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(yùn)營(yíng)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(yíng)運(yùn)四階段Development Process開發(fā)及經(jīng)營(yíng)管理專家資源Team and process for Sustainable and profitable design如何成功發(fā)展和運(yùn)營(yíng)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(gòu)的增長(zhǎng)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(bào)對(duì)比酒店、服務(wù)式公寓、購(gòu)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(guó)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(guó)購(gòu)物中心產(chǎn)業(yè)資訊中心高級(jí)

4、顧問亞洲購(gòu)物中心協(xié)會(huì)副理事長(zhǎng)（2007/2012 ） APREA/國(guó)際購(gòu)物中心協(xié)會(huì)亞洲講師(ICSC)中國(guó)購(gòu)物中心專業(yè)認(rèn)證高級(jí)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(guó)分公司成立于2003年. mo年歷程。廳加豔聽鑑 事處超過50個(gè)購(gòu)物中心.累計(jì)約1000萬 平方米規(guī)劃面積，經(jīng)驗(yàn)週及亞洲50個(gè) 城市,包括新加坡.馬來西亞.越南. 中國(guó)等地1 零售房地產(chǎn)行業(yè)內(nèi)的主要?jiǎng)恿κ鞘裁矗縒hat 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?jiǎng)恿κ鞘裁?？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(bǔ)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(yùn)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(gòu)物 中心開發(fā)流程大綱）4. 如何延長(zhǎng)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(jìng)爭(zhēng)2資金3專業(yè)知識(shí)Competitiveland bidding競(jìng)爭(zhēng)性土地競(jìng)拍Higher c of land a高昂地價(jià)資ompetition frc

7、 International Developers國(guó)際發(fā)展商的競(jìng)爭(zhēng)LocalDevelopers1Challenges本地發(fā)展商的挑戰(zhàn)Nationalcompetitionfrom localDevelopers國(guó)內(nèi)發(fā)展商的競(jìng)爭(zhēng)Need to maintainProfit growth保持利潤(rùn)增長(zhǎng)競(jìng)爭(zhēng)對(duì)手CompetitiveRivalry供應(yīng)商的談判能力Bargai ningPower ofTenants購(gòu)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(jìng)爭(zhēng)對(duì)手新進(jìn)入者 的威脅Threat of Substitute Products租戶 談判能力購(gòu)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(gòu)的増長(zhǎng)迅鐸 Growing competition online purchase城市jOyersupplecond-dier cities)商家市場(chǎng)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(chǎng)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(chǎng)念東南亞其中品大的綜合體物業(yè)項(xiàng) 目.建立于1985年該綜合體包括3個(gè)五星圾 越店、Y甲級(jí)辦公室和裙棲砲中心，并 已運(yùn)作超過25年.25年不落后 新加坡濱海廣場(chǎng) Singapore Marina Square根據(jù)市場(chǎng)需

10、要給購(gòu)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(jìn)入新飯坡房地產(chǎn)倍托基J U N C II6 4 M 僉的項(xiàng)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(duì)機(jī)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(chǎng)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(chǎng):人民廣場(chǎng)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(zhǎng)趨

13、勢(shì)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(xiǎn)Asset management roles at different stages第一階段：開發(fā)階段 Stage 1: Development stage1針對(duì)開發(fā)的決策，相關(guān)對(duì)回報(bào)率以及運(yùn)宮成本的決策1. Make decisions on Development decisions that impact ROI and running cost2. 針對(duì)物業(yè)相關(guān)開發(fā)文件的整合，例如：整個(gè)

14、物業(yè)的機(jī)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(xiàng)目各種材料和系統(tǒng)的的免維護(hù)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(bǔ)合作伙伴第二階段:項(xiàng)目運(yùn)營(yíng)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(yíng)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(yùn)宮管理整個(gè)物業(yè)管理的服務(wù)指標(biāo)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(tái)性發(fā)展項(xiàng)

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(cái)務(wù)可行性MarketableFunctional/sustaina ble可銷性功能性Financially viable 財(cái)務(wù)可行性開發(fā)成本 Development cost營(yíng)運(yùn)成本 Operations cost7- nWFTTta on Hjt*的 com 護(hù) *A development goes thro 4 stages in development and operations 開發(fā)與營(yíng)運(yùn)四階段I.Cost Influe

18、nce 成本影響5/28/2014Alt iltt Om護(hù) proc“中國(guó)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(dāng)局大力推動(dòng)B Rising land prices are making density necessary地價(jià)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(yùn)營(yíng)中盈利Returns of various asset classcomparison- Hotels, serviceapartments and malls各種資產(chǎn)類別回報(bào)對(duì)比酒店、服務(wù)式公寓.購(gòu)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(yíng)運(yùn)四階段決策I.Cost Influence 成本影響A Projecfs Time Span 項(xiàng)目生命周期各階段時(shí)距國(guó)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(guó)籍ManagementType of service apartment operator菽務(wù)公寓營(yíng)運(yùn)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(guó)際化的團(tuán)隊(duì) Hotel operators酒店?duì)I運(yùn)方 Local or city level service apartments operators 本地或城市級(jí)別的服務(wù)公寓營(yíng)運(yùn)方Product Design 產(chǎn)品

22、設(shè)計(jì) 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(yíng)運(yùn)客梯和貨梯Design considerations設(shè)計(jì)考慮因素A l.ive and work place一個(gè)生活、工作場(chǎng)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(guó)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(xiàng) 11 足任 個(gè)設(shè)施或是一個(gè)開發(fā)地塊屮存兩個(gè)或兩個(gè)以上功能的項(xiàng)H Mixed used projects brings different people to the facility at different times of the day綜介性項(xiàng)目（ 天不同的時(shí)間段中給項(xiàng)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(xiàng)目成功案例香港太古廣場(chǎng)IEPacific Place, HK 香港太古廣場(chǎng) One Pacific Place and Two 口 Pacific P,ace there 嘩 ree Pacific Place are officemain shopping floors 太 ri Itowers. -W:購(gòu)物中心和兩柿場(chǎng)有3個(gè)上要的購(gòu)物樓層辦公塔樓 The three hotels are JW Marriott, Hong Kong, Island Shangri-La and Conrad lnternational

26、.3個(gè)猶店分別是 香港萬彙酒店、香格里拉酒店 和港朋國(guó)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(chǎng) Excellent Positioning, Compatibility of uses and traffic management 最恰當(dāng)?shù)亩ㄎ?，用途及?dòng)線管理的兼容性KLCC, Malaysia馬來西亞國(guó)油雙峰塔 KLCC is a self-contained, city within a city. N汕雙峰塔足一個(gè)獨(dú) 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(gè)綜介性項(xiàng)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(huì)展 residential 住宅 entertainment facilities樂設(shè)iiiKLCC, Malaysia馬來西亞國(guó)油雙峰塔匚*KLCC, Malaysia馬來西亞國(guó)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(guó)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(chǎng)Two District Cooling Centres2個(gè)區(qū)域 制冷中心A mosque 1 個(gè)、芋 MiKLCC, Malaysia馬來西亞國(guó)油雙峰塔Phase Two Development 期開發(fā)包括： Kuala Lumpur ConventionCentre吉隆坡會(huì)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(guó)油雙峰塔KLCC, Malaysia Excellent phasing , compatibility and pl