我國商業綜合體及購物中心發展時間較短，行業普遍還未形成共識的規范和模式，從資產管理的角度和一個長時間價值維度審視商業地產的觀念。也正因為發展時間較短，行業內從業人員半路出家多及科班出身少，大量從業人員來自房地產業轉型，造成了很多偽行業的操作誤導。比如過度迷信“體驗式業態”和 “品牌化”，而忽視商業地產的以人為本和市場導向的根本屬性，更忽視了前期市場細分調研對整個項目的重要作用。
China's commercial complexes and shopping centers have developed for a short period of time, and the industry generally has not yet formed a common standard and model. The concept of commercial real estate is examined from the perspective of asset management and a long-term value dimension. It is also because of the relatively short development period, the large number of employees in the industry who have become halfway decent and less trained, and the large number of employees who come from the transformation of the real estate industry, that many fake industries have been misled. For example, they are too superstitious about "experiential formats" and "branding" and ignore the basic attributes of commercial real estate, such as people-oriented and market-oriented, and even ignore the important role of market segmentation research in the early stage of the project.
行業普遍以為商業地產的策劃和招商，就是請專家在紙上將品牌落位，然后交由招商或代理將他們招募進場便大功告成！這種狹隘并靜止地看待商業地產，恰恰說明了國內對購物中心的資產管理屬性的缺乏，只是延續了將“招商”替代了住宅開發的“銷售”，將商業地產和住宅開發混為一談的短線的住宅地產的思維模式。
The industry generally believes that the planning and investment of commercial real estate is to invite experts to put the brand on paper, and then to invite investment or agent to recruit them into the market, and they will be successful! This narrow and static view of commercial real estate just illustrates the lack of property management attributes of shopping malls in China. It only continues the short-term residential real estate thinking mode of "inviting investment" instead of "selling" in residential development and mixing commercial real estate with residential development.
商業地產的盈利模式是租金收入和資產增值，而且資產增值在國際商業地產幾十年發展的歷史中被證明是更加的重要。在這點上，國內較多企業其實無論從租金收益還是資產增值方面，離國際行業標準相差甚遠，對于我們來說，企業所面臨的問題首先不是什么轉型和創新，而是要把基本的工作做到位和做到更好，在提升效益和長線增值層面下功夫。
The profit model of commercial real estate is rent income and asset value-added, and asset value-added has proved to be more important in the decades of development of international commercial real estate. In this regard, many domestic enterprises are far from the international industry standards in terms of rent income and asset value-added. For us, the first problem facing enterprises is not transformation and innovation, but to put the basic work in place and do better, in order to improve efficiency and long-term value-added level. Kungfu Online.
這門課程將從基本概念、經營理念、盈利模式、估值方法并結合行業歷史、發展高度、國內現實和前沿趨勢等多個維度分析。不忽悠、不假想，用數據說話，希望可以給這個有些浮躁的國內商業地產市場提供一些科學和冷靜的思考。
This course will be analyzed from the basic concepts, business philosophy, profit model, valuation methods, combined with industry history, development height, domestic reality and frontier trends. Do not flirt, do not imagine, speak with data, hoping to give some scientific and calm thinking to this impetuous domestic commercial real estate market.