（售后服务）北京金融街北京西环广场商业顾问服务

X X X IHUANIHUANIHUAN P P P LAZALAZALAZA B B B EIJINGEIJINGEIJING 北京西北京西北京西北京西环环环环广广广广场场场场 R R R ETAILETAILETAIL C C C ONSULTANCYONSULTANCYONSULTANCY F F F INALINALINAL D D D RAFTRAFTRAFT R R R EPORTEPORTEPORT 商商商商业顾问业顾问业顾问业顾问服服服服务务务务 最后草稿最后草稿最后草稿最后草稿 B B B EIJINGEIJINGEIJING F F F INANCEINANCEINANCE S S S TREETTREETTREET C C C ONSTRUCTIONONSTRUCTIONONSTRUCTION D D D EVELOPMENTEVELOPMENTEVELOPMENT C C C OMPANYOMPANYOMPANY L L L IMITEDIMITEDIMITED 北京金融街建北京金融街建北京金融街建北京金融街建设设设设开开开开发发发发有限有限有限有限责责责责任公司任公司任公司任公司 VOLUME 1 REPORT 第一部分第一部分 报报告告 APRIL 2003 二零零三年四月二零零三年四月 TABLE OF CONTENTS XIHUAN PLAZA BEIJING 西環广场 i APRIL 2003二零零三年四月 CHAPTERPage No 章章节节页码页码 1 0INTRODUCTION 简简介介 1 2 1 1ASSIGNMENT 任务介绍 1 2SCOPE OF WORK 服务内容 1 3REPORT STRUCTURE 报告结构 2 0PROJECT BACKGROUND 项项目介目介绍绍 3 7 2 1LOCATION 地理位置 2 2THE DEVELOPMENT 项目背景 2 3CHARACTERISTICS OF SURROUNDING AREA 周边地区特征 2 4ACCESSIBILITY TRANSPORT LINKS 通行情况 交通线路 3 0BEIJING ECONOMIC OVERVIEW 北京北京经济经济分析分析 8 14 3 1ADMINISTRATIVE DIVISIONS AND POPULATION 北京行政区划和人口 3 2ECONOMIC INDICATORS 经济分析 3 3OTHER INFLUENCING EVENTS 其他影响因素 3 4MARKET OUTLOOK 总述 CHAPTERPage No 章章节节页码页码 4 0REAL ESTATE RESEARCH 房地房地产产市市场场研究研究 15 30 4 1STOCK AND HISTORICAL SUPPLY OF RETAIL ACCOMMODATION 商业用房的历史供应量 4 2MAJOR RETAIL AREAS 主要商业区域 4 3FUTURE SUPPLY OF RETAIL ACCOMMODATION 未来商业面积的供应 4 4OCCUPANCY RATE 入住率情况 4 5RENTAL PRICE ANALYSIS 租金 售价分析 4 6GOVERNMENT POLICY 政府政策法规 4 7ANTICIPATED FUTURE TRENDS 未来发展趋势预测 4 8IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响 5 0CONSUMER SURVEY 消消费费者者调查调查 31 38 5 1APPROACH OLOGY 步骤 方法 5 2DEMOGRAPHIC CHARACTERISTICS 消费者调研 5 3INCOME PROFILE 收入分析 5 4SPENDING PATTERNS 消费行为 5 5CONSUMER PREFERENCES 影响消费者的因素 5 6BRAND ANALYSIS 品牌分析 5 7VIEW ON CURRENT RETAIL PROVISION 对目前商业面积供应的看法 5 8IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响 TABLE OF CONTENTS XIHUAN PLAZA BEIJING 西環广场 ii APRIL 2003二零零三年四月 CHAPTERPage No 章章节节页码页码 6 0COMPETITION ANALYSIS 竞竞争争对对手分析手分析 39 46 6 1APPROACH OLOGY 步骤 方法 6 2EXISTING COMPETITORS 现时竞争对手 6 3COMPETITION REVIEW 竞争对手分析 6 4CHARACTERISTICS OF EXISTING COMPETITION 目前竞争对手的特征 6 5ANTICIPATED FUTURE COMPETITION 未来竞争对手 6 6IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响 7 0INDUSTRY CONSULTATION 行行业业研究研究 47 59 7 1APPROACH 方法 7 2MARKET OUTLOOK 总体概括 7 3PREFERRED RETAIL LOCATIONS 希望进入的商业区域 7 4RETAILER REQUIREMENTS 商家需求 7 5KEY LOCATIONAL FACTORS 主要的选址因素 7 6XIHUAN PLAZA POSITIVE FACTORS 西环广场 优势 7 7XIHUAN PLAZA NEGATIVE FACTORS 西环广场 劣势 7 8IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响 CHAPTERPage No 