What is the development direction of property management?

In recent years, China's property management enterprises have mushroomed rapidly, showing the vitality and vigor of this emerging industry. Many scholars believe that the prospect of the property management industry is very good and promising. Based on the actual work, the author tries to analyze the current situation of the property management industry from a professional perspective and the development direction of China's property management industry, so as to explore the future development direction of property management.

professionalism

The professional development of property management has two meanings: first, horizontal specialization, which is divided according to different clients, and property management companies are divided into enterprises or organizations serving different professional types; The second is vertical specialization, in which various professional service agencies undertake the specific business of property management entities.

In a fully competitive market, no enterprise can cover all business scope, which provides living space for professional property management enterprises. Horizontal specialization is beneficial for different property management companies to serve different customers, do what they are best at, and make their business refined, detailed and distinctive in familiar fields. For example, property management companies that do office buildings rarely set foot in residential areas, and it is difficult for property management companies that do industrial areas to extend their business scope to hospitals and schools. Even property management companies that are both residential areas rarely see examples of managing high-grade houses such as villas and low-end residential areas. In addition, the service focuses on the service content of property management companies. Industrial property focuses on greening management, government office building focuses on safety, and hospital property focuses on hygiene. Only by meeting the different needs of different customers and providing professional services to customers can we win the recognition of customers. While pursuing to be stronger and bigger, property management enterprises should also make great efforts to be precise and meticulous.

Vertical specialization is conducive to reducing transaction costs. Transaction cost is an expense other than the price when buying and selling goods or services. Property management companies decide whether to have a professional service team, mainly based on the comparison of transaction costs. The cost entrusted by various professional service companies is the market transaction cost, while the cost of internal management and coordination of various professional teams is the internal transaction cost. The author believes that with the rapid development of the property management industry, property management companies will give priority to professional service teams because:

First of all, choosing a professional service team is conducive to reducing internal transaction costs, streamlining management teams, reducing management levels, and improving the flexibility and market responsiveness of enterprises; Secondly, it can reduce the training cost of personnel. With the development of economy, the intelligent level of high-rise buildings in China is getting higher and higher, and the requirements for employees who manage these buildings are getting higher and higher, which requires property management companies to invest a lot of money to train employees. If you choose a professional service team, you can save considerable manpower training costs. Third, it can reduce the investment cost of fixed assets of enterprises. Specialized service companies have specialized production equipment, such as external wall cleaning equipment and professional greening equipment for high-rise buildings. These equipments cost a lot, but the use efficiency of a single property management company is very low. If the property management company has everything, it will occupy a lot of money and weaken its competitive strength. Many large property management companies set up their cleaning, greening, security and other business departments as independent economic entities to fully participate in market competition, which is a vertical professional development approach.

Innovating services and expanding business scope

From the current reality, the property management industry still belongs to the low-profit industry, and this feature of the property management industry will not be changed for a long time to come. However, the author believes that through the continuous innovation of service content and the extension of business scope, new economic growth points will still appear in the property management industry.

Extending industrial chain is an effective way to increase the economic growth point of property management industry. Property management companies can not only provide manual labor services, but also provide mental labor services. Property management industry can develop consulting service and sales agency industry upward and innovate service products downward. Specifically, it can do market research or do market research for real estate enterprises. Property management companies have the conditions and ability to carry out this business. Property management companies are closest to real estate consumers, and they know consumers' needs and preferences best. They can collect first-hand market information from the market and serve real estate enterprises. Can participate in the pre-planning and design of real estate enterprises, and provide suggestions for the setting of reclaimed water system, the number of vehicles, the capacity of each system, the location of each functional room, the establishment of electromechanical system, intelligent environmental protection and energy saving; Can participate in engineering quality inspection, four-way acceptance, equipment debugging and other work to lay a solid foundation for later property management; At the same time, property management companies can also sell or rent real estate for owners or developers, get commissions and increase income.

Downward property management companies can innovate service products, extend business scope, expand service areas and obtain new profit growth points. Many property management companies are exploring and practicing new service models, putting forward insightful innovation and service concepts, providing one-stop services and hotel-style services for owners, expanding traditional property management contents, such as cleaning, security, greening and maintenance, and providing commercial services, personalized services and appointment services. For example, WISCO Property Management Company has established a medical network in the residential areas under its jurisdiction, so that residents can enjoy intimate and timely medical care services without leaving home. At the same time, they also regularly hold health knowledge lectures and general surveys of senile diseases in the community, which are well received by the owners. At the same time, it has expanded its service projects and increased its own economic growth point. Property management companies should pay attention to the needs of owners while ensuring high-quality basic services, constantly increase personalized service items, narrow the distance between themselves and owners, enhance friendship and win the reputation and economic benefits of owners.

Brand output is in the service industry, first-class enterprises sell brands, second-rate enterprises sell products, and third-rate enterprises sell labor. The outstanding characteristics of service industry are the perishable, timeliness and non-storability of products, and the quality of products is influenced by many factors such as consumers themselves. Therefore, it is impossible for property management enterprises to sell the same specifications, models and undifferentiated products as industrial enterprises. For the service industry, it is an ideal model for enterprise development to make the enterprise stronger, more refined and more famous. For example, Marriott Hotel is located all over the world, selling management and collecting management fees. McDonald's sells brands everywhere, charging franchise fees. Similarly, if property management enterprises want to be in an invincible position in the fierce market competition for a long time, they must work hard on brand building.

Brand output is system, standard and management mode. Successful enterprises are always similar, and failed enterprises are different. Successful brand enterprises have their own perfect management system, strict standards and effective measures to ensure the implementation of the system, and can break the old routine, break the old and establish the new, change the old system and implement the new system according to the changes of the situation. For example, Hebei Hengmei Property Management Co., Ltd. won the bid for the property management of the high-end residential swollen Phoenix project by introducing the consulting management service of Shenzhen Vanke Property Company, established a broader professional exchange platform with consultants, and comprehensively improved the property management level of the project.

Brand output has demonstration effect and expansion effect, which can improve the overall level of property management industry, promote the performance of the whole management industry and improve the economic benefits of the whole industry. Brand export, franchise chain and management auction should be the integration direction of property management industry in the future.