TIT創意園功能分區、招商策略、價格定位建議
Function Division, Investment Promotion Strategy and Pricing Suggestion of TIT Creative Park

一、 系統分區
I. System Division
在園區的發展建設過程中，無論是功能區域定位及分布，或者是建筑物的現狀，都與最初園區規劃發生了不同程度的變化。而原有的物業也因其安全性、以及配合園區規劃的需要，或是修復、或是推倒重建、或是拆除，導致原有物業編號變得凌亂。對園區重新整體系統分區，定制新的物業編號，一方面有利于園區清晰的導視系統的建立，另一方面，在與客戶簽訂合同時，清晰的物業編號可以明確表明租賃的范圍，避免了由于對租賃范圍的文字表述不清而造成歧義。
During the development and construction of the Park, the function area positioning and distribution or the current situation of the building differs from the initial park planning to some extent. Taking the safety and the demand of park planning into consideration, the original property has been restored, or pulled down to reconstruct, or removed, which leads to disorder of the former property number. To implement integrated system division of the Park and formulate new property number is not only beneficial for constructing clear guiding system for the Park, but also definitely indicates the leasing area depending on clear property number when signing contract with customers, which avoids the ambiguity caused by unclear character expression of the leasing area.
系統分區以營銷部對過往來訪客戶的需要分析及物業類型的使用功能作為主要劃分原則，劃分為以下九大功能區域，以英文標識。每個區域內物業編號以該區域英文標識與阿拉伯數字組合形式表現（如：品牌設計區2#建筑物為：B2）。
Based on the dividing principle of the demand of the former visiting customers analyzed by the Sales Department and the use function of the property type, the Park is divided into the following nine function areas marked in English. The property number in each area is expressed by the combining form of the English mark in the area and the Arabic numerals (for example, 2# building in brand design area is expressed as B2).

A——服務配套區
A——Service Supporting Area
B——品牌設計區
B——Brand Design Area
C——跨界創意區
C——Crossover Creative Area       首期
D——展示發布區               Phase 1
D——Display and Release Area 
E——休閑紅酒區
E——Entertainment and Wine Area
F——時尚名店區
F——Fashion Shop Area
G——探索發展區
G——Grope and Development Area
H——商務接待區                    二期
H——Business Reception Area         Phase 2
I ——互動交流區
I——Interactive Communication Area

二、 各功能區域物業描述
II. Property Description of Each Function Area
◆ A——服務配套區 （Apartment，公寓）
◆ A——Service Supporting Area (Apartment)
特色——向園區提供配套餐飲及客房住所服務
Feature——providing supporting catering and room service for the Park
建筑物業——面積3200平方米中式酒樓、公寓一期、二期（100套住房）
Property building——3200m2 Chinese restaurant, and phase 1 and 2 of apartment (100 suites)
招商策略——自營
Investment promotion strategy——self-support
◆ B——品牌設計區（Brand，品牌）
◆ B——Brand Design Area（Brand）
特色——集展示、創作于一體的獨立工作別墅
Feature——the independent work villas integrating display and creation
物業建筑——由六棟獨立小別墅和五棟原有建筑組成
Property building——comprising six independent villas and five existing buildings
目標客戶——國內外一流服裝品牌的設計中心
Target customer——the design center of the first-class fashion brands at home and abroad
改造方向——在別墅四周建立矮籬笆，提供獨立花園及停車空間，形成相對獨立的空間，以提升物業價值。
Reconstruction direction——constructing the low hedge surrounding the villa and providing independent garden and parking space, which forms relatively independent space and promotes the property value.
◆ C——跨界創意區（Creative，創造性的）
◆ C——Crossover Creative Area（Creative）
特色——濃厚的工業色彩寬廣的空間組合成多元的創意平臺
Feature——strong industrial color combines with broad space to form diversified creative platform
物業建筑——由十棟大小不一的廠房改造而成
Property building——reconstructed from ten variably-sized factory buildings
目標客戶——服裝相關行業的創意機構、藝術家等各種創意企業
Target customer——various creative enterprises like the creative agency and artist of the clothing industry
改造方向——部分層高較高的廠房做間隔出租，層高較矮的大面積廠房進行分割出租。
Reconstruction direction——the partial relatively higher factory buildings will be separated to rent and the relatively lower factory buildings with large area will be divided to rent.
