精品資料北京金融街北京西環(huán)廣場商業(yè)顧問服務（中英雙語）

1、x x xihuanihuanihuan p p plazalazalaza, , , b b beijingeijingeijing北京西北京西北京西北京西環(huán)環(huán)環(huán)環(huán)廣廣廣廣場場場場r r retailetailetail c c consultancyonsultancyonsultancy - - - f f finalinalinal d d draftraftraft r r reporteporteport商商商商業(yè)顧問業(yè)顧問業(yè)顧問業(yè)顧問服服服服務務務務 - - - 最后草稿最后草稿最后草稿最后草稿b b beijingeijingeijing f f financeinancein

2、ance s s streettreettreet c c constructiononstructiononstructiond d developmentevelopmentevelopment c c companyompanyompany l l limitedimitedimited北京金融街建北京金融街建北京金融街建北京金融街建設設設設開開開開發(fā)發(fā)發(fā)發(fā)有限有限有限有限責責責責任公司任公司任公司任公司volume 1 - report第一部分第一部分- 報報告告april 2003二零零三年四月二零零三年四月table of contentsxihuan plaza, beijing

3、 西環(huán)廣場- i -april 2003二零零三年四月chapterpage no. 章章節(jié)節(jié)頁碼頁碼1.0introduction 簡簡介介. 1 - 21.1assignment 任務介紹 1.2scope of work 服務內容 1.3report structure 報告結構2.0project background 項項目介目介紹紹. 3 - 7 2.1location 地理位置2.2the development 項目背景2.3characteristics of surrounding area 周邊地區(qū)特征2.4accessibility/transport links 通行

4、情況/交通線路3.0beijing economic overview 北京北京經(jīng)濟經(jīng)濟分析分析. 8 - 143.1administrative divisions and population 北京行政區(qū)劃和人口3.2economic indicators 經(jīng)濟分析3.3other influencing events 其他影響因素3.4market outlook 總述chapterpage no. 章章節(jié)節(jié)頁碼頁碼4.0real estate research 房地房地產(chǎn)產(chǎn)市市場場研究研究 . 15 - 304.1stock and historical supply of retai

5、l accommodation 商業(yè)用房的歷史供應量4.2major retail areas 主要商業(yè)區(qū)域4.3future supply of retail accommodation 未來商業(yè)面積的供應4.4occupancy rate 入住率情況4.5rental / price analysis 租金/售價分析4.6government policy 政府政策法規(guī)4.7anticipated future trends 未來發(fā)展趨勢預測4.8implications for xihuan plaza 對西環(huán)廣場的影響5.0consumer survey 消消費費者者調查調查. 31

6、- 385.1approach / methodology 步驟/方法5.2demographic characteristics 消費者調研5.3income profile 收入分析5.4spending patterns 消費行為5.5consumer preferences 影響消費者的因素5.6brand analysis 品牌分析5.7view on current retail provision 對目前商業(yè)面積供應的看法5.8implications for xihuan plaza 對西環(huán)廣場的影響table of contentsxihuan plaza, beijing

7、西環(huán)廣場- ii -april 2003二零零三年四月chapterpage no. 章章節(jié)節(jié)頁碼頁碼6.0competition analysis 競競爭爭對對手分析手分析.39 - 466.1approach/methodology 步驟/方法6.2existing competitors 現(xiàn)時競爭對手6.3competition review 競爭對手分析6.4characteristics of existing competition 目前競爭對手的特征6.5anticipated future competition 未來競爭對手6.6implications for xihuan

8、 plaza 對西環(huán)廣場的影響7.0industry consultation 行行業(yè)業(yè)研究研究 .47 - 59 7.1approach 方法7.2market outlook 總體概括7.3preferred retail locations 希望進入的商業(yè)區(qū)域7.4retailer requirements 商家需求7.5key locational factors 主要的選址因素7.6xihuan plaza - positive factors 西環(huán)廣場-優(yōu)勢7.7xihuan plaza - negative factors 西環(huán)廣場-劣勢7.8implications for x

9、ihuan plaza 對西環(huán)廣場的影響chapterpage no. 章章節(jié)節(jié)頁碼頁碼8.0market positioning 市市場場定位定位.60 - 65 8.1competitive position 競爭力8.2catchment areas 商圈界定8.3target audience 目標消費者8.4market gaps and target retailers for xihuan plaza 西環(huán)廣場的潛在客戶和市場空間9.0tenant/merchandising mix 客客戶戶/商品商品組組合合. 66 - 829.1merchandising strategy

