多元协同+深耕创新：2025年的绿城商用探索差异化壁垒

Core Insights - The article highlights the innovative "ecological synergy" model adopted by Greentown Commercial, which allows the company to transcend traditional competition in the commercial real estate sector and build unique competitive barriers [2][25] - Greentown Commercial is transitioning from being a "space provider" to an "organic ecosystem builder," focusing on multiple business lines such as commercial, hotel, and apartment sectors [2][25] Group 1: Ecological Synergy Model - Greentown Commercial has established a dual foundation for its ecological synergy practice: a member system that integrates asset data and rights, and the creation of cross-scenario experiences through rich content [3][26] - The "Guiyuehui" membership platform, launched in October 2025, serves as the core of Greentown's synergy strategy, integrating rights across commercial, hotel, and apartment sectors, with over 1.177 million members by December 2025 [4][27] - The membership system allows for seamless rights circulation across different business lines, enhancing user engagement and breaking down traditional data silos [4][27] Group 2: Emotional Content and Thematic Activities - Greentown Commercial has launched six major thematic activities in 2025, including "SUPER Green Enjoyment Festival" and "Year-End Celebration," which foster interaction across various business lines and enhance brand presence [6][28] - The "SUPER Green Enjoyment Festival" involved 130 projects across 26 cities, promoting consumer engagement and encouraging users to explore services beyond their usual consumption patterns [6][28] - The "Year-End Celebration" created a festive community by integrating traditional crafts and workshops into the hotel, commercial, and apartment sectors, achieving a complete operational loop [7][29] Group 3: Diverse Business Operations - Greentown Commercial has demonstrated flexibility in managing diverse commercial projects, effectively activating existing assets through targeted content and innovative combinations of different business types [8][30] - The "Qingyue Food Light" area in Zhuji Qingyue City achieved significant sales and foot traffic increases, with sales exceeding 1.1 million within three days of opening [10][32] - The opening of Qingdao GT PLAZA in 2024 marked a successful high-end commercial venture, featuring over 50% first-store ratio and quickly becoming a regional commercial hotspot [12][34] Group 4: Hotel and Cultural Integration - Greentown's hotels are evolving into high-end experience centers, offering specialized services such as pet-friendly accommodations and wellness programs [16][38] - The "Intangible Cultural Heritage Season" initiative in 2025 integrated local crafts and cultural elements into the hotel experience, enhancing customer satisfaction and brand connection [18][40] - Greentown's hotel business ranked first among major domestic hotel management groups for 12 consecutive months, showcasing its sustainable market appeal [18][40] Group 5: Apartments and Industrial Parks - The apartment and industrial park sectors serve as the foundational "capillaries" of Greentown's ecological network, effectively delivering value to end-users and fostering community engagement [20][42] - The "Aoyu" apartment brand operates 25 projects, achieving high occupancy rates and customer satisfaction through tailored services and community activities [20][42] - The industrial park business focuses on integrating resources to empower enterprise development, exemplified by the "Green Peak Center" and "Green Pearl Innovation Center" initiatives [20][42] Group 6: Strategic Exploration and Future Outlook - Greentown Commercial is navigating the challenges of the commercial real estate sector by emphasizing deep operations and ecological interconnectivity, rather than merely competing on scale [22][44] - The successful acquisition of the "Haichuang Base" marks a pivotal shift, allowing Greentown to market its ecological synergy capabilities beyond its own assets [22][44] - The company's future endeavors, including personalized projects and the expansion of light asset models, represent a long-term experiment in creating commercial ecological value [22][44]