Building "Spark Culture" and Promoting the Sustained Landing of Big Real Estate Strategy

In recent years, with the promotion of the national strategy and the reform of "simplifying administration and decentralization, strengthening supervision and improving services" in the new era, the property industry has gradually moved from a single community space to all aspects of social life, becoming an indispensable "soft infrastructure" for people's better life; When Poly Property enters a new development period, it must accurately position its role, define its professional value and long-term goal, establish the value standards that must be followed when facing the main contradictions, and the principles of handling key links in management, so as to provide clear guidance for the implementation of the "Big Property Strategy". Therefore, Poly Property started the construction project of corporate culture system on August 2, 2020.

First, policy supervision has been relaxed, business boundaries have been broken, and the property industry has ushered in a booming spring.

1. Policy supervision was gradually relaxed.

On June 26th, 2020, at the Fourth Plenary Session of the 19th CPC Central Committee, a "double cycle" new development plan was put forward, which placed the modernization of national governance system and governance capacity in a prominent position, and put forward clear requirements for strengthening and innovating social governance and building a new pattern of grassroots social governance, which will promote the life service industry to upgrade to high quality and diversification, and accelerate the development of health, pension, parenting, culture, tourism, sports and other fields. 202 1 1 5, the Ministry of Housing and Urban-Rural Development issued the Notice on Strengthening and Improving Residential Property Management, which relaxed the operating margin of property enterprises and encouraged property service enterprises to extend to the fields of pension, child care, housekeeping, culture, health, housing brokerage and express delivery.

In recent years, the policy of property industry has been gradually loosened, from normative policy to encouraging policy, policy supervision has been gradually relaxed, and the management of professional qualifications of property personnel and the examination and approval of property qualifications have been cancelled; Governments that simplify administration, decentralize power, strengthen supervision and improve services have increased their procurement efforts and horizontally expanded the boundaries of industry management formats; Integration into grassroots governance, urban governance and rural revitalization brings room for growth. In a word, the gradual relaxation of government supervision has provided a broad space for the development of the industry and made every practitioner see hope and future.

2. Real estate head enterprises compete to define industries.

In 2020, property head enterprises compete to define industries, such as: Vanke Property Company changed its name to "Everything Cloud"; Country Garden Service held a brand rejuvenation conference, focusing on "new properties" and developing three major sectors of "new technology, new ecology and new services"; Elegant Life Service will be renamed as "Elegant Life Smart City Service" ... For a time, the research and exploration of the nature of the industry, and the resulting strategic upgrade and brand rejuvenation have become the main theme of the industry.

3. Employees' sense of professional value and identity is low.

The low sense of professional value and identity of employees is a common problem in the property industry. For a long time, the property industry is a highly mobile industry, and grassroots employees are suffering from various professional prejudices. Most people regard the property industry as a springboard for their career, and only a few people really regard property management as a lifelong career.

4. Poly Real Estate took the lead in releasing "Big Real Estate Strategy"

Poly Real Estate actively conforms to the national strategy and keenly grasps industry opportunities. Following the launch of "Revitalizing China" public service brand on 20/KOOC-0/8, Poly Property took the lead in releasing "Big Property Strategy" on 20/KOOC-0/9, including: global property, full-format property, national property, full-tech property and full-value property, announcing that the whole industry has entered the "Big Property Era". 20 19 12 19, Poly Real Estate was listed on the main board of the Hong Kong Stock Exchange.

Second, pay equal attention to both inside and outside, pay attention to inheritance, and accurately grasp cultural characteristics.

Poly Property Development Co., Ltd. was established in Guangzhou in June, 1996, which is a holding subsidiary of Poly Development Holding Group. By the end of 20 19 and 12, the company has entered 170 cities such as Beijing, Shanghai, Guangzhou, Chengdu and Changchun, with a management area of over 287 million square meters and a contract area of 498 million square meters. It has become a leader and benchmark enterprise in the scale and quality of the property industry, and is committed to developing all forms of Poly property except community housing. Poly Property has a brand value of over 9 billion yuan in 20 18 years, and it is a national large-scale property service enterprise with the top four comprehensive strength.

Each company has its own unique cultural temperament and personality label. Maybe every employee and customer is their own answer. However, what is the corporate culture of Poly Property? What are its cultural characteristics? It is necessary to adopt professional research methods, conduct in-depth research, learn excellent cultural genes, and accurately grasp the cultural characteristics of Poly Property.

