1、Concept plan of the fifth land of Hangzhou Innovation Base,Taobao City,The flavor of Xixi,Gas station in the north of the land,地块东北角,地块东侧,地块东南侧,LOCATION,SHE HAVE,LOCATION,West City,Big West City,Old West City,Hangzhou real estate has more than 10 years glory,This case,文教区,西溪五常板块,闲林东板块,闲林西板块,老余杭板块,新西
2、湖板块,沿着02省道一路西进,沿文一西路一路西进,The process of the Hangzhou expansion towards west,蒋村板块,三墩板块,From south to north, east to west, this projection develops westwards along No.2 Provincial Highway and Wenyi West Road two axes.,Scope: (Xixi, Xianlin Town and Sandun Town) the concept of Big West City, will exten
3、d West City to Xianlin, Wuchang and Sandun.,余杭创新基地位处杭州主城西侧，为余杭主城中间区域。基地总规划面积98.9平方公里，以文一西路为轴线南北布局，其核心功能区块位于余杭仓前镇，距武林广场、西湖景区约15km。因其毗邻西溪国家湿地公园，为西溪湿地西延区域，故又被称为“西溪科技岛”。,项目区域与部分重要地点的距离,区域功能定位：“西溪科技岛EOD” EOD（ecological office district） 绿色生态办公区。高效、低耗、无废无污染且能实现一定程度自给的新型办公方式，全球领先的办公形态。 西溪科技岛 中国唯一集城市湿地、生态、人文
4、、科技、艺术为一体的创新EOD。,LOCATION,规划定位“一区两片三高四美” 杭城西部现代化城区 创新发展片区和创新拓展片区 高教、高新和高尚居住的功能构成特征 体现：自然之美、人文之美、科技之美和艺术之美,【规划范围】：东至：杭州绕城高速西线，西溪国家湿地公园南至：02省道杭徽高速西至：东苕溪-余杭塔山东路北至：杭长高速（在建）,规划区域示意图,本案,一区：创新基地杭城西部现代化新城区；两片：以宣杭铁路为界，南部为创新发展片区、北部为创新拓展片区。,两轴：由“吴山-仓前老镇-文一西路-闲林水乡”南北向的科技、文化、商务发展轴；由“南湖-闲林水乡-西溪湿地”东西向的休闲旅游轴线；四心：公共
5、服务中心、研发创新中心、商务办公中心、旅游休闲中心。,三带：三条湿地生态带；多岛：若干由道路绿化、河道围合而成的功能区块生态岛。,总体规划结构,用地规划图,用地功能布局图,公共设施布局结构图,本案,LOCATION,区域交通现状及发展规划图,本案,区域功能分区图,文一西路轴线,规划项目,核心功能区重点规划 公共主中心区 仓前高教园区 设计创意园区 中心商务办公区 仓前居住生活区, 公共主中心区, 仓前高教园区 设计创意园区,注：嘉泰学院为浙江理工大学二级独立学院，当前已更名科学与艺术学院（简称“科艺学院”）。, 中心商务办公区,文一西路有机更新工程（样板路段施工中）,良睦路、高教路、常二路、水
6、乡北路及核心区块道路等正在建设中,区域现状：道路建设,本案,区域现状：高教园区,中共浙江省委党校本部（仓前校区）,浙江理工大学科学与艺术学院（西城校区）,杭州师范大学（规划仓前校区）,本案,区域现状：文创/高新产业,本案,阿里巴巴淘宝城 位于余杭五常街道永福村，北临文一西路，东邻西溪风情高档住宅区，西毗高教路，永胜港将项目分成南北两区块。项目总用地300150方（约450亩），总建筑面积约25万方。由阿里巴巴（中国）投资建设，预计3年内完成60%工程，5年全部建成，将设立研发中心、客服中心、网站运营中心、销售中心、技术支持中心、伙伴孵化中心、培训中心及其他配套设施，容纳员工15000余名。 项
7、目总投资9980万美元（二期将增至13500万美元），项目于09年12月30日正式开工，在建一期部分占地面积为203885方，总建筑面积260147.06方，包括技术支持中心、产品中心及其他辅助用房。其建成后主要用于淘宝电子商务平台的研发、生产与维护管理，“淘宝”总部将全面进驻。,中都西溪CIC 位于仓前西溪科技岛核心区，文一西路与东西大道交叉口。项目总建筑面积逾16万方，包括一幢五星级商务中心/写字楼、一幢酒店式金领寓所、六幢国际商务写字楼、三幢科技孵化器大楼及两幢精装单身寓所组成。其中孵化器部分约30000；国际商务写字楼部分约25000，单套200-490；酒店式公寓单套30-70。 项
8、目定位为“浙江风投总部基地”，前期运作中曾与赛伯乐投资、华睿投资、横店创投、优势资本、联创投资等国内风投进行战略签约，利用孵化器物业为风投投资的创业企业低租或免租提供办公场所。后因运营操作失败，项目陷入停滞。其因为科技用地，无法分割产权，销售计划数度推延，后被“封盘”，孵化器大楼被余杭组团（创新基地）管委会接管，8月份已搬迁进驻。同期进驻的还有：余杭环境保护监察所、余杭组团规划管理所、城乡导报余杭组团记者站等。,区域现状：商业/酒店等,杭州颐和春天休闲农庄,仓前羊锅村（原葛巷村）,西溪深国投商业中心沃尔玛山姆店（在建）,杭州宏丰家居城（一期建成开业）,新能基大酒店原凤凰花园项目（在建）,本案,
9、阿里巴巴淘宝城（规划中）,新能基大酒店（原凤凰花园项目） 新能基大酒店项目位于仓前文一西路、高教路交叉口西南侧，为招商引资项目。其占地面积4.73公顷，建筑面积约11万方，总投资约1.1亿美元，包括五星级酒店新能基大酒店和服务式养生公寓。目前项目正在建设中。 项目投资方为美国新能基集团，其在投资和管理老年医药服务设备和短期康复设备、国际医学服务、保险、医学顾问和财产管理等具有相当丰富的经验，擅长投资及经营老年退休社区物业。,Hangzhou Hongfeng Home City Located in the extension of Tianmushan Road, the start of
10、Hangzhou-Anhui Expressway and the Liuxia exit of Round - the - city Expressway, the project covers an area of 300 mu with a total construction area of about 50, 000 square kilometers and a total investment of nearly $ 1.1 billion. The planning formats of the project include home materials markets, c
11、haracteristic commercial streets, supermarkets, logistics warehousing, business offices, apartments and other facilities. The building area in the first phase of the project is 20, 000 square kilometers. The Home City concentrating on building materials and houses was completed and opened for busine
12、ss on May 10, 2009, while the Shopping Center in the second phase of the project is still under examination and approval.,Xixi SZITIC Business CenterWal-Marts SamsThis project is situated on the south side of the intersection of Wuchang Avenue and Fangxi Road, covering an area of 88126 square kilome
