Revitalizing Stock, Quality Recreation--The Transformation Road of Recreation Real Estate in the Silver Age
In recent years, with the accelerating trend of population aging, the active development of silver economy has become an urgent need of the society, in which the rigid demand of recreation market is particularly prominent. With the end of the "golden age" of the real estate market, many real estate companies transition into the recreation industry, but after more than 10 years of development, the market capacity of recreation real estate is far lower than expected, and the development continues to go into the doldrums. At present, China's real estate market has shifted from the incremental era into the era of inventory, many recreational real estate enterprises have been caught in a business predicament, how to break the game? To this end, we interviewed China's medical health care career academic experts, China's first person Zhang Jianjun, please combine his own theoretical research and industry practice on the health care real estate (recreation and health care residential) current development situation, on the silver age of the real estate (recreation and health care residential) how to transform the breakthrough as well as the theory of the combination of health care and health care, how to clearly delineate the independence of the nursing, the independence of medical and health care combination of the application of scenarios give Suggestions.
Over the past twenty years of marketization of Chinese real estate, it has crossed the two stages of "meeting people's basic housing needs" and "meeting people's needs for diversified activities and functions", and has entered the third period of development - the stage of "meeting people's needs for personalized quality life and healthy living". -The stage of "meeting the needs of personalized quality of life and healthy living". It is in this context, many of China's real estate companies, especially industry leaders, in the real estate market before the end of the dividend period, have with heavy investment into the health care market, opened the "health + real estate" development model. But now from the overall market environment, the recreation industry is still a blue ocean, and recreation real estate are basically "miserable business". Why is there such a "twisted" phenomenon? These recreational real estate enterprises and how to transform the breakthrough?
The current situation of recreational real estate: there is "real estate", no "recreation".
Recreation business, including pension, health care, medical care, culture, sports, tourism and many other modes, is an important part of the modern service industry, and a new mode of integrated development of primary, secondary and tertiary industries. Recreation business involves a wide range of fields, long chain, spatial layout reflecting regional and multi-dimensional composite, is a three-dimensional, omni-directional universal full-life-cycle service model, can continuously meet the people's growing demand for multi-level, personalized health services, the construction of a modernized economic system, improve the social governance system of common governance and sharing, and to create a pattern of social governance of common governance and sharing is of great significance.
Although China's recreational real estate has been developed for more than ten years, but neither the industry nor academia have a clear definition of "recreational real estate", from the practice of various real estate enterprises, China's recreational real estate are mainly these modes: one is to vacation and health as the core services of the cultural tourism model, a health care as the core services of the senior community model, and medical health as the core services of the health community model. One is the cultural tourism model with vacation and health care as the core service, the other is the senior community model with healthy aging as the core service, and the health community model with medical and health care as the core service. ......
Zhang Jianjun believes that the emergence of the concept of "recreational real estate" is due to China's aging continues to deepen, the dominant model of home care drive homes, districts and even communities to create a life scene towards the direction of aging, for aging change. He pointed out that "recreational real estate" should have two main characteristics: first, the building should meet the needs of the elderly living, especially the behavioral disabilities of the elderly; from the perspective of the living environment, hospitals, banks, parks and other public infrastructure and living facilities should be complete and all ageing. Secondly, there is a perfect and high-quality medical and health care service system for the elderly, in which the medical service system means that there should be appropriate hospitals and community medical units, which can provide the elderly with convenient and localized nearby health care and nearby prevention and treatment of common diseases; the recreation and health care service system refers to the life and spiritual services outside the medical system, such as the daily life service system; and the old-age care service system is the part of the recreation and health care system that is designed for the elderly, including life care, spiritual comfort, etc. The old-age service system should be the part of the recreation and health care system. It includes services for the elderly such as life care and spiritual comfort.
Zhang Jianjun also pointed out that although the "recreational real estate" is created to actively respond to the aging, but from the perspective of the whole life cycle health management, it is also suitable for the health needs of other age groups and life needs.
Although "recreational real estate" hits the rigid needs of China's current stage of retirement, but why has not been developed?
According to Zhang Jianjun observation and analysis, the main reason is that "real estate developers have not changed the development concept of ordinary residential, 'recreation' is not really integrated into it. Recreation real estate is a high-cost input property and long-term holding property, the occupation of funds for a long period of time, it is not easy to achieve short-term revenue balance, the capital strength of the enterprise and the financing ability to ask for more, and the traditional rules of the game of real estate is high leverage, fast turnover and financialization, so the formation of a development blockage - did not form a long cycle, low-cost capital closed-loop model. In addition, the essence of the recreation industry is service, and many recreation real estate companies still adhere to the original "product + supporting services + lot" thinking in residential development, often ignoring the "human care ratio, supporting ratio, human nature care" and other key details that affect the success or failure of the project. Recreation real estate is driven by the foundation of medical resources supporting and professional recreation services, so the development of enterprises need to have the integration of medical and health industry resources, but most of the development of enterprises have not accumulated such professional resources, and it is difficult to integrate in a short period of time.
