Recently, the reporter of China City Daily, the director of the People's Daily, went to the real estate company to conduct an in-depth interview on brand building. On February 28, the interview article "National Energy Group Real Estate Co., Ltd.: Party Building Leads Brand Empowerment to Help The High-quality Development of Central Enterprises" was published in the full page of the A8 page of the 361st issue of the newspaper, and the People's Network was simultaneously published.
The original text is as follows:
National Energy Group Real Estate Co., Ltd
Party building leads brand empowerment to help the high-quality development of central enterprises
As a logistics service enterprise under the National Energy Investment Group Co., Ltd. (hereinafter referred to as the "Group Company"),which was only restructured in October 2019, National Energy Group Real Estate Co., Ltd. (hereinafter referred to as the "Property Company") undertakes the important function of providing modern logistics support for the energy supply of the Group.
Soon after its establishment, this emerging logistics rookie of central enterprises encountered the severe test of the outbreak of the new crown pneumonia epidemic, but unexpectedly, the company not only successfully completed the guarantee work of the group company, but also handed over a wonderful answer sheet on the road of marketization. In 2021, the property company achieved counter-cyclical growth, with operating income increasing by 28% year-on-year, and total profits completing the budget of 330%, of which external market revenue accounted for 42.83% of total operating income. Benefiting from the excellent performance of the external market, the real estate company reduced the management expenses of the group company by 33.9 million yuan.
Behind the achievements is a series of "brand stories" condensed with dreams and sweat, which permeates the determination of the party committee and all employees of the real estate company to strive to build a modern logistics support brand that is compatible with the world-class energy group.
Stand tall to see far
Party building leads the way to cast roots and shape the soul for brand development
As a newly reorganized logistics enterprise, how to enable this enterprise to overcome the resistance brought by the epidemic and quickly form a development synergy? It has become the first problem facing the party committee of the real estate company. After investigation, it was found that logistics service enterprises generally have problems such as weakening, dilution, virtualization, and marginalization of grass-roots party building work. Under such circumstances, how to find a breakthrough in strengthening the role of grass-roots party organizations tests the decision-making wisdom of the party committee team of the real estate company.
The party committee of the real estate company attaches great importance to and plans to deploy, and after many demonstrations, combined with the characteristics of its own property services, logistics support services, hotel operations and other state-owned enterprise service attributes, innovatively proposed the "party member building chief system" model. With the party branch as the fortress, the party member building chief as the main line, the management post backbone as the focus, the whole staff as the center, the improvement of service quality and efficiency as the goal, combined with the service guarantee reality, management education ability, professional skill level and so on to establish and formulate a help mechanism.
"While promoting the standardization of grass-roots party organizations, the party member building chief system firmly grasps the 'last kilometer' of 'buildings' that connects employees and serves owners, closely focuses on the focus issues and pain points that customers are concerned about, takes service satisfaction as the touchstone for testing all work, and promotes our service capacity building at a deep level." Meng Xianjun, member of the party committee and deputy general manager of the real estate company, said that the proposal and implementation of the party member building chief system has achieved the dual standard of "political construction" and "service capacity building".
"Modern enterprise management pays attention to the division of labor and pays attention to each performing its duties, but there is less linkage between invisibly posts." The party member building chief system just makes up for this shortcoming, so that the entire work system is seamlessly connected. Zhou Yong, chairman of the Changping Center of the real estate company, told the China City Daily reporter that today, the party member building chief system has become a bright business card of the real estate company, and it is always playing a leading role in the party building brand.
"We use party building to lead the formation of the company's brand development, that is, to ensure that the company will not have a directional error in the development, and to transform the party's ideological and political advantages, organizational advantages and mass work advantages into the company's service advantages, brand advantages, innovation advantages, competitive advantages and development advantages." The main leaders of the party committee of the real estate company believe that only by standing tall can we see far; only by adhering to the leadership of party building can we ensure the realization of the company's future strategic development goals.
No rules, no squares
Standardization establishes rules and regulations for brand development
In the Changping Center of the real estate company, the newly hired hotel service staff is practicing the venue layout over and over again: the distance between the document and the 1 bottle of mineral water at the table, the pen on the right hand of the document is left blank for 0.01 meters, and the mineral water is left empty for 0.01 meters above the document...
Scenes like this, behind the seemingly boring exercises that often appear in real estate companies, reveal the firm determination of real estate companies to pursue standardized development. "If there is no set of scientific standard system that can be implemented, it is equivalent to building a castle in the air." Su Yong, director of the party building department of the real estate company, told China City Daily that the party committee of the real estate company has always emphasized that standardization is the foundation of brand development.
To this end, based on the reality of the industry, the real estate company has formulated the "World-class Demonstration Enterprise Logistics Service Standardization Manual", which has now become the implementation standard for the company's development. The establishment of the service standard system has gradually put the development of real estate companies on the right track, and how can we achieve high-quality development? The party committee of the company has targeted the development of branding.
