How is the property management fee priced?

On the pricing method of commercial property management fee

Abstract: In the property management industry, "commercial property" generally refers to buildings that are directly used for commercial purposes except residential properties, such as shopping centers, office buildings, hotels (serviced apartments), exhibition halls, sports grounds, etc. Among many commercial property management, the management and operation of shopping center is the most difficult. This also leads to the uncertainty of the management cost of shopping centers and the difficulty in drawing up the management fee standards.

First, the influencing factors of shopping center management fee pricing

The determination of the management fee standard of shopping center is not only influenced by the above factors, but also restricted by its geographical location, location, market positioning, supporting facilities, public space, service standards, and human resource costs (as well as building scale, architectural features and building materials). Directly lead to differences in management costs (depreciation of fixed assets, equipment operation, maintenance of equipment and facilities, consumables, human resources, management expenses, etc.). ), which leads to great differences in the pricing standards of shopping center management fees. Through the detailed analysis of the above factors and conditions, we can clearly understand their different weight ratios in management costs and pricing standards.

1. Geographical location

Due to the imbalance of economic base and development level in different regions, there is a big gap in the recognition and affordability of property management fees in different regions. Economically developed areas can recognize and accept a higher level; The carrying capacity of economically backward or post-developed areas is low. For example, there are great differences in the recognition and affordability of management fees between shopping centers in downtown Guangzhou and shopping centers around the Pearl River Delta, and the absolute value often reaches the level of 1/5- 1/2. In addition to social and economic problems, objective factors such as climate (cold region, subtropical zone) and infrastructure can not be ignored.

Step 2: Location

Because people's mobility is still limited, and the radiation distance of shopping centers is insufficient, although in the same city or region, the quality and structure of groups are different (disturbing consumption consciousness and concept), environmental conditions are different, and the strength of business atmosphere will directly affect the economic value and social value of shops, resulting in inconsistent management fee standards. For example, Guangzhou Tianhe, Dongshan, Yuexiu and other districts have a price difference with Haizhu and Baiyun districts, with a range of nearly 1/4.

3. Market positioning and equipment matching

This is related to the matching degree of software and hardware in shopping centers. Usually, the market positioning of shopping centers located in low-end consumer groups will be lower, because the consumption concept of the target group is very real, the purpose of going to the shopping center is very direct, there will not be too many extravagant demands, even if individuals think that they are not satisfied, it is easy to understand, so their management costs can be controlled at a low level. However, shopping centers (such as Lipper, Friendship and Times Square in Guangzhou) have a slightly higher market positioning in commercial centers and high-consumption groups (such as office buildings, hotels and serviced apartments, playgrounds and high-end residential areas). In order to meet the needs of target consumer groups, the software and hardware facilities of such shopping centers should be perfect, complete, modern and diverse, and an environment matching the product grade should be created on site. Since it is a high position, it is necessary to set up and manage air conditioning, elevators, decoration, cleaning, greening, security, transportation, shopping guide, functional support and other things. And the operation mode of each link must meet the consumption standards of high-end groups. All these will inevitably increase the consumption of manpower, material resources and financial resources, and greatly increase the management cost, so it is necessary for property management enterprises to purchase.

Because people's mobility is still limited, and the radiation distance of shopping centers is insufficient, although in the same city or region, the quality and structure of groups are different (disturbing consumption consciousness and concept), environmental conditions are different, and the strength of business atmosphere will directly affect the economic value and social value of shops, resulting in inconsistent management fee standards. For example, Guangzhou Tianhe, Dongshan, Yuexiu and other districts have a price difference with Haizhu and Baiyun districts, with a range of nearly 1/4.

3. Market positioning and equipment matching

This is related to the matching degree of software and hardware in shopping centers. Usually, the market positioning of shopping centers located in low-end consumer groups will be lower, because the consumption concept of the target group is very real, the purpose of going to the shopping center is very direct, there will not be too many extravagant demands, even if individuals think that they are not satisfied, it is easy to understand, so their management costs can be controlled at a low level. However, shopping centers (such as Lipper, Friendship and Times Square in Guangzhou) have a slightly higher market positioning in commercial centers and high-consumption groups (such as office buildings, hotels and serviced apartments, playgrounds and high-end residential areas). In order to meet the needs of target consumer groups, the software and hardware facilities of such shopping centers should be perfect, complete, modern and diverse, and an environment matching the product grade should be created on site. Since it is a high position, it is necessary to set up and manage air conditioning, elevators, decoration, cleaning, greening, security, transportation, shopping guide, functional support and other things. And the operation mode of each link must meet the consumption standards of high-end groups. All these will inevitably increase the consumption of manpower, material resources and financial resources, and greatly increase the management cost, so it is necessary for property management enterprises to purchase.

