深圳长租公寓市场今年或迎来大量房源
2018/03/28

过去一年,是深圳长租公寓爆发之年,随着“租售并举”政策、理念和举措的深入推进,政府与房企在发展房屋租赁市场上形成共识。多家房企开始不惜重金投入长租公寓市场,多家门店开始正式运营。


一些长租公寓领域的金融创新产品也开始落地,引发国内房地产市场广泛关注。市属国有独资公司的深圳市人才安居集团也在多渠道筹集房源,迎来建设和运营的第一个年头。


房企在长租公寓市场如何展开竞争?深圳住房租赁市场将何去何从?



01

特征:产品注重覆盖各类型客户


目前,深圳房企中涉足长租公寓市场的主要有万科、深业、招商蛇口、金地、星河等,这些都是在国内有较强影响力的房企。另外,碧桂园等在深圳市场也介入得较为深入。对于长租公寓这一市场周期长、服务对象广的特殊住房产品来说,打造多个品牌乃至全生命周期品牌,成为很多企业的定位。 


记者对从企业及公开报道获取的信息进行统计,万科长租公寓品牌为泊寓,主要有福永、布吉、新围仔村等8个泊寓分店,在深圳持房量逾6000间。深业则推出深业柠盟、深业有居、深业上居和深业颐居四个品牌的长租公寓,在水围、沙河、科技园、西乡及香港屯门等地开设了分店,总建筑面积约37万平方米,达1万间房。 



记者近日了解到,碧桂园BIG+碧家国际社区在深圳的项目有6个,其中东门、塘坑、天安云谷3家已开业,持房量逾1500间,均为地铁沿线物业,无论是交通出行还是生活配套都比较完善。


金地也在不断加大投入。其长租公寓产品由子公司“火花”运营,品牌名为“草莓社区”,金地方面向南方日报介绍,其计划在2018年将规模拓展至2万间,3年之内规模拓展至8万间。草莓社区已开业及待运营项目,在深圳有金谷店、优城店、固戍店、福永店、清湖店等,目前已在北京(楼盘)、深圳等城市布局房源约5000间。同时,火花将在2018年对产品做全新升级,产品覆盖全生命周期人群,包括极小公寓、年轻白领公寓、轻奢型公寓、家庭型公寓、高端服务式公寓等。 



亮点:长租公寓试水资产证券化

02


从去年延续至今的一个亮点,对于深圳租赁住房市场而言,是金融创新活力不断,一些创新产品涌现,比如房企试水资产证券化,这将成为未来发展的一个重点。 


2月2日,“中联前海开源—碧桂园租赁住房一号资产支持专项计划”(下称“碧桂园租赁住房REITs”)获得深圳证券交易所审议通过。据了解,该租赁住房REITs是国内首单达到百亿级规模的REITs产品,同时也是目前租赁住房领域规模最大的证券化产品。


对于住房租赁类REITs,作为长租公寓的运营者,万科深圳泊寓负责人袁军认为,只有金融机构真正打破以往的融资理念或者合作模式,这个业务才可能真正落地。“如果还是按照跟房地产合作的模式,停留在传统抵押贷、消费贷、租赁贷模式上,可能落不了地。”  此前,碧桂园也在开始长租领域的银企合作模式,相继与中信银行(601998,股吧)、中国建设银行(601939,股吧)等签署长租公寓融资战略协议,并陆续接受放款。



不仅是碧桂园,去年以来,多家长租公寓运营商均在试水资产证券化。作为一项前期投入大、回报周期长的微利业务,长租公寓机构房东需要面对巨大的资金和成本压力。而资产证券化则能盘活存量资产,减轻其压力。    


以招商蛇口为例,其公告显示,在2017年12月拿下全国首单储架式长租公寓CMBS,CMBS是指商业房地产抵押贷款支持证券,是商业地产公司的债权银行以原有的商业抵押贷款为资本来发行证券。招商蛇口这一单CMBS的储架融资规模为60亿元,分多期发行,第一期发行规模不超过人民币20亿元,期限为18年,其中优先级产品规模19.90亿元,劣后级0.1亿元。 

   

谈及此次动作,招商蛇口董事总经理许永军介绍,长租公寓业务是公司发展战略之一,资产证券化是这一战略的重要组成部分。该单CMBS是公司稳步推进房地产投资信托基金(REITs)试点的重要探索。


03

 生态:商、住、娱多业态打造业务闭环


记者多次走访发现,万科、深业、金地、碧桂园……几乎所有房企公寓品牌都注重社区运营,设定“管家”角色的员工,举办火锅趴、音乐趴、狼人杀等社区活动,做花艺、画展、茶道等分享,也强调线上线下渠道的租户交流与员工管理。


比如,金地的草莓社区打通了线上线下平台,实现营销展示、线上签约、智能物业管理、服务预订、员工管理、商城服务等功能,高效促成成交及管理服务。同时,该社区还邀请租户上“不正常公寓直播平台”等,以青年公寓为场景,架设直播平台作为公寓产品、社群活动及运营服务的宣传渠道。



此外,碧桂园迎合深圳租赁市场多元需求,以长租公寓为核心,结合租客办公、社交、娱乐、商业等生活功能需求,打造联合办公和创意商业等综合型产品。其相关负责人介绍,从目前体现出来的业态来看,很多房地产企业的思路很接近,但每家公司对未来的发展都有自己的理解,所以未来发展方向和态势可能会有所不同。


预判:今年租赁市场或现三大关注点

04


2017年11月,建行深圳分行与深圳11家房企合作,率先推出全国首个个人住房租赁贷款产品“按居贷”,商业模式是把房屋的所有权和居住权分开,由开发商负责建房,拥有房屋的所有权,银行则拥有居住权,能够把房屋出租给有需要的人。


其后,深圳房企星河控股联合建行深圳分行推出首个整租社区,原用于售卖的沙井新盘星河荣御2687套住房,分别是40—180平方米的全精装修户型,未来将被改为长租公寓用于出租,租客可以向建行申请“按居贷”租住。此外,星河控股、建行深圳分行还与深圳市人才安居集团展开合作,未来一些企业的人才将可以租住价廉物美的原商品房。



还有一个值得关注的领域则是人才住房建设和租赁情况,毕竟这与深圳城市竞争力紧密相连。作为一家市属国有房企,深圳市人才安居集团不同于普通房企,凭借其已拥有的一批自持住宅用地以及与其他企业合作所管理的房源,未来将对房屋租赁市场带来较大影响。记者了解到,到去年底,深圳市人才安居集团在全市10个区(新区)成立的10家控股子公司全部完成工商注册,并完成组建进入实体化运作。


同时,深圳市人才安居集团全资设立了深圳市房屋租赁运营管理有限公司,并分别与万科、建行成立3家合资公司(安居建信租赁公司、安居泊寓租赁公司、万科安居物业公司),意在打造一流的专业化、规模化、规范化的住房租赁平台。



2018年,随着越来越多的新建项目开工建设以及租购项目批量装修的陆续开展,深圳市人才安居集团将迎来建设施工的第一波高峰期。而随着一批租购项目的装修交房和商业物业的移交接管,该集团将陆续迎来人才住房及配套物业的实体经营,对深圳住房租赁市场将产生较大影响。

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