The West Hongqiao Business District in Shanghai covers a planned area of 86 square kilometers and represents a key accelerated development project for the city. It aligns with Shanghai’s strategic goals of establishing Four Centers, implementing Four Pioneers, and promoting innovation-driven transformational development. This district plays a crucial role in executing the Regional Plan for the Yangtze River Delta, leveraging the Hongqiao integrated transportation hub to build a business center that serves both the Yangtze River Delta and the entire country. Supported by Shanghai’s urban planning, the real estate market in Hongqiao is experiencing rapid growth, revealing significant potential for future development.
The Zhongjian· Jinxiu Tiandi project is situated at the heart of the Hongqiao commercial district and is the area’s first residential development. It is adjacent to landmark buildings such as the Four Leaf Clover and the National Convention and Exhibition Center, with easy access to Xujing East Station on Metro Line 2. This prime location offers obvious regional advantages and excellent connectivity.
On January 24, 2015, China Construction Eighth Engineering Division Dongfu Company launched its first commercial complex project in Shanghai with the grand opening of Zhongjian· Jinxiu Tiandi. Over one hundred housing units were released initially, achieving nearly 80% sales within two hours, creating a sensation and marking a strong start for the real estate market in 2015.
From signing a framework cooperation agreement with Linuo Group in 2013 to securing all necessary certificates and preparing for seven months, the project’s successful launch was a remarkable achievement. Transitioning from large-scale affordable housing to commercial complexes, Baju Real Estate has steadily expanded its footprint and advanced boldly in the market.
Strategic Expansion: Rio Tinto’s First Commercial Complex in Hongqiao
In July 2013, China Construction Dongfu Company capitalized on market opportunities by focusing on strengthening its presence in the Yangtze River Delta region. Through bidding, auctions, and listings, it reached an agreement with Linuo Group to acquire 350,000 square meters of prime land in West Hongqiao at a favorable price. This investment led to the development of the Dahongqiao Business District’s first residential and commercial project: the Zhongjian· Jinxiu Tiandi Commercial Complex.
Covering 350,000 square meters in eastern Xujing Town, Qingpu District, within Hongqiao’s western expansion zone, the project lies just 1 kilometer from the National Convention and Exhibition Center. It benefits from convenient access to major highways G50 and G15, linking Jiangsu, Zhejiang, and the Yangtze River Delta area. The Jiamin and Songze elevated roads connect directly to the Hongqiao transportation hub, and Metro Line 2’s Xujing East Station is only a few hundred meters away. Metro Lines 17 and 23 are also planned for the area, which offers comprehensive educational, medical, hotel, and commercial facilities, emphasizing its strategic location.
The project features a diverse mix of commercial offices, residential-commercial buildings, retail shops, and around 80,000 square meters of apartment units. Ultimately, it will evolve into a large-scale, fully equipped community.
This promising construction plan, backed by a responsible state-owned enterprise, paired with a prime location, offers excellent prospects for development and sales. The project’s status as the first commercial complex in the Yangtze River Delta is also a strategic milestone for Baju Real Estate, enhancing its brand presence in Shanghai and supporting sustainable growth.
Innovation at the Forefront: Prefabricated Housing Leading Industry Development
Shanghai’s push towards prefabricated housing reflects its commitment to innovation-driven economic transformation and upgrading of the housing construction industry. This approach is key to transforming urban construction methods and building a resource-efficient, environmentally friendly city.
In response, Baju Real Estate fully supports Shanghai’s ecological construction initiatives. Leveraging the technical expertise of China Construction Eighth Engineering Division and collaborating with Tongji University, the project follows the Shanghai Municipal Government’s “Three Year Action Plan for Green Building Development.” This led to the creation of an independent “Green Building Development Three Year Action Plan” and the introduction of a prefabricated prestressed frame system.
This system was first applied in the Zhongjian Jinxiu Tiandi project, where BIM technology was extensively used throughout the entire construction process to visually demonstrate progress. The project utilized 255 prefabricated components, achieving a prefabrication rate exceeding 85%, and notably created the first prefabricated sales office.
The prefabricated prestressed frame system integrated collaborative design efforts, digital mobile production for components, and simultaneous prefabrication of two layers of columns. BIM technology guided the entire process, including innovative onsite pouring of 3D-printed column molds. These technological advancements attracted visits and exchanges from leaders and peers across multiple Shanghai urban construction and real estate organizations. The first lifting was covered by leading media outlets including Xinhua News Agency, Wen Wei Po, China Construction News, and Sina.
