Xihuan Plaza, Beijing
北京西环广场
Retail Consultancy - Final Draft Report
商业顾问服务 - 最后草稿
Beijing Finance Street Construction
Development Company Limited
北京金融街建设开发有限责任公司
Volume 1 - REPORT
第一部分- 报告
April 2003
二零零三年四月
Table of Contents
CHAPTER Page No. 章节 页码 1.0 INTRODUCTION 简介 1 - 2 1.1 Assignment 任务介绍 1.2 Scope of Work 服务内容 1.3 Report Structure 报告结构 2.0 PROJECT BACKGROUND 项目介绍 3 - 7 2.1 Location 地理位置 2.2 The Development 项目背景 2.3 Characteristics of Surrounding Area 周边地区特征 2.4 Accessibility/Transport Links 通行情况/交通线路 3.0 BEIJING ECONOMIC OVERVIEW 北京经济分析 8 - 14 3.1 Administrative Divisions and Population 北京行政区划和人口 3.2 Economic Indicators 经济分析 3.3 Other Influencing Events 其他影响因素 3.4 Market Outlook 总述 CHAPTER Page No. 章节 页码 4.0 REAL ESTATE RESEARCH 房地产市场研究 15 - 30 4.1 Stock and Historical Supply of Retail Accommodation 商业用房的历史供应量 4.2 Major Retail Areas 主要商业区域 4.3 Future Supply of Retail Accommodation 未来商业面积的供应 4.4 Occupancy Rate 入住率情况 4.5 Rental / Price Analysis 租金/售价分析 4.6 Government Policy 政府政策法规 4.7 Anticipated Future Trends 未来发展趋势预测 4.8 Implications for Xihuan Plaza 对西环广场的影响 5.0 CONSUMER SURVEY 消费者调查 31 - 38 5.1 Approach / Methodology 步骤/方法 5.2 Demographic Characteristics 消费者调研 5.3 Income Profile 收入分析 5.4 Spending Patterns 消费行为 5.5 Consumer Preferences 影响消费者的因素 5.6 Brand Analysis 品牌分析 5.7 View on Current Retail Provision 对目前商业面积供应的看法 5.8 Implications for Xihuan Plaza 对西环广场的影响 CHAPTER Page No. 章节 页码 6.0 COMPETITION ANALYSIS 竞争对手分析 39 - 46 6.1 Approach/Methodology 步骤/方法 6.2 Existing Competitors 现时竞争对手 6.3 Competition Review 竞争对手分析 6.4 Characteristics of Existing Competition 目前竞争对手的特征 6.5 Anticipated Future Competition 未来竞争对手 6.6 Implications for Xihuan Plaza 对西环广场的影响 7.0 INDUSTRY CONSULTATION 行业研究 47 - 59 7.1 Approach 方法 7.2 Market Outlook 总体概括 7.3 Preferred Retail Locations 希望进入的商业区域 7.4 Retailer Requirements 商家需求 7.5 Key Locational Factors 主要的选址因素 7.6 Xihuan Plaza - Positive Factors 西环广场-优势 7.7 Xihuan Plaza - Negative Factors 西环广场-劣势 7.8 Implications for Xihuan Plaza 对西环广场的影响 CHAPTER Page No. 章节 页码 8.0 MARKET POSITIONING 市场定位 60 - 65 8.1 Competitive Position 竞争力 8.2 Catchment Areas 商圈界定 8.3 Target Audience 目标消费者 8.4 Market Gaps and Target Retailers for Xihuan Plaza 西环广场的潜在客户和市场空间 9.0 TENANT/MERCHANDISING MIX 客户/商品组合 66 - 82 9.1 Merchandising Strategy 商品组合策略 9.2 Tenant / Merchandise Mix 客户/商品组合 9.3 Analysis of Potential Sales / Rental Income 营业额和租金预测 10.0 DESIGN REVIEW 设计评审 83 - 84 10.1 General Design Issues 设计评审的总体因素 10.2 Critical Design Issues 设计要点 11.0 RECOMMENDED RETAIL CONCEPT 商业主题建议 85 APPENDICES 附件
XIHUAN PLAZA, BEIJING 西環广场 - ii - APRIL 2003二零零三年四月
1.0 Introduction 简介
1.1 Assignment任务介绍
? Insignia Brooke (“IB”) and Husband Retail Consulting Limited (“HRC”) were appointed by the Beijing Financial Street Construction Development Company Limited (“BFS”) in January 2003 to undertake a retail consultancy assignment in connection with a de
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