Creating Perceptible Surprises: Decoding the Deep Operational Strategies of OCT Commercial Management

Looking across China’s commercial landscape, ambitious players are racing to pursue their dreams, riding waves of continuous innovation. Notably, OCT Commercial Management, established merely two years ago, has deeply rooted itself in decades of rich cultural and tourism heritage, cultivating a business track dedicated to culturally themed commercial ventures and focusing on enhancing commercial quality to unlock strong internal momentum.Recently, the company has made another strategic move by launching the “ONE MORE” commercial operations service brand and the “Huanxianghui” exclusive membership benefits platform, further demonstrating its determination to deepen the connotation of commercial operations and broaden the scope of its services.

Hard work pays off. In the latest “2024 Top 100 Retail Real Estate Enterprises by Comprehensive Strength” ranking released by Winshang.com, OCT Commercial Management secured an impressive 27th place. This remarkable performance vividly illustrates and strongly validates the significant enhancement of its commercial operations “soft power.”As industry observers, we are inspired by OCT Commercial Management’s proactive development and look forward with anticipation to seeing how it continues to strategically advance, step by step, in reshaping commercial service agility and setting new trends in cultural and tourism-themed commerce.

Aligning service “granularity” to build a distinctive commercial “deep service” system.In today’s consumer market, customers’ expectations for service quality are steadily rising, and their attention to service details has become increasingly acute. For commercial operators, it is crucial to recognize that only by meticulously focusing on and optimizing every “small particle” of service can they truly win consumers’ favor.In response, OCT Commercial Management officially launched its “All in One” business philosophy this year. Centered on people, it integrates six key commercial elements—culture, tourism, commerce, leisure, entertainment, and ecological experience—upgrading operational service quality across the board. Its “Satisfaction + Surprise” service philosophy emphasizes that while customers enjoy high-standard services, they also receive unexpected delights.

Over the past two years of exploratory practice, OCT Commercial Management has deeply tapped into service potential, gradually forming a “deep service” system with distinctive OCT characteristics. On one hand, the company systematically reviews, optimizes, and enhances every service detail across its commercial projects. These improvements and insights are consolidated into a structured set of commercial service guidelines, creating a unified benchmark that aligns the service “granularity” across all projects and drives the systematic construction of operational service systems.On the other hand, OCT Commercial Management promotes personalized commercial service. On its second anniversary, the company launched the “ONE MORE” commercial operations service brand, focusing on four core friendly scenarios: “O!Beauty” for female-friendly services, “O!Lovely” for family-friendly experiences, “O!Paw” for pet-friendly engagement, and “O!Style” for community-friendly interactions. This initiative continuously expands consumers’ “surprise experiences” and elevates satisfaction with commercial service details.

In fact, over the past two years, we have observed that across OCT Commercial Management’s projects, continuous explorations in areas such as pet-friendly, family-friendly, and community-friendly services have gradually accumulated valuable experience. The collective wisdom of the management team has been fully leveraged, aiming to comprehensively elevate the overall operational standards of the company.Regarding family-friendly services, OCT’s commercial projects have emerged as popular destinations for urban families with children. They deeply understand and cater to the core needs of parents: “peace of mind for adults, joy for kids.” Through a series of thoughtful designs, these projects provide holistic services for family visitors. For instance, some projects have introduced child-friendly touchpoints in key areas such as customer service centers, optimized mother-and-baby room facilities, and created safe play zones for children with lightweight play equipment. Notable examples include the non-powered children’s playground at Qianhai Happy Harbor in Shenzhen and the “Floating Forest” at Happy Times OCT PARK, which offer safe and engaging spaces for children to play.

Additionally, OCT Commercial Management has curated a rich array of family-oriented activities. Shenzhen Happy Coast has consecutively hosted the Bàng! Children’s Art Festival for four years, while OCT Creative Cultural Park presents the O!SUMMER series of cultural and artistic summer programs. Leveraging cultural and tourism resources, the company also organizes specialized educational programs, such as science education at the Ocean Dream Museum and field-study courses at wetland parks. This summer, Shunde Happy Coast PLUS in Foshan held over ten themed educational sessions covering culinary culture, dragon boat activities, and traditional handicrafts, allowing children to deeply experience the charm of both gastronomy and heritage culture.

Building and Upgrading Pet-Friendly Commercial Spaces.In recent years, the pet economy has developed rapidly. According to the latest data from the 2025 China Pet Industry White Paper, the scale of pet consumption in 2024 reached 300.2 billion RMB. With the continued growth of urban pet populations and increasing pet owner spending, the demand for commercial spaces offering pet-friendly services has become ever more urgent.OCT’s commercial projects generally feature low density, abundant outdoor spaces, and close-to-nature environments, giving them an inherent advantage in creating pet-friendly commercial experiences. Over the past year, we have observed that OCT’s “pet-friendly” index has steadily risen, from meticulous attention to pet service hardware to the thoughtful design of human-pet interaction scenarios.

