在4个月之前，龙湖集团智慧营造品牌“龙湖龙智造”正式官宣，一度吊足了市场胃口。
市场好奇龙湖龙智造将如何诠释并成长为“智慧营造领航者”，也对这个新品牌如何调动起龙湖集团多年的科技沉淀与丰富的业务资源而遐想连篇。
无疑，出身于龙湖，让市场对龙湖龙智造抱以更多期待，因为龙湖不仅是这个行业数字化的佼佼者，亦总会给予不同时代一个惊喜的答案。
如今，龙湖龙智造的面纱再度掀起了一角。
近日，龙湖龙智造公布了更多的业务细节——衍生出六大业务飞轮，从前期定位、策划到设计、建造，再到装配式装修、智能化管理运营……整体的业务流程，形成针对代建服务的一个完整闭环。自此，关于龙湖“如何在代建领域走出自己的路”，似乎有了更精准的解答。
（杭腾未来社区，龙湖龙智造提供未来社区全过程咨询及数字化完整解决方案）
一、代建行业“六边形”面板
龙湖龙智造正式亮相时，龙湖集团董事长兼CEO陈序平曾透露，这个业务板块，是围绕龙湖TOD方面多年沉淀以及超过百亿元数字化投入而生的，有别于其他纯粹做传统代建代销服务的企业，龙湖将提供一站式、全周期、全业态的服务。
这次发布的龙湖龙智造六大业务飞轮，显示出了极为清晰的规划，以及围绕“智慧营造”全且精的业务闭环。
在项目前期研判决策与设计阶段，龙智研策与龙智设计组成搭档，绘制出项目未来全景蓝图。
其中，龙智研策立足于龙湖城市观之上，围绕资产回报的投资逻辑、城市运营的策划布局、龙湖专业化城市空间规划能力及CIM数字化呈现能力，为客户提供最专业的定位、产品、操盘、收益咨询，以及全周期数字化解决方案。
而龙智设计则通过具有甲方视角且行业领先的全量BIM设计团队，提供设计总包、BIM正向设计、精装设计、PC及BIM咨询服务、虚拟现实服务等，实现提质增效。
工程施工阶段，龙智建管依托龙湖强大集采能力及建造能力，打造“1+3+N”总控模型，完善运营体系，实现设计、招采、成本、建造、营销、竣备交付、结算的全流程管理及全周期成本管理，项目成本过程可控、透明。
进入室内空间，依托于龙湖高品质基因加持，龙智精工可全流程采用装配式施工、精选绿色建材，配备装配式顾问，打造精工品质，以全链条EPC综合管理能力、全周期智慧建造能力，助力资产的价值提升。
而龙智千丁则集智慧型解决方案能力与软硬件产品能力于一身，以AIoT(人工智能+物联网)技术赋能未来空间智能化建设，聚焦“智慧园区”“智慧社区 ”“智慧建筑”三大业务场景，输出最懂空间的智慧解决方案。
以BIM、数字孪生等数字科技，贯穿于其余五大飞轮的龙智数科，是龙湖龙智造的科技底座，同时，也是转动飞轮中的一环。借助BIM、CIM、VR虚拟现实等科技手段构建的数字空间，龙湖龙智造得以孪生现实世界的资源、客流、能源等管理场景，实现全过程模型图纸集成管理、全维度空间数据融合服务。简言之，就是以数字科技解决方案，打造未来社区和智慧城市。
（龙智数科提供的数字孪生产品，打造智慧建筑及智慧办公一体化解决方案）
无疑，开发商涉足代建行业，龙湖不是第一家，也不是最后一家，但纵观市面上跻身同一赛道的数十家企业，能做到如此全能、全周期、全链条一站式服务的，龙湖龙智造几乎是一支独秀。
以六大业务飞轮为依托，龙湖龙智造基于数字科技之上的策划、设计、建造、管理、运营等环节，既保证了整体项目的交付质量，也实现了龙湖龙智造的业务生态闭环。
六大业务飞轮协同驱动，既是一剂地产信心重塑的良药，也是一个关于代建业未来发展的答案。
二、三大能力维度，撑起全能智慧营造
过去几年，头部房企们的数字化探索从未停止，他们希望通过“自我革命”，成为一个传统行业里的“未来企业”。
其中，龙湖集团在数字科技领域已投入超过百亿元，成果也是显而易见的。截至目前，龙湖集团已拥有13家高新类企业、2家专精特新企业，已申请10件国际发明专利、949件中国专利(其中包含621件中国发明专利)，每年持续申报的专利数超过200项。
