What about the community service grafted on the Internet? Economic observer

After grafting on the internet, community service has become a flying pig on the tuyere, queuing and rushing into the capital market.

Economic Observer is the first professional financial media to pay attention to the field of property O2O. Committed to building an interactive platform for industry value, it helped industry partners to achieve fruitful cooperation results at the first China Blue Chip Annual Meeting on 20 15.

At the beginning of the new year, the second private club kicked off and the exchange was still warm. More importantly, everyone has a more rational thinking about property management and O2O.

How efficient is the O2O platform?

This topic has firmly poked the pain points of the friends. Their property does not have an APP as the carrier of O2O, what to put on the APP and what to achieve. To sum up, the idea of the property management company is: to make an open platform (it is best for the owners and properties in the country to use my APP) (it can help you change the light bulb to deliver water and sell you pumpkin rice). Hearing this, the online friends couldn't sit still and earnestly advised that this was basically very difficult. First of all, you must have money, then you must have people, and the most important thing is to have Internet thinking (say it professionally). Who will do it better has not been decided. Property and Internet have obvious advantages. In the process from 0 to 1, full competition is inevitable. Finally, whoever can do it will get up.

Chen Jingchao (Vice President of garbo group): From 2065438 to July 2005, Blu-ray garbo group released the life and home service system, which consists of property service O2O, community life service O2O and life and home data cloud.

First of all, Blu-ray Garbo uses Internet thinking to solve users' pain points, and through online and offline integration, it introduces "shaking the door", photo repair, online payment, online complaints and so on. We believe that these services must be needed by car owners and can form user stickiness, so that users will install APP on their mobile phones.

In this process, we slowly coupled the resources of one kilometer around the community and made some products and services based on the needs of community life, instead of selling things in general.

Since its launch, Blu-ray Garbo has formed an alliance with strategic partners such as JD.COM and Shandong Mingde, and selected more than 500 merchants to form a life alliance ecosystem.

One advantage of Blu-ray Garbo is that it started as a business, with 5,000 commercial resources, and it can realize commercial and residential interaction through the life and home service system.

Personally, I think this road is promising. In fact, not every enterprise can do this platform, and it is not necessary for every enterprise to do it. The investment is relatively large, the update iteration, and the later development and operation of commercial resources are not as simple as expected.

Wang Yufeng (General Manager of Vanke Property Beijing Company): I think this platform can be divided into two levels.

The first level is the basic property service platform. We split some maintenance processes into several steps and put them on this platform, so that employees can pass the platform verification according to the platform operation guidelines.

For example, changing light bulbs, he took photos of light bulbs and uploaded them back to this platform; After the maintenance, he checked and scanned the two-dimensional code of the equipment to prove that the maintenance was completed and the photos were archived.

Every maintenance and contact, whether with customers or with society, is recorded on our platform, which is the basic service platform.

The other is the value-added service platform, which is similar to the combination of O2O, leasing, assets and community resources to provide some value-added services to the owners.

Both platforms will be open in the future. The simplest, if you use this platform, you may pay a little usage fee; Or you want to manage the basic services of the whole community with the smart services of Vanke Property, or you can.

Fan Xuanping (Deputy General Manager of Country Garden Property): Country Garden's approach is to build a platform first, and ultimately benefit. Property companies and O2O are two platforms, which overlap and differ.

In addition to serving the properties developed by itself, the property platform is now open to other social developers, or the government, hospitals, parks, industrial parks and other formats. O2O platform, we want to socialize it.

Jia Ruiming (Deputy General Manager of First Asset Group and Vice Chairman of First Property): Basically, most companies are developing APP, but only a few companies are doing well, and many companies can't do it anymore. This is not everyone's specialty.

Why is public comment so popular? It's convenient to open a shop above, so you must enjoy it. Whether it is APP or O2O, it is necessary for a property company. However, this is only a media platform, which makes the dialogue between property owners more convenient and quick.

Sun Xuefeng (Assistant to the Chairman of E-Bag Washing): It is best to make the O2O platform in the property field a process of benefit sharing, because it is difficult to burn money like a mobile Internet company. The best way is to introduce various businesses and make them profitable. The core of this matter is to benefit consumers and build trust.

Xu Gang (Vice President of Affordable APP): A friend of mine is the VP of HR in a large domestic listed company, and he wants to find a research and development director of the company's internal entrepreneurial team. I hope I can recommend it. When I look at the demand, I will say that your requirements are not low. What's your asking price? He said, basically hundreds of thousands of annual salary, I said, this is no problem, how much you ask, I will add 100 thousand, you recommend it to me, if there is any.

Even if we spend a lot of money to recruit this team, it may not work well under the existing company system. If the company is not an internet company, the management of this internet team may be inappropriate and may hinder the operation of this team.

