Real estate project establishment, planning, promotion and sales process?

1, project establishment

(1), project status

(2) Land survey of development projects.

(3), market demand and competition analysis.

(4) Cost estimation

(5) Organizational structure and research of project development.

(6), development, construction and sales plan

(7) Analysis of economic and social benefits of the project.

(VIII) Conclusions and suggestions

Note: Market demand forecasting method

First, qualitative prediction method

B, quantitative prediction method

Contents of preliminary feasibility study

Preliminary feasibility study, also known as "pre-feasibility study", is as follows

(1), the angle and method of preliminary feasibility study

(2) Identify various constraints

2. Planning

Positioning-macro and micro position investigation, analysis and selection;

Qualitative-analysis and selection of development content and theme;

Quantitative analysis and selection of development scale (construction scale and investment scale)

Entrusting a professional architectural design company to plan and design real estate projects is a great progress in the direction of real estate specialization. However, due to the high professional requirements of commercial projects, the planning and design of its buildings should choose a professional company specializing in commercial project design. Just as hospitals are professional institutions, but dentists can't deliver babies and obstetricians can't pull teeth, commercial design companies need professional design institutes with expertise, just like the design of sports facilities and hotel facilities.

In the previous generation of product design with immature market and inexperienced developers, there were few designers who pursued professional expertise, and most of them entrusted ordinary design companies. Preferential cost and novelty of design appearance become the main considerations. However, the internal function development of commercial facilities still stays in the high adaptability of the open space. Since the 1980s, it has been the trend of the whole construction industry to add indoor pedestrian streets to large department stores with specialized division of labor. Those skyscrapers with super high-rise, steel structure and long span in Pudong can only be undertaken by international companies with such architectural experience; Guangzhou TV Tower, CCTV Tower and other structures with special structural requirements also need to be tested by world-class professional engineering companies; High-tech eco-intelligent buildings must be designed by professional intelligent companies such as Transsolar. If commercial projects want to be in line with international standards, they must also take the road of specialization in technical fields. At this French MAPIC, the award of China project shows that the professional standard of China project has begun to be recognized by the international industry.

Balance between function and form

Large-scale commercial real estate projects are undoubtedly the key projects of the city. In addition to meeting the shopping needs of the city, we should also consider the landscape requirements of urban construction. Becoming a city landmark and a business card of the times is not only the requirement of the government, but also the subconscious pursuit goal of developers. Looking at the development of this generation of large MALL, the obvious problems of product form and design tendency are excessive pursuit of scale and grade, ignoring the integration of reasonable functions and investment income ability in project planning, and paying too much attention to the originality of commercial real estate visual image. The scale and image of many projects can be compared with national landmark projects. However, the national project is funded by the government and has nothing to do with the direct return of the project. Sometimes the long-term national image and tourism income are more important, and the economic rationality of commercial real estate projects is the vitality. After the last round of fanatical virtual fire, rational thinking will make the function and form of commercial real estate development reach a more reasonable balance.

In fact, with the specialization of commercial real estate operation and the integration of commercial projects and experiential consumption, the complexity and challenges faced by commercial design are unprecedented. For the rational organization of people, cars, goods and logistics in the same space or even the same plane, designers should not only meet the requirements of different businesses and unified properties through professional and technical means, but also creatively propose attractive space and interface design.

Sustainable development space

As a suburban shopping mall, especially a one-stop large-scale business, its traffic accessibility is bound to be dominated by private cars. Traffic organization and motor vehicle parking have become important indicators for the sustainable development of the project. However, as the whole of China is in the process of open exploration and rapid economic growth, there is a lack of norms with long-term guiding significance. At present, shopping mall projects generally lack the transportation and parking conditions needed to adapt to long-term development. First of all, government regulations can only meet the current level of consumption and car ownership. China's parking standard per square meter is far lower than that of European commercial facilities. Secondly, the number of motor vehicles in China is in a dynamic process of rapid growth. At present, there are 3.2 million motor vehicles in Beijing, which makes the urban road capacity almost saturated. According to the long-term urban planning, the development of 7 million motor vehicles depends not only on the support of urban road expansion and bridge repair, but also on the design of commercial facilities.

In the site selection of commercial real estate projects, we should make full use of urban rail transit and other municipal facilities, and the connection of urban expressways is also a necessary condition for private cars to become the main shopping flow. In the parking design of commercial facilities, sufficient development space should be considered. Mechanized parking is also possible under the condition of limited building area control, but besides the floor height, sufficient margin should be left in the calculation of entrances and exits and the calculation of total parking volume. In the era of automobile society or suburban shopping, the mode of transportation is an important factor restricting the sustainable development of commercial real estate.

