Since the opening of Beijing Daxing Airport for more than two years, Jingnan has developed rapidly.
From the perspective of the new Guomen Business District, the Economic and Technological Development Zone, the Central Government Affairs District, and the overall planning and promotion efficiency of Daxing Airport, for a super-large city like Beijing, the development of the new area has always had the dual advantages of scientific planning and industrial structure.
The same goes for business development:
Following the successive layout of Daxing by mainstream developers such as Joy City, Longhu, IKEA, Beijing Hualian and Vanke, the Zhonghai Commercial Yinghai Huanyufang Project, located at the Yinghai Metro Station of Line 8 west of Yizhuang, is also scheduled for official customer visits in the third quarter of this year.
As can be seen from the above figure, although the business circle structure of the Yizhuang plate is basically formed, there is still a relatively obvious commercial blank area in the west area of Yizhuang where Yinghai Huanyufang is located.
Therefore, this TOD complex, adjacent to the China-Japan Innovation Cooperation Demonstration Zone in Beijing, became the first key observation object of China Overseas Business in the New Year.
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Gyeongnam
Also Zhuang Xi
Fill in the blanks of commercial vacuum strips
In the process of observing and recording the commercial development of Beijing in the past few years, we found that since Beijing has far surpassed other cities in physical space, the traditional analysis method of urban structure and project position is not suitable for Beijing commercial real estate projects.
Therefore, regional research is an essential part of a new project to be as objective and comprehensive as possible.
We zoomed in on the map and we could see that Metro Line 8 runs north-south through the city, and the southernmost station is Yinghai Station on the west side of the Yizhuang Plate.
Here are two of the biggest highlights:
1. On the west side of the Yizhuang Plate, modern commerce is completely blank.
2. Among the 12 stations south of Chang'an Road on Line 8, Yinghai Huanyufang is the only TOD complex.
From this, we can derive 2 points of malleability thinking about the site selection of this start-up project:
1. The demand and market size of the geographical customer group.
After the opening of Metro Line 8, the ensuing residential and population import has entered a relatively stable and mature stage: within 3-5 kilometers, jiugong, Yizhuang, Nanhai homestead and Yinghai town are surrounded by four major residential areas, and nearly one million permanent residents are concentrated, providing a stable and reliable customer base for the development of high-quality community businesses in the area.
No different from several other first-tier cities in China, Beijing's new city is also the first choice for foreign students to settle down, so it has the characteristics of young, Kochi and other groups.
The Beijing China-Japan International Cooperation Industrial Park, which is about 4KM away from the project, is also a demonstration area with many high expectations, such as a new carrier of two-way exchanges and cooperation between China and Japan, a new model of innovation and development cooperation, a new cluster for high-end industrial development, and a new highland for the reform and opening up of the capital, and has the same basic industrial structure conditions as the "Koreatown" business district in Wangjing.
*Layout planning of Beijing China-Japan International Cooperation Industrial Park | Graph network
The existing million-level geo-customer group and the Japanese enterprise employees who are gradually introducing the Sino-Japanese International Cooperation Industrial Park provide two basic customer support for Yinghai Huanyufang: the daily consumer group and the international customer group that establishes the unique personality characteristics of the project.
Neither the inside nor the face is lacking.
2. The distance from the key nodes of the city brings a diversified customer base at the remote end of the city.
From Yinghai Station to Wangfujing Station, a total of 13 stations and about 35 minutes, in addition, the project and the Capital Airport are 43KM away, the journey is about 40 minutes, and the distance with Daxing Airport is 35KM, the journey is about 30 minutes.
After the opening of S6 Line at the end of this year, Yinghai Huanyufang will become the only complex in Yizhuang with double-track transportation - Yizhuang Sub-Center in the east, New Aviation City in the south, and Capital Airport in The North of Yang District, and the advantages of the transportation structure will be more prominent.
In terms of the geographical conditions of the Yinghai Economic Development Zone to which the project belongs, the business passenger group will be an important increment.
For a small regional-level business, this will bring more imagination space and business possibilities - the biggest feature of the urban remote customer group and business passenger group is "short stay", and the corresponding demand will most likely focus on high-quality business services and catering consumption.
In this way, the underlying market demand points to "a façade-level regional business that can bring a superior experience with a medium-sized size", rather than a simple community-based business.
After flipping through the investment brochure of Beijing Yinghai Huanyufang and seeing the project positioning of "Beijing Chengnan Exquisite Warm Shared Living Room", my personal feeling is matched with the above analysis.
Below are spoilers for details about the project.