Frankly speaking, doing mobile internet and doing traditional property are two industries. To do a good job in O2O service may be much more difficult than imagined. We only do one thing for more than a year and shake it for free. We hope to grasp the pain points of users and do something, but it is far from meeting the requirements.

Everyone is optimistic about moving property services online. Must the property management company do it by itself?

I don't recommend ordinary property companies to do it, because it is really too difficult to do it well. Even if the property company is large in scale and has millions of users, the bargaining power is still far from enough. I suggest that if the property management company wants to do it, it should still be made into a tool, not in the direction of the platform.

Liang Bing (Vice President of China-Austria Home Furnishing): China and Austria have made many Internet attempts, and found that property companies do APP or use tools to do some comprehensive community operations. So far, there is not a typical model that can be popularized.

Who should do this? Maybe we can lead what Caesar will do to us and realize God's benefits, which is the key point for us in future fusion.

The apps developed by most property companies are basically two entrances: one is community socialization, which is not very reliable. If the property company does not do or is unable to do content operation, it is definitely not reliable to let this platform operate on its own.

The second is to take service as the entrance and make an APP platform. Personal judgment is a hundred percent failure.

For example, will you look for a housekeeper at 1 store? You won't enjoy the service on the commodity trading platform, so why will others ask you for the goods on the service platform?

At this point, my position is against property companies developing their own platforms.

At present, the housing stock in China is 24.4 billion square meters, and the best property companies serve 320 million square meters, a little more than 1%. Why can you make a platform with a little more than 1%? The best property management company is in a city, can it grasp the city 10% population? Even with a population of 10%, do you have the strength to compete with 1 store, JD.COM and Ali? I think the property management company is not competitive.

I call on everyone not to take the road of independent development and then open it to others.

After the failure of the case, China and Austria adopted a very open way to do it, and the ownership structure of the whole company gave most of the proceeds to the founder; In terms of office location, our headquarters is in Guangzhou and our investment team is in Hangzhou. Administratively, we just want the data of their things, and nothing else. When you grow into a listed company, give money and resources from this perspective. I don't think anything else is my core competence, and I can't help you.

How to open source and increase efficiency?

On this topic, the views of the big bosses are very consistent: if you want horses to run, you want fewer horses. How to change the labor intensity of this industry? From the organizational structure, flatten and partner, rebuild the management process, and reduce the inefficiency caused by people managing people; From the service mechanism, basic services are outsourced and robots are introduced. While eliminating redundancy, on the one hand, show the owner that you are traveling. Can you manage money? Do you sometimes have children indirectly? ...

Wang Yufeng (General Manager of Vanke Property Beijing Company): We choose one foot to stand in the present and one foot to stand in the future.

The so-called one foot standing in the moment is to do a good job in the basic service of property management. If the owner's assets cannot be well managed, it is impossible to expect other value-added services and more customer stickiness.

But now, with the expansion of scale, property companies, regardless of size, will face such a problem: the traditional property industry is made by people. Take Vanke Property as an example. In 2065438+2004, more than 30,000 people created more than 4 billion income, while Vanke Property had only a few thousand people, and its operating income exceeded 200 billion for three consecutive years.

We consider adopting intensive management to establish IT systems, and complete the process of Vanke property management through these systems.

Standing on one foot in the future means that future employees do not necessarily belong to Vanke. When the electrical engineer goes back to the community, you can take orders for which owner's household appliances are broken. If we concentrate these idle laborers in society like Uber, it will greatly improve our service.

In addition, Vanke Property launched the unattended intelligent robot Black Cat No.1, which automatically solved the security risks through the face recognition system and the anti-tailing system. We are still developing intelligent on-site patrol technicians. With the intelligent system, the number of service personnel can be reduced by half or even more.

At the same time, the organizational structure is flat and verified step by step, instead of relying on supervisors and managers to supervise the work of employees.

In terms of open source, I would like to share the butlers in the Butler Center and Vanke Community, each of whom is responsible for 500 customers. The housekeeper and the customer contact Vanke Property APP through WeChat.

20150,000 families opened a Vanke pavilion in Milan. A travel agency contacted us and said that Vanke owners could be organized to travel to Milan in the form of charter flights, but we should find customers of 1000 within three days.

Before we promised the travel agency, we invited thousands of housekeepers to send a simple questionnaire to the shopkeeper. If Vanke organizes such a trip, what is the itinerary and cost, and do you have the interest and time? Thousands of questionnaires were collected in one hour. We analyzed that there was absolutely no problem with 1000 households, so we signed a contract with a travel agency to send the owner to Italy at a very low price.

With such a networked service, including background system support, we can do some later things. It may be that in the future, when Vanke Property cooperates with Internet companies and partners, the output products are not customer resources, but domestic service, which accurately locates the demand.

