精品资料-北京金融街北京西环广场商业顾问服务（中英双语）

精品资料-北京金融街北京西环广场商业顾问服务（中英双语） XP,B IHUAN LAZA EIJINGIHUAN LAZA EIJINGXP,B RETAIL CONSULTANCY - FINAL DRAFT REPORT ETAIL ONSULTANCY INAL RAFT EPORTRC-FDR - - BFSC EIJING INANCE TREET ONSTRUCTIONEIJING INANCE TREET ONSTRUCTIONBFSC DCLEVELOPMENT OMPANY IMITED EVELOPMENT OMPANY IMITED DCL VOLUME 1 - REPORT - APRIL 2003 TABLE OF CONTENTS CHAPTER Page No. CHAPTER Page No. 1.0 INTRODUCTION ............................................................. 1 - 2 4.0 REAL ESTATE RESEARCH ..................... 15 - 30 1.1 ASSIGNMENT 任务介绍 4.1 STOCK AND HISTORICAL SUPPLY OF RETAIL ACCOMMODATION 1.2 SCOPE OF WORK 服务内容 商业用房的历史供应量 1.3 REPORT STRUCTURE 报告结构 4.2 MAJOR RETAIL AREAS 主要商业区域 4.3 FUTURE SUPPLY OF RETAIL ACCOMMODATION 2.0 PROJECT BACKGROUND ..................................... 3 - 7 未来商业面积的供应 2.1 LOCATION 地理位臵 4.4 OCCUPANCY RATE 入住率情况 2.2 THE DEVELOPMENT 项目背景 4.5 RENTAL / PRICE ANALYSIS 租金/售价分析 2.3 CHARACTERISTICS OF SURROUNDING AREA 周边地区特征 4.6 GOVERNMENT POLICY 政府政策法规 2.4 ACCESSIBILITY/TRANSPORT LINKS 通行情况/交通线路 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 3.0 BEIJING ECONOMIC OVERVIEW ............. 8 - 14 3.1 ADMINISTRATIVE DIVISIONS AND POPULATION 5.0 CONSUMER SURVEY ...................................... 31 - 38 北京行政区划和人口 5.1 APPROACH / METHODOLOGY 步骤/ 方法 快递客服问题件处理详细方法山木方法pdf计算方法pdf华与华方法下载八字理论方法下载 3.2 ECONOMIC INDICATORS 经济分析 5.2 DEMOGRAPHIC CHARACTERISTICS 消费者调研 3.3 OTHER INFLUENCING EVENTS 其他影响因素 5.3 INCOME PROFILE 收入分析 3.4 MARKET OUTLOOK 总述 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 XIHUAN PLAZA, BEIJING 西環广场 - i - APRIL 2003二零零三年四月 TABLE OF CONTENTS CHAPTER Page No. CHAPTER Page No. 6.0 COMPETITION ANALYSIS ......................... 39 - 46 8.0 MARKET POSITIONING ..................................... 60 - 65 6.1 A8.1 CPPROACH/METHODOLOGY 步骤/方法 OMPETITIVE POSITION 竞争力 6.2 E8.2 CXISTING COMPETITORS 现时竞争对手 ATCHMENT AREAS 商圈界定 6.3 C8.3 TOMPETITION REVIEW 竞争对手分析 ARGET AUDIENCE 目标消费者 6.4 C8.4 MHARACTERISTICS OF EXISTING COMPETITION ARKET GAPS AND TARGET RETAILERS FOR XIHUAN PLAZA 目前竞争对手的特征 西环广场的潜在客户和市场空间 6.5 ANTICIPATED FUTURE COMPETITION 未来竞争对手 9.0 TENANT/MERCHANDISING MIX / ............ 66 - 82 6.6 IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响 9.1 MERCHANDISING STRATEGY 商品组合策略 7.0 INDUSTRY CONSULTATION .............................. 47 - 59 9.2 TENANT / MERCHANDISE MIX 客户/商品组合 9.3 ANALYSIS OF POTENTIAL SALES / RENTAL INCOME 7.1 APPROACH 方法 营业额和租金预测 7.2 MARKET OUTLOOK 总体概括 7.3 PREFERRED RETAIL LOCATIONS 希望进入的商业区域 10.0 DESIGN REVIEW .................................................. 83 - 84 7.4 RETAILER REQUIREMENTS 商家需求 10.1 GENERAL DESIGN ISSUES 设计 领导形象设计圆作业设计ao工艺污水处理厂设计附属工程施工组织设计清扫机器人结构设计 评审的总体因素 7.5 KEY LOCATIONAL FACTORS 主要的选址因素 10.2 CRITICAL DESIGN ISSUES 设计要点 7.6 XIHUAN PLAZA - POSITIVE FACTORS 西环广场-优势 7.7 XIHUAN PLAZA - NEGATIVE FACTORS 西环广场-劣势 11.0 RECOMMENDED RETAIL CONCEPT .............. 85 7.8 IMPLICATIONS FOR XIHUAN PLAZA 对西环广场的影响 APPENDICES XIHUAN PLAZA, BEIJING 西環广场 - ii - APRIL 2003二零零三年四月 1.0 INTRODUCTION 1.1 ASSIGNMENT SCOPE OF WORK 1.2 , Insignia Brooke (“IB”) and Husband Retail Consulting Limited (“HRC”) , It was agreed that the scope of work associated with this retail were appointed by the Beijing Financial Street Construction consultancy would involve the following tasks : Development Company Limited (“BFS”) in January 2003 to undertake a 此份商业咨询报告的内容将包括下述内容： retail consultancy assignment in connection with a development in Xizhimen District, Beijing, to be known as Xihuan Plaza. o Market Survey 显盛保柏和Husband Retail Consulting Limited受北京金融街建设开 市场研究 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o Competition Analysis 环广场的商业部分提供商业咨询服务。 竞争对手分析 o Determination of the Catchment Area , The purpose of the assignment is to examine and investigate various 商圈消费预测 issues affecting the proposed retail element of Xihuan Plaza, and to o Consultation of Local and International Retailers provide advice to BFS regarding the appropriate market positioning of 国内和国际零售商的访谈研究 the project, the optimum merchandise / tenant mix within the scheme, the o Determination of the Optimum Size and Theming of the Centre design and layout of individual floors within the retail centre, as well as 商场主 题 快递公司问题件快递公司问题件货款处理关于圆的周长面积重点题型关于解方程组的题及答案关于南海问题 与商业规模 the overall concept associated with the retail element of the development. o Design Review 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 设计评审 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o Analysis of Internal Layout 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 内部规划布局的分析 整体的概念。 o Determination of Optimum Merchandise Mix 商品组合建议 , Various documents have been submitted to BFS for review during the o Determination of Potential Centre Sales course of the assignment and the interim findings of the exercise were 预测商场销售额 thpresented to BFS on 12 March 2003. This Final Report sets out the o Determination of Potential Rental Income of the Centre major findings and recommendations associated with the retail 商场未来租金收入的预测 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。 XIHUAN PLAZA, BEIJING 西环广场 - 1 - APRIL 2003二零零三年四月 1.0 INTRODUCTION , Section 9 : establishes the proposed tenant / merchandising mix and 1.3 REPORT STRUCTURE estimates the potential sales revenues and rental income to be generated from the centre. , Section 2 : describes the background of the project including the physical 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conditions associated with Xihuan Plaza. 第二章 : 西环广场的项目背景资料介绍。 金收入 , Section 3 : sets out a review and analysis of economic conditions in , Section 10 : highlights the critical design issues associated with the Beijing. centre and puts forward recommended solutions the resolve these issues. 第三章 : 北京经济分析 第十章 : 对商场设计的意见和建议 , Section 4 : sets out a review of the retail sector of the real estate market in , Section 11 : puts forward the recommended retail concept and presents a Beijing. summary of the merits associated with the proposal. 第四章 : 北京零售房地产市场分析 第十一章 : 商场主题的建议和优势的总结 , 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 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者预测 XIHUAN PLAZA, BEIJING 西环广场 - 2 - APRIL 2003二零零三年四月 2.0 PROJECT BACKGROUND , The development is situated in a prominent location and enjoys a high 2.1 LOCATION degree of visibility from various different vantage points, in particular from the northwest, where the majority of the developments are , Xihuan Plaza is situated within the central part of Xizhimen in Xicheng, relatively low rise. immediately to the west of the existing railway station. It is bounded nd该项目位于非常显著的位臵，从各个方面的可视性都很好，尤其是Xizhimenwei Main Road to the south, Gaibanhe to the north, West 2 从项目的西北侧，多为低密度住宅。 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, The site is adjacent to a public transport interchange and railway station 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and there is therefore a very high volume of pedestrian flow in the 桥。 vicinity of the site. Based upon an informal enquiry with a representatives of the subway, there are currently approximately 120,000 图2.1：西环广场位臵图 passengers per day passing through the Xizhimen subway, with an additional 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 地铁 60,000 60,000 120,000 轻轨 6,000 6,000 12,000 换乘 16,000 16,000 32,000 合计 82,000 82,000 164,000 资料来源：显盛保柏 资料来源：显盛保柏 XIHUAN PLAZA, BEIJING 西环广场 - 3 - APRIL 2003二零零三年四月 2.0 PROJECT BACKGROUND , It is estimated that approximately 12,000 people pass through Xizhimen 表2.2：西直门地区公交线路总站发车情况 light rail transit station and approximately 150,000 people use the at grade road network. Therefore, the current daily pedestrian flow in the 334 5:30 22:30 340多次/天 immediate 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 360支 5:30 22:15 200多次/天 connection with the railway patronage, it is anticipated that the 375 5:15 23:00 300多次/天 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. 5:20 21:30 375支 200多次/天 预计每天出入西直门轻轨的人数有12,000人次；还有每天约有15392 5:30 21:00 200多次/天 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 65 5:00 23:00 200多次/天 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902 5:30 20:30 200多次/天 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。 612 5:45 20:15 378次/天 722 6:00 21:30 72 次/天 749 6:00 21:30 260次/天 904 5:10 20:30 320次/天 933 5:30 20:00 235次/天 资料来源：显盛保柏 2.2 THE DEVELOPMENT , Xihuan Plaza is situated upon an elongated site which has an area of approximately 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, BEIJING 西环广场 - 4 - APRIL 2003二零零三年四月 2.0 PROJECT BACKGROUND , Xihuan Plaza is a comprehensive development comprising the following 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，elements : 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项目包括以下组成部分： 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/o office accommodation of 89,000 m? 平方米几乎一倍。 写字楼面积为8.9万平方米 , It should be noted that a total of 4,500 high-class residential units have o a shopping mall of 91,000 m?, accommodated within seven floors been or will be completed within 2 kilometres of Xihuan Plaza between between Basement One and the Sixth Floor of the development 2001 and 2003. Therefore, upon completion of the urban reconstruction, 商业用房面积为9.1万平方米, 从地下一层到地上六层 it is anticipated that the average income level of the households within o a public transport interchange area of 15,000 m? the area will increase, and that there will also be an increase in the 公交环路面积15,000平方米 purchasing power 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4,500o 2,000 carparking spaces 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2,000个车位 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。 2.3 CHARACTERISTICS OF SURROUNDING AREA , Xihuan Plaza is also in close proximity to Zhongguancun to the north , There are a wide range of different land uses within Xizhimen and the west, Jinrongjie to the south east, and Beijing Zoo to the west . surrounding area, including residential, commercial, cultural, institutional and tourist related uses. 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，教近金融街，西边紧靠北京动物园。 育，政府机构和旅游景点。 In addition, a number of institutions and universities are located in the area, including Northern Transportation University, Beijing Building , Xinjiekou residential area is located to the east of the development. It is Construction Research Institute, China University of Posts and one of the oldest districts in Beijing with low density residential Telecommunications, Beijing Normal University, and the Finance and accommodation which is normally occupied by low income groups. The Banking Institute. area is currently under re-construction and a number of new high quality developments have been built within the area, such as Ocean Prospect, 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Jin Hui Jia Yuan and Silver City. The average sale price associated with 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these developments is approximately RMB 8,000 per square metre, 政金融学院。四星级的德宝饭店位于西环广场的西侧。 which is significantly higher than the average of RMB 4,500 per square metre in Beijing. XIHUAN PLAZA, BEIJING 西环广场 - 5 - APRIL 2003二零零三年四月 2.0 PROJECT BACKGROUND 图2.2：西环广场公共交通示意图 2.4 ACCESSIBILITY / TRANSPORT LINKS/ , Xihuan Plaza is 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 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 facilities, the area is also well served by a large number of bus routes, as a public transport interchange is located 西环广场交通示意图 西环广场交通示意图 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 资料来源：显盛保柏 extends to Huilongguan in the north, Xiangshan and Shijingshan to the west, Wangjing to the east and Daxinghuangcun to the south. , However, it has also been noted that there is often traffic congestion in 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the area adjacent to the Xizhimen Bridge, immediately next to the 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，development. In addition, the existing design of the road network in front 西至香山和石景山，东至望京，南至大兴黄村。 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 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。 XIHUAN PLAZA, BEIJING 西环广场 - 6 - APRIL 2003二零零三年四月 ROJECT BACKGROUND 2.0 P , In addition, with 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 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 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 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） XIHUAN PLAZA, BEIJING 西环广场 - 7 - APRIL 2003二零零三年四月 3.0 BEIJING ECONOMIC OVERVIEW 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3.1 ADMINISTRATIVE DIVISIONS AND POPULATION 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 , Beijing, the capital of China, has a site area of 16,807.8 square 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 kilometres and comprises 18 districts and counties. The city can be 47%，其中三环以内的面积为158平方公里。 divided into 4 regions: 图3.1：北京行政区划图 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 : o City Proper (Dongcheng District, Xicheng District, Chongwen District and Xuanwu District) 市区(东城区，西城区，崇文区和宣武区) o City 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) o Inner Suburbs (Mentogou District, Fangshan District, Tonzhou District, Shunyi District, Changping District, and Daxing District) 郊区(门头沟区，房山区，通州区，顺义区，昌平区和大兴区) o Outer 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) 资料来源：显盛保柏 , 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 , The registered population of Beijing in 2002 was 11.36 million people, in the east, Shijingshan in the west, Qinghe in the north and Nanyuan in with an additional itinerant population of approximately 3 million people. the south, comprising an area of 1,041 square kilometres. The future The total population residing in Beijing in 2002 was 14.40 million. As at thcentral city area will primarily be the area within the 4 Ring Road. The the end of 2002, the registered population in the city proper was 2.41 current built-up area in Beijing is approximately 500 square kilometres, million and that in the city area was 4.49 million, with an average accounting for 50% of the planned area, of which 158 square kilometres household size of 3 persons. The population density in the city proper rdis located within the 3 Ring Road. and city area is 27,700 persons per square kilometre and 3,500 per square XIHUAN PLAZA, BEIJING 西环广场 - 8 - APRIL 2003二零零三年四月 3.0 BEIJING ECONOMIC OVERVIEW kilometre respectively. 万人；同时1994年的市区人口为243.6万，2002年下降为240.6万 人。 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 3.2 ECONOMIC INDICATORS 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 (i) Gross Domestic Product (GDP) 国内生产总值 人。 , Beijing has experienced rapid economic growth in the past 20 years. The , The population of Beijing has grown by approximately 0.192% per GDP increased from RMB 59.89 billion in 1991 to RMB 284.57 billion annum over the last ten years. There has also been a gradual shift of in 2001, with an average growth of 10.86 % per annum. In 2002, Beijing population from the city proper to suburban areas as a result of the achieved a GDP of RMB 313 billion, representing a growth of 10.2% extensive urban regeneration programme being pursued in Beijing. It is from the previous year. According to the preliminary forecast of the expected that the population level will be relatively stable in the short to Statistics Bureau, the GDP within the period between January and medium term, and that the redistribution of the population to the February 2003 was RMB 39.67 billion, an increase of 12.1% over the suburban areas will continue. same period in 2002. 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。预计在过去的20年内，北京的经济高速发展，国内生产总值由1991年 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。 的598.89亿元，增长到2001年的2,845.7亿元，平均年增长率为 10.86%。2002年，北京国内生产总值已经达到了3,130亿元，较2001 , In the past 10 years, the registered population of Beijing has grown from 年同期增长10.2%。根据北京统计局的初步统计，2003年1-2月， 10.4 million in 1992 to 11.36 million in 2002, an average increase rate of 北京国内生产总值为396.7亿元，较去年同期增长12.1%。 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 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 million 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 XIHUAN PLAZA, BEIJING 西环广场 - 9 - APRIL 2003二零零三年四月 3.0 BEIJING ECONOMIC OVERVIEW 图3.2: 北京国内生产总值增长情况 济发展速度将放缓。根据北京“第十个五年 计划 项目进度计划表范例计划下载计划下载计划下载课程教学计划下载 （2001-2005）”，北 京国内生产总值的平均年增长速度为9%。 (ii) Total Retail Sales 社会消费品零售总额 , The total retail sales in Beijing increased from RMB 35.78 billion in 1991 to RMB 159.4 billion in 2001, representing an increase of 16.27% per annum. The total retail sales in 2002 equated to RMB 174.5 billion, accounting for 55.7% of the GDP of Beijing. The total retail sales between January and February 2003 represented a sum of RMB 32.29 billion. It is anticipated that the retail sales for the whole of 2003 will be RMB 193.8 billion, a rate of growth of 11% over that of 2002. 北京社会消费品零售总额1991年为357.8亿元，2001年为1,593.5 亿元，平均年增长率为16.27%。2002年北京社会消费品零售总额 为1,744.8亿元，占北京国内生产总值的55.7%。2003年1-2月，北 京社会消费品零售总额为322.9亿元，预计全年为1,938亿元，预计 较2002年增长11%。 资料来源：北京统计年鉴 , The GDP per capita in Beijing has increased rapidly, from RMB 5,782 in 1991 to RMB 27,746 in 2002, with an average growth rate of 10.08 % per annum over the past 12 years. 北京人均国内生产总值也从1991年的5,782元快速增长到2002年 的27,746元，这12年间的平均年增长速度为10.08%。 , It is anticipated that, given the rapid growth of the economy over the past 20 years and the fact that the economy in Beijing is now more mature, the pace of economic growth in Beijing will now stabilize. Based upon the “Tenth Five-Year Plan of Beijing” (2001-2005), the annual growth rate of GDP is expected to be maintained at a level of approximately 9% per annum during this period. 北京的经济在经过20年高速增长后越来越成熟，预计今后北京经 XIHUAN PLAZA, BEIJING 西环广场 - 10 - APRIL 2003二零零三年四月 3.0 BEIJING ECONOMIC OVERVIEW 图3.3：北京历史社会消费品零售总额（1996-2002） 2,040元/月，2002年城镇居民人均可支配收入已经增长到12,463.92 元/月。2003年2月，北京城镇居民可支配收入1,436元/月。 