2023年10月13日，中国金茂副总裁、首席技术官 田九坡在第六届CIOC不动产数字化峰会上发表了主题演讲《金茂地产创新与可持续发展》。
以下为演讲的主要内容和观点：
中国金茂是以高品质开发为核心，精品持有运营及城市综合服务为支撑，科技创新为驱动的中国领先城市运营商。 数字化转型网www.szhzxw.cn
基于对城市潜能的远见，中国金茂整合国际领先的优质资源，引进合理互生的城市规划理念，实现区域功能与城市活力的全面提升，并成功打造了以“金茂”品牌为核心的高端系列产品。
Part.1 中国金茂：数字化转型助力公司可持续发展
2023年8月，国际权威ESG评级机构晨星发布最新评级报告，中国金茂ESG评级位列中国房企第一。持续提升ESG管治水平的背后，也是中国金茂坚持可持续发展理念和深入开展数字化转型的必然结果。
在产品设计领域，始终坚持“臻绿品质”战略，以绿色健康为特色，智慧科技为引领，将绿色、低碳、可持续理念融入建筑开发设计、材料选用、施工建造及运营管理周期。在工程管理领域，迭代升级工程数字管理平台，打造透明化可见工厂，落地全面质量管理体系。在客户服务方面，始终以客户需求为导向，打造高质量、可信赖的服务体系，打通住宅、酒店、商业、物业服务四大业务板块，全面推出大会员体系。在创新发展方面，整合联动价值链资源，推动产业间合作，赋能行业进步。J-SPEED创新平台汇聚632家科技企业，开展70余个业务合作项目。将数字化转型与业务变革创新深度融合，正是中国金茂持续践行央企责任担当，坚持高质量发展的核心驱动要素之一。 数字化转型网www.szhzxw.cn
中国金茂自2017年起，为响应公司业务快速发展、全面推进数字化建设工作，先后建成业务运转、员工办公方面的信息系统77套、助力公司高效运营、合规管理；帮助员工处理海量数据，简化工作协同；支持产品和服务创新，不断提升客户体验。公司数字化工作受到行业高度认可，是支撑公司战略实现的助推器。
Part.2 数字科技助力产品力提升
中国金茂一直很重视产品力打造。公司持续的借助数字科技能力，助力产品力提升。金茂致力于为客户精心打造智慧、绿色、健康、舒适的定制化宜居生活环境。通过辐射空调系统、置换新风系统、能源热泵系统、智能控制系统等“五衡科技系统”，打造出舒适、健康、智慧的人居环境，满足业主对于绿色科技住宅的美好追求。
Part.3 中国金茂数字化第一阶段：业务线上化
1. 业务线上化：招采业务合规、提效
对于业务线上化，首先主要是从建立阳光招采平台，覆盖所有单位所有招采业务，实现传统手工管理转变为在线化、数字化、智能化管理，帮助公司招采业务更加合规、高效。
在招采合规方面，业务全过程上线，系统记录了完整的招采信息，微观层面可以详细的追溯每个招标项的时间、供方、标书、经办人等细节；宏观层面可以通过计划达成率、节资率、健康度等管理指标，快速掌握全国上百个单位的招采执行与管理情况。 数字化转型网www.szhzxw.cn
在招采提效方面，系统支撑了招采组织的精简，每年人均招标项数量从35项增加到46项，总包招标周期从以往的87天缩短至53天。
2. 业务线上化：成本管理准确、可控
在成本管理方面，金茂建立了贯穿事前、事中、事后的数字成本平台，促进了组织的横向协作、上下贯通、内外互联，助力落位公司全项目、全过程、全方面的成本管理体系。
核心有2个要点：
- 一是在成本管理标尺层面，核心是把目标成本做的更加准确、高效、规范有依据。金茂做了成本地图，是综合考虑了城市、客户、产品等维度沉淀的成本数据，用这些数据指导具体项目的目标成本测算，既能更高效的一键测算，也能很直观的了解项目目标成本哪儿高、哪儿低，进而判断成本合理性。
- 二是在成本发生层面，重点是确保过程中的动态成本及时准确，并不超出目标成本。动态成本的及时准确，核心是管好变更签证，借助移动变更签证，现场发生变签时，供方就可以录入，及时审批，避免以往白条、压单的情况。通过两三年的努力，金茂的变更签证月清率从77%提升到99%，系统成了管理推动落地的有效工具。 数字化转型网www.szhzxw.cn
3. 业务线上化：财务管理规范、高效
在财务数字化方面，公司一直很重视，连续多年持续建设业财一体化，并最终有效支撑了公司财务共享组织变革。
在业财一体化方面，借助POS机、智能收单机器人、会计电子档案等应用，把上游收款、付款、发票等业务和下游财务核算打通，实现了财务凭证自动生成，减少人工处理，既提高了效率，也促进了规范性。
在财务共享平台方面，基于良好的业财一体化基础，搭建财务共享平台，支持了公司近两年来的财务共享组织变革，实现了财务工作从本地化、差异化、分散化、兼职化管理，升级为异地化、标准化、集中化、专业化管理。 数字化转型网www.szhzxw.cn
4. 业务线上化：营销管理
在营销管理方面，搭建数字营销平台，覆盖营销全周期业务，落地金茂营销管理体系，帮助公司解决获客难、转化难、风控难等痛点。首先，在客户端，购房客户可以通过金茂粉微信小程序，随时了解金茂的房源信息，外部公域客户沉淀为金茂私域客户，未来可以重复运营、联系。
目前，金茂粉小程序访问量近4000万，线上客户成交占比占17%。其次，在案场端，打造了移动案场APP工具，对客户进行规范化的跟进、分析、服务，提升客户运营能力，助力客户成交。
最后，所有的数据都可以通过移动报表进行呈现，总部、区域、城市、项目的营销管理人员，都可以及时看到多维营销数据，进而更快了解市场情况，把握销售节奏，做好营销管理决策。
Part.4 中国金茂数字化第二阶段：管理数字化和智慧化
在业务线上化的基础上，中国金茂积极探索数字化以及智慧化管理。
1. 管理数字化：投资客研
