Who told me the precise positioning of tourism real estate?
What is the precise positioning of tourism real estate?
Text/Pan Yingbin 2008.5.18
Ten years ago, when we mentioned tourism real estate, the market and developers told us "This is just a different concept of buying a house." ”, we laughed it off. Because people know that market facts and scientific theories will tell us the truth.
Today, after several years of hard work by dozens of experts from various fields, with Jingwei, Wang Zhijun, Wang Xiang, Qin Chenhong, etc. as the core, this theoretical manual was finally born. I hope we occupy the pinnacle of an industry.
So, we first agree with some early concepts of "tourism real estate".
Real estate has become land real estate. Land is sorted first, with large land reserves first, and then real estate development. After experiencing from complex real estate to conceptual real estate, tourism real estate has entered the diversified real estate series, which is the guiding symbol of new real estate.
The single real estate marketing model has become an overall marketing model. Before setting, you must first find the correct positioning and come up with creative ideas, and then focus on this creative selling point, and carry out marketing based on the needs of consumers throughout the entire project process (planning, design, construction, sales and after-sales service, etc.). This requires positioning techniques.
This "skill" is to inject "soul" into tourist real estate.
Jingwei, the theoretical advocate of tourism real estate, tells us: We must subvert the "location theory".
The famous saying of real estate is "location, location, location" - only location theory, tourism real estate is to create location, that is, location positioning, that is, the selected point on the land - highlight, focus, hot spot . These "three points" are not necessarily based on geographical coordinates, but rather search for people's psychological needs that "everyone has in their hearts but not in their writings". Genting Casino in Malaysia is a successful example; the international "mall" model is already changing the "location theory" theory. The "Shouguang International Vegetable Festival" and the "Hunan Huaihua International Rice Fair" are artificially created demand points.
When it comes to operating tourism real estate, Mr. Jingwei always emphasizes one point: it is not the real estate operators, but the people who manage the real estate. The selling point is to find out the "demand points" among the consumer groups, incorporate a new concept, and then guide this "demand point" to become a hot spot for purchase.
Now the functional positioning of real estate development has reached the "four dimensions", namely: time + space, closure + communication, flow + stillness, tangible + infinite.
What came instead was the competition for various electronic, functional, networked, digital, graphical, etc. communities. The development of this kind of community is not the result of real estate developers, but the result of the high technology of the times and the changes in people's purchasing behavior caused by high technology. For developers who rely on this aspect, once the demand of consumer groups changes, production will plummet.
We usually refer to “food, accommodation, entertainment, and shopping” as the “four knives” that tourism real estate relies on to make profits. Most developers believe that as long as these four problems are solved, other problems will be solved. In fact, this is the biggest misunderstanding. Just like a person who has all the functions but has no soul, this person has no reason to exist. The same is true for tourism real estate. The "four knives" must be unified with one soul in order to play their great role. Therefore, the positioning of tourism real estate should be based on creativity as the forerunner, injecting "soul" as the key, and everything else is just a means of belonging to the "soul".
Tourism real estate positioning technique is to find the unique selling point.
The positioning advocated by Qin Chenhong, the positioning master of Daqin Planning, is to break through five barriers: 1. Can only accept limited information; 2. Consumers like simplicity and complexity; 3. Follow because of lack of security; 4. Brand impression will not change easily; 5. The original positioning is easily blurred due to extension.
There are similar barriers in the positioning of tourism real estate, but the names are changed to find selling points.
In addition to government public welfare development and charity development, tourism real estate development has obvious utilitarianism. Then, there is the 3S in advertising: What to sell? How to sell? Who will sell it?
Finding the selling point is the first difficulty, but it is not without rules.
Find selling points from the profound historical and cultural heritage. For example, the biggest selling point of the tourism development in Liangshan County, Shandong Province is the restoration of the "Shuibo Liangshan" water village, and the "national recruitment of Li Kui and Li Gui", which will naturally stimulate the eyeball economy. This is only excavated to the Song Dynasty.
The terracotta warriors and horses in Xi'an can be excavated directly back to the Qin Dynasty. The Tomb of Emperor Yan can directly excavate the beginning of humankind. China’s five thousand-year history and culture contains countless selling points. Any location, that is, that "point" on the earth's surface, as long as you are willing to look for it, you will definitely be able to achieve your goals.
