◎ 文/ 沈晓玲 在房地产行业步入存量时代，越来越多的房地产企业开始关注业主的居住体验。亲子类社群IP凭借覆盖范围广、家庭参与度高的优势，成为众多头部房企的布局重 点。比如已经 坚持了17年的绿城"海豚计划"，华润的"达尔文课堂"、"小企鹅计划"等等 ，这些各具特色的亲子社群IP，背后蕴藏着房企怎样的定位逻辑与运营巧 思？ 绿城"海豚计划"，"泳池"资源让夏日约定坚持了17年的 01 绿城的"海豚计划"源于2009年，在闲谈中一则关于儿童溺亡的新闻让大家唏嘘不已。宋卫平随后在董事会上提议， 教会所有绿城社区的3-18岁的孩子游泳，期间产生的费用，由绿城一力承担。 房企找到能够匹配自身资源，符合自身品牌定位的亲子类社群，是当前要做好社群运营的主要问题之一。 在"海豚计划"实施8年后，2017年"海豚计划"作为当时国内规模最大、影响力最终的社区公益服务项目， 被上海大世界吉尼斯总部授予"在中国最多城市举办的青少 年游泳培训公益活动"的记录。 伴随着这17年前的美好承诺，绿城的"海豚计划"怀着"让每个孩子都学会游泳"的初心，从最初覆盖5000多小学员，再走向全国， 到如今已经覆盖全国70余座城市、 300多个园区， ...

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]