首先，在投资和客研方面，公司一向非常重视投资和定位决策，打造两个关键系统：一是城市地图，把城市板块和地块的模型放到系统中，结合城市数据系统自动计算出各个板块的投资策略，辅助公司投资研判。二是加强客研数据的收集，已经覆盖30个城市，沉淀了15大类90余项指标，通过数据指标探测各地市场的情况，掌握好市场的动态。 数字化转型网www.szhzxw.cn
2. 管理数字化：经营管理
其次，在公司经营决策和运营管理方面，搭建了经营管理系统，可以横向关联投资、营销、成本、财务等多专业数据，纵向从总部、区域、城市、项目层层穿透，借助系统可以全面、准确的了解公司核心业务经营情况。系统已经实现了从以往“人录数据” 到 “数据为人服务”，系统能自动编制经营分析简报、自动诊断项目经营风险。
3. 管理数字化：大会员
公司从2021年开始建立大会员平台，整合了签约、交付、生活服务等全场景。通过大会员体系，打通开发、物业、商业、酒店等业态会员资源，提升客户互动频次，助力销售增长和品牌提升，已经初步形成了公司客户生态体系。
在大会员体系方面，整合多板块会员，积累607万会员量，解决了以往客户资源不共享、会员权益少、会员运营成本高等痛点。 数字化转型网www.szhzxw.cn
在消费得积分方面，通过购房返金珼、参与活动返金珼等87个金珼获取场景，有利于加快和提升客户消费。在积分再消费层面，各板块都有丰富的场景，比如停车优惠、贵宾活动、客房升级、京东卡兑换等等。积分再消费，提升客户互动粘性与频次，也助力了销售业绩增加。
4. 管理智慧化：工程管理
工程管理数字化系统聚焦于项目安全生产、工程质量、项目计划管理支持。提升HSE风险防范和现场监控能力，强化质量全过程闭环管理机制，促进各单位计划节点及时达成。
在安全管理方面，建立智建居安全生产地图，通过系统推进风险摸排、风险评估、重点工作落实及安全生产标准管控落地，助力公司安全生产能力提升。
在质量管理方面，通过APP开展领导检查、远程巡检、日常巡检等质量管理动作，落实检查、派发、整改、销项的全过程质量管理闭环。
在计划管理方面，数据驱动智能风控评分，项目进度状态在线更新，进度风险自动分级预警，有利于推动进度纠偏。 数字化转型网www.szhzxw.cn
Part.5 未来规划：“ALL in AI”和“AI in ALL”
在人工智能方面，中国金茂已经将先进的AI大模型技术与多年积累的业务数据进行了结合，开展了第一批行业大模型应用的试点工作。
金茂创新探索的思路是，接入丰富的外部AI生态，包括多个大厂的大模型，再结合企业的应用场景和系统，最终实现“ALL in AI”和“AI in ALL”。
“AI in ALL”方面，是指把AI能力，嵌入到业务场景、业务系统中。比如在物业客服领域，业主输入工单，系统自动判别工单分类，提升工单分派的准确度，进而提升工单处理效率，提升业主体验。目前，基于3万条历史工单训练，现工单自动死别率超过90%。
“ALL in AI”方面，是用AI来调用业务系统与数据。比如，用户可以直接在AI小助手对话框提问，然后AI会将对应业务系统中的数据按照用户需求加工后，通过对话框回复用户。企业的系统数据、规章制度，都可以更快捷的传递给用户。 数字化转型网www.szhzxw.cn
AI大模型所能带来的行业革新是一个长期的过程，在这个探索过程中，中国金茂将持续秉持开放、合作、共创的原则，推动未来应用场景的实现。中国金茂将整合最新技术，进行数据流通，更加敏捷地进行应用创新，加速数字化转型。聚合互联网、人工智能、科技创新企业、服务运营商等不同类型的生态伙伴，组建具有服务数字化转型能力的军团，从而推动行业的数字化生态蓬勃发展。
翻译：
Tian Jipo, Vice President and Chief Technology Officer of China Jinmao: Jinmao Real Estate innovation and sustainable development
On October 13, 2023, Tian Jipo, Vice president and Chief technology officer of China Jinmao, delivered a keynote speech “Innovation and Sustainable Development of Jinmao Real Estate” at the 6th CIOC Real Estate Digital Summit.
The following are the main contents and views of the speech:
China Jinmao is a leading urban operator in China with high-quality development as the core, high-quality holding operation and comprehensive urban services as the support, and scientific and technological innovation as the driving force.
Based on the vision of the potential of the city, China Jinmao integrates the international leading quality resources, introduces the reasonable urban planning concept, realizes the comprehensive improvement of regional functions and urban vitality, and successfully creates a high-end series of products with the “Jinmao” brand as the core. 数字化转型网www.szhzxw.cn
