"Urban Oasis" is a strategic upgrade of Greentown's urban service brand.
Text丨Graduality Research Institute
Foreword
As early as 2008, Greentown Service set foot in the area and global service projects, but was not in a hurry to launch its own urban service brand. This has created a very strong curiosity in the industry.
In the past October, Greentown services were launched for the first time"Urban Oasis".brand, which is a name that is very Greentown expression. The so-called "urban oasis".It is based on the social governance of a single ecology with a radius of 3 kilometers and extends to the county, city and whole region of the social governance modernization modelIt is a strategic upgrade of Greentown's urban service brand. In fact, in the past few years of high-speed capitalization of the industry, Greentown services have rarely been sober, and after market adjustments, the authenticity and resilience of Greentown services are even rarer. As its chairman of the board of directors, Yang Zhangfa, said, the industry is healthier when it extrudes water. We believe that at the moment when many uncertainties are superimposed, the consistent and stable output and expression of Greentown service in the industry is also a rare comfort under the shroud of anxiety. At the moment of the launch of the "Urban Oasis" program,We had an exclusive conversation with Yang Zhangfa, Chairman of the Board of Directors of Greentown Service Group, and had a frank exchange on the origin, innovation and challenges, digitalization and development of small and medium-sized enterprises of "City Oasis". It is hoped that this dialogue can help property peers make firm choices, keep their original intentions, and break through innovation in uncertain times. The following is a transcript of the conversation
Yang Zhangfa:China's property management industry originated from China's housing system reform, which was mainly "public housing" before the reform. All land and house property rights were state-owned, and there was no "property management" at that time. After the housing reform, "commercial housing" was produced, forming residential communities, property rights were differentiated, and the management, operation, maintenance and maintenance of public parts formed the prototype of "property management".
In fact, a lot of changes are taking place now, from simple residential communities to commercial office buildings, industrial parks, and even the operation interface of the entire city. How can property management adapt to the changes in this period and meet the needs of customers in the new era?So far, there has not been a redefinition, no official redefinition of its scope of business. Therefore, each company is doing urban services with its own understanding. Greentown services were done relatively early, but there was no systematic summary in the past.
In 2019, under the guidance of the "Three Modernizations and Nine Scenarios" of the future community, Greentown services are also being further expanded, hoping to make this model possible, and Greentown began to sort out the basic practices and classifications in urbanization operations or area services. We also tried a lot of traditional urbanization operations, but in the end, we decided to do it in urban areas, in the unit of "street", and in the county area, in the unit of "county".
The "Urban Oasis" is proposed this time to form several replicable models of Greentown's practice in the field of urban services through several cases. We are now expanding the integrated operation of new urban areas and development zones, and the premise of integrated operation is to have a service platform, and only "global digitalization" can achieve "integration of services".
The conditions of Greentown's services are very good, taking Hangzhou as an example, there may not be a company in China that has such a project concentration and density in a city, and we have all the business formats in the society. There are 28 projects in Hangzhou Future Science and Technology City, and Greentown services have achieved integrated operation. In recent years, we have been continuously practicing urban services through market guidance. 
Yang Zhangfa:Many companies do more sanitation business, I think it is more to meet the financial reporting requirements of listed companies, and the urban sanitation business shows a "large volume and large revenue figures". I think if the property service is a platform, what we need to do now is to go upstream on the basis of the original service, not downstream. Going upstream, it is through digitalization and platformization to transform urban services into urban operations, and from the traditional "four guarantees and one service" to operation and operation.
Regarding the operation of the urban interface, in addition to the traditional urban management interface, it is necessary to penetrate into the human service, and make the service more vibrant by providing more convenient services, such as elderly care, child care, neighborhood canteen, etc.
