Author Shenzhen Shipeng Asset Appraisal Real Estate Land Appraisal Consultants Co., Ltd.Deputy General ManagerHuang LiyunShenzhen Shipeng Asset Appraisal Real Estate Land Appraisal Consultants Co., Ltd.Pre-industry policyChen BihongIn the Valuation Needs Evolution and Institutional Sustained Development-- 2019 China Real Estate Valuation Annual Conference Proceedings, 2019.

 

Abstract

This article mainly analyzes how to locate the park business. The particularity of the park business mainly lies in its consumer groups and industries. Therefore, when locating the park business, besides the consumer groups, transportation and surrounding environment, business format combination, business volume, business layout and other factors that should be considered in the general business positioning, it also pays attention to the differences between the consumer groups and the general business groups in the industrial park, so as to realize the commercial positioning of the park.

Key words]industrial park; business orientation

Book Publication Number]ISBN 978-7-5074-3287-9

citation format]Huang Liyun, Chen Bihong. Business positioning consulting services for industrial parks[C]. Proceedings of 2019 China Real Estate Appraisal Conference, 2019:564-568.

General Secretary Xi Jinping pointed out:"If China does not take the path of innovation-driven development, and the new and old kinetic energy cannot be smoothly converted, it will not be truly strong." The upgrading and updating of the old industrial park industry is an important carrier for the conversion of new and old kinetic energy.

 

The integration of industry and city is a new idea of industrial development under the background of transformation and upgrading at the present stage, which requires the integration of industrial and urban functions and spatial integration,"Promote the city with production, promote production with the city, and integrate production with the city". Cities need industrial support, industries should be supported by cities, and urbanization and industrialization should have corresponding matching degrees.

 

At present, there are three modes of urban renewal in Shenzhen: demolition and reconstruction, comprehensive renovation and functional change. For the old industrial zone, Shenzhen has specially issued policies such as "Shenzhen comprehensive renovation of old industrial zone upgrading operation regulations" and "Shenzhen old industrial park integration and upgrading work plan" to promote the upgrading of the old industrial zone. In the integration and upgrading of the old industrial park, the new development idea of industry city integration is integrated. That is to say, in the process of upgrading the park, in addition to the upgrading of the existing industries and the environment of the park, the supporting facilities of the park, especially the supporting businesses, should also be upgraded and transformed, take the road of innovation, realize the conversion of new and old kinetic energy, and realizeThe road of "integration of production and city.

 

So, when the industrial park is upgraded in a comprehensive transformation, how should the business supporting the park be upgraded?

 

In the analysis of the park business positioning, the first analysis of the park business and general business differences.

 

Analysis of the Difference between 1. Park Business and General Business

 

According to the degree of opening up of the park, the existing industrial park can be divided into open park, closed park and semi-open park. Different industrial parks have different people in the park, but they are mainly people who work and live in the park. If it is a completely open park, its commercial attributes and general business close to a higher degree. The difference between the other two types of parks and general commerce is that the consumer group is mainly the industrial personnel in the park, and the commercial format is greatly influenced by the industrial positioning of the park and the consumption habits of the industrial population in the park.

 

According to the different industrial positioning of the park, the consumer groups of the park also change accordingly. For example, the overseas Chinese Town Cultural and Creative Park, Nanhai Yiku and other industrial parks, which are positioned as cultural and creative industries, have a profound cultural atmosphere in the construction of commercial atmosphere, and the commercial formats are mainly characteristic culture, medium and high-end leisure catering, art display and other formats.

 

It can be seen that for the commercial positioning of the park, we should understand the situation of the park itself and the industrial positioning before further commercial positioning of the park can be carried out.

 

As a third-party valuation agency, we have recently undertaken the business planning and positioning of an industrial upgrading park in Shenzhen. The park has now completed the industrial upgrading and positioning. The entrusting party requires to reposition the existing businesses in the park. The businesses in the park have landing operability and realize good economic benefits for the whole park.

 

Below, we will take this business planning positioning project as an example to share our ideas and process of business planning positioning in the park.

