Holiday real estate case: planning experience of large-scale holiday real estate

Holiday real estate is a new type of real estate that has gradually developed with the increase of people's leisure time, the growth of disposable wealth, the aggravation of environmental problems caused by the acceleration of urbanization and the improvement of transportation convenience. Holiday destinations with different resource types, such as seaside holiday, lakeside holiday, mountain holiday, hot spring holiday and desert holiday, are showing the trend of a hundred flowers blooming, which has triggered the upsurge of holiday real estate development.

Financial Street xunliao bay Project, Hainan Fuliwan and Huizhou Huangshadong Hot Springs Project, Country Garden Huidong Apojiao Project, Lihai Group Zhengzhou Yanming Lake Project, East Overseas Chinese Town Project, New World Haikou Meisha Project, Luneng Chengmai Yingbin Peninsula Project, CITIC Real Estate Boao Project, Guo Xin Real Estate Long Mu Bay Project, Zhang Baoquan Hainan Project and so on. It is a large-scale production of tens of billions of dollars and thousands of acres of land.

Due to the lack of pioneers in holiday real estate, there are no mature and successful cases in China, and everyone is crossing the river by feeling the stones; I have been to many world-famous resorts, such as Bali, Gold Coast, Dubai, Hawaii and so on. But they all face the same confusion: the difficulty of project positioning. Accurate project positioning is the perfect combination of product segmentation, market segmentation and customer segmentation.

Where is the development direction of large-scale holiday real estate? How to position the project?

The financial street Huizhou xunliao bay project, with a control area of 20.2 square kilometers, 7 mountains and 8 bays, 18 scenic spots and 18 kilometers of high-quality coastline, is a typical large-scale holiday real estate project developed in the region. I have the honor to participate as the mastermind of the developer "Financial Street Holdings". In the past three years, I have experienced the whole process of its project positioning, bay area planning and product planning.

First, the height determines the vision: extending the urban space and excavating the value depression.

Economics points out that there are objectively gradient differences in the economic development of a country. High gradient areas seek development through continuous innovation and outward diffusion, while middle and low gradient areas seek development through accepting diffusion or looking for opportunities to leap forward and reverse gradient.

If the economic gradient in all surrounding areas is generally high, then the low gradient areas will form a value depression! Value depression is the focus of government, talents and capital.

From Guangzhou, Shenzhen to Huizhou, and then to xunliao bay, a value gradient from high to low has been formed. Xunliao bay, as the deepest undeveloped wealth depression in the Pearl River Delta, has realized the leap-forward development of value regression and capital appreciation in the process of discovery and development.

The first reason of depression: urban space-Renping Peninsula, an important coastal industrial base in the eastern Pearl River Delta.

The "Sunshine Coast" plan put forward in the new round of planning in the Pearl River Delta has made the Pearl River Delta move from the "Pearl River era" to the "South China Sea era", and the coastal development axis of eastern Guangdong and western Guangdong will become a new bright spot in the Pearl River Delta in 2 1 century. Affected by this, Renping Peninsula, located at the first stop of the Pearl River Delta's eastward radiation, will become the main growth pole of the Pearl River Delta's industrial expansion and development in the next 20 years because of its location, land and ecological advantages, or will become a regional central city on the development axis of the eastern coastal areas of the Pearl River Delta.

The second reason for the depression: an emerging industry-Huizhou undertakes the industrial transfer of Guangzhou, Shenzhen and Dongguan by 400 billion yuan.

Shenzhen, Dongguan and Guangzhou are making great efforts to build a modern industrial system with strong competitiveness, adjust the structure to promote industrial optimization and upgrading, and some of the original industries will inevitably move out gradually, while Huizhou will accelerate the development and expansion of its economic aggregate, and industrial transfer will become a supplementary topic. The scale of industrial output value has reached about 2 trillion yuan last year, and the industrial output value that needs to be transferred will be as high as 600 billion yuan, and Huizhou, which occupies a geographical advantage, can be divided into two-thirds of the big cakes.

One or two things can be listed here: "China Shipping Shell" and its downstream industries will bring 6 billion to 10 billion yuan of investment and immeasurable industrial employees to the surrounding areas in the next five years; The development of 6 ~ 10 km coastal industrial park in Renshan Heping Sea is in full swing. There are more than 3,000 shoe-making and supporting enterprises in Huangbu and Jilong, with an output of 600 million pairs of foreign trade shoes in 2006, with a total industrial output value exceeding 654.38+0.5 billion yuan; The land reserve of more than 6 square kilometers in the coastal city industrial zone in Renshan area will become the first choice for Shenzhen's industrial transfer, and Foxconn has already taken the lead; Pinghai Gabi Industrial Logistics Zone has introduced Pinghai Power Plant Project, with an initial investment of 654.38+0.08 billion yuan. ...

