The real estate market has entered the era of stock-driven growth, but Shanghai's luxury housing sector is experiencing a buying frenzy. By 2024, 17 luxury projects in Shanghai have sold out on their launch day. As of September, the transaction volume for homes priced above ¥30 million has reached 1.9 times the total for the previous year.
Driven by favorable policies, high-net-worth individuals (HNWIs) are actively entering the market. In the ultra-luxury segment, exceptional property management services are not only essential for living quality but also critical to maintaining asset value. In this shifting landscape, how should luxury property services evolve?
Poly Property, in collaboration with CBi China Bridge, has undertaken a comprehensive revamp of its “Oriental Courtesy” premium service system using service design methodologies. Guided by the philosophy “Designing better services for those who have experienced the best,” the initiative seeks to explore a new path for ultra-luxury property services.
On October 24, CBi China Bridge partnered with Poly Property to unveil the revamped “Oriental Courtesy” service system and celebrate the launch of the Poly Luxury Service Academy at the Global Luxury Lifestyle Summit.
As CBi China Bridge’s founder Cathy Huang remarked:
“At the core of luxury service is the fulfillment of human needs. Exceptional service is a journey of constant iteration and improvement.”
A Changing Landscape: Outdated Maps Cannot Lead to New Horizons
A decade ago, Poly Property pioneered “Oriental Courtesy,” a bespoke service brand for its luxury residential projects. At that time, the property management industry was largely emulating Western-style concierge services. However, Poly Property recognized the Chinese cultural preference for a refined sense of “measured service” and built its brand around the values of “Understanding and Courtesy.” Back then, HNWIs prioritized safety, convenience, and a sense of community. Poly Property responded with tailored features such as “Dual Concierges,” “Three Rings of Protection,” and “Four Festivals and Eight Rituals.” Fast forward ten years, and the lifestyles of HNWIs have undergone significant transformation. What do the affluent care about now, and what services truly resonate with them? Today, features like “dual concierges” and “comprehensive safety protocols” have become standard offerings in luxury property management, as have community events. The real challenge lies in creating differentiated services that continue to lead the industry. CBi China Bridge and Poly Property realized, “Outdated maps cannot lead to new horizons.” Only by dynamically understanding the evolving profiles of HNWIs and uncovering their holistic needs can we identify the “North Star” that guides the evolution of luxury property services.01 Insights: New Demands of HNWIs in Ultra-Luxury Property Management
To define a clear direction for upgrading high-end services, CBi China Bridge and Poly Property reevaluated the needs of their most elite clientele, uncovering more diverse and nuanced expectations.
- From Safety to Privacy:
When safety becomes a given, privacy becomes the next frontier. Clients ask:
“When I take a cab home, does security check my door number or use a secure code to protect my privacy?”
Attention to such details fosters a deeper sense of psychological security. - Beyond Basics to Living Elegance: With standard professional maintenance already expected, clients now focus on the subtle art of preserving beauty, from the elegance of replacing a picture frame to the scent of fresh daily flowers. They also care about the meticulous upkeep of rare materials and the pristine state of their community.
- From Enjoyment to Asset Legacy: Having moved past a focus on mere comfort, HNWIs are entering a phase of asset legacy management. Beyond luxurious living, they prioritize property value preservation and appreciation.
02 Innovation: Services That Endure Across Generations
With CBi China Bridge’s support, Poly Property has redefined its “Oriental Courtesy” system, leveraging service design principles to meet the evolving needs of HNWIs. The refreshed system focuses on asset preservation, continuous upkeep, and generational legacy.“Unbroken” Responsiveness
Service begins long before the home is delivered. From the client’s perspective, the experience of property development and management often blurs. They expect seamless service throughout the lifecycle, regardless of the handoff between developers and property managers. Poly Property now extends concierge services from pre-sale through handover and residency. This eliminates service gaps and ensures that support begins even while the property is under construction. For example:- Research revealed that many HNWIs were unfamiliar with the high-tech systems in their luxury homes. To address this, Poly created the “Oriental Courtesy Maintenance Archive” and trained its concierge team to become “walking manuals,” offering expert guidance from day one.
- Poly also introduced an “all-in-one” concierge model, integrating diverse services into a single digital platform, ensuring instant support for clients and their families.
“Unbroken” Maintenance
Transforming present satisfaction into future gains. HNWIs expect their properties to remain timeless, with pristine public spaces, well-maintained landscapes, and durable structural assets. Poly employs smart property management systems to ensure continuous, meticulous maintenance, preserving both the functional and aesthetic value of homes for generations.“Unbroken” Generational Harmony
Meeting the needs of all family members, across generations. Over 65% of luxury homeowners are families, highlighting the need for services that balance privacy and communal living. To meet these needs, CBi China Bridge and Poly created multi-functional clubhouses that serve as “third spaces” for learning, socializing, and relaxation—ensuring every family member, young and old, feels at home.
03 Execution: The “Iceberg” Approach to Service Quality
Service innovation is important, but enduring quality is critical. Poly Property adopted CBi China Bridge’s “Iceberg Methodology” to ensure consistent and scalable service delivery:- Above the Surface: Design ideal customer journeys by identifying pain points, friction, and opportunities to delight.
- Below the Surface: Build a robust framework of standards, processes, and systems to ensure seamless execution.
- A smart work order system automates tasks like gym bookings and maintenance requests, ensuring smooth and intuitive customer experiences.
- Digital databases empower property managers with instant access to critical property and service information.
- Ongoing training programs ensure service personnel deliver at consistently high standards.
A Journey of Constant Refinement
On October 24, CBi China Bridge partnered with Poly Property to unveil the revamped “Oriental Courtesy” service system and celebrate the launch of the Poly Luxury Service Academy at the Global Luxury Lifestyle Summit.
As CBi China Bridge’s founder Cathy Huang remarked:
“At the core of luxury service is the fulfillment of human needs. Exceptional service is a journey of constant iteration and improvement.”