Yinghai
Huanyufang
The new generation of UNI FUN
As a rule, let's start with a brief overview of the basic information of the project itself:
Project Name: China Overseas Commercial Beijing Yinghai Huanyufang
Location: Intersection of Jingfu Road and Ying'an Street, Daxing District, Beijing
Building area: 100,000 square meters
Commercial volume: 70,000 square meters
Number of floors: three floors underground, five floors above ground, a total of eight floors
Expected opening: Q3 2022
According to official sources, Beijing Yinghai Huanyufang is not only the first "Huanyufang" in first-tier cities, but also the first project to be presented in the new generation of Huanyufang product line of Zhonghai Huanyu Commercial.
In order to facilitate everyone's quick access to key information, we express it from the two main sections of project architecture and space and format and brand.
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Architecture and space
One of the highlights of Yinghai Huanyufang is the integration of art into architecture, which makes the space present ingenious, and the project won the 2020 AMERICAN MUSE DESIGN AWARDS Gold Award.
In view of the project positioning of the exquisite and warm shared living room in the south of Beijing, we see that openness, sociality, integration and sustainability are the core architectural design ideas of this Universal Place.
Let's start with the overall structure.
Combined with the shape of the plot, from a flat point of view, Yinghai Huanyufang is designed as an L-shaped structure with 4 atriums and 1 "open house", the overall circulation is smooth and relatively compact
The main entrance located in the northwest corner is designed as a double-head structure, and with a landscape atrium and a rooftop paradise, to achieve multi-angle segmentation on the vertical space interface, the perception will greatly weaken the inherent sense of depression and rigidity of the box business, and the flexibility of the space is greatly enhanced.
* Main Atrium
As the main atrium of the landscape atrium, there is no escalator exposed, the vertical space is extremely transparent, and the shops in the area have also been displayed to the greatest extent.
Personally, there is a great deal of favor for this main atrium, which is extremely transparent and displayive:
For shopping malls, the excellent display space of such stores with excellent vertical moving lines can assist in solving the problem of high-rise drainage, and can also reasonably improve the bargaining power of the relevant part of the commercial area of the floor except the first floor.
For brands, it can be customized for such a space to attract consumers; for consumers, it is a form of space with a very good sense of experience, and the comfort of space and the time spent in the field must have a deep correlation.
*Top left: West Atrium
*Top right: Northeast Atrium
*Bottom right: South Atrium
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In the impression, in a project of about 70,000 square meters of commercial volume, the design of 4 atriums is indeed rare. And three of the atriums have come up with a glass roof of natural lighting solutions, which shows that the owner's determination to maximize the user experience is considerable.
Let's look at the key spaces.
The biggest space design highlight of the Yinghai Huanyufang project is the "Urban Living Room OPEN HOUSE".
The importance of this space can be seen from the appearance of the main entrance: it is located on the 3-5 floors directly above the main entrance, and the floor slab is removed in the middle to form a glass box-like transparent 3-storey space
Its interior is designed as a staggered stack of CUBE, and connected by open indoor stairs, forming an internal elevation space similar to Foodie Social on the 5th floor of Shanghai Ruihong Tiandi Sun Palace, and building a store with a height of up to 3.9 meters on the open platform of different levels, rationally utilizing the original 3-story space in the form of glass containers, forming an open social attribute commercial community space with excellent experience, exploration and display.
Regarding this iconic space, a set of effect diagrams can be felt in advance
* Swipe left and right to see more
As we all know, the sacrifice of this kind of cross-level space to commercial area is enormous, especially in small boxes.
Yinghai Huanyufang has abandoned hundreds of square meters of commercial area and used this space to focus on the "urban living room" temperament, which shows the strategic height and market vision of China Overseas Huanyu Commercial on the first Huanyufang project in Beijing.
The third thing to watch is the landscape.
According to official data, the total area of the Landscape of Yinghai Huanyufang is nearly 15,000 square meters, accounting for about 14% of the total construction area of the overall project, mainly concentrated in the two parts of the ground and roof.
It can be clearly seen from the above figure that since the bus station and the subway mouth do not overlap, a flow structure of the source of the passenger flow line can be formed within the project through the northeast, northwest and southwest mouths, and at the same time, the three entrances and exits form a city-level image display surface in three different directions, which is conducive to the rapid recognition of the project.
Based on this, Yinghai Huanyufang has created 6 scene landscape spaces around the related content of the community commercial center, and through the introduction of large landmark-level IP, outdoor large-scale naked-eye 3D screens, sunken squares, taxi/online car-hailing designated upper and lower points, interactive devices, etc., to build the maximum tension of the external space of the mall and organically integrate with the city streets
Among them, the 3500㎡ roof garden will be built into a "Mars Sports Field", which will set up a rich and diverse content such as an immersive Mars space capsule, a Mars astronaut IP exhibition, and a tidal black technology device, presenting the young and vibrant side of the project
In addition, in the design of details such as the negative floor, bathroom, mother and baby room, public area, escalator, functional space, etc., a set of renderings I saw also highlighted a high quality and aesthetic literacy
*Top left: Design renderings of the food district on the B1 floor
*Top right: Bridge design - partial modeling ceiling design renderings
*Bottom left: Mother and baby room design renderings
*Bottom right: Design renderings of the elevator hall of the straight elevator
In summary, from the perspective of architecture and spatial design, I think that the positioning and pattern vision of the project have far exceeded the general community business, standing at the height of "city" - such on-site expression and scene creation are highly consistent with the location and customer group analysis results above.
