The first part is an overview of the project.
I. Basic information of the project plot This project is located in Tianhua South Road, the old town of Xinhua County, Hunan Province, 50 meters from Tianhua Square to Xinhua Railway Station in the north and the wiring project at the west end of Zijiang Second Bridge in the south, with a total length of 1 190 meters. The total construction land of the project is about 240 mu, including roads and greening 150 mu, residential construction of 90 mu, building density of 30% and plot ratio of 2. The planned total construction area is 300,000 ㎡, and the first-phase development construction area is 220,000 ㎡, including about 59,000 houses and 84,800 shops. The reconstructed Tianhua South Road will become the main landscape avenue of Xinhua in the future, with a total length of 1.2 km after reconstruction.
The first phase of the project, with a total investment of 230 million yuan, is planned and designed into five functional areas, namely, from Tianhua South Road Square to the south, Qu Qian, commercial and residential areas, Central Green Island Square leisure area, business area and Qiaotou public square facilities area, which is one of the key municipal construction projects of Xinhua County Government in 2007.
Second, the project belongs to the regional municipal planning layout and future development analysis
1, municipal planning layout
At present, Xinhua County is in the primary stage of large-scale development of the real estate market. Local consumers, especially10.5 million civil servants, have a strong demand for improving living conditions and quality of life, and pay more attention to ecology and quality. At the same time, due to the acceleration of urbanization, the continuous expansion of urban scale and the increasing urban population, the county economy presents the outline of big business and big market. The traditional business circle has strong adsorption, but the facilities are aging, the grade is low, and there is a gap between commercial grades. Consumer groups have strong demand for new commercial formats such as middle and high-end department stores and shopping centers in the county, which will effectively promote the demand for urban commercial real estate. In 2007, Xinhua County had a large number of projects under construction and to be built, with a construction area of more than 800,000 square meters and a total investment of more than 800 million yuan. Due to the strong market demand, the sales price of the real estate market will rise rapidly.
Xinhua has a large local population, extensive economy and low per capita income. The basic income of civil servants is 1400- 1500 yuan/month, and migrant workers account for 1/4 of the county's total population.
In 2007, Xinhua real estate market will launch unprecedented fierce competition for customers, with endless sales methods and promotion combinations, which will further promote the great development of building materials, employment, decoration, advertising, catering, entertainment and other industries, and urban construction and development will reach a new level.
2. Analysis of the future development of the project
Since 2006, the central bank has raised the bank's financial deposit and loan interest rates three times in a row, increasing the interest burden borne by mortgage loans. Although it has effectively curbed the excessive rise of domestic real estate prices, it has also hit the enthusiasm of some buyers to buy real estate, especially affecting the purchase groups with investment as the main purpose; At the same time, the relevant national ministries and commissions have continuously introduced relevant restrictions on the sale of second-hand houses, even deterring investors. The most typical example is that Wenzhou real estate speculators mostly quit the domestic real estate investment market and turned to finance, securities and manufacturing to invest, which also delayed the excessive rise of real estate market prices.
As far as this project is concerned, the above situation has an impact on the project, but it has little impact. As Xinhua belongs to the third-class real estate market, the degree of real estate development in this region is not high, and the potential buyers are huge. In addition, Xinhua is in the early stage of real estate market development, and a large number of target customers with funds are actively looking for investment directions, which is the advantage of this project; On the other hand, due to the general operation of Xinhua Wenzhou Commercial Plaza, customers are diverted between Mingyuan Sunshine Shopping Park and Xinkangyuan Economic and Trade Center, so the project must do a good job in project positioning and investment promotion, otherwise it will affect the project marketing progress.
3. This project covers the current situation of the real estate market.
As far as the periphery of the project is concerned, the owners of similar projects are Xinhua Wenzhou Commercial Plaza, Mingyuan Sunshine Shopping Park and Xinkangyuan Economic and Trade Center, and the total commercial volume of the three projects is roughly the same as this project; Xinhua Wenzhou Commercial Plaza officially opened in 2006, and its overall operating conditions are general. Mingyuan Sunshine Shopping Park is a pedestrian commercial street project integrating ecological business, intelligent business, platinum star hotel, high-end leisure and entertainment industry and famous shops. At present, enterprises that have attracted investment include Jiahui Supermarket, Guilin Restaurant, Tongcheng Electric Appliance, Zhong Yi Department Store (Shoe Industry) and Kangyixin Pharmaceutical Chain. ...
4. Topography of the project
The project covers an area of 240 mu with a planned total construction area of 300,000 square meters. The first phase of development and construction covers an area of 220,000 ㎡. The plot is very flat, straight line, no demolition. It is 50 meters away from Xinhua Railway Station in the north and connected to the wiring project at the west end of Zijiang Second Bridge in the south. The plot is relatively flat.
First, analyze the pros and cons of the plot.
