北京中央商务区的中心商业招商手册.ppt

1、北京中央商务区的中心商业,RETAIL CENTER AT THE HEART OF BEIJING CBD,开发项目名称：北京财富中心 Name of development: Beijing Fortune Plaza,商业部分名称：财富购物中心 Name of retail: Fortune Mall,ABOUT BEIJING,财富中心项目位置,CBD,FORTUNE PLAZA LOCATION,Fortune Plaza lies at the heart of Beijing CBD; with convenient access to the Embassy District;

2、Lufthansa Center and the Airport Expressway to the New Capital Airport; To the west, lies Guandongdian South Street and the Chaowai Area; To the north, it adjoins No.5 CBD Road, CBD East and West Street runs through Fortune Plaza in an east-west direction, providing efficient links with East Third R

3、ing Road and Dongdaqiao Road.,地处北京CBD核心地段； 紧邻东三环，与使馆区、燕莎商圈及机场高速一线连接； 西接关东店南街与朝外商圈相连； 北靠商务中心5号路, 东西街贯穿社区，有效通达东三环与东大桥路。,CWTT,Kerry Center,Jingguang New World Center,CCTV Headquarters,Central Park,WFC,Fortune Plaza,CCTV,地铁交通 MTR,地铁是北京财富购物中心的便利通道： 地铁10号线，将带来每天约3.6万次的流动客流，无论是海淀的中关村，还是奥运会场，便捷的地下交通，将商业的魅力通

4、达四方； 长安街、东三环路、朝阳门外大街和东大桥路，四大交通干道环绕财富购物中心； 三十余条公交线路，编织便捷的路面交通体系。 Fortune Mall benefits from direct access to M.T.R in Beijings CBD. When the M.T.R Line No. 10 opens in 2008, daily passenger trips are expected to reach 36,000. Through the convenient M.T.R transportation network, the complex attracts v

5、isitors from Zhongguancun at Haidian, the Olympic Games venues and all other parts of Beijing.Fortune Mall surrounded by Changan Avenue, East Third Ring Road, Chaoyangmenwai Avenue and Dongdaqiao Road in the vicinity,is becoming the transportation hub with over 30 bus routes.,Beijing Silicon Valley,

6、Olympic Catchment,Financial Street,Lufthansa Catchment,CBD,财富中心整体概况,PROJECT SUMMARY,五栋超高层建筑矗立于9.2公顷的长方形地块上，酒店位于中间，其于4栋各占一角； 总建筑面积约72万平方米，一期24万平方米，二期30万平方米，三期18万平方米； 一期公寓楼已于2005年4月入住、一期写字楼已于2005年5月入住； 二期酒店计划于2008年4月试营业、二期公寓计划于2008年11月完工； 财富购物中心（项目的西北侧，二期裙房北半部分，与环球金融中心隔街相望）计划于2009年3月底对外营业； 三期写字楼目前处于设计

7、阶段。,5 super high-rise buildings sitting on the site of 9.2 hectare, two office towers and two residential towers located in each corner of the rectangular land, with a 5-star hotel in the center; Total GFA 720k sqm, PI GFA 240k，PII GFA 300k，PIII GFA 180k; PI residential building completed in April.

8、2005,PI office building completed in May 2005; PII hotel building plans to soft open in April. 2008,PII residential building plans to complete in November. 2008; Fortune Mall（ the north-west side of the development, north part of the PII podium building, across the street from WFC） plans to soft ope

9、n around the end of March.2009 ; PIII office building is in the stage of design.,商业鸟瞰图放大版 BIRDVIEW ZOOM IN,Fortune Mall,一期公寓,总建筑面积为7.2万平方米，约506套散售公寓； 目前入住率为85%，租金水平为11-13美元/月/平方米； 入住人群（跨国公司管理人员，高级白领，商业精英及专业人士)； 楼高128米，共有45层； 由达文物业进行管理，仲量联行担当物业顾问。,Total GFA 72,000 sqm,506 units sold strata-titled; Oc

10、cupancy Rate is about 85%,average rental is USD11-13/month/sqm; Most residents are MNC managers and executives、white collars、business elites and professionals; The height of building is128 m, totally 45floors; Managed by Darwin Property Management company ,Jones Lang LaSalle as PM Consultant.,PI RES

11、IDENTIAL TOWER,一期写字楼,总建筑面积为10万平方米，约171个单元； 目前入住率为85%，租金水平为26-35美元/月/平方米； 主要入住企业有普华永道、拜尔制药、世邦魏里仕等； 楼高155米，共有46层； 由达文物业进行管理，仲量联行担当物业顾问。,Total GFA 100,000 sqm,171units; Occupancy Rate is about 85%, average rental is US26-35 /month/sqm; Key tenants are: Pricewatercoopers, Bayer, CBRE ect; The height of

