购物中心的规划与招商策略课件

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,#,楼层 业种,百货超市,服务展示,生活家居,美容美发,餐饮美食,书籍光碟,服装鞋帽,童装玩具,运动用品,影音数码,珠宝精品,休闲娱乐,负一层,50.0%,0.0%,0.0%,0.0%,50.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,夹层,0.0%,0.0%,0.0%,20.0%,13.0%,0.0%,54.0%,0.0%,0.0%,0.0%,10.0%,3.0%,一层,1.0%,2.0%,0.0%,0.0%,3.0%,0.0%,72.0%,0.0%,0.0%,0.0%,22.0%,0.0%,二层,4.0%,0.0%,3.0%,10.0%,3.0%,0.0%,76.0%,0.0%,0.0%,0.0%,4.0%,0.0%,三层,2.0%,2.0%,13.0%,5.0%,9.0%,2.0%,30.0%,13.0%,0.0%,0.0%,24.0%,0.0%,四层,0.0%,0.0%,0.0%,0.0%,2.0%,2.0%,0.0%,0.0%,42.0%,54.0%,0.0%,0.0%,五层,0.0%,0.0%,14.0%,0.0%,4.0%,4.0%,0.0%,54.0%,0.0%,0.0%,13.0%,2.0%,六层,0.0%,0.0%,84.0%,0.0%,16.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,七层,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,100%,商业业态规划方案,正佳广场各楼层业种个数比例,服装鞋帽主要分布中低楼层；,生活家居,/,休闲娱乐等分布在较高楼层。,楼层 业种百货超市服务展示生活家居美容美发餐饮美食,1,商业业态规划方案,各楼层业种分布小结,服务展示,/,珠宝精品,/,美容美发（个人护理）等业种主要分布在较低楼层；,服装鞋帽等业种主要分布在中低楼层；,餐饮美食,/,休闲娱乐,/,生活家居,/,影音数码等业种主要分布在较高楼层。,商业业态规划方案各楼层业种分布小结 服务展示/珠宝精品/美容,2,楼层两端业种分析,商业业态规划方案,选取案例：万象城、金光华广场、中信城市广场、怡景中心城、,COCO PARK,业种,个数,比例,超市,1,0.9%,百货,4,3.6%,餐饮美食,47,42.0%,服装鞋帽,25,22.3%,美容美发,5,4.5%,个人护理,1,0.9%,服务配套,7,6.3%,休闲娱乐,15,13.4%,运动用品,2,1.8%,生活家居,4,3.6%,影音数码,1,0.9%,合计,112,100%,从统计的结果看，楼层两端业种主要以餐饮美食,/,服装鞋帽为主，其中，,餐饮美食所占比例较大,。,楼层两端业种分析商业业态规划方案选取案例：万象城、金光华广场,3,楼层 业种,超市,百货,餐饮 美食,服装 鞋帽,美容 美发,个人 护理,服务 配套,休闲 娱乐,运动 用品,生活 家居,影音 数码,负一层,5.3%,5.3%,42.1%,26.3%,10.5%,0.0%,5.3%,5.3%,0.0%,0.0%,0.0%,夹层,0.0%,0.0%,81.8%,0.0%,0.0%,0.0%,9.1%,0.0%,0.0%,9.1%,0.0%,一层,0.0%,4.2%,29.2%,45.8%,0.0%,4.2%,8.3%,8.3%,0.0%,0.0%,0.0%,二层,0.0%,6.3%,25.0%,18.8%,0.0%,0.0%,6.3%,25.0%,12.5%,6.3%,0.0%,三层,0.0%,7.1%,42.9%,21.4%,7.1%,0.0%,0.0%,21.4%,0.0%,0.0%,0.0%,四层,0.0%,0.0%,27.3%,27.3%,9.1%,0.0%,0.0%,27.3%,0.0%,9.1%,0.0%,五层,0.0%,0.0%,50.0%,0.0%,10.0%,0.0%,10.0%,10.0%,0.0%,10.0%,10.0%,六层,0.0%,0.0%,33.4%,0.0%,0.0%,0.0%,33.3%,33.3%,0.0%,0.0%,0.0%,七层,0.0%,0.0%,100.