On-the-spot investigation stage: both external investigation and internal investigation are paid equal attention, in which external investigation includes the study on the nature and development trend of the property industry, the case study of benchmarking enterprises, and the study on the cultural control requirements of Poly Group, while internal investigation includes the development history and cultural origin of the company, the management status of the company and its cultural performance, and the mental outlook and behavioral characteristics of different groups. In terms of research methods, a variety of methods are used at the same time, including resource investigation, key interviews, thematic discussions, field visits, questionnaires and so on. In the process of investigation, the project team members of both sides strive to go deep into the front line, make intimate friends with the "Iron Triangle" employees, go deep into their hearts, understand their work confusion and life troubles, and then grasp the interests of the front-line employees as a whole.

Discussion stage: corporate culture focuses on the core, and the core of the team is the middle and senior managers. Therefore, it is very important to carefully plan and implement seminars for middle and senior managers, which is one of the key links of the project; To this end, the project teams of both parties distributed the learning materials of Poly Property Management Team in advance, so that the participants could fully understand the industry trends and discuss topics; During the discussion, the coach tried to break the hierarchical concept, create an active atmosphere of "equality and mutual assistance, * * * creating * *", and use tools such as "corporate culture canvas, world coffee, six thinking hats" to benefit from time, and strive to extract the best ideological achievements in the shortest time and accurately grasp the cultural characteristics of the company.

In a word, the birth process of the concept system of corporate culture is a process in which different levels of poly attribute requirements collide with each other and gradually form * * * knowledge. During the whole project process, every Poly property owner actively participated in the field research in the early stage, the knowledge discussion in the middle and high level, and the collection of opinions in the later stage. The project teams of both sides visited 6 provinces and cities 139 days, with 200 visitors and 35,000 questionnaires. After nine rounds of discussion, 13 was easy to draft, which really condensed the wisdom of Poly property owners.

Thirdly, combining the company's strategic needs and team characteristics, the concept system of corporate culture is constructed.

In fact, "Spark Culture" has a long history and profound accumulation in Poly Real Estate. From the source, it includes both the inheritance of group culture and its own humanistic spirit. Poly Property entered a new development period, and combined with the company's strategic demands and team characteristics, a complete concept system of corporate culture was constructed, whose cultural characteristics were summarized as "Spark Culture", which belonged to the unique personality label of Poly Property.

1. the source of "spark culture"

"Spark culture" comes from three aspects. First, it comes from the inheritance of the red gene of Poly Group. "Spark" symbolizes light, warmth and hope, and embodies the responsibility of Poly Property as a central enterprise. Secondly, it comes from the inheritance of the humanistic spirit of "a little spark, lighting up thousands of households" in Poly Property. For a long time, Poly Property has been committed to building the most humanized property service brand and continuously injecting humanistic motivation into a better life; Finally, it comes from the summary of Poly's property development model. When Poly Real Estate enters the era of big property, it must make full use of the expansion mode of public service global management projects to achieve rapid development, just like a single spark can start a prairie fire.

2. The connotation of "Spark Culture"

"Spark culture" has two connotations. Externally, we always maintain a strong sense of responsibility and guidance, vigorously carry forward the "Spark Spirit", sincerely serve every customer, every project and every scene, and paint the bright starry sky of people's beautiful life with the potential of a single spark, and truly become a national force in the era of big property; Internally, respect and care for every employee, by reshaping the status of the industry, redefining the profession, broadening the professional platform, enhancing the professional value, igniting the spark of dreams for employees, and letting the passion of starting a prairie fire light up the life sky of all Poly property owners.

3. The main content of "Spark Culture"

After several rounds of discussion and repeated polishing, Poly Property has built a complete corporate culture concept system. "Spark culture" includes three levels: core concept, policy concept and implementation concept, and fourteen concept elements, among which: the core concept level includes three elements: mission, vision and core values; The policy concept layer includes three elements: enterprise spirit, management policy and management policy; The executive concept layer is divided into four business concept elements: market expansion, products, services and cooperation, and four management concept elements: talent, quality, risk control and innovation. It defines its own role orientation, professional value and long-term goal, establishes the value standards that must be followed when facing major contradictions, and the principles of handling key links in management, which provides clear guidance for the implementation of the "big property strategy".

Attachment 1: the "star model" of the corporate culture concept system of Poly Property.

Appendix 2: Overview of corporate culture concept system of "Spark Culture" in Poly Real Estate.

4. Hold the China Mayor's Forum externally and the first Poly Spark Festival internally.

The construction of enterprise culture is a long-term systematic project, and the establishment of "Spark Culture" is only the first step of the Long March, and the key is continuous and unremitting progress. In the next step, the focus of corporate culture work is: how to integrate ideas into company strategy, rules and regulations and brand activities; At present, "Spark Culture" has two spreading directions. Externally, the third China Mayor Forum was held to release new ideas and let the public know the company's role positioning and mission pursuit. Internally, Poly Torch Festival was held, corporate culture concept system and corporate culture video were released, and the concept and code of conduct were deeply interpreted, so that employees at all levels had a preliminary and comprehensive understanding of "Spark Culture".

