Xinhuanet, Beijing, June 10 (Wang Richen) A few days ago, the “2022 Urban Revival Power Series Theme Seminar” hosted by Xinhuanet was held in Beijing. Yang Baojun, Chief Economist of the Ministry of Housing and Urban-Rural Development, Kong Peng, Director of the Sustainable Housing Research Center of Tsinghua University, Kuang Jianfeng, Executive Secretary of the Digital Building Economy Branch of the All-China Real Estate Chamber of Commerce, Song Tao, Head of the Design Management Department of China Resources Land Beijing, Jones Lang LaSalle He Leye, Senior Director of Strategic Consulting Department China, Yuan Yuan, General Manager of 58 Zhilou Big Data and Consulting Center, and Wen Shuyue, Head of the North China Transaction and Consulting Services Business of Savills, and Senior Director attended the conference online. seminar.
The 2022 series of seminars on the power of urban rejuvenation are hosted by Xinhuanet and co-organized by the Digital Building Economy Branch of the China Real Estate Chamber of Commerce. The first phase focuses on the theme of “Building a New Consumption Landmark and the Way to Renew Traditional Commercial Districts”. Participants will discuss urban renewal, in-depth discussions on industry opportunities and challenges, and share ideas and experience through practical cases to help cities achieve high-quality sustainable development. .
Implement urban renewal actions to help rejuvenate traditional shopping streets
Cities are the centers of my country’s economic, political, cultural, social and other activities, and play a pivotal role in the overall work of the party and the country. Urban construction is not only an important carrier for implementing the new development concept, but also an important fulcrum for building a new development pattern. Implementing urban renewal actions, promoting the adjustment and optimization of urban structure and quality improvement, and changing the way of urban development and construction, have important and far-reaching effects on comprehensively improving the quality of urban development, continuously meeting the people’s growing needs for a better life, and promoting sustainable and healthy economic and social development. significance.
The Fifth Plenary Session of the 19th Central Committee of the Communist Party of China made important decisions and arrangements for the implementation of urban renewal actions, and the promotion of urban renewal actions has been included in the “14th Five-Year Plan”. act together. According to incomplete statistics, by the end of 2021, a total of 23,000 urban renewal projects have been implemented in 411 cities across the country, with a total investment of 5.3 trillion yuan. Among them, the transformation, renovation and revival of traditional commercial blocks is an important type.
In his speech, Yang Yu, deputy editor-in-chief of Xinhuanet’s Industry and Economics Center, believed that, in terms of hardware conditions, the planning and design of many traditional commercial blocks no longer meet the needs of modern consumers, the flow of people is decreasing day by day, and business operations are facing great challenges. From the perspective of consumption psychology, the consumption psychology, consumption preferences and habits of the post-90s and post-00s generation have undergone earth-shaking changes compared with the past generations. The pursuit of convenience, intelligence, socialization, and experience are some of the most significant signs. He believes that the success or failure of the transformation and upgrading of traditional commercial blocks depends on many factors. It is not only the utilization of planning conditions, but also the understanding and grasp of the context, business laws and new consumption trends of the planners, the investment of the development enterprises in the construction of the block, and the cooperation and tolerance of the owners and investors, which are also inseparable from the Influential media promotions.
Yang Baojun, Chief Economist of the Ministry of Housing and Urban-Rural Development, emphasized that the way to renew traditional commercial blocks should adhere to the combination of an efficient market and a promising government, and promote sustainable renewal with multi-participation. In urban renewal, efforts should be made to change the way of urban development and construction, and the focus of urban construction should be shifted from incremental construction led by real estate to the transformation of stock quality mainly focusing on improving urban quality, and promoting capital, land and other elements in accordance with market laws and urban development needs. Optimize and configure. Explore a sustainable model of urban renewal featuring government guidance, market operation, and public participation. The government should coordinate various stock resources, encourage existing resource owners and residents to participate, and encourage social professional enterprises to participate.
“Our department is carrying out urban renewal pilot projects. Many places are actively attracting professional social enterprises to participate in the operation of commercial districts, balancing the investment in reconstruction with long-term operating income, and promoting the transformation from ‘development mode’ to ‘business model’, such as Jiangxi Ji’an Yongxin Ancient City is guided by culture and promotes the revival of the ancient city through the six-in-one model of design, culture, art, industry, capital and operation, which is of great reference to all regions.” Yang Baojun said.
Kong Peng, Director of Tsinghua University Sustainable Housing Research Center
Kong Peng, director of the Sustainable Housing Research Center of Tsinghua University, believes that experience efficiency and place spirit are the core advantages of traditional commercial blocks. In the information age, we have entered a new space era in which virtual space and real space are parallel. How to open up virtual space and real space through virtual space and traffic, culture and experience, exert their maximum effectiveness, and realize the onlineization of traditional commercial space traffic , retention, and content iteration are things to think about in the future.
