At the beginning of development, the project was just a field (the nature of the land is ordinary farmland), and wheat and corn were planted in spring, summer and autumn; Winter is overgrown with weeds and endless desolation. At the same time, the customer drilled a hot spring well in the southeast corner of the plot, and wanted to use the only hot spring resources to do some articles and build a leisure and holiday manor, but he still couldn't start.
The developer tried to build a leisure farm. Its development direction and profit model need to be studied together. After careful analysis of the project resources, the following conclusions are drawn:
1, the land is general farmland, temporarily farming, and the terrain is relatively flat;
2. There are 40 greenhouses in the project site. At the earliest time, vegetables were planted, but in the future, blueberries were the first choice.
3. A hot spring well, with outlet temperature of 53 degrees, is qualified to build a hot spring holiday project;
4. The location advantage is obvious. It is difficult to find such clean land in Chaoyang District, where CBD and embassies gather.
When positioning the Beijing Blues International Manor Project, experts from Beijing Heshanyi Planning and Design Institute made the following analysis:
First of all, we should distinguish between leisure manor and ordinary farmhouse leisure. There are many farmhouses in Beijing, but most of them are of low grade and single product, mainly catering reception and sightseeing picking. To create an innovative modern urban farm product, Blues International Manor should completely surpass the design methods of ordinary farmhouses and turn it into a world-class holiday manor.
Located in the suburbs of a world-class city like Beijing, as a rural holiday project, the holiday customers facing the project should be mainly young people and tasteful middle and high-end people. The aesthetic standards of these people are generally oriented to advocating fashion, petty bourgeoisie and taste. After analyzing the advantages and characteristics of the project, the designer grasped the characteristic planting product-blueberry in the project and put forward the design idea of "blue romance" leisure culture. The planning and design of the manor broke through the traditional construction methods of leisure farms and farmhouses, and applied cultural creativity to create a high-end art manor featuring agricultural production and leisure experience, combining creativity with romance, and finally turned it into an agricultural creative manor and a cultural and creative industrial base.
Image positioning:
Exotic, romantic and emotional cities and villages.
Organic life based on original ecology
Blueberry manor at the foot of CBD
Functional positioning:
A comprehensive and exquisite leisure resort integrating the functions of special catering, popular science education, health theme hot springs, processing experience and festivals.
Target location:
Beijing and even the whole country have exotic theme leisure manor.
Beijing urban agriculture demonstration base
National agricultural science and technology demonstration zone
National agricultural leisure tourism demonstration base
Market positioning:
High-end leisure consumption groups in the eastern industrial belt of Beijing
Corporate executives, CBD embassies, foreigners