The report of the 20th National Congress of the Communist Party of China proposed to accelerate the establishment of a housing system with multi-subject supply, multi-channel guarantee, and simultaneous rent and purchase.
This points out the direction for the reform of the housing system in the future. Industry insiders believe that the rent-purchase model is moving from the stage of exploration and laying a solid foundation to a new stage of pursuing high-quality development.
Only by living in peace can we work happily. In Guangzhou, Shenzhen and other top cities with a net population inflow, there are a large number of university graduates and urban migrant youths in urgent need of housing every year.
How to better meet the rental housing needs of this group, so that they can improve their living quality in urban life and realize their dream of living in peace?
According to the seventh census, Guangzhou, Shenzhen, Dongguan, Foshan and other core cities in the Greater Bay Area are among the top cities in the country with net population inflow, and a large number of young people influx every year.
However, high housing prices have put many people off, and home rentals are becoming a better option.
As the housing system of both rental and purchase enters a new stage of high-quality development, more and more forces are participating to realize everyone's dream of living together.
Among them, traditional real estate companies such as Longfor Crown Apartment and Vanke Port Apartment, as well as new long-term rental apartment operators, are responding to the national policy of simultaneously promoting rental and sales, and giving full play to the professional capabilities of housing rental agencies in housing source collection, operation management, etc. In view of the renting lifestyle of the new population and the demand for consumption upgrades, centralized long-term rental apartments are launched, and efforts are made to leave a warm light for young people in the city.
What experience have they accumulated in effectively alleviating the structural shortage of existing rental housing?
What are the needs and expectations of young people?
The reporter recently visited Guangzhou, Shenzhen and other cities in the Guangdong-Hong Kong-Macao Greater Bay Area to get a closer look at the current situation of the long-term rental apartment market.
Meeting the needs of urban dreamers
"Living here has a strong sense of security, a bit like living in a group; I also participated in many community activities organized by the apartment and made new friends." Li Wenqi just graduated from university this year and started working. When she met a reporter, she excitedly told The reporter talked about his "little luck", "I rented a 25-square-meter apartment-style house with complete appliances for less than 3,000 yuan, and I am very satisfied."
Li Wenqi rents the Longfor Guanyu Guangzhou Science City store in Huangpu District, Guangzhou, which is near the electronic technology company where she works.
In her opinion, living alone in Guangzhou pays more attention to the safety of the living environment, which is also an important reason for choosing Guanyu.
When interviewing in the public area on the second floor of the apartment, the reporter smelled the aroma of food.
It turned out that there was an open public kitchen in the corner of the public area.
Ms. Chen, who is cooking, told the reporter: "It's very convenient here. When I come to visit my daughter who rents here, I can make lunch by the way." Every weekend, Ms. Chen will come to live with her daughter for a few days and cook for her. Several delicious specials.
"In order to meet the daily life and entertainment needs of the residents, we have set up gymnasiums, billiards rooms, convenience stores, kitchens and restaurants in public areas. We hold some community activities every month or even every week to meet the social and entertainment needs of young people .” Said Lu Lei, the operating officer of this apartment.
As a rental housing brand, Longfor Guanyu has deployed in more than 30 key cities in China, opened more than 110,000 apartments, and served more than 2.5 million users in total; opened 15 stores in Guangzhou alone, and deployed in important areas such as Guangzhou Tianhe and Haizhu .
Like Longfor Crown Apartment, there are also many parent rental apartment operators in Guangzhou, such as Vanke Port Apartment and Jianrong Home, serving tens of thousands of urban dreamers.
The reporter came to Longfor Guanyu Guangzhou Liede Bridge store. In the book bar on the first floor, some young people were reading books, and some were busy in front of their laptops.
Cao Qixing, a computer technician in his 30s, came to Guangzhou from Beijing to work at the beginning of the year. "I chose Guanyu as a temporary 'home' because it allows me to be alone and not feel lonely because of my introverted personality. ".
Xiao Cai, who is sitting opposite Cao Qixing, comes from Chengdu. She believes that living in a long-term rental apartment can provide more considerate services than renting in a residential complex. The workspace and the meeting room, and the ability to walk into the gym whenever you want, is perfect for me."
"Young people now have higher requirements for living quality, and it is a trend to rent high-quality housing. Our store area has 475 rooms in 4 buildings, and the occupancy rate has reached 95%." Liu Hao, the store manager, told reporters. In terms of services, their operation and service system has broken people's traditional perception of rental housing. Through the smart eye system, IBMS-X system fire warning, and smart door locks that have not been opened for 2 days, the early warning reminder has comprehensively improved the rental safety experience.
