本报记者 吴彩萍 蒋敏华

Our correspondent WuCaiPing JiangMinHua

　　“杭州100个城市综合体规划”调查

“Hangzhou 100 city complex planning”survey

　　开发商开打商业地产争夺战

Developers began commercial real estate for a fight

　　本报记者 吴彩萍 蒋敏华

Our correspondent WuCaiPing JiangMinHua

　　2008年，杭州市首次提出要打造20座“新城”、100个城市综合体。2010年，时任杭州市建委主任的杨军在中国杭州城市综合体发展峰会上表示，发展城市综合体是城市发展到一定阶段的必然选择，是转变城市发展方式、实施“紧凑发展”、“精明成长”的必然选择，是实现城市国际化战略的必然选择。也就是从这一年开始，杭州城市综合体建设加快了步伐，至今100个城市综合体已经建设过半。

2008 years，Hangzhou first put forward to create 20 seats“New town”、100 urban complex。2010 years，The hangzhou city of director of construction in China hangzhou city studios complex development summit said，Urban complex urban development is the development to a certain stage of the inevitable choice，Urban development is to change the way、implementation“Compact development”、“Smart growth”The necessary choice of the，City internationalization strategy is to realize the inevitable choice。That is, from this year，Hangzhou city to speed up the construction of complex pace，So far 100 urban complex construction has more than half。

　　值得一提的是，除了被列入规划的100个城市综合体，杭州还有大量的项目都规划或者打着城市综合体的概念粉墨登场，不少开发商为了增强项目的吸引力，也纷纷提出了综合体的概念。与此同时，因为郊区化居住时代的到来，购房者对于综合体项目，也还抱着相当大的热情。

It is，In addition to be included in the planning of the 100 cities complex，Hangzhou has a large number of projects are planning or under the concept of urban complex been staged，Many developers in order to enhance the attraction of the project，Also have put forward the concept of synthesis。At the same time，The arrival of the era of living because suburbanization，The person that buy a house for complex projects，Also still held a great enthusiasm。

　　打着综合体概念的项目不少

Under the concept of a complex project

　　除了列入规划的100个综合体，杭州其实还有不少综合体项目。

In addition to the 100 complex in planning，There are actually a lot of complex projects in hangzhou。

　　值得一提的是，跟上述很多城市综合体不少由政府主导不同，这些项目大多由开发商开发运营，除了住宅房源之外，它们也规划有酒店式公寓、写字楼、商业、酒店等等其他物业形态，这部分项目的供应量，也不容小觑。

It is，With the above many urban complex by the government leading many different，Most of these programs by the developer development operation，In addition to residential houses away，They also plan to have serviced apartment、Office buildings、business、The hotel and so on other property form，This part of the project's supply，Do not underestimate。

　　比如在下沙，有综合体概念的项目，还包括80万平方米的龙湖滟澜山项目。这个楼盘主力为住宅，但同时还有20万平方米的商业天街和五星级酒店，打造的是杭州世界城市生活体之下的全新主流生活模式。与之相邻的东部国际商务中心，则为具备商务办公、五星级酒店、国际尖端标准A级写字楼以及地铁商业空间等功能设施，下沙新城的CBD核心综合体。

For instance in xiasha，The concept of a complex project，Including 800000 square meters of longhu Yan billows mountain project。The main building dish for housing，But at the same time and 200000 square meters of business standing and five-star hotels，Make city life is hangzhou world body of new life under the mainstream model。A neighbouring east international business center，The office for a business、Five-star hotel、Sophisticated international standard grade A office buildings and subway commercial space facilities, etc，Most of the new CBD core complex。

　　而同处于下沙的宝龙城市广场，体量达33万平方米，主打概念就是下沙新城首个以多业态综合性商业为主题，集高层住宅、联排别墅、精装SOHO、综合商业、步行商业街等形态为一体的地标型城市综合体。其中，商业涵盖超市、百货、影院、电玩、娱乐及美食餐饮等多种业态。

And in the most with baolong city square，Size of 330000 square meters，Main concept is the first new town with more xiasha format comprehensive business topics，Set high-rise residential、duplexes、Hardcover SOHO、Comprehensive business、Commercial walk street etc form as one of the landmarks of cities complex。Among them，Business covers the supermarket、Department store、cinema、Video games、Entertainment and food restaurant and so on many kinds of format。

