调研报告(2016-7-29苏州诚品)

ANNUALBUSINESSREPORTTEMPLATEBy:何永发、黄智斌、杨博中冶置业南方公司LOGOPART1PART3PART2PART4LOGOPART1PART3PART2PART401020304ItDoesn'tTakeGutstoQuit.Anyonecanquit.Andmostpeopledo—ontheirdreamsandonthemselves．目录项目概况Let’sstart!LOGOPART3PART2PART4项目概况区位定位PART1WeAreResponsibleforOurLife.Andnobodyelse.Althoughallsuccessrequirestheassistanceandcooperationofothers,oursuccesscanneverbelefttoanyoneelse.Luckisnotastrategy.基本信息CompanyNameThePrizesOfLifeAreAtTheEndOfEachJourney,NotNearTheBeginning;AndItIsNotGivenToMeToKnowHowManyStepsAreNecessaryInOrderToReachMyGoal.FailureIMayStillEncounterAtTheThousandthStep,YetSuccessHidesBehindTheNextBendInTheRoad.ThePrizesOfLifeAreAtTheEndOfEachJourney,NotNearTheBeginning;AndItIsNotGivenToMeToKnowHowManyStepsAreNecessaryInOrderToReachMyGoal.FailureIMayStillEncounterAtTheThousandthStep,YetSuccessHidesBehindTheNextBendInTheRoad.Theprizesoflifeareattheendofeachjourney,notnearthebeginning;anditisnotgiventometoknowhowmanystepsarenecessaryinordertoreachmygoal.FailureImaystillencounteratthethousandthstep,yetsuccesshidesbehindthenextbendintheroad.NeverwillIknowhowcloseitliesunlessIturnthecorner.Iwilltry,andtry,andtryagain.LOGOPART1PART3PART2PART4开发商诚品开业时间2015年11月29日地理位置江苏省苏州市吴中区圆融天幕西街占地面积4.5万㎡总建筑面积13万㎡商业面积4.5万㎡诚品书店面积1.3万㎡经营模式商业部分全部持有，住宅高溢价，达6.5万/平米项目数据项目区位CompanyNameLOGOPART1PART3PART2PART4位于苏州工业园，金鸡湖ＣBＤ中心，结合商务、文化、观光、生态、休闲于一体；是苏州最国际化，同時也最多元化的新区。项目定位CompanyNameAddYourNamePost:xxxxxxAge:30WhatYouSow,YouReap.ThisisalsocalledTheLawoftheFarmorTheLawofReciprocity.Inordertocontinuetoreceive,wemustgive.LOGOPART1PART3PART2PART4人文艺术创意生活空间商品服务活动业态布局Let’sstart!布局及业态占比占比楼层规划亮点业态及特色空间WeAreResponsibleforOurLife.Andnobodyelse.Althoughallsuccessrequirestheassistanceandcooperationofothers,oursuccesscanneverbelefttoanyoneelse.Luckisnotastrategy.LOGOPART3PART2PART4PART1布局及业态占比CompanyNameLOGOPART1PART3PART2PART4楼层规划CompanyNameLOGOPART1PART3PART2PART4定位典范人文当代视野跨界风尚创意探索设计原创时尚美学风格生活潮流光谱空间/商品人文、艺术书店阅读咖啡/主题餐厅多功能厅四季花园生活风格区、旅游馆亲自主题馆Cookingstudio/风格文具馆轻食华人创作诚品精品设计师概念/配件轻食市集大道生活风尚/潮流提案主题餐厅B1楼层规划CompanyNameLOGOPART1PART3PART2PART4B1楼层规划CompanyNameLOGOPART1PART3PART2PART4主题潮流生活，代表品牌有诚品生活采集（苏州工艺美院、猫的天空之城、苏州博物馆）、文创市集、绿茶、云上等。1F楼层规划CompanyNameLOGOPART1PART3PART2PART41F楼层规划CompanyNameLOGOPART1PART3PART2PART4主题风格美学，代表品牌有星巴克、初衣食午、花草吉事。