【正文】 數(shù) 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 資料來源：顯盛保柏 THE DEVELOPMENT 項(xiàng)目背景 ? Xihuan Plaza is situated upon an elongated site which has an area of approximately 59,900 m178。 ? 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. 項(xiàng)目地塊近臨公交樞紐、地鐵和輕軌，所以在項(xiàng)目周邊聚集了大量的人流。 ? Section 7 : sets out the approach towards, and the key findings of, the consultation of local and international retailers. 第 七 章 : 給出國內(nèi) /國際零售商訪談的方法和主要發(fā)現(xiàn)。此份最終報(bào)告中將包括研究的主 要發(fā)現(xiàn)和針對(duì)西環(huán)廣場(chǎng)的商業(yè)建議，并不僅限于之前中期報(bào)告的基礎(chǔ)上。 XIHUAN PLAZA, BEIJING 北北 京京 西西 環(huán)環(huán) 廣廣 場(chǎng)場(chǎng) RETAIL CONSULTANCY FINAL DRAFT REPORT 商商 業(yè)業(yè) 顧顧 問問 服服 務(wù)務(wù) 最最 后后 草草 稿稿 BEIJING FINANCE STREET CONSTRUCTION DEVELOPMENT COMPANY LIMITED 北北 京京 金金 融融 街街 建建 設(shè)設(shè) 開開 發(fā)發(fā) 有有 限限 責(zé)責(zé) 任任 公公 司司 VOLUME 1 REPORT 第一部分 報(bào)告 APRIL 2022 二零零三年四月 TABLE OF CONTENTS XIHUAN PLAZA, BEIJING 西環(huán)廣場(chǎng) i APRIL 2022 二零零三年四月 CHAPTER Page No. 章節(jié) 頁碼 INTRODUCTION 簡(jiǎn)介 ................................................................ 1 2 ASSIGNMENT 任務(wù)介紹 SCOPE OF WORK 服務(wù)內(nèi)容 REPORT STRUCTURE 報(bào)告結(jié)構(gòu) PROJECT BACKGROUND 項(xiàng)目介紹 ....................................... 3 7 LOCATION 地理位置 THE DEVELOPMENT 項(xiàng)目背景 CHARACTERISTICS OF SURROUNDING AREA 周邊地區(qū)特征 ACCESSIBILITY/TRANSPORT LINKS 通行情況 /交通線路 BEIJING ECONOMIC OVERVIEW 北京經(jīng)濟(jì)分析 .............. 8 14 ADMINISTRATIVE DIVISIONS AND POPULATION 北京行政區(qū)劃和人口 ECONOMIC INDICATORS 經(jīng)濟(jì)分析 OTHER INFLUENCING EVENTS 其他影響因素 MARKET OUTLOOK 總述 CHAPTER Page No. 章節(jié) 頁碼 REAL ESTATE RESEARCH 房地產(chǎn)市場(chǎng)研究 ..................... 15 30 STOCK AND HISTORICAL SUPPLY OF RETAIL ACCOMMODATION 商業(yè)用房的歷史供應(yīng)量 MAJOR RETAIL AREAS 主要商業(yè)區(qū)域 FUTURE SUPPLY OF RETAIL ACCOMMODATION 未來商業(yè)面積的供應(yīng) OCCUPANCY RATE 入住率情況 RENTAL / PRICE ANALYSIS 租金 /售價(jià)分析 GOVERNMENT POLICY 政府政策法規(guī) ANTICIPATED FUTURE TRENDS 未來發(fā)展趨勢(shì)預(yù)測(cè) IMPLICATIONS FOR XIHUAN PLAZA 對(duì)西環(huán)廣場(chǎng)的影響 CONSUMER SURVEY 消費(fèi)者調(diào)查 ....................................... 31 38 APPROACH / METHODOLOGY 步驟 /方法 DEMOGRAPHIC CHARACTERISTICS 消費(fèi)者調(diào)研 INCOME PROFILE 收入分析 SPENDING PATTERNS 消費(fèi)行為 CONSUMER PREFERENCES 影響消費(fèi)者的因素 BRAND ANALYSIS 品牌分析 VIEW ON CURRENT RETAIL PROVISION 對(duì)目前商業(yè)面積供應(yīng)的看法 IMPLICATIONS FOR XIHUAN PLAZA 對(duì)西環(huán)廣場(chǎng)的影響 TABLE OF CONTENTS XIHUAN PLAZA, BEIJING 西環(huán)廣場(chǎng) ii APRIL 2022 二零零三年四月 CHAPTER Page No. 章節(jié) 頁碼 COMPETITION ANALYSIS 競(jìng) 爭(zhēng)對(duì)手分析 ........................... 