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想参与东莞潮玩文旅打造？
机会来了！
东莞潮玩文旅片区
发展策划与规划设计竞赛要来了
现面向全球优质策划运营资源和优秀设计机构
开放预报名意向登记
PART.01
项目背景/Project Background
为擦亮“中国潮玩之都”品牌，东莞市委市政府高度重视潮玩文旅片区的规划建设，明确提出要将其打造为彰显东莞特色、引领湾区潮玩文化的“潮玩文化会客厅、大湾区文旅目的地、世界级潮玩产业集聚区”。
To enhance the brand of "The City of Art Toys", the CPC Dongguan Municipal Committee and Dongguan Municipal People's Government attach great importance to the planning and construction of the Art Toys Cultural Tourism Zone. It has been clearly proposed to build it into an "Art toys Cultural Urban Living Room, Greater Bay Area Cultural Tourism Destination, and World-Class Art toys Industry Cluster" that highlights Dongguan's characteristics and leads the Greater Bay Area's art toys culture.
潮玩文旅片区研究范围112.2平方公里，概念设计范围30.3平方公里，位于粤港澳大湾区珠江东岸中段，东莞市东北部核心交汇区域，地跨松山湖生态园、石排镇、茶山镇、横沥镇及石龙镇等五镇街（园区），是东莞北部连接周边城镇、承载区域功能的重要节点。片区依托东莞站的交通枢纽优势，具备显著的区位与交通整合潜力，是推动东莞东北部城镇协同发展、提升城市功能衔接的战略区域。
The research scope of the Art Toys Cultural Tourism Zone covers 112.2 square kilometers, with the conceptual design scope spanning 30.3 square kilometers. Located in the middle section of the eastern bank of the Pearl River in the Guangdong-Hong Kong-Macao Greater Bay Area and the core intersection of northeastern Dongguan, it involves five towns/parks: Shipai Town, Chashan Town, Songshan Lake Ecological Park, Hengli Town, and Shilong Town. It serves as a key node connecting northern Dongguan with surrounding cities and undertaking regional functions. Leveraging the transportation hub advantage of Dongguan Railway Station, the zone boasts significant potential for location and transportation integration, and is a strategic area for promoting the coordinated development of northeastern Dongguan's towns and enhancing the connection of urban functions.
片区原有规划分散零碎，资源整合与开发效能有待提升，已难以承载长远发展目标。为此，采用规划竞赛面向全球公开征集优秀规划设计方案与运营方案，以潮玩文旅产业为引领，加强支柱产业建设，导入具有引爆效应的产业资源，重视空间形态塑造，统筹片区文化、旅游、生态、科技、工业、商业等多元要素，形成“核心引领、圈层辐射、全域运营”的发展格局，推动产城人文旅深度融合，实现生态保护、产业升级与城乡协同发展的有机统一，并为后续方案落地及市场化运营提供坚实基础。
The original planning of the zone is fragmented, with room for improvement in resource integration and development efficiency, making it difficult to meet long-term development goals. Therefore, a planning competition is launched to publicly solicit excellent planning and design schemes as well as operation plans worldwide. Guided by the Art Toys Cultural Tourism Industry, the initiative aims to strengthen pillar industries, introduce catalytic industrial resources, emphasize spatial form shaping, and coordinate multiple elements such as culture, tourism, ecology, technology, industry, and commerce in the zone, and form a development pattern of "core leadership, circle radiation, and omni-channel operation". It will promote the in-depth integration of industry, city, culture, and tourism, realize the organic unity of ecological protection, industrial upgrading, and urban-rural coordinated development, and lay a solid foundation for the subsequent implementation of schemes and market-oriented operation.
△图1.项目区位图
Figure 1-Project Location
PART.02
设计范围/Design Scope
本次竞赛设计范围包括三个层次：研究范围、概念设计范围、详细节点设计范围。
The competition comprises three work scopes: the research scope, the conceptual design scope, and the detailed node design scope.
研究范围约112.2平方公里，覆盖松山湖生态园、石排镇、茶山镇、横沥镇及石龙镇等五个镇街（园区）。
The research scope covers approximately 112.2 square kilometers, including five sub-districts : Shipai Town, Chashan Town, Songshan Lake Ecological Park, Hengli Town, and Shilong Town.
概念设计范围约30.3平方公里，围绕南社、塘尾、牛过蓢等古村落、生态园及片区产业核心资源展开。
The conceptual design scope covers about 30.3 square kilometers, focusing on historical villages such as Nanshe Historical Village, Tangwei Historical Village, and Niuguolang Historical Village, ecological parks, and core industrial resources of the zone.
