大话综合体成功之道：解密深圳华润中心

www.zhongguosyzs.com 中国商业展示网 来源：商业地产学院 2014.11.21

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　核心提示：占地8万平方米、总建筑面积50万平方米的“深圳华润中心”是华润集团成立55年来单个投资金额最大的项目，也是其在内地投资的第一个大型ShoppingMall，华润中心首期项目万象城作为华润中心的核心部分，建筑面积达18.8万平方米。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　在介绍华润中心成功之道前，我们先看看城市综合体的发展特性、现状、核心问题以及未来的博弈点。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　城市综合体特性

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　城市综合体---多重价值伦

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　
　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　核心问题

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　综合体核心业态是商业

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　融资能力

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　产品力

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　运营管理能力

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　现状

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　发展商思维模式既定，大部分打着商业或旅游地产旗号拿地，再靠卖住宅和商业回笼资金。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　未来挑战

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　市场转变：综合市场转为细分市场

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　客户转变：消费产品转为消费文化

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　开发战略：品牌打造?扩大规模?

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　博弈

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　品牌开发商的综合体之路：差异化打造与规模化复制，往往顾此失彼，如何取舍，如何平衡?

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　城市综合体分类

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　案例分享：城市中心商业综合体——华润中心万象城

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　深圳华润中心万象城是深圳最大、华南最好、中国最具示范效应的大型室内购物中心。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　规模：总建筑面积达18.8万平方米，拥有6层商用楼面，300多个大小不一、功能各异的独立店铺。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　特点：日均人流超过13万，单店年销售额52亿元，排名第三。走差异化高端 路线，超甲级写字楼、五星级酒店、奢侈品购物，只租不售。“华润系”超强的全行业支撑能力，众多自有主力店品牌。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　主要品牌
　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　万象城订制高端客群，一网打尽
　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　开发顺序
　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　商业规划设计
　　

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　成功之道

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　1、客流输送引擎：与地铁无缝接驳以及下沉式广场;

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　2、室内空间室外化，室外空间室内化!首层室内空间预留一块作为T形舞台等公共活动空间，体现place场所精神;

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　3、每层都可以开车进入，步行进入购物中心内，因此，万象城首先是舍，然后才是有所得，舍弃如此宝贵的黄金商业物业，用来作停车场。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　先天商业规划(天赋异禀)+后天的努力(不折不扣执行)=如今无与伦比的超强聚客力=逾50亿以上的年销售额!

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　找到时代生活焦点：

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　1、中国购物中心行业的领跑者，倡导国际化的消费理念，彰显时尚品味与优雅格调，引领全新的生活方式与消费潮流。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　2、RéEL时尚生活百货：第一次进入中国大陆的海外百货公司。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　3、Olé超级市场：华润万家第一家新概念超市，以品种繁多的进口食品为特色。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　4、嘉禾深圳影城：拥有12个放映厅，包括一个豪华贵宾厅，是目前深圳最大的电影城。2012年独家引进最新型号的SONY 3D放映设备，高清金属银幕。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　5、冰纷万象滑冰场：中国第一个商业用途奥林匹克标准真冰滑冰场，下设“冰纷会”滑冰俱乐部。

"margin: 0px; padding: 10px 0px 5px; color: rgb(0, 0, 0); font-family: simsun, 瀹嬩綋; font-size: 16px; text-align: left; line-height: 30px; width: 677px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255);">　　6、深圳奢侈品店先驱