10、商品組合策略9.2tenant / merchandise mix 客戶/商品組合9.3analysis of potential sales / rental income 營業(yè)額和租金預測10.0 design review 設計評審設計評審.83 - 84 10.1 general design issues 設計評審的總體因素10.2 critical design issues 設計要點11.0 recommended retail concept 商商業(yè)業(yè)主主題題建建議議.85 table of contentsxihuan plaza, beijing 西環(huán)廣場- iii -ap

11、ril 2003二零零三年四月appendices 附件附件1.0 introduction 簡簡介介xihuan plaza, beijing 西環(huán)廣場- 1 -april 2003二零零三年四月1.1 assignment任任務務介介紹紹insignia brooke (“ib”) and husband retail consulting limited (“hrc”) were appointed by the beijing financial street construction development company limited (“bfs”) in january 200

12、3 to undertake a retail consultancy assignment in connection with a development in xizhimen district, beijing, to be known as xihuan plaza. 顯盛保柏和 husband retail consulting limited 受北京金融街建設開發(fā)有限責任公司的委托，于 2003 年 1 月開始為位于西直門地區(qū)的西環(huán)廣場的商業(yè)部分提供商業(yè)咨詢服務。the purpose of the assignment is to examine and investigate

13、 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

14、 overall concept associated with the retail element of the development.此次服務的目的是研究影響西環(huán)廣場商業(yè)部分的多種因素，為北京金融街建設開發(fā)有限責任公司提供西環(huán)廣場適當?shù)氖袌龆ㄎ?，適宜的商品組合/客戶組合，商場內部每層的設計和平面規(guī)劃，以及商場整體的概念。various documents have been submitted to bfs for review during the course of the assignment and the interim findings of the exercise we

15、re 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，一些文件和中期報告已經(jīng)提交給北京金融街建設開發(fā)有限責任公司審閱。此份最終報告中將包括研究的主要發(fā)現(xiàn)和針對西環(huán)廣場的商業(yè)建議，并

16、不僅限于之前中期報告的基礎上。1.2 scope of work 服服務務內容內容it was agreed that the scope of work associated with this retail consultancy would involve the following tasks : 此份商業(yè)咨詢報告的內容將包括下述內容：omarket survey市場研究ocompetition analysis競爭對手分析odetermination of the catchment area商圈消費預測oconsultation of local and international

17、 retailers國內和國際零售商的訪談研究odetermination of the optimum size and theming of the centre商場主題與商業(yè)規(guī)模odesign review設計評審oanalysis of internal layout內部規(guī)劃布局的分析odetermination of optimum merchandise mix商品組合建議odetermination of potential centre sales預測商場銷售額odetermination of potential rental income of the centre商場未來

18、租金收入的預測1.0 introduction 簡簡介介xihuan plaza, beijing 西環(huán)廣場- 2 -april 2003二零零三年四月1.3 report structure 報報告告結結構構section 2 : describes the background of the project including the physical conditions associated with xihuan plaza.第二章 : 西環(huán)廣場的項目背景資料介紹。section 3 : sets out a review and analysis of economic condi

19、tions in beijing. 第三章 : 北京經(jīng)濟分析section 4 : sets out a review of the retail sector of the real estate market in beijing.第四章 : 北京零售房地產(chǎn)市場分析section 5 : describes the approach / methodology associated with the consumer survey and sets out the major findings of the exercise. 第五章 ： 解釋消費者調查的方法和步驟并且給出調研的主要發(fā)現(xiàn)。

20、section 6 : describes the approach / methodology associated with the competition analysis and sets out the major findings of the exercise. 第六章 : 解釋競爭對手分析的方法步驟論并且給出競爭對手的主要發(fā)現(xiàn)。section 7 : sets out the approach towards, and the key findings of, the consultation of local and international retailers.第七章 :

21、 給出國內/國際零售商訪談的方法和主要發(fā)現(xiàn)。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 : 西環(huán)廣場的市場定位以及目標市場和潛在消費者預測section 9 : establishes the proposed tenant / merchandising mix and estimates the potential s

