1、齐鲁宾馆项目齐鲁宾馆项目JINAN Mid UDltPreAnalysis齐鲁宾馆项目齐鲁宾馆项目JINAN Mixed Use Development中国济南中国济南Jinan,China2014年年11月月24日日24 November 20141 12014年年11月月24日日 24November20141 市场问题市场问题 Marketissues2 功能业态功能业态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 品牌战略品牌战略Brandingstrategy5 功能区功能区Functional zo2、ning5 功能区功能区Functionalzoning2 21 市场问题市场问题 Market Issues1 市场问题市场问题 MarketIssues3 31.1竞争分析竞争分析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泺口商圈1.1竞争分析竞争分析Competitionanalysis北园商圈花园路商圈泉城路商圈圈经四路商圈西客站西市场商圈山大路商圈英雄山商圈3公里7公里核心商圈区域商圈3公里5公里7公里社区商圈5 51 1竞争分竞争分析析1.1竞争分竞争分析析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?“经十路、和平路、舜耕路山大路片区，固定辐射人口约22万，以大量机关事业单位和国企高级员工为代表的济南中产及以上的城市中坚阶层的构成基础消费人群。因希尔顿的入住，高档商务人士和景区旅游人群成为本案的特色消费群体”1.2辐射客户群范围辐射客户群范围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辐射客户群范围辐射客户群范围CatchmentIII.DestinationwithinthecityI.ImmediateneighborhoodCATCHMENTI:基地周边一公里范围内消费群Baseimmediateneighborhood,within1kmradius商场Mall超市Sk t超市Supermarket日常服务Daily/weeklyservicesCATCHMENTII:基地周边三公里范围内消费群Vicinity,within3kmradiusy,时尚及餐饮服务FashionandF&Boffering11、家居生活Familyoffering活动场所ActivitiesbaseCATCHMENTIII:整个城市区域范围消费群整个城市区域范围消费群Wholecity/region,differentiatingcatchment特别的概念Specialconcepts独特的业态UniqueFunctions娱乐和品牌文化概念EntertainmentsandbrandedculturalconceptsIV.Outoftownvisitors&touristspCATCHMENTIV:成都以外及旅游消费群Outoftown/touristclass8 82 功能业功能业态态 Programming12、2功能业功能业态态 Programming9 92.1市场定位和功能组合方案市场定位和功能组合方案MarketpositioningandfunctionmixscenariosMarketposition:1.ViableanchorfromtheThousandBudhas Park2.Utilizetheculturalvaluesofthesite3Target out of town visitors and tourists3.Targetoutoftownvisitorsandtourists4.FindsynergiesandcomplementaritieswithHarmo13、nyMallFunctionmix:1.Definefunctionsthatsupportthetouristcustomerbase2.Usecultural,F&Bandentertainmentfunctionsasmaindraw3Fi di iiilh3.Findsynergistic,uniqueretailanchors10102.2功能组合方案 ProgrammingIntegrated offeringCoredevelopmentIntegratedofferingExperienceandentertainmentHotelOfficeServicedapartment14、sCultureF&bRetailmallEntertainmentOutdooractivity&eventareas11112.3户组合和项目锚户组合和项目锚 TenantmixandprojectanchoringTheretailmixtargetedto:1M t h thk ttit1.Matchthemarketopportunity2.Respondtotheaspirationsofthecatchment3Be competitive with the other malls3.Becompetitivewiththeothermalls4.Createauniqueand15、compellingdestinationtodrawtraffic5.UtilizetheattractionoftheThousandBuddhas Park6.Createathematicdestinationlddb7.BuildastrongentertainmentandF&Bbase12122.4在更深入研究的问题在更深入研究的问题QuestionstobestudiedinmoredepthA 市场市场 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土地场地分析与利用土地场地分析与利用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 品牌战略品牌战略4 品牌战略品牌战略Branding strategyBrandingstrategy21214.1 机会定义OpportunitiesdefinitionClientsegmentationWhoarewetargeting?DestinationWhatcouldbedrivers?DifferentiationHowtostandout?2222通过差异性获得成功通过差异性获得成功Sthh d22、iffti tiSuccessthroughdifferentiation巨巨大的吸引力大的吸引力独特的供应及体验独特的供应及体验市场的成功市场的成功4.2品牌战略品牌战略 Brandingstrategy大的吸引力大的吸引力Strongpull/attraction独特的供应及体验独特的供应及体验Differentiationthruuniqueoffering市场的成功市场的成功Marketsuccess合理的商品价格合理的商品价格丰富的供应来源丰富的供应来源Strongbaseoffering强烈的目的性强烈的目的性Reasonstogothere满足目标客户的需求满足目标客户的需求Me23、etingtargetclientsneeds零售、娱乐概念零售、娱乐概念Retail,EntertainmentConcepts酒店、办公酒店、办公Hotel,Office特别的吸引力特别的吸引力SpecialAttractorsRightPricepoints&merchandises娱乐与活动的融合娱乐与活动的融合Righteventsandentertainmentmix合理的成本与成功的管理合理的成本与成功的管理Costefficient&strongmanagement2323营造一个有意义，有吸引力的地标式场所营造一个有意义，有吸引力的地标式场所Ctiif ltttidtitiC24、reatingameaningful,attractivedestination4.2品牌战略品牌战略 Brandingstrategy地标式场所?