Under the circumstances that the community adapts to the aging and the transformation becomes a general trend, how can housing enterprises and property enterprises make efforts to the "second track"?

In 2022, the government work report proposed to promote urban renewal in an orderly manner, strengthen the capacity building of municipal facilities and disaster prevention and mitigation, carry out the investigation and rectification of potential safety hazards of old buildings and facilities, and then start the transformation of a number of old urban communities to promote barrier-free environment construction and aging transformation.

Among them, promoting barrier-free environment construction and aging transformation is no stranger in the real estate field of China. As early as this year, many housing enterprises have actively laid out the pension industry. Some insiders believe that if a certain scale effect is formed, barrier-free environment construction and aging transformation can become the "second runway" for housing enterprises; And property companies have inherent advantages in this respect, and can also develop into a bright spot of value-added services. It is worth noting that how should housing enterprises and property companies make efforts in this field in the future? How will business model be adjusted?

This year's government work report puts forward "promoting barrier-free environment construction and aging transformation" Image source /IC photo

The aging transformation of old residential areas is more urgent.

With the arrival of aging population, it is urgent to promote barrier-free environment construction and aging transformation in cities, communities and families, so as to provide support for living at home and supporting the elderly nearby. In this year's government work report, it is proposed to promote urban renewal in an orderly manner, strengthen the construction of municipal facilities and disaster prevention and mitigation capabilities, carry out investigation and rectification of hidden dangers of old buildings and facilities, and then start to transform a number of old urban communities to promote barrier-free environment construction and aging transformation.

On February 2nd1day, the State Council released the National Plan for the Development of the Cause for the Aged and the Service System for the Aged during the 14th Five-Year Plan period, and also proposed that the compliance rate of supporting facilities for the aged in new urban areas and new residential areas should reach 100% during the 14th Five-Year Plan period. At the same time, improve the aging level of communities and families, promote the transformation of old urban communities in an orderly manner, and complete road leveling, barrier-free transformation of entrances and exits, anti-skid treatment of the ground, installation of handrails along stairs, and installation of wall-mounted rest chairs between floors. , and do a good job in safety protection such as emergency avoidance; Conditional communities can build pavilions, leisure seats and so on.

In fact, although some brand development enterprises have made plans in the field of real estate segmentation for many years, they have also tried some real estate projects with supporting old-age functions, but in most projects, there are few space designs with the elderly population as the main body and few barrier-free designs, which are particularly prominent in old communities.

Mo Tianquan, a member of the Chinese People's Political Consultative Conference (CPPCC), pointed out in an interview with the Beijing News reporter that at present, some old residential areas have no property services, or the property services are relatively simple, and only provide basic items such as cleaning and garbage removal, which is not enough to help the aging transformation. "This kind of residential area accounts for a relatively high proportion in large and medium-sized cities, and it is also the most difficult to transform. But at the same time, the proportion of elderly people in such communities is very high, and the need for transformation is more urgent. "

In Mo Tianquan's view, the transformation of adaptive aging should be promoted step by step, at different levels and according to local conditions. At the beginning of the new community construction, we should consider the construction of aging demand and prepare for the future pension, instead of waiting for the later transformation. For the old residential areas that are difficult to adapt to aging, it is suggested that the project should be marketized, the residential areas with suitable conditions should be selected, and professional pension institutions should be introduced for renovation and design to create an aging model project; Then sum up the experience, expand the achievements of the old-age project, and take it from point to area.

Adaptive aging transformation may become the "second runway" for housing enterprises.

At present, it is the general trend to adapt to the transformation of aging. From the perspective of housing enterprises, E Yujun, chairman of Anxin Yang Kang Group, believes that the transformation of stock property and aging is the inevitable development path of housing enterprises. If housing enterprises don't realize that this is a long-term trend, they will not make internal reserves for this trend, including the corresponding changes in talent structure and operation mode. Without the ability of stock conversion, they may gradually withdraw from the market under the background of incremental contraction of real estate.

