长租公寓这一年:房企不冒进 摸索运营模式
2018/02/07

(来源:时代周报)

“我自己就住在碧桂园的首个长租公寓里。通过实地感受,摸索着过河。”碧桂园集团上海区域总裁高斌对时代周报记者感慨。

碧桂园是目前宣布推出长租公寓数量最多的房企:以中高端产品打入市场,并在三年内实现100万套。2月2日,碧桂园租赁住房REITs获深圳证券交易所审议通过,并成为国内租赁领域首单达百亿级规模的证券化产品。

不过,硬币的另一面。如何运营长租公寓,成为高斌每日绕不开的思考。同以往开发商的住宅开发模式相比,长租公寓的运作区别很大。大到投资回报周期,小到对公寓里大堂灯光亮度的感知、洗手间打扫频次的研判等方方面面,都要重新学习。

但碧桂园都不想错过这潜在着的“风口”。从培育住房租赁企业、扩大租赁房源供给、鼓励租房租赁需求,到提供金融支持政策等,一系列的政策东风已经向租赁市场吹去。

市场也拥有很大的潜力。数据显示,中国目前的租赁市场GMV(成交总额)为1万亿元,相比美国和日本的7万亿元和2万亿元还有很大差距。

但长租公寓这条路似乎并不好走。

运营商受挤压

房企的大举进军改变了长租公寓的市场格局,而最早进入长租公寓的一些创业型团队,已然成为了行业“先烈”。

在2017年统计的“阵亡名单”中,GO窝公寓、Color公寓、V客青年公寓、好熙家公寓等在列。

他们多数受2014年前后由创业热、互联网热、投资热的刺激而兴起。“大家刚刚学会爬行,就追求规模,把自己逼上百米赛道。”水滴公寓创始人冯玉光对时代周报记者表示。

分界线在2017年二季度左右,即多数开发商开始集中进入这一行业之前,长租公寓江湖,由创业型团队担纲主角。彼时的市场,鲜有开发商们的身影。

但也是在那段时间,这波创业团队们经历了洗牌。冯玉光的追忆里,2015年下半年至2016年全年,他感受最直接的是资产市场对长租公寓的寒冷态度。“要知道在2014年和2015年上半年,长租公寓团队融资并不难。”

没有充足的流动资金,很多背景弱小的创业团队,在长租领域开始举步维艰。而开发商的到来,更令当中的不少团队面临新的抉择—成为更大更强企业的“盘中餐”。

房东东公寓研究中心全雳体会颇深,他对时代周报记者表示,自2018年开始,关于长租公寓的股权转让和项目转让在不断增多。

尽管不少创业型长租公寓团队消失,但并不意味着开发商们一家独大。开发商和中介、传统酒店、互联网团队一样,依旧是市场的分羹者。

中介方面有链家的自如寓、世联行的红璞公寓、我爱我家的相寓等;传统酒店业有华住的城家、铂涛的窝趣以及亚朵酒店的缤润亚朵等;如魔方公寓、YOU+公寓、水滴公寓等较早一波由在互联网催化下起来的创业团队,依旧有着较强的实力。

不过,冯玉光和全雳并不对行业持完全悲观的态度。“处在化学反应中”“还在起步阶段”是他们对记者给出的关键词。持同样观点的还有高斌,在他看来,目前长租公寓市场处于群雄并起的状态,各家都是行业的探索者。

有资格用土地开发建长租公寓,是开发商的天然优势,其他平台无法企及。当那些创业型公寓团队历经一年二年甚至更久才能完成从融到资到获取上百套房源时,有的房企只用了半年度多的时间,杀入行业,站住脚跟。比如,碧桂园2017年5月成立了长租公寓事业部,当年年底就亮相第一个长租公寓项目,并面向市场推出400套房源,速度迅猛。

但时间上的沉淀,是多数开发商不具备的优势。除了诞生在2015年的万科泊寓和2016年首次面世龙湖冠寓之外,其他开发商,像朗诗的朗诗寓、旭辉的领寓等甚至成立都没有一年的时间。

事实上,多位业内人士向时代周报记者表示,2017年房企进军长租公寓后处于摸索状态,而2018年可能才是属于地产开发商长租公寓的元年。

盈利难题

但在黎明前的“暗夜”里,各家逃不开对如何盈利的纠结。

冯玉光对时代周报记者分析表示,长租公寓一是长,意味着投资回收期长,存货周转长;另一个是租,即只租不售,不允许变现销售。这对于开发商而言,是从销售型到持有型的变化,反差极大,需要扭转思路。

“长租公寓行业商业模式中主要的盈利点还是租金差,如果开发商,盲目进入,从少的来说,每套房源可以付出不低于1万元以上的学费成本。数量大的话,付的学费会等比例提高,更无从谈盈利。”他说道。

