Design concept of SOHO China

Simple elements of architectural design concept

This place is surrounded by mountains and canyons, with excellent terrain and excellent scenery. The Great Wall winds on a steep mountain peak, marking a natural boundary. However, some remnants of several farmhouses ruined the beautiful scenery here. How to design here? After visiting the site, I think, first of all, natural elements, such as rocks, trees and even existing man-made structures, should be preserved. Considering the sufficient functional space and slope of the site, many spaces should be divided into several parts, leaving room for the "empty" design. This is the best way to communicate with nature between indoor and outdoor, between filling and blank. In this way, all parts of the building will live in harmony with other houses and the surrounding environment. "Architecture is landscape" is the pursuit of this design, which contains diverse cultures and different functions. Therefore, architecture is not an object of appreciation, but a place where people from different backgrounds meet, communicate with each other and communicate with nature. With the help of natural and man-made buildings, I want to create a new landscape composed of people, which I call "cultural landscape". This cultural landscape is a new nature, a new place and a new life.

The clubhouse is located in the center of the "commune at the foot of the Great Wall" and can be easily reached from all houses. It is close to the source of the southern and northern valleys. Looking west from here, the Great Wall is in front of us, and you can see the beautiful scenery of the whole area. Looking east, you can also see the valley in the east, and the scenery on both sides of the north and south are within the mountains. The slope here is about 0- 10%, which inclines from southwest to northeast. This clubhouse provides services for guests and residents of various houses, including hotels, swimming pools, galleries, grocery stores, management centers and staff dormitories. People of all colors meet here, multi-cultures collide here, and various functions are harmonious. It should be a place like this. Compared with other functions, the swimming pool is really big and should be divided into several pieces. There are 65438+ Chinese restaurants. If the hotel is regarded as a hall separated by movable compartments, those independent gardens must look special. Because of the twists and turns of the room, some empty places are left, and the light passes through like a mysterious corridor. Except the staff dormitory, other functional areas are connected by corridors, and their positions are determined according to the height of the site. The swimming pool and the western restaurant above the Chinese restaurant are good places to enjoy the scenery of the Great Wall, especially at sunset. Walking into the golden hall, several beautiful green plants came into view. An extension of these clubs, in which linear elements connect buildings and roads. There are fountains, wooden ornaments and parking lots, but some external space is not used. 1. You have talked about the unique business model of SOHO China many times. Can you summarize it in one sentence?

Pan Shiyi: The business model of SOHO China is: developing commercial (including office buildings) real estate, unified planning and construction, unified marketing, unified leasing and management.

2. There have been doubts about SOHO model in the market. Why doesn't SOHO China engage in a large number of land reserves? Is it determined by the business model or other reasons?

Pan Shiyi: This question is the most frequently asked and the longest asked question in the market. SOHO China does not engage in large-scale land reserve, based on the following two considerations:

First, in order to obey the law. China's laws and regulations clearly stipulate that "land that has not been developed for two years should be recovered free of charge." Judging from the implementation of this regulation in recent years, although the government has repeatedly reiterated and emphasized it every year, it has not been strictly enforced. In terms of land management in China, there are two laws and regulations that are talked about every year, but they are not really implemented. One is that "land that has not been developed for two years should be recovered free of charge"; The other is the illegal construction of "small property houses". In ancient China, there was a story of "Wolf coming". A shepherd always lies to everyone and shouts "Wolf is coming". In the end, everyone didn't believe the boy. When the wolf really came, no one took it seriously and no one helped him. As a result, the wolf ate the sheep.

We see that the contradictions caused by these two illegal acts are becoming more and more acute. Some cities even have hundreds of thousands of illegal "small property houses"; There are also some real estate business districts that have been available for development for twenty, thirty or even nearly a hundred years. Maybe the government will strictly enforce these two laws, and the wolf will really come.

Although these two laws and regulations have not been seriously implemented, SOHO China will never bear any legal risks. All the actions of the company are safe only under the protection of the law, otherwise there will be great risks. Strict implementation of all laws and regulations is the most basic and insurmountable principle of SOHO China.

Second, SOHO, as a commercial real estate, must focus on the most prosperous areas of super-large cities such as Beijing and Shanghai. The land value of such areas can't be compared with that of the suburbs of a third-tier city at all. The value of a square meter of land in Qianmen Street in Beijing may be hundreds or thousands of times that in the suburbs of Inner Mongolia. It is inappropriate and unscientific to simply compare the amount of land in SOHO with a developer who mainly encloses remote areas. It is a waste of company funds and social land resources to put limited capital resources on the enclosure and on the land that cannot be developed for decades or nearly a hundred years. Let farmers grow grain, vegetables or fruits on the land, it is better to let the security guard watch the sun! 3. Do you think the business model of SOHO China is successful? What is the basis for measuring its success?

Pan Shiyi: SOHO China's business model is very successful. Its success lies in making the best use of everything and getting value for money. Some media calculated that six of the 12 projects that SOHO had done were vacant and unfinished projects before SOHO took over. Their summary of SOHO mode is "turning unfinished projects into profits". This reflects the contribution of SOHO China to the city and society. Similarly, in the past ten years, more than 7,000 customers of SOHO China shared the appreciation and return of real estate brought by this successful business model. The rental return they get is much higher than the property they bought in the same period, which also leads to the repeated purchase of SOHO China products by old customers. The success of a business model depends on whether it can withstand the test of market fluctuations-SOHO China business model has withstood the impact and test of the global financial crisis, and the office rental rate developed by SOHO China has remained above 95% even though the office rental rate in the same region has dropped significantly. At the same time, during the growth of SOHO China in the past ten years, the sustained high-speed growth of sales is also the best proof of the success of this business model. 4. The business model of 4.SOHO China has also been questioned and criticized by some peers. In addition to not engaging in large-scale land reserve, there is another point: why not sell it as a whole but distribute it to different owners. What is the consideration?

