Holiday real estate is a new form of real estate that is gradually developed with the increase of leisure time, the growth of disposable wealth, the aggravation of environmental problems caused by the acceleration of urbanization and the improvement of convenient transportation. Holiday destinations with different resource types, such as coastal holiday, lakeside holiday, mountain holiday, hot spring holiday and desert holiday, are showing the trend of a hundred flowers blooming, which has triggered an upsurge of holiday real estate development.
Financial Street xunliao bay Project, Fuli Bay in Hainan and Huangshadong Hot Spring Project in Huizhou, Huidong Apojiao Project in Country Garden, Zhengzhou Yanming Lake Project of Lihai Group, Overseas Chinese Town in the East, Beautiful Sand Project in Haikou, Luneng Chengmai Yingbin Peninsula Project, CITIC Real Estate Boao Project, Guoxin Real Estate Longmuwan Project, Hainan Project in Zhang Baoquan, and so on. They are all large-scale and large-scale productions with thousands of acres of land invested by tens of billions.
Due to the lack of pioneers in holiday real estate, there are no mature successful cases in China that can be used for reference, and everyone is crossing the river by feeling the stones; I have visited many world-famous resorts, such as Bali, Gold Coast, Dubai, Hawaii, etc., but all of them face the same confusion: the difficulty of project positioning. Accurate project positioning is the perfect integration of product segmentation, market segmentation and customer segmentation.
where is the development direction of large-scale holiday real estate? How to locate the project?
Huizhou xunliao bay financial street project, with a control area of 2.2 square kilometers, has 7 mountains, 8 bays, 18 views and 18 kilometers of high-quality coastline, and is a typical large-scale holiday real estate project developed in the region. I was lucky enough to participate in it as the mastermind of the developer "Financial Street Holdings". During the three years, I experienced the whole process of its project positioning, bay area planning and product planning.
1. Height determines vision: extend urban space and tap value depressions
Economics points out that there are objectively gradient differences in a country's economic development. High-gradient areas seek development through continuous innovation and continuous outward diffusion, while middle and low-gradient areas seek development by accepting diffusion or looking for opportunities to leap forward and reverse gradient.
If the economic gradient in all surrounding areas is generally high, the low gradient areas will form value depressions! Value depression is the focus of the government, talents and capital.
From Guangzhou and Shenzhen to Huizhou and then to xunliao bay, a value gradient from high to low has been formed. Xunliao bay, as the deepest and unexplored wealth depression in the Pearl River Delta, has realized value return and capital appreciation by leaps and bounds in the process of discovery and development.
the first cause of depression: Renping Peninsula, an urban space, is an important coastal industrial base in the eastern part of the Pearl River Delta.
The new round of planning in the Pearl River Delta puts forward the "Sunshine Coast" plan, which makes the Pearl River Delta move from the "Pearl River era" to the "South China Sea era", and the coastal development axes of eastern Guangdong and western Guangdong will become the new highlights of the Pearl River Delta in the 21st century. Affected by this, Renping Peninsula, located at the first stop of the Pearl River Delta's eastward radiation, will become the main growth pole of the Pearl River Delta's industrial expansion and development in the next 2 years because of its advantages in location, land and ecology, or will become a regional central city on the development axis of the Pearl River Delta's eastern coastal areas.
the second cause of depression: Huizhou, an emerging industry, undertakes the industrial transfer of Guangzhou, Shenzhen and Dongguan for 4 billion yuan
Shenzhen, Dongguan and Guangzhou are making great efforts to build a modern industrial system with strong competitiveness, adjust the structure and promote industrial optimization and upgrading, and some original industries will inevitably gradually move outward, while Huizhou will accelerate its development and enlarge its economic aggregate, and industrial transfer will become a complementary subject. The scale of industrial output value has reached about 2 trillion yuan last year, and the output value of the industries that need to be transferred will be as high as 6 billion yuan, and Huizhou, which occupies a geographical advantage, can be divided into two-thirds of the big cakes.
here are one or two examples: "China Shipping Shell" and its downstream industries will bring 6-1 billion yuan of investment and an incalculable industrial population to the surrounding areas in the next 5-1 years; The development of coastal industrial parks with a length of 6 ~ 1 kilometers in Renshan and Heping Sea is in full swing. More than 3, shoe-making and supporting enterprises in Huangbu and Jilong, with an annual output of 6 million pairs of foreign trade shoes in 26 and a total industrial output value of over 15 billion yuan; The land reserve of more than 6 square kilometers in the coastal city industrial zone in Renshan area will become the first choice for Shenzhen's industrial transfer, and Foxconn has now preempted it; Pinghai Bijia Industrial and Logistics Zone has introduced Pinghai Power Plant Project, with an initial investment of 1.8 billion yuan ...
