【商业地产】北京金融街北京西环广场商业顾问服务88DOC

1、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

2、 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 chapterpage

3、 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 over

4、view 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

5、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

6、 / methodology 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 chapterpage no. 章章节节页码页码 6.0competition analys

7、is 竞竞争争对对手分析手分析.39 - 46 6.1approach/methodology 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 7.1appr

8、oach 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 po

9、sitioning 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 9.3analy

10、sis 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 appendices 附件附件 1.1 assignment任任务务介介绍绍 insignia brooke (“ib”) and husband retail consulting limite

11、d (“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

12、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 merc

13、handise / 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

14、 documents have been submitted to bfs for review during the course of the assignment and the interim findings of the exercise 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 n

15、ot 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

16、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 odeter

17、mination of optimum merchandise mix 商品组合建议 odetermination of potential centre sales 预测商场销售额 odetermination of potential rental income of the centre 商场未来租金收入的预测 1.3 report structure 报报告告结结构构 section 2 : describes the background of the project including the physical conditions associated with xihuan p

18、laza. 第二章 : 西环广场的项目背景资料介绍。 section 3 : sets out a review and analysis of economic conditions in beijing. 第三章 : 北京经济分析 section 4 : sets out a review of the retail sector of the real estate market in beijing. 第四章 : 北京零售房地产市场分析 section 5 : describes the approach / methodology associated with the consum

19、er survey and sets out the major findings of the exercise. 第五章 ： 解释消费者调查的方法和步骤并且给出调研的主要发现。 section 6 : describes the approach / methodology associated with the competition analysis and sets out the major findings of the exercise. 第六章 : 解释竞争对手分析的方法步骤论并且给出竞争对手的主要 发现。 section 7 : sets out the approach

20、towards, and the key findings of, the consultation of local and international retailers. 第七章 : 给出国内/国际零售商访谈的方法和主要发现。 section 8 : identifies the market positioning of xihuan plaza, including the target market of the centre and the anticipated consumer profile of the scheme. 第八章 : 西环广场的市场定位以及目标市场和潜在消费

21、者预测 section 9 : establishes the proposed tenant / merchandising mix and estimates the potential sales revenues and rental income to be generated from the centre. 第九章 : 建立提议的客户组合/商品组合以及预测商场销售额和租金 收入 section 10 : highlights the critical design issues associated with the centre and puts forward recomme

22、nded solutions the resolve these issues. 第十章 : 对商场设计的意见和建议 section 11 : puts forward the recommended retail concept and presents a summary of the merits associated with the proposal. 第十一章 : 商场主题的建议和优势的总结 2.1 location 地理位置地理位置 xihuan plaza is situated within the central part of xizhimen in xicheng, i

23、mmediately to the west of the existing railway station. it is bounded xizhimenwei main road to the south, gaibanhe to the north, west 2nd ring road to the east and gaoliang bridge to the west. 西环广场位于西城区的西直门地区，位于西直门地铁的西侧。西环广 场南侧是西直门外大街，北侧是盖板河，东临西二环，西临高粱桥。 图 2.1：西环广场位置图 资料来源：显盛保柏 the development is si

24、tuated in a prominent location and enjoys a high degree of visibility from various different vantage points, in particular from the northwest, where the majority of the developments are relatively low rise. 该项目位于非常显著的位置，从各个方面的可视性都很好，尤其是从 项目的西北侧，多为低密度住宅。 the site is adjacent to a public transport int

25、erchange and railway station and there is therefore a very high volume of pedestrian flow in the vicinity of the site. based upon an informal enquiry with a representatives of the subway, there are currently approximately 120,000 passengers per day passing through the xizhimen subway, with an additi

26、onal 32,000 passengers interchanging between the subway and the light rail transit station. 项目地块近临公交枢纽、地铁和轻轨，所以在项目周边聚集了大量的 人流。根据与北京地铁运营总公司工作人员的确认，目前每天乘坐西 直门地铁的人数有 12 万人次，另外有 32,000 人次为轻轨和地铁换乘 者。 表 2.1：地铁及轻轨日客流量 线线路路出口人数出口人数入口人数入口人数总计总计 地铁60,00060,000120,000 轻轨 6,0006,00012,000 换乘16,00016,00032,000 合

