How does the company choose its office location?

"Beating about the bush" is a common practice in marketing. When a salesman wants to sell a product to a man, it may mean persuading the woman around the man first. Now office marketing pays more and more attention to this kind of "public relations". The difference is that the public relations target is not a person, but a group. Group decision-making is often full of rationality.

What can move this rational combination? Zhang Pei, manager of Cisco's real estate department, said: "Enterprises' attention to hardware is very different from that of 10 years ago. As a developer, you should be very clear about what to sell when developing office buildings. In other words, developers of office buildings must know what they are thinking when buying or renting office buildings. "

Threshold 1: location

Site selection "4M" standard

"Geography, location and property, according to research, enterprises often consider three factors when choosing office property. The first level is the development of the whole target area (region

Development), the second level is more about the specific location, that is, the location of office property (location

Choice), the third level is the specific property and property management (commercial facilities and.

Management). Liu Chaohui, marketing management consultant of marketing consulting company in the Internet age, said.

According to the research of foreign companies, in the region, many companies will first pay attention to industrial chain, industrial cluster and industrial zone when choosing office location, which is the first factor that enterprises should consider when choosing large regions, such as California or Oregon. In many components of the industrial environment, in addition to the number and resources of educated labor in the region, the support of the local government will also be considered.

In terms of site selection, many European and American enterprises follow a "4M" standard, that is, try to reduce one-time costs, including real estate costs, relocation costs and construction costs; Minimize daily operating costs, including labor costs, transportation, utilities and taxes; Minimize risks and consider various risk factors, such as government supervision, terrorist attacks, power supply, etc. Maximize opportunities, that is, take the location and relocation of the company as part of the company's development strategy. In the United States, especially in emerging cities, urban fringe and suburban new towns have become the regional locations chosen by intelligence-intensive enterprises, because these places have the lowest cost and large development space. Now there are more than 200 new marginal cities in the United States, which have gathered about two-thirds of office buildings in the United States and created 70% of new jobs in the United States. In Britain, dozens of new cities have risen, and there are 10 new cities around London, which has become the economic growth point of Britain.

In fact, many of these standards have been applied to the site selection process by domestic enterprises.

Will traffic jams block commercial avenues?

At present, traffic congestion has always been a big headache for enterprises. Many enterprises are deeply complaining about the increase of commuting cost, the decrease of work efficiency and even the loss of some business opportunities caused by traffic congestion. Some people think that the rise of a large number of commercial buildings will put heavy pressure on the traffic in the core business district. This view holds that, for example, the settlement of the new CCTV building will aggravate traffic congestion, which is the reason why some enterprises move out of CBD. Zhongyuan real estate analysts believe that the Guo Mao Bridge in CBD has become a major node in the East Third Ring Road, Chang 'an Street, Tongzhou and even Yizhuang area of CBD. At present, traffic congestion has become an indisputable fact. The presence of CCTV will drive 3,000 or 4,000 business people in and out of CBD, and the increase of traffic pressure is inevitable. However, the traffic problems in several major business districts in Beijing are very serious, and CBD enterprises will not move into some hot spots such as Zhongguancun because of traffic problems.

At present, among the three traditional business districts, Zhongguancun and CBD are under construction. Apart from the impact of real estate development, the transformation of the road network itself will also increase the actual traffic pressure, which is inevitable. With the rapid development of the new economy, many factors have changed unexpectedly in the preliminary planning, which need to be constantly adjusted in the actual construction, including the overall improvement of road network, entrances and exits, traffic lights and bus stops. This is the same problem that hot spots face.

Miao, the boss of white-collar clothing company, admitted frankly at the China Entrepreneur Salon that the traffic in CBD made them very helpless, especially during the rush hour. One of the reasons for choosing BDA International Enterprise Avenue in Yizhuang is its convenient transportation. Yizhuang is adjacent to Beijing-Tianjin-Tanggu Expressway and Fifth Ring Road. The planned subway line goes straight to the hinterland, and the bus lines extend in all directions, which is not as good as CBD.

