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万科项目 万元租金 市场需求 成本压力_www.forex21.cn

时间:2018/4/18 14:21:19 点击:

  核心提示: “这几天已经接待了几十家媒体了。”站在项目展示厅里的张建伟一边说着,一边熟练的点击着手中的电子控制终端...
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“这几天已经接待了几十家媒体了。”站在项目展示厅里的张建伟一边说着,一边熟练的点击着手中的电子控制终端,展厅中的电子屏也随之变化着。“不单是你们媒体,我身边的同学、家人也都在电话和微信问我这个项目的租金是咋回事”。

  实际上,在一则“90平方米10年租金180万元”的消息刷爆朋友圈之前,作为万科翡翠书院的产品主管,张建伟也想不到这个项目会受到如此关注。

  而面对万科长租项目高租金“打劫”租房客以及有可能拉高整个市场租金的指责,张建伟则显得有些无奈。“我们这个项目定位高品质租赁社区,主要客户群是周边海淀多个科技园区的大量互联网科技精英,和市场面上提供给刚需的普通租赁住房并不是同类产品。同时,项目总投资160亿元,即便是这个租金,满租的情况下,目前的项目回报率也只有2%,说我们‘打劫’确实不合适”。

"These days, we have received dozens of media." Zhang Jianwei, standing in the showroom, said that the electronic screen in the exhibition hall was also changing when he clicked the electronic control terminal skillfully. "Not only your media, but also my classmates and family members on the phone and WeChat asked me about the rent of the project.

In fact, before a "90 - Square - meter - 10 - year rent of 1 million 800 thousand yuan" exploded a circle of friends, as the director of the Wanke jade academy, Zhang Jianwei did not think the project would be so concerned.

In the face of the high rent of Vanke's long rental project and the accusation of robbing renters and the possibility of raising the rent of the whole market, Zhang Jianwei seemed somewhat helpless. "Our project is a high quality rental community, the main customer group is a large number of Internet technology elites in the surrounding Haidian science and Technology Park, and the common rental housing provided to the market is not a similar product. At the same time, the total investment of the project is 16 billion yuan, even if the rent, full rent, the current rate of return of the project is only 2%, saying that we "robbery" is not appropriate.

  此外,有业内人士指出,万科在这件事上颇有点“躺枪”的味道,该项只有1000多套,占整个租房市场的比例远不及1%,对市场整体租金影响非常有限。“万科翡翠书院的租金确实不低,之所以引发这么大关注,主要还是大家对于房租快速上涨的担心,即买不起后又租不起。毕竟北京这样城市,租金已经不便宜了,尤其是在安全隐患大排查大清理大整治专项行动后,整体租金又有所上涨。但需要指出的是,万科这个租赁项目是纯商业的高端产品,并不是保障性质的租赁住房,和目前政府大力发展的保障性租赁住房是两码事。同时,这个项目也不是给刚毕业的职场新人准备的,拿还租着单间、小一居的客户,对标这个项目的租金,肯定是让人觉得贵,但对于项目周边很多科技公司的中高层来说,这个租金还是可以接受的”。

  北京一科技公司资深员工也对《证券日报》记者表示,“包括腾讯、百度、网易、联想、滴滴、华为在内,成百上千家互联网企业都在海淀北边的几个科技园里。拿百度来说,他们在海淀这边总监级的员工就有上千人,年薪都在300万元以上,加上公司给的租房补贴,1.5万元或者3万元租一个单位旁边的高品质住宅,对于很多没有北京购房资格或者缺码额外房票的互联网公司中高层来说,是会考虑的”。

  记者在现场也看到,虽然刚刚宣布预租,但在非休息日的上午,该项目售楼处已有多组客户前来咨询。

  不过,上述业内人士也指出,万科当初以109亿元的高地价拿到这个项目时,政策的管控的力度还没有这么大,成本压力也是万科将其打造为高端项目的原因之一,进而导致了高租金的出现。但这只是个案,是其独特的区位和一些历史因素造成的,也只有万科这样的行业龙头,才有资格和实力去搞这种带点实验性质的项目。

In addition, the industry pointed out that Vanke in this matter is a bit "lying gun" taste, the item only more than 1000 sets, the proportion of the entire rental market is far less than 1%, the overall market rent impact on the market is very limited. "The rent of Vanke jade academy is really not low, the reason why it caused such great concern is that people are concerned about the rapid rise of rent, that is, can not afford to rent.  After all, Beijing, the city, the rent is not cheap, especially in the big security hidden trouble clearance big renovation special action, the overall rent has been rising.  However, it is necessary to point out that the Wanke rental project is a pure commercial high-end product, not a guarantee of the nature of the rental housing, and the current government vigorously developed renting housing is the same thing. At the same time, this project is not for new graduates to prepare for the new job, take the rents of single, small customers, the rental of the project is sure to be expensive, but for the middle and high level of a lot of technology companies around the project, the rent can be accepted.