图3.4：北京历年城镇居民收入和消费性支出情况（1995-2002） 资料来源：北京统计局 , According to the “Tenth Five-Year Plan of Beijing”, the Government 资料来源：北京统计局 predicts that total retail sales will maintain an annual growth rate of 10% per annum between 2001 and 2005. It is anticipated that this steady , It should, however, be noted the level of disposable income as published growth rate will enhance the development of the retail market in Beijing. by the Government may not reflect the level of affordability and the 根据“北京第十个五年计划”，预计在2001年-2005年间，北京社living standard of the population as the income recorded by the 会消费品零售总额的平均年增长率维持在10%的水平。这种稳定的Government does not include other additional welfare payments and 增长率将刺激北京零售市场的发展。 allowances enjoyed by employees such as housing, medical, etc., which are commonly offered to employees in Government Departments, as (iii) Disposable Income可支配收入 well as state owned and domestic private companies. 无论如何，在此值得注意的是，统计年鉴中公布的人均可支配收入 , According to the Beijing Statistics Yearbook 2002, the annual disposable 并不能真正地反映出北京居民的生活水平和实际收入，因为政府统income of urban residents in Beijing increased from RMB 2,040 in 1991 计的数据中可能并不完全包括政府工作人员、外资和国营企业员工to RMB 12,463.92 in 2002. The disposable income for urban residents 的金融收入，住房、医疗补贴，奖金等等。 in February 2003 was RMB 1,436 per month. 根据北京统计年鉴的数据，1991年北京城镇居民可支配收入为 XIHUAN PLAZA, BEIJING 西环广场 - 11 - APRIL 2003二零零三年四月 3.0 BEIJING ECONOMIC OVERVIEW (iv) Consumer Price Index 消费价格指数 持续增加。 , The consumer price index has risen from 98.2 in December 2002 to , According to a survey undertaken by the Beijing Taxation Bureau in 100.9 in February 2003. 2000, the average monthly income of employees working in international companies was approximately RMB 5,625, which was 2003年2月，居民消费价格指数为100.9。2002年12月的居民消费 significantly higher than the average income in Beijing in the same 价格指数为98.2。 period. This group of people has high purchasing power and will create a significant level of retail demand. 图3.5:北京历年消费价格指数 根据2000年北京税务局的报告数字显示，外资企业员工的平均工 %资水平为5,625元/月，大大高出政府公布的人均可支配收入。这些114 高收入人群具有较高的消费能力，同时大大增加了消费需求。 112111.6110 108表3.1：外企公司平均薪资水平 106105.3职位 月工资（元） 平均工资（元） 大约员工人数 103.5104102.4103.18,000-25,000 16,500 1 董事 100.61025,500-15,000 10,250 3 经理 98.2100 4,000-10,000 7,000 9 98主管 962,500-6,000 4,250 27 员工 5,625 40 总数/平均数 1996199719981999200020012002资料来源：北京税务局 资料来源：北京统计局 旅游人数 (vi) Number of Visitors (v) International Companies 外资企业 , In the past 5 years, the number of overseas visitors to Beijing has increased rapidly. The number of overseas visitors was 2.2 million in , There has been a significant increase in the number of international 1998, increasing to 3.14 million in 2002, representing a total increase of companies in Beijing over the last ten years. A total of 17,535 new 41%. international companies registered in Beijing between 1991 and 2002, 来京旅游人数在过去的5年中也快速增加，国际游客从1998年的representing an annual average of 1,461 companies. The number of 220.1万人，增长到2002年的310.4万人，增长41%。游客的购买employees of international companies has also increased. 能力也是北京零售市场需求的组成部分。 北京外商投资力度持续增长，自1991年至2002年，北京共新批三 资企业17,535家，平均每年新增1,461家。三资企业雇员数量也在 XIHUAN PLAZA, BEIJING 西环广场 - 12 - APRIL 2003二零零三年四月 3.0 BEIJING ECONOMIC OVERVIEW purchasing power and desire for consumption, will help improve the 3.3 OTHER INFLUENCING EVENTS retail business in Beijing. 目前可以看到北京已经受益于2008年的奥运会。由于北京在世界(i) China’s Entry into the WTO 中国加入WTO 地位的提高，相信北京将更加吸引外国游客。游客将会带来更高的 消费能力和消费需求，进而带动北京零售市场需求的增长。 , The entry of China into the WTO in 2001 will have a positive impact upon the economy of Beijing. 中国在2001年加入WTO，将刺激中国经济的发展。 3.4 MARKET OUTLOOK , With China’s entry to the WTO, it is anticipated that the number of , This analysis of key economic indicators demonstrates that future international companies entering the Beijing market will continue to economic conditions in Beijing are likely to be strong, which will be in increase, which will result in an increase in the average level of income favour of the development of the retail market in Beijing. as well as the level of affordability of people in Beijing. 根据上述北京经济的分析，未来北京经济将持续增长，前景乐观， 随着中国成功加入世界贸易组织，预计将有越来越多的外资公司进这将为北京零售市场的发展带来刺激和保证。 入中国市场，所以北京居民的平均工资水平将继续增加，购买力和 消费水平也将继续增加。 , With the continued growth of the economy in Beijing, it is anticipated that the disposable income of residents in Beijing will increase and that , In addition, the retail industry will develop further as there will be greater residents will seek a higher quality of living. opportunities for international retailers to enter into the retail sector in 随着北京经济的持续增长，预计北京人均收入水平也继续增长，人China. 们对生活品质的要求也不断提高。 另外，零售市场将有更进一步的发展，将为国际零售商进入中国提 供更多的机会。 , It is therefore anticipated that demand from consumers will increase in the short to medium term, and that this will result in an overall expansion (ii) Beijing Olympics in 2008 of the retail sector in Beijing. 所以预计消费者需求在中短期内将增长，同时也将引起北京零售市, The fact that Beijing will host the Olympic Games in 2008 will also 场的整体扩张。 benefit the economy of the city. 北京在2008年将举办奥运会，也将促进中国经济的快速发展。 , Beijing has already benefited from the Olympics in 2008 via the increased attention which the city has received since it was announced , GDP：Refers to gross domestic product calculated at market prices , that Beijing would host the Olympics. With the increasing status of which is the final product of all resident units in a country (or region) Beijing, it is expected that Beijing will become more attractive to tourists. during a certain period of time . The continuous influx of visitors, which usually have a higher XIHUAN PLAZA, BEIJING 西环广场 - 13 - APRIL 2003二零零三年四月 3.0 BEIJING ECONOMIC OVERVIEW 是按市场价格计算的国内生产总值的简称。它是一PPENDICES A 个国家（地区）所有常住单位在一定时期内生产活动的最终结果。 , Total retail sales of consumer goods: refers to the sum of retail sales of 1.1 北京市“十五”时期商业发展规划细则 consumer goods to urban and rural residents by establishments in the 1.2北京市流通业发展分类指导（2003年3月4日）细则 wholesale, retail, catering, manufacturing and other industries of various ownerships. The indicator is used to show the supply of consumers goods through various channels to households and institutions to meet their demands , and is therefore very important for the study of the issues on people’s livelihood , on the purchasing power goods and on the circulation of money . 指各种类型的批发零售贸易业、餐饮业、制造 业及其他业对城乡居民、社会集体的消费品零售额。这个指标反映 通过各种商品流通渠道向居民和社会集体供应的生活消费品以满 足他们生活需要，是研究人民生活、社会消费品购买力、货币流通 等问题的重要指标。 , Disposable Income Of Urban Households ：Refers To The Total Actual Income Of Households After Individual Income Tax. :指居民家庭在支付个人所得税后，所余下的实际收入。 , Expenditure On Consumption Of Urban Households: Refers to total expenditure of the sample households on consumption in daily life. 指被调查的城市居民家庭用于日常生活的全部支出。 , Consumer price index: reflects the general trend and extent in prices of consumer goods and services purchased by urban and rural residents, including that of urban residents and rural residents. :是反映居民家庭所购买的生活消费品和支付的 服务项目价格变动总趋势和程度的一种综合价格指数，分为城市居 民消费价格指数和农村居民消费价格指数。 XIHUAN PLAZA, BEIJING 西环广场 - 14 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 4.1 STOCK AND HISTORICAL SUPPLY OF RETAIL ACCOMMODATION 图4-1：北京大型百货公司历史供应情况（1955-2002） 000' Square Metres 1,000 350301.2, The total inventory of retail accommodation in Beijing as at the end of 3002502002 was approximately nine million square metres in terms of net floor 190172.2200area, including the area dedicated to department stores, shopping centres, 116.6150105969088.679.478supermarkets, hypermarkets, wholesale markets as well as street-front 7065661006160605251.346.5404037423227.53030251718shops. 500截至2002年，北京共有900万平方米的各类型商业面积。这些商业195519701990199119921993199419951996199719981999200020012002面积可分为百货公司、购物中心、超市、自由市场以及街边店铺五Gross Area 建筑面积Business Area 营业面积大类。 资料来源：显盛保柏 , As at March 2003, large-scale shopping complexes (with a net floor area of over 10,000 square metres) in the urban area of Beijing comprised a , The high proportion of department stores in Beijing is primarily due to total of 1.79 million square metres in terms of gross floor area, of which the current stage of development of the retail sector in Beijing. The first 1.37 million square metres was dedicated to department stores, large-scale shopping destination in Beijing was the Wangfujing accounting for up to 77% of the retail accommodation. Department Store, completed in 1955, followed by the Xidan 截至到2003年3月，北京在城区范围内大型商场（营业面积超过1Department Store in 1970 and Scitech Shopping Centre in 1992. All of 万平方米的商场）面积已经达到了179万平方米（建筑面积），其these retail properties are provided in the form of department stores and 中百货公司的面积为137万平方米，占北京大型商场面积的77%。 are popular with the people of Beijing, as it is possible to purchase a wide variety of goods and products including fashion, shoes, electronic products, food and other merchandise within one single destination. 北京百货公司所占比例比较高的主要是因为零售市场的发展。北京 第一家大型百货公司是王府井百货大楼，建于1955年，之后有1970 年开业的西单商场和1992年开业的赛特购物中心等。这些商场都 是典型的百货公司，深受北京市民的欢迎，他们可以在这些百货公 司买到各种商品，包括服装，鞋，电器，食品以及其他日用品。 , Since 1990, department stores have developed rapidly in Beijing, and the average annual floor area dedicated to department stores completed during the period between 1990 and 2002 reached 98,277 square metres in terms of gross floor area, or 55,485 square metres in terms of net floor XIHUAN PLAZA, BEIJING 西环广场 - 15 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH area. A significant level of floor space was completed in 1998, equating to 365,000 square metres of gross floor area, or 170,000 square metres of net floor area, as a result of the completion of the Sun Dong An Plaza, New World Centre, SOGO Department Store and Huatang YOKADO Shilipu Department Store in the same year. 北京大型百货公司从1990年开始迅速发展，1990年至2002年间平 均年新供应量为9.8万平方米的建筑面积，5.5万平方米的营业面积。 1998年的供应量比较大，为28.7万平方米的建筑面积，16.5万平方 米的营业面积。1998年开业的百货公司有华堂商场十里堡店，新东 安市场，庄胜崇光百货和新世界商场一期。 , The supply completed in 2002 was 190,000 square metres (gross) or 96,000 square metres (net), with new developments including Huantang YOKADO Yayuncun Department Store, LCX, and the Hualian Anzhen Department Store. Currently, there are 33 large-scale department stores in Beijing, occupying 1.37 million square metres (gross) or 770,000 square metres (net), equivalent to an average size of 42,000 square metres (gross) for each department store. 2002年共有190,000平方米的新商场供应（建筑面积），营业面积为 96,000平方米，包括华堂商场亚运村店，LCX，安贞华联，贵友方 庄店，燕莎奥特莱斯。截至2003年3月，北京有约33家大型百货 公司（营业面积超过1万平方米以上），共提供约137万平方米的建 筑面积，营业面积77万平方米。百货公司平均的建筑面积为4.2万 平方米。 XIHUAN PLAZA, BEIJING 西环广场 - 16 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 图4.2：北京主要商业区分布图 资料来源：显盛保柏 XIHUAN PLAZA, BEIJING 西环广场 - 17 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH , The concept of a shopping centre only emerged in Beijing in the late 新东安市场和丰联广场，提供约42万平方米的建筑面积，21万平 1980s, with the first shopping centre being the underground mall at the 方米的营业面积。 Palace Hotel, followed by Phase I of the China World Trade Centre in 1990. The major differences between a shopping centre and a 图4.3：北京购物中心分布图 department store relate to the floor layout, the mode of payment by customers, leasing arrangements and the approach to centre management. Merchandise in a department store is generally displayed via open counters and kiosks and payments are usually handled via a central cashier desk. However in a shopping centre, floor area is divided into individual enclosed units with circulation areas leading to each unit. Each retailer occupies a unit exclusively and customers pay for items directly to the individual shops. 北京购物中心的概念起源于80年代末，北京第一个购物中心是王 府饭店地下商城，其次是1990年开业的国贸商城一期。百货公司 和购物中心最主要的区别是购物中心为固定租金，百货公司多以净 营业额扣点方式收取租金；百货公司多为中央收款，购物中心为店 铺自行收款。 , With the completion of several shopping centres in the mid-1990s, the concept of the shopping centre has been gradually accepted by consumers in Beijing as an alternative mode of operation. The annual level of completion in 1998 was relatively higher as both the Henderson Centre and Sun Dong An Plaza were completed within that year. Currently, there are six large-scale shopping centres in Beijing, namely China World Trade Centre, COFCO Plaza, Henderson Centre, Oriental Plaza, Sun Dong An plaza (part) and Full Link Plaza, providing a total gross floor area of 420,000 square metres and a net floor area of 210,000 square metres. 随着90年代中期一些购物中心的相继开业，北京消费者开始认识资料来源：显盛保柏 和接受购物中心是另外一种商业模式。1998年由于恒基中心和新东 安的开业，是北京购物中心供应量最大的年份。目前，北京购物中 心共有6家，包括：国贸商城，中粮广场，恒基中心，东方广场， XIHUAN PLAZA, BEIJING 西环广场 - 18 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 图4.4：北京购物中心历史供应情况（1990-2001） 西单地区 o Chaoyangmenwai / Jianguomen Area 朝阳门外地区/建国门地区 o Xuanwumen / Qianmen / Chongwenmen Area 宣武门-前门-崇文门地区 (i) Wangfujing Area王府井地区 , Wangfujing is the oldest traditional shopping area in Beijing. The area was previously dedicated to the mass market, selling low to medium class products. In the early 1990s, the Government commenced a series of works including road relaying, installation of modern street lighting, landscaping as well as the relocation of hawker stalls, to improve the image of the area. The improvement works were completed in 2001 and the area has now become a famous pedestrianised shopping street, linking East Changan Avenue in the south to Dengshikou in the north. 王府井地区是北京传统的购物区。该区以前是面向大众消费者，出 售中低档商品。在90年代初期，北京市政府开始为王府井商业街 推行一连串的美化改造工程，包括安装街灯，铺平地面，整顿小商 贩，绿化工程等。王府井于2001年9月宣布改造工程完成，并举行 开街仪式。现在王府井已经成为一条具有优良购物环境的商业步行 街。该区以王府井大街与东长安街交汇处的南端起，北至灯市口。 资料来源：显盛保柏 , As a result of the enhanced image of the area, Wangfujing now mainly 4.2 MAJOR RETAIL AREAS attracts overseas and domestic visitors as well as Beijing residents with relatively high purchasing power, and the shopping destinations within in , The major shopping districts in Beijing are located in the following four the area are focused towards medium to high class products. According areas : to the “Tenth Five-Year Plan for Beijing (2001-2005)”, retail 北京商业面积主要集中在以下地区： development in Wangfujing dully this period will be restricted to a total of approximately 450,000 square metres in terms of net floor area. o Wangfujing Area 改造后的王府井主要顾客多以国内外游客以及消费能力较高的北 王府井地区 京居民为主，商场定位多为中高档。根据“北京第十个五年计划”， o Xidan Area XIHUAN PLAZA, BEIJING 西环广场 - 19 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 王府井地区商业营业面积将控制在45万平方米左右。 (ii) Xidan Area西单地区 , Major shopping destinations in the area include : , Similar to the Wangfujing area, Xidan is also a major traditional 王府井地区主要的商场有： shopping area in Beijing. This area is well-known to local people but not tourists. It generally serves local residents and therefore primarily offers o Wangfujing Department Store low to medium class products suitable for the mass market. The area is 王府井百货大楼 characterised by a number of traditional department stores, which are o Shidu Department Store preferable to the mass market when compared to shopping centres, as 世都百货 local residents have a perception that products sold in a department store o Arts and Crafts Services Building are cheaper than those available in a shopping centre. 工艺美术大楼 与王府井地区相似，西单也是北京传统的购物区。该商圈以服务本o Sun Dong An Plaza 地居民为主，大众化和中档消费成为本区特点，所以传统的百货公新东安市场 司仍受消费者的垂青。 o Oriental Plaza 东方广场 , Information from the Xicheng Government states that the existing retail area in Xidan is approximately 236,000 square metres in terms of net 表4.1:王府井地区商业 floor area. According to the “Tenth Five-Year Plan for Beijing Gross Business (2001-2005)”, the retail area in Xidan will be restricted to approximately Efficiency Date of 22) Area (m) Area (mName of Store Opening Rate 400,000 square metres in terms of net floor area. This means the future 建筑面积 营业面积 商场名称 使用率营业日期 supply of retail accomodation in Xidan during this period will be limited （平方米） （平方米） to 160,000 square metres. Wangfujing Department Store 1955 27,500 18,000 65% 王府井百货大楼 根据西城区政府公布的数据，目前西单地区零售面积为23.6万平方 Shidu Department Store 米。而根据“北京第十个五年计划”，西单商业街的营业面积将控1996 20,000 12,000 60% 世都百货商城 制在40万平方米左右，即在2001-2005年的五年间，西单的零售面Arts and Crafts Services Building 1998 14,200 7,200 51% 积供应将不多于16万平方米。 工艺美术服务大楼 Sun Dong An Plaza(Department Store) 1998 40,000 20,000 50% 新东安市场（百货公司） , Major shopping destination in the area include : Sun Dong An Plaza(Shopping Center) 西单地区主要商场有： 1998 80,000 40,000 50% 新东安市场（购物中心） o Xidan Department Store Oriental Plaza 2001 100,000 50,000 50% 西单百货商场 东方广场 o Xidan Shopping Centre 资料来源：显盛保柏 西单购物中心 o Xidan Scitech XIHUAN PLAZA, BEIJING 西环广场 - 20 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 西单赛特购物中心 写字楼、酒店和住宅面积。商场多是综合项目中的裙房商业。 o Zhongyou Department Store , Shopping centres in this area are mainly targeted towards people from 中友百货 the embassy area, executives and workers from the surrounding office o LCX developments, with a medium to high class market positioning taking 首都时尚时代百货（原首都时代广场） advantage of the high purchasing power of these groups of consumers. According to the “Tenth Five-Year Plan for Beijing (2001-2005)”, this 表4.2：西单地区商业 area will be further enhanced to function as the CBD of Beijing, and the Gross Area Business Date of area will be developed as a high class retail area. Efficiency 22(mName of Store ) Area (m) Opening Rate 本商圈的客流主要以使馆区工作者，商务人员，白领以及驻京外国建筑面积 营业面积 商场名称 营业日期 使用率 （平方米） （平方米） 人士为主，消费以中高档为主。根据“北京第十个五年计划”规划，Xidan Department Store 此商圈将进一步提高其商务中心的功能，发展成为高档的商业购物1970 65,000 30,000 46% 西单商场 区。 Xidan Shopping Centre 1991 37,000 25,000 68% 西单购物中心 , Major shopping destinations in the area include : Xidan Scitech 1996 20,000 12,000 60% 主要商场包括： 西单赛特商城 Zhongyou Department Store 1999 70,000 40,000 57% o China World Trade Centre 中友百货 国贸商城 LCX 2002 40,000 20,000 50% o Scitech Shopping Centre 首都时尚时代百货 赛特购物中心 资料来源：显盛保柏 o COFCO Plaza 中粮广场 (iii) Chaoyangmenwai / Jianguomen Area朝阳门外地区/建国门地区 o Henderson Centre 恒基中心 , This shopping area is located in the proposed Central Business District o Full Link Plaza (CBD) in Chaoyang District, which covers Jianguomenwaidajie, Jianguomennaidajie and Chaoyangmenwaidajie. There are a number of 丰联广场 comprehensive developments in the area providing offices, hotels, and o Guiyou Department Store serviced apartments. Retail space is usually accommodated within the 贵友百货 podium level of these comprehensive developments. o Blue Island Mansion 这个商业地区位于朝阳区的中央商务区，主要由建国门内大街、建蓝岛大厦 国门外大街及朝阳门外大街组成。区内有多幢大型综合项目，提供 XIHUAN PLAZA, BEIJING 西环广场 - 21 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 商店主要由临街店铺组成，客源以中低阶层的北京市民及中外游客表4.3：朝阳门外地区/建国门地区商业 为主。 Gross Area Business Date of Efficiency 22(mName of Store ) Area (m) Opening Rate 建筑面积 营业面积 商场名称 , The Government plans to implement take urban regeneration in the area. 