“The core underlying logic of commercial projects and commercial districts is actually the upgrading of consumer groups and popular culture, which drives changes in consumer behavior, and maps this change to the construction and operation of physical space. Kuang Jianfeng, executive secretary of the Digital Building Economy Branch of the All-China Real Estate Chamber of Commerce, said that urban renewal is a long-term business. In the whole chain of project planning, transformation, investment promotion and operation, it is necessary to continuously grasp the changing needs and preferences of customers, and make correct and continuous data and scientific decisions. Participation, in the entire chain, fully integrates the industry resources, professional capabilities and data accumulation of various institutions. On the other hand, digital layout also needs to be considered more in advance in the project.
Grasp consumption trends and demands to create a new landmark of consumption
Implementing urban renewal actions is an important path to firmly implement the strategy of expanding domestic demand and build a new development pattern. Cities are important battlefields for expanding domestic demand to make up for shortcomings, increasing investment to boost consumption, and building a strong domestic market. my country’s urban GDP and fixed asset investment account for nearly 90% of the country’s total, and the total retail sales of consumer goods account for over 85% of the country’s total. Implementing urban renewal actions and planning and promoting a series of livelihood projects and development projects in the field of urban construction are conducive to fully releasing the huge potential of my country’s development, forming new economic growth points, cultivating new momentum for development, smoothing the domestic cycle, and promoting the long-term sustainability of my country’s economy. healthy growth.
So, how can urban renewal stimulate the vitality of urban consumption? How should companies explore? Focusing on the theme of “Building a New Landmark for Consumption, the Way to Renew Traditional Commercial Streets”, Song Tao, Head of Design Management Department of China Resources Land Beijing Company, He Leye, Senior Director of Strategic Consulting Department of Jones Lang LaSalle in China, and 58 Zhilou Big Data In the dialogue session, he conducted in-depth discussions and sharing with Yuan Yuan, general manager of the consulting center, and Wen Shuyue, head of the transaction and consulting services business in North China, Savills, and senior director, and made suggestions for the renovation and upgrading of traditional shopping streets.
As cities enter the stage of stock development, real estate development companies have begun to explore new development models. At the same time, from a policy perspective, the implementation of urban renewal actions has been placed in a very important position in recent years. Among them, more than 80% of the top 100 real estate companies have been involved in the field of urban renewal, and more than half of the company’s stock asset projects have reached the order of more than one million square meters. According to Yuan Yuan, general manager of 58 Zhilou Big Data and Consulting Center, the future urban renewal track will reach the 10 trillion level. Such a broad market potential will naturally attract more and more real estate companies.
Yuan Yuan, General Manager of 58 Zhilou Big Data and Consulting Center
“Although the plate is big enough, if you want to participate in this track, companies need more ability and energy, and more correct methods to be able to go on and go well.” Yuan Yuan suggested that it must be correct. Judging the future trend of the market and projects, nuanced in every link.
Wen Shuyue, Head of Transaction and Advisory Services Business in North China, Savills, Senior Director
Wen Shuyue, head of the transaction and consulting services business in North China and senior director of Savills, said that the ultimate goal of urban renewal is to achieve value enhancement, while the transformation and upgrading of traditional commercial blocks is based on changes in consumption habits and structure. Brand value remodeling. He believes that traditional real estate developers as well as central and municipal state-owned enterprises with old buildings will become the main force, and will gradually explore cooperation with capital to form a better closed loop of urban renewal logic, and more ‘s boutique.
Although urban renewal has huge business opportunities and potential, challenges and difficulties are also accompanied by it. Song Tao, head of the design management department of China Resources Land Beijing Company, has a deep understanding of this. “One is professional, and you must have enough professionalism to make positioning and technical judgments to avoid some investment and operation risks. The other is that you need enough government coordination.” The difficulty and pain point of transforming traditional business circles , it is mainly reflected in the technical and operational aspects.
Song Tao, Head of Design Management Department of China Resources Land Beijing Company
The Xidan Cultural Plaza upgrade and renovation project, built by China Resources Land and operated by China Resources Vientiane Life, took seven years to renovate and opened for one year. The renewal brought by the Xidan renewal site is not only the transformation of the physical space, but also involves the rebalancing of economic, cultural, community, industry and other issues in the area. Under the government’s policy of “reducing quantity, increasing greenery, and improving quality”, China Resources Land has explored a set of urban organic renewal models.
He Leye, Senior Director, China, JLL Strategic Advisory Department
It is also an important issue that cannot be avoided or avoided in urban renewal, while keeping the city better and more beautiful. He Leye, senior director of JLL China’s Strategic Advisory Department, said that in the search for “fireworks” in the framework of modern products, it is necessary to balance the modern convenience of life and the old life with fireworks in the process of urban renewal. . He pointed out that if this problem is solved, the rejuvenated blocks will have market vitality. If this kind of vitality is from the perspective of long-term assets, the transformation of commercial districts will definitely bring good returns on economic value.
Song Tao believes that accurate positioning, consistent appearance, attention to detail and characteristic operation of urban renewal projects are the keys to retaining the “fireworks”.