However, Liu Zhishuo, head of the Capital Innovation Economy Research Group and executive vice president of Beijing Information Infrastructure Construction Co., Ltd., believes that people are too afraid of traffic pressure. "There is no traffic problem that cannot be solved-driven by economic interests." Taking Zhongguancun West as an example, he said, "Traffic should not only look at the negative, but also look at the positive." . For example, in Zhongguancun West, the office area of * * * is 6.5438+0 million square meters, plus the related supporting area of 700,000 square meters. It is really not easy to travel in such an area of 6.5438+0.7 million square meters, and then you can find that the business opportunities here have greatly increased. What is the concept of 1.7 million square meters? 1.7 million square meters means that at least 12 to150,000 people work here. What are the chances? So be dialectical. 65.438+0.7 million square meters, which means that it will consume at least 65.438+0 billion yuan a year. What does this mean? From the breakeven point of an enterprise, the relationship between employee consumption and enterprise income is at least 1: 5, which means that employee consumption 10 billion yuan will generate at least 50 billion yuan of output value, and the output value of 50 billion yuan and the consumption of 10 billion yuan mean at least 3 billion yuan of tax revenue, which is half of Haidian District's fiscal revenue. With such great economic benefits and such great employment opportunities, I don't believe there is any so-called traffic difficulty that the government can't overcome. "

The invisible hand in location selection

The popularity of some office buildings is also related to some intangible factors, such as the international business circle effect. Compared with leading enterprises in various industries, it can bring unexpected pulling and upgrading effects to enterprises. Take Dongfang Economic and Trade City as an example, there are many Fortune 500 companies and leading enterprises in various industries, including Cisco, Lucent, Dow Chemical, Merck, Nike, Shiseido, Hong Kong Stock Exchange, Morgan Stanley, Prudential Life Insurance and so on. The common development of elites from all walks of life has created a good business circle atmosphere.

Zhang Chaoyang, Chairman of the Board of Directors of Sohu Company, also said that Sohu moved from CBD to Zhongguancun mainly based on the consideration of the company's competitiveness and the judgment of its future development. Zhang Chaoyang said that the rent in Zhongguancun is not cheaper than that in CBD, but for Sohu, apart from rent, the most important factor is the scale of the company, which needs high-quality scientific and technological talents and innovative management talents, the strong support of international standard software and hardware development platforms, and hopes to have an office environment that takes into account humanistic needs. As a high-tech enterprise, Sohu believes that to develop into a "century-old shop", China's "Silicon Valley" should be chosen. Zhang Chaoyang revealed that after Sohu returns to Zhongguancun, it will develop here for a long time and use its location advantages to form the "Sohu effect".

Many office tenants also said that a beautiful environment is an important factor for everyone, especially business people, to relieve work pressure and maintain a good mood, which makes some enterprises tend to develop towards suburbanization. Even if it must be in the commercial core area, many office buildings adopt waterscape design, which can not only regulate people's physical and mental health, but also be regarded as a symbol of financial resources by many entrepreneurs, and the prosperity of water means that financial resources are rolling in; Coupled with many Fortune 500 companies and leading enterprises in various industries, many business people are willing to choose a "land of feng shui" where wealth, wisdom and opportunities flow with each other.

Enterprises attach great importance to the degree of supporting perfection.

In fact, site selection also means an inspection of supporting facilities. The superior geographical location also means that the surrounding facilities are complete, including shopping malls, apartments, hotels, business centers, training centers, ticketing, travel agencies, post offices, and even dry cleaners, clinics and other business and living facilities.

For high-grade office buildings in Beijing, the facilities need to be more in line with the actual needs of enterprises. Only by providing integrated facilities and services can we go up a storey still higher. Due to the expansion of multinational companies' investment in Beijing, multinational companies pay more and more attention to the internationalization of office environment. The international business of large companies is frequent, and the number of foreign employees is increasing gradually. Whether the office building can provide perfect international facilities such as five-star hotels, high-grade apartments, large shopping malls and international schools will also become the focus of such enterprises' site selection. In addition, hardware facilities and services must keep pace with the times in order to retain tenants for a long time. Whether the surrounding business facilities are complete, which affects the company's operating efficiency; Convenience represents interests and wealth. The function of office building is not only to provide office space, but also an important platform for enterprise development.

Traffic has become a common problem in hot areas.

1. Road smoothness

The smoothness of the road adjacent to the office building is the easiest factor to judge in traffic conditions, and enterprises can experience whether there is congestion during peak hours. Usually, if an office building is located at a traffic light intersection or a place with dense bus stops, it is easy to get stuck in traffic jams, the motor vehicle lanes and non-motor vehicle lanes of adjacent roads are not separated, too many left-turn signs are set, and the auxiliary roads are designed unreasonably, which will also cause poor road smoothness.

According to our research, the traffic degree of office buildings in the main traffic arteries near the city is relatively good. In the sampling survey of office users, it is found that the traffic satisfaction of such office buildings is relatively high. This is because urban traffic trunk roads connect different urban areas, which makes it convenient for users to come to the office from different places of residence.

