“滞销公寓”变身“人才之家”：长沙尖山湖项目探索存量资产焕新之道

Core Insights - The article highlights the transformation of a previously unsold apartment project in Changsha into a successful rental housing model, demonstrating the potential for revitalizing dormant assets in the context of national policies promoting affordable rental housing and urban renewal [1][8]. Group 1: Project Transformation - The project, originally a sales-oriented apartment, faced sales difficulties due to misalignment with market demand despite its location in a high-tech enterprise area [3]. - The operator, Bairuiji, redefined the project's identity by aligning it with Changsha's affordable rental housing policies, successfully converting it into a rental housing option for talent in industrial parks [3][8]. Group 2: Product Development - After addressing identity issues, the project focused on precise product reconstruction to retain tenants, conducting in-depth research on the needs of target demographics such as programmers and families [5]. - The project incorporated functional design elements, such as mini workstations and multi-functional rooms, while prioritizing practical amenities over superficial features, achieving an average occupancy rate of 96% before opening [5]. Group 3: Sustainable Operations - Bairuiji demonstrated its capability in full-chain asset management, controlling renovation costs through supply chain advantages and employing targeted marketing strategies to achieve rapid occupancy [6]. - The project generated significant commercial income of 20 million yuan annually by enhancing community operations and introducing essential services, contributing to stable cash flow and improved asset valuation [6]. Group 4: Industry Implications - The success of the Changsha project illustrates a systematic approach to asset management, emphasizing policy interpretation, product development based on customer needs, and comprehensive operational management [8]. - This case provides a new perspective for developers holding similar unsold apartment assets, suggesting a shift from a sales-focused model to long-term operational strategies that integrate with affordable rental housing systems [8].