Part.1 China Jinmao: Digital transformation helps the company’s sustainable development
In August 2023, the international authoritative ESG rating agency Morningstar released the latest rating report, and China Jinmao ESG rating ranked first in China’s real estate enterprises. Behind the continuous improvement of ESG governance level, it is also the inevitable result of China Jinmao’s adherence to the concept of sustainable development and in-depth digital transformation.
In the field of product design, we always adhere to the “green quality” strategy
In the field of product design, we always adhere to the “green quality” strategy, characterized by green health and guided by smart technology, and integrate green, low-carbon and sustainable concepts into building development and design, material selection, construction and operation management cycle. In the field of engineering management, we iteratively upgrade the engineering digital management platform, create a transparent visible factory, and land a total quality management system.
In terms of customer service, it has always been customer-oriented, creating a high-quality and reliable service system, opening up the four business segments of residential, hotel, commercial and property services, and fully launching a large member system. In terms of innovation and development, the integration of linkage value chain resources. The promotion of inter-industry cooperation, and the empowerment of industry progress. The J-SPEED innovation platform brings together 632 technology enterprises to carry out more than 70 business cooperation projects. The deep integration of digital transformation and business change and innovation is one of the core driving factors for China Jinmao to continue to practice the responsibility of central enterprises and adhere to high-quality development.
Since 2017, in response to the rapid development of the company’s business and the comprehensive promotion of digital construction, China Jinmao has built 77 sets of information systems for business operation and staff office to help the company’s efficient operation and compliance management. Help employees process massive data and simplify work collaboration. Support product and service innovation to continuously improve customer experience. The company’s digital work is highly recognized by the industry and is a booster to support the realization of the company’s strategy.
