“The essence of FM service design is to go beyond facilities management, creating meaningful service moments that help individuals and businesses succeed.”
— Zhou Zhe, General Manager, Product Service Center, Vanke Service & Cushman & Wakefield

 

01. Multifaceted Roles: Unlocking the Value Potential of Cross-Functional Identities

In many enterprises, a unique role has emerged: individuals who navigate the workplace with the identity of a property management professional but carry administrative responsibilities. They might not be employed directly by the company, but they know every corner of it—handling tasks ranging from workspace planning to snack procurement and even employee benefits discussions.

Case in point:
Location: A prominent internet company in Hangzhou
Management Area: 124,000 m²

These individuals may be employees of Vanke Service & Cushman & Wakefield, a joint venture between Vanke Service (formerly Vanke Property) and Cushman & Wakefield established in 2020. The company focuses on providing property and facilities management (FM) services across the lifecycle of commercial spaces.

FM as a Strategic Advantage
FM services are a cross-disciplinary product of stock market competition. By offering end-to-end, high-value services beyond traditional property management, FM helps gain client trust, eventually leading to comprehensive service partnerships.

But how can FM establish itself as a lasting differentiator? How can it transcend the confines of traditional property management to become a workplace services expert, delivering superior experiences for clients?

To answer these questions, Vanke Service & Cushman & Wakefield partnered with CBi China Bridge, introducing a user-centered approach to understanding and innovating services. They focused on their key industry client base—leading internet companies—to refine product and service strengths.

 

 

02. Analyzing the Ecosystem: Driving Collaborative Innovation

CBi China Bridge believes that the foundation of service innovation lies in understanding the client. The internet sector is marked by its dynamic landscape and distinctive workforce:

• Emerging needs for high-end services: As a rapidly evolving industry, internet companies are increasingly demanding “tailored” corporate services.
• The rise of Gen Z in the workplace: Young professionals seek innovative and personalized workspaces.

The large scale and intricate operations of internet workplaces involve multiple stakeholders. Understanding their needs is the first step toward success.

Research Approach

CBi conducted on-site observations and interviews at internet companies in Beijing, Shanghai, Hangzhou, and Shenzhen. They categorized FM service clients into two groups:

• Administrators (B-end): Corporate administrators overseeing workplace management.
• Employees (C-end): Regular staff, often referred to as “colleagues.”

While administrators ultimately serve the employees’ workplace experience, their perspectives on FM services differ:

1. Administrators:
   • Teams of 3–5 people often manage workplaces with 5,000–10,000 employees.
   • They prioritize long-term planning and value the ability of FM providers to alleviate their management challenges over time.

   Key Dimension: Time — FM providers must deliver value across different workplace phases: initialization, adaptation, and steady-state operation.

2. Employees:
   • Facing industry slowdowns and restructuring, employees seek a sense of belonging.
   • Key Dimension: Space — Functional, emotionally supportive environments resonate most. Examples include efficient workstations, accessible amenities, and smooth cross-workplace transitions.

Dual-Track Design

Based on these insights, CBi proposed a dual-track design for FM services:

• Primary Track: Address employee needs and scenarios to design core services.
• Secondary Track: Focus on administrators by innovating around project lifecycle stages to deliver surprising, value-added experiences.

 

 

 

 

 

 

03 Designing Resonant Experiences: Aligning with User Journeys

CBi employed immersive observation and in-depth interviews to map the daily experiences of employees across departments like R&D, design, operations, and marketing.

The result was a detailed illustration of 26 work and life scenarios, capturing the dynamic rhythms of employees in large internet companies.

Example Opportunity

Challenge: Employees frequently travel between offices, facing difficulties such as managing luggage, booking meeting rooms, and keeping track of travel receipts.

Solution: CBi proposed user-friendly services like:

• Front-desk luggage storage.
• Self-service receipt folders and care kits with combs and sanitizers.
• Digital guides for workplace facilities via online apps.

Employees’ responses included:

“Wow! I didn’t know FM services could be this thoughtful.”

These innovations transform FM from a Facility Management function into Feeling Moments—tangible experiences that enhance the workplace.

 

 

 

 

 

04. Customizing Services: Aligning with User Characteristics

 

Beyond service content, the style and tone of delivery are equally important. Today’s Gen Z professionals display a unique duality:

• Rational: They advocate for personal rights and demand logical, evidence-based solutions.
• Empathetic: They appreciate communal values and reject subservient “kneeling” service styles.

From Functional to Value-Driven Property Management

FM services must evolve from prioritizing safety, cleanliness, and order to reflecting employer values, ESG priorities, workplace wellness, and a sense of community.

CBi emphasized creating a cultural and emotional alignment between FM services and Gen Z preferences, ensuring these services foster recognition and loyalty.

 

 

 

 

05. Empowering Innovation: Rapid Prototyping for Impact

 

Using the double-diamond service design model, the teams generated over 200 innovative ideas, refined 20 concepts, and developed 6 prototypes ready for testing and potential rollout within six months.

Early Wins

Even before formal launches, frontline teams began experimenting with FM innovations:

• “Autumn Breeze Film Festival” at a Hangzhou internet company:
  • Leveraging seasonal themes, the team hosted outdoor movie screenings to help employees unwind.
  • Employees enthusiastically joined in, even creating promotional posters and merchandise.

These initiatives illustrate how FM services can transcend traditional roles, creating experiences that are both functional and emotionally resonant.

As industries face intensifying competition and disruptive technologies like AI, property and FM services must embrace human-centric innovation to remain relevant.

By redefining FM through thoughtful, user-driven service design, Vanke Service & Cushman & Wakefield demonstrates how property management can evolve from operational support to a strategic partner, delivering meaningful and memorable experiences.

In the race for relevance, only those who prioritize warmth and humanity in their services will emerge as true leaders in this competitive landscape.