"Tencent, Baidu, NetEase, Lenovo, drops, HUAWEI, hundreds of Internet companies are in a few science parks north of Haidian," the senior staff of Beijing one science and technology company told the Securities Daily. Take Baidu for example, they have thousands of people in Haidian's supervisor level. They are paid more than 3 million yuan a year, plus the company's rental subsidy, 15 thousand yuan or 30 thousand yuan to rent a high quality house next to a unit, for many of the Internet Co middle levels that do not have Beijing to buy a house or are out of the code. It will be considered.

Reporters also saw at the scene that although the rent was announced just now, on the morning of non rest day, there were many customers coming to consult the Sales Office of the project.

However, the above industry also pointed out that when Vanke took the high land price of 10 billion 900 million yuan to get the project, the control of the policy was not so strong, and the cost pressure was also one of the reasons for the Vanke to build it into a high-end project, which led to the emergence of high rent. But this is only a case, which is caused by its unique location and some historical factors, and only Vanke such industry leading to qualify and strength to carry out this kind of experiment with the nature of the project.
 

  高租金引争议

  上周,万科推出北京市首个全自持项目翡翠书院,作为面向大中关村地区科技人才的高品质租赁社区,翡翠书院一期提供1290套的租赁型住房,包括1063套90平方米三居室和227套180平方米以上复式四居室两种户型,后者的实际使用面积在220平方米左右。

  《证券日报》记者了解到的出租方案显示,该项目90平方米三居室的月租金在1.5万元—1.8万元之间,180平方米以上的复式四居室月租金为3万元—4万元之间,具体的租金差别主要体现在楼层及租住年限上。

  “目前的单次租约最长是10年,起租期是3年,不管签约几年,期间租金都是不变的,但需在入住前一次性付清全部租金。”翡翠书院的销售人员表示,“现在是预租阶段,客户有意向的只需要在银行卡内冻结20万元资金,这笔钱万科也不拿,且客户会收到相应的利息”。

  根据日前北京市规划国土委发布的《关于进一步加强利用集体土地建设租赁住房工作的有关意见》,一方面明确鼓励集体租赁住房签订长期住房租赁合同,另一方面,也要防范变相对外出售或以租代售,杜绝变相开发建设成小产权。因此,政策规定租房单次租期不得超过10年。

  而以最长的10年租期计算,翡翠书院90平方米三居室的租金最低也要180万元,对比周边住宅当下的租金,翡翠书院确实显得鹤立鸡群。

  对此,万科方面表示,项目租金相对较高,一方面是翡翠书院为高品质全自持项目,目标客户群主要是周边的高科技公司精英,另一方面,客户可以提前锁定价格,不用承担通货膨胀带来的市场租金上涨,且由于租期内恒定租金不上涨,越往后实际支付的货币成本会大大下降。当然,公司在成本上的压力,也对最终定价有着很大影响。

High rent dispute

Last week, Vanke launched the first full self holding project of jadeite Academy in Beijing. As a high quality rental community for science and technology talents in Zhongguancun, the first phase of the jade Academy provides 1290 sets of rental housing, including 1063 sets of 90 square meters three rooms and 227 sets of 180 square meters more than 180 square meters. The latter is actually used. The area is about 220 square meters.

"Securities Daily" reporter learned that the rental scheme shows that the monthly rent of the 90 square meters three rooms of the project is between 15 thousand yuan and 18 thousand yuan, and the monthly rent of the compound four bedroom of more than 180 square meters is 30 thousand yuan to 40 thousand yuan, and the specific rent difference is mainly reflected in the floor and the rented life.

"The present single lease is the longest 10 years, the lease term is 3 years, no matter the contract for several years, the period of the rent is the same, but must pay all the rent at once before occupancy." The sales staff of the jadeite Academy said, "it is the pre rent stage now, and the customer will only have to freeze 200 thousand yuan in the bank card, and the money Vanke will not take it, and the customer will receive the corresponding interest."

