Original title: stock era, property services can have "great wisdom"Source: 36Kr Holdings

Editor's note: this article is from the official account of Wechat, Shenzhen operating Capital (ID:Passion-club). Author: Shu Bo Yueying, 36 Krypton is authorized to release.

The first property management company in China was established in the 1980s. From the perspective of innovative services, it has experienced four stages of development.

After 2018, property services have entered a new era. In October 2017, the report of the 19th CPC National Congress clearly pointed out that "China's economy has shifted from the stage of rapid growth to the stage of high-quality development", encouraging the operation of stock assets outside real estate development, and property service is the "last kilometer" of the city. it is an important part of the operation of urban stock assets.

However, in this digital age, what kind of form will the property service be from the perspective of stock asset operation?

In the stock era, property services can have "great wisdom"

The deep operation of property service is to take the owner as the core, to build the relationship between people and brands, and to change from "giving services" to "co-creating life proposal". Raise the temperature of the community, create a unique community culture, and obtain the dual benefits of economy and society.

The property service under Shenzhen Operation Endowment is divided into two parts:

(1) Wisdom service-use the power of science and technology to get through every life scene, and let people, space and content form an intelligent link.

(2) people-oriented service-to stimulate the vitality of the community and build a self-organized community cultural ecology.

01 intelligent service

In the digital age, "wisdom" is a high-frequency word that can be used in all industries to PLUS. From the perspective of meso-economy to the wisdom parks, intelligent communities and intelligent buildings from the perspective of microeconomy, although the main body of application is different, the most basic connotation is similarity, which all refers to through the new generation of technological means, integrate different attributes of social or regional resources to provide people with a variety of more convenient services.

By applying new technologies such as big data, blockchain and artificial intelligence to the field of property services, we can reduce enterprise costs, provide service quality, continue to provide high-quality and fine services for owners, and enhance owners' experience of different life scenes.

It should be noted that as the "last kilometer" closest to life, property services should not only use "wisdom" as a means to reduce costs and increase efficiency, but also need to be deeply aware of another meaning of intelligent services-the intelligent connection of people, space and content.

(1) people are the main users of the application of science and technology, and the functions of all facilities should be developed around the needs of people.

(2) Space is a physical carrier. Spaces with different functions carry different life scenes as well as different kinds of physical facilities.

(3) content, in a broad sense, refers to events that take place in space that are beneficial to people.

Why emphasize the importance of "smart connection"? Because people's life behavior has a certain continuity and purpose, the content generated in each space may be associated with another space. The flow of data enables us to more effectively capture the continuity and regularity of the owners' activities, and then find more "fine" owners' needs, guide the functional iteration of the space, and let people produce value content in different life scenes. This is not simply to improve the quality of service, but also to change and upgrade the service mode and method dynamically.

02 people-oriented service

If intelligent service is the change brought about by the application of science and technology, then people-oriented service is people-oriented, using the system (including conventions and systems that embody community civilization) to make users feel the "heart" continuously, just like Luhu and Anaya. Through joint discussion and construction with the owners, a community civilization convention is formed to help the whole community explore its own value system and form emotional resonance with the owners. Through people-oriented community ecological construction, to create the driving force of action for the owners, stimulate the vitality of the community, and let the whole community work hard to accomplish a common cause. Luhu, Anaya and Orunda tribes are good examples.

People-oriented service has changed the relationship between supply and demand of traditional property services, from "the owner is the demand side and the property is the supply side" to "everyone serves all". In helping each other, we can jointly shape the community culture.

As one of the important forms of human-oriented service, the community forms different action groups within the community through the establishment of the community, the owners organize community activities spontaneously, and the operators provide some resource support. In a series of community activities, we continue to strengthen the relationship between people and people, form special emotional ties, and the increase of trust urges people to cooperate not only from daily entertainment, but also from daily entertainment. burst out the enthusiasm to accomplish a cause together (such as the establishment of owners' association of Beijing National Olympic Village, joint equity investment) to achieve the dual growth of community cultural and economic benefits.

Anaya Community Convention

The in-depth operation of property services is the deep integration of intelligent services and people-oriented services, both of which are indispensable. Taking people as the core is the foundation of property service, regardless of people's feelings, and putting all kinds of new technologies into the community, although it can increase management efficiency to a certain extent, it can not really improve the satisfaction of property services. to establish a deeper emotional identity and value connection with the owners. Therefore, we have to understand that intelligent service is a new means to use data to run through life scenes to achieve more accurate and diversified property services; people-oriented service is the core, together with owners to explore community value and precipitate community culture; only by taking people's feelings as a starting point and building community service ecology can we really enhance the economic and social value of property services.

