一、行业趋势与数字化破局思考

数据是数字经济时代的核心生产要素，在设计、生产、物流、零售、平台经济中价值贡献越来越大。近几年，国家出台一系列数据政策，不断推动数据基础设施建设，激活数据要素潜能，鼓励和支持数据结合新兴技术在各行业、各领域的创新应用。

华润置地智数化经过多年建设，目前已形成覆盖技术平台、住宅开发、商业运营及生态圈业务完整的数字化应用体系，核心业务线上化率达到90%以上，已初步完成了信息化、数字化的建设阶段，正迈入智能化转型的新阶段。

在全面数字化后，华润置地实现了全业务、全流程、全专业数据汇聚。在此基础上，智能化转型将以数据为核心要素，从提高各层级决策能力、提升客户体验、优化全价值链业务运营、实现数据产品化、服务化、创新生意模式等6个方面赋能全价值链精益管理，助推公司高质量发展。

二、华润置地数据创新探索实践

（一）数据资产化战略

结合国家政策以及华润置地业务发展需要，华润置地制定了数据资产化战略规划，构建了“283” 蓝图架构，通过8个核心内容、3大保障体系支撑，目标实现对内挖掘数据价值赋能业务发展，对外探索数据资产价值变现。

（二）数据资产化内核

华润置地目前已落地覆盖数据战略、数据应用、数据架构、数据标准、数据安全、数据质量、数据治理、数据生命周期等8大核心举措，8项内容相辅相成，共同推动“业务数据化-数据资产化-资产服务化-服务业务化”闭环。

（三）数据资产化保障体系

华润置地为数据资产化落地建立了组织、机制和技术3大保障体系，成立大数据中心专项组织和完善的数据管理组织体系，发布《华润置地数据管理规定》等一系列制度，构建了包含数据中台、AI中台、数据治理平台等满足华润置地数据管理需要的技术能力。

1、数据资产化技术保障—数据中台：

华润置地数据中台构建在华润云基础设施之上，以大数据领域主流技术生态的开源组件为技术内核，为大数据应用提供海量的数据存储、计算能力，以及融合了离线/实时数据应用范式的流批一体技术架构，建设了一站式数据开发管理和运维管理工具，提升数据开发效率和平台运维效率。

2、数据资产化技术保障—AI中台：

华润置地AI中台以数据应用场景为驱动，提供适配地产行业的数据分析、挖掘、AI算法研发和应用的能力中台，不断沉淀可复用的AI组件、算法、功能，简化操作降低门槛，支持业务人员无代码辅助式操作，可支撑置地全体员工开展数据创新应用。

3、数据资产化内核技术保障—AI中台GPT：

华润置地目前在尝试将大模型能力引入AI中台，计划利用其自然语言理解能力、推理学习能力、跨领域应用能力，在营销、客服、办公等场景尝试应用内容生成、自动摘要、代码生成、办公助理等功能，进一步实现业务场景智能化，提升人效、降低成本、扩大数据价值。

（四）数据创新实践

数据应用是数据价值发挥的落地形态，华润置地数据创新探索实践有ToC、ToB、ToG、ToP四个方向，通过对内外部数据的持续生产采集加工，识别存储形成数据资产，通过数据服务或开发成数据产品实现数据价值。

1、面向客户的应用创新（ToC）：华润置地“3+1”业务组合模式，沉淀了大量客户资产，自2022年构建华润置地CDP和大会员体系，实现“身份通、积分通、权益通” ，通过数据驱动实现客户/会员数据增长，打通客户数据资产，在数据挖掘基础上实现客户全生命周期运营，实现客户激活、交叉营销、增值服务、异业导流。

2、面向企业的应用创新（ToB）：华润置地与价值链上的伙伴合作建设投资地图，通过拉通外部城市宏观，人口，配套，市场等数据，实现城市分档、板块评级、市场研究、竞品跟踪的数字化，在置地范围内拉通投资标准，降低投资风险，提升投资准确性。

3、在运营数据方面，华润置地使用内部算法进行预警，以解决断货、滞销和价格预测，从而实现效率最大化。

4、在供应链方面，华润置地依托过去的采购和履约信息，进行供应商评价、选择和风险管理，以提高产品质量和效率。同时，使用技术手段分析来进行风险控制，特别是在智慧工地和安全进度管理方面。

5、在营销方面，华润置地通过自研营销数字化创新平台，实现客户、合作伙伴、员工、管理者全面在线。基于BI、大数据、AI技术应用，进行实时动态业绩预警纠偏、合规风控，在房客人精准匹配、销售能力评价、智能定价场景开展探索实践。

6、在公司管理和员工赋能方面，华润置地积累了大量的数据，使用AI技术进行业绩预测、合规监管和员工匹配。

7、在空间智慧化方面，华润置地通过物联网空间设备数据、业务数据和人的数据采集，在数据中台汇聚，在数据应用中分析、预测、派单、自控和后评价，实现空间运营的降本增效、节能降耗、资产增值及体验提升等多重价值，全面提升产品竞争力和服务竞争力。

