420厂巨变 420 factory upheaval

　　从成都420厂（成都发动机集团）老厂区到以“万象城商业综合体”为中心的东二环城市副中心商业圈，这一区域改造变迁可视作华润万象城扩张的典型模式。

From chengdu 420 factory（Chengdu engine group）Old factory to“Host city commercial complex”As the center of east road vice city center the business community，This can be seen as a regional transformation change their host city expansion of China resources typical mode。

　　在成都华润商管公司商业设计部副总监种张峰看来，成都万象城的层层退台式的设计，考虑到了成都人喜欢户外休闲的习惯。种张峰说，美国凯里森公司操刀成都万象城设计时，数易其稿。“最初方案并没有退台，直到设计者到四川来，我们带他们去成都的项目，好的坏的都去看，比如SM广场，比如香格里拉酒店。到了锦江边，凯里森发现成都人喜欢户外，这种室外环境介入的会比较好。”

China resources in chengdu business company vice director of commercial design zhangfeng opinion，Chengdu city of the layers of their host back table design，Consider the chengdu people like outdoor leisure habits。Kind of zhangfeng said，The company chengdu's mortuary host Carey city design，after。“Initial plan and no out a，Until the designer to sichuan，We took them to chengdu project，Good or bad to see，Such as SM square，Such as shangri-la hotel。The jinjiang river，Carey's found that people in chengdu like outdoor，The outdoor environment intervention will be good。”

　　作为华润正式运营的第四座万象城，其一期的总建筑面积达到了32万平米，如果算上未来的二期和三期商业，万象城在规模上将成为成都一个新的城市商业中心。

As China resources official operation of a fourth their host city，The issue of the total construction area is square meters to 32，If you include the future of the phase ii and three phase business，In their host city will become the scale of chengdu a new city commercial center。

　　种张峰说，商业设计除了聘请一流的设计公司、高昂的设计费用外，很重要的一个考量维度就是时间，其他一些公司要求拿地后，18个月内项目要开门迎客。而成都万象城在设计上大概就花了2年，给了团队细细打磨和改进项目的足够余地。而整个项目从2007年10月开始到2012年5月中旬开业，前后跨越了5年。

Kind of zhangfeng said，The commercial design in addition to employ the first-class design company、The design of the high fees，Very important consideration dimension is time，Some other company requirement to take，18 months to complete projects open the door。And their host city of chengdu on the design probably spend 2 years，Give the team grinding and fine enough room for improvement projects。And the whole project from October 2007 to 2012 mid-may opening，Over the five years before and after。

　“中开高走” “Leave high to go in”

　　叫好还要叫座，否则就只是自娱自乐而已。

To draw their，Or it is just enjoying it。

　　对邝海而言，当下的压力在于成都商业项目过量供应和万象城所处的比较“尴尬”的区域位置，它并非成都核心黄金地段。

As for KuangHai，The current pressure at the chengdu commercial projects excessive supply and host city in comparison“embarrassed”Regional position of，It is not the chengdu core golden area。

　　在万象城招商的同时，成都市场有六家商城在同时招商，这其中就包括凯德来福士项目。

Their host city in investment promotion at the same time，Chengdu market have six mall in and investment promotion，These include the status and Kate project。

　　而种张峰说，传统上成都在区域上有“西贵东穷”的说法，2007年，我们拿到这块地，因为当时看区域位置不好，内部也有顾虑，最开始这个项目并不叫万象城。项目如果在天府广场，在命名上我们就不会那么犹豫了。

And kind of zhangfeng said，Traditionally in chengdu area“West your east poor”that，2007 years，We get the land，Because at that time see regional position is bad，Internal also have concerns，The most to start this project is not that host city。Project if in tianfu square，In naming on we won't be so hesitant。

　　不过，华润管理层的想法是，“不管叫什么名字，从硬件、规划、设计、运营管理上按照万象城的标准去做，在十年二十年以后，让成都人都喜爱它。”

but，China resources management idea is，“No matter call what name，From the hardware、planning、design、In operation management according to the standard of their host city to do，In the ten years after 20 years，Let the chengdu people love it。”

　　万象城开业后，邝海说，看到网上有很多评议：万象城来到成都是不是降低身份了？之所以有这样的言论，是因为大家看到较前三个在深圳、杭州和沈阳万象城，成都项目国际一线奢侈品比例很低，万象城的30个时尚品牌能立足吗？“其实很多业界同行对万象城品牌认知上有很多误区。”邝海跟本报记者说，万象城是什么？不可能把它“框死”，万象城不仅仅是顶级奢华，万象城属于全客层的商业。