营业日期 使用率 （平方米） （平方米） Based upon the preliminary plan to relating to this work, Dazhalan Street, Guiyou Store Zhubaoshi Street and Langfang will be pedestrianised and linked with 1990 17,000 9,500 56% 贵友大厦 the Liulichang Cultural Street area to form a retail area integrated with China World Trade Centre 1990/1999 60,000 30,000 50% tourism attractions, shopping and catering. It is anticipated that a 国贸商城 significant period will be required before Qianmen reaches a status Scitech Shopping Center 1992 18,600 13,000 70% similar to the Wangfujing area. 赛特购物中心 根据政府初步规划，将把大栅栏街、珠宝市街、廊坊二条组成步行Blue Island Mansion 1993 32,000 17,000 53% 蓝岛大厦 街，并与琉璃厂文化街连成一体，形成一个集旅游、购物及美食于COFCO Plaza 一体的商业购物区，并以古都风貌为特色，加强民族文化特色的展1996 60,000 36,000 60% 中粮广场 现。 Blue Island Mansion West Area 1996 21,000 16,000 76% 蓝岛大厦西区 , Currently, no shopping centre / department store exists in Qianmen. Full Link Plaza 1997 32,000 16,000 50% However, there are two large-scale shopping stores in the southern area 丰联广场 of Beijing, one in Chongwen District and the other in Xuanwumen Henderson Centre 1998 83,000 40,000 48% District, serving the population in the southern part of Beijing. These 恒基中心 are : 资料来源：显盛保柏 目前在前门地区没有具规模的购物中心和百货公司。在崇文区和宣 武区都有一个大型商场为北京南部居民提供服务： (iv) Xuanwumen / Qianmen / Chongwenmen Area崇文门-宣武门-前门地区 o New World Centre , Qianmen is another traditional retail area in Beijing, and has many 新世界商场 famous old shops such as Tongrentang, Furuixiang, Zhangyiyuan and o SOGO Department Store Neiliansheng. However, the area is now seriously dilapidated and is no 崇光百货 longer attractive to local residents. The area is characterized by street-front shops, targeted at low income local residents and tourists, in particular towards those interested in antiques. 前门地区是北京另一个传统的商业区，包括许多百年老店，有同仁 堂药店，瑞蚨祥绸布店，张一元茶馆，内联升等。但该区旧城老化 现象日益严重，购物环境并不理想，不再吸引北京当地居民。此区 XIHUAN PLAZA, BEIJING 西环广场 - 22 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH o Beijing Modern Plaza 表4.4：宣武门-前门-崇文门地区商业 当代商城 Gross Area Business Date of Efficiency 22 (mName of Store ) Area (m) Opening Rate 建筑面积 营业面积 商场名称 表4.5：西直门地区商业 营业日期 使用率 （平方米） （平方米） Gross Area Business Date of Efficiency 22SOGO Department Store (mName of Store ) Area (m) 1998 130,000 84,000 65% Opening Rate 庄胜崇光百货 建筑面积 营业面积 商场名称 营业日期 使用率 New World Centre I （平方米） （平方米） 1998 74,000 40,000 54% Xinjiekou Department Store 新世界商场一期 1958 10,000 6,000 60% 新街口百货商场 New World Centre II 2000 43,000 21,000 49% Shuangan Department Store 新世界商场二期 1994 38,600 22,000 57% 双安商场 资料来源：显盛保柏 Beijing Modern Plaza 1995 60,000 30,000 50% 当代商城 (vi) Xizhimen Area 西直门地区 Hualian Fuchengmen Department Store 1997 35,000 18,000 51% , Xizhimen is not a traditional shopping area and in fact, there is generally 阜成门华联 a lack of retail accommodation in the area. The nearest shopping Ganjiakou Tower 2000 35,000 21,000 60% destinations are in Xinjiekou, Fuchengmen and around the North Second 甘家口大厦 Ring Road, all of which are department stores and not shopping centres, 资料来源：显盛保柏 including the following: 实际上，西直门地区并不是一个传统的商业购物区，总体来说，此4.3 FUTURE SUPPLY OF RETAIL ACCOMMODATION 区缺乏购物中心。离西直门地区最近的商场是新街口百货商场，甘 家口大厦，以及二环路边的阜成门华联。这些所有的商场为百货公, It is anticipated that, in terms of all types of retail accommodation, 司而不是购物中心，包括： approximately 2.94 million square metres (gross) of space will be completed between 2002 and 2006, with a significant level of floor space, o Xinjiekou Department Store equating to 1.49 million square metres, to be completed in 2005. 新街口百货商场 在2003-2006年间，预计共有294万平方米建筑面积的各类大型商o Beijing Huanlian Fuchengmen Department Store 业面积竣工。2005年将是北京市各类商业面积新供应量最大的年阜成门华联商厦 份，共有149万平方米。 o Ganjikou Tower 甘家口大厦 , The major volume of supply will be in the CBD area and Zhongguancun, o Shuang’an Department Store and within comprehensive developments including office, residential, 双安商场 XIHUAN PLAZA, BEIJING 西环广场 - 23 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH serviced apartment and hotel use. In addition, sizeable shopping malls or retail streets will also appear in Beijing in the future, such as the Beijing Mall in Beijing Development Area, Zhongguancun International Mall, Liangguangdajie and Dadushi Retail Street and Dazhongsi Mall, all of which will have retail gross floor area of between 150,000 square metres and 300,000 square metres. 新供应量主要集中在中央商务区，越来越多的商业面积集中在含有 写字楼、公寓和酒店的综合项目，尤其在中央商务区和中关村地区。 北京未来将出现一大型购物设施和购物街，例如在亦庄的北京 MALL，中关村国际商场，两广大街的大都会商业街以及大钟寺现 代商城等等，面积多在15-30万平方米之间。 , There is anticipated to be a lack of future supply in the Xizhimen area. The only identified development is Silver City, with an area of approximately 50,000 square metres (gross). There will be completed in 2004, but the detailed planning of the centre is not known at this stage. It is, however, considered that there could potentially be additional supply as the residential area is experiencing urban regeneration and developments with retail provision may be provided in the future. 预计西环广场未来商业供应量比较有限。西环广场附近的银都中心 将在2004年提供约5万平方米建筑面积的商业面积，具体功能情况 未定。西直门地区未来项目中将含有一定的商业面积 XIHUAN PLAZA, BEIJING 西环广场 - 24 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 表4.6:未来商业面积供应 2Chinese Name English Name Location Date of opening Gross Area (m) Wangfujing Department Store (Phase II) 100,000 2003 王府井百货大楼二期 Wangfujing 东城区王府井 Pacific Department Store (Xidan) 2003 60,000 太平洋百货西单店 Xidan 西城区西单 Gauelia at the Regend 2003 45,000 庄胜丽晶店 Xuanwumen宣武门 Da Du Shi Street 2003-2005 300,000 大都会商业步行街 Liangguangdajie崇文区两广大街 Zhongguancun West Zone 2003-2005 300,000 中关村西区商业区 Zhongguangcun中关村 Jianwai SOHO 2003-2005 80,000 建外SOHO Jianguomenwai Steet建国门外大街 Caishikou Department Store 2004 40,000 菜市口百货商场 Caishikou宣武区菜市口 Metroworld Center 2004 81,000 百强商贸中心 Chaoyangmen东城区朝阳门 Huilongguan Shopping Center 2004 58,497 回龙观购物中心 Huilongguan回龙观 LG Building 2004 50,000 LG大厦 Yong'anli永安里 Silver City 2004 50,000 银都中心 Xizhimen西直门 Beijing Mall 2005 400,000 北京MALL BDA北京经济技术开发区 Xihuan Plaza 2005 91,000 西环广场 Xizhimen西直门 Lvwu Shopping Center 2005 N/A 绿屋百货改建专案 Wangfujing东城区王府井 Zhongguancun International Store 2005 300,000 中关村国际商场 Xinzhuang, Changping昌平辛庄桥西北角 Zhongguancun Culture Plaza 2005 80,000 中关村文化商厦 Zhongguangcun中关村 Four Seasons Financial Street 2005 71,000 金融街四季天地 Financial Street金融街 Madian Zone 2005 200,000 马甸地区 Madian马甸地区 Wanliu Zone 2005 70,000 万柳地区 Wanliu万柳地区 Atlantic Place City 2005 30,000 大西洋新城 Wangjing望京 Xixi Project No. 4 2006 60,000 西西工程4号地 Xidan西城区西单 Silver Tai Building 2006 30,000 银泰中心 Dabeiyao朝阳区大北窑 Shuifu Building 2006 30,000 帅府大厦 Shuaifu Hutong帅府胡同 Fortune Plaza 2006 35,000 财富中心 Dongsanhuan North Road东三环北路 Central Park 2006 30,000 新城国际 No.6 Chaowai Street朝阳区朝外大街6号 Huilongguan Area 2006-2010 100,000 回龙观地区 Huilongguan回龙观 资料来源：显盛保柏 XIHUAN PLAZA, BEIJING 西环广场 - 25 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH , Generally, rental is received in a department store on the basis of 4.4 OCCUPANCY RATE turnover rent and the percentage charged for different types of merchandise is different, ranging from 3%-7% for supermarket to , Department stores are usually able to maintain a higher occupancy rate 20-25% for fashion. Therefore the level of rental received mainly as compared with shopping centers, as department stores have more depends upon the level of turnover, or in turn the performance of the flexible merchandising and represent a relatively lower risk to retailers, department store. given that rental payments are usually on a turnover basis. The occupancy rate of the department stores in the vicinity of Xizhimen area 百货公司的租金多为流水倒扣的方式，不同行业的扣点方式不同， is considered to be approximately 95%. 超市的扣点为3-7%，时装的扣点为20-25%。所以百货公司的租金 收入主要依靠零售商的营业收入，或者说是百货公司的营运情况。 由于比较灵活的商品组合，风险最低化的流水倒扣的租金方式，使 得百货公司的平均空臵率比较低。西直门地区百货公司的平均入住 率为95%。 , The average monthly turnover of major department stores in Beijing is RMB 3,353 per square metre. Assuming an average charge rate of 15% , The majority of the large-scale shopping centres in the urban area can of turnover, the average monthly rental income word be USD 61 per maintain an occupancy rate of 85% - 90%. Henderson Centre has an square metre per month. For department stores with a better performance, exceptionally low occupancy rate as the centre is currently being such as Scitech Shopping Center, Wangfujing Department Store, Bei re-positioned and refurbished. Chen Shopping Center and Xidan Centre, the average monthly rental income would equate to approximately USD90 per square metre per 恒基中心目前正在做重新装修定位。城区大型百货公司和购物中心 month. 的平均入住率为85-90%。 北京主要大型百货公司的平均营业额为3,353元/平方米/月，如果按 , An even higher occupancy rate can be achieved within shopping centres 照商场平均扣点为15%计算，平均月租金收入为61美元/月/平方米， in good locations and with good management. For instance, China World 与购物中心的租金水平相当。商场中经营比较好的：赛特购物中心、Trade Centre and Oriental Plaza are almost fully occupied and there are 王府井百货大楼、北辰购物中心以及西单商场的平均销售额为4,996waiting lists of retailers who wish to secure accommodation within these 元/平方米/月。如果按照商场平均扣点为15%计算，平均月租金收two shopping centres. 入为90美元/月/平方米。 位臵和经营比较好的购物中心的入住率比较高，例如国贸商场和东 方广场，甚至出现客户排队等待签约进入的现象。 , With regard to the department stores in the vicinity of Xizhimnen (including Shang’an Department Store, Ganjiakou Tower, Hualian Fuchengmen Department Store and Beijing Modern Plaza), the average 4.5 RENTAL / PRICE ANALYSIS / monthly turnover recorded is RMB 2,555 per square metre. Upon the same basis of assessment, the average monthly rental is of the order of (i) Department Stores 百货公司 approximately USD 46 per square metre per month. 西直门地区和周边地区百货商场（双安、甘家口、阜成门华联和当XIHUAN PLAZA, BEIJING 西环广场 - 26 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH 代）的平均销售额是2,555元/平方米/月。如果按照商场平均扣点为 GOVERNMENT POLICY 4.615%计算，平均月租金收入为46美元/月/平方米。 (i) Regulation issued by Beijing Commercial Committee in 2001 北京商委2001年法规 (ii) Shopping Centre 购物中心 , This regulation sets out some restrictions to control the number and scale , Rental within a shopping centre is usually charged at a fixed rent, and the of department stores and supermarkets in Beijing, in order to avoid an level of rent depends upon the location, size, frontage, floor level as well over supply of retail accommodation in Beijing. Restrictions include: as the type of merchandise being sold within a particular unit. 此法规的制定是为了控制商场和超市的数量和规模，避免北京出现购物中心的租金多是固定租金，租金水平与商场位臵，商场规模， 商业过剩的局面。法规内容包括： 店铺临街状况，楼层以及商品种类有着直接的关系。 o Shopping centres of over 10,000 square metres (net floor area) can , The monthly rental level for major shopping centres in Beijing ranges only be located in city level commercial areas or planned from USD30 – USD120 per square metre per month, with an average of multi-function shopping areas. approximately USD60 per square metre per month. The highest monthly rental being charged is in Oriental Plaza, with an average of USD 其中营业面积1万平方米以上的大型商场，只能布局在市级商 110-120 per square metre per month. The second highest rent is achieved 业中心和规划的大型多功能购物中心内。 within the China World Trade Centre at an average rental of USD 80-100 per square metre per month. o Warehouse type hypermarkets of over 10,000 square metres (net rdfloor area) can only be located in commercial areas outside 3 Ring 北京购物中心固定租金范围在30-120美元/月/平方米，平均租金为 Road. 60美元/月/平方米。东方广场的平均租金最高，平均为110-120美 营业面积1万平方米以上的大型仓储式商场只能布局在三环路元/月/平方米，其次是国贸商场，平均为80-100美元/月/平方米。 以外的商业中心 , Many future shopping centres are for sale, at an average price of o The distance between a new large-scale supermarket (including RMB20,000 to RMB30,000 per square metre. Potential purchasers warehouse type hypermarket) of over 5,000 square metres and any include both operators and investors. existing large-scale supermarket should not be less than 4,000 metres. 未来商业项目出售项目比较多，平均售价为20,000-30,000元/平方新发展5,000平方米以上的大型超市（包括大型仓储式商场），米。购买者有部分经营者，其余为投资者。 与相邻大型超市之间的距离不得小于4,000米。二环路以内近期 不再新发展大型百货店。 XIHUAN PLAZA, BEIJING 西环广场 - 27 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH (ii) The Tenth Five-Year Commercial Development Plan (2001-2005) o Additional retail accommodation will mainly be situated within the reconstructed Qianmen, Chongwen District, Beijing CBD, “十五”商业发展规划 (2001-2005) thZhongguancun Science Park and the area between 4 Ring Road and th5 Ring Road. , This document sets out the objectives relating to the future development 未来商业区主要集中在前门，崇文门地区，中央商务区，中关of the retail market in Beijing, and some of the key objectives are summarised below : 村科技园以及四环和五环地区。 法规是为了北京未来商业市场的发展，摘要如下： o Retail space in Wangfujing and Xidan will be restricted to 450,000 square metres (net) and 400,000 square metres (net) respectively. o To achieve total retail sales of RMB 233 billion in 2005, representing an annual growth of 10%, and total retail sales of RMB 370 billion in 王府井商业中心主体部分营业面积总规模控制在45万平方米左2010. 右；西单商业中心营业面积总规模控制在40万平方米。 社会消费品零售额2005年达到2,330亿元，年平均增长10%； 2010年达到3,700亿元，比2000年增长1.6倍。 o Madian will be developed as a comprehensive commercial area to serve local residents, with a net floor area of retail space of between 100,000 and 200,000 square metres. o To increase retail net floor area from 8.4 million square metres in 2000 to 10 million square metres in 2005, equivalent to a unit net 马甸地区将建立一个商业区来服务周边居民，商业区的营业面 floor area of 0.9 square metres per registered resident; and to 12 积在10万-20万平方米之间。 million in 2010, equivalent to a unit net floor area of 1.0 square metre per registered resident. o The wholesale function in Dazhongsi area will be replaced by a modern shopping area which will be developed in Dazhongsi and 2005年零售商业面积从2000年的840万平方米增加到1,000万 Shangyushu area, with a net floor area of approximately 200,000 平方米左右，户籍常住人口人均拥有营业面积0.9平方米左右。 square metres. 2010年零售商业营业面积达到1,200万平方米左右，户籍常住 大钟寺与双榆树地区商业将共同组成新型现代化商业中心，营人口人均拥有营业面积1.0平方米左右。 业面积总规模在20万平方米左右。 , In order to achieve these objectives, a number of regulations and guidelines have been stipulated in the document: o Restrictions as those stipulated in the regulations issued by the Beijing Commercial Committee in 2001. 未来达到上述目标，还有一些相关法规： 这些政策法规是由北京市商业委员会在2001年颁布的。 rd o The focus of retail development will be transferred to the 3 Ring thth Road and 4 Ring Road and the peripheral region of 5 Ring Road. 北京市商业发展的重点将转移到三环路、四环路及五环路以外 的周边地区。 XIHUAN PLAZA, BEIJING 西环广场 - 28 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH (iii) Classification Guidelines for Development Activities 10,000 square metres. 北京市流通业发展分类指导 城区二环路以内：限制新增10,000平方米以上大型百货店、大 型综合超市、大型专业超市。 th, This paper was issued by Beijing Commercial Committee on 4 March rd2003. The paper provides two schedules. The first schedule sets out the o Urban area within 3 Ring Road : No new provision of industries, the mode of operation and activities encouraged by the warehouse-type stores or wholesale markets with a floor area Government whilst the second schedule includes the restrictions upon exceeding 10,000 square metres. developments or activities which are not considered to be in line with the 城区三环路以上；限制新增营业面积10,000平方米以上的大型Government Policies. Issues which are relevant to the Xihuan Plaza are 仓储式商场及各类批发市场。 summarised below : 这个法规是北京市商业委员会在2003年3月4日颁发的。这个文件 4.7 ANTICIPATED FUTURE TRENDS 分为两个部分。第一部分是鼓励发展的项目目录，第二部分是限制 发展项目目录。这个文件对西环广场的影响包括： , There will be a significant level of retail supply in the future, in particular in residential areas and the suburban areas of Beijing. In addition, the , Activities encouraged by the Government 鼓励发展的项目目录 majority of this retail space will be accommodated within comprehensive developments such that the other elements within the developments can o Hypermarket, Big Box Retail, Discount Stores and Boutiques. generate demand for the retail space and the overall value of the 大型超市、专业市场、折扣商店、折扣直销中心以及品牌专卖development can be enhanced. 店等。 北京未来将有大面积的商业面积的供应量，尤其分布在住宅区和郊 区。另外，许多商业面积是位于综合项目中，不仅可以提高项目的o City standard retail centers are Qianmen-dashilan, Madian, 自身价值，而且增加了消费需求。 Gongzhuanmen, Shuangyushu-dazhongsi, and Muxiyuan. 市级商业中心建设前门-大栅栏、马甸、公主坟、双榆树-大钟寺、, There will be increasing restrictions relating to retail developments 木樨园市级商业中心。 within the city area and focus will be transferred to the peripheral areas rdththof the city, including 3 Ring Road, 4 Ring Road and 5 Ring Road. o The retail development areas are Xizhimenwai Street and CBD. 由于对于市区内商业面积的限制，所以造成北京未来商业面积向城商业发展区域商业中心建设—西直门外大街、北京商务中心区。 市外围扩展，主要集中在三环、四环和五环沿线。 , Restrictions on development activities : 限制发展项目目录 , The retail market in Beijing is maturing and there is expected to be expansion by both local and international retailers. The leasing market ndo Urban area within 2 Ring Road : No new provision of department will be stronger than the sales market as good management and a unique stores, supermarkets or hypermarket with a floor area exceeding and consistent theme within the whole centre will become increasingly XIHUAN PLAZA, BEIJING 西环广场 - 29 - APRIL 2003二零零三年四月 4.0 REAL ESTATE RESEARCH important factors impacting upon the success of a shopping centre. 面积的情况下，西环广场增加了斟选客户和更高租金收益的可能 商业市场日趋成熟，租赁市场大于销售市场。只有主题突出，适合性。 消费者需求的商场才可在市场中站稳 负面影响 (ii) Negative Impacts, Department stores will still remain popular but the market share will be reduced in the future due to the increasing number of shopping centres in , According to the Tenth Five-Year Retail Development Plan, Madian, Beijing. In addition, the emergence of hypermarkets will also take up Shuangyushu – Dazhongsi area will be developed into a commercial area some of the functions of department stores. Given that there will be more in the future. This commercial area, if established, will potentially choice for customers, demand for department stores will be reduced. capture some of the consumers coming from the north of Beijing. 未来，北京商业市场百货公司仍旧受欢迎，但数量将逐渐减少而购根据“北京第十个五年计划”，马甸、双榆树-大钟寺地区商业中心 物中心的数量将逐渐增加。另外，大型超市越来越具有百货公司的的建立，势必截流部分北部的消费者。 特征。所以，消费者有了更多的选择，百货公司的需求也逐渐下降。 , The significant level of retail supply in 2005 will, to a certain extent, create general competition to the retail component of Xihuan Plaza. 4.8 IMPLICATIONS FOR XIHUAN PLAZA 未来商业市场竞争激烈，尤其在2005年。 (i) Positive Impacts正面影响 APPENDICES , There will be limited future supply in Xizhimen area and thus no direct competitor to Xihuan Plaza. In addition, as the shopping destinations in 4.1 王府井地区商场分布 the surrounding area of Xizhimen are all department stores, the 4.2 西单地区商场分布 opportunity exists for Xihuan Plaza to provide alternative types of 4.3 建国门地区商场分布 shopping experience for residents. 4.4 CBD地区商场分布 这些政策法规的颁布，将限制了西直门地区商业供应量，从而使得4.5 朝阳门外地区商场分布 西环广场没有直接的竞争对手。另外，西直门地区的商业都是百货4.6 燕莎地区商场分布 公司类型，从而增加了消费者对购物中心的选择性。 