【精品】世邦魏理仕-马来西亚Berjaya-北京成功(中国)大广场MALL市场研究报告

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B E R J A Y A G R E A T M A L L O FC H I N A成功(中国)大广场C O N S U L T A N C Y S E R V I C E–F I N A L R E P O R T顾问服务 – 最终报告B E R J A Y A G R E A T M A L L O FC H I N A C O.,L T D成功(中国)大广场有限公司October 2005二零零五年十月目录Chapter章节 Page页码1.0Introduction简介.............................................................................. 1 – 51.1E XECUTIVE S UMMARY 报告摘要1.2I NTRODUCTION 任务介绍1.3B ACKGROUND OF THE P ROJECT项目介绍1.4S COPE OF S ERVICE 服务内容1.5R EPORT S TRUCTURE 报告结构2.0Beijing Economic Review北京经济情况回顾与分析................... 6 – 162.1I NTRODUCTION介绍2.2B EIJING A DMINISTRATIVE D IVISIONS AND P OPULATION北京行政区划和人口2.3E CONOMIC I NDICA TORS经济指标2.4S TUDY ON M ASTER P LAN AND U RBANIZATION C OURSE OF B EIJING北京城市整体规划和城市化进程2.5I MPLICATIONS F OR THE P ROPOSED P ROJECT 对本项目的影响3.0Beijing Retail Market Review 北京零售物业市场分析............. 17 – 283.1I NTRODUCTION介绍3.2E XISTING S TOCK OF R ETAIL A CCOMMODA TION商业用房的历史供应量3.3M AJOR R ETAIL A REAS 主要商业区域3.4F UTURE S UPPLY OF R ETAIL A CCOMMODA TION 商业用房未来供应3.5O CCUPANCY R A TE 入住率情况3.6R ENTAL /P RICE A NALYSIS 租金/售价分析3.7A NTICIPA TED F UTURE T RENDS 未来发展趋势预测3.8I MPLICATIONS F OR THE P ROPOSED P ROJECT对本项目的影响4.0Yanjiao Regional Market Analysis燕郊区域市场分析.............. 29 – 464.1Y ANJIAO R EGIONAL M ARKET O VERVIEW燕郊区域环境分析4.2Y ANJIAO E CONOMIC R EVIEW 燕郊经济分析4.3R ETAIL M ARKET A NALYSIS 燕郊商业市场分析4.4I MPLICATIONS F OR THE P ROPOSED P ROJECT对本项目的影响Chapter章节 Page页码5.0Site Analysis地块分析.................................................................. 47 – 535.1L OCATION地理位置5.2D EVELOPMENT C ONFIGURA TION 发展条件5.3A CCESSIBILITY/R OAD SYSTEM通行情况/交通线路5.4SWOT A NALYSIS SWOT分析6.0Consumer Survey消费者调查..................................................... 54 – 666.1M ETHODOLOGY 方法6.2D ETAIL A NALYSIS O F THE Q UESTIONNAIRES 消费者调查问卷详细分析6.3S UMMARY 小结6.4I MPLICATIONS F OR T HE P ROPOSED P ROJECT对本项目的影响7.0Competitor analysis竞争分析.....................................................67 – 887.1I NTRODUCTION介绍7.2E XISTING C OMPETITOR A NALYSIS现有竞争分析7.3F UTURE C OMPETITOR A NALYSIS未来竞争项目7.4C OMPARISON OF P OTENTIAL C OMPETITORS潜在竞争项目对比分析7.5I MPLICATIONS F OR T HE P ROPOSED PROJECT对本项目的影响8.0Recommendations on Market Positioning and Trade Mix市场定位和业态组合建议............................................................89 – 978.1D EVELOPMENT O PPORTUNITY OF T HE P ROPOSED P ROJECT 项目发展机遇8.2R ECOMMENDA TIONS O N M ARKET P OSITIONING 市场定位建议8.3P ROPOSED T RADE M IX业态组合建议1.1 Executive Summary 报告摘要¾ Berjaya Great Mall of China has a total size of about 1,200,000 m 2. It willbe the biggest Shopping Mall in China and most probably biggest in the world. It will be a real one-stop destination , including indoor amusement park and water theme park with integrated entertainment, leisure and shopping facility.成功(中国)大广场整体规模约120万平方米,将是中国最大的购物中心项目,且极有可能是世界上最大的购物中心。

项目拥有室内游乐园、水上乐园等休闲、游乐设施,同时提供多样的购物场所,是一个真正的一站式休闲、购物场所。

Picture for Reference 参考图片¾ Berjaya Great Mall of China is located in a very strategic location in termsof distance from Beijing to the project. From the project to Beijing’s China World Trade Centre, its is about 30 km and accessibility is very convenient. 燕郊(中国)大广场项目地理位置十分优越,从本项目到北京(国贸)约30公里的路程,交通非常便利。

¾ Beijing has enjoyed rapid economic growth for quite some time and as aresult, a double-digit increase of 11% in annual per capita disposable income is expected. The demand for consumption of leisure related, travel, entertainment, food and beverage and shopping for goods and services have increased. These increases in retail demand will significantly augment the development of the leisure, travel, entertainment, F&B and shopping facilities to be built in Berjaya Great Mall of China.北京的经济一直处于快速发展当中,人均可支配收入不断增长(预计11%的增长率),人们在休闲、度假等方面的需求得到增加,这将有力地带动本项目在休闲、度假、娱乐、餐饮、购物等方面的发展。

¾ Yanjiao Development Zone has also enjoyed rapid economic growth interms of GDP (Gross Domestic Product), FDI (Foreign Direct Investment) and FAI (Fixed Asset Investment) in the past decade. These three major economic indicators achieved an annual growth rate of 36%, 35% and 28% respectively. Individual income and demand will increase as a result of this economic development.燕郊区域的经济也一直在快速增长,主要经济指标,包括国内生产总值、外商投资和固定资产投资在过去10年的平均增长速度分别为36%, 35% and 28%。

经济发展将促进居民收入和消费需求的增长。

¾ The rapid increase of income level and retail demand in Yanjiao and othersurrounding cities (like Tianjin, Langfang and Tangshan) will also give support to the development of Berjaya Great Mall of China.燕郊区域及周边其他城市(包括天津、廊坊、唐山等)居民收入和消费需求的快速增长以将很好地支持本项目的发展。