The first part product overview
First, the name of the project in this case
Hualong building
Second, the geographical situation.
Located in Jiangchang West Road, it is adjacent to * * and Xin Road in the east, Peng Pu Park and Zhongchang Road being rebuilt in the north, and Wenshui Road in Central Road under construction in the south. The subway 1 line extension line is located on the east side of the plot.
Three. Basic data of this case
Total construction area: 2,570 square meters
Total construction area:12820m2+basement1028m2.
Floor area ratio: 4.99
Building height: 56.4m.
Number of parking spaces: 8 above ground and 50 underground.
The total number of floors is 15, the commercial building has three floors, and the 4- 15 floors are hotel units;
Among them: 3,084 square meters of three-story commercial building with saleable area of 2,299 square meters;
Hotel apartment -25.94 square meters unit
45.4 square meters unit
Nature of commercial real estate land in 50 years.
The second part is market analysis.
Return on rental investment by region: (small apartments, property hotels, serviced apartments)
market supply and demand
In 2003, the number of houses delivered by this kind of products in the whole city was 15 sets, and the total number of houses delivered in 2004 will reach 28 sets, and the total market volume in two years will exceed10.4 million square meters. In the context of the rapid increase in supply, the situation that the supply of small-sized products in the past is in short supply no longer exists. Instead, tourists make rational, cautious and selective investments. The market tends to balance supply and demand.
In terms of products,
Product development is becoming more and more mature, and the market acceptance of serviced apartments and property hotels with fixed return on investment managed by professional hotel management companies is higher.
Some unfinished building renovation cases have achieved good results, and the market has basically no resistance to this small-area product.
The innovation of single apartment products is not strong enough, which is caused by the fact that such products are in the seller's market at present.
The investment and operation modes of property hotel are increasingly diversified, and the added value of products is getting higher and higher, which has become a hot spot of real estate investment.
In terms of price,
Due to the improvement of product quality and the positioning of skimming in the market, the average price has been constantly hitting new highs, and the total price has increased substantially under the dual effects of area and unit price.
The standard of decoration cost is basically maintained at the original level, which is divided into three grades: low, medium and high.
Because of the good cost performance and investment value of small apartment, its price is higher than that of ordinary apartments in this area.
Tourist source aspect
In the early days, it was occupied by senior white-collar workers, and a small number of foreign tourists were the main source. At present, domestic tourists are the absolute majority of consumer groups, and the proportion of investors has risen sharply.
30-50 years old, with certain economic strength, is the main purchasing group of serviced apartments and property-based hotels. The so-called regional visitors are no longer obvious.
In 2003, the supply of this kind of products continued to rise, making the supply and demand reach a relatively balanced pattern. In addition, due to the large transition volume, the return on investment of small-sized houses has declined, the prospects are no longer bright, and investors are selling off obviously. On the other hand, at the end of 2003, serviced apartments and property hotels (beautiful garden hotels) were introduced with the Charter. Because of its advantages of high quality, stable return and low risk, it was favored by the market as soon as it was launched, and the market response was hot. With the development, maturity and standardization of small apartment market, small apartment products with high quality, high service, high management and high return will become the hot spot in the future market.
The third part is SWOT analysis.
First, the advantage analysis
1, located in a section with convenient transportation and prosperous business.
There are many bus lines around the base, and the north-south viaduct of Hexin Road and the rail transit extension line (Wenshui Road Station) in municipal planning pass through nearby, which can directly reach the urban area in a short time; Close to RT Mart supermarket and KFC store, several large specialized markets (European style), etc. The surrounding area is full of people.
2. The separation area is small, which is beneficial to the total price control.
Effectively control the overall price of property, so that products have a wider audience.
There are few products in this area.
At present, there are almost no property hotels for sale in the whole area where the case is located and even in the central market of Shanghai. The timely launch of this case will effectively gather the popularity of commercial real estate investment.
4. Long property rights.
The service life of this property right is 50 years, giving customers sufficient profit-making time.
Second, the disadvantage analysis
Near the elevated road, Jiangchang Road has serious noise pollution, and there are many factories and demolition houses around it, and the environment is noisy.
Third, the opportunity point analysis
1. Entrust a professional hotel management company for operation and management.
In order to enhance the core competitiveness of this case, professional hotel management companies must be introduced for hotel management. Coupled with its popularity and rich management experience in the industry, it has effectively strengthened the confidence of investors and realized the safety and profitability of investment.
Investment in small products has been widely accepted by the market.
As a sub-category of real estate investment, hotel-style apartment and property-based hotel investment are gradually accepted by investors, and the market acceptance of small-area units with lower total price is higher.
