Build a "Spark Culture" to promote the continuous implementation of the big property strategy

In recent years, with the advancement of the national strategy in the new era and the reform of "delegation, regulation and service", the property industry has gradually moved from a single community space to all aspects of social life, becoming an indispensable "indispensable" for a better life for the people. "Soft infrastructure"; Poly Property enters a new period of development. It must accurately define its role, clarify its business value and long-term goals, establish the value standards that must be followed when facing major conflicts, and the principles of work in key aspects of operation and management, so as to To provide clear guidance for the implementation of the "big property strategy", Poly Property launched the corporate culture system construction project on August 2, 2020.

1. Policy supervision is relaxed, business boundaries are broken, and the property industry is ushering in a spring of vigorous development

1. Policy supervision is gradually relaxed

October 26, 2020 On September 1, at the Fourth Plenary Session of the 19th Central Committee of the Communist Party of China, a new development plan of "dual circulation" was proposed, which will place the promotion of the modernization of the national governance system and governance capabilities in a prominent position, and will strengthen and innovate social governance and build a new pattern of grassroots social governance. The work puts forward clear requirements to promote the upgrading of the life service industry to high quality and diversification, and accelerate the development of health, elderly care, childcare, culture, tourism, sports, housekeeping, property and other service industries. On January 5, 2021, the Ministry of Housing and Urban-Rural Development issued the "Notice on Strengthening and Improving Residential Property Management", which relaxed the operating margins of property companies and encouraged property service companies to provide services to elderly care, childcare, housekeeping, culture, health, and housing. Extension to areas such as brokerage and express delivery and receipt.

In recent years, the policies of the property industry have been gradually loosened, from normative policies to encouraging policies. Policy supervision has been gradually relaxed, and the professional qualification management of property personnel and the review and approval of property qualifications have been cancelled; the government has decentralized regulation and strengthened services. Intensify procurement efforts and horizontally expand the boundaries of industry management formats; integrate grassroots governance, urban governance and rural revitalization to create room for growth. In short, the gradual relaxation of government regulations has provided broad space for industry development and allowed every practitioner to see hope and a future.

2. Leading property companies are competing to define the industry

In 2020, leading property companies are competing to define the industry. For example: Vanke Property Company changed its name to "Wanwu Cloud"; Country Garden Services held a brand meeting The refresh conference focuses on "new properties" and develops three major sectors: "new technology, new ecology, and new services"; Yali Life Services plans to be renamed "Ya Life Smart City Services"... Suddenly, research on the nature of the industry and exploration, as well as the resulting strategic upgrade and brand renewal, have become the main theme of the industry.

3. Employees have a low sense of professional value and recognition.

It is a common problem in the property industry that employees have a low sense of professional value and recognition. For a long time, property management has been an industry with a very high turnover of personnel. Grassroots employees have suffered from various professional prejudices. Most people use the property industry as a springboard for their careers. Only a few people are based on the long-term and truly take property management into consideration. As a lifelong career.

4. Poly Property took the lead in releasing the "Big Property Strategy"

Poly Property proactively complies with the national strategy and keenly seizes industry opportunities. Following the launch of the "Revitalizing China" company in 2018** * After serving the brand, it took the lead in releasing the "big property strategy" in 2019. The specific connotations include: all-area properties, all-business properties, all-people properties, all-technology properties, and all-value properties, announcing that the entire industry has entered the "big property era"; in 2019 On December 19, Poly Property was listed on the main board of the Hong Kong Stock Exchange.

2. Pay equal attention to both internal and external aspects, pay attention to inheritance, and accurately grasp cultural characteristics

Poly Property Development Co., Ltd. was established in Guangzhou in June 1996 and is a holding subsidiary of Poly Development Holding Group. .

As of December 2019, the company has entered 170 cities including Beijing, Shanghai, Guangzhou, Chengdu, Changchun, etc., with an area under management of more than 287 million square meters and a contract area of ??498 million square meters. It has become a leader in scale and quality in the property industry. and benchmark demonstration enterprises, committed to developing Poly Property Management with full business format management. In addition to community residential properties, the business formats managed also include urban landmark office buildings, government public buildings, urban scenic spots, specialty industries, colleges, hospitals and other business formats; Poly The brand value of Property Management exceeded 9 billion yuan in 2018, making it one of the top four national large-scale property service companies in terms of comprehensive strength.

Every company has its own unique cultural temperament and personality label. Perhaps every employee and customer has his own answer. However, what is the corporate culture of Poly Property? What are its cultural characteristics? It is necessary to adopt professional research methods, conduct in-depth research, absorb excellent cultural genes, and accurately grasp the cultural characteristics of Poly Property.

