China's real estate industry is seeking a "second power" for development under policy control.

Shanghai, March 11, China's real estate enterprises, relying solely on real estate development to obtain the market incremental dividend period has passed, how to innovate the service model, how to cross-border real estate has become an important trend in the transformation and development of the industry. CEIBS Real Estate Service Forum: New Real Estate, New Service was held in Shanghai on the 10th, and the forum took real estate service as the theme to discuss how real estate enterprises can enhance their service capabilities.

"The formulation of policies cannot be separated from the actual market environment, and the problems reflected in policies are actual market problems. From some new changes in China's real estate policy can be seen, China's real estate market is indeed gradually entering a new stage." China Europe International Business School Professor of Economics and Finance, Shanghai Municipal People's Government Counselor Sheng Songcheng said.

The real estate industry, as one of the pillar industries of China's economy, occupies an important position in investment, consumption and economic output, and contributes significantly to China's economic growth. Sheng Songcheng said that the current structural characteristics of China's real estate are mainly twofold, namely, the intensification of the differentiation of housing prices in the same city, and the structural change in the demand side of housing.

In Sheng Songcheng's view, the current real estate regulation and control policies such as purchase and loan restrictions represented by first-tier cities are still demand-side regulation, and in the case of market differentiation, in the context of categorization and city-specific policies, China's real estate regulation and control needs to focus on the combination of supply and demand, the combination of long-term and short-term regulation and control, and to deal with the relationship between the real estate market and economic development.

Sun Yigong, Chairman of the Board of Directors of Tongze Real Estate Consulting Co., Ltd. also said that the real estate industry, as an important part of China's economy, its development characteristics and the stage of China's economic development are closely linked. The current situation of China's economic development shows "from quantity to quality" enhancement, so the real estate industry needs to solve the contradiction as well as the main way to participate in the economy has obviously changed.

In the new period, the real estate industry is seeking to develop the "second power". Sun Yigong said, simple and brutal "cover + sell" mode of adaptability has become increasingly low, most developers began to look at the extension of the industry chain upstream and downstream, and gradually think about which links can be developed into the industry, the growth of the enterprise's secondary power. "Development capability is the foundation, operation capability is the core, and financial capability is the driving engine to enhance efficiency."

Chen Dongbiao, Executive Director and CEO of Sunway Holdings Group, also believes that the current real estate market has entered a new phase of "incremental + stock", how real estate developers can explore the new mode of "holding + operation" and adapt to the new mode of "technology + real estate", and how to develop the new mode of "holding + operation" and adapt to the new mode of "technology + real estate". Technology + real estate" new species, he gave "Asahi answer". "In recent years, Asahi has accelerated digital transformation, built a real estate ecosystem, and provided customers with full life-cycle service care, with remarkable results."

In the view of Yang Kan, vice president of Jindi Group and chairman of Jindi East China Regional Real Estate Company, the scale and profitability of the real estate industry no longer relies solely on the development of the main business, and it is more necessary to have solid content of the business to bring value. In the new consumer era of mobile Internet, consumer demand should be more "people-oriented", in which community business may become the real king of value-added services. Community business can be combined with life services, home care, parent-child entertainment and other aspects, to become a "comprehensive consumption + experience services" of the local life service platform.

Sheng Songcheng emphasized that the transformation of the market situation will inevitably lead to the transformation of the direction of the development of real estate enterprises, in the past the kind of high-speed growth of the incremental market environment has ceased to exist. "We have three development suggestions for real estate enterprises: adjust the development strategy and take the road of diversified development. Take the integration of housing, assets, demand and industrial chain as the key, strengthen services, emphasize operations, make up for shortcomings and expand space; start from familiar fields and expand the scope of operation step by step to realize diversification. Enhance operational capacity, strengthen resource integration, explore financial support, and strengthen relevant research."