The rapid process of urbanization, the Internet and the fast-paced lifestyle continue to reduce the frequency of people's offline interactions, and the work that fills up the time, the commuting distance between two points and one line, the neighbors who don't say hello to the door, the friends who can only see each other for a long time, the less and less face-to-face socialization, and the mobile phone is their whole world...... We gradually lose contact with our neighborhood, and we become more passive and indifferent to people.
So, I don't know when it began, "village tour" and "nostalgia" have become high-frequency words on the Internet, and a group of people who once longed for life in the big city have now begun to catch up with the trend of "spiritual villagers": nostalgic for the familiar and relaxed life scene, so they go to the countryside to play wild cats on the dirt road, work in the fields with the locals, or catch a morning market, and talk and laugh with people in the vegetable field.
Behind such a pandemic, we gradually found that in addition to yearning for the natural and slow life at their fingertips, people are more concerned about the reappearance of fireworks and neighborhood feelings in the acquaintance society. The sense of certainty, connection, and healing that we get from the real and concrete people, things, and things around us is exactly what is most lacking in today's cities.
As advocates of "bearers of a better life", we can't help but think that in addition to providing high-quality choices in terms of living space and living environment, how to build a soft scale that can be used for intimate dialogue between neighborhoods, natural environment, and public spaces is a direction that needs to be considered urgently, which also makes us firmly transform from the perspective of a developer to the role of a city operator.
To this end, guided by the community plan of "Recruiting Friends· Beautiful Life Neighborhood Settlement", China Merchants Club creates interpersonal connections, community vitality and rich life scenes through the community, and then builds a new city of ideal life in the future where people, city, environment and industry are integrated, and everyone can feel warm and happy.
The proposal of the "Recruit Friends · Beautiful Life Neighborhood" community plan originated from some of our early explorations and practices on building a better life.
Since the establishment of China Merchants Shekou, as a pioneer in the reform and opening up of Shekou area, we have been committed to participating in the planning and construction of Shekou community. In 2014, the Shekou Community Foundation was established, and China Merchants Shekou provided support to the foundation through its own resources and influence, such as using the advantages of the site to support the holding of community public welfare activities; Collaborated with partners from all walks of life, including China Merchants Charity Foundation and Shekou Community Foundation, to jointly create a cultural, artistic and vibrant atmosphere in Shekou community.
It is precisely out of a deep understanding and recognition of a better life and the construction of communities and neighborhood relations, as well as practical participation and practice, that in 2000, China Merchants Shekou officially established the exclusive club "China Merchants Association" for customer members, and successively launched sub-brands such as Boy Scout, University for the Elderly, Youth Power Camp, as well as two community brand activities such as Family Day and Sports Season, hoping to create a beautiful life experience for all ages from multi-scene and all-dimensional life connection, build neighborhood settlements, and realize a beautiful progress from family to community and then to life circle.
In 2021, China Merchants Club further developed with in-depth access to the construction of China Merchants Shekou Membership System, and launched a one-stop customer service platform for a better life in more than 40 cities across the country, the "China Merchants Club" mini program, which not only provides a community for owners to communicate and serve, but also provides multi-dimensional community communication at multiple levels by holding various forms of community activities, such as parent-child, reading, handicrafts, sports, etc., which not only enriches the community life of owners, but also promotes exchanges and interactions between neighbors.
This is our first exploration and attempt in the community, and it is precisely because we have such practices and genes that we have a clearer goal of the community plan of "Recruiting Friends and · Beautiful Life Neighborhood Settlements", we will further deepen and layout under the system of China Merchants Club, incubate and cultivate the establishment of the organization of the owner community from the perspective of resource support and empowerment, enrich community life, connect individuals with love, form a community of values based on the identification of interests and values, and finally create a better life in the community. Build a warm neighborhood relationship.
Therefore, the community ecology we hope to build is an independent organization that everyone can participate in, equal rights, and open source, rather than a top-down relationship between service and service, management and management.
We can start from sports, art, culture, public welfare and other dimensions, turn more people's interests and hobbies into our common life, create the possibility of multi-frequency communication and interaction between individuals, and establish emotional resonance and trust in the process, so as to gain a sense of inner security and a sense of intimacy and belonging to this place, gradually restore the Chinese-style neighborhood relationship, build an old-friend "acquaintance society", and let the community develop symbiotically.
Following the principle of sustainable development, the "Recruit Friends, · Beautiful Life Neighborhood" community plan takes the construction of the community organization system as the starting point, and guides the development of the plan through the determination of concepts and values, so as to attract like-minded people.
Focusing on the brand slogan of "Beautiful Life Neighborhood Settlement", the community organization is named after "Recruiting Friends", which means recruiting, entertaining, and greeting, with the feeling of "calling friends and calling friends", and we welcome and gather a group of people with common hobbies and public welfare intentions in an open and respectful manner.
According to the characteristics of the community, we refined the words hug, smile, link and other words, and through the symbolic form corresponding to their meanings, they integrated the commonality, and finally deduced the visual symbol of the community-U-shaped arc formed by the overlapping of two hands, which not only expresses the meaning closely related to the word "community", but also represents the ecology advocated by the brand.
At present, we have set up 16 communities, divided into four theme sections: culture, parent-child, sports, and public welfare, and have successively carried out activities such as basketball, tennis, gardening, and reading clubs, which have established a certain foundation for neighbors to communicate and interact, learn and play.
At the same time, in terms of the frequency of activities, there is also a stable output, after that, we will integrate the week's event calendar every week and release it at the beginning of the week, so that everyone can get a faster and clearer understanding and participate in the activities of interest, and gradually promote the community organization and normalization of community activities.
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We hope that on this basis, more community types and richer community activities can be added, bringing in more content for all ages, daily life, creativity and new knowledge, activating the vitality of the community, establishing a unique and local community culture, creating a warm, friendly and mutually helpful community environment and neighborhood relations, and constantly expanding the possibilities of a better life.
To this end, we would like to extend an invitation to all of you who are looking forward to a better life, whether you are a neighbor who is eagerly looking forward to the future of your home, an organizer who has unlimited enthusiasm for cultural activities, or a lifestyle ...... who is interested in hobbies and wants to bring more people to play with you.
From the initial exploration to the more in-depth determination and planning, the intention of China Merchants Club's involvement in the community has always been to respond to the needs of "people", so in terms of action, we will adhere to the "people"-oriented values and methodology to help and promote the long-term development of individuals and communities.
Finally, we would also like to say that in addition to recovering the intimate and pure emotions between people, enriching and extending their own spiritual world, the most valuable part of the community is to plant a tree and become a whole village to water together, which is behind the consistency of common goals and values, and the community spirit of willing to support and help each other. (Source: China Merchants Shekou Chengdu Company)