People are the cause of the evolution of almost all beautiful scenes. People are not only the most direct driving force for a better life, but also a starting point for a better community. With the introduction of the "people-centered" development concept, the people are more eager for a better life, and more outstanding property management companies are urgently needed to question their original aspirations, return to the essence of community service, and further improve community residents' sense of belonging and happiness. "Beautiful Communities" is truly in sight. It is foreseeable that, in the way of "co-construction, co-governance and sharing", gathering the strength of the community to jointly explore and build a beautiful community will become a new trend in the innovation and development of the property industry for a long period of time.
See the micro-knowledge and see the needs of a beautiful community from the global scene
Why do you have to go to the field to experience a beautiful community? That's because a good community is a collection of elements: buildings, products, formats, services, people, and even air and temperature. These elements are mixed together, the interior gives you a sense of security, while the exterior gives you a flowing landscape, with sunlight, air, greenery, and an open mind.
Here, you can see all kinds of faces, and the people you see at different times are different, but you can see their commonalities: whether they are chatting, exercising, or being in a daze, they all enjoy the moment , with here.
From the perspective of spatial logic and operational logic, the beautiful community is more like a highly complex "community consensus", which brings together and reorganizes the relationship between people and collides with new values.
Back to the most basic question: what should a truly good community look like?
In order to better answer this question, starting from 2020, a large number of leading property companies have begun to do service design. The core of service design is to open up new service scenarios and markets systematically with users as the center based on new demand insights. In the past, we only focused on functions, but now we look at whether the customer's experience is good or not, and then make service innovation from the perspective of customer needs and the sensitivity of needs. Community e-commerce platform, real estate sales intermediary service, long-term rental, home improvement, elevator maintenance, community education, community health, community pension... Property companies are working hard to subdivide and create multiple times among residents and needs to create differentiated value , occupy the customer's mind. It also tried to use technology to open up multiple formats, and began to transform to real cost control and customer perception, so as to create a more people-oriented and beautiful community.
To build a beautiful community, "human harmony" is the key label
As an important part of the "good life", how to truly "grounded" the good community and achieve high stickiness with customers has brought some in-depth thinking to property companies.
Whether it is service design, service innovation, or technology application, these are the harmony between people and the environment. In the post-epidemic era, the value of the property management industry has been rediscovered and defined. It is also a very important part for the property to establish a far-reaching link with its customers and build a deeper and better community. The harmony between people is also a very important part.
A beautiful community needs to simultaneously realize "the harmony between people, the harmony between people and the environment, and the convenience and sexiness of the people in the community". Property services in the narrow sense cannot fully meet the needs of these three aspects. It is no longer a rude standard service logic. "Two harmony and one sense of convenience" requires property companies to establish a common living space and service benefit platform for community people based on their core concepts, and use common construction goals and beliefs as a link to establish interpersonal relationships. Harmony of relationships, to create a community where neighbors are harmonious and help each other, to achieve the beauty of the community.
Let "co-construction, co-governance and sharing" be implemented and become a new topic for property enterprises
The people-oriented strategic orientation is not difficult, it just needs to be compatible with the sensitive points of residents' needs. But the real difficulty lies in determining the service direction, can it be complete and perfect on the basis of "harmony between people"? That's the key question.
Satisfaction of the needs of a good life often cannot be achieved alone. A good life often begins with the decision-making and promotion of real estate developers, property management, property management committees, and community street offices (neighborhood committees), and goes deep into the daily operational dimension. . How to maintain the direct communication and coordination of different stakeholders in the community, and how to find a balance point under the goal of jointly building a beautiful community, so that the energy of "co-construction, co-governance and sharing" can be "landed" and become a property new business topics.
On January 5 this year, ten ministries and commissions including the Ministry of Housing and Urban-Rural Development, the National Development and Reform Commission, and the China Banking and Insurance Regulatory Commission issued the "Notice on Strengthening and Improving Residential Property Management". . In fact, in many cities, the establishment of property management committees or property management committees has become an important starting point for strengthening property management. The "Three-Year Action Plan (2020-2022) on Strengthening Beijing's Property Management Work and Improving Property Service Levels" issued by Beijing in 2020 clarifies that more than 2,000 new owners' committees (property management committees) will be established by the end of 2020; The formation rate of the management committee) will reach more than 30%, more than 70% in 2021, and more than 90% in 2022.
