1、XIHUAN PLAZA, BEIJING北京西北京西 环环 广广 场场RETAIL CONSULTANCY - FINAL DRAFT REPORT商商 业顾问业顾问 服服 务务 - 最后草稿最后草稿BEIJING FINANCE STREET CONSTRUCTIONDEVELOPMENT COMPANY LIMITED北京金融街建北京金融街建 设设 开开 发发 有限有限 责责 任公司任公司VOLUME 1 - REPORT第一部分- 报告APRIL 2003二零零三年四月TABLE OF CONTENTSXIHUAN PLAZA, BEIJING 西環广 场 - i -APRIL 200
2、3 二零零三年四月CHAPTER Page No.章 节 页码1.0 INTRODUCTION 简介 . 1 - 21.1 ASSIGNMENT 任务介绍 1.2 SCOPE OF WORK 服务内容 1.3 REPORT STRUCTURE 报 告结构2.0 PROJECT BACKGROUND 项目介绍 . 3 - 7 2.1 LOCATION 地理位置2.2 THE DEVELOPMENT 项 目背景2.3 CHARACTERISTICS OF SURROUNDING AREA 周边地区特征2.4 ACCESSIBILITY/TRANSPORT LINKS 通行情况/交通线路3.0 BE
3、IJING ECONOMIC OVERVIEW 北京经济分析 . 8 - 143.1 ADMINISTRATIVE DIVISIONS AND POPULATION 北京行政区划和人口3.2 ECONOMIC INDICATORS 经济分析3.3 OTHER INFLUENCING EVENTS 其他影响因素3.4 MARKET OUTLOOK 总述CHAPTER Page No.章 节 页码4.0 REAL ESTATE RESEARCH 房地产市场研究 . 15 - 304.1 STOCK AND HISTORICAL SUPPLY OF RETAIL ACCOMMODATION 商业用房
4、的历史供应量4.2 MAJOR RETAIL AREAS 主要商业区域4.3 FUTURE SUPPLY OF RETAIL ACCOMMODATION 未来商业面积的供应4.4 OCCUPANCY RATE 入住率情况4.5 RENTAL / PRICE ANALYSIS 租金/售价分析4.6 GOVERNMENT POLICY 政府政策法规4.7 ANTICIPATED FUTURE TRENDS 未来发展趋势预测4.8 IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响5.0 CONSUMER SURVEY 消费者调查 . 31 - 385.1 APPROACH
5、 / METHODOLOGY 步骤/方法5.2 DEMOGRAPHIC CHARACTERISTICS 消费者调研5.3 INCOME PROFILE 收入分析5.4 SPENDING PATTERNS 消 费行为5.5 CONSUMER PREFERENCES 影响消费者的因素5.6 BRAND ANALYSIS 品牌分析5.7 VIEW ON CURRENT RETAIL PROVISION 对目前商业面积供应的看法5.8 IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响TABLE OF CONTENTSXIHUAN PLAZA, BEIJING 西環广 场 -
6、 ii -APRIL 2003 二零零三年四月CHAPTER Page No.章 节 页码6.0 COMPETITION ANALYSIS 竞争对手分析 .39 - 466.1 APPROACH/METHODOLOGY 步骤/方法6.2 EXISTING COMPETITORS 现时竞争对手6.3 COMPETITION REVIEW 竞争对手分析6.4 CHARACTERISTICS OF EXISTING COMPETITION 目前竞争对手的特征6.5 ANTICIPATED FUTURE COMPETITION 未来竞争对手6.6 IMPLICATIONS FOR XIHUAN PLA
7、ZA 对西环广场的影响7.0 INDUSTRY CONSULTATION 行业研究 .47 - 59 7.1 APPROACH 方法7.2 MARKET OUTLOOK 总体概括7.3 PREFERRED RETAIL LOCATIONS 希望进入的商业区域7.4 RETAILER REQUIREMENTS 商家需求7.5 KEY LOCATIONAL FACTORS 主要的选址因素7.6 XIHUAN PLAZA - POSITIVE FACTORS 西环广场- 优势7.7 XIHUAN PLAZA - NEGATIVE FACTORS 西环广场-劣势7.8 IMPLICATIONS FOR
8、 XIHUAN PLAZA 对西环广场的影响CHAPTER Page No.章 节 页码8.0 MARKET POSITIONING 市场定位 .60 - 65 8.1 COMPETITIVE POSITION 竞争力8.2 CATCHMENT AREAS 商圈界定8.3 TARGET AUDIENCE 目 标消费者8.4 MARKET GAPS AND TARGET RETAILERS FOR XIHUAN PLAZA 西环广场的潜在客户和市场空间9.0 TENANT/MERCHANDISING MIX 客户/商品组合 . 66 - 829.1 MERCHANDISING STRATEGY
9、商品组合策略9.2 TENANT / MERCHANDISE MIX 客户/商品组合9.3 ANALYSIS OF POTENTIAL SALES / RENTAL INCOME 营业额和租金预测10.0 DESIGN REVIEW 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 商业主题建议 .85 TABLE OF CONTENTSXIHUAN PLAZA, BEIJING 西環广 场 - iii -APRIL
10、2003 二零零三年四月APPENDICES 附件1.0 INTRODUCTION 简介XIHUAN PLAZA, BEIJING 西 环 广 场 - 1 -APRIL 2003 二零零三年四月1.1 ASSIGNMENT 任务介绍 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
11、 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 va
12、rious 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 ov
13、erall 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 submitted to BFS for review during the course of the assignment and the interim findings of the exercise were
14、 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
15、限于之前中期报告的基础上。1.2 SCOPE OF WORK 服务内容 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：o Market Survey市场研究o Competition Analysis竞争对手分析o Determination of the Catchment Area商圈消费预测o Consultation of Local and International
16、Retailers国内和国际零售商的访谈研究o Determination of the Optimum Size and Theming of the Centre商场主题与商业规模o Design Review设计评审o Analysis of Internal Layout内部规划布局的分析o Determination of Optimum Merchandise Mix商品组合建议o Determination of Potential Centre Sales预测商场销售额o Determination of Potential Rental Income of the Centr
17、e商场未来租金收入的预测1.0 INTRODUCTION 简介XIHUAN PLAZA, BEIJING 西 环 广 场 - 2 -APRIL 2003 二零零三年四月1.3 REPORT STRUCTURE 报告结构 Section 2 : describes the background of the project including the physical conditions associated with Xihuan Plaza.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
18、 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 consumer 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
19、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 towards, and the key findings of, the consultation of local and international retai
20、lers.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者预测 Section 9 : establishes the proposed tenant / merchandising mix and estimates the
21、 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 recommended solutions the resolve these issues.第十章 : 对商场设计的意见和建议 Section 11 : puts forward the
22、 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2.0 PROJECT BACKGROUND 项目介绍XIHUAN PLAZA, BEIJING 西 环 广 场 - 3 -APRIL 2003 二零零三年四月2.1 LOCATION 地理位置 Xihuan Plaza is situated within the central part of Xizhimen in Xicheng, immediately to
23、 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 situated 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 tra