Part.2 Digital technology helps improve product power
China Jinmao has always attached great importance to product strength. The company continues to use digital technology capabilities to help improve product strength. Jinmao is committed to creating a smart, green, healthy and comfortable customized livable living environment for customers. Through radiation air conditioning system, replacement of fresh air system, energy heat pump system, intelligent control system and other “five balance technology system”, to create a comfortable, healthy and intelligent living environment, to meet the owners of green technology housing pursuit.
Part.3 The first phase of China Jinmao Digitization: online business
Online business: recruitment business compliance, improve efficiency
For the online business, the first is mainly to establish a sunshine recruitment and acquisition platform, covering all the recruitment and acquisition business of all units, and realize the transformation of traditional manual management into online, digital and intelligent management, helping the company’s recruitment and acquisition business be more compliant and efficient.
In terms of recruitment and compliance, the whole business process is online. And the system records complete recruitment and acquisition information. At the micro level, details such as the time, supplier, tender and manager of each bidding item can be traced in detail. At the macro level, we can quickly grasp the recruitment, implementation and management of hundreds of units across the country through management indicators such as plan achievement rate, savings rate, and health.
In terms of recruitment efficiency, the system supported the streamlining of recruitment organizations. The number of per capita bidding items increased from 35 to 46 per year. And the total contract bidding cycle was shortened from 87 days to 53 days. 数字化转型网www.szhzxw.cn
Online business: cost management is accurate and controllable
In terms of cost management, Jinmao has established a digital cost platform that runs through the pre-event. In-event and post-event, which promotes the horizontal collaboration of the organization. Through the upper and lower levels, and through the internal and external interconnection. And helps the whole project, whole process and all aspects of the company’s cost management system.
The core has two main points:
First, at the cost management scale level, the core is to make the target cost more accurate, efficient, standardized and based on. Jinmao made a cost map, which is a comprehensive consideration of the cost data of cities, customers, products and other dimensions. And uses these data to guide the target cost calculation of specific projects, which can not only be more efficient one-click calculation. But also intuitively understand where the target cost of the project is high and low. And then judge the cost rationality. 数字化转型网www.szhzxw.cn
Second, at the cost occurrence level, the focus is to ensure that the dynamic cost in the process is timely and accurate, and does not exceed the target cost. The timely and accurate dynamic cost, the core is to manage the change of visa, with the help of mobile visa change. When the change occurs on the spot, the supplier can enter, timely approval, to avoid the situation of white paper and pressure. Through two or three years of efforts, Jinmao’s monthly clearance rate of change visa has increased from 77% to 99%. And the system has become an effective tool for management and promotion of landing.
Online business: standardized and efficient financial management
In terms of financial digitalization, the company has always attached great importance to the integration of industry and finance for many years, and finally effectively supported the organizational reform of the company’s financial sharing.
In terms of the integration of industry and finance, with the help of POS machines, intelligent receipt robots, accounting electronic files and other applications, the upstream collection, payment, invoice and other businesses are connected with downstream financial accounting, realizing the automatic generation of financial vouchers, reducing manual processing, which not only improves efficiency, but also promotes standardization. 数字化转型网www.szhzxw.cn
In terms of financial sharing platform, based on a good industry-financial integration foundation. The financial sharing platform has been built to support the company’s financial sharing organization reform in the past two years, and the financial work has been upgraded from localized, differentiated, decentralized, part-time management to remote, standardized, centralized, and professional management.
Online business: marketing management
In terms of marketing management, build a digital marketing platform, cover the whole cycle of marketing business, land Jinmao marketing management system, and help the company to solve the pain points such as customer difficulty, transformation difficulty, and risk control difficulty. First of all, on the client side, buyers can know the housing information of Jinmao at any time through Jinmao Powder wechat mini program. And external public customers are precipitated into Jinmao private customers, which can be repeatedly operated and contacted in the future.
At present, Jinmao powder small program visits nearly 40 million, online customer transactions accounted for 17%. Secondly, on the field side, we created a mobile APP tool to conduct standardized follow-up, analysis and service for customers, improve customer operation capabilities, and help customers make transactions.
Finally, all the data can be presented through mobile reports, and the marketing management personnel of headquarters, regions, cities and projects can see multidimensional marketing data in time, so as to understand the market situation faster, grasp the sales rhythm, and make marketing management decisions. 数字化转型网www.szhzxw.cn
Part.4 China Jinmao Digitalization Phase II: management digitalization and intelligence
On the basis of online business, China Jinmao actively explores digitalization and intelligent management.
