Among them, value-added services are expected to become the main profit growth sector of property companies. However, in the eyes of the industry, how to explore a more differentiated and personalized road in homogeneous products may become the key development direction of property companies.
Country Garden Service and Shimao Property were renamed.
Recently, Shimao Property, a wholly-owned subsidiary of Shimao Group, held a brand rejuvenation conference and announced the upgrade to "Shimao Service". Regarding the change of Shimao Property's name to Shimao Service, Xu Shitan, Vice Chairman of Shimao Group's Board of Directors, said that Shimao Property, as one of the important sectors of Shimao Group's diversified business, will achieve a breakthrough in management scale and service mode by subverting the development path of the traditional property industry. At the same time, Shimao Service has deep cooperation with leading enterprises in the technology industry, empowering a better life with intelligent technology and establishing a multi-win life service ecosystem.
This is not a case. In fact, with the rapid development of China's property management industry, there are not a few property companies that change their corporate names. On July 12, Caesars Property Group Co., Ltd. announced that its Chinese name was changed from "Caesars Property Group Co., Ltd." to "Caesars Beautiful Group Co., Ltd.", and it was transformed from a traditional property management service company to a modern all-round residential intelligent life property management service provider.
On May 13, Country Garden Services Holdings Limited announced that the company name of Guangdong Country Garden Property Services Limited was changed to "Country Garden Smart Property Services Group Limited".
In addition, Xincheng Property was renamed as "Xincheng Yue" on June 20 16, and was renamed as "Xincheng Yue Service" again on July 4 this year. In May this year, Du Nan Property Service Co., Ltd. was renamed as Du Nan Property Service Group Co., Ltd., and its business scope was increased to "design and construction of urban domestic garbage removal service, hotel management, cleaning service, river cleaning service, exhibition service, municipal engineering and intelligent building engineering". In August last year, Longhu Property announced the brand upgrade and launched a new brand name "Longhu Smart Service".
The Beijing News reporter noted that the name change of the property company not only represents the change of the brand name, but also implies the adjustment of the actual operation direction. After the property company changed its name, it included the words "technology", "service" and "wisdom", among which "service" was the majority.
Insiders pointed out that in recent years, more and more property management companies have found the correct positioning and realized that "service" is the fundamental attribute of property management. Therefore, the word "service" has been added to brand names, which not only helps property management companies to locate their business, but also helps owners understand that property practitioners are not "servants". Property management companies, like hotels, have the nature of service.
"Competing for survival" in the capital market
Why have property companies changed their names? What is the reason behind it? In Yang's view, the name change of the property company is just an appearance, and the reason behind it lies in the need of survival. "The diversified services of property companies are not a question of whether they can, but a question of survival. If a property company does not have diversified service capabilities, it will definitely die in the future. "
The reason why I think so, Yang explained that for property companies with developer background, developers will take out some funds to subsidize the property companies for refined management, which means that the services that owners can enjoy in the early stage of real estate are actually value-added services. However, the property is sold out, and the developer can't give money to the property forever. If a property company wants to maintain its original quality and can't increase the property fee, it will inevitably make use of the community resources to conduct diversified operations.
"Without the background of developers, the living environment of full-time property management companies is even less optimistic, and the whole is meager profit or unprofitable, especially in communities with a building age of more than ten years. It is difficult for property management companies to rely solely on property fees for profit." Yang said that in this context, property companies usually realize community resources, and some small and medium-sized property companies even use community maintenance funds privately, which is part of the reason for the contradiction between property companies and owners.
"The advent of the Internet era has forced some property companies to abandon the original simple path of realizing community resources, but to change from the core and improve profitability. Changing the name and increasing the service content has become the necessity of the development of property companies. " Yang said to him.
In addition, in the view of Lin Zhiwei, general manager of Oaks Property, the renaming of the property company is not only to promote its own transformation and upgrading, but also to reshape the brand image of the property. "On the other hand, in order to keep up with the capital market, the property hopes to attract capital attention by renaming."
In fact, since Fantasia Holdings spun off its property management company to go public in Hong Kong in June 20 14, it has become a "craze" for housing enterprises to spin off their property management companies to go public in Hong Kong in June 20 18. Up to now, in addition to the A-share listing of Du Nan Property, more than ten property companies such as China Shipping Property, Zhongao Jia Dao, Greentown Service, Blessing Life Service, Pujiang China, Ya Life, Country Garden Service, Xincheng Yue, Property, Yongsheng Life Service, Binjiang Service and Aoyuan Healthy Life have been listed in Hong Kong stocks.
In addition, according to industry statistics, by the end of 20 18, there were 74 companies listed on the New Third Board (including delisting companies), and 68 companies were still listed on the main board or the New Third Board.
In addition to the purpose of listing, industry organizations pointed out that the purpose of renaming property companies also includes attracting talents and adapting to new functions. In fact, the current property companies also undertake some government functions, such as party building, community safety publicity and maintenance, and garbage sorting. Therefore, changing the company name is helpful to adapt to the new needs and do a good job in community service.
No major breakthrough has been made in property value-added services.
In fact, for property companies, with big data, Internet of Things, artificial intelligence and other technologies gradually entering community life, community intelligence has become the general trend.
In this context, property companies must upgrade their original business to increase new profit growth points. However, so far, there has been no major breakthrough in property value-added services. In Yang's view, on the one hand, traditional property management companies lack experience in other aspects besides property management. On the other hand, traditional property companies also have their limitations, such as simple management tools and means of doing things.
However, in the industry's view, in the long run, value-added services are expected to become the main profit growth sector of property companies.
Among them, some property companies have also played an industry incentive role. Take color life as an example. By the first half of this year, the registered users and active users of the color life ecosystem had increased to 32 million and16.4 million respectively. With the continuous improvement of the scale of users in the ecosystem and the further enrichment of platform services, the online platform GMV reached 5,546.5 million yuan in the first six months of this year, a year-on-year increase of 27.3%.
In Yang's view, wireless city and smart home are a general direction in the future. Among them, the community is the entrance of family intelligence. Therefore, property companies have natural advantages and great potential to provide diversified value-added services. "Property companies can connect people, cars, houses and roads through intelligent means, such as using Internet tools to help house sales and decoration, as well as artificial intelligence and community robot research and development."
Lin Zhiwei pointed out that if a property management company wants to make a profit, its core idea should be to focus on intelligent property, and reduce costs and improve efficiency by replacing people with machines. Only by building an ecological community around "big health, big education and big social interaction" and realizing highly attached services can we really get through the community economic circle and realize value-added services with core competitiveness.
However, in the eyes of the industry, how to explore a more differentiated and personalized road in homogeneous products will become the next key development direction of many property companies. Among them, renaming is only a booster for the development of property companies. If you want to really develop, you can't do without careful management.