Recommended by New Travel Industry: “Tourism destination + medical care” is one of the most concerned fields in the cultural tourism industry, and it is also a potential breakthrough for the tourism industry to climb the high-end of the industrial value chain and expand new development space. At present, what is the trend of the cross-border integration of “tourism destination + medical and health care”? What are the characteristics and key elements that need to be grasped for industrial development? In this regard, AECOM, the world’s top full-service comprehensive service organization, launched the “2019 China Health Real Estate Research Report”. This article shares the latest research results summarized by AECOM in the field of healthy real estate, and discusses the key issues and industry development trends in healthy real estate projects. The following is the text part:
Thanks to the rapid development of China’s economy, people’s demand for health is increasing day by day. At the same time, with the accelerated arrival of population aging and the liberalization of birth control policies, the health industry is about to usher in a huge incremental market space, and is expected to enter a stage of vigorous development and become an important growth point of the future economy.
In this context, the government has continuously strengthened policy support for the health industry in recent years, including upgrading the construction of “Healthy China 2030” to a national strategy, and formulating the “Thirteenth Five-Year Plan” for the development of healthy aging and the construction of the pension system “. It clarifies the development goals of strengthening the construction of the medical service system, improving service quality, strengthening rehabilitation care, and actively promoting the integration of medical care and nursing care.
It is precisely because of this that China’s health industry is ushering in unprecedented opportunities for development. According to the data from the National Bureau of Statistics , China’s total health consumption in 2017 was 5.2 trillion yuan, and the compound growth rate in the past three years was much higher than the GDP growth rate, reaching 13.5%.
Based on these trends, AECOM’s Healthy Real Estate Research Group believes that under the background of slowing urbanization and de-realization of real estate, cutting into real estate development from the perspective of healthy real estate will give developers new growth momentum. Relying on the experience accumulated in being invited to serve the government and enterprises recently, as well as the long-term research practice in this field, AECOM’s healthy real estate research team made an in-depth interpretation of the current situation of the domestic healthy real estate field, and made a prediction for the sustainable development of the industry in the future unique insights are presented.
Real estate companies are actively transforming and deploying big health
AECOM believes that the health industry can be divided into three levels. Among them, the core level of the innermost circle is pharmaceutical research and development and production, and medical science-related research and development and production are at the top of the industrial chain; the second level is (cross) medical services. Through comprehensive services, the high-level health industry R&D results are transformed into consumer goods for the public; the healthy real estate discussed in this article is ranked in the third level, that is, the products that integrate the concept of health with other industries, such as “health + living” and “health + tourism”, integrate Integrate health into life and advocate a healthy lifestyle.
In the field of health real estate, although the resources of participants at all levels are gradually sharing, making the participants involved in health real estate more diversified, but because high-quality core medical links are still scarce resources in the market, large real estate developers It is more inclined to test the health real estate field through pension services and pan-medical services.
This trend is also reflected in the fact that healthy real estate projects are concentrated in first-tier cities and tourist cities. Due to the high concentration of high-quality medical resources in the eastern coastal cities, and sufficient medical brand reserves are conducive to real estate developers to accurately select and import health service resources, medical projects in the economically developed Beijing-Tianjin-Hebei, Yangtze River Delta and Pearl River Delta regions More specific gravity and quantity. However, the proportion and quantity of elderly care and health care vacation projects located in tourist cities such as Kunming and Sanya are more advantageous. In addition, these cities are relatively high in terms of the base of the elderly population, regional per capita disposable income, and regional medical level.
Overseas health real estate usually uses health cities, medical cities, and large comprehensive elderly care communities as spatial carriers to promote the development of health industry clusters and form a highland for the health service industry and clinical medicine industry.
