Shopping malls are like battlefields, willing to choose bayonets for buyers to produce good products desperately, which is a benign track and conscience of enterprises to do
Hongkong Land must be one of them
If I were the owner of a developer, I would be watching hongkong land every day
There may not be so many projects in this company, but if you take one out, it will not disappoint
The Year of the Tiger has just begun, and Hongkong Land has once again come up with a product that leads the industry a lot, which is too fierce
01
What kind of blood flows through the operation of this business makes people feel different
If I were to sum it up, the only four words that came to my mind would be:
Adapt to local conditions
Don't think it's just talk, I walked through almost all of Hongkong Land's projects with my feet, from Hong Kong to Beijing to Shanghai to Chongqing... many, many places
No matter which city and what kind of plate, it is exporting high-quality projects
The most gentle thing about this business is that he seems to have plenty of patience for every piece of land
Regardless of the level of the plot and the talent, he will try his best to fulfill the promise of the person who bought it
I saw a project in Chongqing, Changjiahui, which is a large market with a scale of more than one million square meters
Of course, the market is not a scarce product for every housing enterprise, and we can also see such an angle of vision in the sales office
Mood map
A complete picture of the project from God's perspective
This is a decade ago sandbox in the marketing perspective of the lights up, but also seems to give all buyers confidence that the future here will get better
Ten years later, Changjiahui chose to cash in on all this
It was also to the home buyers a decade ago who trusted it
Reality map
Such a real fireworks person today
Looking at the bright lights inside the building's shell, it is difficult to imagine how much effort Hongkong Land has put into this, but it is also easy to imagine how happy and happy the people living here today are
This happens not only once within the system, but turns each time into inertia
A phenomenal villa product in 2021, which I always thought was a conceptual scheme in the sketching stage, drew such a scene
Hand-drawn
Such a special-shaped building I once thought there was no way to land, because all the procurement, all the materials can not be unified, do a can, do a precinct is absolutely impossible
But Hongkong Land still chose to do it
A yacht floating on the water appeared in front of the eyes, revolutionizing the standard of luxury homes in the entire market and raising customer awareness
The above two projects, one represents time, the other represents boldness, and these are Hongkong Land's usual attitudes towards projects
These scarce goods elsewhere are so sparse and common within this system
In addition, Hongkong Land also has a "magic" that can make a project come alive
Some small embellishments of detail can instantly make a building shell inject flesh and blood to have a soul
A golden aura glowing with warm light in a community walkway
A jumping elk on the roof of a commercial street
A vertical steel mirror that transmits reflections
Every project has an anchor point, seriously talking about their own differences, saying to the outside world about their talents
This is the pedigree of this company, and when Hongkong Land gets serious and gets paranoid about a project, it's terrible
The same is true of the project that will be launched this year
02
The project is different from the moment you get the land
This is true for the embryos of Yuanlu
It was a project, but it was divided into four blocks by the municipal road
So in the face of such a plot, the trader needs to solve a problem, whether I am doing one project or four projects
This is actually very difficult dialectical thinking, almost every choice will be sacrificed, every direction will take into account some, but also lose some
Of course, these problems are often not considered by many developers, and the choice may be how convenient and how to come
But Hongkong Land has chosen to think seriously, give a piece of land time, give a piece of land boldness
Thus came up with a completely different plan, it did not choose to do one project, did not choose to do four projects, but chose
Do two things
It's two intersecting crosses
Why is it so bold and time-consuming to say this?
Because these two are essentially municipal roads, participating in integrated planning will bring great trouble, and it may not have an immediate change in marketing
But as I said before, hongkong land's pedigree is to face up to this matter and face this matter
Doing the road has happened countless times on Hongkong Land, and the most recent plan comes from the national land king in Shanghai, and Hongkong Land chooses when facing the road
Turn roads into bridges
Such a huge plot of land intersects with countless bridges between each other, so that the projects are organically glued together on the second-floor platform, and in an instant, a project has three plane systems of underground, ground and second floors
This overpass connection model is certainly not a new model, but the initial innovation also came from Hongkong Land
In Hong Kong in 1965, Hongkong Land grafted such a pedestrian bridge on its own project
At that time, countless people were surprised by the difficulty of such a project, but after the laying, the accessibility of the area was rapidly improved, and now it has become an iconic element of Hong Kong
This model of turning roads into bridges can be said to be handy in this company
As for the residential plot of Yuanlu, Hongkong Land did not choose to repeat itself, facing four pieces of land, and the way to choose was not to turn the road into a bridge
Instead, turn the road into a street
What is the difference between a road and a street
The road exists for traffic, and the street itself is for participation
One of the core changes is the two ordinary roads, hongkong land has made the content
Let's take a look at the details of patience on this project
A total of 360,000 square meters of projects have some data indicators such as commercial, supporting and kindergartens
Hongkong Land did not choose to place them in the corners of the plot, but chose to arrange them evenly around this intersection
Along with the natural retreat of the shops and the derivation of the pendulum, the road that was originally only accessible by car has a certain scale of walking space on both sides in an instant
The sense of the neighborhood is naturally composed because of the decorations it constructs
The horizontal and vertical intersection of the whole makes the project form an energy cross ring inside
The point of the intersection has also become a huge square because of the expansion of the four solstices, and the intersection that was originally hurriedly crossed now has a dynamic zone of stopping buffer
For commercial facilities, Hongkong Land has not made a simple brick box
At the same time, the interior can also make an inner street, and the feeling of the streets and alleys is vividly done on this intersection road
A road, Hongkong Land allows all people who enter here to slow down, can stop and walk more, which is an explanation for the city and an explanation for the owners
