丰麒集团与香港铜锣湾集团共探东盟出海与清真产业新机遇 FengQi Group and Hong Kong Causeway Bay Group Explore New Opportunities in ASEAN Expansion and the Halal Industry

近日，丰麒集团与香港铜锣湾集团一行开展会谈。双方围绕中国企业出海东盟、马来西亚清真产业平台建设、中国优质产品展示交易、商业空间运营、文商旅商业配套及中国品牌国际化发展等议题进行了深入交流，并就后续合作方向形成初步共识。

Recently, FengQi Group held a meeting with representatives of Hong Kong Causeway Bay Group. The two sides held in-depth discussions on Chinese enterprises expanding into ASEAN, the development of a halal industry platform in Malaysia, the exhibition and trading of high-quality Chinese products, commercial space operations, integrated business, culture and tourism facilities, and the internationalisation of Chinese brands. They also reached a preliminary consensus on future cooperation directions.

香港铜锣湾集团董事局主席陈智先生长期深耕商业地产、购物中心、城市商业综合体、商业街区及品牌招商运营领域，在中国商业发展进程中具有较丰富的行业经验。香港铜锣湾集团在商业空间规划、品牌组合、招商运营、消费场景打造等方面积累了较为成熟的实践基础。

Mr. Chen Zhi, Chairman of Hong Kong Causeway Bay Group, has long been engaged in commercial real estate, shopping centres, urban commercial complexes, commercial districts, and brand investment promotion and operations. He has accumulated extensive industry experience in the development of China’s commercial sector. Hong Kong Causeway Bay Group has also built a mature practical foundation in commercial space planning, brand mix development, investment promotion and operations, and the creation of consumer scenarios.

丰麒集团近年来持续推进马来西亚及东盟市场布局，围绕清真产业园、跨境供应链、中国企业出海服务、东盟零售连锁与特许经营渠道、产品准入及市场推广等方向，逐步构建中国企业进入马来西亚及东盟市场的综合服务能力。

In recent years, FengQi Group has continued to advance its strategic layout in Malaysia and the ASEAN market. Focusing on halal industrial parks, cross-border supply chains, services for Chinese enterprises expanding overseas, ASEAN retail chains and franchising channels, product access and market promotion, the Group has gradually developed integrated service capabilities to support Chinese enterprises entering Malaysia and the wider ASEAN market.

本次交流中，双方一致认为，当前中国企业出海已不再是简单的产品出口，而是涉及市场准入、标准适配、品牌展示、渠道建设、本地运营、供应链协同和长期市场服务的系统工程。特别是在马来西亚及东盟市场，清真产业不仅是认证事项，更是连接消费信任、渠道准入、产业集聚和国际贸易的重要规则体系。

During the meeting, both sides agreed that the overseas expansion of Chinese enterprises is no longer a matter of simple product export. Instead, it has become a systematic undertaking involving market access, standards adaptation, brand display, channel development, local operations, supply chain collaboration and long-term market services. In particular, in Malaysia and the ASEAN market, the halal industry is not only about certification, but also an important framework connecting consumer trust, channel access, industrial clustering and international trade.

马来西亚作为东盟重要经济体和全球清真产业重要枢纽，在清真食品、清真日化、清真医药、清真物流、清真生活方式产品及穆斯林消费市场方面具有独特区位优势。中国企业若希望更系统地进入东盟和伊斯兰市场，需要从产品、标准、渠道、展示、交易和品牌运营等方面进行整体设计。

As an important ASEAN economy and a major global hub for the halal industry, Malaysia enjoys unique locational advantages in halal food, halal personal care and household products, halal pharmaceuticals, halal logistics, halal lifestyle products and the Muslim consumer market. If Chinese enterprises wish to enter ASEAN and Islamic markets in a more systematic manner, they need to adopt an integrated approach covering products, standards, channels, display, trading and brand operations.

