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Commercial real estate market research department

In 2004, it was called this year's commercial real estate investment developer, which became a big craze and the most beautiful scenic property, especially the so-called large shopping malls. It is not only the second-tier provincial capital cities, but also the new industrialized cities such as Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Ningbo in the first-tier cities, and even the commercial property projects in remote places and county-level cities, as well as the central business district, central commercial street, large shopping malls and pedestrian streets.

It is true that the market research on the development of commercial real estate and basic business planning has no right to speak without investigation. Commercial real estate planning needs commercial and shopping areas. Compared with residential and office property market research or pure commercial operation, the investigation area is more flexible, more focused, wider and deeper, and the corresponding difficulty is greater. Therefore, it is necessary to study this problem specially, share with you and teach generous people.

First, the classification of market research.

Commercial real estate planning and pre-market research can be divided into the following categories according to different objectives, tasks and scales:

1, subtask: based on general survey, special research and project positioning investigation.

2. According to the task scale: a large number of comprehensive surveys, typical representative surveys, and in the case of in-depth research,

Methods: Field survey, questionnaire survey, interview and questionnaire survey.

The forms of visits by system departments focus on fast person-times and free roaming visits.

Market research preparation

No matter what kind of market research, we should make full preparations to improve work efficiency and prevent omissions.

The preparation work is generally:

Clear task-clear the purpose, nature, content, scope, form, time and quality requirements of market research;

2, team division of labor-clear team (miss) personnel composition, task division and cooperation;

Work plan-why, what, where, when, who and how, and money (5 WLHLM);

4. Warm-up-investigate the city (district) location, planning books, newspapers, websites, public information and internal materials;

5. Tools to be installed-preparation list, questionnaire survey, interview outline, company information, digital camera, camera gun;

6, check the line-the area of the object? Important traffic nodes, entrances, walking directions, exits, expected judgments, and departmental work arrangements;

Time series-Market research schedule (working days, weekends, holidays, days and nights), check long-term inspection items, and estimate batch scheduling.

Understanding and application of basic concepts

Following the basic terminology, this word is often used for market coordination and commercial real estate planning. You need to have a common definition:

, location, department, region, business center, lot, node, landmark building

This is a set of concepts of geography, planning, business and real estate network.

-Provide a place for comprehensive and long-term planning, and occupy the spatial position of economic, political and social activities in a city (region).

Plate-commonly used words in residential real estate development and sales generally refer to urban areas with relatively concentrated residential areas, mainly along major traffic routes, such as South China Plate, Luoxi Plate, Guangyuan East Plate, Industrial Avenue and Plate.

Customer base, the term of business circle-retail, is also borrowed by commercial real estate developers. It refers to the circle of business circle or commercial potential, which reaches the maximum distance radius of a shopping or consumption frequency within a certain period of time and delineates a series of circular or square areas. In short, they are distributed in the area where the preferred customers' shops or business gathering centers consume. Divisions are generally divided into core business districts (50%-80% of customers in the total consumption absorption range), streets (15%-25% of customers), and marginal or radiation areas (5%-25% of customers).

Obviously, the "business circle" has two purposes, one is used by the formal retail sector, that is, the distribution of target customers with the focus on absorbing space, and the other is the difference between popular real estate development and media borrowing, with the focus on commercial gathering areas, many of which. If necessary, we use designated areas with accurate meaning.

Business center-synonymous with planning, business functional area and popular "business circle", with four general points: city, district, community and neighborhood committee.

Lot-the streets, roads, main business districts and business centers on both sides of the traditional business center, and then it can be subdivided into many shops. This word is also often used in real estate development.

The term "Node-planning" refers to the observer's walking and focusing, the basic intersection, the intersection traffic transformation and the transformation point of architectural form, which is collected as a node from a specific function or architectural feature concentrated in important business districts (pedestrian streets), leisure squares, restaurants, cinemas, traffic squares and famous landmark buildings.

Landmark-the reference point of another kind of urban space or commercial center node. Observers generally can't enter the interior, but can only have a subjective, upward and overlooking view, such as high-rise public buildings, bell towers, top towers, billboards, peaks and so on.

Application: (1) Be familiar with clearly defined market research when using the above concepts;

(2) The concept of spatial scope is flexible. In different business activities and industries, except the shopping area of the store, the basic descending order should be determined according to the specific tasks in the field of market research.

The written report should be accurate and academic.

2. Format and industry type

Retail business term, which is used by all types of enterprises that consume retail at present.

