Whether it is a friend or an opponent, Zhang Xian said that Tencent defines itself as a tool.
Editor’s note: This article is from Economic Observer , author: Chen Po, authorized reprint
The third year of the layout community scene, Tencent upgraded the smart community platform “Tencent Heiner”. Under the background of entering the industrial Internet ecosystem, this business is building from the application direction and application layer products. An increasingly large “friend circle.”
The four points summarized by the general manager of Tencent Haina Smart Community at the 2019 Tencent Cloud Smart Community Ecology Conference just explained why Tencent entered the community scene three years ago.
The level of informatization of community property is far from meeting the needs of the owners; the community covers nearly 800 million people in the city, and the market is very large; the smart community is a typical C2B product. With the popularity of Tencent in the C-end, it can play the TOC advantage. There are 110,000 property companies in China, and these TO B community service roles require a third-party platform to establish connections.
For the growth judgment of the property market, it was confirmed by the words of Ma Hong, director of the National Intelligence Committee, three years later. She said that in the era of rapid Internet development, everyone suddenly found that the smart community is a very large, very grounded, and reachable C-side application scenario. “A lot of capital is involved in the construction of smart communities. This is a blue ocean.”
Therefore, in the past two years, the smart community has quickly gathered a large number of different types of incompatents. Tencent is one of them. The opponents are faced with many property companies that have the ability to build smart community platforms. . If you look at the expansion pattern of the application scenario, another property of these property companies may also be the partner that Tencent Heiner is looking for.
Whether it is a friend or an opponent, Zhang Xian said that Tencent defines itself as a tool, but only wants to provide the underlying technology and platform. Everyone (partner) puts things here, and the value of this data is very meaningful not only for property companies, but also for community governance.
Looking for opportunities
The story of Tencent and the smart community is three years ago.
Chang Xian, now the general manager of Tencent Haina Smart Community, was responsible for Tencent’s “Internet + City” related business. After getting into the community scenes at work, he came up with the idea of being a smart community.
The war has not yet started, and there are more than one competitor in front of Tencent. In addition to the endless stream of startups in the community vertical scenes, some housing companies have begun to look to community service applications.
Zhang Xian holds the belief that Tencent still has a lot to do in this field. Support himThere are two reasons for the idea: on the one hand, the head real estate company is doing its own community products, and if it does not establish a strong connection, it is easy to evolve into an island; on the other hand, the number of national communities is large and requires a comprehensive community service application. “This is a market with a trillion share.” Zhang Xian made a judgment.
A small version of the smart community was quietly born within Tencent, with the intention of finding opportunities for intelligent business in a community setting.
Binjiang Property is the first customer of Tencent’s smart community business. It has been thinking about how to transform the riverside property to the community through information construction. After accepting the Tencent team research, it decided on the spot to “take out a thousand people’s community, property. Listen to your dispatch, fully cooperate with you to do user testing, let’s take a look at the effect.”
2018 is the first year of construction of a smart community. After several attempts, Tencent was promoted to the “runner” of the smart community. At the end of 2017, “Tencent Haina” officially released a series of products.
In the past two years, internal exploration has allowed Tencent to come to a conclusion that it is difficult to achieve complete coverage in the property sector based on its own strength. The community needs more partners and ecological resources to develop synergistically.
At the same time, the smart community faces a reality: starting from 2015, a large number of startups in a number of segments have emerged. The commonality of these startups is that they may encounter entrepreneurial failures because of their relatively weak strength.
The emergence of Tencent Haina solved these problems. The intelligent community open platform is built on the WeChat system. It provides the underlying technology and platform entry at the practical level. The focus is on the two functions of “helper” and “toolbox”. Regardless of the specific application scenario or the application layer product, more choices are made in the cooperation mode.
Tencent’s circle of friends
At the end of September 2018, Tencent announced that it would embrace the industrial Internet in the next 20 years. The third structural adjustment immediately kicked off. Tencent Haina was included in the newly formed cloud and smart industry business group system.
Working with property companies or real estate companies is a direction for Tencent in the field of smart communities. Zhang Xian said that the target customers are more positioned in small and medium-sized properties at the start, and small property companies are more demanding for informationization.
Tencent Haina will also cooperate with the head property company. For example, Country Garden uses Tencent Cloud, AI, big data, security system and open capabilities to create a smart security monitoring cloud platform system based on video surveillance.
For example, Vanke Property, a large property company that has sufficient capacity to build a smart community platform, said that there are still opportunities for cooperation between the two parties.
Different from traditional property companies, Tencent Haina’s role is equivalent to providing a WeChat portal for property companies or real estate companies. This portal is presented in the form of a small program or public account, and provides a toolbox.
But these little programs or public accounts are ultimatelyIn the property company itself, all the big data ultimately derived, whether it is attribution or operational decision-making, is in the hands of the property company.
If you sink further into specific application products, Tencent Heiner’s “friend circle” is more extensive. Zhang Xian told the Economic Observer: “All our applications are willing to cooperate with outside, as long as it does better than us.”
