裕景地产集团 — 筑以自豪
市场
在香港，房地产开发行业是最难进入的，且是竞争最激烈的行业之一。在过去的几年里，市场环境不断变化，尤其是经济环境发生了剧变，这就要求每一位成功的市场参与者必须具有高度的敏锐性，丰富的创造性，更胜一筹的灵活性。裕景地产集团正是其中一员。
裕景地产目睹了区域经济历史上最繁荣和最糟糕的时期。不断出现的机遇与挑战是这座不懈寻求改变的城市——香港的一道风景。为了应对国际市场的需求，香港不断地重塑、革新自己。这座“不夜城”已经成为向东南亚和大中华地区提供金融、贸易物流、和生活服务的主要供应源。香港人民、政府和企业通过不断地提高技术和更新知识来保证其受教育人口，具备经验的人员和专业型人才的数目，以期香港作为一个世界级的经济体参与到全球的竞技场中。
今天裕景所获得的声望，超出了创新和成功的商业才干范畴，并且佐证了其顽强与不屈不挠的精神。像香港一样，当面对来自于国际级的商业中心的无数挑战时，对预期把握、应对方法和创新意识的不断追求正是裕景所秉承的哲学思想所在。
成就
自1987年以来，裕景因其在项目开发上所具备的不可思议的能力赢得了声望。这些项目在各自的业态中不仅拥有高水准的品质，而且独具特色，这都是通过对于未来生活方式和商业趋势的把握，和为每个项目引入的创新设计而达到的。在这些大项目的开发中，这家小却顽强的企业，充分利用其灵活的优势在市场中游刃有余，并且取得了骄人的业绩。
尽管面临近来的通货紧缩，裕景再一次通过其在商业上高度的创造性找寻到商机，并且成功的付诸实施。其中一个例子就是中等规模的开发项目在保持其成本和价格的同时，提升其标准。这种概念深受其买家和租客的欢迎并且为裕景带来了极佳的收益。
蓝筹客户和有识别力的消费者已经成为裕景客群中稳定的一部分。裕景近期的项目包括服务式公寓和写字楼。时尚、便捷和对租客需求的准确定位，都是使裕景取得成绩的主要因素，这都使得裕景这个名字成为时尚、优雅和品质的代名词。
历史
在业内，裕景对于项目地块的收购的时机的准确把握是众所周知的。使人印象更深刻的是它融入香港的历史并不长。在1987年，黑色星期一之后，当证券市场暴跌冲击国际市场和投资者信心的时候，裕景将在中等规模的顶级社区购买一处地块，开发成为一个顶级豪华的公寓类产品——裕景花园（Queen’s Garden）。
同样，裕景在1989年，“沙漠风暴”之后购得的一处土地，也被证明了是一个适时的决定，这个项目被开发成为西九龙中心，一个九层楼的商业综合体。不仅其收入和利润超出预期，西九龙中心，还因为其创新的零售概念和商业模式而备受媒体赞誉。这个项目，以亚洲第一个室内过山车为特色，获得了1994年香港建筑师学会颁发的奖项。
在1994年，重要的社会、政治和金融关注点都围绕着1997年香港的主权移交回中国，一个令人尊敬的项目——嘉文化园（Carmen’s Garden）的购买和开发，为香港竞争激烈的豪华住宅的开发建立了一个新标准。嘉文化园（Carmen’s Garden）作为一个其精致和典雅的生活的项目而赢得它的声望。
产品
公司从不降低对于收益的要求，但同样也不设定具体收益底线。结合了创新设计和稳定的商业敏感性，裕景地产通过预期把握消费者需求和经济方向，把自己打造成先锋派的房地产开发商。通过裕景产品的设计和创新，经验丰富的买家和租客获得了极佳的收益。在区域经济最不景气的时期，裕景大胆采用尖端设计，使得裕景的许多商业和住宅项目每平方英尺达到了两倍甚至三倍的收益。
有些事对于裕景地产集团来说是个例外。从一开始，公司就保持私有。在香港，裕景是少有的具有风格化的房地产开发商，有能力并乐于满足市场和消费者品味需求。裕景地产同时关注经营战略和创新，这意味着要在产品和人之间寻求平衡。裕景地产委任的建筑师和设计师都是具有国际声望的并且许多都是获得过行业奖项的。裕景地产的管理层和员工，融合了本地和国外的精英。总之，丰富的人力资源为裕景打造了一个多语言环境，体现了裕景在人力和技术上的创造性优势，具备了进一步国际扩张的实力。
近期项目开发
裕景的一个特点是为项目中的居住和工作空间，为传统规划和完成过程引入新的解决方式。如果说最好的恭维就是模仿的话，裕景之前的许多项目的细节和理念，被后来的开发商竭力仿效，这就是对裕景设立了新的标准，最好的证明。
公司投资组合的多样性是众所周知的。裕景成功的投资开发了住宅，写字楼、酒店和商业等项目。近期开发的项目包括吸引外籍人士和精明买家的豪华公寓，位于城市中心的顶级商业中心、写字楼、高档酒店和服务式公寓共同构成的综合体。
在设计和创新上赢得了声誉的同时，近来裕景投入到商业使其品牌与自身的价值结合地越来越紧密。为新的租客和业主提供服务成为裕景地产管理层新的关注点。
像管理团队和员工一样，裕景的商业方案融合了本地的智慧和资源，在扩展上拥有国际化的视野。凭借国际管理方法和本地相结合的丰富经验，当中国加入世界贸易组织时，裕景地产为进入中国做好了准备。
在上个世纪最后十年里，在富有挑战性的亚洲市场上，拥有超过十五年经验的裕景地产，随着厦门银行中心，北京朝阳园，上海裕景国际商务广场项目的开发完成，已经在中国大陆这块土地上做出了骄人的成绩。上海也指定了未来的开发项目，即将启动的项目还包括在深圳、大连、北京的项目和在香港的继续开发的项目。
推广
裕景创造的每个产品都是独特的并且针对具体市场的，从以数万平方英尺计的高端豪华住宅，到功能性写字间，再到商业租赁，裕景地产都经过仔细考量，为特定的目标市场度身打造推广活动。
裕景地产与众多4A’s广告商合作，打造多媒体的综合推广方式。客户的赞赏再次证实了裕景与客户建立良好关系的出色能力和独特的品牌溢价。在大规模项目和更多的实验性项目中，公司因在宣传和印刷品上采用传统和别致的设计而闻名。
品牌价值
裕景将粗陋荒芜的土地和建筑物打造成人们居住和办公的热点项目。裕景不把自己说成是个大的市场参与者，相反充分利用自己的规模，迅速地进入项目，并且准确地战略性地选择它的项目，目的是通过测算来以保证并成功实现每项投资都是一笔稳定的投资。
裕景的名字已等同于发掘被低估的机会，预测趋向和创造价值。伴随着欢迎且敢于使用全新设计的声望，裕景地产拥有的是对企业坚韧和超现代设计的称颂和赞美。
关于裕景地产集团你所不知道的
● 居住在裕景花园的业主可以在沐浴时尽享维多利亚港的全景
● 美丽的嘉文花园的名字来自于裕景地产集团的优雅且有能力的女主人
● 西九龙中心建筑了九层楼以示对尊贵强大的龙的九个儿子的敬意