2. Choice of public transport system

An enterprise has to consider the commuting problem of its employees. In the survey, the office buildings near the subway are well received by users far more than those far away from the subway. We found that employees who rely on the bus system to commute to work are more tolerant of walking distance than those who go to the bus station. In the questionnaire, the evaluation that the office building where employees go to work is 500 meters away from the subway station is generally higher than that that which is 300 meters away from the bus station, with 27 people. In other words, if an employee can choose to walk 300 meters by bus or walk 500 meters by subway, he would rather choose the latter, and the psychological experience of the latter may be easier than the former.

The research shows that the pedestrian influence area is within the range of about 1220 meters from the station, and the bus sharing rate decreases by about 0.65% every 30.48 meters from the station.

This is the importance of public transport system to employees, and the office building near the subway station has great advantages. Especially in the case that traffic congestion in Beijing cannot be alleviated in a short time, Beijing will vigorously develop public transport system and rail transit. Some employees with cars park their cars in the subway and then go to work by subway, which is the future trend.

The investigation of the public transport system also includes whether the intermodal transport and transfer between various modes of transportation are smooth, and whether buses appear according to frequency and are not easy to cause congestion.

3. The choice of commercial center and mixed business and residence.

By mixed use, we mean not the purpose of a building, but whether the land in a region is mixed and multi-purpose. Many people think that pure business districts can avoid mixing and have a strong office atmosphere, but in fact, single-purpose zoning artificially and stiffly separates organic human activities, such as separating residential areas, business areas and office areas, which will lead to large traffic volume, many vehicle miles and serious traffic congestion. Therefore, the traffic situation in the area where office buildings gather and millions of square meters of commercial markets are located is not optimistic.

Step 4 be accessible

The accessibility of office buildings refers more to whether buildings are easily accessible.

In terms of distance, is it close at hand, but you have to turn around in a far place? Or is there a no-go sign, which makes it a long way to go?

In terms of safety, are road signs very eye-catching and clear, and is it possible for people sitting in the driver's seat to be in danger because hedges block the line of sight? The vehicle is parked or the user walks through some dark corners that are not in public view?

From the psychological experience, can garbage not be placed in the hidden place of the fence, and it will smell bad when passing by? Is the road near the building well drained to avoid sewage splashing on the car in rainy and snowy weather? If you have to go to work every day through construction sites, vendors or places that give people a psychological hint of high crime rate, it is most likely to cause unhappiness.

Perhaps, many enterprises do not consider these factors or regard them as equilibrium conditions, but internationally, this is a problem that needs to be considered universally.

-"Office Club" No.6, "Beijing Quality Office Competitiveness Report"

The survey shows that the factors that cause customers' low evaluation of office passenger flow at present (according to the CRBO passenger flow survey of Beijing Office Club's high-quality office competitiveness in June 2004).

1. Motor vehicles and non-motor vehicles are not separated.

In statistics, it is found that the traffic volume of the same grade road is higher than that of the road without diversion, which means that the office traffic near this kind of road is smoother. However, this fluency is still relatively limited. According to the measurement, during the rush hour, the speed of the main roads in the Third Ring Road is less than 20 km/h ... There is an interesting example in developed countries to solve this problem: the San Francisco Bridge is a two-way six-lane bridge. After the completion of the 1937 bridge, it was often blocked in a mess, and the management department spent tens of millions collecting solutions. As a result, the winning scheme was unexpectedly simple: the fence in the middle of the bridge was made movable, and the direction of entering the city was temporarily adjusted to 4-5 lanes during peak hours, and the opposite was done during peak hours.

This road needs to be turned around.

In the evaluation system, the office buildings that need to turn around or have plane interchanges lose a lot of points, which is reflected in the random sampling of office users. Those who are dissatisfied with the need to turn around account for 13.4% of the total number of questionnaires.

3. Narrow roads bring inconvenience to vehicle parking.

In the survey of this data, we obtained the only data of 100%-although there are not many office buildings that can enter the reader's sight and involve narrow roads, all users of 100% said that it would make parking difficult.

Step 4 be crowded

There are many reasons for road congestion. The above three reasons will cause traffic jams to varying degrees. Besides, turn left too much and the traffic lights are too long.

5. The bus system is inconvenient

Almost all the buildings with the highest user satisfaction are near the subway, and respondents all said that it is convenient to get to the building after leaving the station. However, more than 70% people said that if the bus stop needs to walk more than 500 meters, they would be very reluctant to choose this commuting method (except the subway).