由此，也构建出龙湖龙智造第一重能力——数字科技。
无疑，致力于成为“智慧营造领航者”，龙湖龙智造全盘共享了龙湖集团的科技沉淀与运营经验，并由此构建起行业领先的GIS、BIM、AloT、大数据、图形算法引擎、XR(VR+AR+MR)、自主知识产权的空间数据网格(MSD)等行业领先的数字科技体系。
仅此一点，已令无数同行望尘莫及。
第二重能力——高品质。在业内，龙湖以擅长打造高品质改善型产品而著称，在全国范围内，洋房、别墅、大平层等各种改善业态领域，均有大量叫好又叫座的代表作，品牌溢价高，同时在业主满意度方面表现出色。
正因如此，诸多客户相信龙湖龙智造能够“提供好产品以及超额回报”。
第三重能力——强运营。从很早开始，龙湖就已经在拓展自己服务的宽度。从商业投资的天街，到租赁住房的冠寓，从空间服务的龙湖智创生活，再到产业园区运营的蓝海引擎以及养老板块的椿山万树，数个业务板块相互交叉，打造了复合业态的运营能力。
（融合11种复合业态的龙湖成都滨江天街项目）
单以商业和冠寓为例，截至2022年底，龙湖在全国开业运营的商场数量已超70座，已开业的长租公寓房源规模超过11万间。
尤其要重点提及的是，在当下炙手可热的TOD赛道中，龙湖投身极早，经过近20年、近百个TOD项目的探索，开发能力覆盖城际枢纽、城市商圈、区域中心、邻里中心、车辆段上盖、TOD新城等全品类TOD类型，目前已沉淀出涵盖全业态、全周期的建造与运营管理经验，可以说是“中国TOD模式先行者”。
从这些角度看，貌似一诞生就全面开挂的龙湖龙智造，其实是龙湖多年来积硅步至千里的必然结果，它的核心能力也是极难在短期内被复制和被追赶的。
三、痛点狙击手 全周期能力的厚积薄发
近年来，随着市场需求日趋旺盛，代建逐渐成为各大房企不容忽视的巨大市场，自然也是房企们各显神通、寸土必争的新舞台。
在过去，从事代建服务的企业往往根据自身的企业特质，服务输出各有侧重，相对应的，代建行业的客户诉求也并不完全相同，有的在前端，有的在后端，但行业仍存在策划难落地、产品难研判、开发难管控、资源难协同、后期难运营等五大痛点。
（由北京北五环汽配城改造而成的北京龙湖蓝海引擎产业园）
一家代建企业的价值，即在于能够解决多少痛点。
提供“一站式”服务的龙湖龙智造可以让客户根据自身项目需求，量身定制部分或全程服务。
事实上，在生长出“六大业务飞轮”之前的数年里，龙湖龙智造已深度服务了龙湖过往参与的若干重大项目，不同程度地实现了这些目标，为客户解决了困难，带来了利益，并均取得超出预期的社会价值和经济价值。
例如，面对业态丰富、土地条件复杂，而通常无从下手的TOD综合体项目，龙智研策已拥有近百个TOD项目的打造经验，以TOD为核心的全业态操盘面积超千万平米；基于精细化运营与优成本的诉求，龙智建管以较行业平均水平高出20%-40%的强大集采能力及供方生态营造能力，实现全周期成本管理，为客户创造实实在在的额外价值；龙智精工能让整体工期缩短20%-30%，并实现高品质交付，客户满意度超过90%；在未来的运营中，龙智千丁基于AIoT技术提供的智慧城市解决方案，可以让项目综合能耗下降30%，安全事件处理效率提升25%，全生命周期人力成本减少40%……
在当前房企纷纷寻找出路、致力于对抗行业周期波动的大背景下，代建从之前的行业蓝海，竞争也变得日趋激烈。
龙湖有自己的“独门武器”，不会做跟随者，只做新路径的开拓者、领航者。
翻译：
Four months ago, Longfor Group s smart creation brand Longfor was officially announced, which raised the market s appetite.
