brands. For products involving people's livelihood issues, the damage caused to the corporate brand after exposure is often difficult to make up for a long time. This is undoubtedly a huge harm to the long-term rental apartment market that has just started.

Under certain specific conditions and environments, "economies of scale" are not suitable for all industries, and specific issues need to be analyzed in detail. Therefore, for long-term rental apartments, it is normal to have problems of one kind or another in the early stages of development, but for some issues involving people's livelihood and health, there is only one chance to make a mistake.

Second: Compared with pure Internet products, the threshold for long-term rental apartments is very high. Although domestic long-term rental apartment projects are generally asset-light, they sign leases with property owners ranging from 10 to 20 years, and then increase the rent through renovation and operation to earn the difference. But in fact, compared with the huge expenditures such as property costs, house expansion costs, decoration and renovation costs, meager rent is nothing more than a drop in the bucket.

Under such an asset-heavy operating model, it is determined that if long-term rental apartment companies cannot maintain good and healthy cash flow, the more they expand, the greater the risk. It is precisely because of the need for rapid expansion, staking out land, and seizing real estate. Some long-term rental apartment companies are eager to withdraw funds and expand quickly, while promising to ownersNuo obtained the housing with higher funds, while promoting the "credit rental service" to the tenants, using methods such as no deposit and monthly payment to induce the tenants to accept higher rents.

But privately, tenants are provided with one-year or longer consumer loans on P2P online lending platforms, while long-term rental apartments receive one year's rent at a time and continue to develop and expand. Under this expansion strategy, many tenants who only wanted to rent for a short period of time were inexplicably saddled with long-term consumer loans.

It is understood that since 2017, more than ten rental apartment companies have declared bankruptcy, and most of the failed companies abused financial leverage for blind expansion and eventually broke their capital chain. Therefore, for long-term rental apartment companies, the result of superstitious belief in the Internet economy can only be that the larger the scale, the more losses they will suffer.

The asset-light model is the main focus, and refined and differentiated operations may be the direction to break through

In the past period of time, many players in the long-term rental apartment field have chosen to grab the housing first, regardless of profit. But the issue of profitability involves the survival of the company. Those who can endure it will persevere until now. Those who cannot endure it will die.

Compared with simple and crude Internet thinking, the management of long-term rental apartments is more like a dancer walking on a tightrope, requiring a balance between expansion and management. If you run slowly, you will gradually be marginalized by the market. If you run fast, you may fall down easily. Long-term rental apartments pay more attention to the manager's operational capabilities.

Faced with the continuous negative news in the industry, it is necessary to emerge a long-term rental apartment company that can lead the industry standards and make some differentiated changes, in order to completely reverse the negative image of long-term rental apartments. In the view of the Internet Jianghu (VIPIT1) team, we might as well consider the following two aspects.

First of all, completely realize asset-light operations. At present, the business model of most long-term rental apartments is to first package the rental income rights of the house in the next ten years to the landlord in one lump sum, and then decorate, renovate and upgrade the house, and provide some proliferation services. Through these premiums, the rent can be collected slightly higher than the market price to achieve profits.

Under such a business model, a large amount of cash is still needed to acquire properties, and there is no true "asset-light" operation model for the Internet.

The Internet Jianghu (VIPIT1) team believes that long-term rental apartments may be operated in an asset-light manner and transform from "second landlords" to real operators. For example, long-term rental apartments sign a hosting contract with the landlord, which only provides daily maintenance, attracts customers, and then collects service fees. Under this model, long-term rental apartments do not need to spend more cash flow to acquire properties, and landlords do not have to worry about various operation and maintenance costs, as well as the loss of vacant properties, and can just sit back and make money. In this way, the entire industry ecology may be healthier.

Secondly, we still need to understand what the core competitiveness of long-term rental apartments is? The advantage of long-term rental apartments lies in quality and value-added services. If you really want to achieve "long-term rental" and revitalize the entire real estate market, you must build a home that meets or even exceeds the tenant's expectations.

Faced with the wave of consumption upgrades, tenants are increasingly pursuing smart and differentiated rental products in their residences. This requires long-term rental apartment operators to work harder on product design and services, conduct differentiated operations, and actively explore the product features of apartments.

For example, put carpets in the living room and bedroom, and hang some world-famous paintings on the walls, the whole house became taller in an instant, and each of these things cost no more than a hundred yuan. Compared with the premium paid to buy the house, it was just a drop in the bucket. At the same time, long-term rental apartments must improve renovation and acceptance standards. After renovation, the formaldehyde content must also be checked. If the standards are not met, they will not be rented out. Reduce the occurrence of violations or security incidents through strict acceptance.

Just like Meituan in the Thousand Groups War, while others are burning money to seize the market, Meituan has huge sums of money, but it is studying which channels each customer uses, how many times they consume, and how cost-effective channel traffic is. It puts consumers first, controls its own cash flow, and waits for others to burn all the money before entering the market to clean up the mess. Therefore, sometimes striking first does not necessarily mean you are strong, but often you become a martyr.

So, in the author's opinion, long-term rental apartments in 2019 will still be a reshuffle process. Companies with good cash flow and excellent services will gain more and more reputation, while companies that blindly acquire properties in the early stage and whose capital chain has been tight are likely to make wedding clothes for others, only to achieve nothing, and eventually be acquired by the former.