◆ D——展示發布區（Display，展覽，陳列）
◆ D——Display and Release Area(Display)
特色——廣州最好的時尚發布平臺
Feature——the best fashion release platform in Guangzhou
物業建筑——由3個不同的展場組合而成，總面積4332㎡
Property building——comprising three different exhibition areas and the total area is 4332m2
目標客戶——服裝發布會、酒品促銷會、藝術展覽、新車發布會、企業展示
Target customer——fashion show, wine promotion, art exhibition, new car presentation and company show
改造方向——在外墻身增加廣告位
Reconstruction direction——increasing advertising sites on external walls
◆ E——休閑紅酒區（Entertainment，娛樂消遣，招待）
◆ Entertainment and Wine Area (Entertainment and Reception)
特色——廣州唯一地下酒窖
Feature——the only storage cellar in Guangzhou
物業建筑——由防空洞及地上1-2層單體建筑組成
Property building——comprising the air-raid shelter and the first and second over-ground single buildings
目標客戶——紅酒銀行、紅酒吧、咖啡館、西餐、雪茄館等
Target customer——wine bank, wine bar, cafe, western-style restaurant and cigar gallery, etc.
改造方向——防空洞改造、地上草坪、大露臺建筑
Reconstruction direction——reconstruction of air-raid shelter, over-ground lawn and building with extended balcony
◆ F——時尚名店區（Fashion，時尚）
◆ F——Fashion Shop Area （Fashion）
特色——時尚品牌展示區、潮流風向標
Feature——the exhibition area of fashion brands and the wind vane of trend
物業建筑——由T臺西側臨街物業組成
Property building——comprising the frontage property in the west side of the T platform
目標客戶——國內外一流服裝品牌
Target customer——the first-class fashion brands at home and abroad
改造方向——原有物業修葺、道路改造
Reconstruction direction——renovation of the existing property and the road reconstruction
◆ G——探索發展區（Grope，探索）
◆ G——Grope and Development Area（Grope）
特色——獨立工作室
Feature——independent studio
物業建筑——水塔及附近地勢較高物業
Property building——the water tower and the nearby higher ground property
目標客戶——國內外創意設計師
Target customer——creative designers at home and abroad
改造方向——改造成設計師之家一類的獨立別墅物業
Reconstruction direction——reconstructing to the independent villa property like the home of the designers
◆ H——商務接待區（Hotel，酒店）
◆ H——Business Reception Area（Hotel）
◆ I ——互動交流區（Interaction，互動）
◆ I——Interactive Communication Area（Interaction）
特色——配套服務電視觀光塔及新領事館區的商務、旅游人士需求
Feature——serving the demand of the business person and the tourist in the TV sightseeing tower and the new consulate area
物業建筑——目前停車場地塊、北門地塊
Property building——the current parking plot and the north gate plot
目標客戶——商務及旅游觀光客戶
Target customer——business customers and tourists
招商策略——自營
Investment promotion strategy——self-support
改造方向——新建
Reconstruction direction——newly-built

三、 招商策略
III. Investment Promotion Strategy
作為一個“以T臺為核心、服裝為主題的商業項目”，TIT創意園的主力客戶以服裝企業及其研發部門、服裝設計師、藝術工作者、創意企業、休閑娛樂經營者為主力客戶。對于這些擁有“圈子小”、“封閉性強”、“重視口碑傳播”等特征的客戶來說，招商策略應更著重于“如何在小范圍內制造高調的小圈子傳播”為出發點。在招徠客戶的同時，我們必須注重考核客戶的價格目標（租金水平）及素質目標（綜合實力、影響力），選擇園區進駐企業。營銷部提供相關招商策略如下：
As a business project focusing on T platform and fashion, the main customers of the TIT Creative Park are the clothing enterprises and their R&D departments, fashion designers, artists, creative enterprises and entertainment operators. For these customers featuring “small circle”, “strong tightness” and “paying attention to oral spreading”, the investment promotion strategy should focus on “how to develop a high-profile small circle spreading atmosphere on a small scale”. We should pay attention to checking the price objective (rental level) and quality objective (comprehensive strength and influence) of customers, as well as choose the located enterprises of the Park when drumming up the customers. The relevant investment promotion strategy provided by the Sales Department is as follows:
