北京三里屯SOHO

北京三里屯SOHO I. location and surrounding conditions 2 N8 P0 G# W'E1 _9 {2007, Morgan Stanley and Swire concentration of commercial 4 billion 690 million yuan to buy 120 thousand square meters of new Sanlitun C- E. J8 _2 J #; 2008 Beijing city planning in the Sanlitun and China World Trade Center, Yansha complementary Beijing's international fashion leisure consumption area; 5 q& z+ - R1 w! I2008 June, Beijing pacific place Adidas super flagship store opened in Sanlitun, officially launched the international business model; [4 {7 F7 Z8 * F0 F8 C x s ") Then, believe in "lots, lots, or lots" Laopan, launched the Sanlitun SOHO. M% X'C9 & J0 G2 Y3 U+ `2 _8 @/? 5 L2 x#]3 k%. |, R Two, basic data "R4 G- ~4 Y7 R. S6 C6 H" Basic economic and technical indicators:, h+, D%, S5, i7, Z4, D, D$(^ n) Area: 51 thousand square meters 1 L6 M% b# Q H8 g construction area: 466 thousand square meters, of which about 316 thousand square meters on the ground, underground about 150 thousand square meters; L2 R. U1 M4 S)]& B "K \ + acts volume rate: 6.2 P- [[e, ^0, E1, F, format areas): (c% r% G+ D6} commercial about 128 thousand square meters (B1-4 layer, local 5 layers), X, Z, K (T0, w+, H, G+,, B3, X) Office 102 thousand square meters (altogether 5 buildings, 5-24 floors).} "A# `8 F5 N9 L7 Z" Apartment 120 thousand square meters (a total of 4, 5-28 storey) - A0 X4 T4 m- { Building height: 97 meters 9 p/ c& s: x K [. Floors: 0 O5 F0 @8 h& {% N! R: ground (highest) 28; I h& C1 & T2}%, also m, _ Underground: 4 layer: t$D5 D5 t F$'walk the walk today.' Decoration: apartment and office buildings are fine decoration of 7 h$Y, D V, |+ Parking spaces: two or three and four underground, 55 ground, 2362 underground parking, totaling 2417 vehicles,% D8, Q/, U, I, N7, E9, D 1 _5 |8 M% J7 @ ~$)}: M% L Three, overall planning and design X', W4, G (H2,}2, w+, A6, Y) S1, various functional scales: "I4 F4 G. ~ C" (f:, B, D) Commercial about 128 thousand square meters, accounting for 37% U, E&, C, t) Q office 102 thousand square meters, accounting for 29%&, M:, C2, ~3, R1, L2,, i#, `7, D*, I9? Apartment of 120 thousand square meters, accounting for 34%$C. / [7 g/ A3 2, internal transportation system: open design, the whole project is no fence, and city fusion; opened up many streets, let people free to wander, inject vitality into the community. 5, F9, n:, V+, @2, a#, J8, [3, internal space layout: 0 U5 r& u Y4]& apartment apartment is located in the south of the land for the project, the sunshine condition is very good, quiet suitable for living; the office is located in the land for the project on the north side of the main street, here with the contact is very convenient. The entrance of apartment buildings and office buildings is close to the dynamic surroundings, and at the same time, it has independent space and privacy for the upper part of the work and life. The lobby of the office is on the first floor, which integrates business activities with the work environment, creating a complementary and synergistic effect. 'J.,}2, T4, i%, @2, r/, Z2, O6, u 4, the overall landscape environment: 5 a/ n# A c+ e* "high-rise building nine buildings shape K also walk the walk today. 'organic coordination together, forming a" future Grand Canyon "natural conception. In the Grand Canyon, is supposed to be a masculine high-rise building at once into the valley, suddenly turned into a feminine woman, the melt show we've ever seen "downtown VS natural scenery. * M6 C1}8]%}& N6 ~ p; Five, the various properties of the function orientation and operation idea: commercial positioning: Beijing high popularity gathering development mode: unified development, sale segmentation business model: because the property sold, unable to control the format and businesses directly, SOHO Chinese mainly from two aspects of hardware and software to quickly gather popularity. The hardware includes the location, transportation, construction, around the crowd, in the early