Five elements of Shenzhen Operation enabling property Service

01Data capitalization: using data to stimulate vitality

We should clearly realize that the data itself does not produce value, and a large number of invalid data collection will only increase the management cost of data operation. Only by capitalizing the data and finding effective data can we develop a more meaningful and practical property service strategy, improve service efficiency and enterprise income, and make the data become the direct embodiment of the value of the property company.

This puts forward the following basic requirements for property companies:

(1) build a list of data resources. By constructing the list of data resources, defining the boundaries of data resources, identifying valid data and useless data, and constructing a full-cycle data management system from data collection, cleaning and invocation.

(2) data analysis ability. Discover the hidden economic value behind the data, correctly interpret the meaning of the data, and make the data become an important basis for improving the quality of property service.

(3) data asset value evaluation system. This is particularly valuable: to establish a correct value evaluation system, to make clear what kind of data is valuable data, in what scenarios, can produce direct benefits.

In addition: how to break through the coordination barriers between different departments, so that data solutions can really fall to the ground, is also an important breakthrough point for the "wisdom" of property services.

02 organizational structure optimization: realizing the high-speed flow of information

Any new change is a challenge to the original organizational form. The new concept will have an impact on the old concept and disperse the collective consciousness, which involves different interest groups and different interest demands, and the change of the organization will break the original benefit distribution system. it raises a big question about the efficiency of the actual implementation of the plan. In order to optimize the organization of property service enterprises, we may need to consider the following issues:

(1) how to make the enterprise transition smoothly and add new service culture connotation and self-consciousness on the original basis.

(2) on the basis of the original work, new work such as community operation and community activity planning should be added. However, the effect of these work can not be quantified directly, and how to clearly delimit, evaluate, assess and encourage this part of the work, build a reasonable benefit distribution mechanism, and stimulate the enthusiasm of employees.

(3) the scope of property services is getting wider and wider, which is bound to lead to the increase of business departments, which requires us to think about how to streamline the management system framework, achieve high-speed flow of information, and enable multi-departments to communicate and cooperate effectively.

Anaya D.O team

03The integration of social resources: to provide the driving force for community growth

How to achieve self-growth of the community? Social capital is perhaps one of the most important influencing factors. Through the cultivation of social capital, it can effectively gather all kinds of growth resources for the community and form the cohesion of the community. Some studies have shown that the cultivation of community social capital should be carried out from two aspects-the exogenous power of the community and the internal power of the community. Among them, exogenous power means to provide the owner with action resources and turn the demand into the power of action.

Take the Beijing National Olympic Village as an example, when setting up a badminton club, "national master-level coaches" are invited to guide in person; when setting up a football team, a number of football veterans are also hired to form a coaching team. Luhu, Anaya and other communities will also introduce a variety of commercial brands, art IP and other resources to provide external resource support for community activities.

The property service enterprise in the context of deep operation is also a platform for resource integration. The breadth and depth of resource docking affect not only whether the community can achieve self-growth, but also become the value standard to measure the enterprise directly.

Luhu Community Monaco Culture week

04 people-oriented drive: building a dynamic community of co-creation

How to enable Shenzhen operation to enable property services, the most important thing is "people-oriented". Pay attention to people's behavior and feelings in the community, and take people's feelings as the standard to measure the quality of community activities and community services. People-driven property services have the following key words:

(1) the refinement of service. On the one hand, it is the refinement of the types of services, which can cover all aspects of residents' lives; on the other hand, the refinement of service objects, which can form specific data portraits and provide personalized services for each owner.

(2) to build a dynamic community. Each community represents a kind of common values, or emotional identity, through community activities, the relationship between owners is constantly polished, deepen understanding, and turn the community into a "big family". The dynamic community is not only the external manifestation of the spiritual outlook of the community, but also precipitates into a unique community culture.

(3) explore a different life with the owners and bring different surprises to the owners in order to continuously mobilize the vitality of the community and stimulate the motivation of the community's self-growth. For example, Anaya's family history plan and Luhu archipelago plan, through completing a long-term community plan with the owners, bring psychological and material satisfaction, further deepen understanding, arouse emotional resonance, from empathy to symbiosis, and build a dynamic community of co-creation.

Luhu Community Luke Private meeting

References:

[1]Han Fang. Five stages of innovative Development of property Management in the mainland[J]. Urban Development, 2018: 38-39.

[2]China Index Research Institute. Research report on China's Top 100 property Service Enterprises in 2019