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Translation - English Portman, as the most high-end office building in Ningbo, has been put into use and enjoys the best location in the central city. With excellent facilities such as hotels and restaurants, modern and elegant façade, it is absolutely a second to none office building in Ningbo, especially after the prestigious Sheraton Hotel was introduced.
However, after being put into service, the leasing situation is not favorable. It is largely because of the fact that most of the clients are investors which is their promotion method during the pre-sales phase.
Lots of problems are left behind due to this investor-dominant factor. Firstly it is not for simple use by the user; secondly, frequent buying & selling; thirdly, less superior caused by the above 2 factors.
Current occupancy is 60%, significantly increased over last year, mainly because some major shipping company has been introduced to bring about lots of middle & small scale trading companies to improve the leasing situation.
Most of the tenants in Portman have very good reputations. The companies are well regulated and concern a lot about the working environment and integral facilities of the building.
1. Urban operator Jin Zhou Real Estate Development’s big picture;
2. Architecture master, Professor Gao Yu Jiang’s plan of world-class architecture;
3. Staggering short slab: only 8-meter deep;
4. Open style: mass right angle area to the exterior;
5. 3rd generation Low E coated insulating glass curtain wall;
6.2 sky gardens, with more than 1000m2 gross area;
7. Interior spiral stairs: easy and close access within the building and floors;
8. Pure use for office: avoid all unnecessary facilities, with a lobby over 600m2 and 6-meter high, where the proportion of the width and height meets with the optimal dimension of space psychology. 3 conference rooms, total area 390sqm, 3.1 meter wide elevator corridor, 5 elevators.
English to Chinese: English to Chinese (architecture)
Source text - English Foreword
Great Cities are about People! Not just in terms of how they live, work or play…but also in how they are able to contribute and in the memories they leave behind. Where would New York be without its Rockefeller, Chicago without its Burnham, or Paris without its Haussmann? These are but a few of a countless unsung heroes that have given their cities its identity, its heritage and cultural flavor. It is these unique elements left behind that act in a city to ultimately transcend in becoming great places.
As a modern and burgeoning metropolitan Tianjin has always been a great city; full of history, culture, energy and life. Apart from historically being one of China’s most important cities; acting as the economic and trading center during the Qin and Concession periods, to its present-day role as a successful free economic zone and gateway into China; Tianjin is also a true renaissance city in being one of the earliest cities in China in modern times to introduce Western cultures and in creating a city culture of its own with both Chinese and Western character. This pedigree has given Tianjin a special atmosphere, imparted by its history and people, which make the city’s urban quarters and streets wondrous places to live, work, explore and visit.
With Tianjin’s continued rapid growth it is thus more important than ever to preserve and revitalize its cultural and historical assets. The Juke Maodi of Wudadao is one of those pieces. As the former British Concession, Wudadao is an essential part of the city’s “soul” on multiple levels, on multiple fronts. From its blend of Chinese and European urban grain and buildings, historical 5 Boulevards, past and present-day events…down to the influences of the people, both local and foreign, whom once lived in this area and left their mark not just on the city, but also the nation.
The current status quo of recent development in the city however has unfortunately seen to the dilapidation of Wudadao. Its historical edges have been nibbled away for newer and taller developments which lack a middle layer. Uses have followed more of a mono-use versus integrative mixed-use pattern needed to ensure long-term sustainability and flexibility, especially in this part of the city center. Likewise its historical buildings are under disrepair, with the stories that once defined this area and the people who lived in them gradually lost over time.
Juke Maodi of Wudadao provides a unique opportunity to embrace and revitalize this area as a place for cultural thinking and activities; preserving its history and in following the spirit of the city’s past, adding to the atmosphere which makes Tianjin special. The proceeding design proposes a mix of uses including culture, entertainment, community, retail, office, and residential blended together to create a network of public realm and green spaces that reinforce the area; creating a strong and vibrant 24 hours a day, 7 days a week, amenity-based district that allows the historical story and journey of Wudadao to unfold for residents and visitors alike. It is our aim to create a benchmark in China that sets the new precedent in preservation, urban revitalization, and of providing a timeless element for the city.
Geographic Facts
Tianjin is located along the northern part of China’s coastal region and the northern end of the Grand Canal of China which connects with the Huang He and Yangtze rivers. Historically, the city has served as an important economic and trading center during the Qin and Concession periods, continuing to do so in its present form as a key special economic zone and gateway into China. From a two-hour flying radius Tianjin is strategically located as both an important destination and hub to other important metropolitan areas of China, Asian capitals and cities.
Regional Identity
Tianjin is the second largest city in the northern coastal area of China. Administratively it is one of four municipalities that have provincial-level status, reporting directly to the central government. Its urban area is the third largest in China, ranked only after Beijing and Shanghai.
As part of the Jing-Jin-Tang Regional Development Triangle, Tianjin is one of China’s fastest growing metropolitans undergoing rapid modernization and development. The city is strategically situated at the mouth of the Bohai Bay and serves as the main port for industrial services in the region. The opening of the new high speed rail line between Beijing and Tianjin has reduced travel time between the two cities to under 30 minutes, further cementing the strong relationship between the city and the capital. Recently the city has been becoming the back-of-house center for financial and commercial enterprises.
Metropolitan Character
The metropolitan area of Tianjin is comprised of two primary urban centers; from its historical city center along the emerging part of Haihe River’s embankments to the newer Binhai Economic Zone adjacent to the city’s ports and the Bohai Sea. Recently planned and future proposed developments in the outlying Dongli and Jinnan Districts will continue to see that strong city growth infill between the two centers and in becoming a contiguous urban corridor which moves towards Beijing.
Besides just as an important economic and trading center, Tianjin is also widely recognized for its abundance and diversity of natural amenities and resources. More than 40% of its land is devoted towards the use of agriculture, defined by a series of ecological and green corridors that are also home to important wildlife and fauna. With large petroleum and geothermal deposits, Tianjin is also destination retreat for resorts and world-class spas.
History and Influence of the Concessions
Tianjin is widely recognized for being one of the earliest cities in China in modern times to introduce Western cultures and in creating a city culture of its own with both Chinese and Western character. Regarded as a renaissance city, Tianjin holds a unique pedigree, imparted by the influences from its Concession period, which gives its urban quarters and streets a special atmosphere.
Altogether, eight concession districts developed in Tianjin representing the nine nations of: Austria, Belgium, Britain, France, Germany, Italy, Japan, Russia, and the United States. Each country left a long-lasting influence in the planning, development, architectural style, and spatial characteristic of their respective concession boundaries which still exist to present-day. Tianjin is a wealth of historical treasures with more than over a thousand buildings from this period still standing; acting as important pieces for its residents and in giving the city robust character.
Concession Timeline
Austro-Hungarian Concession – 1901 to 1917
Belgian Concession – 1902 to 1931
British Concession – 1860 to 1943
French Concession – 1861 to 1946
German Concession – 1899 to 1917
Italian Concession – 1901 to 1947
Japanese Concession – 1888 to 1945
Russian Concession – 1900 to 1924
United States Concession – 1869 to 1902
British Concession and Wudadao
Established in 1860 along the western banks of Haihe River, the former British Concession was one of the first foreign concessions to be granted in Tianjin. It was the largest concession, assimilating the U.S. concession in 1902, and was the political and cultural center of the city. It was an extraordinary period of time in the growth and development of the area, with over 2,000 buildings constructed in a wide variety of international architectural style; becoming an “international architecture exposition” and highlight for the city.
As part of the former concession, Wudadao (which means Five Great Roads) is located along the northeast quarter and encompasses the historical “5 Boulevard
As part of the former British Concession, Wudadao (which means Five Great Roads) is located along the northeast quarter and encompasses the five parallel and historical streets of: Machang, Mu Nan, Dali, Chengdu, and Chongqing. The streets have a total length of 17 kilometers and an area of approximately one square kilometer. It is comprised of more than 230 Western-style
As part of the former concession, Wudadao is located along the northeast quarter and encompasses the historical “5 Boulevards.” The “5 Boulevards” are five parallel streets with a total length of 17 kilometers and an area of approximately one square kilometer. It is comprised of more than 230 Western-style villas and 50 former residences of renowned foreign figures built by European countries in the 1920s and 1930s.
