Source丨Commercial Real Estate Observation Author丨Chen XilongTuyuan丨Poly Business Travel
Commerce, dependent on planning, thrives with the city.
Focusing on Guangzhou, from Tianhe Road, China's first "trillion-dollar business district", to the CBD of Zhujiang New Town, China's densest skyscraper complex of more than 300 meters, urban development continues to flow east along the Pearl River.
Facing the main channel of the Pearl River and ending at the beginning of China's ancient maritime Silk Road, Huangpu Yuzhu Port, where the old and the new have alternated, and now with the wave of urbanization and economic development, commerce has been renewed.
01
CBD to the east,
The rise of the social circle of the new city of Binjiang
In 2022, the GDP of Huangpu District will exceed 430 billion yuan, ranking second after Tianhe District. Under Guangzhou's "eastward" strategy, Yuzhu Port in Huangpu District has become a bridgehead for economic development.
Across the river from Pazhou and close to Tianhe International Financial City, Yuzhu Port plays an important role in government planning such as Guangzhou Second CBD, Huangpu Lingang Economic Zone, Guangzhou Digital Economy and Artificial Intelligence Pilot Zone, etc.
Huangpu Lingang Economic Zone Source: Visual China
From a comprehensive point of view, Yuzhu Port has long developed into a modern riverside center, forming a new riverside urban social circle, and has the conditions to become a "world bay area" integrated by the port city.
First, there are many corporate headquarters
The adjacent international financial city area of Yuzhu Port gathers heavyweight enterprises and projects such as Huijin International Financial Center, Poly Financial Metropolis, Greenland Center, 37 Interactive Entertainment Network Technology Group, and Poly South Finance Building.
The Yuzhu Port project itself has also entered 4399 headquarters, Enron Group, Lakara and other enterprises, and will build the White Swan Hotel in Huangpu Bay in the future, with a strong business atmosphere.
Fish Pearl Time
Second, the urban upstart circle
There are many high-end residences around Yuzhu Port, including the ceiling of luxury residences Pengrui No. 1, as well as Zhuguang Financial City No. 1 and KWG Zhenzhu Mingzhu, etc., behind which a group of high-net-worth people gather and form a high-end circle here.
Guangzhou Pengrui No. 1
Third, the east flow of Guangzhou
In addition to its own first-line riverside resources and water transport terminals, Yuzhu Port also has Metro Line 5 and Line 13, and plans Line 25 and Line 28, with complete transportation facilities.
Among them, Line 5 is the line with the largest increase in passenger flow of Guangzhou Metro in the past 10 years, introducing huge traffic to Guangzhou's eastward expansion.
Schematic diagram of the time area of the fish pearl
Business and living are integrated here, and the social circle of Binjiang New City jumps on paper.
According to the data of customer groups within 3 kilometers of the big data monitoring plate of Winshang, the two core customer groups in the Yuzhu Port area have clear portraits.
- Behind the 514,000 permanent residents are high-net-worth people with many luxury houses around, yearning for quality life.
- Behind the 199,000 office population is the elite circle built by white-collar elites in this business and social networking.
This year, Guangzhou issued the country's first international consumption center city theme plan, which mentioned that it would actively promote the key project of Poly Yuzhu Port in the world-class landmark business district financial city - Huangpu Bay business district, and build a number of characteristic new urban complexes.
This activates the social circle of Binjiang New City and gives more market expectations.
02
Store by.jpg, Gaga and other brands
Tojin Takuko's "store code"
To observe the new "wind direction" of urban commerce, in addition to paying attention to government planning and urban development, the pace of brand expansion is also of great reference significance.
Riding the east wind of Guangzhou's "eastward advance", Winshang found that a batch of new first-store brands are anchored in Huangpu Yuzhu Port.
Whether it is the treasure-grade hand-brewed coffee brand Store BY.jpg or the full-time GAGA operation, Dongtuo's first stop is Huangpu.
store by.jpg
Jiujiao Coffee entered as the first Huangpu roasting store, the first BAR store in Huangpu for comprehensive upgrades, Freelancer Fitness brought the first city flagship store to Huangpu, and Bird Garden brought star Michelin cuisine to Guangzhou East.