Shunde Happy Coast PLUS, a flagship example of OCT’s pet-friendly initiatives, not only regularly hosts pet-themed events that build emotional bridges between pets and their owners but also introduced the Greater Bay Area’s first Ferris wheel-view pet café. By linking over 30 pet-friendly merchants, it creates a one-stop recreational experience for pets, deeply embedding the pet-friendly concept in visitors’ minds.Other projects, including Shunde Happy Coast PLUS, Shenzhen Happy Coast, and Shenzhen Happy Times OCT PARK, have implemented Pet-Friendly Charters, providing clear guidelines for visitors with pets, and offering amenities such as pet rest areas, drinking stations, and play facilities in public spaces. Pet service vendors have also been introduced to refine pet-friendly services.Moreover, OCT Commercial Management encourages partner merchants to integrate the pet-friendly concept into broader lifestyle scenarios. By hosting events such as the Nature Dreamer Pet Art Festival, pet markets, and pet welfare activities, the company not only enriches the meaning of pet-friendliness but also enhances human-pet interaction and creates new, delightful experiences.

In-Depth Practice of Community-Friendly Operations.In terms of community-friendly initiatives, OCT Commercial Management acts not only as an organizer but also as a driving force.Leveraging its integrated advantages in culture, tourism, and entertainment, OCT Commercial Management has developed the Happy Coast series of cultural-tourism commercial complexes.Faced with the challenges of increasingly specialized and verticalized community groups, OCT Commercial Management focuses on its strengths and begins from meeting community needs. Through a variety of events, it brings together consumers with shared interests, ensuring that every participant can find a sense of belonging and recognition.For example, in Shenzhen’s OCT headquarters urban area (OCT Tourism Resort), targeting urban art and culture enthusiasts, city white-collar workers, and local residents, OCT Commercial Management explores community activities in art, design, music, creative culture, sports, and pet engagement, thereby enriching and strengthening the commercial cohesion of the neighborhood.

Shenzhen Happy Coast has developed an “anime street” district, attracting anime community enthusiasts to gather. Shenzhen Qianhai Happy Harbor integrates sports and leisure spaces, hosting multiple consecutive events such as sailing regattas, Lululemon Summer Challenge, Ferris wheel aerial yoga, and coastal cycling, creating a vibrant sports and leisure community culture.Over the past five years, Foshan Shunde Happy Coast PLUS has continuously refined its operational service details, carefully considering and meeting the needs of various community groups. During holidays, it regularly sets up family activity zones, motorcycle enthusiast gathering areas, and organizes themed experiential learning activities, striving to create a truly community-friendly commercial environment.In addition, OCT Commercial Management has conducted a comprehensive review of the services needed by female consumers in commercial spaces, reorganizing service details and implementing corresponding quality improvement plans tailored to this demographic.

It is reported that OCT Commercial Management will fully implement the “ONE MORE” service philosophy nationwide next year, launching a series of surprise manuals and establishing a closed-loop internal learning mechanism, ensuring that quality upgrades are applied to every corner of each project across the country. In this process, the connotation of “ONE MORE” commercial operation services will be continuously refined and extended. Through countless incremental improvements, it will ultimately achieve a qualitative leap in commercial service excellence.As a deep practitioner of service enhancement strategy, Shunde Happy Coast PLUS, since its opening in September 2019, has attracted a total footfall of over 60 million visitors. In 2024, the project continues to innovate, collaborating with merchants to launch the brand-new “Super Player Card,” a one-stop pre-paid pass for unlimited experiences, elevating service precision and further strengthening operational capabilities.

Thanks to its outstanding operational performance, the Shunde Happy Coast PLUS project team has successfully been shortlisted among the “Top 100 Outstanding Shopping Center Operations Teams in China 2024.” Meanwhile, Shenzhen Qianhai Happy Harbor collaborated this year with Tencent’s top IP “Light and Night Love” to create the “Midsummer Romance Project,” sparking citywide discussion. The project recorded an impressive daily average footfall exceeding 110,000 visitors per month (up to 160,000 on holidays, source: Winshang Big Data), earning a spot on the “Top 100 Most Popular Shopping Centers in China 2024” list.These honors not only recognize the quality of service at OCT Commercial Management but also affirm its continuous innovation and relentless efforts to elevate service standards.