8、在协同办公领域，华润置地着力打造“安全高效智慧办公”平台，通过整合业务系统、丰富应用生态、沉淀知识资产，结合OCR、RPA、机器学习等技术，实现业务自动化、廉洁风控管理、数据赋能员工等，提升办公效率。

9、面向政府的应用创新（ToG）：华润置地配合政府共同打造智慧城市，通过置地空间数据与政府城市数据打通，解决了政府区域内的协同难题，实现双碳降低、环境提升和居民服务。此外，在双碳领域，华润置地全面采集、分析自有建筑碳排数据，协助政府参与双碳设计，挖掘城市数据特征，为双碳目标实施提供支持，使城市运营更低碳。

10、大数据产品创新（ToP）：2022年起，华润置地作为首批单位参与了华润集团数据要素化课题，课题从业务协同、数据权属、数据安全合规、数据共享、数据定价、数据交易等视角出发，对业务应用场景、政策法规、商业模式进行研究分析，已在业务单元间交叉营销、供应链金融等领域形成可落地的方案和机制。

三、数据重塑地产的展望与挑战

房地产企业作为传统行业，数字化转型起步晚，企业精益化管理相对滞后，导致目前开展数据创新时不仅要面临普遍的安全风险和合规风险，行业还面临数据规模小、数据意识淡薄、缺乏行业相关人才、没有成熟算法和模式等挑战。

伴随国家对数据重视程度的不断提高，数据局成立、数据入表，数据要素将在未来经济中发挥越来越重要的作用。地产行业需在全周期/全价值链重塑、企业经营决策、客户服务、数据流程变现等领域持续加大资源投入，相信数据应用不仅能为企业解决业务挑战也能开辟新的机遇。

同时，AI技术随着大模型的出现，智能能力得到涌现，AI能力整体接近人、部分能力超越人已成为现实，未来AI技术的进步仍将呈现加速趋势。AI将提升人和组织认知世界的能力，AI运用将会对地产行业投资、设计、采购、建造、营销、运营、服务全价值链进行质的赋能或重塑。

英文翻译：

First, industry trends and digital game-breaking thinking

Data is the core factor of production in the era of digital economy, and it contributes more and more value in design, production, logistics, retail and platform economy. In recent years, the state has issued a series of data policies to continuously promote the construction of data infrastructure, activate the potential of data elements, and encourage and support the innovative application of data combined with emerging technologies in various industries and fields.

After years of construction, China Resources Land Smart digital has formed a complete digital application system covering technology platform, residential development, commercial operation and ecosystem business, and the online rate of core business has reached more than 90%. It has initially completed the construction stage of informatization and digitalization, and is entering a new stage of intelligent transformation.

After the comprehensive digitization, China Resources Land has realized the integration of the whole business, the whole process and the whole professional data. On this basis, intelligent transformation will take data as the core element, and enable lean management of the whole value chain from six aspects: improving decision-making ability at all levels, enhancing customer experience, optimizing business operations of the whole value chain, realizing data productization, service, and innovative business model, to promote high-quality development of the company.

China Resources Land data innovation and exploration practice

(1) Data assets strategy

In combination with national policies and the business development needs of China Resources Land, China Resources Land has formulated a strategic plan for data assets and constructed a blueprint structure of “283”. Supported by eight core contents and three security systems, the company aims to achieve internal data value mining, enabling business development, and external data asset value realization.

(2) Data capitalized kernel

At present, China Resources Land has covered eight core initiatives such as data strategy, data application, data architecture, data standards, data security, data quality, data governance, and data life cycle. The eight contents complement each other and jointly promote the closed-loop of “business data-data asset-asset services-service business”.

(3) Data assets guarantee system

China Resources Land has established three guarantee systems for data assets, namely organization, mechanism and technology, established a special organization for big data centers and a perfect data management organization system, issued a series of systems such as the “Regulations on Data Management of China Resources Land”, and built technical capabilities including data center, AI center, and data governance platform to meet the data management needs of China Resources Land.

1, data assets technical support – data center:

China Resources Land Data Center is built on the infrastructure of China Resources Cloud, taking the open source components of the mainstream technology ecology in the field of big data as the technical core, providing massive data storage and computing capabilities for big data applications, and integrating the offline/real-time data application paradigm of the flow and batch integration technology architecture, building a one-stop data development management and operation and maintenance management tool. Improve the efficiency of data development and platform operation and maintenance.

2, data assets technical support – AI center:

Driven by data application scenarios, China Resources Land AI Center Platform provides data analysis, mining, AI algorithm development and application capabilities for the real estate industry. It continuously precipitates reusable AI components, algorithms, and functions, simplifies operation and lowers the threshold, supports business personnel to operate without code assistance, and supports all staff of Land to carry out data innovation applications.

