How to use culture to create a new model of commercial real estate and enrich the layout of characte

1. Give the building cultural connotation.

Culture, like love, is an eternal theme that has been "married" with various industries at various stages of history. There is not much difference between the building itself, because of its different cultures and tastes, the building has a distinction between superior and inferior, and because of cultural factors, the building is more vivid. However, it is important to note that the cultural connotation cannot be separated from the local history and culture.

The essential feature of culture is to make inanimate steel and concrete have the eternal value of culture, and let culture be embodied in every aspect of real estate development. Culture is not a label, let alone a gimmick, but is enriched in every detail of the building, including the setting of the balcony, the color of the façade, and even the setting of the nanny's room.

2. Owners and developers work together to create cultural real estate.

When real estate reaches a certain stage, it is a kind of life, a kind of culture. For cultural real estate, the combination of culture and real estate is people's yearning for a better life, culture is not only proposed by developers can be realized, but also the majority of owners have a high cultural quality and developers to jointly build cultural real estate.

3. Each property should have a unique culture.

Culture has connotation, including regional culture, architectural culture, community culture and corporate culture. At present, most real estate developers are only under the banner of cultural real estate, and do not fully integrate culture into real estate. Many architects and developers have thrown their culture away.

In fact, a property should have its own unique culture. From the planning and design at the beginning, to the building materials at the back, to the landscape design of the community, and even after the owner moves in, it is to be reflected. Especially after the owners move in, it plays a vital role in the construction of culture.

Cultural real estate still has a difficult road to go.

Fourth, cultural real estate should start from consumer demand.

Real estate is not just a simple pile of steel and cement, when people meet the "home", they begin to have cultural and spiritual requirements for the residence. A product without culture is like a pop song, which is easily outdated, and only by attaching culture to the real estate can the building be sustained. Therefore, to do cultural real estate, we must start from the needs of consumers and pay attention to details.

Starting from consumer needs solves market problems, and paying attention to details solves the problem of "landing".

The above is our question to you, please see Shanhe Shui Yi for details**).

Cultural real estate operator - Xiangxuetang Cultural Development****.

Tianjin Xiangxuetang Cultural Development adopts the two-line approach of "service products" + "solutions" to provide different types of services for different partners. The service products cover the whole process from real estate project planning, construction, publicity, drainage, etc., to provide a full chain of services.

Service product 1: Park planning.

The company integrates its own brand, takes the concept of "film and television + real estate" as the starting point, develops unique park planning ideas, and provides comprehensive park planning and creative planning services for cultural and creative parks in the Beijing-Tianjin-Hebei region. Before making a movie, the production unit needs to be clear about the resources it has, and the director, equipment, scenes, scripts, actors, etc. must be integrated, while the park operation needs to pay attention to the brand, facilities, location, service, and investment promotion, so that the park can have a steady and long-term development. Playing around the park with the idea of "filming" is the unique concept and ability of Xiangxuetang.

Service product 2: publicity and promotion.

The first-class resources accumulated in film and television production for many years have brought a strong platform and experience support to the company. The company was affiliated to Tianjin TV station, and the first TV station, Tianjin TV station and other heavyweights have extensive and in-depth cooperation, film and television publicity business due to its industry characteristics, the publicity method, ability, concept, etc. have high requirements, can be a film in a short period of time nationwide attention, is the unique ability of film and television distribution enterprises. Tianjin Xiangxuetang Cultural Development relies on strong resources and the promotion of film and television publicity to provide customers with publicity and promotion services.

Service product 3: investment promotion.

Based on strong publicity capabilities and resource integration capabilities, Tianjin Xiangxuetang Cultural Development provides corresponding investment promotion services for communities, real estate developers, developers, industrial parks and other partners. Through cultural elements such as film and television dramas, real estate projects are driven to attract investment, and at the same time create cultural added value for real estate projects.

Service product 4: Active drainage.

The company has provided professional column manuscripts and event planning for many provincial TV stations and companies in China. Now, the company adheres to the innovative concept of "film and television + real estate", and holds brand activities including retro bazaars, anniversary celebrations, cultural salons, food festivals, cultural and creative exhibitions, etc., in a combination of online and offline ways, aggregating cultural and creative resources, bringing a large amount of traffic to communities, real estate developers, developers, industrial parks and other partners, increasing the occupancy rate and improving its cultural character and word-of-mouth communication, and achieving a double harvest of economic and cultural benefits.

Commercial real estate is not as simple as residential real estate, which makes many developers struggle and rack their brains, but there are still many unsatisfactory commercial real estate projects.

As far as commercial real estate is concerned, the planning and positioning of the industry type is the most important for commercial real estate projects! So, how can you do a good job in commercial real estate? Most developers feel lost ......Based on my years of experience in commercial real estate planning, if you start from the following aspects, it is the premise and must to do a good job in commercial real estate!