? 建立以T臺為核心的營銷活動
? Implement the Marketing Activities Focusing on T Platform
T臺是項目的主體靈魂所在，也是日后經營中一個未知的難題（目前廣州地區同類型發布場地均處于虧損狀態），項目招商前期確立以T臺為核心，通過不同類型主題營銷活動的開展，吸引目標客戶的關注，并為日后T臺的運營打下良好的基礎。
As the main body of the project, T platform is also an unknown difficulty in future operation (all the current similar release sites in Guangzhou are in a deficit position). The preliminary project investment focuses on T platform and attracts target customers’ attention through developing marketing activities with different themes, which lays a stable foundation for the future operation of T platform.
? 聘請顧問，整合多方資源
? Invite Consultants and Integrate Multi-resources
由于目標客戶純在著“圈子小、封閉性強”的特征，如能從過來來訪的園區客戶中聘請業內知名人士作為項目發展顧問，形成一個云集各方精英的多元化“領袖顧問團”，各圈層內的其它知名人士也將應聲而來，有利于對好客戶的挖掘與開拓，提高項目社會知名度。
Since the target customers feature “small circle and strong tightness”, if the renowned insiders among the former visiting customers can be invited as project development consultants to form a diversified “leading consultant team” gathering all elites, other celebrities in the circle will be attracted, which is beneficial for exploring and developing potential customers and promoting the social popularity of the project.
專業類別
Specialty  領袖人物
Leader 提供服務
Service  報酬
Remuneration
室內設計
Interior Design 梁志天
Liang Zhitian 定期組織研討會，就項目規劃、建筑、園林、客戶組合、經營、未來發展等方面提供專業意見，作為顧問出席并出現在園區的宣傳活動（資料）。
Periodically organize seminars to provide professional advices in the aspects of project planning, architecture, gardening, customer portfolio, operation and future development, as well as participate in the propaganda activities of the Park as the consultant (materials).  8-11月期間由創意園提供免費場地組織業內交流活動或演出一次，創意園為活動提供1萬元/場的經費補助。
The Creative Park provides the free site to organize the industry exchange activity or one show during August to November and provides a budget subsidy of 10,000 yuan/show for the activity.
空間藝術
Spatial Art 崔華峰
Cui Huafeng  
攝影家
Photographer Emil Fedida、許培武
Emil Fedida and Xu Peiwu   
音樂人
Musician  黑楠、方正
Hei Nan and Fang Zheng   
服裝設計Fashion Design Jenny（MO&CO）品牌
Jenny（MO&CO） Brand   
策展人Curator 段煜婷
Duan Yuting   
廣告人Adman  張小平（黑馬）
Zhang Xiaoping (Dark Horse)  
紅酒師
Wine Specialist 鄧志紅
Deng Zhihong   
飛越傳媒
Fly Media 賀誠
He Cheng   
領事館
Consulate  法國、英國領事館參贊
Counselors of French and Britain Consulates  

? 媒體公關，炒作宣傳
? Media Public Relations, Speculation and Propaganda
以專業人士牽頭，組織不同專業的媒體公關推薦會，讓項目在不同領域迅速火紅，通過對媒體寫手的招募，建立以軟性繕稿炒作為主的宣傳模式。
Organize the media public relations recommendation conference of different specialties leaded by the professionals, so as to make the project rapidly popularize in different fields. In addition, establish the propaganda model based on soft releases through recruiting media writers.
