郁亮没那么多钱,万科不可能转型“包租公”

作者: 壹地产
重庆万科实行的“万科驿”租赁公寓业务,只是变私人出租为企业出租,即重庆万科自己当起“包租公”的角色。与此同时,在推广租赁业务时,将长租公寓业务与住宅开发业务进行了绑定。

 导读

比照电商公司跑马圈地的历史,万科正在用资本优势挤压出更多的市场份额;而这一切的背景就是,房子越来越不好卖了。

来源:财经国家周刊 于春美

“这只是重庆公司的一个营销事件,是个案,并非万科集团层面的转型战略。”11月17日,万科澄清说。

万科集团在给《财经国家周刊》的回复中称:“目前万科各地公司在推广长租公寓业务时,部分公司采用了与万科重庆公司类似的做法,但尚未成为万科集团的统一部署。”

11 月16日,万科“租金可以抵房款”一事引发热议。 业界认为,万科正在进行战略大转型,先租后买政策是对房地产旧有开发销售模式的颠覆——相当于万科自己办银行,开展房贷和金融租赁业务。 更有观点认为,万科至少应为此准备5000亿元现金;这一模式推出,将血洗市场,彻底不给小开发商活路等等。

万科集团对此坚决否认。称此事件只是重庆万科公司推广新业务的一个尝试,并非万科集团要进行重大转型。“不能理解为对原有开发业务的替代,更不是全面颠覆原有的开发销售模式。”

《财经国家周刊》记者了解到,重庆万科“西九•万科驿”(长租公寓)采用了与住宅销售联动的营销方式。即,对于成功申请“西九•万科驿”的租客,如购买二期住宅,可享受与所租房屋2年租金等额的房款总价优惠,如购置重庆万科在售的其它楼盘住宅产品,可额外享受1%房款优惠;对于因房源紧张、未能成功获得租赁权的客户,可凭本人或其直系亲属在重庆主城区内任意地点的租赁合同,享受与1年租金等额的房款优惠(最高不超过2万元)。

重庆万科实行的“万科驿”租赁公寓业务,只是变私人出租为企业出租,即重庆万科自己当起“包租公”的角色。与此同时,在推广租赁业务时,将长租公寓业务与住宅开发业务进行了绑定。

重庆万科相关负责人对外表示,公司的目标是在2017年拥有15万间万科驿公寓。

目前住宅租赁市场规模巨大,年交易金额超过千亿元,客户基数庞大,市场需求旺盛。这正是万科瞄准租赁市场的原因之一。

更重要的原因是,目前房地产市场去化缓慢,排队买房的时代一去不复返。将卖不出去的房子转作出租,这也算是盘活资产的一种方式,为未来将租房客转为买房客培养潜在客户。

这可以比照电商公司跑马圈地的历史。万科正在用资本的规模优势挤压出更多的市场份额,但损失的是现金流,万科同样要承担巨大压力。而且,市场上本就有政府提供的公租房、廉租房等各类保障房。

“我们不排除未来探索租售并举、先租后售等新的业务模式,但目前并无具体的计划,更没有已经实施的案例。”万科回应说。

但在业内人士看来,始自2014年的万科员工持股计划、项目跟投到事业合伙人的整套制度,同时允许各地分公司大胆尝试新业务的转型尝试,目前并未显现清晰的转型成果。此番重庆公司的新业务尝试,最多只能算作一个探索。

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\n \n \n \n \n \n 导读\n \n \n

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\n \n \n 比照电商公司跑马圈地的历史,万科正在用资本优势挤压出更多的市场份额;而这一切的背景就是,房子越来越不好卖了。\n \n \n

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\n \n \n 来源:财经国家周刊 于春美\n \n \n

\n

\n \n “这只是重庆公司的一个营销事件,是个案,并非万科集团层面的转型战略。”11月17日,万科澄清说。\n \n

\n

\n \n 万科集团在给《财经国家周刊》的回复中称:“目前万科各地公司在推广长租公寓业务时,部分公司采用了与万科重庆公司类似的做法,但尚未成为万科集团的统一部署。”\n \n

\n

\n \n 11\n \n \n 月16日,万科“租金可以抵房款”一事引发热议。\n \n 业界认为,万科正在进行战略大转型,先租后买政策是对房地产旧有开发销售模式的颠覆——相当于万科自己办银行,开展房贷和金融租赁业务。\n \n 更有观点认为,万科至少应为此准备5000亿元现金;这一模式推出,将血洗市场,彻底不给小开发商活路等等。\n \n

\n

\n \n 万科集团对此坚决否认。称此事件只是重庆万科公司推广新业务的一个尝试,并非万科集团要进行重大转型。“不能理解为对原有开发业务的替代,更不是全面颠覆原有的开发销售模式。”\n \n

\n

\n \n 《财经国家周刊》记者了解到,重庆万科“西九•万科驿”(长租公寓)采用了与住宅销售联动的营销方式。即,对于成功申请“西九•万科驿”的租客,如购买二期住宅,可享受与所租房屋2年租金等额的房款总价优惠,如购置重庆万科在售的其它楼盘住宅产品,可额外享受1%房款优惠;对于因房源紧张、未能成功获得租赁权的客户,可凭本人或其直系亲属在重庆主城区内任意地点的租赁合同,享受与1年租金等额的房款优惠(最高不超过2万元)。\n \n

\n

\n \n 重庆万科实行的“万科驿”租赁公寓业务,只是变私人出租为企业出租,即重庆万科自己当起“包租公”的角色。与此同时,在推广租赁业务时,将长租公寓业务与住宅开发业务进行了绑定。\n \n

\n

\n \n 重庆万科相关负责人对外表示,公司的目标是在2017年拥有15万间万科驿公寓。\n \n

\n

\n \n 目前住宅租赁市场规模巨大,年交易金额超过千亿元,客户基数庞大,市场需求旺盛。这正是万科瞄准租赁市场的原因之一。\n \n

\n

\n \n 更重要的原因是,目前房地产市场去化缓慢,排队买房的时代一去不复返。将卖不出去的房子转作出租,这也算是盘活资产的一种方式,为未来将租房客转为买房客培养潜在客户。\n \n

\n

\n \n 这可以比照电商公司跑马圈地的历史。万科正在用资本的规模优势挤压出更多的市场份额,但损失的是现金流,万科同样要承担巨大压力。而且,市场上本就有政府提供的公租房、廉租房等各类保障房。\n \n

\n

\n \n “我们不排除未来探索租售并举、先租后售等新的业务模式,但目前并无具体的计划,更没有已经实施的案例。”万科回应说。\n \n

\n

\n \n 但在业内人士看来,始自2014年的万科员工持股计划、项目跟投到事业合伙人的整套制度,同时允许各地分公司大胆尝试新业务的转型尝试,目前并未显现清晰的转型成果。此番重庆公司的新业务尝试,最多只能算作一个探索。\n \n

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