Only "real estate" has no "pension" How does the old-age real estate return to the essence of service?
In recent years, with the aging of our society, the "silver hair" market has expanded rapidly. Among them, pension real estate is called "the sunrise silver-haired market in the sunset" by real estate developers.
However, while the concept of old-age real estate is being heated up, housing enterprises accustomed to high turnover and high profits are caught in a dilemma due to long repayment period and difficult profitability. Some old people who bought newly-built "residential areas for the elderly" and "apartments for the elderly" lamented that "providing for the elderly" is just a gimmick, and selling houses is the essence.
Pension real estate "Qian Jing" can be expected.
"With the deepening of China's aging, the future pension industry will be promising." A few days ago, the relevant person in charge of a number of housing enterprises in Chongqing revealed to the reporter of Workers Daily that the future housing development projects of their enterprises will largely focus on "providing for the aged", seize the "silver hair" market in Chongqing, and strive to find a way to withdraw funds and continue to make profits.
The reporter learned that Chongqing is the first city in the western region to enter an aging society. According to Chongqing Statistical Yearbook, it is estimated that by 2020, the total population over 60 years old in Chongqing will exceed 8 million, that is, 23% of the registered population in the city are elderly people. Therefore, Chongqing's pension real estate market will be a huge "cake".
According to the report of the National Office for Ageing "China Pension Industry Planning", by 2030, the total output value of the pension service market in China will exceed 10 trillion yuan. The next 10~ 15 will be the golden age for the development of pension industry.
"Pension real estate is not particularly trendy. Its concept can be traced back to 10 years ago, but it was a bit tepid before. " Yu Hua, head of the sales department of a real estate enterprise in Chongqing, told reporters that in 2008, Poly sent high-level officials abroad to inspect pension real estate. By the beginning of 20 13, the first old-age real estate pilot project of Poly, Hexihui Apartment for the Aged, had successfully landed and started operation. During this period, large and small real estate enterprises began to "test the water" in succession. In recent years, with the support of national policies, pension real estate has achieved large-scale development.
According to incomplete statistics, 80 real estate developers have entered the field of pension real estate in China, and more than 100 pension real estate projects have been publicly disclosed. In addition to leading real estate enterprises actively entering the market, some small and medium-sized real estate enterprises have also come in droves and become an important part of the old-age real estate field.
"From 20 17, many well-done pension apartments are hard to find. So in this case, some of its asset securitization projects are basically predictable. " Nie Meisheng, honorary president of the All-China Real Estate Chamber of Commerce, once said that with the rapid rise of the aging population, the pension industry will definitely become the next sunrise industry.
Some insiders also analyzed that it is an indisputable fact that China has gradually entered an aging society. Housing enterprises and insurance companies are involved in pension real estate, which is actually a trillion-dollar economic blue ocean.
"Providing for the aged" is a gimmick, and "selling a house" is the essence.
Although pension real estate is very popular at present, projects under the slogan of "pension" are blooming everywhere, but for some old people attracted by this, pension real estate is a bit misnomer.
Fu Mingdong (pseudonym), 67, is a retired employee of Chongqing Iron and Steel Group. Because he and his wife are old, they can't blow the air conditioner for a long time, but Chongqing is particularly hot in summer. After retirement, they will go to Guizhou or Hubei for the summer every summer.
Two years ago, Fu Mingdong's son bought him a small apartment in Lichuan, Hubei, and told him that the apartment was mature and there were some services for the elderly, especially considering their needs.
"Last summer, my wife and I went there and found it inconvenient at all. The supporting facilities promised before were gone, not to mention medical care and domestic service for the elderly. It took more than ten minutes to order. " Fu Mingdong said that the banner of the apartment has always been "a summer resort and the best choice for providing for the elderly". "The so-called pension real estate is actually selling houses, and pension is just a gimmick."
In the interview, the reporter found that many people are quite critical of pension real estate. They believe that real estate companies themselves may not have figured out what pension real estate is, nor have they paid attention to the real needs of the elderly. As long as the house is sold, everything is fine.
In fact, in recent years, it is not uncommon for real estate enterprises to sell houses in the name of "providing for the aged". In the opinion of industry experts, pension is right, real estate is right, and pension real estate is right. What is wrong is that developers engage in enclosure activities with the support of policies in the name of providing for the aged, and they simply don't know what to do with the old-age real estate, but only know how to build and sell houses.
Chen Zhi, secretary-general of Beijing Real Estate Association, has publicly stated that due to unclear positioning, the old-age real estate at this stage is only labeled with different labels and sold in different forms, and has not got rid of the essence of traditional real estate development.
In this regard, the relevant person in charge of a local real estate enterprise in Chongqing said that for enterprises engaged in the development of pension real estate, it is difficult to make a profit without selling a house. Selling a house deviates from the original intention of doing the pension industry, and housing enterprises are also in a dilemma. "In the face of such a big cake, real estate enterprises can't be indifferent, but there is no really successful business model in China to learn from. Traditional housing enterprises are also crossing the river by feeling the stones, and it will take at least five years to grow up. "
Need to transform to "aged care service"
At present, although many housing enterprises are competing to build a product line for the aged, the return on investment in aged care services is far lower than that of traditional real estate investment. Although the concept of pension real estate has been around for a long time, there is no clear and successful business model.
It is understood that the period from project establishment, preparation to opening of a pension project is longer than that of the general industry, and it takes 3-4 years to reach the profit balance point and 5-6 years to achieve profit. Some insiders pointed out that in the diversified business of housing enterprises, the return cycle of pension real estate is undoubtedly the "slowest progress".
Song Guangju, chairman of Poly Real Estate, once said that the long-term investment, holding and operation-oriented real estate model of pension real estate is naturally inconsistent with the short-term profit survival model of housing enterprises in the past, and any behavior that lacks early prediction may cause investment risks.
In addition to the lack of a successful business model, many practitioners believe that although the concept of pension real estate has been born for a long time, the projects that have landed are still new things, and there are still many imperfections. Among them, project acquisition is the industry pain point of the pension industry.
"Due to the immaturity of relevant laws and regulations, the lack of effective market supervision, the qualifications of old-age care institutions are mixed, and there is a crisis of trust in the old-age care industry in society ..." A street worker in dadukou district, Chongqing admitted that people have stereotypes about real estate enterprises, because there are indeed cases where real estate enterprises have not fulfilled their promises to owners, so many old-age care projects and policies are difficult to land.
In view of the difficulties faced by old-age real estate, people in the real estate industry believe that for traditional housing enterprises, to enter the old-age industry and build real old-age real estate, they must first complete the role change from "real estate owner" to "old-age service", and strive to transform "old-age real estate" into "old-age service" on the basis of paying equal attention to government support and enterprise operation, so as to realize the "old-age security" for the elderly and increase profits.
"The essence of the return of pension real estate to pension demand is how housing enterprises provide pension services." According to Xu Bo, a senior real estate developer in Chongqing, the core of pension real estate lies in service operation, while the process system and personnel training of China pension service operation company are relatively weak, and the economic development level, consumption level and service demand in different regions are also different. Therefore, choosing the right product and operation mode will determine the landing of the project, and how to provide the aged care service that people really need will determine whether the project can go on for a long time.