Personal Knowledge of Commercial Real Estate and Cultural Tourism Real Estate Refined

With the high-speed advancement of urbanization, the modernization of urban commerce is closely linked to commercial real estate, and a commercial project undoubtedly needs to involve a lot of aspects of work in order to be successful in its operation. From the preliminary market research, commercial planning and architectural planning, etc., to the later investment, sales and commercial operation and management, each work requires specialized input.

Commercial real estate is a comprehensive industry with the characteristics of real estate, business and investment. It has the characteristics of real estate, business and investment, which is different from pure investment and business, and different from other traditional real estate industry.

First, the concept of commercial real estate:

Broadly speaking, it is a real estate situation used for various retail, wholesale, catering, entertainment, fitness, leisure and other business purposes, and it is different from ordinary residential, apartment, villa and other real estate situations in terms of its business model, functions and uses.

Second, the current classification of commercial real estate:

? the industry's commercial form to points, can be divided into commercial plazas, commercial streets, SHOPPING MALL, large-scale stores, shopping centers, pedestrian streets, commercial plazas, professional markets, community businesses, etc.;

? in accordance with the investment value of According to the investment value, it can be divided into "urban type stores", "professional market type stores", "community stores", "residential ground floor stores The first is the "City type shop", "Professional market type shop", "Community shop", "Residential ground floor shop" etc.

? Classified according to the form of development, can be divided into commercial street stores, community stores, shopping centers, department store centers, leisure plazas, pedestrian streets, professional markets, etc..

Third, the commercial real estate business model:

The operation of commercial projects: As China's urban residential suburbanization is not yet common, the popularity of family cars is not high, so large shopping centers are generally selected in the city center business district, because of the commercial prosperity, good spending power, convenient transportation and high traffic flow. For example, Chengdu's Chunxi Road, Chongqing's Jiefangbei, Beijing's Wangfujing, Shanghai's Chenghuangmiao and so on. For the location of poor location operation of commercial real estate, is not without the possibility of success, as long as the target consumer population positioning is accurate, block business, theme business can also be used as a choice of manipulation. For example, Shenzhen's South China MALL.

Project market positioning must be well planned, the actual surface of the modern commercial real estate development, market positioning of commercial projects in a sense more important than the choice of location. Detailed research, clear judgment, macro-integration, decisive decision-making, are the essentials of positioning. Grasp the pulse of the market, determine the business model of different categories, create maximum differentiation, so as to lead the market.

1, location positioning.

The location of commercial real estate and commercial real estate positioning is inseparable. The principle of commercial real estate location in a "quasi". Now there is a famous saying in the location of large shopping centers: "The first condition for success is location, the second condition is also location."

Shopping in the location of the three conditions:

? geographic location on behalf of the city's new trends in business;

? must have a considerable number of middle- and high-income consumer groups;

? easy access to transportation, parking is convenient.

2 , commercial preferred.

There are many people say "commercial real estate is half business, half real estate." Personally, I think that although commercial real estate is a kind of real estate, but after all, it is a commercial business premises, so the core is still commercial. So in the real estate and commercial connection must be grasped.

Put the market survey clearly, this place needs what business? What kind of business is needed? How to allocate the industry? How much consumption volume? How is the regional consumption capacity? Through commercial research, commercial planning and design, architectural planning and design, marketing planning, advertising planning order reasonable operation. In the marketing planning process should also be "commercial priority" principle.

? 3, planning thinking reverse promotion.

In the marketing promotion, focusing on the consumer to start, in the final part of the consumer to increase efforts. Because only as far as possible to meet the needs of consumers business place, business may be hot.

? Management first.

Whether it is an investor or an operator, I believe that anyone who pays attention to commercial real estate and intends to invest in this kind of project to create economic income. Therefore, it is necessary to show the sales management through the sales stage (similar to the residential sales of the "model room", "demonstration area"), in advance is the customer to feel the commercial for the management mode, to enhance their confidence in the business prospects of commercial real estate.

? The first time I saw this, it was a very good time to be a part of the family.

Do commercial real estate planning in line with the identity positioning from the "business", always from the "business" point of view to consider the problem, solve the problem, whether it is strategy development, or tactical implementation, should be harshly abide by commercial principles.