27、计82,00082,000164,000 资料来源：显盛保柏 西西西西环环环环广广广广场场场场 it is estimated that approximately 12,000 people pass through xizhimen light rail transit station and approximately 150,000 people use the at grade road network. therefore, the current daily pedestrian flow in the immediate vicinity of the site has bee

28、n assessed to be of the order of 320,000 to 350,000 persons. assuming a growth rate of 20%-25% in connection with the railway patronage, it is anticipated that the pedestrians in the immediate vicinity of xihuan plaza could reach a level of 350,000 to 400,000 persons per day in the medium term. 预计每天

29、出入西直门轻轨的人数有 12,000 人次；还有每天约有 15 万 人次使用西直门的路上交通工具，估计每天过往西环地区的人数约 有 32-35 万人次。综合西环地区的地上和地下交通，根据西直门地铁 工作人员介绍，轻轨乘客每年增长率将在 20-25%之间，预计 2006 年 西环地区每天过往人口将达到 35 万-40 万人次，甚至会更多。 表 2.2：西直门地区公交线路总站发车情况 线线路路首首车时间车时间未未车时间车时间发车发车次数次数 3345:3022:30340 多次/天 360 支5:3022:15200 多次/天 3755:1523:00300 多次/天 375 支5:2021:30

30、200 多次/天 3925:3021:00200 多次/天 655:0023:00200 多次/天 9025:3020:30200 多次/天 6125:4520:15378 次/天 7226:0021:3072 次/天 7496:0021:30260 次/天 9045:1020:30320 次/天 9335:3020:00235 次/天 资料来源：显盛保柏 2.2 the development 项项目背景目背景 xihuan plaza is situated upon an elongated site which has an area of approximately 59,900 m

31、. the development will have a total gross floor area of 264,000 square metres, of which 97,000 square metres is within the basement of the development, and 167,000 square metres is above the ground level. the project is due to be completed in june 2005. 西环广场占地 5.99 万平方米, 总建筑面积为 26.4 万平方米，地上部 分 16.7

32、万平方米，地下部分 9.7 万平方米，预计竣工时间为 2005 年 6 月。 xihuan plaza is a comprehensive development comprising the following elements : 项目包括以下组成部分： ooffice accommodation of 89,000 m 写字楼面积为 8.9 万平方米 oa shopping mall of 91,000 m, accommodated within seven floors between basement one and the sixth floor of the developm

33、ent 商业用房面积为 9.1 万平方米, 从地下一层到地上六层 oa public transport interchange area of 15,000 m 公交环路面积 15,000 平方米 o2,000 carparking spaces 2,000 个车位 2.3 characteristics of surrounding area 周周边边地区特征地区特征 there are a wide range of different land uses within xizhimen and the surrounding area, including residential, c

34、ommercial, cultural, institutional and tourist related uses. 西直门及周边地区集中了多种类型的项目，包括住宅，写字楼，教育， 政府机构和旅游景点。 xinjiekou residential area is located to the east of the development. it is one of the oldest districts in beijing with low density residential accommodation which is normally occupied by low inco

35、me groups. the area is currently under re-construction and a number of new high quality developments have been built within the area, such as ocean prospect, jin hui jia yuan and silver city. the average sale price associated with these developments is approximately rmb 8,000 per square metre, which

36、 is significantly higher than the average of rmb 4,500 per square metre in beijing. 新街口住宅区位于西环广场的东侧。以前该地区是北京的老城区，住 宅密度比较低，居民消费水平不高。目前西直门地区正在实施城区改 造的工程，新建了一些高档住宅，包括远洋风景，金晖嘉园，银都中 心等，平均售价为 8,027 元/平方米，高于全市平均 4,500 元/平方米几 乎一倍。 it should be noted that a total of 4,500 high-class residential units have be

37、en or will be completed within 2 kilometres of xihuan plaza between 2001 and 2003. therefore, upon completion of the urban reconstruction, it is anticipated that the average income level of the households within the area will increase, and that there will also be an increase in the purchasing power