 

2. Park Business Planning Positioning Analysis

 

Analysis on the Present Situation of (I) Park

 

Before the commercial positioning of the park, we analyze the current situation of the park, including the existing industries in the park, the existing commercial formats and layout of the park, the industrial positioning after the upgrading of the park, the industrial space layout, the parks around the park, the residential area, the commercial area, the traffic conditions and so on.

 

1, the current situation of the park industry and the existing commercial format and layout analysis.

 

After investigation, we learned that the current industries in the park are mainly electronics, clothing, hardware and plastic molds, printing, glasses manufacturing and other industries, all of which are productive enterprises, and the existing employees in the park are mainly blue-collar workers. Monthly salary income isMainly below 6000 yuan.

 

In addition to the production plant in the parkOutside 70%, the rest are supporting facilities, with dormitories accounting for about 25%, commerce accounting for 2-3%, and the rest are talent apartments and hotels. Staffs in the dormitory are mainly employees of enterprises in the park.

 

The existing commercial formats in the park are mainly staff canteens, fast food, supporting life supermarkets, and convenience stores. The commercial grade is relatively low. They are mainly distributed on the side of the main road into the park and the dormitory area, and are mainly low-end businesses. In the investigation of enterprises and personnel in the park, it is found that most of them think that in the existing formats, they hope to increase leisure and entertainment, sports and fitness.

 

There is only one road to enter the park, and the existing commercial consumers in the parkMore than 90% of the production personnel from enterprises in the park are basically closed parks.

 

2, after the upgrading of the park industrial positioning, industrial spatial layout analysis.

 

According to the information provided by the entrusting party, the industrial orientation of the upgrading and transformation of the park is a new generation of information industrial park park compatible with some pilot production, mainly for the artificial intelligence industry in the new generation of information industry. In terms of spatial layout, R & D industries are laid out along the main road of the existing park, with pilot production industries on both sides of the park.

 

3. Analysis of the surrounding environment of the park

 

Around the parkWithin 1km, it is dominated by industrial parks, with one office building and one residential area, with a construction scale of no more than 60000 square meters. The industrial park itself is equipped with a small number of businesses, the business type is catering, the business type of residential area is catering and daily life supporting, and the business type of office building is catering and automobile exhibition center.

 

The main roads around the project are expressways and urban expressways, which are less than the distance from the project.1km distance, the planned subway station is within 1km of the project.

 

4, Future Planning Analysis

 

The current situation of the park on three sides of the mountain, only one road into the park. After investigation and planning, the existing expressways around the planned project will be planned as municipal roads, and the planned project will open tunnels to connect with the central area and the university city.

 

Research on Commercial Market of (II) Industrial Park

 

The Stone of Other MountainIt can be jade. After understanding the project's own conditions and surrounding conditions, we conducted field research on the business of the industrial park in Shenzhen. Through field research on the business of the park, we learned about the scale, format and distribution of similar park businesses, and looked for successful experiences that can be used for reference.

 

According to the commercial radiation scope of the investigated park, we divided the investigated park into self-sufficient park business, spillover park business and undertaking park business.

 

of the investigationThe business of IOT Internet of Things Industrial Park and other parks is self-sufficient. The main characteristics of such parks are: there are no residential areas or commercial areas around the park, and the personnel in the surrounding industrial parks spend less when going out. The property carrier of the park is mainly industrial plants, and the industry is positioned as an incubation (acceleration) park for pilot production and research and development. The business basically only serves the park, with small commercial scale and single format, to catering, convenience stores, small coffee bar, library, gym-based. The reference to this project is of little significance.

 

The businesses in the surveyed parks such as COFCO (Fu'an) Robot Intelligent Manufacturing Industrial Park belong to spillover businesses. The main characteristics of such parks are that the commercial supporting facilities around the park are mature, and the industrial park is located in the core business circle of the surrounding businesses. The scale of the park itself is limited. The property carrier of the park is mainly industrial plants, and the industry is positioned as the incubation (acceleration) park for pilot production and research and development, except for the staff canteen and small life supermarket, there are basically no other commercial formats, and the commercial demand of the park spills over to the business circle around the park. The business of this park is of little reference significance to this project.

