精准的定位是商业地产成功的基石之一 Precise positioning is the foundation of success of commercial real estate

　　记者 黎胜斌 实习生 邓凤仪 摄影 李文彬

Reporter LiShengBin interns DengFengYi LiWenBin photography

　　房地产的本质上是建造一个物理属性的空间，这个空间里面赋予什么样的属性，就具有什么样的属性。比如赋予床、沙发这就是住宅，赋予电脑就是写字楼，赋予缝纫机就是工厂。

Real estate is, in essence, build a physical attributes of space，This space inside what kind of attribute to，Will have what kind of attribute。For example give bed、The sofa that is housing，Give the computer is office buildings，Give the sewing machine is the factory。

　　希望打造小商圈

Hope to make small business circle

　　我们目前主要的项目有三个：

We are the main project has three：

　　第一个是南方玫瑰城，我们有20万平方米的商业，20万平方米的商业都有不同的定位，主要是针对大型的商场、餐饮街，这是我们目前最重要的项目；

The first one is south rose city，We have 200000 square meters of business，200000 square meters of business has a different location，Is mainly aimed at large shopping malls、Restaurant street，This is the most important item of our present；

　　第二个是在贵州的一个旅游商业和餐饮娱乐休闲为主的商业街；

The second is in guizhou a travel business and entertainment leisure primarily business street；

　　第三个是綦江的项目，主要以古镇商业的一种形态存在，这就是我们所拥有的三个方面，将来我们会逐步过渡到商业地产领域中去。

The third is the qijiang count project，Main business with ancient form of existence，This is what we have three aspects，In the future we will gradually transition to commercial real estate fields。

　　用我们经营模式来说，整体商场会以租赁的方式为主，如果是分散的摊位，我们会以销售为主，也就是说开发商会自持一部分商业实体，便于对整个商场的经营。

With our business model for example，The overall market will give priority to lease way，If is the dispersed of booths，We will give priority to sales，That is development chamber of commerce is part of indignation business entity，Facilitate the management of the whole market。

　　地产公司都会存在的问题是，不可能每个项目都是成功的，也有不满意的，这其实也算是一种正常的现象。

Real estate company would be the problems are，Can't each project is successful，Also have not satisfied，It is a normal phenomenon。

　　在招商的时候，当然最好是国际国内的知名品牌。

In investment promotion，Of course, it is best the international and domestic famous brand。

　　超市的招商，比如说韩国乐天、华龙万家、新世纪，还包括人人乐，事实上都和我们在谈长期合作，如果条件满足，是没有问题的。

Supermarket of the investment promotion，For example South Korea lotte、hualong、The new century，Also includes everyone happy，In fact all and we talked about a long-term cooperation，If conditions meet，Do not have a problem。

　　在精品百货部分，比如云南的企业也在和我们谈。

In high-quality goods department parts，Such as yunnan enterprises is and we talk about。

　　在餐饮方面，大家都比较熟悉，也会找到重庆一些知名的企业，比如小天鹅、陶然居等。

In the dining，Everyone was familiar，Will also find some well-known enterprise in chongqing，Such as little swan、Taoranju etc。

　　在休闲方面也会有很多，如：两岸咖啡、铜锣湾之类的知名品牌都会被逐渐引进，因为以大型商业来看，在筹备之初还没有准备引进这些大型商家。

Also in leisure there will be many，if：Cross-strait coffee、Causeway bay and well-known brand will be introduced gradually，Because, by big business and see，In preparation for it at the beginning of the are not ready to introduce these large businesses。

　　再比如说家装行业，我们就会以TOTO为目标。

Then for example domestic outfit industry，We will be in TOTO is the target。

　　在服装方面也会招入一些大型品牌，比如洁丽雅、阿玛尼，当然我们也会找一些在国际上处于二线的品牌，低于这些知名品牌，但是也是有品位，有名气的品牌，只要他吻合我们这个消费群的都可以。

