It is not a dream that ＂internet plus Property＂ changes the traditional profit model of the industry and the property management fee is zero.

Related links: Pictured Sichuan

　　Cartography/Hao Lu

　　Property management, in your mind, is it equal to security, greening, maintenance and charging?

　　The property management company only relies on these traditional businesses, with a profit rate of about 5%; While building an Internet platform and earning money by value-added services, the gross profit margin may reach 80%.

　　In the Internet era, like many industries, the property management industry is also undergoing a major transformation; Unlike many industries that make money at a loss, the transformation of the property management industry has brought real money.

　　Community O2O consumption is the largest potential consumer market in China. With the help of the Internet platform and community O2O consumption, the space for property management to provide value-added services has been opened, bringing new directions for industry development and new profit models. And consumers will also benefit from this transformation.

　　On August 3, in a Grade A office building in the south of Chengdu, Wang Jia and his colleagues sat around the projector to discuss the production of a mobile Internet APP. This product will be launched in September, and the general manager of Sichuan Lianchuang Future Business Service Co., Ltd. is now at the busiest time.

　　This company, which has been in operation for less than two months, was established by 11 property companies in the province. It is responsible for developing and operating the Internet platform for the investors to use, with the goal of improving the efficiency of basic property services and providing value-added services such as online repair and shopping.

　　Getting involved in "internet plus Property" is not new in the property management industry. Looking at Sichuan, Chengdu China Resources Property "Lohas Painting" WeChat Mall opened last year; In July this year, the "Life Home" APP of Sichuan Jiabao Property, a subsidiary of Blu-ray Real Estate, was launched … Look at the whole country. At the end of July, Tencent and Evergrande announced that they would build an Internet community service platform based on their respective Internet and property management advantages.

　　These indicate that the property management industry is undergoing a major transformation.

　　A

　　How hot is the transition

　　Seven interviewed property companies in Sichuan, and six have built Internet platforms.

　　Wang Jia took a piece of paper by hand, drew three parallel boxes and filled them in "Property Management Platform", "Mobile Office APP for Property Employees" and "Owner APP". "This is the architecture of (our) Internet platform." The first part is used by the management of the company for the management of human resources, finance and customer service. The second part is for employees’ use, such as viewing and issuing notices, and handling customer service requests. The third part is used by owners, which has the functions of online shopping, online repair and payment, community convenience service and so on. This platform will cover 45 properties in the province in September and will be expanded to 120 in March next year.

　　Chengdu Kaili Meiyu Community has launched a similar platform. Seven or eight meters away from the entrance guard, the owner Zhang Ayi took out her mobile phone and shook it, and the iron gate opened automatically. "The next APP on the mobile phone, the community knows all the activities and notices." The mobile phone interface shows that the APP also includes online payment, photo repair, online complaint, group purchase and other functions.

　　Yao Min, chairman of Sichuan Jiabao Asset Management Group Co., Ltd., the property manager of the community, said that this is the platform of the company’s Jiabao "life home" service system, which uses Internet technology to improve basic property services such as security and engineering maintenance; At the same time, it also provides value-added services such as door-to-door delivery of goods and online purchase of products from surrounding shops. The platform will be open to all cooperative property companies for free, but it will not be compatible with other platforms.

　　In July, the reporter interviewed seven property companies in Sichuan successively, including Sichuan Jiabao, Vanke Property, China Resources Property, Chengdu R&F, Oufei Property, Xuhong Property and Color Life Service Group. Six of them have operated or are under construction their own independent and similar Internet platforms such as mobile APP and WeChat. An industry insider said that the cost of mainstream platforms in the industry is calculated by "10 million yuan".

　　B

　　What is the transformation map?

　　Sword refers to the largest potential consumer market in China, improving the income of value-added services.

　　It costs a lot to build an internet platform. What does the property company want?

　　The answer, in a row of data. Last year, China Resources Land (Chengdu) Property Service Co., Ltd. launched WeChat Mall, providing value-added services from "low-cost fruit group purchase" to "handling auto insurance and credit loans in the community". Property is drawn from the income of cooperative businesses. At that time, the income from such value-added services accounted for 15% of the company’s total profit. The profit in the first half of this year has exceeded that of last year, and the expected proportion of annual profit has been raised to 30%.

　　Pu Bin, the general manager of the company, said that the daily consumption of community owners is a potential huge profit point, but in the past, there was no internet means, and the scattered needs of owners could not be utilized.

　　An industry insider believes that community O2O consumption is the largest potential consumer market in China, and it is expected that the next "BAT" (Baidu, Ali, Tencent) level giant will be born.

　　Property companies are not the only ones who see this market. In China, there is a "Ding Dong Community" created by Internet companies. Recently, Changhong Group also released its smart community landing plan, which will explore cooperation with real estate enterprises and intervene in the smart community market from the front end.

　　More Internet giants choose to cooperate with property companies. In addition to Tencent and Vanke holding hands, Digital China also presented a "internet plus" cooperation plan for China Resources Property Chengdu Company.

　　Pu Bin believes that owners have natural "just need" such as paying property fees and repairing. Once these functions are integrated into the property online platform, owners will naturally become sticky to the platform. Property management is more likely to gain the trust of the owners, and there are also people and places close to the community. "Compared with other e-commerce, the property company has good credibility and can deliver the fruit to your door in 10 minutes. Why didn’t the owner choose us?"

