苏州园区体育中心苏体广场招商手册正式版.pdf

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1、目录CONTENTS跨界综合体 文体新地标MULTIPLEX SPORTS CENTER: NEW LANDMARK OF SPORT & CULTURE商圈介绍及区位优势AN INTRODUCTION TO THE COMMERCIAL NEIGHBORHOOD AND LOCATION ADVANTAGE特色运营管理 OPERATION AND MANAGEMENT商业建筑特色FEATURES OF COMMERCIAL BUILDING开发运营团队DEVELOPMENT AND OPERATIONAL TEAM项目背景及商圈理念实现PROJECT BACKGROUND & TRADING

2、 AREA IDEA-ACTUALIZTION项目定位PROJECT ORIENTATION差异化定位TARGETING MARKET BY DIFFERENTIATION业态划分和商业布局BUSINESS TYPES AND COMMERCIAL LAYOUT项目定位及品牌落位PROJECT POSITIONING & BRAND PLACEMENT客流动线CUSTOMER GUIDANCE The sport park provides city residents free open space for exercises and leisure. The park is made up

3、 of multiple facilities, including one 3,000 m2 city residents square, one 3,000 m2 free children playground, one fencing center, one baseball club, one soccer training center as well as spacious room for such sports as badminton, table tennis, basketball, tennis etc.开放式的市民休闲健身场所，拥有3000m2的市民广场、3000m

4、2的免费儿童乐园、青少年击剑中心、棒球俱乐部、足球培训俱乐部以及羽毛球馆、乒乓球台、篮球场、网球场、壁球、门球、攀岩等运动设施。体育公园/ Sport Park跨界综合体 文体新地标MULTIPLEX SPORTS CENTER: NEW LANDMARK OF SPORT & CULTURE苏体广场SSP01苏州工业园区体育中心位于园区核心区域，规划总面积近60公顷，总建筑面积约35.8万m2，总投资约60亿元。它是苏州唯一一个市级和区级合设的，集体育竞技、健身休闲、商业娱乐、文艺演出为一体的多功能、综合性、生态型的甲级体育中心。Located in the heart of SIP, Su

5、zhou Industrial Park Sports Center boasts a total floor area of 358,000 m2 and covers a total urban-planned area of 60 hectares with a total investment up to 6 billion RMB. This multifunc-tional, environment friendly and comprehensive sport center, the only project jointly invested by the municipal

6、and district government, will become the top class sport center which incorporates such facilities as competitive sports, fitness & leisure, commerce & entertainment as well as art performance. Total business area of 100,000 m2, including 20,000 m2 of hotels and offices, and 80,000 m2 of commerce.02

7、Total floor area of 81,000 m2 with maximum capacity of 45,000 people建筑面积约8.1万m2，设计可容纳45000人。体育场/ StadiumTotal floor area of 58,000 m2 with maximum capacity of 13,000 people建筑面积约5.8万m2，设计可容纳约13000座。体育馆/ GymnasiumTotal floor area of 47,000 m2 with maximum capacity of 3,000 people建筑面积约4.7万m2，设计可容纳约3000

8、座。游泳馆/ Natatorium苏体广场/ SIP Sports Plaza (SSP)商业建筑总面积10万m2，包含2万m2酒店办公，8万m2商业。苏体广场SSP城际苏州园区站现代大道金鸡湖斜塘河体育中心轻轨站苏州工业园区第十中学独墅湖隧道金鸡湖大道港田路地铁6号线现代大道湖东核心区中环东线苏州大学附属儿童医院苏州大学外国语学校独墅湖大道敦煌新村金辉尊域雅苑中粮本岸第五元素中海8号公馆锦溪苑5期九龙仓时代上城天地源.七里香都路劲凤凰城新加坡国际学校路劲尚澜湾湖畔天城莲香新村中南锦苑苏州工业园区方洲小学北极星花园地铁5号线苏体广场中新大道东星湖街娄江快速路星塘街朗诗.国际街区东湖林语G312

9、苏体广场苏体广场SSP苏体广场SSP0304Demography:The sport center is surrounded by over 50 well-established communities with a stable population of up to 300,000 residents who have stable income and seek quality life.Transportation:By the year 2020, Suzhou will become the hub of high-speed intercity railways in the

