Tianjin and Chengdu reported that when commercial real estate became a field that housing enterprises competed to enter
Tianjin and Chengdu reported that when commercial real estate became a field that housing enterprises competed to enter, a large number of commercial complexes emerged, which not only affected the urban landscape, but also affected people's lives.
Nowadays, more and more complexes have become landmark buildings in a certain area of the city, and a so-called "complex life" has gradually become the normal state of people's daily life. However, when architecture and life are closely linked, can commercial real estate really undertake the heavy responsibility of deconstructing lifestyle?
Recently, china construction news Zhongfang reporter visited three commercial real estate projects in Beijing, Tianjin and Chengdu, which were developed and built by COSCO Real Estate (the ocean side of COSCO Wanhe Mansion) Holding Co., Ltd. Through interviews, it was found that in the increasingly competitive commercial real estate field, how to plan, design and locate accurately according to the characteristics of cities and regions and the consumption needs of target customers will play a vital role in the successful operation of the projects in the later stage.
"Ocean commercial real estate projects will be located in the relatively core urban area as far as possible to adapt to the consumption habits of local citizens, and will continue to explore the development model of community commerce and become friends of community people." 165438+1On October 28th, Wang Fushun, Vice President of Ocean Land Holdings Limited, was interviewed by the reporter.
Change the rhythm between "fast and slow"
Nowadays, commercial complex projects are usually planned to include residential buildings, office buildings, hotels, shopping centers, cinemas, restaurants and other sectors, which integrate the functions of residence, office and leisure. How to combine the "fast pace" in work with the "slow enjoyment" in life is an important factor for a commercial complex project to attract consumers.
"Many real estate developers are forced to get involved in commercial real estate development, and it is difficult to get simple residential land." Wang Fushun said that at present, the development strategy of COSCO Real Estate in the field of commercial real estate has been determined, and the "43 1" strategy has been determined within the group: commercial real estate accounts for 40% of the assets, provides 30% of the profits and contributes 10% of the turnover.
According to the determined business plan, in the future, the average volume of commercial projects launched and operated by COSCO Real Estate will not be less than 200,000 square meters, and 500,000 square meters of commercial real estate will be added from 2065,438+03 to 2065,438+05, and more than 2 million square meters of commercial real estate will be held after 2065,438+07.
It is according to this plan that COSCO began to launch its own commercial real estate brand. "Future Plaza" is one of the commercial brands that COSCO Real Estate is building. Its English name "We Life" is homophonic with the Chinese name, and it also appropriately expresses the connotation of the brand: devoting to community service and meeting their daily needs.
In Tianjin Ocean Future Plaza, the reporter saw that although it was only a trial operation, the shopping mall was crowded and many consumers wandered around with their families. Many restaurants are crowded with equal diners. "Our positioning is to serve the surrounding people with a radius of 3 to 5 kilometers and provide them with a family consumption and leisure center." Zhai Wei, head of Tianjin Ocean Future Plaza Project, told the reporter that in order to achieve the goal, the recruits in Tianjin commercial market have made great efforts in architectural design and brand introduction, and strived to create a comfortable, convenient, novel and refreshing feeling.
As a representative city of "slow life", the development of commercial real estate in Chengdu can not be ignored. In this city where people are worried about the proliferation of commercial real estate, the Chengdu Daci Temple cultural and commercial complex project jointly built by COSCO Real Estate and Swire Real Estate adheres to its own characteristics and slows down the consumers who enter the project.
According to Chen Lei, deputy general manager of COSCO Real Estate and managing director of Chengdu Ganhao Real Estate Co., Ltd., Daci Temple Project will strive to become the "third business card" of Chengdu after Kuanzhai Lane and Jinli. "Our project will rely on the advantages of being close to the historical sites of Daci Temple and the architectural style of western Sichuan, so that consumers gathered by subway, bus and other convenient transportation can slow down after entering the project and savor the leisurely shopping in the alley." Chen Lei said.
Let architecture be a "companion"
The pursuit of "landmark" architecture has made many commercial real estate projects synonymous with "novelty". How to innovate in architectural form is a difficult problem faced by project owners.
However, when the commercial complex becomes more and more an extension of consumers' leisure and entertainment places and home living rooms, architecture is not only an individual existence, but also needs to be integrated with the regional environment and people's lives, and even become their inseparable "companion".
The second phase of Ocean International Center, located in the east of Beijing CBD, is a project that has not been put into use. At present, the subject has been completed. The characteristic of this building is that its design is inspired by pleated skirts. By weaving and designing curtain walls, we can create a sense of interaction between buildings and cities, adapt to the business atmosphere of CBD, and make it an interactive platform for communities. According to allen wu, deputy general manager of Beijing Yuanxiang Real Estate Co., Ltd., architectural design has added a lot of color to its subsequent investment promotion. At present, the rental intention of shopping centers has exceeded 85%, and more than 70% brand stores will enter the CBD East District for the first time in the future.
The development and construction of Chengdu Daci Temple project may better illustrate the importance of integrating architecture into urban concept.
As a key commercial real estate project invited by the government, the project has always considered how to live in harmony with the ancient buildings of Daci Temple in the planning and design stage.
"We strive to interpret the characteristics of traditional Sichuan architecture with innovative modern design methods, and we are determined to inherit and activate the surrounding ancient buildings." In an interview with reporters, Chen Lei said that as a cooperative project, Chengdu Daci Temple Project has a clear division of labor. "COSCO has an advantage in the development and construction stage, and Swire has an advantage in the operation and management stage." The project includes three formats: shopping center, office building and hotel, among which "Chengdu Ocean Taikooli" is a "low-density, open block shopping center", hoping to become a place for citizens to get close to nature and get together with relatives and friends.
"The six ancient buildings in the plot where the project is located can be properly restored and reused, and the adjacent Millennium Temple Daci Temple will add unique historical and cultural charm to the project." Chen Lei described the design process of the project in detail. "Whether it is the length and width of the street or the layout of the business, we have carefully displayed various details to attract citizens who enjoy this environment."
It is reported that after the opening of the project, citizens can shuttle between alleys, courtyards and squares and experience more than 300 different business formats. This project combines the historical features of Daci Temple's ancient buildings with the simple features of modern shopping centers, and will create a new urban landmark compatible with traditional culture and fashion for Chengdu. Won the silver award of "Best Urban Renewal Project" in 20 12MIPIM Asia Award.
"In fact, under the background that many brand real estate enterprises have entered commercial real estate, the blooming of offshore commercial real estate projects will face severe challenges. This challenge comes not only from peers, but also from yourself. " Insiders commented on the expansion of ocean shipping in commercial real estate in Zhang Zhilu.