In Guangzhou Jianrong Home·YOU+ International Community Guangzhou Jiyuan East Branch, various community activities such as folk music concerts, Halloween friends, and script killings continue.
According to the reporter's observation, no matter Longfor Guanyu or Jianrong Home, through the creation of community activities, they develop the culture of friendship and neighborliness, create a "de-isolated" rental ecology, and let the rental space escape the living function of a single physical space.
At the same time, in order to allow urban residents of all ages to enjoy safe and comfortable living services, Vanke Port Apartment has launched a diversified layout, launching cost-effective, improved, and high-quality apartments. The products cover struggling youth, white-collar workers, blue-collar workers and other age groups. of city dwellers.
Multi-modal development of living space
Where do you live, where do you live?
As the core cities of the Guangdong-Hong Kong-Macao Greater Bay Area, Guangzhou and Shenzhen have maintained a trend of net population inflow in recent years.
To allow a large number of new citizens and young people to live and work in the city in peace and contentment, the key point is to have a place to live.
Where does the residence come from?
During the investigation, the reporter found that although the centralized apartments developed by long-term rental apartment operators are very popular in the market, and even the supply exceeds the demand, the houses available for development are quite limited.
Operators are constantly exploring new ways to obtain housing listings.
In Longhu Guanyu Guangzhou Liede Bridge store, store manager Liu Hao told reporters, “These buildings used to be the dormitory buildings of Chigang Campus of Guangdong University of Pharmaceutical Sciences. Then put it to good use."
After discovering this property, Longfor Crown Apartment re-planned and upgraded the living environment of the original property to meet the needs of young professionals, makers SOHO, young white-collar workers and other target groups. A free functional public area realizes the 1+N space sharing model and comprehensively improves the living experience of the regional tenant groups.
With the improvement of the housing security system, in Guangzhou, Shenzhen, Zhuhai, Zhongshan and other cities, companies such as Longfor Crown Apartment, Vanke Port Apartment, and CCB Jianrong Home are actively deploying affordable rental housing to help meet the basic housing needs of young people.
At present, Longfor Guanyu has cooperated with Guangzhou, Shenzhen and other units to assist the local government to revitalize the stock assets and land a number of housing rental benchmark projects.
Guangzhou put forward the goal of raising 660,000 sets of affordable rental housing during the "14th Five-Year Plan" period, and adhering to the concept of "sustainable enterprises, affordable for citizens", leading the leasing industry to carry out in-depth and innovative explorations in the field of affordable rental housing.
In fact, in 2019, Longfor Guanyu has been deeply involved in the construction of housing for talents in Guangzhou.
Longfor Guanyu Science City store has joined the Huangpu District Talent Guarantee Housing Project in Guangzhou City - Huangpu Talent Home, which provides housing for qualified talents and allows tenants to enjoy a rent subsidy of no less than 50%.
The first batch of talent housing at Longfor Guanyu Shenzhen Longhua Subway Station, which was successfully delivered in 2020, provides high-quality housing for medical workers from 6 medical institutions including Longhua District People's Hospital and Longhua Central Hospital Affiliated to Guangdong Medical University. .
"I have been renting here for two years, and the monthly rent is only 1,500 yuan. The price is really close to the people." Liu Lin, who lives here at Longfor Guanyu Shenzhen Dabutou Light Rail Station Store, talked about the experience of renting a house with a look of joy .
Data shows that since its operation in 2017, Longfor Guanyu has owned more than 10,000 housing units in 5 administrative districts including Nanshan, Baoan, and Futian, Shenzhen, and 29 stores in operation, serving more than 60,000 tenants; It has been deeply involved in the talent security housing cause in Shenzhen, and actively cooperates with Shenzhen Longhua District and Longgang District Housing Construction Bureau and Shenzhen Talent Housing Group to provide high-quality housing services for talents.
At present, Longhu Guanyu has long-term talent housing cooperation projects in Longhua District and Longgang District, with a total of more than 6,000 talent housing houses included.
In the development of housing resources, the operators of centralized long-term rental apartments can be described as crossing the sea and showing their talents.
Jianrong Home, a long-term rental apartment operating organization established by China Construction Bank Guangdong Branch and CCB Headquarters, explored the diversification of affordable housing supply entities, and formed a practical case of "non-residential conversion into rental" represented by the Guangzhou Jiyuan East Store project.