? 意向訂金，篩選確定
? Intention Deposit, Screen to Confirm
對于意向進駐客戶，采用收取意向金形式，以1棟物業收取5個客戶意向金為原則，同時對客戶進行回訪考察，了解客戶的綜合實力，從而選擇租賃價格及綜合實力最佳的租戶。
Collect the intention deposit from the customers with intention to access based on the principle of collecting from five customers for each building. Meanwhile, pay a return visit and investigate the customers and learn about their comprehensive strength to select the tenant in optimal rental price and comprehensive strength.

四、 租賃價格擬定
IV. Rental Pricing
B：品牌設計區
B: Brand Design Area
優化建議：品牌設計區包括6棟小別墅、原廠區幼兒園、及一組3棟平房組合而成，建議通過利用矮墻籬笆將起圍合成8個獨立的空間，提高物業的獨立性，通過植被的栽種增加私人綠化空間，并適當的解決一部分車位的停放問題，有助于提高物業價值。
Optimization Suggestion: The brand design area is composed of six villas, the kindergarten of the former factory and three one-storey houses. We recommend enclosing it to eight independent spaces through constructing the low hedge, which promotes the independence of the property; increasing the private greening space through planting vegetation; and promoting the value of the property through properly solving the parking problem for partial carports.
價格建議：由于該類型物業在園區內數量稀少，通過優化后，價值將進一步提高，價格擬定不以其建筑面積計算，按棟出租。
Price Suggestion: Since it is rare in the Park, the value will be promoted after optimization. The Price is not calculated as per the building area, but the block.
價格表：
Price List
區域編號
Area Number 原對應編號Former Corresponding Number 建筑面積（㎡）Building Area (m2) 租賃價格（元/月）Rental Price (yuan/month)
B1 47#、48# 560.57 11萬
110,000
B2 2# 351.78 8萬
80,000
B3 3# 351.78 8萬
80,000
B4 4# 237.93 6萬
60,000
B5 38#、39#、40# 359.47 8萬
80,000
B6 6# 191.73 5萬
50,000
B7 7# 552.27 11萬
110,000
B8 8# 191.73 5萬
50,000

C：跨界創意區
C: Crossover Creative Area
優化建議：跨界創意區由11棟廠房組成，廠房位置、面積、開間進深、層高均有所差別，建議將層高較高空間大的物業由我司分割為兩層出租，以增加可租賃面積。對于層高較矮面積較大的物業，建議通過內部間隔，將其分割為100-200平方米一間的小型物業，以滿足面積需求較小的公司進駐，同時小面積的分割也有利于租賃單價的提高。
Optimization Suggestion: The crossover creative area is composed of 11 factory buildings with different locations, areas, widths and depths, and heights, so we recommend dividing the relatively higher property with large space to two floors to rent by our company, so as to increase the rental area. For the relatively lower property with large area, we recommend implementing internal separation and dividing into the small property with 100-200m2 to meet the demand of small companies. Meanwhile, the division of small area also promotes the rental unit price.
價格建議：目前部分物業已簽訂合同或租賃意向。
Price Suggestion: At present, the contract or rental intention has been signed for partial properties.
價格表：Price List:
區域編號
Area Number  原對應編號
Former Corresponding Number 建筑面積（㎡）
Building Area (m2) 采用策略
Strategy  租賃價格（元/㎡/月）
Rental Price (yuan/ m2/month)
C1 17# 695.00 紡工貿自用
Used by Guangzhou Textiles Industry & Trade Holding Ltd. 
