At present, local governments at all levels no longer welcome simple real estate development projects, but instead support and attract those projects with industries, especially welcome the large health and wellness industrial complex that combines production with city, production with people and production with finance. Such projects can bring local governments social benefits such as tax revenue, employment and people's livelihood. Therefore, the Kangyang industrial complex is increasingly welcomed by local governments at all levels.

Many people think that healthy tourism needs the support of the government, which was correct in previous years. Looking at it now, this statement is not completely correct, or even wrong.

In the past, health tourism was actually a community for the aged. At that time, especially the civil affairs departments gave great support to this kind of old-age care, and one bed was supplemented by about 11,111 yuan a year. Therefore, many developers relied on this government subsidy to make money, and individuals paid very little money.

but now, as a recreational tourism, this is a big industry. It is a combination of tourism and health care under the background of great health or great tourism-this is a very good industry in the future with broad prospects.

Faced with such a new situation and new stage, real estate developers all over the country have transformed and invested in large health and wellness industrial complex projects. However, everyone generally lacks experience, mode and mode of operation.

at present, there are more and more so-called kangyang industrial complex projects in large-scale scenic spots far away from big cities and central areas of cities. What are the reasons? If there are few successful projects and more and more failed projects, is this industry still worth investing in?

in fact, the rigid demand of the market is developing by spurt, and the big health and wellness industry is more and more worthy of capital investment from all walks of life. From the perspective of the industry, from the perspective of industrial development, from the perspective of the support of national policies, this industry will definitely get better and better. It is a blue ocean and a sunrise industry!

Ten failure cases of Kangyang town

1. Lack of awe and quick success

Many business elites, in the process of enterprise development and transformation or second venture, found that Kangyang industry not only has strong support from national policies, but also has an increasing market scale, so they poured in actively, but often ignored the hidden traps under the tuyere. At present, China Kangyang industry is a typical "three highs, one low and one long" industry, that is, "high risk, high investment, high technology, low profit and long payback period". There are many traps in playing Kangyang real estate and pension real estate, such as "huge capital investment, long development time, lack of operating experience and lack of professional talents". If you don't play well, you will die faster if you follow your previous investment logic and business operation thinking.

2. Without industrial support, projects lack "vitality"

Some kangyang real estate or old-age real estate projects, with billions of investments and hundreds of acres of land, are large-scale, complete in facilities and various formats, but without industrial support, they have never formed an industrial chain, and rely solely on health, vacation and entertainment, which seriously deviates from the foundation of "industrial support" and will soon be unsustainable. Without industrial support, there will be no long-term vitality. Strictly speaking, entertainment, catering, accommodation, shopping, vacation and business services in Kangyang real estate and pension real estate are all added values, which are icing on the cake, not the main body, not the support of Kangyang real estate. These projects look dazzling, but they are not enough to support the fundamentals of kangyang or pension real estate.

3. Without support, it's hard to make a forest out of one tree.

Kangyang real estate and pension real estate are mostly located in the suburbs. Don't think about how many kilometers away from Fiona Fang, it's easy to do business alone. In fact, an independent kangyang or pension real estate, if there are no other attractive resources around to rely on, not only will it not monopolize business, but even almost no one wants to come. The vast majority of kangyang or pension real estate can't rely on scenic spots, and can't rely on real estate in scenic spots. What should we do? Then we must seek the following support modes: group support, cross-border support, specialty support, revival support, scarcity support, category support, location support, self-support, etc. The most important thing is content support!

4. No differential planning, blindly following the trend

At present, many kangyang or old-age real estate have no planning at all, keep up with the fashion, rely entirely on plagiarism, and finally make it neither fish nor fowl. On the one hand, behind closed doors, relying entirely on their own subjective judgment to engage in development and construction, no theme, no creativity, no attraction, and complete loss of competitiveness. What's more, completely copy a profitable project nearby. On the other hand, some planners just take apart other real estate projects and assemble them into a new plan to make up for it.

5. I don't know marketing, and I think that "the fragrance of wine is not afraid of the depth of the alley"

In the new media era, new marketing methods emerge one after another. However, when you tell the owner to use the social networking platform without spending money, you just need to create an atmosphere, promote projects, cultivate feelings through interactive communication and create topics in real time to attract attention, some investors will finish in one sentence: I won't! They think that when the Kangyang or pension real estate is built, the environment is elegant, the facilities are complete, and there is no worry about food and shelter. Just put a few pages of advertisements in the newspaper and you can wait for customers to come to your door. But this era has really passed!

