世邦魏理仕_商业项目策划模板及案列_71页

RetailProjectPositioning!Presenter:DanielYinManagingDirectorCBREBeijing&Tianjin
23May,200823CBRichardEllis|Page2WorkingMethodology
BaselineReviewEconomicOverviewLocalRealEstateMarketCompetitionAnalysisDemandAnalysis%MarketPositioningTradeMix/DesignReview/Brief /#!$()CBRichardEllis|Page3MACROOVERVIEWANDANALYSIS
CBRichardEllis|Page4MacroOverviewandAnalysis
CityOverview
Location
Population
LandArea
InfrastructureSystem
MajorIndustryTheProjectCBRichardEllis|Page5
GrossDomesticProduct
RetailSales!#%
Disposableincomepercapita
Consumptionexpenditurepercapita!669.4807.3916.41036.61200.112.3%14.2%11.1%12.0%13.3%0200400600800100012001400200320042005200620070%4%8%12%16%20%GDP(RMBbillion)GDP(Growth)240.4265.7297.3336.0384.89.1%10.5%11.9%13.0%14.5%0100200300400500200320042005200620070%3%6%9%12%15%18%RetailSalesRMBbillion)RetailSalesGrowthEconomicIndicatorsMacroOverviewandAnalysis $
CBRichardEllis|Page6BASELINEREVIEW
CBRichardEllis|Page7BaselineReviewRegionalPlan
Scope
PopulationPlan

Policy
DevelopmentDirectionCBRichardEllis|Page8BaselineReview1ABC2EDGFHIJM3LN4PK5OLetterNo.ExistingFutureLocalResidentialandPopulation 

ExistingUptown
NewSupply
FutureSupply
PopulationCBRichardEllis|Page9LOCALRETAILMARKETANDCOMPETITIONANALYSIS 
CBRichardEllis|Page10RetailMarketOverview
 MajorRetailAreas
(1)Source:CBRichardEllis,3126710549118PrimeRetailArea
SecondaryRetailArea
EmergingRetailArea
CBRichardEllis|Page11RetailMarketOverview
AnalysisofMajorRetailAreas

OverallPositioningandTargetMarket
Characteristics
TypeofRetailers 
AccessibilityCBRichardEllis|Page12RetailMarketOverview&Supermarkets$Furniture/Household/CommunitymallsLow-endfashion!)BigboxBigboxF&B'(Mid-rangefashion)Mid-rangeretailF&B'(SpecialtyTrendyfashion%Boutique/Luxury/
HighfashionFlagshipHighstreet CBDInnerRingRoad #MidRingRoad#OuterRingRoad#CirclesofTradeMixbyRingRoadAreas
Lowerend!Higherend*!(1)Source:CBRichardEllis,InterviewData&AnalysisCBRichardEllis|Page13LocalMarketResearch,-CenturyMart(WusongStore)/3
'AndersonPlazaBaogangPlazaBaoyiPlaza7GoldenPlaza@;
 A30?: ?$9BeiyiRetailStreet25BrillianceNorthShanghaiShoppingCenter*3&8((1)Source:CBRichardEllisTaifuPlaza%Existing)+Future!+A20RetailLeisureStreetA20=ExistingCompetitors).+
Consumers1
Scale6#
Positioning
Business
Operation04#CBRichardEllis|Page14LocalMarketResearch(1)Source:CBRichardEllisB12F%&$'KeLaiDuoClothesMarket*Brandedstores Lotus&$'1FOrientShoppingCenterHometextiles&Electricalappliances/

3FF&B#)ExistingCompetitor!(CBRichardEllis|Page15LocalMarketResearchFutureCompetitors'
OpeningDate&
Scale#
Orientation
BusinessMix

BrandMix

Consumercharacteristics$
SWOTAnalysis 
TransportationOrganization%!CBRichardEllis|Page16DEMANDANALYSIS
CBRichardEllis|Page17DemandAnalysis
RetailersConsumers ConsumerConsumerQuestionnairesQuestionnaires  RetailerInterviewsRetailerInterviewsMethodologyofDemandAnalysisCBRichardEllis|Page18DemandAnalysis6(%ConsumerStudy)40,.ConsumerProfileConsumerProfile)40#)40#
GenderandAge7
Householdmakeup/$•Childrenundertheageof1313
+•Children’sGender•SpendingonChildren*+25
Education1-
Employment3
IncomeLevel '•PersonalIncome! •FamilyIncome!
SpendingPatterns&28.7%11.3%1.0%5.7%26.3%27.0%JuniorbelowHighSchoolTechnicalsecondaryschool//JuniorcollegeCollege/University Graduateabove
EducationEducation1-1-24.7%18.3%17.0%8.3%5.0%4.0%4.0%4.0%0%10%20%30%SOEEmployee
PrivateCompanyEmployee
JV/MNCEmployee/ StudentTeacherFinance/Insurance
RetiredSOHO
EmploymentEmployment332.0%9.0%82.0%4.0%2.0%1.0%0%15%30%45%60%75%90%1Peson
2Pesons
3Pesons
4Pesons
5Pesons
7Pesons
HouseholdStructureHouseholdStructure/$/$0%20%40%60%80%100%BaoshanCityAreaAll
RMB1000-RMB1000-1999RMB2000-2999RMB3000-3999RMB4000-5999RMB6000-7999RMB8000-9999RMB10000+PersonalIncomePersonalIncome! ! CBRichardEllis|Page19DemandAnalysis)ConsumerStudyConsumerPreferenceConsumerPreference
PreferenceforAreaandLocations!$
TrafficPreferenceofConsumersTransportationPattern&$Timeintraffic!(Timevisitingshop!(
Frequency!*
AverageSpending'+•Shopping!'+•Hypermarket# •F&B,-•Entertainment
0%10%20%30%40%50%60%Within10mins10
10-19mins10-1920-29mins20-2930-44mins30-4445-60mins45-601-2hours1-2 NeverHypermarketShoppingTimeShopping/SpendingTimeShopping/Spending%(%(//'+'+0%20%40%60%80%100%Hypermarket ShoppingEntertainmentF&B$BusBicycleTaxiPrivateCarOnFootRegularbusbyretailersMTR#/!Othe