What are the top ten misunderstandings in business planning and design?

One of the top ten misunderstandings in commercial planning and design, architectural design is used instead of commercial design, and architectural design and commercial design are different in essential requirements. Architects are more interested in architectural concepts, architectural techniques and architectural arts. They usually have no business theoretical knowledge and business practice, so they can't grasp the professional needs of business well. Commercial planning and design is oriented by commercial demand, and it is a practical property function design based on market demand, commercial positioning and various needs of commercial operation. This design is often reflected in professionalism and details. Therefore, if you don't have a full understanding of modern business and a lot of business practice experience, it is difficult for business planning and design to be professional and scientific.

Myth 2: Architectural design precedes commercial design. After winning a commercial real estate project, many developers first think of asking architects to design buildings. Once the architectural design is completed, the wall, height, column spacing, load, atrium, elevator and other hardware facilities of commercial property are determined, which leads to the inconsistency between the spatial structure and supporting facilities of commercial property and the requirements of commercial format and function. Architectural design precedes commercial design, which will inevitably put the investment and operation of commercial projects in a dilemma. This is also an unavoidable and difficult problem when we are engaged in management consulting of some commercial projects.

Misunderstanding 3, using marketing planning instead of commercial planning Many commercial real estate developers still use the thinking mode of real estate development and invite a sales planning company to plan sales projects. Although these sales planning companies will also carry out commercial planning such as commercial positioning and floor layout for commercial real estate projects, such commercial planning cannot guarantee professionalism and scientificity. Marketing planning company is not a company specializing in business planning and design, nor has it directly engaged in business management. Moreover, it is difficult to accurately grasp the business functions and business requirements, and it is impossible to realize the essential requirements of business planning and design. Therefore, simply replacing commercial planning with marketing planning will lead to some loopholes in the later operation and management of commercial real estate projects.

Myth 4: Pay more attention to external image than internal structure. In order to meet the needs of building a city's commercial image, some commercial projects have invested huge sums of money in the appearance of buildings to shape the image of their own landmark commercial buildings or city landmarks. This does play a role in enhancing the competitiveness of the project and attracting consumers, but the internal structure of commercial properties cannot be ignored. Just like a person looks beautiful, but his inner quality is very low, then this person will also be discounted. Scientific property structure is conducive to commercial layout and operation, and whether the internal functions are perfect is also an important issue that consumers pay attention to.

Myth # 5: Re-decoration standard and light supporting application. Some commercial enterprises have high requirements for decoration standards, but ignore the importance of commercial facilities, which will lead to the lack of necessary auxiliary facilities and humanized management in commercial operations. We have served such commercial enterprises, without staff canteen, locker room and independent complaint reception department, which has had a certain impact on commercial operations. Therefore, in the planning and design of commercial real estate, the design of commercial facilities is also very important and can not be ignored.

Myth 6: Pay more attention to hardware investment than humanistic care. For commercial projects, decoration standards, appearance, elevators, air conditioners, atrium and other hardware facilities are of course important, but this does not represent the full connotation of commercial operation. Modern business competition is the competition of details. A humanized design and humanistic care can enhance the competitiveness of commercial projects. Humanistic care can better reflect the characteristics and differences of commercial projects and increase the competitiveness of commercial enterprises. Myth 7: Pay more attention to the design of * * * space than the calculation of operating cost. Some developers attach great importance to the design of * * * space and make it luxurious, which really helps to enhance the business image and attract passengers. But at the same time, we should also realize that space enjoyment is a "double-edged sword". If it is too large, it will not only waste the business area, but also increase the operating costs of air conditioning, electricity and property, which will put some pressure on commercial operations and reduce the overall efficiency of commercial projects. Therefore, when designing * * * to enjoy the space, we must first make an accurate cost and income budget to avoid making up for it.

Misunderstanding 8, accommodating the requirements of the head office and ignoring their own investment interests will help to promote the investment operation of the project, promote sales and enhance the overall value of the project and its affiliated properties, which also makes some developers forced by the reputation and influence of the head office to sacrifice their own investment interests in exchange for the presence of the head office. But sometimes, this is unnecessary, because the head office is not dominant, that is to say, the core competitiveness of the project is not reflected in the head office. While weighing the pros and cons, we should rationally expect the future investment income, avoid "riding a tiger" and make the commercial property become the property of the main store. Myth 9: act rashly according to your own subjectivity and experience. The business market is constantly changing. The scientific orientation and optimal operation strategy of a commercial project often emerge in the process of multi-party game. When we are doing commercial projects, many experts and scholars come to the conclusion after on-the-spot investigation and many arguments. Facts have proved that subjectivity and experience often don't get the best results. Therefore, in the process of operating commercial projects, developers must refer to the opinions of experts and avoid subjectivism and empiricism.

Myth 10: blindly worshipping foreign things and obsessing foreign things, ignoring domestic reality. Domestic commercial market and foreign commercial market have different development histories and trends. Compared with the current market environment in China, whether some foreign design concepts and styles can adapt to China's national conditions and local market environment remains to be tested by practice and time, and whether foreign designers can accurately judge the domestic reality, local market conditions and consumption habits is also a variable. There are no fixed principles and standards for business planning and design, and the planning and design scheme should be determined according to the local market environment, business positioning and business needs. Therefore, attaching importance to domestic reality and local market is the eternal truth of business planning and design.