文旅项目如何健康可持续发展...—以溧阳曹山未来城项目为例_王爽.pdf

融创上海区域副总裁、融创（上海）文化旅游发展有限公司总经理VicePresidentofSunacShanghai;GeneralManageroftheCultureandTourismCompanyofSunacShanghai文旅项目如何健康可持续发展？以溧阳曹山未来城项目为例HOW TO REALIZE HEALTHY AND SUSTAINABLE DEVELOPMENT FOR CULTURAL TOURISM PROJECTS?A CASE STUDY OF THE LIYANG CAOSHAN FUTURE CITY PROJECT 王爽WANGShuang作为开发企业，融创走过了城市发展的不同阶段，也见证了地产行业的起伏变化。2017 年我初入文旅业务版块时，这个版块更多的关注点还是聚焦于地产。但近几年，随着文旅深度融合的推进，文旅市场的成熟度得到了明显提升。首先，一批原本在城市忙于事业的人，特别是 20 世纪 6070 年代生人，随着年龄的增长和事业的稳定，开始思考和安排自己未来的生活，这时，一个环境怡人、配套齐全、可供全家休闲放松的居所就成为这批人的需求。其次，受疫情影响，远途旅游的不确定因素增加，也给城市近郊度假市场带来了发展机遇。在这样的土壤中，优质的文旅项目可以成为地方发展的引擎，如滚雪球般形成集聚效应，由一个产业带动很多产业。我将以溧阳曹山未来城项目（以下简称“曹山未来城”）为例，分享融创的文旅项目开发与运营经验。1溧阳曹山未来城曹山未来城位于长三角城市群的沪宁杭以及苏锡常都市圈交汇中心，占地面积 14,000 亩，规划“一山两湖四轴五心七廊十镇、十八条主题旅游线路、三十六大主题业态”，采用多节点、多廊融合、多片区多组团渗透的城市规划结构体系，将“产城运营+旅游度假+生态休闲+文化科技+康养生活”理念融合一体化，以“共建美好城市，共创美丽中国”为使命，打造成为世界级康养文旅度假休闲目的地的未来新城。项目从启动到现在 3 年以来，我们见证了项目所在的城镇从缺乏配套设施的状态发展为配套完善、功能复合（会展、酒店、度假等）的旅游目的地。这座城镇各方面的发展不仅来自项目建设本身，还因为项目的施工、管理，甚至参观都带来了大量人流，促进了本地配套商业的完善。在助力区域招商引资方面，成功为西区地块引进了汤臣倍健的威士忌酒厂项目，足见市场对此区域发展潜力的认可以及本项目对当地的带动作用，项目自身也在与若干知名旅游目的地的竞争中脱颖而出。2文旅项目持续运营的关键因素大型文旅项目往往依托于地产开发来进行操作。最近几年地产行业本身的发展瓶颈加上疫情的影响，使得文旅项目也面临巨大的挑战。今天我们身处在一个充满不确定性、瞬息万变的大环境之中，那么文旅项目需要关注哪些因素才能在多变的环境中比较有序地走下去？我从曹山未来城项目中总结出以下几点。1）选择合适的区位，把握区域优势。曹山未来城位于长三角的苏南地区，且紧邻长三角核心城市南京，周边人群的消费能力普遍较强，能给项目运营提供强大的支撑。2）进行合理的产业布局，提高项目生存能力。曹山未来城占地规模大、配套产业齐全、业态丰富。项目配套设施涵盖古桥水镇、五星级酒店、会议会展中心、环球中心（含室内滑雪场）、温泉小镇等各种业态，能够满足多样的需求，这使它成为生存能力相对较高的项目。早在项目先导区的建设中，我们就对产业布局的整体策划及项目与自然的结合进行了充分的考虑，项目的最终效果也证明这里的确是一个宜居宜游的所在。252022.12 建筑实践ArchitecturalPractice3）要有稳定的经营团队，持续树立项目口碑。一个稳定的团队是非常重要的。随着项目的持续推进，有极大可能经历市场的波动，此时如果运营不佳，大量投诉会给项目带来难以补救的伤害。反之，假如一个项目在市场波动期间，品质和服务仍然能得到保障，长此以往就形成了项目的良好口碑。4）重视产品创新，保持项目吸引力。文旅项目中的公共设施会产生大量成本投入，成本的平衡是项目持续发展的必要条件，而平衡的方式往往是设置一定比例的可售物业，如住宅、可分割销售的商业等。在打造思路上，文旅版块的住宅产品、可售商业产品也有别于传统地产开发下的产品。在传统地产开发模式下，卖完一批房可以换一个地方再开发类似产品；而文旅项目的地块往往挨得非常近，在这种情况下，如果产品之间缺乏差异性，就无法满足客户多元化的需求，无法持续地吸引新的客户，所以要不断进行产品的创新和研发。3文旅项目的成本分配建议文旅项目的成本分配与传统地产开发项目相比，存在着显著区别。首先，城市的住宅开发项目通常对建筑设计的重视程度高于景观，但在文旅项目的开发中，我的看法是在景观上的投入应大于在建筑主体上的投入。文旅项目的优势往往不在于建筑的新奇，而在于秀丽的自然风景和生态的环境。人们抵达一个文旅目的地，首先会被整体环境氛围所吸引和打动。因此在我看来，对街区整体风貌的把握相比于建筑细节的过度推敲更为重要。其次，传统地产开发思维更关注启动区、体验区，但对文旅项目而言，周围环境也很重要。譬如沿路的公共绿化景观，它们是由城市而来的客户下高速后接触的第一道景观，塑造了人们对项目的第一印象。这里也想提醒文旅项目的开发者、规划者和设计者，在文旅项目开发过程中要谨慎核实土地属性和相关政策，保持对土地红线的敏感度，不可在耕地上进行景观打造，以免在项目推进过程中出现颠覆性的返工。最后，文旅项目要特别重视运营，既要提前做好空间布局，也要留有让项目自然生长的余地，时刻准备根据客户入住后产生的真实诉求发现空白点、填充空白点。4结语大型文旅项目的开发从前期选址、业态策划、规划设计到建成运营，是一个持续的、动态生长的过程。对文旅项目开发者而言，不仅要经常关注市场和消费者的需求变化，还要有一定的前瞻性和创新能力，避免项目建成即落伍的尴尬。另一方面，运营是文旅项目的核心部分，好的运营不仅能够助力项目的滚动开发，也能提升项目的综合价值。只有在产品创新和文旅运营上充分发力，并且能够长期保持整体经营的稳定性，才能推动文旅项目的健康可持续发展。（本文图片由溧阳环球融创文化旅游有限公司提供）溧阳曹山未来城总体鸟瞰效果图Overall aerial rendering of Liyang Caoshan Future City建筑评论 Architectural Review26当代艺术中心鸟瞰图 Aerial view of contemporary art centerAs a real estate developer,Sunac China has witnessed the different stages of urban development and ups and downs of the real estate industry.In 2017 when I first stepped into the cultural tourism segment,it mainly focused on real estate.However,in recent years,with the promotion of in-depth integration between culture and tourism,the ma-turity of the cultural tourism market has been significantly enhanced.First,a group of people,who have originally pursued a successful career in cities,especially those born in the 1960s and 1970s,have begun to consider and arrange their future life.At this time,they begin to demand for a residence with a pleasing environment and complete sup-porting facilities,where the whole family can enjoy a leisure and relaxing life.Second,affected by the pandemic,the uncertainties of long-distance travel have increased,which have brought development opportunities to the suburban holiday markets.In this soil,high-quality cultural tourism projects can become an engine for local development and form an agglomeration effect like the rolling of snowballs,where one industry is driving the development of many industries.Here with the case study of the Caoshan Future City in Liyang(hereinafter referred to as the“Caoshan Future City”),I would share the development and operation experience of Sunac China in cultural