22、ales revenues and rental income to be generated from the centre.第九章 : 建立提議的客戶組合/商品組合以及預測商場銷售額和租金收入section 10 : highlights the critical design issues associated with the centre and puts forward recommended solutions the resolve these issues.第十章 : 對商場設計的意見和建議section 11 : puts forward the recommended r

23、etail concept and presents a summary of the merits associated with the proposal. 第十一章 : 商場主題的建議和優(yōu)勢的總結2.0 project background 項項目介目介紹紹xihuan plaza, beijing 西環(huán)廣場- 3 -april 2003二零零三年四月2.1 location 地理位置地理位置xihuan plaza is situated within the central part of xizhimen in xicheng, immediately to the west of

24、 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.西環(huán)廣場位于西城區(qū)的西直門地區(qū)，位于西直門地鐵的西側。西環(huán)廣場南側是西直門外大街，北側是蓋板河，東臨西二環(huán)，西臨高粱橋。圖 2.1：西環(huán)廣場位置圖資料來源：顯盛保柏the development is situated in a prominent location

25、 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. 該項目位于非常顯著的位置，從各個方面的可視性都很好，尤其是從項目的西北側，多為低密度住宅。the site is adjacent to a public transport interchange and railway station and

26、 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 additional 32,000 passengers interchan

27、ging between the subway and the light rail transit station. 項目地塊近臨公交樞紐、地鐵和輕軌，所以在項目周邊聚集了大量的人流。根據(jù)與北京地鐵運營總公司工作人員的確認，目前每天乘坐西直門地鐵的人數(shù)有 12 萬人次，另外有 32,000 人次為輕軌和地鐵換乘者。表 2.1：地鐵及輕軌日客流量線線路路出口人數(shù)出口人數(shù)入口人數(shù)入口人數(shù)總計總計地鐵60,00060,000120,000輕軌6,0006,00012,000換乘16,00016,00032,000合計82,00082,000164,000資料來源：顯盛保柏西西西西環(huán)環(huán)環(huán)環(huán)廣廣廣廣場

28、場場場2.0 project background 項項目介目介紹紹xihuan plaza, beijing 西環(huán)廣場- 4 -april 2003二零零三年四月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 imme

29、diate vicinity of the site has been 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 person

30、s per day in the medium term. 預計每天出入西直門輕軌的人數(shù)有 12,000 人次；還有每天約有 15 萬人次使用西直門的路上交通工具，估計每天過往西環(huán)地區(qū)的人數(shù)約有 32-35 萬人次。綜合西環(huán)地區(qū)的地上和地下交通，根據(jù)西直門地鐵工作人員介紹，輕軌乘客每年增長率將在 20-25%之間，預計 2006 年西環(huán)地區(qū)每天過往人口將達到 35 萬-40 萬人次，甚至會更多。 表 2.2：西直門地區(qū)公交線路總站發(fā)車情況線線路路首首車時間車時間未未車時間車時間發(fā)車發(fā)車次數(shù)次數(shù)3345:3022:30340 多次/天360 支5:3022:15200 多次/天3755:1523

31、:00300 多次/天375 支5:2021:30200 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/天資料來源：顯盛保柏2.2 the development 項項目背景目背景xihuan plaza is situated upon an elongated site which has an area of approxim

32、ately 59,900 m. 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. 西環(huán)廣場占地 5.99 萬平方米, 總建筑面積為 26.4 萬平

33、方米，地上部2.0 project background 項項目介目介紹紹xihuan plaza, beijing 西環(huán)廣場- 5 -april 2003二零零三年四月分 16.7 萬平方米，地下部分 9.7 萬平方米，預計竣工時間為 2005 年6 月。xihuan plaza is a comprehensive development comprising the following elements : 項目包括以下組成部分：ooffice accommodation of 89,000 m寫字樓面積為 8.9 萬平方米oa shopping mall of 91,000 m, ac

34、commodated within seven floors between basement one and the sixth floor of the development 商業(yè)用房面積為 9.1 萬平方米, 從地下一層到地上六層oa public transport interchange area of 15,000 m 公交環(huán)路面積 15,000 平方米o2,000 carparking spaces2,000 個車位2.3 characteristics of surrounding area 周周邊邊地區(qū)特征地區(qū)特征there are a wide range of diff