Sustainable Design Principles
Our goal in the urban revitalization of Wudadao’s Juke Maodi is to create a sustainable urban development framework; one which gives to the community more than it takes away. Whilst the sustainability of our scheme can be met with careful attention to engineering and architectural devices, it will also address critical siting, preservation, adaptive reuse, transport and environmental issues towards the creation of a truly sustainable scheme.
Four Steps to a Sustainable Development
As described earlier our approach to the project is urban design led. We believe that to achieve a sustainable development we must approach this project using a four-step process:
1. The foundation for a successful and sustainable urban development should be masterplanned using time-proven practices and fundamentals of good urbanism. From the scale of neighborhood blocks, streets and edges; to the integration of public transportation, landscape, and wayfinding devices; to the right development density, mix and appropriate footprints.
2. The second building block for a successful and sustainable urban development is to create a community which is founded on the fundamentals of mixed-use. Cities should be vibrant and robust places, ensuring that developments are active helps to promote security, character and life.
3. The third building block for a successful and sustainable urban development is to apply the appropriate methods of building design which will reduce energy use and promote energy conversation; from both preserved and existing buildings to the newly constructed.
4. The fourth building block for a successful and sustainable urban development is to provide the social, cultural and educational resources which will attract and retain talent for multiple generations. Juke Maodi should be programmed to be trans-generational and address the needs of children, adults and the elderly…with the aim of becoming a true “heart” for the city.
We recognize that planning and development does not happen overnight and is subject to change over the course of the many years required to see them realized. We recommend and provide a framework plan that can be developed with maximum flexibility in mind. We also recommend a masterplan that can grow incrementally to allow for change in the market or economic forces. It is the desire that Juke Maodi can become a precedent model used towards the continued revitalization strategy for the rest of the Wudadao District and for other urban quarters of the city. It is these overriding concerns which influences and shapes our thoughts. Therefore our goals and aspirations for the Juke Maodi Masterplan include:
Sense of Place. Create a unique sense of “place” for Juke Maodi. Capitalize on its unique location, identity, and history.
Mixed-use Development. Create a robust mixed-use district which provides a vibrant 24-hour commercial quarter of live, work, culture and entertainment and attracts people from the region.
Integrated Transportation. Integrated public transport and pedestrian systems to increase and improve the mobility of residents on a local and regional level.
Realizable. Provide a timetable for development which effects this transportation in a timely and efficient way. Recognize the need for financial viability and how it works with
Realizable. Provide a timetable for development which effects this transformation in a timely and efficient way. Recognize the need for financial viability to ensure short-term and long-term success.
Sustainable. Create a sustainable urban development which provides a high quality of life and attractions for current and future generations of Tianjin’s residents and visitors.
Translation - Chinese Foreword
前言
Great Cities are about People! Not just in terms of how they live, work or play…but also in how they are able to contribute and in the memories they leave behind. Where would New York be without its Rockefeller, Chicago without its Burnham, or Paris without its Haussmann? These are but a few of a countless unsung heroes that have given their cities its identity, its heritage and cultural flavor. It is these unique elements left behind that act in a city to ultimately transcend in becoming great places.
As a modern and burgeoning metropolitan Tianjin has always been a great city; full of history, culture, energy and life. Apart from historically being one of China’s most important cities; acting as the economic and trading center during the Qin and Concession periods, to its present-day role as a successful free economic zone and gateway into China; Tianjin is also a true renaissance city in being one of the earliest cities in China in modern times to introduce Western cultures and in creating a city culture of its own with both Chinese and Western character. This pedigree has given Tianjin a special atmosphere, imparted by its history and people, which make the city’s urban quarters and streets wondrous places to live, work, explore and visit.
With Tianjin’s continued rapid growth it is thus more important than ever to preserve and revitalize its cultural and historical assets. The Juke Maodi of Wudadao is one of those pieces. As the former British Concession, Wudadao is an essential part of the city’s “soul” on multiple levels, on multiple fronts. From its blend of Chinese and European urban grain and buildings, historical 5 Boulevards, past and present-day events…down to the influences of the people, both local and foreign, whom once lived in this area and left their mark not just on the city, but also the nation.
The current status quo of recent development in the city however has unfortunately seen to the dilapidation of Wudadao. Its historical edges have been nibbled away for newer and taller developments which lack a middle layer. Uses have followed more of a mono-use versus integrative mixed-use pattern needed to ensure long-term sustainability and flexibility, especially in this part of the city center. Likewise its historical buildings are under disrepair, with the stories that once defined this area and the people who lived in them gradually lost over time.
Juke Maodi of Wudadao provides a unique opportunity to embrace and revitalize this area as a place for cultural thinking and activities; preserving its history and in following the spirit of the city’s past, adding to the atmosphere which makes Tianjin special. The proceeding design proposes a mix of uses including culture, entertainment, community, retail, office, and residential blended together to create a network of public realm and green spaces that reinforce the area; creating a strong and vibrant 24 hours a day, 7 days a week, amenity-based district that allows the historical story and journey of Wudadao to unfold for residents and visitors alike. It is our aim to create a benchmark in China that sets the new precedent in preservation, urban revitalization, and of providing a timeless element for the city.
Tianjin is located along the northern part of China’s coastal region and the northern end of the Grand Canal of China which connects with the Huang He and Yangtze rivers. Historically, the city has served as an important economic and trading center during the Qin and Concession periods, continuing to do so in its present form as a key special economic zone and gateway into China. From a two-hour flying radius Tianjin is strategically located as both an important destination and hub to other important metropolitan areas of China, Asian capitals and cities.
Tianjin is the second largest city in the northern coastal area of China. Administratively it is one of four municipalities that have provincial-level status, reporting directly to the central government. Its urban area is the third largest in China, ranked only after Beijing and Shanghai.
As part of the Jing-Jin-Tang Regional Development Triangle, Tianjin is one of China’s fastest growing metropolitans undergoing rapid modernization and development. The city is strategically situated at the mouth of the Bohai Bay and serves as the main port for industrial services in the region. The opening of the new high speed rail line between Beijing and Tianjin has reduced travel time between the two cities to under 30 minutes, further cementing the strong relationship between the city and the capital. Recently the city has been becoming the back-of-house center for financial and commercial enterprises.
The metropolitan area of Tianjin is comprised of two primary urban centers; from its historical city center along the emerging part of Haihe River’s embankments to the newer Binhai Economic Zone adjacent to the city’s ports and the Bohai Sea. Recently planned and future proposed developments in the outlying Dongli and Jinnan Districts will continue to see that strong city growth infill between the two centers and in becoming a contiguous urban corridor which moves towards Beijing.
Besides just as an important economic and trading center, Tianjin is also widely recognized for its abundance and diversity of natural amenities and resources. More than 40% of its land is devoted towards the use of agriculture, defined by a series of ecological and green corridors that are also home to important wildlife and fauna. With large petroleum and geothermal deposits, Tianjin is also destination retreat for resorts and world-class spas.
Tianjin is widely recognized for being one of the earliest cities in China in modern times to introduce Western cultures and in creating a city culture of its own with both Chinese and Western character. Regarded as a renaissance city, Tianjin holds a unique pedigree, imparted by the influences from its Concession period, which gives its urban quarters and streets a special atmosphere.
Altogether, eight concession districts developed in Tianjin representing the nine nations of: Austria, Belgium, Britain, France, Germany, Italy, Japan, Russia, and the United States. Each country left a long-lasting influence in the planning, development, architectural style, and spatial characteristic of their respective concession boundaries which still exist to present-day. Tianjin is a wealth of historical treasures with more than over a thousand buildings from this period still standing; acting as important pieces for its residents and in giving the city robust character.
