Editor's note: Since 2024, new quality productivity has become the core issue of China's economy, and the digital economy and technological innovation are the main driving forces, and all walks of life are looking for a path of high-quality development.
In response to changes in the industry, the Boao Real Estate Forum will be upgraded and expanded to "Boao Week" covering the entire industry chain, and a new series of reports on the "2024 Boao Visit" - "Boao New Power" will be planned and launched.
Through research and exchanges, in-depth interviews and dialogues with representative enterprises in the whole industry chain, we will explore the new power of the new cycle. It is expected that these forces will become a rolling torrent and drive the new development of the industrial chain and economy.
Through interviews, surveys and research, we interpret the companies and representative figures in the field of property and urban services, and tell their thoughts, thoughts and gains during the historical development opportunities of the new industry.
From the Jinshi Road subway station Exit D, it is Zhongding 316 block. This commercial street, which has been open for less than a year, is full of warmth, diversity and inclusiveness, and this fireworks are the assets and life value provided by New Hope Services.
In the Zhongding International Building, which is less than 100 meters away, we met Chen Jing, CEO of New Hope Services. Different from the impression of professional managers, she seems to be particularly hearty, and her straightforward personality also gives unique insights to our questions. In an hour and a half of communication, we collided with the current challenges and opportunities in the property industry, and also made us full of expectations for the future of New Hope Services.
Positioning: People's livelihood services
Chengdu, a famous cultural city with a long history, has a strong atmosphere of fireworks.
Feel free to wander through the streets and alleys, feel the quaint blue bricks and white walls, listen to the local dialect, and blend in with the hustle and bustle and tranquility of the city.
Picking up a bottle of yogurt in a street shop is a new hope that has been rooted in Chengdu for 40 years.
The shopkeeper laughed and said, "Who here doesn't know the new hope."
Backed by the brand and industrial chain advantages of New Hope Group, New Hope Service put forward the strategic positioning of "new services for people's livelihood, starting from fireworks in Chengdu" last year.
New Hope Service Order Patrol Picture
Rooted in the front line of people's livelihood services, it is infinitely close to merchants, enterprises, and every ordinary person. During the interview, Chen Jing also shared in detail why New Hope Service firmly chose the people's livelihood service track.
For her, part of the "people's livelihood gene" of New Hope Service comes from the natural genes of New Hope Group, and partly from the fact that there is a strong supply chain covering people's livelihood behind it, which is why New Hope Service can vigorously cultivate "property +" under the positioning of "people's livelihood service operator", which is also a necessary measure to respond to the general trend of the country and enhance customer stickiness.
It is worth mentioning that in order to better stabilize the cooperation of urban resources and improve the ability of people's livelihood services, New Hope Service released the industry's first "People's Livelihood Service White Paper" in the first half of the year, which systematically presents complex and professional services from the dimensions of trends, capabilities, paths and practices, with customer value as the anchor, and provides a model of "people's livelihood services" for the industry.
Physical map of the White Paper on People's Livelihood Services
Strategy: Half a step faster
What is Fast Half Step?
In Chen Jing's view, the key to the "half a step faster" service is to want to be ahead of customers, walk in the lead, outperform customers' cognition, respect the differences of every community and each customer group, and turn the ability to solve different problems into core competitiveness.
New Hope Service - Service Scenario Diagram
"If the enterprise is not ahead, there will be no opportunity, but one step faster may step on the short, and only half a step faster than others is the best", not only New Hope service, but also the thinking mode of half a step faster seems to be the top-down insistence of New Hope Group.
"The reason why New Hope Service can buck the trend and get out of the independent market is closely related to the persistence in the ecological construction of people's livelihood services."
On the one hand, New Hope Group's industrial chain advantages in the fields of agriculture, animal husbandry, food, dairy FMCG and other fields can help New Hope serve commercial brand incubation, back-end supply of group meals, and provision of life service products. On the other hand, New Hope Service also focuses on finding good partners in the upstream and downstream of the industry, expanding the circle of friends, and continuously deepening the link between services and customers.
New Hope Service - Gift Box Customized Product Actual Picture
When we asked what is the difference between New Hope's service and its peers, Chen Jing said: "A stronger comprehensive capability is our business model, and being able to provide customers with comprehensive solutions is nirvana." ”
She further explained: "Although the comprehensive solution is challenging for us, New Hope itself has the genes of a production-oriented enterprise, so we do things without rushing for quick success, do it little by little, dig little by little, and believe that we can form a comprehensive strength." ”
Although people's livelihood services seem ordinary, they are actually very different, and the most important thing to do a good job in people's livelihood services is deep cultivation.