10、 Yangtze delta area. The Shanghai-Nanjing intercity railway and Suzhou-Jiaxing intercity railway intersects here, and SIP High-Speed Railway Station is the only intersection railway station in Suzhou. The SIP Sport Centre will become the interchange station of Metro Line5 and Metro Line6, and inter-

11、city rail transit line S2.人口：交通：项目周边50余个成熟社区，近30万常住人口，大多为收入稳定、追求品质生活的园区居民。2020年苏州将成为长三角区域的高铁城际枢纽，沪宁城际铁路、苏嘉城际铁路将在此交汇。苏州工业园区高铁站将是苏州市唯一一个高铁交汇站。地铁5号线和6号线将在项目交汇换乘，市域轨道交通S2线未来也经由项目。120万人苏州市各行政区中增长最高2015年苏州园区GDP2070亿元苏州市各行政区第1位 25.18万元园区人均GDP江苏省第1位 华东地区第1位52497元苏州园区城镇人均可支配收入江苏省第1位新型生活方式120万园区居民园区常住人口商圈介绍及区

12、位优势AN INTRODUCTION TO THE COMMERCIAL NEIGHBORHOOD AND LOCATION ADVANTAGE地铁5号线常住人口近30万人50余个成熟社区学校/ School医院/ Hospital社区/ Community购物/ Shopping地铁6号线地铁5号线苏体广场城际苏州园区站娄江快速路中新大道星塘街The SIP Sport Plaza, Living+ oriented, is dedicated to provide a unique experience of high-quality leisure life, top fashionab

13、le brands, and multiple choices of fine cuisines. Meanwhile, it endeavors to become the first sport park shopping center in China by incorporating facilities of competitive sports, fitness & leisure, commerce & entertainment as well as art performance. Target Customers:SIP Sports Plaza will attract

14、customers living within a 3-5km radius as well as customers from all parts of Suzhou by large-scale sports event, promotion of fitness concept, and the advantage of convenient central ring subway transportation. Demonstrating advantages by differentiated product targeting and accurate matching of bu

15、siness typesRational layout of sport & fitness and leisure & shopping, satisfying customers pursuit of high quality life.Attracting customers by geographical advantageThe project is located in SIPs densely-populated residential areas, offering a stable customer flow with strong purchasing power.Focu

16、sing on sports and leisure, rendering a high-quality shopping environmentCreating a healthy, relaxed and fashionable atmosphere in line with the concept of a sport park and outdoor sport venue to form a perfect match with the idea of sport park shopping center 运动健康与休闲购物的合理布局，满足消费者高品质的生活追求。苏体广场项目定位特色

17、空间邻瑞圆融星座永旺诚品新光城市级区域级社区级繁花印象苏体广场SSP家庭/生活娱乐/体验时尚/精品文化/格调利用地理位置的优势集客项目中心处于园区高密度住宅人群区域，客流稳定且充分具备消费能力。重视体验和休闲，营造高质量的购物环境配合体育公园及户外运动场所的概念，打造健康、休闲、时尚的生活氛围，使之与体育公园式购物中心的概念完美融合。以差异化的产品定位、精细的业态配比体现优势体验+休闲+时尚+美食+项目定位PROJECT ORIENTATION全国首个体育公园式购物中心0506The first sport park shopping center in China苏体广场以Living+为项

18、目定位理念，力致给消费者带来更新鲜的体验享受、更品质的休闲生活、更潮流的时尚品牌、更精致的美食选择；同时融合场馆体育竞技、健身休闲、商业娱乐、文艺演出等多功能于一体，打造全国首个“体育公园式购物中心”。目标客群：苏体广场SSP苏体广场面对项目周边3-5公里范围近地域消费者，以及依托场馆大型活动、健康概念、中环地铁交通等优势吸引的全苏州客群。差异化定位TARGETING MARKET BY DIFFERENTIATIONCreating an open space leisure and fitness venue filled with the charms of Chinese classi

19、cal gardens as well as modern sports elements. The multi fitness and sports facilities are exclusive to The Sport Park in SIP, and even in Suzhou. 休闲、 健身 、家庭开放式的市民休闲健身场所，充满园林意趣与运动元素。体育公园内的众多健身运动设施，均为工业园区乃至苏州市独一无二的垄断性资源。SIP Sports Plaza (SSP) is created to be an experience oriented shopping center wh