Established in 1860 along the western banks of Haihe River, the former British Concession was one of the first foreign concessions to be granted in Tianjin. It was the largest concession, assimilating the U.S. concession in 1902, and was the political and cultural center of the city. It was an extraordinary period of time in the growth and development of the area, with over 2,000 buildings constructed in a wide variety of international architectural style; becoming an “international architecture exposition” and highlight for the city.
As part of the former concession, Wudadao (which means Five Great Roads) is located along the northeast quarter and encompasses the historical “5 Boulevard
As part of the former British Concession, Wudadao (which means Five Great Roads) is located along the northeast quarter and encompasses the five parallel and historical streets of: Machang, Mu Nan, Dali, Chengdu, and Chongqing. The streets have a total length of 17 kilometers and an area of approximately one square kilometer. It is comprised of more than 230 Western-style
As part of the former concession, Wudadao is located along the northeast quarter and encompasses the historical “5 Boulevards.” The “5 Boulevards” are five parallel streets with a total length of 17 kilometers and an area of approximately one square kilometer. It is comprised of more than 230 Western-style villas and 50 former residences of renowned foreign figures built by European countries in the 1920s and 1930s.
Our goal in the urban revitalization of Wudadao’s Juke Maodi is to create a sustainable urban development framework; one which gives to the community more than it takes away. Whilst the sustainability of our scheme can be met with careful attention to engineering and architectural devices, it will also address critical siting, preservation, adaptive reuse, transport and environmental issues towards the creation of a truly sustainable scheme.
As described earlier our approach to the project is urban design led. We believe that to achieve a sustainable development we must approach this project using a four-step process:
1. The foundation for a successful and sustainable urban development should be masterplanned using time-proven practices and fundamentals of good urbanism. From the scale of neighborhood blocks, streets and edges; to the integration of public transportation, landscape, and wayfinding devices; to the right development density, mix and appropriate footprints.
2. The second building block for a successful and sustainable urban development is to create a community which is founded on the fundamentals of mixed-use. Cities should be vibrant and robust places, ensuring that developments are active helps to promote security, character and life.
3. The third building block for a successful and sustainable urban development is to apply the appropriate methods of building design which will reduce energy use and promote energy conversation; from both preserved and existing buildings to the newly constructed.
4. The fourth building block for a successful and sustainable urban development is to provide the social, cultural and educational resources which will attract and retain talent for multiple generations. Juke Maodi should be programmed to be trans-generational and address the needs of children, adults and the elderly…with the aim of becoming a true “heart” for the city.
We recognize that planning and development does not happen overnight and is subject to change over the course of the many years required to see them realized. We recommend and provide a framework plan that can be developed with maximum flexibility in mind. We also recommend a masterplan that can grow incrementally to allow for change in the market or economic forces. It is the desire that Juke Maodi can become a precedent model used towards the continued revitalization strategy for the rest of the Wudadao District and for other urban quarters of the city. It is these overriding concerns which influences and shapes our thoughts. Therefore our goals and aspirations for the Juke Maodi Masterplan include:
Mixed-use Development. Create a robust mixed-use district which provides a vibrant 24-hour commercial quarter of live, work, culture and entertainment and attracts people from the region.
Integrated Transportation. Integrated public transport and pedestrian systems to increase and improve the mobility of residents on a local and regional level.
联运 整合公交和人行系统以增加和改善居民在当地和地域内的流动性。
Realizable. Provide a timetable for development which effects this transportation in a timely and efficient way. Recognize the need for financial viability and how it works with
Realizable. Provide a timetable for development which effects this transformation in a timely and efficient way. Recognize the need for financial viability to ensure short-term and long-term success.
Sustainable. Create a sustainable urban development which provides a high quality of life and attractions for current and future generations of Tianjin’s residents and visitors.
可持续性 建立一种可持续发展的城市开发，为天津的市民和游客及后代提供高品质的生活和旅游景点。
Chinese to English: Chinese to English (architecture)
客户需提供的前期设计资料
在规划设计工作开展前，收集准确的前期设计资料是非常有必要的。在****及其团队开始进行设计之前，客户需要提供或准备的资料包括：
• 尽量准确的基地测绘地形图、红线图，场地范围包括：
o 基地红线交叉点的坐标（包括水域区域）
o 基地地表等高线，周边地块形及规划路网的情况
o 通行权说明
o 周围道路的宽度、到达基地的限制和转弯半径等
o 基地现状构筑物分布位置及需保留的建筑、植物或其它物体
o 现状或规划中的市政设施条件
o 本基地的水文概要报告
• 建筑物退线要求
• 准确计算的基地面积
• 初步的基地土壤测试及地下水深度等测绘报告，来决定建筑物地下室的经济可行性
• 核实当地政府的法令法规对该基地的制约条件，如建筑物最大高度、占地面积、容积率等。如果在我们开始进行设计之后，才发现有以前不明的限制条件存在，****认为由此限制条件的所产生的设计更改，将使****有权要求增加设计费。
• 项目设计任务书：
o 项目用途（功能类型、楼层面积、户数等）
o 初步的项目投资预算（建造预算的标准），包括：
场地平整预算
建筑施工预算
基地外部环境改造预算
项目建造总造价预算
o 水域泊位部分的水文技术处理建议
o 面积的计算方法及预期的使用率，最大/最小可使用进深
o 停车要求，车位及车道尺寸（法规的最低标准？）
o 相对具体的期望建筑风格（建筑、景观）
o 双方初步同意的设计进度表
Translation - English ATTACHMENT A 附件 A
**** SCOPE OF SERVICES ****服务范围
**总体概念规划
2009年02月13日
Conceptual Master Plan of Beijing Tian Hong Project
Feb 13th, 2009
****团队将负责完成本项目总体概念规划工作中的以下部分：
**** team’s work scope of conceptual master plan of the project is as below:
****工作范围将包括最初的与客户房地产开发市场分析及经济咨询顾问协作，寻找最适合该区域的开发计划，及随后的概念性总体规划方案，包括土地使用和交通组织的布局，及主题设计特征和开发导则。
****’s work scope includes the preliminary market analysis of the real estate development for the client and cooperation with economic consultants to seek for the best development plan for the area and the following conceptual master plan, which includes land use and circulation planning, as well as design features and development guidelines.
客户需提供的前期设计资料
Design data provided by the clients
在规划设计工作开展前，收集准确的前期设计资料是非常有必要的。在****及其团队开始进行设计之前，客户需要提供或准备的资料包括：
It is necessary to collect accurate design data at an early phase before the planning. The data provided or prepared by the clients before the design work by **** include:
• 尽量准确的基地测绘地形图、红线图，场地范围包括：
• Topography map of site survey, red line drawings and site area as accurate as possible include:
o 基地红线交叉点的坐标（包括水域区域）
o Coordinates of intersections of the red lines of the site (including water area)
o 基地地表等高线，周边地块形及规划路网的情
o Ground surface contour lines of the site and conditions of the surrounding area and planned road networks
o 通行权说明
o Right-of-way description
o 周围道路的宽度、到达基地的限制和转弯半径等
o Width of the surrounding roads, limits of site access and turning radius, etc.
o 基地现状构筑物分布位置及需保留的建筑、植物或其它物体
o The distribution of the structures of the site and architectures, plants or other objects that need preservation.
o 现状或规划中的市政设施条件
o Conditions of existing or planned civic infrastructure
o 本基地的水文概要报告
o Hydrological summary of the site
• 建筑物退线要求
• Setback requirements
• 准确计算的基地面积
• Accurate site area
• 初步的基地土壤测试及地下水深度等测绘报告，来决定建筑物地下室的经济可行性
• The initial survey report on site soil testing and groundwater depth to determine the economic feasibility of the building basement
• 核实当地政府的法令法规对该基地的制约条件，如建筑物最大高度、占地面积、容积率等。如果在我们开始进行设计之后，才发现有以前不明的限制条件存在，****认为由此限制条件的所产生的设计更改，将使****有权要求增加设计费。
• To verify the restrictions of the site by local regulations and laws, such as maximum height, site area, plot ratio, etc. For any restrictions identified after the start of the design work, which remain unclear previously, **** is entitled to increase design fee for the design change due to these restrictions.
