There are also shops under the office building, which has been in the domestic commercial real estate market for a long time. For example, Beijing Fenglian Plaza belongs to the shops at the bottom of the office building to a great extent. After long-term market competition, its market value has been recognized by the market. The market environment and operating characteristics of shops at the bottom of office buildings are quite different from those at the bottom of residential buildings.
Residential underground shops (hereinafter referred to as "residential underground shops") are a form of shop investment that the market pays close attention to and investors are keen on. Many real estate developers are fully aware of the great value of building ground-floor shops, which not only avoids the embarrassing situation that the ground floor of houses was not easy to sell in the past, but also gains greater investment income. The building above the residential basement will bring a stable customer flow, and the future customer base of the basement will be relatively reliable. In other words, the investment risk of investors is relatively small.
The commercial facilities at the bottom of residence and community are different, so are the commercial facilities at the bottom of residence and community in a strict sense. Standard residential shops and office buildings belong to "public buildings", while commercial supporting facilities belong to "supporting public buildings", and their taxes and fees and operating modes are completely different. Retail investors can only directly invest in the underlying business of standard houses. Residential bottom business can be divided according to service interval and market concept. The following are introduced separately.
1, divided by service interval
According to the different service intervals, the bottom residential merchants can be divided into two types: internal service and external service. Some residential bottom businesses are mainly aimed at residents of residential quarters, while others are not limited to residential quarters.
For large residential quarters, the bottom business mainly serves the residents in the quarters. Function setting should be combined with the consumption grade, consumption demand, consumption psychology and living habits of the owners of the community. This kind of shop has less investment, less risk and quick return of funds.
For shops serving outside the community, we should consider the surrounding commercial formats and block functions to determine the functions of shops. Such stores should be located in areas with convenient transportation and strong business atmosphere, and the store area should not be too small (preferably above 1000 square meters), mainly including large supermarkets, various specialty stores and large department stores. Such as Today's House, Sea House, Modern City, etc.
2. According to the market concept.
With the development of more and more residential projects, real estate developers have gradually realized that the residential bottom business has great market potential, but the competition of different projects will become the main theme of the future residential bottom business market, and the market operation of residential bottom business projects will play an important role in the success of residential bottom business projects. In view of the above reasons, the following classifies the bottom-level residential businesses according to the market concept of the bottom-level residential commercial projects.
According to the characteristics of residential bottom commercial market, we divide residential bottom commercial into three types: conceptual residential bottom commercial, potential residential bottom commercial and commercial circle residential bottom commercial. Below, introduce them respectively.
1) commercial building at the bottom of conceptual residence
Conceptual residential bottom business refers to the developer's emphasis on the concept and theme packaging of the project during the development process. From "modern city" and "European classic" with the concept of "European commercial pedestrian street" to "Pearl River Scenic Area" and then to "Laofan Street", the commercial function of residential buildings has changed from simple supporting services to. However, theme packaging for the underlying business is only the first step, and the implementation and control of the theme concept in the later period is more important. Novel theme packaging undoubtedly adds a lot of color to the project, but it should never be a magic weapon for developers to win.
2) Potential residential bottom business
Potential residential bottom business refers to residential bottom business projects with huge market potential. Compared with the conceptual residential commercial projects that are popular in the market with the help of hype, some residential commercial projects are equally popular without hype. The main reason is that the huge market potential makes such projects favored by many investors. For example, the "LAM Raymond Oasis" located in the Asian Games Village has a strong popularity and cohesion because it is adjacent to the Olympic Village and the reserved area of Olympic venues. In recent years, its market potential cannot be ignored, and it is a rare investment treasure.
"Potential" housing enterprises have broad prospects, but there are also risks. No matter whether investors are self-employed, leasing or selling, the biggest problem they will face will be the problem of "time", which is what merchants usually call "time to raise shops" Therefore, investors should correctly evaluate their tolerance and fully consider the time factor when calculating the rate of return.
3) The bottom business of commercial residential buildings
The residential bottom business in business circle refers to the residential bottom business projects that have formed a certain commercial atmosphere and have a large number of stable consumer groups. With the favorable position and grasping the market demand, some residential projects can still achieve good results despite their high prices.
