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1、齊魯賓館項目齊魯賓館項目JINAN Mid UDltPreAnalysis齊魯賓館項目齊魯賓館項目JINAN Mixed Use Development中國濟南中國濟南Jinan,China2014年年11月月24日日24 November 20141 12014年年11月月24日日 24November20141 市場問題市場問題 Marketissues2 功能業態功能業態Programming土地和布局分析土地和布局分析3 土地和布局分析土地和布局分析 Siteandlayoutanalysis4 品牌戰略品牌戰略Brandingstrategy5 功能區功能區Functional zo2、ning5 功能區功能區Functionalzoning2 21 市場問題市場問題 Market Issues1 市場問題市場問題 MarketIssues3 31.1競爭分析競爭分析CompetitionanalysisJinan district formed a spring City Road Business Center,East Garden Road shopping area,Western hero mountain in southern West market shopping district,Northern District,NorthPark Avenue bu3、siness district more coexistent situation.Project from business cross radiation,convenient location makes this case radiation canj,extend to 35 km,radiation intensity is higher than in the direction of the NorthSouthdirection3kmCBD2km1kmOwnretailOutsideretailcompetitionOwnretailcompetitioncompetitio4、nSurrounding the commercial nature of this project todistinguish it from traditional businesses,the uniquecommercial position to lead new consumer trends,convergence quenching road shopping district extendsSth Mt iit Jihid thd1000Buddhas MountainSouth Mountain scenic spot,Jingshi road,thousandBuddha5、 mountain wherein business office,leisure andentertainment as one of the urban complex.Synergiesbetweenowndevelopments.Opportunityforcontrolledmarketpositioning4 4濼口商圈1.1競爭分析競爭分析Competitionanalysis北園商圈花園路商圈泉城路商圈圈經四路商圈西客站西市場商圈山大路商圈英雄山商圈3公里7公里核心商圈區域商圈3公里5公里7公里社區商圈5 51 1競爭分競爭分析析1.1競爭分競爭分析析Competitionan6、alysisThemaincompetitorsandcompetitionsectors:1Sllld ik t t d1.Seemswellexploredinmarketstudy2.Midmarketinternationalandnationalbrandoverexposed?3.Mainretailmallcompetitors:Hanglung PlazaShimao()Harmony(ownmall opportunity)4Shimao XinTianDi has a strong entertainment/culture/food offering4.Shimao Xi7、nTianDi hasastrongentertainment/culture/foodoffering6 61 IsthereenoughunderstandingoftheSocio EconomicprofileofthemainlocalCatchmentgroup?“經十路、和平路、舜耕路山大路片區，固定輻射人口約22萬，以大量機關事業單位和國企高級員工為代表的濟南中產及以上的城市中堅階層的構成基礎消費人群。因希爾頓的入住，高檔商務人士和景區旅游人群成為本案的特色消費群體”1.2輻射客戶群范圍輻射客戶群范圍CatchmentOfthese220000people:10%(22000)8、wouldbeofficeworking(MonFri;95)10%(only?)wouldbetouristsvisitingthe1000Buddhas Mountain Whatistheirsocioeconomicprofile&spendingpattern?Nowandin10Years?2 ShouldthePrimary(local)catchmentbeunderstoodasbeing:HighlyconstrainedtowardsthecitycenterMainlyfocusedtowardstheWestandoutlyingareaDuetothecompeti9、tionfromnewmalls:HangLungPlazaShimao Shimao3 Shouldthecatchmentbedefineusing3mainuserscategories?I.ImmediateneighbourhoodII.LocalResidentsa.Immediatevicinity&officeworkersb.ExtendedII.Outoftownvisitorsa.Touriststothe1000Buddhasb.Othervisitors(nonBuddhavisitors)IIIDiii hihi7 