　　Shen Yimin, a member of the expert group of Chengdu E-commerce Enterprise Association, believes that property management companies have the most potential advantages by mastering the daily needs of owners and integrating surrounding businesses to provide products and services.

　　In the first half of the year, China Resources Property WeChat Mall cooperated with merchants to sell kiwifruit, and sold more than 3,000 pieces in 40 days. Because of skipping the agency link and no rent, each piece was sold to 250 yuan, while the supermarket sold to 310 yuan.

　　C

　　Who benefits from transformation?

　　Property companies earn money on community O2O value-added services without relying on property management fees.

　　August 1, Shuangqing Road, Chengdu. Lunan, a high-rise building built in 2008, has a monthly property management fee of 2.1 yuan/square meter; Lubei is the first phase of Fantasia County, a high-rise elevator apartment built in the same year. The property management fee is 0.98 yuan/square meter per month. The relevant person in charge of Huajun Property and Chengdu Business Department of Color Life Service Group said that the company will eventually implement platform consumption points in Sichuan and fully deduct the property management fee. To earn money from community O2O value-added services-as long as the owner’s resources are mastered, the daily necessities, food, clothing, housing and transportation required by them have unlimited commercial development possibilities.

　　As the first listed property company to take the lead in using the Internet platform, Color Life Service Group’s gross profit margin in the property management service sector reached 80.4% last year. Ma Cong, secretary general of the Property Committee of the Provincial Real Estate Association, said that the profit rate of traditional properties with property fees as the main source of income is only about 5%.

　　The relevant person in charge of Chengdu Business Department of Color Life Service Group said that the company is positioned as a "property-based (Internet) platform operator". Li Ruihong, dean of Chongqing University Bozhong Real Estate Management Research Institute Chengdu Branch, believes that this sentence should be reversed, which is "a property company that uses the Internet platform".

　　The future focus of the property: whether to be an online platform operator or an offline property service provider? In his view, the owner is not in the hands of the property management. If the service quality declines, the owner will be lost at any time, and the "cost" of competition will be lost.

　　The transformation is noisy, and the quality of service is easily overlooked. The reporter saw that two-thirds of the interface of a property mobile app was covered by sales information such as "group purchase" and "selected merchants", leaving the interface of property services such as "calling customer service" and "I want to complain" very small, and only turning pages can browse all related functions.

　　Wang Jia decided that the platform launched in September will not consider making money first. "Don’t take this piece too seriously in the early stage, and do a good job in customer experience. Everything that comes will come." In her eyes, the essence of the company is still a property service provider, and it cannot be deteriorated by Internet technology.

　　D

　　What will happen without transformation?

　　The "small and scattered" state of the industry will end, and enterprises that can’t keep up may be eliminated.

　　Sichuan Xuhong Property Service Company is a third-class enterprise (the lowest level) with only two property projects in its hands, and it is also the only company that has not built an internet platform in the interview. "Do it yourself, no money; If you want to cooperate with others to build a platform, others will not look up to it. " Its founder, Yang Xuhong, is a bit helpless.

　　Not building an internet platform does not mean that there is no sense of transformation. Yang Xuhong searches for the trends of property giants every day, and he feels that something is coming. Last year, Fantasia Group split its property plate into Color Life Service Group, becoming the first listed property company in China. Vanke, Poly, China Shipping and other real estate giants also have plans to spin off property listings. The seven property companies in Sichuan interviewed by the reporter, except for Color Life, two others said that they were waiting in line for listing, and one said that there was a listing plan. Established for 15 years, Jiabao Property, which has been only accepting the parent company Blu-ray Real Estate, suddenly started to accept other real estate business this year; Chengdu Vanke Property has signed 17 property projects totaling 1.29 million square meters in half a year … "The more owners, the more voice they have in negotiating with merchants, and the more they can attract capital; And capital entry will enhance the ability to expand. " Yang Xuhong sighed that the industry may have to "shuffle" this year-this is the first time that commercial properties in Sichuan have gone through more than 20 years.

　　Li Ruijun disagreed with the words "reshuffle" and "merger", preferring to mention "cooperation". The general manager of Chengdu Vanke Property Services Co., Ltd. made it clear that he is willing to cooperate in the form of holding and equity participation, but will not merge partners. The latter can use Vanke’s "Rui Service" property platform for free and will also receive business guidance.

　　The relevant person in charge of Chengdu Business Department of Color Life Service Group also said that it will accept cooperation methods such as equity participation in the future. Vanke, Garbo and Color Life said that they did not require cooperation or the management and income scale of the acquirer.

　　In Wang Jia’s view, this can’t dispel the fear of small companies. "After small companies use the giant Internet platform, the owners will gradually get used to the better and advanced services of the giants-the owners’ resources will be hollowed out unconsciously. The property management contract will last for three to five years. After the expiration, the owners’ Committee will talk directly with the giants. What about small companies? "

　　Wu Qingmin, secretary-general of Chengdu Property Management Association, believes that property management enterprises that cannot keep up with the pace of transformation will face elimination. There are about 3,700 property companies in our province, most of which are small and micro enterprises. Take Chengdu as an example. Of the 2,179 property management companies, 1,809 are Grade III enterprises (the lowest level). The heads of Vanke, Garbo, China Resources and other giants all said that the current "small and scattered" state of the property industry will end, and the industry will gather day by day, forming a competitive situation of several major platforms.