Picture: In 2023, China Healthy Retirement Group introduced a series of functional medical testing and intervention equipments such as HRA Health Risk Assessment, ADDS Cognitive Dysfunction Screening, EIS Erythrocyte Aggregation Detection, PMR Pulsed Magnetic Microcirculation Therapy, ADTS Memory Impairment Training, ERS Erythrocyte Aggregation Rehabilitation and other functional medical testing and intervention equipments, which were independently developed by Whiskey Amphor, and made every effort to build the transformation of the Beidaihe training and nursing institutions into the model of old age. The project--China Recreation and Nurturing Heng Yi Hui (Yanshan Yard).
Recreation real estate transformation direction: revitalization of stock, quality recreation
Recreation real estate (recreational housing) how to "good and popular"? Zhang Jianjun believes that the key lies in the "revitalization of stock, strong and excellent service".
Zhang Jianjun proposed that, with the aggravation of social aging, the proportion of elderly residents in the community has increased dramatically, in order to adapt to this change in society, is bound to bring the residential and community environment to meet the needs of the elderly in the direction of change, and so to the recreational real estate this term came into being.
Recreational real estate actually contains two aspects, one is the construction of hardware buildings, and the other is the creation of a service system. The service system is mainly a medical system, and the services managed by the Health Commission are summarized in the medical service system. Another system is the service system of health care, including physiological, psychological and social levels. Wellness refers to the health of community residents, the health of the wellness, rather than rehabilitation actions and rehabilitation measures of the wellness, because some rehabilitation measures need to be approved by the Health Commission, included in the medical service system; do not need to be approved by the Health Commission of the rehabilitation measures belong to the health of the service system. Community construction for the aging, coupled with the creation of a good and appropriate medical system and service system, naturally provides protection and services for the health of all residents, including the elderly, and this state should be the idealization of the recreational real estate.
With the real estate market from the land to build buildings, new housing transactions mainly to the stock of development-oriented transformation, China's real estate into the era of high stock has been the industry's consensus, how to activate the stock of high-quality development? Zhang Jianjun suggests that in the short-term policy and financial pressure, it is inappropriate to re-invest in the construction of large-scale new projects, but should seize the development opportunity of the epidemic after the recreation community, institutions, residential base gradually warmed up, and give priority to revitalize the city's commercial property heavy stock assets or participate in urban renewal projects, the use of unused properties, factories, halls and halls, hotels, schools, digging recreation and culture of the new forms of business, new opportunities. .
Currently, China's real estate market should uphold long-termism, through the implantation of industry to hold operating assets, generate value-added income, and then also be able to drive the appreciation of assets. At present, the best choice for implantation is naturally the health care business. As the post-60s enter the old age stage, the basic housing needs are satisfied, health and leisure needs surge, digging deeper into the needs of this age group, we will find that they have a sense of fear of "illness, aging, loneliness", and have an urgent need for health, old age, social life, so the development and operation of recreational real estate thinking must be changed from "selling a house to selling a house" to "selling a house to sell a house to sell a house to sell a house to sell a house to sell a house". Therefore, the development and operation thinking of recreational real estate must be changed from "selling houses" to "holding and selling services" to create "quality recreation".
Figure: Shandong Yinfeng Real Estate is one of China's top 100 real estate companies, Jinan's Yinfeng Nine Seaside City is a high-end urban real estate projects, Yinfeng Nine Seaside City in the sales office application of the HRA, to provide personalized health risk assessment services for customers to see the house, so that customers feel Yinfeng the future of the owners of the high-end health services provided by Yinfeng, and in this way to improve the rate of the customer's second visit to increase the probability of a transaction.
At this stage, what the recreational real estate industry lacks is not assets, but good products and services. Recreation industry is based on good ecology, perfect medical treatment, health and old age as the main content of industrial development form, so the recreation real estate industry to break through the immediate predicament, must be centered on this fundamental attribute.
Recreational real estate content core: service quality, health management
Zhang Jianjun proposed that traditional real estate enterprises like the transformation of the health care industry has its own unique inertia and advantages, and its advantages lie in the construction of hardware and existing property facilities. And we know that the recreation service industry must have hardware as a support. The inertia of the construction industry is a challenge that real estate companies must overcome, and the ability to build a good house does not necessarily provide good service, and the process of transforming from a resource integrator in the construction industry, such as capital, design, construction and materials, to a human resource-intensive service-oriented enterprise is bound to be fraught with difficulties, including the problem of recognizing the operating rules of the industry, and the need to fully realize that "the essence of the cause of recreation is service", which is different from that of the service industry, and that "the essence of the cause of recreation is service". It is necessary to fully realize that "the essence of recreation business is service", and the services related to it belong to the scope of health, that is, the construction of the two service systems of "medical" and "nursing" mentioned earlier.