Currently, this prefabricated prestressed frame system is included in Shanghai’s Public Building Prefabricated and Prefabricated Design Code. Following its success at the New Hongqiao project, it is poised for broader application in the design and construction of large public buildings. The introduction of the first prefabricated sales office not only enhances the project’s technological sophistication but also marks a pioneering step by Dongfu Real Estate in the green building space.
Meticulous Craftsmanship: Creating a Landmark in West Hongqiao
Zhongjian· Jinxiu Tiandi encompasses 170,000 square meters of commercial offices, mixed-use commercial and residential buildings, retail shops, and about 80,000 square meters of apartment units. It is designed as a large-scale integrated community with comprehensive supporting facilities, planned for phased development. The first phase includes six 18-story residential buildings, housing approximately 480 units.
Baju Real Estate ensures exceptional quality by rigorously managing overall planning, living standards, design, and user experience. The goal is to craft an outstanding landmark project in West Hongqiao.
The overall plan emphasizes resident convenience and livability while promoting low-carbon, healthy living. Ground-floor shops are integrated beneath multiple residential buildings, complemented by themed energy parks throughout the community. This design enables residents to enjoy shopping, dining, upscale entertainment, and a green, harmonious environment without leaving their neighborhood.
Layout design takes into account Shanghai’s climate, wind patterns, and local preferences, favoring north-south transparency and a three-sided south-facing orientation. Unit sizes range from 80 to 120 square meters, catering to diverse needs including newlyweds, elderly care, and upgrades.
Quality-wise, the project adopts the latest innovative New Oriental style by China Construction Real Estate, tailored to the company’s standards. The construction quality blends Chinese luxury with classical European aesthetics, employing stone and brick facades, clean lines, and beige tones. The grand central garden landscape and over 36% green coverage create a classic, fashionable, and elegant living environment.
For user experience, a pedestrian-vehicle separation system is designed to ensure residents’ tranquility and community aesthetics. Transformer boxes and garbage stations are discreetly hidden to minimize impact on quality of life.
Efficient Project Management: From Groundbreaking to Grand Opening in Seven Months
On the morning of June 27, 2014, with the pile driver’s first strike, Wang Changxin, assistant general manager of China Construction Eighth Engineering Division and deputy general manager of Dongfu Company, officially launched construction of the Jinxiu Tiandi project. By November 10, the sales office was grandly opened under warm sunshine, marking the debut of the Zhongjian· Jinxiu Tiandi brand in Shanghai.
On December 20, the main structure of phase one was topped out, achieving a major milestone. By January 24, the project’s grand opening successfully met its sales objectives.
Despite challenges including a tight timeline and heavy workload, the project team coordinated effectively with contractors and supervisors. Through seamless communication and resource allocation, they ensured steady progress, completing critical milestones on schedule with guaranteed quality. This swift seven-month turnaround from groundbreaking to opening highlights the strong management capabilities of the Eighth Bureau Real Estate.
Brand Building and Media Support Drive Strong Sales
Benefiting from its proximity to landmarks like the Four Leaf Clover and the National Convention and Exhibition Center, Jinxiu Tiandi attracted high public interest. The project was showcased at events such as the Shanghai Fashion Life Consumption Exhibition and the Shanghai Real Estate Exhibition, where it gained extensive exposure, promoted the Zhongjian brand, and collected numerous potential buyers.
In November and December, Dongfu Company leveraged the exhibition’s prime location for brand marketing, making Jinxiu Tiandi a highlight at multiple events. Capitalizing on this momentum, the project hosted a Brand Promotion Media Meeting to attract potential buyers and invited prominent Shanghai media for concentrated coverage.
Additionally, themed forums such as the “Shanghai West Hongqiao Development Planning Summit” were held at the sales office, featuring experts and executives discussing regional planning, economics, and real estate prospects. Media outlets including First Real Estate, Morning News, Shanghai SouFun, and Tencent actively reported on these events.
Through concentrated media efforts, Zhongjian Jinxiu Tiandi’s excellent location, diverse products, high-quality environment, thoughtful design, and strong brand recognition captured market attention during fundraising. On the opening day of January 24, the project sold over 120 units within two hours, achieving an 80% turnover rate. High demand led many buyers to arrive early, filling the temporary venue with over 300 seats, creating a lively and popular atmosphere.
Although the real estate market remains in a period of “hibernation,” there is confidence that quality projects and products will continue to attract consumers willing to brave challenges and queue for their preferred homes. The market’s latent demand requires high-quality developments to stimulate activity.
Zhongjian· Jinxiu Tiandi is poised to become the brightest new star next to the Four Leaf Clover, continuing its hot selling streak and setting new benchmarks in the area.
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