苏州晋合金鸡湖地块项目提报.pptx

1、苏州晋合金鸡湖地块项目提报,寅虎广告 2011.1.18,越是显而易见的卖点 越容易被轻易解读,While a strong point is too easy to be seen, it is probably to be ignored And translated in a normal way. Insight Courtyard Building plays a leading role against landscape.,金鸡湖,金鸡湖畔的别墅？苏州有多少？,There are many villas locate at the riverside of Gold Cock L

2、ake in Suzhou.,约1800万元/套,约3000万-1亿元/套,约5000万元/套,约700万元/套,约500万元/套,约400万元/套,金鸡湖边上的别墅都在卖什么？有多少人在卖湖？,左上：金水湾 左下：中金玫瑰湾 右：中茵皇冠,What do the villas locating at the riverside of Gold Cock Lake sale? Most of them sale the lake.,别墅加上那些高端公寓，到现在为止 金鸡湖已经被广而告之了太多,当2万/坪的公寓，总价2000万的别墅都在卖金鸡湖湖景的时候 10万/坪，总价过亿的顶级独栋别墅怎么办

3、？,Up till now, Gold Cock Lake has been advertised too much by those villas and top apartments. When normal properties sale the landscape, what shall we do as a community of top-class villa? Insight Courtyard Building plays a leading role against landscape.,关于金鸡湖的叁个关键观点,Insight Courtyard Building pla

4、ys a leading role against landscape.,Three key opinions about Gold Cock Lake.,113000米黄浦江，哪里最贵？,现象得出洞察，观点引导消费,纵然贵为上海的母亲河，黄浦江畔也分为东外滩、北外滩、陆家嘴等三六九等。 其中陆家嘴滨江地带，是黄浦江畔最昂贵豪宅的聚集群落。,Phenomenon is the source of insight, and opinion leads consumption.,6700米长安街，哪里最贵？,现象得出洞察，观点引导消费,首都史上无比繁华的长安街，也分为建国门、天安门、复兴门等多段。

5、 其中建国门是长安街上公认的豪宅所在。,Phenomenon is the source of insight, and opinion leads consumption.,15000米金鸡湖岸线，哪里最贵？,* 金鸡湖湖岸线长度仅供参考,苏州的顶级地段在金鸡湖，但是环金鸡湖也分为湖东、湖西等多个区域。 到底哪一段才是顶级中的最顶级？,现象得出洞察，观点引导消费,Phenomenon is the source of insight, and opinion leads consumption.,市场认可：湖西最贵,【贵有的贵理由】 国际商务：湖西CBD集中了金融大厦、国际大厦、中银大厦等高

6、档写字楼以及尼盛万丽和新苏国际两个五星级酒店，渣打银行、汇丰银行等国际知名金融机构和会计、律师事务所，数十家500强企业都聚集在此 格调休闲：李公堤，金鸡湖中唯一的湖中长堤。汇聚来自丹麦、意大利、日本、比利时及中国香港等地的知名品牌商家，以及HB皇家啤酒馆、丹麦老农舍等多家国际级酒吧和餐饮酒店 成熟商业：左岸商业街、星都中心、海天广场、湖滨新天地、白领广场、天虹百货和印象城等多处商业配套，完成了从单一的邻里中心格局向多元化模式的巨变 便捷交通：拥有沪宁高速铁路苏州园区站、轻轨1号线、苏嘉杭高速等多种出行方式，快速通达长三角各大城市,洞察壹,Insight One,观点壹,房地产的价格可以依靠产

7、品品质来提升 但当价格跃升到顶级物业时 资源才是决定价格的根本,因此，成为苏州最顶级的别墅第一要件： 苏州看金鸡湖，金鸡湖看湖西，湖西就看湖滨大道 本案位于金鸡湖最奢华的一段,Opinion One,佘山，因谁而贵？,现在，提起上海最贵的别墅，都知道是在佘山。 然而佘山并不是向来如此，直到紫园的出现。,Now when we are talking about the most precious villa in Shanghai, every one knows it locates in Sheshan Mountain. However, Sheshan Mountain is not

8、known to the world until the existence of Sunville. Insight Courtyard Building plays a leading role against landscape.,现象得出洞察，观点引导消费,Phenomenon is the source of insight, and opinion leads consumption.,外滩，因谁而贵？,外滩已经存在了很多年，却不是一直都作为城市顶级豪宅所在地而存在的。 正是仁恒滨江园、汤臣一品的出现，推动了外滩进入10万元俱乐部。,Insight Courtyard Buildi

