The universe is parallel; the world, however, is crossed.
In a sense, urban renewal is the intersection of the world in the temporal dimension. Through the integration and collision of new and old, we can find a better way to organize the city.
New Year, new atmosphere, and at the beginning of such a special new year, Xiaobian wants to take you to see a different urban renewal project.
The project we are going to talk about today is very special, so special that we need to peel off the cloak of urban renewal first, and after a very deep exchange with the project side, we still spent a lot of time to figure out the logical line behind it.
Therefore, to understand this project, we must first understand its particularity and the purpose of the update.
Let's start with the particularity:
1. Unlike other centuries-old streets and decades-old buildings, this project is located in the high-tech West District and has been built for less than 20 years. Urban renewal based on such young projects is rare.
2. The Chengdu Electronic Information Industry Functional Zone, where the project is located, is the first trillion-level industrial bearing area in Chengdu, and there are still high-quality industrial enterprises continuously imported. This kind of urban renewal in the industrial park, at least in Chengdu, has not yet been seen by the industry.
3. Unlike most urban renewal projects that take the public as the service object, the service object of the project includes two categories, one is the industrial enterprises represented by Huawei, Foxconn, and BOE, and the other is a large number of industrial groups. Therefore, in addition to the physical level, the renewal of the project must take into account the industrial needs of enterprise development and the daily life needs of industrial people.
4. Urban renewal around the industrial agglomeration area, not simply repairing houses and beautifying the outer wall, hundreds of thousands of labor-intensive enterprise employees work and live in this area, which need to be highly integrated with their lives and production tidal laws, fully understand their material needs and psychological needs, and improve the quality of life and activate regional vitality through urban renewal.
How, is it very different from other urban renewal projects?
Of course, the particularity of the project also makes this "urban renewal, industry-city integration experiment" with no experience to learn from have a more significant significance and a clearer purpose:
1. As a pillar industry in Chengdu and the needs of a large number of industrial groups to improve the quality of life, the original low-end, chaotic and disorderly living scenes in the region need to be improved urgently to better match the integration needs of the world's top 500 enterprises;
2. At this stage, human resources are still a huge pain point affecting the production capacity of some electronic information enterprises. Therefore, as the leading party of urban renewal and the operator of the industrial park, helping enterprises solve difficulties, find people and retain people is also one of the contents of service updates;
3. Under the logic of park cities and "human cities", the old industrial parks have not kept up with the times. Do not want to be abandoned by the times, how to match the existing urban development logic through organic renewal, let enterprises recognize, and integrate into the development concept of the city is also particularly important;
4. Finally, it must be said that similar industrial parks are not isolated cases, there are countless 1.0 and 2.0 versions of old industrial parks in Chengdu and even the whole country, and the project leader also hopes to create a replicable sample model through this project to help industrial parks across the country get a new life.
The so-called layman looks at the bustle, and the insider looks at the doorway. This is definitely a difficult "small goal".
As the project party, Chengdu High-tech Zone Electronic Information Industry Development Co., Ltd. (hereinafter referred to as "High-tech Electronics") starts from the underlying logic of industry-city integration, and promotes an urban renewal full of "experimental spirit and craftsman attitude" with high quality, high efficiency and high starting point. And by seeking partners to participate in the project together, we can fully empower the operation of the block.
As the earliest leading central enterprise involved in urban renewal and urban comprehensive operation in China, China Resources Land has always adhered to the concept of "quality gives more changes to the city", and participated in urban construction through the seven core capabilities of urban complex, urban renewal, new district construction, TOD comprehensive development, urban construction and operation, industrial real estate and cultural tourism real estate, and achieved common growth with the city.
In the context of the country's vigorous development of affordable housing supply, China Resources Land's Nest Apartment is vigorously expanding the Chengdu regional market in response to the national housing policy orientation, and after in-depth contact between the two sides, the corporate positioning of China Resources "city operator", as well as high-quality resources and rich urban operation experience, finally made the two sides hit it off and became the beginning of the "central-local cooperation" model of this project.
In May 2021, Hi-Tech Electronics and China Resources Land jointly established the "Runying Vision Commercial Operation Management Company" (hereinafter referred to as "Runying Vision") to promote the formation of a special urban renewal project of Heqingli Characteristic Block (hereinafter referred to as "Heqingli") by integrating the resources of both parties. (Tip: The model will be explained in the next article, and you will not miss it by paying attention to "Industrial Chengdu".) ）
The renewal range of heqingli characteristic blocks in the high-tech west district is from Tiancai Road in the east to Tiansheng Road in the west, and the block construction area is about 300,000 square meters. The project is divided into two phases of transformation, the first phase of the transformation has been completed, the first phase of the project is located between Tianquan Road and Tianrui Road, closely following the consumption preferences of young people, implanting a variety of consumption scenarios.