Through the use of financial empowerment to revitalize idle "non-residential" properties and open up new channels of housing supply, they have created the first non-residential stock renovation and leasing project in Guangdong Province.
At present, Vanke Port Apartment has formed six business models, which are collective construction land lease community, self-sustained land construction rental housing, urban village joint operation renovation operation, government and state-owned enterprise rental housing agency construction and management, joint venture platform with state-owned enterprises, asset-light "EPC+O" (product + construction + operation) service output.
Industry standards are gradually standardized
Many cities are doing everything possible to retain talents, and among them, solving the problem of affordable housing for talents has become a top priority.
In solving the housing problem of new citizens, the combination of renting and purchasing has begun to play an important role.
Today, many cities in the Guangdong-Hong Kong-Macao Greater Bay Area have introduced relevant policies to "build nests to attract phoenixes".
Long-term rental apartment operators such as Longfor Crown Apartment and Vanke Port Apartment are also actively fulfilling their social responsibilities, cooperating with local talent introduction and housing policies, and building a good ecology for local talents.
Taking Longfor Guanyu as an example, it has cooperated with Guangzhou, Shenzhen and other 6 cities in the Greater Bay Area to implement 13 projects, providing more than 25 million sets of housing for talents, and helping cities to increase their talent attraction.
"We saw the pain points and advantages of urban rental housing demand, and decided to firmly implement this business." The relevant person in charge of Longfor Guanyu said that since 2018, Longfor Guanyu has exclusively created for the student group and young talents within two years of graduation. The "Living Dream Plan" provides discounts and conveniences for college graduates and students who are about to graduate from various aspects such as rental prices, lease term flexibility, rental changes and even internship opportunities, and helps young people live in peace.
Longfor Guanyu also introduced a rent payment mechanism where the deposit is collected for one month and the rent is collected on a monthly basis, which is very popular among graduates.
"I just graduated and started working, my salary is not high, and I don't have a lot of money. This policy has minimized my pressure on renting an apartment." Li Wenqi said.
The reporter's investigation found that in the Guangzhou-Shenzhen residential rental market, many landlords require three deposits and three payments, and some require tenants to pay for half a year in one lump sum, and the minimum lease period is more than one year.
In contrast, the long-term rental apartments operated by brand companies can better meet the needs of young tenants with a starting period of 3 or 6 months and flexible rent collection methods.
At the same time, the centralized long-term rental apartments operated by brand enterprises also provide more value-added services for young renters.
Longfor Guanyu Guangzhou Liede Bridge Branch pays special attention to the connotation construction as the first "talent station" in Haizhu District, Guangzhou City, and provides employment training, entrepreneurial guidance, business exchange, skill improvement, urban integration and other services for the talents staying there.
On the basis of meeting the living needs of urban youth talents such as living and socializing, it also extends to meet their development needs such as employment and entrepreneurship. Through multi-dimensional support, the creative vitality of all kinds of talents will burst out and continue to empower urban innovation and construction.
In recent years, the housing rental industry in Guangzhou-Shenzhen and other cities in the Greater Bay Area has developed amid twists and turns.
On the one hand, my country's housing rental market has shown strong demand and great development potential; on the other hand, the irregular market order has also brought great resistance to the development of the industry.
Among them, the uneven ability of participants and vague product quality standards have always been problems that the industry needs to solve.
In order to help the healthy and high-quality development of the industry, Longfor Group, Vanke, China Architectural Design and Research Institute and other leading enterprises in operation and construction in the industry jointly compiled the industry's first "Comprehensive Performance Evaluation Standard for Long-term Rental Apartments", which was officially released in May 2021. Released, it filled the gap in the standards and specifications in the field of long-term rental apartments, and played an active role in regulating and guiding the healthy development of the long-term rental apartment industry.
Guangdong Province officially issued the "Guangdong Provincial People's Government General Office's Implementation Opinions on Accelerating the Development of Indemnificatory Rental Housing" at the end of last year. Local governments need to actively respond to the country's call to provide urban youth with warm, secure and beautiful homes.
With the help of the development of rental housing, a number of long-term rental apartment projects that actively respond to policies and serve people's livelihood have emerged in the cities of the Greater Bay Area, becoming "model students" in the industry, and enterprises are also embracing new development opportunities.
Zhang Jianjun (Source: Economic Daily)