Combined with experience consumption design

With the increasing proportion of experience consumption, sightseeing, performances and other colorful promotional and leisure activities are integrated into the design of commercial facilities, the most prominent being the performance space and leisure square. At present, in almost all large-scale commercial facilities, old or new, a perennial unremitting activity is to hold promotional activities in front of the square or indoor atrium, including fashion shows, lottery, cultural performances, and even guest dialogues. This kind of activity has become an indispensable part of commercial activities, but it is rarely considered in architectural design. Crowds at the main entrances and exits of shopping malls are often trapped by crowds. In order to adapt to this trend, some properties have set up performance areas independently, which are not at the same level as the shopping crowd. For example, Longgang Commercial Center in Shenzhen and Fuyang Square in Wangfujing, Beijing. On the other hand, people have the need to watch and be watched by others. Portman, an American architect who discovered this, put forward the concept of * * * enjoying space. In commercial projects with leisure function, it is fashionable to play with this theme and create various leisure spaces. All kinds of paintings, pantomime and juggling can add interest to leisure space, and boats, fallen flowers and even pigeons and squirrels will become part of the space theme. Paying attention to the new demand of experience consumption and creating more personalized experience space have become the new trend of the new generation of business design.

Cultural themes and regional characteristics

The history and culture of different cities have formed traditional commercial blocks with their own characteristics, and this traditional architectural heritage has high commercial value. In the case of scarce resources, developers sometimes need to make great efforts to create certain resources, such as some commercial projects developed by Pearl River real estate. In this respect, Shanghai New World is one of the most successful works. The project successfully utilized the architectural heritage preserved in the colonial era in Shikumen area, gave full play to the value of historical traditional cultural heritage, reorganized traditional space and architectural fragments, and formed a colorful, comfortable and pleasant commercial space that meets the needs of modern people. Therefore, paying attention to the architectural style and context of the city must be implemented in the actual planning and design, involving the arrangement of the architectural style and context of the original block. In this way, the block space environment and typical buildings that should be protected and properly transformed are determined. Landmark landscape and spatial scale of key areas, etc. , combined with the design of new buildings, thus forming a harmonious, natural transition and more vital commercial space. If the development is successful, it will not only bring rich economic returns, but also make important contributions to the history and culture of the city. For some large-scale commercial real estate projects that lack context in suburbs or new areas, properly highlighting regional characteristics in planning and design can also increase their attractiveness and become landmark buildings that can be integrated into the urban environment. There are also many commercial projects that try to copy the cultural themes of other projects regardless of the local cultural environment, which is very risky. For example, someone wants to rebuild the "New World of Shanghai" in other cities. Without Shanghai's cultural soil, it can't be a "New World". Xintiandi is not McDonald's, and it is unthinkable to open Xintiandi in the northeast. It is difficult to copy without regional characteristics, and it is the general trend to develop local cultural themes.

Humanization and refinement

With the emergence of high-quality businesses in major cities, the emphasis on style and grand aesthetics is changing. Paying attention to humanized design is one of the important means to promote commercial consumption and sustainable development. The ideal atmosphere of commercial real estate projects should make people feel kind, relaxed, approachable and have a pleasant consumption mood, rather than "bullying the weak". Therefore, the design purpose of commercial projects is to create comfortable shopping space for consumers, especially the scale design of commercial streets should be based on the activities of pedestrians and realize people-oriented, rather than referring to high-speed motor vehicles. Shoppers pay attention to the vertical range mainly on the first floor of the building, and almost "turn a blind eye" to the range above the first floor. The horizontal attention range is basically between 10-20m. For a commercial street with a width of more than 20m, pedestrians are likely to only pay attention to the shops on one side of the street, and will not walk with the word "Z" in the range with a width of more than 20m.

One of the advantages of commercial facilities is the need for secondary facade decoration design, so the details of the building can go deep into decoration and even decoration. The integration of architecture, landscape and decoration has become a new trend, and developers are increasingly inclined to choose design companies with rich professional knowledge and comprehensive planning and design capabilities to complete them, so that products can achieve higher value through the latest configuration of equipment and structure. It is not the architect who completes the planning and design, but the landscape planning company and the decoration company to complete the design of all parts of the building. It can be said that only by attaching importance to specialization and the high integration of various technical specialties can real estate projects gain appreciation and adapt to the fierce market competition after macro-control. In this regard, some large professional real estate companies have made useful attempts to integrate architecture, outdoor landscape and detailed decoration, so that the architectural design of commercial projects has reached a very fine level.

3. Promotion of real estate projects

Pre-project planning stage

Market research and analysis

Information investigation

Plot environment

Analogy analysis

Planning of the initial development stage of the project

Project planning stage

Product planning

SWOT analysis of products

Comprehensive evaluation of project advantages and disadvantages

Project positioning