2F楼层规划CompanyNameLOGOPART1PART3PART2PART42F楼层规划CompanyNameLOGOPART1PART3PART2PART4主题创意设计，代表品牌有城品文具馆、诚品儿童馆、墨册咖啡。3F楼层规划CompanyNameLOGOPART1PART3PART2PART43F楼层规划CompanyNameLOGOPART1PART3PART2PART4主题人文视野，代表品牌有诚品书店、诚品演展厅、云门舞集舞蹈室亮点业态CompanyNameLOGOPART1PART3PART2PART4•诚品书店•五大书区：旅游区、生活风格区、艺术区、人文社科区、西方文学区•四大特色空间：诚品实演厨房、视觉实验室、文学茶荟区、沙龙阁楼“MINICLUB”微讲堂•三大店中店：诚品儿童馆、诚品精品文具馆、墨册咖啡特色空间CompanyNameLOGOPART1PART3PART2PART4为了满足“书店里有厨房”的要求，诚品苏州特设了实演厨房，邀请世界各地料理专家来现场教学，还会定期举办烹饪实演动线分析Let’sstart!内部水平动线内部垂直动线外部动线WeAreResponsibleforOurLife.Andnobodyelse.Althoughallsuccessrequirestheassistanceandcooperationofothers,oursuccesscanneverbelefttoanyoneelse.Luckisnotastrategy.LOGOPART3PART2PART4PART1内部水平动线CompanyNameLOGOPART1PART3PART2PART4内部平面动线为三角形回环，出入口设置在三角形的各个端头内部垂直动线CompanyNameLOGOPART1PART3PART2PART4诚品的垂直动线由4台直梯及6台手扶梯构成垂直梯×2垂直梯×2手扶梯手扶梯手扶梯手扶梯手扶梯外部动线CompanyNameLOGOPART1PART3PART2PART4建筑外观Let’sstart!AddYourTitleHereAddYourTitleHereAddYourTitleHereWeAreResponsibleforOurLife.Andnobodyelse.Althoughallsuccessrequirestheassistanceandcooperationofothers,oursuccesscanneverbelefttoanyoneelse.Luckisnotastrategy.LOGOPART3PART2PART4PART1CompanyNameLOGOPART1PART3PART2PART4建筑外观内部环境Let’sstart!AddYourTitleHereAddYourTitleHereAddYourTitleHereWeAreResponsibleforOurLife.Andnobodyelse.Althoughallsuccessrequirestheassistanceandcooperationofothers,oursuccesscanneverbelefttoanyoneelse.Luckisnotastrategy.LOGOPART3PART2PART4PART1CompanyNameLOGOPART1PART3PART2PART4顶部及地面设计CompanyNameLOGOPART1PART3PART2PART4导视系统CompanyNameLOGOPART1PART3PART2PART4景观小品经验与借鉴Let’sstart!AddYourTitleHereAddYourTitleHereAddYourTitleHereWeAreResponsibleforOurLife.Andnobodyelse.Althoughallsuccessrequirestheassistanceandcooperationofothers,oursuccesscanneverbelefttoanyoneelse.Luckisnotastrategy.LOGOPART3PART2PART4PART1CompanyNameLOGOPART1PART3PART2PART4经验与借鉴1、诚品将自身传承下来的人文、艺术、创意、生活四项诚品核心精神贯穿于购物中心的空间、商品、服务、活动，成为独具一格的文化型购物中心。2、诚品书店作为其独一无二的主力店，使购物中心有了特有的文化气息及艺术气质，吸引了高素质的人到店并长时间停留，客户粘性强。3、图书生意虽然盈利不高，但在建立文化标签上有奇效，带动相关文具、乐器、咖啡、轻食、手工艺品等其他相关联产品销售，近年来诚品逐步重视商场部分带来的收入。4、引入一半的品牌迥异于大陆熟知的品牌，很多是台湾的本土产品，与其他国内的购物中心进行错位，给顾客截然不同的购物体验。但因很多为小众及设计师品牌，符合其定位的同时培育时间长，市场不确定因素较大。2015THANKYOUFORWATCHINGTrustandcredibilityisbuiltslowlybutcanbelostalmostinstantly.Speaker:XiaYingCOMPANGYNAMELOGOPART1PART3PART2PART4