13、ters. The roughly calculated investment into it is expected to reach 1.5 billion and its total construction area is about 17,000 square kilometers. Its investors are the Chinese shareholders of Wal-Mart SZITIC Stores. With Wal-Mart Sams stores introduced into the project, the comprehensive format em
14、bracing cinemas, childrens amusement parks, indoor ice skating, playgrounds, as well as relaxation and catering is also planned. As is scheduled, the project will be completed and put into commission at the end of 2012.,Taobao City Phase 3,The situation of regional market residence,Lao Yuhang-New We
15、st lake Section,Xixi-Wuchang Section,Xianlin-Xiaohe Hill,本案,In the westward urbanization of Hangzhou, the extension to the west alongside the major transportation axes is one of its salient features. During the period form 2002 to 2010, the Xianlin section was one of the most popular areas intended
16、for property development. The houses emerged one after another, such as the Flavor of Jazz, Jiangnan Spring City, Wonderland, Xinming Peninsula, the Emerald City, the development of all of them still in the progress. With the completion and opening of XIxi Wetland in 2006 and the operation of the ex
17、tension of Wenyi West Road in 2007, the Xixi-Wuchang section, the extension of Jiangcun noble residence in the west of the city, rapidly turned into the focus of the property market of Hangzhou and one of the areas with most dense high-end residence. The representative works are Liuzhuang Village, H
18、armonious Garden, Xixi Butterfly Garden, Xixi Cheng Garden, Xixi Heaven, Yueju, the Flavor of Xixi, and the Rose Park on the River. Extending westward currently with the extension and Wenyi West Road the axis, the section is gradually spreading to Cangqian, Old Yuhang, New West Lake and so on.,While
19、 the residence has been predominant in the real estate development in the west of the city, such tourism and commercial comprehensive development works as Xixi Heaven and Wuchang SZITIC Commercial Plaza (Wal-Mart) are beginning to appear in small numbers. As the regional development matures with eac
20、h passing day, the format of its products, the customer base, and the aim of house purchasing undergoes corresponding evolution.,The survey on the characteristics of residence sections,The distribution of neighboring residential projects,Close to Xixi-Wuchang section, Xixi Technology Island is situa
21、ted in the Cangqian town of Yuhang. Its neighboring development projects are mainly residence, while other projects are sparsely distributed. The concrete distribution of the projects is illustrated in the following picture.,The case,the core of Xixi Technology Island embracing Alibaba Taobao City,
22、the headquarter of Huali Group, Hengsheng Technology Park, The Party School of Provincial Committee, Zhejiang Sci-Tech University, Hangzhou Normal University ,and bearing great potential in its industry planning and regional development.,The region being still in the start-up phase and such life com
23、plementary facilities as public transport, health, education and business not being complete, despite there being some ccolleges and businesses.,The development axis of Wenyi Road connecting the mian district of the city and Yuhang, and the planned metro line 5 together with the extension of Liuyang
24、 West Road and buses on the canal constituting the three-dimensional transportation network and seamlessly docking into the main district of the city.,The extension of Xixi Wetland with dense river networks, a good basis of ecological landscape, and the wetland landscape to be created through mainte
25、nance.,New West City Section, the extension of Xixi Wetland, ，the core of Yuhang Innovation Site with the combination of high education, brand-new look and nobility and widely recognized regional value,New West City the core of Xixi Technology Island bearing promising development potentialLocation,
