With the rapid urbanization process in China, the “Great Leap Forward” state of traditional and historical breaks has emerged, and the historical and cultural blocks that carry the rich historical and cultural connotations of the city are being forgotten or destroyed. In the current urban cultural revitalization and tourism boom, the re-creation of historical and cultural blocks has begun to emerge, and the pursuit of economic interests has become an important driving force for the transformation of historical and cultural blocks, attracting more and more capital and intellectual resources into the transformation of historical and cultural blocks. How to avoid blind transformation and a new round of damage to historical and cultural blocks in the sport? The Chinese landmark city court has something to say.
for the commercial development of the leisure city of the city, in order to create a historical and cultural block project with market vitality and industrial sustainability, China Landmark City Court has deepened the case for Shanghai Xintiandi Anatomy, the commercial development model of the pulse city leisure style travel. (Shanghai Xintiandi, as a historical and cultural block reconstruction project, has undergone a relatively early transformation and a relatively successful transformation. It is typical and representative. It was once a historical and cultural block renovation boom.)
Introduction to Shanghai Xintiandi
Project Overview: Shanghai Xintiandi is located in Luwan District, Shanghai, and started construction in early 1999. An urban tourist attraction with Shanghai’s historical and cultural features and integration of Chinese and Western cultures. The project covers an area of 30,000 m2. The commercial area is 57,000 m2. It was developed by Hong Kong Shui On Group and is based on Shanghai’s unique Shikumen old building. The urban leisure pedestrian street, which combines catering, business, entertainment and culture, is based on the integration of Chinese and Western, and the combination of old and new. It combines the traditional Shikumen of Shanghai with a new building full of modernity.
Project historical and cultural resources: Shikumen with a history of nearly one century reflecting Shanghai’s history and culture Architecture, this architectural style combines the characteristics of Chinese and Western architecture, with the temperament of Shanghai culture. The “one big” meeting place of the CCP is located here. The style building of Shikumenli is a product of the combination of Chinese and Western, reflecting a kind of Shanghai lifestyle. Local culture, that is, alley culture, therefore Shikumen architecture, Shanghai culture, and the “one big” conference site of the CCP constitute the project’s advantageous resources.
Project development main line: adhere to the combination of Chinese and Western culture, the combination of old and new Shanghai style culture, while taking into account the needs of urban development, the integration of tradition and modernity, creating a traditional style There is also a modern function of the Metropolis, through the replacement of building functions for commercial-oriented development, making it a new vitality.
Shanghai Xintiandi’s development strategy
1. Building renovation: old bottles of new wine.
The construction of Shikumenli represents the memory and ancient culture of Shanghai’s lingering alleys. When transforming ancient buildings, it adopts the appearance of “old and old” and internal “refurbishment and innovation”. The way is to preserve the appearance of the building and the external environment, while carrying out the necessary maintenance and repairs, and comprehensively update the interior to adapt to the new functions and meet the needs of commercial operations. The entire area relies on the historic and cultural Shikumen building carrier. The development of functions such as business, culture, entertainment and shopping creates an urban leisure commercial district with historical culture and modern fashion and leisure.
2, the function of the business of the leisure travel business of the pulse city: function positioning: keep pace with the times.
With the development and maturity of the project, the exploration and understanding of the project resources continue to deepen, and the status of the city in Shanghai continues to improve, the developer constantly adjusts and optimizes the positioning of Xintiandi, and adjusts the positioning process. In the middle, the project value growth space has been continuously released, and the project site has been continuously elevated.
3, business mode adjustment: adjustment with positioning upgrade.
As the positioning of the project continues to rise, the configuration of the business is constantly adjusted according to the positioning upgrade. In the early stage, the benchmark image and the popularity are established. The format is based on urban leisure dining and entertainment, and the boutique hotel is equipped with an overall image. The main store of the meeting will be less, and the retail business will be less. With the establishment of the project image and the improvement of the city’s station position, the project rent and grade will continue to increase, and the proportion of retail business will increase, attracting many old-name brand merchants and distinctive features. Charismatic merchants and star self-operated brands and other high-profile projects.
4. Investment operation: only renting and not selling, separation of operation and management, and initial accumulation of high-quality merchants to establish a project image.
The project is located in the most prosperous business and shopping district in Shanghai. It is invested and built by Hong Kong Shui On Group. Relatively speaking, the financial strength is strong. Together with the unique historical and cultural atmosphere of the project, the business only rents and sells. The separation of operators and managers is conducive to improving the overall management level of the project and fully demonstrating the unique urban charm and style of the project.
In the initial stage of the business development of the leisure city of the city, we will select high-quality merchants through rent concessions, gather business popularity, attract the main store with brand image at low rent, and improve the project. The overall image and grade, thus leading the subsequent rent development and investment.
Relying on the urban leisure business travel development path
1, building packaging, awakening the history of sleep.
Relying on the inherent historical buildings of historical and cultural blocks, through external “old and old” and internal “renovation and innovation”, external repair and maintenance, retaining the appearance and external environment of ancient buildings, The comprehensive update, on the one hand, meets the needs of modern business operations, on the other hand, the architectural elements unique to the historical and cultural blocks are applied to the internal transformation and innovation, so that the entire area has a unique historical and cultural building shell, restoring the history and culture of a specific historical period. The atmosphere, with unique historical buildings as the carrier, carries out commercial development of the cultural tourism, creating an urban leisure commercial district with historical culture and modern fashion.
2, precise positioning, business and culture cross-border integration.
Standing on the height of regional and urban development, looking for the functional orientation of the most suitable project, transforming and innovating the interior of the building according to the function, relying on the function to select the business form, and integrating the brand image of the business with the historical culture. It has the nature of cultural tourism and the attributes of leisure shopping.
3, business development, specific project implementation, and establish a target image.
China Landmark City Council believes that the success of a commercial project is inseparable from its investment operations. There are three operating modes for general projects: 1 for rent and 2 for rent. 3 can be sold or rented, regardless of the mode, each has its own advantages and disadvantages, the project must be based on its own situation, the developer’s financial strength, operational management capabilities, market conditions, the nature of the project itself, etc. to choose the most appropriate model, At the same time, the choice of investment strategy is also very important. It is the main store to drive or theme to attract or… all specific projects are implemented, aiming at launching the project brand, establishing the target image and achieving commercial value.