Real estate development transformation and operation.
Editor’s note: This article is from Economic Observer Online , Author: Xu Dew, authorized to reprint
The news that Kunqu Opera artists Xing Jinsha (Hong Kong) and Wen Yuhang (Taiwan) will go to the Shanghai China Grand Theatre will make Zhou Weiguo happy.
Before watching them on the same stage, the 50-year-old Shanghainese had to fly to Beijing Langyuan Vintage again and again. But on September 13, he finally saw the classic Kunqu Opera “Yu Yu Ji” at his doorstep.
The actors of different drama groups often have difficulty in cooperating with each other. However, the first Langyuan held a Kunqu performance in the park all the year round, and established long-term contact with the first-line Kunqu actors, which led to the performance of the actors on the cross-straits. The first Langfang, which was the main building renovation and urban renewal, also played the role of the producer.
This is a cross-border cooperation. We have been running the Cultural and Creative Industry Park for almost ten years. We hold many dramas, movies and music events every year. We also want to try to see if there are more innovations and see if we are doing cultural activities. There is no commercial value.” Zhao Chunyan, the general manager of the first creation of Langyuan, set a task for the operation team. After experiencing the cultivation stage of “the company is committed to content and self-financing”, the company will realize an income of 3 million yuan this year.
This is to put the cultural content cultivated by Langyuan in the market and test its self-survival ability. With the landing and output of performances such as “Yu Yu Ji”, “Butterfly Dream” and the Prism MINI Theatre Festival, the KPI of the first Langyuan content section has been completed in half this year.
This is an unconventional “real estate company”. From the perspective of team composition and work content, the first Langyuan is more like a cultural operator. At present, the team of 55 people is mainly composed of basic functional departments such as cultural content operation, brand promotion, innovation research, space operation management, public relations and comprehensive management of the company. The conventional property management and investment promotion personnel only account for a small part.
“Langyuan is more integrated with external resources to complete the operation management of space and content. Our team has only 55 people, but in some large-scale events, we can mobilize hundreds of people, including investors, partners, and even the government. Strength.” Zhao Chunyan said.
The company’s headquarters is located in the Great Hope Road Garden, which was upgraded from the old brick wall of the last century. It has 2-5 cultural events every weekend, attracting film, music, literature, drama and so on. The practitioners in the field came to punch the cards, which virtually promoted the exchange between the enterprises in the park and the outside. In addition, public cultural spaces such as Yushe, Liangyao and Lanjing also undertake commercial activities such as drama conferences, brand conferences, awards ceremonies, etc., which balance the cost of public welfare activities.
was first identified by Beijing asThe city-level cultural and creative industrial park, the ingenious work of the first creation of Langyuan in the cultural activities seems to be useless, and is also a necessity for the growth of cultural and creative enterprises. Luoji thinking, fruit shells, poor travel nets and other enterprises have grown from here, and cultural activities are also operating. Invisibly contributed to the space rental premium. At present, Langyuan Vintage has an average rent of 12 yuan per square meter per day, which is higher than many office buildings around the CBD.
The foreign government and the park are gradually aware of the advantages of Langyuan in terms of cultural operations. After the first creation of Langyuan in Beijing in 2018, the two brand output projects of Langyuan Park and Langyuan Station in Beijing Shijingshan and Chaoyang Dongba respectively, 2019 In the year, it entered Hangzhou, Xiamen, Luoyang and other cities.
2000 People’s Theatre Festival
“Step forward! Say you, why don’t stand still. Mr. Li Xiang said, take a step forward!” At the beginning, the participants on the stage did not move until the words “Mr. Li Xiang said” They only took a step forward.
At the Prism MINI Theatre Festival hosted by Langyuan Vintage on July 14, actor Li Xiang experienced this liberating little game with 10 spectators. Use language and action to stimulate the audience to make impromptu reactions.