9、ng plays a leading role against landscape.,现象得出洞察，观点引导消费,Phenomenon is the source of insight, and opinion leads consumption.,10万/坪，单栋最高超亿元,金鸡湖畔物业价格的快速攀升，正在推进一个时代的崛起 晋合正在带领金鸡湖进入亿元物业俱乐部 晋合别墅的诞生，将再一次改变金鸡湖的价值,The upgrading of property value around Gold Cock Lake is the engine of a new era. Jinhe brings

10、Gold Cock Lake to a hundred million club. The birth of Jinhe Villa will change the value of Gold Cock Lake, again. Insight Courtyard Building plays a leading role against landscape.,金鸡湖，因谁而贵？,洞察贰,Insight Two,资源决定物业价值 顶级物业也有能力将资源提升至新的高度 二者互相印证,因此，成为苏州最顶级的别墅第二要件： 晋合成就了金鸡湖进入长三角顶级物业序列 别墅第一，金鸡湖第二,就如孔子名篇俩

11、小儿辩日中所言,孔子东游，见两小儿辩斗，问其故。 一儿曰：“我以日始出时去人近，而日中时远也。” 一儿曰：“我以日初出远，而日中时近也。” 一儿曰：“日初出大如车盖。及日中，则如盘盂，此不为远者小而近者大乎？” 一儿曰：“日初出沧沧凉凉，及其日中如探汤，此不为近者热而远者凉乎？” 孔子不能决也。两小儿笑曰：“孰为汝多知乎？”,远近、大小；建筑、景观；主体、配套都不是绝对的， 不同角度的站位，能够让二者角色互相转换。,转换角度看资源,李公堤是本案的商业配套 金鸡湖景是本案的景观配套 CBD是本案的商务配套 邻里中心是本案的生活配套 对于生活于其中的人来说，一切皆为配套,When we view

12、our resource at a different prospect.,Insight Courtyard Building plays a leading role against landscape.,金鸡湖以及湖西所提供拥有的一切资源 皆为晋合别墅的配套,All the resource including lake, central business district and convenient supermarkets, banks are supplements of Jinhe Villa. Insight Courtyard Building plays a leadin

13、g role against landscape.,当下房地产市场的“主流”营销观点,景观是主角，建筑是配角,靠湖卖湖，靠海卖海，靠山卖山， 万科玲珑湾、湖左岸、翠湖雅居 都把金鸡湖当成最大的卖点宣传， 然而建筑和景观， 到底谁该是主角，谁该是配角？ 是建筑为景观添色，还是景观为建筑添色？,Major marketing opinions in current property market.,建筑是主角，景观是配角,让我们重新审视建筑与景观的主配角关系,建筑是人类的庇护所，千百年来建筑成为了人类改造自然，改变世界的杰出工具。因为有了建筑，人类得以以一种更舒适的方式生存，建筑内部所容纳的暖暖亲

14、情、归属感和精神庇护成为了永恒的经典。建筑大师提出，建筑并不是冰冷的钢筋水泥，而是充满情感和韵律的人类的诗篇。,依水而建的建筑， 应该是将自然引入建筑中， 让自然为人类更高层次的居住服务。,When we review the relationship between architecture and landscape.,晋合是主角，金鸡湖是配套,因此，公元2011年,Thus in 2011, Jinhe plays the leading role while Gold Cock Lake is the supplement of our villa Insight Courtyard

15、Building plays a leading role against landscape.,观点贰,Opinion Two,客群心态验证,目标客群：私人可投资资产超过1亿元,身份描摹：,40、50岁，男性为主，本科学历为主，大多已婚； 聚集于贸易、制造业领域； 多为民营企业主身份，苏州本地人在外经商者或者在苏州投资开厂经营的外省市人士。,现象得出洞察，观点引导消费,Phenomenon is the source of insight, and opinion leads consumption.,人群分布：,中国超高净值（个人可投资资产1亿元以上）人群集中于广东、浙江、江苏、北京、上海

16、等5个省（市），占总量的70%。 其中本案主力客层预计以江苏和上海为主，江苏2.8万人，上海2.7万人，占中国超高净值总量的14%。,对于这些人群来说, 目前苏州可选择的与之身份相匹配的物业范围其实很小, 本案就是其为数不多的选择之一。,* 数据来源：2010中国私人财富白皮书,主宰世界的领袖 他们通常是企业的创始人或者高层经营者，拥有很强的决断力和自信心，对于自己的判断力信心十足，购置物业时也同样果断。,Since they have successful career, they always show strong sense of self-admit. Those things wh