In the clothing also will move into some large brand，For example, li jie、armani，Of course we will also find some international in second line brand，Below these famous brand，But it's also a grade，Famous brand，As long as he fits into the consumer group。

　　其实，我们对商业地产功能的享受问题不大，如果说是梦的话，我们是去克服一个新的承载方式，试着去创造新生活，改变旧生活的过程，我们的梦想是带来新品质生活，我们也不想通过商业地产赚多少钱，但是只要不亏本，同时解决了客户的生活需要，那是最实在的梦想。

In fact，Our commercial real estate functions enjoy the question is not big，If say words of dream，We are to overcome a new load mode，Try to create a new life，Change the process of old life，Our dream was to bring new quality life，We don't want to make much money through commercial real estate，But as long as not a loss，It solves the customer life need，That is the really dream。

　　我们希望能够打造每个区域的一个小商圈，南方集团其实是比较实际的，不会贸然画一个远大的梦想出来。

We hope to be able to make each area to a small business circle，South group is actually a more practical，You should not draw a big dreams come out。

　　南方集团销售总监 王重斌

South group sales director WangChongBin

　　很多环节看似简单，出纰漏都致命

Many seemingly simple link，The careless mistake is deadly

　　在我们经营的这些项目中，在我看来，哪一个都思考得很多。英利做的每一个项目都不雷同，它是在旧城改造，做得都是很好的核心地段，但又各有不同。

In our business of these projects，In my opinion，Which one are thinking a lot。Yingli do every project not identical，It is in the old city reconstruction，Do it is very good core areas，But also vary。

　　中间有相似的地方，那可能是在运行过程中的思考。如果单纯从项目本身来说，相似处很少，不同之处更多，这属于个性化操作。

A similar place among，That might be in the running process of thinking。If only from the project itself，Similar have very little in，Different place more，This belongs to individual operation。

　　据我们了解，有的商业地产需要6~8年才真正发展起来，不像现在我们很多项目，一开业就很火。

We understand，Some commercial real estate need six to eight years before it developed，Don't like now we many projects，A very open fire。

　　造成这种差异说明企业会面临一个培育期，或者叫痛苦期，英利也会遇到。

That caused this difference will be an enterprise incubation periods，Or pain and sufferings period that，Yingli are encountered。

　　比如，收回来的租金可能连水电费都缴不上。因为他没有形成规模，没有体系和规模化的运作，商业资源积累不够。

For example，Back rent may even pay all the electricity and water。Because he did not form scale，No system and the scale of operation，Commercial accumulated resources is not enough。

　　万达能如此火爆是因为马上就要到100家了，万达每年的招商会可能是全世界最具规模最具号召力的招商会了。他已经经过最初的阶段，现在有了领袖魅力，商家就跟着他跑。

Wanda can be so popular because immediately to 100，Wanda ZhaoShangHui each year is perhaps the most scale the most power ZhaoShangHui......。He had after the first stage，Now have a charisma，Businessman followed him to run。

　　商业地产最核心最关键的不是项目开发这块，而是商业运营和管理这块，这也是住宅和商业地产的不同之处。

Commercial real estate the core of the key is not the project development，But the business operation and management，This is also residential and commercial real estate differences。

　　其实，最近几年兴起了很多新的地产类型，商业地产、养老地产、旅游地产。这些地产都有一个特点就是随着社会的发展和人们生活品质需要的不断提高，才促使了这些产业的出现。

In fact，The rise in recent years, many new property type，Commercial real estate、Endowment real estate、Tourism real estate。The real estate has a characteristic is along with the development of social development and people's life quality of the need to improve，It cause the industry to appear。

　　而商业地产，具有资本运作高，回报周期长的特点，与住宅回报周期短不一样。

The commercial real estate，With high capital operation，Return cycle long characteristics，And house return cycle is short。

