CBRE商业策划模板_精品文档PPT课件下载推荐.pptx
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CBRE商业策划模板_精品文档PPT课件下载推荐.pptx
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RetailProjectPositioningPresenter:
@#@DanielYinManagingDirectorCBREBeijing&@#@Tianjin23May,200823WorkingMethodologyEconomicOverviewBaselineReviewLocalRealEstateMarketCompetitionAnalysisDemandAnalysisMarketPositioningTradeMix/DesignReview/BriefCBRichardEllis|Page2/()MACROOVERVIEWANDANALYSISCBRichardEllis|Page3MacroOverviewandAnalysisCityOverviewLocationPopulationLandAreaTheProjectInfrastructureSystemMajorIndustryCBRichardEllis|Page41036.6669.4807.3916.41200.1240.4265.7297.3336.0384.8MacroOverviewandAnalysisEconomicIndicators1400120020%16%GrossDomesticProduct100080060012.3%14.2%11.1%12.0%13.3%12%8%400RetailSales20004%0%20032004200520062007GDP(RMBbillion)GDP(Growth)Disposableincomepercapita50018%40014.5%15%Consumptionexpenditurepercapita3009.1%10.5%11.9%13.0%12%9%20010006%3%0%20032004200520062007CBRichardEllis|Page5RetailSalesRMBbillion)RetailSalesGrowthBASELINEREVIEWCBRichardEllis|Page6BaselineReviewRegionalPlanScopePopulationPlanPolicyDevelopmentDirectionCBRichardEllis|Page7LBBaselineReviewLocalResidentialandPopulationLetterExistingNNo.FutureExistingUptownNewSupply45HKOM3IJFutureSupplyGF2PopulationEDCA1PCBRichardEllis|Page8LOCALRETAILMARKETANDCOMPETITIONANALYSISCBRichardEllis|Page95
(1)RetailMarketOverviewMajorRetailAreas11PrimeRetailAreaSecondaryRetailArea41091238EmergingRetailArea76CBRichardEllis|Page10Source:
@#@CBRichardEllis,RetailMarketOverviewAnalysisofMajorRetailAreasOverallPositioningandTargetMarketCharacteristicsTypeofRetailersAccessibilityCBRichardEllis|Page11/
(1)RetailMarketOverviewCirclesofTradeMixbyRingRoadAreasLowerendOuterRingRoadSupermarketsFurniture/HouseholdMidRingRoadInnerRingRoadBigboxF&@#@BMid-rangefashion/CommunitymallsLow-endfashionBigboxMid-rangeretailF&@#@BCBDHigherendBoutique/LuxuryHighfashionFlagshipHighstreetSpecialtyTrendyfashionCBRichardEllis|Page12Source:
@#@CBRichardEllis,InterviewData&@#@AnalysisLocalMarketResearchExistingCompetitorsBaogangPlazaBaoyiPlazaGoldenPlazaConsumersBeiyiRetailStreetA3AndersonPlaza0ScaleCenturyMartPositioningBusinessOperationTaifuPlazaBrillianceNorthShanghaiShoppingCenterA20RetailLeisureStreetA20ExistingFuture(WusongStore)CBRichardEllis|Page13
(1)Source:
@#@CBRichardEllisB1
(1)LocalMarketResearchExistingCompetitor3F2FHometextiles&@#@Electricalappliances/BrandedstoresF&@#@BOrientShoppingCenterLotus1FKeLaiDuoClothesMarketCBRichardEllis|Page14Source:
@#@CBRichardEllisLocalMarketResearchFutureCompetitorsOpeningDateScaleOrientationBusinessMixBrandMixConsumercharacteristicsSWOTAnalysisTransportationOrganizationCBRichardEllis|Page15DEMANDANALYSISCBRichardEllis|Page16DemandAnalysisMethodologyofDemandAnalysisRetailersRetailerInterviewsConsumerQuestionnairesCBRichardEllis|Page17Consumers/20%AllDemandAnalysisConsumerStudyConsumerProfileHouseholdStructureEducationJuniorbelowGenderandAge7Pesons5Pesons1.0%2.0%26.3%5.7%1.0%HighSchoolTechnicalsecondaryHouseholdmakeupChildrenundertheageof13134Pesons3Pesons2Pesons1Peson4.0%9.0%2.0%82.0%27.0%28.7%11.3%school/JuniorcollegeCollege/UniversityGraduateaboveChildrensGender0%15%30%45%60%75%90%SpendingonChildrenEmploymentPersonalIncomeEducationEmploymentIncomeLevelPersonalIncomeSOHORetiredFinance/InsuranceTeacherStudentJV/MNCEmployee/PrivateCompanyEmployee4.0%4.0%4.0%5.0%8.3%17.0%18.3%100%80%60%40%0%FamilyIncomeSOEEmployee0%10%20%24.7%30%RMB1000-RMB1000-1999CityAreaRMB2000-2999BaoshanRMB3000-3999RMB4000-5999RMB6000-7999RMB8000-9999RMB10000+SpendingPatternsCBRichardEllis|Page1860%40%/0%DemandAnalysisConsumerStudyTrafficPatternsConsumerPreference100%80%PreferenceforAreaandLocationsTrafficPreferenceofConsumers20%TransportationPattern0%TimeintrafficTimevisitingshopF&@#@BBusTaxiOnFootMTR/NeverEntertainmentShoppingHypermarketBicyclePrivateCarRegularbusbyretailersOthersTimeShopping/SpendingFrequencyAverageSpendingWithin10mins1060%50%ShoppingNever40%30%20%10%10-19mins10-19HypermarketF&@#@BEntertainmentCBRichardEllis|Page191-2hours1-245-60mins45-60Hypermarket20-29mins20-2930-44mins30-44Shopping60%45%DemandAnalysisConsumerStudyTradeMixOpinionsonTheProjectChildrenPlayground46.7%KTVChineseFastfoodOK/KTV48.7%74.0%CommentsonCurrentLocalRetailInterestintheProjectFoodCourtSportsBankSupermarketDepartmentStore80.3%41.0%57.3%83.3%63.0%RecommendationsfortheProject0%20%40%60%80%100%TradeMixRetailThemesRetailThemeAll-aroundShoppingCenter75%TestingofMarketGapsCBRichardEllis|Page20FamilyEntertaimentF&@#@BBrandFashionCenterStorageCityArea30%15%0%DigitalCityEntertaimentCenterLifestyleFashionCenterSportsThemingCartoonThemingBaoshanDemandAnalysisRetailerStudyObjectiveoftheRetailerInterviewViewsforthefuturedevelopmentoftheprojectfromtheperspectiveofoperatorsAdequatelyunderstandtheneedsofretailersinchoosingaddressandshopfrontContactanchorte
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