The principle of anti-residential planning runs through many aspects of commercial real estate planning, from strategic thinking, image positioning, case name, logo development, plane performance, to marketing and promotion forms, promotion channels, store environment and even the image of the sales staff, everywhere shows a clear difference with the residential planning, so the commercial real estate planning to pay attention to a "! The word "business" is used in the planning of commercial real estate!

?? Activity-led

Commercial real estate promotion should focus on the organization of commercial activities, in the organization of large-scale commercial activities at the same time, the use of print media to give appropriate publicity to increase the visibility of activities and momentum.

Commercial activities should focus on the word "business" to carry out, to fully enhance the commercial atmosphere of the project in advance, and through a series of pre-project activities to show the maturity of the project's commercial operation and management and work mode. Add to the overall business atmosphere, enhance investors, operators and consumers of the business confidence. Activities must be planned by the planner, investment promotion personnel and commercial operations company in a concerted effort to cooperate with the completion of the **** together. Activity-led principle is the focus of the work of commercial planning is also should be invested in a large number of human and material resources, should be given sufficient attention.

?? Strategic coordination

Commercial real estate operation is a huge management system, involving manpower, material and financial resources are considerable, these are residential operations unattainable. Not to mention the other aspects of commercial real estate operations, only the marketing planning a work required workload is relatively amazing, so the planning team must have a very high ideological height, with a strategic vision of each specific work, the work must be coordinated and unified, everyone's thoughts must be unified, and sometimes the frequency of work should be kept uniform.

Under the guidance of strategic thinking, all members of the team must move forward at the same speed, the strategic goal is to *** with the same direction of struggle, work together, cooperate with each other, always take the big picture as the first, to create an indestructible "total reserves", to achieve the best combination of manpower for commercial real estate planning.

Two, commercial real estate investment ideas:

The investment of commercial projects is a systematic, long-term, arduous system engineering. The success of commercial real estate, inseparable from the successful system of investment means. There is no effective means of investment, can not establish a long-term effective brand alliance with the business and communication channels, will directly lead to the failure of the entire commercial property business.

1, to maintain the operating ratio of the project.

Commercial projects in retail, catering, entertainment 52:18:30, this ratio is the golden ratio of commercial projects. This ratio is particularly applicable to large-scale integrated shopping center Shopping Mall. investment should pay attention to the maintenance and management of this business ratio. (This ratio is not absolute.) For example, Guangzhou Tianhe's Zhengjia Plaza and Shanghai's Hongqiao Shopping Paradise are roughly in accordance with this ratio to investment.

2, to maintain the project's unified theme image, brand image.

Large-scale commercial theme project is a combination of multi-industry business organization model, but it is not a hodgepodge, but there is a clear business theme and great creativity of the brand image of the enterprise. For example, Zhuhai Changlong

3, the function and form of the same industry differences, different industries complement each other.

The difference between the same industry is that the market has a certain tolerance, can not blindly recruit the same category of stores.

Complementary industry is to meet the customer's right to choose to consume, and allows customers to experience changes in physical and mental, and improve consumer interest. For example, department stores, supermarkets complement each other, retail and catering complement each other. In this regard, the more successful case is Hong Kong's Pacific Place, Guangzhou's Tianhecheng Plaza and so on.

4, the choice of business principles.

Commercial projects have three basic business methods: self-operated, joint venture and lease. The core anchor store experience self-supporting part or all; secondly, it can enhance the confidence of other tenants to cooperate with them, and thirdly, it can improve the commission or rental income of non-anchor stores. For non-anchor stores as far as possible to the main franchise, supplemented by leasing.

5, the principle of investment order

Core anchor stores first, followed by the principle of auxiliary points; retail shopping projects are prioritized, supporting the principle of auxiliary projects.

6, the core anchor store investment layout principles

The core anchor store is suitable to be placed at the end of the business axis (or linear pedestrian street), should not be placed centrally in the middle, so as to play to the effect of the organization of the flow of people.