4.7 宣武门-前门-崇文门地区商场分布 4.8 阜成门-复兴门地区商场分布 , The restrictions regarding the future provision of department stores, nd4.9 亚运村地区商场分布 supermarkets and hypermarkets in the area within 2 Ring Road will 4.10 北三环地区商场分布 limit the level of competition with Xihuan Plaza and thus a higher level 4.11 公主坟地区商场分布 of rental income can be achieved. 4.12 主要百货公司的营业额情况(2002) 对城区二环路内大型百货店、大型综合超市和大型专业超市的限 4.13 主要购物中心的租金和入住率情况制，即对西环广场未来竞争和商业面积供应量的限制。在有限商业 XIHUAN PLAZA, BEIJING 西环广场 - 30 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY west and Wenhui Bridge to the north. 5.1 APPROACH / METHODOLOGY/ 入户调查是在西环广场两公里范围内进行的，调查地点东至 ，南至，西至，北至的范围内。 , Any retail accommodation must satisfy the requirements and demands of potential customers. It is therefore essential to have a thorough thst January and 21 , The household survey was conducted between 18understanding of the various characteristics, spending behaviour and January 2003. An independent market research company was appointed expenditure patterns associated with the potential consumers of Xihuan to conduct the survey. Interviewers called on households within the Plaza. survey area which were selected randomly and asked a member of each 任何商业设施都应该满足消费者的需要和需求，所以非常有必要对selected household aged between 18 and 65 questions according to a 消费者的各种特征进行彻底地了解，例如，西环广场消费者的消费pre-set questionnaire. 行为，支出情况等等。 入户调查的实施时间为2003年1月18日至21日。调查实施由另 外一家调研公司执行。被试者是住在调研范围内的居民，年龄在, The objective of the consumer survey was to collect sufficient 18至65岁之间，被访家庭的选取方法为每六户抽取一家。 information to facilitate such analysis. In order to establish the relevant information, two types of consumer surveys, targeted at different groups , A total of 416 valid questionnaires were received. Statistically, a sample of people, have been conducted, namely a household survey and a street size of over 400 surveys is required in order to ensure a confidence level survey. of 95%. As such, it is considered that the sample size conducted is 消费者调研的目的是获取足够的消费者信息进行上述分析。为了获sufficient to provide reliable analysis. 得相关资料，我们进行了两种消费者问卷调查，分别是入户调查和 入户调查共回收有效问卷416份。根据分析公式，在可信度为95%街头拦截调查。 的前提下，应需求400份的问卷样本量。所以，此次调研的样本量 可以提供科学可信的数据分析。 (i) Household Survey入户调查 (ii) Street Survey, Local residents in the area surrounding a shopping destination are always 街头拦截调查 a stable and reliable source of demand. Therefore, the purpose of the household survey was to investigate the various characteristics , The purpose of the street survey is to investigate the types, characteristics associated with local residents within close proximity to Xihuan Plaza. and spending behavior of shoppers currently being drawn to the survey area. It is anticipated that a portion of the spending of these shoppers will 通常，一个商场周边的居民是商场最稳定和可靠的消费者。入户调 likely be captured by Xihuan Plaza. 查的目的是为了获得西环广场周边居民的各种消费特征。 街头拦截研究的目的是研究调研区域消费者的各种消费行为和特 , The household survey was undertaken in the area within two kilometres 征。预计被调研商场的捕获率与西环广场一致。 of Xihuan Plaza, i.e. within the area bounded by Xinjiekou Main Street to the east, Pingan Main Road to the south, Exhibition Road to the XIHUAN PLAZA, BEIJING 北京西環广场 - 31 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY , The survey was undertaken in four locations, including Xinjiekou o Carrefour : 家乐福 Department Store, Carrefour, Fuchengmen Hualian Department Store 家乐福方圆店消费者居住地主要为 : 魏公村、紫竹院、白石桥、and Ganjiakou Department Store, which are the existing shopping 北方交大、西直门地区。 destinations nearby Xihuan Plaza. 调查地点为新街口百货商场、家乐福方圆店、甘家口大厦和阜成门o Hualian Fuchengmen Department Store : 阜成门华联 华联商厦，这些商场都分布在西环广场附近。 阜成门华联消费者居住地主要为：阜成门、亚运村、定慧寺。 , The approach / methodology of the street survey is essentially the same o Ganjiakou Tower : 甘家口大厦 as that of the household survey, with the exception that respondents were 甘家口大厦消费者居住地主要为：甘家口、百万庄、阜成门、selected randomly at street level. In addition, the questions asked were 中关村。 based upon a different questionnaire. 街头拦截调研的方法与入户调研相似，但被访者为街头随机拦截, The coverage of catchment areas associated with each survey location 的。另外，街头拦截问卷与入户调研的问卷不同。 varies and is dependent upon the location, accessibility and nature of the shopping destination. Having regard to the significant scale, accessibility thth, The street survey was conducted between 17 January and 20 January and the superior location of Xihuan Plaza, it is anticipated that the 2003 and a total of 442 valid questionnaires were completed. catchment area associated with Xihuan Plaza will be larger than that of the four survey locations. 调研时间为2003年1月17-20日,共回收有效问卷442份。 每个商场所覆盖的商圈都因为商场的位臵、通行性以及商场特征不 同而不同。基于西环广场的规模，通行性以及卓越的地理位臵，预5.2 DEMOGRAPHIC CHARACTERISTICS 计西环广场的商圈范围将大于上述四家商场。 (i) Place of Residence 消费者居住地 (ii) Age Distribution 年龄分布 , Whilst the respondents of the household survey are all residents within , Whilst over 26% of the respondents of the household survey were aged two kilometres of Xihuan Plaza, the place of residence of respondents to 51 and over, 50% of respondents of the street survey were aged 30 and the street survey covers a larger area, as follows : below, with the age group of 21-30 accounting for 38% of the total 入户调研的被访者都是分布在西环广场2公里范围内的居民，但街interviewees. This finding is not surprising as the area is one of the older 头拦截的被访者分布比较广泛，包括： residential areas in Beijing and at the same time there are a significant number of universities and institutions located within the area. o Xinjiekou Department Store : 新街口商场 26%的被访者年龄在51岁或以上，50%的被访者年龄在30岁以下，新街口百货商场消费者居住地主要为：新街口、西直门、德胜同时有38%的被访者年龄在21岁至30岁之间。这个结果并不足怪，门、洋桥、府右街、清河。 西直门地区本身是一个老的住宅区，同时又有大量的大专院校的学 XIHUAN PLAZA, BEIJING 北京西環广场 - 32 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY Government’s one child policy, although the students are not considered 生。 to be a economically active group, they usually have relatively high purchasing power. , Generally, elderly people have established their own spending behaviour 在拦截调研中，20%的被访者是学生，其他是24%的公司职员和13% including both shopping locations and types of purchase and it is difficult 的退休人员。根据中国政府一个家庭一个孩子的原则，即便学生没 to alter such behaviour. The younger generation are relatively mobile and 有经济收入，但是他们往往拥有高消费能力。 usually prefer to spend money in popular shopping areas which offer more fashionable items and are easily accessible by convenient 教育学历 (iv) Education Characteristics transportation links. Given the high mobility of this group of consumers, it is considered that the tenant mix of the retail centre should be carefully , The proportion of respondents to the household survey and street survey designed in order to capture the potential expenditure generated from which attended secondary and higher education was 80% and 89% these people. respectively. The educational attainment of the people under survey is 总体来说，年龄比较老的消费者消费习惯比较固定，包括购物地点，considered to be relatively high and this type of consumer usually has a 商品类型等等都比较难改变。年轻的一代比较灵活，容易受时尚因larger desire for high quality products / services. 素的影响而同时喜欢比较方便的交通工具。这组消费人群受灵活性入户调查和街头拦截被访者中拥有高中以上学历分别占80%和 的影响，商场的主题和客户组合需要谨慎地制定来迎合他们的消费89%。高学历的消费者通常希望买到高质量的产品和接受高质量的 特点，并引导他们消费。 服务。 (iii) Occupation 职业 5.3 INCOME PROFILE , The household survey demonstrated that 25% of residents are retired , 75% of residents of the households surveyed have a monthly personal persons, with 16% being clerks and 13% being workers. It is anticipated income of RMB 2,000 and below, of which 38% have an income of that, upon completion of the urban regeneration in the area, an increasing between RMB 801 and RMB 1,500 and 18% have a personal income of proportion of the population will be economically active and that the RMB 800 and below. In terms of household income, 50% of the average household income within the area will also increase. respondents have a household income of less than RMB 3,000, with 19% 在入户调研中，有25%的被访者为退休人员，其次是16%的公司职having a household income of RMB 2,000 and below. The high 员和13%的工人。预计随着老城区改造工作的完成，此地区居民的percentage of the lowest income band can be explained by the high 经济结构将有所改变，同时家庭收入也将增高。 proportion of retired persons in the area. 在入户调查中，有75%的被访者月收入在2,000元或以下，其中38% 的消费者月收入在801元至1,500元，还有18%的消费者月收入为, The street survey identified that 20% of respondents are students, 800元或低于800元。在家庭收入方面，有50%的家庭收入少于3,000followed by 24% clerks and 13% retired persons. As a result of the XIHUAN PLAZA, BEIJING 北京西環广场 - 33 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY 元，其中有19%的家庭收入少于2,000元。低收入者比例高的原因的增长速度。 是被访者中有较高比例的退休人员。 5.4 SPENDING PATTERNS , 66% of respondents of the street survey have a monthly personal income of RMB 2,000 and below, of which 34% are between the range of RMB , It has been established that consumers will go to different shopping 801 and RMB 1,500. Students fall within the lowest income group of destinations for different products. For instance, when purchasing RMB 800 and below and this group accounted for 10% of the convenience goods and food, over 90% of respondents will go to a respondents. In terms of household income, 44% of the respondents of supermarket nearby their residence. However, only 40% of respondents the survey have a household income of less than RMB 3,000 and 24% of the household survey are able to purchase this type of goods within have a household income of RMB 2,000 and below. walking distance of their house. 66%的街头拦截被访者的月收入是2,000元或低于2,000元，其中有通过我们的调查显示，消费者在购买不同的商品时，选择的购物地 34%的被访者收入在801至1,500元。学生的收入情况归在800元点不同。例如，当消费者购买日用品时，有90%的消费者选择在附 以下组，占10%的比例。关于家庭收入，44%的被访者家庭是收入近的超市。但是只有40%的消费者认为在西直门地区可以满足步行 低于3,000元/月，其中有24%的消费者家庭月收入在2,000元以下。 消费日用品的需求。 , As compared with the average monthly personal income of RMB1,038.7 , With regard to items such as clothing and footwear, the majority of in 2002, the consumers currently within the area can be classified as low consumers prefer to go to a shopping centre. Over 80% of respondents of to middle income. Based upon an analysis of the types of expenditure of the household survey travel to another location, either via public different income groups in Beijing, it has been established that the level transport or private vehicles, when purchasing clothing and footwear. of income correlates to the pattern of expenditure. 大多数的消费者选在商场购物服装和鞋等商品。有80%的被访者在与2002年北京城镇可支配收入相比较，西环地区消费者的收入水购物服装和鞋等商品时，使用公共交通，家庭轿车等交通工具。 平可以归结为。根据居民消费支出分组情况，可以建立消费 者的收入水平以及消费模式的预测。 , The findings have illustrated normal spending behavior, namely that , It has been observed that lower income groups will spend a higher whilst people are willing to travel further from their place of residence proportion of expenditure upon convenience goods such as food and when purchasing comparison goods, the consumption of convenience drinks than other categories. On the other hand, the expenditure shares of goods usually takes place in the area close to their residence. The other commodity / service sections such as clothing, footwear and other findings also show that there is insufficient retail provision in the primary durable goods increase generally from the lower income groups to the catchment to satisfy the current demand of the local residents. higher income groups. 通过调查可以发现消费者的一般购物习惯，即：消费者多数愿意到 可以看出低收入者在日用品和食品方面的支出占收入的比例比较离居住地比较远的地方比较和选购商品（除食品和日用品外的商 高。但从一方面看，低收入者在其他商品/服务,例如服装，鞋以及品），而在居住地附近购买食品和日用品。调查结果还显示了西环 其他耐用品方面的的需求增长速度高于高收入者对这些商品需求 XIHUAN PLAZA, BEIJING 北京西環广场 - 34 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY 广场附近商业设施相对于附近居民的消费需求相差甚远。 所以消费者对停车位的需求也在不断地增长。在我们的问卷中还显 示了有10%的消费者决定要在未来三年内购买家庭汽车。 , The major expenditure of the respondents relates to convenience goods, food and clothing. This is consistent with the phenomenon that low to 5.5 CONSUMER PREFERENCES middle income groups, as in the case of this area, usually dedicate a higher proportion of expenditure to convenience goods. , Respondents of the two surveys were asked which shopping locations 在被访者的消费支出中，日用品、食品和服装支出的比例比较高。they considered to be popular and successful. It is observed that, 这个数据也再次证实了中低收入消费者在日用品方面的支出比例although the rankings are different, the list of shopping places selected 比较高的现象。 are essentially the same : 通过消费者拦截调查和消费者入户调查，下面十家商场是消费者认, This expenditure pattern also explains the relatively smaller spending per 为比较成功的，只是在不同的问卷中，商场受欢迎程度不同。 visit as recorded in the street survey. Approximately 80% of the respondents to the street survey spend less than RMB 300 per visit, and Household Survey 入户调查 over 40% of respondents had spent less than RMB 100. This level of spending indicates that people shopping in this area are not seeking 1. Xidan Shang Chang 西单商场 high-end products. 80%的拦截消费者平均每次购物消费在300元以下，其中有40%的2. Hualian Fuchengmen Department Store 阜成门华联 拦截消费者的消费水平在100元以下。通过这些数据可以看出，在3. Zhong You Department Store西单中友百货 选择调研的四个地区的消费者水平并不太高，消费者购买的不是高4. Sogo Department Store庄胜崇光百货 档商品。 5. Shuang’an Department Store 双安商场 6. Wangfujing Department Store王府井百货大楼 , It should be noted that 40% of respondents of the street survey stated that 7. Parkson 百盛购物中心 the main reason to select the four shopping destinations was accessibility 8. Xinjiekou Bai Huo Shang Chang 新街口商场 and the short distance to their living places. Consumers taking private 9. Xidan Scitech西单赛特购物中心 vehicles as the mode of transportation were limited. However, it is 10. Tung An Market 新东安市场 considered that the proportion of car ownership in Beijing is increasing and the demand for carparking spaces within shopping areas will Street Survey 街头拦截 increase. In fact, 10% of the respondents of the household survey have confirmed that they had planned to purchase vehicles within the next three years. 1. Hualian Fuchengmen 阜成门华联 通过拦截调查显示，消费者来这四家商场购物的主要原因是交通方2. Ganjiakou Tower 甘家口大厦 面和居住在附近。消费者采用家庭轿车的方式到此购物还是比较有3. Xidan Shang Chang 西单商场 限的。但是，我们必须注意到北京人均拥有轿车的比例一直在增长， XIHUAN PLAZA, BEIJING 北京西環广场 - 35 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY 4. Zhong You Department Store 中友百货 在影响消费者选择购物场所的因素方面，商场位臵，价格合理，商5. Xinjiekou Department Store 新街口百货 品齐全、时尚，商品质量有保证以及商场的交通便利都是消费者认6. Xidan Shopping Centre 西单购物中心 为最重要的。 7. Shuang’an Department Store 双安商场 8. Sogo Department Store 庄胜崇光百货 5.6 BRAND ANALYSIS 9. Parkson Store 百盛购物中心 10. Wangfujing Department Store 王府井百货大楼 , The survey has identified that consumers in the area have a strong desire for leisure and casual clothing brand names, such as Nike, Adidas, Li , The majority of the shopping locations selected are in the form of Ning, Kangwei, Anta, Reebok. The desire for fashion brand names is department stores. In addition, most of the respondents of the two relatively low and is increasing. surveys also mentioned that they prefer department stores rather than shopping centres. 消费者对运动产品的爱好程度比较高，主要集中在耐克、阿迪达斯、我们选择进行消费者拦截调研的地点都是百货公司。另外，两种调李宁、康威、安踏和锐步。休闲品牌主要集中在真维斯、班尼路、研结果都显示大多数消费者希望西环广场是百货公司而不是购物罗宾汉和佐丹奴。 中心。 , Consumers generally prefer Hong Kong or joint venture brand names rather than local brand names. It should also be noted that there are , This phenomenon may be due to the fact that local residents are currently no high-class brands in the area and nobody mentioned any accustomed to shop at department stores. At the current time, they have a high-class international brand names during the survey. perception that the prices offered in department stores are always cheaper than those in shopping centres. This thinking is reinforced by the 目前对服装的意识和重视程度比较低，但有增长趋势。香港及合资currently limited number of shopping centres, as well as the fact that 品牌比较受欢迎。在我们的调查结果中，没有消费者提到高级国际most existing shopping centres are targeted at middle to high income 品牌。 groups. 这种现象反映了北京普通消费者对在百货公司购物已经习惯了。目, The findings indicate that consumers in the area are not focused upon 前，他们认为在百货公司出售的商品比购物中心中要便宜。目前这high-end brands and that the demand for high-end international brand names in the area is very limited. 种事实造成的原因主要是北京购物中心的缺乏，现有购物中心主要 调查显示，目前西直门地区的消费者很少有高档国际品牌的消费，是面对中高层收入人群。 对高档国际品牌消费需求也很有限。 , Respondents to the household survey considered that the determining factors for selecting a shopping location are reasonable price, variety of commodities provided, quality of goods, as well as the accessibility of the shopping location. XIHUAN PLAZA, BEIJING 北京西環广场 - 36 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY concept of the difference between a department store and a shopping 5.7 VIEWS ON CURRENT RETAIL PROVISION centre and therefore it does not necessarily mean that they really prefer a department store. 在西直门地区的商业需求量很大。有50%的被访者希望西环广场是, Over 70% of respondents of the household survey commented that there 百货公司，而有88%的被访者希望能是中档消费场所。以前提到过，is a lack of retail accommodation in Xizhimen or the west of Beijing. In 目前北京普通消费者对百货公司和购物中心的概念不清，所以在此particular 41% of respondents stated the there is a lack of supermarket 没有必要认为消费者需要的一定就是百货公司而不是购物中心。 provision, whilst 38% stated that there was a shortage of department stores. , People expect a wide variety of products for selection; major types of 有70%的被访者认为西直门地区或北京西部缺乏购物场所。有41%product include convenience goods, food, clothing / fashion, food and 的被访者认为西直门地区缺乏大型超市，有38%的被访者认为西直beverage, and entertainment. There is limited demand for high-end brand 门地区缺乏百货公司。 names in the area. 消费者希望商品种类齐全，应包括：食品、日用品、男女服装、电, This follows the phenomenon that people tend to purchase convenience 器、书、童装、鞋帽、化妆品、音像制品、运动装、餐饮、娱乐、goods close to their place of residence and these kinds of commodities 家居。在此区对高档品牌的需求是有限的。 are usually available in supermarkets and department stores. The findings also show that there is a deficiency of such retail space in the , The existing consumers in the area place more emphasis on the variety of area relative to demand. products and prices than the quality of products / services. However, this 这种显现反映了消费者喜欢在居住地附近购买日用品，这些商品主situation will change gradually with increasing aspirations of the 要是在超市和百货公司出售。调研还显示，与消费需求相比，西直consumers. 门地区缺乏这个类型的消费场所。 目前此地区消费者强调商场应该物品齐全以及价格合理，比例高于 高质量的产品。无论如何，相信这种情形将随着消费者需求的变化5.8 IMPLICATIONS FOR XIHUAN PLAZA 而变化。 , Based upon the findings of the household and street survey, several , There is an increasing demand for carparking spaces and this is in line points which will impact upon Xihuan Plaza have been identified. with the growing economy of Beijing and the increasing level of income 根据完成的街头拦截调查和入户调查，反映出了一些影响西环广场of the people in the area. 的因素。 随着北京经济的快速发展以及北京居民收入不断增加，所以对车位 的需求将不断增大。 , There is a high demand for retail accommodation in Xizhimen. Approximately 50% of respondents expect the provision of a department , It should be highlighted that the consumer survey only reflects store and 88% expect the shopping destination to be positioned as middle characteristics of consumers within the area under the existing conditions class. As mentioned previously, people generally have a confused and environment. Given the significant scale and the excellent XIHUAN PLAZA, BEIJING 北京西環广场 - 37 - APRIL 2003二零零三年四月 5.0 CONSUMER SURVEY accessibility of Xihuan Plaza, it is anticipated that Xihuan Plaza will be able to create an extensive catchment area and that different types of consumers from outside the area may be captured by Xihuan Plaza. 在这里需要特别强调的是，目前消费者的特征是基于目前市场情况 和环境。由于西环广场的规模以及优越的交通条件，西环广场将建 立一个广大的商圈，将吸引不同地区的消费者在此区购物消费。 APPENDICES 5.1 入户调查问卷 5.2 入户调查结果 5.3 街头拦截调查问卷 5.4 街头拦截调查结果 XIHUAN PLAZA, BEIJING 北京西環广场 - 38 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS 6.1 APPROACH / METHODOLOGY / , SOGO In order to formulate the appropriate tenant and merchandising mix in 庄胜崇光百货 relation to Xihuan Plaza, a comprehensive analysis of both existing and future competition has been undertaken. , Xidan Shopping Centre 为了给西环广场商业部分提供准确恰当的商品组合，我们进行了西环 西单购物中心 广场目前竞争对手和未来竞争对手的分析。 6.2 EXISTING COMPETITION , Ganjiakou Tower 甘家口大厦 Based upon the results of the consumer survey and a detailed analysis of potential competition to Xihuan Plaza, it has been identified that the , Beijing Modern Plaza following existing retail destinations are likely to represent competition to 当代商城 Xihuan Plaza: 基于消费者调研问卷和潜在竞争对手的详尽分析，确定了下面的商场 是目前西环广场的竞争对手。 , Shuang’an Department Store 双安商场 , Hualian Fuchengmen Department Store 阜成门华联 The location and general characteristics of each of the competitors is illustrated within Figure 6.1 and Table 6.1. , Zhongyou Department Store 竞争对手的地理位臵分布图和总体特征分别在图6.1和表6.1中体现。 中友百货 , Xidan Department Store 西单商场 , Xinjiekou Department Store 新街口百货 XIHUAN PLAZA, BEIJING 北京西環广场 - 39 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS 图6.1：西环广场竞争对手分布图 资料来源：显盛保柏 XIHUAN PLAZA, BEIJING 北京西環广场 - 40 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS 表6.1：竞争对手分析 / 1958 6,000 N/A 新街口百货商场 北京市西城区新街口南大街7号 西直门地区普通消费者 1970 30,000 14.4 西单商场 北京市西城区西单北大街120号 普通消费者 1991 25,000 N/A 西单购物中心（华威大厦） 北京市西城区西单北大街132号 中档收入者，普通消费者 1994 22,000 9.8 双安商场 北京市海淀区北三环西路38号 中高档收入者 1995 30,000 6.2 当代商城 北京海滨区中关村大街40号 中高档收入者 1997 18,000 8 阜成门华联 北京市西城区阜外大街1号 普通消费者 1998 84,000 N/A 庄胜崇光百货 北京市宣武区宣武门外大街8号 中高收入者，普通消费者 1999 40,000 N/A 中友百货 北京市西城区西单北大街176号 年轻消费者 2000 21,000 3.5 甘家口大厦 北京市海淀区三里河路17号 大众消费者 资料来源：显盛保柏 XIHUAN PLAZA, BEIJING 北京西環广场 - 41 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS 中友百货面积比较大，营业面积为40,000平方米。中友百货的商品组6.3 COMPETITION REVIEW 合面向年轻人，同时是西单地区比较受欢迎的商场之一。 6.3.1 HUALIAN FUCHENGMEN DEPARTMENT STORE This store has a good overall image, and is popular amongst young people in Beijing, due to the fact that it stocks international fashion brands and The Hualian Fuchengmen Department Store has a net floor area of accessories. The store arranges a significant number of promotional 18,000m2 and is targeted towards the mass market. activities focused towards younger people, based upon fashion and casual wear. 阜成门华联的商业面积为18,000平方米，面向普通消费者。 中友百货的整体形象比较好，因为拥有一些国际服装和饰品的品牌， 所以受年轻人喜欢。商场经常举办一些打折活动来吸引消费者，尤其This store generally focuses upon mid range brands, primarily 是年轻人。打折商品主要是职业装和休闲装。 manufactured by foreign companies or local joint ventures. It is well known for implementing a significant number of promotional activities in order to attract customers. The layout of the store is tidy and well organized, and the food and beverage 商品主要集中在中档品牌，以国内和合资品牌为主，华联以打折活动outlets within the store are also successful and assist to draw customers to the store. 多而著称，目的是为吸引更多的消费者。 商场的布局整齐干净，商场的餐饮区比较成功，带来了更多的消费者 来到此商场。 The store is highly accessible and therefore the majority of customers visit the centre in order to make a specific purchase. However, whilst the store is popular and has a reasonable shopping environment, the layout of the retail space is crowded and it is generally considered that the area dedicated to XIDAN DEPARTMENT STORE 6.3.3food and beverage facilities is too small. 由于阜成门华联的交通便利，因此许多消费者来此都是有目的性的消2This store has a net floor area of 30,000m and is targeted towards the mass 费。但是，由于商场打折活动多，比较受消费者欢迎，所以造成店面market. 拥挤。华联商场餐饮面积比较小。 西单商场的营业面积为30,000平方米。 6.3.2 ZHONG YOU DEPARTMENT STORE The brands which are stocked within the store are generally mid range, focused towards the mass market. It is a well established retail destination with a loyal group of customers, given that it has been in operation since 2This department store is larger, with a net floor area of 40,000m. The 1970. merchandise mix within this store is targeted towards younger customers, 西单商场面对普通消费者，商品为中档。西单商场的开业时间为1970and the store is one of the more popular venues in the Xidan District. 年，拥有一批忠实的消费者。 XIHUAN PLAZA, BEIJING 北京西環广场 - 42 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS 庄胜崇光百货将是西环广场的主要竞争对手，营业面积在48,000平方 米。经营商品齐全，面向北京中高收入者。 The store enjoys a good sales performance as a result of this loyal customer base, despite the fact that, generally speaking, the layout of the retail space is poor. The store is located within a relatively modern building and therefore has a 尽管商场布局比较散乱，但因为拥有一些忠实的消费者，销售业绩一good image and offers a comfortable shopping environment. The range of 直不错。 products offered includes a wide variety of goods, so as to ensure that the store appeals to as wide a range of customers as possible. 庄胜崇光百货位于一个相对来说比较现代的大厦中，购物环境比较舒6.3.4 XINJIEKOU DEPARTMENT STORE 适，商场形象比较好。 2This is a relatively smaller store, with a net floor area of 6,000 m. Given The store has a relatively effective approach to marketing and promotion, this fact, it is targeted towards the mass market in the Xin Jie Kou area. which is attractive to consumers, as it often involves significant discounts. The majority of customers visit the store for the purposes of a specific 新街口百货商场的面积比较小，营业面积只有6,000平方米，因此， purchase. The food and beverage outlets within the store are also successful 所面向的客户主要是新街口地区的居民。 and this assists in attracting customers to the store. 商场打折活动比较多，非常吸引消费者，打折幅度大，同时商场的宣The merchandise sold within the store generally comprises low to mid range brands, which are sold at a relatively low cost. Notwithstanding this 传和推广也比较成功。商场的消费者多为目的性购物，商场餐饮区的situation, there are a wide range of sports good brands available within the 成功带来了更多的客流。 first floor of the store. 新街口百货商场的商品主要以中低档为主，面向普通消费者。但是首 XIDAN SHOPPING CENTRE 6.3.6层的运动品牌相对比较齐全。 2The Xidan Shopping Centre has a net area of 25,000 m and is targeted This store is generally considered to be a successful local store, and is towards low to middle income groups. popular with residents of Xizhimen. 西单购物中心的营业面积为25,000平方米，面向中低收入人群。 新街口百货商场总体来讲是比较成功的，较受西直门地区居民欢迎。 In recent years, the centre has adjusted the market positioning of the units 6.3.5 SOGO within the scheme, such that they now focus upon mid range products as against high class brands. 最近几年商场主题和定位都有所改变，由原来的高档定位转变成目前The Sogo department store is the largest of the competitors to Xihuan Plaza 2with a net floor area of 48,000 m. The merchandising mix is very broad, 的中低档定位。 and is targeted towards middle income purchasers from all parts of Beijing. XIHUAN PLAZA, BEIJING 北京西環广场 - 43 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS The majority of customers who visit this centre are students, primarily due BEIJING MODERN PLAZA 6.3.8to the fact that many of the products available within the centre are Japanese and Korean. , 当代商城于1995年开业，营业面积为30,000平方米，略大于双目前来说，西单购物中心6-7层主营韩国服装和服饰，消费者多为学 安商场 生。 , 商品种类为中高档，但由于位臵不在三环主路，所以经营效益不Whilst the centre is generally successful, the layout of the retail space 及双安 within the centre is considered to be poor. 由于西单地区客流量大，因此，西单购物中心的销售业绩相对比较好， 但布局比较散乱，购物环境较差。 6.3.9 SHUANG’AN DEPARTMENT STORE 6.3.7 GAN JIA KOU TOWER , 双安商场的营业面积为22,000平方米，主要面对北京中关村地 区的中高收入阶层 This retail destination is also popular with resident of Xizhimen. It has an 2, 商品种类齐全且拥有一些中高档的国际品牌 area of 21,000m and is targeted towards the mass market. 甘家口大厦比较受西直门地区居民的欢迎，营业面积为21,000平方米，, 商场交通便利，是海淀区和北三环地区主要的购物场所，商场打主要面向普通消费者。 折活动比较少，但经营情况也比较好 The product range in this store is focused upon low to mid range cost items, given the fact that the centre is targeted towards the mass market. 6.4 CHARACTERISTICS OF EXISTING COMPETITION 商场内商品以中低档为主，所以面向中低收入的普通消费者。 The promotions held by the store are generally considered to be successful, Based upon the analysis which has been completed, a number of and the popularity of the store is also assisted by the food and beverage characteristics have been identified in relation to existing competition to outlets within the store, which are attractive to consumers. Xihuan Plaza. 甘家口商场的打折活动比较多，内部的餐饮区比较成功，吸引了更多西环广场目前竞争对手特征总结如下： 的消费者。 , The majority of the competition are department stores, as against shopping centres. XIHUAN PLAZA, BEIJING 北京西環广场 - 44 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS 较受欢迎。 目前的竞争对手都是百货公司，而不是购物中心 6.5 ANTICIPATED FUTURE COMPETITION , The limited number of shopping centres which could represent competition to Xihuan Plaza have design limitations and focus upon low to mid range brands. Based upon the real estate research which has open completed, it has been 由于西环广场将面对中档普通消费者，所以北京没有购物中心成identified that there will be limited future competition to Xihuan Plaza in Xizhimen. 为西环广场的竞争对手。 在基于市场调研的基础上，西环广场未来竞争对手比较少。 , There is a restricted range of international brands within the competing projects in close proximity to Xizhimen, although more However, given the ongoing development of the retail sector in Beijing, it is international brands are found within stores in Shuangan and the expected that additional competition will be experienced from the flowing Sogo Department Store. sources: 西环广场目前竞争对手中少有国际品牌。尽管在双安和庄胜崇光不过北京未来商业项目正在建设，所以预计西环广场未来竞争对手主百货出现一些国际品牌。 要来源于下列方面： , Based upon the analysis of the sales performances of these competing , Hypermarkets stores, it would appear that the average sales equate to RMB 2,880 大型超市 per square metre per month, which is considered to represent a good operating performance. , Retail accommodation in residential developments. 基于这些竞争对手营业额的统计，平均营业额为2,880元/月/平 住宅区的商业。 方米，总体来说拥有比较好的销售业绩。 , The development of retail space in other areas such as the Central , Given that most of the existing competitors are operated as Business District, Finance Street and Zhongguancun department stores, the occupancy rate is generally high. 这些竞争对手都是百货公司，平均入住率比较高。 其他区域的商场，如：CBD、金融街和中关村。 , The competing schemes are popular with consumers, as they , New retail development in suburban locations represent the most cost effective retail offering which is available in 郊区的新商业面积。 Beijing at the current time. 目前这些竞争对手提供了受消费者喜欢的商品种类，商场主题比 XIHUAN PLAZA, BEIJING 北京西環广场 - 45 - APRIL 2003二零零三年四月 6.0 COMPETITION ANALYSIS 因为西环广场是经过慎重地规划，再有良好的商业管理和运营，6.6 IMPLICATIONS FOR XIHUAN PLAZA 所以该项目将要比西直门附近的商场更能吸引消费者。 The situation in relation to existing and future competition will result in a number of implications from the prospective of Xihuan Plaza: 结合西环广场目前竞争的对手的情况以及未来竞争对手的情况，下APPENDICES 面几点将影响西环广场。 6.1 阜成门华联 6.2 中友百货 , Xihuan Plaza will need to be differentiated from existing competition via the creation of a design concept which encourages consumers to 6.3 西单商场 visit the center. 6.4 新街口百货商场 西环广场需要具有独特性，树立目的型购物的观念来吸引消费者6.5 庄胜崇光百货 来此购物。 6.6 西单购物中心 , There is very little space dedicated to entertainment within existing 6.7 甘家口大厦 department stores. Therefore, it will be advantageous if Xihuan Plaza 6.8 双安商场 can incorporate anchor tenants dedicated to entertainment uses. 6.9 当代商城 目前百货公司中的娱乐设施配套都相对较小，所以西环广场的优 势将在于吸引一家娱乐主力客户在西环广场内。 , Whilst there is expected to be limited future competition in Xizhimen, the tenant mix of Xihuan Plaza will need to reflect potential competition from other retail accommodation in Beijing. 虽然目前预测西环广场的竞争对手较少，但在制定客户和商品组 合时需要考虑到潜在的竞争性。 , It is considered that, in the event that the retail concept associated with Xihuan Plaza is well planned and implemented, and the centre is well managed and operated, the project should be more attractive to consumers than the exiting retail offering in the vicinity of Xizhimen. XIHUAN PLAZA, BEIJING 北京西環广场 - 46 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION , It is anticipated that, as consumers become more aware and more 7.1 APPROACH knowledgeable, they will become more discerning and will consider their shopping decisions more carefully. This will result in In order to ensure that any retail concept associated with Xihuan Plaza a spending pattern which is more rational, and less linked to fully reflects the needs and requirements of retailers, a consultation promotions. exercise has been conducted, involving a total of fifty local and 消费者将变得越来越有购物常识，在消费购物时将更加谨慎和international retailers. 小心，所以使得消费者在购物时更加理性化，而不轻易地受打为了使西环广场的商业概念符合零售商的要求，我们进行了零售商 折的诱惑。 访谈。被访谈的商家共50个，其中包括在北京进行访谈的35家和 在香港进行访谈的15家。 , It is expected that spending habits will gradually become more consistent with those in other western countries, as more Meetings have been held with each retailer, based upon a pre-agreed international products become available. discussion outline, in order to secure the views of each retailer in 预计北京商业市场将愈加跟随西方国家的趋势，同时更多的国connection with the retail sector in Beijing, key locational and technical 际品牌将出现在市场上。 requirements, and the merits of Xihuan Plaza. 访谈提纲已经事先经发展商同意，然后与零售商进行面对面的访谈， , Retailers anticipate that consumers will focus more upon brands in 访谈内容包括零售商对北京商业的看法，店铺的位臵和技术需求以 the future and that there will be an increased demand for higher 及对西环广场的看法等。 quality products. 消费者更加注重品牌消费，对优质商品的需求将增加。 A detailed outline of each consultation is included within the Appendix to this report. , Retailers are optimistic regarding the retail sector in Beijing, as 每个零售商访谈的具体内容请参见本报告的附件部分。 many expect there to be increased purchasing power as a result of economic growth and higher levels of disposable income. 7.2 MARKET OUTLOOK 零售商对北京商业市场都比较乐观，认为随着北京经济的发展 和居民可支配收入的增加，北京居民的购买力也将不断地增 A number of common themes emerged from the consultation exercise in 加。 relation to anticipated trends in the retail sector in Beijing in the next three to five years: , It is expected that there will be an increased focus upon 通过访谈，我们获得了零售商对北京商业未来3-5年的一些看法： accessibility, both by public transport and private car, and this will XIHUAN PLAZA, BEIJING 北京西環广场 - 47 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION need to be reflected in the location and design of retail centres. are set out in Table 7.1, including detail of store size, affordable rentals 消费者将更加注意商场的交通情况，无论是公共交通还是私人and other technical requirements. 表7.1中表明了各种不同零售商对商场中店面的需求，包括店铺面汽车，所以对商场的位臵和设计方面提出更高的要求。 积，可接受的租金水平，以及其他技术要求等。 , The majority of retailers are expanding their presence in Beijing. 大多数的零售商都在扩展在北京的业务。 , Most retailers expect to see a transformation of the retail offering in Beijing from department stores to shopping centers. 大多数的零售商希望北京商场的形态由百货公司转化为购物 中心。 7.3 PREFERRED RETAIL LOCATIONS The majority of retailers stated that they considered Chaoyang District and Haidian District to be the preferred retail locations in Beijing. However, they also mentioned that the traditional areas of Xidan and Wangfujing remained popular. It is considered that retailers expressed this view as the focus of shopping centre development is now in Chaoyang District and Zhongguancun, whereas the other areas are predominantly occupied by department stores. 大多数零售商表示朝阳和海淀是他们未来希望进入的地区，但是他 们表示传统的西单和王府井地区将继续受消费者欢迎，值得一提的 是零售商认为他们将看重中央商务区和中关村的购物中心，而其他 地区则主要以百货公司为主。 7.4 RETAILER REQUIREMENTS The key requirements associated with various different retail categories XIHUAN PLAZA, BEIJING 北京西環广场 - 48 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.1: Retailers Requirements 表7.1：零售商需求 Product Brand Name Rental Level Floor Area Requirement Other Special Requirement Type 22Fairy - US$70-80/m/month - business area 100m - no没有 (fixed rental) 淑女屋 使用面积100平方米 70-80美金/平方米/月 （固定租金） 2EQ:IQ - turnover rent - business area 100 m - no没有 扣点租金 营业面积100平方米 Fashion - prominent location with other high-end class of 时装 products 较好的位臵，与其它高档品牌在一起 PORTS - - highly visible ground floor space - no没有 宝姿 可视性好的首层位臵 - adjoining stores to Ports must be high end luxury brands 周边品牌必须是国际知名品牌 2 Cheng Ming Ming - turnover rent 25% - 10 m10多平方米 - no没有 郑明明 25％的扣点 Da Bao - turnover rent 10-20% - prominent location 在明显的位臵 - no没有 大宝 10-20%的扣点 - The length is 3 m, require 2 counters Cosmetic 长度为3米的柜面需要2个 化妆品 Red Earth - turnover rent 18-20% - located in the second line after enter the shopping - min. luminance centre 100-150w/sqm 嫣妮 18-20％的扣点 进门口第2排的位臵 灯光亮度不低于100-1502- 20-30 m面积在20-30平方米 瓦/平方米 XIHUAN PLAZA, BEIJING 北京西環广场 - 49 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.1: Retailers Requirements (Continued) 表7.1：零售商需求（续) Product Brand Name Rental Level Floor Area Requirement Other Special Requirement Type ststndststKFC - turnover rent 7-8% - 1 floor/1 floor+2 floor/1 level basement+1 - electricity supply: 250kv. floor 肯德基 7-8％的扣点 电力为250千瓦 首层或地上1层+2层或地下1层+首层 - water: 20ton/day - separate entrance 有独立出口 每天20吨水 2- 350m, clear headroom: 3m - separate smoke ventilation 面积在350平方米，吊顶后层高在3米 有独立的排烟管道 3 - signboard length: over 15m - loading: 450kg/m 招牌长度不低于15米 承重在450公斤/平方米 3 - air-condition: 450kcal/m 空调为450大卡/平方米 2st- Rental range: RMB1-20/m/ McDonald’s floor, separate entrance - 1- water水 Fast food day, depending upon location 麦当劳 首层，有独立出口 and - electricity电 2因位臵不同而不同， - business area: 400m Japanese - smoke ventilation排烟 1-20元/平方米/天 food 使用面积400平方米 - turnover rent: 3-8% - 2.7m clear headroom 快餐和日餐 流水扣点3-8％ 吊顶后层高在2.7米以上 2Yoshinoya - RMB5-8/ m/day - 1st floor首层 - no没有 2吉野家 5-8元/平方米/天 - business area:300 m 使用面积300平方米 - windows for products exhibition: 8m 形象展示窗不小于8米 stYuan Lu Circling - Oriental Plaza: US$40-60/ floor首层 - 1- no没有 22 Sushi m/month - business area: 150-200 m营业面积150-200平方米 元绿回转寿司 东方店：租金为40-60美- 2.8m clear headroom吊顶后层高在2.8米 元/平方米/月 - stable air-condition system 空调系统稳定 - highly visible, will never consider the food street 可视性要好，不会考虑食街 XIHUAN PLAZA, BEIJING 北京西環广场 - 50 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.1: Retailers Requirements (Continued) 表7.1：零售商需求（续) Product Brand Name Rental Level Floor Area Requirement Other Special Requirement Type ststSupermarket Carrefour - turnover rent: 2-3% - 1 floor, 1 level basement，separate entrance - no没有 超市 家乐福 2-3％的扣点 首层和地下一层，有独立出入口 - 5.6m ceiling height 层高5.6米 2 - gross area: 20,000-30,000m总面积2-3万平方米 2- single floor area: over 8,000 m 单层面积8,000平方米以上 2stst2CRC Shop - RMB2/m/day - 1 floor/1 level basement 4,000-30,000 m - electricity supply: 华润超市 2元/平方米/天 面积4,000-30,000平方米，首层或地下一层 4,500kv.