房东东公寓研究中心全雳也向时代周报记者表达了担忧:“如果是盲目一窝蜂的进入,很快就会把市场仅有的利润蚕食掉。因为做长租公寓是比较耗时间的慢功夫。”

盈利难,受出租率制约。据行业不具名人士对时代周报记者表示,想要盈利整体出租率达到95%以上,而目前平均出租率在90%以下。

同时,开发商们还要对投资回报周期有较高的忍耐度。高斌对时代周报记者表示,正因为集团对长租公寓这一创新业务并没有在盈利时间上的苛求,才可以使得上海区域公司不用受太大的约束。

按照时代周报记者的了解,不少开发商在做长租公寓时,财务模型中现金流回正的周期一般设定在五年。但即便是最早进入这一领域的万科,目前都未有五年的发展时间。

收益并不见得高,也是需要面对的现实。万科董事会主席郁亮的表态里可以看出端倪。据他称:“从回报率来说,我们能够达到1%-2%的回报率,就已经很满意了。未来长租公寓回报率6%-8%是正常(水平)的话,我们就往这个方向走。”

“开发商进入最大的亮点,就是可以通过资产证券化套现。”全雳对时代周报记者表示。

轻重资产并举被认为是可供开发商参考的方式。市场从业人士对时代周报记者指出,可在发展的前期进行轻重资产并举,并在未来视情况逐步增大重资产项目比例,以便于以较小的投入、较低的风险,快速回收成本。同时,在可能的范围内,通过发行类REITs出售收益权,收回资金完成退出。

据时代周报记者的了解,目前龙湖冠寓在获取项目资产原有的轻资产和重资产的基础上,提出中资产的概念,根据不同的城市、区域、环境、特点、物业情况,匹配不同的开发模式。在REITs方面,旭辉方面取得了中国首单民企长租公寓储架类权益型REITs的破冰。

运营难题

对于开发商来说,如何运营确实不容小觑。

出现在公开资料中。链家旗下长租公寓品牌自如CEO熊林表示,要做好长租公寓,第一关是产品和服务的品质关。

叶茂的研究团队在调研市场后发现几大普遍性问题:供给端,产品同质化严重,60%左右是极小户型,在这部分市场中开发商不具备溢价优势;需求端存在220万间的缺口没有得到满足。

在冯玉光看来,开发商还需要进一步思考社区的概念。“就跟长期住酒店的人一样,是体会不到归属感的。”在他看来,能在社区上做好的开发商,市场也会为增值服务买单。

他向时代周报记者指出,如果能盘活老百姓手上用于租赁的存量房,分散式公寓运营也是块大蛋糕。近期获得华平40亿元A轮融资的链家自如就是分散式公寓的典型。阿里巴巴方面则凭借其平台搭建能力和金融生态链,正在入驻多项分散式长租公寓产品。

不过,对于这些开发商来说,他们的优势更多在集中式公寓运营上,而非分散式运营。

华菁证券在研究了美国市场的情况后发现,在物业运营成本和折旧两项涉及物业本身的成本上,集中式公寓都大幅跑赢分散式。

而开发商本来就自己持有物业,更容易形成品牌效应和标准化体系,建立一定的市场口碑和租客群体。

但要做好运营,需要方方面面的考虑。按照上海万科方面对时代周报记者介绍,已经细到试图去满足租客各种生活需求。

比如,联合饿了么NOW零食架、美团大众洗衣服务、公园盒子无人健身舱、携程超级班车、EVCARD、ofo、支付宝等提供跨界外部资源。此外,公司还开发了一套IT能力与系统支持,一键缴纳房费、水电费,方便快捷。甚至部分门店可以集中办理公积金企业。

阳光城则选择和专业的长租公寓公司寓见公寓进行合作,前者负责为寓见公寓提供更多的房源,后者则负责进行标准化运营和项目管理,包括售前的咨询、预约看房、审核咨询、签约到售后的维修、保洁、换房等提供一站式服务。

“我们跟其他开发商的一大差别,在开发设计的时候就考虑了后期的公寓运营商的服务需求,提供了专属的服务空间,同时跟运营商有更良好的互动,争取多赢的局面。”阳光城方面对时代周报记者表示。

“运营商冲锋,开发商观望”

尽管起步时间晚,但房企并不甘心,试图用速度与规模来弥补。

比如,碧桂园3年建100万间,万科泊寓则是要在2018年达45万间,旭辉的领域要在5年里达20万间。

值得一提的是,龙湖甚至把长租公寓作为主要航道。“冠寓被定义为上海龙湖的核心业务。”上海龙湖负责人1月26日对时代周报在内的媒体透露,在2020年,集团的冠寓做到行业前三,租金收入要达到20亿元。