　　开发过程中的收益只是总收益的一部分，最核心的部分是商业运营管理部分。

In the process of developing the income is just part of the total profit，The core part of business operation management is part。

　　我们拿到一个商业地块，首先要进行商业定位，它与招商密切相关，这才能决定我们这个项目具体做什么。那么我们项目的开发，做方案，具体实施，完整地建好都只是一个过程，可能这个产品打造得很好，但是能不能实现它的价值是看后期的运营和管理，商家进来，如何去培育，如何通过我们商家的运营提供一流的管理，一流的服务，让客户感受到我们的商业是最棒的。

We've got a commercial plots，First of all to a business orientation，It is closely related with the investment promotion，This can decide we this project specific do??????。Then we project development，Do plan，Specific implementation，Completely built is just a process，May the product makes it well，But can realize the value of it is to look at the period of operation and management，Merchants to come in，How to cultivate，How to through our operation of business to provide the first-class management，First-class service，Let the customer feel our business is the best。

　　我们相继拿下了解放碑的IFC，大坪七牌坊，解放碑五一路项目，甚至还包括三亚湾水产市场，这些项目就使英利房地产建立了在重庆房地产前三甲的地位。很多环节看似简单，但无论哪一个环节出纰漏，都是致命的。

We have scored the IFC built，DaPing seven arch，The jiangbei no.3 project，Even including sanya bay aquatic product market，These programs can make Britain the real estate established in the chongqing real estate before the status of 3 armour。Many seemingly simple link，But no matter which links the careless mistake，Are deadly。

　　IFC，288米，目前是重庆最好的超甲级写字楼，无论是外部的建筑，还是其中的商业氛围，地下的停车系统都相当不错。七牌坊的项目，是41万平米，底楼有近10万平米，有三栋住宅，一栋公寓，一栋写字楼，运营之后将会是大坪地区最核心的商业中心。

IFC，288 m，At present is the best of the chongqing super grade a office，Both the external buildings，Or the business atmosphere，Underground parking system are quite good。Seven of the housing projects，Is square meters and，The ground floor has nearly 10 square meters，There are three dwellings，An apartment，One house office building，After the operation will be DaPing area most core business center。

　　重庆英利房地产开发有限公司执行总经理 陈朗

Chongqing yingli real estate development Co., LTD ChenLang perform general manager

　　聚财的板块

Mo plate

　　商业地产一直是金科的重头戏。我们花了很多心思在上面，高管非常重视。从金科的酒店来说，我们一直把它作为重点品牌在培养，是我们的核心竞争品牌之一。

Commercial real estate has been jinke of the day。We spent a lot of mind on it，Executives very seriously。From the golden section for the hotel，We have used it as a key brand in training，Is our core competition of the brand。

　　现在商业地产更多的是做城市综合体，比如说我们的世界城或者世界走廊。世界城我们已经开发了四个了，为的是把我们的生活理念注入到城市的生活之中。 商业地产在我看来是很聚财的板块，对投资者来说也聚集了他们掘金的梦想。

Now, commercial real estate is more of a city complex，For example our world city or the world corridor。We have developed the world city four，In order to put our concept of life into the city life。 Commercial real estate in my opinion is very mo plates，For investors also gathered their dream of the Denver nuggets。

　　金科集团销售总监 唐畅

Jinke group sales director TangChang

　　商业地产的核心就是要持有

The core of the commercial real estate is to hold

　　商业地产是一个香饽饽，不过它确实需要积累、沉淀，需要非常专业、理性，未来的路依然很长。

Commercial real estate is a sweet BoBo，But it does need to accumulate、precipitation，Need very professional、rational，The way of the future is still very long。

　　以商业撬动地产，我觉得商业地产的核心就是要持有。购物中心的经营要非常成功，从定位开始，要具有很强的整合能力、招商能力、营运能力，只有成功的商业产品，只有一个成功的购物中心，成功的商业才能够被撬动，才能发挥它的杠杆作用。如果做出来的是一个很烂的产品，整个大项目就是失败，根本无法撬动。