Under the background of industrial transfer, we think that xunliao bay will become the back garden of surrounding industries, which is the market base for the development of large-scale holiday real estate.

The third reason of depression: tourism-Xunliao will become the leader of Huizhou to vigorously develop tourism.

Tourism has become the "basic industry" in Huizhou. Xunliao bay is a leading project for Huizhou to build an eco-leisure tourism brand. In the work report of Huizhou municipal government in 2006 and the "Eleventh Five-Year Plan" report, Xunliao was included in the plan to build a hundred-mile eco-tourism corridor.

Xunliao bay tourism market needs to be released urgently. Market research shows that the per capita consumption of tourism in Xunliao is 200 yuan/person-time? Day, less than the average level of 623.5 yuan/person in the Pearl River Delta? A third of a day. There are few tourism projects in Xunliao, and the reception level needs to be improved. Through the transformation and construction of xunliao bay, there is a great space for tourism consumption to be released.

Based on this, we found four firm "supports" of Xunliao holiday value: first, relying on the future urban development orientation of the Pearl River Delta; Second, relying on the substantial formation of the holiday class in the Pearl River Delta; Third, relying on the per capita income of major cities in the Pearl River Delta to exceed $5,000; Fourth, relying on resources, that is, Xunliao's rich tourism resources and marine resources.

Second, the scale measurement distance: 2 hours seamless docking, saving Hong Kong people's holiday circle

Xunliao bay Project is located on the east bank of Daya Bay, Huizhou City, Guangdong Province, adjacent to Hong Kong, Shenzhen and Daya Bay Economic and Technological Development Zone, facing Daya Bay Economic and Technological Development Zone across the sea in the west, and bordering Renshan Town in the north, which is within two hours' drive from Guangzhou 180 km, Shenzhen 120 km and 46 nautical miles from Hong Kong.

Don't underestimate these two hours. Two hours is the prime time for a holiday. Within 2 hours from Xunliao, it covered the most economically active and affluent areas in China.

The two-hour living circle covers about 40,000 square kilometers of land, including Guangzhou, Shenzhen, Zhuhai, Foshan, Dongguan, Zhongshan, Huizhou and other major cities in the Pearl River Delta, with a population of about 40 million, of which nearly 40% are middle-and high-income people with an annual income of more than 80,000, nearly 6,543.8+0.7 million.

The total GDP of the two-hour living circle reached 2173.4 billion yuan (data in 2006), the per capita GDP reached 44,992 yuan, and the per capita disposable income of urban residents was 18447 yuan/year, much higher than the per capita disposable income of urban areas in China 10493 yuan.

The income level has laid a material foundation for the development of leisure and holiday tourism. Research by the World Tourism Organization shows that the per capita GDP reaches 2000 US dollars, and each family can go out for a holiday once a year. The per capita GDP reaches $3,000, and each family can go out for vacation twice a year. In 2006, the per capita GDP of the Pearl River Delta exceeded $5,000, ranking first in the country. The increase of per capita disposable income has strongly promoted the demand for tourism and holiday.

Of course, the target customers of the xunliao bay project should be located in the two-hour holiday life circle, that is, the middle-and high-income classes in the province and ports. We break them down into:

The first category, tourists. For example, self-driving individual and family customers, team customers of travel agencies, individual customers and so on.

The second category is business vacationers. Middle-and high-income people in the Pearl River Delta, including Hong Kong and Macao, foreigners working in Guangdong, business meetings of enterprises, and government reception.

The third category is investment in home ownership. This kind of customer has the most spending power. At first, it was high-income people in Hong Kong, Shenzhen, Dongguan and Guangzhou (investment, vacation); In the medium term, high-income people in the region (vacation, self-occupation); In the later period, industrial workers in the region were the main ones (self-employed).

It needs to be clear that as a large-scale project with a development span of 8 to 10 years, the regional development of consumer groups should not be large and comprehensive. On the one hand, customer orientation is not clear and the publicity resources are not concentrated, on the other hand, it is easy to cause market fatigue. Therefore, it is particularly important to make a long-term plan for the direction of tourists. Identify the development areas of recent and long-term customers, determine the main "stars" lineup such as main customers, image customers and benchmark customers, and finally "extras" such as regional customers and occasional customers. As the saying goes, "build a nest to attract a phoenix", only when the phoenix is attracted first will birds, rookies and eagles flock to it.

Third, change the concept from the perspective: from product planning to industrial planning, from regional planning to urban planning.

It is obviously not enough for a huge holiday real estate project to be supported and digested by foreign customers with pure holiday demand. From the perspective of development and operation, it is unrealistic to complete the sale of houses and the operation of hotels only by building several scenic spots and several sets of entertainment facilities.

How to extend the time of holiday consumption is the core problem faced by large-scale holiday real estate development.

