Personal understanding of commercial real estate and cultural tourism real estate is refined.

Personal understanding of commercial real estate and cultural tourism real estate is refined.

Understanding of commercial real estate

With the acceleration of urbanization, the modernization of urban commerce is closely linked with commercial real estate. If a commercial project wants to operate successfully, it will undoubtedly involve many aspects of work. From market research, business planning and architectural planning in the early stage to investment promotion, sales and business operation management in the later stage, every job needs professional investment.

Commercial real estate is a comprehensive industry with triple characteristics of real estate, commerce and investment. It has the characteristics of real estate, commerce and investment. It is different from pure investment and commerce, and also different from other traditional real estate industries.

First, the concept of commercial real estate:

Broadly speaking, it is a kind of real estate used for various retail, wholesale, catering, entertainment, fitness, leisure and other business purposes, which is different from ordinary real estate such as houses, apartments and villas in business model, function and use.

Second, the current classification of commercial real estate:

According to the business forms in the industry, it can be divided into commercial squares, commercial streets, shopping centers, large shops, shopping centers, pedestrian streets, commercial squares, professional markets, community businesses and so on.

According to the investment value, it can be divided into "urban shops", "professional street shops", "community shops" and "bottom residential shops".

According to the development form, it can be divided into commercial street shops, community shops, shopping centers, department stores, leisure squares, pedestrian streets, professional markets and so on.

Third, the business model of commercial real estate:

Commercial project operation: Because the suburbanization of urban residence is not common in China and the popularity of family cars is not high, large shopping centers are generally selected in the downtown business district because of the prosperous business, good consumption capacity, convenient transportation and large passenger flow. For example, Chunxi Road in Chengdu, Jie Fangbei in Chongqing, Wangfujing in Beijing and Chenghuang Temple in Shanghai. It is not impossible to operate commercial real estate in a poor location. As long as the target consumers are positioned accurately, bulk commerce and theme commerce can also be used as trading options. For example, South China Mall in Shenzhen.

The market positioning of the project must be well planned. The development of modern commercial real estate on the surface, the market positioning of commercial projects is more important than the choice of lots in a sense. ? Careful investigation, clear judgment, macro planning and decisive decision-making are all important elements of positioning. Grasp the pulse of the market, determine different types of business models, create maximum differentiation and lead the market.

1, location.

The positioning of commercial real estate is inseparable from that of commercial real estate. The site selection principle of commercial real estate is "quasi". There is a famous saying about the location of large shopping centers: "The first condition for success is location, and the second condition is location."

Three conditions for shopping location:

Geographical location can represent the new trend of urban commerce;

Must have a considerable number of middle and high income consumer groups;

Convenient transportation and parking.

2. Business is preferred.

Many people say that "commercial real estate is half commercial and half real estate." Personally, although commercial real estate is a kind of real estate, it is a business place after all, so the core is business. So we must grasp the connection between real estate and business.

Investigate the market clearly. What business does this place need? What format do you need? How to allocate the format? How big is the consumption volume? What is the regional consumption capacity? Through business research, business planning and design, architectural planning and design, marketing planning, advertising planning and reasonable sequencing. In the process of marketing planning, we should also follow the principle of "commercial priority".

? 3. Reverse promotion of planning thinking.

In marketing promotion, we should take consumers as the center and increase efforts in the last link of consumption. Because only commercial places that meet the needs of consumers as much as possible can business be hot.

? Management comes first.

Whether investors or operators, I believe anyone who cares about commercial real estate and intends to create economic income through such project investment. Therefore, it is necessary to show the sales management in the sales stage (similar to the "model room" and "demonstration area" of residential sales), which is a management mode for customers to feel the business behavior in advance and enhance their confidence in the business prospects of commercial real estate.

? Anti-housing planning thinking.

Commercial real estate planning is based on the identity of "business" and always considers and solves problems from the perspective of "business". Whether it is strategic formulation or tactical implementation, we must strictly abide by commercial principles.