First, the planning and design of the type of industry is the premise The planning and positioning of the type of industry is the most important for commercial real estate projects! It is the soul of commercial real estate, and its success is directly related to it.

The main industry plays a very important role in the project, and the role of the secondary industry should not be ignored. We should not only pay attention to the main industry and ignore the competitiveness of the secondary industry.

The selection of business format should be set according to market resources and business resources. It must coincide and complement the perimeter of the project without forming a competition. Keep this in mind and your project will be competitive.

Second, the adaptability of the building is the foundation.

First of all, we should consider how the form of the building reflects the positioning of the industry and the selection of business formats, and how to integrate with the surrounding market, that is, whether the building form can correspond to the current market.

Because business investment will be trapped by funds, the problem of sales will naturally arise in the planning. A good commercial real estate developer must have considered the problem and model of sales when planning and designing, and what is the relationship between sales and architecture, which is a ...... worthy of serious considerationOtherwise, it will affect the sales, investment and operation in the later stage.

Third, the scientific and reasonable functional layout is the guarantee.

It is necessary to have a clear understanding of the setting and area ratio of each type of business, and consider how to survive in the later stage of operation. Each industry plays a different role in the project, and its position in the project must be reasonable, according to people's shopping habits, tired time, how to create a connection relationship, must be considered.

Fourth, economic profitability is the first.

Nowadays, many commercial real estate developments require a certain area to achieve a return on investment period that is proportional to the development. But from the developer's point of view, what we need is to give the maximum profit, and at this time, it is necessary to carry out forward-looking planning on how to improve the property and retain the property in the later stage. Commercial real estate generally needs to focus on three major issues:

The people in the township will grow some vegetables themselves, we are there, but the vegetable market is still very lively, you can sell some anti-seasonal vegetables, fish and meat, **lower than peers, open a business** and the like.

The forms of commercial real estate mainly include commercial complexes, office buildings, shopping malls, shopping malls, commercial streets, bar streets, etc., compared with residential real estate, commercial real estate is more difficult and cross-border is more prominent. The key to its success lies in its operational capabilities and resource integration capabilities, and the industry's professional Internet platforms are: business resource network.

1.Museum model: A typical case is Beijing 798.

Focusing on exhibitions and tourism development, artists and cultural institutions have rented and renovated vacant factories on a large scale, and gradually developed into a cluster of galleries, art centers, artists' studios, design companies, restaurants and bars.

2.Public Recreation Space Model: A typical case is the representative work of post-industrial landscape design: North Duisburg Landscape Park, Germany.

The design of the park is closely integrated with its original use, interweaving industrial heritage with ecological green spaces. It was officially opened to the public in 1994. Peter Ratz won the first European Landscape Architecture Award in 2000.

3.Joint development model of business, tourism and culture: a typical case is the Shanghai City God Temple. Combine history and culture, characteristic architecture, and characteristic catering into tourism.

4.Open up a new creative area model: focus on one-stop experience, creative element attraction, and industrial chain extension.

Operation management and strategy is the core of commercial real estate operations, and is the source of commercial real estate revenue and property value enhancement. The essence of modern commercial real estate management and operation is to unify the loose business units and diverse consumption forms into a business theme and information platform. Commercial real estate projects that cannot be operated and managed in a unified manner will gradually transform from "commercial management" to "property management", until they eventually completely lose their core commercial competitiveness.

Unified operation generally includes four aspects: unified investment management, unified marketing, unified service supervision and unified property management. Among them, "unified investment management" is the foundation and origin of the next three unified work.

The success or failure of this work not only determines the success of the developer's early planning, but also determines the success of the management of the commercial operation of the commercial real estate project in the later stage.

With the development of commercial real estate, the investment promotion work of commercial real estate represented by mall is not only limited to traditional department stores and specialty stores, and the proportion of service-oriented and entertainment projects is rising, even exceeding that of ordinary commodity stores. The selection of micro-business entities should have preliminary planning during the construction of commercial real estate, and the architectural design of commercial real estate should be matched with the selection of micro-business entities. The first consideration in the selection of micro-business entities is the characteristics of the building and the conditions of the building.

The second basis for the selection of micro-business entities is the type and characteristics of commercial real estate and the business positioning of the entire commercial real estate project. At the same time, the types and characteristics of commercial real estate also largely depend on the composition of micro-business entities.

The ever-changing composition of micro-business operators of different commercial real estate is not accidental, nor is it determined by market freedom, but is the result of the conscious choice of developers. When formulating the investment plan, they have determined the composition and number of various micro-commercial business entities, their proportion of the total leasable area, and their status and position in the commercial real estate.