tourism projects.1 Liyang Caoshan Future CityOccupying 933 hm2,the Caoshan Future City is situated at the intersection center of the ShanghaiNanjingHangzhou and SuzhouWuxiChangzhou metropolitan areas in the Yangtze River Delta urban clusters,planned with“one mountain,two lakes,four axes,five centers,seven corridors,ten towns,eighteen thematic tourist routes and thirty-six thematic forms of business”.Adopting an urban planning structure system integrating multiple nodes and corridors,permeated by multiple areas and clusters,the project has integrated the concepts of“industry-city operation,holiday tourism,ecological leisure,culture and technology,and healthy lifestyle”,under the mission of“co-building a wonderful city and beautiful China”with an aim to build a world-class leisure destination and a new town for fitness and cultural tourism.For the past 3 years since the project was launched,we have witnessed the town where the project is located devel-oping from a lack of supporting facilities to a tourist desti-nation with complete supporting facilities and composite functions(convention and exhibition,hotel,holidaying,etc.)The development of the town in every aspect has stemmed from the project construction itself,but has also brought a lot of tourists due to the construction,management and visiting of the project and promoted the perfection of local supporting commerce.The project itself has stood out from several well-known tourist destinations in the competition.In boosting the regions investment attraction and capital introduction,it has introduced the Whiskey distillery of By-Health into the western plot,which indicates the markets recognition of the regions development potential and the projects driving force for the region.2 Key Factors for the Continuous Operation of a Cultural Tourism ProjectLarge-scale cultural tourism projects are usually operated depending on real estate development.The development bottlenecks faced by the real estate industry and the impact of the pandemic these years have brought a huge challenge to the cultural tourism project.Today,we are in a political 272022.12 建筑实践ArchitecturalPractice度假民宿鸟瞰图Aerial view of the holiday homestayand economic environment full of uncertainties and changes,what factors the cultural tourism project needs to pay atten-tion so as to move on in an orderly manner in the changeful environment?I would summarize the following points from the Caoshan Future City project:1)Select an appropriate location and seize the regional advantages.The Caoshan Future City is located in the Southern Jiangsu region of the Yangtze River Delta,close to the core city of the Yangtze River Delta,Nanjing.The strong consuming power of the surrounding populations can provide a strong support to the projects operation.2)Adopt a reasonable industrial layout to improve the projects viability.The Caoshan Future City occupies a large area,with complete supporting industries and rich forms of business.The supporting facilities include various forms of business such as ancient watertown,five-star hotel,con-vention and exhibition center,Global Center(including the indoor ski resort)and the hotspring town,which can satisfy diversified demands and make it a project with a fairly high viability.As early as the construction of the projects pilot area,we have fully considered the overall planning of the industrial layout and the integration of the project with nature.The ultimate effect of the project has also proved that here is a place suitable for living and travel.3)Continuously establish the reputation of the project with a stable operating team.A stable team is very import-ant.With the continuous progress of the project,there is a high chance of market fluctuations.At this time,if the op-eration is poor,a lot of complaints will cause an irreparable harm to the project.On the contrary,if a projects quality and service can still be guaranteed during the market fluc-tuation,the project can develop a good reputation if things continue this way.4)Pay attention to product innovation and