Anti-residential planning principles run through many links of commercial real estate planning, from strategic thinking, image positioning, case naming,? Logo formulation, graphic expression, marketing promotion form, promotion channels, store environment and even the image of sales staff are obviously different from residential planning, so commercial real estate planning should always pay attention to the word "business"!

? Activity-oriented

The promotion of commercial real estate should focus on the organization of commercial activities. While focusing on organizing large-scale commercial activities, the print media should be used for proper publicity and reporting to increase the visibility and momentum of the activities.

Commercial activities should focus on the word "business", fully enhance the commercial atmosphere in the early stage of the project, and show the maturity and working mode of the commercial operation and management of the project through a series of preliminary activities. Increase the business atmosphere of the whole business and enhance the confidence of investors, operators and consumers in business. Activities must be completed by planners, merchants and commercial operating companies. The activity-oriented principle is the focus of business planning, and it is also a link that should invest a lot of manpower and material resources, and should be given enough attention.

? Strategic coordination

The operation of commercial real estate is a huge management system, involving considerable manpower, material resources and financial resources, which is beyond the reach of residential operation. Let's not talk about other aspects of commercial real estate operation here. The amount of work required to market and plan a job is quite amazing. Therefore, the planning team is required to have a high ideological level and look at each specific work with a strategic and overall perspective. All work should be coordinated and unified, everyone's thoughts should be unified, and sometimes the frequency of work should be unified.

Under the guidance of strategic thinking, all members must advance at the same speed, and the strategic goal is the same direction for all. Qi Xin makes concerted efforts and sincere cooperation, always focusing on the overall situation, creating an indestructible "general reserve team" and realizing the best manpower combination for commercial real estate planning.

Second, commercial real estate investment ideas:

Inviting investment for commercial projects is a systematic, long-term and arduous systematic project. The success of commercial real estate can not be separated from the successful systematic investment promotion means. Without effective means of attracting investment and establishing long-term effective brand alliance and communication channels with merchants, it will directly lead to the failure of the whole commercial property management.

1. Maintain the operating proportion of the project.

The proportion of retail, catering and entertainment in commercial projects is 52: 18: 30, which is the golden proportion of commercial project management. This ratio is especially suitable for Shopping Mall, a super-large comprehensive shopping mall. Investment promotion should pay attention to maintaining and managing this operating ratio. (Of course, this ratio is not absolute. For example, Jiazheng Square in Tianhe, Guangzhou, and Hongqiao Shopping Park in Shanghai all attract investment according to this ratio.

2. Maintain the unified theme image and brand image of the project.

Although the large-scale commercial theme project is a multi-format business organization model, it is not a hodgepodge, but a brand image enterprise with clear business theme and great creativity. For example, Zhuhai Changlong

3. The functions and forms of the same industry are different and different industries complement each other.

The difference in the same industry is that the market has a certain tolerance and cannot blindly recruit stores of the same category.

Cross-industry complementarity is to satisfy customers' choice of consumption, let customers experience physical and mental changes and improve their interest in consumption. For example, department stores and supermarkets complement each other, and retail and catering complement each other. Successful cases in this regard include Pacific Place in Hong Kong and Tianhe City Plaza in Guangzhou.

4, the principle of management mode selection.

There are basically three modes of operation of commercial projects: self-employment, joint venture and leasing. The core head office has experienced some or all of its own business; Secondly, it can enhance the confidence of other businesses to cooperate with them, and once again increase the commission or rental income of non-main stores. For non-main stores, try to focus on joint ventures, supplemented by leasing.

5, the principle of investment order

The principle that the core head office goes first and the auxiliary points follow; The principle of giving priority to retail shopping projects, supplemented by supporting auxiliary projects.

6, the core main store investment layout principle

The core head office is suitable to be placed at the end of the commercial axis (or linear pedestrian street), but not in the middle to achieve the effect of organizing people flow.

7, the principle of giving priority to special merchants.