Graduated from Shanghai Theatre Academy, Li Xiang is an actor under the Dreaming Tiangong Culture Media. He usually plays some movies and dramas. However, in the past more than a year, his work has begun to shift to the field of offline drama. He plays the role of “Great Gatsby” and “Game of Thrones” with people who like drama. The classic script of Tarantino.
“Many people think that actors generally have no culture, but Li Xiang has a lot of theoretical research on theatrical performances, and his ability to express is also good. And now the first cultural parks such as Langyuan and one-way street bookstores are very popular for such activities, so We use our spare time to plan several popularizations of theatrical theory for the masses. Zhang Meng, the founder of the Dream Palace Culture Media, told reporters.
Professional drama performances are usually carried out in professional venues such as the Poly Theatre and the Drum Tower West Theater. The sound and beauty effects are better. However, in recent years, as the cultural needs of the citizens have increased, various small and medium-sized performance groups have emerged in an endless stream. There are many new and light-weight performances, and a cultural space like the Langyuan Vintage offers a venue for avant-garde drama and drama sharing.
At the first Prism MINI Theatre Festival held from July 12th to 14th, there are more than a dozen small performance groups like Dreams, covering traditional dramas, Kunqu, impromptu comedy, and mime. The performance time of the teams is mostly 15-60 minutes.
Kunqu is the earliest and most mature type of drama in Langyuan. There are 7-8 large-scale performances in the Langyuan Vintage every year. It takes only a few days to set up and dismantle the stage. The performance even attracts Hong Kong from Hong Kong. Views of many cities such as Shanghai and GuangzhouThe crowd came to watch. Similar works will be held in other projects and other cities as the original Langyuan operation map expands.
The majority of other performance groups have just started, similar to impromptu comedy, mime is still in the market development stage. “Many of these performances are pioneering experiments, and the business model is still unclear. Everyone can only explore and cultivate the audience together.” Langyuan planning manager Gordo reflects that Langyuan Vintage has three public spaces in Liangshu, Lanjing and Yushe. If it is a commercial activity lease, the daily rent ranges from tens of thousands to hundreds of thousands, but for these growing drama teams, Langyuan only charges very low cost and more support.
In the interview process, planning manager Godot often lamented that if there is no space operation as the basis, many performances will encounter unimaginable difficulties in the landing process, such as venue rent, water and electricity, ticket sales, promotion, security, Activity reports, etc., a professional performance, the process is still very complicated, and the cultural content group generally focuses on content creation. But when doing activities in Langyuan, we can help when communicating with government departments, the park has a professional Property security, security and the like do not have to worry, can make more emerging cultural content have an up-and-coming opportunity.”
These services have attracted more and more performance teams. When Gordo first entered Langyuan, the most important drama activities here were Kunqu and the sporadic organization of Peking Opera and impromptu drama. Slowly, young people such as Shan Liren, Ma Ma, Da Dian Drama Club, and Dreams were pioneering. The drama enters the Lang Garden Vintage, and the form of activities is gradually diversified. There are performances, drama education, script reading, theme salon, KOL meeting and so on.
“Bai Xianyong, who has been working hard to promote Kunqu, will come to Langyuan every year. “Bai Xianyong says the Dream of Red Mansions” can attract nearly 1,000 people to listen to the scene. The fixed seat of the company is only 200, but this popular Cultural content, we often need to add seats again and again, even if this is still in short supply, many viewers are willing to stand and listen, or simply sit on the ground.” Planning Manager Godot said.
At the Prism MINI Theatre Festival, more than 2,000 spectators can choose to watch a variety of plays, or listen to the theory of drama from the teachers of the Central Academy of Drama and professional theater.
Important in practice
For a two-and-a-half-day drama festival, Godot and his colleagues have been preparing for more than a month. Sometimes, each person has to communicate with dozens of cast members a day to coordinate the performance, dance, and Performance schedules and more.