Practicing the concept of "big health" to help recreational real estate, all-round and full-cycle protection of people's health and the health of the elderly group, from a macro perspective, including the two major aspects of medical care and health care; from a broad range of microscopic health influencing factors, from the health services, health protection, healthy life, healthy environment, health support, organization and implementation of the overall framework of the health cause and industry, to ensure the establishment of a sound working system. The overall framework of health undertakings and industries guarantees the establishment of a perfect working system. In terms of health policy, government departments should prioritize people's health, implement health policies into local public health and health education services, and enhance "health awareness". In terms of health popularization, the implementation of healthy and civilized lifestyles is the entry point to enhance public health. It widely advocates the concept of "everyone is the first person responsible for his or her own health", continuously cultivates national health awareness, popularizes health knowledge and recreation services, and strengthens the skills of chronic disease screening, chronic disease management, chronic disease intervention, and the use of rehabilitation and physiotherapy and traditional Chinese medicine techniques, so as to enable the public to develop healthy living habits. In the aspect of health management: from the traditional rigid service of health care, which is "to protect rehabilitation and diseases" to the health management, which is "early screening, early intervention and health preservation", we will focus on the development of health care segments and build a "popularization", "screening-prevention-intervention-health management" and "health management" program. -The development of recreational and health care segments is the focus of efforts to build a recreational and health care pattern based on "popularization of science and technology", "screening-prevention-intervention-management". Encourage the support of the whole population, all-round, whole life cycle, through the prevention, intervention, treatment of chronic disease rehabilitation, health management and other aspects of the close connection, for the subhealth group to provide health protection services; for the vitality of the elderly to provide refined, diversified, multi-level health services content; for chronic disease management of the elderly group to provide preventive and intervention treatment programs; for the disability and dementia group to provide cyclical solutions. .
Zhang Jianjun believes that health management as a lifelong career, in the implementation of recreation scenarios through the cycle of "screening - assessment - intervention (nutritional conditioning or medical intervention) - reassessment - re-intervention", the archives record the whole process, accompanied by the residents of the whole life, to do the residents of the health of the "God of protection! The whole process is recorded in the file, which accompanies the resident throughout his or her life and serves as a "protector" of his or her health.
Empowering Real Estate, Operating a New Healthy Life
Along with China's entry into a deeply aging society, coupled with increasing attention to health issues, health products and services are increasingly becoming a direction for real estate companies to build differentiated competitiveness.
Through inspection and research, the media believe that aiming for high-quality life at home and in the community, and solving the problem of ageing at home safety through the creation of ageing-adapted living spaces and the use of intelligent wearable and home equipment, are the core basic elements of a safe community, and also the inevitable trend of an ageing society. Secondly, through the provision of health management, exercise and fitness, diet, subhealth conditioning and other services, health improvement and disease prevention can be realized, making the community a healthy community in the true sense, reducing the quality of life and quality of life brought by subhealth and disease, and helping people pursue the ideal of "death without disease", which should become the future goal of recreational and healthcare-oriented residential communities. This should be the future goal of the recreational residential community. In this way, it can also gain market recognition and sales premiums.
The goal of the transformation of recreational real estate is to strive to create an all-age recreational community for the elderly, continuously explore the recreational product system, and continue to explore and experiment with the new business model and compound development capability of "recreation + real estate", which is crucial in the future competition in the real estate market. In terms of brand building, the vision is to build a century-old building and make a happy life with recreation and livability; in terms of service mode, to create a set of health management and lifestyle intervention system that matches with the pension service and medical service, to realize the owner's health improvement under the self-help, non-invasive, and effective sub-health conditioning mode, and to form a high-frequency interactive scene, which is a new way to increase the stickiness of newly developed communities to obtain the "Recreation + Real Estate". It is a new way to increase the stickiness of newly developed communities, so as to obtain the optimal investment and operation cost-effective model of "Recreation + Real Estate".
We firmly believe that by adhering to the core values of service first, integrity-based and innovation-driven, we can continuously enrich the form and connotation of recreational services, accumulate customer resources and market reputation, make the recreational community health care services more refined and better, and help the "old age" to become the "enjoyment of old age! "We will continue to enrich the forms and connotations of our recreational services and accumulate customer resources and market reputation.
Looking into the future, in the context of the times, the glorious period of real estate enterprises has passed, but the health care industry is just the wind mouth. According to the data of the Ministry of Industry and Information Technology, it is expected that by 2030, the market size of the domestic pension industry alone will exceed 20 trillion. At present, governments around the world are doing the conversion of old and new kinetic energy, optimization and upgrading of industrial structure, abandon the traditional land development model, no longer welcome simple real estate development projects, but both the livelihood attributes of the elderly and social attributes of the quality of recreation is particularly favored. With the upgrading of demand and the release of policy dividends, recreational real estate is bound to become a new round of competition in the blue ocean.