Large-scale holiday real estate projects must be built as an industry. By providing attractive experience content and structure, it attracts the gathering of foreign people, thus producing huge regional gathering and economic driving effect, and finally completing a transformation from regional planning to urban planning, from real estate development to tourism development.

Based on this, we provide a variety of vacation ways for the xunliao bay project. There are leisure areas, resorts, exhibition areas, entertainment areas, pedestrian streets, shopping and leisure areas and tourist towns. There are sightseeing agriculture, convention and exhibition industry, sports and entertainment industry, participatory entertainment industry, leisure business, creative industry, and we even think of gambling industry.

Let's take a look at our specific product design:

Five-star resort hotel group: at least five, providing about 3000 beds.

Boutique hotel for tourism and holiday: 10, which can provide 2500 ~ 3000 rooms.

Golf Park: par 72, 18 hole.

Yacht terminal: the total number of berths is 600 ~ 800.

Large bathing beach: it can accommodate 8000 people at the same time.

Water sports center: it can accommodate 2000 people at the same time.

Mountain and outdoor sports clubs

Jixian sports club

Special wharf for sea fishing

Cultural performance square

Coastal pedestrian walkway

Wetland ecological park

Sea tower

Sea trestle

Property-style holiday house (villa/apartment/hotel)

Enterprise club

Haohua commercial street

shopping mall

food plaza

Bar Street

nightclub ...

In fact, from the actual operation later, it is exactly the same as the original planning idea. In the past two years, xunliao bay has successively introduced a number of industrial incubation projects, such as China Motorboat World Championship F 1 operator Golden Bay Base, Golden Bay Hairun Movie Star Base, Huizhou Golden Bay Oriental Bentley Model (Star) Base, Huizhou Golden Bay (the 8th China Professional Model Selection Competition) and so on. (Note: xunliao bay Project is now named "Golden Bay")

Fourth, attitude affects success or failure: supporting first, environmental protection first, tourism first, and avoid quick success.

Supporting facilities, environment, tourism and entertainment facilities should be given priority, and housing development should be quick and quick.

The first stage is to develop high-grade holiday properties and comprehensively improve the quality and popularity of regional holidays;

The second stage is to develop a new coastal city with perfect functions, suitable for living and working, and leisure as the main tone. (Leisure here generally refers to the format that can create a leisure atmosphere, including high-taste residential communities, coastal functional blocks with emotional appeal, and pollution-free creative industrial parks. )

In the development order, follow the following two "first" principles:

First, infrastructure construction should go ahead. Second, projects that are beneficial to the overall land value and regional quality will be given priority. Such as five-star hotels, golf, tourism and entertainment facilities.

5. Light makes eternity: China's and the world's.

A resort without its own highlights is not a destination resort.

By analyzing the development history and trend characteristics of tourist resorts at home and abroad, we can see that with the rapid development of holiday tourism and the intensification of competition in tourist resorts, it is a new trend to locate the core tourist market, form its own characteristics and highlights, and meet the various needs of tourists.

Xunliao bay, with its original coastal resources, international vision of the planning and layout, and the most mature area in the Pearl River Delta, will gradually form an international holiday destination comparable to the top ten Greater Bay Area in the world, supported by five-star resort hotels, golf courses, yacht clubs and international luxury businesses.

The specific highlights of xunliao bay are as follows: product design should focus on theme, ecology, culture and participation.

Excavate characteristic culture:

From "eight bays, a godsend of white sand dikes" to "virgin land of resources";

From "characteristic landscape (seven mountains, eight bays and eighteen views)" to "legend of mountains and seas";

From "natural spawning ground of turtles" to "new marine culture";

From "Ama Temple, Xunliao Fishing Songs" to "Minnan Localization, Hakka Culture and Guangfu Culture"

Finally, it forms a rich image orientation: building the Maldives in China.

Conclusion of intransitive verbs

Based on the Pearl River Delta market, build a world-class coastal leisure resort.

Southern District-Maldives Private Area: Low-density holiday and leisure community (rich area). With sports park (27-hole golf course), yacht marina/yacht club and five-star hotel as community facilities, we will focus on developing high-end holiday properties. Focus on the development of coastal high-end hotels and commercial supporting service facilities; The second line develops a villa with mountain and sea view on the sea side; Use golf course layout to match golf villas; Planning Waterfront Yacht Villa with Existing Water System and Inner Bay.

Central area-Hawaiian style area: a new coastal leisure town. It aims to develop into a coastal town with multiple experiences and complete comprehensive facilities, focusing on the development and sales of resort hotels, apartments, villas and commercial streets.

North District-Primitive Scenic Area: Ecological Protection and Control Area. Planning characteristic holiday hotels, seascape food, saleable properties, docks and mangrove parks within the scope of land acquisition. Non-land acquisition scope, arrange industrial and residential land, ecological sightseeing land and agricultural land for controlled protection.