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,0.0%,各楼层两端业种个数比例,商业业态规划方案,各层两端业种中的服装鞋帽主要规划在中低楼层；,各层商业两端都规划有餐饮；,休闲娱乐主要规划在相对较高的楼层。,楼层 业种超市百货餐饮 美食服装 鞋帽美容 美,4,商业业态规划方案,面积区间,个数,比例,60,及以下,6,5.4%,61-150,25,22.3%,151-300,28,25.0%,301-500,19,17.0%,501-1000,10,8.9%,1001,及以上,24,21.4%,合计,112,100%,两端业种面积区间比例,各面积区间中，占比较高的为,151-300,的区间，比例为,25%,；,301,以上的较大面积区间占比为,47.3%,，比例较大。,商业业态规划方案面积区间个数比例60及以下65.4%61-,5,商业业态规划方案,楼层,面积区间,负二层,负一层,一层,二层,三层,四层,五层,六层,七层,60,及以下,18.2%,5.3%,4.2%,6.3%,7.1%,0.0%,0.0%,0.0%,0.0%,61-150,18.2%,31.6%,37.5%,12.5%,14.3%,18.2%,10.0%,33.3%,0.0%,151-300,18.2%,36.8%,29.2%,43.8%,7.1%,9.1%,30.0%,0.0%,0.0%,301-500,45.5%,5.3%,16.7%,18.8%,14.3%,18.2%,20.0%,0.0%,0.0%,501-1000,0.0%,0.0%,8.3%,6.3%,14.3%,27.3%,0.0%,33.3%,25.0%,1001,及以上,0.0%,21.1%,4.2%,12.5%,42.9%,27.3%,40.0%,33.3%,75.0%,各楼层两端业种面积区间比例,500,以下的面积区间商家主要分布在二层及以下；,501,以上的面积区间商家主要分布在三层及以上。,从以上数据看出，相对较高楼层的两端主要分布面积区间相对较大的主力店,/,次主力店商家。,商业业态规划方案 楼层负二层负一层一层,6,商业业态规划方案,业态规划基本原则,付租金能力强、小面积的商家可规划在商业价值高的区域，如银行、面包屋、西式快餐厅等,付租金能力差、大面积的商家可规划在商业价值低的区域，如超市、家具家居、大型餐饮等,随机性消费业种规划在昭示性强的位置，如首饰、化妆品、礼品、服装等,目的性消费业种规划在昭示性弱的位置，如美容美发、大型餐饮、,KTV,、影院等,商业业态规划方案业态规划基本原则付租金能力强、小面积的商家可,7,十二个典型购物中心百货、超市的数量,十二个典型购物中心百货、超市的数量,8,5,个区域型购物中心百货、超市的数量,5个区域型购物中心百货、超市的数量,9,7,个社区型购物中心百货、超市的数量,7个社区型购物中心百货、超市的数量,10,十二个典型购物中心百货、超市分析,十二个典型购物中心，共有,38,家百货,/,超市类主力店,平均每个购物中心,3,家以上,.,每个购物中心最少都有,1,家百货,/,超市类主力店,最多的有,6,家，如区域型购物中心海港城，包括百货公司玛莎、,LCX,、,CITYSUPER,、连卡佛以及超市百佳超级市场、惠康；,百佳超级市场是在,12,个典型购物中心中出现次数最多的主力店，共,9,家。,7,家社区型购物中心中百佳超级市场就出现了,6,家，,5,家区域型购物中心中也有,4,家有百佳超级市场,玛莎百货出现的次数仅次于百佳超级市场，共,8,家。