The real scene of the characteristic neighborhood of Heqingli
Based on the core purpose of the project's in-depth integration of industry and city and further achieving the balance of work and housing in the industrial agglomeration area, after the establishment of Runying Vision Company, the two sides quickly carried out work and carried out a comprehensive systematic update from many aspects such as operation logic, operation content, and operation mode.
Today we will first talk about the physical level of the update visible to the naked eye, which also profoundly reflects the "Chengdu speed" and "high-tech speed". Since the official start of construction in March 2021, it has been fully presented in less than a year, and now Heqingli has entered the trial operation stage.
During the construction period, Runying Vision Company was deeply involved in the project transformation, construction and construction, while the Heqingli urban renewal project was rapidly advancing, it simultaneously carried out the decoration and transformation of the long-term rental apartment benchmark project "Runjingjia"; in terms of project operation, both recruitment and construction, through the systematic operation data model of China Resources, provided sufficient professional support basis for project positioning, format planning, and commercial investment, and quickly landed.
Lined on the façade of the apartment on both sides of the block, the iconic high-tech orange replaces the past gray failure, unifies the "appearance", makes the high-tech West District talent apartment more eye-catching, and also makes us feel the renewal of the area more intuitively.
Comparison before and after the renovation of the building façade of the Heqingli project
A "rainbow" overpass runs through the entire Heqingli block, connecting multiple node scenes such as markets, squares, sports fields, exhibition halls and other node scenes in the block, making the originally empty block three-dimensional and layered.
Aerial view of rainbow sky bridge (real shot)
Rainbow Sky Bridge is filmed during the day
Rainbow sky bridge night view
In the Heqingli neighborhood, it can be seen that the brand merchants have replaced the "wild" night market that was originally spontaneously formed, and the roadside stalls have been upgraded to a night-time economic concentration.
The lack of centralized management of street stalls in night markets that were once spontaneously formed seriously affected the urban interface
Transformed Food Light Night Market
Century Hualian, Dicos, Xiaomi Home and other high-quality brand merchants lined up on both sides of the road, net red shops are rampant, Yu Ma Grandma Chongqing hot pot is full of people, and the neighborhood operated by China Resources Vientiane Life has achieved 100% settlement, efficiently revitalizing idle shops and comprehensively improving the quality of regional commerce.
Heqingli settled in the commercial
Consumer demand and fireworks, which were once suppressed due to the backwardness of supporting facilities, were rekindled with the renewal of heqingli neighborhoods and the entry of merchants.
Huawei employee Zhou Lan (pseudonym) is a little sister that Xiaobian met by chance in the Heqingli Internet celebrity project "Food Light Night Market". At her invitation, we came to her home, Runjingjia Apartment.
In this area with the highest concentration of talent supporting housing in the high-tech west district, Runjingjia, jointly created by High-tech Electronics and China Resources Land's long-term rental apartment brand, Youchao, is also a model for in-depth implementation of industrial integration.
The apartment room rented by Zhou Lan is not large, but the stereotypical collective dormitory in the impression is replaced by a strong sense of trend, and home appliances and furniture are readily available. The public space also provides rich living and social areas such as reading areas, movie viewing areas, gyms, leisure and entertainment areas, so that the cultural and spiritual needs of "workers" can be released.
As a quality apartment project that is preferentially opened and put into use in the characteristic block of Heqingli, as of now, the occupancy lock-in rate of Youchao Runjing home has reached 96%.
Runjingjia apartment real picture
Some people may ask, why is there a specific mention of Runjingjia?
The reason is very simple, the integration of SaaS space scene creation concept and industrial elements including Runjingjia is not only an apartment product, but also a soft platform including the "park scene creation" function, in the space carrier of Runjingjia, the future will also focus on the Heqingli project including social, educational, resource allocation and other service updates, model updates and algorithm updates.
It is worth mentioning that the "Runjingjia model" has opened the exploration of replication and expansion. In February 2022, runjingjia West Zhigu Store located in Yuehu Science and Technology City, Wuhou District was grandly opened. Like the Heqingli project, the Western Zhigu store is also a supporting guaranteed rental housing in the industrial park, which also includes the function of creating a scene in the park.