What is the difference between commercial real estate and industrial real estate?

? First, the target customers are different.

The target customers of industrial real estate are usually enterprises or real estate trust and investment funds. As long as they have the ability to invest, they can become target customers, while commercial real estate has a wide range of target customers, and generally small and medium investors have needs. Usually, the target customers of industrial projects are either production-oriented enterprises to buy factories, or technology-based listed companies or companies to be listed to buy independent office buildings; The target customers of commercial real estate are business owners or investors, who are individuals or companies. Business households are divided into main business households (head office), brands and some supporting businesses (such as restaurants, KTV and tenants of some popular small businesses). These customer groups have different requirements for the area and function of the property.

Second, the location requirements are different.

The geographical location of industrial projects is usually in the sub-center or suburb of the city, and there is not much rigid demand for traffic and people flow; Because the value of commercial projects is mainly reflected in geographical location, we must choose the core of the business circle or the concentrated commercial lots with concentrated population and traffic; Industrial projects can have no interface and do not need image display, but commercial real estate projects have high requirements for appearance image display surface, that is, interface.

Third, the planning requirements are different.

Industrial projects are generally related to attracting investment from local governments, mostly government image projects, with relatively limited overall planning orientation, while the planning and property functions of commercial projects are mainly affected by rigid market demand. The functional scope of commercial projects generally includes: shopping function, catering function, entertainment function, leisure function, commercial function, etc. That is, the shopping function can be subdivided into department stores, hypermarkets, storage supermarkets, lifestyle supermarkets and specialty stores. Industrial projects not only include most functions of commercial projects, but also include functions such as business office, industrial manufacturing factory, logistics warehouse and residence.

Fourth, the product design is different.

The design of industrial real estate mainly focuses on the creation of internal and external space environment for office and production, while the design of commercial real estate needs to be market-oriented and mainly meet the satisfaction of end users. For example, the functional area design of commercial projects, such as department stores, mainly considers the height, column spacing and safety, while the dining area mainly considers the functions of water supply and drainage, exhaust and so on; Commercial office buildings in industrial projects should be different from pure office buildings in CBD, and should have their own characteristics in three-dimensional space and ecological environment. Industrial property hardware and municipal facilities are not as high as commercial projects.

Five, the municipal supporting standards are different.

In the process of using industrial projects, the opposite groups are basically employees living in enterprises, and the flow is relatively small. Therefore, the requirements of the main functional areas on the property, such as load, security, water and electricity systems, are relatively simple, as long as they can meet the functions of production and office. For commercial real estate, there are more detailed requirements for column spacing, load, safety, hydropower system and elevators (escalators, ramps, elevators, sightseeing elevators and freight elevators), and any aspect may affect the later survival of commercial real estate projects; Different business formats have different requirements for property. The floor load of general department stores is 500 kg/m2, that of warehouse stores is 1500kg/m2, and the height of the floor may be 8-9 meters, while that of industrial floors is 4-6 meters.

Sixth, the consumption links are different.

After industrial projects are sold or rented, they can directly enter the consumer terminal and can be used after decoration. However, commercial real estate cannot be directly consumed after it is sold. At this time, commercial real estate projects have no use value to some extent, and they still need investment, decoration, purchase and operation. Therefore, the industry is the terminal, and after sales, it enters the terminal consumption, while commercial real estate is the beginning, and sales is only the beginning of commercial operation. Suppose you bought an industrial office building for 10 million. As long as the acceptance is completed, you can use it by spending some money to decorate it. Commercial real estate should not only have investment ability, but also have operational ability. If the investment in the shop is unfavorable and it cannot be operated in the future, then both the buyer and the seller should bear the corresponding risks.

Seven, the degree of conformity is different.

In the process of development, industrial real estate and commercial real estate have different degrees and emphases on professional requirements. Both of them should follow the building code and fire code followed by residential real estate, but commercial real estate should also follow the third code, that is, commercial code. The operation of commercial real estate needs higher commercial professionalism, which is the result of comprehensive solution of multiple commercial micro-problems, while the operation of general industrial real estate does not need complex commercial norms.

Eight, different promotion methods

Compared with commercial projects, industrial projects have a narrower customer base and are not suitable for a large number of media soft and hard advertisements. Project tasting meetings and industrial forums are common forms of promotion. This is a way for the development unit to publicize, guide and negotiate with the decision makers of the target unit of joint venture, cooperation or introduction of enterprises; Its characteristics are: 1, strong pertinence, high level and easy to attract interested customers. 2, the effect is good, the organizer can send technical experts to directly contact with customers to stimulate the interest in buying. 3. Strong professionalism. The theme of the general forum is clear and professional. Industry experts and relevant government leaders advocate strengthening attention to investment in home ownership.

Because there are relatively many investors in commercial projects, various ways can be used to promote and inform large, medium and small target customers, such as product launch, newspaper publicity, outdoor, DM, investment seminars, network, one-on-one communication with merchants, and mass texting.

Nine, after-sales service is different

After the industrial project is rented and sold, it directly enters the consumer terminal. Developers can only provide value-added services, such as assisting in the registration of enterprises, in addition to assisting in the real estate-related procedures, and most of the services are transferred to property companies. The later stage of commercial projects involves investment promotion and leaseback. If the developer does not maintain the owner relationship for a long time, it may affect the normal operation of the business. Maintaining good after-sales service will also cultivate loyal customers of the company's brand and have a good customer resource pool, which is conducive to the development of other residential or investment shops in the future.

X. Different property management

Property management of industrial projects focuses on environmental maintenance, property maintenance, visitor management, visiting vehicle management and personnel safety management in living quarters. The property management scope of commercial projects focuses on the real-time maintenance of the internal sanitation of the property, the supporting maintenance of public facilities, the management of public security in the store, the maintenance of safe passages, the management of a large number of mobile vehicles and personnel, and so on. The core goal of property management of industrial real estate is to ensure the safety of project property and personnel, while the property management of commercial real estate not only ensures the safety of commercial property and personnel, but more importantly, through professional commercial property management, the value of commercial property can be maintained and increased, so that business operators can carry out business smoothly. The above contents are compiled by Antong Workshop Network.