At this stage, the concept of commercial real estate

Commercial real estate includes shopping centers, hypermarkets, commercial streets, shopping centers, theme shopping malls, professional markets, wholesale markets, discount stores, factory outlets, entertainment commercial real estate, residential buildings and office buildings, and other real estate products that are very different from residential buildings. In real life, we are most exposed to community businesses, hypermarkets and emerging shopping centers.

2. Business

Business circle is a retail term, which is also borrowed in commercial real estate development. It means business circle or business potential circle. It refers to a series of circular or square areas defined by customers who have reached a certain shopping or consumption frequency within a certain period of time with the farthest distance as the radius. In short, it is the distribution area of customers mainly in a store or commercial gathering center. Generally speaking, business districts are divided into core business districts (closest to consumption places, absorbing 50-80% of total customers), secondary business districts (absorbing 15-25% customers) and marginal or radiating business districts (absorbing 5-25% customers).

Business circle refers to the geographical area where the customers who choose to come to the store first are located, that is, the geographical area where the customers of the store are located, which is centered on their location and extends along a certain direction and distance.

3. What is CBD?

The full name of CBD is Central Business District, and there are three translations in China: Central Business District, Central Business District or Central Business District. Its concept first appeared in the United States of 1923, and was defined as "business gathering place" at that time. Subsequently, the connotation of CBD has been continuously enriched, and it has become the economic development center of a city, a region and even a country. Generally speaking, CBD should have the following characteristics: it is the functional core of the city, with a high concentration of economy, science and technology, culture and commerce; Convenient transportation, huge flow of people, cars and logistics. The population density is the highest during the day, and the population changes the most during the day and night. Located in the golden zone of the city, the land price is the highest; There are many high-rise buildings here, and the land utilization rate is the highest.

4. Shopping center

The World Association of Shopping Centers defines shopping centers as "the combination of retail and other commercial facilities designed, developed, owned and managed as independent real estate." Including regional shopping centers, medium-sized shopping centers, retail parks, professional shopping centers and other forms.

Shopping Mall, commonly known as "Moore" or "selling goods", means a large shopping center and belongs to a new compound business format. Shopping Center refers to a large-scale super commercial center integrating shopping, leisure, entertainment and catering, including department stores, hypermarkets and many professional chain retail stores.

Strictly speaking, a shopping center is less than 654.38+ 10,000 square meters; Only if it is greater than this number and the business complexity is high can it be called Moore Mall; ; And those larger than 200,000 square meters can be called super malls.

5. Large-scale comprehensive supermarket

Generally speaking, a supermarket is defined as a store with an area of at least 2,500 square meters, selling all kinds of food and non-edible products. Hypermarkets are medium-sized supermarkets that mainly sell fresh food and daily necessities, supplemented by department stores. It is not as comprehensive as a large comprehensive department store and not as expensive as a warehouse supermarket, but fresh food and daily necessities are the most unique and distinctive commodities in the supermarket.

6. Commercial Street

Commercial streets can be divided into city commercial streets, theme commercial streets and characteristic small streets.

Urban commercial streets-such as Wangfujing Pedestrian Street in Beijing and Nanjing Street in Shanghai. The first consideration of urban commercial street is its function and orientation in the city.

Theme commercial streets, such as Beijing Sanlitun Bar Street and He Shili Building Materials Street. , mainly represented by the collection of similar formats, mostly distributed on both sides of the road, and the business varieties of the same format are very rich.

Characteristic small streets, such as the bottom business of some residential areas and office buildings, not only meet the consumption needs of residential areas, but also radiate to the surrounding areas. Over time, the neighborhood atmosphere naturally formed.