其中,5,家区域型购物中心每家都有，社区型购物中心也有,3,家以玛莎百货作主力店,十二个典型购物中心百货、超市分析十二个典型购物中心，共有38,11,十二个典型购物中心百货、超市分析,5,家区域型购物中心每家都有,3,家以上百货,/,超市类主力店，其中 海港城,6,家，又一城、太古城中心均有,5,家，时代广场有,4,家，太古广场有,3,家；,7,家社区型购物中心，以超市作为主力店是普遍现象，以上,7,个社区型购物中心中，百佳超级市场就出现了,6,次，旺角新世纪广场虽没有引进百佳，但也有惠康超市“坐阵”,百货与超市往往在购物中心中充当核心店或主力店的位置，成为吸引与引导人流的重要商家。一般规律是，大型购物中心往往以百货公司为核心店，而社区型购物中心往往以超市为核心店。,十二个典型购物中心百货、超市分析5家区域型购物中心每家都有3,12,12,个典型购物中心商户重复度分析,12,个典型购物中心商户重复数量及比例、其中,5,个区域型购物中心商户重复数量及比例、其中,7,个社区型购物中心商户重复数量及比例,12个典型购物中心商户重复度分析 12个,13,购物中心的规划与招商策略课件,14,购物中心的规划与招商策略课件,15,购物中心的规划与招商策略课件,16,12,个典型购物中心商户重复度分析,商户重复是购物中心的一大特色，从,12,个购物中重复出现的商户数量及比例图表中，可以看出重复出现,2-5,次的商户数占了,26%,，重复出现,6-10,次的商户数占了,3.94%,，重复出现,11-12,次的商户只占,0.12%,，合计,30.06%,；,1,次重复的商户数在,69.94%,，说明购物中心在商户组合上也都有差异化，各有特色。,12个典型购物中心商户重复度分析商户重复是购物中心的一大特色,17,12,个购物中心各品类重复高的商户列表,12个购物中心各品类重复高的商户列表,18,购物中心的规划与招商策略课件,19,购物中心的规划与招商策略课件,20,区域型购物中心各品类重复高的商户列表,区域型购物中心各品类重复高的商户列表,21,购物中心的规划与招商策略课件,22,7,个社区型购物中心各品类重复高的商户列表,7个社区型购物中心各品类重复高的商户列表,23,购物中心的规划与招商策略课件,24,12,个典型购物中心重复度高的商户列表,12,个典型购物中心中，重复出现,12,次、,11,次的商户各,1,家，分别为个人护理类的“屈臣氏”，玩具,/,童装类的“,Chickeeducd”,；重复出现,10,次的商户共,3,家，美食类,1,家麦当劳，各类服务,2,家；重复出现,9,次的商户共,10,家,重复出现,8,次的商户共,17,家，重复出现,7,次的商户共,9,家，重复出现,6,次的商户共,23,家，重复出现,5,次的商户共,26,家,重复出现,5,次以上的商户中，服装,/,配饰,/,鞋帽类的商户数量最多，共,31,家，其次是珠宝精品类,14,家，美食类,13,家，美容美发,/,个人护理类,10,家。,5,个区域型购物中心重复出现,4,次以上的商户有,35,家，,重复出现,4,次以上的商户最多的是服装,/,配饰,/,鞋帽类，其次是珠宝精品类、美食类。,7,个社区型购物中心中,重复出现,5,次以上的商户有,36,家，美食类重复出现的商户最多，共,8,家，其次是服装,/,配饰,/,鞋帽,7,家，珠宝精品类,6,家。,12个典型购物中心重复度高的商户列表12个典型购物中心中，重,25,三、购物中心招商的特点与存在问题,三、购物中心招商的特点与存在问题,26,1,、目标商户主次分明,2,、租金、租期差异大,3,、招商时间长,4,、招商难度大,5,、招商技术要求高,购物中心招商的特点,1、目标商户主次分明购物中心招商的特点,27,1,、招商难究竟难在哪里,2,、招揽什么样的商家进店,3,、如何定租金才恰当,4,、招商租约中存在的问题,招商运作中存在的问题,1、招商难究竟难在哪里招商运作中存在的问题,28,1,、招商难究竟难在哪里？,1、招商难究竟难在哪里？,29