Rebirth: Stockbroker, I have market data

Chapter 348: Pushing inside

Xiao Jin was stating his grand goals for commercial real estate, mixed with his own thoughts.

The first thing is to have start-up capital, and for this money, it is not enough to just rely on Fang Deyou's own company and bank loans. He also needs to find better financing methods.

But Fang Deyou did not continue. He was not aware of the problem yet, but continued to ask Xiao Jin about his exploration of commercial real estate.

Xiao Jin sighed secretly and continued to tell Fang Deyou another concept - the rent-to-sale ratio of commercial properties!

Is the commercial property for whole rent or retail?

After retailing, will it be a unified operation or a decentralized operation?

Should we choose to acquire mature properties through mergers and acquisitions?Do you want to engage in commercial operations through financial management on behalf of clients on properties that are not developed by yourself?

When recruiting investment, should you choose a well-known anchor store with strong appeal but low rent, or a new anchor store with a small scale and high profit margin?

Do you want to build your own main store?

The above question marks made Fang Deyou dumbfounded. He didn't expect that there would be so many forks in the future.

Before he could figure it out, Xiao Jin continued, "If you want to run a commercial real estate business well, you need four major and three business capabilities!"

"Huh? What is it?!"

A complete commercial real estate development and operation enterprise should establish the following major business capabilities:

Investment capabilities help companies make correct development plans and select high-quality locations;

Development capabilities help companies gradually accumulate the property demand characteristics of various business types in each link, and continuously introduce new products to design attractive products;

Operational capabilities, that is, daily operation and management capabilities;

The ability to attract investment, efficient merchant recruitment and commercial operations are crucial to commercial real estate operations, and are also the key to the long-term success of residential real estate companies in transforming into commercial real estate.

"Waiter, get me a pen and paper!" Fang Deyou finally couldn't hold it in his head.

Xiao Jin continued to talk eloquently, which also attracted the attention of Fang Siyu and the two friends.

Commercial real estate companies should serve three major customers: consumers, merchants and investors, among which consumer satisfaction is the common basis for the satisfaction of the three.

For residential developers who are transforming into commercial real estate enterprises, they should abandon the past focus on direct consumers and focus on multi-level consumers. In fact, this feature is not unique to the commercial real estate industry. For example, the bus industry needs to also pay attention to the purchase of buses. There are two types of customers: consumers and bus passengers. Enterprises have a lot of mature experience to follow in how to face multi-level consumers.

This is very different in function from traditional residential real estate.

The functional requirements of a residence are relatively simple, mainly to meet people's living functions and provide people with a resting place that can protect them from wind and rain.

The functions that commerce has to carry are more complex. The most general function of commercial real estate is to serve as an infrastructure for commodity circulation, undertake the circulation and display function of commodities, and for people, it is to meet people's shopping needs.

At the same time, commercial real estate can also carry other functions, such as catering functions, entertainment functions, leisure functions, business functions, etc. Because the functional requirements of commercial real estate are flexible and changeable, its control is relatively complicated.

Another difference is the location. Because real estate is immovable, whether it is residential or commercial, the requirements for location are relatively high, and business is even more demanding.

Relatively speaking, there is greater flexibility in choosing residential locations. Residential developments can be made in urban centers, urban suburbs, or wilderness areas.

Business is different. Once business leaves the city and goes to the suburbs, it needs to review its business content and format.

For example, if a retail department store adapted to urban areas has little chance of survival in the suburbs, it will definitely be difficult to survive if the location is wrong.

Businesses have high requirements for "accessibility". It is best for the project to be located at a road intersection or close to a main road, so that the flow of passengers, people and vehicles can easily pass through, so as to increase the number of customers.

Next is the difference on the customer side.

Residential real estate involves a narrower range of customers, while commercial real estate involves a wider range of customers.

Residential target customers are generally divided into two categories, one is investment customers, and the other is self-use customers. Investment customers rely on renting out and profiting from property appreciation, just like the two friends here, while self-use customers The customer is buying the property for self-occupation, regardless of whether it is a transitional residence or a permanent residence.

Commercial real estate customers include business operators, shop investors and target consumers.

