万科金地的产品策略启示

万科金地的产品策略启示 万科、金地产品战略的启示 选择何种产品战略对一个企业来说至关重要。产品战略并不仅指导项目策划、规划设计、户型研究、营销推广～同时也影响到项目的拓展模式、土地储备模式～甚至品牌宣传模式及企业自身的发展模式。最近～我们收集了万科和金地这两家国内领先房地产企业的部分产品战略～希望通过以下的粗略分析～可以从中找到参考和借鉴的部分。 万科的产品战略 经过二十年的发展～万科形成了四大产品系列:城市花园系列、四季花城系列、金色家园系列和自然人文系列。 城市花园系列是指城市中心外围住宅～是万科第一个产品系列～代楼盘有上海万科城市花园、天津城市花园等。而2001年成都城市花园和2003年武汉城市花园的出现～使城市花园系列走向成熟～形成了同一产品体系下不同的特色产品。 四季花城系列是指城郊结合部的住宅～是万科的新市镇造镇计划。代表项目有深圳四季花城～其成功开发带动了周边地区的发展。 金色家园系列是指城市中心区住宅～它揭开了万科在城市中心区住宅开发的序幕。在有限的土地局限下～规划出良好的居住环境～不仅注重了对环境的改善～同时符合了城市更新的性质～这是该系列的特征。 自然人文系列是指尊重自然、尊重文脉的产品系列。2003和2004年～在建筑文化的探寻上～万科开始确立自己的建筑观～在尊重自然、尊重文脉的原则上～主动创造住宅的产品形式。比之从前～the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 这一时期的作品增加了更多的建筑张力、更加强烈的文化取向、更进取的风格表现～同时～住宅多样性已经随地域扩张进一步强化。代表项目有反映人文生活的北京西山庭院项目、依照山体原有地形地貌建造的深圳17英里花园等。 概括而言～万科的产品策略有以下几种: 一、产品总体战略———延长产品线～锁定终身客户 国外成熟房地产市场的规律是～普通消费者一生通常需要经历四次置业～即:首次置业、首次换房、二次换房、退休置业～因为即便是同一人群～处在人生不同阶段～首次置业和换房以及退休置业时对产品的需求也会不同。万科所说的锁定终身客户～就是指为特定人群打造的住宅产品～适应他们在不同人生阶段的需求而做的产品细分。 万科认为～目前中国城市消费者70%以上已经历首次置业～不少正在首次或二次换房～至于退休置业～随着中国人口老龄化的趋势～需求其实已经存在。相比之下～万科目前所能提供的产品已经开始注意到照顾客户的这种需求差异。 二、产品质量战略 1、产品化 万科的产品定位是做城市的主流产品～到目前为止～以大规模多层住宅开发为主的项目占万科总开发项目的80%左右。做主流产品与做另类产品不同～首先是量大～其次是跨地域发展～因此需要“像the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 造汽车一样造房子”～即用标准化手段来解决规模化生产和跨地域开发的问题。 万科的住宅标准化分为几个部分: 第一步是分区域建立万科的《住宅使用标准》和《住宅性能标准》～这是保证产品品质的前提。 第二步是标准化设计～就是按万科住宅标准完成住宅产品体系的标准化设计～同时形成标准化部品体系。 万科以前的项目开发～从立项到销售,通常需要3年左右的时间～而通过标准化的运作,今后的目标是将时间缩短至一年半的时间,这无疑将大大提高公司的运行效率。 2、磐石行动 “磐石行动”是通过对万科十余年来产品质量管理经验的总结分析～以全面质量提升为目标～提出未来三至五年万科工程管理的发展策略。“磐石行动”的愿景是“零缺陷”。 “磐石行动”倡导开发商通过对供应商、建筑商进行双向评估～严格过程#管理#～根据客户反馈的质量缺陷发生频度对采购、施工的所有过程进行工序分解～设定质量控制关键节点。“磐石行动”将质量观念进行细化～譬如门铰链质量、电插座安装质量等都将予以规范。这种关注质量的深度在万科以前的质量管理史上是没有的。 三、产品研发战略———万科建筑研究中心 the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 2002年1月～万科建筑研究中心大楼落成～作为万科对建筑、新材料、新技术的应用研究的基地～研究中心的任务是以市场需求为导向～深刻了解客户的需求～追踪行业发展的新亮点～关注住宅科技成果的转化和应用～确保万科在住宅开发领域的技术领先地位。 金地的产品战略 金地旗下其比较成熟的产品形态主要是格林小镇。格林小镇是基于对欧洲小镇的生活理念和生活态度的充分理解～并结合小镇自身条件和特点～打造一个人人相知相识的、其乐融融的新社区形象。 通过分析金地的产品～粗略总结金地的产品战略～主要有以下几点: 一、产品总体战略 1、产品线扩大 金地品牌定位为:为成功人士和广大白领阶层提供高品质住宅和现代化的生活方式～这与金地上市以前主要发展高端精品项目有所不同。 因此金地集团在未来5年的住宅产品将以低密度中高端住宅物业为主～高端景观物业以及低端住宅为辅。根据这一策略～金地近期的产品档次和开发周期也做出相应的调整～同时产品的地域也由城the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 市中心向外转移。