We should reasonably and accurately calculate and coordinate the marginal cost and marginal revenue of the operation of the material center, and raise the pricing standard of management fees according to the actual needs of the site.

4. Public * * * area

One of the main ways to digest the management fee of shopping centers lies in the supporting management of public facilities and public areas. The management requirements and standards of public areas will have a direct impact on the occupation of property management fees. As far as the same shopping center is concerned, the management fee consumption per unit area is unchanged under the conditions determined by the standard, but its total amount increases with the increase of the area. The increase of public area will make the marginal cost and management fee standards of shopping centers more flexible. General rule: shopping centers with low market positioning will have less public space; Shopping centers with higher market positioning will have more public space, so the management fee standard will be set higher.

5. Service standards

At present, the service standard of shopping center management industry has not been formulated and promulgated. Therefore, the service standards of shopping centers have not been uniformly customized, and only stay at the level that each shopping center property management enterprise (or owner) has its own rules and is very personalized. This is also one of the important reasons for the widening difference in management fee standards. For example, some shopping centers spare no effort to develop various selling point services, such as opening canteens for tenant employees, in order to achieve commercial purposes, improve the level of characteristic services, strengthen commercial competitiveness and expand social visibility; Public toilets provide free toilet paper, hand dryers and hand sanitizers; Provide customers with free drinking water; Special smoking area; Establish free children's parks and nurseries; Provide leisure reading room, tofu room, etc. There are countless surprises. All these, whether it is market demand, regional standards or personalization and humanization, will directly reflect the management cost of shopping centers, have a great impact on the marginal cost of enterprises, and cause serious deviation and violent fluctuation of management fee standards.

6. Human resource cost

Because shopping center management belongs to the property management industry and is also a labor-intensive enterprise, the cost of human resources also has a great weight in the pricing standard of management fees. In view of the imbalance of per capita income in different parts of China, there are differences between shopping centers in terms of employment quality, labor efficiency, salary standard and management efficiency, so the inconsistency of management fee standards has formed a reasonable space.

Second, the pricing method of shopping center management fees

Although various factors and conditions need to be considered to accurately determine the management fee standard of shopping centers, this series of basis needs to be carefully evaluated and analyzed, and it is not easy to really do it, but the pricing risk without evaluation is greater. On the one hand, inaccurate (too low) pricing will easily lead to insufficient management fees in the future, leading to a crisis of difficult operation; On the other hand, if the pricing is not accurate (too high), it will lead to separation from the market, reduce the commercial competitiveness and make investment failure. The following methods are common operations in the industry at present:

First, select a reference object (the condition of the selected object is slightly higher than the pricing target), and determine the upper limit of the suggested standard according to the current management fee standard and past historical profit level of the reference object (which can be calculated by tax data):

(Current management fee standard) —— (Average annual profit)

(Planned profit) = (Upper limit of suggested management fee range)

Then compare the reference object with the standard shopping center in geographical location, location, market positioning, supporting facilities, public area, service standard, human resource cost, construction scale, architectural features, building materials and so on. , determine the adjustment coefficient and calculate the actual charging standard.

Although the above operation is simple, it may introduce systematic errors in the link for various reasons, which will affect the accuracy of the calculation results to varying degrees. In order to customize the results more accurately and reasonably, scientific means and methods can be used to make the comparison results into tables, and the relevant data (data can be time series data: time series data consists of observation data of various variables that affect the cost in a specific market; Or cross-sectional data: information from multiple markets at the same time. Data can come from surveys, market experiments or various ready-made sources, such as the historical records of enterprises or government publications. The data can be analyzed and evaluated (least square regression estimation technology can be used), and then the adjustment coefficient can be estimated according to different weights, and finally the implementation standard of management fee can be determined.