Core Viewpoint - Real estate companies are increasingly focusing on building community engagement and soft power, moving beyond traditional hardware configurations to enhance property services and create community brands [2][3] Group 1: Community Development - Major real estate firms like China Resources Land, China Merchants Shekou, and Yuexiu Property have established and are operating their own community brands, enhancing organizational capabilities to host nationwide owner activities [2] - The "RunBA" basketball league initiated by China Resources Land's community brand "Run Bilin" has successfully engaged homeowners in various activities, promoting interaction and consumption [2][5] Group 2: Sports and Community Engagement - The establishment of community sports events is seen as a way to unite homeowners and enhance their sense of belonging to the community, which in turn supports property services [3][7] - The "RunBA" basketball league attracted significant participation from homeowners, including families and children, fostering community spirit and engagement [5][6] Group 3: Financial and Operational Insights - The ability to create and manage community activities is often linked to the financial strength of the real estate companies, indicating that only those with substantial resources can effectively organize such events [3][7] - The community activities not only enhance homeowner satisfaction but also serve as a marketing tool for real estate companies, although there are concerns about the sustainability and long-term viability of these initiatives [9]