7. Theme shopping center

In fact, what is a theme shopping mall is still inconclusive in the industry. Professor Meng of Xiamen University School of Management believes that in theory, there is no clear concept of theme shopping malls; But theme shopping malls should have at least three basic elements: first, commodity trading behavior; The second is to gather a main commodity, supplemented by other categories, which can make consumers choose widely; Third, shopping malls are different from specialty stores. They must be composed of goods with similar themes, different characteristics, different services and different brands. At the same time, some experts believe that the biggest difference between theme shopping malls and traditional department stores lies in their professional management. The goods in the whole mall only highlight one theme. Theme shopping mall is a brand-new concept, which not only provides goods for consumers, but also strives to create a good shopping atmosphere. In terms of business philosophy, it has changed the previous all-sales model and embodied a unique theme.

8. "Sales Control"

Sales control, that is, the director keeps the house, and the general project will have a certain proportion until the end of the project. Some real estate developers claim to have sold out the sales control room of real estate, and quietly entered the market at a low price at the end of the year, and the price is lower than the market price, and those who are eager to get it will get it. In the products of a real estate, there are naturally advantages and disadvantages due to different factors such as location and apartment type. The general situation of "sales control" is to give priority to the sale of products with poor conditions such as apartment type or location, and when the price may reach a higher level, the products with better location and apartment type will be left for sale. So as to avoid the risk that these units can't be sold, and also help good products to sell at higher prices in the later stage.

9. Vacancy rate

The world vacancy rate refers to the ratio of the number of unsold houses in the market (including the unsold houses of development companies and owners) to the total number of existing houses in the whole society. Our current calculation method of vacancy rate is the ratio of the number of unsold commercial houses by developers to the number of completed commercial houses in the previous three years. Among them, commercial real estate includes explicit vacancy rate and implicit vacancy rate. The so-called dominant vacancy rate means that shops have not been rented out since the developer's step; Hidden vacancy rate refers to the situation that commercial real estate has been rented and sold from developers, but the commercial operation value of commercial real estate has not been realized, including the situation that it has to be converted into residential or commercial office use.

10, depth

Building depth refers to the actual length of a detached house or residential building from the front wall to the back wall. Common sense says that the wider the facade of a shop, the better. However, we can't ignore the importance of store depth, which refers to the depth of store operation perpendicular to the store facade. Generally speaking, the wider the storefront with the same depth, the higher the commercial value. However, if the depth can't meet the minimum requirements of store operation, then the facade can't play its economic role no matter how wide it is. Under normal circumstances, the depth of the shop should not be less than the width of the bay facade of 4 meters, nor should it exceed the depth of 20 meters, otherwise it will affect the operation of the shop.

1 1, storey height

The storey height refers to the residential height measured by "storey", and the height of each storey is required by the state in design, which is called storey height. It usually includes the distance from the lower floor or floor to the upper floor.

12, property store

Property store is a brand-new investment concept, which appears in the mode of "cash return+independent property right+service gift" and is a brand-new investment product. Property-type shops are characterized by decentralized property rights, unified management, unified investment, unified leasing, and even franchising for investors. Of course, investors are also allowed to rent their own shops, but the business projects are not far from the overall layout of shopping malls. Investors can get rental returns from operators, and operators operate in a unified image, which greatly improves their ability to resist risks and realizes a win-win situation for owners and developers.

13, investment promotion

In fact, attracting investment is attracting investment. Investment promotion is a widely used way of economic communication under the trend of economic integration, which requires interdisciplinary professional knowledge. Investment promotion planning is to use the knowledge and wisdom of investment promotion personnel to plan a series of activities to attract foreign investment projects to settle down.

14, leasehold shops

Renting back shops is just a marketing method of real estate, which was introduced from Hong Kong in the mid-1990s and rose in developed coastal cities such as Guangzhou and Shenzhen, and then spread all over the country. Its essence is to sell first and then rent, and at the same time give a fixed proportion of rental returns. In order to lower the investment threshold, property rights are often divided into very small parts. At that time, many speculators frantically speculated on uncompleted residential flats, and many real estate developers fled before the completion of the property, resulting in many uncompleted residential flats all over the country. Therefore, this marketing method was soon banned by the Ministry of Construction.

15, Virtual Property Store

In the supermarket sales market, we often see some attractive advertisements about leaseback sales and return on investment, such as "leaseback in 10 year" and "return on investment is as high as 15%". These advertisements often get good results in actual sales and applications. This sales model of renting shopping malls and developers for a long time with the help of big merchants is called "virtual property store" sales.