• 项目设计任务书：
• Design progarmme
o 项目用途（功能类型、楼层面积、户数等）
o Purposes (land uses, area of each floor, unit number, etc.) of the project
o 初步的项目投资预算（建造预算的标准），包括：
o Initial investment estimation (the standard of building cost estimation), includes:
场地平整预算
Grading cost estimate
建筑施工预算
Construction cost estimate
基地外部环境改造预算
Site external environment renovation cost estimate
项目建造总造价预算
Total construction cost estimate of the project
o 水域泊位部分的水文技术处理建议
o Technical suggestions on berth of the water area from hydrological point of view
o 面积的计算方法及预期的使用率，最大/最小可使用进深
o The calculation method of area and expected occupancy, max/min usable depth
o 停车要求，车位及车道尺寸（法规的最低标准？）
o Parking requirements, and dimensions of parking place and driveway (minimum requirements of the regulations)
o 相对具体的期望建筑风格（建筑、景观）
o Relatively expected detailed architectural style (architecture & landscape)
o 双方初步同意的设计进度表
o Initially agreed design schedule by both parties
为了更好地促进相互之间的沟通与理解，****鼓励客户可以提供图片或文字来说明他们的对项目的喜好和嫌恶。
For better communication and understanding between both parties, **** would encourage the client to provide pictures or descriptions to express their likes and dislikes.
总体概念规划服务范围:
Work scope of the conceptual master plan
****将在大约10个星期的时间内，完成该项目的总体概念规划设计，最终提交一份总体规划报告。
**** will complete the conceptual master plan for the project in approximate 10 weeks and submit a copy of mater plan report finally.
步骤一：前期资料收集，初步概念以及现场考察及座谈
Phase 1: preliminary data collection, preliminary concept and site visit and discussion
1A. 前期资料收集与初步概念设计 – ****根据客户所提供的项目资料，以及从INTERNET上收集的场地背景情况，在一星期内对项目进行前期场地分析，形成几个初步总体概念“Big Idea Concepts”，以辅助与客户现场会议时的沟通。
1A. Preliminary data collection and conceptual design – **** will execute site analysis according to the project data provided by the client and background information collected from the INTERNET in one week to form a few preliminary Big Idea Concepts to facilitate the communication with the client in the meetings.
1B.现场勘察 – ****将与客户及客户所聘用的有关顾问单位一道召开现场会议，以明确了解：
1B. Site visit – **** will have meetings with clients and consultants hired by the clients to clearly understand:
• 客户开发目标、策略以及要求；
• Client’s development goal, strategy and requirements;
• 所有可能提供的背景分析资料以及基地信息；
• All background analysis data and site information
• 现有及预估的产权所有情况，基地边界及地形、地貌说明；
• Current and estimated property right information, descriptions of site boundary and topography, land features, etc.
• 客户期望的开发方式，如使用方式、要求的操作方式、阶段划分以及项目设计特色；
• The way of development, utilization, and operation, design phases and project features expected by the client;
• 现有基地状况，包括完整的基地照片、周边基地状况以及类似的竞争对手情况。
• Current site conditions include complete site images, surrounding area conditions of the site and similar competitors’ information.
需要特别提出的是：工作会议需要包括现场勘察和对周边地区的考察。同时，要“广开思路”，探讨并找出该项目的开发概念及潜在的用途。
What needs to be stressed is: the work meetings include site visit and surrounding area investigation. Meanwhile, we need to explore ideas for finding out the development concept and potential utilizations for the project.
1C.开发计划（Development Program）座谈
1C. Development program discussion
****将和业主及其它专业市场经济顾问一道讨论业主的初步开发计划，根据市场需求及投资效益比对项目内的各种土地使用的经济技术指标进行比较详细的量化，作为下一步具体设计工作的基础。
**** will discuss with the client and professional market economy consultants about the preliminary development program based on market demand and the comparison of the investment profit and all kinds of land-use guidelines for quantization and foundation of following design work.
1D. 现场设计
1D. On-site design
****团队将在北京进行为期两天的现场设计。根据现场勘查的发现以及客户及其顾问团队的会谈结果结合开发计划座谈的结果，对我们带来的几个初步概念“Big Idea Concepts” 进行调整，或提出全新的概念或规划框架，并在第二天的下午向客户进行汇报及讨论。该现场设计将为接下来的工作提供明确的设计方向。
**** team will execute on-site design for 2 days in Beijing. According to the results of the site visit, the meetings with the consultants and the discussions of the development program, we will adjust the big idea concepts or generate a whole new idea or planning frame. And the presentation and discussion with the client will be on the afternoon of the next day. The on-site design will help provide a clear design direction for the following design work.
步骤二：初步总体概念规划及备选方案
Phase 2: preliminary conceptual master plan and backup options
2A.场地分析
2A. Site analysis
****将开始对场地进行一系列的分析，以确定整个项目的开发商机和制约因素。这将包括前期收集和分析的场地背景情况、利用实地考察记录的现场情况，研究基地的通达性及交通组织、预测开发商机及制约因素，其中包括分析地形坡度、景观、植被、绿地、阳光照射条件、景观及相应的气候条件、土地对各种不同开发用途的基本适用性及开发模式等。
**** will execute a series of site analyses to determine the business opportunities and the obstructions for the development. These will include preliminary collection and analysis of the background information of the site, site accessibility study and circulation of the site by using the record of the site investigation, forecasting the business opportunities for the development and obstructions, which include topographic slope, landscape, plants, green land, sunshine condition, landscape and relevant weather condition, land adaptability in land uses and development model, etc.
2B.备选的选规划方案
2B. Backup options for the planning
在场地分析、市场及经济可行性报告（如果业主可以提供）、开发计划及现场设计成果的基础上，我们将制定、测试并精选深化出最有潜力的概念，确定出“大概念”、指导原则、以及此项目中体现设计特性之处。****将提出最少3个备选规划设计概念，来研究适当的建筑布局及土地使用规划，并通过客观地研究每一方案优缺点，****将向业主提出我们认为的首选方案。
We will make, try out, select and develop the concept with the greatest potential to determine the “Big Idea Concept”, guidelines and issues that represent the design features of the project according to the site analysis, market and economic feasibility report (if provided by the client), development program and on-site design deliverable. **** will work out at least 3 backup design concepts for the planning to study the appropriate architectural layout and land use planning and to determine ****’s preferred plan by objectively studying each plan’s advantages and disadvantages.
2C.开发计划的调整
2C. Adjustment of the development program
针对每个备选的规划方案，及项目场地的地缘条件、市场商机和项目开发策略定位等因素，****对业主的初步开发计划提出我们的调整意见，供客户审核并选择最具备成功可能性的概念或概念组合，以保证在满足客户的目标、市场及项目场地的条件以及项目的经济可行性和持久性等诸多因素中找到最佳的结合。同时，在满足足够大的初始开发量（Critical Mass）的基础上，制定分期开发策略，以满足规划所预测的市场吸收率，并获得最佳资金流动，以保障该项目效益的可持续性发展。
**** will make suggestions on the adjustment of the initial development program by the client based on each option, geopolitical conditions of the site, market opportunities and strategic positioning of the development, and other factors for client’s review and to select the concept or the combination of the concepts that is most likely to be successful to ensure the best combination of factors such as meeting with client’s goals, market and site conditions, project’s economic feasibility and sustainability. Meanwhile, besides meeting with the requirement of the critical mass, we will make development strategy by phases to comply with predicted market absorption rate and obtain the best capital liquidity to make sure the sustainability of the profit of the project.
我们的阶段成果将对备选规划方案、开发计划以及设计主题进行概要介绍，并对这些候选方案以图纸方式进行说明。这些展示将包括：
The deliverable of the phase includes a general introduction of the backup plans, development program and design features and drawings of these plans. The presentation includes:
1. 主要的设计概念分析图
Main analysis drawings of design concepts
2. 土地使用分析图：土地使用的类型、强度和组织
Land use analysis diagram: land uses, strengths and compositions
3. 入口/循环/交通规划
Access/cycle/circulation plan
-车辆
Vehicle
-服务和紧急通道
Service and emergency corridor
-行人
Pedestrian
-公共交通
Public transport
4. 关键区域的初步设计方案，包括建筑物体量、开放空间和景观特色的总体布局、密度和建筑风格等。
Preliminary design schemes of the critical areas including architectural massing, open spaces, general layout of the featured landscape, density and architectural style, etc.
