“龙湖集团正致力于成为具有影响力的城市综合运营和服务商。”龙湖集团负责人日前表示。
龙湖集团何来如此底气？其经验对于行业具有哪些普适价值？一份来自龙湖集团的《关于龙湖集团创新发展情况汇报》（以下简称《发展情况》）作出了诠释。《发展情况》显示，2020年龙湖集团合同销售额达到2706.1亿元，同比增长11.6%；实现营业额1845.5亿元，同比增长22.2%。荣膺福布斯全球企业500强、亚洲上市公司50强、财富中国500强、全球最具价值地产品牌25强。
《发展情况》总结认为，“坚持创新驱动，以高质量供给创造新需求，积极融入‘双循环’”，这是龙湖集团的获胜法宝。
一、深化供给侧结构性改革
2018年，龙湖集团提出“空间即服务”战略，其核心是在空间和服务两个领域同时发力，以龙湖多样化的空间为载体，推动服务模式创新以刺激空间内消费，进而形成多业态空间联动、线上线下(33.060, 1.54, 4.89%)融合的大消费生态，从根本上拉动内需，满足广大群众多样化的需求。
《发展情况》显示，目前龙湖集团已开辟地产开发、商业运营、租赁住房、智慧服务、房屋租售、房屋装修六条主航道业务。
其中，作为中国最早的购物中心开发运营商之一，龙湖商业以“天街”（中国驰名商标）为主品牌，实现全国核心市场布局，运营能力排名行业前五。
一直以来，龙湖商业持续深化供给侧结构性改革，在供给端努力为消费者创造新的购物体验，引领消费市场潮流。到目前为止，龙湖在全国范围内拥有商场103座，累计开业51座。
上述负责人表示，龙湖不断加强线下空间创新，打造了多种形式的复合型主题空间、IP空间、景观空间、场景体验空间，营造有故事的线下场景，在新消费上创新不断。同时，龙湖还加强线上场景创新、运营手法创新。如疫情期间，为满足消费者复苏消费需求，链接消费者情感，龙湖商业搭建起覆盖自媒体公众号、小程序、微信社群的线上阵地，聚集大量人气，在满足防控需要的同时，保证了疫情期间的消费活力。
此外，龙湖积极响应“租购并举”政策，旗下租赁住房业务龙湖冠寓布局全国30多座城市，截至2020年底，累计开业房间达9万间左右。其中，冠寓与全国十余个重点城市政府合作落地40多个项目，提供近2万套人才住房，助力各城市人才吸附力的提升。
二、打造数字化底座不断创新
在创新驱动方面，龙湖集团提出，打造数字化底座和实现业务创新，通过数字化管理，实现“空间即服务”战略各要素在业务端的核心展现。截至目前，龙湖数字工程师共2000余人，体系内北京集智数字科技有限公司、北京龙湖物业服务有限公司等五家企业被认定为“国家高新技术企业”。
龙湖以TOD(公共交通导向发展模式)为抓手，围绕高铁、快轨、地铁、公共交通的四级交通网络复合叠加，实现区域间的高速连接和区域内的精准触达，在提高城市发展水平，打造高能级城市门户形象的同时，也从底层构建了多种空间形式融合的空间基础。龙湖在手70余个TOD项目，分布于27个城市，总面积达1000余万平方米。同时龙湖积极推动TOD综合开发项目评价标准及TOD综合开发项目通用技术规范的制定，并已于去年正式颁布，为行业发展助力。
拥抱大数据时代，赋能智慧城市。龙湖智慧服务用“满意+惊喜”的高品质服务赢得客户的广泛认可，业主满意度连续十二年超过90%。如今，龙湖智慧服务已覆盖包含住宅、商业等在内的13类业态，过去一年，龙湖智慧服务加快了城市服务的探索，先后落地岳阳城陵矶、重庆广阳岛、成都农博岛、北大荒(14.270, 0.03, 0.21%)建设集团、苏州相城高新、沈阳中德开等城市服务项目。未来，龙湖将持续搭建线上线下相结合、共建共治共享的城市服务生态。
三、做恪守财务纪律的标兵
2021年，龙湖集团正式被纳入恒生ESG指数成份股，发展潜力备受资本市场认可。这一方面，基于龙湖集团业绩持续提升以及不断完善的宽业务围栏；另一方面，则源于多年来，龙湖集团稳健的财务风格。
上述负责人表示，龙湖集团作为行业内恪守财务纪律的“标兵”，始终坚持“长期主义”，成为“三条红线”调控政策下三家达标企业中唯一的民营房企。截至2020年末，龙湖净负债率较上期进一步下降至46.5%，达到近5年来最低水平；现金短债比达到4.24倍，剔除预收款后，资产负债率为67%。
在平稳健康发展的同时，龙湖也积极投身于公益事业。在“善待你一生”的使命指引下，龙湖将企业公益聚焦于受助者的各个人生阶段，围绕“助学兴教、关爱儿童、助老扶贫、绿色环保、文化传承、抗疫救灾”六大领域开展公益项目，自成立之初起已累计向社会捐赠超9亿元（含公司创始人个人捐赠）；尤其是2020年初，当武汉因新冠疫情封城之时，龙湖即宣布捐赠总计3500万元的现金及医疗物资，支援武汉及周边地区疫情防控工作；对旗下商场的所有商户减免租金超过5亿元。
未来，龙湖将全力实现“制造空间+服务空间+生态空间”的目标，始终满怀敬畏之心，以持续增长积淀长期价值，知时明势而后谋，定心笃行以致远。
翻译：
“Longfor Group is committed to becoming an influential urban integrated operator and service provider.” The head of Longfor Group said recently.
Why does Longfor Group have such confidence? What is the general value of this experience to the industry? A report from Longfor Group on the Innovation and Development of Longfor Group (hereinafter referred to as “Development”) has made the interpretation. “Development” shows that in 2020, the contract sales of Longfor Group reached 27061 billion yuan, with a year-on-year growth of 11.6%. The turnover reached 184.55 billion yuan, up 22.2% year on year. It is listed in the Forbes Global 500, the Top 50 Listed Companies in Asia, the Fortune China 500, and the World’s 25 Most valuable real estate Brands.
