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serviced apartment

Serviced apartment is a rare property type in Beijing at present. It integrates the functions of residence, hotel and clubhouse, and has two major functions: self-use and investment. Compared with traditional hotels, serviced apartments are not inferior in hardware facilities, but the service is better. The so-called serviced apartment refers to an apartment that provides service-oriented management services. In addition to providing various services of traditional hotels, it is more important to provide guests with family-style living arrangements and family-style services, so that guests can truly feel at home. Its biggest feature is that it is more home-like than traditional hotels. Because it absorbs the advantages of traditional hotels and traditional apartments, it is favored by business people.

The origin of serviced apartments

The concept of serviced apartment began in 1994, which means "serviced apartment management" and has a high market position.

Hotel-style apartments, which originated in Europe, were rented out to tourists in tourist areas for temporary rest. Managed by a specialized management company, it is both a hotel and a personal "temporary residence". These properties have become the embryonic form of serviced apartments.

In China, serviced apartments first appeared in Shenzhen, and then in Shanghai, Beijing and other places. According to dtz's statistics, there are 75 serviced apartments in Shanghai * * *, while the number in Beijing is relatively small, mainly concentrated in high-end residential areas in the city center.

Characteristics of serviced apartments

Hotel-style apartment not only absorbs the service function and management mode of star-rated hotels, but also absorbs the characteristics of office buildings in the information age. It is a comprehensive concept of property management, which integrates multiple functions such as residence, hotel and clubhouse.

The apartment types of serviced apartments range from tens of square meters to hundreds of square meters, which can meet the individual needs of users. Different units have different styles. Supporting facilities provide hotel-style services according to residents' requirements, and at the same time, other projects such as banks, clubs and small supermarkets have been added.

The design of the hotel-style apartment project itself is also personalized, not a mere formality, and can provide high-grade and in-place services for residents.

Choosing a hotel-style apartment for self-occupation is characterized by freedom and convenience, and the price is relatively low. You can get all kinds of hotel-style services at any time to show your elegance.

The prospect of serviced apartments

With China's accession to the WTO, more and more international multinational companies will set up companies in Beijing, among which small and medium-sized enterprises will become their first choice because of their financial strength.

Hotel-style service apartments are also the first choice for investors, especially for off-site buyers. Because for most people, this kind of investment has room for super-value return. Usually, the rent of a hotel is 30% higher than that of an apartment, and the characteristics of a hotel-style apartment, such as small apartment, easy management and easy rental, are incomparable to other property projects. However, high-grade projects occupy relatively more funds and have a relatively long payback period, which is more suitable for medium and long-term investors.

The most important thing for a hotel-style apartment is to have a living environment, preferably in downtown areas, so as to have broad development space and return on investment.

Serviced apartments are full of individuality.

Hotel-style apartments should have sufficient quality, and the most important thing is to provide lasting personalized service. Personalization has two meanings: one is to meet the personalized needs of users, because most of the people who rent hotel business apartments are highly educated, high-quality and even international, and have unique understanding and needs for living culture and office environment; Second, the project itself should be personalized, including building type, decoration, environment and supporting facilities. , and can't follow the crowd. This is the vitality of serviced apartments and the core factor to realize the return on investment of serviced apartments.

Serviced apartments contain investment value.

Compared with other investment products, serviced apartments have obvious advantages, thus attracting many investors. First of all, the risk is small. As the property is managed by the hotel management company, as long as there is a house for rent, all customers have benefits, avoiding the zero benefits brought by vacancy.

Second, the return is high. In the past two years, due to the substantial increase in the overall supply, the rents of high-end apartments in Beijing have been declining, and the rents of some properties have dropped by more than 50%. However, serviced apartments such as Guo Mao and Kerry Center have been on the rise, and the fluctuation of actual transaction rent is generally less than 5%. Obviously, compared with ordinary high-end apartments, the rent level of serviced apartments is stronger. At present, the rent of serviced apartments in Beijing ranges from $8/m2/month to $56/m2/month, and the occupancy rate is generally above 70%.

Experts pointed out that serviced apartments are the best choice for investment home buyers, especially those in different places. Because for most people, this kind of real estate investment has room for super-value return. Usually, the rent of a hotel is 30% higher than that of an apartment. Hotel-style apartments are small in area, convenient to manage and easy to rent, which is incomparable to other property projects. High-end projects occupy relatively more funds and have a relatively long payback period, which is more suitable for medium and long-term investors.

Attention factors in investing in serviced apartments

However, industry experts pointed out that although serviced apartments have investment advantages, investors should consider the following factors when choosing this type of property investment:

1, location. Most customers are business people, and they emphasize convenience. Therefore, whether the business environment is rich, the transportation is convenient, and the surrounding facilities such as schools and hospitals are complete determines whether the property has a stable consumer group, and the mature property in the business circle has more investment value. Xie Bin, the managing director of Beijing Platinum Real Estate Development Company, a successful developer of "Ding Jiahua Century" project, believes that the growth environment of serviced apartments should be in the business circle. He believes that the mature business circle has an aggregation effect on the target consumer groups of serviced apartments, and the customers of apartments will continue.

2. Service level. In the rental market, the occupancy of customers depends largely on the quality of property management, and the service level directly affects the operating conditions. Whether good service can be provided is the most basic condition for evaluating the quality of property, and it is the added value of products, which is directly related to the future rent and income return of property. Enterprise strength and management level are the key. At present, there is a lack of professional management companies in the market, the overall management level is not high, the integrity is not enough, and the income is low. The experience of Ding Jiahua Century in this respect is also quite instructive. They not only employ property companies with rich hotel-style management experience, but also actively cooperate with major hotel booking agencies to ensure the stability of tourists.

3. Whether the price is overdrawn. The hotel-style service apartment, which seems to be "guaranteed by drought and flood", actually hides a crisis. There are many projects under the guise of stable returns, but the original house of several thousand yuan has sold for ten thousand yuan. Even if there is future income, the house you buy is a negative asset.

When brand-new serviced apartments appear, it will bring a new turn for the hotel industry at the peak of investment. We will wait and see.