Leju Holdings Ltd Financial Exhibition Haobo is from Hong Kong.
Although the situation in is not peaceful, Sun Hung Kai, a Hong Kong property giant, still acts frequently.
On the one hand, continues to spend a lot of money on land acquisition, on the other hand, it increases the size of the mainland. The most important thing is that Sun Hung Kai has made a success of "leasing and selling at the same time". However, on this basis, Sun Hung Kai has come up with a new trick. This time, it is aimed at long-term rental apartments, which also seems to be a Rank upgrade in the leasing business.
a few days ago, Sun Hung Kai Properties (00016.HK) launched the residential rental brand "TOWNPLACE home", the annual rental income is expected to exceed 200 million yuan.
Sun Hung Kai was not on a whim when entered the long-term rental apartment. In fact, the rental brand Sun Hung Kai has been brewing for two years. The name of this brand is also quite ingenious. "Home" means "home is the base camp". As far as the name is concerned, it seems to give tenants a sense of belonging.
, however, at a time when the long-term rental market in the mainland is constantly exploding and many enterprises have failed after trying the water, what are the chances that Sun Hung Kai will succeed in developing long-term rental apartments in Hong Kong?
it is understood that Sun Hung Kai's "TOWNPLACE home" has only two leasing projects, namely "TOWNPLACE SOHO" in Soho District, Central, and "TOWNPLACE KENNEDY TOWN" in Arthur Edward Kennedy City, which was launched at the end of last year.
room composition, according to this house brand general manager Guan Xiaoni revealed that more than 50% of the project is an one-bedroom unit, 30% is a two-bedroom unit. In addition, in terms of home support and home services, tenants have three major choices: service housing, self-provided home and a choice from the two home style solutions provided by the Group. Among them, service housing accounts for 35%, household units account for 20%, and the remaining 45% are without household units. At the same time, the lease term of our project is flexible, and the lease can range from one month to one year.
from the perspective of mode, Sun Hung Kai's style of play is similar to that of freedom. The service house is similar to the comfortable apartment; the home unit is similar to the ordinary house. The lease term is the combination of short rent and long rent. Judging from the proportion of the housing type of the project, it is basically based on the rigid demand configuration from one to two residences, and it can also be seen that Sun Hung Kai's target customers are basically aimed at urban wage earners. This is also in line with what Guan Xiaoni said that most of the customers of the brand are people under the age of 40.
Generally speaking, has the advantages of younger positioning, multiple optional models and flexible lease term, which is basically the main strategy of Xinhong brand. Guan Xiaoni said that the resident population is showing a trend of getting younger and younger, so the company is optimistic about the independent space market.
can see that Sun Hung Kai is confident about the future of the leasing brand Benshe. This may be due to the booming sales of the Ben House project. Up to now, nearly all the projects under our home have been leased out, and the rent is higher than that of last year, and it has not been affected by the recent social turmoil in Hong Kong.
In fact, , unlike the "second landlord" model of many mainland rental brands, Xinhong, one of the largest real estate groups in Hong Kong, basically owns a large number of real estate projects available for residential leasing, which has a significant cost advantage. The more reasonable rate of return on rent in Hong Kong compared with the mainland is another major advantage of Sun Hung Kai in this area. In addition, in the capital-intensive industry of residential leasing, Sun Hung Kai's financial strength and financing capacity are its strength.
according to Guan Xiaoni, if there is a suitable project in the future, it will be put into the "home" brand, not limited to Hong Kong Island. She stressed that the company's goal is to develop long-term investment properties. In the case of shrinking upside space in the real estate sales market, it is a good idea for Sun Hung Kai to continue to increase its leasing business. However, the large investment and long return cycle in the residential rental market is also a long-term test of Sun Hung Kai's capital allocation and operational capacity.