引 言
2022年9月15日-9月16日，亿翰智库在上海隆重举办2022中国房地产产业资源战略峰会，期间重磅发布2022中国房企品牌价值TOP100、2022中国房企数字化运营先锋TOP30等研究成果。
研究解读
数字经济时代，地产行业逐渐由粗放型增长转入向管理谋求红利的阶段，行业增长天花板已现，数字化转型成为房企修炼内功、提升竞争力的重要一环。与此同时，去年以来行业进入深度调整期，市场需求再度升级，对以数字化转型为主要策略的房企提出全新的要求，即运营管理向“数智化”更进一步。
压力之下，不少头部房企通过主动探索发展新方向、寻求新的业务增长极，推动企业向“数智化”全面转变，在非常时期拥有更具弹性、灵敏度和快速调整的能力，以变制变。目前来看，数智化转型升级已成为新时代房企乃至行业长效发展的刚需。
一、政策加码地产数字化转型持续进阶
当前，数字经济成为推动经济发展的重要驱动力。2020年至今，我国数字经济发展逐渐上升至国家战略层面，陆续出台引导鼓励数字经济快速发展的政策，为各领域、各行业数字转型营造相对宽松的发展环境。同时，政策重点推动地产数字化转型进入常态化，聚焦精细化、专业化、科技化的运营和发展，加快产品创新，提升服务效率，助力地产企业实现降本增效。
图表：2020-2022年国家数字化相关政策汇总
以国家政策为重要支撑，目前地产行业数智化进程可分为三个阶段：从早期的地产信息化，到近几年的数字化转型尝试，再到迈向未来的深度数智化，百强房企基本遵循“三步走”模式，以数字化赋能运营管理，实现业务增长突破。
截至2021年底，我国房地产数字化市场规模总计约100亿元，同比增长7.2%，根据市场现状来看，未来三年房地产数字化规模仍将持续低位增长，预计2024年市场规模将增至116亿元，整体预期向好。
图表：近五年我国房地产数字化市场规模（亿元）
二、头部房企抢先布局数智化获取增长新动力
在国家政策指引和数字经济驱动的双重背景下，TOP10房企成立数字科技部门或子公司几乎成为标配，如绿城、万科、龙湖、碧桂园、金茂等企业，均积极布局科技赛道，成立了不同程度的数字化部门或独立的数字科技公司等，通过“地产+科技”的组合获取新动能。
根据亿翰智库数据统计，目前E50房企已基本实现数字化和科技系统的平台搭建，不过部分仍处于起步阶段，尚未真正兑现数字驱动业务的全面转型。整体来看，头部房企在数字化转型中参与程度更深、覆盖更广，企业数字化水平遥遥领先中、腰部企业，相当于行业探路者，同时根据自身业务特性，不同企业在探索数字化转型时的着力点也有所不同。
举例来看，行业排名较前的碧桂园早前成立博智林公司，发力建筑机器人、现代农业、餐饮机器人等细分领域，以智慧机器人赋能各业务效益与地产开发主业联动升级；龙头房企万科成立科技公司——万翼科技，专注打造不动产科技平台，通过人工智能的组织实践提升工作效率，为主业赋能，构建数字企业；龙湖集团也将“空间即服务”作为数字化转型战略，通过科技和数字手段大力改进业务流程，实现精细化管理提升用户体验。
图表：E50房企（部分）数字化建设情况
现阶段，地产行业仍处于数字化转型初期，各房企在地产数字化转型的探索过程中业务焦点相对分散，且多数企业对数字化转型的定位仍接近工具属性，缺少前瞻性的数字化转型战略及更完善的运营体系。
不过，目前实力较强的头部房企持续发力数字研究，主动拓宽组织边界，抢先布局和落地数智化体系赋能管理与业务经营，数字化转型升级呈现快速增长势头。未来，可带动中腰部企业在业务、管理与产品端口进行赋能和深耕，制定系统的数字化解决方案。、
三、顺应“未来社区”大趋势以数智运营参与城市共建
2019年3月，浙江省政府印发《浙江省未来社区建设试点工作方案》，明确未来社区建设试点的目标定位、任务要求以及措施保障。概念提出后，2020年“未来社区”正式写入国家政策，各类未来社区的智慧场景也先后在全国多个城市项目中落位。
作为深度参与城市建设的房地产企业，顺应城市发展趋势及行业要求进行数字化转型，是企业长期发展的必由之路。进入2022年，绿城中国、龙湖集团等头部房企以数字化运营为基础，大范围落地智慧科技社区，入局未来城市建设，打造满足普适要求的“未来社区”。
今年，绿城未来数智荣获“2022中国房企数字化运营先锋TOP1，在数字化这条道路上，绿城始终走在行业前列，自2017年成立标榜精准服务的大数据中心，到2021年成立绿城未来数智科技公司，其数字化进程的每一步都紧密把握政策和社会变革的趋势。
其中，绿城在未来社区打造上的核心理念和三位一体的综合业务发展模式，为浙江依托“未来社区”推进“共同富裕”建设提供了实践经验，协同政府构建了新的数字经济产业、社会治理服务模式，成为未来社区行业标准的制定者。
此外，较早为城市生活提供智慧解决方案的龙湖集团，今年也以深耕AIoT（人工智能+物联）领域多年的技术沉淀为基础，升级“智慧家庭控制屏Z3+”（简称Z3+）的智能硬件与智慧系统，把“千丁智能”与空间服务相结合，打造未来社区范本，构建全新的数智生活场景。
当前，房企在数字化转型道路上的步伐并不一致，且受地产行业的特殊性影响，市场格局不断变化，企业之间壁垒深厚，无法组建一条完全可复制的数字化路径。为应对行业变革要求，房企急需转变运营思维，注重数字化和自身业务模式的实质契合度，及时调整组织流程，发挥数字化转型的最大效用，以数字驱动企业高质量增长。
翻译：
Quotation
From September 15 to September 16, 2022, Yihan Think Tank held the 2022 China Real Estate Industry Resource Strategy Summit in Shanghai, during which it released the research results of 2022 China real estate enterprise brand value TOP100, 2022 China real estate enterprise digital operation pioneer TOP30 and so on.
Research interpretation
In the era of digital economy, the real estate industry has gradually shifted from extensive growth to the stage of management seeking dividends. The ceiling of industry growth has appeared. Digital transformation has become an important link for real estate enterprises to cultivate internal performance and enhance competitiveness. At the same time, since last year, the industry has entered a deep adjustment period, the market demand is upgraded again, to digital transformation as the main strategy of housing enterprises put forward new requirements, that is, operation management to the “number of intelligent” further.