● 裕景的企业标志中的字母“E”立体的表现出，八卦中的八中自然现象之一“雷” （震卦）的符号
● 上海裕景大饭店著名的是他独特的中庭设计，为客人在每两层之间增加了起居室
项目介绍
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项目名称
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时间
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裕景商业中心 Eton Tower
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1986
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步云轩 Banoo Villa
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1987
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龙庭 King’s Court
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1989
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裕景花园 Queen’s Garden
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1990
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电业城 Radio City
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1992
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利景酒店 Charter House
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1994
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西九龙中心 Dragon Centre
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1996
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嘉文花园 Carmen’s Garden
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1997
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银行中心 The Bank Centre
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1999
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棕月湾 Palm Beach
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2000
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南湾道12A 12A South Bay Road
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2001
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北京朝阳园 Chaoyang Garden, Bejing
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2005
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上海裕景国际商务广场Eton Place, Shanghai
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2007
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故宫裕景 Eton Legend, Xiamen
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2008
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大连中心·裕景 Eton Place, Dalian
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在建中
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厦门裕景中心 Eton Centre, Xiamen（补充）
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在建中
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沈阳中心·裕景 Eton Place, shenyang（补充）
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筹建中
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Building with pride
Let see how Eton turns the historical Zoo in Dalian to the super high-rise mixed development which is a landmark for the city.