Liang Bing (Vice President of Zhongao Home Furnishing): Vanke has done a very good job in process control. Can we go further and say that if employees are self-sufficient, should we emphasize the process? We define employees as lazy and design many processes and links. Assuming that we only control a few key elements, so that the results have a direct strong correlation with employees' income, many things will be solved.

Instead, focus on the benefits. In the past, property companies earned land money, and the pricing units were all related to the service area, whether it was parking fees, property fees or the operation of public spaces.

Now we see more pricing methods, such as activity and penetration. These are all charged per head. Whether the property company can develop in this respect and change the valuation model of the property company needs further discussion.

Fan Xuanping (Deputy General Manager of Country Garden Property): Country Garden Property had 25,000 employees in 2065, with 438+05. Now it is developing rapidly, the management area has increased and there are more projects. However, the number has to be reduced. We advocate that everyone benefits, and a post can do a lot of things.

We suggest that various professional companies, such as security companies and greening companies, choose outsourcing. In addition, we should turn our original greening into a professional company and let them participate in market competition.

In addition, we should rely on the strength of the owners. Country Garden is building a community every year, and the investment in this area is relatively large. Now there are more than 500 associations of various types in Country Garden. Once, in just a few days, the owners' association helped us sell more than 654.38+100 thousand Jin of pumpkins, and we didn't do anything to promote it. If you treat the owners well, they will do things for you.

We took over a lot of post-sales and parking spaces. Increased our business.

Finally, in order to take advantage of the financial market, Country Garden Real Estate is currently planning to split and list.

Sun Xuefeng (Assistant to the Chairman of E-Bag Washing and General Manager of Public Relations): Introducing external professional partners to help him serve consumers and improve his quality of life is the foundation of real open source. The community management mentioned by Country Garden is very important in the Internet age. The best way is that the property combines people in the community into various communities, and the communities generate businesses, such as children's education and tourism consumption. To improve these services, but this is something that property companies can't do, and good external partners must be introduced.

Jia Ruiming (Deputy General Manager of First Asset Group and Vice Chairman of First Property): In addition to providing community O2O value-added services and outsourcing basic properties, I think an alliance model can be established. For example, I provide services, you provide a community O2O platform, and we cooperate with each other and hold shares. Integrating the whole industrial chain, I will sign an agreement with whoever is most useful to me to enrich the value chain.

Zhou Yi (General Manager of Junhao Property Marketing Department): Junhao Property has branches in 60 cities all over the country, and is a completely market-oriented third-party property company. In the past two years, we have gradually put our energy into the management of the park from residential, commercial and public buildings, and have strategic cooperation with Haier and Ping An.

20 16 Pay attention to the capital market and vigorously promote community O2O.

Industry outlook

This topic seems redundant, and people in the industry are naturally optimistic about this industry. However, at this time, it is particularly valuable. Almost all community service providers are aiming at the capital market. How do people in the capital circles view the value of this industry?

Jiang Yong (partner of Beijing Guorun Investment): I have always been puzzled. How can a property management company integrate its own information platform and really control its own business resources? PE is most interested in this part of the property company. But unfortunately, so far, I haven't seen a company doing better in this respect.

As far as I know, most of the property services have been solved by people using the Internet and APP. Property companies are far from the real community business integration, hoping to see such enterprises come out.

Liu Peiqing (General Manager of the First Property Management Company): At present, the top 100 property companies account for almost 20% of the market share of the industry, and how much their share will expand in the future has a great relationship with the legal environment and the quality of owners. We have developed a 200,000-square-meter residential area in the United States, Europe and Taiwan Province Province, with three developers and eight owners, which is incredible.

In the future, the improvement of the quality of owners and the improvement of the legal system are certain. What we have to do is to practice our internal strength, improve management efficiency, expand the scale, and stand firmly on the next vent when it comes.

Li Hong (CEO of Beijing Tianzheng Zhongguang Investment Group): In the case of shrinking real estate industry, property has a good development prospect.

Liu Ying (executive deputy general manager of Longtai Property): Longtai Property is a listed company in Hebei, based in Hebei and looking at the whole country. Longji Taihe is the 249th among the top 500 Chinese enterprises in 20 15, and the real estate is the 48th among the top 100 enterprises. Longtai has developed in this respect in the strategic layout of the coordinated development of Beijing, Tianjin and Hebei.

As our property management company, we basically rely on real estate enterprises and financial enterprises, and currently manage about10 million square meters.

Hao Ju (Managing Director of Beijing Credit Suisse Zhicheng Management Consulting Company): As the most basic community service, there is a lot of room for improvement. Combined with the Internet technology platform, we can find specific needs. On this basis, the last mile of the property is an entrance to provide services.