How to return to the essence of pension real estate with "real estate" and no "pension"

The "silver-hair tide" strikes, and the pension real estate has ushered in a trillion-dollar blue ocean. However, due to the long return period, it is difficult for real estate enterprises to make profits in the short term, and it is still difficult to get rid of the suspicion of "selling houses"-

Only "real estate" has no "pension". How can the pension real estate return to the essence of service

In recent years, with the aggravation of the aging society in China, 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 has been heated up, the housing enterprises accustomed to high turnover and high profits are caught in a dilemma due to the long return period and difficult profit. Some old people who have bought newly-built "old-age residential areas" and "apartments for the elderly" lament that "providing for the elderly" is just a gimmick, and selling houses is the essence.

The 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 responsible persons of a number of housing enterprises in Chongqing revealed to the Workers' Daily reporter that the future housing development projects of their enterprises will largely focus on "providing for the elderly", seize the "silver hair" market in Chongqing, and strive to find a model that can withdraw funds and make sustained 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 22, the total population of Chongqing over 6 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", the total output value of China's pension service market will exceed 1 trillion yuan by 23. The next 1 to 15 years will be the golden age for the development of the pension industry.

"Pension real estate is not particularly fashionable, and its concept can be traced back to more than 1 years ago, but it was a bit tepid before." Yu Hua, the head of the sales department of a real estate enterprise in Chongqing, told the reporter that in 28, Poly sent high-level officials abroad to inspect the old-age real estate. By the beginning of 213, Poly's first old-age real estate pilot project, Hexihui Old Apartment, had successfully landed and started operation. During this period, large and small real estate enterprises began to "test the water" one after another. In recent years, with the support of national policies, pension real estate has achieved large-scale development.

according to incomplete statistics, 8 real estate developers have entered the field of pension real estate, and more than 1 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 component in the field of old-age real estate.

"Since 217, many well-made apartments for the aged are hard to find. Therefore, in this case, some of its asset securitization projects are basically expected. " 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 analyzed that it is an indisputable fact that China has gradually entered an aging society. Housing enterprises and insurance companies have actually laid out a trillion-dollar economic blue ocean when they set foot in pension real estate.

"providing for the aged" is a gimmick, and "selling a house" is the essence

Despite the current fire of providing for the aged real estate, projects with the slogan of "providing for the aged" have blossomed everywhere, but for some old people attracted by it, providing for the aged real estate is a bit misnomer.

67-year-old Fu Mingdong (pseudonym) 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 the summer in Chongqing is particularly hot. After retirement, they will go to Guizhou or Hubei to escape the heat every summer.

Two years ago, Fu Mingdong's son bought him a small apartment in Lichuan, Hubei Province, and told him that the apartment has mature supporting facilities, and there are some services for the elderly, especially considering the needs of the elderly.

"Last summer, when my wife and I arrived there, we found it inconvenient at all, and the supporting facilities promised before disappeared, not to mention the medical and housekeeping services for the elderly. We had to take a bus for more than ten minutes to buy food." Fu Mingdong said that the banner of the apartment has always been "a summer resort, the best choice for providing for the elderly". "The so-called pension real estate is actually selling houses, and providing for the elderly is just a gimmick."

In the interview, the reporter found that many people are quite critical of pension real estate. They believe that the 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 will be fine.

in fact, in recent years, it is not uncommon for real estate enterprises to sell their houses in the name of "supporting the elderly". In the opinion of industry experts, pension is right, real estate is right, and pension real estate is also right. What is wrong is that developers engage in enclosure activities with the support of policies in the name of pension, and they have no idea what to do with pension real estate. They only know how to build houses and sell houses with land.

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 it 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 houses, and selling houses deviates from the original intention of doing 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 they suffer from the fact that there is no truly 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."

It needs to be transformed into "old-age service"

At present, although many housing enterprises have rushed to build old-age product lines, the return on investment of old-age service is far lower than that of traditional real estate investment. Although the concept of pension real estate has been produced for a long time, there is no clear successful business model.

It is understood that the period from project establishment, preparation to opening of a pension project is longer than that of ordinary industries, 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-making survival model of real estate enterprises in the past, and any lack of 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.

"Because the relevant laws and regulations are immature, there is a lack of effective market supervision, and the qualifications of old-age care institutions are mixed, there is a crisis of trust in the old-age care industry in society ..." The staff of a street in dadukou district, Chongqing admitted that people have stereotypes about real estate enterprises, because there are indeed cases where the promises made by real estate enterprises to owners have not been fulfilled, so many old-age care projects and policies are difficult to land.

in view of the dilemma faced by the 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 transformation from "real estate owner" to "old-age service provider", and strive to transform "old-age real estate" into "old-age service" on the basis of both government support and enterprise operation, so as to realize the "sense of security" for the elderly and enable enterprises.

"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 old-age real estate lies in service operation, but the process system and personnel training of China old-age service operation company are relatively weak, and the economic development level, consumption level and service demand of different regions are different. Therefore, choosing suitable products and operation mode will determine the landing of the project, and how to provide the old-age service that people really need will determine whether the project can go on for a long time.