用电在4,500千2- medium scale: 4,000-6,000 m 伏 中型店面积为4,000-6,000平方米 - separate garbage room 2- large scale: 10,000-30,000 m and 2 goods service elevators 大型店面积为10,000-30,000平方米 有独立的垃圾房和两部- minimum unit depth of 65m, ceiling height of 4.5-5.5m进深65米，层高4.5-5.5米 货梯 - car parking: over 200车位在200个以上 ststWatsons - electricity supply: 100kv. - 6％的扣点 - 1 floor, 1 level basement 首层和地下一层 屈臣氏 用电在100千瓦 - separate shop front有独立门面 - ceiling height of 3.5m 吊顶后层高3..5米 22 Wonderful - RMB1.5/ m/day - ceiling height of 5m, 4.5 - Business area: 10,000 m营业面积在10,000平方米 ststndclear headroom - 1 level basement/1 floor/2 floor 旺市百利 1.5元/平方米/天 顶高5米，梁下不小于4.5米 - The rental will be higher in 地下一首、首层为首选位臵，二层整层也会考- electricity supply: 2,500kv Xizhimen area 虑，二层以上不会考虑 用电量在2,500千伏安 西直门的租金会高些 - water: 100 ton/day 用水每天100吨 XIHUAN PLAZA, BEIJING 北京西環广场 - 51 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.1: Retailers Requirements (Continued) 表7.1：零售商需求（续) Product Brand Name Rental Level Floor Area Requirement Other Special Requirement Type - Should be in the Sports area and main circulation area Sports Wear LXS - - no没有 选择体育休闲区域的主向通道 运动 服装 李小双 2 - business area 30-60m使用面积30-60平方米 SPORTS 100 - - single floor 商场中的一个独立层 - no没有 22运动100 - business area: 1,500-5,000 m, the largest: 10,000 m 营业面积1,500-5,000平方米，最大10,000平方米 - ceiling height of 4m 层高4米 Electronics Motorola - turnover rent 3% - good location 位臵好 - no没有 2 电子类 摩托罗拉 3％的扣点 - 100-200m面积100-200平方米 stWatches Citizen - turnover rent 10-20% - 1 floor 首层 - no没有 2 钟表类 西铁城 10-20％的扣点 - 40-100 m面积40-100平方米 ststPharmacy Golden Elephant - 1 floor & 1 level basement - RMB50 / day 50元/天 - no没有 药房 金象大药房 地下一层或一层 - turnover rent 10-20% 2 10-20％的扣点 - over 100 m面积100平方米以上 stCoffee Shop Starbucks - turnover rent 8-10% - 1 floor, main circulation route 首层，在主要通道 - no没有 2 咖啡厅 星巴克 8-10％的扣点 - business area 100-200 m使用面积100-200平方米 - clear headroom 2.5-2.8m 吊顶后高度2.5-2.8米 Ice Rink Dalian Bingshan - turnover rent 20-26% - recommend designing amphitheatre seating that - P&A Co Ltd – Ice can be closed off 溜冰场 20-26％的扣点 Rink 希望设计1个封闭的圆型剧场 - operator typically requires 70% developer investment - 3-4storey atrium space required for a 70/30 JV 需要有1个3-4层的中庭 通常需要发展商70％的- size 40m×20m or 45m×23m 投资 40×20米或45×23米 XIHUAN PLAZA, BEIJING 北京西環广场 - 52 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.1: Retailers Requirements (Continued) 表7.1：零售商需求（续) Product Brand Name Rental Level Floor Area Requirement Other Special Requirement Type Ski Slope MAS – Ski Slope - operator requires landlord - 150m-200m length, 30m-40m wide, 30m height - Operator Operator investment, typically 150-200米长，30-40米宽，高度为30米 treated as part of capital 滑雪场 - temperature -5? so area must be self contained, expenditure refrigeration under floor 雪场经营者希望和商场业室内温度为零下5摄氏度，必须自动控制温度， 主一起投资雪场 地板下面制冷 - 2 slopes 有2个滑道 Bowling Dalian Bingshan - - 12-16 lanes in average mall bowling centre - Centre P&A Co Ltd – 每个保龄中心有12-16个球道 Bowling Centres 保龄球 - 40 lanes in stand-lone centre， Average dimensions per lane = 2m x 40m 独立的保龄中心有40个球道，每个球道的尺寸 是40×2米 - design requires 2-3 weeks 球场设计需要2-3个星期 - interior fit out required 2 days per lane, installation requires 2 day per lane 每个球道的装修时间为2天，安装时间为2天 Cinema UA Cinema Circuit - turnover rent 18% - - 6 screens most ideal理想的是6幕 2 影院 18％的扣点 - business area 3,000 m营业面积在3,000平方米 - RMB50,000 per month 左右 property management fee - 11m ceiling height including services, 8m ceiling feasible height excluding services 可接受的管理费是每月层高为11米，净层高在8米 50,000元 XIHUAN PLAZA, BEIJING 北京西環广场 - 53 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.1: Retailers Requirements (Continued) 表7.1：零售商需求（续) Product Brand Name Rental Level Floor Area Requirement Other Special Requirement Type Theme Elite Concepts - would pay base or - expect 5,000 customers per day, in basement or top Restaurant percentage rent, whichever floor希望每天有5,000人，可以在地下或者是 is higher 主题餐厅 顶层 2 固定租金或扣点租金， - 1,600 m面积为1,600平方米左右 取二者之高 - 4m ceilings 层高为4米 - turnover rent 10% 扣点为10％ - 10 year lease preferred 租期为10年 资料来源：显盛保柏 Generally speaking, the categories of fashion, cosmetics, pharmacy, audio / electronics, sports and other retail types which occupy standard units do not have specific technical requirements. However, food and beverage outlets and entertainment facilities have a range of specific requirements, and it would be necessary to evaluate whether such requirements could be accommodated in Xihuan Plaza. 总体来说，时装，化妆品，药店，音像，电子产品，运动以及其他单独店面并没有特别的技术要求。但餐饮，娱乐设施以及超市等都有一定的 技术要求，这需要西环广场针对商家的技术要求给予配合。 Analysis has also been completed in connection with the preferences of each retail category in terms of store location and adjacent occupiers. The results of this analysis are set out in Table 7.2. 表7.2是各种类型的商家选址因素参考，以及对周边客户组合的希望和要求。 XIHUAN PLAZA, BEIJING 北京西環广场 - 54 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.2: preferences of each retail category 表7.2：各种商家的选址因素 Product Type Preferred Adjacent Client Preferred Location within Shopping Centre Floor Area Requirement (sq. m) st2 Fashion same type of products 1 floor, next to staircase or escalator, main 100-150m时装 同类商品区 circulation route首层、楼梯口、主通道 100-150平方米 stCosmetic same class of product 1 floor high class 高档： 2 化妆品 同档次商品区 首层 30 m(counter) 30平方米柜台 middle class 中档： 2 15 m(counter)15平方米柜台 stst2Fastfood and Japanese food F&B area, no direct competitor. Next to 1 floor or 1 level basement, separate 200-400 m entrance, prominent location 快餐和日餐 supermarket, book stores位于餐饮区且无200-400平方米 首层或地下一层、独立出口、可视性好 直接对手，临超市、书店等 stst2Supermarket next to F&B and entertainment 1 floor or 1 level basement large scale大型：10,000-30,000 m 2超市 邻近餐饮和娱乐 首层或地下一层 medium scale中型：4,000-6,000 m 2small scale小型：300-400 m st2Sports Wear same type of products 1 floor or main circulation route counter / kiosk专柜：50-100 m 2运动服装 同类商品区域 首层或主通道 boutique专卖店：100-400 m 2sport 100: 1,500-10,000 m stCasual Wear same type of products 1 floor Business area: 80-100 m2 2休闲服装 同类商品区域 选择商场的首层 营业面积：80-100 m 2 Electronics - good location, counter selling same brand of 100-200 m products, floors selling electronics 电子类 100-200平方米 好的位臵，可独立经营，在电子产品楼层 st2Watches same class of product 1 floor counter / kiosk专柜：10 m平方米 2钟表 同档次商品 首层 boutique专卖店：40-100 m平方米 2 Department Store - - 8,000-15,000 m百货公司 8,000-15,000平方米 stst2 Pharmacy - 1 floor or 1 level basement over 100 m药房 首层或地下一层 100平方米以上 st2Coffee Shop - 1 floor or main circulation route 100-200 m平方米 咖啡厅 首层、主通道 XIHUAN PLAZA, BEIJING 北京西環广场 - 55 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION Table 7.2: preferences of each retail category(Continued) 表7.2：各种商家的选址因素（续） Product Type Preferred Adjacent Client Preferred Location within Shopping Centre Floor Area Requirement (sq. m) strd2- to 3 floor一层至三层 2,000-5,000 m平方米 1Electric Appliances 电器商场 Car Showroom - - should allow vehicles to drive in 汽车展示 汽车可以驶入 2 stJewellery Nearby Cosmetic and Lady’s fashion 30-100 m1 floor首层 珠宝首饰 希望和化妆品、女装在一起 30-100平方米 资料来源：显盛保柏 XIHUAN PLAZA, BEIJING 北京西環广场 - 56 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION 大多数的零售商都认为目前在北京除了朝阳区的商场，其他地区大多7.5 KEY LOCATIONAL FACTORS 数的商业设施从消费者的角度来说都不够理想，所以，今后的商场都 应该具有很好的设计，同时为消费者提供合适的购物环境。 Retailers also expressed a number of views regarding the key issues associated with any decision to occupy a unit within a retail centre. , Centre Management商场管理 针对选择店址的因素，零售商都表达了一些看法。 Most retailers stated that the anticipated quality of the management would , Location商场位臵 also be an important factor in any decision to lease space in a retail centre. 许多零售商都表示，商场管理是影响选址的一个重要因素。 It was generally considered that any retail centre should be highly accessible by various modes of transport and by pedestrians, should be Other decision making factors included the size of the centre, the amount of highly visible, and should preferably be situated within an underserved car parking, entrance arrangements and other design issues. market. 其他的选址因素还包括，商场面积、停车位、商场入口安排，以及其总体来说，商场位臵要交通便利，拥有多种交通工具。商场的可视性 他设计因素。 要好，尤其是在消费者需求得不到满足的区域。 , Market Positioning 市场定位 7.6 XIHUAN PLAZA – POSITIVE FACTORS- A centre should be carefully positioned to ensure that is reflects population Based upon the consultation exercise, retailers expressed the view that there characteristics, income levels, consumer preferences, spending habits and are a significations number of positive factors associated with Xihuan Plaza. demand from all potential sources. These include: 商场的定位应当合理，应针对主要消费群体的特征，收入水平、消费基于访谈，零售商认为，西环广场具备下述优势： 习惯，以及潜在的消费需求等。 , The location of the centre in a relative underserved area. , Design/Ambience设计/商业氛围 商场位于具有巨大消费需求的区域 It was generally agreed by retailers that, with the exception of some centres , The level of accessibility to the scheme via various modes of in Chaoyang District, the current quality of retail destinations in Beijing transport. was not good from a consumer perspective. Therefore, any centre would 交通便利，各种交通工具均可到达 need to be well designed and create a comfortable shopping experience for the consumer. , The size of the centre, and the fact that it would have a critical mass XIHUAN PLAZA, BEIJING 北京西環广场 - 57 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION which would attract a wide range of consumers. 表7.4：对西环广场感兴趣的商品类别及品牌名称 商业具规模，将吸引大量的客流，并可以为消费者提供各种商品。 Product Type Brand Name , The fact that the development also has an office component, which Fashion - FAIRY 淑女屋 will assist in the generation of demand within the retail element of the 时装 - EQ:IQ scheme. - PORTS 宝姿 商业区域以上是写字楼部分，可以为商业带来稳定的消费。 Cosmetic - CHENG MING MING 郑明明 化妆品 - DA BAO 大宝 , The approach to the disposal of the space within the centre, given that - RED EARTH 嫣妮 it will be leased as against sold. Fastfood and Japanese food - KFC 肯德基 商场的面积是出租而不是出售，为大多数商家所接受。 快餐和日餐 - MCDONALD’S 麦当劳 - YOSHINOYA 吉野家 , The potential growth in disposable income in the vicinity of the centre, as a result of urban regeneration. - YUAN LU CIRCLING SUSHI 元绿回转寿司 Supermarket 由于地区改造，周边居民的可支配收入持续增长，会带动消费。 - CARREFOUR 家乐福 超市 - CRC SHOP 华润超市 , The prominence and visibility of the scheme. Many retailers - WATSONS 屈臣氏 expressed an interest in occupying space in Xihuan Plaza. A summary - WONDERFUL 旺市百利 of this information is set out in table 7.3 and Table 7.4. Sports Wear - LXS 李小双 因为西环广场显著的地理位臵，许多零售商表示对西环广场有兴 运动服装 - Sport 100 趣。表7.3和7.4是零售商对西环广场的意向。 Electronics电子类 - MOTOROLA 摩托罗拉 Watches钟表类 - CITIZEN 西铁城 表7.3：零售商对西环广场的看法 Pharmacy 药房 - GOLDEN ELEPHANT金象大药房 Total No. of % Coffee Shop咖啡厅 - STARBUCKS星巴克 Brand 百分比 - DALIAN BINGSHAN P&A Co. Ltd – ICE RINK Ice Rink溜冰场 零售商数量 - MAS – SKI SLOPE OPERATOR Ski Slope Operator滑雪场 No. of Retailers Interested in Xihuan Plaza 25 50% - DALIAN BINGSHAN P&A Co Ltd – 对西环广场有兴趣进入的零售商数量 Bowling Centres保龄球 BOWLING CENTRES 25 50% Would consider occupancy space 需要考虑 - UA CINEMA CIRCUIT Cinema影院 0 0% Not interested 没有兴趣 - ELITE CONCEPTS Theme Restaurant 主题餐厅 50 100% Total 零售商访谈总数 Table 7.4: Retailers interested in Xihuan Plaza XIHUAN PLAZA, BEIJING 北京西環广场 - 58 - APRIL 2003二零零三年四月 7.0 INDUSTRY CONSULTATION road network.. 7.7 XIHUAN PLAZA – NEGATIVE FACTORS - 由于目前的交通组织，路路交通到西环广场并不是很方便。 However, retailers also expressed a number of potentially negative aspects , It is considered that these issues can be resolved as part of the detailed in connection with the scheme, which will need to be addressed as part of design of the project and therefore none of these points are both the detailed design of the project and the final merchandise and tenant anticipated to have a critical impact upon the success of Xihuan mix. Plaza. 当然，零售商也表达了对西环广场的劣势看法，希望在最终的商品组他们希望这些不便可以通过项目的设计得到解决，使这些劣势不 合和客户组合以及商场设计中有所体现。 会成为影响西环广场成功的因素。 The following points were raised by retailers: 7.8 IMPLICATIONS FOR XIHUAN PLAZA 零售商的观点如下： The results of the retailer consultation clearly demonstrate that there is , It may be difficult for pedestrians to access the centre from the south interest from retailers in Xihuan Plaza. Retailers also expressed many and east, as a result of the presence of the second ring road and positive views regarding the project. elevated flyover. 从零售商访谈的结果看，有许多零售商对西环广场感兴趣。 从东南部过来的消费者不容易通行到西环广场。 However, it will be necessary to consider how best to accommodate the , The perception of Xizhimen is that it is a low to middle income area technical requirements of retailers within Xihuan Plaza as well as how best and some retailers were concerned that this could affect retail sales. to address the concerns raised by retailers in connection with the project. 一些零售商担心目前西直门地区居民的收入为中低档，未来是否同时，认为西环广场具有许多的优势，但是，西环广场必须仔细认真可以产生高的营业效益。 地研究如何最好地配合零售商的技术需求，以及如何解决零售商的顾 虑。 , Certain retailers expressed concerns regarding the ability of the centre to capture potential consumers using the transport interchange. APPENDICES 有一定数量的零售商认为换乘中心是否可以留住消费者在此消 费。 7.1 零售商受访者资料 7.2 零售商访谈摘要 , It was commented that vehicular access to the centre may not be 7.3 零售商访谈具体内容 straightforward, given the arrangements associated with the local XIHUAN PLAZA, BEIJING 北京西環广场 - 59 - APRIL 2003二零零三年四月 8.0 MARKET POSITIONING 8.1 COMPETITIVE POSITION 合资的服装、服饰以及餐饮品牌。在竞争对手中，高级时装和娱乐设 施都很有限，崇光百货主要服务于中高档收入者。商场的商品组合包, In order to identify the competitive positioning associated with Xihuan 括国内品牌，合资品牌和国外品牌。阜成门华联、西单商场、新街口，Plaza which distinguishes it from competing retail centres and department 甘家口商场主要面对普通消费者，体现在购物和商品种类方面。中友stores, the price, style and positioning of the nine main competitors 百货是迎合了年轻人的需求，另外餐饮区的经营和商场推广活动都比identified in the research have been analysed, the results of which are 较成功。 shown in Figure 8.1. 为了说明西环广场的市场定位，以及同其他9个竞争对手的区别，包, There will clearly be some overlap between the products provided at 括物价、定位等,图8.1是基于对其他9个竞争对手的定位分析而得出Xihuan Plaza and those offered within competing schemes, due to the need 的。 to meet the needs of the target audience. However, it is considered that Xihuan Plaza should offer more depth in price and style in every product , It has been established that there is a significant market gap in the primary category due to the fact that it is more than double the size of any competitor, Xizhimen catchment area due to a lack of retail centres, department stores with the exception of Sogo Department Store. However, Sogo will cater and supermarkets, and this presents a substantial market opportunity for more to the middle upper end of the market in terms of price and style when 2Xihuan Plaza. Competitors are primarily to be found in the secondary it offers foreign luxury brands in its forthcoming 60,000m extension. catchment areas of the Xicheng and Haidian Districts. 当然，西环广场为了迎合目标消费者的需求，在商品种类方面仍会与可以肯定的是西环广场的第一商圈缺乏购物中心，百货公司和超市，其他竞争对手有所重叠。但是，除了崇光百货外，西环广场几乎是其这将为西环广场的招商机会带来巨大的市场。西环广场的主要竞争对他竞争对手商业面积的两倍，所以可以在价格和商品种类方面为消费手是位于第二商圈的西城区和海淀区。 者提供更全面的选择。崇光百货将在其二期商场内提供更多的高档品 牌。 , The majority of competitors are department stores and small to medium size retail centres offering local and joint venture fashion and accessory brands , Future competition poses the greatest threat to Xihuan Plaza as a regional and food and beverage. Non fashion and entertainment offerings are highly destination centre. However, the present limited retail offering and lack of limited. Xidan Shopping Centre and Sogo Department store cater mainly to future comptetion in the primary catchment area indicates that Xihuan Plaza the middle income segments of the market in terms of price and style with a will be able to adopt the position as the primary Xizhimen suburban centre. mix of local, joint venture and foreign brands. Hualian Fuchengmen The light rail, subway, bus and carpark transport infrastructure provide a Department Store, Xidan Shang Chang, Xin Jie Bai Huo Shang Chang and competitive advantage over new retail centres planned in the west and north Gan Jia Kou Tower cater to the lower to middle income mass market in west of the city, re-inforcing the positioning opportunity as a regional terms of price and style, and stock primarily local brands. Zhong You shopping centre serving both Xizhimen and other parts of northwest Department Store caters to a younger customer in terms of price and style Beijing. and reinforces its more youthful positioning with a popular selection of 未来西直门地区商场供应比较有限，使西环广场可以成为地区型的购F&B and more promotions and events than average. 物中心，相对未来的6个商业中心来说，轻轨、地铁、公共汽车，充西环广场主要的竞争对手是百货公司和中小面积的商业，提供国内和 XIHUAN PLAZA, BEIJING 西環广场 - 60 - APRIL 2003二零零三年四月 8.0 MARKET POSITIONING 足的车位都是西环广场无可比拟的优势，这使得我们相信，西环广场 的定位应为服务于西直门地区以及北京西北部的地区型的购物中心。 图8.1 Market Positioning – Primary and Secondary Catchment Area 西环广场定位说明 High 高 Modern Plaza 当代 Sogo Zhong You 中友 Xihuan Plaza 西环 Shuangan 双安 Price Hualian Fuchengmen 阜成门华联 Xidan Shang Chang 西单商场 Xidan Shopping Center 西单购物中心 Gan Jia Kou 甘家口 Xin Jie Kou 新街口 Low 低 Low Range of Offering High 齐全 XIHUAN PLAZA, BEIJING 西環广场 - 61 - APRIL 2003二零零三年四月 8.0 MARKET POSITIONING 8.2 CATCHMENT AREAS 图8.2：商圈图 , 第一商圈为步行10分钟可到达的区域，四至点为：北至文慧桥、南至 车公庄大街、西至展览馆路、东至新街口大街；第二商圈为乘车10-30 可到达的区域，四至点为北至西五道口（知春路）、南至月坛北街、西 至紫竹桥、东至鼓楼桥；第三商圈为乘车30-60分钟可到达的区域， 四至点为北至回龙观、南至新发地、西至八大处、东至五环路。第四 商圈为余下的北京地区。 , 目前，第一商圈人口为5万人；第二商圈人口为81万人，第三商圈人 口为565万人，第四商圈人口为789万人。 , 第一商圈为老城区，目前正在进行老城区改造，高档住宅在不断增加。 其次北方交通大学和北京建工学院包含在此商圈。第二商圈主要覆盖 了西城和海淀区。海淀区的人均消费水平较其他地区高。第三商圈主 要覆盖了北京城区。 资料来源：显盛保柏 XIHUAN PLAZA, BEIJING 西環广场 - 62 - APRIL 2003二零零三年四月 8.0 MARKET POSITIONING 8.3 TARGET AUDIENCE 费者休闲购物比例将增加，他们将更加注重商品品牌和质量，需求绿 色健康食品，以及追求西方零售模式，例如确定自己的购物地点。 , The primary and secondary catchment areas are densely populated residential districts. The average income is approximately RMB2,000 per , Furthermore, the extensive transport infrastructure at Xihuan Plaza, as well month and the population comprises lower to middle income families. as the large scale car parking and 90,000m2 of office accommodation over Within the catchment, there are also students, attending the nearby Beijing and above the retail centre will expand the customer base of the project to Normal and Northern Jiaotong Universities. five primary groups, with multiple needs. The needs of these groups are 西环广场的第一商圈和第二商圈主要是住宅居民。