北京金融街北京西环广场商业顾问服务.docx

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

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

1.1 Assignment任务介绍

Ø 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 development in Xizhimen District, Beijing, to be known as Xihuan Plaza.
显盛保柏和Husband Retail Consulting Limited受北京金融街建设开发有限责任公司的委托，于2003年1月开始为位于西直门地区的西环广场的商业部分提供商业咨询服务。

Ø The purpose of the assignment is to examine and investigate various issues affecting the proposed retail element of Xihuan Plaza, and to provide advice to BFS regarding the appropriate market positioning of the project, the optimum merchandise / tenant mix within the scheme, the design and layout of individual floors within the retail centre, as well as the overall concept associated with the retail element of the development.
此次服务的目的是研究影响西环广场商业部分的多种因素，为北京金融街建设开发有限责任公司提供西环广场适当的市场定位，适宜的商品组合/客户组合，商场内部每层的设计和平面规划，以及商场整体的概念。

Ø Various documents have been submitted to BFS for review during the course of the assignment and the interim findings of the exercise were presented to BFS on 12th March 2003. This Final Report sets out the major findings and recommendations associated with the retail consultancy assignment, including but not limited to those previously presented to BFS.
2003年3月12日，一些文件和中期报告已经提交给北京金融街建设开发有限责任公司审阅。此份最终报告中将包括研究的主要发现和针对西环广场的商业建议，并不仅限于之前中期报告的基础上。

1.2 Scope of Work 服务内容

Ø It was agreed that the scope of work associated with this retail consultancy would involve the following tasks :
此份商业咨询报告的内容将包括下述内容：

o Market Survey
市场研究
o Competition Analysis
竞争对手分析
o Determination of the Catchment Area
商圈消费预测
o Consultation of Local and International Retailers
国内和国际零售商的访谈研究
o Determination of the Optimum Size and Theming of the Centre
商场主题与商业规模
o Design Review
设计评审
o Analysis of Internal Layout
内部规划布局的分析
o Determination of Optimum Merchandise Mix
商品组合建议
o Determination of Potential Centre Sales
预测商场销售额
o Determination of Potential Rental Income of the Centre
商场未来租金收入的预测

1.3 Report Structure 报告结构

Ø Section 2 : describes the background of the project including the physical conditions associated with Xihuan Plaza.
第二章 : 西环广场的项目背景资料介绍。

Ø Section 3 : sets out a review and analysis of economic conditions in Beijing.
第三章 : 北京经济分析

Ø Section 4 : sets out a review of the retail sector of the real estate market in Beijing.
第四章 : 北京零售房地产市场分析

Ø 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。

Ø 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。

Ø 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。

Ø 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

Ø Section 9 : establishes the proposed tenant / merchandising mix and estimates the potential sales revenues and rental income to be generated from the centre.
第九章 : 建立提议的客户组合/商品组合以及预测商场销售额和租金收入

Ø Section 10 : highlights the critical design issues associated with the centre and puts forward recommended solutions the resolve these issues.
第十章 : 对商场设计的意见和建议

Ø Section 11 : puts forward the recommended retail concept and presents a summary of the merits associated with the proposal.
第十一章 : 商场主题的建议和优势的总结

2.1 Location 地理位置

Ø Xihuan Plaza is situated within the central part of Xizhimen in Xicheng, immediately to the west of the existing railway station. It is bounded Xizhimenwei Main Road to the south, Gaibanhe to the north, West 2nd Ring Road to the east and Gaoliang Bridge to the west.
西环广场位于西城区的西直门地区，位于西直门地铁的西侧。西环广场南侧是西直门外大街，北侧是盖板河，东临西二环，西临高粱桥。

图2.1：西环广场位置图
西环广场

资料来源：显盛保柏

Ø The development is situated in a prominent location and enjoys a high degree of visibility from various different vantage points, in particular from the northwest, where the majority of the developments are relatively low rise.
该项目位于非常显著的位置，从各个方面的可视性都很好，尤其是从项目的西北侧，多为低密度住宅。