THE MARKET
Property development is one of the most difficult industries to enter in Hong Kong and one of the most competitive for maintaining a presence. Given the constant state of flux and in particular the economic upheavals in the last few years, a successful player has to be highly astute, creative, as well as agile in order to stay ahead of the pack. Such a player is Eton Properties Limited.
Eton has seen the exuberance of the best and the historical worst of the region’s economic times. The continuing tides of challenge and opportunity are part of the landscape of this relentlessly changing city. Hong Kong constantly reinvents itself in order to prepare and respond to the demands of the international marketplace. This “city that never sleeps” has become a primary service provider of financial, trade logistical and life-style services to both Southeast Asia and Greater China. The Hong Kong people, government and businesses constantly update skills and knowledge to keep its population of educated, experienced and professional talents to compete as a world-class economy in the global arena.
Having proven its tenacity, the Eton reputation today goes beyond innovation and successful business acumen. Like Hong Kong, the Eton philosophy is steeped in its pursuit to anticipate, respond and innovate before the myriad challenges of a world-class business centre.
ACHIEVEMENTS
Since 1987, Eton has established a reputation for having an uncanny ability to develop projects that are not only of high quality in their respective categories but are distinctively unique. This has been achieved by astutely forecasting trends in life-styles and businesses, as well as introducing design innovations in each and every project. Between large developments, this small but tenacious company takes advantage of its nimble size to experiment in market niches that has proven to be highly profitable for Eton.
In spite of the recent deflationary times, Eton has managed to not only identify business opportunities but also to execute them successfully. This is achieved by again exerting a high level of creativity in its business approach. One such example is the notion to elevate the standards of mid-range developments while maintaining costs and prices. This has proven to be highly popular with buyers and tenants as well as profitable for Eton.
Both blue-chip clients and discriminating consumers have become part of a stable roster of the Eton clientele. Recent projects include serviced apartments and offices. The style, convenience and exacting attention to tenants’ needs are part of the Eton achievements that have contributed to the establishing of the Eton name as one synonymous with style, elegance and quality.
HISTORY
Eton’s well-timed acquisitions of development sites are well known within the industry. It is even more impressive considering its short history in Hong Kong. In 1987, following black Monday when a stock market crash loomed over international markets and investor confidence, the purchase of a site in the prime neighborhood of the mid-levels was developed of residential offerings, Queen’s Garden.
Similarly, an acquisition of a site in 1989, following the uncertainties of ‘desert storm’, proved to be a timely decision when it was developed into Dragon Centre, a nine-storey retail complex. Not only have the revenue and returns been exceptional, but the centre has also merited media accolades for its innovative retail concept and business model. The development, featuring Asia’s first indoor roller coaster, was awarded the 1994 accreditation by the Hong Kong Institute of Architects.
In 1994, amid significant social, political and financial concerns surrounding the 1997 hand-over of Hong Kong back to china, the purchase and development of Carmen’s garden was a venerable project that established a new standard for design in the highly competitive sector of luxury residential development in Hong Kong. Carmen’s Garden maintains its reputation as a place for sophisticated and elegant living.