Advantages:
1) The supporting facilities can improve themselves: the project plot is longer, making the project more attractive;
2) Good natural environment: the project plot has good water resources and beautiful scenery;
3) The development prospect of the lot is promising: it is located in the core of key areas of urban strategic development, and the high starting point planning and the government's increased investment in infrastructure are beneficial to the project;
Disadvantages:
1) The public security environment is not optimistic for the time being, and it is close to the railway station;
2) The houses around the project affect the image of the project, especially the houses next to the backstreet;
3) The road has not been rectified, and there is basically no one in the south;
First, the government organizes the construction, the project has high credibility and the funds are in place to ensure the smooth progress of the project;
B, the project location advantage is obvious, the planning and design are advanced, the government unified investment, unified rent return, and dispelled customers' psychological scruples;
C, the competition pressure of commercial real estate in Xinhua region is not great, and their respective plans complement each other and have little influence on each other;
D, there is a strong sense of investment, but because there are too few commercial real estate that can be invested and the degree of commercial development is not high, most people hold a wait-and-see attitude and invest more cautiously, hoping to invest in better projects.
A. As the project is located in the old town of Xinhua County, its popularity is not high, the floating population is small, the surrounding facilities are uneven, and the business atmosphere is strong.
B. As this project is the first large-scale commercial and residential project in Xinhua, with a commercial area of 84,800 square meters, in order to build a professional market, the government needs to intensify efforts to standardize the industry and concentrate all retail stores in the Jinyuan commercial project in central Hunan. Increase advertising.
A, Xinhua real estate market started late, which provided sufficient market space for the development of the project;
B, Xinhua natural landscape tourism is developing rapidly, and the total consumption of floating population is expected to rise sharply;
C, the professional wholesale market is small in scale, low in grade, general in environment, and needs to be improved in management, which provides opportunities for upgrading the professional market;
D, because this project is an old city reconstruction project, there are fewer homogeneous competitive properties, and there is a large room for appreciation of commercial properties;
E, private mine owners, business owners, government officials and home buyers who start businesses abroad have investment expectations, which provide backup resources for the development of Xinhua commercial real estate;
F, without the baptism of big business and international and domestic first-class main stores, foreign commercial brands are stepping up their layout, providing opportunities for the development of commercial real estate.
A, Xinhua is in the embryonic stage of commercial real estate, with industry consolidation and foreign investment, but the quality of real estate enterprises is mixed, and the overall market development scale is small;
B, without garden club's life concept, the property management is lagging behind, and the living facilities are incomplete;
C, localized sales operations, there is no advanced marketing concept in the market, development and follow-up management of "two skins", focusing on sales, ignoring management, and there is no guarantee for investment in home ownership;
The second part, project planning and marketing.
I. Main economic and technical indicators of the project
Building density:
Project type:
Three bedrooms, two living rooms, one bathroom and one kitchen:128m2; Three bedrooms, two living rooms, two bathrooms and one kitchen:123-142m2;
Compound:
Four bedrooms, two living rooms, three bathrooms and one kitchen:181㎡; Five bedrooms, two living rooms, one bathroom and one kitchen:171-180m2;
Two. Real estate market around the project
At present, the construction scale of Xinhua real estate market is not large. In 2006, the total investment in urban construction infrastructure in the county was 260 million yuan, and the urbanization level reached 18.5%. Investment in fixed assets was 633 million yuan, an increase of 13.5% over 2005.
At present, the projects that have been started include: Jinlong Scenic Home (residential area, 30,000 square meters), Mingyuan Sunshine Shopping Park (commercial area, 52,000 square meters), Xinkangyuan Economic and Trade Center (high-rise commercial and residential area, 32,000 square meters), Sunshine Community (commercial and residential area, 67,000 square meters, commercial area,10.3 million square meters) and Xiangzhong Jinyuan Business Center.
The upcoming projects include Champagne Hill Mingyuan (high-rise residence, 200,000 square meters) and Xinhua Porcelain Factory residential building project (to be determined, construction land 1 10 mu).
Third, the project positioning
1, residential part
Residential orientation: an open residential area, a fashionable city commercial belt with large vision, facilities and landscape.
2. Commercial part
Commercial orientation: a landscape fashion commercial street integrating catering, entertainment, sports, leisure, tourism, culture and shopping.
Business orientation: a collection of non-traditional humanized landscape business office spaces such as hotels, SOHO, LOFT and corporate clubs.
3. Overall positioning of the project
Jinyuan commercial port in central Hunan, which integrates residence, hotel, commerce and commerce, has the characteristics of modernity, fashion and internationalization, and is adjacent to Zijiang landscape architecture complex.
Fourth, the ideas and concepts of marketing planning
Overall conception
Establish a consensus on the public domain;
The adaptation of different functions and aesthetic levels is unified;
Diversity of architecture;
Expression of personality and self; A diversified and open business place;
Network system connecting personalized lifestyle and public life in commercial community;
Reflect the core of regional business;
Verb (abbreviation of verb) the theme of marketing planning and promotion
Trust-Trust comes from the government's credibility, attitude and humanistic care.
Promotion means: Golden Garden Fair, theme activities and soft publicity.
Influence-the three-dimensional promotion of ideology.
Promotion means: outdoor, car body, video, newspaper and media all-round vision and concept output.
Touched-integrate into it and gradually experience situational marketing.
Promotion means: experience hall and demonstration area.
Temptation-customers who don't care about the price the most also want to get higher cost performance.
Promotion means: promotion preferential strategy: member discount; And give different degrees of concessions at different sales stages.
Sixth, the guiding concept of planning and marketing
One-stop-bipolar consumption-multifunction
One-stop: convenient, fast and efficient, one-stop shopping and consumption.
Meet the needs of different consumer groups.
Multifunctional: provide diversified consumption places to meet the needs of different levels.
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