Format storage-market segmentation, what changes have taken place to a certain type of target customers according to their purchasing level habits. There are more than 10 retail formats in China, more than 20 in Japan and more than 40 in the United States.

Industry type-refers to the type of shop used by a certain type of customers during business hours, characterized by "what to sell". The domestic retail consumer market can be subdivided into hundreds of types of industries, which is more difficult to count in developed countries.

Application: ① planning commercial real estate must be familiar with the industry classification and characteristics of business types and the basic skills of typical businessmen;

(2) Market survey must be divided into industrial forms, questionnaires, interviews, design, finding out the required categories and comparative analysis;

(3) Traditional and emerging industries, and gradually introduce different business modes, such as building materials, IT, stationery, medicine, books and other types of industries;

(4) Industry types of retail enterprises, retail formats of popular business models, such as: food street, self-service coffee shops, KTV travel agency supermarkets with popular sales, etc.

Fourth, the order of market research and inspection.

Planning and development of commercial real estate (positioning), the most common market survey, general survey, many key special surveys (divided into commercial activities, industry types and attribute types), followed by basic and specific location surveys (characteristics of similar projects, competitive projects and emerging projects), the former generally covers the latter, so it is mainly an example of the former.

Two premises: market research, on-the-spot investigation, solving the location discrimination of residential or commercial functional areas in business districts or commercial mixed areas, and subdividing them into four commercial cities, districts, communities and neighborhood areas. The real exam is mainly to confirm and understand the specific details in advance; The main surface, the position of the line, the relationship between departments, regions and points, the area on the panel and the area (the position is greater than the area) are all along the same line, which is very important for large enterprises and nodes.

Business circle, location, grade, atmosphere, traffic and flow are mainly based on the basic functions of ground observation.

Collect the types, grades, atmosphere and architectural forms of commercial industries, as well as specialty stores, convenience stores, restaurants, service shops and observation lines.

Shopping malls, supermarkets, specialty stores, new stores, large restaurants, entertainment venues, leisure squares, observe the "point".

The investigation department currently stipulates the procedures and contents of setting fines, but the survey results reflect the following contents:

(1) General proportion of industries and businesses, commodity type, quality, place of origin, brand and key businesses within the business type;

(2) Intense business trends (consistency or complementarity, same document or dislocation, excessive or insufficient, main competitive means);

(3) Characteristics of transportation and shopping consumption (age, gender, occupation, source and purpose), consumption desire and consumption level (instant customer density, number of people waiting in line at cashier's office, number of gangs, customer unit, luggage rate stay time, width of relevant consumers);

(4) Road number, length, width, floor, style, old and new degree, width of representative storefront, depth, customs clearance, wooden building facade billboards, neon lights, street lamps, roads, greening, sketches and other decorations, the distance between main functional nodes, walking in Liu Street, shopping, leisure, comfort, safety and fun;

⑤ Main roads and entrances, basic traffic for consumers, connection between bus lines and BRT lines and peripheral areas, number of parking spaces and their observability and convenience, so as to avoid interference from motor vehicles and pedestrians;

⑥ District organs, hotels, entertainment places, hospitals, culture, education, parks, tourist attractions, government agencies, focusing on the number, grades, clients, business conditions and shopping and consumption places of relevant institutions such as residential buildings;

⑦ Supply and demand of commercial properties in the region, rental individuals (price level and rent ratio trend, payment method, vacancy rate, etc. );

Under construction today, it puts forward the equality, emphasis, neighborhood reconstruction and key support objects of urban planning under the condition of large-scale commercial property.

Methods and means of market research

At this stage, we mainly adopt simple and practical methods and means:

1, field observation

Grasp the general situation of the business circle through basic methods such as naked eye observation, photography, bills, conversation, shopping and consumption experience. It is necessary, and it makes sense to observe it repeatedly at different times.

2 interview

Through individual interviews and focus groups, we have a deeper understanding of employees' local retail business, shopping areas of employees in property development and management services departments, senior executives of government departments, local residents and families, and a deeper understanding of the business areas and trends of family members of residents in different places.

3. Questionnaire survey method,

Fill in the questionnaire of street bar, telephone questionnaire, interview questionnaire and host family questionnaire for investigation and analysis.

4. Exhibitors "

Participate in trade exhibitions, corporate marketing speeches, seminars, opening ceremonies of large real estate companies and other activities, focusing on understanding the recent trends of participants and businesses, and collecting marketing materials and regional market information.