The market is curious about how Longfor will interpret and grow into a “leader of intelligent construction”, and how this new brand will mobilize the technological precipitation and rich business resources of Longfor Group.
Undoubtedly, being born in Longfor makes the market hold more expectations for Longfor, because Longfor is not only a leader in the digital industry, but also always gives a surprise answer to different times.
Now, Longhu Longzhi made the veil again raised a corner.
Recently, Longfor Longzhi Manufacturing announced more business details — derived from six business flywheels, from pre-positioning, planning to design, construction, and then to prefabricated decoration, intelligent management and operation…… The whole business process forms a complete closed loop for agent construction services. Since then, Longfor “how to go out of its own way in the field of agent construction”, seems to have a more accurate answer.
Agent construction industry “hexagon” panel
When Longfor was officially launched, Chen Xuping, chairman and CEO of Longfor Group, revealed that this business segment was born around the accumulation of Longfor TOD for many years and the digital investment of over 10 billion yuan. Different from other enterprises that purely do traditional construction and marketing services, Longfor will provide one-stop, full-cycle and full-format services.
The six business flywheels of Longfor Intelligent Manufacturing released this time show a very clear planning and a complete and refined business closed loop around “intelligent construction”.
In the early stage of project research, decision and design, Longzhi Research Strategy and Longzhi Design team up to draw a panoramic blueprint for the future of the project.
Based on Longfor City View, Longzhi Research focuses on investment logic of asset return, planning layout of city operation, Longfor professional urban space planning capability and CIM digital presentation capability, providing customers with the most professional positioning, products, trading, income consultation, and full-cycle digital solutions.
Longzhi Design, through the industry-leading BIM design team with the perspective of Party A, provides the design master contract, BIM forward design, hardcover design, PC and BIM consulting services, virtual reality services, etc., to achieve quality and efficiency improvement.
In the engineering construction stage, Longzhi Construction management relies on Longfor’s strong gathering capacity and construction capacity to create a “1+3+N” total control model, improve the operation system, and realize the whole process management and full cycle cost management of design, recruitment, cost, construction, marketing, completion, delivery and settlement. The project cost process is controllable and transparent.
Entering the interior space, relying on Longfor high-quality gene support, Longzhi Seiko can adopt prefabricated construction, select green building materials, equipped with prefabricated consultants, create the quality of Seiko, and promote the value of assets with EPC comprehensive management ability of the whole chain and intelligent construction ability of the whole cycle.
Meanwhile, Longzhi Qianding integrates intelligent solution capability and hardware and software product capability, uses AIoT(artificial intelligence + Internet of Things) technology to enable intelligent construction of future space, focuses on the three business scenarios of “smart park”, “smart community” and “smart building”, and outputs the most space-savvy smart solutions.
Using BIM, digital twin and other digital technologies, Longzhi Data Department runs through the other five flywheels.
It is the science and technology base made by Longhu Longzhi, and also a link in the rotating flywheel. By means of the digital space constructed by BIM, CIM, VR virtual reality and other scientific and technological means, Longfor Longzhi Manufacturing can twin the management scenes of resources, passenger flow and energy in the real world, and realize the integrated management of the whole process of model drawings and full-dimensional spatial data fusion service. In short, it is to build future communities and smart cities with digital technology solutions.
There is no doubt that Longfor is neither the first nor the last developer involved in the agent construction industry. However, looking at dozens of enterprises in the market that have reached the same track, Longfor is almost a unique company that can achieve such all-round, full-cycle, full-chain one-stop service.
Based on the six business flywheels, the planning, design, construction, management, operation and other links of Longfor based on digital technology not only ensure the delivery quality of the whole project, but also realize the business ecological closed loop of Longfor.
Six business flywheel coordinated drive, is not only a good medicine to rebuild real estate confidence, but also an answer about the future development of agent construction industry.
The three dimensions of ability support the construction of omnipotent wisdom
The first capability — digital technology
In the past few years, the digital exploration of the head real estate companies has never stopped, they hope to “self revolution”, become a traditional industry of the “future enterprises”.