16, after-sales charter

After-sale charter refers to that when a real estate development enterprise or property right unit sells its invested commercial house, it is agreed with the buyer that the seller will charter the house as an agent within a certain number of years after the sale, and part of the rent during the charter period will offset part of the sale price in advance, or pay a certain rate of return every year. After-sale charter generally appears in the sales process of shops, office buildings and commercial houses (such as hotel-style apartments and commercial and residential buildings). There are many forms of after-sale charter, including rental return, rental sales, profit sharing and guaranteed dividends. However, its similarity lies in attracting buyers to enter the market by promising a certain percentage of rental return, and its various specific forms must include two links: house sale and lease.

17, frame-shear structure

Frame-shear wall structure, referred to as frame-shear wall structure, is a combination of frame structure and shear wall structure, which absorbs their respective strengths, not only provides a large space for building layout, but also has good lateral force resistance. The shear wall in the frame-shear wall structure can be set separately, or the elevator shaft, stairwell, pipe shaft and other walls can be used. Therefore, this structure is widely used in various buildings. The deformation of frame-shear structure is shear bending type. As we all know, the deformation of frame structure is shear type, and the relative deformation between upper floors is small, while the relative deformation between lower floors is large. The deformation of shear wall structure is bending deformation, and the relative deformation between upper floors is large, while the relative deformation between lower floors is small. For the frame-shear structure, due to the cooperative work and deformation coordination of the two structures, bending-shear deformation is formed, thus reducing the relative displacement ratio between stories and the vertex displacement ratio and improving the lateral stiffness of the structure.

18, shear wall structure

The shear wall structure replaces the beams and columns in the frame structure with reinforced concrete wallboard, which can bear the internal forces caused by various loads and effectively control the horizontal force of the structure. This kind of structure with reinforced concrete wallboard to bear vertical and horizontal forces is called shear wall structure. This structure is widely used in high-rise buildings, and buyers need not be fooled by its technical terms.

19, Property Management

Property management in a broad sense refers to all services related to real estate development, leasing, sales and post-leasing. In a narrow sense, it refers to the maintenance of buildings and the management and protection of related mechanical and electrical equipment and public facilities, public security, cleanliness and greening. Theoretically, it can be summarized as: organized by specialized enterprises, using modern management means and advanced maintenance technology, the house and its equipment, infrastructure and surrounding environment are professionally managed in the whole use process of after-sales property. It provides efficient, high-quality and economical services for housing, living environment and property maintenance in an economical way.

(1) The object of property management is the complete property, which refers to the completed, qualified, put into use or about to be put into use.

(2) The object of property management service is people, that is, the owners and users of the property, including roommates, lessees and other people who actually use the property.

(3) The investment in property management services can improve the use function of the property, prolong its service life, improve the property environment, make it work normally, and strive to preserve and increase its value.

(4) Property management is an enterprise, socialized, specialized and market-oriented service.

(5) Property management is closely related to community construction. Property management can be combined with the construction of "civilized community", "safe community" and "sanitary community" to create a "clean, civilized, safe and convenient" excellent property area and realize the unity of material civilization and spiritual civilization.

20.nodules

Nodes are planning terms, which refer to the concentrated focus of observers' entry and exit, generally referring to intersections, traffic transitions, intersections, and transformation points of architectural forms. They gain importance from the aggregation and concentration of certain functions or architectural features. Commercial lots (pedestrian streets) often take leisure squares, restaurants, cinemas, traffic squares and famous landmark buildings as nodes.

2 1, landmark

Landmarks and nodes constitute another reference point of urban space or commercial center, and observers generally cannot enter the interior, but only have external subjective, upward and overlooking visual necessity, such as super high-rise public buildings, bell towers, towers, advertising signs, hilltops and so on.

22. location

Comprehensive planning language refers to the spatial position of places occupied by certain economic, political and social activities in a city (region).

