Whenever dialogue Baoli property: service without uniform standards is the largest contradiction property industry requires a service model revolution

"The biggest contradiction in the property industry now is that there is no unified standard, lacking a best practice, and the industry has not yet formed a successful and effective model." On May 31, Wu Lanyu, general manager of Poly Property, was accepting the reporter of the Daily Economic News. During the visit, the property industry must first complete the standardization and then complete personalization. Only with standards can we establish the industry's marketization, and everyone can form a development force on the basis of a consensus.

From chaos to industrial order

The promotion of the capital market and the industry's full flowers still cannot cover the fact that the industry is still in the primary development stage of horse racing, that is, the current property industry is chaotic, disorderly, and lacks a benign and standardized market ecological environment.

From the perspective of Poly Property, the market market in the property industry at this time is large, but the disadvantages are also obvious: opaque, irregularly follow, backward production relationships, outdated service models, and uneven customer experience, which makes the market highly dispersed. Today, the disorderly expansion is not the first priority in the property industry. Property companies can try, explore, or even subvert, and anyone may become one of the future leaders.

"As a property practitioner, we all want to revolutionize our own life. We don't want to be in the future (revolution) that is not in our team (revolution), but this is very likely to happen." Wu Lanyu said.

In the post -scale era, the market still lacks consensus on the new direction and new path of the industry. The thinking of Poly Property is how to further promote the evolution of the industrial model as an explorer.

The starting point of the thinking of the industrial model is to advance the advanced and mature industries through the target retail industry and the real estate intermediary industry. Poly Property found that the key to promoting the further development of the industry is to build a new market order (from chaos to order), and the premise is the breakthrough of the existing property service model. Raise maintenance of product capabilities and industrial models.

In other words, it is to productize and standardize the service. Systematic, on the one hand, starts from customer needs and refine the needs of the product system to adapt to the differentiated needs of customers; on the other hand, start from standard construction to create more grainy standards and improve service refinement capabilities.

Poly Property refers to this property service model "prefabricated". In addition to standardization, another core core of the prefabricated type is to make full digitization and reduce redundancy, and strengthen the standard landing.

"Under the prefabricated type, the standardized granularity of the business can also form a positive design. Positive design is customer -centric to allow customers to enjoy the rights they should have. It is difficult to let the owner see and feel how the property does. "

Wu Lanyu said that the particle size of the property service needs to be met to a certain extent to make the owner feel that if the owner goes to the property center to report to the decoration, the owner usually needs to run a lot of times in the past.

On the basis of customer insights, Poly Property has further formed a standardized standard system that can adapt to the differentiated needs of customers. For example, in the field of public services, Poly Property especially emphasizes entry management, formulated a global service initialization list, and realized the quality stability of different regions, different teams, and different Party A.

Standardize before personalization

The red fire in the property industry is the excitement of the outside world, and the eyes of the people in the bureau are: the situation of the property practitioners and the owner's "double losses" still has not changed. On the one hand, the owner's complaint on the property is very frequent; on the other hand, the practitioners who provide services to the owners also believe that their work is hard and grievance.

Poly Property believes that the biggest contradiction in the property industry is now without standards, and there is no boundary without standards. The industry needs standards to establish the relationship, rights and obligations of Party A and B, the relationship between prices, the relationship between industrial supporting, and the relationship between everyone. If there is no standard, these do not exist, which will cause the industry to be bad.

At present, about 16 listed property companies have more than 100 million square meters in the pipeline area and hundreds of pipeline projects. The main contradiction is that the property company needs to obtain the entrustment and support of customers in batches. standardization. The same is true for the owner. When you want to change the property company, it is difficult to determine which company is good or which company is not good.

From small properties to "large properties", the development boundary of traditional properties has been completely opened, and the value of industry track has been re -recognized. Many property companies, including Poly Property, have achieved leapfrog development in the past few years. Property services go out of the community fence, move from the community to the society, and start covering more public spaces; from hard space to "soft infrastructure", allowing property services to go from the industry position of real estate support from services and management to respond to the national strategy. More policy support and industrial support.

However, because the property industry did not follow an industry at the beginning, there has been no unified standard for forming, and the maturity of an industry is first to see if there is a standard. The status quo is that the owners and the public often evaluate the services that the property company should not have done, but there is a standard scale when evaluating the services they should do.

"Now the industry has made breakthroughs in various business business. Poly property has space and status, but we have not defined this standard. Some companies are also trying some attempts, but everyone has not formed consensus. What is consensus? To promote industrial standardization, standards need to be promoted by the best practice of some enterprises. "Wu Lanyu pointed out that without uniform evaluation standards and scale orientation, it will cause the service quality without cost guarantee. In the end, the owner does not actually get real benefits. Essence At present, the intelligent door card promoted by most property companies is also a type of standardized attempt. In the past, because the identity was involved in identity, it was the most likely to conflict with the owner. Intelligent door cards could solve the problem of identity authentication, and it was also a way that could be replicated, digital, and online.

Therefore, from the perspective of Poly Property, although similar standardized product services cannot complete different problems to solve different local services, they can try to make customers from different regions be consistent with some sensitive points. Rights and obligations. Although everyone thinks that services should be personalized, personalization is a higher requirement after standardization.

Another difficulty in the standardization of property services is that the price of property services is not market -oriented. In other words, it is difficult to raise prices in property expenses. "The same property cost, everyone is watching food and eating, because it is not easy to live. In the final analysis, the market -oriented mechanism of this industry cannot be turned."

The current exploration of Poly Property is to use service standardization as the base to achieve the corresponding service content and cost. Changing the traditional valuation model of past costs and valuations based on people, and truly reached a new valuation model with service quality as a premium. For example, Poly Property has explored a service list of service lists with Party A in the field of public services, and abandoned the traditional traditional person -to -person pricing.

Daily Economic News

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