前言

As space for real estate projects to show the image of project and realize the sales process, sales center plays a very important role in the operation of real estate projects. Sales center is the first language for real estate company to communicate with customers. Through sales center, customers can know the real estate company's target customer of the projects, the property of products as well as the company's attention to details of projects. From another point of view, we can say what kind of sales center means what kind of project, and what kind of customer basically means what kind of development quality.

In recent years, the domestic real estate projects are growing vigorously and the urban construction has been experienced the unprecedented changes. Our team has luckily gotten involved in the design of some real estate sales centers, and we conclude some experience to share with readers.

Firstly, the sales center fundamentally is to complete the sales function of the real estate project, so it is very important for the division of functional areas and the organization of the client streamline. We usually simulate the sales streamline "what the clients see first, know, experience and then what they see again" to organize this streamline. Of course, according to the positioning of the project and the clients, the division of functions and the organization of the streamline are different. Generally there are several spatial forms: the first kind is the club-type sales center, that is to say, the sales center and the supporting club of the community are blended into one, or the sales center itself is created as space with the sense of high-grade club, thus enhancing the quality of the project, and this one is usually suitable for the real estate positioned at the high-end one; the second one is the large space type with large scale and strong sense of form, which is generally suitable for the real estate developed in a large scale; the third one is the compact type with compact spatial functions and clear streamline, easily gathering people on the spot, which is generally suitable for the short-term fast-selling real estate with smaller scale or the installment sales center of the large scale real estate. Each sales center in the streamline organization generally is: reception area- project display area - discussion area - project garden and show flat display area - returning to the discussion area of sales center– area of signing contracts. However, in terms of specific projects, there will be differences or trade-offs according to the different characteristics of projects. For example, in the sales center which is one of our projects in Wuxi, the entire display area aims to present an effect of a commercial street, expecting the sales center to "hide"in the commercial street. Thus in the spatial treatment, the entrance reception hall is treated with a feel of street "book bar", where there is a large bookcase to the ceiling, artworks, casual arrangement of furniture and absolutely no "sales" atmosphere. Only when people go around the book bar could they find the sales props such as the sand table and house models of projects; passing through a long corridor people can arrive at "cafe" we built, namely, the deep discussion area.Also, there is an independent entrance in the "cafe", which is the same with a real café from the commercial street outside. Through such a series of treatments to "lighten" the sales atmosphere, space is full of changes and fun, greatly promoting the sales instead.

In terms of the treatment of sales center style, we set the style language based on the information that different real estates need to convey to the customers, and we usually have to "take away"some design companies' inherent style language, but more set the styles from the perspective of the needs of the project. Of course, no matter what kind of specific elements a sophisticated design team uses to express space, it still has some unique soul and temperament.

In short, the sales center as an important part for the show of real estate sales should convey some unique information of the project and constantly create excitments for customers visually and psychologically, thus forming a powerful space atmosphere and making customers interpret and taste the development concept of the real estate through sales center.

銷售中心作為地產項目展示形象和實現銷售過程的空間，對地產的項目運營有著非常重要的作用。銷售中心是地產公司與客戶溝通的第一平臺，地產公司對項目的目標客戶定位，產品特質和對項目的細節關注度，客戶通過銷售中心都可窺見一斑。從另外一個角度也可以這么說，有什么樣的銷售中心，就意味著有什么樣的項目；有什么樣的客戶群，就有什么樣的開發品質。

近年來國內地產項目如火如荼，城市建設經歷著前所未有的巨變。我們團隊有幸參與了一些地產項目銷售中心的設計，也總結了一點經驗，與大家分享一下。

首先，銷售中心從根本上講應具備完成地產項目的銷售功能，所以功能區間的劃分和客戶流線的組織非常重要。我們一般都會模擬銷售流線“先讓客戶看到什么，了解什么，體驗什么，再看到什么”來組織這種流線。當然，功能的劃分和流線的組織根據項目和客戶的定位會有所不同。一般有幾種空間形式：第一種是會所型銷售中心，即銷售中心與社區的配套會所融為一體，或是將銷售中心本身打造成具有高級會所感的空間，進而提升項目的品質，一般適用于定位較為高端的樓盤；第二種是大空間型，這種空間尺度大，形式感強，一般適用于開發規模較大的樓盤；第三種是緊湊型，這種空間功能緊湊，流線明晰，現場易于聚集人氣，一般適用于規模較小的短期快銷型樓盤或大規模樓盤的分期銷售中心。每個銷售中心在流線組織上一般是：接待區 --項目展示區--洽談區--項目園林及樣板展示區--返回銷售中心洽談區 --簽約區。但在具體項目上，根據項目特質的不同又可能會有所不同或有所取舍。比如我們在無錫做的一個項目的銷售中心，整個展示區要呈現一條商業街的效果，銷售中心希望“隱”在商業街當中，所以在空間處理上，入口接待廳便處理成了街邊“書吧”的感覺，到頂的大幅書柜和藝術品、隨性的家具布置，完全沒有任何的“銷售”氛圍，轉過書吧區才呈現項目的沙盤和戶模等銷售道具，而通過一條長走廊又可以到達我們營造的“咖啡館”，即深度洽談區，并且“咖啡館”也有獨立入口，從商業街外部看，與真正的咖啡館無異。通過這樣一系列“淡化”銷售氛圍的手段處理，使得空間充滿了變化和趣味，反而極大地促進了銷售。

在銷售中心的風格處理上，會依據不同樓盤需要給客戶傳達的信息來設定風格語言，我們通常要“泯滅”一些設計公司固有的風格語言，而更多地站在項目需求的角度來設定風格。當然，一個成熟的設計團隊，不管用什么樣的具體元素去表現空間，始終還是帶有一些獨特的靈魂和氣質的。

總之，銷售中心作為地產銷售展示的重要一環，就是要傳達一些項目獨有的信息，給客戶在視覺和心理上不停地制造興奮點，進而形成一種強大的空間氣場，讓客戶通過銷售中心來解讀和品味樓盤的開發理念。

重慶尚壹揚設計