White-collar Rental market opportunities: "mushroom apartment" rely on standardization

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The price of house quality is not transparent, the time and energy of looking for a house is too high, the house repairs is too troublesome to clean up--white collar's rent the pain point is very clear, but the market has no one to provide a reliable solution. About two years ago, the chain home began to try to operate "freely friends" and "comfortable", relying on "house trusteeship + Standardized decoration + rental service" Troika, in the Beijing market expansion impact. And in another big floating city of Shanghai, there is no leading standard apartment brand, which gives startups like mushroom apartments a chance to rise.

Recently in Shanghai, a lot of friends have known the mushroom apartment brand. The mushroom apartment was created jointly by the three founders of the real estate background, on line 8 months, can be rented listings have been achieved from 0 to 4000 of the growth, team members from 20 people quickly grow to more than 200 people, in the premise of small advertising promotion, has been in the white-collar community has occupied a good reputation.

Generally speaking, the model of the mushroom apartment and comfortable friends close, mainly include the following aspects:

Housing wholesale to Retail

Mushroom apartment will be signed with the landlord 5-10 years of Custody contract (wholesale), for the trusteeship of the House, will be a certain standard decoration (Pangyi furniture), and then from space and time to split and leased to the user (retail). In the process, the mushroom apartment enjoyed two profits:

1, from the wholesale to retail, the middle will have a certain price difference.

2, the renovation of the house, you can create a certain premium decoration.

The appeal of white-collar rent is nothing but safety, comfort and price acceptable. Safety and comfort, rely on the housing of standardized packaging and full disclosure of information to achieve (business circle to the house to the tenant, each level of information are as perfect as possible to display, so that the user independent screening). Price, it depends on the bulk of the house, batch by the size of the advantages of the customer control. At present, the flat price of mushroom apartment is about 3000 yuan, or slightly higher than the market general housing prices, but co-founder Longdongping revealed that they have confidence in the future of the average to 2500. Customer cost, will be based on a good experience to upgrade the user repurchase, in a longer period of time, the marketing costs as far as possible diluted. Longdongping said that the current cost of the mushroom apartment has dropped to very low levels, about 25% of new customers from the old guest recommended, compared to the hotel industry 15% of the distribution cost has been extremely advantageous.

Ii. Reliable Tenant Network

Mushroom apartment will be the tenant information to verify, including ID card, Diploma, Work certificate, etc., trying to create a reliable white-collar rental community, to reassure users of the concern of the tenant, and give users the right to choose the tenant.

The mushroom apartment will collect the work, gender, constellation, and hobbies of the tenant, and the new tenant can choose from some interesting dimensions (e.g.: Capricorn, women, finance, cooking, can help you find fun to rent the object, but also can help you avoid some mined areas, such as the Earth people know the Virgin male class ...

Solve the problem of trust, the social atmosphere can grow naturally. Mushroom Apartment The official attempt to operate the user in the form of membership, club, and through offline activities with users more in-depth contact. Irregular food tasting, reading club, apartment layout competition and so on, in the rich white-collar life experience, but also cleverly with some brands of experiential marketing to merge.

Third, after the rental service

and free friends like home, mushroom apartment also provides rent after cleaning, maintenance, insurance, broadband and other services. More distinctive, it is with the bank's installment payment cooperation. The usual rental agreement from the quarter to the annual payment, to the office workers, capital pressure, so rental treasure and other installment tools to be popular. Mushroom apartment simply directly with the bank to provide users with credit cards, users can brush a year rent, the monthly repayment. In the case of mushroom apartments, cash flows can be cashed for one year in advance.

Depending on the rental service, the mushroom apartment can receive an additional service income equivalent to 10% of the rent.

Iv. Derivative Products

With a batch of quality customer base, data and cash flow, the mushroom apartment can be extended in many directions in the future:

Financial direction, because the rental income is very stable, mushroom apartment can be the right to rent income securitization, thereby amplifying its own capital lever.

Social direction, based on a trustworthy social environment + the precise vertical of white-collar groups, can build a unique social network, to marriage, dating, job search and other areas of infiltration.

Not to mention the direction of marketing, home, automobiles, restaurants, all kinds of door-to-door services can be used to the use of mushroom apartment precision, experience to reach the target users.

In short, from the big side, the mushroom apartment seized the two years of real estate deformity development brought by the supply and demand mismatch, stepping on a big structural opportunity (a large number of commercial housing after the market is idle, while a large number of white-collar floating population can not rent a quality house). From an early age, it and freely together in a mixed market set a benchmark, bring users some different choices, thus enjoying excellent reputation and stickiness.

But the opportunity is not in front of everyone can plug in a foot, as everyone thought, this is basically a heavy capital, heavy resources, heavy experience of the job. Freely friends can do up on the chain home, while the mushroom apartment mainly by virtue of the founding team in real estate marketing, decentralized hotel management in the field of years of accumulation. If you're not familiar with the streets and neighborhoods of the city, it's hard to find the right connections.

However, optimism is still some, although free friends and Mushroom apartment has become Beijing, Shanghai, the leading brands, but in these two cities all 8.009 billion sets of rental sources, the actual share of the two is less than 1%, some with real estate background team, visual also have a chance. And the market already exists some professional tenant group (occupation to sublet, usually holding dozens of to hundreds of houses), there is also the possibility of integration.