7, special tenants investment preferential principles

"Characteristic business, to point with the surface" is a commercial project, especially the mega-comprehensive shopping center Shopping Mall business characteristics. Special tenants refers to a higher cultural, artistic, scientific and technological content of the business unit, they are given preferential policies, invited to enter, can enhance the cultural atmosphere, the role of the active atmosphere of the shopping center. For example, Shenzhen Overseas Chinese Town Shopping Center invited three hundred inkstone Zhai, show China's inkstone culture. Of course, the business scope of special merchants and shopping center business theme and brand image coincide.

8, leasing operations using the principle of fish in the water. Can be understood as "first do popularity, and then do business."

Shopping centers have long-term characteristics, the use of reasonable rents and quality service, the shopping center to do hot, steady rent adjustment, and tenants grow together.

9, a unified investment "management" to fully reflect and emphasize the unity of service to the tenants.

10, with a perfect information system to provide convenient services.

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

Third, commercial project management

At this stage, China's commercial property and property management and operation of the division of labor is not clear, business management is easy to be ignored, prone to pre-sales, leasing fire, but can not hold on for long on the empty buildings, dismal operation.

1, how to operate.

Focus on the project management and promotion, including project management, overall image of the publicity, the organization of holiday promotional activities, the supervision of the quality of business tenants, merchants, rent, transfer, and so on. Should recruit professional business management personnel, set up their own business management company busy with other flexible ways to make the project's operation on the formal.

2, the basic idea of commercial project management.

The project should have precise positioning: target group positioning, thematic positioning, mall positioning, business positioning, business items, planning and layout design.

? How to attract people to the mall after opening (effective promotion activities are needed)

need-to-insert-img

? How to keep people in the mall (scientific flow-oriented design and effective guidance measures)

need-to-insert-img

? How to increase the time people stay in the mall (scientific mall planning)

need-to-insert-img

? How to guide and stimulate consumers' purchasing desire through effective measures (effective promotional measures, the creation of shopping atmosphere environment)

need-to-insert-img

? How to maintain the continued attractiveness and competitiveness of the mall (long-term effective maintenance of the mall's unified theme image and brand image, attractive and reasonable combination of goods, business planning, regular promotions, excellent business management, etc.)

need-to-insert-img

3, promotion

Promotion

The promotion of the way and the activities can be diversified with the The promotional methods and activities can be diversified, with merchants co-organized, with a certain advertising (with the help of holidays) to attract consumers.

4, do a good job of management: strong build and long maintain the project's "fashion coordinates, information coordinates" image, maintain the project's theme image and unified brand image.

5, the flow of people attracted to the commercial project managers is the main task, people-oriented management is the focus of the work of management. Linkage with large-scale anchor stores to maximize the flow of people to bring more.

6, make adequate preparations to meet the three important periods after the opening of the project.

Generally speaking, there are generally three important phases after the opening of commercial projects: the first three months, six months, one year. During these three periods, managers should be well prepared and prepared for emergency response to sudden events.

7, in the long run, the project's business managers to consider the cost.

Summary: In summary, the core issue of commercial real estate in addition to site selection and precise positioning of the project, and then experience management and investment.

?

Cognition and understanding of cultural tourism real estate

?

First, the concept of culture and tourism real estate

Culture and tourism real estate is literally understood as "culture + tourism + real estate", its essence and core is "cultural tourism" rather than "real estate". The essence and core is "cultural tourism" rather than "real estate". Culture and tourism real estate implies the concept of regional operations, is a new model in today's real estate industry, is a composite real estate industry with great development potential, but also the real estate industry's new transformation and market demand.

The significance of the development of cultural tourism real estate is not only to meet the market demand, but also to determine the competitiveness of the city's position and advantageous resources. There is more to cohesion and gathering of people. Linking people to each other and generating a sense of identity. Culture can subtly change people's temperament and heart, and the more popular and popularity of the location, the greater the commercial value will be. The significance of cultural tourism real estate is to bring all these together.

?

Second, the characteristics of the cultural tourism market

In recent years, most of the cultural tourism real estate characteristics of small towns, characteristics of culture as the basis, relying on the concept of "town tourism fusion" in the cultural tourism project to occupy a place. For example, Zhejiang Longquan celadon town, Jingning She Autonomous County Shexiang town, Hangzhou West Lake Longwu tea town, Lijiang Fuhua Snow Mountain town, etc., seemingly very different characteristics, each with a thousand, but digging deeper into its business philosophy will find that most of these characteristics of the town to establish a unique image of tourism as a starting point, relying on the original ecological folk culture, the success of the cultural tourism project.

