Producing ordinary products is different from building real estate. Cake is produced more. In order to ensure the original price and profit of cakes, manufacturers can dump cakes that exceed the market demand, so that the market is always in an unsaturated state. Real estate is different. When there is no "pregnancy", it is necessary to consider whether this "living body" can be born, that is, whether the positioning of real estate projects to be developed is appropriate.
The lack of accurate positioning is still the bottleneck of local real estate enterprises in market competition, and it is also a prominent problem in real estate construction and sales. For example, XX Jiayuan, XX Jiayuan, XX Jiayuan, XX Jiayuan, XX Jiayuan, XX Jiayuan, XX Jiayuan, XX Jiayuan, XX Jiayuan and XX Jiayuan
How to locate objects accurately?
I. Target Orientation and Positioning
The real estate market target can be positioned from many aspects. As far as the real estate market is concerned, except for a few regional markets, most real estate still belongs to the buyer's market. In other words, consumers of real estate products will always be in a favorable choice position.
Developers' own abilities are always limited. Capital, management, technology and purchasing power will all affect the target positioning of the real estate market. Before developing real estate, we must have a clear understanding: high, medium and low-grade markets cannot be monopolized by a developer. Even the target market of the same grade will produce differentiated and personalized target markets because of the different needs and preferences of consumers.
1. From the perspective of real estate theme, we can divide the market targets of real estate into healthy housing, innovative housing, ecological housing, homeland housing, garden housing, intelligent housing, sports housing, cultural housing, historical housing and so on.
(1) Theme Orientation of Healthy Housing
People will have the psychological motivation to pursue a healthy lifestyle and a high-quality working environment when their material life is relatively rich. The real estate development with the theme of health aims to stimulate people's inner desire for high-quality life and advocate a brand-new lifestyle and humanistic experience.
Relevant experts define "healthy housing" as: on the basis of meeting the basic requirements of housing, highlighting the health elements, taking the concept that human habitation should be healthy and sustainable, meeting the physiological, psychological and social needs of residents, and creating healthy, safe, comfortable and environmentally-friendly high-quality housing and communities for residents. In other words, a healthy house should be a house that can keep the residents in good condition physically, mentally and socially. It can meet the requirements of indoor and residential living environment. It can not only include physical values related to residence, such as temperature, humidity, ventilation, noise, light, air quality, etc., but also include subjective psychological factors, such as plane space layout, privacy protection, visual field landscape, sensory color, material selection, etc.
Beijing Olympic Garden Plaza is located from this theme connotation.
Beijing Olympic Garden Square is based on the Olympic theme (sports, humanities, environmental protection, art, education, harmony, etc. ) as the main line, with sports and health as the characteristics and guidance, organically combine the philosophy of life derived from sports with social life culture, make sports serve the harmonious development of mankind, advocate the all-round development of human beings, advocate the harmony and justice of human society, advocate the establishment of a peaceful and beautiful living world, and build the Olympic Garden owners to help each other. Mutual help, friendship, healthy neighborhood relations and community atmosphere have freed modern people from the general sense of oppression and insecurity, made the community truly become the "spiritual home" of modern people, and made the Olympic spirit deeply rooted in people's hearts.
Beijing Olympic Garden Plaza, in order to highlight the theme of healthy community, positioned the project image as "Beijing Olympic International Sports Healthy Community" in the early stage.
Around the theme positioning, several sub-theme positioning were also determined:
1, Beijing-level large-scale residential project, attracting target customers for the whole city and suburbs.
2. The living quality is medium and high-grade, providing all-round high-quality home service.
The international community is open to people at home and abroad. Community culture conforms to the international trend and is easy to communicate and spread.
4. The carrier of sports community health is sports, which is the main medium of community culture communication.
According to the requirements of the theme orientation of healthy housing, the design of Beijing Olympic Garden is reflected in the details. Through the original design, give the residential landscape unique characteristics; Take the diversion of people and vehicles to reflect psychological safety; Set up sports venues in the community to reflect sports safety; Adopt the concept of green valley to show respect for people; Use the spatial forms of different scenes to embody the concept of green.
Due to the proper and accurate positioning, the sales of super-large buildings with a total construction area of 6,543,800 square meters in Beijing Olympic Garden are booming.
(2) Innovative residential theme positioning
Real estate developers start from satisfying people's psychology of seeking novelty and novelty, and tap people's demand for high comfort and freshness of housing. Developing real estate with the theme of innovation is a beneficial measure for developers to obtain high profits and high rate of return on capital.
The orientation of Beijing Shang Feng International Apartment is based on innovation.
Shang Feng International Apartment is a purely residential community, covering an area of 2.6 hectares, with a total construction area of 65,438+10,000 square meters. Before the development, Beijing Jinxiu Dida Real Estate Development Co., Ltd. took innovation as the market entry point and advocated high comfort and low energy consumption, which was completely different from the traditional "energy-saving residence" in China. Highlight eight innovative thinking at the technical level. For example, the thermal insulation coefficient of the external wall subsystem is more than 3 times better than the national standard, and the total thermal insulation coefficient of the roof is also more than 3 times better than the national standard. Like other high-rise buildings, it is warm in winter and cool in summer, and a noise avoidance subsystem is set up. In the marketing concept, highlight four innovative ideas.
(3) the theme orientation of ecological residence
Ecology is a buzzword in real estate development at present. The demand for ecological environment is a reflection of people's higher requirements for quality of life. The so-called ecology refers to the orderly development of organisms in a certain natural environment. Ecological residence is a real estate project built to meet people's psychological needs of environmental protection, harmony and freedom in the natural environment.
Qingdao Tiantai Sunshine Coast Commercial and Residential Community is a successful example of ecological theme-oriented.
The ecological theme of Sunshine Coast permeates all the details of community construction.
Around the ecological theme, Tiantai Company specially hired ecological experts to participate in the planning. According to the ecological law, more than 60 kinds of vegetation were selected, and some varieties with high oxygen production, strong absorption of smoke and harmful gases and high noise reduction efficiency were adopted as far as possible. At the same time, we also pay great attention to the seasonal collocation and color collocation of species, and the water system of Sunshine Coast is also different. There are not only macro "living water", but also micro-ecological combinations such as algae, plankton, fish and vegetation, forming a pure natural living water body. In terms of improving the lighting, ventilation and noise reduction of houses, new technologies and processes such as all-light design, insulating glass and sun room have been adopted around the theme of ecological positioning. In order to match the theme of ecological positioning, vertical greening is adopted to increase the green coverage rate and fully reflect the ecological color; Optimize vegetation planting, improve survival rate, fully display ecological advantages, implement garbage sorting, prevent pollution, and make every effort to create a natural ecological environment for people to live in.