20、ich hopes to combine sports activities and fashionable life with distinguished features of sports as well as integrating sport parks and sport cultures so that customers can enjoy the fun of experiencing in the shopping environment of sports.苏体广场打造一个具有运动健康和潮流品质生活相结合的体验式购物场所，以体育为特色，集萃体育公园、体育文化，在“运动”的

21、购物环境中，感受“体验”的乐趣。3000m2 citizen plaza1300 Accommodation Star Cinema Fashionable Sporting Flagship StoreOpen Real Ice RinkRoof Landscape Gathering SpaceFamily家庭56个羽毛球场18片足球场14片篮球场10片网球场2处攀岩.56 badminton courts18 football pitches14 basketball courts10 tennis courts2 rock-climbing walls.3000m2免费儿童乐园教育、体

22、验、游乐的孩童主题区大型精品超市多国料理家庭欢聚餐厅.3000m2 kids playgroundEducation and Recreational Theme Area for ChildrenLarge Supermarket of Choice GoodsMultinational Cuisine Family Gathering Restaurants0708Creating “Living+” by promotion of Leisure, Fitness, and Family苏体广场SSP苏体广场SSP3000m2市民广场1300人同时观影的星级影院潮流时尚的运动旗舰店开放式

23、真冰溜冰场屋顶景观聚会空间.健身Sports休闲LeisureB1 味生活 业态划分和商业布局BUSINESS TYPES AND COMMERCIAL LAYOUT项目整体建筑由西向东展开，商业部分地上4层，地下2层，停车位近3000余个。东北角为商务酒店和办公写字楼，商务酒店为Holiday Inn Express，客房数约267间。The buildings of Suzhou Industrial Park Sports Center are laid out in the direction of west to east. Business area includes 4 leve

24、ls above ground and 2 levels underground plus a spacious parking lot with total capacity of 3000.Business hotels and office buildings occupy the northeast corner of the sport center. The Holiday Inn Express boasts a total 267 guestrooms. L1 品 时尚 L2 乐 家庭L3 食 体验 L4 星 庭院 L3L2L1B1L4冰场多国料理人气餐厅休闲轻餐主题餐厅书店时

25、尚零售家居生活儿童主题区儿童主题区国际快时尚杂货集合品质餐饮甜品生活配套精品超市快餐专业运动休闲餐饮主题餐饮酒吧酒店停车场入口咖啡入口时尚潮流运动时尚配饰B2景观餐厅影院美食广场客流动线CUSTOMER GUIDANCE 苏体广场与体育中心其他场馆动线互联，人流共享。体育中心共设7个机动车出入口，苏体广场地下一层南北连接下沉式广场与场馆中央车库，西面连接地铁5号、6号线换乘中心，东面连接中央车库北侧与其他场馆。广场内12组手扶电梯、13部垂直电梯均匀分布，平面与垂直动线达到融会贯通。SSP is closely connected to other facilities of the Spor

26、t Center by sharing entrances and exits for the flow of visitors. There are 7 automo-bile entries and exits in the Sport Center. The B1 floor of SSP has northbound and southbound exits to the sink-in square and the central parking lot; the westbound exits connect the interchange center of Metro Line

27、 5 and 6, and the eastbound exits connect the northern part of the central parking lot and other facilities. There are 12 sets of escalators and 13 elevators evenly distributed in the SSP, which provide an excellent control of the flow of visitors horizontally and vertically. 0910苏体广场SSP苏体广场SSPB2B1

28、连廊区B11#双进来自地铁的顾客通往体育场馆的动线来自下沉广场的顾客园区方向次入口自动扶梯箱式客梯来自地铁的顾客B2 T0 B1L2L3L4下沉广场上方次入口卖场主入口酒店方向次入口L1来自地下停车场的顾客东出入口7东出入口6东出入口5北出入口4北出入口3 西出入口2西出入口1训练场游泳馆苏体广场体育馆体育场由丰富多样、贴近生活的餐饮街区、精品超市、专业运动区、生活方式店铺组成，营造温馨亲和的购物氛围。味 生活 Taste & LifestyleThe sports center is creating a cozy and customer-friendly shopping atmosph

