Shulou(Shulou.com)06/02 Report--

2020-05-01 07:00 introduction: the house is the strongest community, it can tightly circle the users. one

The former Vanke Marriage Haikang set up a new company; after Greentown hand in hand Dahua set foot in the new security.

A real estate, a technology, originally unrelated industry giants, in the era of the Internet of things unexpectedly meet one after another, gradual exchanges.

Take a look at Vanke first.

At the end of last year, Vanke subsidiary and Haikang jointly funded the establishment of a technology service company called Wanyu Security.

The newly established company is chaired by Liang Qigeng, and Xu Ximing, senior vice president of Haikangwei, serves as a director.

According to public information, Liang Qigeng joined Vanke in 1998 and has served as general manager of Wuhan Vanke property and general manager of Sunan Vanke property.

The company's business projects include: security technology transfer, technical services, property management and so on.

The intention of the establishment of Wanyu Security has been basically clear: Vanke uses Haikang's software and hardware capabilities to increase the smart property race track.

And look at Greentown.

In October last year, Greentown China and Dahua successfully held hands in Hangzhou, focusing on the security monitoring platform and the cultivation of their own brands, and signed a series of strategic cooperation agreements.

The signing meeting was quite spectacular: Greentown China Board Chairman Zhang Yadong, CEO Geng Zhongqiang, and Chief engineer Xiao Li; Chairman of Dahua shares Fu Liquan, Vice President of domestic Marketing Center Shi Dong, and Zhejiang General Manager Chen Shengjiang all attended the platform.

Zhang Yadong said bluntly at the meeting: he hopes that through the technical support of Dahua, we can further achieve strategic coordination with Greentown Construction Technology Group and the Business Department of the Wisdom Park in the future, produce a value of 1: 1 > 2, and jointly provide better service for customers.

Translate this official statement into vernacular:

Selling houses is the most primitive business behavior. If traditional real estate developers want to live well, the road of science and technology must be taken.

two

"live!"

At Vanke's regular autumn meeting in September 2018, as soon as the three red characters were released, they immediately touched the sensitive nerves of many people and instantly brushed the moments on the screen.

Ironically, when the industry leaders are thinking about survival, what is the real situation of real estate in China?

Li Silian, chairman of R & F Real Estate, even joked, "they say they can't live is a joke, Vanke is to remind us to live."

For the time being, no matter who can survive or who can live well, China's real estate market does face a common problem in the past two years:

The demographic dividend is gradually lost, the government regulation is strengthened, and the real estate cooling is getting colder.

According to the data of the people's court announcement network, the number of real estate-related enterprises that declared bankruptcy in 2019 has exceeded 400, and the growth rate of the number of bankrupt real estate enterprises has accelerated after entering the second half of 2019.

Under the cruel situation, the overwhelmed real estate developers have to cultivate new business growth points in order to survive in the post-real estate era.

Where is the new business growth point?

In the face of this problem, the real estate bosses, who used to focus on differentiation and struggle, chose the same direction: technology.

The technological transformation of real estate giants has become a consensus in the industry.

Wang Shi has said that Vanke has spent nearly two years doing research, but it is still not clear what will happen in the next decade, but two points are very clear: from manufacturing to technology, and from sellers to service providers.

Therefore, we can see that the word "science and technology empowerment", as a separate sub-item, first appeared in Vanke's 2017 annual report.

In the 2019 annual report, Vanke's latest statement on the progress of scientific and technological empowerment is to take the initiative to embrace scientific and technological change and create a new fertile soil plan.

Another example is country Garden, which directly defines itself as a high-tech integrated enterprise, extending from real estate to agriculture, science and technology, and other fields. Even directly heavy warehouse Huizhou, high price to build a Tonghu technology town.

If land is an important means of production for real estate developers, and science and technology is an important production tool for real estate developers in the future, then:

Why do real estate developers mostly choose security as the leading weapon of their technological transformation?

No matter which industry, once the enterprise becomes big, it must move closer to the diversified market. The reason is very simple: too many people have to eat.

But this diversified market is not blind, usually thinking about change on the basis of its own main business.

The main business of real estate developers is to sell houses, and real estate has three main characteristics: large, rigid and vulnerable to policy.

In other words, when making technological transformation, real estate developers must focus on three points:

1, high growth; 2, complementary resources; 3, in line with policy guidance.

Once the three thresholds are released, there are few subdivision scenes that can be selected, and security has become the most suitable direction, without one.

On high growth: security is a necessary stop for a smart city and the high-quality predecessor of video couplet.

On the complementarity of resources: on who can bring real intelligent supply to real estate, only security.

On policy orientation: needless to say, the construction of smart property and smart city is in full swing.

From the perspective of security business, actively docking real estate developers and other high-quality large B-end customers is also their destiny.

Over the years, the granularity of security projects has become larger and smaller, ToG to ToB has become a market trend, the layout of smart communities is a very natural step.

On the one hand, there are security needs outside the intelligent community, which is the main channel business of security merchants.

Second, there is still a demand for intelligence in the smart community, and the C-end brands of security manufacturers are also growing.

For example, Haikang C-end brand fluorite had revenue of 2.592 billion yuan in 2019, a year-on-year increase of 58.38%. In this regard, Haikang recently announced that it intends to split the fluorite into an independent listing on the Shenzhen Stock Exchange.

three

How far is it from a good house to a good property?