6. If you don't know how to operate, you will lose everything.

At present, there is no shortage of planners, designers, builders and material suppliers for the projects of Kangyang or pension real estate, Kangyang complex and Kangyang town. What is lacking is precisely the operator-trader! What traders have to do is team building, daily operation, brand building, continuous sales, service upgrading and crisis public relations. A kangyang or pension real estate, from its opening, operation, healthy development and finally profitability, depends entirely on the operational ability of the team led by traders.

7. Unwilling to learn, standing still

The biggest feature of this era is the rapid change, with new technologies, new means and new forms changing with each passing day. If you take a nap, you may miss a chance to develop. Kangyang or pension real estate is facing an unprecedented new situation, new format and new environment. For example, for some investors, the concepts of land circulation, PPP and alliance operation have never been touched before, not to mention a series of dazzling new things. Only by normalizing study, investigation, investigation and training can the healthy development of Kangyang Real Estate be realized.

8. Understanding deviation and investment going astray

The high-end of real estate basically depends on "location value+hardware value+external supporting value". In fact, the high-end of kangyang or pension real estate can be seen in three aspects, the first is the ratio of human care, the second is the matching ratio, and the third is human care. The high-end of the Kangyang project is not the high-end hardware, but the details of the software. If you don't understand the true meaning of "high-end" of Kangyang, just focusing on the construction of hardware is going astray.

9. The cost of kangyang real estate is too high, and the operating pressure is high

The cost here is divided into two aspects. First, kangyang or pension real estate has high requirements for human resources. Under the general situation of rising prices, the labor cost is high, and most of them are in the suburbs, which is higher than that of rural workers in the outer suburbs. The second is the cost of land, which is tens of millions of mu. Such a high cost will inevitably bring great business pressure.

11. Will not handle the relationship with the government

Whether it is land operation, project declaration, project construction, improvement of basic facilities, or even making up the funding gap, etc., many aspects of work need to be correctly grasped by policies and closely cooperated with the government. To take a step back, the relevant government subsidies are also the main support for many old-age real estate to survive in the early stage.

if you understand these four sentences properly, you may not succeed, but if you don't, you will fail!

the sustained and stable development of any industry is the result of the long-term action of the main driving factors. As a new service industry, more and more enterprises are involved in or studying this industry. So at present and in the future, enterprises must understand a question if they want to gain a foothold and success in the health care industry: what are the main driving factors of the health care industry?

Next, from the perspective of industrial logic, we summarize several problems that enterprises must face squarely when investing in the health care industry in four sentences-

First, the existence of the health care industry must rely on certain infrastructure.

No matter what kind of health care services such as tourism, pension, medical care, sports and culture, they are not closed in a mirage, which will definitely establish the leading position of basic industries such as real estate, transportation, communication and energy. It is hard to imagine that a place with imperfect venues can do a good job in sports, and an area with difficulties in catering, transportation and accommodation can do a good job in tourism. The lagging development of the leading industry will inevitably form a bottleneck for the health care industry. Some cities and counties with health care as the leading industry are not satisfactory in the process of strategic implementation, and many problems lie in infrastructure.

interestingly, many rehabilitation projects are led by infrastructure providers. The most typical example is that real estate developers have expanded cultural tourism real estate, rehabilitation and pension real estate projects outside residential and commercial real estate. The reason for this phenomenon is that the market prospect of the health care industry is generally optimistic, and the ability of real estate developers to allocate infrastructure and bear huge costs is the key.

In many rehabilitation projects, infrastructure accounts for more than 81% or even more than 91% of the total investment, and the construction and recovery cycle is relatively long, which is good for real estate developers who are good at capital operation and project management.

it should be pointed out that the rational allocation of infrastructure is a necessary but not sufficient condition for the healthy development of the health care industry. In some places, the over-allocation of infrastructure in the process of developing the health care industry is worthy of vigilance. The most typical example is the concept of old-age housing (many projects are not much different from ordinary housing in functional design and service support).

The alienation of the health care industry, or the industrialization of health care, on the one hand leads to an oversupply of real estate, on the other hand, it leads to an insufficient supply of health care services and even rent-seeking behavior.

the health care industry is a service industry in essence, and the good physical and mental experience based on "service" is the king of the industry. Moreover, in some health care services (such as health care services), the requirements and importance of infrastructure configuration are relatively low, and this trend will become more obvious with the development of technologies such as the Internet of Things. The marginal utility of infrastructure allocation level to the experience of health care consumption is decreasing, and it may even restrict consumption because of the high cost of infrastructure.