Yang Zhangfa:Each model of "Urban Oasis" is constantly innovating, and it is dynamic, not fixed. For example, in our urban renewal project in the main urban area, from Cuiyuan Street to Tianshui Street, its model is also constantly changing. From the perspective of the new area served, taking Hangzhou as an example, from Qianjiang New Town to the future science and technology city is also undergoing great changes. There is a certain degree of "fixed version" of these service contents and standards, but more often they change dynamically in the service process. In particular, Greentown services are now integrated into global digitalization and service integration, and continuous innovation is needed. In addition, each model has its challenges, because many of the innovations in urban services are not covered by existing policies and regulations. For example, a city service project involves dozens of communities, who signs the contract, who the legal subject is, and what the relationship between rights and obligations is, all of which need to be completely innovative.
On the one hand, we would like the management to readjust the definition of "property management";On the other hand, we ourselves have to convince enlightened leaders to be brave and innovative, and we all work together to build a model for it, because our goal is the same, which is to make the residents get a better life. In innovation, it is normal to break through some things, and it must also be broken through.
So, if we talk about problems, there are many problems, what we need to do is to find the decision-making department, and then convince the decision-making department why it is doing this, and these innovations should be shared responsibility. 
Yang Zhangfa:It is difficult to find a matching organization and a corresponding mechanism. The headache is that all these innovative things will become "first-class projects". You want to integrate all the resources, but they don't buy into each other, and if everybody thinks the same way, everybody can't get in. Therefore, it is necessary to take the lead and let everyone do it as an integrated one. Greentown has also served a lot of projects such as "Taoist temples and temples", and these "Taoist temples and temples" services are completely innovative things, and for me, serving these projects is also a process of learning Xi. Therefore, on the road of innovation, I completely think about how to match the organizational mechanism, I don't think I can do it, I can only learn and do it at the same time, and at the same time transform the mechanism and promote it together.
Whether it's the customer, Party A, or the team within our company, we need to work together to promote such a thing, you take a step forward, and I will take a step forward. In urban service projects, if you work independently, you manage this and I manage that, and this road will not go on.
And innovation doesn't have to be thought of at the beginning. On the one hand, many great products are made in special times and under special circumstances, and there are many needs that are not the spontaneous needs of the demanders, but the fact that someone stands at a more cutting-edge perspective to promote this matterOn the other hand, there are a lot of requirements that are generated in the process and not set at the beginning. I've interviewed a lot of women in community retail, "Did you go into the store and think about what to buy?""No, it was born in the process of shopping, and she didn't think about it. In addition, some needs are reversed, and you think that high-end customers need high-end services, but in fact, they don't necessarily need it. 
Yang Zhangfa:In places where our brand has advantages and where the project concentration is relatively high, we have the ability to influence the local **. I think there are three angles to promote: one is where our own strength is stronger, to try;The second is where you can meet more enlightened leaders who can work together to promote innovation in urban operationsThird, we also look forward to sorting out some legal issues as soon as possible. The main driver of urbanization operation is the active innovation and change of each company, and the passive is because of the real estate situation. Urban services need to be innovative, and the profits are not so high, and if the real estate situation is good, no one may want to do it.
In terms of the current scale of Greentown services, I think that in the next three years, half of the new expansion projects should be urban service projects.
Yang Zhangfa:Through urban operation, the disadvantages of a single project in the past have been solved. If the entire urban area can be truly opened, it will greatly improve work efficiency and reduce costs, which is very beneficial to improving service quality and management quality. This is equivalent to the scale effect in the field of property management, the overall coordination will be better, the deployment will be easier, the efficiency will be higher, and from the perspective of scale, the potential will be greater, and more services can be extended. 
Yang Zhangfa:The demand on the urban side is increasing, and this field is just getting started. After more than 30 years of urban construction and development, the "stock" in the city is far greater than the increment. But the services and operations of the stock need to be reconsidered, and while there is a lot of new construction, the services and operations of the entire urban area have not kept up. Taking Hangzhou as an example, in the 90s, it had undergone major renovations, including the renovation of old residential areas, courtyard renovations, and back streets and alleys, but after 20 years, looking back now, the West Lake is still very beautiful, but this old community has begun to have problems again. Therefore, the demand for urban operation services is very large, and old communities, urban areas, and a large number of municipal facilities need to further improve services and operations, so that ordinary people can share. We must not allow the people who live in the old city to become a vulnerable group again, disconnected from society, and further and further away from a better life. The market is very big, but who has the ability to do it?If you just wait until the time when ** vigorously pushes to do it, it will definitely be too late. Therefore, only we can first practice our internal skills, become stronger, and adapt to the changes in urban operation in different modes and different periods. We can't complain, we have to think about what we should do under the premise of reality. 