?

Third, the current development status

1, regional distribution imbalance

China's cultural tourism real estate is mainly concentrated in the region of better natural resources, regional development imbalance is obvious. Hainan, Bohai Rim, the Yangtze River Delta three regions have the largest number of projects, accounting for 21% of the total number of national cultural tourism real estate, 17% and 16%; in recent years, the southwest, the two broad and southeastern Fujian region of the cultural tourism real estate development is also very rapid; six regions accounted for the total number of the country's cultural tourism real estate, 78%, the different regions have their own characteristics of the labeling of the characteristics.

- Hainan: the pioneer of cultural tourism real estate. Due to its favorable climatic conditions and coastal landscape resources, Hainan is the largest and most concentrated area for the development of cultural tourism real estate in the country, and the development has gradually returned to rationality in the past two years;

- Southwest China: cultural tourism-oriented; concentrated in Chengdu, Chongqing, Guiyang and Lijiang, etc., with projects focusing on the development and creation of cultural characteristics;

- Yangtze River Delta: the 5+2 consumer demand of the big city clusters; The Yangtze River Delta region has a developed economy and a high level of urbanization, and therefore has limited relatively available resources for development. The projects in the region mainly meet the 5+2 leisure and vacation needs of the big city cluster, in addition, various kinds of unique cultural and tourism towns in the Yangtze River Delta region have been developing rapidly in recent years;

-Bohai Rim: the development of coastal vacation in the direction of multi-dimensional and composite; Bohai Rim region meets the needs of the northern clientele for vacation travel in the vicinity of the area, which owns the coastal area, lakeside lakes, forests, and other rare vacation tourism resources, and the current tourism real estate projects are planned to include alpine skiing, hot spring springs, and other tourism projects. In the planning of alpine skiing, hot springs, urban shopping and other composite business combination;

-The two broad and southeast Fujian: the rising star; the two broad areas of pleasant climate, coastal resources, southeast Fujian region mountains, lakes, hot springs and other natural resources are rich. These two regions are now dominated by three major tourism real estate projects, namely coastal, mountain and theme, with a small portion of lakeside, hot spring, golf and ancient town projects, which have a broad development prospect in the future.

2, over-reliance on natural resources

Most of the core selling points of tourism real estate are natural resources such as mountains, lakeshore and coastal, which account for 13%, 29% and 24% of the total number of tourism real estate in the country, totaling 66%. As the homogenization of China's cultural tourism real estate is becoming serious, the problem of insufficient customer stickiness has begun to emerge. Therefore, in recent years, projects developed purely on natural resources (coastal, lakeshore, mountainous) as a selling point have been on a downward trend - 78% in 14 years and 64% in 15 years.

In recent years, the momentum of development of theme parks, cultural tourism towns and other cultural tourism real estate, sales dependence is relatively weak. The former has the advantages of low land acquisition costs, sustained ticket revenues and the rapid return of supporting commercial and real estate projects. The development of the latter does not require huge hardware investment, and the key lies in how the developer interprets and upgrades the project's own historical and cultural values, and creates the project's uniqueness at the levels of industry, architecture and operation services. Under the trend of urbanization, the future market opportunities are huge.

?

3, cultural tourism real estate development in retrospect

? Savage growth (2012-2014)

need-to-insert-img

2012-2014 is the period of crazy development of China's cultural tourism real estate, with an average of nearly 2,200 new projects per year and an average growth rate of 83%. Some developers have been frantically enclosing land under the guise of "culture" and "tourism", resulting in the blossoming of low-level, homogenized projects. As of the end of 2014, according to the National Bureau of Statistics, the country's cultural and tourism real estate projects 7965, of which there are 589 large-scale projects for sale, the average stock of these projects for sale reaches 2043 sets, while the average speed of depopulation is 12 sets / month, and the completion of the depopulation of the stock will take 14 years.