Find selling points from the future development space. After China's accession to the WTO, the world's economy and brands have become integrated, and real estate units, tastes, and layouts have become globalized. Therefore, when looking for selling points, we don’t just look for regional and closed selling points, but also look at potential customer flow groups. Although real estate is immovable, the people who purchase real estate are mobile. For example, when we build Guilin's "International Tourism Property Supermarket", we mainly consider foreign customers, focusing on Hong Kong, Shenzhen and Macao customer groups and some foreigners. Because the terrain here is superior, it is not an advantage to the locals. Guilin’s landscape is unparalleled in the world, and its famous mountains, places, houses and celebrities mainly affect outsiders. As former US President Richard Nixon said, leaders must be able to see things other than immediate interests that ordinary people cannot see. They need to have the vision to stand on the top of a mountain and see far into the distance.
Find selling points from personalized development. No urban development is uniform, and no flower is absolutely identical. Tourism real estate is also developed in various ways with individualized characteristics. For example, the Three Mountains, Five Mountains, Badaling Great Wall, Pingyao Ancient City and other major scenic spots across the country all have their own unique characteristics. In addition to extending and expanding these existing tourism brands, merchants should focus on the development of potential personalities. If there is treasure underground, how do you mine it? Strip mining? Inclined shaft mining method? Shaft mining method? It's just a different method. How to shape your personality depends not only on your discernment, but also on your intelligence.
Use advance inference to find selling points. When planning tourism real estate, we should also pay attention to the 3A principles: advancement, originality, and practicality. For example, when developing a tourism project, first of all, after doing a lot of investigations and historical inferences, we must get the feeling points of "what is it?" and "what should it be?" and then focus on this point, at least 5 years or more in advance. 10-year method to set it up to avoid the phenomenon of "No Buddha in Foshan" and "Lake in Wuhu".
Use subculture to set selling points. Subculture is not orthodox culture, it is a number of smaller branches included in each culture, called subculture. Subculture includes many factors such as ethnicity, religion, race, and region, and sometimes its influence is greater than the culture itself. For example, if you choose the Feng Shui theory for terrain, housing, etc., many people, especially people in Southeast Asia, believe that "Feng Shui" will bring them good luck, and some businesses are also optimistic about the "Feng Shui" theory. Often planners say 10 sentences rather than one sentence from the I Ching master. Sometimes the success or failure of a project depends on the final word of the I Ching master. We call this phenomenon the "latent psychodynamic" phenomenon. Selling points that cannot be found through hard thinking from the front and from the culture itself can be quickly stimulated through the inspiration of this "potential spiritual power".
Teacher Qin Chenhong also told us that one difference between tourism real estate planning and general planning is: the inverted 2:8 rule. That is to say, the success of tourism real estate lies 50% in terrain and strategic positioning, 30% in planning and design, and 20% in sales execution. In other words, 80% of the former two are realized through 20% of the latter, so it is called the inverted 2:8 rule.
This also raises the following questions:
◎The mentality is reversed to 2:8. That is to say, 80% of our creativity, strategic positioning, planning, and design should be focused on 20% of sales execution. If you follow the normal 2:8 rule and 80% of planning points are not concentrated in 20% of sales execution, then 80% of the real estate you do may not be sold.
◎Transcend 2:8 in time and space. Tourism real estate is not a tourist attraction, it is mainly to solve the sales problems of "land" and "housing". The speed of input and output directly determines the major decisions of investors. Therefore, while we advocate the "quick method of running a city", we also advocate the "quick sale method of tourism real estate". 80% of the preliminary efforts are mainly spent on how to transcend time and space, and are concentrated in 20% of the final sale.
◎2:8 in planning and design. Different from general planning and design, tourism real estate is mainly about selling point design. This selling point design is a dynamic design that injects thought and soul, rather than a solid design. Just like writing an article to the extreme, the artistic conception will emerge naturally.
This requires landscape design, community design, project design, entertainment design, construction design, etc. to focus on the integration of water landscape, mountain landscape, characteristic landscape, flower and tree landscape, pavilion and corridor landscape, etc., so that the water and sky are of the same color and integrated. , with people as the core in the trinity of "people-building-environment".
To dig out the most attractive selling points, you should keep in mind: selling point design is not about selling the present, but about selling the future; it is not about selling the short-term, but about its planning and prospects. 20% is sold now and 80% is sold in the future.
The development prospects of tourism real estate are from simple to complex, from elementary to advanced, and from single function to multi-functional development.
The regularity is like the process of urban development: simple tribe → village → initial city → multifunctional city → comprehensive and complex big city → more complex urban agglomeration.
Many developers are unable to control the development of tourism real estate and complex science due to limitations in life, management, and knowledge. This provides planners, especially professional planners, with greater room for development.
