Discussion on real estate project planning

In China, although the planning of real estate projects started later than the planning of manufacturing industry, due to the high investment and high risk of real estate projects, professional planning has been widely developed in the real estate field in the past decade.

First, understand the nature and characteristics of real estate project planning

What is planning? The definition given by the Harvard Business Management Series Compilation Committee is: "Planning is a procedure. Essentially, it is a rational behavior that uses brain power. Basically, all planning is about the future, that is, planning is to make current decisions about what will happen in the future. " According to the above definition, we can understand planning as planning or planning, and planning is an activity based on reality and facing the future.

Real estate project planning is the planning or planning before real estate project development. Specifically, real estate project planning is an activity that creatively plans future real estate development projects according to the specific objectives of real estate projects, based on objective market research and market positioning, according to certain procedures, and comprehensively uses various means, and takes the operation planning copy as the result.

Real estate project planning has the following characteristics:

(1), region. This is determined by the regional characteristics of real estate projects. When friends from the north came to Quanzhou, they were full of praise for the swallow-tailed ridges and saddle ridges on the buildings in the old city of Quanzhou, but they shook their heads when they talked about the possibility of building such buildings in the north. Why? Because most customers in the north will not accept it. This is the influence of regional culture on architecture. Therefore, when planning real estate projects, we should consider the influence of cultural atmosphere, natural environment, economic situation, market conditions and other factors, which is one of them. The second is to consider the supply and demand situation and market development of the surrounding markets of real estate projects. The same huxing, the same quality, prices vary greatly in different regions, and the profits brought to real estate developers are also very different. Thirdly, we should consider the functional orientation, geographical location, land location and other factors of the project location.

(2) Forward-looking. The operating cycle of a real estate project is as short as two or three years and as long as seven or eight years. As a plan, its concept must be advanced. I was in contact with a residential project in Langfang, Hebei Province in 1993. At the beginning, when making the decision on the construction area of mainstream apartment, the project owner insisted on setting it at 60-70㎡, on the grounds that "the mayor of Langfang lived in this standard". Results In a few years, with the rapid development of national economy and urban real estate market, this apartment was eliminated by the market in 1996 and 1997.

Therefore, real estate project planning must be forward-looking and predictive, which is manifested in all stages of real estate project operation. For example, in the market research stage, it is necessary to predict the policy situation and the whole market situation of real estate projects, in the investment analysis stage, it is necessary to predict the future development cost and price trend, and in the planning and design stage, it is necessary to predict the development trend of community planning, apartment design and facade effect. In the promotion and sales stage, it is necessary to know the current market situation, such as the development quantity of real estate projects in the market and the price of real estate for sale. On the basis of analysis and thinking, this paper has a forward-looking view on the sales price, promotion time, real estate packaging and advertising release of the proposed development project.

(3), systematic. A few years ago, a concept could save a project. Taking Beijing as an example, real estate planners have come up with many conceptual concepts, such as sports concepts, music concepts, hydrophilic concepts, landscape concepts, SOHO concepts, ecological concepts, and realistic concepts, so that many people think that real estate planning is a hype concept. It should be said that these concepts do contribute to real estate projects. However, with the development and standardization of the real estate market, although the concept is indispensable, it is no longer the only factor for the success of the project. Now people engaged in the planning industry are more introverted, focusing on apartment design, environmental planning, investment analysis, construction, marketing, property services and other very realistic work. In addition, the real estate project is a huge system engineering, which determines that the planning work should also be operated in accordance with the laws of system engineering. It is necessary to analyze, plan and integrate the subsystems that make up the system to ensure the orderly and coordinated operation of the large-scale system.

(4) innovation. Innovation is the soul of all planning, and real estate planning should pursue novelty and originality, and never be the same. Today, products are not only homogeneous. Pursuing innovation is becoming more and more important. Jin Zai 1999, Chairman of Oriental University Town, initiated the idea of real estate in China University Town, which was an innovation at that time. Subsequently, the concept of university town real estate appeared in China.

. Many places do this, which makes the concept of "university town real estate" go astray and the state has to intervene. To be fair, it's not Mr. Kim's fault, nor is it.