17、ich can fit their identities and personal value will create a feeling of top-class environment. Insight Courtyard Building plays a leading role against landscape.,强烈的自我认同 因为拥有成功的事业，所以他们总显现出强烈的自我认同感，倾向于追逐那些能够匹配他们身份和个人价值的事物，从而创造一种圈层认同感。,价值洞悉力强 他们并非低门槛发家，而是受过高学历的国际化教育，拥有很高的学识和视野，这一背景让他们拥有超越常人的思考力，从而对价值

18、和未来的洞悉非常准确。,They are well-educated people which made them think in a different way. Life convenience and rare resource of city core is their brand to display their identification. Insight Courtyard Building plays a leading role against landscape.,强烈的中心意识 由于他们集中于工业园区内，因此生活的便利性是他们置业考虑的重要因素。占据城市中心的稀缺资源

19、也是他们高贵身份的一种体现。,崇尚拥有即价值 对于奢侈的物品，他们并不完全强调实用功能。他们具有很强的价值鉴赏力，占有别人无法占有的，“拥有”本身便是一种价值，并以此作为阶层识别的标签。,Function is not always the most important thing to them. They have strong abilities to appreciate and tell out the inside value of luxuries. They regard themselves as the leading role in the world. Insight

20、Courtyard Building plays a leading role against landscape.,奢华只是配角 他们追求奢华，崇尚奢侈品，但与随波逐流者不同的是，他们认为自己是主角，奢华只是身旁的配饰，奢华风格的选择必须跟随自己的品位和风格，而非盲目追赶潮流。,家是主角，世界是配角 我是主角，财富是配角 我住的房子是主角，房子以外的是配角 万事足，而后皈依; 外世足，而后观己,When we have owned everything we wanted, the best way to feel alive is clear our mind and look insid

21、e. When we fight all the way to stand in the world, we shall review our hearts.,独栋别墅，湖是配角,A glorious masterpiece made by Jinhe Property. An architecture locates at the riverside of Gold Cock Lake. Suzhou fine-decorated Villa and a pure community of single design. Insight Courtyard Building plays a l

22、eading role against landscape.,项目总精神,精装独栋，金鸡湖点睛之作,物理定位,Fine-decorated Villa and masterpiece at the riverside of Gold Cock Lake.,主角，自有主角的气场,Protagonist has its own reason to stand in the world. It can be something like community arrangement, architecture style, garden and personal park design.,LEADIN

23、G ROLE,主角，之所以是主角,别墅栋数：仅28席,稀缺注定收藏价值,建筑风格：新亚洲主义,融汇中西精粹的新建筑风格,产品装修：精装别墅,独栋产品带尊贵私家电梯,采光通风：四明设计,厅、卧、厨、卫四明设计，绝佳采光和通风,The reason for a protagonist to be a protagonist.,A glorious masterpiece made by Jinhe Property. An architecture locate at the riverside of Gold Cock Lake. Suzhou fine-decorated villa and

24、a pure community of single design.,Insight Courtyard,主角，之所以是主角,产品规划：三面围合,三面围合，一面向户外庭院开发的格局，既保留了东方人所注重的 围合形式的归属感，也开放了居住视野,庭院设计：三重庭院,前庭、内院、后院的三重庭院空间，其中围合式内庭院形成别墅的风景 核心带，凸显亚洲文化注重的礼仪需求,Insight Courtyard Building plays a leading role against landscape.,The reason for a protagonist to be a protagonist.,由此

25、，我们提出一个强大的产品理念,向里看,Thus, we put forward a powerful property concept, look inside. Insight Courtyard Building plays a leading role against landscape.,设计概念/如何“向里看”？,三重庭院：内院为心,中国社会的生活架构，是以家庭成员为主，因此建筑是以内院景观为中心，分 散展开，形成一个围合式的内院结构与公共空间，与外部自然景观形成内外相 互衬托。,Concept of design, how to look inside? The core of C

26、hinese society structure is family members. So inside courtyard is the center of our building.,Insight Courtyard,A glorious masterpiece made by Jinhe Property. An architecture locate at the riverside of Gold Cock Lake. Suzhou fine-decorated villa and a pure community of single design.,设计概念/如何“向里看”？,