35、erent land uses within xizhimen and the surrounding area, including residential, commercial, cultural, institutional and tourist related uses. 西直門及周邊地區(qū)集中了多種類型的項目，包括住宅，寫字樓，教育，政府機構和旅游景點。xinjiekou residential area is located to the east of the development. it is one of the oldest districts in beijing w

36、ith low density residential accommodation which is normally occupied by low income 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 assoc

37、iated with these developments is approximately rmb 8,000 per square metre, which is significantly higher than the average of rmb 4,500 per square metre in beijing. 新街口住宅區(qū)位于西環(huán)廣場的東側。以前該地區(qū)是北京的老城區(qū)，住宅密度比較低，居民消費水平不高。目前西直門地區(qū)正在實施城區(qū)改造的工程，新建了一些高檔住宅，包括遠洋風景，金暉嘉園，銀都中心等，平均售價為 8,027 元/平方米，高于全市平均 4,500 元/平方米幾乎一倍。it

38、 should be noted that a total of 4,500 high-class residential units have been 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

39、 increase, and that there will also be an increase in the purchasing power of these households.在離西環(huán)廣場方圓 2 公里的范圍內，從 2001 年到 2003 年約有 4,500套高檔住宅落成，一些高檔住宅項目正在建設。所以，隨著西環(huán)地區(qū)高檔住宅的建設，該區(qū)居民的平均收入在提高，同時消費水平也在不斷提高。xihuan plaza is also in close proximity to zhongguancun to the north west, jinrongjie to the south

40、east, and beijing zoo to the west . 除了東邊為新街口住宅社區(qū)外，西環(huán)廣場西北臨近中關村，東南臨近金融街，西邊緊靠北京動物園。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 telecommunicat

41、ions, beijing normal university, and the finance and banking institute. 西環(huán)廣場周邊地區(qū)包括了幾所大學，其中有北方交通大學、北京建筑2.0 project background 項項目介目介紹紹xihuan plaza, beijing 西環(huán)廣場- 6 -april 2003二零零三年四月工程學院、中國政法大學，中國郵電大學，北京師范大學以及財政金融學院。四星級的德寶飯店位于西環(huán)廣場的西側。2.4 accessibility / transport links通行情況通行情況/交通交通線線路路xihuan plaza is

42、 adjacent to the transportation hub of xizhimen and therefore is easily accessible via different modes of transportation. being a major interchange point between the various railways including the subway, light transit and beijing railway, the area has very good accessibility via an integrated rail

43、transportation network to all parts of beijing. 西環(huán)廣場為交通樞紐，所以可以通過不同的交通方式到達。西環(huán)廣場更是地鐵、輕軌的換乘中心，通過輕軌和地鐵的立體交叉網(wǎng)絡可以到達北京各個部分。in addition to railway facilities, 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

44、. 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 the north, xiangshan and shijingshan to the west, wangjing to the east and daxinghuangcun to the south.除了軌道交通，西環(huán)廣場還靠近多路公交線路的總站。圖 2.2 是西直門公交線路圖，公交路線覆蓋了大部分的北京城：北至回

45、龍觀，西至香山和石景山，東至望京，南至大興黃村。圖 2.2：西環(huán)廣場公共交通示意圖資料來源：顯盛保柏however, it has also been noted that there is often traffic congestion in the area adjacent 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

46、from the perspective of the development, as drivers find it difficult to turn into the development when they see the development from the bridge. this issue will need to be taken into consideration the finalising the access arrangements to associated with the project.但是，西直門立交橋就在西環(huán)廣場的旁邊，經(jīng)常出現(xiàn)交通堵塞。而且由于

47、立交橋設計的原因，當消費者在橋上看到西環(huán)廣場時，很難直接到達西環(huán)廣場。這點希望開發(fā)商在最終安排西環(huán)廣場交通組織時將這個因素考慮進去。西西西環(huán)環(huán)環(huán)廣廣廣場場場交通示意交通示意交通示意圖圖圖西西西西環(huán)環(huán)環(huán)環(huán)廣廣廣廣場場場場2.0 project background 項項目介目介紹紹xihuan plaza, beijing 西環(huán)廣場- 7 -april 2003二零零三年四月in addition, with regard to pedestrian routes, whilst accessiblity from the north is good, the pedestrian access

48、 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 be addressed when considering the entrance arrangements associated within the development.關于步行