“The first time is still a bit of a mess, and many things need to be slowly combed into a relatively standardized process. The Prism MINI Theatre Festival is made into a brand of Langyuan, every year, not only in the Lang Garden Vintage, but also There are Langyuan Park, Langyuan Station, and projects such as Hangzhou and Xiamen.”
According to Zhao Chunyan’s statement, cultural operations are service industries, and they need to communicate with a large number of people every day.Posts must have a heartfelt enthusiasm. “I can’t guarantee how much you (employees) earn in the first creation of Langyuan, and the operation is a slow business. But you can be sure that everyone can grow fast at work, because real estate companies do less cultural industry and need a lot of innovation and cross. World.”
Not only drama, Langyuan has dedicated operations staff in film, music, education, art and other lines, responsible for event planning and landing. For example, the film screening section hatched the Linxiang culture, which was specially responsible for film selection and audience recruitment. The head of the team started as a volunteer of Langyuan Vintage, because the love of art films gradually turned into a professional art film community operation. personnel.
“虞社 is not the most professional screening venue. If the venue is empty, there is no guarantee of sound effects. However, for some art publishers and non-mainstream commercials who do not take the cinema channel, there are screening opportunities and peers. It’s hard to get an in-depth exchange with the audience.” A film and television company’s propaganda person told the Economic Observer that her company recently had a movie release and went to the Langyuan Vintage Club to experience the venue by watching the movie.
Located in the CBD of East Third Ring Road, there are a large number of film and television and cultural companies around the Vintage Garden. These companies generally have the needs of friends and friends. However, if Langyuan Vintage tries to achieve top level in every scene such as film screenings and theater performances, the cost expenditure will be difficult to control. Therefore, Langyuan is aiming at the market gap. Art films and avant-garde dramas are all recognized as cultural attributes. The subdivision of development.
“Our design requirements for site renovation are practical and cost-effective, depending on the needs of each project.” Zhao Chunyan took over the renovation of the old factory where Langyuan Vintage was located in 2009, when it was still developing and managing operations. It was not until 2014 that the team led by Zhao Chunyan began to transform into a full-time cultural park operation.
This also determines that the Langyuan Vintage project does not cost much space for space renovation. In 2017, the amount of public space invested in Yushe, Liangyao, and parking lots was in the millions.
The transformation of the company, the good reading and so on is our operating income. At that time, the Langyuan Vintage has been profitable. The company started from a 1000 square meter old workshop and used it as an internal activity space. As a public cultural space, how can it break even? According to the needs of some brand conferences, the space has been re-engineered to become a place that can meet the needs of internal cultural activities and undertake commercial activities.” Langyuan Brand is responsible for Since the introduction of the pencil in 2015, he has experienced the transformation and upgrading process of Langyuan.
Why is there an Italian restaurant next to Lanjing? Because of some commercial activities and cultural activities, in addition to the event space, there is a need to provide a place for dinner and catering.” Considering the overall benefits, it is not a huge investment in the beginning. Make the best of the hardware, but according to the atmosphere and transportation of the parkCamp demand, a little adjustment, this is the experience that Langyuan Vintage has summed up in practice.
Located in Langjing District, Langyuan Park is close to Shougang Family College, Yuanyang Shanshui and other residential areas. The cultural needs of residents are more. Langyuan Park is now building a cultural center with Laoshan Street, where many adolescent aesthetic education is held. The activities related to literacy promotion and parent-child culture are not high.
The Langyuan Station adjacent to the 798 and the fourth embassy district (in planning) is positioned to serve international cultural exchanges, and invests 450 million yuan with the asset holders for gradual transformation.
“Basically, every project, we will do a detailed economic budget, the fastest such as Shijingshan project, when we invest 10 million yuan, we will start to have cash income.” Pencil introduction, the current Langyuan added Most of the cooperation projects are brand output, investment and layout of space transformation, and will conduct multi-party consultation and strictly evaluate the investment return period.