? Turning (2015)

need-to-insert-img

In 2015, the problems caused by the previous over-rapid development gradually appeared: the previous batch of blindly following the trend, unclear positioning, and sales-driven projects were gradually eliminated by the market; and the market stock was too high, and the whole entered into a period of stagnation in sales, which led to the development of China's cultural and tourism real estate into a low ebb. 15 years. There were only 736 new projects in China, and the growth rate dropped sharply to 9%. It is worth noting that this new 736 projects by 601 enterprises to invest in the development; on the other hand, as of the end of 15 years, China's development and operation of culture and tourism real estate project enterprises **** there are 5,297, 27 fewer than in 2014; these figures show that China's culture and tourism real estate industry concentration is rising, the industry reshuffle adjustments are gradually pulling the curtain.

? Growth rate rebound (2016)

need-to-insert-img

Into 16 years, the development of China's cultural tourism real estate gradually return to rationality. 2016 first half, the new project 1,243, the growth rate has rebounded. It is expected that in the future, a group of strong and really adhere to the deep ploughing of cultural tourism real estate development enterprises will become the mainstream of the industry, they can through mergers and acquisitions, cooperation and other ways to obtain projects with good resource conditions, so as to achieve the scale of the development of industrialization.

?

Fourth, the future trend of cultural tourism real estate

?

1, the tourism market from sightseeing, vacation tours to cultural, experience tours

Chinese consumers have fully entered the travel life 3.0 era, integrated leisure and vacation, cultural experience, theme fun, adventure and other experience-based tourism demand, consumers further increase the novelty of the product requirements.

It is expected that in the future, eco-tours, adventures, and in-depth tours will become increasingly popular, accommodation will become more diversified, and a variety of health spas, fitness activities, meditation venues, and outdoor facilities will become more common to inspire travelers to embark on a journey of self-discovery through the delivery of healthy and active lifestyles.

?

2, the era of inventory, the marketing model to the operation mode change

Real estate into the era of inventory, "high leverage, low investment, fast turnover, cash flow back to the positive," the traditional marketing-oriented development model is gradually difficult to sustain, especially in the culture and tourism real estate, from hundreds of thousands of square meters or even a few square kilometers of the development, the cycle generally takes 3 to 3 years. Development, the cycle generally need to be more than 3 to 5 years to form a large-scale effect, and most of the project infrastructure is backward, supporting imperfect, can not be pre-sale like urban residential real estate, cultural tourism real estate to find a new development model.

?

3, gradually return to the essence of tourism

With the rise of online tourism, timeshare and other modes of vacation, there will be more vacation options in the future, the way of consumption and demand has changed, and many people are no longer willing to take the money to buy a vacation home. Sanya, Yunnan and other regions of the cultural tourism real estate projects have encountered slow sales subsequent lack of popularity of the problem, to the developer to bring a lot of financial pressure. "In the form of real estate short-term arbitrage profiteering" development model officially announced the end.

In the future, cultural tourism real estate will return to the essence of tourism, the main development model has two kinds. One is to make tourism the best, through tourism to drive the real estate value enhancement and tourism itself to achieve a good self-profitability. For example, Wanda's Changbaishan International Tourism Resort, Shenzhen's Overseas Chinese Town in the east, etc.; the other is the tourism show mode, through the characteristics of tourism driven mode, such as the Songcheng Thousand Ancient Times and Impression of the West Lake series. The key point of such models is how to dig through the culture, innovative forms, the use of novel techniques to produce shocking visual enjoyment to tourists, for the enterprise's comprehensive ability to high requirements. For many small and medium-sized tourism real estate development enterprises, it is best to follow a "small and beautiful" way to do breakthroughs, more time spent on the content of the preliminary innovation, like the Naked Valley, with taste and atmosphere to win the market's pursuit.

4, profit model from the "single" to "diversified" change?

The cultural tourism real estate from the initial competition for resources and scale to today's competition for products and operational capacity, the corresponding profit model is also gradually changing, in the past, corporate earnings mainly from real estate sales, later property management, rental services, etc. accounted for only a small proportion. The future in order to obtain a larger profit margin and sustained and stable income, the development of enterprises are bound to find a new profit model.

