What should material enterprises do for "after-sales service" in the new living era?

At 9: 30am on May 15, Jianye New Life was officially listed on the main board of the Hong Kong Stock Exchange, and Cai Bin, executive director and chief operating officer, witnessed this moment. More than a month later, he accepted an exclusive interview with Caijing. With his thoughts on Jianye's new life after listing and his planning along the way.

At the gong-knocking ceremony, faced with friends' congratulations, Hu Baosen, the chairman of Jianye Group and the controlling shareholder of Jianye New Life, mentioned that "Jianye Group will be 28 years old next month", and Jianye New Life has entered a new stage. As one of the builders, Cai Bin communicated with Caijing. The role that the "after-sales service" of property management should play in the whole real estate industry chain and the current thinking change.

Today's fruit is the cause of yesterday.

"Today's fruit is yesterday's cause" is a phrase that Hu Baosen, the chairman of Jianye Group and the controlling shareholder of Jianye New Life, often talks about, and Cai Bin also uses it to summarize the management considerations of Jianye New Life from its establishment to its landing on the Stock Exchange.

1994, Jianye Property, the predecessor of Jianye's new life, was established. At that time, this plate was launched to provide better property management services to owners. In the following 20 years' development, with the increasing diversification of owners' demands, we saw that the market could not match the corresponding professional quality services, and the boundaries of the company's services began to widen, and more services were continuously enriched to meet the needs of owners.

Since Jianye Group held the new blue ocean strategy conference, the positioning of the enterprise has officially changed from "real estate developer" to "new lifestyle service provider", and its mission has also been upgraded from "let Henan people live in good houses" to "let Henan people live a good life". Under the background of profound changes in the whole housing industry, the definition and demand of "property service" have been further upgraded.

Hu Baosen delivered a speech at the New Blue Ocean Strategic Transformation Conference.

Nowadays, compared with previous property management companies, Jianye's new life is not only the basic property management such as four guarantees and one service, but also expands the daily life service and asset management business that links customers. However, no matter how the service boundary extends, Jianye's new life seems to be the same as its brother company Jianye Real Estate, and its footprint for more than 20 years has always been inseparable from Henan, which also makes the topic of "whether the layout is too concentrated" a big question it faces after listing.

In this regard, Cai Bin admitted that the company is not worried that its development potential will be limited in the short term. In fact, the current property market is still relatively scattered. A research report recently released by Central Reference Institute shows that by 2020, the market share of domestic property service enterprises 100 is only 40%, and the market share of the former 10 is only 9.22%. In terms of management area, the market share of Jianye New Life in Henan Province is only 3%. "(Henan) This space is still very large."

Jianye New Life is responsible for residential projects.

Judging from the development characteristics of material enterprises, Cai Bin thinks that regional deep-ploughing enterprises also have their advantages. He mentioned that "focusing on Henan also allows us to have a high-density layout in the region, because with high density, our owners and users can better enjoy the corresponding value-added services and rich offline resources of Jianye; At the same time, this situation also enables us to use technology and * * * to reduce management costs and improve operational efficiency at the overall operational level. "

In addition, Cai Bin said that South Henan, as the base camp of Jianye's new life, will continue to strengthen and expand this market in the future. At the same time, the company also has a corresponding outreach layout, and hopes to expand its business to six central provinces in the future. At present, "Zhongyuan Jianye", which mainly undertakes the agent construction business of Jianye Group, has entered the market outside the province as an "advance force", and New Life, as a property management sector, will also assume a collaborative role simultaneously. As another brother company of Jianye Group, Youzhu Zhizao is headquartered in Changsha, and Jianye New Life has also set up an office there.

The calmness brought by deep cultivation in Henan is reflected in the development of third-party customers and the maintenance of scale growth in Jianye's new life. Previously, at the beginning of listing, like many property companies that grew up with housing enterprises, Jianye's new life was also questioned because of its dependence on related party transactions. But in fact, the proportion of its business from Jianye Group and third parties has been greatly balanced in recent years. Taking the area under management as an example, according to the data in the prospectus, from 20 17 to 20 19, the proportion of the area under management from Jianye Real Estate and its associated companies or joint ventures decreased year by year, accounting for 90.9%, 83.7% and 68.9% respectively, while the proportion of the area under management from third-party properties increased year by year.