1. Host the 3rd China Mayors Forum? ?

On June 65438+February 2020 1 1 day, 20 19 Mayor China Social Governance and Collaborative Innovation Forum was held in Luodian Town, Baoshan District, Shanghai, co-sponsored by Shanghai Baoshan District People's Government, China Urban and Small Town Reform and Development Center and Poly Development. More than 500 politicians, experts, scholars and industry leaders from 28 cities and regions gathered in Shanghai. At the mayor's forum, a brand-new Poly property concept was released, including the mission (good governance and good success, serving people's livelihood) and the vision (striving to become the chief operator of the big property ecological platform). In order to realize its mission and vision, Poly Property takes urban service as the core carrier, and brings the contents of public service products-5G product service package, four model projects and three supports.

2. Hold the first Poly Spark Festival.

"Spark Culture" is the unique label of Poly Property Enterprise Culture, and "Spark" is the distinct main line running through the whole project. Therefore, the company's listing day of 65438+February 19 every year is named "Poly Spark Festival", which is a grand festival for all people in Poly. By then, 40,000 employees will participate in the form of "online+offline". 2020 is the first "Poly Spark Festival" of Poly Property, including the release of suspense posters in the early stage of the Spark Festival, the release of brand-new spark culture connotation in the middle stage, the online H5 interactive release of employees, and the collection of series of manuscripts in the later stage of the Spark Culture.

With the advent of the mobile Internet era, the innovation of corporate culture communication carrier will become one of the important means to build corporate culture brand. The first Poly Spark Festival broke through the traditional communication mode and adopted the form of "online+offline", which expanded the number of participants, enhanced the interest and vividness of live interaction, and effectively enhanced the depth and breadth of the spread of "Spark Culture".

5. Look up at the stars and keep your feet on the ground.

1. Main value

(1) Establish business philosophy

The main value of the cultural system construction project of Poly Property Enterprise lies in building the business philosophy to support the long-term development of the enterprise, defining the nature of the property industry, and defining the role and development direction of the company. Specifically, on the basis of determining the role orientation of "state power in the era of big property rights", a complete corporate culture concept system is constructed, including three levels: core concept, policy concept and implementation concept, and fourteen concept elements run through all key links of management. Its programmatic document "Poly Property Scheme" is the methodology of poly property management, which provides a clear basis for unifying the thoughts and standardized behaviors of all employees.

(2) develop a code of conduct

Corporate culture lies not only in knowledge, but also in action. Unity of knowing and doing is the ideal realm of corporate culture construction. Therefore, after the establishment of the business philosophy, we should also put the concept into the daily behavior of employees. Therefore, based on the service concept, we have formulated the service standards. Based on the values, we have formulated the code of conduct for Xinghe operational officers, the code of conduct for Xinghai functional officers, the code of conduct for Xinghai commanders, and the red line of cadre management discipline. In short, different levels of code of conduct have played a clear guiding role in the daily behavior of employees and provided a basic basis for the next assessment of cadres.

2. Some inspiration

Corporate culture not only needs to inherit and innovate, learn from the excellent cultural traditions of the past, but also needs to respect the characteristics of the industry and the team, and think about the demands for corporate culture from different angles based on the latest industry trends and company strategies; Then, from the perspective of the corporate culture system construction project of Poly Property, industry trends and grassroots employees are two aspects that need to be considered:

① Pay attention to the requirements of industry trends for corporate culture.

The development of enterprises can not be separated from the influence of external industry environment. When the trend and nature of external industries change, the company itself should change with the trend and take the initiative to change, thus leading the development of the industry; In recent years, with the gradual relaxation of policy supervision, major head enterprises seize the incremental market with the help of capital operation, and the degree of marketization is getting higher and higher. The traditional residential format has extended to the blue ocean of non-residential, and mechanization and intelligence have become the trend ... The property industry is undergoing earth-shaking changes, and the people's understanding of property management is also quietly changing. Based on the above industry trends, focus on keywords such as "marketization", "brand building" and "intelligence"

② Pay attention to the needs of grass-roots employees for corporate culture.

If the industry trend is the "starry sky" of the company's development, then the grass-roots employees are the "land" of the company's development. As a property enterprise, we should not only look up at the starry sky, but also be down-to-earth to ensure the healthy and sustainable development of the company. For a long time, the grass-roots turnover rate in the property industry is high, which directly affects the satisfaction of owners and brand image. As an enterprise, we should stand at the height of "redefining a profession", build a stage for everyone to display their talents, ignite the dreams of grassroots employees, and rekindle their sense of professional identity and corporate belonging. Based on the current situation of grass-roots employees, we focus on the demands of key words such as "respect" and "humanistic care" for corporate culture.