The ancestor of the Chinese property is attacking the IPO | digital secrets in the "alternative" way

Author:36 氪 Time:2022.09.25

Using technology to reduce the cost of the property, it cannot represent the ambitions of everything.

Text ｜ Bao School Thousand

Edit ｜ LINA

Source ｜ Number (ID: Digital36kr)

Cover Source ｜ IC Photo

The 32 -year -old Vanke Property distance was listed on the market, and the final door was worse. But CEO Zhu Baoquan has always had a knot -open the boundary of the property.

This is not the new proposition of the industry. As early as the O2O wave of O2O swept, a large number of property companies chose to embrace the Internet like a spring breeze. Expansion -listing -re -expansion, developing e -commerce, and suddenly became the biggest business under the wind.

当时，“物业公司不做移动互联网都不好意思说自己是干物业的。但不管哪家物业公司，做出来的App都是卖桶装水、卖大米和卖金融产品的。”从一开始， Zhu Baoquan did not recognize the logic of "circle people sell goods". He believes that even if he stands on the wind, the property company still has to do this.

That year, Vanke Property's revenue exceeded 4 billion, and the profit was close to 200 million yuan. It was a well -deserved boss in the industry. The color life of a property service enterprise, the concept of borrowing and community O2O is the first to set aside, opened the door of the Hong Kong Stock Exchange, and won a higher valuation in the capital market. At the beginning of the listing, the price -earnings ratio was as high as 60 times.

However, from the cluster of the community O2O, to the "first share of the property listing" encountered Waterloo in the capital market, the "new species" of the property represented by the color life, and finally did not tell the story of "the last mile of the community e -commerce" telling the story. Go down.

Although the property is operating in traditional ways, it does feel like cocooning. "But only by understanding the needs of customers and the times can cocoons be turned into butterflies." Zhu Baoquan's words are both the side writing of Vanke's property values and the name of the "Butterfly City" strategy.

In 2020, more than half of the domestic property companies in China conducted a renamed "property", trying to attract the market's attention by improving service quality and embrace technology. Vanke property also renamed "Everything Cloud" during this period.

In order to enhance the "scientific and technological content" of all the clouds, Zhu Baoquan dug the former vice president of Alibaba Cloud and Ding Qifeng, chief scientist of Alibaba Cloud's networking, and served as the partner and chief scientist of all things.

As early as 2015, Vanke Property followed the Group to promote digital transformation, investing over 100 million yuan each year. Later, about 1.5%of Vanke Property's annual operating income was used for scientific and technological research and development. In 2021, the research and development investment of Wudong Cloud was 374 million yuan. Such a large investment was unique in the industry, but it was not easy to transform this traditional industry.

Zhu Baoquan and Ding Qifeng also know the risks and costs of innovation. On the evening of September 1, the Hong Kong Stock Exchange announced that "everything cloud" passed the listed hearing. For all things, the "property" is taken away, all in "technology", they want to follow a path that predecessors have never walked.

The beginning of "fireworks"

In 2013, the impact of the Internet from online to offline has made Danke's board chairman Yu Liang a little sensitive and uneasy. Shortly after the change, he led a group to Alibaba and Tencent, intending to learn from the two. Subsequently, the prelude to digital transformation was sounded within Vanke.

At that time, Ding Daifeng in Silicon Valley in the United States was specializing in the Internet of Things and artificial intelligence technology on the front line. He is one of the 14th directors of the International Sensor Association. He cares for the design and application development of Semiconductor, Bosch, and Intel in the architecture design and application of sensors. He also participated in the development of the touch screen of Apple mobile phones. In the next few years, he has devoted his energy to Huawei and Alibaba Cloud with the position of chief scientist in Huawei and Alibaba Cloud.

2018 Munich Electronics Exhibition

Ding Qifeng (right) and Yingfeeling CEO Reinhard PLOSS (left) exchanges how to use "AI+sensors" as a humanoid robot

The two parallel stories were associated and staggered in 2021.

One day in the first half of 2021, Ding Daifeng received a call from himself to claim to be the human director of all things. He felt a little bitter, and he thought it was a cloud computing company. After investigation, he knew that it was Vanke property. At that time, the company had been stripped from the group's main body and operated independently, and was officially renamed "Everything Cloud" in November 2020.