"Characteristic management, from point to area" is the operating characteristic of Shopping Mall, a super-large comprehensive shopping center with characteristic commercial projects. Special merchants refer to business units with high cultural, artistic and scientific content. Giving them preferential policies and inviting them in can enhance the cultural atmosphere and activate the atmosphere of shopping centers. For example, Shenzhen Overseas Chinese Town Shopping Center invited 300 inkstone houses to show the inkstone culture in China. Of course, the business scope of special merchants is consistent with the business theme and brand image of shopping centers.

8. The principle of releasing water for fish farming is adopted in lease operation. It can be understood as "become popular first, then do business."

Shopping centers have long-term characteristics. Adopt reasonable rent and high-quality service, let the shopping center heat up, adjust the rent steadily, and grow together with the merchants.

9, unified investment management should fully reflect and emphasize the unified service for merchants.

10, complete information system and convenient service.

Convenience is different: management, financial accounting, marketing, business decision-making, settlement, consumption and so on.

Third, commercial project management.

At present, the division of labor between management and operation of commercial properties in China is not clear, and management is easy to be ignored, and it is easy to appear in the early stage of hot sale and lease. However, it won't be long before people leave the building and run in a bleak way.

1, how to operate.

The focus is on project management and promotion, including the management of the project management division, the overall image publicity, the organization of holiday promotion activities, the quality supervision of merchants' operation, and the transfer of merchants' rent withdrawal. We should recruit professional management talents, set up our own enterprise management company, and be busy with other flexible ways to regularize project management.

2. The basic concept of enterprise project management.

The project should have accurate positioning: target group positioning, theme positioning, shopping mall positioning, business positioning, business projects, planning and layout design, etc.

? How to attract people after the opening of this shopping mall (effective promotion is needed)

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? How to keep people in shopping malls (scientific people-oriented design and effective guiding measures)

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? How to increase people's time in shopping malls (scientific shopping mall planning)

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? How to guide and stimulate consumers' desire to buy through effective measures (effective promotion measures to create a shopping atmosphere)

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? How to maintain the continuous attraction and competitiveness of shopping malls (long-term and effective maintenance of unified theme image and brand image, attractive and reasonable product mix, business planning, regular promotion, excellent management, etc.). )

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Step 3 promote

Promotion methods and activities can be diversified, jointly operated with merchants, and attract consumers with certain advertisements (by means of holidays).

4. Do a good job in management: vigorously build and maintain the image of "fashion coordinates and information coordinates" of the project for a long time, and maintain the theme image and unified brand image of the project.

5. Attracting people is the main task of commercial project managers, and people-oriented is the focus of commercial management. Cooperate with large major stores to attract more people to the maximum extent.

6. Be fully prepared to meet the three important periods after the opening of the project.

Generally speaking, there are generally three important stages after the opening of commercial projects: the first three months, half a year and one year. In these three periods, managers should be fully prepared to deal with emergencies.

7. In the long run, the project manager should consider the cost.

Summary: To sum up, the core issues of commercial real estate are not only site selection and accurate project positioning, but also experience management and investment promotion.

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Cognition and Understanding of Lv Wen Real Estate

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First, the concept of cultural tourism real estate

Literally, Lv Wen real estate is "culture+tourism+real estate", and its essence and core is "cultural tourism" rather than "real estate". Lv Wen real estate contains the concept of regional management, which is a new model of the real estate industry, a compound real estate industry with great development potential, and a new transformation and market demand of the real estate industry.

The significance of Lv Wen's real estate development lies not only in meeting the market demand, but also in judging the competitiveness by combing the city status and superior resources. More importantly, it is necessary to unite people and gather people's hearts. Connect people together and create a sense of identity. Culture can subtly change people's temperament and heart. The greater the popularity and passenger flow, the greater the commercial value. The significance of Lv Wen real estate is to combine all these together.

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Second, the characteristics of the cultural tourism market

In recent years, cultural tourism real estate mostly relies on characteristic towns and cultures, and relies on the concept of "town-tourism integration" to occupy a place in cultural tourism projects. For example, Zhejiang Longquan Celadon Town, Jingning She Autonomous County She Township, Hangzhou West Lake Longwu Tea Township, Lijiang Hua Fu Xueshan Town, etc. They seem to have their own characteristics, but if you dig deep into their business philosophy, you will find that most of these characteristic towns have successfully built cultural tourism projects based on the original ecological folk culture.