6. Dense office buildings and high occupancy rate.

The comparative data shows that under the same data, the office buildings with dense office buildings and high occupancy rate have smaller peak traffic. This reminds enterprises that the bustling business district is good, but the site selection should also take into account the traffic pressure brought by the large-scale and clustered office buildings in the future, especially when the roads can no longer be expanded or the evacuation of rail transit is limited.

The "most" of the three data in the survey.

1. The most common word-"rush hour congestion" appears most frequently in user sampling.

2. The purest proportion-10,000% of users all said that narrow roads would make parking inconvenient.

3. The most interesting quarrel-users with cars will blame too many buses for road congestion, while users without cars in the same building just say that it is convenient to take buses, but complain that too many private cars increase the load on the road and affect the quality of the bus system.

Threshold 2: Cost

The location of enterprise real estate is very different from that of five years ago and ten years ago. In the past, the first thing to look at was whether it was in the city center, followed by hardware facilities. 10 years ago, urban development was not as good as it is now, and the economy was relatively backward. Geographical location determines the success or failure of an enterprise. In a good geographical position, you can show the strength of the enterprise and enhance the image of the enterprise. In particular, foreign-funded enterprises have just entered China, including some emerging domestic enterprises, and their reputation is not good. First of all, they are concerned about whether the office building can meet the corporate image, and finally they look at the operating costs. At the same time, the enterprise also pays attention to the building's air conditioning, electricity, transportation and other supporting facilities. But now, operating costs have been put in the first place by all enterprises.

"On the contrary, when a company chooses a building, the first consideration is the operating cost or office cost. Leave the cost, don't talk about how good your building is. This is also the company's responsibility to shareholders, financial statements and cash flow. " The head of a department of a multinational company said.

Lu Zhihua, real estate and purchasing manager of Microsoft (China) Company, said: "Enterprise decision makers should pay attention to key factors when making decisions. Therefore, real estate developers should know under what circumstances enterprises will buy office buildings and under what circumstances they will not buy them. The most crucial point is to find the key point that the enterprise pays attention to. If you master this key, marketing promotion will get twice the result with half the effort. " As the key point of an enterprise's office location, office cost includes many aspects, of which rent is only one aspect, and it also includes depreciation expense, operating cost, human capital and so on. The data shows that the average occupancy cost of several popular office buildings in Beijing is the highest in Guo Mao, slightly lower in Zhongguancun than in Guo Mao, followed by Financial Street and Wangjing. Compared with the above-mentioned major areas, Yizhuang, Fengtai, Shangdi and other development zones have the lowest occupancy cost, which is about 20%-30% lower than that of the international trade CBD.

Li, manager of the administrative planning department of Beijing Huaxia Xinda Software Co., Ltd., said that Shangdi is a magic weapon to attract enterprises: "What we value most in choosing Shangdi is its cost temptation. For an entrepreneurial enterprise, without abundant capital, cost will be the most critical factor. For example, if you spend 5 million yuan in the core area of Zhongguancun, you can only rent it for 3 years, but you can rent it in Shanghai for 10 years. With such a big difference, enterprises will of course choose Shangdi. " Presumably, manager Li's words also spoke out the voices of many enterprises that prefer Shangdi, especially small-scale innovative technology enterprises.

It is understood that one of the main reasons why well-known technology companies leave CBD is the high rent of CBD. Zhang Pei, manager of Cisco Real Estate Department, said that the location of corporate real estate is very different from that of five years ago and ten years ago. In the past, the first thing to look at was whether the location was in the city center, and finally the operating cost. But now, operating costs have been put in the first place by all enterprises. Therefore, if conditions permit, it is an inevitable choice to move to Yizhuang and Wangjing, which are cheaper but mature.

The third threshold: management

The office building is cold, but to provide it for people to use, only people can make it full of vitality and warmth. And this role is property management.

The hardware facilities of the office building are all visible and tangible things, which are very intuitive. But imagine that if an elevator is closed, the air conditioning unit can't be fully opened, and the camera in the stairwell will never be turned on, these facilities will lose the significance of high configuration. More importantly, the use and maintenance of a building by untrained personnel and irresponsible teams may pose very serious security risks. This is why high-grade office buildings should not only hire well-known property companies as consultants, but also hire them to do on-site management. The long-term property value of high-grade office buildings that insist on doing so has been improved. A big feeling of many enterprises after moving into office buildings is: Why did they forget to check the property management?

