大型綜合體商業(yè)定位與策劃流程.

1、城市綜合體齎-WHS 訓(xùn)IISynergistic RmI Estate Managecnnt & Network Singapore MJlQtt Malaysia 亞 China 中BQ VWmm 總 India 印It1.Different type of commercial real estate and how to profit from the development and operations商業(yè)地產(chǎn)的類別及如何從商業(yè)地產(chǎn)的開發(fā)及運營中盈利2. 25-50年不落后Case studies for successful mixed used project Planning

2、a mixed used that last 50 years ?3開發(fā)與營運四階段Development Process開發(fā)及經(jīng)營管理專家資源Team and process for Sustainable and profitable design如何成功發(fā)展和運營商業(yè)地產(chǎn)戰(zhàn)略思路How to develop and operate successfully commercial development4. Risk management and strategy for developers 開發(fā)策略-戰(zhàn)略思路5. Online vs Off Iine ?網(wǎng)購的增長迅猛Growing c

3、ompetition online purchaseReturns of various asset class comparison Hotels, service apartments and malls各種資產(chǎn)類別回報對比酒店、服務(wù)式公寓、購物中心 -Concept of mixeduse commercial real estate 商業(yè)綜合體的概念Concept and product of an internatiorial class service apartments國際服務(wù)式公寓的定義及產(chǎn)品問有限公司創(chuàng)始人及首席執(zhí)行官-世界綠色城市組織（副主席）中國購物中心產(chǎn)業(yè)資訊中心高級

4、顧問亞洲購物中心協(xié)會副理事長（2007/2012 ） APREA/國際購物中心協(xié)會亞洲講師(ICSC)中國購物中心專業(yè)認證高級委員（MallChina)我們的愿景成為亞太地區(qū)首選的零售及綜合體物業(yè)開發(fā)顧問及管理公司！于2001年創(chuàng)立總部設(shè)在 ,中國分公司成立于2003年. mo年歷程。廳加豔聽鑑 事處超過50個購物中心.累計約1000萬 平方米規(guī)劃面積，經(jīng)驗週及亞洲50個 城市,包括新加坡.馬來西亞.越南. 中國等地1 零售房地產(chǎn)行業(yè)內(nèi)的主要動力是什么？What are the key driving forces withinthe retail real estate industry?i

5、.彎售房地產(chǎn)行業(yè)內(nèi)的主要動力是什么？What are the key driving forces within the retail real estate industry?2分析資產(chǎn)的來灌,用途以及尋找互補合作伙伴Analyze the originations of assets, their uses and the search for complementary working partners.3. 商業(yè)地產(chǎn).招商管理和運哲的可持續(xù)發(fā)展Sustainable development of Commercial properties. Investment management

6、and Operations（Shopping Mall Development Process Overview 購物 中心開發(fā)流程大綱）4. 如何延長資產(chǎn)的壽命How to extend the lifespan of your asset5資產(chǎn)増厚的案例研究tChallenges faced by local developers today1. Competition 2. funding 3, Expertise開發(fā)商面臨的壓力 1競爭2資金3專業(yè)知識Competitiveland bidding競爭性土地競拍Higher c of land a高昂地價資ompetition frc

7、 International Developers國際發(fā)展商的競爭LocalDevelopers1Challenges本地發(fā)展商的挑戰(zhàn)Nationalcompetitionfrom localDevelopers國內(nèi)發(fā)展商的競爭Need to maintainProfit growth保持利潤增長競爭對手CompetitiveRivalry供應(yīng)商的談判能力Bargai ningPower ofTenants購物者的選擇空間大BargainingPower ofShoppers新逬入者的威脅替代產(chǎn)品的威脅Threats ofNewEntrantsThreats of SubstituteProd

8、ucts競爭對手新進入者 的威脅Threat of Substitute Products租戶 談判能力購物者 選揮空冏大Bargaining Power of TenantsBargaining Power of ShoppersCompetitive Rivalrylocal and international competition替代產(chǎn)品 的威肋網(wǎng)購的増長迅鐸 Growing competition online purchase城市jOyersupplecond-dier cities)商家市場Tenants market零售業(yè)態(tài)范圍多元化 wide range of retail

9、formatsNew inter national developers -任宅開發(fā)商迸入商亞城產(chǎn) Residential turn commercialThreats ofNew Entrantsdevelopers物業(yè)增值從120億到300億人民F新加坡濱海廣場2 5年不落后Singapore Marina Square占面積:92.200平方米總建筑面積：4S萬平方米濱海廣場念東南亞其中品大的綜合體物業(yè)項 目.建立于1985年該綜合體包括3個五星圾 越店、Y甲級辦公室和裙棲砲中心，并 已運作超過25年.25年不落后 新加坡濱海廣場 Singapore Marina Square根據(jù)市場需