Under the background of this industrial transfer, we think that xunliao bay will become the back garden of surrounding industries, which is the market foundation for the development of large-scale holiday real estate.
cause 3 of depression: tourism-Xunliao will become the leader of Huizhou's vigorous development of tourism
Tourism will become Huizhou's "base industry". Xunliao bay is a leading project for Huizhou to build an eco-leisure tourism brand. In the work report of Huizhou municipal government in 26 and the 11th Five-Year Plan report, Xunliao was included in the plan to build a hundred-mile eco-tourism corridor.
xunliao bay's tourism market needs to be released urgently. The market survey shows that the per capita consumption of Xunliao tourism is 2 yuan/person-time? Day, less than the average level of the Pearl River Delta of 623.5 yuan/person? One third of the day. There are few tourism projects in Xunliao, and the reception level needs to be improved. Through the transformation and construction of xunliao bay, there is a lot of room for tourism consumption to be released.
Based on this, we have discovered four firm "supports" of Xunliao's holiday value: First, relying on the future urban development orientation of the Pearl River Delta; Second, relying on the substantial formation of the holiday class in the Pearl River Delta; Third, relying on the per capita income of major cities in the Pearl River Delta to exceed 5, US dollars; Fourth, relying on resources, that is, Xunliao's rich tourism resources and marine resources.
Second, the measurement distance: 2 hours seamless docking, the holiday circle of xunliao bay people in Guangdong Province
The project is located on the east bank of Daya Bay, Huizhou City, Guangdong Province, adjacent to Hong Kong, Shenzhen and Daya Bay Economic and Technological Development Zone, facing Daya Bay Economic and Technological Development Zone across the sea in the west, bordering Renshan Town in the north, 18 kilometers from Guangzhou, 12 kilometers from Shenzhen and 46 nautical miles from Hong Kong, all within a 2-hour drive.
don't underestimate these two hours. Two hours is the golden distance for a holiday. Within 2 hours from Xunliao, it covers the most economically active and affluent areas in China.
the two-hour living circle covers about 4, square kilometers of land, including Guangzhou, Shenzhen, Zhuhai, Foshan, Dongguan, Zhongshan, Huizhou and other major cities in the Pearl River Delta, with a population of about 4 million, of which nearly 4% are middle-and high-income people with an annual income of over 8,, and nearly 17 million people.
the total GDP of the two-hour living circle reached 2,173.4 billion yuan (data in 26), the per capita GDP reached 44,992 yuan, and the per capita disposable income of urban residents was 18,447 yuan/year, far higher than the per capita disposable income of cities and towns in China of 1,493 yuan.
the income level has laid a material foundation for the development of leisure and holiday tourism. The research of the World Tourism Organization shows that the per capita GDP reaches 2 dollars, and every family can go out for a holiday once a year; The per capita GDP reaches $3,, and each family can go out for vacation twice a year. In 26, the per capita GDP of the Pearl River Delta has exceeded US$ 5,, ranking first in the country. The increase of residents' disposable income has given strong impetus to the demand for tourism and holiday.
naturally, the target customers of the xunliao bay project should be located in the two-hour holiday life circle, that is, the middle-and high-income classes in the provinces and ports. We subdivide them:
The first category is tourists. For example, self-driving individuals and family customers, team customers of travel agencies, individual customers and so on.
the second category is business vacationers. Middle-and high-income people in the Pearl River Delta, including Hong Kong and Macao, foreigners working in Guangdong, corporate business meetings and government receptions.
the third category, investment home buyers. This kind of customer is the most consuming. At the beginning, high-income people in Hong Kong, Shenzhen, Dongguan and Guangzhou (investment, vacation); In the medium term, geographically high-income people (vacation, self-occupation); In the later period, the industrial workers in the region are the main ones (self-occupation).
it needs to be clear that as a large-scale project with a development span of 8 to 1 years, the regional development of consumer groups should not be carried out in a big and comprehensive way. On the one hand, the customer orientation is unclear, the publicity resources are not concentrated, and on the other hand, it is easy to cause market fatigue. Therefore, it is particularly important to make long-term planning for the direction of tourists. Clear the recent and long-term customer development areas, determine the main "stars" lineup such as main customers, image customers and benchmark customers, and finally "extras" such as geographical customers and occasional customers. As the saying goes, "build a nest to attract a phoenix", only when the phoenix is attracted first will birds, rookies and eagles come in droves.