Today's real estate developers will certainly tell you that there is only one AI security distance.

If you want to ask where the largest AI segment landing market is, the smart community must be one of them.

If you ask the smart community where the largest AI segment landing market is, smart property must be one of them.

If the smart community is the mini version of the smart city, then the smart property is the neural network of the smart city.

Whether the urban brain is intelligent in the end mainly depends on whether the neural networks are interoperable and orderly.

Strategic planning is done from top to bottom, the market landing goes from bottom to top, and the market share of intelligent property directly affects the war situation of the whole cloud and data platform market in the later stage.

This statement is not an exaggeration at all. Li Zhigang, founder of the 100 people who founded the new economy, once mentioned that the future new economy is made up of three major regions:

The first interval is online, and the core is information, content, and social interaction. Within this range, Internet giants huddle together and get into the cannon fodder.

The second interval is SKU, which can be simply understood as a selling pool. There are 40 trillion largest markets here, and there are still a variety of vertical and segmentation opportunities.

The third section is the local life service. It covers various industries in the tertiary industry.

In the era of mobile Internet, the one who has mastered the intelligent entrance of the home will master the channel entrance of the second and third interval.

Who is the last gatekeeper at this entrance? Not Ali, not Tencent, not pinduoduo, but the property.

The house is the strongest community, and the property can tightly encircle the users by it.

Visual intercom, video access control, these security products will be transformed into strategic assets of property digital transformation in the future, and these assets will also create a mature business ecology for property.

Zhu Baoquan, senior vice president of Vanke Group, once gave an example:

Vanke property has built the cloud of everything through the Internet technology. when a face or a license plate number is passed to the background, Vanke property can provide accurate services based on the user's living habits, travel habits and the demographic structure of the customer's home.

In the past two years, unmanned sales, laundry service, family health management and other services are common in the community. Some developers will even provide some financial and insurance products in residential projects.

From the point of view of operation, traditional properties only charge management fees, and there will be all kinds of data entry and value-added service import in the future. Multi-business plus property management will also be transformed into a platform, intermediary, service provider.

four

Although the property is small, it has all the internal organs.

A senior executive of Sony property told AI Nuggets that the current technological transformation of traditional property can be summarized as six modernizations:

Scientific and technological operation, profit innovation, fine management, operation subcontracting, organizational alliance, high-end brand.

However, the road to these six modernizations is not easy, and the road to the upgrading of wisdom is blocked and long, and the main contradictions are as follows:

First, small technology companies are unable to cope with complex property projects, while large integrators are unwilling to do intensive farming.

There are no absolute giants in the smart property market, and there are no leaders among stakeholders in the community.

Property companies are mostly in a state of lack of money (except for several real estate properties), low property costs are not enough to support high renovation and investment.

And because the property tends to the labor-intensive market, the technical operation ability of the staff needs to be strengthened.

Second, there is a lot of cooperation among government departments, such as IoT, AI, big data and so on.

The transformation of intellectual property mostly stays at a shallow level, and the overall development is relatively backward.

Even if some vertical community operation companies and IoT enterprises want to enter, it is difficult to get through because of the relationship between the parties.

Third, the cost of technology application and property investment resources do not match.

The construction of intelligent property is a systematic project, from family to public areas, from network hardware to software services, which takes a long time and needs to coordinate the interests of all parties.

In addition, the smart equipment in the community is updated very quickly, and the replacement and elimination need strong capital as a guarantee.

Fourth, the construction of standardization can not keep up.

All kinds of access control, monitoring equipment and wireless connections outside the room are facing a complex competitive environment. Internet manufacturers, security manufacturers and ICT manufacturers are all on their own and create their own ecology.

These four major points also fully illustrate:

Intelligent property is a hard bone, some people do not want to gnaw, some people can not bite, real estate developers and security businessmen to do it themselves is the best policy.

Real estate tycoons have scenes, security giants have technology.

Complementary advantages of both sides, with AI full stack solution, is bound to form the deepest barriers in the shortest possible time, to create a set of smart property effective operating system, and then lead a new round of community property revolution.

five

The wisdom of property has come to its best.

It is estimated that by the end of this year, China's property value-added service space will reach 2.6 trillion yuan.

In the past 11 years, the national property management area has also increased to about 26 billion square meters, with an average annual compound growth rate of about 7%.

The plate is already big enough, and the future depends on how the real estate developers dance on it.

The large-scale and fast-replicating business model of the real estate industry has failed, the mobile Internet has expanded and blurred the boundaries of the whole industry, and the focus of competition extends from independent products to related product systems.

The property is the last kilometer offline, and it is a key link in participating in the large-scale Internet. It is also a wise choice to choose the entrance of security.

In this process, we should pay attention to one point: organization and management change is more important than technological innovation and product innovation.

Therefore, it can also be seen that the marriage of Vanke and Haikang abandoned the traditional project cooperation and collection relationship, and directly set up a new company to compete for the new market.

In the age of AI intelligence, the only constant is change.

With more and more real estate companies, you have no idea what his most profitable business is. Houses, properties, services or data.

Without borders, this will be another summary of the times in the future.

After all, the golden age of real estate is dusk, and a new cycle of technological transformation is slowly approaching.

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