Tourism real estate is developed in three-dimensional space: sky, ground (water surface), underground (including under the mountain, under the sea, and underwater). However, due to the limited thinking of developers and operators, after taking the first step, they are at a crossroads, looking left and right, looking here and there, not knowing where to go. For example, Beijing's Second City: The First City in the World and China Wine and Culture City have fallen into this misunderstanding. There are many half-finished projects in tourism real estate across the country, and there are also many real estate developers who are at a crossroads.
These are just phenomena, and essentially reflect the lack of overall control ability of the main operators, or that they have sufficient command capabilities and lack of ability to take advantage of opportunities, wisdom, and strength. And this kind of operator is very conceited and cannot listen to other people's opinions or suggestions, and can only fall deeper and deeper into the misunderstandings that have been set.
The positioning of tourism real estate generally follows the principle of gathering people together, adapting measures to local conditions, and adapting to the situation. And gathering people together is the first principle. For example, Wanfo Lake in Shucheng County, Anhui Province has an area of 50 square kilometers and a total of 66 islands. Investors focused on the development of scenic spots and invested heavily in water sports. As a result, tens of millions were invested, but little was gained. Because there are too few tourists, only 100,000 people can attend a water sports competition, and it is deserted after a few days. If the problem of gathering people cannot be solved, this place can only be a bottomless pit for investment.
There are many things like this, and investors are not ungrateful, but what they lack is the positioning setting of a large-scale and strategic strategy. If we instead focus on gathering people and put the selling point on the word "Buddha", 2 billion of the 5 billion people in the world will be related to Buddha, creating a world Buddhist cultural tourism destination. There are now 180,000 registered monks in my country, and an international "Ten Thousand Buddhas Conference" is held every year. At the same time, it stimulates local economy, technology, culture and international cooperation, which can easily form hot spots. In terms of tourism, we guide tourists from Mount Jiuhua to Mount Huang and create the concept of “three mountains, five mountains and one lake (Ten Thousand Buddhas Lake)”.
When the human pulse moves, the money pulse naturally moves. The place quickly became expensive. In terms of creating landscapes, there is also a gap in landscape displacement: blindly transplanting foreign landscapes and making them in the same way, regardless of China's national conditions and consumer mentality, and even transplanting some unrefined foreign landscapes. The reason is: Shenzhen Splendid China - Window of the World and Beijing World Park have been successfully transplanted. Why can't we succeed?
According to the principle of concept precedence, the first one proposed is creation, the second one is replication, and it is unclear whether the third one can create value. For example, Ningguo, Anhui, created a "World Wooden House Village" that highly integrates Chinese wooden culture with the world's wooden house culture. Although it is a copy of the wooden house culture of various countries, it is the first to propose the concept of "World Wooden House Village" in terms of name. If you take the lead, you will have a market.
In short, the development of tourism real estate projects cannot be completed in imagination. It must have the following ten basic elements.
◎Basic conditions - the natural environment with tourism characteristics. To develop real estate with the help of tourism, you must first have an attraction or scenic area, and this attraction or scenic area must be related to elements such as ecology and leisure. And the tourist value of this scenic spot or scenic spot itself is even a tourism brand. This is a characteristic of the positioning of spatial characteristics and industrial nature, and is a necessary condition.
◎Infrastructure - convenient transportation and geographical location. The premise of tourism real estate is tourism resources. Only convenient transportation can develop tourism.
To develop a tourism real estate project, the project must have convenient transportation conditions and a good geographical location, that is, it must be accessible.
◎Professional conditions - in line with the design plan for tourism and vacation. When developing a tourism real estate project, there must be a project design plan that is suitable for tourism and vacation in the early stages. Only when the plan is developed can land acquisition and project development be started.
◎Resource conditions - complete supporting services and facilities. Tourism real estate projects have extremely rich functional combinations and complete supporting facilities, so they often have many sub-projects to support each other and reduce risks. But generally speaking, they are composed of four parts: tourism projects, leisure vacation projects, human settlement projects and supporting projects.
◎Legal conditions - legal property rights procedures and time rights guarantee. Legal property rights procedures and time rights guarantees are necessary conditions for the development of property-based hotel projects.
◎Management conditions - professional property management and hotel management. Early development is important, but the most important factor to ensure the operation of a tourism real estate project is to have professional property management or hotel management, introduce advanced management concepts, and provide project services suitable for project positioning.
◎Financial support conditions - a sound financial system and supervision and management system.
◎Marketing conditions - professional marketing and promotion system.
◎Financial conditions - rich development experience and development strength.
◎Network conditions - a sound and convenient switching network.
To accurately position tourism real estate, we must find out the contemporary role it plays in the entire real estate industry project system, avoid conflicts of elements in the same area, and seek and dig deep into the unique element of "tourism real estate". The original motivation for tourism real estate positioning.
Pan Yingbin