“Development Situation” concluded that “adhere to innovation-driven, with high-quality supply to create new demand, actively into the ‘double cycle'”, this is Longfor Group winning magic weapon.
Deepen supply-side structural reform
In 2018, Longfor Group put forward the strategy of “space as a service”. The core of it is to make efforts in both the space and service fields, take Longfor’s diversified space as the carrier, promote service model innovation to stimulate intra-space consumption. Then it forms a large consumption ecology with spatial interaction of multiple business types and integration of online and offline. Fundamentally stimulate domestic demand and meet the diverse needs of the broad masses.
“Development Situation” shows that Longfor Group has opened up six main waterway businesses, namely real estate development, commercial operation, rental housing, intelligent service, housing rental and sale, and housing decoration.
Among them, Longfor Commercial is one of the earliest shopping mall development operators in China. As its main brand, Tianjie has realized the national core market layout. And its operation capability ranks the top five in the industry.
All along, Longhu Commercial has continued to deepen the supply-side structural reform. And it strives to create new shopping experience for consumers in the supply side, leading the trend of the consumer market. So far, Longfor has 103 stores nationwide, and 51 stores have opened in total.
Innovation of offline space
The person in charge said that Longfor has continuously strengthened the innovation of offline space. They created a variety of forms of complex theme space, IP space, landscape space, scene experience space. That is to create offline scenes with stories, and continuous innovation in new consumption. At the same time, Longfor also strengthens online scene innovation and operation method innovation. For example, during the epidemic period, in order to meet consumer demand recovery and link consumer emotions, Longfor Business set up an online position covering the public account, mini program and wechat community of we media, gathering a lot of popularity. While meeting the needs of prevention and control, it ensured the vitality of consumption during the epidemic period.