The business around the bottom of the residential building in the business circle has formed a certain climate, with relatively small investment risk and high rate of return. However, it should be pointed out that although the location and popularity of residential shops in mature business districts have absolute advantages, other conditions for investing in shops (such as floor, layout, height, advertising space, hardware facilities, etc.). ) is also very important. For example, in Beijing Science and Technology Exhibition Center, the rental effect of shops on the first floor is very good. Although the developer has taken measures to attract passengers, such as adding an escalator on the third floor to directly connect the overpass with the second floor, it is still difficult to make up for the design defects on the second and third floors, and some shops are still vacant.
The most important thing to point out is that the value-added income space of the bottom-level merchants in business district residential buildings is often compressed. If investors in shops are not careful, they are likely to buy shops at too high a price, and eventually they will be "locked up" at a high level. As a commercial real estate form closely related to people's lives, the market of community shops has been extremely mature. Shops investors will not face big investment risks as long as they keep rational investment thinking and don't buy shops at excessive overdraft prices. According to two types of retail community stores and service community stores, this paper analyzes and introduces the characteristics of community stores.
1, retail community store
(1), scale characteristics
The scale of retail community stores is large and small. Among them, the area of community shops used as convenience stores and small and medium-sized supermarkets is relatively large, ranging from 1000 square meters to1000 square meters. The general area of pharmacies is about 100 square meters, and the area of canteens is even only 7,8 square meters. The area of the library may be smaller. Generally, there are few clothing stores in residential areas, and if there are, the area will be relatively small, generally 20.
2, planning and design characteristics
There are usually no special requirements for the planning and design of retail community stores: the height of 3.5 meters is the basic requirement; If it is a medium-sized supermarket, reasonable column spacing should be considered in planning and design to avoid too dense column network and affect the use efficiency.
(III) Operating characteristics
▲ Store form
The main form of community shops is pavement.
▲ Form of investment recovery
The investment recovery methods of community shops are rental and sale. Judging from the market development trend, the way of sale is attracting more and more market attention, and the buyers of community shops will gradually transform from retail investors to commercial investment institutions.
2. Service community stores
(1), scale characteristics
With the improvement of people's living standards, the scale of service-oriented community stores has gradually increased. There used to be many small restaurants, small beauty salons, color expansion shops, flower shops and so on. However, the scale of restaurants is growing, and large professional beauty salons have become an important support for large communities. Fitness facilities from scratch, well-known brand fitness institutions continue to enter the market. Other service facilities, including kindergartens, have higher requirements for the size of shops, and shops with an area of about 1 000 square meters have better market space.
2, planning and design characteristics
The height of shops in service-oriented communities should not be less than 3.5 meters. On the premise of safe and reliable design, try to reduce the number of columns, because restaurants, beauty salons, fitness facilities and other facilities have relevant requirements for water, electricity, heating, natural gas, sewage discharge, fire fighting, etc., and the above contents should be considered in the planning and design process. Shops investors need to consider this when investing in shops. The more perfect the above facilities, the easier it will be to rent them in the future.
(III) Operating characteristics
▲ It is impossible for shops to be managed in a unified way, especially in the form of selling investment. It is impossible for developers to interfere with the investment form or business type of shop investors in the operation stage. In this case, if the scale of community stores is too large, this community store project without unified positioning and unified management concept will probably face operational difficulties.
Some communities build special community commercial buildings, and the shops inside are mainly in the form of bunks. The popularity of these bunks is certainly not as good as that of pavements, but its advantage lies in that under the unified positioning and unified management concept, the competitiveness of such bunks may be enhanced. In other words, when the developer's professional level of community shops is high, the value of shop-style community shops may not be as good as that of paved community shops.
▲ Form of investment recovery
Many operators engaged in service shops have gradually changed the way of renting shops for various reasons: on the one hand, catering operators and beauty salons in the past lacked financial resources and could only rent shops, while many enterprises and individuals engaged in service shops have the strength to invest and buy shops; On the other hand, these operators have to face the reality that landlords of shops have repeatedly raised rents, so they will choose to buy shops.