39 46 APPROACH/METHODOLOGY 步驟 /方法 EXISTING COMPETITORS 現(xiàn)時(shí)競(jìng)爭(zhēng)對(duì)手 COMPETITION REVIEW 競(jìng)爭(zhēng)對(duì)手分析 CHARACTERISTICS OF EXISTING COMPETITION 目前競(jìng)爭(zhēng)對(duì)手的特征 ANTICIPATED FUTURE COMPETITION 未來競(jìng)爭(zhēng)對(duì)手 IMPLICATIONS FOR XIHUAN PLAZA 對(duì)西環(huán)廣場(chǎng)的影響 INDUSTRY CONSULTATION 行業(yè)研究 ................................ 47 59 APPROACH 方法 MARKET OUTLOOK 總體概括 PREFERRED RETAIL LOCATIONS 希望進(jìn)入的商業(yè)區(qū)域 RETAILER REQUIREMENTS 商家需求 KEY LOCATIONAL FACTORS 主要的選址因素 XIHUAN PLAZA POSITIVE FACTORS 西環(huán)廣場(chǎng) 優(yōu)勢(shì) XIHUAN PLAZA NEGATIVE FACTORS 西環(huán)廣場(chǎng) 劣勢(shì) IMPLICATIONS FOR XIHUAN PLAZA 對(duì)西環(huán)廣場(chǎng)的影響 CHAPTER Page No. 章節(jié) 頁碼 MARKET POSITIONING 市場(chǎng)定位 ....................................... 60 65 COMPETITIVE POSITION 競(jìng)爭(zhēng)力 CATCHMENT AREAS 商圈界定 TARGET AUDIENCE 目標(biāo)消費(fèi)者 MARKET GAPS AND TARGET RETAILERS FOR XIHUAN PLAZA 西環(huán)廣場(chǎng)的潛在客戶和市場(chǎng)空間 TENANT/MERCHANDISING MIX 客戶 /商品組合 ............ 66 82 MERCHANDISING STRATEGY 商品組合策略 TENANT / MERCHANDISE MIX 客戶 /商品組合 ANALYSIS OF POTENTIAL SALES / RENTAL INCOME 營業(yè)額和租金預(yù)測(cè) DESIGN REVIEW 設(shè)計(jì)評(píng)審 .................................................... 83 84 GENERAL DESIGN ISSUES 設(shè)計(jì)評(píng)審的總體因素 CRITICAL DESIGN ISSUES 設(shè)計(jì)要點(diǎn) RECOMMENDED RETAIL CONCEPT 商業(yè)主題建 議 ............... 85 APPENDICES 附件 INTRODUCTION 簡(jiǎn)介 XIHUAN PLAZA, BEIJING 西環(huán)廣場(chǎng) 1 APRIL 2022 二零零三年四月 ASSIGNMENT 任務(wù)介紹 ? Insignia Brooke (“IB”) and Husband Retail Consulting Limited (“HRC”) were appointed by the Beijing Financial Street Construction Development Company Limited (“BFS”) in January 2022 to undertake a retail consultancy assignment in connection with a development in Xizhimen District, Beijing, to be known as Xihuan Plaza. 顯盛保柏和 Husband Retail Consulting Limited 受北京金融街建設(shè)開發(fā)有限責(zé)任公司的委托，于 2022 年 1 月開始為位于西直門地區(qū)的西環(huán)廣場(chǎng)的商業(yè)部分提供商業(yè)咨詢服務(wù)。 SCOPE OF WORK 服務(wù)內(nèi)容 ? It was agreed that the scope of work associated with this retail consultancy would involve the following tasks : 此份商業(yè)咨詢報(bào)告的內(nèi)容將包括下述內(nèi)容： o Market Survey 市場(chǎng)研究 o Competition Analysis 競(jìng) 爭(zhēng)對(duì)手分析 o Determination of the Catchment Area 商圈消費(fèi)預(yù)測(cè) o Consultation of Local and International Retailers 國內(nèi)和國際零售商的訪談研究 o Determination of the Optimum Size and Theming of the Centre 商場(chǎng)主題與商業(yè)規(guī)模 o Design Review 設(shè)計(jì)評(píng)審 o Analysis of Internal Layout 內(nèi)部規(guī)劃布局的分析 o Determination of Optimum Merchandise Mix 商品組合建議 o Determination of Potential Centre Sales 預(yù)測(cè)商場(chǎng)銷售額 o Determination of Potential Rental Ine of the Centre 商場(chǎng)未來租金收入的預(yù)測(cè) INTRODUCTION 簡(jiǎn)介 XIHUAN PLAZA, BEIJING 西環(huán)廣場(chǎng) 2 APRIL 2022 二零零三年四月 REPORT STRUCTURE 報(bào)告結(jié)構(gòu) ? Section 2 : describes the background of the project including the physical conditions associate