5. 标志性建筑和重要入口的说明
Descriptions of landmark architecture and main entrances
6. 与相邻区域的关系/链接/缓冲区
Relationship/connection/transition area of the adjacent area
7. 关键的设计主题和开发风格（草图、照片等）
Key design themes and development style (sketches, pictures, etc.)
在本阶段工作结束后，****将前往北京，向业主作初步总体规划报告（第2次旅行）。并与业主及其他相关顾问公司一起对备选方案进行评估，最终产生一个首选方案。
With the completion of the work of this phase, **** will travel to Beijing to make the presentation of the preliminary master plan to the client (2nd travel) as well as evaluate the backup options with the client and other consultants to determine a final preferred plan.
步骤三：首选总体概念规划完善及总体概念规划终稿
Phase 3: Development of the preferred conceptual master plan and finalisation of conceptual master plan
在此阶段中，将对首选的总体规划方案进行进一步深化和改进。****将以在第二次旅行中所获得的业主和其他咨询方的资料为基础，按照有关市场分析的结果，对首选总体规划进行优化和改进，列明有关地区可到达性、可视性、土地利用、交通循环、建筑布局和密度方案、以及关键的开放空间/街道景色/景观特征等方面的建议。我们将向业主提交首选的总体规划方案（以电子邮件、传真、视频会议等形式），供业主审核、提出意见和批准。在收到客户批准之后，****团队将确定最终概念总体规划，并制定并提交最终的概念性总体规划文件和报告。这些文件和报告包括：
In this phase, we will further develop and improve the preferred master plan. **** will optimize and improve the preferred master plan based on the data provided by the client and other consultants during the 2nd trip and according to the result of market analysis to list plans of accessibility, visibility, land-use, circulation, architectural layout and density for the relevant areas, as well as suggestions on open space/street landscape/landscape features, etc. we will submit the preferred master plan option to our client (by emails/facsimiles/video conferences, etc.) for client’s review, suggestions and approval. Upon the receipt of client’s approval, **** team will finalise the conceptual master plan, generate and submit the documents and reports of the final conceptual master plan. These documents and reports include:
3A.概念性总体规划
3A. Conceptual master plan
经核准的首选规划方案，融合业主及其房地产开发市场分析、经济及金融可行性研究顾问、成本核算、以及土木工程（土地及基础设施）顾问的一些建议，使首选总体规划得到完善。
Approved preferred option of the plan will be integrated with the analysis from the client and of the development market, as well as suggestions from economic and financial feasibility study, cost estimation and civil engineering (land and infrastructure) consultants to improve the preferred master plan option.
3B.总平面图
3B. Master plan layout
提交彩色总平面图，描述区内建筑之间的关系，及主要零售与公共建筑物的位置概念、相邻住宅区的组成部分，包括休闲设施、居住区、街道、停车场、人行道及自行车道以及重要的景观特色（项目入口及其它户外重点区域。
Submission of color master plan layout with description of the relationship of the buildings in the community as well as concepts of retail and distribution of public buildings, composition of neighboring residential community, including leisure facilities, living area, streets, parking space, pedestrian ways, bicycle lanes and landscape features (project access and other key outdoor areas).
3C. 土地使用指标图表
3C. Land-use guideline diagram
• 准备一个土地使用标图图表，包括土地使用、地块面积、密度、单元数目、停车位、平面面积及其他开发参数。规划同样应该预测项目地块将要容纳的人口及设施要求，以预测基础设施的需求、分期建设和设施规划将涉及的费用。
• Preparing a land-use guideline diagram, including parameters of land-use, site area, density, number of units, parking places, layout area, etc. The plan shall also include estimated capacity of population for the site and the requirements of the facilities to estimate the cost of infrastructure facilities, phased construction and facility planning.
3D. 土地使用地块规划图
3D. Site planning drawing of land-use
准备一份所有土地使用地块及交通组织布局安排的规划，来阐述说明初步的土地划分，包括：
Preparing a planning of all the sites for land-use and circulation organization to articulate the preliminary land use classification, including:
• 土地使用地块的整合及边际；
• Integration and boundaries of the sites for land use
• 休闲设施及开放空间布局，
• Leisure facility and open space layout
• 退线及建筑。
• Setback and architecture
3E.分期开发规划
3E. Phased development plan
与客户及其市场分析、金融和现场基础工程顾问协同，确定项目的最初及后续的分期规划。该分期规划可以通过金融分析来进一步证明其可行性。将用提纲挈领的方式，提供分期规划以阐述我们建议的渐进式规划阶段。
Working with the client and its market analysis, financial and on-site basic engineering consultant to finalise the initial and following phased plan. The feasibility of the phased plan will be further proved by financial analysis. The phased plan will be outlined to elaborate our progressive planning phases.
3F.概念总体规划文件，内容包括（不限于）：
3F.The documents of conceptual master plan include, (without limitation)
• 规划总平面图及总规技术经济指标；
• Master plan layout and master plan guidelines
• 总体关系图，和周边其他区块的总体关系有良好的衔接与协调，含竖向设计；
• General connection diagram, well connected and integrated on the whole with the surrounding area of the site, with vertical design;
• 系统分析图若干（功能分区、公共配套设施分布图、日照分析图、交通站点布置图、交通分析、景观绿化、商业布局、城市空间,竖向设计及视线分析图，项目分期规划分析图，以及其他须表达设计意图的分析图）；
• A few system analysis diagrams (land use distribution, public facility layout, sunshine analysis, public transport station layout, circulation analysis, landscape, retail layout, urban space, vertical design and visual analysis, phased plan analysis, and other diagrams reflecting design intents);
• 分区规划图及指标
• Zoning plan and guidelines
• 主要城市道路沿街立面图；
• Elevation of main urban roads along the street;
• 剖面图；
• Section;
• 重要节点处与主要建筑的概念方案；
• Milestones and conceptual plans of key buildings;
• 人流、车流、换乘等交通组织图；
• Circulation plan of pedestrian, vehicles and transit;
• 分期开发示意图；
• Diagram of phased development;
• 总体鸟瞰图；
• Master aerial view;
• 局部透视图；
• Partial perspective;
• 其他能够表达设计意图的图纸
• Other drawing reflecting design intents
在完成此总体规划后，**** 将赴北京向业主进行最终的方案介绍（第三次旅行）。
After completing the master plan, **** will make a final presentation to the client in Beijing(3rd trip).
在此，我们申明，****提供的设计服务为概念性规划，不包括用于向政府部门申请报批、或基地开发施工的的任何详细规划、设计。应理解的是，所有额外的咨询，如房地产、交通、土建、园林等都不包括在本协议内。它们的范围与费用将属于业主的责任。****的服务仅限于将根据它们的及时输入把那些他们所做的发现与建议包括在规划中。
We declare here that the service **** provides is conceptual plan excluding reporting to the government for approval or any detailed plan for the construction of the site development. Understandably, all the extra consultancies, such as real estate, traffic, land construction, landscaping, are not included in the proposal. The corresponding scope and cost will be client’s responsibilities.
****’s service is limited to including inputs of their findings and suggestions into the plan.
差旅:
TRAVEL：
我们在此部分合同中已经包括5人次的差旅时间和费用。如客户要求，****可以增加会晤的次数（以电视会议、电话会议或现场会议等形式），由此产生的费用，计为额外设计服务费由客户承担。差旅方案如下：
We include time and cost for 5 man trips in the proposal. **** may increase the trips per client’s request (by video conferences, teleconferences and on-site meetings). Expenses incurred due to these are the extra costs and will be borne by the client.
