We define the meaning of operational property management model as two aspects: First, property management and property management as a whole, while doing a good job in property management work, for developers, owners, customers to plan and implement the property management program, to give full play to the efficiency potential of each square meter of the property; second, property management from the general maintenance, operation stage to the level of marketing, service and management of the entire process of the jurisdiction of the property, which is also the service vision of the commission period from this local to the long life of the property commodity as a whole to the unified consideration and arrangement for the owners of the property. The second is to elevate the property management from general maintenance and operation stage to the marketing, service and management level of the whole process of the property under its jurisdiction, which means that the service vision is enlarged from the localization during the commission period of the property management to the overall consideration and arrangement of the property's long-life commodities, so that it can provide more comprehensive services for the owners and customers. The core of the description of the meaning of the above management mode is that the concept of marketing is y dissolved in the property management work of the project under the jurisdiction of the management of the property through the operation of the operation and management of the synergy, to better reflect the property management of property value preservation, value-added important functions. The operation-based property management mode is different from the income-based property management, the latter refers to the property management with the main object of renting out operation-based houses, which is commonly found in the management of office buildings, retail commercial centers, hotels, and other rentable properties, while the former refers to the concept of operation dissolved into the properties under the jurisdiction of various types of properties, and improves the potential of the properties' benefits through the development of the properties' functions. The former includes the latter, the latter is a component of the former, some peers understand the management of property management as a variety of paid housekeeping services is of course quite one-sided. The main content of the operating property management model is reflected in the real estate service field circulation and management aspects, including leasing agency, property valuation, transaction consulting and project planning.
Second, the market demand for business-oriented property management model
Foreign countries and Hong Kong pay special attention to the concept of business in property management work. In the United States, for example, after more than 60 years of market experience in the U.S. property management industry, most companies can provide customers with leasing, valuation, trading, consulting and other services, the U.S. registered property manager's duties also require first of all to protect the jurisdiction of the property leasing and selling, on this basis to do a good job of property maintenance work. In their view, excellent property management can provide owners and tenants with a good working and living environment, and the more important role is to make the economic benefits of the property to be fully realized. Look at the rapid development of business in the mainland in recent years, Hong Kong property management companies, whether it is DTZ, Jardine Matheson or Savills, Osnos, without exception, to the comprehensive advantages of real estate services to occupy the market, the operation, management in the service, reflecting the excellent professional standards and competitive strength. Further study of Hong Kong Jones Lang LaSalle, Weiland, Bupa and other companies in the field of business, we will realize that Hong Kong's larger property management companies are characterized by the provision of property management services, Hong Kong's property management market demand is for comprehensive services. We have always believed that, due to the contiguous relationship between Shenzhen and Hong Kong, WTO entry is imminent, Shenzhen property management industry in the development trend will learn more from the successful experience of Hong Kong, including the operation of business property management model.
Domestic customers have a strong demand for operational property management. In recent years, with the rapid development of the real estate industry, the secondary and tertiary markets are expanding, expanding the huge market space in the real estate services sector. Taking the rental market as an example, there are still 3 million households with less than 4 square meters of living space per capita out of about 70 million households nationwide, and the proportion of households living in mobile rental housing is as high as 9.52%. Housing surveys in Beijing, Shanghai, Guangzhou and Shenzhen show that 20.2%, 26.8%, 23% and 28% of households are renting respectively. The intermediary organizations supporting this huge rental market are mixed, with a great lack of standardization and professionalism, leaving a wide profit space for many property management companies. Hong Kong's three-tier market volume accounts for more than 70% of the total volume of transactions, while Shenzhen's current three-tier market accounted for only 28% of the market potential. When the three-tier market start, housing transactions increased greatly, the people of property valuation, transaction consulting, leasing agent demand is even more, and these businesses and property management enterprises will inevitably occur, showing that the business model of property management market demand is strong. A large number of properties lack professional management, not to mention the lack of rational planning and operation. CPM company under the China Aviation Industry Corporation (former Ministry of Aviation), for example, according to statistics, the Aviation Industry Corporation's factories, enterprises, colleges and universities belonging to the total assets, more than 65% belong to the property assets, and in the total assets of the property, a large number of properties have not been fully utilized, and even a large number of properties have been idle for a long time. Many units of payroll is very difficult, but the property in the arms of this golden doll indifferent. This nationwide phenomenon calls for property management enterprises to enhance business sense and improve the level of operation. Shenzhen's many property management enterprises under the jurisdiction of the project, more or less the existence of property management business, owners and customers need professional property management services, more concerned about the realization of the potential benefits of their properties. The mainland property management enterprises to purely property management business to expand the market, will be because of the limitations of the service and the advantages of overseas corps to withstand greater market pressure.
Third, the pros and cons of operating property management model analysis
With the growing maturity of the market economy, real estate services covered by the property management, leasing, trading, valuation, consulting and other professional division of labor is becoming more and more detailed, the implementation of operating property management model will blindly diversified business will lead to adverse consequences? In our opinion, an operational property management model does not belong to diversified operation, and the marketing of properties itself should be a proper meaning embedded in property management. From the above market demand and the operational experience of Hong Kong counterparts, property management companies should not only be good housekeepers for developers, owners and clients, but also act as property consultants. From the initial property development and even the entire property development project, the role of the property consultant to developers, owners and customers to provide comprehensive property services is essential, the property consultant is bound to become a wide range of services in the popular industry.