Subsequently, the real estate company set up a brand center, and on the basis of extensive research conducted by the whole system, proposed a brand value system with the goal of creating a "modern logistics service guarantee brand compatible with the world-class energy group". "Through the construction of a clear brand structure, the business support of the parent brand of the real estate company is strengthened with the logistics support service of the real estate company, the industrial property management of the real estate company, and the changping central hotel of the real estate company as the core, and the accuracy and consistency of the core main business cognition are strengthened; through the construction of the sub-brand of the party member building chief, the party building and the office building property management are organically combined, and the party building is fully led by the party building, and the benchmarking model is set up to enhance the brand power of the party building of the real estate company; through the sub-brand construction of the material trade field of Yibai Supermarket and Huicai Mall, Enhance the distinctiveness of the sub-brand of material commerce and trade, and effectively promote business development and market expansion. Lin Zhunan, director of the brand center of the real estate company, told the China City Daily reporter that the completion of the brand system not only meets the actual needs of business expansion, but also makes the company's development strategy clearer.
At the same time, through the construction of sub-brands such as industrial property management and trade logistics, the company was promoted to the process of marketization, which effectively stimulated the vitality of the old enterprises to which it belonged, successfully solved the historical problems left over from the reorganization, and greatly enhanced the enthusiasm, cohesion and sense of belonging of the employees.
"After the reorganization of the enterprise, the main business diversification, the level of development is uneven, in the face of increasingly large service objects and service demand, if you can not form a clear and reasonable brand structure, enterprises will face the brand equity dispersion, the value of the task is not clear brought about by the brand building is relatively inefficient, can not effectively play to promote the company's high-quality development of the problem, to promote the company to standardization, branding, intelligent transformation and upgrading is even more impossible to say." Meng Xianjun believes that the real estate company proposed to promote the transformation and upgrading of traditional businesses with a brand promotion strategy, and now it seems that it is "the right move".
Branding development
Help enterprises develop with high quality
"Whether the drug is good or not, the key is to see the efficacy." The same applies to testing corporate branding strategies. A good brand development strategy will inevitably plug in the wings of the development of an enterprise. Looking at the brand development path of the real estate company, there are many bright spots and fruitful results.
Logistics service brand of the real estate company, relying on the "World-class Demonstration Enterprise Logistics Service Standardization Manual", to achieve quality service standardization, 2 years to develop 57 new projects, a total scale of 575 million yuan, including 19 tens of millions of comprehensive large-scale industrial property management projects, distributed in 18 provinces, autonomous regions and cities, service group headquarters and system units 146, service industry gradually to new energy, railway transportation, hydropower ships and other industrial chain coverage, point out of the benchmark, online cluster, The development trend of benign competition led by strong on the surface has initially taken shape.
In response to the market impact under the normalization of epidemic prevention and control, the Yibai supermarket brand has the courage to change, make every effort to overcome various difficulties, distribute 550 tons of rice flour oil, reserve 1150 tons, service mileage of more than 8,000 kilometers, always maintain service does not drop, materials continue, prices do not rise, effectively ensure the supply of bulk materials and the daily life needs of employees in 123 service outlets such as Botai Coal Mine and Baode Coal Mine, and has become a benchmark demonstration of local commercial and trade services.
After playing the role of the platform to do a good job in precision poverty alleviation, the Huicai Mall brand has actively participated in the main battlefield of rural revitalization, and has introduced high-quality agricultural and sideline products from 832 poverty-stricken counties across the country, including Qumalai County in Qinghai Province and Mizhi County in Shaanxi Province, with a total of 6300 kinds of help products on the shelves. "In order to help Tibetans in poor areas learn to sell things on the 'Huicai Mall' and overcome language barriers, our employees have tirelessly explained over and over again, winning the recognition of the people." Lin Zhunan told reporters that the amount of assistance provided by Huicai Mall in 2021 will reach 106 million yuan, benefiting more than 10,000 people in the county, and will continue to expand the formation of excellent famous stores in the future, and further exert the ability of professional logistics support services to revitalize the countryside.
Nowadays, through brand building at all levels, the brand reputation of the logistics service guarantee of the central enterprises of the real estate company has been formed, with an average annual service satisfaction rate of 97.23%, and it has won the A grade of the party building responsibility system of the group company and the A grade of business performance for several consecutive years, which has effectively promoted the high-quality development of the company. The logistics service brand's "World-class Demonstration Enterprise Logistics Service Standardization Manual" has been well received by many units such as the China Property Association and the Central Federation Council.
"As a modern logistics service enterprise, how to explore a new path suitable for the development of enterprises at the moment of deepening reform, and to be able to be invincible in the fierce market competition in the future, is the issue that the party committee of the company has always been most concerned about." Meng Xianjun believes that the road to the brand development of real estate companies is only a game, and there will be a longer road to go in the future.
"For a long time, the logistics enterprises of central enterprises have often been in a state of 'drought and flood protection', and few companies have sought market-oriented development, but with the further intensification of the reform of state-owned enterprises, marketization will inevitably become a future development trend." Wang Jin, vice president of the Brand China Strategic Planning Institute, said in an interview with China City Daily that the implementation of a series of brand development strategies has not only improved its service capabilities, but also won the opportunity in market-oriented competition in the future, which will continue to promote its high-quality development.
Source: National Energy Group Real Estate Co., Ltd