26、transportation, development potential, complement, environment,LOCATION,SHEIS,LOCATION,An innovative Science and Technology Park Industrial Belt Constantly moving to the west The germ of an innovative belt along Wenyi West Road is coming into being ：the main district of HangzhouZijingguang of Zhejia
27、ng University Xixi WetlandYuhang Higher Educational Park Yuhang Innovative Industrial Region Linan Economic Development Zone Qingshanhu Science and Technology Town,Here standsthe only one green ecological region with offices and residential buildings in China integrating urban wetlands, ecology, sci
28、ence and technology, and art. Here will arise a Silicon Valley in Hangzhou,LOCATION,As a working, living, leisure and entertainment complex, this place is a microcosm of the entire region.Brand-mark companies should consider form a wider perspective what is needed in this area.,Business / Commercial
29、 form living facilities ：shopping for necessitiesRelaxation and amusement：eating, drinking, playing, travelling. Proffered demands of well-paid and high educated people：digital, electrics、culture, and art.,The focus of the consideration should be upgraded form the demand of supporting settlements to
30、 the complex community of peoples comprehensive satisfaction.,Business living district middle- to -high end unique productsMultifunctional paradise,LOCATION,Supporting facilities: Famous brand supermarketsFashion brands:All kinds of named brands, moderately priced fashion brands, sports brands. The
31、experience of flavor and culture Fashion（clothes, furniture, decorations）Free fashion brands designed by the local designers of Hangzhou City Artistic Coffee and wine bars Theme book storesScience and technology, digitalThe experiencing store of digital products,We will attach great importance to th
32、e cultivation of the atmosphere of fashion, the style of cultural arts, and the newest information about science and technology as well as digital products.,An open dynamic streetLarge commercial units+ characteristic streets,JAYA IDEA,JAYATHINK,Location & planning of the trade,The product positioni
33、ng should be aimed at high-end markets.Food, clothing for younger and sportswear will dominate the trade planning. Small gifts and electronic storesmedium to large-scale supermarkets as the main retail storeTo design a special service area in the shopping area, including some low-rent but essential
34、services, such as shoe repair shop, watch repairing, dry cleaning and tailor shop, pet care, lock repairing / key production shop. These will attract the local people in a stable manner.Looking for key local tenants to develop their potential,JAYA IDEA,Project Type,Style will be mixed-use lifestyle
35、center The target market lies in the young and upward working people. Indoor / outdoor design is designed according to seasonal changes, but it will not cause inconvenience to consumers,The characteristics deriving form the restrictions of site. ,Height and basement constraints limit the projects de
36、nsity and body mass. Flat design needs partition so as to break the monotony and to define various functions.This will help the retail, but is not beneficial to the format of living type,The suggested combinations:,The excellent hotels of Hangzhou style covering an area of 30,000 m The whole retails
37、 of 50,000 m Service hotels and SOHO of 30,000 m The dining street and exclusive shops of 25,000m.,We propose that the building area is slightly over 3004 square kilometers with the capacity less than 0.5.,Concept-Non-designed picture,Gas station,Landscape,Service hotels of 15000m,SOHO of about 1500