Leveraging the Integration of Culture, Tourism, and Commerce to Enhance the “Breadth” of Precise Commercial Operations.In response to today’s consumer demand for increasingly refined and personalized services, property management companies must not only focus on elevating the quality of offline services but also strategically develop online service channels to further expand the “breadth” of commercial operations. The unique cultural and tourism resources possessed by OCT Commercial Management—resources “that others do not have”—serve as a key differentiator from other shopping centers.How can these integrated cultural-tourism-commercial advantages be maximized to create favorable conditions for performance growth? This year, OCT Commercial Management has placed a strong emphasis on its member service platform, Huan Xiang Hui (Joyful Club), marking another significant milestone in exploring the “All in One” business philosophy. Leveraging the new unified member platform, Huan Xiang Hui, OCT Commercial Management has digitally connected all its projects, achieving seamless member access, unified accounts, data integration, and coordinated marketing—effectively serving as a bridge between members and merchants, providing strong operational support for its commercial projects.

By building a comprehensive membership service ecosystem, Huan Xiang Hui has become the exclusive platform for OCT Commercial Management’s member benefits. Over the past year, projects under the OCT portfolio have organized over a hundred activities through the platform, launching a wide range of vouchers and promotional products across all business categories, creating a high-quality service circle encompassing dining, entertainment, family, and cultural experiences.

For instance, during the 9th OCT Phoenix Flower Carnival, the Huan Xiang Hui platform introduced themed check-in activities that effectively connected multiple commercial projects, encouraging members to visit different sites. The themed voucher packages for various business formats achieved outstanding results. Shenzhen Happy Time OCT PARK, for example, launched the “Upward Life Experience Voucher Package,” which brought together products from lifestyle and beauty merchants. The package sold out rapidly upon release, effectively driving cross-traffic among participating merchants.

At the same time, OCT Commercial Management leverages Huan Xiang Hui to connect with cultural offerings across the OCT Group, exploring a commercial + cultural synergy model. For example, the platform collaborated with the Shenzhen Coastal Art Center to promote the English-language original production of The Phantom of the Opera. Through multiple dimensions—including dining, ticketing, theater discounts, behind-the-scenes content, and member salon events—cross-industry cooperation was carried out to offer members a brand-new arts and culture experience.By tapping into the broader cultural-tourism ecosystem, OCT creates new commercial surprises. As a key online application of the “All in One” business philosophy, the Huan Xiang Hui platform not only deepens member services but also leverages the extensive culture-tourism-business ecosystem, providing members with a rich variety of points redemption scenarios. Through cultural-tourism-enabled commercial operations, OCT maximizes the unique advantages of its commercial projects.

On the Huan Xiang Hui platform, members can enjoy the principle of “one project consumption, multiple project benefits,” making every purchase more valuable. For instance, members of Foshan Shunde Happy Coast PLUS can redeem their points for tickets to the water show at Shenzhen Happy Coast, Ferris wheel tickets at Shenzhen Qianhai Happy Harbor, or free trial courses at the OCT Golf Club—highlighting unique culture-tourism experiences. Members can also participate in exclusive activities organized by partner merchants, such as metaverse experiences or intangible cultural heritage DIY workshops. Points can further be exchanged for cross-industry resources, including Meituan power bank rental time and Sam’s Club stored-value cards.

Moreover, Huan Xiang Bei (membership points) will link with even more internal and external resources, achieving a seamless “Huan Xiang Bei” experience. Members will be able to use a single identity to enjoy a full range of benefits spanning entertainment, dining, family activities, and convenient transportation—covering all aspects of life. This approach further expands the “breadth” of OCT Commercial Management’s operational services, allowing members to not only enjoy the commercial attractions but also experience comprehensive convenience and an integrated culture-tourism-entertainment offering provided by OCT.

Entering the era of mature commercial properties, business competition has become a dual contest of intelligence and capability. In this smoke-free battlefield, property management companies aiming to stand out must not only possess keen market insight but also cultivate profound “internal strengths” to support sustained and steady growth.From an industry perspective, every step of exploration and experimentation undertaken by OCT Commercial Management is not merely a reflection of its own capabilities—it also serves as a powerful driver and guide for the future development of the entire culture-tourism-commercial sector.Looking ahead, as OCT Commercial continues its pursuit of the “Satisfaction + Surprise” philosophy, both the depth and breadth of its initiatives are still expanding, making its future endeavors highly anticipated. There is every reason to believe that by continuously consolidating its operational “internal strengths,” OCT Commercial Management will continue to lead the culture-tourism-commercial track, delivering ever more surprises and memorable experiences for consumers.