49、路線，對西環(huán)廣場北部的消費者很方便，但從南面過來的消費者很難越過立交橋到達西環(huán)廣場。這方面的問題需要開發(fā)商在設計商場出入口時考慮進去。 in overall terms, xihuan plaza has the advantage of excellent transport links and therefore has the potential to attract a significant number of costumers to the project, particularly from the north-western part of beijing.總體來說，西環(huán)廣場

50、的優(yōu)勢在于極好的交通，所以可以帶來大量的客流，尤其是吸引北京西北部的消費者。appendices 附件附件2.1 西環(huán)廣場周邊寫字樓項目示意圖2.2 西環(huán)廣場周邊住宅項目示意圖2.3 西環(huán)廣場周邊酒店示意圖2.4 西環(huán)廣場周邊大專院校示意圖2.5.1 西環(huán)廣場附近交通線路列表（一）2.5.2 西環(huán)廣場附近交通線路列表（二）3.0 beijing economic overview 北京北京經(jīng)濟經(jīng)濟分析分析xihuan plaza, beijing 西環(huán)廣場- 8 -april 2003二零零三年四月3.1 administrative divisions and population行政區(qū)劃和

51、人口行政區(qū)劃和人口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: 北京市總面積為 16,807.8 平方公里，總共包括了 18 個區(qū)、縣，可分為四個區(qū)域 :ocity proper (dongcheng district, xicheng district, chongwen district and xuanwu distric

52、t) 市區(qū)(東城區(qū)，西城區(qū)，崇文區(qū)和宣武區(qū))ocity area (chaoyang district, haidian district, fengtai district, and shijingshan district)城區(qū)(朝陽區(qū)，海淀區(qū)、豐臺區(qū)和石景山區(qū))oinner suburbs (mentogou district, fangshan district, tonzhou district, shunyi district, changping district, and daxing district)郊區(qū)(門頭溝區(qū)，房山區(qū)，通州區(qū)，順義區(qū)，昌平區(qū)和大興區(qū))oouter su

53、burbs (pinggu county, huairou county, miyun county, and yanqing county)遠郊區(qū)縣(懷柔區(qū)，平谷縣，密云縣和延慶縣)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, qinghe in the north and nan

54、yuan 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 158 square kilometres is l

55、ocated within the 3rd ring road. 目前北京規(guī)劃市區(qū)范圍是東至定福莊，西至石景山，北至清河，南至南苑，規(guī)劃面積 1,041 平方公里，未來的市中心地區(qū)大體在四環(huán)路內。目前已經(jīng)建成區(qū)面積為 490 平方公里，已經(jīng)完成規(guī)劃面積的 47%，其中三環(huán)以內的面積為 158 平方公里。圖 3.1：北京行政區(qū)劃圖資料來源：顯盛保柏the registered population of beijing in 2002 was 11.36 million people, with an additional itinerant population of approximatel

56、y 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 population density in the city pro

57、per 3.0 beijing economic overview 北京北京經(jīng)濟經(jīng)濟分析分析xihuan plaza, beijing 西環(huán)廣場- 9 -april 2003二零零三年四月and city area is 27,700 persons per square kilometre and 3,500 per square kilometre respectively. 2002 年，北京市戶籍人口為 1,136.3 萬人，流動人口約有 300 萬人。2002 年底，北京常住人口有 1,423.2 萬人口。2002 年底，北京市區(qū)戶籍人口 241 萬人，人口密度是 27,700 人/

58、平方公里；城區(qū)戶籍人口449 萬人，人口密度是 3,500 人/平方公里。全市平均戶均人口 3 人。the 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 pu

59、rsued in beijing. it is expected that the population level will be relatively stable in the short to medium term, and that the redistribution of the population to the suburban areas will continue.北京的人口在過去十年間平均年增長率是 0.192%。由于北京市區(qū)重新建設的原因，北京人口也出現(xiàn)了從市區(qū)向郊區(qū)移動的趨勢。預計北京的人口在中短期內比較穩(wěn)定，從長期發(fā)展看，繼續(xù)人口郊區(qū)化。in the past

60、10 years, the registered population of beijing has grown from 10.4 million in 1992 to 11.36 million in 2002, an average increase rate of 0.192% per annual.在過去的 10 年間，北京戶籍人口數(shù)量由 1,044.9 萬（1992 年）增長到1,136.3 萬（2002 年），平均年增長率為 0.192%。given that residential development is currently focused in the suburban