In recent years, many housing enterprises have laid out urban renewal and transformation of old residential areas, but the barrier-free environment construction and aging transformation in the field of old-age care are more subdivided. For housing enterprises, opportunities and challenges coexist.

"There are many opportunities for barrier-free environment construction and aging transformation. If a certain scale effect is formed, it can become the' second runway' of housing enterprises, improve the income source of housing enterprises, expand market space, and also help to improve the brand premium rate. " Yao Jinbo, deputy to the National People's Congress and CEO of 58 City, said.

However, Yao Jinbo also stressed that compared with the development industry, adaptive aging transformation, especially in old residential areas, is a big challenge. For housing enterprises, they are faced with many problems, such as large funding gap, difficult balance of interests of all parties, and long-term maintenance pressure. They want to quickly form a unified operating model in a short time, and the possibility of winning through scale advantage is extremely small.

In E Yujun's view, the most crucial thing for housing enterprises to cut into the field of aging transformation is the change of strategy and concept cognition, that is, from the past financial sales property form to the holding and operation type, from the original high investment and high turnover, which may be accompanied by high interests and high risks, to the mode of small investment, long cycle and slow money making. "This needs to see whether the enterprise has the determination in strategy and cognition, and whether it has enough patience to work hard for this opportunity. In addition, in terms of financial indicators, housing enterprises also need to redefine the team assessment indicators. If they still use the original thinking or mode to consider, it may be difficult to adapt and persist. " Yu Jun said.

On the specific development path, Yao Jinbo pointed out that it is very important for housing enterprises to adapt to local conditions. "There are obvious differences in the aging adaptability between the north and the south. First-and second-tier cities and third-and fourth-tier cities have different aging adaptability needs, including * * * pension needs, but more importantly, personalized needs. After understanding the many differences in local customs and geographical environment, it is necessary to carry out targeted transformation suggestions, and constantly land and optimize the transformation plan. "

The "preliminary preparation" of material enterprises is not sufficient, and it is expected to break through in the future.

It is worth mentioning that property enterprises have their inherent advantages in adapting to the transformation of aging. As Lin Zhiwei, the chairman of Jiangsu Sansan Dejiu Property Service Co., Ltd. said: Property services can be approached at zero distance, which can change the traditional concept of "not willing to spend money to support the elderly" and turn old-age care into health care; It can also change the business service model and advocate the socialization and commonweal of the elderly. In addition, under the guidance of government decision-making, small input and large output can be realized, and community pension can be guided to form * * * knowledge.

However, to this day, property companies have not yet explored a more successful precedent in home-based pension and aging transformation. So, what challenges are property enterprises facing at present? How to adjust?

E Yu Jun pointed out that it is a better way for property enterprises to intervene in community service in Yang Kang, provide for the aged at home and adapt to the aging. At present, the problem is that the understanding of aging transformation is not deep enough. According to customer needs and service standards, the range of partners that can be selected is narrow, especially when there is no large-scale model and demonstration, the property enterprises may try. "Property companies need to be patient and regard it as an important option or long-term business in order to usher in a more mature development model." Yu Jun said.

Yao Jinbo pointed out that at present, the main work of property enterprises is still reflected in cleanliness and safety. Although some brand property companies are constantly introducing various value-added services, their income accounts for a small proportion. At the same time, providing professional services to support home-based care for the elderly requires high professionalism, and it is difficult for people without professional training to be competent for this kind of work. For property enterprises, large-scale entry requires a lot of personnel and capital investment in the early stage, but in reality, the preliminary preparations made by property enterprises in this regard are not sufficient.

"With the continuous improvement of decoration standards and the gradual establishment of supporting service standards for home care for the elderly, the participation of property companies will definitely increase greatly, and a number of corporate brands featuring high-quality care for the elderly will also be born." Yao Jinbo said.