7III.Destinationwithinthe10、cityII.LocalResidentscatchment1.2輻射客戶群范圍輻射客戶群范圍CatchmentIII.DestinationwithinthecityI.ImmediateneighborhoodCATCHMENTI:基地周邊一公里范圍內消費群Baseimmediateneighborhood,within1kmradius商場Mall超市Sk t超市Supermarket日常服務Daily/weeklyservicesCATCHMENTII:基地周邊三公里范圍內消費群Vicinity,within3kmradiusy,時尚及餐飲服務FashionandF&Boffering11、家居生活Familyoffering活動場所ActivitiesbaseCATCHMENTIII:整個城市區域范圍消費群整個城市區域范圍消費群Wholecity/region,differentiatingcatchment特別的概念Specialconcepts獨特的業態UniqueFunctions娛樂和品牌文化概念EntertainmentsandbrandedculturalconceptsIV.Outoftownvisitors&touristspCATCHMENTIV:成都以外及旅游消費群Outoftown/touristclass8 82 功能業功能業態態 Programming12、2功能業功能業態態 Programming9 92.1市場定位和功能組合方案市場定位和功能組合方案MarketpositioningandfunctionmixscenariosMarketposition:1.ViableanchorfromtheThousandBudhas Park2.Utilizetheculturalvaluesofthesite3Target out of town visitors and tourists3.Targetoutoftownvisitorsandtourists4.FindsynergiesandcomplementaritieswithHarmo13、nyMallFunctionmix:1.Definefunctionsthatsupportthetouristcustomerbase2.Usecultural,F&Bandentertainmentfunctionsasmaindraw3Fi di iiilh3.Findsynergistic,uniqueretailanchors10102.2功能組合方案 ProgrammingIntegrated offeringCoredevelopmentIntegratedofferingExperienceandentertainmentHotelOfficeServicedapartment14、sCultureF&bRetailmallEntertainmentOutdooractivity&eventareas11112.3戶組合和項目錨戶組合和項目錨 TenantmixandprojectanchoringTheretailmixtargetedto:1M t h thk ttit1.Matchthemarketopportunity2.Respondtotheaspirationsofthecatchment3Be competitive with the other malls3.Becompetitivewiththeothermalls4.Createauniqueand15、compellingdestinationtodrawtraffic5.UtilizetheattractionoftheThousandBuddhas Park6.Createathematicdestinationlddb7.BuildastrongentertainmentandF&Bbase12122.4在更深入研究的問題在更深入研究的問題QuestionstobestudiedinmoredepthA 市場市場 Market:DefinethecatchmentzonescharacteristicsandbuyingpatternsEvaluatetheviabilityandsy16、nergieswiththetourismatThousandBuddhas MountainBuddhas MountainB 功能功能 Programming:B 功能功能 Programming:Whatarethegapsinthemarket?Whataretheopportunitiesforthemaincategories(retail,F&B,cultural,tourism,etc)?Htttdtitiith thjt i Ji?HowtocreateastrongdestinationwiththeprojectinJinan?13133 土地和布局分析土地和布局分析3土17、地和布局分析土地和布局分析Site and layout analysisSiteandlayoutanalysis14143.1土地場地分析與利用土地場地分析與利用SiteanalysisandutilizationIntendedbuildinglocationBestcommercial&retail locationretaillocationLeveldifference11m2ndbestcommercial&retaillocation15153.2布局分析布局分析LayoutanalysisUtilizetheleveldifferencetohaveanentrancetot18、hemallon3levels“GeniusLogi”LackingacentralspacethatwouldconnectthemallonfromB1toF5LevelB116163.2布局分析布局分析LayoutanalysisUtilizetheleveldifferencetohaveanentrancetothemallon3levelsRetailareaphysicallydividedbh