3, 5 years of not less than 6.7% return, enhance investment confidence.
After consultation with the hotel management company, the concept of five-year average return on investment is not less than 6.7% in sales execution, so as to ensure the customer's return on investment in the first five years and reduce the customer's income risk.
Fourth, risk point analysis
1, the income decreases after the transfer.
After the transfer of hotel units, the total price rises and the return on investment decreases, which directly affects investors' enthusiasm for home ownership and increases the difficulty of short-term speculation.
The recent media opinion is not good for investment products.
In recent years, the regulation of national policies, the bubble of Shanghai real estate and other media views will make some customers hold a wait-and-see attitude. In the market, according to the sampling survey of several real estate agency stores, only11%of the total customers are going to buy small apartments in the near future; In the same period, the sales volume of small-sized houses once reached 30% of the total housing, with a difference of nearly 20%. It can be seen that the market prospect is not optimistic for some customers who want to get a return on investment by selling small units. These factors will have a certain adverse effect on the rapid exclusion of this case.
3. Many small owners will have a certain impact on hotel management and reduce the return on investment.
Part IV Product Positioning
First, the integration of selling points
1, excellent location.
2. Small area
3. Low total price
4, professional hotel management company management
5, fine decoration, supporting qi
6. Have a stable rate of return and appreciation space.
7. Completely independent property rights
8. Provide professional all-round services for the owners.
Second, product positioning
Independent Hardcover Property Hotel ● Life Hotel
Remarks: Life Hotel is a full property hotel model.
The fifth part is customer orientation.
Because this case has the characteristics of good location and low total price, it will face municipal customers and even target customers with wider sources. In this case, our target customers are mainly investors.
The main consumption characteristics of investors are as follows:
1) has idle funds, but lacks investment direction.
2) Pay attention to the features of product location and total price.
3) Most of them are secondary or multiple real estate investment customers, belonging to the middle-class investors.
4) Be optimistic about the commercial value and planning prospect of the regional lot in this case.
5) Foreign investors will occupy a certain proportion.
6) Have confidence in the management of professional hotel management companies.
The sixth part of the overall planning points
I. Name of the case
& lt Zunxuan180 >
Explanation of the name of the case: "Zun" represents the symbol of dignity, status and wealth, and it is also a direct difference from other types of small-sized products, highlighting the high level and quality of the property hotel in this case; "Xuan" is generally used to name a single building, which also shows the size of the case; In this case, the number "180" stands for 180 suite, and 180 is also a lucky number, which plays a certain auxiliary role in investors' psychology.
Second, improve common essence.
Independent hardcover property hotel ● Big life
Part VII Promotion Plan
According to the actual sales situation of this case, the overall marketing plan of this project is subdivided into four marketing steps: preparation period, water storage period, opening period and duration period. The time, work objectives and specific work contents of each step are shown in the following table:
I. Preparation Period and Water Storage Period
1) Time: 20041October 8 ~ February 3, 20041.
2) Work content
Our goals, selling points, planning, sales and site visits.
1. Accumulate intentional customers
2, determine the mode of operation
3. Determine the price plan 1, location.
2, hardcover property rights
3. Low total price
4, professional hotel management company management, guarantee 1 return, on-site packaging.
Step 2 make a promotion plan
3, pin flat, pin sea production
4. Pave the way for media delivery.
5. Accumulate customers 1 and adjust the market.
2, determine the marketing model/business model
3. Sales staff training
4. Make a sales demonstration and unify the sales caliber.
5. Preparation of Sales Contract 1, Reception Center
2. Spiritual fortress
3. Watch the channel
4. Model area and public part 1, network
Project website
2. Flag
3, site fence/spiritual fortress
Step 4 sell props
DM, model, renderings
5. Investment seminar
3) Main work contents:
65438122 October, the gatehouse of the developer's site was rented out at the project base. After simple decoration, it became the temporary reception center of the project, and sent two sales staff to the site for reception and consultation, and did a good job in consulting questionnaire survey and customer registration.
1Oct. 20th 10, and all the site fence advertisements are completed.
10, from October 30th, 10, hang banner image advertisements on the first line of Jiangchang Road and near the professional market for 3 weeks.
165438+1On October 20th, the decoration scheme and renderings of two sets of model houses were completed.
165438+1October 25th to determine the list of refined decoration brands and gifts.
165438+1Complete the renovation plan of the official reception center at the end of October.
65438+February 10 completed the production of the sales model.
65438+At the end of February, the reception center was fully used to receive customers.
Water storage/internal booking marketing? Media schedule
Notes on Sample Layout of Media Date Theme