SHUI ON WORKX
The new concept of 'value office'
With the real estate brands coming into the office market, and Grade A and Super Grade A office buildings being completed, the office market enters into a red sea. Office brands are trapped in an arms race of higher buildings, wider lobbies, higher-end décor and better prices.
SHUI ON WORKX is the pioneer and leader to create the Grade A office concept in Chinese mainland. Standing out in today's competitive office environment, defining the future long-term design direction of products, and continuing to lead the industry have become SHUI ON’s primary goal.
How to envision the iterative direction of the office market? How to understand the real needs of the office’s actual users?
To explore the future of workspaces and analyze the related trends, Ylab took the form of anthropological fieldwork, interviewing a number of young people who live/have lived and worked in first-tier and new first-tier cities for many years. We developed a deep understanding of how young workers nowadays have altered sense of self identity due to changes in the social environment, leading to changes in values, changes in the understanding of the spatial meaning of work, and ultimately to changes in the demand for workspaces. Young workers no longer see themselves as mere contributors to the goals of the organization, but more importantly as achievers of the common values of the organization and themselves, and the workplace is a platform for them to realize the common values.
Ylab combined the survey data and SHUI ON's own solid industry data, analyzed and planned the iterative path of the office industry, and targeted "value office" as the future trend. As a result, SHUI ON WORKX jointly released the White Paper on Youth Ideal Workspace, which launched the new concept of "value office," proposing that workspace should not only provide physical services, but also empower business owners and employees at the same time, and incubate common values.
Ylab united industry experts and industry media to promote the new concept of "value office" on the B-side and sort out a new benchmark for China's office industry. To this end, SHUI ON WORKX launched an offline Ideal Workspace Museum to expand its influence on the C-end.
At the same time, SHUI ON jointly launched a flash-mob activity with Xiaoguo Culture Media and G Seng Dong. A group of comedians flashed into the office and used laughter to convey the concept of value office to everyone. SHUI ON launched Work X social labs across its major offices to incorporate the concept of value office into the design.
As of December 26, 2020, the concept of "value office" has been released and promoted by the white paper, with a total of 83 media exposed. The first media include LIFE WEEK Headlines, CBN Weekly, Dreams-CBN Week, Youthology, Shanghai Circle, Kaga, etc., with a reading volume of more than 200k. Since the first round of reports was issued, a total of 40 articles have been reprinted by WeChat KOLs, online media, report websites and other media, forming more than 1 million reading volume.
As of January 5, 2021, a total of 181 articles were published in the media on the theme of "The Ideal Workspace Museum." SHUI ON WORKX firstly used social media to derive UGC content, invited 60 Red Book KOLs to the scene to take photos, and formed a word-of-mouth effect.