记者：如何理解商业地产？

reporter：How to understand commercial real estate？

　　陈德谱：商业地产是商业+地产，地产是个载体，商业是核心，而消费是源动力。

ChenDe spectrum：Commercial real estate is the commercial + real estate，Real estate is a carrier，Business is the core，While consumption is power source。

　　记者：重庆商业地产从何时萌芽？

reporter：Chongqing commercial real estate from when bud？

　　陈德谱：重庆商业地产的发展和时代以及这个城市的发展密切相关。上世纪80年代初，改革开放初期，市场开始放开，民间的消费力量也开始释放，交易开始活跃。当年，新华路一带摆地摊的特别多，后来觉得影响市容，朝天门原来有很多仓库，就改造成各种百货的交易区。这是重庆商业地产的萌芽。

ChenDe spectrum：Chongqing commercial real estate development and the development of The Times and the city is closely related。The 1980 s，Reform and opening in the early，Market began to let go，The power consumption and folk to release，Trading begins active。That year，The much more special put stall in xinhua rd area，But feel that influence city's appearance，ChaoTianMen that there are a lot of warehouse，Is transformed into the trade sector of department stores。This is the sprout of chongqing commercial real estate。

　　朝天门的开发是重庆商业地产第一波。

ChaoTianMen development is chongqing commercial real estate the first wave。

　　记者：现代意义上的商业地产如何开始的？

reporter：The modern sense of commercial real estate how to begin？

　　陈德谱：港资和台资企业点燃了高档时尚的消费，百货业兴起。大都会点燃了时尚的生活概念，相继而来的是重百的改造。随后，新世纪式的发展，在南坪、杨家坪、沙坪坝相继开起了分店，它和重百一起交叉开店，最开始还是以本土百货为发力点，商业地产的概念还不是特别强，商业发展在先，地产发展在后，早期的地产和现在的地产有很大的区别。

ChenDe spectrum：Hong kong-invested and taiwan-owned enterprise lit the high-grade fashionable consumption，Both rise。The mets lit the fashionable life concept，Successively by the ChongBai transformation。then，The development of new type，In NaPing、yangjiaping、ShaPingBa have opened stores，It and ChongBai together cross open a shop，In the beginning or in the local department for the swimmer，The concept of commercial real estate is not particularly strong，Commercial development prior，Real estate development in the，Early property and now of real estate has the very big difference。

　　记者：早期商业地产是什么样子？

reporter：Early commercial real estate is what look like？

　　陈德谱：早期的地产像做金融，征地融资，融资之后就随便修。没有营销和产品的包装，就是一个卖房子、卖位置的过程，然后再把这些抵押完了之后做一些辅助产业，那时商业地产没有价值意识。

ChenDe spectrum：Early real estate like do finance，Land expropriation financing，After the financing casually。No marketing and the packing of the products，Is a sell houses、The process of selling position，Then these mortgage after doing some auxiliary industry，Then commercial real estate has no value consciousness。

　　记者：重庆真正的商业地产从何时开始？

reporter：Chongqing real commercial real estate from the start？

　　陈德谱：那得从龙湖的北城天街和黄金海岸的开发开始，两家企业从不同的角度走入商业地产，大概在2001~2002年前后。

ChenDe spectrum：The lake from the site and the development of the gold coast standing start，Two enterprises from different angles into commercial real estate，About 2001 ~ 2002 years before and after。

　　地产开发商介入商业，在全国范围看，重庆算是走得早的，成都要晚一点。

The real estate developer in business，Look at the national level，Chongqing is go early，Chengdu to late。

　　1999年左右，重庆开始提五个商圈的概念。步行街和商圈的概念对商业地产有很大的推进作用，由政府的引导和开发商的合作有很大关系。

1999 years，Chongqing began to mention five business circle concept。Pedestrian street and the concept of business of commercial real estate has a lot of progress，By the government's guidance and development business cooperation has the very big relations。

　　记者：北城天街这个项目是如何出炉的呢？

reporter：This project is standing beicheng how come？

　　陈德谱：当时，我刚好在龙湖工作，全程参与了北城天街的研策工作。

ChenDe spectrum：At that time，I was just in the lake，Participate in the research work of the standing beicheng strategy。

　　龙湖地产并不是对于商业地产有研究，才进入一个有潜力的领域。当年吴总（注：吴亚军，龙湖董事长）看了任正非的《华为的冬天》，对公司发展阶段性瓶颈的出现产生担忧，如果遇到调控或者楼市冬天的时候，要是现金链断了的话，怎么办？

Real estate and not for lake commercial real estate，Only enter into a potential field。When wu total（note：WuYaJun，Longhu chairman）See the Chinese paranoid《Huawei's winter》，The development of the bottleneck of phased emerged concerns，If meet the regulation or property market in the winter，If cash chain is broken the words，do？

　　吴总认为龙湖需要一个“冬天里的被窝”。

Wu always think longhu need one“In the winter of the bed”。

　　记者：您认为这算是成功的项目吗？

reporter：You think this is the success of the project？

　　陈德谱：北城天街应该算是成功的。不是有多好，而是做对了。观音桥商圈的形成对它本身很有利。当时追求时尚的人群在江北也比较集中，当时没有竞争，众多的原因堆积，为成功创造了条件。

ChenDe spectrum：Site should be standing was a success。How good is not，But did the right。The formation of the planned commercial for it itself is very favorable。At that time the crowd of fashion in the jiangbei is concentrated，At that time no competition，Numerous reasons accumulation，Create conditions for success。

　　记者：如何理解做对？

reporter：To understand how to do？

　　陈德谱：购物中心最核心的就是品牌和商品。坚持了时尚之路。

ChenDe spectrum：Shopping center is the core of brand and goods。Adhere to the road of the fashion。

　　北城天街，作为购物中心来讲太大，让消费者的认知有个过程。北城天街真正火起来，是从2005年餐饮开始好起来，2006年之后就基本奠定了这种商业模式。餐饮本来就容易起来，也能带动商业的发展。

Beicheng standing，As a shopping center too big，Let the consumer cognitive a process。Standing up real fire site，From 2005 catering began to better，2006 years later you basic laid this business model。Food was easy，Can also drive the development of business。

　　记者：未来商业地产的机会在哪里？

reporter：The future of commercial real estate opportunities in where？

　　陈德谱：未来居住中心、小购物中心的兴起，会形成很多或好或差的商业地产项目。区县还有很多机会。

ChenDe spectrum：The future living center、Small shopping center's rise，Will form a lot of good or bad of the commercial real estate projects。Area county and a lot of opportunities。

　　记者：如果理想状态是100分，你给重庆商业地产现状打多少分？

reporter：If the ideal state is 100 points，You give chongqing commercial real estate situation make as many points？

　　陈德谱：在重庆有很多项目做得非常不错，但是也有非常多做得非常糟糕，拉通来看，整个商业地产并不及格。

ChenDe spectrum：In chongqing has many projects is very good，But there is also a very much is very bad，Pull through to see，The commercial real estate does not pass the exam。