THE PRODUCT
The company does not compromise design for bottom line revenue, nor for that matter, revenue for design. Combining both innovative design and solid business acumen, Eton properties has established itself as an avant-garde properties developer that anticipates both consumer needs and economic direction. Well-seasoned buyers and tenants have rewarded Eton’s attention to design and innovation with excellent returns. Some of the Eton commercial and residential project’s can even boost of doubling or even tripling revenues per square foot during the region’s worst economic downturn whilst daring to integrate cutting-edge design.
There is something exceptional to Eton Properties Limited. To begin with, the company remains privately owned. An idiosyncrasy to the colossal developers of Hong Kong, Eton is able to respond with grate alacrity to markets and consumer tastes. Its bipolar focus on business strategy and innovation means a balance between product and people. Designers and architects commissioned by Eton are of international repute and many recognized by industry awards. Members of management and staff are a mix from the local contingency and from the expatriate community. Altogether, the human resource makes for a polyglot environment that attests to the Eton capacity to have a creative edge as well as the manpower and skills for further international expansion.
RECENT DEVELOPMENTS
One Eton hallmark in their living and working spaces is the introduction of new solutions to traditional plans and finishes. If indeed the best form of flattery is imitation, then the many previous project details and ideas that have been emulated by fellow developers is proof of the Eton trademark for setting new standards.
Diversity is not unbeknownst to the company portfolio. Eton has successfully ventured into residential, office, hotel, and retail projects. Recent developments include directly managing its retail developments on a day-to-day basis Luxury residential homes catering to the expatriate community and discerning homebuyers, prime shopping and retail centre, centrally located offices, and up-market hotels and serviced apartments together make up the cornucopia of the diverse planning that Eton has successfully lived up to.
Upholding a reputation for design and innovation, Eton’s recent forays into the retail market means that its value is more and more closely linked to its brand. Service to new tenants and business owners is one of the new focuses for Eton property managers.
Like the staffing of the Eton management team and personnel, the business formula has been to meld the local talent and resources, with an international outlook on expansion. Well experienced in combining local and international management approaches, Eton Properties is poised to expand into China when this country enters the World Trade Organization.
With over 15 years of experience in the challenging Asian market of the last decade, the company has already made inroads into China with the completion of developments – The Bank Centre, Xiamen, Chaoyang Garden, Beijing, and Eton Place, Shanghai. Upcoming projects also include developments in Shenzhen, Dalian, Xiamen, Shenyang, Shandong and continuing developments in Hong Kong.
PROMOTION
Each product that Eton creates is unique and responds to its specific markets from high-end luxury residential units spanning thousands of square feet, to functional offices, to retail tenancy, each Eton department promotional campaign is carefully tailored to the specific target market.
The mix of multimedia is created with the partnership of 4A’s advertising agencies. In projects that require a more personal and subtle approach, clients have appreciated the uniquely branded premiums that again attest to the Eton Management’s ability to have an excellent relationship with their clientele. In between the grand-scale development and the more experimental projects, the company is known to use conventional and chic designs in its publicity and print collateral.
BRAND VALUE
The company’s turnkey approach converts humble, barren land and buildings into hot spots for living and working. The company cannot and does not purport to be a large player. Rather, it capitalizes on its size and agility to move into projects quickly and with precision Eton strategically selects its project so that each investment is a solid venture with measured capacity to maintain and manage its success.
The Eton name has become synonymous with identifying undervalued opportunities, anticipating trends, and creating value. Combined with a reputation to be daring and open to brand-new design, the brand value of Eton Properties Limited is a celebration of business fortitude and ultra-modern design.
THINGS YOU DIDN’T KNOW ABOUT ETON PROPERTIES LIMITED
● The resident of Queen’s Garden can have a full view of Victoria Harbour…while taking a bath!
● The beautiful Carmen’s Garden is named after the elegant and wieldy matriarch of the Eton Properties Limited group
● The Dragon Centre is built on nine floors paying homage to the nine sons of the noble and powerful dragon
● The distinctive “E” in the Eton Logo is in facet the symbol for thunder one of the eight natural phenomena in the Eight Trigrams theory
● Eton Hotel Shanghai renowned for its atrium for every two floor which is an additional living room for each guest.
（英文原稿）