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Third, the current development status

1, uneven regional distribution.

China's cultural tourism real estate is mainly concentrated in areas with good natural resources, and the regional development is obviously unbalanced. Hainan, Bohai Rim and Yangtze River Delta have the most projects, accounting for 2 1%, 17% and 16% of the total national cultural tourism real estate respectively. In recent years, the cultural tourism real estate in the southwest, Guangdong, Guangxi and southeast Fujian has also developed very rapidly; The six regions account for 78% of the total number of cultural tourism real estate in China, and different regions have their own characteristics.

Hainan: The Pioneer of Lv Wen Real Estate. With its excellent climatic conditions and coastal landscape resources, Hainan is the largest and most concentrated area for the development of cultural tourism real estate in China, and its development has gradually returned to rationality in the past two years.

Southwest China: oriented by cultural tourism; The project focuses on Chengdu, Chongqing, Guiyang, Lijiang and other cities, focusing on the development and creation of cultural characteristics;

Yangtze River Delta: 5+2 consumption demand of metropolitan communities: The Yangtze River Delta region has developed economy, high level of urbanization and limited development of relatively available resources. The projects in the region mainly meet the 5+2 leisure and holiday needs of large urban communities. In addition, tourist towns with their own characteristics in the Yangtze River Delta region have developed rapidly in recent years.

Bohai Rim: Coastal vacation is developing in the direction of diversification and compounding; The Bohai Rim region meets the demand of northern tourists for holiday travel nearby. The area has rare seaside, lakeside, forest and other holiday tourism resources. At present, there are many complex business combinations in tourism real estate, such as alpine skiing, spa and city shopping.

Southeast of Guangdong, Guangxi and Fujian: a rising star; Guangdong and Guangxi have a pleasant climate, rich coastal resources, and rich natural resources such as Nanshan, lakes, seas and hot springs in eastern Fujian. At present, the three major tourism real estate projects in these two regions are Binhai, Mountain and Theme respectively, and a few lakeside, hot spring, golf and ancient town projects have broad prospects for future development.

2. Excessive dependence on natural resources

The core selling points of real estate in Lv Wen are mostly natural resources such as mountains, lakeside and seashore, which account for 13%, 29% and 24% of the total number of real estate in Lv Wen respectively, totaling 66%. With the homogenization of domestic culture in tourism real estate becoming more and more serious, the problem of insufficient customer stickiness began to appear. Therefore, in recent years, the number of projects solely relying on natural resources (seashore, lakeside and mountainous area) has shown a downward trend-78% in14 and 64% in 15.

In recent years, cultural tourism real estate, such as theme parks and cultural tourism towns, has developed well, and its dependence on sales is relatively weak. The former has the advantages of low land acquisition cost, continuous ticket revenue and fast return of supporting commercial real estate projects. The development of the latter does not require huge hardware investment. The key lies in how developers interpret and enhance the historical and cultural value of the project itself and create the uniqueness of the project in terms of format, construction and operation services. Under the trend of urbanization, there are huge market opportunities in the future.

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3. Review of Lv Wen real estate development.

? Savage growth (20 12-20 14)

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20 12-20 14 is a period of crazy development of China cultural tourism real estate, with an average of nearly 2,200 new projects each year, with an average growth rate of 83%. Some developers are crazy about enclosure under the guise of "culture" and "tourism", which leads to low-level and homogeneous projects blooming everywhere. By the end of 20 14, according to the data of the National Bureau of Statistics, there were 7,965 national cultural tourism real estate projects, of which 589 were large-scale projects for sale. The average inventory of these items on sale reached 2043 sets, and the average chemical removal rate was 12 sets/month. It took 14 years to complete the inventory.