29、ere by providing various and convenient amenities such as food courts, boutique marts, professional sports shops, lifestyle shops and much more!精致的国际时尚零售品牌与运动体验旗舰店的完美结合，点缀以咖啡、甜品、西餐厅等休闲美食，带来动与静之间的先锋体验。品 时尚 Vogue & FashionThe sports center matches exquisite world top brands perfectly with flagship sto

30、res of sports experience, together with cafes, dissert shops and buffets, all into creating an avant-garde experience of peace and action.生活服务配套Supports for life services精品超市Boutique Marts休闲餐饮街区Casual catering district运动休闲综合区Mixed-use Area for Sports and Leisure趣味零售街区Cute Retailing District零售Retaili

31、ng休闲餐饮Cozy Cuisine服务配套Supports重餐Catering体育Sports娱乐Amusement主力店Main shops零售Retailing休闲餐饮Cozy Cuisine服务配套Supports重餐Catering体育Sports娱乐Amusement主力店Main shops精致景观美食街区Food Courts with Landscapes休闲轻餐Cuisine潮流时尚Fashion Trends青春时尚Youth潮流时尚Fashion Trends惬意风情美食社交空间Social SpaceExotic Cuisine运动旗舰Flagship Sports

32、Stores美食广场Food Square1112苏体广场SSP苏体广场SSP乐 家庭从Lifestyle出发，漫步在时尚风物、生活品味、文艺情怀的静逸空间，享受欢乐、健康的家庭交流新方式。原来，生活也可以这么美！Fun & FamilyStaring from Lifestyle, customers can stroll in the tranquility of Fashion & Exotic, Taste & Lifestyle, and Art & Passion, and can enjoy a joyful and healthy family time. Thank my L

33、ord! Life is wonderful!食 体验 Food & ExperienceEnjoy the multi-national cuisines, the cozy and elegant amenity, splendid ice ballet, and indult your taste buds with the irresistible palatable experience by enjoying the most fresh and delicious food!精致美味的多国料理，温馨古朴的优雅环境，精彩纷呈的冰上芭蕾，当新鲜多样的食材和味蕾相遇，唇齿间迸发出更为欢

34、悦的体验。零售Retailing休闲餐饮Cozy Cuisine服务配套Supports重餐Catering体育Sports娱乐Amusement主力店Main shops零售Retailing休闲餐饮Cozy Cuisine服务配套Supports重餐Catering体育Sports娱乐Amusement主力店Main shops景观书店Landscape Bookstores潮流时尚Fashion Trends品质时尚Quality Fashion家居生活Home Life童趣乐园Children Park景观餐厅Landscape Restaurants欧悦真冰场Eurojoy Real

35、 Ice Rink多国料理Cuisine from various countries人气餐饮Popular Catering饕餮盛宴Luxury Dining1314苏体广场SSP苏体广场SSP星 庭院 精致、浪漫，在美境中邀约伙伴、饕餮同好，别样的美好时光。脱下都市的外衣，在静谧的空间给自己一个舒适装扮，这一切尽在“星庭院”。 Star & GardenRefined and romantic! Invite your beloved ones to enjoy the fantastic food in a superb ambience, and enjoy the unique sw

36、eetness of time with family and friends. Undress the mask of metropolitan sophistication, and make yourself up in the serenity and peace of Star & Garden.零售Retailing休闲餐饮Cozy Cuisine服务配套Supports重餐Catering体育Sports娱乐Amusement主力店Main shops主题餐饮Theme Catering特色运营管理 OPERATION AND MANAGEMENT项目提倡“以体促商 ，以商养体

37、”的经营理念，将体育中心各场馆、商业配套和多样的消费形态，统筹到同一个经营主题和信息平台上进行运作管理。By promoting the multi powerful functions of the Super Card in coopera-tion with advanced mobile end-user service providers, and further integrating of online and offline services, the Sport Center endeavors to provide an all-inclusive solution to

38、how consumers may spend their leisure time. Furthermore, the Sport Center also tries to form an emotion-al bond with consumers on a higher level by constant improvement of shopping experience. 与市场新兴移动终端服务商合作，进一步融合线上与线下；通过推广一卡通各项强大功能，为消费者提供工作8小时外的生活解决方案；从而提高消费者体验感，在更高层面建立与消费者的情感纽带。娱乐运动场馆物业停车商业消费会员活动影