Merchants can be divided into anchor stores, sub-anchor stores, flagship brand stores and ordinary brand stores. The following table shows the classification of target merchants in a shopping mall. It can be seen that various merchants have different requirements for properties.

There is also a difference in operational complexity. From the perspective of developers’ real estate development, commercial operations are even more complex than residential ones.

For residential buildings, everything will be fine once the developer sells the residence, and the use value of the residence begins to be reflected in the hands of consumers.

After commercial real estate is sold, it cannot be consumed directly. At this time, the commercial real estate project has no use value to a certain extent. It must attract investment before it can be operated and used.

Investment promotion and operation are the life and death aspects of commercial real estate. If you are not careful, your business will be plunged into an abyss of destruction. Many domestic businesses fail to properly handle the relationship between investment promotion and sales, resulting in the failure of the project.

There are also differences in property requirements.

The requirements for residential properties are relatively simple, as long as they can meet the residential functions, and the requirements for floor height, load, etc. are not high.

However, for commercial real estate, there are very detailed requirements for the property's floor height, column spacing, load, elevator, etc. Any deviation may affect the survival of the commercial real estate project.

Different commercial formats have different requirements for properties. For example, the load-bearing capacity of a general department store floor is 500 kilograms, a building materials supermarket requires a load of 4000 kilograms, an ordinary supermarket and bookstore has a load capacity of 1000 kilograms, and a warehouse store has a load capacity of 1500 kilograms.

Different business types have different height requirements. For a lifestyle supermarket, a floor height of 5 meters is enough; if a building materials supermarket is built, the floor height must be at least 8 meters; for warehousing, it must be 9 meters; if a movie theater is built, it must be at least 9 meters. The floor height is [-] meters because a large screen will be used in the future.

The live load of a residence is only 200 kilograms, and the floor height is 2.8-3 meters. It can be seen that the property requirements of a residence are relatively simple.

There are also differences in sales models.

The sales model of residential real estate is simpler than that of commercial real estate. It is usually direct sales and the sale is settled.

Commercial sales come in various forms, and are generally divided into four models: direct sales model, lease model, lease-back sales, and overall sales model.

Moreover, each sales model can be further subdivided. For example, the direct sales model can also be divided into conditional and unconditional.

Lease-back sales are even more flexible and can be returned yearly, one-time, or a combination of the two.

It can also be divided into short-term rebates of five years or less and long-term rebates of more than five years. It can also be divided into guaranteed or non-guaranteed, etc. Each sales method has its own sales targets.

Then there is the key form of return on investment.

For developers, there are three forms of investment returns for commercial real estate, one is sales profit, the other is later operating income, and the third is property appreciation.

The return on investment in residential properties can only be realized through sales. Sales can only obtain short-term funds or solve the developer's funding problems for subsequent development. Operating income and property appreciation are the main forms of return on investment in commercial real estate.

For example, a shopping mall in Beijing has not sold an inch of its more than 60 square meters. A shopping mall in Shanghai was built with less than 5 million yuan invested. Later, an organization offered 50 billion yuan to acquire it, but it was declined because the property was sold every year. Appreciation and high operating income.

Therefore, the real value of commercial real estate is not sales, but long-term operating income and property appreciation.

Finally, there is the difference in professionalism.

Commercial real estate and residential real estate have different professional requirements in terms of degree and emphasis. In addition to the building codes and fire codes followed by residential real estate, commercial real estate must also follow a third code, the commercial code.

The operation of commercial real estate has extremely high requirements for business professionalism and is the result of the comprehensive solution of multiple commercial micro-problems. The operation of residential real estate does not require complex commercial design.

From a process perspective, residential real estate enters the terminal after being sold, while commercial real estate sales are only the beginning of operations and require investment, opening, and operation management.

Therefore, the professional requirements for commercial real estate operations and residential real estate operations are different!

Good guy, Fang Deyou's eyes have been opened today. Xiao Jin's set of tricks and analysis are like studying for three years.

"Um...brother-in-law, have you been busy with work lately?!"

"good!"

"Um...if you are not busy, I will run with you for two days, and these two friends of mine will run with Xiaoyu for two days. What do you think?!"

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