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First, the positioning background is vague and subordinate to the industry background.
China's property management industry was born in the era of great changes in social and economic systems and political systems. Since the 1980s, the Housing Authority and the Housing Management Office, which belong to public property, have undertaken all the work of housing facilities maintenance and management, housing allocation, housing adjustment and environmental cleaning, and then the administrative power of the Housing Management Office has shrunk until it became a "handyman department". The origin of property management itself leads to its unclear content orientation. From the beginning when property management intervened in public property, people regarded the property management company as the continuation of the service mode of the housing management office and positioned it as a public service industry.
The property management industry in China has developed with the development of the real estate industry in China, and it is also a service industry that is different from the real estate industry. The growth and profit level of the industry are directly proportional to the relevant indicators of the real estate industry, but the economic indicators are behind the real estate industry. Even in today's highly prosperous market economy, the property management industry still abides by the unspoken rule of "who develops and manages". We have noticed that since the implementation of China Property Management Regulations in 2003, the market-oriented pattern of separation of construction and management has not yet formed. Property management originated from the emergence and development of housing privatization. At present, 70% of the property management companies are subordinate to real estate developers, providing after-sales service for the products developed by developers and providing sales support and price support for the products developed by developers.
Second, the times test the practical value of the industry.
With the rapid and healthy development of China's market economy, people's awareness of goods, purchase and service has gradually formed. Looking back at the beginning of the development of property management, the privatization of housing is indeed an important symbol different from the value system of public houses. At that time, the service reflected a sense of dignity and was a kind of enjoyment after the buyer experienced the return. Property management has also benefited real estate developers, becoming an indispensable factor in the real estate value system and one of the important elements of corporate brand composition. Property management has been recognized, commercial housing has been recognized, and the brand of real estate enterprises has also been recognized. Property management has become an important quality support for real estate development. While creating a safe, comfortable and convenient working and living atmosphere for consumers, real estate development and sales have also achieved great success and returns.
In the current process of commodity sales, after-sales service has become an inevitable means and measure. So we must see clearly, is the value of goods really created by services? The after-sales service system of white goods industry all over the country is not because the product quality is excellent, but because it can solve all kinds of quality problems in the process of use most quickly; The emergence of property management is also to alleviate or solve the dissatisfaction of buyers with the problems left over by products through the services of property management personnel, but the final satisfactory result for consumers is still due to the stability and improvement of the quality of the products themselves. The improvement of product quality is not created by service, but realized by strengthening management. Service can't really bring benefits, but management itself can.
Let's review the development of property management in the past 20 years. We have cultivated the core concept of the industry: management+service into long and short legs. In order to cater to the senses of the owners and simply to build the selling point of the developers, we have done our best to achieve the ultimate service. Our early idea of "management in service" has been widely used and used for reference in the years of 15. In the past, we talked about services together, including service concept, service model, service standard and so on, all around how to do services, how to improve service quality and quality, and how to build service brands. In our daily management, more emphasis is placed on the daily affairs at the grass-roots level, such as how to make roads free of garbage, how to make the service attitude of safety officers more friendly and polite, and how to make greening more exquisite and tidy. All these work are based on the consideration of service quality, limited to the perspective and understanding of service.
Third, meet the needs of society and explore the value of the industry.
Under the guidance of the overall customer value system of China market economy, owners constantly put forward new requirements for property management: spending money, but should we check whether developers should consider the future operating costs and long-term operation of the property when planning and designing, design new properties with a longer-term perspective, how to implement the transformation of old areas, how to update and transform buildings, and so on. Problems like this have been questioned by the owners, and the market is also demanding a breakthrough in its development.
Where is the ultimate development of the industry? How to effectively manage the property, how to improve the use value of the property, how to prolong the service life of the property, how to preserve or even increase the value of the property within the service life, how to manage the owner's assets, and how to properly repair and transform more and more aging buildings. The cause we are striving for constantly puts forward new ideas that really touch the essence of property management.