39、院会员网站注册微信推荐活动邀请微信关注运动场馆消费柜台注册商业购物礼品卡转线上新媒体线下传统媒体1516苏体广场SSP苏体广场SSP整合体育中心各功能场馆及体育公园的独有资源（如户外索福德足球公园、MLB 棒球俱乐部等），通过各类特色活动的举办与联合促销，实现体育场馆与商业人流有效转换，使得每一位来馆消费者都能在设施中找到消费和愉悦的元素，达到购物与休闲的完美结合。By integrating the functions of the Sport Center and unique resources of the Sport Park such as SoccerWorld Soccer P

40、ark and MLB Baseball Club, and holding various kinds of feature activities and special promotions, the Sport Center achieves effective exchanges of consum-er flow with sports facilities and the perfect merge of shopping and leisure so that each consumer can find the elements of shopping and entertai

41、nment he or she likes.超级一卡通Super Card营销推广策略Marketing and Promotion StrategyThe project advocates the concept of promoting business by sports and nurturing sports by business, which involves the promotion of one business theme and the operation & management on one information platform by the coordina

42、tion of all sports facilities, commercial support-ing facilities and multiple consumption options.商业建筑特色FEATURES OF COMMERCIAL BUILDINGArchitecture designer: Gerkan, Marg & Partners, GermanySIP Sports Center adopts the overall design scheme by German architecture firm GMP. Basing its creative concep

43、t on Gardens and Scholar Rocks, GMP tries to convey and interpret the connotations of classic gardens in the language of modern architecture, and assimilate the architecture into natural landscape to create an elegant piece of art that represents natural integration of modernity, science & technolog

44、y and humanity.建筑设计:德国GMP建筑师事务所 园区体育中心采用德国GMP建筑师事务所设计的总体方案，以“园林、叠石”为创意理念，用现代建筑设计语言诠释园林意韵，将建筑物巧妙融入自然景观，轻盈优雅，力求打造成现代与传统、科技与人文有机融合的体育建筑精品。 Landscape Designer: WESAs one of the worlds most famous landscape design and urban planning firms, WES is specialized in providing ingenious solutions to land use,

45、environment and urban planning as well as designing unique architec-tures for customers. WES景观设计事务所 景观设计:WES作为全球最重要的景观建筑、城市设计和规划事务所之一，它擅于提供巧妙处理用地、环境和城市空间的规划设计方案，以及为客户创造与众不同的场所。 Interior Upholstery Designer: Heqiao Design, JapanHeqiao design is a top Japanese commercial planning and design company. A

46、s a large comprehensive international design company, Heqiao Design always endeavors to create value for customers by the stylish, innovative and quality design. 和桥机构是亚洲高端商业规划与设计公司,作为一家大型综合型国际设计公司，和桥机构不断的以时尚、创新和高端的理念为客户创造价值。 内装设计:日本和桥机构中国建筑工程总公司是国务院国有资产监督管理委员会直接管理的大型建筑房地产综合企业集团。中建总公司在全球一百多个国家和地区开展业务

47、。截至2010年，荣获中国建筑业最高奖项鲁班奖150项，全国优质工程奖133项，获奖数居全国同行业之首。建设单位:中国建筑工程总公司Builder: China State Construction Engineering CorporationChina State Construction Engineering Corporation is a large construc-tion and real estate conglomerate directly under supervision of China State-owned Assets Supervision and Adm

48、inistration Commission. CSCEC has business over 100 countries and regions across the world, and has been awarded 150 Luban Prizes and 133 China National Quality Project Prizes due to its high quality construction works, a record unbeaten by its rivals in the construction industry. 1718苏体广场SSP苏体广场SSP

49、苏体广场SSP开发运营团队DEVELOPMENT AND OPERATIONAL TEAM19Commercial Operation and Management: Chamberlee Property ManagementShanghai Chamberlee Property Management Co., Ltd. is responsible for MD planning, business promotion and operation of SSP. Chamberlee, headquar-tered in Shanghai and running business in

50、Yangtze River Delta region, is a commercial real estate operation & management company with rich develop-ment and operational experience. It has been able to establish and maintain stable and long-term business relationships with domestic and international developers such as Vanke, Cinda, Kunshan Mu