Business move to real estate，I think the core of commercial real estate is to hold。Shopping center management to be very successful，Start from the orientation，Must have strong ability to integrate、Investment promotion ability、Operation ability，Only successful commercial products，Only the success of a shopping center，Successful business can only be move，Can play its leverage。If a is a very worst products，The whole project is a failure，Couldn't move。

　　其实，商业地产这里面涉及到一个末端价值。房地产本质上是建造一个物理属性的空间，这个空间里面赋予什么样的属性，就具有什么样的属性。比如赋予床，沙发这就是住宅，赋予电脑就是写字楼，赋予缝纫机就是工厂。

In fact，Commercial real estate inside this involves a terminal value。Real estate is essentially a physical attributes of building space，This space inside what kind of attribute to，Will have what kind of attribute。For example give bed，The sofa that is housing，Give the computer is office buildings，Give the sewing machine is the factory。

　　对于我们来讲，房产的开发和投资，如果还处于原始的形态，还站在原来的角度去理解，就还只是开发这个产品。

In our case，Real estate development and investment，If still in the original form，Also stand in the original Angle to understand，It was just the product development。

　　关键是不是每个开发商都能够意识到这个物理空间最后是要有什么用处，所以说要专注到产品的末端，住宅就要关注到消费者的生活习惯，写字楼就要沟通如何赚钱，商业就要专注商家如何销售商品。

The key is every developers can realize the physical space finally is to any use，So to say to want to focus to the end of the product，Housing focus on to the consumer habits，Office buildings will communicate how to make money，Business will focus on how business selling goods。

　　商业最忌讳的就是反复，比如定位了，不准确重新来过；开业了，不成功重新来过。这是经不起折腾的。

Business is the most taboo repeatedly，Such as the positioning，Not exactly again；Opened for business，Don't succeed again。This is can't afford to do STH over and over again。

　　很多品牌在成都卖得很好，在重庆不一定卖得好，在解放碑卖得好，在大渡口不一定卖得好，消费习惯都不一样，所以商业持续的调整完善是必须的，但是定位是必须保持不变的。

Many brand in chengdu is selling very well，In chongqing doesn't sell very well，In the jiangbei sell very well，In dadukou doesn't sell very well，Consumption habit is not the same，So business continued to adjust and improve is a must，But positioning is must remain the same。

　　只有经营能力很强的团队，才会有这样的理念，他们关注的就是消费力。

Only the ability to operate very strong team，Got that idea，Their concern is consumer spending。

　　讲几个简单的概念故事吧。每个商场都有人流统计系统，我们的统计系统是精确到每个店铺，然后运用数据分析系统。

Say a few simple concept of the story。Each department has poured statistical system，Our statistics system is accurate to every shop，Then use data analysis system。

　　再如H&M在重庆一共8个店，我们就会专注到每个店的商品。对于我们这种新开业的购物中心，营运团队做的工作专业性非常强，因此我们需要我们的管理人员都能成为他们销售的分析师，帮助他们去销售。

Be like again H&M in chongqing's eight shop，We will be dedicated to each store of goods。For we this new open shopping center，Operations team work professional was very strong，So we need our management personnel can become their sales of analysts，Help them to sales。

　　下一步，我们准备涉足主要的地区是西南、长三角、环渤海、珠三角四大战略发展区域，同时机会性进入其他合适的发展区域，比如无锡我们是肯定是有项目的，上海肯定是重点关注的区域。

The next step，We are going to the main area is in the southwest、Long triangle、Link bohai sea、The pearl river delta four strategic development area，At the same time opportunity sex into other suitable development area，For example we is affirmation is to have wuxi project，Shanghai is sure to focus on areas。

　　协信商业事业部总经理 邹淑媛

Business division ZouShuYuan letter association general manager