围绕上述判断，丰麒集团与香港铜锣湾集团重点探讨了以下方向：

Based on the above understanding, FengQi Group and Hong Kong Causeway Bay Group focused their discussions on the following areas:

一是研究建设“中国优品清真化出海东盟展示交易平台”。该平台拟面向中国优质食品、饮品、日化、保健、家居、小家电、餐饮连锁及文旅消费品牌，提供产品展示、市场测试、渠道对接、采购商邀约、品牌推介及本地化运营服务。

I. Studying the Development of a “Halal-Oriented ASEAN Exhibition and Trading Platform for High-Quality Chinese Products”

The proposed platform is intended to serve high-quality Chinese food, beverage, personal care and household products, healthcare products, home products, small home appliances, restaurant chains, and cultural tourism consumer brands. It will provide services including product display, market testing, channel matching, buyer invitation, brand promotion and localised operations.

二是探索马来西亚清真产业园商业配套建设。丰麒集团正在推进的马来西亚清真产业平台，不应仅停留在传统工业园区层面，而应逐步形成集产品展示、采购交易、品牌孵化、企业服务、商业消费、文商旅配套及供应链协同于一体的综合平台。香港铜锣湾集团在商业空间组织、招商运营及消费场景打造方面的经验，可为相关项目提供有益支持。

II. Exploring the Development of Commercial Facilities Supporting Malaysia’s Halal Industrial Park

The halal industry platform being advanced by FengQi Group in Malaysia should not remain at the level of a traditional industrial park. Instead, it should gradually develop into an integrated platform combining product display, procurement and trading, brand incubation, enterprise services, commercial consumption, business, culture and tourism support facilities, and supply chain collaboration. Hong Kong Causeway Bay Group’s experience in commercial space organisation, investment promotion and operations, and the creation of consumer scenarios can provide useful support for the relevant projects.

三是研究中国品牌进入马来西亚及东盟市场的首站模式。双方认为，中国企业出海不能只依靠展会和短期推介，而应建立长期展示、长期运营、长期渠道服务和长期品牌孵化机制。未来可围绕马来西亚首店、展销中心、采购商中心、清真生活方式商业街、东盟渠道推介会等方式开展试点。

III. Studying the First-Stop Model for Chinese Brands Entering Malaysia and ASEAN

Both sides believe that Chinese enterprises expanding overseas should not rely solely on exhibitions and short-term promotional activities. Instead, they should establish long-term mechanisms for product display, operations, channel services and brand incubation. In the future, pilot initiatives may be carried out around Malaysia first-store projects, exhibition and sales centres, buyer centres, halal lifestyle commercial streets, and ASEAN channel promotion events.

四是推动商业运营能力与清真产业逻辑结合。清真产业不是单一认证业务，而是产品标准、生产体系、物流仓储、渠道销售和消费者信任的综合规则。丰麒集团将发挥马来西亚本地化资源、清真产业服务、中国企业组织及东盟渠道连接优势；香港铜锣湾集团可发挥商业空间规划、品牌招商、运营管理和文商旅商业经验，双方共同探索适合中国企业出海的新型商业平台。

IV. Promoting the Integration of Commercial Operations Capabilities with the Logic of the Halal Industry

The halal industry is not a single certification business, but an integrated framework covering product standards, production systems, logistics and warehousing, channel sales and consumer trust. FengQi Group will give full play to its strengths in Malaysian localised resources, halal industry services, Chinese enterprise organisation and ASEAN channel connectivity. Hong Kong Causeway Bay Group can leverage its experience in commercial space planning, brand investment promotion, operations management, and integrated business, culture and tourism development. Together, the two sides will explore a new type of commercial platform suited to the overseas expansion of Chinese enterprises.

丰麒集团表示，未来的合作将坚持务实、审慎、合规、可落地的原则，先从轻资产、可验证、可复制的项目入手，逐步推进合作研究、项目策划、市场测试和示范落地。在具体推进过程中，将进一步梳理各自资源、明确合作边界、完善任务分工，并围绕马来西亚中国优品清真展销中心、清真产业园商业配套及中国品牌东盟首站平台等方向开展后续工作。

FengQi Group stated that future cooperation will adhere to the principles of pragmatism, prudence, compliance and implementability. The two sides will begin with asset-light, verifiable and replicable projects, and gradually advance cooperation research, project planning, market testing and demonstration implementation. During the specific implementation process, both parties will further sort out their respective resources, clarify the boundaries of cooperation, improve task allocation, and carry out follow-up work around the Malaysia Exhibition and Sales Centre for High-Quality Chinese Halal Products, commercial facilities supporting the halal industrial park, and the ASEAN first-stop platform for Chinese brands.

