What is the treatment of Longhu Real Estate?

The competition in the real estate market is brewing to upgrade the "management star" plus Longhu Property.

From Vanke's "concentric circle" service plan, to Star River Bay's "housekeeper secretary" and "one-button star hotel service", and then to the "listening window" website created by Ocean Real Estate for "fully listening to customers' voices and improving work", it was officially launched ... In recent years, major housing enterprises have gradually changed from "taking land to circling money"; I got rid of the competition of speed expansion and began to be keen on improving the quality of products and services.

Recently, Longhu Real Estate, which is regarded as the best property service in the industry, sent grass-roots managers and outstanding employees to famous foreign cities on a large scale through the annual "Management Star" activity, locked in the local service benchmark and conducted on-the-spot investigation and study. In April this year, 70 employees of Longhu Real Estate were sent to Dubai, which is known as the "Pearl of the Gulf".

In this regard, experts explained: "With the development of society, the urbanization of China will always reach the upper limit of growth. There aren't so many houses to build. What should we do? At this time, the advantages of property service management are highlighted. Longhu Real Estate is a benchmark enterprise in the field of domestic property services, but it is still so generous to send grassroots employees abroad for further study. In fact, it is a very forward-looking plan for future real estate competition. "

Upgrade: the transfer of market competition

In 2007, "Chongqing Xinlonghu Property Management Co., Ltd." was renamed as "Chongqing Xinlonghu Property Service Co., Ltd.". This year, Vanke, with a keen sense of smell, renamed all its property management companies as property service companies. From management to service, the word difference marks the arrival of a new era of real estate brands.

From Vanke's "concentric circle" service plan, to the "housekeeper secretary" and "one-button star hotel service" in Xinghewan, to the official launch of the "Listening Window" website created by Ocean Shipping, and then to the "Be kind to life" of Longhu Real Estate ... In recent years, major housing enterprises have gradually changed from "taking land and circling money; Get rid of the competition of speed expansion and start to be keen on improving the quality of products and services. The export of intangible concept has opened an important link in the strategic adjustment of major developers. It seems that overnight, developers have changed from a rush to a competition in the service field.

A recent set of data also shows that Pan Shiyi, chairman of SOHO China, said that SOHO China will continuously increase its investment proportion in Shanghai, and at the same time, it will continuously increase the proportion of properties it holds. Yu Liang, general manager of Vanke, said that in the latest strategy, Vanke will increase the reserves of holding properties in the future, and will launch a variety of property types such as pension properties, hotels and commercial facilities in the near future. Among them, residential products still account for 80%, and the remaining 20% will develop holding properties.

Wang Shi once predicted that property service will be one of the core competition areas of real estate enterprises in the future. Today, it seems that the past judgment is becoming a reality today. Especially under the macro-policy of restricting purchases and loans, more and more real estate predators turn their attention to the service field and seek a breakthrough in the bottleneck. And more and more buyers tend to be rational. Community atmosphere, supporting facilities management and community service have become one of the elements for buyers to consider real estate.

Fetters: sense of identity and execution

According to the statistics of relevant institutions, the customer satisfaction survey of service industry shows that medical care, property management and tourism are the three industries that consumers are most dissatisfied with. At the same time, in the survey of employee engagement, the performance in the property field is also unsatisfactory.

"In fact, there is a big gap in property service personnel. For a long time, the wages and benefits of property employees are very low, their social status is not high, or some companies can't fulfill their contractual commitments well, which leads to low corporate identity, low professionalism and relatively high mobility of employees, which is also one of the main reasons for the uneven development level of real estate property services at present. "Relevant persons of China Resources Land told reporters frankly.

This person believes that property services are equivalent to the "after-sales service" of real estate enterprises. Due to the special nature of the house, the service quality directly undertakes the important task of maintaining and increasing the brand value, and the embodiment of this service value depends on the employee's dedication, recognition and execution of the enterprise.

However, due to the intensification of urbanization, a large number of rural surplus laborers flock to cities, and the low threshold of property management has become one of the necessary jobs for them to survive in cities. Coupled with the immature development of the industry itself, it eventually leads to the dislocation management between enterprises and employees. This is also the bottleneck of the development of most small and medium-sized property service companies.

"Identity is very important for a team. It is hard to imagine that a person who has no sense of identity with the company's philosophy will make 100% efforts to his own master. " Yang Jie, human resources director of Chongqing Xinlonghu Property Service Co., Ltd. said.