At least from the perspective of design concept and standard, Yinghai Huanyufang is indeed a noteworthy case of "small body and big energy" in the mainstream urban potential new area plate.
Formats and brands
At present, the brand signing rate of Yinghai Huanyufang has reached 60%, and the types of brand stores and the first store levels that have been signed to the outside world are as follows:
- Representative retailers: Champion, BELLE, Hush Puppies, LEGO, Chow Tai Fook, ACC, Nine Wood Miscellaneous, Matsuyama Cotton Shop, Hao Sale, etc.;
-Supporting facilities: Happy Blue Ocean (Yizhuang first store), Yinglong Huachen (the world's first batch of 3.0APR stores), Huawei, Xiaomi, BHG Hualian supermarket, Leke Fitness, etc.;
-Catering: Starbucks, LAVAZZA (image store), Doraku Day, KFC, Pizza Hut, Yoshinoya, McDonald's, Manji Desserts, Cooking Seasons (image customization store, Yizhuang first store), Ma Jiyong (Yizhuang first store), Meow Thirteen (Yizhuang first store), Xijiade Dumpling Tavern (Nancheng first store), Jiangbian City Outside (Nancheng first image store), Hantang Small Restaurant, Izu Wild Vegetable Village, Artisan Cattle Products, Nan gong fat cat grilled fish, Ammegawa Small Restaurant, etc.;
- Children: Rikkyo Cube (the country's first national tide children's paradise), Li Baby Room, Li Jia Baby (regional benchmark store), Crazy Field, Luck VR, etc.
I will not talk too much about this part, after all, the main store has been signed, the quality and unit price have been basically clear; and coffee brands such as LAVAZZA, which are making great efforts in the mainland market, can also be compared with the same type of stores opened in many shopping malls in other first-tier cities.
*Official floor format planning and proportion diagram
As another fill-in-the-blank complex in a new area that we are concerned about, the hardware of Yinghai Huanyufang has obviously greatly exceeded the Huanyufang product line we have seen before, and as an upgrade of the business of The China Overseas Community, the sincerity is not shallow.
At the level of business brand, the main store, catering and retail current signed brands are remarkable, for the Yinghai area, it can be said that it can catch international business travel and urban remote customer groups, and can carry the daily life needs of geographical customers, and the texture is much higher than that of surrounding competitors.
According to the above, it is boldly predicted that the business period of the project will not be too long. For chain brands, it is a "steady development" product with low risk; for relatively junior or small brands, it is necessary to pay more attention to the product form of their goods or services.
Zhonghai
Beijing Bureau
Beijing territory of Huanyu Commercial
Up to now, China Overseas Commercial Beijing has also laid out a small-scale and high-efficiency food landmark Beijing Huanyuhui, an international window with the core area of Chang'an Golden Axis and the dual location advantage of adjacent to the Winter Olympic venues, Jin'an Huanyuhui and Yinghai Huanyufang, with a total of 2 Huanyuhui + 1 Huanyufang.
As an upgraded version of the product line of Huanyufang, Yinghai Huanyufang is also a new project that attaches great importance to China Overseas Commercial this year.
Focusing on the most practical point of view, we can see that China Overseas Commercial has invested a considerable amount of hardware in the Yinghai project, not to mention the group support in terms of resources.
After the official opening of Yinghai Huanyufang in September this year, China Overseas Commercial will initially take shape in the "Golden Triangle" of Beijing.
After that, relying on Beijing Huanyuhui outside the North Third Ring Road, Jin'an Huanyuhui in Shijingshan in Jingxi, and Yinghai Huanyufang in Yizhuang West of Jingnan, China Overseas Commercial will continue to expand steadily in Beijing.
The commercial innovation and space creation capabilities demonstrated by the Beijing Yinghai Huanyufang project also make us full of more expectations and imaginations for the new products of its main product line "Huanyu City".
In 2022, China Overseas Huanyu Commercial will successively usher in the debut of new projects such as Shenyang Peace Gate Huanyu City, Jinan Huashan Huanyu City, Suzhou Huanyu Hui, Beijing Yinghai Huanyufang and so on.
We will continue to pay close attention to this as always.
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