The eight immortals cross the sea, each showing their magical powers, and the property management industry is accelerating its transformation. Recently, Country Garden Services held a brand renewal conference in Guangzhou, launching the "New Property" brand. On the same day, Country Garden Services officially released the corporate vision of "International Leading New Property Services Group", centering on "new properties", adhering to the people-oriented concept, digging deeper into customer needs, and continuing to create new value through new technology, new ecology, and new services , And finally realize the brand mission of "service makes a better life".
Country Garden Service Executive Director and President Li Changjiang interprets the original intention of "New Property": Customer-centric
Customer-centric “Four New” layout and creation of new value
At the press conference, Country Garden Service Executive Director and President Li Changjiang focused on the “Four New ", launched a detailed interpretation of the "new property".
"New Technology" emphasizes humanity technology, let "technology" benefit the owners and provide personalized services. Not only actively respond to demand, but also actively predict demand. In terms of the talent structure and R&D deployment of new technologies, Country Garden currently has a team of more than 4,500 people involved in R&D, and has invested a total of 590 million yuan in scientific research funds in the past three years.
"New Service" is developed around Country Garden's service vertical and horizontal development strategy, that is, people-oriented, vertical and horizontal development; deep cultivation of housing, and expansion of the city. From serving the owner’s community to serving the owner’s home; from serving a community to serving an entire city. Country Garden Services is based on residential property services, and deeply cultivates full-cycle community life services vertically. It uses basic property services and value-added services such as community classrooms, housekeeping, elderly care, and health services to achieve a strong connection with the owners in all-age community life scenarios; residential property services As a foundation, horizontally expand multi-format services such as cities. Provides exclusive service solutions for different scenarios of all types of properties such as schools, hospitals, commercial offices, airport stations, landscape parks, cultural and sports halls, etc.
"New Ecology" is to build a "customer demand-oriented" service ecology by uniting excellent partners in various industries to form a cooperation model of symbiosis, sharing and co-creation. In the future, Country Garden Services will not only be a property service company, but also an ecological complex of property services, which will provide owners with a good lifestyle by selecting high-quality goods at reasonable prices. Up to now, we have connected more than 1,000 merchants, and more than 200,000 people bought their favorite products through community groups throughout the year; as well as home improvement services, we have formed a war alliance with more than 600 home improvement and building materials brands, serving nearly 100,000 owners Create a better home life.
"New Value" means meeting the growing needs of customers. Customer needs continue to grow, listening to needs and value creation never stop. Country Garden Service has passed 400 teams, 365 days of uninterrupted sample surveys, and nearly 2 million survey participants throughout the year. “Everyday” understands the true voice of the owners and creates “everyday satisfaction”; established a customer experience research institute and established hundreds of customer experience improvement teams , Explore the growing needs of customers, optimize service plans, and innovate service design.
Country Garden serves "new properties", adhering to the people-oriented concept, digging into customer needs, and continuously bringing new value to customers through new technology, new ecology, and new services—providing people with worry-free services throughout the process and improving the quality of life. Promote the appreciation of assets and promote the progress of social and cultural quality. This is a high-level summary of the new value and also the brand vision of Country Garden Services. In the new era, Country Garden Services will comprehensively renew the brand, and will realize the brand mission of “services for a better life” based on “new properties”.
From the original intention to " new" opens the era of "new property"
From the 1.0 property management era, it pays attention to the management of "things", to the 2.0 property service era, it begins to pay attention to the needs of owners, and then to the 3.0 property capital era, the tide of listing , Property enterprises are paying more and more attention to the ability of marketization, and now property services are entering the new 4.0 era of value services. However, with the development of the industry and the changes of the times, the nature of property has never changed.
Li Changjiang believes that the essence of real estate is to meet people's demand for architectural space, not to provide services for cold architectural space, but to provide services based on people's demand for architectural space. In the new era, the content, objects, methods, and business boundaries of property services are constantly extending. What remains unchanged is that everything is customer-centric and creates more value for customers.
This can be verified from the business of Country Garden. Currently, Country Garden’s services have covered residential,Commercial, office buildings, industrial parks, schools, parks and public construction and other business types, the main income comes from property management services, community value-added services, non-owner value-added services and "three supplies and one industry" business. In the first half of this year, Country Garden Services achieved a year-on-year increase of 78.4% in operating revenue to 6.27 billion yuan, of which property management service revenue was 4.0 billion yuan, an increase of 57.3% year-on-year, accounting for 63.8% of total revenue; community value-added service revenue was approximately 603 million yuan , A year-on-year increase of 96.2%, accounting for 9.6% of total revenue, an increase of 0.9% year-on-year; non-owner value-added services revenue was 674 million yuan, an increase of 13.2% year-on-year, accounting for approximately 10.8% of total revenue. Under the wave of technology, the property management industry is changing, property service companies are changing, and service methods and scenarios are also accelerating iteration, but the constant is always customer-centric.
Country Garden Services is well aware of this. In order to comply with the development requirements of the times and the industry, respond to customer needs to give customers more value, Country Garden Services has brought together the understanding of the property service industry in the new era into a new term——" "New Property", establish a new corporate vision "International Leading New Property Service Group", and redefine the boundaries and connotations of property services around the "four new" of new technology, new services, new ecology, and new values.
is people-oriented, technology empowers, and serves customers. The power of technology will change the future of the property industry. Country Garden Service released a new brand logo "Wisdom Tree" and brand color "Wisdom Blue": a more technological and humanistic image of the "Wisdom Tree", implying that Country Garden's services are customer-centric, using smart technology to connect people and leading breakthrough services Boundaries are endless and create value; the "wisdom blue" with rich technological connotation implies that Country Garden's services combine human nature with technology and integrate them into services.
Country Garden Services officially released the new brand logo "Wisdom Tree" and the brand color "Wisdom Blue"
brand new logo, which is a new starting point for Country Garden's services to continue to verify the value, connecting customers with Wisdom Tree, leading upward and creating value. It is reported that the new brand logo has been successively launched in Country Garden to serve many communities across the country. Thousands of "new property" theme light box posters show the brand new look to the majority of owners and integrate the brand slogan "Service Achieves a Better Life" into the community In the corner, service details are brought into the hearts of the owners.