While a community has urban resources and the privacy of the real estate surface, it can also have such a scale space at the community boundary to buffer for transition
In order to make this body feel more traceless, Hongkong Land also chose an integrated setting
The entire greening system is designed from the outside, to the middle entrance, to the sunken courtyard to the internal greening of the community
From the overall plan to the procurement cost to the design language, all of them have been integrated
Therefore, in the interior of Yuanlu, there is no major interception, but it is full of surprises and human touches everywhere
In-house the team came up with a concept: cinematographic treatment of the landscape
What is landscape cinematization
A movie is never the climax, but the beginning of the emotional preparation, and then lay enough points in each detail for everyone to remember a movie
The same is true of a good landscape, a landscape with a strong sense of oppression is never the best choice, a landscape that can participate, can interact, can stop and stay, is the part of a community life that is most needed for humanity
So we see a lot on this street about the interaction between the building and the scene, all blended together as part of the landscape
Look closely at the moving lines of each small plot and you will find that the main entrances of the four plots are very much placed on both sides of a road, and are arranged door-to-door
This allows a complete market to have a closed loop at an intersection, while also having a small intercept square above and below
Therefore, in the future, this crossover will become a horizontal commercial street and a longitudinal small square
I have to admire Hongkong Land's ability to cut details, which is amazing
03
In order to make this landscape warmer, Hongkong Land has also laid a huge amount of warm light sources on the ground
A seemingly useless but touching scene is also presented at such a crossroads
For Hongkong Land, from the beginning to the end, it is not a green space that is a green space, a building is a building, a community is a community, and a street is a street
In the first minute of the birth of the Yuanlu project, the output of this enterprise was a field
A sense of physical boundaries is not so strong, but the sense of life wrapping is very strong
Immersive aura
The boldness of this matter is that there is no standard answer, there is not even a successful case, and there is no second choice for the team to want to settle down, only a thousand times of grinding
My take on this project material is the largest package I've ever received, with a lot of previously overturned proposals
Behind each negative plan is the grasp of this feeling of things
But what remains unchanged is that the company is trying to output a different project, a project that is worthy of itself and can stand up to time
Why?
I still don't remember the one that was proposed at the beginning of the article
This jumping scheme does not come from Hongkong Land's own opinion, but more from its reading and structure of the precinct
All housing companies said that Optics Valley Central City will be the focus of the development of the entire Wuhan in the future, but no one seriously interprets this sector
In fact, if you sink a little, you will find it
The overall planning of Optics Valley Central City is very high-standard, and it is composed of several nine-palace grids
As can be seen from the naked eye, in addition to the necessary residential configuration, the interior is also arranged with city-level supporting facilities, industrial-level supporting facilities and large-scale municipal greening
Optics Valley's world-class planning, Optics Valley Central City has formed a "super supporting facility", the entire central city is located in the most core location of Optics Valley, accompanied by the access of the road network to become the core location
So this is also why Hongkong Land wants to plan such a product, the first is that the location energy level is high enough, and the second is because the regional planning is also such a sense of neighborhood
The sense of neighborhood on the outside and the sense of neighborhood on the inside are a perfect blend
The entire block landscape, community landscape, and urban greening interface are all integrated to form a complete ecological block
The overall planning of Yuanlu becomes within the region under the transmission of such regional energy levels
Vitality hub
So in addition to the advanced planning concept, all other configurations are top-of-the-line
The façade of Yuanlu has undergone three iterations, from Changjiahui to Qiyuan to the present
Don't think that Changjiahui is just the beginning, Changjiahui's façade system is already the ceiling level in the industry
The combination of aluminum plate and glass makes the whole indoor and outdoor feeling reborn
The purity of Yuanlu directly improves the standard of Wuhan mansions in the aesthetic system
The product force structure of the whole project is more like a bucket, with no obvious shortcomings
And the capacity of the whole bucket is very high, and a single project can see all kinds of thinking about the project, the city, the community, the crowd
Projects of this dimension are relatively rare in the industry, which is why such a title is used to kill crazy
The terrible thing about serious Hongkong Land is that it interrupts all its back roads and then goes all out to force itself to come up with decent projects
04
Throughout the communication process, the trading team has been instilling a concept with me, called:
Land operation capabilities
Yes, it is the land operation ability, not the land development ability, nor the project operation ability, but the land operation ability
You can think carefully about the difference
In Hongkong Land's mind, land is not just to build a house, and it is not to be operated until the project is delivered, which is a systematic thinking
At the beginning of a piece of land, think about what is delivered to the customer after a few years
For land operations, there are two dimensions to all operations
One is the time dimension, from land planning to research and development to construction to marketing to the back of the block investment to space creation and then...
All of them are thinking in a straight line, so as to ensure that the unbounded scene warm community that was promised can be fulfilled
The second dimension is the experience dimension
Development has priorities but can not lose sight of one or the other, the overall energy and team wisdom need to fall on every link without reducing, which can be worthy of such a long time of thinking
If the beginning is about hongkong land's blood, then this is its genes, the genetic habit of doing the project's muscle response
The reason every project of this company is worth seeing is that they have such habits in their blood
Yuanlu is the aggregator of this enterprise at this time, and it is also the biggest tribute to the land of Wuhan as a city
A tribute to the city, but also to every home buyer here
This is the top product in the industry in 2022
But it is also the beginning of Hongkong Land