商圈居民人均收入summarized in Figure 8.3.1 水平为每月2,000元，为中低档收入水平。在此商圈内，还有北方交另外，西环广场多种交通方式、大型停车位和9万平方米的写字楼面 通大学及北京工程建筑学院等学生。 积都将扩大商场的消费者覆盖率。西环广场的消费者可以分为五个主 要群体，如表8.1 , It is considered that the primary and secondary catchments alone would not 2likely be able to sustain a centre of 91,000m, give the volume of new retail accommodation coming into the market at the same time as Xihuan Plaza. However, there will be increased private residential development in the immediate vicinity of the site as a result of the re-construction of the area, which is expected to attract greater numbers of middle income residents with aspirations for leisure time activities and foreign branded products. 我们发现在西环广场竣工的时候，第一商圈和第二商圈的消费者还不 足以支持西环广场91,000平方米的商业面积和。但是，西直门附近正 在增加的住宅项目，将大大增加此地区中等收入家庭的加入，同时增 加业余休闲活动的需求以及对国际品牌的需求。 , This assumption is supported by consultations with retailers who consider that, within the catchment area, there will be increased leisure shopping in the long term, driven by private vehicle ownership, a greater focus on brands and quality merchandise, demand for organic foods, and the following of a Western retail model i.e. the rise of the retail centre as the preferred shopping location. 通过我们的访谈发现，零售商认为在西环广场应增加娱乐休闲部分来 延长消费者在商场的停留时间，同时由于私人汽车拥有率的提高，消 XIHUAN PLAZA, BEIJING 西環广场 -63 - APRIL 2003二零零三年四月 8.0 MARKET POSITIONING , The numbers and diverse needs of the target audience, driven by the large 表8.1西环广场的目标消费者 number of existing and future residents in the catchment area, as well as the Customers Type 目标消费者 Retail Needs 商品种类 extended reach of Xihuan Plaza via the rail and bus system, further support Catchment Area Residents Food and Commodity Items, the opportunity to position Xihuan Plaza as a regional scale destination Restaurants, Work and Casual 商圈内的居民 centre within North West Beijing. Fashion, Entertainment, Services 目前消费者不同的消费需求以及正在增长的商圈居民，还有通过汽车、 食品和日用品，餐馆，职业和休闲轻轨和地铁等交通方式到达西环广场的消费者，这都将有力地支持西 服装，娱乐和服务 环广场成为北京西北部的一个地区型的购物中心。 Students Casual Fashion, Books, Music, Restaurants and Fast Food, 学生 8.4 MARKET GAPS AND TARGET RETAILERS FOR XIHUAN PLAZA Electronics, Entertainment 西环广场的潜在客户和市场空间 休闲服装，书，音像制品，餐馆和 快餐，电子和娱乐 , Based upon the competitor analysis and industry consultation, a number Office Workers Restaurants and Fast Food, Work and of significant gaps in the market have been identified which are Casual Fashion, Cosmetics and 写字楼人员 considered to represent a significant opportunity for Xihuan Plaza, and Accessories, Services which will influence the positioning of Xihuan Plaza as a destination 餐馆和快餐，职业和休闲服装，化centre within North West Beijing. 妆品和食品，服务 根据我们所做的竞争对手分析以及零售商访谈，发现西环广场存在Commuters Food, Restaurants and Fast Food, 着极大的市场发展空间，并将决定西环广场的市场定位为西北部的Services 反复消费者 地区型购物中心。 食品，餐馆和快餐，服务 Destination Visitors Food and Commodity Items, , Two primary gaps have been identified. The first is a lack of a Entertainment, Restaurants and Fast 目标消费者 hypermarket to cater to the food and commodity needs of the primary Food, Books, Music, Electronics, catchment area population. The second is a lack of entertainment and Fashion and Accessories leisure facilities for both the primary and secondary catchment areas, 食品和日用品，娱乐，餐馆和快餐，which are dominated by department stores and small to medium fashion 图书，音像制品，电子，时装和饰orientated retail centres. 品 西环广场有两个主要的市场空间需要指出，第一个是在此项目第一资料来源：显盛保柏 商圈内缺乏大型超市，因而不能满足消费者针对食品和日常用品的 消费需求。第二点是，第一和第二商圈的百货公司缺乏娱乐和休闲 设施。 XIHUAN PLAZA, BEIJING 西環广场 -64 - APRIL 2003二零零三年四月 8.0 MARKET POSITIONING , Both the hypermarket and entertainment facilities such as an ice rink, 争，购物中心的专卖店拥有的优势是可以有更全面的商品种类，创movie theatres and a bowling centre could represent a major draw for 造更好的购物环境、购物体验，以及更多的品牌。一些零售商反映Xihuan Plaza. As the retail sector in Beijing matures, emerging middle 百货公司对他们品牌影响的担心，购物中心将为西环广场带来更多class consumers are exhibiting similar spending patterns to the American 的机会。 middle class although their spending power is lower. Whilst shoppers prefer department stores today it is expected that in the future consumers , It is recommended that, in relation to the price and style positioning of will be seeking new experiences with their increasing leisure time and Xihuan Plaza, a range of fashion brands should be utilized for reference, will be looking for a combination of entertainment and shopping, which a from local fashion through to joint venture brands such as Esprit, retail centers would be best positioned to provide. Giordano, Baleno, Jeans West and Bossini to a maximum price point 所以，大型超市和娱乐休闲设施，例如滑冰场、电影院，保龄球场represented by foreign fashion brands such as CK Jeans, Levi’s, Polo 等都能为西环广场带来更多的消费人流。虽然北京中档消费者的收Jeans and Ports. 入水平远远低于美国的中等收入者，但是消费模式相似，今天消费我们对西环广场定位和商品价格的建议是，利用服装来说明是：即者之所以喜欢在百货公司购物，其主要原因是希望有新的购物体包括国内品牌又包括合资产品，例如Esprit，佐丹奴、班尼路、真维 验。随着他们休息时间的增加，他们希望购物和娱乐休闲结合在一斯和堡狮龙，最贵的产品为外国品牌，例如CK、Levis、Polo Jeans 起，这也正是商业设计可以提供并满足的。 和宝姿。 , Xihuan Plaza can also fill a gap in the market for major retail brands in large stores within key categories. These would includes sporting goods, fashion, books, electronics, toys, home furnishings and others. This will be supplemented by the creation of individual fashion and accessory boutiques throughout the retail centre, a superior format to the store-in-store model provided by competing department stores. Stand-alone boutiques have the advantage of additional sales area to stock a fuller range and create a better brand experience for the customer and stronger impact for the brand. Some fashion brands interviewed indicated they were withdrawing from department stores due to concerns about image. It is considered that this represents an opportunity for Xihuan Plaza. 西环广场还可以在大规模的商场内填充一些大的品牌，例如体育用 品、时装、书籍、电子电器、玩具、家居用品等等。通过购物中心 内的时装，服饰等专卖店的方式与百货公司内店中店的方式进行竞 XIHUAN PLAZA, BEIJING 西環广场 -65 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / 9.1 MERCHANDISING STRATEGY 需求周期 , The determination of the optimum merchandise mix in relation to Xihuan , Development Concept项目概念 Plaza is driven by a variety of factors: 下面的因素决定了西环广场的商品组合： Xihuan Plaza is a mixed use commercial and retail development of almost 2 200,000m located at the intersection of Xizhimen subway and light rail , Development concept station and 12 bus terminus within the Xicheng District. The development 22comprises approximately 100,000m of commercial space and 91,000m of 项目概念 retail space. , Size and type of center 西环广场是一个20万平方米的写字楼和商业裙房的综合项目，位于地商场规模 铁站和城铁站的交汇换乘处，周边有12条始发公交线路，通往北京各, Competition in the area 该地区的市场竞争 个部分。项目写字楼面积为10万平方米，商场面积为9.1万平方米。 , Target market 目标市场 , Size and Type of Shopping Centre 商场类型和面积 , Consumer preferences 2It is proposed that Xihuan Plaza should be a 91,000m regional centre for 消费者行为参考 the North West region of Beijing, providing general merchandise, apparel, home furnishings and variety and a range of service and recreational , A further set of five factors need to be examined as part of that planning of 2facilities. The centre will be built around one hypermarket of 25,000m and Xihuan Plaza as a primary regional destination centre in the North West 2one or two department store anchors of 5-10,000m each. Xihuan Plaza will region of the city: primarily serve the Xicheng and Haidian Districts. Using the U.S standard, 另外，下面五个重要的因素决定了西环广场将是北京西北部地区型购2regional centres typically contain about 50,000 m of GLA but can contain 物中心。 2as much as 85,000m. We expect Xihuan Plaza to contain approximately 260,000 m of GLA, based on a 65% GLA to GFA ratio with GFA at 91,000 , Distinctiveness 2m. 项目独特性 西环广场将是北京西北部一个地区性商场，提供日用百货、服装服饰、, Drawing power 家居饰品等各类商品、商业服务和休闲设施。该商场将包括1-2家大吸引客流 型超市或百货公司作为西环广场的主力客户，大型超市或百货公司的, Depth of penetration 营业面积分别为5,000-10,000平方米。西环广场将主要服务西城区和高渗透率 海淀区。用美国的 标准 excel标准偏差excel标准偏差函数exl标准差函数国标检验抽样标准表免费下载红头文件格式标准下载 来计算，一般一个地区型的购物中心的可出租, Duration of visit 面积为5-8.5万平方米。用西环广场的使用率为65%计算，西环广场消费时间 , Demand periods 的可出租面积为6万平方米。 XIHUAN PLAZA, BEIJING 西環广场 - 66 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / , Competition竞争 百货公司的竞争主要表现在国内品牌而不是国际品牌。这些百货公司 的销售业绩都比较不错而且拥有比较高的入住率，这表明了商圈消费 Current competition comes from three large department stores and four 者的需求旺盛。西环广场在第一商圈内的竞争对手比较少，主要的竞2small retail centres ranging in size from 6,000m to 40,000m. 争对手位于第二商圈。 目前西环广场所面临的竞争对手的营业面积在6,000-40,000平方米， 但都为百货公司 Future competiton poses the greatest threat to Xihuan Plaza as a regional destination centre and is dominated by retail centres in the Zhongguangcun , Hualian Fuchengmen Department Store area: 阜成门华联 作为地区型的商场，西环广场的竞争对手将来源于中关村地区。 , Zhong You Department Store 中友百货 , Target Market目标消费市场 , Xidan Shang Chang 西单商场 It is considered that the target market for Xihuan Plaza will include the , Xin Jie Kuo Bai Huo Shang Chang following groups: 新街口百货商场 经过研究，西环广场的目标消费者包括以下人群： , Sogo Department Store 庄胜崇光百货 , Local residents within the primary catchment area who have an , Xidan Shopping Centre average disposable income of the order of RMB 2,000 per month. 西单购物中心 第一商圈的居民，人均可支配收入为2,000元/月。 , Gan Jia Kou Tower 甘家口大厦 , Residents of north west Beijing who will visit Xihuan Plaza in , Shuang An Department Store order to purchase specific items, as a result of the fact that the 双安商场 centre will be highly accessible. , Modern Plaza 北京西北部的消费者，到西环广场的目的为消费，所以西环广 当代商城 场必须具有很好的交通便利性。 The competition is dominated by department stores stocking an extensive , Commuters passing through the Xihuan public transport range of local brands but limited international brands. The department interchange, including residents of Xihuan and other parts of north stores and retail centres show a good operating performance and high west Beijing. occupancy rates indicating strong demand from the catchment area 路过西环广场公共交通枢纽的乘客，包括西环附近的居民和北population. The primary catchment area is underserved by all types of retail 京西北部的居民。 with all competitors to be found in the secondary catchment area. XIHUAN PLAZA, BEIJING 西環广场 - 67 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / , Workers from within the office accommodation within Xihuan 对购物中心的兴趣在于有娱乐活动和场所，而不是单纯地日Plaza. 常用品采购。 西环广场内的写字楼人群 Based upon the results of the consumer survey and the demographic , Specific demand for casual wear, fashion, sports goods. characteristics of north west Beijing, it is considered that potential 对休闲服饰，时装和体育用品的需求比较大。 customers of the project will in the short term, primarily be from within the lower to middle income brackets. However, it is expected that, as a result of ongoing urban regeneration, the quality of residential accommodation Based upon these trends, it is considered that the format of Xihuan Plaza vicinity of Xihuan Plaza will improve, and this will likely result in the should be based upon the concept of a retail centre, with a mix of food and income profile of consumers increasing in the medium term. beverage, entertainment and retail uses. In order to meet consumer demand, 根据我们的消费者调研结果和北京西北部地区的特征，在短期时间内，the centre should have a wide range of local and joint venture brands, as well as affordable international brands. 西环广场的主要消费者是中低收入的消费者。但是，值得注意的是， 根据这些消费者的变化趋势，我们建议西环广场是购物中心的主题，随着北京城区改造的进行，西环广场附近的住宅档次将进一步提高， 包括餐饮，娱乐以及其他零售。为了满足消费者的需求，此购物中心所以在中期范围内，西环广场消费者的收入将有所增加。 应该有广面范围的商品种类，包括合资产品和国内产品，还有一些消 费者可以承受的国际品牌。 , Consumer Preferences 消费者趋势 Currently, consumers prefer to shop in department stores, and are primarily , Distinctiveness独特性 looking to buy local or joint venture brands. However, based upon the consumer survey, the following consumer trends were identified: Xihuan is well placed to compete as a district destination due to the scale of the development, transport infrastructure and the small number of future 目前，消费者喜欢到百货公司购物，主要是购买国内和合资产品。但 projects of a regional scale in the primary and secondary catchment areas. 是，根据我们的消费者调研，体现了一些下述消费者特征和变化趋势。 The centre will be a regional centrepoint for family entertainment, evening entertainment, shopping and dining. Distinctiveness for Xihuan Plaza , Greaterfocus upon international brands. means creating a regional identity and product mix that differentiates the 对国际品牌消费需求增长 project from competitors. 基于西环广场的规模，交通情况以及周边地区比较少的地区型商业设 施，所以西环广场是一个非常好的区域商场所在地。西环广场将是西, Demand for hypermarket/ supermarket close to home. 北地区的中心，提供家庭休闲娱乐、晚间娱乐，购物和就餐。西环广希望在居住地附近有大型超市或超市 场的独特性在于它将建立一个地区型、目的型的提供含各种商品服务 , More interest in shopping as a recreational activity, rather than a 的商业中心。 day to day necessity. XIHUAN PLAZA, BEIJING 西環广场 - 68 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / cluster, movie-plexes, and events in the public areas. , Drawing Power 吸引客流 由于西环广场第一商圈内缺乏娱乐和大型超市，因此这将给西环广场 A destination development is designed to attract customers from a much 带来比较多的消费者，渗透率是指捕获商圈消费者的比例。西环广场 greater geographic area than that of a traditional regional mall. Traditional 有必要通过结合商圈内消费者及家庭，年轻人和老年人的需要，以及regional malls rely heavily on the immediate catchment area population. 多次光顾的人群例如写字楼工作者，学生等等创立高的渗透率。为了Xihuan Plaza’s ability to draw extensively from the tertiary catchment area 使消费者多次光顾商场，西环广场内应设有大型超市、滑冰场、餐馆，is based upon: 电影院以及在公共区域举行活动的场所。 一个目的型的购物中心比传统的地区型商场更能吸引更广泛的消费 者。传统的地区型的购物中心主要集中在为附近的商圈居民服务，西, Duration of Visit 消费时间 环广场因为以下因素可以吸引到第三商圈的消费者。 Expenditure is correlated with the length of time a customer spends at a , Scale and uniqueness of product offering location. The duration of visit is in turn related to the variety of choices on 商场的规模和独特的商品提供 offer and the number of activities that can be linked together as part of the customer experience eg shopping, dining and seeing a movie. Based on , Transport infrastructure交通组织 previous Husband Retail/Insignia Brooke research the average duration of stay in a shopping centre in Beijing is approximately two hours. Maximum spending is generally thought to occur when customers stay three to four , Large scale car parking充足的车位 hours in a location. Oriental Plaza achieves the highest length of stay at 2.3 hours and this is with only one department store anchor and no , The ability of competing centres to build and lease successfully in entertainement or leisure facilities. the same time scale as Xihuan Plaza 一般来说，消费者的消费金额与消费时间相关联。消费时间是基于各能与西环广场竞争的商场有相对比较成功。 种不同的消费选择而定，这些消费活动可以互相连接，例如购物，就 , Depth of Penetration 高渗透率 餐以及看电影等，根据Husband Retail和显盛保柏以前消费者研究的 结果，平均消费者在商场的停留时间为2个小时，当消费者在商场内 The lack of leisure offerings and hypermarkets in the catchment area 停留3-4小时的时候，是支出最大的时候。东方广场消费者平均停留indicate that Xihuan Plaza has the opportunity deeply to penetrate the 时间为2-3个小时，这主要是因为商场内只有一个百货公司而且没有primary market. Penetration is the percentage of market captured within the 太多的娱乐设施。 primary catchment area. In order to create deep market penetration it is necessary to combine broad based appeal across the primary target , Demand Periods 需求周期 audiences of families, young adults and older adults with very high repeat visitation amongst specially targeted audiences such as office workers, Demand within Xihuan Plaza will be driven by the availability and commuters and teens/students. A merchandise mix which will result in high motivations of the various target customer groups and distinct changes will repeat visitations will include a hypermarket, ice skating rink, restaurant XIHUAN PLAZA, BEIJING 西環广场 - 69 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / occur throughout the week. The advantage to Xihuan Plaza of including , Two to three anchor tenants should be secured in the shopping, entertainment in the merchandise mix is the ability of entertainment will to dining and entertainment categories to meet the gap in the market attract particular customer groups during times that are not productive for and extend the average stay and expenditure in the centre. traditional retail centres, such as the evenings. For example, the large 在商场中将设有两到三个主力客户，包括餐馆和娱乐来满足市 number of university students in the catchment area will likely enhance the 场的需求空间，并且延长消费时间和增加消费额。 weekday evening business and the large number of office workers in the development and commuters transiting through Zihuan Plaza in the , A hypermarket should be included to meet the acute demand for morning will enhance weekday morning food and beverage and sundry item food and general merchandise in the primary catchment area sales. 为了满足西环广场第一商圈居民强烈的食品和日用品的需求，西环广场的消费需求主要受目标消费者的有效购买力和一星期内的变商场内应设有大型超市。 化而决定的。西环广场的优势在于商品组合中的娱乐设施将吸引更多 的消费者，在一些传统商业清淡的时间内来消费，例如晚上，大量的, Movie theatres and possibly an ice rink should be incorporated with 学生可以带来更多的平时晚间生意，而大量的写字楼工作人员可以提the design to increase the number of demand periods 高平时白天餐饮以及各方面的消费需求。 电影院和滑冰场应与商场的设计相统一，来增加增加消费者的 光顾次数。 , Strategic Recommendations 战略建议 , Multiple mini-anchors should be created in five or more categories , Xihaun Plaza should be positioned as a regional destination centre such as books, sporting goods, electronics and home furnishings to for North West Beijing distinguish the project from competitors and extend the drawing 西环广场应为北京西北部的一个地区型的购物中心。 power of the centre 众多的小型主力客户将有五个或五个以上的商品种类，例如书 , It should leverage the scale of the centre and transport links to 籍、体育用品、电器和家居饰品，来区别于其他竞争对手，带deeply penetrate the secondary and tertiary catchment areas 来更大的消费人流。 它将利用商场规模和便利的交通来提高第二商圈和第三商圈 的渗透率。 , An extensive selection of casual fashion, joint venture and foreign brands should be offered to appeal to the expanding more affluent , A large car park facility should be made available to attract middle middle class market and large student market with spending power class car owners from the secondary and tertiary areas 另外将广泛地选择一些休闲服装、合资和国外品牌，将迎合中 充足的车位也将吸引中产拥有汽车的消费者从第二和第三商档收入者和学生的消费需求。 圈来此购物。 XIHUAN PLAZA, BEIJING 西環广场 - 70 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / 9.2. TENANT/ MERCHANDISE MIX 9.2 / Details of potential anchor tenants, non-anchor tenants, and food and 表9.1，9.2 和9.3中分别列出了潜在主力客户，非主力客户和餐饮的 beverage outlets considered appropriate to be incorporated within Xihuan 客户/商品建议。 