China News Service, August 14 (Zhongxin Finance reporter Zuo Yukun) Since the beginning of this year, my country's housing rental industry has reached a substantial turning point: the construction of 40 pilot cities for affordable rental housing has accelerated, and the progress of construction has been announced in many places; Housing public offering REITs have landed, and two of them are about to be listed.

　　The upsurge of incremental supply and the closing of the financial closed loop have gradually shifted the focus of the industry to the later stages of the rental housing “investment-financing-construction-management-retirement” life cycle. How to manage leased assets and successfully exit the financial market has become an industry issues of particular concern.

　　"With the accelerated expansion of rental housing increments and the opening of capital exit paths, the development focus of my country's housing rental industry is about to shift to the latter stage of the 'investment-financing-construction-management-retirement' life cycle." A few days ago, ICCRA's housing rental industry Zhao Ran, dean of the research institute, said at the press conference of the Blue Book on China's Housing Leasing Brand Value (hereinafter referred to as the "Blue Book") that only companies with higher superpowers in "management" (asset management) can enjoy policy and financial dividends. , to further consolidate the scale and market.

　　The Blue Book believes that my country's housing leasing industry has entered a new stage of rich product lines and stable development.

ICCRA data shows that more than one-third of rental housing operators opt for multi-product line positioning.

44% of the individual projects are of moderate scale, with 300-500 units (room) or 500-800 units (room), and such a volume is suitable for multiple product lines.

　　On the other hand, my country's housing leasing industry has gradually entered a stable operation period after the violent fluctuations from the wind to the thunderstorm in the past few years.

According to ICCRA monitoring data, 92% of the brands of rental housing operators have been in existence for more than 3 years, and 14% of the brands are more than 10 years old.

　　"The underlying logic of housing leasing has become the logic of asset management, which is what housing leasing companies should pay special attention to right now." Zhao Ran believes, "On the track of asset management, companies should pay more attention to brand operation and how a brand can enter the market. , How to achieve a 4% or higher rate of return with the help of brand strategy has become the most advanced indicator to highlight brand power."

　　Zhao Ran said that next, with the release of policies and financial dividends, the key to whether housing leasing companies can seize the opportunity is to penetrate deeply into the bottom of brand operation, scientifically formulate asset layout, product layout, personnel reserve, supply chain management and a series of tightly coupled strategies.

　　"The rise of a brand is a transformation of the underlying logic of housing leasing. With the idea of ​​asset management and long-term operation, companies are forced to optimize products and services, and then use more high-quality supply to make rental housing truly a ballast for the housing needs of new citizens and young people. Stone," she said.

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