keep the project attractive.The public facilities in the cultural tourism projects will generate a lot of cost and investment.The balance of cost is an essential condition for the sustainable development of the project,while the way to balance is to set salable properties of a certain proportion such as residence and commercial facilities that can be sold alone.In terms of how to build,the residential products and sal-able commercial products in the cultural tourism segment are also different from the products under the traditional real estate development.Under the traditional real estate development mode,after a batch of real estate products are sold out,similar products can be developed in another place.The plots of cultural tourism projects are usually close to each other.Under this condition,if the products lack difference,they cannot satisfy the diversified demands of customers and cannot continuously attract new customers.Therefore,the products have to be innovated and developed constantly.3 Suggestions on Cost Allocation of a Cultural Tourism ProjectCompared with traditional real estate development projects,the cost allocation of cultural tourism projects is of distinc-tive differences.First,the housing development projects in cities usually pay more attention to building design than to landscape,yet in the development of cultural tourism projects,I think the investment in landscape should be higher than that in the buildings.The advantage of cultural tourism projects usually does not lie in novelty of buildings,but lie in beautiful natural landscape and ecological environment.When people travel to a cultural tourism destination,above all they will be attracted and touched by its overall environment and atmosphere.Therefore,in my view,it is more important to grasp the overall landscape of the block than excessive care about building details.Second,traditional real estate development pays more attention to the start-up area and experience area.However,spoken from the cultural tourism projects,the surrounding environment is very important.For example,the public greening landscapes along the roads are the first landscape that customers from cities will get in touch with upon coming from the expressway,which will shape their first impression in the project.The developers,planners and designers of cultural tourism projects should prudently verify the land attributes and related policies in the development of a cultural tourism project,remain sensitive to the red lines of land and avoid developing landscapes on farmland and overturning rework in the progress of the project.Finally,cultural tourism projects should pay special attention to operation,which should make the spatial arrangement in advance,keep space for the natural growth of projects,and be ready at any time to discover and fill the blank points according to the real appeals after customers check in.建筑评论 Architectural Review28古桥水镇效果图 Rendering of the watertown五星级酒店及会议会展中心效果图Rendering of the five-star hotel and the convention and exhibition center4 ConclusionThe development of large-scale cultural tourism projects is a continuous process of dynamic growth from the site selection in the early stage,business planning,planning and design to the operation after completion.For the developers of cultural tourism projects,they have to not only pay attention to the changes of the demands of market and customers,but also have certain foresight and innovation ability to avoid the awkward situation that the project falls behind upon completion.On the other hand,operation is the core part of a cultural tourism project.Good operation can not just boost the rolling development of the project,but also increase the projects comprehensive value.Only by making a full effort in product innovation and cultural tour-ism operation and keeping the stability of overall operation can we promote the healthy and sustainable development of the cultural tourism projects.(AllfiguresareprovidedbyLiyangGlobalSunacCulturalTourismCo.,Ltd.)292022.12 建筑实践ArchitecturalPractice