本次会谈为丰麒集团进一步完善中国企业出海东盟服务体系提供了新的合作思路。未来，丰麒集团将继续依托马来西亚平台、清真产业资源、东盟渠道网络和中国企业出海需求，推动更多中国优质企业、优质产品和优质品牌以更加规范、系统、可持续的方式进入马来西亚及东盟市场。

This meeting provided FengQi Group with new cooperation ideas for further improving its service system for Chinese enterprises expanding into ASEAN. Moving forward, FengQi Group will continue to rely on its Malaysia platform, halal industry resources, ASEAN channel network and the overseas expansion needs of Chinese enterprises to promote more high-quality Chinese enterprises, products and brands in entering Malaysia and the ASEAN market in a more standardised, systematic and sustainable manner.

香港铜锣湾集团介绍

Introduction to Hong Kong Causeway Bay Group

香港铜锣湾集团是一家专业性大型商业地产企业,主营商业地产及shopping mall的投资开发及招商运营,是两岸四地著名企业，其“铜锣湾”、“铜锣湾广场”是中国商业地产龙头品牌。铜锣湾集团是中国MALL业态及MALL行业的创始人，是中国商业地产行业的重要奠基者，集团董事局主席陈智被誉为＂中国MALL之父＂（中国摩尔之父）。“铜锣湾广场＂城市综合体、商业步行街、MALL等业态遍布全国25个省的147个城市，约180多个专案。集团投资中国内地24年，在本行业底蕴深厚，深具影响力，近年来集团又进军了文化旅游地产，在文化旅游特色街区、古城古镇、特色小镇业态上发展迅速。MALL在中国的出现及流行催生了中国的商业地产行业，MALL与商业地产在中国的普及极大地促进了中国的商贸流通业的转型升级和现代化，极大地促进了中国的就业和消费、拉动内需、提升城市，高品位的载体孕育出大量的中国本土品牌，铜锣湾集团的这一创新对中国商贸流通业的发展进程产生了重要影响。

Hong Kong Causeway Bay Group is a large-scale professional commercial real estate enterprise. Its main businesses include the investment, development, investment promotion and operation of commercial real estate and shopping malls. It is a well-known enterprise across Mainland China, Hong Kong, Macao and Taiwan. Its “Causeway Bay” and “Causeway Bay Plaza” brands are leading brands in China’s commercial real estate sector.

Causeway Bay Group is a pioneer of the mall format and mall industry in China, and is an important founding force in China’s commercial real estate sector. Mr. Chen Zhi, Chairman of the Group, is known as the “Father of China’s Mall Industry”. Its business formats, including Causeway Bay Plaza urban complexes, commercial pedestrian streets and malls, are present in 147 cities across 25 provinces nationwide, with approximately 180 projects.

The Group has invested in Mainland China for 24 years and has accumulated deep industry experience and influence. In recent years, the Group has also entered the cultural tourism real estate sector, achieving rapid development in cultural tourism themed streets, ancient towns and characteristic town projects.

The emergence and popularity of malls in China helped give rise to China’s commercial real estate industry. The development of malls and commercial real estate has greatly promoted the transformation, upgrading and modernisation of China’s trade and commercial circulation sector, while also boosting employment, consumption, domestic demand and urban development. High-quality commercial platforms have also incubated a large number of Chinese domestic brands. Causeway Bay Group’s innovation has had an important impact on the development of China’s trade and commercial circulation sector.

陈智被评为“1985～2005影响中国商业进程的二十人”、“改革开放三十年中国商业服务业杰出贡献人物”及“中国连锁业十大年度人物”、“中国零售业十大风云人物”、“中国商业地产杰出贡献人物”，公司连续三年被评为“中国商业地产杰出贡献企业”，“铜锣湾广场”被评为中国商业地产最具影响力品牌；铜锣湾集团被誉为中国商业地产行业的黄埔军校，为行业的发展培养了大量的人才，为行业的健康发展作出了积极贡献。

Mr. Chen Zhi has been recognised as one of the “20 People Who Influenced China’s Commercial Development from 1985 to 2005”, an “Outstanding Contributor to China’s Commercial and Service Industry over 30 Years of Reform and Opening-Up”, one of the “Top Ten Annual Figures in China’s Chain Industry”, one of the “Top Ten Influential Figures in China’s Retail Industry”, and an “Outstanding Contributor to China’s Commercial Real Estate Industry”.