　　在滨江，除了滨康综合体和星光大道等综合体之外，位于钱江新城CBD、奥体中心CBD、滨江新城CBD三大城市中心的黄金交叉点的中海寰宇天下，也是一个涵盖首席御江大宅、奢华酒店品牌、总部商务平台、都市商业裙带四类作品，是钱塘江一线80万平米国际都市综合体。开发商表示，它将成为助推“钱塘江时代”城市价值的关键引擎之一。

In the，In addition to shore complex and star road, Cornwall outside complexes，Located in the CBD of qianjiang new town、Olympic sports center CBD、The new town in the center of the three big cities CBD of the China gold intersection worldwide，Also a covers chief royal jiang mansion、Luxury hotel brand、Headquarters commercial platform、The urban commercial four types of nepotism works，Is the qiantang river a line 80 square meters international urban complex。Developers said，It will become a boost“Qiantang river times”One of the key city value engine。

　　此外，同处滨江区域的星耀城总建筑面积达158330平方米。项目将打造为一个以IT为特色的商业办公综合体项目，规划主要有商业、写字楼以及酒店式公寓三种产品。综合体项目能提供非常完善的生活一体化服务，让生活模式更加便利快捷，也能享受到更多的生活配套服务。

In addition，The star of the same binjiang area "city a total construction area of 158330 square meters。Project will make for a to IT to the characteristics of commercial office complex projects，Main business planning、Office buildings and apartment hotel three products。Complex projects can provide very perfect life integration services，Let the life mode more convenience and fast，Also can enjoy more life support services。

　　此外，囊括写字楼、酒店、餐饮美食和商业走廊等物业类型的浙商财富中心，填补了城西高端写字楼的市场空白；申花板块的矩阵国际，也在以往商务办公产品的基础上，总结出未来办公模式的新趋势，开创全新的未来商务办公模式，引领杭州写字楼新潮流。

In addition，Include office buildings、The hotel、Restaurant food and commercial property types such as corridor of zheshang fortune center，Fill the high-end office building of west market blank；Shenhua plate matrix international，Also in the previous business on the basis of the work product，Summarized the new trend of future office mode，Create a new future commercial office mode，Lead the new trend of hangzhou office buildings。

　　开发商钟情商业项目

Developers interested commercial projects

　　跟传统的住宅相比，综合体还包含着商业、写字楼等各种需要更出色运营能力的业态，开发商纷纷涉足综合体项目，其实也是在一定程度上，说明了他们对于商业物业前景的看好。

Compared with the traditional residence，Complex also contains the business、Office buildings and other various need better operation ability of the format，Developers have involved in complex projects，It is to a certain extent，For commercial property that they optimistic about the future。

　　7月初，杭州主城区迎来了下半年土地出让会，这是一块之前并没有得到多大关注的商业用地，位于古墩路与天目山路交叉口，可建面积13万平方米。竞拍开始后，两个买家展开角逐，你来我往，争夺不休，双方都大有“不拿到地誓不罢休”的意思。现场甚至出现了久违的“注意投资风险，谨慎报价”提示。一直到了32轮，11号竞买人慧展科技（杭州）有限公司才以11.49亿元总价力挫对手，将该宗土地收入囊中。

In early July，Hangzhou city ushered in the second half of the land transfer will，This is a piece of didn't get much attention before the commercial land，Located in gudun road tianmu mountain and intersection，But building area of 130000 square meters。Bid after the start of，Two buyers on competition，You come to me to，For debate in the，Both sides have“Don't get to oath not to give up”mean。The scene appear even received“Pay attention to the investment risk，Cautious offer”tip。Until the round 32，11 the bidders hui exhibition and science and technology（hangzhou）Co., LTD. With 1.149 billion yuan price to beat opponent，Will the land income bursa。

