苏河美欣公寓双月考察：个人IP时代的“商改住”思路

Core Viewpoint - The global commercial real estate market is undergoing profound changes driven by economic factors, supply and demand shifts, and changes in office models. Shanghai is actively promoting the renovation of existing commercial buildings, encouraging multifunctional use, including converting office spaces into affordable rental housing and service apartments [3][4]. Group 1: Market Trends and Initiatives - Shanghai's action plan for 2024-2027 emphasizes the renovation and enhancement of commercial buildings, allowing for diverse functionalities [3]. - The Suhe Meixin Apartment, a pilot project for the "commercial to residential" policy, officially opened on September 1, 2023, and serves as a talent apartment for internet content creators [3][4]. - Research indicates that the demand for space is shifting rather than disappearing, with high-quality creators emerging as new "micro-enterprises" driving the need for urban space renewal [3][4]. Group 2: Project Details and Historical Context - The Suhe Meixin Apartment is located at a historically significant site, having undergone three transformations since 1865, and is now a pilot for the "commercial to residential" model [6][7]. - The project was initiated by Sheneng Group and Huangpu District Jinwaitan Group, aiming to convert the original Meixin Building into affordable rental housing [6][7]. - The building's previous vacancy rate was approximately 30%, with rental prices at 60% of surrounding Grade A office buildings, indicating a significant opportunity for value enhancement through conversion [7]. Group 3: Design and Community Integration - The renovation includes a mix of commercial spaces and residential units, with a focus on creating a community that supports high-end talent needs [10][18]. - The design emphasizes open spaces that blur the boundaries between the building and the riverside, enhancing interaction and community engagement [18]. - The project aims to create a "service community" with amenities that cater to both residents and the public, fostering a vibrant urban environment [18][20]. Group 4: Target Demographics and Market Feedback - The tenant demographic ranges from 20 to over 60 years old, with a significant presence of internet content creators, contrasting with traditional business elites [21]. - The project aligns with the growing trend of personal branding, where living spaces are extensions of personal identity, particularly for content creators who value location and environment [21][22]. - The rental range for eligible content creators is between 12,000 to 40,000 yuan per month, reflecting the project's aim to enhance the living experience for creative professionals [20][21].