Who can tell me the exact location of tourism real estate?

What is the precise positioning of tourism real estate?

Text/Pan Yingbin 2008.5. 18

10 years ago, when we mentioned tourism real estate, the market and developers told us that "this is just the concept of changing the way to buy a house", and we laughed it off. Because people from all ages know that market facts and scientific theories will tell us the truth.

Today, after several years of efforts by dozens of experts with Jing Wei, Wang Xiang and Qin Wei as the core, this theoretical manual was finally born. I hope we have occupied the peak of an industry.

So, let's agree with some early concepts of "tourism real estate".

Real estate has become real estate, and land ranks first. A large amount of land is reserved first, and then real estate development. After experiencing complex real estate to concept real estate, tourism real estate has entered diversified real estate series, which is the leading sign of new real estate.

A single real estate marketing model has become a whole marketing model. Before setting, we must first find the right position and put forward ideas, and then carry out marketing in the whole process of the whole project (planning, design, construction, sales, after-sales service, etc.) around this creative selling point and the needs of consumers. ). This requires localization.

This "technique" is to inject "soul" into tourism real estate.

Jingwei, the theoretical advocate of tourism real estate, told us that we should subvert the "lot theory".

The famous saying of real estate is "lot, lot or lot"-only lot theory, tourism real estate is to create lots, that is, location positioning, that is, the points selected on the land-highlights, key points and hot spots. These "three points" are not necessarily in geographical coordinates, but the demand points of "everyone has something in his heart and nothing in his pen" are searched out. Genting Casino in Malaysia is a successful example. The international "mall" model has been changing the "location-only theory". "Shouguang International Vegetable Festival" and "Hunan Huaihua International Rice Expo" are all artificial demand points.

Regarding the operation of tourism real estate, Mr. Jingwei has always stressed that it is not the real estate operator, but the real estate operator. Then this selling point is to find out the "demand point" in the consumer group, run through a brand-new concept, and then guide this "demand point" to become a hot spot for purchase.

Now the functional orientation of real estate development has reached "four dimensions", namely: time+space, closure+communication, mobility+stillness, tangible+infinity.

Instead, it is a variety of electronic, functional, networking, digital, imaging and other residential competition. The development of this community is not the credit of real estate developers, but the result of high technology in the times, which is the change of people's buying behavior caused by high technology. Developers who place trust in this aspect, once the demand of consumer groups is misplaced, the output will drop sharply.

We usually call "food, shelter, play and shopping" the "four knives" on which tourism real estate relies for profit. General developers believe that as long as these four problems are solved, other problems will be solved. Actually, this is the biggest misunderstanding. Just like a person who has all the functions but no soul, this person has no reason to exist. Tourism real estate is the same, the "four knives" must be unified in one soul to play its great role. Therefore, tourism real estate's positioning should be based on creativity, with "soul" as the key, and everything else is just a means attached to "soul".

Tourism real estate's position is to find the only selling point.

Qin, the positioning master planned by Daqin, advocated that positioning should break through five barriers: 1. Can only accept limited information; 2. Consumers like simplicity and complexity; 3. unsafe to follow; 4. The brand impression will not change easily; 5. The original positioning is easily blurred by extension.

Tourism real estate's positioning has a similar obstacle, just changing its name to find a selling point.

In addition to the government's public welfare development and charitable development, other developments in tourism real estate are obviously utilitarian. Then, there is the 3S in the advertisement: What to sell? how much is it? Who will sell it?

Finding a selling point is the first problem, but it is not irregular.

Looking for selling points from the profound historical and cultural heritage. For example, the biggest selling point of tourism development in Liangshan County is to restore the "Liangshan, Shui Bo" water town, and then "recruit likui jy and Gui Li all over the country", which will naturally stimulate the eyeball economy. This is just an excavation of the Song Dynasty. The terracotta warriors and horses in Xi 'an can be directly excavated to the Qin Dynasty. Yan Di Mausoleum can be directly excavated to the beginning of mankind. China's 5,000-year history and culture contains numerous selling points. Any place, that is, the "point" on the surface of the earth, will be satisfied as long as you have the heart to find it.