Cai Bin said that at present, the company's management field expanding to third parties accounts for about 30% of the whole, mainly relying on bidding, acquisition and merger. Tracing back to the source, the high winning bid rate and the acquisition of high-quality targets maintained in these years are still based on the good reputation of Jianye's new life in Henan and his profound grasp of the Henan market.

"In terms of the third party's winning bid rate, our three years (20 17 -20 19) have basically remained at around 90%, which is actually a very high level and can also verify our local influence and customer satisfaction."

In terms of mergers and acquisitions, thanks to the fact that Jianye's new life property management team is all over Henan, it can go deep into various markets to find high-quality targets. Cai Bin mentioned that new life property management companies have branches and subsidiaries in 18 cities in the province, and most of them are the presidents or vice presidents of local property management associations, which makes it easier for them to obtain first-hand project information from all over the country, and they are also better at tapping those high-quality partners.

Jianye New Life is responsible for commercial projects.

However, as a labor-intensive industry, the scale expansion of acquisitions and mergers and acquisitions will also lead to management problems. In the living space that currently serves about 57 million square meters, how can New Life ensure that many property companies registered all the way can present the same service quality as their own teams?

To solve this problem, Cai Bin said that after the merger, management teams will be sent to these companies, but the core is to gradually introduce Jianye's own management concepts, and then improve the overall management and control level through management and technical means with the help of the new life smart property information system. In the future, the third-party expansion of Jianye's new life will continue. "We hope that the proportion can account for about 50%."

How to "send a red envelope every second" to every owner?

From Jianye property to Jianye new life, from property management and value-added services to asset management and life services, the boundary of Jianye new life service has already developed from the initial maintenance of living space to the full coverage of owners' daily life, carrying customers' food, clothing, housing, entertainment and purchase. The "Jianye+"app not only allows the traditional industry of property management to board the express train of new retail, but also allows Jianye's new life to establish a high-frequency and effective link with customers.

"Jianye+"is a project that Cai Bin participated in all the time, and in his story, the origin of this APP dates back to seven or eight years ago.

At that time, there were less than 30,000 owners of Jianye service, and Hu Baosen had already expressed his vision at an internal meeting: "One thing I am very anxious about now is that if we don't just send a box of moon cakes to our customers during the Mid-Autumn Festival, we will send 10,000 yuan to every household. Who can stand up today and say that I promise to give it all in three days?"

When it comes to this detail, Cai Bin didn't say much about everyone's reaction at that time, but what is certain is that this problem can be solved by moving your fingers on the mobile phone screen with the convenience of social software and mobile payment, which was almost impossible at that time. What is reflected behind is the alienation of the sense of distance between enterprises and customers. "Although customers may have bought a house with us and experienced our property services, we have no more contact with customers and there is no channel for us to establish high-frequency interaction with customers."

Based on this thinking and the later development of external technical means, "Jianye+"came into being. Now, the owners of Jianye's new life coverage can purchase fresh ingredients and preferred daily necessities through this platform, and they can also enjoy VIP services of Jianye and several commercial and hotel brands in Henan Province. Cai Bin summed up the two core values of "Jianye+"with "everything you buy is a member price" and "VIP everywhere you go", aiming at establishing close and sustainable high-frequency interaction with customers.

"It is meaningless to establish contact unilaterally. Only by providing value to customers can we ensure that customers are willing to interact with us for a long time. The more interaction, the more customers trust us, which is what we ultimately want. "

The "Jianye+"application contains a variety of permissions and functions.

Jianye+service center

To achieve this goal, Cai Bin and the team thought of many ways. For example, the online mall of "Jianye+"only sells more than 2,000 kinds of goods closely related to daily life, ensuring the safety and quality of supply and obtaining ultra-low prices; For example, the merchants who have opened VIP permissions in the platform have all been inspected by the "Jianye+"team, and they are all merchants with high service reputation and brand level. Compared with the major local life apps that "every store must enter", "Jianye+"users are more likely to have a sense of identity while enjoying VIP rights.