After opening their host city，KuangHai said，See many comments online：Everything came to chengdu city is lower identity？Is this speech，Because people see the previous three in shenzhen、Hangzhou and their host city of shenyang，Chengdu international project a line luxury the proportion is very low，The host city 30 fashion brands can based on？“In fact many industry peers to host city has a lot of errors on brand recognition。”KuangHai with our correspondent said，Host city is??????？It can hardly be“Box death”，Host city is not only the top luxury，Host city belongs to all the guest layer of business。

　　这也合乎宁高宁主政华润时对启动万象城建设的本意。用宁高宁在2005年针对深圳万象城的话来说，万象城是购物中心，它从概念构思开始，就努力来满足多层面的、立体的购物需求。

This also is NingGaoNing ruled China resources to start when their host city construction intended。With NingGaoNing in shenzhen in 2005 their host city words，Host city is the shopping center，It started from concept design，Just to satisfy multi-layered、Stereo shopping needs。

　　邝海说，“成都项目是中开高走，具体来说，就是中产阶级入市，然后逐步扩大客层带，到二期，我们也会做五星级酒店，做快时尚，当然未来大量奢侈品品牌也一定会进来。现在我是一个宝马5系，以后也有宝马3系、宝马7系，最终形成是一个很完整的宝马系。”

KuangHai said，“Chengdu project is a high to go in，Specific for，Is the middle class market，And then gradually expand the guest with layer，To the second phase，We also do a 5 star hotel，Do fast fashion，Of course the future large luxury brands will come in。Now I'm a BMW 5 department，Later also have BMW 3 department、BMW 7 series is，Eventually form is a very complete BMW department。”

商业模式解读 Business model interpretation

　　宁高宁曾说，一座城市中，如果一座大型的购物中心能让人们清晨起来要休闲一下就想到它，要会朋友了就想到它，去那里不一定是有目的的购物，而是心理上的惯性，那么它在商业上也一定是成功的。

NingGaoNing once said，A city of，If a large shopping center can make people rose up early in the morning to leisure once thought of it，Will the friends to think of it，There is not necessarily have the purpose of shopping，But mental inertia，Then it in a business must also is successful。

　　邝海则喜欢用比较形象化的言语或者接近营销性语言，来向记者传递万象城的理念——尊重每个客层，早上退休的人会来退台广场散散步，遛遛狗，读读报，他可能不在这里消费。小朋友放学了，可能去滑滑冰，买个甜筒，但也可能不买；刚毕业的大学生，去华润中心面试前，他可能要先来咖啡店“定定神”；或者像我接受你采访一样，大家在这里谈论工作；更可能是朋友在这里聚会。

KuangHai is like to use more visual words or close to marketing sex language，To transfer the concept of their host city reporter-respect each guest layer，The morning of the retirement will be coming out a square for a walk，Walking a dog，Read newspapers，He may not here consumption。Kids after school，May go to slippery ice skating，Buy a cone，But may also don't buy；Fresh out of college，Go to China resources center before interview，He may come first and coffee shop“Would set”；Or as I accept your interview，We are here to talk about work；More may be friends here party。

　　平安商用置地总经理杨敬玉曾对本报记者说，“万象城是国内颇为成熟，也最为稳健的商业地产模式。我有一个很形象的比喻，华润万象城是一根甘蔗从头吃到尾，也从头甜到了尾。”

Peace YangJingYu had said to the general manager of the commercial running our correspondent said，“Host city is domestic rather mature，Also most prudent commercial real estate mode。I have a very image analogy，China resources host city is a root from head to tail eat the sugar cane，From beginning to end and sweet。”

　　杨敬玉说，万象城复制成都等城市。因为有万象城的强大品牌效应，拿地便宜，面积也很大。华润先开发住宅，因为有一个万象城的概念在那里，住宅得以高溢价卖出，企业回笼了现金，再开发万象城、写字楼。这样就完成了资金的正循环。最后，上市公司出资购买母公司成熟的万象城资产，进而在资本市场获取收益。

YangJingYu said，Host city of chengdu city such as copy。Because their host city has the strong brand effect，Take cheap，Area is also big。China resources development house first，Because there is a concept of their host city in there，Residential high premium to sell，The enterprise cage cash，To their host city development、Office buildings。Thus completing the funds are cycle。finally，The listed company bought by the parent company all the host of mature city assets，And in the capital markets for income。

　　世邦魏理仕成都公司董事高鹏评价说，你去观察万象城的开场打法，就知道华润是在稳健地操盘和引导市场，未来三五年，万象城应可以形成一个正循环。

Cb Richard Ellis group company directors GaoPeng evaluation chengdu said，You go to watch the opening of their host city style of play，That is the steady operations in China resources and leading the market，Five years in the future，Host city should be able to form a positive cycle。