38、of these households. 在离西环广场方圆 2 公里的范围内，从 2001 年到 2003 年约有 4,500 套高档住宅落成，一些高档住宅项目正在建设。所以，随着西环地区 高档住宅的建设，该区居民的平均收入在提高，同时消费水平也在不 断提高。 xihuan plaza is also in close proximity to zhongguancun to the north west, jinrongjie to the south east, and beijing zoo to the west . 除了东边为新街口住宅社区外，西环广场西北临近中关村，东南临近 金融街

39、，西边紧靠北京动物园。 in addition, a number of institutions and universities are located in the area, including northern transportation university, beijing building construction research institute, china university of posts and telecommunications, beijing normal university, and the finance and banking institu

40、te. 西环广场周边地区包括了几所大学，其中有北方交通大学、北京建筑 工程学院、中国政法大学，中国邮电大学，北京师范大学以及财政金 融学院。四星级的德宝饭店位于西环广场的西侧。 2.4 accessibility / transport links通行情况通行情况/交通交通线线路路 xihuan plaza is adjacent to the transportation hub of xizhimen and therefore is easily accessible via different modes of transportation. being a major interch

41、ange point between the various railways including the subway, light transit and beijing railway, the area has very good accessibility via an integrated rail transportation network to all parts of beijing. 西环广场为交通枢纽，所以可以通过不同的交通方式到达。西环广场 更是地铁、轻轨的换乘中心，通过轻轨和地铁的立体交叉网络可以到 达北京各个部分。 in addition to railway f

42、acilities, the area is also well served by a large number of bus routes, as a public transport interchange is located adjacent to the light rail transit station. as illustrated with the list of bus routes in figure 2.2, the coverage of the bus routes is very extensive and extends to huilongguan in t

43、he north, xiangshan and shijingshan to the west, wangjing to the east and daxinghuangcun to the south. 除了轨道交通，西环广场还靠近多路公交线路的总站。图 2.2 是西直 门公交线路图，公交路线覆盖了大部分的北京城：北至回龙观，西至 香山和石景山，东至望京，南至大兴黄村。 图 2.2：西环广场公共交通示意图 资料来源：显盛保柏 however, it has also been noted that there is often traffic congestion in the area a

44、djacent to the xizhimen bridge, immediately next to the development. in addition, the existing design of the road network in front of xihuan plaza is not the optimum from the perspective of the development, as drivers find it difficult to turn into the development when they see the development from

45、the bridge. this issue will need to be taken into consideration the finalising the access arrangements to associated with the project. 但是，西直门立交桥就在西环广场的旁边，经常出现交通堵塞。而 且由于立交桥设计的原因，当消费者在桥上看到西环广场时，很难 直接到达西环广场。这点希望开发商在最终安排西环广场交通组织 时将这个因素考虑进去。 西西西环环环广广广场场场交通示意交通示意交通示意图图图 西西西西环环环环广广广广场场场场 in addition, with

46、regard to pedestrian routes, whilst accessiblity from the north is good, the pedestrian access for people wishing to access the development from the south is not particularly convenient as a result of the existence of the main road and bridge to the south of the development. this issue will need to

47、be addressed when considering the entrance arrangements associated within the development. 关于步行路线，对西环广场北部的消费者很方便，但从南面过来的消 费者很难越过立交桥到达西环广场。这方面的问题需要开发商在设 计商场出入口时考虑进去。 in overall terms, xihuan plaza has the advantage of excellent transport links and therefore has the potential to attract a significant

48、number of costumers to the project, particularly from the north-western part of beijing. 总体来说，西环广场的优势在于极好的交通，所以可以带来大量的客 流，尤其是吸引北京西北部的消费者。 appendices 附件附件 2.1 西环广场周边写字楼项目示意图 2.2 西环广场周边住宅项目示意图 2.3 西环广场周边酒店示意图 2.4 西环广场周边大专院校示意图 2.5.1 西环广场附近交通线路列表（一） 2.5.2 西环广场附近交通线路列表（二） 3.1 administrative divisions an