These brands, behind the expansion of stores, interpret the unique "store password" in terms of market selection and brand characteristics.
Opportunity Points & Scarcity
Location is the primary condition for the location of brand stores.
With the eastward development of Guangzhou, the Yuzhu area, which has a favorable business environment, has already welcomed many commercial projects.
According to the big data of Winshang, the Yuzhu Port area is lined with commercial facilities, with a total commercial stock of 400,000 square meters within 3 kilometers, and will have 90,000 square meters of new supply this year, creating opportunities for brands to enter the market.
Such brands choose to land in Huangpu Yuzhu Port, and also pay more attention to the scarcity of commercial value.
On the one hand, the regional location has its own high-net-worth people and business elites, and it is a rare commercial property in the urban area with its own luxury houses and riverview resources.
Bird Park
On the other hand, compared with the traditional box-type shopping mall, the open block in the area is still in the blank stage, and such brands can show more differentiated characteristics when they enter Yuzhu Port.
Sense of atmosphere & emotional value
Winshang found that these brands are the first to enter Huangpu, which can bring a unique sense of atmosphere and emotional value to the local area.
For example, Treasure Hand-Brewed Coffee brand Store By.jpg combines coffee with a rustic and silent Japanese-like aesthetic tonality, creating a restless space for the public in the midst of urban noise.
The first shop of Huangpu Bakery, whose iconic green theme elements, make the overall casual atmosphere more intense, unlocking a new scene of urban socialization and check-in films.
Rush foot coffee
This relaxed atmosphere is also experienced in the main "tea + light meal + space" GAGA, whose garden-like dining environment realizes full-time coverage of dining and socializing and relaxing.
gaga
The slightly drunk social brought by the newly upgraded medieval BAR, and the first city flagship store of Freelancer Fitness to build a relaxing exit through sports and fitness, all have the emotional value of dissolving emotions and releasing stress and pleasing themselves.
Used BAR
03
Open commercial space
Create a "perceptible place of relaxation"
The brand moves east with the city, grabbing a new frontier of business, and unleashing unique characteristics, filling the sense of relaxation and feedback the real needs of consumers.
Mintel's Global Consumer Trends 2023 report predicts five trends impacting the global consumer market from 2023 to the next five years, one of which is 'Relaxed Living'.
Mintel's Global Consumer Trends 2023 report
Such an ideal place not only relies on brand stores with a sense of atmosphere and emotional value, but also needs to carry the relaxed space scene of the corresponding brand.
The above-mentioned series of first-time brands in Huangpu chose Luozi Yuzhu Port to enter the new commercial project Yuzhu Time, undoubtedly valued its perfect match.
It is understood that Yuzhu Time is the first benchmark block project in the Poly business travel system, which carries the innovative concept of Poly Business Travel on non-standard business and creates an original "relaxed place that can be perceived".
In terms of demand, consumers with high net worth, high value and high traffic in the Yuzhu Port area need a "third space" that can relax their minds and rest their bodies and minds in the bustling city of reinforced concrete and high-rise buildings, and "relaxation" has become the state they pursue.
In terms of business, as a "third space" for local life and work, Yuzhu Time provides enough social consumption choices, while giving a certain amount of white space in the sense of atmosphere, eliminating the boundaries of space, and presenting a unique sense of relaxation in the bustling city and riverside ecology.
Fish Pearl Time
Therefore, Poly Business Travel has created the first open commercial block with a relaxed atmosphere in the region for Yuzhu Time, creating a new possibility of commercial space.
The implementation of the concept of relaxation space
In order to better realize the concept of relaxation in Yuzhu Time, Poly Business Travel did not hesitate to spend more than 100 million yuan on the high cost of the project to design the space and upgrade the hardware.