　　值得一提的是，这是已经清冷了许久的杭州土地市场，难得一见的火爆场面。在宏观调控让土地市场哀鸿遍野的近两年来，这样难得一见的火爆场面，基本上由商业地产创造。今年上半年，杭州主城区共出让土地21宗，总出让面积586.5亩，总出让金额80.17亿元。这一数据仅相当于2010年同期的32%，并不好看。不过其中，商业地产却表现抢眼。在上半年主城区成功出让的这21宗土地，其中商业用地占了19宗，共计出让面积320585平方米，出让金额约67.6亿，占上半年土地出让总金额的84%，毫无疑问，成为土地市场的绝对主角。

It is，This is already a long time of hangzhou deserted land market，Rare fire scenes。In macroeconomic regulation of land market of the past two years to there is so much pain，So rare fire scenes，Basically created by commercial real estate。In the first half of this year，Hangzhou city land of 21 cases，The total area of 586.5 square meters，The total amount of 8.017 billion yuan。This data is only 32% for the same period in 2010，Doesn't look good。But on one，Commercial real estate but showed up。In the first half of the assignment of success in the 21 land，One of the land for commercial use 19 cases，The total area of 320585 square meters，The amount of about 6.76 billion，In the first half of the land transfer accounts for 84% of the total amount of the，There is no doubt that，As the leading role absolutely land market。

　　事实上，这种状况在去年就已经表现得比较明显。2011年，主城区共成交土地56宗，其中住宅用地仅成交22宗，商业用地却有34宗。在住宅市场一片肃杀的同时，商业用地市场反而热力四射，全年成交额达到147.8亿元，即使相对于火爆的2010年，也不降反升，上涨了8%。

In fact，This situation in the last year is already doing more apparent。2011 years，Urban land 56 cases were clinch a deal，Among them housing land only 22 cases clinch a deal，But the land for commercial use has 34 cases。In the housing market a devastation at the same time，Commercial land market instead of heat，Annual turnover reached 14.78 billion yuan，Even if the relative to the hot 2010，Also up not down，Up 8%。

　　“商业地产的销售压力相比住宅要小，利润也要高一些，而且拿地价格相对较低，这在业内是人所共知的。”星耀城开发商星瀚置业总经理助理王奕告诉记者，这也是商业地产项目成为开发商热宠的原因之一。就比如他们公司，目前的投资重心也是在商业项目上。

“Commercial real estate sales compared to the small house pressure，The profits are is higher，And give land price is lower，This is known in the industry。”Star city star "han-dragon ventilator assistant general manager of real estate developers WangYi told reporters，This also is commercial real estate project as a developer hot one of the causes of the spoil。For example, their company，The current investment focus is in commercial projects。

　　此外，王奕对杭州商业地产的前景很有信心。“杭州发展商业地产有它的先天优势，杭州是全省的经济、金融中心，消费能力很强。但是，杭州的商业地产发展又是和城市发展速度、经济实力不成匹配的，相对比较落后。过去带商业性质的地产项目更多的是以住宅的方法在做商业地产，最近两年才有了新的起色，比如万象城、印象城以及银泰城，可以说杭州的商业地产还有很大的发展空间。”他认为，一直以来杭州“商住倒挂”现象比较严重，同一地段的住宅售价超过写字楼甚至商铺的价格。经过此轮调控，住宅价格将会停留在一个比较稳定的水平，而商业地产的租金收益会有很大提升，对整个商业地产都是一个很大的契机。

In addition，WangYi to hangzhou commercial real estate is the prospect of confidence。“Hangzhou commercial real estate development has its inherent advantages，Hangzhou is the province's economy、Financial center，Consumption ability strong。but，Hangzhou's commercial real estate development and urban development and speed、Economic strength of a match，Is relatively backward。The past with commercial real estate projects in the method of more house in do commercial real estate，Over the past two years to have a new start，Such as the host city、The city and the city's impression of silver，Can say that hangzhou's commercial real estate to have the very big development space。”He thinks，Has been hangzhou“Commercial hangs upside down”Phenomenon is quite serious，The same section of housing price more than office buildings and even the price of shops。After this round of regulation，House prices will stay in a relatively stable level，The commercial real estate of rental income will be greatly ascend，To the commercial real estate is a great opportunity。

　　市场青睐综合体项目

Market favor complex projects

　　对于城市综合体这一类物业，购房者目前显然还比较认同。

For this kind of complex city property，Homebuyers currently apparently is still more identity。