settlement; to solve the software in the leasing stage, through continuous promotion and deepening of the SOHO image to achieve the overall image of the entire project, and business. In addition, SOHO China will come forward to negotiate with large tenants and coordinate their relations with the owners in order to achieve win-win situation. Combination of commercial pedestrian street: shopping malls, street shops, underground (100 - 600 m): the key to the operation of pre planning and architectural design to ensure flexibility (i.e. adaptive berth area and the location of the format, strong) are good (no commercial dead). In the early stage of low rent, property and other characteristics of bidding mode as soon as possible will be paved leased to gather popularity, after a while, the rent rose as the project matures on the other hand, the format itself is complementary or conflict, to seek for business. After several rounds of adjustment, it will form a commercial pattern with characteristics, attraction to merchants and consumers, and self existence and development. Six, the format of profitable business model: high value sales area of 100 square meters, 600 profit, ranging from bulk sale. Office: high value sales profit, with refined decoration, in addition to custom-made units sold. Apartment: direct sales profit. 4 N0 q/ / S3 V7 ~ V- x ^ - " Project inspiration and reference |+) ^9 D! R X2 R6 O, C Y9, x# y V5 B: G6 J " 1, the accurate positioning of products and exquisite build * M0 C T6 ~#, Y. P, G S1} according to the Sanlitun consumer characteristics, to build the retail business; S. U0 / E O: V; the commercial value of relying on the project, combined with the target customers (Shanxi, Inner Mongolia and other places, the entertainment industry stars, the boss all the staff of the embassy) to build 120 - 300 square meters of residential type, comfortable type apartments and office buildings. 'I. Y* O& I6 [|# # I (I6 c/, I% m2, in-depth study of customer and J'@7 Y$F* - accurate lock C& M: V5 P The first category: energy type customers, accounting for 60% of total turnover: N&! D: s& u W]+ @/; coal mine: they are used to compare exposure and direct display of wealth, mainly concentrated in Shaanxi, Shanxi, Inner Mongolia etc.. According to this understanding, the sales scene has a Shaanxi coal mine owner signed a contract of 250 million, he bought the best floor of Sanlitun SOHO office building. (E5, R, I2, V9, C7 @ Iron ore owners: they are mainly in Hebei, so far, the biggest buyer of SOHO in Sanlitun is an iron ore owner in Hebei. He bought two floors of forty or fifty units. + W7, V1, A5, x-, |8, K+, q Second categories of customers: Beijing professional investment group, accounting for 30% of total turnover 0, P4, N2, D) p:, C5, H4,} (^) a group of customers who have received a great deal of income from the appreciation of real estate prices in recent years, and they are powerful and forward-looking. F9, h+, o&,}4, w+, a,, S0, 10%9, v:, h, a, h-, R For example: Xun Zhou, Chen Kun, Rene Liu, Tang Guoqiang as representatives of the performing arts star, they mainly buy Sanlitun SOHO apartment products. Brief summary: "Q9, u#, B6, C, m#, M, p*, p%, \4, G3, W, @3, Q, L,, W7, O!" Sanlitun is a place known for its small business and dining complexes, and every day many tourists and visitors enjoy a lively urban atmosphere here. (v#, C:, O5, G9, m (I (R5, K1, I5, F.,, B5, K, S*, R) The important goal of SOHO design in Sanlitun is to create an attractive "place" and make it an organic extension of existing block activities. 6} (`* E5 S) L5 K6 E4 I; T$F; [6 w+ O8 N$S (O) x, F% X @+ The future of Sanlitun SOHO will become the city commercial activities of the "destination", the city's social and creative entertainment consumption gathered here, forming a boundless vigor place, create the "place" of the surrounding area will enhance the commercial value, and the value of urban complex project achievements.