In the past year, our platform has written a lot of articles about the rental market, and the response is also good, and just recently, an incident happened around me, let me start to observe some changes in the status quo of the rental market from the original data, a friend in a village in Tonghe, Baoshan, and the tenant talked about the renewal price for more than a week, but never could not negotiate, and finally the tenant turned his head to the city apartment a few kilometers away, and behind the city apartment, in fact, is the famous hotel brand:Huazhu
This is the second time I have heard this name in the past three years, the last time my cousin came to Shanghai, and also chose the city family, which made me curious, and consulted some information about the city family, but found that in the past two years, more and more local brand hotels have increased the layout of the domestic rental market, and the market behind it is also undergoing rapid differentiation
Therefore, I counted some of the local hotel brands that have increased their leasing in recent yearsFor most hotel brands, leasing is originally a part of the service, compared with the intermediary, entrepreneurial hotels to the leasing of the plus, in the membership management, service system and digital operation, more natural and from the external factors, with the in-depth implementation of both rental and sales, the excessively high housing prices have led to a change in young people's concept of living, but also let the brand hotel speed up the layout of the leasing industry, I also found some local more representative brands
In addition, in 2023, such as the Poltton International Apartment of Dongcheng Group, Lingshe Chuangxiang Apartment Hotel (2023.) will open more than 20 new stores of Lingnan Business Travel1), New Century Motorcycle, the first long-term rental apartment brand of New Century Travel Enterprise (2022.).9) Keymore (2022), a high-end serviced apartment brand incubated by Mulian Hotel Group, is also a high-end serviced apartment brand incubated by Mulian Hotel Group in the past two years, and more and more hotels are seeking the development of rental apartment products, trying to get a piece of the accelerated rental marketIn "Settle Home", the prototype of the apartment brand founded by the hero and heroine is Chengjia
Stills from the TV series "An Home".
As a representative of the long-established hotels in China, Jin Jiang Hotel has made frequent moves in the layout of long-term rental apartments, although it started late, and with its strong background, it can be seen that the entire product line is gradually enrichedIt sorted out the positioning and model of the main apartment brands of Chengjia and Jinjiang
As a rental apartment 10 times (2009-2015) involved in the local brand, Chengjia since its establishment in 2015 after the initial cut into the track, the same as other brands in the same period, to focus on urban white-collar workers and enter the second stage, about 2015 to 2018 or so, with the entry of a large number of institutions and capital, homogeneous leasing has been produced, and at this time, the city family has begun to lay out high-end leasing relying on Huazhu Hotel Group, such as the "Citadines" in cooperation with Ascott It was in 2018 that the contract was signed in 2019, and the first brand luxury apartment launched by the city family, Kaiwen Apartment, was completed on Hengshan Road
Interior view of Kaiwen Apartment under Chengjia @ Image Source Network In 2021, Huazhu acquired Huan Ge Hotel, and in 2022, the strategic merger of Ruibeiting can be seen that the positioning and development of Chengjia in rental apartments is bottom-up, and in recent years, the layout of the mid-to-high-end market has become more frequent, and let's take a look at the actions of another old brand Jin Jiang Group in the field of rental apartments In 2015, Jin Jiang Hotels began to acquire Plateno, and until the end of June 2021, Jin Jiang Hotels completed 100% of Plateno Since then, Woqu, a rental apartment brand founded by Plateno in 2014, has been brought under the umbrella of Jin Jiang
According to the official website of Woqu Light Community@Image Source Network, in addition to Woqu Apartment, it also includes Huashe Apartment and Rosewood Serviced Apartment, the former is aimed at the mid-end enterprise employee apartment brand, and the latter is a high-end serviced apartment. By November 2023, the first store of Jingli Apartment Hotel will open in Wuhan, and it is reported that it will be stationed in Guangzhou, In addition to choosing a brand endorsed by Louvre Hotels Group in Beijing and other cities, Jin Jiang also chose to sign a cooperation agreement with Alibaba Cloud to deepen its capabilities in the digital field, which can be seen that Jin Jiang Hotels attaches great importance to mid-to-high-end rental apartments and has a long-term layout for the futureI went to the city house, Citadines and other apartments under the Huazhu Club to visit the site. In order to get a more direct understanding of the different types of rental apartment products, I visited Chengjia Apartments, which are located near the Zhongxing Road subway station on Line 8, and Citadines Changshou Road stores, which have a wide layout in Shanghai, and a total of 49 stores can be searched on the map, all over the suburbs and urban areas of Shanghai
The first thing I arrived at that morning was the Chengjia apartment on Zhonghua New Road, and the first impression was that the exterior of the building looked a little old
When I visited that day, due to the rush hour, I only saw two or three office workers walking out of the gate with bags one after another, the public area on the first floor was very empty, the floor was a little old, there were nests in the lobby, two dryers, and a row of takeaway cabinets
In the small room next to the corner of the lobby, I saw two or three administrators in orange overalls who made an appointment to see the house, and the little brother politely took me to visit the three rooms.