According to the annual report data, about 40% of New Hope Service's business is concentrated in southwest China, and about 30% is in east China. In terms of cities, the core is deeply cultivated in Chengdu, Kunming and Wenzhou, and 90% of the development in the first half of the year also came from this.
In order to achieve high customer satisfaction and meet different needs, personalized service content is put into a complete community, which requires strong operational capabilities and resource coordination capabilities.
At present, New Hope Service excavates the concentration of single-project services through different combinations such as "property + business + group meal + life", which can not only improve customer stickiness, but also expand the scope of income.
New Hope Service - Property Service + Commercial Operation + Gift Box Customization + Group Meal Service
At the same time, in order to better comply with the service and management problems brought about by the expansion of scale, many property companies rely on digital means to achieve efficient response to customer service and cost control for management. In the community under the jurisdiction of New Hope Service, the owner can enter through face recognition, unattended can prevent tailgating, and can complete functions such as one-click repair application and payment online; After receiving the work order, the service staff will respond within 5 minutes, process photos for timely feedback, and follow up the whole process of instant evaluation push...... A series of intelligent applications form a knowable and perceptible customer service, scientific and efficient business decisions, and quality standards that match quality and price.
As Chen Jing said, we must be "half a step faster" and do a good job in differentiated supply, so that it is possible to really do a good job.
New Hope Service - Intelligent Application Reality
Development: Through cycles
"Passing through the cycle" has become a hot word in the real estate industry in the past two years, and the property industry, which is strongly related to it, has also felt the chill at this time. From the "stars holding the moon" and "cash cow" labels in the good period of the market, to today's stripping, spire companies fluctuate frequently......
In this regard, Chen Jing said that looking at the current economic environment, the consumption power is insufficient, unable to stimulate production, and the sense of gain is reduced from all dimensions, so that a closed loop of positive economy cannot be formed. But in her view, this phenomenon also has potential opportunities, when consumers begin to be more rational and more pursuit of quality-price ratio, for long-term attention to service quality of enterprises, it is the window period for development.
New Hope Service - High-end Property Service Real Picture
From the perspective of New Hope Service itself, Chen Jing mentioned: "We have to look at 5 years, think about 3 years, work hard for 1 year, continue the current strategic considerations, and further improve the asset management capabilities, group meal service capabilities, and life service capabilities under the maintenance of property fundamentals, and continue to improve the long-link design, which is the determination of the new service to stabilize every step under this cycle."
In particular, it is worth mentioning that New Hope Service has achieved new breakthroughs in non-cyclical life services such as group meals and retail. In 2023, New Hope will serve the B-end retail revenue of 47.35 million yuan, reaching a B-end repurchase rate of 66.1%; Gift box revenue increased by 56.4% year-on-year; In the face of C-end customers, the monthly sales of milk exceeded 10,000 cartons, and the gross profit margin was about 19%.
Chen Jing said frankly that for the industry, to make up for the shortcomings of community services and promote embedded services in urban communities, people's livelihood attributes will become stronger and stronger. New Hope Service proposes the "Property +" model, which is the understanding of new quality productivity.
At the same time, this year is also the "brand upgrade year" of New Hope Service, why is it the year of brand upgrade, Chen Jing believes that the brand is the strategy, which is the strengthening of the strategy, and it is the starting point for the strategic proposition to be effectively implemented; At the same time, the brand is a promise, to effectively convey its own ideas, but also to have practical actions to deliver the landing, hoping to better interpret and disseminate the company's commitment to customers, so that more people know and supervise us to fulfill our commitments; In addition, the brand still needs to have its own unique character, we also need to sort out our own personality, let everyone see the characteristics of the brand, find customers who like us, find partners who can resonate with the mind, do reliable service, and form an interesting soul.
New Hope Service - Service Scenario Diagram
Finally, she believes that the essence of the property management industry is good, and it is gradually entering a new cycle of pursuing "quality-price ratio" and rational stability, and it is necessary to re-see the shining places of this industry and take a certain amount of time to repair.
Through the cycle, you can see the light.
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