详细节点设计范围将提供5个重点地块供深化设计，参赛团队需结合空间资源特征策划文商旅主题路线，并以路线为脉络，串联上述五处地块。
The detailed node design scope will provide 5 key land parcels for in-depth design. Participating teams shall plan cultural, commercial, and tourism themed routes based on spatial resource characteristics, and connect the above five land parcels through the routes.
△图2.三个层次设计范围
Figure 2-Planning and Design Scope
PART.03
设计要求/Design Requirements
总体统筹研究：需明确整体功能定位与产业格局、整体结构设计与功能板块布局、蓝绿生态与开放空间设计、交通组织与慢行接驳。
Overall Coordination Research: Clarify the overall functional positioning and industrial pattern, overall structural design and functional block layout, blue-Green Infrastructure and open space design, and traffic organization and active mobility connection.
概念城市设计：需明确各片区组合定位、空间形态与风貌引导、交通与流线组织、功能业态落位、项目运营策划、分期与实施引导。
Conceptual Urban Design: Define the combined positioning of each sub-area, spatial form and style guidance, traffic and flow organization, functional programmatic Mix, project operation planning, and phasing and implementation guidance.
详细节点设计：需落实总平布局与业态落位、主题大道设计、潮玩产业与研发集群设计、潮玩主题商业街区设计、潮玩主题乐园设计、酒店与民宿布局，并提供相关潮玩资源链接。
Detailed Node Design: Implement the master layout and programmatic Mix, themed avenue design, art toys industry and R&D cluster design, art toys-themed commercial block design, art toys-themed park design, hotel and homestay layout, and provide relevant art toys resource links.
PART.04
奖金设置/ Prize Setting
本次竞赛费用（竞赛奖金及后续深化费用）总计约人民币340万元（含税）。其中，竞赛总奖金260万元（含税），后续深化费用80万元（含税）。具体以正式发布的竞赛公告为准。
The total cost of this competition (including competition prizes and subsequent in-depth development fees) is approximately RMB 3.4 million (tax included). Among them, the total competition prize is RMB 2.6 million (tax included), and the subsequent in-depth development fee is RMB 0.8 million (tax included). Specific details shall be subject to the officially released competition announcement.
PART.05
参赛资格/Eligibility Requirements
（1）要求联合体参赛，联合体成员数量不超过4家，联合体成员须是国内外注册的独立法人企业或机构，联合体成员不得再单独或以其他名义与其他规划设计或策划运营单位组成联合体参与报名，联合体合作方需签署具有法律效力的《联合体协议》，并明确牵头单位、各方工作分工等。
（1） Participation is required in the form of a consortium, with no more than 4 members. Each consortium member must be an independently registered legal enterprise or institution in the domestic and overseas. Members of the consortium must not separately or under different affiliations form a consortium with other participants. Each member of the consortium should sign a legally binding Consortium Agreement that clearly outlines the leading member and work assignments.
（2）联合体成员应具有规划设计、文旅策划、产业运营等经验，并能链接相关潮玩文旅资源。
（2）Consortium members shall have experience in planning and design, cultural tourism planning, industrial operation, etc., and be able to link relevant art toys cultural tourism resources.
（3）申请人为境外机构的，须在其所在国家或地区具有合法相关营业范围（规划建筑或策划运营类）。
（3）For overseas applicant institutions, they must have legal relevant business scope (planning and architecture or planning and operation category) in their country or region.
（4）不接受个人或个人组合的报名。
（4）Individual or individual group applicantions are not accepted.
（5）本次竞赛活动所有提交设计成果文件须为申请人或联合体原创作品。
（5）All submitted design results for this competition must be original works of the applicant or the consortium.
PART.06
报名方式/Registration Method
欢迎境内外设计机构进行预报名登记，可点击下方下载预报名意向登记表，填写预报名信息，并发送到邮箱dgxcb2026@163.com。联系人吴小姐 15818282338。
Pre-registration is now open to design institutions both domestically and internationally. You may download the preliminary registration form by clicking below, fill it out with your pre-registration information, and send it to the email address: dgxcb2026@163.com. For further inquiries, please contact Ms. Wu at 15818282338.
正式报名公告后续将在东莞发布、东莞日报、东莞电视台等官方媒介发布，相关内容以正式公告为准，欢迎有意向的设计和运营机构提前开展相关准备工作。
The official announcement for registration will be subsequently released through official media channels such as Dongguan Fabu, Dongguan Daily, and Dongguan TV. All relevant details will be subject to the official announcement. Interested design and operation institutions are welcome to commence relevant preparatory work in advance.
来源：东莞发布
编辑：李秀莹
校对：钟欣玲
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