38、0m,Channels,Dining and relaxation,Retail exclusive shops,Gathering site,Unique excellent hotels of 30000m,Whole Commerce of 50000m,The proposed features of the project,The crossing floorsThe introduction of the river projectThe local architectural style of Zhejiang provincePay Attention to and effec
39、tively use of wetlandsThe effective isolation of Retail and residential areasA large and good facilities promotion area will be used as a key marketing toolIt should have sufficient parking space, because the project is located in the suburbs,Old and modernity- extend the Impression of Hangzhou city
40、,We should not give up our traditional values because of the new project. There are many good examples combining the traditional design and modern architecture excellently.,Community spirit - extend the impression of neighborhood,All Chinese communities are well-known because of their meeting places
41、 and community spirit. We should extend the essence and make it into a part of the community. After all, they will become our customers.Perfect promotion and marketing program will make people surrounding the program all year round. Such small-scale projects cannot compete with the large shopping ce
42、nter in the brand or product selection.The attention of community promotion and participation will be the primary. Successive community involvement and entertainment will be the pillar of marketing strategy.,Tea Cultureextends the impression of Xixi,Hangzhou, known for its tea culture, is suitable f
43、or tea cultivation because of its climate and soil. We can make use of tea, as an important part of the landscape, to take advantage of the tea culture. Theres no other landscape better than layer upon layer of the lush tea to make people refresh themselves. Let us continue the impression of Hangzho
44、u.,In addition to local architectural and design elements, we propose to make use of native plants in the landscape design.Tea bushes will be used as the main landscape elementsPlant a series of wetland plants on both sides of the river areas, in order to attract local birds and wildlife.,Open style
45、extends the interaction impression,Enclosed mall concept is quickly outdated. The mixed use of Indoor and outdoor facilities combines the comfortable shopping environment and nature organically.,PROFITS,YOUNEED,Profit maximization,PROFITS,JAYA TEAM,JAYADID, Master of Business Administration from the
46、 University of Sunderland; The registered mall management officer in United States International Council of Shopping Centers; The current president of the Asian Fortune Enterprises Group Co., Ltd Tsinghua University, the company of Shenzhen Tsinghua age management consultant, senior consultant Forme
47、r Vice President of Peking University Founder Group Co., Sanyuan Yinghui Investment & Development(theres the worlds largest commercial real estate projects of South China MALL affiliating to the company) General Counsel of Bangkok, Thailand Trade Mall, Shenzhen CITIC City Plaza and Maoyebaihuo,etc.M
48、r. Li Binhui has created and produced a large number of the most innovative promotion and marketing programs for the Asian shopping center. Now, he will resort to his talent helping Chinas commercial real estate developers to get the most market penetration and industry recognition. In order to esta
49、blish the level of awareness for the post-marketing and foundation of promotion in the market, He holds that the most important marketing event for a project is grand opening. Meanwhile, He also has rich experience in financial real estate operations and specific expertise in the overall business planning for projects.,