The cause of this call is that Zhu Baoquan launched the "Poseidon Talent Plan" internally, trying to absorb external executives to do talent activating blood. Ding Qifeng, who did not mean this, became the object of being called.

The traditional property management business is a labor -intensive service, with low technical content, high employee loss rate, and lack of strict access, training and assessment mechanisms. Although Vanke property has reached the forefront of the industry, Ding Qifeng was puzzled at first: "Why do property companies need chief scientists?"

Property management in China is generally "who developed and who manages", and excessively relying on the scale of housing enterprises to expand the scale. The performance mainly comes from low value -added basic services. In the golden years when the real estate industry has been singing, developers believe that it can make "hard" money and "big" money to build a house. However, after real estate has entered the stock market, he has to learn to make "soft" money and "small" money.

Faced with the gradual disappearance of demographic dividends, the threat of the rapid growth of labor costs, such as Vanke, Country Garden, Longhu, Shimao and other self -sustaining property developers, they also emphasize the essence of service and pursue the efficiency and service upgrade brought by lean management.

As a large -scale and rapid expansion of property comprehensive service companies, Vanke Property provides services to millions of families in more than 120 cities in 30 provinces and regions and cities in China every day. If the average of 3.02 people per household is calculated, the management scale of all things exceeds 10 million people, which is equivalent to the population capacity of a large city.

Although Vanke Property has been recognized as a banner in the real estate industry in the past 30 years, Ding Qifeng hesitated again and again, whether to join everything. After all, "technical factions" are common in real estate companies to encounter "soil and water".

However, Ding Qifeng regretted that "the Internet of Things failed to become a larger business than the cloud market", so he finally chose a more fireworks real estate and property industry.

He said that he had been a professional manager in a large company for 20 years. Now when he joined the clouds as chief scientists, he challenged the "intelligent building system in the era of industry 2.0" to "the overall structure of the era of industry 4.0" Essence

Use technology to beat cows

In the past three years, the overall gross profit margin of all things was about 17.7%, 18.5%, and 17.0%. In Zhu Baoquan's view: "The gross profit margin of the property company can exceed 10%."

In essence, this business earns compensation. If the management fee is well managed, the management fee paid by the owner is a bit higher. But shortly after being in the property field, Ding Qifeng realized that it was a "extreme internal and bloody" business. The price war in turns leads to the average net profit of the industry is only 7%-8%. "The cheaper, the more others need to use your services, and there are not many companies that really make money."

The income and proportion of the three major income sectors of all things

In 2021, the head effect of the property industry was further highlighted, and the market share of TOP 5 companies increased to 16.59%. In order to pursue scale effects, many companies have increased their strengths of horse race. However, in nearly 70,000 domestic property management companies in China, old projects with low unit prices and low plot ratios are in a loss state.

"Traditional properties do not have intensive production capacity like manufacturing. For example, when the acquisition of a mobile phone company, it will not lose money after it becomes effective, but the service industry does not have such characteristics." Ding Qifeng believes.

Therefore, in the face of the capital market, head property companies are telling new growth stories without exception. However, in the eyes of Ding Qifeng, the property company had previously followed Internet companies to do community e -commerce, data, and the Internet of Things. There is always a feeling of "Dong Shi Xiao", and the methods and paths are not clear enough.

The essence of the problem to solve the problem. Before Ding Qifeng joined all the clouds, Zhu Baoquan was thinking about how to break the boundary between the community and the community. He boldly assumed that by mixing cleaning and security, the role of peak -cutting and improving people may be able to fundamentally solve the "problem of not making money by a single project."

Let the "four guarantees and one service" (security, cleaning, greening, warranty and customer service) have the ability to integrated operations, and improve the efficiency of the space service of the property. The central idea is based on the concentration layout of the street. To realize the so -called "butterfly city".

"Butterfly City", English is called "Onewo Town", so it is also called "everything cloud street". The first challenge to let the "Butterfly City" operate between the city and the primary challenge in front of Ding Qifeng is how to translate the "Butterfly City" into a technical architecture on a piece of white paper, and eventually precipitates into a financial model. He believes that technology and products are not difficult, and it is difficult to accurately understand business and translate into a corresponding technical system.