C2 18# 1120.81 崔華峰預定
分割兩層出租
Scheduled by Cui Huafeng
Divided into two floors to rent 按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
C3 19# ——  70元/㎡/月
70 yuan/m2/month
C4 20# 204.10  80元/㎡/月
80 yuan/m2/month
C5 21# 1233.40  80元/㎡/月
80 yuan/m2/month
C6 24# 1502.75  85元/㎡/月
85 yuan/m2/month
C7 27# 1331.42 分割為100-200㎡小面積出租
Rent in small areas through dividing into 100-200 m2 70元/㎡/月
70 yuan/m2/month
C8 37# 561.94 改樓梯位置，將一、二層組合，增加租賃面積
Change the staircase position and combine the first and second floors to increase the rental area 70元/㎡/月
70 yuan/m2/month
C9 30# 1256.17 分割為100-200㎡小面積出租
Rent in small areas through dividing into 100-200 m2 70元/㎡/月
70 yuan/m2/month
C10 22# 932.40 分割兩層出租
Divide into two floors to rent  按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
C11 103# 763.20 分割兩層出租，附送天臺花園
Divide into two floors to rent and additionally present the roof garden   按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
C12 102# 1185.60 分割兩層出租Divide into two floors to rent 按分割后面積90元/㎡/月出租
Rent in 90 yuan/m2/month according to the area after division
D：展示發布區
D: Display and Release Area
優化建議：展示發布區包括T臺、多功能展廳等物業，可考慮增加外墻廣告發布位置以加強展覽發布氣氛、滿足客戶宣傳需求。
Optimization Suggestion: The display and release area possesses the properties of T platform and multifunctional exhibition hall, so the advertising sites can be increased in the external walls to strengthen the exhibition and release atmosphere and meet the propaganda demand of customers.
價格建議：T臺主要涉及長期經營，按日租形式進行租賃，目前廣州地區主要服裝發布場所的租賃情況并不理想（平均1個月舉辦一次），在市場培育前期，價格不適宜過高，如何招徠新絲路等專業T臺運營機構，可考慮采用部分外聘形式操作。
Price Suggestion: For the long-term operation, the T platform will be rented by the day. Since the rental situation of the current main fashion release sites in Guangzhou is not ideal (one time per month averagely), the price cannot be too high in the earlier stage of the market cultivation. The operation may resort to part outside employment to drum up the professional operation organizations of T platform like New Silk Road.
價格表：
Price List:
區域編號
Area Number 原對應編號
Former Corresponding Number  租賃價格（元/天）
Rental Price (yuan/day)
D1 65#（多功能展示廳）
65# (Multifunctional Exhibition Hall) 4萬
40,000
D2 接待廳
Reception Hall  1.5萬
15,000 6萬
60,000
D3 68#（T臺）
68# (T Platform)  5萬
50,000 
E：休閑紅酒區
E: Entertainment and Wine Area
優化建議：通過對防空洞的改造，打造廣州地區唯一地下酒窖，以紅酒銀行的概念進行經營，帶動地上物業租賃。
Optimization Suggestion: Create the only storage cellar in Guangzhou through reconstructing the air-raid shelter and operate based on the concept of wine bank to promote the over-ground property rent.
價格建議：目前尚處于規劃當中，具體價格有待建筑進一步落實后通過對紅酒、咖啡、西餐、雪茄等經營者考察再另行擬定。
Price Suggestion: The project is under planning, so the specific price will be additionally determined through investigating the operators of wine, coffee, western-styled food and cigar after the further construction of the building.
F：時尚名店區
F: Fashion Shop Area
優化建議：人流量將決定該區域的商業價值，故此如何吸引電視觀光塔廣場游客，T臺的經營情況將直接影響該區域租賃價格。在實際招商過程中，如租賃狀況未如理想，可考慮將其與品牌設計區融合。
Optimization Suggestion: The visitors flow rate determines the commercial value of the area, so how to attract the tourists of TV sightseeing tower and promote the operation of T platform will directly influence the rental price of the area. In the practical investment promotion process, if the rental situation is not good, it can be combined with the brand design area.
價格建議：目前正處于建設當中，具體價格將參考周邊臨街商鋪價格擬定。
Price Suggestion: The project is under construction, so the specific price will be determined referring to that of the neighboring frontage shops.