27、社区园林：中央组团,农耕社会与工业社会的最大区别，就在于人与自然的协调统一，别墅社区内的 各空间，不仅是物质环境，更是精神环境，一种能给予人们思想感情的环境。 中央组团不仅有利于增进邻里的情感沟通，还能通过小径、游廊、植栽摆设等 造景手法让人与建筑相融合，在有限的空间里给人以无限遐想。,Concept of design, how to look inside? The space in a villa community is not only a material environment but also a spiritual one. Central garden provides e

28、ndless Imagination within a limited space.,晋合里园,Insight Courtyard,A glorious masterpiece made by Jinhe Property. An architecture locates at the riverside of Gold Cock Lake. Suzhou fine-decorated Villa and a pure community of single design. Insight Courtyard Building plays a leading role against land

29、scape.,产品形式感解读,总体规划：四周围合,以贯穿整个社区的林荫大道为主轴，中心地块布置双拼别墅， 四周围合以独栋别墅为主,社区布局：“回”形围合,采用中央组团，四周围合的布局方式，形成“回”形规划布局,Translation of the community and architecture shape and design. Including overall plan, community layout, courtyard concept and terrace design.,产品形式感解读,庭院设计：U型围合,U型半围合的结构布局是东方传统居住文化的一种现代表达，继承了中国传

30、统四合院的 居住文化精髓，以三面围合，一面向户外庭院开放的布局，既保留了东方人所注重的 围合形式的归属感，也开放了居住的视野，延展了与自然空间的交流互动。,三楼露台：围合设计,独栋和双拼别墅的三楼露台均呈围合式布局， 不仅在视觉上与相邻别墅形成距离感，保障了居住者的私密性，同时 达成了全景视野范围，形成开阔、亲近自然的景观享受。,Translation of the community and architecture shape and design. Including overall plan, community layout, courtyard concept and terrac

31、e design.,庭院设计：U型围合,三楼露台：围合设计,无疑是本案的视觉中心和建筑符号,回,The center of vision and symbol of architecture. Insight Courtyard Building plays a leading role against landscape.,回，回廊。是一种建筑风格。 以横竖相贯通的连接方式，形成一种曲折环绕的行走趣味 和给人安全感的围合空间。 回，回顾。是一种思维方式。 人不能一直往前走，总需要在适当的时候， 停下脚步回顾过去走的路，是否正确。,Hui, is an architecture style p

32、roviding interesting and safe space. Hui, is a method of thinking, we cannot keep walking without look backward. There should be reviews and insights for us to take a break. Insight Courtyard Building plays an leading role against landscape.,Insight Courtyard,A glorious masterpiece made by Jinhe Pro

33、perty. An architecture locate at the riverside of Gold Cock Lake. Suzhou fine-decorated villa and a pure community of single design.,回，回家。是一种生活方式。有家可回的人 是幸福的，无论家里贫贱或富有，都有浓浓的亲情和温暖在等待。,Hui, back home. It is a lifestyle. We should pray for an architecture which we call it home. Whatever rich or poor it

34、 is, there are always family and warmth waiting for us inside it.,回，回味。是一种情感体验。 一个人，一句话，一首歌，都能像一杯 清淡的茶，在齿间留下萦绕的余香。,Insight Courtyard,A glorious masterpiece made by Jinhe Property. An architecture locate at the riverside of Gold Cock Lake. Suzhou fine-decorated villa and a pure community of single de

35、sign.,回，回归。是一种心灵归属。 无论是身体还是灵魂走在他乡或是神游云外，都离不开再回熟悉地 的那种眷恋和安定 回，回首。是一种生命感悟。 追忆当年的叱咤风云，或是像古人一般惆怅感叹 “暮然回首，那人却在灯火阑珊处”,Insight Courtyard,A glorious masterpiece made by Jinhe Property. An architecture locate at the riverside of Gold Cock Lake. Suzhou fine-decorated villa and a pure community of single desig

36、n.,晋合回院,A Glorious Masterpiece made by Jinhe Property. An Architecture Live by the riverside of Gold Cock Lake. Suzhou Fine-decorated Villa and a pure community of single design. Insight Courtyard Building plays a leading role against landscape.,Regression Courtyard,叁阶段软文炒作,阶段I：地段价值的重新定义 阶段II：项目对于苏州的影响和