From the above analysis, it can be concluded that service-oriented community stores will gradually become an important variety in the store sales market. In the form of residential building, the first floor, second floor and/or basement of the whole building are used for business, and the upstairs is used for living. In order to ensure the effectiveness of the two functions of residence and business operation, the developer will guide residents and consumers and operators of the bottom business to operate independently through reasonable planning and design, and separate the entrance and exit to ensure that the life of the upstairs residents is less affected by the bottom business as much as possible.
It should be pointed out that if the planning and design are not reasonable enough, the residential floor merchants will affect the residential sales to a certain extent.
In addition, we should properly control the scale of the bottom business of residential buildings. When the scale exceeds 20,000 square meters, the developer must conduct necessary investigation and study on the market environment of commercial real estate projects, and can't determine the project positioning, scale and market strategy with the simple concept of bottom business, otherwise the project will face development difficulties. The main types of merchants on residential floors are mostly pavement forms, and a few are bunk forms. The good popularity of residential shops makes it possible to maximize their value, which is also the reason why residential shops attract market attention, or why residential shops are favored by investors.
In order to be unconventional, some developers may develop this residential ground floor commercial project into a large pedestrian street or other forms in the limited space of residential ground floor commercial. These innovations in the market sense complicate the concept of residential bottom business, which requires developers to plan, design and locate from a more professional perspective, otherwise they will use the thinking of ordinary bottom business to develop pedestrian streets and other forms. 1. Location interpretation
Simply put, positioning is to decide what a project should consist of. To whom? Who can use it? Strictly speaking, project positioning is to determine the market scope of the project through market research, and make special targeted regulations on the function and image of the project around this market. This definition has the following characteristics:
Positioning is based on market research. Leading entrepreneurs will also position themselves according to their own judgments, and they can also achieve good results. However, real estate development is an industry that cannot afford to lose. If a project goes wrong, everything will be lost. Therefore, positioning should judge the development trend of things according to the law of inevitability and the law of development of things. Market research is the right choice and the inevitable result of collecting opinions from all walks of life and the wisdom of experts.
The core of positioning is to determine the function. What is the essence of architecture? What's the use? If our positioning is shopping mall property, what kind of property should it be? Supermarket, property right city shops, bazaars, department stores or professional markets?
Positioning is a systematic project. At the same time, establish positioning. It is also necessary to determine the target customers and target images, as well as related marketing strategies. Single positioning often leads to the disconnection between front and back, which reduces the coordination efficiency of positioning.
2. Project positioning content
The positioning of commercial real estate projects basically includes functional positioning, customer orientation and image positioning, and further extension includes service positioning and technical positioning. For example, functional orientation is to determine the purpose and function of the building; Customer orientation is to determine who are the investors, users, operators, property managers and consumers of buildings; Price positioning is to determine the target value and price of real estate; Image orientation determines the image of architecture in people's minds; Service orientation is to establish the service level provided in the process of building use, such as hotels and restaurants providing services according to star standards. Wait, it shows that the content of positioning is very rich.
In the above positioning, function and customer orientation are the core, and they influence each other and have their own history. For example, the land nature of a project is an office building, which excludes the arbitrariness of customer orientation and restricts customer orientation. However, when determining the general direction of the function, the details of the function design should be determined according to the customer-oriented results, which should be expressed and realized through the function design.
Image orientation and service orientation are the natural development of function and customer orientation, and they are also objective requirements. Technical positioning is to meet the needs of functions and customers at the technical level. For example, large-span space needs steel structure, and integrated wiring should be flexible enough, and raised floor technology or wireless LAN technology can be adopted.
Value positioning is not only the result of the above positioning, but also affects the positioning direction. For example, the value maximization scheme not only requires developers to consider the problem in the long run, but also their own strength. Risk minimization is to reduce the sales price and adopt the most secure functional positioning scheme, which is determined by the value orientation of developers. Some project planning functions are very clear and strict, which simplifies the positioning of the problem. For example, the functional positioning of community commercial housing and residential bottom business, and the positioning of customer orientation and consumer groups are not very complicated. Simple market analysis can get more accurate market results. However, for large-scale projects, the functional orientation of the planning department is general and there is room for orientation. In the case that a single function cannot be satisfied or auxiliary functions are needed, it needs to be decided according to the procedure.