Find a selling point from the future development space. After China's entry into WTO, the world economy and brands are integrated, and the house type, taste and layout of real estate are internationalized. Therefore, finding a selling point is not only based on regionality and closeness, but also based on potential customer traffic groups. Although the property is immovable, the people who buy it are movable. For example, when we are an "international tourism property supermarket" in Guilin, we mainly consider foreign customers, with emphasis on customers from Hong Kong, Shenzhen and Macao and some foreigners. Because of its superior terrain, it is not an advantage for local people. Guilin's landscape is the best in the world, and famous mountains, places of interest, houses and celebrities mainly affect foreigners. Like former US President Richard? Nixon said that leaders must be able to see things beyond immediate interests that ordinary people can't see. They need to stand on the top of the mountain and look into the distance.

Looking for selling points from personalized development. No city has the same development, and no flower is absolutely the same. Tourism real estate is also personalized and diversified. Such as Sanshan, Wuyue, Badaling Great Wall, Pingyao Ancient City and other major domestic scenic spots have their own unique personalities. In addition to expanding these existing tourism brands, enterprises should also pay attention to developing potential personalities. If the underground is a treasure, how do you mine it? Open pit mining? Inclined shaft mining method? Shaft mining? It's just different methods. How to shape your personality depends not only on your eye-catching kung fu, but also on your eye-catching kung fu.

Find a selling point through advanced reasoning. When planning tourism real estate, we should also emphasize the 3A principles: advance, originality and practicality. For example, to develop a tourism project, after doing a lot of investigation and historical inference, we must draw the conclusion "What is it?" "What should it be?" Then zoom in around this point and set it at least 5 years in advance or 10 year to avoid the phenomenon of "no Buddha in Foshan" and "Lake in Wuhu".

Establish a selling point with subculture. Subculture is not an orthodox culture, it is a number of smaller branches contained in each culture, called subculture. Sub-culture includes many factors such as nationality, religion, race and region, and sometimes its influence is greater than culture itself. For example, many people, especially those in Southeast Asia, believe that "Feng Shui" will bring them good luck, and some businesses are more optimistic about the "Feng Shui" theory. Often the planner speaks 10 sentence, which is not as good as the master of the Book of Changes. Sometimes the success or failure of a project lies in the final decision of the I ching master. We call this phenomenon "potential spiritual motivation". Often from the front, from the culture itself can not find a selling point, through this "potential spiritual motivation" inspiration, will soon be inspired.

Teacher Qin also told us that one difference between tourism real estate's planning and general planning is the inverted 2:8 rule. That is, 50% of tourism real estate's success lies in its topography and strategic positioning, 30% in its planning and design, and 20% in its sales execution. In other words, 80% of the first two are realized by 20% of the latter, so it is called the inverted 2:8 rule.

This has also caused the following problems:

◎ Mentally 2:8. That is, 80% of our creativity, strategic positioning, planning and design should be placed on 20% of sales execution. If you follow the normal 2:8 rule, 80% of the planning points are not focused on 20% of the sales execution, then 80% of your real estate may not be sold.

Beyond the inversion of time and space 2:8. Tourism real estate is not a scenic spot, but mainly solves the problem of selling "land" and "house". The speed of input and output directly determines the major decisions of investors. Therefore, while we advocate the "rapid city management law", we also advocate the "rapid sales law in tourism real estate". 80% of the previous work was mainly spent on how to transcend time and space and concentrate on completing the last 20% of sales.

◎ 2:8 in planning and design. Different from general planning and design, tourism real estate mainly focuses on selling point design, which is a dynamic design that injects thoughts and souls, rather than a three-dimensional design. Just as the article is done to the extreme, the artistic conception naturally comes out. This requires landscape design, residential design, project design, entertainment design, architectural design and so on. Pay attention to the integration of water landscape, mountain landscape, characteristic landscape, flower landscape and pavilion landscape, and take people as the core in the trinity of "people-architecture-environment".

To dig out the most attractive selling points, we must keep in mind that the selling point design is not to sell now, but to sell in the future; Not selling close-up, but selling its planning vision. 20% now, 80% later.

The development prospect of tourism real estate is from simple to complex, from primary to advanced, from single function to multi-function.

Its regularity is like the process of urban development: simple tribes → villages and towns → initial cities → multi-functional cities → comprehensive complex big cities → more complex urban agglomerations.

Many developers can't control the development and complex science of tourism real estate because of the limitation of life, management and knowledge, which provides planners, especially professional planners, with greater development space.

Tourism real estate develops three-dimensional space: sky, ground (water surface) and underground (including mountains, sea and water). However, due to the thinking limitations of developers and operators, the first step has been taken, and the second step is at a crossroads, looking around and not knowing how to go. For example, two cities in Beijing: the first city in the world and the Chinese wine culture city, have fallen into this misunderstanding. Tourism real estate half-baked projects abound, and there are many real estate developers at the crossroads.