地标式场所?Whatisadestination?主题概念主题概念Meaningfulcontent场所的营造场所的营造Placemaking主题概念可以是历史的、政治的、商业的、娱乐的主题概念可以是历史的、政治的、商业的、娱乐的Meaningful content can be historical political场所的营造是指将主题转变成具体的空间场所的营造是指将主题转变成具体的空间一一个让人铭记的场所个让人铭记的场所Meaningfulc25、ontentcanbehistorical,political,commercial,entertainment,orsomeotherexperience主题必须是独一无二且对目标客户是有高价值的主题必须是独一无二且对目标客户是有高价值的Theoffering,thecontentneedstobeUniqueandhavehighvaluetothetargetusers主题必须是高质量，有深度的主题必须是高质量，有深度的场所的营造是指将主题转变成具体的空间场所的营造是指将主题转变成具体的空间Placemakingistransformingthiscontentintoaphysical26、spaceandbuildnigs场所的营造是指将需求的满足转变场所的营造是指将需求的满足转变Placemakingisthevisiblepartofdestinationcreation个让人铭记的场所个让人铭记的场所APlaceEveryoneremembers一个拥有识别性的场所一个拥有识别性的场所APlacepeopleidentifywith一个拥有特殊意义的场所一个拥有特殊意义的场所AuniqueMeaningfulPlace2424Itneedstoachievecriticalmassindepthandquality4.2品牌战略品牌战略 Brandingstrategy品27、牌的塑造品牌的塑造基础设施基础设施INFRASTRUCTURE特色吸引力ATTRACTORS品牌的塑造品牌的塑造BRANDgeneration创造一个有情调的场所，及提供便利的配套设施。CreatesasenseofPlaceandsupportssmoothoperationoftheplace主体建筑创造高识别度的目的地场所及成为商业市场的话题Createawarenessofthedestinationandcreatemarketinterest标志性建筑ICONICbuildings主体建筑Mainbuildings广场及公共空间MainPlaza/publicspaces标识系统S28、ignage交通Parking停车Transports商业中心RetailHub独特的欢乐概念SpecialentertainmentConcepts餐饮聚落F&BCluster节庆促销活动Events管理管理节庆及组织EVENTSANDOFFERING迎合客户需求举办活动，帮助及鼓动场地的利用及人气管理管理MANAGEMENT专注长远的盈利，从规划到运营到管理Criticaltolongtermsuccess,fromplanning,operations to center management利用及人气Catertousersneedsandcreateactivities,helpin29、gtoboostspendingonsite酒店，餐饮Hotels,F&B社区功能Communityfunctions节庆促销活动E&Filoperations,tocentermanagement设施管理FacilityManagement中心管理CenterManagement促销及赞助商组织PromotionandSponsorships财务管理Financialmanagement节庆活动管理Events management节庆促销活动Events&Festivals文化活动Culturalevents节庆活动管理Eventsmanagement2525项目的更高目标是结合成功塑造地30、标式项目的更高目标是结合成功塑造地标式场场所品牌 提高顾客期望值 承诺提供高品所品牌 提高顾客期望值 承诺提供高品所品牌所品牌，提高顾客期望值提高顾客期望值，承诺提供高品承诺提供高品质体验，并始终坚持质体验，并始终坚持质体验，并始终坚持质体验，并始终坚持Asuccessfuldestinationbrandarticulatesambition raises expectations makes aambition,raisesexpectations,makesapromiseofquality andkeepsitpf qyp26265 功能区功能区5功能区功能区Functional zo31、ningFunctionalzoning27275.1功能区功能区FunctionalzoningHotelServicedapartmentsOfficeRetailmallCultureEntertainmentF&bOutdooractivity&eventareas28285.2事件和活动广场事件和活动广场Eventandactivityplaza29295.5主要事件广场主题主要事件广场主题Maineventplazatheming305.5主要事件广场主题主要事件广场主题Maineventplazatheming315.6购物中心购物中心 Malltreatment325.6购物中32、心购物中心 Malltreatment335 7 协同作用和连接协同作用和连接5.7协同作用和连接协同作用和连接Synergiesandconnections“GiLi”“GeniusLogi”CentralspaceconnectinglevelsB1toF6“FashionPlaza”“EntertainmentPlaza”MainF&BandentertainmentAll 1AccesslevelF2MainretailanchoringanchoringAccesslevelB13434AccesslevelF1营造个有意义 有吸引力的地标式场所营造个有意义 有吸引力的地标式场所营造33、营造一一个有意义个有意义，有吸引力的地标式场所有吸引力的地标式场所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.