 

The survey Kexing Science and Technology Park Industrial Park and other park businesses are undertaking businesses. The characteristics of such parks mainly refer to the surrounding industrial parks that the park businesses can radiate. The characteristics of such parks are convenient transportation. The industrial carriers of the parks are mainly R & D buildings. The industries are positioned as high-tech industries. The residents of themselves and the surrounding industrial parks have strong consumption power. The supporting commercial scale of the surrounding industrial parks is small and the commercial formats are rich, with special catering, leisure and entertainment, financial services, etc., the commercial scale is large. Combined with the description of the project itself, this kind of industrial park has certain reference significance for the commercial positioning of the project.

 

(III) Commercial Enterprise Demand Market Research

 

In view of the analysis of the businesses settled in the research park, we have conducted targeted research on catering, leisure and entertainment, sports and fitness businesses, analyzed their willingness to settle in different industrial parks, requirements for settlement, rental requirements, decoration requirements, cooperation mode, demand location, store size and other requirements, and further refined the commercial needs of different commercial formats for this project.

 

As found in the food and beverage business research, chain brand merchants want store size in.200-400 square meters, considering the industrial status and consumption level of the park, it is hoped that the park will provide decoration and adopt a cooperative profit-sharing model.

 

The well-known brands of leisure and catering, for the current stage of the park is not strong will.

 

Leisure and entertainment businesses for the location and floor requirements are not high, the scale and floor height, fire, vertical traffic requirements are higher.

 

Most businesses have higher requirements for the environment after the transformation of the park. 

  

Analysis on Business Positioning of (IV) Park

 

1, the project business planning positioning phased thinking.

 

From the previous analysis, it can be seen that the project should be divided into short-term and long-term business planning in terms of commercial positioning. The long-term business mainly considers that the implementation of the planning affects the changes of commercial consumers.

 

2. Analysis of radiation range in the park

 

At this stage, there is only one way for the project to enter the park. There is consumer demand outside the park but it is not strong. In the absence of characteristic commercial guidance, it is less likely to introduce external consumption into the park, that is, the existing commercial radiation scope of the park is limited., Will still be dominated by industrial personnel in the park. With the urbanization of highways, the opening of tunnels, the improvement of traffic conditions, the expansion of the radiation scope of the park business, long-term business should consider this part of the consumer group.

 

3. Consumer Group Analysis

 

Consumer groups are related to industry, transportation and the surrounding environment. When the existing industry is not upgraded, the existing business has been formed under the action of the market mechanism in line with the park's commercial layout, business ratio and commercial volume. According to the positioning and functional zoning of industrial upgrading, the upgrading of the industry will be implemented in stages, and the transformation of industrial personnel in the park from blue-collar production to white-collar research and development will also be completed in a certain period of time. With the improvement of traffic conditions, the consumer groups in the park will be added to the consumer groups such as car owners, subway people and university teachers and students.

 

With the progress of the industrial upgrading of the project, the consumer demand for consumption in the park is also increasing, and the consumption demand for culture, spirit, high-end entertainment, health and leisure will increase, and the pursuit of quality, trend and personalized business will be pursued.

 

After the consumer group is clear, we will further analyze the number of consumer groups in the park on this basis.

 

According to the "Party and government organs office building construction standards (According to the "2014)", the per capita demand construction area of office space, service space (conference room, reception room, archives room, printing room, reference room, toilet, etc.), equipment space (transformer and distribution room, water pump room, water tank room, elevator machine room, communication machine room, etc. account for the proportion of office space and service space, and analyze the number of industrial personnel in the park in combination with the industrial positioning of the project. After analysis, the number of employees in the park after the completion of industrial upgrading is about 17,000-18,000.

 

Referring to the "Shenzhen Talent Housing Measures" public rental housing, speculate on the number of dormitories in the park's demand for employment after industrial upgrading, and combined with the analysis of the existing dormitory population in the park, speculate that the dormitory area in the park will add about external personnel.7,000-8,000 people.

 

That is, after the industrial upgrading of the park, the consumer group is about24,000-26,000 people.

 

4, Commercial Volume Analysis

 

In the previous analysis, the current commercial volume ratio2-3%, the research of Kexing Science and Technology Park and other industrial parks accounted for 8-12% of the commercial volume. When analyzing the commercial volume of this project, it is analyzed from two aspects of planning and market research.