These are just phenomena, which essentially reflect that the main operators are not familiar with the overall control ability, or have more command ability, and lack leverage, wisdom and strength. And this kind of operator is very conceited, can't listen to other people's opinions or suggestions, and can only get deeper and deeper in the set misunderstanding.

The orientation of tourism real estate is generally based on the principle of gathering people, adapting to local conditions and guiding the situation. And gathering people is the first principle. For example, Wanfo Lake in Shucheng County, Anhui Province covers an area of 50 square kilometers and has 66 islands. Based on the development of scenic spots, investors have invested a lot in water sports, and as a result, they have invested tens of millions, but with little effect. Because there are too few tourists, there are only 65438+ 10,000 people in a water sports competition, and it will be deserted in a few days. If we can't solve the problem of gathering people, this place can only be a bottomless pit for investment.

There are many such things, and investors are not unwise, but what is lacking is the positioning of big plans and big strategies. If we change it to focus on gathering people and put the selling point on the word Buddha, 2 billion of the world's 5 billion people are related to Buddhism, and we will build a world Buddhist cultural tourism destination. At present, there are 654.38+80 million registered monks in China, and an international "Ten Thousand Buddhas Conference" is held every year. At the same time, by stimulating local economic, scientific, cultural and international tourism cooperation, it is easy to form hot spots. We guide tourists to create the concept of "three mountains, five mountains and one lake (Wanfo Lake)" from Jiuhuashan to Huangshan.

Network, money pulse naturally moves. This place soon became an inch of land. In the aspect of creating landscape, there is also a fault phenomenon: blindly transplanting foreign landscapes to keep things the same, ignoring China's national conditions and consumers' mentality, and even transplanting some unattractive foreign landscapes. The reason is that splendid china, Window of the World and Beijing World Park have all been successfully transplanted. Why can't it work?

According to the guiding principle of the concept, the first is creation, the second is reproduction, and it is not clear whether the third can create value. For example, Ningguo built a "world log cabin village", which highly integrated China's wood culture with the world log cabin culture. Although it copied the wooden house culture of various countries, it was the first to put forward the concept of "world wooden house village", which took the lead in name and had a market.

In a word, the development of tourism real estate project is not completed in imagination, it must have the following ten basic elements.

◎ Basic conditions-natural environment with tourism characteristics. To develop real estate with the help of tourism, we must first have a scenic spot or scenic spot, which must be related to ecology, leisure and other elements. And the tourism value of this scenic spot or the scenic spot itself, even the tourism brand. This is the characteristic and necessary condition of spatial characteristics and industrial nature in positioning.

◎ Infrastructure-convenient transportation and superior geographical location. The premise of tourism real estate is tourism resources, and only convenient transportation can develop tourism. To develop tourism real estate project, it is necessary to make the project have convenient traffic conditions and good geographical location, that is, accessibility.

◎ Professional conditions-in line with the tourism and holiday design scheme. To develop the tourism real estate project, there must be a project design scheme in line with tourism and holiday in the early stage. Only when the scheme comes first can the project be developed by land acquisition.

◎ Resource conditions-perfect supporting services and facilities. Tourism real estate's projects have extremely rich functional combinations and complete supporting facilities, so there are often many sub-projects to support each other and reduce risks. But generally speaking, it is composed of four parts: tourism projects, leisure and holiday projects, human settlements projects and supporting projects.

◎ Legal conditions-legal property rights procedures and time rights protection. Legal property rights procedures and time rights protection are the necessary conditions for the development of property hotel projects.

◎ Management conditions-professional property management and hotel management. Although pre-development is very important, the most important factor to ensure the operation of tourism real estate project is to have professional property management or hotel management, introduce advanced management concepts and provide project services suitable for project positioning.

◎ Financial support conditions-sound financial system and supervision and management system.

◎ Marketing conditions-professional marketing promotion system.

◎ Financial conditions-rich development experience and strength.

◎ Network conditions-perfect and convenient exchange network.

To accurately locate tourism real estate, it is necessary to understand its epoch-making role in the whole real estate project system, avoid the conflict of elements in the same region, and find and dig deeply the only element of "tourism real estate", which is the original motivation of tourism real estate's positioning.

Pan yingbin