"Migo", a white-collar residential and office community apartment transformed by operators

Seeing this name, I first thought of rice rice, divided into two kinds, green and white, like the white lady and Xiaoqing by the West Lake.

However, "Miguo" (WeChat: miguohome) is not used to eat, they are doing fine decoration of white-collar community apartments, there are currently distributed "Miguo home" and centralized "Miguo apartment" two, centralized apartment plans to create a living, work integrated intelligent community, the first phase in October opened, supporting app will also be online at the same time.

The real estate industry is very heavy, and the barriers to entry are relatively higher than in other industries, especially the apartment-style rental model that provides asset management for landlords. Not only the efficiency of the broker (taking the house, leaving the house), but also the management efficiency of the house itself, including the house hosting lease, decoration design, post-lease management and maintenance, of which the balance between the expansion of the listing and the occupancy rate is the key.

The Miguo team has the background of an e-commerce industrial park operator, and founder Yu Jiang has operated 300,000 square meters of parks such as the Oriental E-commerce Park in Hangzhou for six years, with thousands of settled enterprises. Migo is their new project, in which the centralized apartment is also transformed from commercial real estate along the subway line, not built in a residential area. Take the first phase of the project, a total of 6000 square meters, into the intelligent concept (Miguo main system integration, the introduction of intelligent hardware).

The 1st-2nd floor of the apartment (about 20% of the total space) is a service-oriented office space for entrepreneurial teams , "Migo Maker Space", with an office rent of 40/ m3 / month. In addition to the independent hardcover office, there are about 400 square meters of open office area, and 200 office spaces are open to apartment residents free of charge. Specific services include property, IT outsourcing, human resources, intellectual property rights, and entrepreneurial business services, such as finance and taxation, business registration, consulting, financing services (mainly debt financing and crowdfunding equity financing). Migo has negotiated cooperation with the bank, and the two sides will carry out cooperation on credit information and loans for the settled teams.

The remaining 3-6 floors (80% of the space) are apartments, 150 rooms with 4 units (loft, double, single, suite). The rental level is 2000-3500 yuan / month, which is similar to the surrounding area. The apartment has a fitness area, a common kitchen, a coffee bar, a fresh show area, etc., ready to be opened for activities. The expansion of centralized apartments is generally slow, and Migo will then cooperate with commercial building developers to intervene in the design stage to create a customized version of Migo apartments. However, such a contract will take longer than renting, generally 20 years, 6-7 years to renovate once. It is estimated to take 4-5 months from project establishment to use, and the cost is about 10 million.

Miguo's distributed shared apartments, "Miguo home", are distributed along the subway line or around shopping malls in various districts of Hangzhou, with five service centers and more than 1,400 listings. The rent is 1000-1800 yuan / month, the cost of the house is between 2000-6000 yuan, and the landlord will sign a 3-5 year house custody contract, and the decoration cost of each house is about 50,000, and it is said that the current rental rate is 95%. In terms of services, in addition to standard fine decoration, Wi-Fi, cleaning, maintenance, Miguo cooperated with the Industrial and Commercial Bank of China to provide customized rental installment services for tenants.

In terms of profitability, the previous period was mainly the rent difference (10%-40%) and the rental 12% housing management service fee. Rents then fade and the landlord charges a 10% home asset management fee.

Migo has a team of 60 people, the company was established in January this year, the business was launched in March, and has received 30 million pre-a round of investment from the real estate background. This year, it will mainly test the waters in the Hangzhou area, and next year it will expand to other regions, such as second-tier cities such as Wuhan, using the way of cooperation with local operators, and Miguo as a platform party to export brand and management experience (Miguo calls it the "partner plan"). This is also consistent with the direction in which 36Kr has reported that white-collar apartment brands "Ucommune Yijia" and "Mushroom Apartment" are transforming – attracting second landlords to the platform to share benefits is obviously a more rapid way to expand. However, whether it can land and run through is a problem, in this regard, the chain family's "free" is more cautious, and it is still a self-operated model.

If you are an entrepreneur in Hangzhou, or are planning to start a business, welcome to send bp/ introduction to [email protected], there is a chance to appear on the 36Kr website.

Original article, author: Bow Changying