During the field research stage: Pay equal attention to external research and internal investigation. Among them, external research includes research on the nature and development trends of the property industry, case studies on benchmarking companies, and research on Poly Group’s cultural management and control requirements, while internal investigations include The company's development history and cultural origins, the current status of company operation and management and its cultural expression, the spiritual outlook and behavioral characteristics of different groups, etc.; in terms of research methods, it is eclectic and uses a variety of means, including resource research, key interviews, special discussions, Field visits, questionnaire surveys, etc. During the investigation, members of the project team from both parties strived to go deep into the front line, become close friends with the "Iron Triangle" employees, go deep into their hearts, understand their work confusion and life worries, and then grasp the interests and demands of front-line employees as a whole.

In the knowledge seminar stage: Corporate culture focuses on grasping the core, and the core of the team is the middle and senior managers. Therefore, it is very important to carefully plan and implement the middle and high-level knowledge seminars. This is a project One of the key links in Break the hierarchical concept, create an active atmosphere of "equality, mutual assistance, innovation and sharing", use tools such as "Corporate Culture Canvas, World Coffee, Six Thinking Hats" to gain benefits from time and strive to extract in the shortest time The best ideological achievements and accurate grasp of the company's cultural characteristics.

In short, the birth process of the corporate culture concept system is the process of the collision of demands at different levels of Poly Property and the gradual formation of a common sense. Throughout the project process, whether it is the early field research, the mid-term In the high-level knowledge seminar and the subsequent collection of opinions, every Poly Property person actively participated and was truly committed. The project teams of both parties lasted 139 days, visited 6 provinces and cities, interviewed 200 people, and participated in 35,000 questionnaires. After 9 rounds of discussions and 13 revisions of the draft, it truly embodies the common wisdom of the people of Poly Property.

3. Combine the company's strategic demands and team characteristics to build a corporate culture concept system

In fact, "Spark Culture" has a long history in Poly Property and has deep accumulation. At the source, it is both Including the inheritance of the group's culture, as well as the inheritance of its own humanistic spirit; Poly Property has entered a new period of development, combined with the company's strategic demands and team characteristics, to build a complete corporate culture concept system, whose cultural characteristics are summarized as "Spark Culture", which belongs to Poly Property’s unique character label.

1. The origin of "Spark Culture"

"Spark Culture" has three sources. First, it originates from the inheritance of the red gene of Poly Group. "Spark" symbolizes light, Warmth and hope reflect Poly Property's responsibility as a central enterprise; secondly, it originates from the inheritance of the humanistic spirit of Poly Property, "a little spark, a light for thousands of homes". For a long time, Poly Property has been committed to creating the most humane property services The brand constantly injects humanistic impetus into a better life; finally, it originates from the summary of the Poly Property development model. Poly Property entering the era of large properties must, like a spark that starts a prairie fire, make full use of the public service's global management project to expand the model in an all-round way. , achieve rapid development.

2. The connotation of "Spark Culture"

"Spark Culture" has two connotations. Externally, we always maintain a strong sense of responsibility and leadership, vigorously promote the "Spark Spirit", and serve sincerely For every customer, every project and every scene, we use the power of a spark to start a prairie fire to depict the bright starry sky of the good life of the people, and truly become a national force in the era of big real estate; internally, we respect and care for every employee, and reshape the industry status by , redefine careers, broaden career platforms, enhance career values, ignite the sparks of dreams for employees, and let the passion of starting a prairie fire illuminate the sky of life for all Poly Property employees.

3. The main content of "Spark Culture"

After many rounds of discussions and repeated polishing, Poly Property has built a complete corporate culture concept system. "Spark Culture" specifically includes the core There are three levels of concept, policy concept and execution concept, and fourteen concept elements, among which: the core concept layer includes the three major elements of mission, vision and core values; the policy concept layer includes the three major elements of corporate spirit, operating policy and management policy. elements; the execution concept layer is specifically subdivided into four business concept elements of market expansion, products, services, and cooperation, and four management concept elements of talent, quality, risk control, and innovation. It defines its own role and clarifies its career value and long-term goals. , establish the value standards that must be followed when facing major conflicts, as well as the principles of work in key aspects of operation and management, and provide clear guidance for the implementation of the "big property strategy".

Attachment 1: Poly Property’s corporate culture concept system “Starry Sky Model”

Attachment 2: Poly Property’s “Spark Culture” corporate culture concept system overview

IV. Host the China Mayors Forum externally, and hold the first "Poly Spark Festival" internally

Corporate culture construction is a long-term systematic project, and the establishment of "Spark Culture" is only the first step in a long march of thousands of miles, and we will continue to do so Promoting from the ground up is the key. In the next step, the focus of corporate culture work is: how to integrate the concept into the company's strategy, rules and regulations, and brand activities; currently, "Spark Culture" is disseminated and implemented in two directions. Externally, it hosted the third China Town Mayors The forum released a new concept, allowing the public to understand the company's role positioning and mission pursuit; internally, the Poly Torch Festival was held, the corporate culture concept system and corporate culture video were released, and the philosophy and code of conduct were in-depth interpreted. Let employees at all levels have an initial and comprehensive understanding of "Spark Culture".