Third, change the concept from the perspective: from product planning to industrial planning, from regional planning to urban planning
It is obviously not enough to support and digest a huge holiday real estate project only by relying on foreign customers with pure holiday needs. From the perspective of development and operation, it is not realistic to complete the sale of houses and the operation of hotels only by building a few scenic spots and several sets of entertainment facilities.
how to extend the time of holiday consumption is the core problem faced by large-scale holiday real estate development.
large-scale holiday real estate projects must be built as an industry. By providing attractive experience content and structure, it attracts the gathering of foreign people, thus producing great regional gathering and economic driving effect, and finally completing a transformation from regional planning to urban planning, from real estate development to tourism development.
based on this, we have provided a variety of holiday styles for the xunliao bay project. There are recreation areas, resorts, exhibition areas, entertainment areas, pedestrian streets, shopping and recreation areas, and small tourist towns. There are sightseeing agriculture, exhibition industry, sports and recreation industry, participatory entertainment industry, leisure business, creative industry, and we even think of gambling industry.
Let's take a look at our specific product design:
Five-star resort hotel group: at least 5, providing about 3, beds
Tourism resort boutique hotel: 1, providing 2,5-3, rooms
Golf Park: 72 shots, 18-hole
yacht marina: total number of berths is 6-8
large-scale bathing beach: it can accommodate 8, people at the same time
water sports center: it can accommodate 2, people at the same time
mountain and outdoor sports club
extreme sports club
dedicated marina for sea fishing
cultural performance square
coastal pedestrian walkway < Apartment/hotel)
enterprise club
luxury shopping mall
shopping mall
gourmet street
bar street
nightclub ...
In fact, from the actual operation later, it is exactly the same as the original planning idea. In the past two years, xunliao bay has successively introduced many industrial incubation projects, such as Golden Bay Base for China Operator of F1 Motorboat World Championship, Golden Bay Hairun Movie Star Base, Huizhou Golden Bay Oriental Bentley Model (Star) Base, Huizhou Golden Bay (the 8th China Professional Model Selection Competition in 28) and so on. (Note: xunliao bay project is now named "Golden Bay")
Fourth, attitude affects success or failure: supporting facilities first, environmental protection first, tourism first, and avoiding quick success and instant benefit
supporting facilities first, environment first, tourism and entertainment facilities first, and housing development first means quick success and instant benefit.
in the first stage, we will focus on the development of high-grade holiday properties, and comprehensively improve the quality and popularity of regional holidays;
in the second stage, we will develop a new coastal town with perfect functions and suitable for living and working with leisure as the main tone. (Leisure here generally refers to the format that can create a leisure atmosphere, including high-taste residential communities, coastal functional blocks with emotional appeal, and pollution-free creative industrial parks. )
In the development order, the following two "first" principles should be followed:
First, infrastructure construction should go first. Second, projects that are conducive to the overall land value and regional quality will be promoted first. Such as five-star hotels, Golf, tourism and entertainment facilities.
5. Brightness achieves eternity: China's and the world's
A resort without its own bright spots is not a destination resort.
by analyzing the development process and trend characteristics of tourist resorts at home and abroad, we can see that with the rapid development of holiday tourism and the intensification of competition among tourist resorts, it is a new trend to locate the core tourist market, form its own characteristics and highlights, and meet the various needs of tourists.
xunliao bay, with its original coastal resources, international vision planning and layout, and the most sugarcane-rich mature location in the Pearl River Delta, will gradually become an international holiday destination comparable to the world's top ten Greater Bay Area, with the image of five-star resort hotels, golf courses, yacht clubs and international luxury businesses.
The specific highlights of xunliao bay are as follows: product design should focus on theme, ecology, culture and participation.
characteristic culture excavation:
from "eight big bays, a godsend white sand dike" to "virgin land of resources";
from "characteristic landscape (seven mountains, eight bays and eighteen views)" to "legend of mountains and seas";
From "natural spawning ground of turtles" to "new marine culture";
The fusion of "Ama Temple, Xunliao Fishing Songs" to "Minnan Orientalization, Hakka Culture and Guangfu Culture"
finally forms a rich image orientation: to build China's Maldives.
VI. Conclusion
To build a world-class coastal leisure and holiday resort based on the Pearl River Delta market.
Southern District-Maldivian private area: low-density holiday and leisure community (rich area). With sports park (27-hole golf course), yacht marina/yacht club and five-star hotel as community facilities, we will focus on developing high-end holiday properties. Focus on the development of high-end hotels and commercial supporting service facilities along the coastline; Develop mountain seascape villas on the sea side of the second line; Using golf course layout to match golf villas; Use the existing water system and inner bay to plan the waterfront yacht villa.
central district-Hawaiian style district: a new coastal leisure town. It aims to develop into a coastal town with multiple experiences and complete comprehensive facilities, focusing on the development and sales of holiday hotels, apartments, villas and commercial streets.
north area-original scenic spot: ecological protection and control area. Planning characteristic holiday hotels, seascape food, saleable properties, docks and mangrove parks within the scope of land acquisition. For the scope of non-land acquisition, industrial and residential land, ecological sightseeing land and agricultural land are arranged for controlled protection.