去中心化的长租公寓模式于2014年由互联网龙头企业引入中国市场，并于2017年蓬勃发展。2018年底，青客成为长租市场十大品牌之一，在中国沿海城市运营10万套出租单元，当年收入 12 亿元人民币。然而，为了保持市场的快速增长，打造规模化的互联网经济模式，青客还需要克服诸多不确定性和挑战，包括资本收购，激烈的竞争，财政资源、团队建设工作、劳动力发展和可持续性的限制，以及商业模式的延伸。
到2019年初，青客已经走过了很长一段路，2018年拿到的1亿美元融资，标志着青客自2012年成立以来取得的重大进展。然而，竞争对手纷纷瞄准青客，企图抢占青客的市场份额。近期融资如何巩固青客在房屋租赁市场的地位，获得足够的市场份额？青客是应该加大信息技术的投入来提升数据处理能力和产能，还是应该打造品牌来提升市场曝光度和知名度？
In April 2012, Qingke Facilities Leasing Ltd. (Qingke), a technology-based real estate management company, was founded to provide a long-term apartment rental service to young professionals in Shanghai and some other cities. The goal was to rent constructed but vacant apartments on the Shanghai market by leveraging information technology resources for all operations and by employing a model of standard apartment renovation.
A decentralized long-term apartment rental model was introduced to China’s market in 2014 by leading Internet-based companies and was booming by 2017. At the end of 2018, Qingke was one of the top ten brands in the long-term apartment rental market, running 100,000 renting units in coastal cities in China with revenue of ¥1.2 billion that year. However, to sustain rapid market growth and create a large-scale Internet economic model, Qingke would have to overcome many uncertainties and challenges, including capital acquisition; strong competition; constraints to its financial resources, team building efforts, work force development, and sustainability; and extension of the business model.
By the beginning of 2019, Qingke had come a long way; the US$100 million in funding he received in 2018 signified a major accomplishment in Qingke’s progress since its establishment in 2012. However, competitors were targeting Qingke with the aim of overtaking its market share. How could the recent funding strengthen Qingke’s position in the housing rental market and gain sufficient market share? Should Qingke increase investment in information technology to upgrade its data processing abilities and capacity, or should it build its brand to promote market exposure and awareness?
青客设备租赁：抢占公寓租赁市场的战略决策 Qingke Facilities Leasing: Strategic Decision-Making to Capture the Apartment Leasing Market (Simplified Chinese version)
William Wei, Vicky Nie, S. Bruce Thomson, Christy-Ke Tu
Product #:W33634
Supplier:Tsinghua/Ivey
Discipline:Marketing, Strategy
Setting:China, 2019
Subjects:
Industries:
Your Price:$10.54
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Learning Objectives
- 确认并定义好的创业想法和机会的特征。
- 确定为实现想法或机会而采取的行动，在创建初创公司的过程中不断迭代和修改，最终带领创业公司成长和成功。
- 诠释信息技术在初创企业和电子商务价值链中的基本作用。
- 探索利用信息技术和大数据改造现有组织和市场的选择。
- 考虑如何开发并不断调整新的商业模式，以在新市场中获得并保持竞争优势。
- 了解长期战略规划的重要性。
This case is suitable for fourth-year, undergraduate-level, strategic management courses and for strategic management courses at the graduate level. The case gives students an opportunity to analyze how technology affects a start-up company’s market expansion strategy. Specifically, students will analyze this in the context of Qingke, considering that in China, the property management industry has been shaped and transformed by government policies and population migration, as well as by rapid economic growth and massive technical innovation. After working through the case and assignment questions, students should be able to do the following:
- Identify and define the characteristics of a good start-up idea and opportunity.
- Determine the actions to be taken to pursue an idea or opportunity, iterate and modify it along the way to create a start-up, and finally lead the start-up to growth and success.
- Explain the foundational role of IT in the start-up and e-commerce value chain.
- Explore options for leveraging IT and big data to transform incumbent organizations and markets.
- Consider how to develop and continuously fine-tune new business models to gain and sustain a competitive advantage in new markets.
- Understand the importance of long-term strategic planning.