设计 阶段
Design phases 差旅
Trip （man）
前期资料收集，初步概念以及
现场考察及座谈
Preliminary data collection, preliminary concept and site visit and discussion 2 man
初步总体概念规划及备选方案
Preliminary conceptual master plan and backup options 1 man
首选总体概念规划完善及总体概念规划终稿
Development of the preferred conceptual master plan and finalisation of conceptual master plan 2 man
总计
Total 5 man
服务范围结束
English to Chinese: English to Chinese (General)
Source text - English Introduction
It is not easy to start a business at this time, this city, and in this industry. Patience, vision, motivation, connections, experience and passion are needed only to get you started. After a long period of trying, we think we finally have all the pieces of the puzzle together. Now you are reading an introduction to our company’s profile; a summary of our background, motivation, vision, financial prognoses, and future strategies. We hope this introduction to our company will give you more insight to the plans we have.
We also included a proposal of how we see the role of the shareholders. The amount of every partner’s share of profit, and responsibilities towards the ****, and each other. This description of our companies profile is just an introduction. Please contact us for more detailed descriptions of the content. We hope you become a part of sharing our vision and our dream.
1 Company profile
1.1 Company introduction
The **** is an event agency specialized in the execution and the production of small and mid-sized events. Artist management, equipment rental, and conceptualization. The people involved in the **** are one of the most qualified in their field, to ensure the best product on the market. This type of agency is underrepresented in the local, and even Asian market. The team is motivated to conquer the local Shanghai market. Success will be followed by expansion of this brand in other local markets.
1.2 Market and Customers
The **** is aiming for a large group (private and corporate) international (orientated) clients with a limited budget. Small to mid-sized corporate events like cocktails, anniversaries, openings, product launches, fashion shows, exhibitions, presentations, concerts, and diverse celebrations. Private events like: birthdays, anniversaries, weddings, parties, and diverse social private events. We want to be a financial attractive alternative for event companies.
1.3 Growth Trends In This Business
- (Additional) Entertainment for events is getting more accepted/or is even regarded as standard for diverse events.
- Due to the global financial crisis more companies and individuals have limited or reduced budget for entertainment for their events, and looking for budget solutions.
- Shanghai’s demand for (foreign) entertainment is still growing.
- New (foreign) companies are entering the Shanghai market.
1.4 Pricing power
Due to our accessible pricing, and different approach of target audience, we expect to fill a gap in the current local market. Most event companies are not targeting small and mid-sized events, and are aiming for the high-end events management and execution. Except for the fact this is a rather untapped market, this market is due to the world’s financial situation even growing, because more people have tighter budgets.
2 The vision & the people
2.1 Company vision
Passion and dedication for (quality) music, dance, and performances is the foundation of the ****. With many years of international experience working in the entertainment industry, and having contacts in, and understanding of the local market, the members of the **** are very qualified to take this challenge. It’s important to express this passion and dedication in our communication and products to the client.
2.2 The people
Arjen Frank
14 years of DJ experience
4 year experience as entertainment executive
2 years marketing, PR and event management.
BA Design management degree
3,5 years experience in the local Shanghai market
Responsibilities
- Marketing and PR
- Design management (DTP, web design, graphics)
- Artist management (DJ’s, equipment, bands)
- Account management
- Financial management
Joy Natividad
2 years artist management experience at in international dance school “ Jazz du Funk) (Shanghai)
Opening a dance school on local market and directing it for 2 years
3 years event management execution experience on local market
5 years experience of local market
MA international management and Sinology
Responsibilities
- Artist management (Dancers, Choreographers, performers)
- Account management
- Financial management
- Design & production management
3 Strategies
3.1 market strategy
The **** is positioning itself as an easy to approach low budget event/artist agency. Because the diversity of our potential clients (almost every company or individual has occasionally has events and or celebrations). To reach this diverse target audience, intensive and wide exposure of our communication and marketing is the key factor in the approach of this market.
The **** is able to provide a low price because of minimal profit margins and low costs.
We believe in the brand, and think we can extend it to different local markets. Long term we even hope to operate internationally. Extension is even pre-calculated in the market strategy. As a shareholder you will only make a little money by just one office. Obviously that amount starts to increase after expansion to different locations. This long-term strategy is to cut the little competition, and to make it difficult for newcomers to beat us in price-quality.
An other way to cut the competition is our brand management. We consistently strengthen and communicate our brand. The more we expand the more important this will be. However it’s essential to think ahead at this very moment.
3.2 marketing strategy
The media campaign will be new style media orientated. SEO, E-flyers, emails, blogs, podcasts, website, social network sites, google ads, and additional creative off-line marketing like promo CD, mixes and DVD’s. The **** also will use its extensive local media network. Press releases, interviews, and classifieds.
Good promotion and marketing is 90% of our business. Below a few targets we want to reach before the end 2009.
- Website 2000 local unique visitors a month
- Top 3 Google position with industry key words
- Articles in at least 3 local magazines
- 50 monthly mix downloads
- 20 requested promo DVD handouts
4 Finance
To give an indication about the expected costs and the expected turnover we made an overview to give a little more insight in our financial status and predictions.
4.1 Monthly costs
Note: This is a rough estimation based upon an average monthly amount of cost on yearly base (2009-2010). As described earlier, a key factor is to keep the costs as low as possible.
Cost Amount
Rent 3500
Staff 2500
Company service fee 1000
Variable costs 1500
Equipment depreciations 3500
Advertisements 1500
Accountant 1500
Total costs: 15000rmb
Below a graph of the cost calculations over 2009. The decreasing trend of costs is caused by a relatively big amount of spending in the opening phase of the ****. The peak in the November / December month is due to an increase of events due to holiday season.
4.2 Monthly Income
Note: This is a rough estimation based upon an average monthly amount of cost on yearly base (2009-2010)
Income Amount
Artist consulting fee 4000
Equipment rental 20000
Costume production 2000
Costume design fee 150
Choreography fee 312,5
Stage management 300
Below a graph displaying the expected income over 2009. We expect solid progressive income as a result from marketing strategy and exposure in general.
By the end of 2009 we expect a increase of income due to the holiday season.
4.3 Shareholders
Referring to the more detailed description of our costs at section 4.1, we have a average monthly cost around 15000rmb. Until the **** is expanding and have to increase these minimum costs, everything above this amount can be considered as profit. This money will be shared between the three shareholders. We propose the following way to divide this profit to the shareholders.
37,5% for the managing shareholder 1
37,5% for the managing shareholder 2
25% for the silent/legal partner.
The turnover, profit margins and costs-status, will be communicated periodically to all shareholders to determine a fare amount of minimum costs for the **** and a fair amount of profit share to all shareholders, in order to find a fair balance between company capital or reserves and profit share.
5 Products
5.1 Introduction products
The **** has a wide range of products all related to the event industry. The first category is artist bookings. Artist bookings are currently the most requested service. A second category is equipment rental. Right now the amount of owned equipment is still limited, but we will expand the variety and amount of equipment soon.
But the signature product for the **** is the combination between both categories, A pre-conceptualized entertainment package including equipment, artists, and additional accessories.
5.2 Artist bookings
This was the previous main product of the ****. However, due to local, and national regulations, artist bookings (especially foreign) are harder to legally execute.
Artist bookings will still be a service of the ****, but are not the main product anymore. Artist contact information will be forwarded to clients, and the **** will charge consultancy fee for that service. Clients will never pay the artist over the ****, but directly to the artist self, this to avoid any financial transactions between the ****, client, and artist. (unless artist, artist agency or artist management can provide all required documents)
5.3 Equipment rental
To keep the relationships good with all our colleague artist we only charge a little agency fee (15%). This will emphasize the close connection to the artists, will keep the price low, and this will keep competing event companies / booking agencies away. The **** makes its profit by equipment rental. Which is not hard in a market where equipment rental is overpriced, and people are unknowledgeable.
We want to own and specialize in quality audio & light equipment for small and mid-sized events. Mobile systems what are easy and fast to set up, and transport.