The first set to show is a display page hanging on the applet, and it is also a set of ** rooms in the store, with a monthly rent of about 4550 yuan and a service fee of 360 yuan (including property fees, network fees and daily maintenance services, water and electricity are calculated separately).
The window of the room was facing a construction site, and there was a slight noise.
However, the decoration and supporting facilities of the room, for single white-collar workers or couples who work daily, are already very complete with range hoods, induction cookers, Xiaoice boxes and independent toilets.
When talking about daily cleaning, the little brother took the opportunity to introduce the membership card of the city home 299, on the one hand, the rent will be cheaper, and there will be two cleaning services on the way to see another **, I also learned about the occupancy and personnel of the apartment, there are about 180 rooms in the apartment, and the rental rate is about 90%.
After seeing my surprised expression, the little brother also smiled and said: "Many people who live here are working in People's Square and the city center, we are a few hundred meters away from Line 8, it is very convenient to travel, and many white-collar workers have taken a fancy to this" And after leaving the city apartment, I also searched for a nearby one-bedroom apartment**, basically 4200 to 6000 yuan After that, I drove to the Citadines Changshou Road store.
When I came to the front desk on the 8th floor, after informing me to make an appointment to see the house, a receptionist wearing a light gray suit took me upstairs to take the elevator upstairs and saw three sets of different house types on the same day
In the process of taking the show, I also chatted with the staff about some of the situation of this Citadines: "At present, we have opened more than 138 sets, and there are more than 150 sets** may be opened one after another in the later stage, and the occupancy rate is now about 80%" In the field viewing, you can feel that Citadines will pay more attention to subdividing different areas and space structures in terms of house type, and even to the design style of soft decoration, there will be obvious differences, such as rooms with only bedrooms + kitchens and bathrooms.
There are also suites with dining and living room + bedroom, which is more homely.
There are also special-shaped houses with design styles that are more in line with foreigners.
I also asked about the structure of the occupants here, and the other party said: "Generally, it is a senior executive of a foreign company, or a business travel customer sent to Shanghai, and the company will bear part or all of the expenses, and occasionally there will be a small number of local customers."
We also have some retirees from large enterprises, their provident fund and retirement salary are relatively high, and they have never bought a house, so they have been living here for a long time.
During the whole process, Citadines also has some services in the indoor facilities (including express delivery, cleaning twice a week, robot takeaway, etc.), and the overall feeling is relatively close to that of a star-rated hotelSo many hotel brands are actively increasing the rental marketWith the continuous increase of policy support for rental housing, more and more state-owned enterprises have also gone down, and the construction of affordable rental housing has played a "ballast stone" role in stabilizing long-term rental apartments ** According to the data, in the first 8 months of 2023 alone, the number of new long-term rental apartments in Shanghai has exceeded 2460,000 rooms, is the largest number of new rental communities in the country, and this data will continue to expand rapidly, and in the future, when the blue-collar and white-collar rental market share is slowly occupied by a large number of affordable housing, leaving the hotel department of the apartment product market space to shrink to the high-end serviced apartment model, to seize high-net-worth customers, is the direction of almost all hotel brands in the rental market.
However, at present, the market of mid-to-high-end serviced apartments is mainly occupied by international brands, such as Ascott, Marriott, etc., which entered the country earlier, regardless of the market recognition of the brand to the service level, and even the operation experience of high-end apartments, the comprehensive strength of foreign brands is more advantageous in the near future, and brands in various fields will inevitably meet at the peak in the field of high-end long-term rental apartments