23. plates

Commonly used words in residential real estate development and marketing generally refer to urban areas where residential areas are relatively concentrated, mostly along traffic trunk lines, such as South China plate, Luoxi plate, Guangyuan East plate and Industrial Avenue plate.

24. Design precedes development

To develop commercial real estate, we must first determine the business model, service objects and commodity positioning, and then carry out architectural planning and design according to the needs of commercial formats. If we follow the thinking and mode of residential development, commercial real estate will be difficult to succeed.

25, scientific and reasonable management

The profit nature focuses on the follow-up operation. Developers should strengthen management awareness and win-win cooperation with merchants. Commercial operation has its own rules, and it must be professionally operated according to the rules. If real estate developers rent and sell commercial real estate as real estate and covet short-term interests, it will violate the development law of commercial real estate and cannot guarantee the long-term operation and sustainable operation of the project. In this regard, it is very important for developers to establish a scientific concept of commercial operation and learn to respect the laws of commercial operation.

26. Bottom business

The ground floor business refers to the first and second floors of the house. Generally, the first and second floors of a house are difficult to sell, especially the high floors, and its price is lower than other floors. Developers can sell better when they turn to the bottom business, and the commercial facilities of the community can also be solved. At present, in the market, due to the large number of stable households in large communities, the probability of winning the bid in the shop business is relatively high, and the investment risk is relatively small. Its underlying business is first favored by investors. Typical representatives, such as the bottom merchants in Tianxia City and Xinyuan Famous Brand Community, because there are thousands of houses with a total area of nearly one million square meters in the future, investors are basically optimistic about the development prospects of the bottom merchants, and project sales are also driven by this.

27. Macro-control

Macro-control, also known as state intervention, is the overall management of the national economy by the government and the economic function of a government, especially the central government. It is the state's regulation of the overall social and economic situation in order to promote market development and standardize market operation. The process of macro-control is a process in which the state, according to a series of laws of market economy, uses adjustment means and mechanisms to realize the optimal allocation of resources, provide a benign macro-environment for the operation of micro-economy, and make the market economy run normally and develop in a balanced way. The main contents of macro-control include: ① the state formulates various economic policies and measures reasonably, such as formulating economic and social development strategies, guidelines and industrial policies, controlling the total balance, and planning and adjusting the industrial layout; Formulate fiscal and monetary policies, adjust the proportional relationship between accumulation and consumption, realize the balance between total social supply and total social demand, control currency issuance and stop inflation; Establish and improve the income distribution system and tax collection and management system that adapt to the development of market economy. The state correctly uses economic levers such as price, tax and credit to adjust the distribution and redistribution of national income, and induces, coordinates and controls all aspects of social reproduction from the perspective of economic interests. (3) Scientific preparation of various economic plans, so that economic plans are based on sufficient science, so that they can play their due role in medium and long-term resource allocation and make up for the lack of relying entirely on the market to allocate resources.

28, marketing model

Generally speaking, marketing models are divided into broad marketing models and narrow marketing models. The marketing mode in a broad sense refers to the commercial forms adopted by channels, such as pharmacies, hospitals, TV direct sales, etc. In a narrow sense, marketing mode refers to a way of communication in which products gain the trust of consumers, which is inseparable from the virtual value of products.

Real estate investment trust fund

REITs is a fund that gathers the funds of many investors, is operated by a special management organization, supervised by an independent organization, and specializes in commercial real estate investment, and the investors distribute the income according to the investment proportion. (See "The Story of REITs" on page 64 of this issue for details.)

30. Financing lease

In fact, financial leasing is not much different from installment payment, but at the end of the lease period, the property right of the leased property is transferred to the construction unit. Now "installment payment, transfer of property rights by agreement" and "selling by rent" are the basic models. It is through the separation of ownership and use right that he solved the problem of low credit of construction enterprises, which has become the second largest financing channel abroad, and most small and medium-sized enterprises solve it through financial leasing. Therefore, the difference between financial leasing and traditional leasing is that it can be sold through leasing or financed through leasing. This is something that our traditional leasing can't solve.