49、d population行政区划和人口行政区划和人口 beijing, the capital of china, has a site area of 16,807.8 square kilometres and comprises 18 districts and counties. the city can be divided into 4 regions: 北京市总面积为 16,807.8 平方公里，总共包括了 18 个区、县，可分 为四个区域 : ocity proper (dongcheng district, xicheng district, chongwen distric

50、t and xuanwu district) 市区(东城区，西城区，崇文区和宣武区) ocity area (chaoyang district, haidian district, fengtai district, and shijingshan district) 城区(朝阳区，海淀区、丰台区和石景山区) oinner suburbs (mentogou district, fangshan district, tonzhou district, shunyi district, changping district, and daxing district) 郊区(门头沟区，房山区，通

51、州区，顺义区，昌平区和大兴区) oouter suburbs (pinggu county, huairou county, miyun county, and yanqing county) 远郊区县(怀柔区，平谷县，密云县和延庆县) the urban area of beijing has expanded rapidly in the past 10 years and the current planned boundary of the urban area extends to dingfuzhuang in the east, shijingshan in the west,

52、qinghe in the north and nanyuan in the south, comprising an area of 1,041 square kilometres. the future central city area will primarily be the area within the 4th ring road. the current built-up area in beijing is approximately 500 square kilometres, accounting for 50% of the planned area, of which

53、 158 square kilometres is located within the 3rd ring road. 目前北京规划市区范围是东至定福庄，西至石景山，北至清河，南至 南苑，规划面积 1,041 平方公里，未来的市中心地区大体在四环路内。 目前已经建成区面积为 490 平方公里，已经完成规划面积的 47%，其 中三环以内的面积为 158 平方公里。 图 3.1：北京行政区划图 资料来源：显盛保柏 the registered population of beijing in 2002 was 11.36 million people, with an additional iti

54、nerant population of approximately 3 million people. the total population residing in beijing in 2002 was 14.40 million. as at the end of 2002, the registered population in the city proper was 2.41 million and that in the city area was 4.49 million, with an average household size of 3 persons. the p

55、opulation density in the city proper and city area is 27,700 persons per square kilometre and 3,500 per square kilometre respectively. 2002 年，北京市户籍人口为 1,136.3 万人，流动人口约有 300 万人。 2002 年底，北京常住人口有 1,423.2 万人口。2002 年底，北京市区户 籍人口 241 万人，人口密度是 27,700 人/平方公里；城区户籍人口 449 万人，人口密度是 3,500 人/平方公里。全市平均户均人口 3 人。 the

56、 population of beijing has grown by approximately 0.192% per annum over the last ten years. there has also been a gradual shift of population from the city proper to suburban areas as a result of the extensive urban regeneration programme being pursued in beijing. it is expected that the population

57、level will be relatively stable in the short to medium term, and that the redistribution of the population to the suburban areas will continue. 北京的人口在过去十年间平均年增长率是 0.192%。由于北京市区重 新建设的原因，北京人口也出现了从市区向郊区移动的趋势。预计北 京的人口在中短期内比较稳定，从长期发展看，继续人口郊区化。 in the past 10 years, the registered population of beijing ha

58、s grown from 10.4 million in 1992 to 11.36 million in 2002, an average increase rate of 0.192% per annual. 在过去的 10 年间，北京户籍人口数量由 1,044.9 万（1992 年）增长到 1,136.3 万（2002 年），平均年增长率为 0.192%。 given that residential development is currently focused in the suburban area, as against the city proper, the overall

59、 population of the city is growing more rapidly than the pace of increase in the city proper. approximately 3.81 million people lived in the city area in 1994, which has increased to 4.49 million in 2002, whilst the population of the city proper has decreased from 2.44 million in 1994 to 2.41 millio

60、n in 2002. 由于北京住宅发展向城区和郊区发展，所以城区人口增长速度高于 市区。1994 年北京市城区人口为 381.5 万人，2002 年增长到 448.6 万 人；同时 1994 年的市区人口为 243.6 万，2002 年下降为 240.6 万人。 3.2 economic indicators 经济经济分析分析 (i) gross domestic product (gdp) 国内生产总值 beijing has experienced rapid economic growth in the past 20 years. the gdp increased from rmb