In order to make employees have a sense of identity with corporate culture, we must truly respect and care for employees. Longhu Real Estate itself emphasizes that there is no satisfactory service without satisfied employees. "Investing in the growth and development of employees is a very valuable behavior, so that employees can appreciate the respect and care of the company from the details. This is the requirement of Longhu's concept of being kind to your life. Only in this way can enterprises make great progress. " Zhou Hongbin, chairman and general manager of Chongqing Xinlonghu Property, said.

"Longhu's definition of employees has three levels. Those who meet the job requirements and can complete the task are called qualified employees; Can continuously improve and improve efficiency and effectiveness, and applaud employees; It is the excellent employees of Longhu Real Estate who can "worry". If the former is a kind of execution, then what can really be "worried" is an approval of the enterprise concept. Longhu has achieved today's achievements and development precisely because there are more and more such "worried" employees. "

"In the future, the direction of property services will also develop towards a multi-regional and multi-format situation. Different formats of services have different requirements for employees. Single format management knowledge is not enough to cope with today's development. Therefore, the interaction between property practitioners and owners is more diversified. If the execution is poor, it will directly lead to being eliminated by the market. So both are indispensable. It can be said that it is one of the most basic elements to judge whether a property team has potential. " Yang Jie stressed.

To this end, Longhu Real Estate should conduct corporate culture and job skills training for every newly hired employee to meet the job requirements. Within three months of new employees' employment, a business backbone will guide them to design some processes according to their characteristics, so as to keep employees in a state of progress.

Breaking the rules of the game: caring for employees

In fact, a potential enterprise should be an enterprise where employees only think about enterprise development and the boss only thinks about improving employee welfare. This ideal state is not out of reach, and there are many vivid examples in real life. Haidilao, a famous restaurant chain enterprise famous for its service, is the best proof around. Haidilao, known as a well-known employee management expert in China, has impressed the industry with the idea that employees are more important than customers. Zhang Yong, chairman of Haidilao, said: To make every employee truly realize that we are all human beings, everyone needs to care and be cared for. Haidilao regards the dignity of employees above all else.

In fact, at present, those internationally renowned star enterprises have developed rapidly based on the same concept. Wal-Mart put forward that "employees are partners" and pushed her to the top star enterprises in the world; Founded in the 1930s, the well-known Japanese Toyota Company has always pursued the tenet of "the cause lies in people", which has also made this old-fashioned enterprise go through its 75th year. ...

In fact, the property service industry is not without its merits. Longhu Real Estate Group, regarded as a "terrible opponent" by Vanke CEO Wang Shi, is also a good example.

Longhu Real Estate has specially equipped staff activity rooms for each project community, which are divided into reading area, dining area, fitness area and entertainment area. Employees can read newspapers and magazines, exercise, watch movies and get news online. The staff dormitory also has a microwave oven and refrigerator. Moreover, there is an employee growth salon every month with unlimited themes, with the aim of enriching the spiritual life of employees. Create employees' "sense of accomplishment" and "home feeling" for enterprises. Let employees in a foreign land feel the warmth of home.

Of course, as an enterprise that regards investment in employee growth as a valuable thing, this is not surprising. After all, similar "employee care activities" can also be seen in the brand management of other large real estate enterprises in China. Since 20 10, the "Management Star" program has sent outstanding grass-roots managers and ordinary employees to famous foreign cities, locked in local service benchmarks, made field trips, and personally learned and experienced world-class service management, which is unprecedented in the industry.

In April this year, the staff of Longhu Property Group once again ushered in the annual "management star" experience tour of foreign cities, and this time the destination is Dubai, which is known as the "Pearl of the Bay". "While learning the management and service of five-star, six-star or even eight-star hotels in Dubai, it is also a relaxing trip for our property management team." Zhang Yueli, the quality assurance manager of Longhu Group Property Center who participated in this activity, told the reporter.

When asked about the significance of this action, Yang Jie, the human resources director of Chongqing Xinlonghu Property Service Co., Ltd., seemed quite calm: "In the past, the social status of property practitioners was not high and the degree of attention was not enough. Our aim is to hope that our employees can be as proud as the real estate companies or other companies here. Secondly, we hope that our employees can enhance their sense of accomplishment in their work through this unique experience and encourage them to work harder in the future. At the same time, we also hope to attract more talents to join the process of nationalization of group property management. "

It is understood that Longhu Property's personal care for employees has made employees have a high degree of trust and awareness of the company, and the company's employee satisfaction has reached more than 8 1% for two consecutive years, which is not easy for a labor-intensive property enterprise.

A grass-roots employee of Longhu Property told reporters that there is no so-called "iron rice bowl" now, but working in Longhu feels like taking an "iron rice bowl", but it is an "iron rice bowl" that needs hard work.