按照克而瑞截至2017年12月底的数据统计,在目前已经开拓的房源数量中,万科的泊寓居于首位达8万间,龙湖的冠寓、旭辉的领寓、招商的壹公寓和朗诗的朗诗寓各有1.5万间,剩下的中骏方隅、金地的荣尚荟和远洋的邦舍各有7000、6000和4000间。

不过对比来自中介方的数据,房企推出的长租公寓数量并不算多。数据显示,目前,链家自如已经有50万间,我爱我家相寓有45万间,连排在第八位的寓见也有2万间。而和长租公寓运营商相比,地产开发商已开放房源的数量也较低。领先的魔方已经有4.35万间,并列排在第七位的乐乎和未来域数量有1.5万间。

“运营商冲锋,开发商观望。”上海克而瑞执行总经理兼首席分析师叶茂认为,开发商也在等着真正风口的到来,边做边等边冲锋边掩护。

事实上,部分开发商在长租公寓领域并不冒进。

在1月31日浙江房地产协会举办的论坛上,绿城一位高管在发言时就表示,绿城只有在两个条件满足下才会去做长租公寓,一是选取的城市是人才大幅流入的核心城市且有便宜的地,二是租赁的收益能覆盖财务的费用。

即便在一线城市上海,有的开发商对长租公寓也保持着谨慎的态度。绿地控股虽然曾在2016年四季度对外表示将涉足长租公寓,但截至目前,该公司在上海并未有长租公寓项目的出现。绿地方面对时代周报记者表示,“目前在上海拿下租赁用地的以上海地产集团、张江高科等本地的国企为主。绿地内部较早已经关注到了这一领域,但在上海真正做要看条件成不成熟。”

担心冒进又错失风口,有些开发商则选择战略性合作方式进入市场。例如新城控股方面,据时代周报记者了解,近日中富旅居已经获得新城控股的战略投资。不过截至发稿,该合作并未有具体的合作金额、涉及的项目数量等确切信息。

尽管如此,一些长租公寓业内人士仍然看好开发商进军长租公寓,水滴公寓创始人冯玉光认为开发商具有五大优势:一是加速市场教育程度;二是促进产业链的加快成熟;三是推进政策的落地;四是带来人才和资金的集聚;五是带来集中式公寓供应量的提高。

他表示,正因为有了开发商的加入,行业发生了化学反应,预计在未来,行业会出现头部效应,以开发商为主的这些头部将对公寓进行产品、运营、资产、品牌等各方面的梳理,众多长尾快速崛起。

合作抱团

长租公寓行业本身前景可期。链家研究院院长杨现领发布的《租赁崛起》行业研究报告预测,在2016年、2020年和2025年,中国房产租赁市场租金规模分别约1.1万亿元、1.6万亿元、2.9万亿元,2030年预计会超过4万亿元。

这块大蛋糕产生了巨大的吸引力。而国企的加入,也让开发商们之间的较量出现了新的模式选择,拿不到租赁用地的开发商开始考虑寻求和国企的合作。碧桂园上海区域总裁高斌就有这样的想法。

多位业内人士的观点是,国企更具优势。在1月30日克而瑞举办的论坛上,上海地产战略投资部副总经理金国雄对时代周报在内的媒体总结里,就包含优质土地资源的规模效应和国企基因背景社会效应两大方面。

令民企开发商惊叹的是,像上海地产集团这样的国企也正在向租赁领域进军。

此前,上海地产集团宣布计划向17幅租赁房地块投资180亿元,届时在古北、虹桥、陆家嘴等中心城区供应约2万套租赁房,交付时间定在2020年。按照时代周报记者掌握的最新信息,上海地产集团希望成为住宅租赁领域的龙头企业,在5年内完成IPO,5年实现500亿元,8年实现2000亿元,成为万亿集团。

不仅是上海。1月29日,在国家首批住房租赁试点城市杭州,浙江省首宗租赁房项目宁巢·白石公寓开工建设。这也是杭州首个由市属国有企业打造的长租公寓品牌。 

冯玉光相信国企的进入,也会在一定程度上促进行业成长。而叶茂则认为,民企不用过于担心租赁土地获取的问题。他的依据是,一是两年后上海的租赁产品会迎来高峰,2019年会开放租赁用地给开发商。二是拿不到租赁用地的开发商们可以寻求和国企的合作。“区属国企的商办用地在转性,这也是机会。”

和国企合作并非没有可能,上海地产战略投资部副总经理金国雄在当日论坛上就向外抛出橄榄枝,他希望能有其他企业能和上海地产集团合作,弥补和完善国企在长租公寓运营上的短板。

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