Shoukai is located in Songzhuang
On the eve of the National Day, Songzhuang in Tongzhou outside the Sixth Ring Road was extremely bustling. First, the residential project developed by Shoukai — Xiyue Jingyan was launched for sale. According to the official promotional poster, 508 units were subscribed at the first opening, with a de-sale rate reaching 89%.
Shortly afterwards, the commercial project about 1 kilometer away from Xiyue Jingyan — Shoukai Songzhuang LONG Street officially opened on the Mid-Autumn Festival. Leveraging the Mid-Autumn Festival holiday, the commercial street drew huge crowds, with over 200 events held in succession here as officially announced. It is also the first truly commercial project in the history of Songzhuang.
Shoukai Songzhuang LONG Street
Shoukai, which has been quiet for a long time, has become a hit in Tongzhou.
01
After the National Day, the popularity of this residential project is still on the rise.
According to public statistics from media, last week, Shoukai Xiyue Jingyan took the first place in Beijing's new home market sales with a transaction volume of 161 units. Compared with the transaction volume of 87 units in the previous week, it surged 85% month-on-month. As of October 15, Xiyue Jingyan had 255 units of online signing (out of a total of 571 units), and the online signing rate has exceeded 44%.
Source: Jinglou
In fact, long before the opening for sale, the market did not have high expectations for its sales performance.
This project is located in Songzhuang outside the Sixth Ring Road, which is not a core sector in Tongzhou. It has no advantages in rail transit, with the nearest subway station about 5 kilometers away. There are no subway plans for this area in the short term. At the same time, the urban interface of Songzhuang is quite ordinary, and many areas are waiting for demolition. Although supporting facilities such as Anzhen Hospital have been put into operation one after another in recent years, Songzhuang is still not a popular area for property purchase.
In addition, Songzhuang is relatively remote, basically relying on local regional customers, and the overall property purchase demand is inherently limited. Just one month before Xiyue Jingyan entered the market, the competing project in the same sector — Beitou Hejing had just opened for sale, and about 270 units were sold in just over a week, with a de-sale rate exceeding 51%. Moreover, the 79-166 ㎡ apartment type launched by Xiyue Jingyan highly overlaps with the products of the former. Beitou Hejing, which entered the market earlier, has diverted the limited customers in the sector in advance.
Therefore, under such conditions, Xiyue Jingyan won the sales championship, and its biggest attraction may come from the price.
According to the data, its average online signing price is only about 38,500 yuan/㎡, which is nearly 6,500 yuan/㎡ lower than the pre-sale average price of 45,000 yuan/㎡, equivalent to a 15% discount. At the same time, it is also about 1,700 yuan/㎡ cheaper than the online signing price of its competitor Beitou Hejing. However, when the land was acquired at the beginning, its floor price was about 2,000 yuan/㎡ higher than that of the latter. Between this high and that low, Shoukai's determination to exchange low prices for sales volume is fully demonstrated. Affected by this price, the de-sale of Beitou Hejing began to slow down, and the de-sale rate of its second phase is only about 30%.
From the perspective of products, Xiyue Jingyan does not hold back either.
It is said that this is Shoukai's first fourth-generation residential product in Beijing, with half of the buildings having overhead floors on the ground floor. The main apartment types are 79-166 ㎡, with north-south ventilation, arc corners, and a house occupancy rate of over 90%. Among them, the 79 ㎡ unit with three bedrooms and two bathrooms is very practical. In addition, the community is also equipped with a clubhouse of about 1500-2000 ㎡ and a sunken courtyard, which is a very good configuration among rigid-demand residential projects.
In addition, the overall market environment is also improving. Taking Tongzhou as an example, in the first 9 months of this year, the number of new home transactions and transaction area both increased by more than 50% year-on-year. Coupled with recent favorable policies such as optimized social security requirements for non-Beijing registered residents to purchase houses and extended mortgage terms, the wait-and-see sentiment of home buyers has been eased to a certain extent, and their confidence in property purchase is gradually recovering.
02
The commercial project that appeared almost at the same time as Xiyue Jingyan — Songzhuang LONG Street performed well in the initial stage of opening.
According to official data, its passenger flow on the first day reached 82,000 person-times, and the total passenger flow during the seven-day National Day holiday exceeded 200,000 person-times. Although it is not comparable to the previous level of 200,000 person-times of single-day passenger flow in places like Dajixiang, Songzhuang LONG Street has a good start among the newly opened projects in the same period.
On-site activities during the opening Source: Project official
After the National Day holiday, the author visited Songzhuang LONG Street on the spot and found that the block was no longer crowded with people as before. You can see parents playing with their children here, residents walking with their pets, and small groups of pedestrians wandering around the street-side cafes and small shops. Here, it is more like a daily leisure space for surrounding residents.