金地认为同一产品线上的项目～拥有不同的市场消费群体～互不矛盾～互相补充～对金地品牌能够相辅相成。除住宅产品外～金地的产品线已扩展到写字楼和商业物业。 2、产品收益结构的调整 为顺应市场发展规律和企业发展需要～金地将进行产品收入结构调整。金地认为对地产企业而言～收入结构调整最现实的方法～就是增加出租性物业投入～来获取稳定的经营性收益。为了达到这一目标～金地将着重培养和提高它们在商用物业开发和管理方面的能力～并且努力提高在这一领域中的知名度。 除此之外～金地还将从产品结构、区域化拓展等方面进行调整～努力在房地产相关领域内的实现“有限多元化”。 二、产品质量战略 金地认为～一个集团要使各项目公司达到同样的水平～只有建立清晰的标准～才能有一个清晰的“金地制造”。 金地的标准化包括管理标准化和技术标准化。管理标准化实现以后～才有基础进行产品系列化和技术标准化～在产品成系列的过程之中～去研究系列化产品的使用标准和性能标准～进而对同一标准下的产品进行标准化设计～再实现工业化生产～有了工业化生产～才能联合行业内的众多伙伴～参与产业化运作。 对绿城的启示 the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 启示一:产品总体战略的启示 产品线的延长:万科原来是以档次区分产品:低档、中档、高档。现在它向Pulte Homes学习～根据客户一生的购房行为来进行产品类型区分。从表面上看～只是产品分类标准的转变～而其实质是经营理念的转变～以产品为中心转向以客户为中心～真正做到了以客户需求为本。 同时～这一转变将会使集团各项目之间～特别是同一区域同一城市间的项目不再是孤立的、单独的个体～而成为一个有机整体～项目间互为补充～互为依托～使集团形成完整充实的产品链。 绿城在浙江及已进入外省城市市场上拥有较高的美誉度～较坚实的忠诚客户群～这也表现在客户对绿城产品的重复购买、跨区域购买上。实现自用客户的重复购买～应是企业的最终目标。 要实现这一产品战略的关键是提高客户忠诚度～提高客户忠诚度的根本是是否有值得客户信赖的产品品质。绿城在这两方面都有较为深厚的积累～因此若执行类似的产品战略～我们已有较好的基础和较高的起点。 收益结构的转变:在美国～房地产发展到一定阶段后～房地产商会变成与金融相结合的不动产商,在香港～前十名的地产企业～它们的收益率有相当一部分是资金收益和增值收益～而真正卖房、建房直接取得的现金流收益在报表里往往不超过三分之一～有些可能仅有20%。其中一个很重要的原因～也是它们仍然在高速发展的原因～就是它已与金融背景相结合或与资本市场相结合～转化成为不动产商～the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 其开发概念已转化成以持有为主、以开发为辅。 由于金地的上市公司背景～它重点考虑了同美国、香港房地产商相同的发展战略～即以住宅发展商为主要角色～综合项目发展方向～走发展商和投资商相结合的道路,同时在业务格局上～突破单一的房地产开发～扩展到投资、资产管理等领域。在未来～金地的工作重点就是将房地产与金融行业的结合～但仍然要突出专业化的特点～即分别由不同的专业化子公司承担开发商、投资商、资产管理者的角色～塑造不同的核心能力～来培养未来的利润增长点。 诚然～绿城与金地的公司性质不同～所制定的企业发展战略也不尽相同～但从公司的持续发展的角度来说～金地的做法无疑给我们有益的启示。 启示二:产品质量战略的启示 标准化:公司发展到一定规模时～如何利用现有的成熟产品进行规模化扩张～如何在异地开发时保持公司贯有的品质～标准化就成了许多公司共同选择。在这方面～万科通过万科建筑研究中心已经进行了先行的探索～万科推行标准化直接效果是用20%的精力做80%的产品～快速的适应了项目开发需求,尽可能多的占有了市场份额～赢得商业化效益。而剩下80%的精力来做20%的产品,用大量精力进行新产品研发,引领市场潮流,确保万科行业领头羊地位。 绿城集团在一些新产品的研发创新和产品的精细化程度上具有较强的竞争力。在标准化进程上～绿城集团也进行了一些研究和实the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 践～并在全国7个城市推广了“桂花系列”。 万科标准化的做法首先体现它在产品方面对市场掌控的绝对主导,其次～万科标准化的住宅产品设计从市场的需求出发～会每年随着市场的发展而升级、演进,再次万科的产品标准化建设也体现对细节的充分重视。 产品质量:万科的衡量标准是“客户的满意程度”～绿城认为品质与项目的成败是紧密联系的～考量项目成功与否的最重要指标、同时也是考核项目第一责任人的主要指标～就是客户满意度。一旦把质量标准与客户满意度挂钩～那就意味价值观的转变和整个经营思路的调整～这一点～公司发展到一定规模以后～逐渐会趋于相同。 启示三:产品研发战略的启示 随着房地产业的发展～优秀房地产公司与国际知名的设计单位的合作已愈发频繁～但因合作双方在地域上、文化上、理念上、生活方式的差距～沟通上存在一定的困难～从而影响设计单位对开发意图的理解～影响设计的进度。 绿城集团在项目开发中～与设计方的沟通能力与力量的加强已引起高度重视。