3, data capital core technical support – AI GPT:

At present, China Resources Land is trying to introduce large model capabilities into the AI middle desk, and plans to use its natural language understanding ability, reasoning learning ability, and cross-domain application ability to try to apply content generation, automatic summary, code generation, office assistant and other functions in marketing, customer service, office and other scenarios to further realize the intelligence of business scenarios, improve human efficiency, reduce costs, and expand data value.

(4) Data innovation practice

Data application is the landing form of data value. China Resources Land’s data innovation and exploration practice includes ToC, ToB, ToG and ToP. Through continuous production, collection and processing of internal and external data, data assets are formed through identification and storage, and data value is realized through data services or development into data products.

Customer-oriented application Innovation (ToC) :

The “3+1” business portfolio model of China Resources Land has accumulated a large number of customer assets. Since 2022, China Resources Land has built CDP and large member system, realized “identity, points and rights”, realized customer/member data growth through data-driven, opened up customer data assets, and realized customer life cycle operation on the basis of data mining. To achieve customer activation, cross-marketing, value-added services, different industry diversion.

Enterprise-oriented Application innovation (ToB) :

China Resources Land works with partners in the value chain to build investment maps, and digitizes city classification, sector rating, market research and tracking of competing products by pulling through external city macro, population, supporting and market data, so as to pull investment standards within the scope of the land, reduce investment risks and improve investment accuracy.

In terms of operational data.

China Resources Land uses internal algorithms for early warning to solve stock shortages, slow sales and price prediction, so as to maximize efficiency.

In terms of supply chain.

China Resources Land conducts supplier evaluation, selection and risk management based on past procurement and performance information to improve product quality and efficiency. At the same time, technical analysis is used for risk control, especially in the area of smart site and safety schedule management.

In terms of marketing.

China Resources Land achieves full online access for customers, partners, employees and managers through self-developed digital marketing innovation platform. Based on BI, big data and AI technology application, real-time dynamic performance warning and correction, compliance risk control, and exploration and practice in the scenario of accurate matching of room guests, sales ability evaluation and intelligent pricing.

In terms of corporate management and employee empowerment.

China Resources Land has accumulated a large amount of data and used AI technology for performance forecasting, compliance supervision and employee matching.

In terms of space intelligence.

China Resources Land collects space equipment data, business data and human data in the data center, analyzes, forecasts, orders, self-control and post-evaluation in data application, realizes multiple values of space operation, such as cost reduction and efficiency increase, energy saving and consumption reduction, asset appreciation and experience improvement, and comprehensively improves product competitiveness and service competitiveness.

In the field of collaborative office.

China Resources Land strives to build a “safe and efficient smart office” platform. By integrating business systems, enriching application ecology, accumulating knowledge assets, and combining OCR, RPA, machine learning and other technologies, it realizes business automation, integrity risk control and management, data empowerment of employees, etc., and improves office efficiency.

Application Innovation for the Government (ToG) :

China Resources Land cooperated with the government to build a smart city, and solved the collaborative problem in the government area by connecting the land spatial data with the government city data. So as to achieve double carbon reduction, environmental improvement and resident services. In addition, in the field of dual-carbon. China Resources Land comprehensively collects and analyzes carbon emission data of its own buildings. Assists the government to participate in dual-carbon design, excavates urban data characteristics, provides support for the implementation of dual-carbon targets, and makes urban operations more low-carbon.

Big Data Product Innovation (ToP) :

Since 2022, China Resources Land. As one of the first units, has participated in the data elements project of China Resources Group. Which researches and analyzes business application scenarios, policies and regulations. And business models from the perspectives of business collaboration, data ownership, data security and compliance, data sharing, data pricing, and data transactions. Practical schemes and mechanisms have been formed in the fields of cross-marketing between business units and supply chain finance.

Third, the outlook and challenges of data reshaping real estate

As a traditional industry, real estate enterprises started digital transformation late, and their lean management lagged behind. As a result, when carrying out data innovation, they not only face general security risks and compliance risks. But also face challenges such as small data scale, weak data awareness, lack of industry-related talents. And lack of mature algorithms and models.

With the continuous improvement of the country’s attention to data. The establishment of data bureaus, data into the table. Data elements will play an increasingly important role in the future economy. The real estate industry needs to continuously increase resource investment in the areas of full-cycle/full-value chain remodeling, business decision-making, customer service, data process realization, etc. It is believed that data application can not only solve business challenges but also open up new opportunities for enterprises.

At the same time, AI technology with the emergence of large models, intelligent capabilities have emerged. AI capabilities as a whole close to people, some capabilities beyond people has become a reality. The future progress of AI technology will still show an accelerating trend. AI will enhance the ability of people and organizations to understand the world. And the application of AI will qualitatively empower or reshape the whole value chain of investment, design, procurement, construction, marketing, operation, and service in the real estate industry.

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