Acquisition and scale of housing supply
"Housing supply" has always been the core of the housing rental market, so regardless of whether it is an Internet company or a real estate agency promoting credit rental, in the view of industry insiders, the ability to control the supply side of the supply side of the housing supply determines the sustainability of the credit rental model, and an anonymous industry observer told Beijing (real estate market) that the credit rental model has a lot of advantages. An unnamed industry observer told Beijing Business News that this is where the differences exist between Internet companies and real estate industry companies in launching credit rental housing.
"Internet companies that make payment systems do not operate and manage rental housing themselves, and the way they intervene in the rental market is based on providing an intermediary service platform, or more like a 'resale platform'; unlike traditional real estate agencies, whose business scope originally includes housing rental, which also means that when they promote credit rental, the housing sources they rent are those held and operated by their own agencies." The above person introduced.
Taking Alipay and Ziyu, which have already intervened in credit renting, as an example, Alipay has taken the lead in launching the credit renting model in eight cities, including Beijing and Shanghai, and it is expected that more than 1 million apartments of branded organizations will be formally stationed in Alipay. It is worth mentioning that all the housing sources of Alipay's credit rental are the houses held and operated by the brand organizations of long term rental apartments, including welike and Longzhu Apartments. In the next period of time, Alipay will also access about two to three million sets of apartment listings, but also all institutional holdings.
Different from that, Ziru is a long term rental apartment brand under Chain Store, and currently manages more than 400,000 properties in Beijing, Shanghai, Shenzhen, Hangzhou and Nanjing, and when Ziru promotes credit rentals, it is the properties it holds and manages that it is targeting to its rental customers.
In addition, there is also a difference between the two in terms of the number of properties that can be launched by credit rentals. According to sources familiar with the matter, Alipay launched the credit rental deposit-free business, although the platform will import more than 1 million housing, but the actual proportion of deposit-free housing is not high; self-supporting credit rental is its own management of 400,000 houses, the choice of space is relatively large. However, whether it is Alipay or Ziyu credit rental housing, are institutions holding housing, relative to the entire rental market, renters want to rent a room without a deposit, the choice is still relatively narrow.
In the view of Guo Yi, marketing director of Yahoo, this difference in housing supply is also reflected in the business logic of the two different types of companies in promoting credit rental housing, Alipay to promote credit rental housing to obtain traffic, through grafting resources and services to make a profit, and self-supporting this kind of organization itself to hold the operation of the rental housing, the promotion of credit rental housing in order to cultivate loyal users and attract more rental customers to choose the brand of self-supporting. Rental customers to choose Ziru brand, is to further large-scale.
Threshold and guarantee of credit
In fact, whether it is Alipay or Ziyu, both categories of enterprises in promoting credit renting are based on the credit rating of renting customers, that is, not all renters can enjoy the benefits of renting a deposit-free apartment, but rather, they have established a threshold of credit. In this case, the applicability of the platform's credit rating and the threshold standard becomes a key point for the degree of development of credit rental.
From the aspect of applicability, Alipay and other similar enterprises have a large number of C-end users, while maintaining good customer stickiness, which ensures that such enterprises can analyze and establish a relatively complete set of credit system through big data, which serves as a credit rating standard for users when renting an apartment, such as Alipay's Sesame Credit Score.
Similarly, Ziyu and other similar companies also use big data to rate customer credit based on users' behavioral records on the platform. However, the relatively narrow range of users of housing rental agencies such as Ziru, and the fact that only people who have had rental transactions with Ziru can have a Ziru credit score, has led to the narrow applicability of Ziru's credit rating.
"In fact, credit rental rely on the credit system is more like the analysis and determination of customer behavior big data, for example, Alipay's Sesame Credit based on Alibaba's e-commerce transaction data and Ant Gold Service's Internet financial data, the comprehensive processing and evaluation of massive information data, Sesame Credit data covers credit card repayments, online shopping, money transfers, Sesame Credit data covers credit card repayment, online shopping, money transfer, financial management, water, electricity and coal payment, rental information, address relocation history, social relationships and so on. It is these comprehensive data that constitute the establishment of the credit system." The above industry sources further introduced that whether it is Alipay or Ziyu, the credit rating methods used by these two categories of enterprises in promoting credit renting are not universal, and credit renting is still a distance away for those who don't use the enterprise's platform.
As for the threshold for credit, the standards set by each are different. Alipay credit rental deposit-free standard is Sesame credit score needs to be higher than 650 points, belonging to the medium level; self-supporting credit rental deposit-free self-supporting credit score standard is more than 100 points, according to self-supporting introduction, can achieve this requirement of about 30% of the users. In the view of industry insiders, the threshold of the establishment of the standard pinch also determines the degree of credit rental can be promoted. "If the threshold of credit rental is too high, fewer customers will be able to enjoy the benefits, and if the threshold is too low, the rights and interests of all parties in the credit rental are difficult to be protected. At the same time, the credit rating is built on a set of fixed judgment standards, how to continuously improve the credit rating standards is an important issue to protect the rights and interests of all parties in the credit rental." The above industry sources frankly said.
The expansion and change of the new model
In the view of Yan Yuejin, research director of the E-House Research Institute's Think Tank Center, the current credit rental system is mainly a deposit-free rental, and the deposit problem has always been one of the main problems in the housing rental market for a long time, and in the past some of the "black intermediaries" tend to take the deposit to do articles, after the expiration of the lease in one way or another. In the past, some "black brokers" often took the deposit as an excuse to deduct the deposits paid by the renters after the expiration of the lease for such and such reasons. Alipay, Ziyu and other companies to promote credit rental deposit-free, but also for the housing rental market, the stubborn problem, to solve the problems of the rental market, conducive to the development of the industry in a healthy direction.
So, credit rental has arrived in the background, whether it can cover the entire rental market level?
In Guo Yi's view, when the two types of enterprises mentioned above promote credit rental housing, the rented housing sources are all the houses held and managed by the institutions, that is to say, at present, only the long term rental apartment institutions in the rental market are involved in the credit rental housing system. From the current situation, it is difficult for enterprises to cover the entire rental market by relying on their own platforms to promote credit rental housing, and enterprises are still expanding their business scale through credit rental housing. It is not yet known whether the corresponding authorities will be able to promote the development of credit rentals to a more comprehensive market in the future.
In fact, credit rental is really quietly changing some of the pain points in the rental market, but can credit rental change the pattern of the housing rental industry? Guo Yi believes that long term rental apartment products through the financial or credit way to solve the rent problem, improve service, this has been in the process of trying to practice. A single credit rental can not change the current pattern of the rental market, however, the rental market service will become better and better, more and more secure, the future will also change from quantitative to qualitative change.
In the view of Zhang Dawei, chief analyst of Centaline Real Estate, a stable rental market will inevitably emerge after the structure of supply and demand has stabilized. The main pain point of the current rental market is the imbalance between supply and demand institutions, without changing the structure of supply and demand, credit rental is difficult to have an impact on the housing rental market and change.