During the exchange, Cai Bin mentioned that the platform just accessed a dessert shop in Shangqiu some time ago, which can be regarded as a punch shop among network celebrities. Because the operator is also a member of the "Jun Neighbourhood Club" under New Life, VIP rights have been specially opened for "Jianye+". Junlinhui is a community organization that has been operating for four years, and has gathered more than 14000 top customers accumulated by Jianye for more than 20 years. Cai Bin said that there are still many members in Lin Jun Club who like the operator of this dessert shop. Relying on these members who have mastered high-quality brand resources, Lin Jun Club has established a brand merchant alliance, which can further form resource linkage with Jianye+in the future. The "Jianye+"users all over Henan Province can also bring corresponding increments to these businesses that actively seek customer advantages outside the municipal area.

"This is actually a concept of benign interaction. If enterprises are allowed to export their rights and interests unilaterally, I think this business model will be difficult to last for a long time, "Cai Bin said.

"Jianye+"alliance merchants

Grassroots employees love inventions.

Cai Bin, born in 1980, is just 40 years old this year, and "post-80s" is also the standard for most executives in Jianye's new life. Although the post-80s generation is not young, judging from the management information of more than 20 listed companies, it is rare that most of the core executives are post-80s generation. Talking about his work in his new life, Cai Bin feels that he can still feel some vitality in the team atmosphere and innovation.

In June last year, 1 1 held an innovation appraisal activity within Jianye Group. Niu Xianggang, the landscape manager from the new life property service department of Jianye, won the special award of the chairman for his "four great inventions". One of the inventions is to solve the problem of seed dropping of Ligustrum lucidum. Ligustrum lucidum is often used as ornamental plants or garden trees, and it is planted in many residential areas in China. But this kind of tree has many seeds, and once it falls on the ground and the car body, it is extremely difficult to clean up. Therefore, in some communities with underdeveloped underground parking spaces, the seeds of Ligustrum lucidum will fall on the car body parked under the tree in autumn, which is the biggest headache for community owners. Niu Xiang has just discovered this problem, and has been mixing different chemicals, trying to find a formula that does not bear tree seeds, and finally successfully developed it.

At present, Niu Xianggang is applying for a utility model patent, aiming at solving the pain points of car owners. Cai Bin mentioned that there are many such examples in the new life. "We attach great importance to innovation. Anyway, we are a staged labor-intensive industry. Although we have stable cash flow and abundant funds to ensure the steady development of the enterprise, we can only improve our business ability through innovation, so that when competing with competitors, we may be half a position faster than others. "

Niu Xiang, the director of the park, just worked in the community.

Previously, at the beginning of listing, Jianye New Life was subscribed by 142.52 times in the public offering stage, and Gaoyao Capital, as a cornerstone investor, subscribed for more than 30% of the shares for 75 million US dollars. The unanimous optimism of the capital market and famous investment institutions shows that Jianye's new life has a high profit level and long-term value. On the other hand, Cai Bin prefers to regard this as a higher requirement of the capital market for the company. "Although we have obtained financial support from the capital market, we will face higher requirements in terms of service standards and operational efficiency, which is also the direction we need to improve in management in the future."

Therefore, Cai Bin said that the funds obtained from this listing will be used for business development and operational capacity improvement first. Specifically, the company will spend 60% of its capital on strategic investment and mergers and acquisitions, of which 40% will be used to acquire property management companies, 65,438+00% will be used to acquire public * * * properties such as office buildings to expand the property portfolio, and the remaining 65,438+00% plans to acquire enough companies that can bring synergistic effects.

He further explained that property management services are the basic services of the company; Life service can better meet the needs of customers for shopping, entertainment and leisure, and it is a track that the company values more; Asset management services can provide customers with more offline consumption scenarios that can enjoy exclusive rights.

"Our positioning is a new lifestyle service provider, so our focus and starting point is to meet the all-round needs of users," Cai Bin said.