filCommercialpotentialonthesitenotfullyutilizedbythefirelaneProblematiccirculationcirculation19、“GeniusLogi”LackingacentralspacethatLevel1wouldconnectthemallonfromB1toF517173.2布局分析布局分析LayoutanalysisNarrowbuildingmassandtowercoresdonotprovidepossibilityforanoptimizedretailcirculation“GeniusLogi”LackingacentralspacethatwouldconnectthemallonfromB1toF5Utilizetheleveldifferencetohaveanentrancetothe20、mallon3levelsLevel218183.2布局分析布局分析LayoutanalysisNarrowbuildingmassandtowercoresdonotprovidepossibilityforanoptimizedretailcirculation“GeniusLogi”LackingacentralspacethatwouldconnectthemallonfromB1toF5Level319193 2 布局分析布局分析3.2布局分析布局分析Layoutanalysis“Genius Logi”GeniusLogiLackingacentralspacethatwouldc21、onnectthemallonfromB1toF5Utilizetheleveldifferencetohavehanentrancetothemallon3levels20204 品牌戰略品牌戰略4 品牌戰略品牌戰略Branding strategyBrandingstrategy21214.1 機會定義OpportunitiesdefinitionClientsegmentationWhoarewetargeting?DestinationWhatcouldbedrivers?DifferentiationHowtostandout?2222通過差異性獲得成功通過差異性獲得成功Sthh d22、iffti tiSuccessthroughdifferentiation巨巨大的吸引力大的吸引力獨特的供應及體驗獨特的供應及體驗市場的成功市場的成功4.2品牌戰略品牌戰略 Brandingstrategy大的吸引力大的吸引力Strongpull/attraction獨特的供應及體驗獨特的供應及體驗Differentiationthruuniqueoffering市場的成功市場的成功Marketsuccess合理的商品價格合理的商品價格豐富的供應來源豐富的供應來源Strongbaseoffering強烈的目的性強烈的目的性Reasonstogothere滿足目標客戶的需求滿足目標客戶的需求Me23、etingtargetclientsneeds零售、娛樂概念零售、娛樂概念Retail,EntertainmentConcepts酒店、辦公酒店、辦公Hotel,Office特別的吸引力特別的吸引力SpecialAttractorsRightPricepoints&merchandises娛樂與活動的融合娛樂與活動的融合Righteventsandentertainmentmix合理的成本與成功的管理合理的成本與成功的管理Costefficient&strongmanagement2323營造一個有意義，有吸引力的地標式場所營造一個有意義，有吸引力的地標式場所Ctiif ltttidtitiC24、reatingameaningful,attractivedestination4.2品牌戰略品牌戰略 Brandingstrategy地標式場所?地標式場所?Whatisadestination?主題概念主題概念Meaningfulcontent場所的營造場所的營造Placemaking主題概念可以是歷史的、政治的、商業的、娛樂的主題概念可以是歷史的、政治的、商業的、娛樂的Meaningful content can be historical political場所的營造是指將主題轉變成具體的空間場所的營造是指將主題轉變成具體的空間一一個讓人銘記的場所個讓人銘記的場所Meaningfulc25、ontentcanbehistorical,political,commercial,entertainment,orsomeotherexperience主題必須是獨一無二且對目標客戶是有高價值的主題必須是獨一無二且對目標客戶是有高價值的Theoffering,thecontentneedstobeUniqueandhavehighvaluetothetargetusers主題必須是高質量，有深度的主題必須是高質量，有深度的場所的營造是指將主題轉變成具體的空間場所的營造是指將主題轉變成具體的空間Placemakingistransformingthiscontentintoaphysical26、spaceandbuildnigs場所的營造是指將需求的滿足轉變場所的營造是指將需求的滿足轉變Placemakingisthevisiblepartofdestinationcreation個讓人銘記的場所個讓人銘記的場所APlaceEveryoneremembers一個擁有識別性的場所一個擁有識別性的場所APlacepeopleidentifywith一個擁有特殊意義的場所一個擁有特殊意義的場所AuniqueMeaningfulPlace2424Itneedstoachievecriticalmassindepthandquality4.2品牌戰略品牌戰略 Brandingstrategy品27、牌的塑造品牌的塑造基礎設施基礎設施INFRASTRUCTURE特色吸引力ATTRACTORS品牌的塑造品牌的塑造BRANDgeneration創造一個有情調的場所，及提供便利的配套設施。