From the current practice, the benefits of the operating property management model is mainly reflected in: first, the model can better meet customer needs; second, the operating property management model better reflects the integrated operation of the operation and management of the customer to improve the efficiency of the service; once again, expanding the profitability of the property management business, leasing agency, transaction consulting, valuation and other business commissions The proportion is obviously higher than the property management commission, so that the comprehensive strength of property management enterprises has been improved. The problems faced by the operating property management mode are as follows: First, the pressure is great. The property management enterprise undertakes the operation and management right of a property, and at the same time, it also undertakes the obligation to operate the property, and the volatility of the property leasing and transaction costs is much larger than the volatility of the management commission, which correspondingly increases the operating pressure of the property management company; secondly, it is a big risk. A piece of property management from the project selection, price control to determine the customer, each link has a risk, only the leasing risk prevention requires a lot of can only mean can not say the market experience; Third, the formation of a professional team is difficult. Property management is an extremely professional work, not only rich in practical experience is difficult to find talent, with talent, the formation of a team with a tacit understanding is not easy, but the operation of serious deviations and errors, will cause irreparable losses to the company.
Fourth, the operation of the property management model of practice
Shenzhen AVIC Property Management Co., Ltd. in 1996 in the careful analysis of its own strengths and weaknesses, based on the model of property management to determine the operation of the enterprise's core competencies. After five years of accumulation of practice, this competitive advantage has been further strengthened, experienced a number of projects in the market. In our company's practice, the operating property management model has a strong vitality.
Case 1: the company's management of the largest project in Shenzhen AVIC Court, covering an area of 110,000 square meters, with a total construction area of 350,000 square meters, was originally an industrial, trade, apartment supporting the community. 1995, CPM company in the court area on the basis of good property management work, planning, implementation of the AVIC Court overall functional conversion project, so that the court area into a collection of commercial, office, entertainment, catering, residential, apartment integrated multi-functional community, rental The project has transformed the complex into a multi-functional community integrating commerce, offices, entertainment, catering, residential buildings and apartments, and increased the rental income by 80%. Over the past five years, the net rental income of the district has exceeded 50 million yuan every year, and the average rental price is significantly higher than that of the neighboring properties. As a result of the effective management measures, management, AVIC Garden has become a prosperous place in Futian District, Shenzhen, the inch of land square gold, CPM company is also due to the operation and management performance by the majority of landlords, customers praise.
Case 2: March 1999, CPM company through market competition to win the Shenzhen Industrial and Commercial Bank of property management rights. We introduced the business model of property management into the Industrial and Commercial Bank of property, not only in the bank property management on the full protection, but also pay close attention to business opportunities, and constantly adjust part of the property functions, by all means to tap the potential of the property, appreciated by the Party A, and then signed the exclusive agent contract for the lease of industrial and commercial bank property. Party A is satisfied with the improvement of efficiency and the obvious reduction of management costs, and wants to entrust more neighboring properties to CPM Company for comprehensive management.
Case 3: located in Beijing Dabeigou business district of the AVIC property group developers to implement the property management bidding. The conditions put forward by Party A is that the management unit to the project operation and the overall project return to make estimates, is the real operation, management in one of the property project. This feature precisely meets the CPM company's advantages, we repeatedly investigate the market, carefully prepare the program, through competition, has got the project operation, management rights.
In the implementation of operational property management mode of practice, we focus on the following three key points:
(a) emphasize the concept of management in place. Each property management backbone is required to y understand the property management work should be the meaning of the property management and part of the work, property management is certainly important, and an excellent property project planning, a good idea, you can make the developer, the owners and customers to get more benefits. When a management office does a good job of management, while constantly catering to the market, innovative management, the market value of the property will change greatly. Property management is dynamic, property marketing never-ending, property managers only have a strong sense of marketing, in order to give full play to the potential of the jurisdiction of the property.
(ii) focus on training the talent team of property management. Property management is a labor-intensive industry, and property management is a knowledge-based, information-based industry, there is no experienced management personnel, management property management model is empty talk. Therefore, over the past few years, CPM focuses on cultivating the management backbone, the appropriate introduction of outstanding talent, the initial establishment of a tacit understanding of the operation and management team. 1998, the Tianjin Jin Du Garden property management and management of the public tender, Hong Kong Leung Hang, O'Connell are among the competitors, after two rounds of competition, CPM's operation and management program to the highest score to win the bid.
(C) focus on learning from professional companies. With China's imminent accession to the WTO, Beijing, Shanghai, Guangzhou, Shenzhen and other places in the process of perfecting market management and international integration, the property management, management market is huge, requiring a large number of legal, valuation, surveying, consulting professionals. CPM company in the property management professional gap is still very large, so in recent years, we have always been with Leung Hing Shenzhen company to maintain business contacts, absorbing the experience, and cultivate professional strength. We have always maintained business contacts with Leung Hang Shenzhen in recent years to absorb experience and cultivate professional strength. Last year, after the world's largest real estate intermediary, the U.S. Twenty-First Century Real Estate Company, entered the Pearl River Delta, we promptly participated in exchanges and trainings to establish business contacts. In the next five years, in the professional field of property management, we still have to be serious as a student in order to shorten the gap and catch up.
(d) According to different property projects, the arrangement of operation, management of the primary and secondary relations, so that the operation and management complement each other, complement each other. In the specific operation, but also pay attention to property management costs and operating costs to maintain relative independence, reflecting the norms of different businesses.
The operating property management model is an important part of real estate services, is the concept of income property management expansion and extension, is the organic synthesis of property marketing and property management, has a broad market space, we will continue to explore.