In the future, how should the property management industry in China go? I think we should start from the following aspects:
First, strengthen the management practice of property management enterprise strategy.
The promulgation and implementation of "Property Management Regulations" in 2003 made it clear that newly developed properties must be managed by public bidding, but due to well-known factors, this requirement has not been truly reflected in the actual operation process. Although it is difficult, it cannot hinder the future development of property management. We must move towards the separation of construction and management, and take the market-oriented and professional market competition road. As an enterprise, if it wants to continue to achieve long-term sustainable development in the market competition, it must have long-term strategic management ability, highly specialized management level and strong innovation ability. Due to the imperfect market environment, there is no urgent requirement for the strategic management ability of enterprises, and a considerable number of property management enterprises lack the strategic management ability.
In the enterprises I used to serve, due to clear development ideas, at the beginning of the establishment and operation of the enterprise, I formulated the short, medium and long-term strategic objectives of the enterprise, established the mission and core concept of the enterprise, and established a set of management processes and operation mechanisms with strong monitoring and quick response on the premise of fully developing internal and external resources, thus creating a highly cohesive management team. Its management mode has also been rapidly promoted nationwide, and it has been respected and imitated by the industry. Among them, strong strategic management and strategic decision-making ability played a fundamental role. Therefore, grasping the market direction and making strategic planning are important prerequisites for the industry to realize service transformation and management improvement.
Two, in the use of real estate to transform and improve the function, to achieve the preservation and appreciation.
As an industry with a specific business model, property management should be an effective extension and value promotion of the real estate development value chain. We can see that real estate development is only a one-time investment and profit-making behavior, and good management will make the property effectively continue to be used for decades. Therefore, how to systematically manage the property for such a long time and how to effectively maintain and increase the value of the property during the management period has become a long-term responsibility that property management must bear.
With the aging of the property area, the operation of property facilities and equipment is not smooth, and accidents occur frequently. The demand contradiction between housing maintenance fund and large equipment maintenance fund begins to appear, and the risk and anti-risk of property management increase. The new decline of property may lead to the rise and fall of property management industry.
I have seen it in Switzerland, Britain, France and other European countries. Old houses over 100 years old abound, and many of them are marked with striking Arabic numerals in a prominent position, which shows that the builders at that time were full of confidence in its durability and inheritance from generation to generation. Nowadays, European residents are also proud of living in old houses, believing that the longer a house is built, the higher its value will be. Of course, the doors and windows, floors, indoor pipes and equipment of the old house have been updated many times with the progress of the times, and sometimes the main structure has been repaired, but the indoor modernization is not inferior to that of the new house. Foreign countries have successfully realized the preservation and appreciation of real estate through very professional management. So I think we also have a lot of work to do in this respect.
Three, from the beginning of property construction, full participation, to ensure the best state of the property.
Property management should be all-weather management, whole life cycle management, whole process management and whole system management.
All-weather management. We set the effective time of property management as 24 hours, strengthen the daily management of property and property facilities, and effectively implement the services provided by owners and customers under the design of efficient and humanized management concept.
Life cycle management. The beginning of building life cycle is the beginning of its life cycle, which is regarded as the life cycle of a property from the production and supply of building materials, construction, operation, maintenance and transformation to demolition and waste treatment. In these six links, the property management company considers the problem for the property owner or user from the perspective of property use and maintenance, which we call property life cycle management.
From the beginning of property design, we have participated in the management of the whole process. We manage the whole process of project establishment, site selection, planning and design, drawing approval, material supply, construction supervision, acceptance and marketing, and from the perspective of ensuring long-term effective operation and easy maintenance of the property, we also provide professional early intervention for customers to use and maintain the property later.
Whole system management. Including the maintenance of external walls, elevators, equipment, facilities, noise, pollution, heating, air conditioning and ventilation systems, solar energy and other sustainable energy systems. Lighting and household appliances system, detection and monitoring and energy labeling system, consulting service system and customer relationship management system.
