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    中国分散式长租公寓品牌指数报告

    摘要

    分散式长租公寓主要为个人房东房源且较为分散,通过品牌运营商对公寓进行统一装修、运营、出租。与集中式长租公寓不同,分散式长租公寓多为轻资产运营模式,房源获取渠道较广,因而品牌扩张更为迅速。但也正因如此,分散式长租公寓地方品牌更多,品牌知名度具有较为明显的区域性。尽管分散式长租公寓轻资产的运营模式在品牌建立初期发展较快,但由于其房源呈现较强的分散性,相比重资产为主的集中式长租公寓,品牌在运营层面所付出的成本更高;品牌快速扩张所需要的资金支持更为庞大,因而品牌管理和运营中面临的挑战也更大;同时分散式长租公寓品牌多为“创业系”背景,资金储备相对薄弱,应对风险的能力相对较弱。

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    Abstract

    Distributed Long-stay residences are residential property which are rent by operators from individual house owners,they are dispersed over different residential communities,and usually the operators do unity decoration,management and rental to the property. Unlike centralized Long-stay residences most of distributed Long-stay residence brands expand faster,because most of brands adopt asset-light strategy,and the channels of housing supply are more diversity,however,the result of this phenomenon is that most of distributed Long-stay residence brands are local brands,the brand awareness presents obvious regional.

    Distributed Long-stay residence brands usually develop rapidly at the early stage,but they need to face more challenges in the process of development. Firstly,the operating cost is much higher compare to centralized Long-stay residence brands,due to the housing supply is highly dispersed;secondly,the distributed Long-stay residence brands need more powerful financial support since the rapid expansion;lastly,the anti-risk capability of centralized Long-stay residence brands is comparatively lower,because most of brand operators are entrepreneurial firms,and the financial reserves is insufficient.

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    作者简介
    任开荟:任开荟,英国阿斯顿大学会计金融学硕士,迈点研究院高级研究员,研究方向为长租公寓、联合办公、商业地产;
    郭德荣:郭德荣,迈点网主编兼迈点研究院研究总监,研究方向为商业空间品牌及运营。
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