Plaza are set out in Table 9.1, 9.2 and 9.3. Table 9.1 Potential Anchor Tenants 表9.1 潜在主力客户 Anchor Tenants主力客户 Size Range Selected Anchor Types (Square Metres) BRAND/PRODUCT REFERENCE 品牌/商品举例 挑选的主力客户 面积（平方米） Carrefour, CRC, Walmart 10,000 –15,000 Hypermarket 大型超市 家乐福、华润超市、沃尔玛 Fashion, Accessories, Cosmetics 4,000 - 5,000 Department Store 百货公司 包括时装，饰品，化妆品 Warner Village, Studio City, Omni 3,000 - 5,000 Movie Theatre 6-10 Screens 6-10幕华纳兄弟娱乐公司、上海环艺电影城 的电影院 Custom for Project 3,000 - 4,000 Ice Rink 滑冰场 Chinese, Noodles, Desserts, Asian, Curry, Burger, 1,500 - 2,000 Food Court 美食广场 中餐、面馆、甜点、亚洲餐厅、东南亚餐 Chicken 厅、汉堡包、快餐 Adidas, Nike, Pepsi, Lining, Lixiaoshuang, Anta, 2,000 3,000 Sporting Goods体育用品 阿迪达斯、耐克、百事、李宁、李小双、 Converse, Reebok, Kappa 安踏、匡威、锐步、背靠背 Toys R'Us, LEGO 4,000 - 5,000 Toys 玩具 乐高 Panasonic, Philips, Siemens, TCL, LG, Sanyo, 3,000 - 4,000 Home Electronics 家用电器 松下、飞利浦、西门子、TCL、LG、三洋、 Haier, Electrolux, Toshiba, Aucma, Galanz, 海尔、伊莱克斯、东芝、澳柯玛、格兰仕 Xinhua 2,000 - 4,000 Books书籍 新华书店 Rock Records 1,500 - 2,000 Music 音像 VW 600 – 900 Car Showroom 汽车展示 大众 30,600 - 44,400 Total Area 总面积 37,500 Median 平均 资料来源：显盛保柏和HRC XIHUAN PLAZA, BEIJING 西環广场 - 71 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / Table 9.2 Non-anchor tenants 表9.2 非主力客户 Non - Anchor Tenants非主力客户建议 Size Range Selected Store Types Units (Square Metres) Brand/Product Reference 品牌/产品举例 挑选商品类型 数量 面积（平方米） Betu, Etam, Mysheros, Tribeca, Ports, Fairy, JNBY, 百图、艾格、蜜雪儿、翠贝卡、宝姿、淑女Ladies Fashion 20 100-150 SODA, ONLY 屋、江南布衣、梭德、奥莉 女士服装 Goldlion, Montagut, Balenciaga, Romaster, Youngor, , Mens Fashion 金利来、梦特娇、巴黎世家、罗马世家、雅10 100-150 Tony Wear, Pierre.Cardin 男士服装 戈尔、汤尼威尔、皮尔卡丹 General Wear Bosideng, Aobao 波司登、奥豹 10 200-400 综合服饰 U2, G2000, Braxton, Esprit, Jack?Jones, Bossini, 5th Casual Fashion U2、 G2000、霸狮腾、埃斯普利特、杰克〃20 100-150 Street 休闲服饰 琼斯、堡狮龙、第五大道 Belle, Joy Peace, Kiss Cat, Le Saunda, Amornini, Shoes 百丽、真美诗、接吻猫、莱尔斯丹、阿曼尼、6 100-120 Senda, Cele, Walker Shop 鞋 森达、策乐、奥卡索 Accessories Italana, C&E, Spectragem, pirateship 伊泰莲娜、心中意、思彼垂银、海盗船 10 60-150 饰品 Lancome, Maybelline, L'oreal, Aupres, Olay, HO, 兰寇、美宝莲、欧莱雅、欧珀莱、玉兰油、2Cosmetics Shiseido, CD, Za, Up2u, Avon, Red earth 6 60-100 水之澳、资生堂、CD、Za、UP2U、雅芳、嫣化妆品 妮 Chowsangsang, Diamend, Dain King, Elephont, TSL Jewellery & Watches 周生生、戴梦得、瑞恩钻饰、金象钻饰、谢8 60- 80 珠宝首饰 瑞麟 Optical Seiko, Sasaki, Nikon 精工、佐佐木、尼康 2 60- 80 眼镜 Children & Babies Bobdog, Ben Kala, Lanlandee, Mini Car 巴布豆、本卡拉、派克兰帝、小汽车 6 100-150 儿童用品 资料来源：显盛保柏和HRC XIHUAN PLAZA, BEIJING 西環广场 - 72 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / Table 9.2 （Continued）表9.2（续） Non - Anchor Tenants其他品牌客户 Size Range Selected Store Types Units (Square Metres) Brand/Product Reference 品牌/产品举例 挑选商品类型 数量 面积（平方米） Home Furnishings ELLE, Safron, Aussino, Fuanna, Cotton Field 伊都锦、莱美寝具、奥西奴、富安娜、棉田 6 100-200 家居用品 Computers, IBM, Legend, Toshiba, Panasonic, Phlips, IBM、联想、东芝、松下、飞利浦、西门子、Electronics, Mobile Simens, TCL, LG, Sanyo, Haier, Motorola, TCL, LG、三洋、海尔、摩托罗拉、诺基亚、6 100-200 Phones Nokia, Samsung 三星 电脑、电器、手机 Cards & Stationary Parker 派克 2 60-100 文化用品 Pharmacy Golden Elephant，Watson’s 金象药店、嘉士堂, 屈臣氏 2 200-300 药店 Banks & Services Industry And Commerceial Bank In China 工商银行、招商银行，美容每发 14 60-100 China Merchant Bank 银行和其他服务 Convenience N/A 7-11 1 120-150 便利店 Total Area Est. 16, 000 T132 OTAL 总计 总面积16.000平方米 资料来源：显盛保柏和HRC XIHUAN PLAZA, BEIJING 西環广场 - 73 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / Table 9.3 Food and Beverage Outlets 表9.3餐饮客户建议 Restaurants & Cafes 餐厅和咖啡馆 Size Range Selected Restaurant/Café Type Units (Square Metres) Brand/Product Reference 品牌/产品举例 挑选的餐馆/咖啡厅 数量 面积（平方米） Be There Or Square Cafe, South 4 200-1,000 Chinese – Various各种中餐 不见不散、俏江南、渝乡人家 Beauty Restaurant Elite Concepts 1 1,000 Theme Restaurant主题餐厅 米 Yoshinoya, Yuanlu Circling Sushi 2 200-300 Japanese 日餐 吉野家、元绿回转寿司、 Golden Siam Lotus Thai Restaurant 2 100-350 Asian/Noodle亚洲餐厅/面馆 荷花泰菜 Pizza Hut, Spaghetti House 2 250-400 Italian 意大利餐厅 必胜客、意粉屋 McDonalds 1 200-300 American美国餐厅 麦当劳 KFC 1 200-300 Chicken快餐 肯德基 Star Buck, Danesi Caffe 2 100-200 Coffee Bar 咖啡馆 星巴克、丹尼斯咖啡厅 2 100-200 Tea House/Bakery茶屋/面包店 茗仁茶艺馆、大磨房 UBC CAFE 2 100-200 Café 咖啡厅 上岛咖啡厅 1 50-100 31 Baskin Robbins, DQ Ice Cream/Cakes 冰激凌/蛋糕房 31种冰淇淋，DQ冰淇淋 20 Total Area Est. TOTAL 总计 面积总计： 6,400 资料来源：显盛保柏和HRC 9.3 ANALYSIS OF POTENTIAL SALES/RENTAL INCOME Based upon the retailer consultation and other research, analysis has been 持。 completed of the potential sales which could be generated within Xihuan Plaza, and the rental income which would be sustainable in the light of this The analysis of potential retail sales is set out in Table 9.4. As can be seen level of retail sales. from Table 9.4 it is estimated that total sales of approximately RMB 175 根据零售商访谈和之前的调研，我们做了西环广场营业额预测以及租金million per month could be generated within the centre. 收入预测，如果保持预测的营业额水平，所预测的租金的是可以得到支表9.4是西环广场营业额预测，预计月营业收入为1.75 亿元。 XIHUAN PLAZA, BEIJING 西環广场 - 74 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / Table 9.4 POTENTIAL SALES REVENUES 表9.4营业额预测 No. of Consumer Average Monthly Average Spending Total Sales Population(10,000) Capture Rate (10,000) Income(RMB/month) (RMB/month) (RMB10,000) 总人数（万人） 捕获率 消费人数（万人） 平均月收入（元） 每月消费情况（元） 消费总额（万元） The First Catchment Area 5 60% 3 1,180 682 2,048 第一商圈 The Second Catchment Area 81.4 25% 20 1,300 440 8,952 第二商圈 The Third Catchment Area 750 5% 38 1,038 165 6,203 第三商圈 The Fouth Catchement Area 563.5 0.5% 2.8 1,038 165 466 第四商圈 1,400 63.8 17,668 总计 资料来源：显盛保柏和HRC 注：户均人口3人 Assumptions: 假设条件： , Total population in Beijing is 14 million. 北京总人口为1400万。 基于上述捕获率，西环广场每月的客流量是64万人，每天客流 量2.13万人，每小时客流量为1,772人。 , The primary catchment area is estimated to be 60%, give the current , If consumer traffic is 300,000 per day, it is estimated that only 7% of level of retail accommodation in Xizhimen. The capture rates for the passengers would need to stop and spend money in Xihuan Plaza to second and third catchment areas will likely be higher in the future if create this level of retail sales. the theming, merchandising and tenant mix of the centre is attractive. 如果每天路过西环广场地区的人流量为30万人次的话，那么只 由于目前西直门地区商场的供应情况，西环广场第一商圈的捕获要有7%的消费者在西环购物，基本就可以保证西环广场的所预 率是60%。如果未来商场定位合理，客户和商品组合有吸引力测的租金收入。 的话，第二商圈和第三商圈的捕获率也相对较高。 , It is assumed that, based upon a efficiency rate of 65%, the net , Total consumer traffic is 638,000 per month, equating to 21,267 per business area of Xihuan Plaza will be of the order of 59,000 square day, and 1,772 per hour. metres. The unit sale revenue is therefore RMB 3,000 per square XIHUAN PLAZA, BEIJING 西環广场 - 75 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX / metre per month. 如果使用率为65%的话，西环广场的营业面积将是5.9万平方米， 平均每月每平方米的营业额预测为3,000元。 , This is 17% higher when compared other with department stores in the west of Beijing, where average sales equate to RMB 2,555 per square metre per month. 与目前西环广场竞争对手的平均营业额2,555元/月/平方米相比， 高出17%。 , Assuming that rent equates to 15% of turnover, the average rental income would US$54/sqm/month. 如果利用15%的租金扣点计算，西环广场的租金收入相当于54 美元/月/平方米。 , All figures are considered to be conservative. It is expected that after two to three years, the turnover and rental income would increase. 我们目前采用的数字都比较保守，相信西环广场在度过两三年 后，营业收入和租金收入将增加。 XIHUAN PLAZA, BEIJING 西環广场 - 76 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX An analysis has also been compeleted of the rental which might be payable by 表9.5是通过零售商访谈得来的不同商品的租金情况。each type of retail category, based upon the retail consultation.The results of this anaysis are illustrated in Table 9.5. Table 9.5 Sales and Rental Figures Provided by Retailers 表9.5 零售商提供的营业额和租金情况 Turnover of Counter / Size of Boutique Size of Counter / Unit Sales Rent Kiosk (sq. m) Kiosk (sq. m) (RMB/month/sq. m) (USD/month/sq. m) Trade Turnover rent (10,000RMB/month) 专卖店面积 专柜面积 单位营业额 租金 类型 流水扣点比例 专柜营业额 (平方米) (平方米) (元/月/平方米) （美元/月/平方米） (万元/月) 100-200 N/A N/A 4000 N/A 20-40 Books 书 Children's Wear/Toys 30-50 20-30 8-9 3,200-4,000 25% 40-60 儿童服装/玩具 100 15-30 20-50 10,000-16,000 20-25% 70-100 Cosmetic 化妆品 10,000-25,000 N/A 2,000-12,000 1,500-6,000 N/A 6-9 Department Store 百货公司 N/A 50-60 30-100 7,500-18,000 3-10% 30-60 Electronices 电器 350-400 N/A N/A N/A 7-8% 20-30 Fast Food 快餐 200 20-30 7-9 3,000-4,000 23-25% 30-50 Home 家居饰品 10,000-20,000 N/A 2,400-3,500 N/A 2-3% 7-10 Hypermarket 大型超市 Ladies Fashion- Casual /Work 100-150 40-60 15-30 3,000-5,000 20-25% 50-90 女士职业装- 休闲服装 Men's Fashion 150-200 60-80 30-50 5,000-6,000 20-25% 50-90 男士服装 300-400 N/A 100-130 N/A 6-8% 30-40 Pharmacies 药店 100 40-50 10-30 3,000-6,000 18-25% 50-80 Shoes鞋 150-200 50-80 10-30 2,000-2,500 20% 40-70 Sport clothing体育用品 40-100 10-50 6-100 7,000-15,000 10-20% 70-100 Watches钟表 资料来源：显盛保柏和HRC XIHUAN PLAZA, BEIJING 西環广场 - 77 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX Notes: 说明： , This information is based upon the retailer consultation, and therefore may not include all unit sizes. , The rent refers to the general level of rent payable by retailers within shopping centres, and may not be directly relevant to Xihuan Plaza. 、 这些数据是来源于零售商访谈，所以并不包含所有的面积。 租金是零售商在商场中的可接受的水平，并不一定直接反映出来 , The turnover of counters is based upon information provided by 西环广场的租金。 retailers. 商场中柜台营业额是零售商提供的。 Based upon the finding of the analysis, an estimate has been prepared of the total rental which might be generated within Xihuan Plaza from anchor , The unit sales have been calculated by Insignia Brooke. tenants, non- anchor tenants and food and beverage outlets. The estimated rental income for each categy is set out in Tables 9.6,9.7 and 9.8. 单位营业额是显盛保柏计算得出。 根据数据分析的结果，基于客户和商品组合，我们预测了西环广场的租 , The turnover rent is based upon information provided by retailers. 金水平。9.6-9.8是不同商品的预测租金收入。扣点租金是由零售商提供。 XIHUAN PLAZA, BEIJING 西環广场 - 78 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX Table 9.6 AnchorTenants表9.6主力客户 Client Types Units size(Square Metres) Rent US$/Monthsqm Total rentUS$/month / 10,000 –15,000 7-12 150,000 Hypermarket 大型超市 4,000 – 5,000 6-9 36,000 Department Store 百货公司 3,000 - 5,000 15 60,000 Movie Theatre 6-10 Screens 6-10幕的电影院 3,000 - 4,000 10-12 35,000 Ice Rink 滑冰场 1,500 - 2,000 15-20 34,000 Food Court 美食广场 2,000 3,000 30-40 80,000 Sporting Goods体育用品 4,000 - 5,000 35-45 180,500 Toys 玩具 3,000 - 4,000 25-30 100,000 Home Electronics 家用电器 2,000 - 4,000 10-20 60,000 Books书籍 1,000 - 2,000 25-30 45,000 Computers 电脑 1,500 - 2,000 30-40 52,500 Music 音像 600 – 900 50-70 50,000 Car Showroom 汽车展示 47,000 21 883,000 总计/平均 资料来源：显盛保柏和HRC XIHUAN PLAZA, BEIJING 西環广场 - 79 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX Table 9.7 Non - Anchor Tenants 表9.7非主力客户租金收入 Client Types Store Units Units size Rent Total rentTotal Area (Square Metres) 客户类型 商店数量 （US$/Monthsqm） （US$/month） 总面积（平方米） 单位面积（平方米） 租金（美元/月） 月租金收入（美元） 3000 35-50 150,000 20 100-150 Ladies Fashion女士服装 1400 35-50 70,000 10 100-150 Mens Fashion男士服装 3000 30-35 100,000 10 200-400 General Wear综合服饰 2200 30-50 95,000 20 100-150 Casual Fashion休闲服饰 660 30-50 35,400 6 100-120 Shoes鞋 800 35 35,000 10 60-150 Accessories饰品 480 40-70 30,000 6 60-100 Cosmetics化妆品 560 40-70 28,000 8 60- 80 Jewellery & Watches 珠宝首饰 140 25-30 4,200 2 60- 80 Optical眼镜 750 30-40 30,250 6 100-150 Children & Babies儿童用品 900 25-35 30,000 6 100-200 Home Furnishings家居用品 Computers, Electronics, Mobile Phones 900 30 30,000 6 100-200 电脑、电器、手机 160 25-30 4,800 2 60-100 Cards & Stationary文化用品 375 25-30 11125 2 200-300 Pharmacy药店 500 30-40 18,500 14 60-100 Banks & Services银行和其他服务 120 30-40 4,200 1 120-150 Convenience便利店 Total Area Est. 16, 000 40 676,475 129 合计/平均 总面积16.000平方米 资料来源：显盛保柏和HRC XIHUAN PLAZA, BEIJING 西環广场 - 80 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX Table 9.8 Restaurants & Cafes 表9.8餐厅和咖啡馆 Client Types Store Units Units size Total Area Rent Total rent (Square Metres) US$/Monthsqm US$/month / 2200 10-20 33,000 4 200-1,000 Chinese – Various各种中餐 1000 30-40 35,000 1 1,000 Theme Restaurant主题餐厅 400 40-50 18,000 2 200-300 Japanese 日餐 600 25-35 18,000 2 100-350 Asian/Noodle亚洲餐厅/面馆 600 30-40 21,000 2 250-400 Italian 意大利餐厅 300 22-25 7,500 1 200-400 American美国餐厅 300 22-25 7,500 1 200-300 Chicken快餐 300 30-40 11,000 2 100-200 Coffee Bar 咖啡馆 300 30-35 10,000 2 100-200 Tea House/Bakery茶屋/面包店 300 30-40 11,000 2 100-200 Café 咖啡厅 70 30-40 2,450 1 50-100 Ice Cream/Cakes 冰激凌/蛋糕房 6370 28 174,450 20 Total Area Est. 6,400 资料来源：显盛保柏和HRC This analysis results in a total GLA of 60, 000 m2, based upon an efficiency 西环广场营业面积6万平方米是基于使用率为65%计算而得。表9.9是西 ratio of 65%. A summary of the areas to be dedicated to each retail type, and the 环广场零售面积总结和租金收入预测。 potential level of retail income is set out in Table 9.9. XIHUAN PLAZA, BEIJING 西環广场 - 81 - APRIL 2003二零零三年四月 9.0 TENANT/MERCHANDISING MIX Table 9.9 Retail Area Summary 9.9 Rental income per month GLA(Square Metres) (US$) Area范围 Units单位 营业面积（平方米） 租金收入（美元/月/平方米） 24 14 37,500 Anchor Tenants主力客户 42 132 16,000 Non-Anchor Retail Tenants非主力客户 27 Food & Beverage (Excl. Food Court)食20 6,400 品饮料 166 60,000 Total 30 91,000 Gross Floor Area (GFA) 总建筑面积 65% Target Efficiency入住率 资料来源：显盛保柏和HRC XIHUAN PLAZA, BEIJING 西環广场 - 82 - APRIL 2003二零零三年四月 10.0 DESIGN REVIEW the basis of the consultation held with retailers, a number of critical design 10.1 GENERAL DESIGN ISSUES issues have been identified in relation to Xihuan Plaza. 根据审阅西环广场的图纸以及从零售商访谈得出的结论，对西环广场 的设计方面有一些要点需要注意。 Within any retail centre, there are a number of design issues which need to be given very careful consideration. These include: 对于任何一个商业中心来说，有一些关于设计方面的因素一定要慎重, Entrance Arrangements 出入口的安排 考虑，包括： In the light of concerns raised by retailers regarding accessibility to the , The external façade of the building 商业外面的橱窗展示 centre by pedestrians, it will be critical to ensure that there is a prominent entrance or entrance to the centre upon the southern boundary of the site. It is considered that there should be a prominent entrance at the south east , Entrance arrangements 商业入口的安排 corner of the site, to attract commuters interchanging between the subway and the light rail, and that there should also be a major access point to the south west of the site, to ensure that pedestrians coming from the west are , Pedestrian circulation 客流疏导 also capable of gaining access to the centre relatively easily. 由于一些零售商担心从南部过来的步行消费者到达西环广场相对有些 困难，所以在西环广场的南侧有一个明显的入口是非常必要的。在商, Decoration of public areas 公共区域的装饰 场的东南角应有一个显著的出入口保证乘坐地铁和轻轨的消费者可轻 松进入商场。同时商场的西南角也应有一个出入口，以便从商场西部, Shop fronts 商场前庭的设计和安排 过来的消费者的出入。 There is also a major residential area to the north of the site, and it is , Specific features or attractions 商场的特点和吸引力 expected that many local consumers will visit the centre from within this area. Therefore, there will also be the need for an entrance to be situated at All of these factors will need to be carefully considered as part of the the north of the centre, to ensure that these consumers can gain access to the preparation of the final retail concept associated with Xihuan Plaza. centre without any inconvenience. 所有这些方面都需要在西环广场的主题概念中反映出来。 在西环广场的北部有许多住宅项目，会有许多消费者从北部过来。所 以建议商场北部设有一个出入口，保证北部消费者的方便出入。 10.2 CRITICAL DESIGN ISSUES As a result of a review of the plans associated with Xihuan Plaza and upon XIHUAN PLAZA, BEIJING 西環广场 - 83 - APRIL 2003二零零三年四月 10.0 DESIGN REVIEW , Circulation 人流组织 , Visibility/External Façade 可视性/外部橱窗展示 Given that it is proposed that the centre will have three primary access Given that the project is highly visible from the elevated road surrounding points, it is considered that it will be necessary to ensure that the internal the site, it will be necessary to ensure that the south and eastern facades of layout encourages people to pass through the centre from the north and the the building are attractive and that they optimise the opportunity for west to gain access to the subway, light rail and bus terminus. publicity associated with the project. It will also be necessary to ensure that 由于西环广场将有三个方向的主要出入口，所以内部交通疏导非常重potential consumers can clearly see the entrance points to the centre from 要，确保从北部和西部过来的消费者方便地通向地铁和轻轨以及公共the road, in order to ensure that the impression is created that the centre is 汽车站。 easily and conveniently accessible. This should attract potential customers to the centre. In addition, given the size of the individual floors within the centre, it is 西环广场周边道路的可视性很好，但有必要保证它从南面和东部吸引considered that the internal circulation, both upon specific floors and 更多的消费者。同时，应考虑确保消费者很容易地从路边找到商场的between floors, will need to be carefully planned, so as to ensure that a 出入口，使消费者树立西环广场通行方便的印象，这将吸引更多的消vibrant shopping atmosphere is created and that the visibility and 费者到达商场。 accessibility of all units within the scheme can be maximised. 另外，由于西环广场商业面积规模较大，所以应该考虑商场内部布局 流向，包括单层和上下两层之间的流向引导，通过流向引导来保证商 场内部每个店铺的可视性和可达性都最大化。 , Integration with Transport Interchange 与交通方式整体连接 The integration with the transport interchange needs to be designed such that it attracts a range of different types of customer to the centre, including those who are making an impulse purchase, those wishing to visit a food and beverage outlet, and those intending to spend a longer period within the centre. The entrance arrangements and the layout of retail units around these entrances will therefore be critical. 西环广场需要与各种交通方式有机地结合在一起，以确保吸引各类消 费者，包括那些有意消费者，就餐者以及那些打算在商场停留一段时 间的消费者。所以对于西环广场来说，出入口的安排和内部布局非常 重要。 XIHUAN PLAZA, BEIJING 西環广场 - 84 - APRIL 2003二零零三年四月 11.0 RECOMMENDED RETAIL CONCEPT Based upon the findings of the research and analysis which has been , A combination of local and international retailers should be completed, it is considered that Xihuan Plaza should adopt the following incorporated within the centre, in order to meet consumer demand. concept in terms of the retail component of the development: 为了更全面地满足消费者的需求，西环广场应是国内品牌和国外基于市场调研和分析的基础上，西环广场的商场主题应为： 品牌的完美结合。 , It should be a shopping centre, as against a department store. It is considered that, in the event that the retail component of 西环广场应是一个购物中心，而不是百货公司。 Xihuan Plaza is implemented in accordance with this concept, it will become a successful shopping centre which will become a , It should be targeted towards low to middle income groups to reflect the prominent retail destination in the north west of Beijing. characteristics of the population surrounding the development. 西环广场定位应面向中低消费者，能够满足周边人口的需求。 , It should be positioned as a regional shopping centre, servicing both the needs of the local residents and consumers from other parts of north west Beijing. 但需要指出的是，西环广场应为一个地区型的购物购物中心，不仅 服务周边人群，同时也服务北京西部和北部的消费者。 , The tenant mix should be sufficiently broad that it caters for local residents, commuters and office workers. 客户组合应该十分的全面，来满足当地居民，反复光顾的消费者和 写字楼人口。 , There should be a blend of retail, entertainment and food and beverage uses to ensure that the centre becomes a destination for local and regional consumers. 西环广场应是一个综合型的商场，包括娱乐和餐饮部分，并用此部 分满足消费者的需求并使之成为地区型的目标购物场所。 XIHUAN PLAZA, BEIJING 西環广场 - 85 - APRIL 2003二零零三年四月