On the one hand, on the one hand, the collective leased housing should be encouraged to sign a long-term housing lease contract, on the one hand, according to the "suggestions on Further Strengthening the work of building rental housing for collective land construction" issued by the Beijing Planning Board of land. Property right。 Therefore, the policy stipulates that a single lease can not exceed 10 years.

And with the longest 10 years of lease calculation, the jade academy 90 square meters of three room rent is also 1 million 800 thousand yuan, compared with the rent of the surrounding residential, jade academy does appear to stand out.

In this regard, Vanke said that the rent of the project is relatively high, on the one hand, the jade academy is a high quality and self holding project. The target customer group is mainly the elite of the high-tech companies around the world. On the other hand, the customer can lock the price ahead of time without taking on the rise of the market rent caused by inflation and the constant rent in the lease term. If gold doesn't go up, the cost of money actually will be greatly reduced. Of course, the pressure on the cost of the company also has a great impact on the final pricing.

  市场存多重需求

  实际上,虽然处于北五环外,但翡翠书院却身处“中国硅谷”的核心区,其距中关村13公里,距IT界新“宇宙中心”后厂村路更是不足6公里,周边聚集了大量的中国顶级互联网企业人才。

  而这些学历高、收入好的人群,对居住品质显然有着一定的要求,但大中关村地区市场上供应的出租房屋多为老旧住宅,租房体验不够称心。即便是有一些长租品牌开设的公寓,也由于多数是厂房或商业写字楼改造而来,户型面积较小、居住密度大,无法满足租赁市场的多层次需求。

  北京万科正是瞄准了租房市场的痛点和空白,将翡翠书院打造成一个高品质、改善型、更安全、可供一家人稳定长期租住的项目。

  翡翠书院相关负责人介绍,“翡翠系”是万科高端住宅系列。根据目前的规划,翡翠书院将采用低密社区建造方式,建筑质量、户型设计、装修设计都将按照“翡翠系2.0”的高品质标准来建设。“物业最差也是万科自己的,不排除会引进更为高端的物业服务公司,我们的最终目的是为业主提供高品质的物业和配套服务”。

  《证券日报》记者在现场也看到,该项目的综合容积率为1.78,绝大部分为3层至8层的低密度板楼。配备中央空调、新风系统、全屋净水系统和智能语音家居产品的叠拼精装修交房标准,让客户可以直接入住。而这与人们传统印象中的租赁住房完全不同。

Multiple demand in the market

In fact, although it is in the North five ring, but the jade academy is in the core of the "Silicon Valley of China". It is 13 kilometers from Zhongguancun. It is less than 6 kilometers away from the new "cosmological center" of the IT circle, and a large number of top Internet enterprises in China have been gathered around.

But these people with high educational background and good income have certain requirements for the quality of living, but the rental housing supply in the large Zhongguancun market is mostly old and old, and the experience of renting is not satisfactory. Even if some apartments have long rented brands, but also because of the majority of the building or commercial office building, small size, large density of residence, can not meet the multi-level demand of the rental market.

Beijing Vanke is aiming at the pain point and blank of the rental market, making the jade academy a high quality, improved, safer, stable long-term lease for the family.

The emerald academy is a Vanke high end housing series. According to the current plan, the jadeite academy will adopt the low density community construction method. The quality of the building, the design of the apartment and the design of the decoration will be built according to the high quality standard of the "jadeite 2". "The worst property is also Vanke's own, do not exclude the introduction of more high-end property service companies, our ultimate goal is to provide high quality property and supporting services for the owners."

Securities Daily reporters also saw that the comprehensive volume rate of the project is 1.78, most of which are 3 to 8 floors of low density Banlou. Equipped with central air conditioning, fresh air system, whole house water purification system and intelligent voice home products, the standard of fine decoration and room delivery allows customers to check in directly. This is quite different from the traditional rental housing.

  万科相关负责人也表示,该项目对标的是海淀北部如园及壹号院这类的区域豪宅,而这些楼盘目前的二手房单价已在10万元/平方米之上。

  同时,海淀北部科技园里的大量互联网科技精英,亦有不少是“新北京人”,虽然收入较高,但因为购房资格或购房首付支付能力不足等原因,还无法在北京买房,或者只能在远离工作地点、价格较便宜的地方买房,导致上下班通勤时间超长。

  而根据万科与腾讯今年联合举行的“居住梦想”主题调研显示,在这一区域内,目前有超过八成的受访对象对目前居住情况表示不满足。对他们而言,最重要的居住梦想就是离工作地点近、生活教育养老配套全。其中,超过一半互联网人表示愿意尝试高品质社区。

  “目前我们已经和包括小米等互联网企业在内的70多家公司签署了合作协议,以方便他们的员工优先选房,并在租金等方面给与适当的优惠”。万科上述相关负责人称。

  高成本下NOI不超3%

  实际上,万科之所以将翡翠书院建设成高端社区,与该项目的建设成本也有着很大的关系。

People in charge of Vanke also said that the project is the target of the northern Haidian, such as garden and No. 1 courtyard, such as the regional mansion, and the current second-hand housing unit price has been above 100 thousand yuan / square meters.