? Turning point (20 15)

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20 15, the problems brought by the rapid development in the early stage gradually appeared: a number of projects that blindly followed the trend in the early stage and had unclear positioning were gradually eliminated by the market; However, the market stock is too high, and the whole market enters a slow-moving period, which leads to the low tide of the development of Chinese cultural tourism real estate. In 15, there were only 736 new projects in China, and the growth rate dropped sharply to 9%. It is worth noting that these 736 new projects are invested and developed by 60 1 company; On the other hand, by the end of 15, there were 5,297 enterprises developing and operating real estate projects in Lv Wen, 27 fewer than in 20 14; These figures show that the concentration of China culture and tourism real estate industry is rising, and the reshuffle of the industry is gradually starting.

? The growth rate rebounded (20 16)

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16 years, the development of China culture and tourism real estate gradually returned to rationality. 20 16 There were 1243 new projects in the first half of the year, and the growth rate rebounded. It is predicted that in the future, a group of powerful development enterprises that really insist on deeply cultivating Lv Wen real estate will become the mainstream of the industry. They can obtain projects with good resource conditions through mergers and acquisitions and cooperation, and realize large-scale and industrialized development.

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Fourth, the future trend of Lv Wen real estate

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1. The tourism market has changed from sightseeing and holiday to cultural experience.

Chinese consumers have entered the era of sojourn 3.0 in an all-round way, and the demand for comprehensive leisure, vacation, cultural experience, theme amusement, exploration and other experiences is constantly emerging, and consumers' requirements for new products are further improved.

It is predicted that in the future, eco-tours, adventure tours and in-depth tours will be more and more popular in the market, and the forms of accommodation will be more diversified. Various health spas, fitness activities, meditation places and outdoor facilities will also become more common, which will encourage travelers to embark on the journey of self-discovery by transmitting a healthy and active lifestyle.

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2. In the stock age, the marketing mode changed to the operation mode.

When real estate enters the stock era, the traditional marketing development model of "high leverage, low investment, fast turnover and return to normal cash flow" is gradually unsustainable. In particular, the development cycle of real estate in Lv Wen, from several hundred thousand square meters to even several square kilometers, generally takes more than three to five years to form the scale effect, while most projects are backward in infrastructure and imperfect in supporting facilities, and cannot be pre-sold like urban residential real estate. Lv Wen real estate should look for a new development model.

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3. Gradually return to the essence of tourism.

With the rise of online travel, timeshare and other modes, there will be more vacation modes to choose from in the future, and the consumption patterns and demands will also change accordingly. Many people are reluctant to take money to buy a holiday house. Lv Wen real estate projects in Sanya, Yunnan and other regions all suffered from slow sales and lack of popularity, which brought great financial pressure to developers. The development model of "short-term profiteering in the form of real estate" officially ended.

In the future, Lv Wen real estate will return to the essence of tourism, and there are mainly two development models. One is to maximize tourism, promote the value of real estate through tourism, and achieve good self-profit through tourism itself. For example, Wanda's Changbai Mountain International Tourism Resort and Shenzhen's East Overseas Chinese Town; The other is the tourism performance mode, which is driven by characteristic tourism, such as Song Legend and Impression West Lake series. This model focuses on how to give visitors a shocking visual enjoyment through cultural excavation, form innovation and novel methods, which requires high comprehensive ability of enterprises. For many small and medium-sized tourism real estate development enterprises, it is best to make a breakthrough in a "small but beautiful" way, spend more time on the early content innovation, just like naked heart valley, and win the pursuit of the market with taste and atmosphere.

4. The change of profit model from "single" to "diversified"?

From the initial competition of resources and scale to the competition of products and operation ability today, the corresponding profit model is gradually changing. In the past, corporate profits mainly came from real estate sales, while property management and leasing services only accounted for a small proportion in the later period. In the future, in order to obtain greater profit space and sustained and stable income, development enterprises are bound to find new profit models.