Up to now, I still think that "Oriental University Town" is a pioneering work in China's real estate industry, but the problems existing in its operation are another matter. The so-called real estate project planning innovation, one is the concept innovation, and the other is the planning method innovation. Conceptual innovation is easy to understand, and method innovation is actually different combinations of * * * methods in different projects, because although the planning methods and means are all * * *, different combinations of methods and means can achieve different results in different projects, and Oriental University Town is also listed. Some schools adopt the traditional practice of owner building and school leasing; For example: Beijing University of Technology. Beijing Institute of Geology; Some schools adopt the method of "directional construction", such as Peking University Founder Software Institute and Beijing Union University. Another way is to take the shareholding system. Different methods show different charms.

(5), operability. Any scheme without maneuverability can only be an armchair strategist, and there are often some very ideal planning schemes, because they are completely divorced from the objectivity of the market, beyond the affordability and implementation capacity of developers, and become a pile of waste paper. The so-called operability, one is that there are operating conditions in the actual market environment, the other is that there are operating methods in concrete implementation, and the third is that the planning scheme is easy to operate and implement. For example, at present, the construction scheme of intelligent residential area is relatively hot. A few years ago, a planning company planned a construction scheme for a developer in Changsha. At that time, the solution of smart community in the whole society was not mature, and the solution of smart building was mature, but smart community and smart building were not the same thing. Developers act rashly in pursuit of the goal of building a high-quality community without full understanding. As a result, after the owner moved in, the intelligent system failed to play its role as a whole, which caused many owners' dissatisfaction. This is a typical case of lack of operability due to immature technology. Therefore, both planning companies and developers should not neglect the operability of the scheme in pursuit of novelty and novelty.

(6), guide. Any real estate project planning scheme should take the market demand as the starting point, but there are still many products planned through market research and have not been completely successful. The reason lies in the lack of guidance. Psychology tells us that human needs are expandable and inducible. In real life, due to the influence and restriction of various internal and external factors, consumers' demand has certain flexibility in the quantity, intensity, level and mode of satisfaction. As long as it is properly guided, this hidden and inconspicuous demand will become a real purchase demand. For example, before the welfare housing distribution is over, people will not consider buying commercial housing even if they have money. After welfare housing allocation, under the guidance of the concepts of "living comfort", "buying a house means buying status" and "buying a house means buying culture", many people will borrow money to buy a house even if they don't have much money. In fact, various theme concepts of real estate are produced to guide consumption. A good planning scheme will effectively guide and stimulate people's desire for products and tap new market demand through theme planning, product planning, marketing planning and property management planning. This is what the so-called "guiding the market and creating the market" means.

Second, the requirements of real estate projects for planning companies

Based on the above understanding of the nature and characteristics of real estate project planning, I think that planning companies should have advantages in professional level, economic strength and corporate culture if they want to survive in the fierce competition. Real estate development enterprises should carefully examine the professional level of planning in these aspects when choosing planning companies. What developers value most is the professional level of the planning company. The planned product is planned.

Scheme, and supporting the planning scheme is the professional quality of planners. Generally speaking, the professional level of a real estate developer's investigation and planning company should include the following aspects:

1. Ability to judge the market. Planners must understand the market, not only the current situation of the market, but also the development trend of the market. The planner's grasp of the current market situation is generally obtained through professional market research and the sorting, classification and analysis of survey data. Fujian Sheng Da Real Estate Planning Co., Ltd. recently put forward the planning concept of building a high-quality riverside community through market research and market segmentation theory, raised the developer's planned sales target of 2 1 10,000 to 360 million, and came up with a detailed housing layout and community function planning scheme, which stood out among all bidding schemes. When talking about the bidding experience, the planning director of Sheng Da Company said: "In the environment where middle and low-grade residential communities are blooming everywhere, we only dare to raise the project value independently, mainly based on our accurate judgment of the basic fact that the market has seen the demand of high-quality communities."

② Planning ability of planning and design. How to dig out the maximum commercial value on the limited land is a key problem faced by developers. Traditionally, project planning is completed by the cooperation of developers and design departments, but at present, many planning companies take the initiative to make suggestions for developers by relying on their own market advantages and have achieved good results. When Xiamen Shengjiatang Planning Company undertook a project in Jinan, Shandong Province, according to the local commercial development and convenient transportation conditions, it gave the developer a suggestion: raise the residential area to the construction platform, connect it with an overpass and add an inner street. Because of this suggestion, the project case value increased by 1 100 million yuan, and Sagrada Familia also got the project planning contract as expected.