Under pressure, many head housing enterprises through the initiative to explore new development direction, seek new business growth pole, promote the enterprise to the “number of intelligent” comprehensive transformation, in emergency times have more flexibility, sensitivity and rapid adjustment ability, to change change. At present, the transformation and upgrading of digital intelligence has become the rigid demand for the long-term development of housing enterprises and even the industry in the new era.
1. The policy of increasing the digital transformation of real estate continues to advance
At present, digital economy has become an important driving force for economic development. Since 2020, the development of digital economy has gradually risen to the national strategic level, and policies have been introduced to guide and encourage the rapid development of digital economy, creating a relatively loose development environment for digital transformation in various fields and industries. At the same time, the policy focuses on promoting the normalization of real estate digital transformation, focusing on refined, professional and technological operation and development, speeding up product innovation, improving service efficiency, and helping real estate enterprises achieve cost reduction and efficiency increase.
Table: Summary of national digital-related policies from 2020 to 2022
With the important support of national policies, the current process of digital intelligence in the real estate industry can be divided into three stages:. From the early real estate informatization, to the digital transformation attempt in recent years. And then to the deep digital intelligence toward the future. The top 100 real estate enterprises basically follow the “three-step” mode, with digital enabling operation and management, to achieve a breakthrough in business growth.
By the end of 2021, the total size of China’s real estate digital market is about 10 billion yuan, with a year-on-year growth of 7.2%. According to the current situation of the market, the real estate digital scale will continue to grow at a low rate in the next three years, and it is expected that the market size will increase to 11.6 billion yuan in 2024, and the overall forecast is good.
Chart: Scale of Chinese real estate Digital Market in Recent Five Years (100 million Yuan)
2. The head of the layout of the number of intelligent enterprises to obtain new growth momentum
Under the dual background of national policy guidance and digital economy drive, it is almost standard for top 10 real estate enterprises to set up digital technology departments or subsidiaries. For example, Greentown, Vanke, Longfor, Country Garden, Jinmao and other enterprises have actively laid out the science and technology track, established digital departments or independent digital technology companies of different degrees. And acquired new momentum through the combination of “real estate + technology”.