5.4 Entertainment packages
These categories are interesting, and profitable if managed well. However the **** wants to introduce pre-made entertainment packages. A combination of equipment and artists needed for a event. This could be:
- 70’s/80’s theme
- lounge/fashion theme
- Hip hop ghetto theme
- Traditional Chinese theme
- Rock theme
These pre-made shows save a lot of energy for people who want to execute a event, and it’s cheap for us to produce and sell them. This list above can be expanded to a massive list of theme’s and styles.
This product is ideal for events what doesn’t require a (often disappointing) custom-made production by an event company. Below a list of targeted occasions.
- Birthdays
- Anniversaries
- Weddings
- Team building
- Company celebrations
- Private parties
Translation - Chinese Introduction
简介
It is not easy to start a business at this time, this city, and in this industry. Patience, vision, motivation, connections, experience and passion are needed only to get you started. After a long period of trying, we think we finally have all the pieces of the puzzle together. Now you are reading an introduction to our company’s profile; a summary of our background, motivation, vision, financial prognoses, and future strategies. We hope this introduction to our company will give you more insight to the plans we have.
目前要在本埠开展此项经营并非易事。耐心、愿景、动力、人脉、经验和热情缺一不可，而这些也仅仅是成功的第一步。经过长时间的努力，我们已经将所有资源都整合完毕。您现在所看到的是关于我们公司的介绍；以及关于我们背景、动力、愿景、财务预测以及未来战略的综述。我们希望这份公司简介能让您对我们公司的计划有个清晰的了解。
We also included a proposal of how we see the role of the shareholders, the amount of every partner’s share of profit, and responsibilities towards the ****, and each other. This description of our companies profile is just an introduction. Please contact us for more detailed descriptions of the content. We hope you become a part of sharing our vision and our dream.
我们还加入了股东的角色，合伙人间的利润分成及对于The ****及相互间所应尽的职责。这些描述只是有关公司背景的简介。如需要更为详尽的内容请直接与我们联系。我们希望您能共享我们的愿景和梦想，成为我们的一员。
1 Company profile
公司资料
1.1 Company introduction
公司简介
The **** is an event agency specialized in the execution and the production of small and mid-sized events. Artist management, equipment rental, and conceptualization. The people involved in the **** are one of the most qualified in their field, to ensure the best product on the market. This type of agency is underrepresented in the local, and even Asian market. The team is motivated to conquer the local Shanghai market. Success will be followed by expansion of this brand in other local markets.
The ****是一家专门执行和制作中小规模活动的活动经纪公司。艺人管理，设备租赁及概念化。参与****的人士都是各自领域的佼佼者以确保品质最佳。此类机构在本地甚至在亚洲市场都较为稀缺。我们的团队致力于征服整个上海的市场。成功后将在其他本地市场进行品牌扩张。
1.2 Market and Customers
市场及客户
The **** is aiming for a large group (private and corporate) international (orientated) clients with a limited budget. Small to mid-sized corporate events like cocktails, anniversaries, openings, product launches, fashion shows, exhibitions, presentations, concerts, and diverse celebrations. Private events like: birthdays, anniversaries, weddings, parties, and diverse social private events. We want to be a financial attractive alternative for event companies.
The ****着眼于预算有限的大型团体（私人及企业）国际（方向）客户。中小规模的企业活动，诸如鸡尾酒会、周年庆、开业典礼、产品发布会、时装表演、展览会、演示会、会议及各各种庆典。私人活动如：生日派对、周年纪念、婚礼、派对及各种私人社交活动。我们希望成为具有价格竞争力的活动策划公司。
1.3 Growth Trends In This Business
业务发展趋势
- (Additional) Entertainment for events is getting more accepted/or is even regarded as standard for diverse events.
（额外）的娱乐活动已经越来越被大家所接受/或已成为各种活动的标准。
- Due to the global financial crisis more companies and individuals have limited or reduced budget for entertainment for their events, and looking for budget solutions.
鉴于目前的金融危机，越来越多的公司和个人已经减少了对活动的开支并寻求更为经济的方案。
- Shanghai’s demand for (foreign) entertainment is still growing.
上海对于（国外）娱乐活动的需求仍保持增长。
- New (foreign) companies are entering the Shanghai market.
新的（国外）公司正在进入上海的市场。
1.4 Pricing power
定价优势
Due to our accessible pricing, and different approach of target audience, we expect to fill a gap in the current local market. Most event companies are not targeting small and mid-sized events, and are aiming for the high-end events management and execution. Except for the fact this is a rather untapped market, this market is due to the world’s financial situation even growing, because more people have tighter budgets.
鉴于我们合理的定价及针对不同观众所采取不同的方法，我们期望能在本地市场填补空缺。大多数活动经纪公司的目标为高端的活动管理和执行而非中小规模的活动。不仅因为这是一个未开发的市场，而且随着全球金融危机进一步加深，人们的预算更为有限。
2 The vision & the people
愿景及成员
2.1 Company vision
公司愿景
Passion and dedication for (quality) music, dance, and performances is the foundation of the ****. With many years of international experience working in the entertainment industry, and having contacts in, and understanding of the local market, the members of the **** are very qualified to take this challenge. It’s important to express this passion and dedication in our communication and products to the client.
对于（高品质）的音乐、舞蹈和演出的热情和奉献是成立****的基础。****的成员在娱乐业拥有多年的国际工作经验、在本地市场人脉广、并了解本地市场，因此他们是从业的最佳人选。通过沟通和产品向我们的客户表明我们的激情及奉献精神尤为重要。
2.2 The people
成员
Arjen Frank
14 years of DJ experience
4 year experience as entertainment executive
2 years marketing, PR and event management.
BA Design management degree
3,5 years experience in the local Shanghai market
具有14年DJ工作经验
4年娱乐活动执行经验
2年市场、公关及活动管理经验
设计管理学士学位
在上海具有3.5年从业经验
Responsibilities
职责
- Marketing and PR
市场及公关
- Design management (DTP, web design, graphics)
设计管理(排版、网页设计和平面设计)
- Artist management (DJ’s, equipment, bands)
艺人管理（DJ、设备和乐队）
- Account management
客户管理
- Financial management
财务管理
Joy Natividad
2 years artist management experience at in international dance school “ Jazz du Funk) (Shanghai)
Opening a dance school on local market and directing it for 2 years
3 years event management execution experience on local market
5 years experience of local market
MA international management and Sinology
具有2年国际舞蹈学校艺人管理经验（上海Jazz du Funk）
在本地开办并指导舞蹈学校2年
3年本地活动管理执行经验
具有5年本地从业经验
国际管理和汉学硕士学位
3.1 market strategy
市场战略
The **** is positioning itself as an easy to approach low budget event/artist agency. Because the diversity of our potential clients (almost every company or individual has occasionally has events and or celebrations). To reach this diverse target audience, intensive and wide exposure of our communication and marketing is the key factor in the approach of this market.
The ****将自身定位于低成本的活动/艺人经纪公司。由于我们目标客户的多样性（几乎每个公司或个人多少都会有活动或庆典），为了能接触到不同类型的客户，大量的宣传和市场工作是赢得这个市场的关键因素。
The **** is able to provide a low price because of minimal profit margins and low costs.
We believe in the brand, and think we can extend it to different local markets. Long term we even hope to operate internationally. Extension is even pre-calculated in the market strategy. As a shareholder you will only make a little money by just one office. Obviously that amount starts to increase after expansion to different locations. This long-term strategy is to cut the little competition, and to make it difficult for newcomers to beat us in price-quality.
由于能够做到最小的利润率和低成本，The ****可以提供低廉的价格。我们信任这个品牌，并认为我们能够将其延伸到其他本地市场。长期地看我们甚至希望能在全球运营。扩张战略甚至已经包含在我们的市场战略内。作为股东您仅能够在一个办公地获取一小部分利润。但显而易见的是随着各地的扩张，数额也将随之递增。这一长期战略将使得后来者无法战胜我们的价格优势而将其挡在门外。
An other way to cut the competition is our brand management. We consistently strengthen and communicate our brand. The more we expand the more important this will be. However it’s essential to think ahead at this very moment.