Fifth, the market demand for cultural tourism real estate

In the tourism industry seems to be very hot behind the existence of various problems, such as structural supply and structural surplus and other issues. High-quality, high-quality tourism products in short supply at the same time tourism investment is also overly concentrated in hotels, low-quality scenic spots leading to a lack of tourism industry sentiment, characteristics, market attractiveness, resulting in a lot of resources vacant, and cultural tourism real estate at this time can be timely to supplement the vacant. According to statistics, the era of urban living life has truly transitioned to the era of travel, and a large number of tourism industry chain also came into being. The pursuit of leisure and vacation products by urbanites has released a huge market demand, and this kind of mass tourism products will gradually develop into the current lifestyle-oriented. This time the cultural tourism market ushered in a period of rapid development.

Six, cultural tourism real estate to mature thinking:

1, cultural tourism real estate predicament - "dilemma":

? close to the difficult to get the land, far away from the difficult sales;

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

2. Customer characteristics of cultural tourism real estate:

?More foreign customers, fewer local customers;

?More demand for cold weather, fewer demand for hot weather;

?More investment components, fewer vacation components;

? more demand at the poles, less demand in the middle;

? more interest in experience, less interest in sightseeing.

?

In summary, the most important issues for us to think about are:

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

Theoretically, it should be "tourism first", from the point of view of transforming the regional environment and supporting the enhancement of popularity and awareness, so that the region has reached a certain degree of maturity, and then real estate development. But for the high leverage, fast turnover of real estate companies, waiting for the appreciation of the way is not realistic. Projects can easily be billions of dollars or even tens of billions of dollars of capital deposits for any real estate company is difficult to bear. Therefore, in reality, some real estate companies will give priority to the "real estate first" mode, the pursuit of maximum appreciation, first of all, the appreciation is expected to benefit from the customer so as to quickly return to the capital.

The early investment in culture and tourism real estate is large, belonging to the heavy asset project, must rely on real estate to feed, but the real estate of the late premiums need to be successfully operated to enhance the tourism. Therefore, the long-term development of cultural tourism real estate project is the test of real estate enterprises operating ability and wisdom.

2, the elements of the success of the cultural tourism real estate

The elements of the success of the cultural tourism real estate, briefly summarized as follows:

? Large disk: cultural tourism real estate is often remote, transportation and living facilities are not perfect, consumers because of the distance resistance is obvious. So, be prepared for the long-term development of the large disk.

need-to-insert-img

? Big supporting facilities: cultural tourism real estate consumption elasticity, so all to pay attention to supporting the construction. The most important thing is that you have to be able to get the most out of your time and money. Successful cultural tourism real estate projects generally have: scenic spots, golf, theme parks, hot springs, hotels, yachts, etc., to meet the accommodation, viewing, leisure, shopping, and characteristic experience.

need-to-insert-img

? Big resources: natural landscape resources, such as Fuhua's Snow Mountain Town, relying on Lijiang Snow Mountain; grafted with business resources, conference-driven cultural tourism real estate, such as Boao Forum, Kunming World Expo, etc.

need-to-insert-img

? Great connotation: distinctive theme, distinctive local characteristics and culture, by allowing history, folklore, etc. to enhance the value of the project's taste. For example, Naxi's torch festival, Xishuangbanna's water festival and other minority cultures grafted.

need-to-insert-img

? Big storage: a large number of customers, long-term storage and sales. Nowadays, the customer storage of cultural tourism real estate is a nationwide or even a world-wide large customer storage, in addition to the local customers, more customers from other places. The company's goal is to create a sustainable way to build up a large number of customers, including those who are old and those who are new.

need-to-insert-img

? Great integration: In order to ensure the security of a long period of time and high investment, you can integrate a variety of strong resources to develop together.

need-to-insert-img

? Big operation: We should focus on the later fair value in the long-term development, i.e. real estate leasing operation, ticket and auxiliary income from tourism products, income from commercial supporting facilities, etc., and diversify the profitability, so as to achieve long-term income.

need-to-insert-img

? Large layout: Because the long development cycle will lead to a lagging payback period and lower asset turnover, it needs to be paired with some short and quick projects to provide cash flow and short-term profits.

need-to-insert-img