In the future, professional property management companies will make the property in a state of quality monitoring through management to achieve the best use effect.
Fourth, effectively organize social resources and become a professional system integrator.
Property management is a highly professional job. At present, the technical content is still low, and its professionalism is more manifested in the reasonable division of labor and effective monitoring of business management processes. High-tech business is the content that property management enterprises need to consolidate and strengthen constantly, but for labor-intensive business or socially mature business, property management enterprises should achieve the purpose of business promotion through social professional division of labor.
Therefore, property management companies should gradually develop into system integrators of management services and apply professional management in the true sense. This is the inevitable product of the development of property management marketization to a certain extent. Property management companies are only "integrators" and "organizers". Because of its professional organization and management structure and the professional management level of judging qualified suppliers, it has developed more professionally. The management focuses on integrating, researching, implementing, monitoring and evaluating the capabilities of professional companies, helping customers to make management plans, and finding and evaluating various subcontracting service companies.
In the process of determining and cooperating with subcontracting service enterprises, the management functions and specialization of property management companies need to be strengthened and the supervision mechanism needs to be improved. Through cooperation with all kinds of subcontracting service enterprises, the management service goal is realized. On the one hand, property management enterprises need to improve the control ability of management service process and pay attention to local details. On the other hand, communicate with subcontracting service enterprises in all directions, accurately convey management requirements and management concepts, and help subcontracting service enterprises improve service quality and create more value while ensuring management effect. At the same time, property management companies need to regularly submit management reports, expense reports, service evaluation reports of various service providers and annual expense budget reports to property management customers.
The fifth is to emphasize asset management and promote the preservation and appreciation of the owner's assets.
Asset management is an upgrading mode of property management, which means that on the basis of perfecting and enriching the basic functions of cleaning, security and greening, through effective asset management means (such as making plans, holding or selling analysis, performance monitoring, assisting customer relations, analyzing assets regularly, etc.), the property image will last forever, and it will be more prominent in the living environment and brand image, so as to achieve the effect of maintaining and increasing the value of the property and create high-quality assets for the owners for a long time. Asset management involves engineering, equipment, personnel image, parking space, brand, VI, service concept, culture and many other aspects, including the maintenance of hardware equipment and facilities, and the creation of top-level software environment. Asset management will form the operation process of system installation, commissioning, takeover acceptance, daily operation, follow-up inspection, maintenance and other links, which can effectively eliminate all kinds of potential safety hazards and unstable factors, maximize the function of equipment, reduce the failure rate, reduce the energy consumption level, prolong the service life of property and equipment, and ensure the safe, reliable and efficient operation of all kinds of facilities and equipment. Property management undertakes two major tasks: one is to maximize the value of property assets, and the other is to extend the life cycle of assets over time. The longer the service life of a property management project, the better the trend of maintaining and increasing the value of the project, and the more fixed assets the project owner can get. To this end, realizing the preservation and appreciation of real estate assets has aroused the concern of consumers in the whole society.
Comrades:
The service of property management is infinite, and management is eternal. Services are ubiquitous in current economic activities, and the purpose of management is to make services more targeted and professional. Emphasizing the management function of property management is to let property management return to its original state and essence. The quality of property management actually reflects the quality of people, first of all, the quality of managers, but also the quality of owners and property users. The promotion of the status of the property management industry and the full expression of the value of property management need the persistence, continuous progress and active promotion of our industry practitioners, and we need to devote our enthusiasm and efforts to this industry to make customer service management a way of life.
As an old worker in the property management industry, I love this industry and respect it. Thanks to leaders at all levels, colleagues, all walks of life and customers for their love, help and support in the past. In the future, I am willing to continue to contribute all my strength to the sustained and healthy development of the property management industry.
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Refer to the property management network/6.html.