In China, many key real estate companies have also adopted different strategic layouts, including taking advantage of the high synergy of traditional real estate business resources and only participating in the development process; or deeply participating in elderly care and health care projects. Projects with high resource and location requirements; and brand-level cooperation such as equity participation or holding, focusing on the key layout of health industry links with market prospects such as medical beauty. AECOM has conducted a systematic study on the health industry layout of key real estate companies. Please contact AECOM or Xinlvjie for the full version of the report to view the specific content.
Looking forward to the new direction of healthy real estate transformation
In the process of continuous exploration of key enterprises, AECOM Healthy Real Estate Research Group foresees that the development and operation model of healthy real estate is undergoing the following changes:
First of all, there will be more cooperation channels in the field of health real estate. The cooperation channels between real estate developers and medical and health resources have developed from a single investment attraction to two-way cooperation, joint construction, acquisitions, equity participation, mergers and acquisitions, etc., fully integrating resources from all parties.
Second, the segmented market in the field of health real estate is more specialized. Continued market segmentation will become one of the important foundations for the development of healthy real estate in the future. The competition for high-quality brand resources in the segmented professional market will become more intense, requiring developers to pay more attention to the segmentation of medical and health resources on the basis of expanding their breadth in the future Screening and mining of vertical market needs.
Finally, the operating model in the field of healthy real estate is more complex. In the future, healthy real estate projects will pay more attention to the asset-light operation of the service link, quickly realize the output of the brand and operating model, and broaden the profit channels, so as to alleviate the construction party caused by the simple asset-heavy model. financial stress.
The transformation of the operation model and the mature layout of the first-tier cities will make the industry develop in a more professional and refined direction. At the same time, the brand and management model based on the existing project incubation will begin to sink to the third- and fourth-tier cities and gradually form a scale and chain layout.
This also makes differentiation, personalization and branding an important control link in the development and operation of healthy real estate in the future, that is, a successful healthy real estate project cannot do without three elements:
First of all, a clear and precise market positioning is essential, which determines the long-term future development direction of the product, and plays a guiding role in multiple links such as design, construction, operation, and investment. AECOM Healthy Real Estate Research Group believes that “with the in-depth development of the health industry and the gradual segmentation of the market, the refined deconstruction and precise positioning of customer groups and industrial links in healthy real estate projects, as well as the corresponding professional products and meticulous services It is the key to breakthroughs in building a competitive moat and achieving market success.”
Secondly, health industry projects are extremely dependent on health industry resources, and the core of the industry is the fundamental element to distinguish different projects. Therefore, it is essential to introduce industrial elements that meet the positioning. Therefore, at the stage of project planning and planning, it is necessary to locate the health industry links suitable for project development through industry selection, clarify the core and introduction path of the project, give priority to importing health industry links with strong correlation and high professionalism, and implement them in the project. An industrial closed loop is formed internally.
Finally, high-quality operation is the inevitable guarantee for maintaining the vitality of the project, and successful projects usually have careful consideration of the later operation in the early design process. AECOM Healthy Real Estate Research Group suggested that in the later operation stage of the project, it is possible to strengthen the cultivation of professional operation capabilities, and gradually realize brand output and replication.
The organic combination of these three elements can be taken as an example of AECOM’s ongoing health real estate strategy consulting project for a large real estate group. The AECOM economic team subdivides the health industry chain and combines the owner’s own resource allocation. Based on the actual situation and the construction and operation practice of advanced cases at home and abroad, a set of targeted evaluation system for healthy real estate development conditions has been constructed, combining qualitative and quantitative analysis methods to scientifically identify suitable healthy real estate project types. At the same time, our rich experience enables us to integrate specific issues at the practical level into the top-level design in advance.
In AECOM’s view, the health real estate sector bears many expectations and responsibilities for the society to share the pressure of elderly care, and continues to provide diversified supplements for the scarcity of social elderly care resources. Industry-oriented, market-oriented, real estate space as the tangible carrier, driving the development of the regional health industry and continuously improving the health quality of residents as the intangible value, iteratively innovating health products and services will be the key to the sustainable development of healthy real estate in the future Core power.