Yang Zhangfa:Because the state has not redefined the current "property management", it can only be tried by each company based on its own understanding and its own strength, and a hundred flowers will bloom and the fittest will survive.
But I don't think it is necessary to unify it, because it may not be possible. The property management industry can not always expect to support us, we can only say that under the existing conditions, how to do a little better than others, can not expect to fully meet your conditions and then do it, it can never be perfect. 
Yang Zhangfa:"Digitalization" is the current "pain" of our property management industry. I don't think the digitalization of the property sector has been fully successful so far. The reason is that there is a problem with the starting point and destination of digitalization in the property field. Because the stage of the industry's promotion of digitalization is also the stage of property capitalization, after these two time points overlap, digitalization is manifested in thinking about how to make enterprises expand faster and more profitable through digitalization, which is actually not good. If the capital market is in front or digitalization is in the front, it may not be the situation now. I don't think the real value of digitalization is to solve the problem of scaling or higher profits, but to enable enterprises to apply standardized technology to improve work efficiency. True digitalization must start from the grassroots, not from above. How to sort out the existing work of security guards, the existing work of housekeepers, and the existing work of project managers, and which ones can be used through online specifications?If you can run on your own, you will be successful. The overall service system and employment portrait of the express delivery industry are similar to the property management industry, but the express delivery industry has made full use of the digital system, and it has only been established as an industry. The scene of the property is actually much simpler than that of the express delivery industry, because each express delivery is delivered to strange places and strange people, and many property services are fixed, the owners are fixed, and the property company is also fixed in the community. Therefore, the purpose of digitalization of property companies lies in the goal setting of the problems that the team really wants to solve, and the difference in these goals has caused the industry to not do well in digitalization until now. The property management industry needs people who have a long-term attitude and can rebuild the order of the property to do digitalization. 
Yang Zhangfa:First, we need to think clearly and understand the business model, implementation path, team and resource integration method. We also want to do bigger and better, but you still have to keep your feet on the ground when you actually want to do it. It's thinking from our own point of view. Second, we need to find the right target. For Greentown services, in this field, it is more about cooperating with the management committee of the ** development zone or the streets of the main urban area to find a suitable direction. At present, China's property management industry is mainly aimed at commercial housing, residential buildings and high-end commercial buildings. In the urban service business, the advantage of our property company must be in the comprehensive service and operation capabilities. If there is no comprehensive service capability to do a single item, and there is no operational ability to do this purely for this reason, I don't think it is valid. However, the operational capability does not necessarily have to be done by yourself, but the ability to integrate various specialties, and you can also use a platform like Greentown Services. More about the "Urban Oasis" development model and more
There are currently four types of development models of Greentown services in urban service interfaces:True Oasis, that is, the global service model of wetlands and parks, represented by Hangzhou Xixi Wetland and Liangzhu National Archaeological Site ParkEmerald Oasis, that is, the global service model of urban renewal, represented by Hangzhou Cuiyuan Community;Golden Oasis, that is, the global service model of the new area and new city, represented by Jinan Hanyu Golden Valley;Blue Oasis, that is, the county-wide integrated service model, represented by Longyou.
Greentown Service is at the forefront of the industry in terms of innovation, and its first-class system, operation capabilities, and digital capabilities have been supporting the common development of various small and medium-sized enterprisesThe "City Oasis" brand and model are also open to explore and practice with enterprises and customers.
If you need to know more or have cooperation intentions, please contact Grama and Greentown Service for in-depth communication. What do you think about city services, and you are welcome to leave a message to discuss.