At the same time, a large number of Internet technology elite in the northern Haidian science and technology park also have many "new Beijing people", although the income is high, but because of the qualification of home purchase or the insufficient payment capacity of the first payment, it is impossible to buy a house in Beijing, or can only buy a house far away from the working place and the price is cheaper. Class commuter time is too long.

In this area, more than 80% of the respondents are not satisfied with the current situation in the region, according to a survey on the theme of the "living dream" held jointly by Vanke and Tencent this year. For them, the most important living dream is to be close to the work place, and live and educate the elderly. More than half of Internet users expressed willingness to try high quality communities.

"At present, we have signed a cooperation agreement with more than 70 companies, including millet and other companies, to facilitate their employees to choose their rooms and give appropriate concessions in terms of rent." Vanke above the relevant person in charge.

NOI is no more than 3% at high cost

Actually, Vanke has built a high-end community in Jadeite academy, which has great relationship with the construction cost of the project.

  2016年年末,在多家房企均选择100%自持后,万科通过递交投报的高标准商品住宅建设方案,才最终以109亿元拿下了翡翠书院的项目用地。

  “地价109亿元,机上资金和建安成本50亿元,目前的总成本已经高达160亿元,这还没有考虑到配套、长期经营成本以及维新成本等,即便是按现在的租金定价,满租且租金能稳步上涨的理想条件下,项目NOI(净营运收入)回报率不超过3%,对企业而言利润及其微博,相比其他项目可以说是不挣钱的。”万科方面表示。

  同时,张建伟还向记者透露,“目前项目对客户还没有贷款上的金融支持,当下的方案还是需要客户全款支付租金。此外相关部门也来做过调研,包括未来项目是否能做证券化的尝试,但目前没有给最终的结果”。

At the end of 2016, after the choice of 100% self-support from many housing enterprises, Vanke finally took 10 billion 900 million yuan to get the project land of the jade academy by submitting the project of high standard residential construction.

"The land price is 10 billion 900 million yuan, the capital and the cost of Jianan are 5 billion yuan, the total cost is up to 16 billion yuan. This has not taken into account the matching, long-term operating cost and the maintenance cost. Even under the ideal conditions of current rent pricing, full rent and steady rise in rent, the rate of return on the project NOI (net operating income) No more than 3%. For enterprises, profits and micro-blog can not earn money compared with other projects. Vanke said.

At the same time, Zhang Jianwei also revealed to the reporter, "the current project has no financial support on the customer's loan, and the current plan still needs the full payment of the rent." In addition, relevant departments have also done research, including whether future projects can be securitized, but no final results are available.

  “翡翠书院主要是服务高端客户,这些客户资源我们如果能有效利用,可以给公司带来很多其他方面的收益”。翡翠书院相关负责人也坦言,“作为首个全自持项目,也是房地产市场的一个全新事物,需要做很多探索和尝试,难度不小。做好翡翠书院项目是响应政府推动‘租购并举’的重要举措,也是万科积极履行社会责任的应有之举,必须做好这一项目,开好这个头。同时,万科也看好这一全自持项目70年的长期运营前景,将通过产品和服务的不断创新探索,确保项目盈亏平衡。在以市场机制推动租购并举的过程中,希望社会各界给与更多的理解和支持”。"Jadeite academy mainly serves high-end customers. If we can effectively use these customer resources, we can bring many other benefits to the company." The responsible person of the jade academy also said, "as the first full self holding project, it is also a new thing in the real estate market. It needs to do a lot of exploration and try, and it is difficult. The project of jadeite academy is an important measure to respond to the government's promotion of "rent and purchase". It is also a necessary action for Vanke to actively fulfill its social responsibility. It is necessary to do a good job in this project. Meanwhile, Vanke also looks forward to the 70 year long term operation prospect of this fully self-sustaining project. It will explore the product and service continuous innovation to ensure project profit and loss balance. In the process of using market mechanisms to promote the purchase of both, I hope the community to give more understanding and support".

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