10、要給購物中心定位Position!ng the retail according to the market needsNo. 6 King of Prussia Mall, King of Prussia, PA 每年：2500萬人流 Annual Visitors: 25 million 開業(yè)二196 YeaLOpene_1963體員:26萬nfSize: 2.6 million square feetSingapore新加坡 Junction 8 第8站；辻理.第批進入新飯坡房地產(chǎn)倍托基J U N C II6 4 M 僉的項H CEO was director, among first

11、patch of shopping malls to ater REIT Location 位S: 9 Bishan Place Singapore 579837Year of Opening 開業(yè)：1993Year of Rebuilding/Expansion 離新：2000Type/Use 用i: Commercial 仙業(yè)NLA凈對機貨向枳:24827.919 m2 （including office space 包括打7間）No of Levels 樓J/: 4 Retail 零何 / 6 Office 寫鈿No. of Shops 浙 數(shù) 108No. of Carpark Lot

12、s 停彳位：393Anchor / Key Tenants k 力心：Departmental -Store BrSuperrYWketrEfecmosrstore andGolden Village Cinemas來福士廣場The Heart of Sha nghaiC cxxncrco m o ccrriizec r Vt htirt cf M 話i10年不落后物業(yè)增值45倍I海井福土廣場:人民廣場CBD （可出榊面枳：27.66S平方來） 相金方案:相金方率:（保底抽庇）或（保底.成兩占取氏）.的期設(shè)找較低的保底相金 咖庇獲取以酗頁租金牧益 占年合約更粘.保底相金堆氏30%左右租金增長趨

13、勢租金：元/平米/月 該靜包括衽甬主年均W合坦m醱抽成I 1000出租率60.010890 rmt2004年 2012年12月12月第1年第6年2004年12月第1年2009年12月第6年単學(xué)理在不同險Asset management roles at different stages第一階段：開發(fā)階段 Stage 1: Development stage1針對開發(fā)的決策，相關(guān)對回報率以及運宮成本的決策1. Make decisions on Development decisions that impact ROI and running cost2. 針對物業(yè)相關(guān)開發(fā)文件的整合，例如：整個

14、物業(yè)的機電所用的建筑 材料,包括相關(guān)的施工和建筑圖（為了未來的交檢以及重新定位）2. Proper documentation of assets3. 項目各種材料和系統(tǒng)的的免維護期以及保修期3. Building specifications and drawings, warranties for -mamteRaiKe分析資產(chǎn)的來源，用途,尋找互補合作伙伴第二階段:項目運營階段!1 Stage 2: Project in Operations1 監(jiān)督，合作和提高商家的服務(wù)租金收入，停車位收入以及其他的營銷 收入1. Monitoring, motivating, driving the

15、performances of tenants. and other revenue drivers such as leasing as well as car park and advertisement revenues2. 通過提高物管的管理水平，服務(wù)水平來提高收入2. Revenue enhancement Pro-active and preemptive riskmanagement. property management and facilities management3. 運宮管理整個物業(yè)管理的服務(wù)指標以及管理流程3. Operati ons - con ducting

16、and reviewing annual Property Management Operations, Standard and Facilities Management Operations Standards and follow up closely with rectifications and improvement programsWhat are the key factors for designer and owners of mixed-use to take note of to ensure a mixed-use will be profitable?綜臺性發(fā)展項

17、目的建筑師及業(yè)上需雯注意什么關(guān)鍛因素以佛保綜1 性物業(yè)的可盈利性?Start with anFinanciallyend in mindviable“以終為始”財務(wù)可行性MarketableFunctional/sustaina ble可銷性功能性Financially viable 財務(wù)可行性開發(fā)成本 Development cost營運成本 Operations cost7- nWFTTta on Hjt*的 com 護 *A development goes thro 4 stages in development and operations 開發(fā)與營運四階段I.Cost Influe

18、nce 成本影響5/28/2014Alt iltt Om護 proc“中國城市綜合體的發(fā)展現(xiàn)狀Mixed used situation2、Why is it popular? 為何綜合性發(fā)展這么受歡迎?A Encouraged by Local agencies and planning authorities地方及規(guī)劃當局大力推動B Rising land prices are making density necessary地價的高漲使得密集度的增加成為必要C The convenience of live, work and play in a single location一站式生活、

19、工作、玩樂的便利性Different type of commercial real estate and how to profitfrom the development andoperations商業(yè)地產(chǎn)的類別及如何從商業(yè)地產(chǎn)的開發(fā)及運營中盈利Returns of various asset classcomparison- Hotels, serviceapartments and malls各種資產(chǎn)類別回報對比酒店、服務(wù)式公寓.購物中心決策?HCHotel. Service Apt and Mall GOP Performance in AsiaI： 丨 Mall卍字 HMrts眉鼻

