The housing rentals market is projected to be a major growth engine in China’s real estate sector over the next 10 years. Prohibitively expensive housing prices, shifting millennial mindsets, and
population increases have boosted demand for rentals, especially in China’s major cities. Ziroom, a leader in branded apartment rentals, now holds the top position in China for rental services. To stay there, Ziroom needs to maintain its scale advantage while carefully managing capital expansion. But wealthy real estate Goliaths with cost advantages are entering the market, posing strategic challenges for Ziroom’s management to overcome.
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