Initially, no one can explain the specific plan of "Butterfly City" up and down. Ding Qifeng spent six months with Zhu Baoquan, trying to change the "butterfly city" from an abstract concept to a visible scene.

From the concept to the process of product, technology is like "fighting cattle across the mountain". In order to break the wall of the community and improve the liquidity of security and cleaning, the "takeaway" intelligent scheduling sounds simple. It can be laying a wireless network, where the robot is used, where the map is covered ... ","

In addition, Zhu Baoquan hopes to equip the butterfly city system with a set of "digital compass", covering all the houses, commercial writing and urban properties covering everything.

With his own understanding, Ding Qifeng tried to make three -dimensional GIS maps, focusing on the coverage of surrounding houses, shopping malls, office buildings, and public buildings. However, Zhu Baoquan is not concerned about the visual presentation effect. It is more concerned about the latitude and density of the construction area, completion time, and the contact information of the owner and merchant, which is convenient for the early market expansion and subsequent operations.

In other words, the complexity of "digital compass" is not in the database itself, but the source of data. After using intelligent hardware, sensors, edge computing and other infrastructure, after collecting data such as equipment, assets, people, and activities, the "digital compass" finally mapped the physical world to the digital world with the goal of the space twins.

In July this year, the "Digital Pass" version 1.0 was launched. In the remote data operation center of all things, information such as the cleaning area of any community, security presence, equipment operation status, and collection of property fees can be tracked in real time through large screens.

Each different level of work order, the property experts of the data center remotely distributed to the local maintenance personnel, and the relevant personnel correspond to the task of emergency response according to time requirements. As of July this year, the number of workers from all over the country has exceeded 15 million orders.

In order to reduce the cost of manpower, everything is equipped with automatic patrol cars, debris and sweeping cars in the "Butterfly City". The development team draws the community roads in the area, and then integrates with the map software into the background. Through the intelligent work order scheduling, cleaning and security will be cleaned out of the community. Ding Qifeng's thinking is that although the purchasing cost of the machine is 10 times the cost of labor, especially when the machine cannot completely replace the manpower at this stage, the cost of "human+machine" is more expensive, because the machine is often insufficient utilization. Essence However, the digital "butterfly city" work order scheduling greatly activates the remaining production capacity, and the full load rate of the machine increases by 20%to 30%.

He and the team calculated a account and found that when the overall utilization rate of the machine reached 50%, the profit and loss could be tied. In the future, with the increase of the concentration of "disc city", more and more "spelling" will further reduce the idle rate of the machine. With the time of the intermediate transfer, the overall utilization rate can reach more than 80%.

Ding Qifeng summarized the technical model of "Die City" as "DMFS", namely Data, Marketing, Facility, Service, from main data to trial push to infrastructure and service scheduling, matching algorithm models, forming a complete architectural diagram.

The digital ability has helped everything to further release the basic labor force, improve the efficiency of property management, and transform from a single on -site service to a remote operation.

Street conference division

In the Bantian Street in Longgang District, Shenzhen, the "four guarantees and one service" team with a scale of 2,000 people in Shenzhen. As of June 30, 2022, everything managed 11 residential property projects and 7 PFM projects in Bantian Street. Management a total of 22,700 households. It accounts for 36.1%of the total number of Bantian Street.

In the past, the service radius of the property was limited to a single community or office building. The property butler of all things could only serve Vanke's real estate, and Zhu Bao was full of red line breaking through the exterior wall of the community. As of December 31, 2021, the number of third parties in the management community projects in the control community projects reached 1605, accounting for 56.9%of all in the management community project.

It is not difficult to let these housekeepers go out and penetrate into more communities. As long as the digital cost reduction and efficiency are reduced, 10%cheaper than peers can eliminate the resistance of the surrounding community properties.

For example, from Vanke Yueyue Mountain to Sun Yujia, then passed through the South Road of Huancheng to the final destination Vanke Ziyue Mountain. Every day, a high -pressure rinse car was cleaned according to the established route according to the established route.

The background system has planned more than this route in advance. Ding Qifeng's idea is based on "machine+people+remote scheduling". Among the multiple residential and commercial property projects signed, the "conference division" of the community street is shared through equipment sharing.