20、式Shoppiiti Wll8ugn praeCommercial Properties i 4 A development goes thro 4 stages in development and operations 開發(fā)與營運四階段決策I.Cost Influence 成本影響A Projecfs Time Span 項目生命周期各階段時距國際服務(wù)式公MIntroduction ToInternational Serviced Apartment客戶構(gòu)成Customer profile CEO with family CEO （攜家庭） Manager 理 Short -term st

21、ay for executives供短期 居住行政人員 Nationality 國籍ManagementType of service apartment operator菽務(wù)公寓營運方類型 Professional service companies specializing in service apartmentsInlemalionid team專業(yè)的服務(wù)公寓管理公呵擁有國際化的團隊 Hotel operators酒店營運方 Local or city level service apartments operators 本地或城市級別的服務(wù)公寓營運方Product Design 產(chǎn)品

22、設(shè)計 Amenities are different from hotels 設(shè)施不同于酒店 Kitchen 廚房 Club house俱樂部 Biz centers 商務(wù)中心 Back room operatTO!? 后勤營運客梯和貨梯Design considerations設(shè)計考慮因素A l.ive and work place一個生活、工作場所 Safety安全 Conveniences of holds services Biz ccnlers. laundry* House keeping便利的酒店式眼務(wù)商務(wù)中心.洗衣房，房間整理 Conveniences and privacy

23、of apartment anwnities shops, supermarket, schools, club house便利/私密的公寓設(shè)施店鋪.趙市.學(xué)校，俱樂部 International management- languages, other needs (translation, bookings of concerts, air tickets)國際化管理語言，其他需求(翻譯,訂票等Mixed used development 綜合性開發(fā) A mixed used development is a project that comprise two or more uses i

24、n a single facility or development areata 合杵幵發(fā)項 11 足任 個設(shè)施或是一個開發(fā)地塊屮存兩個或兩個以上功能的項H Mixed used projects brings different people to the facility at different times of the day綜介性項目（ 天不同的時間段中給項目 帶來不同的人流. Better usage of real estate space and communal facilities 地產(chǎn)空間 和公用設(shè)施可以得到更好的利用Cases of successful mixed

25、used projects -Pacific Place, HK綜合性項目成功案例香港太古廣場IEPacific Place, HK 香港太古廣場 One Pacific Place and Two 口 Pacific P,ace there 嘩 ree Pacific Place are officemain shopping floors 太 ri Itowers. -W:購物中心和兩柿場有3個上要的購物樓層辦公塔樓 The three hotels are JW Marriott, Hong Kong, Island Shangri-La and Conrad lnternational

26、.3個猶店分別是 香港萬彙酒店、香格里拉酒店 和港朋國際酒店 Serviced apartments of 270 suites Pacific Place Apartments.270佝阪務(wù)式公寓處古公寓Pacific Place, HK 香港太古廣場 Excellent Positioning, Compatibility of uses and traffic management 最恰當?shù)亩ㄎ?，用途及動線管理的兼容性KLCC, Malaysia馬來西亞國油雙峰塔 KLCC is a self-contained, city within a city. N汕雙峰塔足一個獨 立的城中城。

27、 The integrated mixed-use development provides more than 1.67 million sq. metres (18 million sq.feet)of:這個綜介性項目仃1,670,000半方米體量(18,000,000 平方英尺)，包括 commercial 商業(yè) retail 零售 hotel酒店 convention 會展 residential 住宅 entertainment facilities樂設(shè)iiiKLCC, Malaysia馬來西亞國油雙峰塔匚*KLCC, Malaysia馬來西亞國油雙峰塔3亍1 y A 88-stor

28、ey PETRONAS Twin Towers 88層的雙塔樓Suria KLCC - the 6-level 1.5 million sq. feet shopping centre 國油戲郵塔 6彳樓層.1,500,000 T方英尺的哺物中 心49-storey Menara Maxis 49 Y30-storey Menara Exxon Mobil 30層32-storey Mandarin Oriental Kuala Lumpur notel 32V 的衲店A 20-hectare (50-acre) Public Park 20 公頃(50英由、的公異停車場Two District Cooling Centres2個區(qū)域 制冷中心A mosque 1 個、芋 MiKLCC, Malaysia馬來西亞國油雙峰塔Phase Two Development 期開發(fā)包括： Kuala Lumpur ConventionCentre吉隆坡會展中心 Residential (Th Binjai condominium)住宅 Lot C (MixedDevelopment） C地塊（綜 合性開發(fā)）馬來西亞國油雙峰塔KLCC, Malaysia Excellent phasing , compatibility and pl