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冠寓落子北京 瞄准行业前三

2017-09-07 15:26:49   中国青年网

▲龙湖冠寓以毫米级打造内部空间。

一面是未来巨量市场的吸引,一面是亟待突破的高成本低利润的掣肘,长租公寓市场的涉足者们,开始以加速跑的方式,追寻着盈利之路。

“商+办+住”小综合体

9月2日,龙湖旗下长租公寓品牌冠寓在北京的首家店,正式开业。这间位于酒仙桥的旗舰店也是龙湖在北京推出的首个“办公+居住”合体产品。

冠寓是龙湖集团继地产、商业、物业三大核心业务后,聚焦下一个租赁大时代的生活品牌。在目前数十家全新的长租公寓品牌纷纷涌现之时,龙湖采用了贯通三种业态的做法,打造自身的居住生态链。

龙湖将长租公寓、联合办公、配套商业相结合的小综合体生态模式称为CityHub,其核心在于引入了城市的综合资源,进而为城市中坚力量(年轻人)服务。

驱动城市中生活服务、文化娱乐、商业配套的资源互通,将每一栋公寓作为物联网时代当中的一个Hub(焦点),去“孤岛化”,以进入租住社区平台化的3.0时代,让平台上的资源为租住人群所用,为年轻人这一城市的中坚力量创造更加优质的生活体验。

冠寓酒仙桥旗舰店就是CityHub-商住办小综合体的代表之作。龙湖集团副总裁兼北京公司总经理宋海林表示:“龙湖要做的不是简单的长租公寓,而是基于优化城市功能,区域职住平衡为理念,联合天街、一展空间和冠寓,打造1+1+1>3的微生态生命体”。

突破盈利痛点

目前,我国租赁市场需求巨大,而长租公寓占租赁市场中的比例还不到5%,随着租住消费升级,长租公寓未来前景巨大。面对万亿级别的市场前景,在政策利好的前提下,长租公寓市场迎来一拨开发商、中介、酒店、创业者的抢滩。

但不容忽视的是,长租公寓高成本、低利润、回报周期长的特点,成为各家试水者们要共同面对并亟待突破的问题。

“谁能把成本控制住,谁一定是未来终极的胜利者。这个项目一次投入特别大,需要一个漫长的回收周期,本大利薄。”龙湖集团副总裁兼冠寓公司CEO韩石表示。

既然如此,为何还有很多开发商涉足其中,并且展开了抢占未来市场的竞速跑?租售并举、租住时代来临、开发商由销售向运营转型……这些都是个中缘由。

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