The Research On Developing Strategy Of HT Long-Rent Apartment Business

In recent years,China’s urbanization process has continued to deepen,and the urbanization of key cities has become increasingly mature.After more than 20 years of rapid growth,China’s real estate has entered a stage of steady development in which the incremental market and the stock market coexist.At the same time,macroeconomic regulation and control policies continue to increase,and hot cities continue to climb,making the traditional land development model of real estate enterprises more and more difficult to sustain.This puts higher demands on the transformation and upgrading of China’s real estate business in China.On the other hand,China currently has more than 200 million migrants,most of which are in key coastal cities in the east,and the high housing prices in these cities deprive a large proportion of young people of their housing purchases.In 2017,the country officially proposed the “rental and sale” policy,and the residential leasing market flourished.With the post-85 s and 90 s becoming the main population in the floating population,ordinary rental housing has been unable to meet the housing needs of this group.Therefore,in the context of consumption upgrades,long-term rental apartments have become a new choice for such people,and become a new direction for the development of major enterprises.HT is a large-scale housing company in China and a listed company in Hong Kong.The company is mainly engaged in the development of residential real estate,supplemented by commercial real estate development.The business covers more than 40 cities across the country.With the changes in the policy environment,the company’s self-sustaining area in key cities has been expanding,which makes its long-rent apartment business an inevitable choice.In 2016,the company officially announced its entry into the long-term rental apartment market.This paper studies the long-rent apartment business of HT Company by applying the theory of strategic management.Combining with the current development of the long-term rental apartment market,we will sort out the internal and external environment of HT’s apartment business.To find out the problems existing in the business,and combine the opportunities and challenges faced by the current company,develop a business model that meets the needs of enterprise and propose safeguards.