After the improvement, the Bantian project has achieved profitability from all year round, and the efficiency of personnel has increased by more than 20%compared to the past. Through the remote operation of intelligent transformation at the scene, it successfully reduced the manpower of 54 people and saved 5 million yuan in annual costs.

Choose here as a test field. In addition to Shenzhen is the homeland of Vanke, it also implies its ambition to change the property through the "Butterfly City".

Taking the special process of cleaning as an example, the cloud of all things optimized the on -site operating scheduling mode. The timeout rate of the work order decreased significantly, and the number of reporting orders increased by nearly 1.5 times from the previous month. The problem -solving efficiency increased by nearly 3.8 times.

Nowadays, from the owner's unsophisticated pass to the community, and to the IoT system to actively perform water leakage, fire alarm and other issues, digitalization makes the community management of all things more orderly and orderly. The 44 articles in the process have been digitized.

In Bantian's "Butterfly City", perceiving hardware through the front -end deployment, timely capture equipment abnormalities, overflowing trash cans, etc., and then triggered the alarm that directly returned to the "Butterfly City Brain" directly returned to the neighborhood. +Artificial "scheduling method reaches the optimal match.

If the fire protection equipment fails, no owner is required to call for repairs, and the infrared alarm system directly issues a signal to notify the property to send someone to repair it; when the electric vehicle enters the elevator, the smart light curtain system will automatically detect hidden dangers and actively suspend the elevator operation.

During the design stage of products and systems, Ding Yifeng often reaches the team. In order to clarify the logic of the calling center's calling security, they need to do a few days of security and cleaning. "Only by the end of the game can you feel the same, otherwise you will not do a good product."

In July 2022, in the "Butterfly City" of Tangjiadun Street in Wuhan, a cleaning staff drove the cleaning machine to clean the path to directly improve its work efficiency.

With the success of Bantian's "Butterfly City", everything is locking in the top 100 cities in China's economy, more than 14,900 streets, and selects 3402 streets with higher concentrations and potential for the most concentrated projects, copy more " Street property.

This new street operation model has opened up the "Four Insurance and One Services" supply chain, and designated a community, street, and business district that can be reached within 3 kilometers of radius, resident sites and employees for 20-30 minutes. The red line of the outer wall.

In 2021, the acquisition and invest in Berne Property and Sunshine City Zhibo, the purpose is to lay the foundation for the "Butterfly City".

Today, the average number of projects in the first -tier cities is 217, and there are 141 areas of the area with 10,000 households in the radius of 3 kilometers. The cleansing integrated operation reduction and efficiency, and the "street concentration" as the assessment standard, explores more possibilities in business scenarios. To this end, Ding Qifeng believes: "Everything in all things entering technology is more difficult than doing VC. The startup company cannot do this project today. It can also explore the needs of the times. It must be more difficult to find the answer from the question. "

But he believes that the success of the "Butterfly City" strategy will turn everything into a unique company. In addition to the problem of marginal costs, it has been proven to be resolved. The current efforts of the team are to use the "Butterfly City" effect to inject more potential for growth into its own brokerage business and decoration business.

The outside world has compared everything with the clouds with shells more than once. Among them, Zhu Baoquan's determination to decorate business will become the most anticipated business growth point in the property industry.

Ding Qifeng is also convinced of this. The core of digitalization solves the problem of process consistency, eliminating a large number of non -standard projects and the extreme asymmetric user pain points. He took the decoration business and Industry 4.0 model as a reference, and eventually had the ability to make large -scale customization.

At present, the construction of every single decoration of everything is delivered under the camera. In particular, due to the continuous efforts of house decoration and US -residential services, customers' purchase of all -things cloud services has increased significantly. Taking Bantian Wanxiyun Street as an example, the average monthly increase in the monthly contract is RMB 1.1 million in the first quarter of 2022. The yuan increased by about 180%, and RMB 3.1 million in the second quarter of 2022. "

With the improvement of the area and density of Butterfly City, more property butler will undertake the quality control work of supervision in the future to help industry supervisors control the decoration progress.

In addition, Ding Qifeng is creating a set of application platform with a complete plan. "The original systems are all dotted project development. These products are not enough systems, and they are facing the possibility of being abolished at any time. Everyone has a sense of accomplishment. Now it is a systematic operation. Relatively more meaningful. "

36 The official public account of its subsidiary

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