According to Yihan think tank data statistics, E50 housing enterprises have basically realized digital and technology system platform construction. But part of it is still in the initial stage, has not really realized the comprehensive transformation of digital-driven business. On the whole, the top housing enterprises have deeper participation and wider coverage in the digital transformation. Their digital level is far ahead of the middle and waist enterprises. Which is equivalent to the pathfinder of the industry. Meanwhile, according to their own business characteristics, different enterprises have different emphasis in exploring digital transformation.
For example, Country Garden, which ranks the top in the industry, established Prizomin Company earlier. And made efforts in construction robots, modern agriculture, catering robots and other subdivisions. With intelligent robots, various business benefits and the linkage upgrade of real estate development main industry are enabled. Vanke, a leading real estate enterprise, established a technology company — Wanyi Technology, focusing on building a real estate technology platform, improving work efficiency through the organization practice of artificial intelligence, empowering the main business. And building a digital enterprise; Longfor Group also takes “space as a service” as a digital transformation strategy. And makes great efforts to improve business processes through technology and digital means to achieve refined management and improve user experience.
Chart: Digital construction of E50 real estate enterprises (part)
At present, the real estate industry is still in the early stage of digital transformation. The business focus of real estate enterprises in the exploration process of digital transformation of real estate is relatively scattered. And most of the enterprises’ positioning of digital transformation is still close to the attribute of tools. And lack of forward-looking digital transformation strategy and more perfect operation system.
However, at present, the strength of the head housing enterprises continue to force digital research, take the initiative to broaden the organizational boundaries, preemptive layout and landing number intelligent system enabling management and business operation, digital transformation and upgrading show rapid growth momentum. In the future, it can drive middle and waist enterprises to carry out empowerment and deep cultivation in business, management and product ports, and develop systematic digital solutions. ,
3. Follow the general trend of “future community” and participate in the construction of cities with digital wisdom operation
In March 2019, the Zhejiang Provincial government issued the Work Plan for the Pilot Project of Future Community Construction in Zhejiang Province. Specifying the target orientation, task requirements and measures for the pilot project. After the concept was proposed, “Future community” was officially written into the national policy in 2020. And various smart scenes of future communities have been placed in many urban projects across the country.
As a real estate enterprise deeply involved in urban construction, it is the only way for the enterprise to carry out digital transformation in line with the trend of urban development and the requirements of the industry. In 2022, on the basis of digital operation, Greentown China, Longfor Group and other leading housing enterprises are widely implementing smart technology communities, participating in the construction of future cities, and creating “future communities” that meet the universal requirements.
This year, Greentown Future Data Wisdom won the “2022 China real estate enterprise digital operation pioneer TOP1. On the road of digitization, Greentown has always been in the forefront of the industry. Since the establishment of the big data center featuring precise service in 2017, to the establishment of Greentown future data Wisdom Technology Company in 2021. Every step of its digitization process has closely grasped the trend of policy and social change.
Greentown in the future community building on the core concept and the trinity of integrated business development model
Among them, the core concept of building future communities and the trinity of integrated business development mode of Greentown provide practical experience for Zhejiang to promote the construction of “common prosperity” relying on the “future community”, cooperate with the government to build a new digital economy industry and social governance service mode, and become the standard setter of future community industry.
In addition, Longfor Group, which earlier provided intelligent solutions for urban life, also upgraded the intelligent hardware and intelligent system of “smart home control screen Z3+” (Z3+ for short) on the basis of years of technology precipitation in the field of AIoT (artificial intelligence + Internet of Things) this year. And combined the “thousands of intelligent” with space services to create a model of future community. Construct a new digital intelligence life scene.
At present, the pace of real estate enterprises on the road of digital transformation is not consistent. And affected by the particularity of the real estate industry, the market pattern is constantly changing. The barriers between enterprises are profound, unable to establish a completely replicable digital path. In order to cope with the requirements of industry changes, real estate enterprises urgently need to change their operational thinking, pay attention to the physical fit between digitalization and their own business model, timely adjust the organizational process, give full play to the maximum effect of digital transformation, and drive the high-quality growth of enterprises by digital.
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