③ Planning ability of marketing promotion. As far as the current market is concerned, this is what developers are most concerned about. When the planning and design of a real estate project is completed, the value of the project has been determined. How to be accepted by the market and sold at a suitable price has become the focus of all work. At this time, the planning company will make use of its rich professional knowledge and clear and accurate grasp of the market, and fully mobilize various means to achieve the purpose of selling the real estate within the scheduled time through a series of solid and meticulous work such as sales theme planning, advertising combination planning, image packaging planning, sales props planning and sales progress planning. The planning of marketing promotion is the base camp and base area for many planning companies to start their own businesses. However, the theories and methods of real estate project planning are developing rapidly, so people in the industry must keep learning and keep pace with the times. Otherwise it will be left behind by the market.

2. Economic strength. When it comes to economic strength, many people in the planning industry disagree. As we all know,

Real estate project planning is a kind of mental work with high intelligence and does not require a lot of capital investment, but why should we examine economic strength? This is because:

(1), look at the past performance level of the planning company through economic strength. There are dozens of real estate planning agencies, large and small, registered by Quanzhou Industrial and Commercial Bureau. Some planning companies have only done one or two projects, and some have never even done a project since its establishment. Its company assets can only stay at several hundred thousand yuan at the time of registration. Who dares to use such a company? Chen Anzhi, the first famous successful scholar in China, said, "We must find people with successful experience, not that people without successful experience can't use them, but those with successful experience. Our chances of success are higher." . The use of this sentence here just illustrates the problem.

② Looking at the planning company's ability to integrate resources through economic strength, from the systematic point of view of real estate project planning, real estate planning is a huge systematic project. From the beginning to the end, it needs to go through several stages, such as market research, investment research, planning and design, construction, marketing and promotion, and property services. These stages constitute the planning subsystem, and each subsystem needs experts in their respective fields. How to effectively integrate these resources is the basis of planning the company's economic strength. It is hard to imagine that a small company with only a few hundred thousand assets can retain senior planning talents with an annual salary of several hundred thousand.

3. Corporate culture. "The so-called corporate culture is a kind of values, an idea and behavior.

If you turn values into an idea and then integrate this idea into behavior, then this is corporate culture. "Corporate culture is the foundation of enterprise development, team spirit and innovative learning. Whether a company's corporate culture is positive or negative can be considered from these three aspects. Look at the development of this enterprise contracting in the past two years, listen to how they communicate and cooperate, and then ask if this enterprise has any innovation in management and is different from other companies. By comparison, the advantages and disadvantages come out. As a new social stratum, most of the planning teams are young people with high academic qualifications. They are full of energy and passion, enthusiasm, motivation and ambition for their work. But these people often lack the ability to withstand setbacks, their willpower is not strong enough, and they lack a responsible attitude towards their work. Therefore, developers should understand the corporate culture when investigating and planning companies. A planning agency in Quanzhou, at first, due to few competitors, the boss was able to do business conscientiously and the enterprise developed rapidly. However, due to the serious speculative psychology of several key managers, the corporate culture is full of speculative color. In recent years, the company's operation has been wavering between pragmatism and speculation, which has greatly restricted the development and growth of enterprises.

It is worth noting that slogans or ideas should not be equated with corporate culture. Slogans or ideas can truly become the code of conduct of every employee and the corporate culture.

The above-mentioned understanding of real estate project planning and the requirements of real estate enterprises for professional planning companies are just my superficial understanding of planning work from the perspective of real estate development enterprise practitioners who are directly related to the planning industry. I recently operated a commercial real estate project of "Fujian-Taiwan Specialty Trade City" developed by our company, and cooperated with the planning company according to the principles described in the article. Although the project cooperation has not yet ended, from the current situation, everything is progressing smoothly, and it is basically certain that the original intention of the company and the cooperation goals of both parties can be achieved.

Reference: (1) Overall Planning of Real Estate Project edited by Jia Shijun Guangdong Economic Publishing House.

(2) Yu Shiwei lecture "How to Become a Successful Professional Manager", edited by Times Guanghua Book Editorial Department, Peking University Publishing House, April 2004.

Keywords: real estate marketing strategy, real estate sales strategy, real estate sales