Ø The site is adjacent to a public transport interchange and railway station and there is therefore a very high volume of pedestrian flow in the vicinity of the site. Based upon an informal enquiry with a representatives of the subway, there are currently approximately 120,000 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
线路
出口人数
入口人数
总计
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

Ø It is estimated that approximately 12,000 people pass through Xizhimen light rail transit station and approximately 150,000 people use the at grade road network. Therefore, the current daily pedestrian flow in the 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 connection with the railway patronage, it is anticipated that the 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.
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15万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。

表2.2：西直门地区公交线路总站发车情况
线路
首车时间
未车时间
发车次数
334
5:30
22:30
340多次/天
360支
5:30
22:15
200多次/天
375
5:15
23:00
300多次/天
375支
5:20
21:30
200多次/天
392
5:30
21:00
200多次/天
65
5:00
23:00
200多次/天
902
5:30
20:30
200多次/天
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 项目背景

Ø Xihuan Plaza is situated upon an elongated site which has an area of approximately 59,900 m². 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。

Ø Xihuan Plaza is a comprehensive development comprising the following elements :
项目包括以下组成部分：

o office accommodation of 89,000 m²
写字楼面积为8.9万平方米
o a shopping mall of 91,000 m², accommodated within seven floors between Basement One and the Sixth Floor of the development
商业用房面积为9.1万平方米, 从地下一层到地上六层
o a public transport interchange area of 15,000 m²
公交环路面积15,000平方米
o 2,000 carparking spaces
2,000个车位

2.3 Characteristics of Surrounding Area 周边地区特征

Ø There are a wide range of different land uses within Xizhimen and the surrounding area, including residential, commercial, cultural, institutional and tourist related uses.
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，教育，政府机构和旅游景点。

Ø Xinjiekou residential area is located to the east of the development. It is one of the oldest districts in Beijing with low density residential accommodation which is normally occupied by low income groups. The area is currently under re-construction and a number of new high quality developments have been built within the area, such as Ocean Prospect, Jin Hui Jia Yuan and Silver City. The average sale price associated with these developments is approximately RMB 8,000 per square metre, which is significantly higher than the average of RMB 4,500 per square metre in Beijing.

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，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/平方米几乎一倍。

Ø It should be noted that a total of 4,500 high-class residential units have been or will be completed within 2 kilometres of Xihuan Plaza between 2001 and 2003. Therefore, upon completion of the urban reconstruction, it is anticipated that the average income level of the households within the area will increase, and that there will also be an increase in the 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4,500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。

Ø Xihuan Plaza is also in close proximity to Zhongguancun to the north west, Jinrongjie to the south east, and Beijing Zoo to the west .
除了东边为新街口住宅社区外，西环广场西北临近中关村，东南临近金融街，西边紧靠北京动物园。

In addition, a number of institutions and universities are located in the area, including Northern Transportation University, Beijing Building Construction Research Institute, China University of Posts and Telecommunications, Beijing Normal University, and the Finance and Banking Institute.
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政金融学院。四星级的德宝饭店位于西环广场的西侧。

2.4 Accessibility / Transport Links通行情况/交通线路

Ø 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。

Ø 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 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 extends to Huilongguan in the north, Xiangshan and Shijingshan to the west, Wangjing to the east and Daxinghuangcun to the south.
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，西至香山和石景山，东至望京，南至大兴黄村。

图2.2：西环广场公共交通示意图
西环广场交通示意图
西环广场

资料来源：显盛保柏

Ø However, it has also been noted that there is often traffic congestion in the area adjacent to the Xizhimen Bridge, immediately next to the development. In addition, the existing design of the road network in front 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。

Ø 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。

Ø 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 附件

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）

3.1 Administrative Divisions and Population行政区划和人口

Ø Beijing, the capital of China, has a site area of 16,807.8 square kilometres and comprises 18 districts and counties. The city can be divided into 4 regions:
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