Songzhuang LONG Street
The whole project is an open block with architectural design integrating Chinese style elements, with red bricks, white walls and gray upturned eaves, full of classical charm. Various spiral staircases are designed in many places in the block, connecting surrounding buildings and street-side shops.
Songzhuang LONG Street
Benefiting from the heritage of Songzhuang, the "Painter Town", art elements can be seen everywhere here. For example, small components such as signboards are artistically designed, full of aesthetic feeling; on the south side of the block, artworks such as *Peace Rabbit* are moved to the walls of the buildings; the underground first floor is built into a five-color block based on five world-famous paintings of the Five Fortunes, restoring Van Gogh's *Sunflowers* and Monet's *Water Lilies* through wall paintings and installations. Walking here, you can experience the immersive feeling of "traveling in the paintings".
Songzhuang LONG Street
In terms of business formats, the art label is also very obvious. About 90 brands introduced at its opening, around 30% of which are art-related. It includes a large number of independent niche designer brands such as Xixi Pottery Studio, Pocket Nature, Elf Art and Wenzhi Xuan, as well as art spaces such as Silver Can Art, Xu Beihong Art Cultural and Creative Center, and Poly Art Studio, which have settled in at the same time.
Songzhuang LONG Street
In addition to the eye-catching aesthetic space, the leisure atmosphere of the whole block is also quite strong, which is very suitable for daily wandering. It can be seen that many drink shops are gathered on the first floor of the west side of the block. For coffee alone, there are well-known chain brands such as Starbucks and Luckin, as well as slightly niche brands such as Noddin Coffee. At the same time, the project is also equipped with leisure spaces such as Jinyi International Cinema and Time Gate to enrich the daily experience of residents.
The pet-friendly feature here is also worth mentioning. On the green land on the west side, Songzhuang LONG Street has created a "Paw Paradise" pet activity area for pet-raising families. Next to it, there is also a professional pet service store Wish Pet Park, which provides pet fitness and other services. When the author wandered around that day, he saw many residents coming for a walk with their pets.
Songzhuang LONG Street
From the perspective of project positioning and business format layout, Songzhuang LONG Street belongs to an art-themed commercial complex. Its target customer groups are basically literary youth and art enthusiasts in the sub-center and Beijing urban area.
However, Songzhuang is located outside the Sixth Ring Road, 5 kilometers away from the nearest subway station, and it takes more than an hour to drive from the urban area. The reason for going there just for check-in does not seem to be sufficient, so it needs to have sufficient "irreplaceability" in the lifestyle experience and be able to promote consumption conversion.
However, the threshold for art consumption on LONG Street is not low. The prices of various products such as ceramics and silverware in the shops start from several hundred yuan, and the high ones can reach several thousand yuan, which is not friendly to young customer groups whose main purpose is to check in.
It can also be seen from its positioning of "A Habitat of Life Aesthetics under Canal Culture" that "life" is the core. The villagers in the surrounding resettlement villages and the artists living in Songzhuang should be its core customer groups.
But this goes back to the contradiction of business formats. If it is a community commercial project, then the large proportion of art stores seems inappropriate: on the one hand, it is difficult to attract local villagers; on the other hand, the artists who have been rooted in Songzhuang for a long time rarely consume in the art retail stores on the block.
Songzhuang LONG Street
The core demand of everyone is still to meet daily consumption. The existing business formats such as Miniso and Xingfu Rongyao Supermarket are more in line with the demand; in terms of catering, most of the current brands are fast food brands such as McDonald's, with limited attractiveness. Moreover, in the fast food sector, the area around Xiaopu Cultural Square on the south side has already gathered various restaurants. To form differentiation, LONG Street needs to introduce more high-quality catering brands. At this stage, the supply is slightly insufficient, with only a few individual stores such as Pigeon Nest.
In the commercial sector, Shoukai is not a senior player, and there are only a few mature commercial projects such as Shoukai Fumao in Beijing. Songzhuang LONG Street is only its second LONG Street product project, and the customer groups of Songzhuang and Huilongguan are very different.
Take Huilongguan LONG Street as an example, its main service targets are hundreds of thousands of office workers and residents in the surrounding area. Therefore, in the business format planning, it takes catering, which is most needed by the public in daily life, as the core main force. It is understood that nearly 120 brands were introduced when the project opened, and the catering accounted for more than 50%. Combined with markets, music roadshows, New Year's Eve IP and other activities, its operating performance is getting more and more eye-catching.
In the first half of this year, its average daily passenger flow reached 22,700 person-times, a year-on-year increase of 9%. In the three years since its opening, the cumulative passenger flow has exceeded 30 million person-times, with an annual compound growth rate of over 32%, and the occupancy rate of first-store brands exceeds 65%.
At the same time, Huilongguan LONG Street is still innovating in operation. At the end of June this year, Hongyun Alley, a catering block with the theme of Ming Dynasty style, opened, combining catering formats with immersive scenes. This strong atmosphere of daily life