1. Host the 3rd China Mayors Forum? ?

On December 11, 2020, it was hosted by the Shanghai Baoshan District People’s Government, China Urban and Small Town Reform and Development Center, The 2019 China Mayors Forum on Social Governance and Collaborative Innovation co-sponsored by Poly Development was held in Luodian Town, Baoshan District, Shanghai. More than 500 political guests, experts, scholars, and industry figures from 28 cities and regions gathered in Shanghai to focus on the forum theme. "Refined and good governance will revitalize China", *** discussed social governance and collaborative innovation in the new era; at the mayor's forum, Poly Property's new concept was released, including mission (good governance and good success, serving people's livelihood), vision ( Committed to becoming the chief operator of the large property ecological platform), in order to realize its mission and vision, Poly Property takes urban services as the core carrier and brings the content of public service products - 5G product service package, four major model projects, three Great support.

2. Hold the first "Poly Spark Festival"

"Spark Culture" is the unique label of Poly Property's corporate culture, and "Spark" is a distinct main line throughout the project. For this reason , the company’s listing day on December 19 every year is named “Poly Spark Festival”. It is a grand festival that belongs to every Poly person. By then, 40,000 employees will participate in it through “online and offline” methods. 2020 is the first "Poly Spark Festival" of Poly Property, which includes the release of suspense posters of the Spark Festival in the early stage, the release of the new Spark culture connotation in the mid-term, and the release of online H5 to interact with employees, and the release of the Spark Culture series manuscripts in the later stage. Collection.

With the advent of the mobile Internet era, the innovation of corporate culture communication carriers will become one of the important means to build corporate culture brands. The first "Poly Spark Festival" broke through the traditional communication method and adopted the " The combination of "online and offline" expanded the number of participants, enhanced the fun and liveliness of on-site interactions, and effectively enhanced the depth and breadth of the spread of "Spark Culture".

5. It is necessary to look up at the stars while also being down-to-earth

1. Main values

①Building a business philosophy

Poly Property Corporate Culture The main value of the system construction project is to build a business philosophy that supports the long-term development of the company, clarify the nature of the property industry, and clarify the company's role and development direction. Specifically, on the basis of determining the role positioning of "national power in the era of big real estate", a complete corporate culture concept system has been constructed, including three levels: core concept, policy concept and execution concept, ***14 items Concept elements run through all key aspects of operation and management. The programmatic document "Poly Property Program" formed by it is the methodology of Poly Property operation and management, which provides clear direction and principles for unifying the thinking and standardizing the behavior of all employees. guidance.

② Develop a code of conduct

Corporate culture lies not only in knowledge, but also in action. The unity of knowledge and action is the ideal state to achieve in the construction of corporate culture. Therefore, after building a business philosophy, it should also To implement the concept into the daily behavior of employees, to this end, based on the service concept, a service code was drawn up. Based on values, the Galaxy Operation Officer Code of Conduct, Star Sea Functional Officer Code of Conduct, Star Sea Commander Code of Conduct, and Cadre Management Discipline Red Lines were drawn up. . In short, the codes of conduct at different levels play a clear guiding role in the daily behavior of employees and provide a basic basis for the next step of the evaluation of the cadre team.

2. Some Enlightenments

Corporate culture not only needs to inherit innovation and learn from the fine cultural traditions of the past, but also needs to respect industry characteristics and team characteristics, and be based on the latest industry trends and company strategies. , thinking about the demands for corporate culture from different angles; then, from the perspective of Poly Property’s corporate culture system construction project, industry trends and grassroots employees are two aspects that need to be considered:

① Paying attention to industry trends is important for The demands of corporate culture

Enterprise development cannot be separated from the influence of the external industry environment. When external industry trends and nature change, the company itself should change with the trend, actively seek changes, and then lead the development of the industry; in recent years, With the gradual relaxation of policy supervision, major leading companies have used capital operations to seize the incremental market. The degree of marketization is getting higher and higher. The traditional residential business format is extending into the non-residential blue ocean, and mechanization and intelligence have become a trend... Property The industry is undergoing earth-shaking changes, and people's understanding of property management is also quietly changing. Based on the above industry trends, we should focus on the demands of corporate culture such as "marketization", "brand building", and "intelligence". .

② Pay attention to the demands of grassroots employees for corporate culture

If industry trends are the "starry sky" for the company's development, then grassroots employees are the "earth" for the company's development. As a property company, Only by looking up to the stars and keeping our feet on the ground can we ensure the healthy and sustainable development of the company. For a long time, the attrition rate at the grassroots level in the property industry has been relatively high, which directly affects owner satisfaction and brand image. As a company, we should stand at the height of "redefining a profession", build a stage for everyone to display their talents, and ignite the dreams in the hearts of grassroots employees. To rekindle the sense of professional identity and belonging to the company, based on the current situation of grassroots employees, we should focus on the demands of corporate culture such as "respect" and "humanistic care".