1. Distinguish and locate the problem.
On the basis of project analysis and experience analysis, the positioning problem is discriminated, that is, the problem that needs to be answered through market research and research. For example, how to make the best use of the space on the ground floor of an office building? Is it appropriate for businessmen to develop restaurants? Which is the best way to develop large supermarkets or shops in the property market? Who is likely to invest in buying real estate? Asking the question correctly is equivalent to positioning the question half successfully. So, be good at asking questions. The sharper and deeper the problem, the greater our chances of getting the correct conclusion.
2. Identify market segments
Analyze the market according to the survey results and refine it. For example, a real estate in Beijing wants to sell the whole floor to the outside world, and the planner divides the market into:
(1) Large groups (companies) transformed by government agencies and large groups (companies) to be transformed.
(2) Financial institutions, including banks, insurance, securities, futures and other non-bank financial institutions at all levels.
(3) Large joint-stock companies and other provincial and municipal groups (companies), including listed companies.
(4) Administrative functional ministries and agencies. Admittedly, some uncertain factors have limited the demand of administrative functional ministries and agencies for office buildings.
3. Select the target market and evaluate it.
For example, in order to make the understanding of market segments scientific, it is necessary to evaluate the potential profits of each market segment. The criteria are: first, the scale and development prospects of market segments; Second, the profit potential of market segments; Third, company goals and resources. The standard is divided into three grades: A, B and C, and gradually decreases. The results show that the other three market segments (government restructuring companies, financial institutions, foreign provincial and municipal groups and joint-stock companies) are ideal targets except the administrative functional ministries and institutions that do not meet the above three evaluation criteria.
4. Establish a positioning system
The so-called positioning system is the customer combination group of commercial real estate property, that is, what kind of customers are the potential buyers and users of the property, and they should form a complete ecological relationship community with the characteristics of systematicness, integrity and harmony.
Step 5 evaluate the positioning system
Whether the market positioning of a real estate is correct and whether it reflects the value of the real estate requires systematic evaluation and comparison of various schemes. On the basis of full market research in the early stage and correctly grasping the development direction of the project, the core contents such as project image, functional combination, scale and grade, target customers and property value are further demonstrated in detail, and the overall framework of commercial real estate positioning and planning projects is constructed to provide the most feasible development plan for the project.
1, project plot analysis
Based on the research on the development trend of the project market, this part will start with the analysis of the project conditions, judge the property form suitable for development from the perspective of land parcels, study the present situation and nature of the land parcels around the project, and analyze its possible impact on the land parcels.
2. Location analysis of the project
This paper mainly analyzes the present situation and future development of the plots around the project to understand the environment and influencing factors of the project development.
3. Analysis of the plot conditions of the project
This paper mainly analyzes the development conditions of the project plot and finds out the factors that affect the project development.
A SWOT analysis of the project (strengths, weaknesses, development opportunities and competitive threats): analyze the importance and difficulties of the project development, and make clear the strengths, weaknesses, development opportunities and competitive threats of the project itself.
B. Grasp the development direction of the project: on the basis of understanding the market environment, district development and land plot, predict the development direction and possible functional attributes of the project, and provide detailed directions for market research.
C, project development image positioning and concept positioning: determine the development image of the project, and provide direction for project positioning and planning and design.
D. Functional combination and format proportion positioning of the project: mainly including function determination, combination scheme positioning, functional layout and correlation control among functions of the main property types in the project.
E. Project development scale and grade positioning: according to the development theme of the project and the market background environment where the project is located, determine the development scale and grade of the main property types of the project.
F. Project objective customer orientation: mainly determine the customer categories and consumer groups of the functional properties of the project, and provide the basis for the later development planning of the project.
G. Project value positioning (including financial analysis): according to the project's own conditions, overall positioning, market supply and demand, existing property supply price level in the market, potential purchase level and future development trend of the project area, the price level of each functional property of the project is defined.