The real estate industry embraces the four major transformation directions of the digital general trend to reshape real estate enterprises

Our reporter Xiang Yan Tao Leisco reporter Xu Linyan

"Do not break or stand", and the real estate industry that has gone through the "dark moment" is stabilizing and recovering. Especially since April of this year, the industry policy has been loosened significantly, the wave of digital economy is superimposed, and real estate companies have ushered in new development opportunities. The real estate industry's hugging digitalization has become the general trend.

In early 2022, the Ministry of Housing and Urban -Rural Development issued the "Fourteenth Five -Year Plan" construction industry development plan. The development goals proposed include construction industrialization, digitalization, and intelligence levels. The transformation of the big direction provides strong support for the formation of a strong domestic market and the establishment of a new development pattern.

"At this stage, real estate industry companies need to be careful, minimize unnecessary costs, and improve quality and efficiency. Under this requirement, the digital transformation of the real estate industry has become a breakthrough point. Through this transformation, it can provide customers with faster A better service. "An Guangyong, an expert of the Credit Management Committee of the M & A Guild, told the Securities Daily reporter.

Many real estate companies join the digital transformation army

Industry digital transformation is in the initial stage

More and more real estate industry companies have begun to join the army of digital transformation. In addition to its own digital reform, cooperation with technology companies is also the choice of many real estate companies.

"Mainly three levels of cooperation: platformization of corporate operations, lean of project management, and accurate customer operation. There are different cooperation on different customers." Vice President of Guanglianda Technology Co., Ltd. Guo Jianfeng, general manager of Guanglianda Digital Construction, told a reporter from the Securities Daily.

Guanglianda is a digital construction platform service provider. It was established in 1998. The main business is digital cost, digital construction and digital design. It is understood that at present, more than 40 top 100 real estate companies have reached in -depth cooperation. Through the cooperation methods of these housing companies and companies, we can learn about the main actions of digital transformation of real estate companies.

具体而言，在企业经营平台化方面，广联达曾和万达一起做了BIM总发包平台，帮助万达实现了轻资产总发包模式的变革，用平台赋能业务；在精益化层面，中海、 Enterprises such as Jin Mao and Xuhui have cooperated with Guanglianda to help companies open up Party A, Party B, enterprises and projects through digital ability, and use progress plans to drive the entire engineering project management. He has cooperated with Guanglianda in terms of decoration customization and conducted some explorations.

Although the number of real estate companies with digital transformation have continued to increase, the digital level of my country's real estate industry is still in the initial stage and has a lot of room for improvement. According to the statistics of the China Construction Industry Association, my country's construction informatization investment in the total output of the construction industry accounts for only 0.08%, and the developed countries in Europe and the United States are about 1%. R & D expenses of large and medium -sized construction enterprises in my country account for less than 2%of the turnover of enterprise turnover. "At present, the digital transformation of the real estate industry still stays in the analysis phase after data collection, which is only a digital bottom plate." Chen Sheng, the dean of the China Real Estate Data Research Institute, told the Securities Daily reporter, "On this data, how to use These virtual data reversely affect the actual living needs, and how to use this virtual collection affects the positioning and purchase of the product, and there is also a process. "

The digital transformation of the real estate industry is still facing a greater dilemma. Many industry companies are still using some traditional production methods. They have not truly integrated digital, online, or intelligent, and they are relatively backward in production and construction.

Wang Liwei, deputy dean of the Grand Lianda Construction Fang Digital Research Institute, said in an interview with a reporter from the Securities Daily that "the business model of many real estate companies is relatively single. For example, it is just a single residential development or commercial development operation. There is no second growth curve that can better operate. Mode innovation and diversification are necessary. "

Four major digital transformation directions

The ultimate goal can be increased to the Yuan universe

In the era of industry stock, the requirements for refined operating capabilities in real estate companies are also increasing, which has brought many challenges to the industry's subjects. Faced with these challenges, reinventing by the digital transformation path of the industry is an inevitable choice for real estate companies.

"There are four main directions for digital transformation: one is in the community, that is, in the property system, the combination of virtual and reality through digital empowerment can form a huge consumption entrance; The third is in the sales link, which mainly analyzes customers, understands customer attributes and consumption trends, and improves sales efficiency. The last is in the research link. Based on data, you can study products and various spaces. "Chen Sheng told" Securities Daily reporter. Overall, digital transformation cannot be limited to the space of the property community, including office and production space, and even expand to public services in cities, such as schools and hospitals, should be digitized.

In the process of digitalization of the entire construction industry, Guanglianda followed the strategy of "deconstructing and reconstruction".First of all, according to the three dimensions of the whole process, full element, and all participants, the entire industry is deconstructed, and then each element that is deconstructed in accordance with the standardized paradigm of digitalization, online, and intelligence is used to digitize it.Finally, it is reconstructed according to the new design, new construction and new operation and maintenance."The ultimate goal of the transformation of the real estate industry can actually be raised to the level of the universe." Chen Sheng said, but in the process of pursuing this goal, it cannot be blindly invested.Some practical issues come.When digital transformation in the industry, the data bottom plate must be established first, and there is a bottom plate to depend on it; secondly, it is necessary to optimize through various blocking problems found after running data, and finally use the dataization of the entire data -based life system scenarioReal combination.

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