 

According to the demand analysis of the per capita commercial area of the Shenzhen Industrial Space Layout Plan and the Shenzhen Commercial Network Plan, the per capita commercial volume of the project.0.6-1 ㎡/person, while the surveyed industrial parks such as Chegongmiao Industrial Park, Longgang Tian 'an Digital City and Kexing Science Park have a per capita commercial service scale of 1.2 ㎡/person -2.5 ㎡/person.

 

Combined with the analysis of the number of consumers in the park, the analysis of the population that can be imported after traffic improvement, the analysis of the consumption habits and consumption power of consumers in different parks, the analysis of business research and other analysis, and taking into account the demand for industrial display and experience commercial space in the industrial orientation of the project, the overall volume, short-term commercial scale and long-term commercial scale of the park are finally determined.

 

5, commercial format and ratio analysis.

 

In analyzing the mix of business formats, first of all, increase the demand for existing park formats such as gyms,KTV, library and other leisure and entertainment; Secondly, according to the previous survey of similar industrial parks, it is necessary to supplement the formats that are needed after the industrial upgrading of the park but not currently available, such as medium and high-end business hotels, medium and high-end catering and leisure entertainment. Furthermore, according to the industrial positioning of the project, the formats required for industrial display are supplemented. For example, Nanshan Medical Device Industrial Park, Zhuhai Jinwan Zhizao Street and other parks provide commercial space for enterprises to display the latest products.

 

In terms of specific matching of different formats, considering that the project is a comprehensive renovation project, the existing commercial scale and format matching can meet the needs of the existing park, and in combination with the changes in consumer demand due to changes in consumer groups after industrial upgrading and the matching of different formats in the case park, the proportion of existing formats and newly-added formats is readjusted to obtain the format matching of the project. The proportion of large catering categories of the project48%-52%, life services accounted for 18%-22%, leisure and entertainment accounted for 13%-15%. On this basis, the proportion of each sub-format is further refined.

 

6, Commercial Layout Analysis

 

The commercial layout is influenced by many factors, and when analyzing the commercial layout of this project, we have the following considerations:

 

First, the layout is carried out in combination with the layout of industrial formats and industrial space in the park. The layout of the project in the industrial space is"One axis, two belts and three centers", the dividing line between research and development, production and living function zoning is relatively clear. For example, the canteen is divided into three locations in the park, and the main layout is closely connected with the production area and the dormitory area, so as to avoid the situation that the staff have too long a meal and the personnel are concentrated.

 

Second, the layout is carried out in combination with the traffic lines, main roads, activity squares and landscape nodes in the park. The project forms a diversion of people and vehicles. The main road into the park is the main landscape axis and commercial axis, and the main layout can bear higher rent levels of commercial formats and experience display businesses closely related to the park industry.

 

Third, the commercial layout considers the correlation between commercial formats. For example, for leisure coffee and other main layout in the research and development area, Chinese catering and other areas as far as possible centralized layout.

 

Fourth, the commercial layout as far as possible to consider different commercial demand for location. For example, for the main store, the layout is on both sides of the main road or near the main road to strengthen the main store's ability to attract customers to the park;KTV, gymnasium and other leisure and entertainment formats are distributed above the second floor.

 

Fifth, the commercial industry with the park industrial upgrading iteration, industrial phased construction, traffic conditions, such as the gradual layout and promotion. This project is a comprehensive renovation project, retaining the existing high-quality business, the image of the business, decoration,VI and other repackaging, improve commercial quality, supplement industrial upgrading needs to increase the commercial industry, combined with the progress of environmental improvement, further optimize the ratio of commercial industry.

 

7. Other supporting analysis

 

In addition to the above analysis, we also analyzed the business scenario theme building, business guidance system, business intelligence operation system, etc., in order to achieve the continuous operation of the park business.

 

3. epilogue

 

The commercial positioning of the industrial park is special. Different types of parks and consumer groups will affect the commercial positioning of the park. It also requires that the commercial positioning has high professional ability and market familiarity. This paper uses specific cases to analyze our thinking on the business orientation of the park, only for your reference and common discussion, common learning and progress.