Core Viewpoint - The article discusses the shift in the real estate industry towards enhancing homeowner living experiences, particularly through family-oriented community initiatives like the "Dolphin Program" by Greentown and "Darwin Classroom" by China Resources, highlighting their operational strategies and community engagement [2][4][8]. Group 1: Greentown's "Dolphin Program" - The "Dolphin Program" was initiated in 2009 to teach swimming to children aged 3-18, driven by a commitment to prevent drowning incidents, and has since expanded to cover over 70 cities and 300 communities, benefiting more than 210,000 children [4][5]. - The program's management involves a structured process with nine steps, ensuring safety and organization, and incorporates industry safety standards into its operations [4]. - In addition to swimming lessons, the program now includes various summer camps and themed activities, making it a comprehensive family-oriented initiative [5]. Group 2: China Resources' "Darwin Classroom" - The "Darwin Classroom" launched in 2024, focusing on natural education and community engagement, has successfully conducted over 10 sessions in regions like Shandong and Hangzhou within its first year [8][9]. - The initiative emphasizes creating child-friendly environments that connect children with nature, featuring interactive learning experiences such as nature exploration and scientific play [10]. - The program collaborates with experts and utilizes project-based learning to stimulate children's curiosity and creativity, linking community resources to enhance educational outcomes [12][13]. Group 3: Other Real Estate Companies' Initiatives - Other companies like Longfor and Vanke have developed similar community programs, leveraging their unique resources to create engaging experiences for children, such as the "Little Dragon Program" and "Sweet Classroom," which focus on physical activities and nature exploration [14][18]. - The article highlights the importance of aligning community initiatives with the company's resources and brand positioning to effectively engage families and enhance community value [14][18].

Core Viewpoint - The article emphasizes the increasing importance of community operations in the real estate sector, highlighting how companies are leveraging community engagement to enhance brand value and customer experience [3][4][27]. Group 1: Community Engagement Trends - Real estate companies are intensifying their community operations, moving beyond traditional community engagement to create commercial value through resource collaboration [3][4]. - A market survey indicates that "community service experience" has risen to 47% in the decision-making factors for homebuyers in 2024, up from 18% in 2019, reflecting a shift in value assessment from location to quality of life [4]. - Community engagement has become a standard feature for many real estate companies, evolving into a critical component of residential products [4]. Group 2: Innovative Community Activities - Companies like Greentown China are launching themed community events, such as the "Dolphin Plan," which includes a comprehensive ecosystem for youth swimming talent development [6][9]. - China Merchants Shekou initiated the "Deck Life Festival," integrating community activities across over 30 cities, emphasizing a holistic approach to community engagement [7][20]. - China Electric Power Real Estate introduced the "Little Wave Camping Season Community Carnival," focusing on sports and outdoor activities to enhance community interaction [7][12]. Group 3: Community as a Value Driver - The article discusses how community initiatives are evolving to create unique emotional value and differentiation in a highly competitive market [11][19]. - Companies like China Resources Land are innovating by integrating pet-friendly spaces within residential areas, fostering community engagement through pet-related activities [19][21]. - The article highlights the emergence of community leaders who are driving the co-creation of community experiences, moving towards a model of shared governance and collaboration [18][27]. Group 4: Commercial Value Creation - Real estate companies are exploring new commercial opportunities through community engagement, aiming for sustainable development by building trust and effective communication with residents [19][20]. - The article notes that successful community initiatives can lead to significant brand value and customer loyalty, as seen in the case of China Railway Construction's diverse community events [26][27]. - The integration of community activities with commercial partnerships is becoming a key strategy for enhancing the overall value proposition of real estate offerings [20][27].

Core Insights - The recent performance reports of listed property companies for the first half of 2025 show a clear divergence in profitability and new business growth points, reflecting a multi-dimensional competition in service, quality, innovation, and technology [1][2] - Green Town Service's "Deep Service" system has elevated service standards, leading to double-digit growth in property service revenue and continued integration of diverse business lines [2][3] Financial Performance - Green Town Service reported a revenue of approximately 9.289 billion yuan, a year-on-year increase of 6.1%, and a net profit of about 613 million yuan, up 22.6% [3] - The gross profit reached 1.8081 billion yuan, an increase of 8.9% compared to the same period in 2024, while core operating profit grew by 25.3% to 1.0738 billion yuan [3] Business Strategy - The company attributes its double-digit growth in property services to three key actions: the launch of the Deep Service system, management engagement at the frontline, and enhanced employee care [4] - Green Town Service focuses on quality service rather than price reductions, successfully managing over 34 million square meters of service contracts in the first half of 2025 [5][6] Community Engagement - The company has implemented various community programs, such as swimming lessons and educational initiatives, enhancing its role in family life and community connection [6] - The property management area under Green Town Service reached 536.3 million square meters, reflecting an 11.3% year-on-year growth [6] New Business Ventures - Green Town Service has successfully ventured into community commerce, achieving profitability and a 10% increase in average output per household [7] - The early education and elderly care sectors have shown promising growth, with double-digit increases in enrollment and revenue, indicating a strong market demand [7] Future Outlook - The company is actively investing in foundational service infrastructure, including smart technologies, to enhance service efficiency and responsiveness [8] - Green Town Service aims to continue its national expansion and improve service density in key areas while ensuring high-quality development and risk management [9]