而在万科～则通过建设研究中心来解决与设计单位沟通的难题～万科建设研究中心拥有179人的庞大设计专家队伍。这种方式～值得我们借鉴。 万科建设研究中心除作为开发商与设计单位之间的桥梁外～还专责研究与建筑、住宅、生活密切相关的前瞻性课题～让万科始终保the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom 持在业界的技术领先地位。如建筑研究中心在“低技术”研发上进展 极快～所谓低技术～比如靠雨水冲厕、太阳能加热水等。 尤其值得关注的是万科建设研究中心的操作模式～它依托政府 部门～与境内外各大高校、科研单位建立了联系～以便了解国际上关 于住宅产业的最新技术～能用较低的成本引进可以为之所用的成熟技 术。 the same direction of rotation 90 ? or 180 ? for; after each disc rotor when measuring position alignment of the two half coupling constant, should also be in terms of accuracy and consistency. Surface deviation measurement, must in every 180 degrees corresponding to the two radii are equal to each other in order to eliminate errors caused by movement of the rotor. Only a support bearing of the rotor, WA couplings, such as the use of temporary leave the Center, should pay attention to keep the rotor in the measuring process in the center of the bearing oil retaining the nest does not change. Steam oil block, there should be sufficient clearance between the rotor and, in rotors make sure rotor is not on the block or seal oil. At the time of measurement, connections are not allowed between two rotors, each in a free State. Not allowed in case of assembled sleeve, Center work on the toothed coupling. Coupling tool should have adequate stiffness, installation must be secure and reliable. Coupling Center using a dial indicator, the table should be put in prison and avoid touching, to ensure correct measurement. Coupling disc after a week to return to the original position, circumference of dial gauge reading should be able to go back to the original value. When measuring the clearance of end, into the feeler of the gap should not exceed four at a time, when the gap is too large, you can use the gasket with the feeler gauge measurement of gauge blocks or finishing. bearing surface, markup should be in accordance with the mounting support pads, and retest the thickness. Once the lifting cylinder measurement of surface and internal cylinder surface height difference, compared with the original values confirm the location. Internal vertical and horizontal cylinder under state key insertion installation complex measuring cylinder in axial position. Bottom