The Company has been recognised for three consecutive years as an “Outstanding Contribution Enterprise in China’s Commercial Real Estate Industry”, while “Causeway Bay Plaza” has been named one of the most influential brands in China’s commercial real estate sector. Causeway Bay Group is also regarded as the “Whampoa Military Academy” of China’s commercial real estate industry, having cultivated a large number of professionals for the sector and made positive contributions to its healthy development.

现时旗下的主要项目有：

Its current key projects include:

2013年开发的永修铜锣湾广场，是永修唯一一个一站式商业MALL，商住规划总建筑面积为32万㎡； 商业MALL于2016年1月1日开业，现时已运营10年有余，运营情况良好，已形成永修商业地标。 项目年营业额平均1.2亿元，年客流量平均100多万人次。 带动就业1千余人。

The Yongxiu Causeway Bay Plaza, developed in 2013, is the only one-stop commercial mall in Yongxiu. The project has a total planned gross floor area of 320,000 square metres for commercial and residential use. The commercial mall opened on 1 January 2016 and has been in stable operation for more than ten years. It has become a commercial landmark in Yongxiu, with an average annual turnover of RMB 120 million, an average annual footfall of more than one million visitors, and more than 1,000 jobs created.

2017年7月开发的樟树市三皇宫历史文化旅游街区，于2020年10月15日开街运营，项目占地108亩，总建筑面积约8万㎡，项目以挖掘樟树历史文化还原樟树原始古街风貌，结合项目用地内三皇宫，打造江西省内首个最具代表性的仿古商业旅游地产街区， 项目聚“药文化、酒文化、戏曲、商业”于一体，结合公司强大的运营管理能力，致力于打造樟树市文旅标杆、都市新名片。

The Sanhuanggong Historical, Cultural and Tourism District in Zhangshu, developed in July 2017, officially opened for operation on 15 October 2020. Covering 108 mu with a total gross floor area of approximately 80,000 square metres, the project restores the original appearance of Zhangshu’s ancient streets by drawing on the city’s historical and cultural heritage. Centred around the Sanhuanggong site within the project area, it aims to create Jiangxi Province’s first representative antique-style commercial tourism real estate district. Integrating medicine culture, wine culture, opera and commerce, and supported by the Company’s strong operations management capabilities, the project is committed to becoming a cultural tourism landmark and a new urban calling card for Zhangshu.

2020年8月莲花铜锣湾广场动工建设，项目占地面积300亩，总建筑面积约53万㎡，容积率2.05，其中商业MALL3. 8万㎡、主题商业5000㎡、星级酒店1.2万㎡、智慧住宅约36万㎡，项目物业规划有商业MALL、文旅街区、星级酒店、主题商业、智能住宅等不同类型，建成后将项目打造成莲花首个53万方五位一体都会新城，成为莲花都市旅游会客厅。

The Lianhua Causeway Bay Plaza began construction in August 2020. The project covers an area of 300 mu, with a total gross floor area of approximately 530,000 square metres and a plot ratio of 2.05. It includes a 38,000-square-metre commercial mall, 5,000 square metres of themed commercial space, a 12,000-square-metre star-rated hotel and approximately 360,000 square metres of smart residential space. The project is planned to include a commercial mall, cultural tourism district, star-rated hotel, themed commercial space and smart residential properties. Upon completion, it will become Lianhua’s first 530,000-square-metre five-in-one urban complex and a new urban tourism reception centre for Lianhua.

2021年6月公司成功摘下庐山项目，项目总占地约151.5亩，总建筑面积26万方左右，其中商业综合体4万方，文旅街区5358平方，项目规划有商业MALL、文旅街区、星级酒店、主题商业、小区幼儿园、智慧住宅等。

In June 2021, the Company successfully acquired the Lushan project. The project covers a total land area of approximately 151.5 mu, with a total gross floor area of around 260,000 square metres, including a 40,000-square-metre commercial complex and a 5,358-square-metre cultural tourism district. The project is planned to include a commercial mall, cultural tourism district, star-rated hotel, themed commercial space, community kindergarten and smart residential properties.

丰麒集团

FengQi Group