Although there is an industry committee, it is not easy to achieve the consistency of ideas in the community. How to dissolve the barriers between people and allow all stakeholders in the community to seek common ground while reserving differences on the basis of their respective duties?
The sample of Great Wall Property is the evolution of accelerating property "co-construction". In order to link the relevant parties of community service, Great Wall Property took the lead in proposing the "Ivy League Plan" in the industry. The Yiying Ivy League Program includes three parts: Xiangdong Time (owner), Chunfenghuayu (employees, community volunteers) and Baichuan Guihai (business partner), which play the role of 1+1>2 and form the "root system" for the joint construction of a beautiful community. .
Taking the Jinqiu Homestead in Beijing as an example, when Great Wall Property moved in, the community had established a property committee. However, due to the lack of a communication mechanism between the neighborhood committee, property committee and property management during the old property management period, residents were not very concerned about the respective responsibilities of the three parties. Clear, resulting in unsatisfactory governance effect.
In order to solve the chaos in the community, the street innovation proposed the "1+2+N" community governance system, "1" refers to the overall planning of the community party committee, "2" refers to the two forces of the industry committee and the property management, and "N" refers to the street authorities, social Groups, community volunteers, etc., all parties participate in community governance as "partners" of community governance. Great Wall Property has established a good communication mechanism with the community party committees, neighborhood committees, and industry committees since the day it entered the Jinqiu Homestead, regularly organized "quartet" meetings, and established a regular reporting system. The property company reports to the community party every month. Organize the submission of the work plan, and the industry committee jointly negotiates and judges and improves the focus of the owners, corrects the direction of the property work in a timely manner, and follows up according to the implementation of the plan to ensure that there are plans, inspections, implementations, and reports.
In the Baishaling community in Shenzhen, Great Wall Property's sunshine property service model allows the owner to truly be in charge. The Great Wall One Garden in the community was delivered to Great Wall Property in 1987 to provide management services, and it has been 34 years since then. In 2003, Great Wall Property first proposed a sunshine property management model in the industry; allowing owners to participate in the process of property management services, achieving an organic combination of owner autonomy and professional services, implementing financial disclosure, co-management of funds, and obtaining remuneration under the sun.
Discuss the iteration and evolution of property, and directly hit the pain points of industry standards and regulations
People-oriented beautiful communities are accelerating, and the iteration and evolution of the property industry is not all smooth sailing. Community property management may seem simple, but the difficulty lies in the process of maintaining standards. In many communities, community residents can always find many dead spots and places that make owners feel "uncomfortable". The smell is wrong, the lights are dazzling, the electric car has come to the line of action... The community experience is easily damaged by these small details. In the innovative property logic, innovation is not only the innovation of service scenarios, but also the industry standardization of services in an innovative way.
After 40 years of development, my country's property management industry has gradually become mature and perfect. At present, the number of property service enterprises in my country is 234,000, with more than 7.4 million employees. In 2020, the operating income of my country's property management industry will reach 1,180.03 billion yuan. How to bring together the forces of all parties to conduct in-depth communication for the creation, positioning and operation of a beautiful community, establish a long-term mechanism, and determine the overall norms? Where will the development of the property industry based on creating beautiful communities go in the future?
At the Beautiful China-Building a Beautiful Community Together and the Yiying Cloud Alliance (2021) Conference, directions may be given. The conference will be held in Shenzhen on December 18, 2021. At that time, the "White Paper on Creating Beautiful Communities Together" will also be released simultaneously. How to adhere to the people-centered approach and accelerate the growth of the property industry through the “co-construction, co-governance, and sharing” approach, thereby bringing the community residents’ sense of gain, happiness, and security to an overall leap. Find out at first sight at the upcoming press conference.