Among them, Longfor Group has invested more than 10 billion yuan in the field of digital technology, and the results are obvious. Up to now, Longfor Group has owned 13 high-tech enterprises and 2 specialized and special new enterprises. It has applied for 10 international invention patents and 949 Chinese patents (including 621 Chinese invention patents), and continuously declared more than 200 patents every year.
From this, it also builds the first capacity of Longfor – digital technology.
There is no doubt that Longfor is committed to becoming the “leader of intelligent construction”. Longfor fully shares the technological precipitation and operational experience of Longfor Group. From this, we build industry-leading digital technology systems such as GIS, BIM, AloT, big data, graph algorithm engine, XR(VR+AR+MR), spatial data grid (MSD) with independent intellectual property rights.
This point alone, has made countless peers beyond.
The second ability – high quality
The second ability – high quality. In the industry, Longfor is famous for its excellence in creating high-quality improvement products. Across the country, there are a large number of acclaimed and popular representative works in various improvement business areas such as foreign houses, villas and large flat floors, with high brand premium and excellent performance in customer satisfaction.
Because of this, many customers believe Longfor can “provide good products and excess returns.”
The third ability – strong operation
The third ability – strong operation. Since early on, Longfor has been expanding the breadth of its services. From Tianjie for commercial investment, to Guanyu for rental housing, from Longfor Zhichuang Life for space service, to Blue Ocean Engine for industrial park operation and Chunshan Wanshu for pension sector, several business sectors cross each other, creating the operation capability of complex business.
By the end of 2022, Longfor has opened more than 70 shopping malls and opened more than 110,000 long-rent apartments in China.
In particular, it is important to mention that Longfor was very early in the current hot TOD circuit. After nearly 20 years of exploration and nearly 100 TOD projects. The development capacity covers the whole category of TOD types. Such as intercity hub, urban business district, regional center, neighborhood center, car depot cover, TOD New City, etc. At present, it has accumulated experience in construction and operation management covering all business forms and whole cycle. And can be said to be “China’s TOD model pioneer”.
From these perspectives, it seems that Longfor has been fully opened since its birth. In fact, it is the inevitable result of its silicon accumulation over the years. And its core capabilities are extremely difficult to be copied and chased in a short time.
Pain point sniper full cycle ability accumulation
In recent years, with the increasing market demand, agent construction has gradually become a huge market that cannot be ignored by the major housing enterprises. And naturally is also a new stage for the real estate enterprises to compete for land.
In the past, enterprises engaged in agent construction services tended to have different focuses on service output according to their own characteristics. Accordingly, customer demands in the agent construction industry were not exactly the same. Some in the front end and some in the back end, but there were still five major pain points in the industry. Such as difficult to implement planning, difficult to research and judge products, difficult to control development, difficult to coordinate resources and difficult to operate in the later stage.
The value of an agent construction enterprise lies in how many pain points can be solved.
Providing “one-stop” service, Longfor Longzhizao allows customers to customize part or the whole service according to their own project needs.
In fact, in the past few years before the growth of the “six business flywheel”, Longfor has deeply served a number of major projects that Longfor participated in, achieved these goals to varying degrees, solved the difficulties for customers, brought benefits. And achieved beyond the expected social and economic value.
For example, in the face of TOD complex projects with rich business forms and complex land conditions. Which usually cannot be started, Longzhi Research has nearly 100 experience in creating TOD projects. And the whole business with TOD as the core covers an area of more than 10 million square meters. Based on the demands of refined operation and optimal cost, Longzhi Construction Management realizes the whole cycle cost management and creates real additional value for customers with its strong gathering capacity and supplier ecological construction ability which is 20%-40% higher than the industry average level.
Longzhi Seiko can shorten the overall construction period by 20%-30%, and achieve high quality delivery, customer satisfaction exceeds 90%. In the future operation, the smart city solution provided by Longzhi Qianding based on AIoT technology can reduce the comprehensive energy consumption of the project by 30%, increase the efficiency of security incident processing by 25%. And reduce the human cost of the whole life cycle by 40%…
In the current real estate enterprises are looking for a way out. Committed to fight against the industry cycle fluctuations under the background. Agent construction from the previous industry blue sea, the competition has become increasingly fierce.
Longfor has its own “only weapon”. It will not be a follower, but a pioneer and navigator on the new path.
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