章章节节页码页码 8 0MARKET POSITIONING 市市场场定位定位 60 65 8 1COMPETITIVE POSITION 竞争力 8 2CATCHMENT AREAS 商圈界定 8 3TARGET AUDIENCE 目标消费者 8 4MARKET GAPS AND TARGET RETAILERS FOR XIHUAN PLAZA 西环广场的潜在客户和市场空间 9 0TENANT MERCHANDISING MIX 客客户户 商品商品组组合合 66 82 9 1MERCHANDISING STRATEGY 商品组合策略 9 2TENANT MERCHANDISE MIX 客户 商品组合 9 3ANALYSIS OF POTENTIAL SALES RENTAL INCOME 营业额和租金预测 10 0 DESIGN REVIEW 设计评审设计评审 83 84 10 1 GENERAL DESIGN ISSUES 设计评审的总体因素 10 2 CRITICAL DESIGN ISSUES 设计要点 11 0 RECOMMENDED RETAIL CONCEPT 商商业业主主题题建建议议 85 TABLE OF CONTENTS XIHUAN PLAZA BEIJING 西環广场 iii APRIL 2003二零零三年四月 APPENDICES 附件附件 1 0 INTRODUCTION 简简介介 XIHUAN PLAZA BEIJING 西环广场 1 APRIL 2003二零零三年四月 1 1 ASSIGNMENT任任务务介介绍绍 Insignia Brooke IB and Husband Retail Consulting Limited HRC were appointed by the Beijing Financial Street Construction Development Company Limited BFS in January 2003 to undertake a retail consultancy assignment in connection with a development in Xizhimen District Beijing to be known as Xihuan Plaza 显盛保柏和 Husband Retail Consulting Limited 受北京金融街建设开 发有限责任公司的委托 于 2003 年 1 月开始为位于西直门地区的西 环广场的商业部分提供商业咨询服务 The purpose of the assignment is to examine and investigate various issues affecting the proposed retail element of Xihuan Plaza and to provide advice to BFS regarding the appropriate market positioning of the project the optimum merchandise tenant mix within the scheme the design and layout of individual floors within the retail centre as well as the overall concept associated with the retail element of the development 此次服务的目的是研究影响西环广场商业部分的多种因素 为北京 金融街建设开发有限责任公司提供西环广场适当的市场定位 适宜 的商品组合 客户组合 商场内部每层的设计和平面规划 以及商场 整体的概念 Various documents have been ted to BFS for review during the course of the assignment and the interim findings of the rcise were presented to BFS on 12th March 2003 This Final Report sets out the major findings and recommendations associated with the retail consultancy assignment including but not limited to those previously presented to BFS 2003 年 3 月 12 日 一些文件和中期报告已经提交给北京金融街建设 开发有限责任公司审阅 此份最终报告中将包括研究的主要发现和 针对西环广场的商业建议 并不仅限于之前中期报告的基础上 1 2 SCOPE OF WORK 服服务务内容内容 It was agreed that the scope of work associated with this retail consultancy would involve the following tasks 此份商业咨询报告的内容将包括下述内容 oMarket Survey 市场研究 oCompetition Analysis 竞争对手分析 oDetermination of the Catchment Area 商圈消费预测 oConsultation of Local and International Retailers 国内和国际零售商的访谈研究 oDetermination of the Optimum Size and Theming of the Centre 商场主题与商业规模 oDesign Review 设计评审 oAnalysis of Internal Layout 内部规划布局的分析 oDetermination of Optimum Merchandise M