Verb (abbreviation of verb) Lv Wen real estate market demand

Behind the seemingly prosperous tourism industry, there are also various problems such as insufficient structural supply and escape sequence. Tourism products with high quality and good price are in short supply, and tourism investment is excessively concentrated in hotels and low-quality scenic spots, which leads to the lack of feelings and characteristics of the tourism industry and the lack of market attraction, thus leaving many resources vacant. At this time, Lv Wen Real Estate can fill the vacancy in time. According to statistics, the era of urban residence has really transitioned to the era of sojourning, and a large number of tourism industrial chains have emerged. The leisure and holiday products pursued by urbanites release huge market demand, and this popular sightseeing product will gradually develop into the leading lifestyle. At this time, the cultural tourism market has ushered in a period of rapid development.

Reflections on the maturity of Lv Wen real estate by intransitive verbs:

1, Lv Wen real estate dilemma-"dilemma":

It is difficult to get land nearby, but it is difficult to sell it far away;

Short-term appreciation is difficult, long-term turnover is difficult.

2. Customer characteristics of Lv Wen real estate:

There are many foreign customers and few local customers;

There is more demand for avoiding cold, but less demand for summer vacation;

There are many investment components and few holiday components;

There is more demand at both poles and less demand in the middle;

More interested in experience, less interested in sightseeing.

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Summary: Lv Wen real estate is now the most worthy of consideration:

1. Is it "tourism first" or "real estate first"?

Theoretically, it should be "tourism first", from the perspective of transforming the regional environment and supporting facilities, to enhance visibility and recognition, and to wait until the region reaches a certain maturity before real estate development. However, for highly leveraged and fast-paced housing enterprises, it is unrealistic to wait for appreciation. It is unbearable for any real estate enterprise to deposit billions or even tens of billions of funds on the project. Therefore, in reality, the housing distribution enterprises in central China will give priority to the "real estate first" model and pursue the maximum appreciation space. The first is to give customers appreciation expectations in order to quickly withdraw funds.

Lv Wen's real estate investment in the early stage is large, and it is an asset-oriented project, which must be fed back by real estate, but the premium of real estate in the later stage needs the successful operation of tourism to improve. Therefore, the long-term development of Lv Wen real estate projects tests the management ability and wisdom of real estate enterprises.

2. Lv Wen real estate success factors.

The success factors of Lv Wen real estate can be simply summarized as follows:

? Market: The real estate in Lv Wen is often located in a remote place, and the transportation and living facilities are not perfect, so consumers have obvious resistance because of the distance. Therefore, we should be prepared for the long-term development of the market.

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? Large-scale supporting facilities: Lv Wen's real estate consumption is flexible, so we should pay attention to supporting construction. Representative project: Agile Clear Water Bay. Successful cultural tourism real estate projects generally include scenic spots, golf, theme parks, hot springs, hotels and yachts. To meet the needs of accommodation, sightseeing, leisure, shopping and special experience.

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? Large resources: natural landscape resources, such as the snow-capped mountain town in Hua Fu, relying on the snow-capped mountains in Lijiang River; Grafting commercial resources and cultural tourism real estate driven by conferences, such as Boao Forum and Kunming World Expo.

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? Great connotation: the theme is distinct, the local culture is distinct, and the value taste of the project is enhanced through history and folk customs. For example, the Torch Festival of Naxi nationality and the Songkran Festival of Xishuangbanna are all grafted with national culture.

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? Large customer storage: a large number of customers, long-term storage and sales. Today, the clients of Lv Wen real estate are big clients in the whole country and even the whole world. In addition to winning local customers, more customers come from other places. Broaden channels and store customers in a sustainable way, such as bringing the old with the new.

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? Large-scale integration: In order to ensure the safety of long-term high investment, various powerful resources can be integrated and jointly developed.

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? Large-scale operation: in the long-term development, we should pay attention to the late value of Liu Yun, that is, the rental operation of real estate, the ticket and auxiliary income of tourism products, and the income of commercial supporting facilities. , but also to diversify profits and achieve long-term interests.

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? Big layout: because the development cycle is long, it will lead to the lag of investment payback period and reduce the asset turnover rate, so some short-term projects are needed to provide cash flow and short-term profits.

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