12、building is 155 m, totally 46 floors; Managed by Darwin Property Management company , Jones Lang LaSalle as PM Consultant.,PI OFFICE TOWER,二期公寓,目前北京最高的纯公寓楼（199米），四叶风车型建筑； 浅镀膜LOW-E中空玻璃幕墙，低、高区双大堂设计； 30层以下（低区）部分设计为服务式公寓，户型主要集中在一居室到三居室，大约330套； 30层以上（高区）部分设计为豪华公寓，户型主要集中在2居室到4居室,大约180套，精装设计师“梁志天”香港； 高区豪宅成

13、交价格达到36000元/平方米。,PII RESIDENTIAL TOWER,Currently the highest pure residential building in BJ(199M). The key plan is similar to a windmill with four leaves; The tower applies the low coating LOW-E double glazed curtain wall. Lift lobbies are designed separately for low-zone and high-zone ; The low-zo

14、ne (30F The achieved average sale price of high-zone luxury apartments is about 36,000 yuan/sqm.,二期酒店,PII HOTEL,It is a five-star hotel, 520 keys, the key plan is Butterfly- shape; International branding, “Millennium” from Singapore CDL; Luxury and sumptuous club and SPA; Main landscape garden locat

15、ed at east side of the building; Standard room size is 45 sqm; Inborn unique washroom design (WR is close to the external window) ; LTW leads the interior design.,五星级定位， 520套房间，蝶形建筑； “仟禧Millennium”品牌管理 - 新加坡CDL集团； 豪华会所和SPA； 东侧面对项目的中心绿地； 标准房间面积45平方米左右； 靠近窗户的洗手间设计； LTW主持精装设计。,财富商业中心效果图,财富购物中心 FORTUNE

16、MALL,项目可达性 ACCESSIBILITY,商业入口 FM entrance 酒店入口 Hotel entrance 公寓入口 Residential entrance,市场定位 MARKET POSITIONING,多功能集合化的精英生活型商业中心 以高端、时尚品牌购物为主题；同时集休闲娱乐、品牌展示、美食天地、文化交流等功能于一体的全方位的购物中心，主要为在中央商务区工作、居住人群及到访该区域人士提供一个最佳的消费场所。 A multi-brand shopping opportunity for the elite Fortune Mall is positioned to off

17、er high-end lifestyle, fashionable brands in a multifunctional setting for leisure, entertainment, brands display, fine and specialty dining and cultural exchange. It aims to provide the best shopping environment for those who work and live in the CBD as well as visitors to the district.,市场定位 TARGET

18、 CUSTOMER & MARKET POSITIONING,市场定位 TARGET CUSTOMER & MARKET POSITIONING,核心客群 Core Customer Group 白领，商务精英，公寓住户， 居住在CBD区的涉外人士 White-collar, business elite, apartment resident, foreigners living in CBD area,CBD区商务旅行人群 / Business travelers in CBD,年龄在25-50岁之间，高消费能力 / 25-50 of age, high consumption capab

19、ility,当地居民 / Local resident,国内外观光人群 / Foreign and local tourist,核心客群 Core Customer Group 1. 白领 White-collar workers 2. 商务精英 Business elite 3. 公寓住户 Apartment resident 4. 居住在CBD区的涉外人士 Foreigners living in the CBD area - 年龄：25-50 Age:25-50 - 高消费能力 High consumption capability 附属客群 Secondary Customer Gro

20、up 5. 商务旅行人群，CBD区的当地居民 Business travelers, local residents in CBD 其他 Others 6. 国内外观光人群 Foreign and local tourist,商业信息汇总 RETAIL SUMMARY,商业信息汇总 RETAIL SUMMARY (Contd),项目优势 PROJECT FEATURES,中心广场 打造CBD最具人气商业中心 财富购物中心环抱的近1万平方米中心场，与CCTV总部一街之隔的优越地理位置，将成为捕捉CCTV双“Z”型建筑全景的最佳观景地与最具地标性的场所之一。 The central plaza a

21、 unique shopping experience in the CBD Fortune Mall has a central open plaza as a prime amenity area for the recreation and benefit of all residents and visitors creating a unique retail and leisure destination in the CBD. The 10,000central plaza is superiorly located, being only a streets away from

22、 the CCTV headquarters. In the future, it will become an appealing landmark for perfect shots of CCTVs “double Z” architecture as well as an ideal venue for events like product briefings, business talks, open-air concerts and festive parties.,中庭走廊，创造迷人商业内街 借鉴国外大型商业超人气设计经验，通过采光中庭设计，为商家提供一个集中的活动推广场所集聚

23、人气，交错的中庭走廊规划，创造了一个悠闲的商业内街氛围。 Atrium corridors add charm to indoor shopping Drawing on the experience from the popular designs of large shopping malls overseas, a sunlit atrium is provided inside the mall. This attracts many visitors, making it an ideal place for promotion events and various activities. With the linked walkways, the central atrium creates an open and leisurely setting indoors.,项目优势 PROJECT FEATURES,“Double first-floor” retail unique in the CBD Elevated bridges:The environmental controlled pedestrian link-bridges provide direct connection between the offices, ap