品牌管理是我们另一项竞争优势。我们将不断加强和宣传我们的品牌。我们不断地扩张也会使得这一点变得更为重要。然而前瞻在当前尤为重要。
3.2 marketing strategy
市场战略
The media campaign will be new style media orientated. SEO, E-flyers, emails, blogs, podcasts, website, social network sites, google ads, and additional creative off-line marketing like promo CD, mixes and DVD’s. The **** also will use its extensive local media network. Press releases, interviews, and classifieds.
搜索引擎优化、电子宣传页、电子邮件、博客、播客、网站、社交网站、谷歌广告及其他创新的离线市场如宣传CD，混音，DVD等。The ****还将利用其广泛的本地媒体网络。新闻发布会、采访等。
Good promotion and marketing is 90% of our business. Below a few targets we want to reach before the end 2009.
良好的宣传和市场工作占据我们90%的业务。以下是我们在2009年底之前希望达成的目标。
- Website 2000 local unique visitors a month
每月网站本地特定访问人次2000
- Top 3 Google position with industry key words
行业关键字查询占据谷歌搜索前三名
- Articles in at least 3 local magazines
在至少3家本地杂志发布文章
- 50 monthly mix downloads
每月混音50次下载
- 20 requested promo DVD handouts
20张点播宣传DVD
4 Finance
财务
To give an indication about the expected costs and the expected turnover we made an overview to give a little more insight in our financial status and predictions.
为了表明我们预期的成本及营业额，现对我们的财务状况和预测作以下概述。
4.1 Monthly costs
月度开支
Note: This is a rough estimation based upon an average monthly amount of cost on yearly base (2009-2010). As described earlier, a key factor is to keep the costs as low as possible.
注：这是根据年度（2009-2010）平均每月大致的数额进行计算的。如前所述，最主要的因素是尽可能压低成本。
Below a graph of the cost calculations over 2009. The decreasing trend of costs is caused by a relatively big amount of spending in the opening phase of the ****. The peak in the November / December month is due to an increase of events due to holiday season.
Note: This is a rough estimation based upon an average monthly amount of cost on yearly base (2009-2010)
注：这是根据年度（2009-2010）平均每月大致的数额进行计算的。
Income
收入 Amount
金额
Artist consulting fee
艺人咨询费 4000
Equipment rental
设备出租 20000
Costume production
演出服生产 2000
Costume design fee
演出费设计费 150
Choreography fee
编舞费 312,5
Stage management
舞台管理 300
Below a graph displaying the expected income over 2009. We expect solid progressive income as a result from marketing strategy and exposure in general.
By the end of 2009 we expect a increase of income due to the holiday season.
以下图表显示2009年度期望收入。我们期望总体上的市场战略和宣传能带来稳步增长的收入。我们希望2009年之前的节假日能为我们增加收入。
4.3 Shareholders
股东
Referring to the more detailed description of our costs at section 4.1, we have a average monthly cost around 15000rmb. Until the **** is expanding and have to increase these minimum costs, everything above this amount can be considered as profit. This money will be shared between the three shareholders. We propose the following way to divide this profit to the shareholders.
37,5% for the managing shareholder 1
37,5% for the managing shareholder 2
25% for the silent/legal partner.
根据4.1中更为详细的开支描述，我们平均每月的开支在15000元人民币左右。在我们进行扩张并不得不增加此最小开之前，所有取出开支所剩的收入都将视为利润。这些收入将在三个股东之前分成。以下为具体分成办法。
37,5%分给管理股东1
37,5%分给管理股东2
25%分给隐名/法定合伙人
The turnover, profit margins and costs-status, will be communicated periodically to all shareholders to determine a fare amount of minimum costs for the **** and a fair amount of profit share to all shareholders, in order to find a fair balance between company capital or reserves and profit share.
营业额、利润率及开支状况将定期在股东间进行交流以决定合理的最低开支及股东分成数额，以便在公司资本中或储备和利润分成间寻找平衡。
5 Products
产品
5.1 Introduction products
产品介绍
The **** has a wide range of products all related to the event industry. The first category is artist bookings. Artist bookings are currently the most requested service. A second category is equipment rental. Right now the amount of owned equipment is still limited, but we will expand the variety and amount of equipment soon.
But the signature product for the **** is the combination between both categories, A pre-conceptualized entertainment package including equipment, artists, and additional accessories.
The ****拥有与行业相关的种类众多的产品。艺人预约为第一类产品。也是目前最热门的服务。第二类为设备出租。目前所拥有的设备仍有限，但是我们马上会扩充设备的种类和数量。
但是The ****的招牌产品为两者的结合。预想的概念化娱乐套餐服务包括设备、艺人及其他配套产品。
5.2 Artist bookings
艺人预约
This was the previous main product of the ****. However, due to local, and national regulations, artist bookings (especially foreign) are harder to legally execute.
Artist bookings will still be a service of the ****, but are not the main product anymore. Artist contact information will be forwarded to clients, and the **** will charge consultancy fee for that service. Clients will never pay the artist over the ****, but directly to the artist self, this to avoid any financial transactions between the ****, client, and artist. (unless artist, artist agency or artist management can provide all required documents)
此为The ****过去的主要产品。然而，由于本地及国际规定，艺人预约（尤其是国外的）的执行变得更为困难。
艺人预约仍将成为The ****的一项服务，但不再作为主要产品。艺人联系信息将交给客户，The ****将根据服务收取咨询费。客户不通过The **** 支付艺人，而是直接对艺人进行支付，这是为了避免在The ****、客户和艺人间的任何转账交易。（除非艺人、艺人经纪公司活艺人管理者可以提供所要求的各类文件）
5.3 Equipment rental
设备出租
To keep the relationships good with all our colleague artist we only charge a little agency fee (15%). This will emphasize the close connection to the artists, will keep the price low, and this will keep competing event companies / booking agencies away. The **** makes its profit by equipment rental. Which is not hard in a market where equipment rental is overpriced, and people are unknowledgeable.
We want to own and specialize in quality audio & light equipment for small and mid-sized events. Mobile systems what are easy and fast to set up, and transport.
为了与公司艺人保持良好的关系我们仅收入小额的经纪费（15%）。这将加强与艺人的紧密联系并保持低价以及与活动公司/预约经济公司进行竞争。The ****从设备租赁中获取利润，目前这个市场的设备租赁定价过高且人们并不了解相关信息，因此将对我们有利。
我们希望拥有可供中小型活动使用的高品质音响和照明设备。可移动系统便于布置和运输。
5.4 Entertainment packages
娱乐套餐
These categories are interesting, and profitable if managed well. However the **** wants to introduce pre-made entertainment packages. A combination of equipment and artists needed for a event. This could be:
管理有利的话这些门类既有趣又赚钱。然而The ****希望能引入预设的娱乐套餐。为活动所需的设备和艺人的组合。可以有：
- 70’s/80’s theme
70/80年代主题
- lounge/fashion theme
沙发/时尚音乐主题
- Hip hop ghetto theme
嘻哈主题
- Traditional Chinese theme
中国民乐主题
- Rock theme
摇滚主题
These pre-made shows save a lot of energy for people who want to execute a event, and it’s cheap for us to produce and sell them. This list above can be expanded to a massive list of theme’s and styles.
This product is ideal for events what doesn’t require a (often disappointing) custom-made production by an event company. Below a list of targeted occasions.
这些预设的主题将为举办活动的人们节省大量的精力，而且对我们而言制作和销售成本低。以上的列表可以扩展成各种主题和风格。
此项服务适用于不需要（通常效果不理想）活动公司进行量身定做产品的活动。以下为目标场合。
- Birthdays
生日派对
- Anniversaries
周年庆
- Weddings
婚礼
- Team building
团队建设
- Company celebrations
公司庆典
- Private parties
私人聚会
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Experience
Years of experience: 19. Registered at ProZ.com: Jan 2008.
a part time translator since 2005, specialized in architecture (design description, design proposal, design programme, construction document, meeting minutes etc. translation ) from Chinese to English and English to Chinese.
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