Digital management: Investor research
First of all, in terms of investment and customer research. The company has always attached great importance to investment and positioning decisions. And built two key systems: one is the city map, which puts the model of the city plate and land in the system, and combines the city data system to automatically calculate the investment strategy of each plate to assist the company’s investment research and judgment. The second is to strengthen the collection of customer research data, which has covered 30 cities, precipitated more than 90 indicators of 15 categories. And detected the market situation around the world through data indicators, and mastered the market dynamics.
Management digitization: operation management
Secondly, in terms of the company’s business decision-making and operation management. It has built an operation management system, which can link investment, marketing, cost, finance and other professional data horizontally. And penetrate vertically from the headquarters, regions, cities and projects. With the help of the system, the company’s core business operations can be comprehensively and accurately understood. The system has realized the change from “human record data” to “data for human service”. And the system can automatically compile business analysis briefs and automatically diagnose project business risks. 数字化转型网www.szhzxw.cn
Manage digital: Big members
The company began to establish a large member platform in 2021, integrating the whole scenario of signing, delivery, and life services. Through the large membership system, open up the development, property, business, hotel and other formats of member resources, improve customer interaction frequency, help sales growth and brand promotion, has initially formed the company’s customer ecosystem.
In terms of the large member system, the integration of multi-sector members has accumulated 6.07 million members, solving the pain points of not sharing customer resources, less member rights and interests, and high member operating costs.
In terms of consumption points, 87 gold ð«¥, ¥and other gold ð«¥acquisition scenarios are conducive to addition At the point re-consumption level, each plate has a rich scene. Such as parking concessions, VIP activities, room upgrades, Jingdong card exchange and so on. Points re-consumption, improve customer interaction stickiness and frequency, but also help increase sales performance.
Intelligent management: Project management
Project management digital system focuses on project safety production, project quality, project plan management support. Improve HSE risk prevention and on-site monitoring capabilities, strengthen the closed-loop management mechanism of the whole process of quality, and promote the timely completion of planned nodes of all units. 数字化转型网www.szhzxw.cn
In terms of safety management, the establishment of smart House safety production map. Through the systematic promotion of risk mapping, risk assessment, key work implementation and safety production standards control landing, help the company to improve safety production capacity.
In terms of quality management, quality management actions such as leadership inspection, remote inspection and daily inspection are carried out through the APP to implement the whole process of quality management closed-loop of inspection, distribution, rectification and sales.
In terms of plan management, data-driven intelligent risk control scoring, online update of project progress status, automatic classification and early warning of schedule risks are conducive to promoting progress correction.
Part.5 Future Planning: “ALL in AI” and “AI in ALL”
In terms of artificial intelligence, China Jinmao has combined advanced AI large model technology with years of accumulated business data to carry out the pilot work of the first batch of industry large model applications.
The idea of Jinmao’s innovation exploration is to access a rich external AI ecology. Including large models of many large factories. And then combine the application scenarios and systems of enterprises to finally achieve “ALL in AI” and “AI in ALL”. 数字化转型网www.szhzxw.cn
“AI in ALL” refers to the embedding of AI capabilities into business scenarios and business systems.
For example, in the field of property customer service, the owner input the work order. The system automatically determines the classification of the work order, improves the accuracy of the work order assignment. Thereby improving the work order processing efficiency and improving the owner experience. At present, based on the training of 30,000 historical work orders. The automatic death rate of current work orders is more than 90%.
“ALL in AI” is the use of AI to call business systems and data.
For example, the user can directly ask questions in the AI small assistant dialog box. And then the AI will process the data in the corresponding business system according to the user’s needs and reply to the user through the dialog box. The system data, rules and regulations of the enterprise can be passed to the user more quickly. 数字化转型网www.szhzxw.cn
The industry innovation that AI large model can bring is a long-term process. In this exploration process, China Jinmao will continue to uphold the principle of openness, cooperation and co-creation, and promote the realization of future application scenarios. China Jinmao will integrate the latest technologies for data circulation, more agile application innovation, and accelerate digital transformation. Gather different types of ecological partners such as the Internet, artificial intelligence, scientific and technological innovation enterprises. And service operators to form a corps with service digital transformation capabilities. So as to promote the vigorous development of the digital ecology of the industry.
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