　　中海寰宇天下成为2012年杭州主城区成交量和成交金额双料冠军，除了好地段、中海品牌和实惠的价格之外，众多购房者看重的，是它80万平方米的体量。“除了住宅，这里还有酒店、写字楼、商业，所以不用担心今后的配套问题。”不少购房者这么认为。

The whole world become 2012 hangzhou city volume and clinch a deal amount champions，In addition to good location、China brand and affordable prices outside，Many buyers look for，Is it the size of 800000 square meters。“In addition to housing，And here is the hotel、Office buildings、business，So don't worry about the match problem in the future。”Many homeowners think so。

　　而处于地铁口的龙湖滟澜山，上半年也取得了非常不错的成绩。20万平方米的天街配套，是让不少购房者趋之若鹜的一大理由；而宝龙城市广场的“下沙武林门”的概念，显然也吸引了不少眼球。

And in the Yan billows mountain lake subway stations，The first half of achieved very good results。200000 square meters of supporting standing，Many of the person that buy a house is to a big reason for STH；Baolong and city square“Xiasha wu3 lin2's door”concept，Apparently also attracted a lot of attention。

　　上个月，首次开盘的滨江综合体项目星耀城，这个毗邻地铁一号线江陵路站的项目，开盘当天售楼部现场人山人海，大多数购房者当场就下单签订正式合同，精品商铺成交9成，就连市场一直不是特别火的写字楼，也成交了8成。事后据开发商统计，开盘当天实现了4.5亿元的销售额，完成了全年销售任务的一大半，成为名副其实的“吸金盘”。

Last month，The opening of the first project binjiang complex "star city，The adjacent to the subway line one jiangling road station project，On the day of the opening of the sales people mountain people sea，Most of the person that buy a house on the spot order formal contract，High-quality goods shops 9 to clinch a deal，Even the market has not been special fire office buildings，Also eight to clinch a deal。After the event according to developer statistics，The opening of the sales of 450 million yuan to realize，Completed the task of annual sales more than half，Be worthy of the name“Suck gold plate”。

　　事实上，随着楼市发展半径扩大，众多郊区板块纷纷迎来了交付期。对于这些区域来说，如何完善今后的生活配套，实现可居住性是最大的问题。所以，当拥有众多功能的城市综合体一经亮相，就受到了市场热捧。今年5月的杭州人居展上，最热闹的展位，无疑是新天地项目，这个楼盘当时刚刚展示了规划，展位现场人山人海，很好地诠释了市场对综合体项目的热情。

In fact，With the housing market development radius expanded，Many suburbs have welcomed the delivery time plate。For these regions，How to improve the life form a complete set in the future，Realize the habitability is the biggest problem。so，When the city has many functions complexes at once，From the market hot models。In may this year, living on exhibition of hangzhou，The most lively booths，Is undoubtedly Shanghai xintiandi project，This property had just show the planning，Booth site a sea of people，Very good to interpret the market for complex projects enthusiasm。

　　业内人士认为，虽然杭州定位为二线城市，但杭州的经济规模、城市规模都已靠近一线城市，大部分都是年轻人，是一座活力城市。目前，很多二线城市的发展模式已经从单个商业中心到多个商业中心，而杭州目前还只停留在以武林广场为商业中心的阶段。所以，综合体的建设，对于未来城市的发展，是大有裨益的。从目前来看，市场与综合体之间尚处于“蜜月期”，但随着综合体项目纷纷上马，雷同性增强，综合体之间的竞争也将会越来越激烈。而要真正做好一个商业地产项目，考验的是开发商的后续运营能力。

The personage inside course of study thinks，Although hangzhou location for the second city，But hangzhou economic scale、The city has a line close to the scale of the city，Most of them are young people，Is a dynamic city。At present，Many second line mode of city development from a single business center has to multiple business center，And hangzhou is still only stay in wulin square for commercial center stage。so，Complex construction，For the future development of the city，Is helpful。For now，Market and complex is still in between“Honeymoon period”，But with the complex projects have mount，Ray gay enhance，The competition between the complex will be more and more fierce。And to really do a commercial real estate projects，The test is the follow-up developers operation capacity。