Hardware can be seen at a glance, while soft services can only be felt through personal experience. When some large companies choose office buildings, it is very important to evaluate the property management level of the buildings. They first got the initial impression through market research, hearing and seeing, and then entrusted a professional real estate agency to inspect the functional facilities of the property. These are some effective and direct evaluation methods.

It is very important to know what the office building is like and how the property management level is. You just need to inquire and ask the company you have already checked in. This is a very simple but effective way to understand. Second, perception. When you first enter the office building, whether you are an expert in architecture or a colleague in the property industry, you can get some basic feelings according to your own preferences and the needs of the company. For example, some companies want everything in the office building to be bustling, but some customers like the building to be quiet and simple. Inevitably, the quality of property services needs to be stationed in the building in order to have a real experience.

① Traffic and parking space management

Check whether every exit of the office building is convenient and humanized. As we all know, all people with cars care about parking spaces. If you go to a place without a parking space, it must be miserable. Of course, the office buildings in the city center are definitely facing the problem of insufficient parking spaces, but the property should be as convenient as possible for customers, such as whether to set up VIP parking and emergency unloading parking. Some customers ask for more parking spaces, but the parking spaces are fixed. What should I do? Then the property management company must find ways, such as building good relations with neighbors, so it uses its own relationship to help customers solve some problems, although this is an extra thing for the property management company.

② Pay attention to details.

The most direct way to enter the office building to inspect the property is to see whether its appearance and interior decoration are up to your ideal grade, how about the lighting and indoor temperature in the public areas of the building, whether the number of passenger and cargo elevators is reasonable, and whether the communication and power facilities can meet your requirements. Of course, the content of site decoration provided by general office buildings is different, so you should pay attention to the later decoration cost of the site you choose and evaluate it carefully. For other aspects of service evaluation, personal feelings can be obtained through communication with property sales personnel and management personnel. These don't need much professional experience, but you can fully understand the strength of the property management company. Usually, a good property management company can handle everything in an orderly way, and every customer's request will give you a reasonable explanation and suggestion even if it can't meet your requirements. For hardware management, they will manage every corner accurately. For example, it is not allowed to affect the normal office of customers due to equipment repair or maintenance. Any damaged facilities and equipment will be dealt with in the shortest time. One of the two lamps is broken, so it is not allowed to be replaced in time. Is it another reason to open it? This reason is unacceptable to us. This is not a big deal, but it reflects the quality of a management company. If you rent an office building with five elevators, some of them are always on, others are not, or they are always parked there as a backup, it is definitely not a good management.

Humanized management. On the one hand, strict management, on the other hand, we must find ways to solve it. For example, if smoking is prohibited in public areas inside buildings, it is necessary to set up enough seats and ashtrays in squares and other places.

③ Responsibility of the property management company

We often communicate effectively with our customers by email, telephone and discussion. Sometimes we are also actively collecting some feedback information. We receive many calls from customers every day, which are very extensive, but the first thing we should do is to hope that they will contact us, because it is very important to know how to communicate. For example, my name, position and mobile phone number are all announced to all customers, and anyone can contact me at any time if necessary.

(4) Whether the equipment is complete.

The biggest feature of security is that it requires investment, and it is impossible to solve problems by sea tactics. People should be sleepy, comfortable, emotional and managed, and solve problems through some mechanical facilities. The computer room must be in place, which requires a lot of investment. There is not enough computer room means, which is not convenient to solve emergencies and follow-up investigations. A prominent feature of the computer room is strict management.

⑤ Safety quality of personnel

The safety quality of property management personnel is very important. Whether security guards or other staff members must have safety awareness, whether employees of property management companies know about safety, how big the responsibility of security guards is, how much they can invest in their daily work, how high their understanding of potential safety hazards is, and whether they have the awareness of being prepared for danger in times of peace, are all very important. For example, the parking lot must keep 100% light, which must form a system. It can't be said that if the parking lot doesn't stop, you can't turn on one less light. The function of lighting is not only lighting, but also a security guarantee. For another example, we found that many electrical appliances have a strange smell at first, and some smell of burning hair and nails, which will catch fire after a long time. Therefore, when I train all security guards, I ask them to feel with their sense of smell. If you don't know the smell of electrical appliances, it will be very dangerous. For the management of property management companies, employees should be educated at any time. Many of these small daily safety problems cannot be forgotten. Once it happens, we will expand the handling and call everyone to conduct on-site education, so that everyone can fully have safety awareness and be prepared for danger in times of peace.

6. Take a walk and compare.