CreatesasenseofPlaceandsupportssmoothoperationoftheplace主體建筑創造高識別度的目的地場所及成為商業市場的話題Createawarenessofthedestinationandcreatemarketinterest標志性建筑ICONICbuildings主體建筑Mainbuildings廣場及公共空間MainPlaza/publicspaces標識系統S28、ignage交通Parking停車Transports商業中心RetailHub獨特的歡樂概念SpecialentertainmentConcepts餐飲聚落F&BCluster節慶促銷活動Events管理管理節慶及組織EVENTSANDOFFERING迎合客戶需求舉辦活動，幫助及鼓動場地的利用及人氣管理管理MANAGEMENT專注長遠的盈利，從規劃到運營到管理Criticaltolongtermsuccess,fromplanning,operations to center management利用及人氣Catertousersneedsandcreateactivities,helpin29、gtoboostspendingonsite酒店，餐飲Hotels,F&B社區功能Communityfunctions節慶促銷活動E&Filoperations,tocentermanagement設施管理FacilityManagement中心管理CenterManagement促銷及贊助商組織PromotionandSponsorships財務管理Financialmanagement節慶活動管理Events management節慶促銷活動Events&Festivals文化活動Culturalevents節慶活動管理Eventsmanagement2525項目的更高目標是結合成功塑造地30、標式項目的更高目標是結合成功塑造地標式場場所品牌 提高顧客期望值 承諾提供高品所品牌 提高顧客期望值 承諾提供高品所品牌所品牌，提高顧客期望值提高顧客期望值，承諾提供高品承諾提供高品質體驗，并始終堅持質體驗，并始終堅持質體驗，并始終堅持質體驗，并始終堅持Asuccessfuldestinationbrandarticulatesambition raises expectations makes aambition,raisesexpectations,makesapromiseofquality andkeepsitpf qyp26265 功能區功能區5功能區功能區Functional zo31、ningFunctionalzoning27275.1功能區功能區FunctionalzoningHotelServicedapartmentsOfficeRetailmallCultureEntertainmentF&bOutdooractivity&eventareas28285.2事件和活動廣場事件和活動廣場Eventandactivityplaza29295.5主要事件廣場主題主要事件廣場主題Maineventplazatheming305.5主要事件廣場主題主要事件廣場主題Maineventplazatheming315.6購物中心購物中心 Malltreatment325.6購物中32、心購物中心 Malltreatment335 7 協同作用和連接協同作用和連接5.7協同作用和連接協同作用和連接Synergiesandconnections“GiLi”“GeniusLogi”CentralspaceconnectinglevelsB1toF6“FashionPlaza”“EntertainmentPlaza”MainF&BandentertainmentAll 1AccesslevelF2MainretailanchoringanchoringAccesslevelB13434AccesslevelF1營造個有意義 有吸引力的地標式場所營造個有意義 有吸引力的地標式場所營造33、營造一一個有意義個有意義，有吸引力的地標式場所有吸引力的地標式場所Creating a meaningful attractive destinationCreatingameaningful,attractivedestination3535VOODOO ASIA:Voodoo is a boutique consultancy firm focusing on strategic andvalue enhancing advice for commercial real estate portfolios andVOODOOASIA:Mr.FrancoisDuchastel,Managin34、gPartnerRoom215,PesVoodoo4061Jianguo WestRoadXuhui District,Shanghai,200031,ChinaTel:+8618621578333value enhancing advice for commercial real estate portfolios andindividualproperties in the emerging markets.The associates have over 20 years of experience each in theplanning,structuring,designandrep35、ositioningofretail,hospitality,sport&entertainment and mixed used commercialTel:+8618621578333Email:VOODOOEUROPE:Mr.Teemu Vuori,Managing Partnerproperty projects in Asia,Russiaand Europe.Our unique expertise complements investors financial plans,helping them improve the commercial logic,revenue mode36、l andcapital end value of projects and properties;and to bring themfrom idea to realizationMr.Teemu Vuori,ManagingPartnerAvenueduMaelbeek 621050Ixelles,Brussels,BelgiumTel:+32474993070/+358405016662Email:wwwvoodoo associates comfrom idea to realization.At Voodoo,we also help investors find attractive projects toinvest in,and help developers bring projects to investors.Voodoo uses creativity and hard facts together in the best value enhancing strategy for real estate assets.