B E R J A Y A G R E A T M A L L O F
C 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 F
C 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 – 5
1.1E 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 – 16
2.1I 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 – 28
3.1I 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 – 46
4.1Y 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 – 53
5.1L 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 – 66
6.1M 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 – 88
7.1I 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 – 97
8.1D 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 will
be 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 terms
of 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 a
result, 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 in
terms 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 other
surrounding 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。
¾ Along with the implementation of Beijing city master plan, the strategic
expansion to the east of Beijing will be a consequential trend. The development of Berjaya Great Mall of China in the east of Beijing conform with the city master plan.
随着北京城市整体规划的确定，北京城市东移已经是一个必然的趋势。本项目位于北京东部，符合北京城市规划发展的方向。
¾ Beijing Municipal government came out with a plan to complete up to 890
km of expressways. By 2006, the massive 6th Ring Road would be completed. The road network will tremendously shorten the distance from Beijing and peripheral cities to Yanjiao.
北京市政府计划到2006年完成890公里的快速道路建设。到2006年，六环路也将建成。这一道路网络的建设将大大缩短北京至周边地区和燕郊的距离。
¾ The Beijing government has agreed to an extension of Ba-Tong line to
Yanjiao Development Zone. The construction is planned to commence in 2008. The completion of the subway will shorten the distance between Beijing and Yanjiao.
北京市政府近期已经原则同意了将八通线东延至河北省燕郊经济技术开发区的方案，预计2008年前后可以实施。八通线延长线接入燕郊经济技术开发区，将进一步缩短北京与燕郊之间的距离。
¾ As development of retail projects within the city centre will be restrained,
the development of future retail in the suburbs has taken trend. Therefore, the concept of the proposed project will meet such new future trend of retail in the suburbs.
由于北京市区开发商业将受到限制，未来商业向城市外围扩展地趋势已经形成，因此本项目发展郊区型商业正适应了未来商业发展的趋势。
¾ Current Beijing retail projects are mostly in department store form, with
the market lacking on comprehensive retail schemes. It is anticipated that as the proposed project is a comprehensive mixed-use development with integrated provision of leisure, entertainment and shopping, it will offer a strong and distinctive attraction to consumers.
目前北京大型商业供应主要集中在百货公司类型，餐饮和娱乐设施相
对缺乏。本项目是一个集休闲、游乐、购物于一体综合性较强的休闲、娱乐、购物场所，因此在吸引消费者方面具有较大的优势。
¾ The Golden Resource Mall in the west of Beijing has already opened and
several other similar malls have been planned. None of them has been designed as a real one-stop shopping cum entertainment destination and this fact makes Berjaya Great Mall of China distinctive.
目前，北京西部的世纪金源时代购物中心已经开业。未来，北京还有几个大型购物中心尚在规划，但它们都不是真正的“一站式”的购物娱乐中心。本项目“一站式”的购物、休闲、娱乐服务将使得本项目和其他项目相比与众不同。
Picture for Reference 参考图片
¾ There is no large-scale comprehensive and integrated building providing
shopping and entertainment needs and catering to the mid-range and above markets either in Beijing or in other peripheral cities, whereas this proposed project answer these shortages. It has good potential and is
well-positioned to attract consumers seeking one-stop integrated shopping cum entertainment services from Beijing, Tianjin and other peripheral cities.
无论是北京还是周边其他城市，都没有能够满足购物和娱乐方面中高端需求的大型综合商业设施，而本项目的建成能够弥补这方面的不足。预计本项目将以自身的特来吸引北京、天津以及周边城市的消费者来此目的型消费。
¾ Beijing and other peripheral cities are very cold in winter and whilst very
hot in summer. It is difficult to find suitable large-scale leisure and entertainment destination during both seasons. Berjaya Great Mall of China will include a large scale indoor amusement park and water theme park, which will cater to the needs of consumers during the months of difficult weather.
北京和其他城市冬天冷，夏天热，人们在冬天和夏天很难到合适的大型综合室内场所进行休闲娱乐活动。而本项目的室内游乐园和水上乐园将能够很好地满足消费者在恶劣天气下的休闲娱乐需求。
¾ The indoor amusement park and water theme park will serve as key
attractions for potential customers. The convention centre will increase the reputation and help to attract customers for the proposed mall.
室内游乐园和水上乐园将成为项目吸引消费者光顾的重要亮点。会展中心也将有利于提高项目的知名度和吸引消费者。
¾ It is anticipated that the primary catchment area of the proposed project will
cover the Yanjiao area, as well as the east area of Beijing. It is estimated that the population within the primary catchment area will exceed 500,000. 预计本项目的第一商圈的辐射范围将主要包括燕郊本地和北京东部区域。估计第一商圈的人口将超过50万人。
¾ It is anticipated that the secondary catchment area of the proposed project
will mainly cover the area to the east of East 3rd Ring Road of Beijing, including Tongzhou and part of Sanhe City, Hebei Province. It is estimated
that the population within the secondary catchment area will exceed 2,000,000.
预计本项目的第二商圈辐射范围将主要包括北京东三环以东地区、通州及河北省三河市部分地区。估计第二商圈的人口将超过200万人。
¾ It is anticipated that the tertiary catchment area will cover the entire urban
and suburb areas of Beijing, and part of Langfang City, Hebei Province. It is estimated that the population within the tertiary catchment area will exceed 6,000,000.
预计本项目的第三商圈将辐射整个北京市区、近郊区和河北省廊坊市部分地区。估计第三商圈的人口将超过600万人。
¾ Furthermore, the proposed project will be able to attract some of the
passing-by tourists on their way to the rural or urban areas of Beijing, as well as the people from other peripheral cities.
除此之外，本项目还将吸引到北京远郊区、周边其他城市（天津、唐山等）的居民、以及来京的部分游客。
¾ Berjaya group has achieved rich experience regarding development,
marketing and management from a similar mall (Berjaya Time Square) in Kuala Lumpur, Malaysia, which will be very helpful to the proposed scheme.
成功集团在马来西亚吉隆坡具有类似项目的开发、招商和管理经营的丰富经验，这将对本项目的发展很有帮助。
¾ It is believed that the proposed scheme which integrates shopping, leisure,
entertainment, tourism and exhibition uses in a one-stop mall offers tremendous market appeal to consumers.
本项目发展成为一个集购物、休闲、娱乐、度假、展览等功能于一体的一站式购物中心，将对消费者具有相当大的吸引力。
廊坊购物
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