Push to the country
In the first place of cultural operation, the creation of the cultural activities of the first project of Langyuan in Langyuan Vintage is different from other real estate companies.
As a rare low-density space in the CBD, Langyuan Vintage will organize cultural festivals and some park activities before 2014, but more based on internal companies, many people think that this is a state-owned unit compound. Beginning in 2015, Langyuan began to speak out with a more open mind, and organized some activities such as blind date, hot pot, and market.
From the early 2016 movie and Kunqu, the Langyuan Vintage extends a variety of activities such as the Music Master Class, the Prism MINI Theatre Festival, and the Book Market. Overall, before 2016, we focused on organizing large-scale events. The number of participants was large, but the preparation time was long. From 2017, Langyuan began to change its thinking, improve the frequency of activities, organize the scale reasonably, and improve the user’s stickiness. It is reported that there are tens of thousands of online members in Beijing Langyuan, and the promotion of small activities is basically carried out in the WeChat group.
“We also hope that people who work in this park will have some sense of cultural identity and spiritual belonging.” The pencil said, “Lang Yuan will not do the cultural content of kitsch, we insist on cultural tonality and will automatically filter. Attracting companies that can appreciate each other.”
As a cultural and creative industry park, the company here cares most about whether the temperament of the surrounding companies is consistent with itself. Sony Music, which has just moved into the Langyuan Vintage, made a detailed investigation of the park environment before it settled in, including what tenants in the park, security measures, and what activities are usually available.
Langyuan Vintage is a self-sustaining project. It has grown naturally since 2009, and Langyuan Park, which was opened in 2018, Langyuan Station, which is currently being renovated, Lakeside, Hangzhou, just took over, and Baima LakeThe field transformation projects are all management output projects, with different locations and customs, and the first Lang Park faces new challenges.
“The easiest thing is to use cultural content to test whether the crowd is in the right position. For example, we will explain the concert and reading sharing activities in the first place around the existing projects in East China to see if the crowd accepts and how to feedback.” Taking over a cultural park, Zhao Chunyan will lead the cultural research center and event operators to investigate the local population composition, location advantages, make corresponding planning models, and then plan some cultural activities for early attempts.
She believes that it seems that the first creation of Langyuan has changed from one park in Beijing to three in Beijing and seven in the country. The expansion speed is very fast. In fact, this is not a simple copy, but a cultural advantage of each region. With brand strategy considerations.
“It is said that our project in Hangzhou Baima Lake Animation Square is not only an upgrade project, but also marks Langyuan’s entry into the animation industry, paying attention to the current state of the spirit after 90s and 00, related to the company 5 The strategic direction after -8 years.” Zhao Chunyan said.
We have witnessed the development of Luoqi thinking, poor travel network and other startup companies in Langyuan Vintage from a dozen people to hundreds of people, the park has no more space, the company can only move out, the first plan for the new project in Langyuan In the middle, the concept of integration of industry and finance is proposed, supporting incubators and financial support.
“Hangzhou’s animation industry, Luoyang’s history and culture, the characteristic culture nourished in these places can be transferred to other cities’ projects for exchange. Among them, the up-and-coming cultural and creative enterprises, the first group can also invest, after all, we have financial sector With the rapid development of the cultural industry sector including Langyuan, the First Group established the first gold capital at the beginning of this year, and decided to deepen the real estate + financial model and invest in space development, cultural creation and industrial content.
“Most people realize that real estate development needs to be transformed into operations. The first Langyuan is more concerned with what content to use to make follow-up operations, and when it comes to each project, it is necessary to think about whether it is possible to make a new one. Content module.” When Zhao Chunyan first started Langyuan, the team only had 7 people from the development project. Up to now, the first Langyuan has grown to 55 employees, and it is expected to reach 70 people by the end of this year.
Langyuan Vintage has also become the headquarters of the entire first Langyuan business, taking on the responsibility of promoting new projects, cultural training and core strategy output for new employees.