Pan Shiyi: It has been made clear above that we should not engage in large-scale land reserve. But why not sell them all? This is also our choice based on the market feedback in the past ten years. Before the sale of the 65 buildings developed by SOHO in China, there were always many organizations to negotiate and buy the whole building. The purchase of the whole building by such institutions often comes with some additional conditions that the company cannot allow. We have also seen all kinds of corruption in the whole sales process of other companies, so the final result is that none of our projects are sold to institutions.

At the same time, we also see that there are fewer institutions to buy the whole building, and more customers with purchasing power are small and medium-sized customers, from the earliest customers who invested millions to those who invested tens of millions. This reflects the stage of market development and wealth accumulation in China, which is far from the wealth concentration in developed countries. Our market positioning cannot go beyond the historical stage of China's wealth accumulation. Generally speaking, regarding the building as a watermelon, few people can afford a watermelon in the market in China, but if this watermelon is cut and sold, the number of people who can afford it will multiply, and more people can share the appreciation of our products and assets.

5. Another question is why SOHO China doesn't own the property, but sells it.

Pan Shiyi: From the perspective of the company's return on equity capital, property sales are much higher than property rental, and the use efficiency of funds is also higher. The sale of real estate makes SOHO develop rapidly with the large-scale construction in Beijing and Shanghai. Selling property makes every department and everyone in the company energetic and creative, such as design, construction, marketing and other departments. At the same time, the sale of property can maximize the value created by the company for society, and the company's profits and taxes paid are the concrete embodiment of this value.

In the next step, we will appropriately increase the proportion of properties held, but these properties must be unique and irreplaceable resources, such as Qianmen Street. 6. The customers of 6.SOHO China are mainly concentrated in the northern region. Is this related to cultural background? Is this concentration risky?

Pan Shiyi: The buildings developed by SOHO China are concentrated in Beijing, and most of the customers are in the north. I think this has a lot to do with northerners' yearning for Beijing and Beijing's economic status in the north. Most northerners have Beijing complex. When I was in primary school, every pupil would draw Tiananmen Square. After painting Tiananmen Square, I must draw some lights on it. From an early age, we thought that Tiananmen Square and Beijing are places that glow automatically and have auras.

In addition, northerners have a tradition of buying a house, and owning their own property in the prosperous area of Beijing is the dream of several generations. Compared with Jiangsu and Zhejiang customers, customers in the north are relatively stable, and they mainly pay attention to the rental return rate and appreciation space of the property. When we developed the modern city, there were many customers in Wenzhou, and it was very unstable to come and go for a while.

Beijing is attractive to customers in the north, and Shanghai is more attractive to customers in the Yangtze River Delta. From the perspective of our customers, compared with other developers, it is not centralized, but more decentralized. We have customers in many northern provinces. 7. What do you think needs to be improved in the business model of SOHO China?

Pan Shiyi: First, in the business model of SOHO China, in the past, the link of unified management was entrusted to a high-level property management company to complete the property management through bidding, while leasing and promotion were all done by ourselves. Next, in order to improve the business model of SOHO, we are going to set up a property management company in SOHO China to manage the properties we developed. In this way, the cooperation between SOHO China's institutions and business model will give greater play to the advantages of this business model.

Second, if the building products developed by SOHO China in the past decade are the first generation SOHO, they will continue to be improved in the future, so that the new generation SOHO products can better adapt to the future network era, and the functions of buildings can be further integrated, online and offline, and the functions can be integrated.

8. How to treat the sustained and healthy development of SOHO China business model?

Pan Shiyi: First of all, whether a company or a business model can develop continuously and healthily depends on whether it can withstand future market fluctuations or even big fluctuations.

Secondly, SOHO China should always keep itself in a state of advance and retreat strategically. When the market is good, we will speed up sales. For example, the sales of SOHO China will set a new historical record in 2009; When the market was depressed, SOHO China bought a lot of goods. For example, in 2008, SOHO China bought many projects, including Chaoyangmen SOHO, with a turnover of 5.5 billion.

As for SOHO China, how big is the space for sustainable growth? If the real estate market continues to be optimistic, the company will use the existing cash for the construction of existing projects, and the sales amount will exceed 50 billion yuan, which can ensure the company to maintain growth for more than 4 years. On the other hand, if the real estate market is not good, the company will make full use of its own funds and bank loans to absorb more than 30 billion land and projects. This is the space that SOHO China can advance and retreat in August 2008, and it is also the sustainable development strategy of SOHO China. The popularity of e-commerce has begun to attract the attention of real estate developers. Pan Shiyi, Chairman of SOHO China Board of Directors, revealed that SOHO China is actively planning real estate e-commerce. "Selling houses online will become a new marketing strategy of SOHO China."

20 1 1 On April 23rd, SOHO China and Sina Leju held "Online Bidding for SOHO Shops in Yinhe and Chaoyangmen". In the end, "Chaoyangmen SOHO Phase II-122 Store" was won by netizen "06 19" for 7.2 million yuan, and "Yinhe SOHO1-0/52 Apartment" was won by netizen "Guo12.02 million yuan.

On 20th11May15th, SOHO China launched the second online house selling activity. On the day of online sale, the 15 suite source was successfully sold, and the total transaction price exceeded 654.38+36 million yuan. 6 sets of shops and 4 sets of office buildings were almost killed by netizens at a price (maximum price).

On June 20th, 1 1,1,the third auction of SOHO China1/house.

2011September 17, SOHO China was auctioned online for the fourth time, which was the first time that an auction without reserve price was held in Beijing and Shanghai at the same time.