The significance of building an open “friend circle” is that the smart community is too ecological, and it is difficult for each professional company to package the whole platform. Some sub-areas can only further deepen the application layer after deepening the scene and combining the cooperation capabilities. Products, applications and applications are combined through the underlying technology to achieve leapfrogging.
For example, in the past, the door-to-door and express delivery were not related to each other. Now, with the underlying technology, the interoperability between access control and express delivery can be perfectly solved.
Entering the opportunity of the industrial Internet ecosystem, Tencent Haina seeks more and more partners from outside, and can open up the capabilities based on cloud computing and AI based on existing resources. As of now, Tencent Haina has developed 26 operating partners across the country.
Incoming disputes
It is no accident that Tencent chose to get involved in the smart community.
After real estate regulation, a series of pre-sale permits increased the demand for higher quality of housing delivery, forcing developers to find a new way out – smart communities.
Tencent is one of the entertainers in the smart community. Partners such as property companies may stand on the opposite side of Tencent in their actual business. In particular, Vanke Property, Color Life and other large companies relying on developers have their own platform. The ability, compared to Tencent, they can easily enter the smart community through the property management model.
Sun Jia told the Economic Observer that the goal of Vanke Technology is to create an open data platform for the whole industry with its peers. Not every developer needs to build a technology company by himself, but can use the open platform together.
This means that Tencent and these property companies will inevitably have to meet each other. In response to the Economic Observer, Zhang Xian mentioned that the head property company also hopes to export its management capabilities through the information platform, but small and medium-sized property companies are still somewhat worried. “If Vanke says that it is going to be a data center, other property companies will definitely be worried.”
On this invisible battlefield, Tencent is unique in that it is neither a real estate nor a property company. “We help property companies to better serve our customers. We are also willing to deepen cooperation with property companies. Because Tencent does not do property, property companies do not have to worry about risks.” Zhang Xian said.
Xie Jianjun, general manager of Kaiyuan Property, said that there have been concerns in the selection of partners. Most property companies are separated from their peers. This is widespread.
In fact, the cooperation between the property company and Tencent,It is equivalent to the cooperation between one platform and another platform. The advantages of the two are different. The advantage of the property company is the ability to push the ground, that is, the on-site service capability; Tencent is better at integrating technology and platform resources.
Taking Tencent’s cooperation with Kaiyuan’s property as an example, Kaiyuan’s property value is the innovation capability of Tencent District, and the deeper purpose is to use Tencent’s big data to create user portraits and user labels through analysis capabilities such as customer portraits. .
Xie Jianjun said that this will help improve the refined service capabilities of the property company. First, it can save costs and improve standardization in the management of the entire park. Second, it will explore the deeper needs of property management services and incubate some new ones. The service content, as well as the cooperation and support of Tencent, the service products are jointly developed.
Profit “Enduring War”
The olive branch thrown by the Internet, the property company is willing to take over, behind the high labor costs and innovation profit point drive. “In the process of doing Internet technology and IoT applications, we have saved a lot of management costs in the two parts of human resources management and financial management, and tasted the sweetness brought by digital technology management. This is throttling.” Xie Jianjun said, focusing At the open source level, new home services can be divided and promoted on the sales platform.
From the perspective of the profit realization period, the property company’s attempt on the Internet is indeed a “protracted war.”
The first phase of Kaiyuan Property and Tencent’s cooperation is 5 years. All customers and employees are classified. According to the classification, Kaiyuan Property finds more refined service points and provides services to obtain value from point to point.
In the initial stage of cooperation, Kaiyuan Property is facing a risk of losing money. On the one hand, the two sides are still in the stage of data collection and sorting, and when the data reaches a certain amount, it will produce benefits; “For example, we are digitally combing the details of the number of employees, age, education, etc., and then carry out targeted management, resulting in value. And efficiency is behind.” Xie Jianjun mentioned.
On the other hand, the profit rate of current property companies is basically 10%, and the higher is about 20%. Kaiyuan’s annual profit margin is about 20%-30%, and the cost will be invested in R&D expenses, so the profit margin will decline.
Xie Jianjun said that the future profit point is first reflected in the reduction of labor costs, labor costs accounted for between 60% and 70% of revenue, and technology investment accounted for less than 10%. With the enhancement of smart community coverage, the future manpower investment will be reduced, the proportion is expected to be controlled below 30%; and the proportion of technology investment may exceed 50%.
Taking a set of cashier management software on the Kaiyuan property as an example, the original 300 financial personnel managed 300 communities. After the software was settled, online payment was realized. Now, as long as 100 financial personnel can manage the same number of communities.
Another profit point is generated in value-added services. The two pension institutions of Kaiyuan Property have an output value of almost 30 million this year. Targeted outEach type of demand will generate a certain point of consumption for each demand. Xie Jianjun said that these consumption points seem to be very small, and it is very difficult to establish a customer’s identity, but they can make a profit when they are accumulated. “Property management can only serve as a platform, not as a real profit point. The real profit must be infiltrated into the family, that is, personal consumption.” He said.