◎ 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 shift in the real estate industry from a "product-oriented" approach to a "user-oriented" development path, highlighting the importance of deep co-creation mechanisms with customers in product design, property services, and community operations [4]. Group 1: Design and Co-Creation - Traditional residential products limited buyers to a few options, but the co-creation model allows customers to become co-creators of the product [6]. - The case of China Merchants Shekou's Nantong Heyuan illustrates this innovation, where future homeowners were invited to participate in discussions about their ideal homes from the land acquisition stage [6][7]. - The co-creation process encompasses various dimensions, including architectural style, landscape design, public spaces, and interior decoration, allowing homeowners to select styles that harmonize with the surrounding environment [7][11]. Group 2: Service Quality and Community Engagement - Service quality and innovation are crucial for measuring a real estate company's competitiveness, as seen in Greentown's customer relationship co-creation system, which focuses on customer needs through continuous communication [14]. - Greentown's initiative in Wenzhou, where homeowners participated in community tree-planting activities, not only beautified the environment but also fostered emotional connections among residents [14][16]. - The establishment of community agreements through homeowner discussions enhances mutual understanding and respect among residents, while community operations empower homeowners to take the lead in organizing activities, increasing their sense of belonging [18]. Group 3: Sustainable Competitive Advantage - The co-creation mechanism from design to service not only enhances the value of residential products but also builds new customer relationships, providing real estate companies with sustainable competitive advantages [21].