Fish Pearl Time
To this end, Poly Business Travel specially invited six global top design teams such as Foster and SWA to use beautiful architectural lines to make the commercial form of Yuzhu Time present a relaxed beauty without plastic boundaries and natural flow.
It is reported that these design teams have created masterpieces such as Apple's new headquarters, Google's headquarters in the United States, and Golden Gate National Resort Park in the United States, which also gives Yuzhu Time a higher product standard and better imagination.
Just the right amount of space
The cookie-cutter box Mall is inevitably dull and depressing. Open business, with outdoor space, allows consumers to relax and enjoy.
Fish Pearl Time
The outdoor space with the right size of Yuzhu Time realizes boundless flow and emotional transmission in the four sunken squares and three node spaces, balances commercial and leisure functions, and allows consumers to integrate into the open building, just like the urban leisure daily life being read.
More diversified consumer experience space
Yuzhu Time integrates the characteristics of the boundless building, and its commercial space can be exterior, displayed, and detached, so that the brand can enter without the constraints of space and space, and more calmly bring consumers a unique relaxation experience.
Fish Pearl Time
With the entry of the above-mentioned store by.jpg, Rush Foot Coffee, gaga, vintage BAR, Freelancer Fitness, etc., an emerging social model will also become popular in the relaxed and natural atmosphere of Yuzhu Time.
In the future, the project will also bring the landing of the well-known Livehouse Huangpu first store brand, introducing high-end Japanese food, chic Western food, black pearl Cantonese cuisine, as well as a collection of high-quality lifestyle, well-known retail boutiques, trendy play exhibition space and other content to present a more diversified consumer experience space.
Multicultural space operations
Poly Business Travel has accumulated strong operational strength, innovative marketing methods, and a powerful art resource platform, which can achieve multicultural collision with Yuzhu Time, which has a strong imprint of time and history, and continuously empower local communities and brands.
Fish Pearl Time
In the future, Yuzhu Time will effectively use the advantages of space to create a place of leisure in the hustle and bustle of the city, and plan a series of marketing activities with the theme of relaxation and relaxation, presenting more fun and interesting innovative content, arousing emotional resonance with consumers, and achieving a place of relaxation that can be perceived.
04
The precipitation and inheritance of Poly Business Travel
Time series products are fully upgraded
The development of cities and businesses is a big proposition, and the innovation and leadership of new commercial projects is not achieved overnight.
A prosperous, busy and rapidly developing commercial super-first-tier city that can bring "perceptible relaxation place", Poly Business Travel is trying and breaking through Yuzhu Time, and using its own business operation experience to bring step by step.
In fact, before the creation of the first benchmark block project, Yuzhu Time, Poly Business Travel had already laid out a number of projects in its base town of Guangzhou and successfully built a number of projects.
Starting from the traditional commercial old town Yuexiu District, after bringing Guangzhou's first commercial project Poly Central Plaza (now upgraded to Guangzhou Time) to the market, in the past 12 years, based on the clear division of business sectors, Poly Business Travel has successively lit up Tianhe District, Haizhu District and Baiyun District, unlocking commercial projects such as Time Love, Guangzhou Poly Plaza, Guangzhou Design Capital Time Hui, etc., maintaining good growth in the market, and the Time Series product line has formed a mature system here.
Guangzhou Time
Guangzhou Poly Plaza
Guangzhou Design Capital Time
Deeply cultivated in Guangzhou for many years, Poly Business Travel has developed at the same frequency as the city, and can better understand the development context of the city.
Today, Poly Business Travel continues to practice the responsibility of leading central enterprises, actively participates in the new wave of urban development, and newly deploys Huangpu District, bringing a new commercial project Yuzhu Time, which not only inherits the characteristics of the time product line, but also carries Poly Business Travel's advanced play on non-standard business.
Fish Pearl Time
Behind the layout of Yuzhu time, there is a thick commercial background of the thousand-year-old commercial capital, as well as the time imprint of undertaking urban modernization development and commercial butterfly changes.
When this new project is unveiled this year, it will undoubtedly push the city's business to a wider world.
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