In addition, Longfor actively responds to the “rent and purchase” policy. Its rental housing business Longfor Guanyu layout in more than 30 cities across the country, by the end of 2020, the cumulative opening of about 90,000 rooms. Among them, Guanyu and more than 10 key city government cooperation landed more than 40 projects. That is to provide nearly 20,000 sets of talent housing, help the city talent adsorption capacity.
Create digital base continuous innovation
In terms of innovation drive, Longfor Group proposes to build a digital base and realize business innovation. And they realize the presentation of all elements about “space as service” strategy in the business side through digital management. Up to now, Longfor has more than 2,000 digital engineers. There are five enterprises in the system, including Beijing Jizhi Digital Technology Co., LTD., Beijing Longfor Property Services Co., LTD. They have been identified as “national high-tech enterprises”.
With TOD(public transport-oriented development mode) as the starting point, Longfor focuses on the composite superposition of four transportation networks including high-speed rail, fast rail, subway and public transport, realizing high-speed connection between regions and accurate access within the region. While improving the level of urban development and building the image of a high-level city gateway, Longfor also builds a spatial foundation for the integration of various spatial forms from the bottom. Longfor has more than 70 TOD projects in 27 cities with a total area of more than 10 million square meters. At the same time, Longfor actively promotes the formulation of evaluation standards and general technical specifications for TOD comprehensive development projects. They were formally promulgated last year to help the development of the industry.
Longfor Wisdom Service
Embrace the era of big data and empower smart cities. Longfor Wisdom Service has been widely recognized by customers with its high-quality service of “satisfaction + surprise”. And the customer satisfaction has exceeded 90% for 12 consecutive years. Now, Longfor Smart Service has covered 13 types of business, including residential and commercial. In the past year, Longfor Smart Service has accelerated the exploration of urban services. It has successively landed urban service projects in Yueyang Chenglingji, Chongqing Guangyang Island, Chengdu Nongbo Island, Beidahuang (14.270, 0.03, 0.21%) Construction Group, Suzhou Xiangcheng High-tech, Shenyang Zhongde Development and other urban service projects. In the future, Longfor will continue to build an urban service ecology. It combines online and offline services, co-construction, co-governance and sharing.
Be a model of financial discipline
In 2021, Longfor Group was officially included in the Hang Seng ESG Index. And its development potential was recognized by the capital market. On the one hand, based on the continuous improvement of Longfor Group’s performance and continuous improvement of the wide business fence. On the other hand, it stems from the steady financial style of Longfor Group over the years.
The person in charge said that Longfor Group, as the industry to abide by the financial discipline of the “pacesetter”, always adhere to the “long-term doctrine”, became the only private real estate enterprises in the “three red line” regulation policy of the three standards. By the end of 2020, Longfor’s net debt ratio had further decreased to 46.5%, reaching the lowest level in nearly 5 years. The cash and short debt ratio reached 4.24 times, and the asset-liability ratio was 67% after excluding the advance payments.
Welfare undertakings
While developing steadily and healthily, Longfor is also actively engaged in public welfare undertakings. Under the guidance of the mission of “Be kind to your whole life”, Longfor focuses its corporate public welfare on the life stage of the recipients. It carries out public welfare projects in six areas: “education and education, caring for children, helping the elderly and poverty alleviation, green environment protection, cultural inheritance and epidemic relief”. Since its inception, the company has donated over 900 million yuan to the society (including the personal donation of the company founder). In particular, at the beginning of 2020, when Wuhan was shut down due to COVID-19, Longfor announced that it would donate a total of 35 million yuan in cash and medical supplies to support the epidemic prevention and control work in Wuhan and its surrounding areas. Rent relief for all merchants in its shopping malls exceeded 500 million yuan.
In the future, Longfor will make every effort to realize the goal of “manufacturing space + service space + ecological space”, always with a heart of awe, to continue to grow and accumulate long-term value, to know the time and situation and to plan ahead, and to act with determination and perseverance.
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