《太平洋丽晶广场》项目建议书new.doc

太平洋丽晶广场项目建议书上海太平洋俱乐部有限公司2005年12月12日一Market analysis（一） Project competitive analysis1Office buildings around the site现 代广 场LUCKPLAZA凯 欣豪 园新时空远 东国 际广场虹 桥银 城长 宁贵 都古北爵仕财富莫 耐印 象春 天花 园商 圈鼎天商务楼公寓虹桥开发区CBDCurrent this region mainly selling and rent small office building data samplingNameLocationTotal area(m2)Isolated area(m2)Price(元/m2)rents(元/m2/天)total(套)Management fees(元/m2/月)鼎天商务楼公寓遵义路/天山路2.15万47.8-59.2报价:18000无3945.8现代广场商务酒店仙霞路/古北路3.3万50-115均价:21500无5028现代广场办公楼仙霞路/古北路2.1万94-795均价:21000无12916虹桥银城中山西路/新华路3万40-112成交:121083.7-4.1(标准装修)49420新时空国际商务广场长宁路/汇川路9.28万40-70成交:149333-5(带装修)725含租金中At present this region small office project mainly focus on Zhongshan park and Hongqiao development area. From total area, because small office are new concept, so at the first dont have much supply, in the near future, the supply increasing rapidly, and selling speed slow down; compare rents and selling price with hongqiao yincheng and xinshikong international business plaza, this two site all got high investment return rates, around 9%-11%, so small office in this region have good development future.2Service apartment around the projectCurrent this region mainly selling and rent service apartment data samplingName长宁贵都酒店公寓春天花园莫奈印象古北爵士财富NatureSERVICE APARTMENT单身公寓SERVICE APARTMENTSERVICE APARTMENTManagement 贵都集团金马集团豪生国际酒店集团(中国)东湖集团Area56-84 m257-63 m253-70 m248-87 m2Rents1550-1800USD/月,标间498元/天3700-4200RMB/月1650-2600USD/月,标间558元/天未定The first period enters the time19962004.92004.122005.10Accessories儿童乐园、健身房送洗衣服务、自助洗衣房室内泳池、桑拿、健身房、壁球、网球商务中心、健身房餐饮、美容、休闲、商务中心Others租金中含物业,出租率90%,总套数126套物业:2.4元/m2/月,入住宅区率65%,总套数180套租金中含物业,出租率70%,总套数464套尚未开张,总套数121套Since the Changning area as a result of its unique geographical position, continuously gathered the massive foreigner, and aims at this community to develop the service apartment market. The service apartment market mainly grew two kinds: A kind by the unmarried apartment primarily, another kind by the hotel type service apartment primarily, both all has the high request to necessary and the peripheral environment. Certainly, the management and operation companys service to the rent promotion also is a more important link. At present this region still did not have in sells the small family hotel type service apartment, recently only then the operation not bore the impression, until March 2004 sold the conclusion, it sells the even price was 15500 Yuan/square miter，from the rents at present, the investment return are 19%. Unifies the market and project own situation looked that, this case in the position must in the true sense high-quality housing region, locates for the apartment, regardless of is the property necessary (swimming pool, gymnasium and business center and so on) the respective tectonic plate, still had the deficiency.3 Current this region mainly selling and rent commercial property data samplingName东方金门花园美丽华花园盛源大厦虹桥河滨花园新华御庭时代大厦武夷花园海富公寓Location延安路、定西路虹桥路、水城路番禺路、延安西路长宁路、古北路新华路、定西路法华镇路/番禺路凯旋路、武夷路法华镇路/安西路Isolated area(m2)1F:750,沿街底铺地下1F:3201F:532F:150底铺:207/4301F+2F:12001F+2F:30001F+2F+3F:15001F:2618rents(元/m2/天)4.551F:82F:6-7无5无无3.5price(元/m2)只租不卖(20531)只租不卖(22812)只租不卖(1F:36500,2F:27375-31937)400003000016000-170001800020000Management fees(元/m2/月)3含租金中3(具体视业态而定)55.8未定3无Limitation限制餐饮无限制限制餐饮限制餐饮限制餐饮无无无inside“（ ）”calculated price with 8% return per year 目前项目周边商业主要以沿街商铺为主，面积分割较小，业态以餐饮、五金装潢类居多，相对于本案商场格局来看参考意义不大，故在样本的选取上，放大采样范围，主要以一些中、大型物业底铺为参考依据。通过以上数据可以看到，目前该区域附近面积在200-400平方米的底铺的售价范围在30000-40000元/平方米，而租金在6-8元/平方米不等，可以做餐饮的商铺价格要高于限制餐饮的商铺。At present the project peripheral trade mainly by along the street the store primarily, the area division is small, industry condition by the dining, the hardware decoration class majority, is opposite in this case market pattern looked the reference significance is not big, therefore in sample selection, enlargement sampling scope, mainly take some, large-scale property bottom shop as reference. through above data, at present nearby this region area in 200-400 square meter bottom shop selling price scope in 30000-40000 Yuan/square meter，rents between 6-8元/square memter, the shop which can running restaurant the selling price are higher than those shops has limitation on restaurant.（二） Project SWOT analysis1 S（strength）1)This project is located in the Changning area in the loop line, adjoins the CBD Hongqiao development zone as well as gubei developed area, the geographical position is superior. 2)project next to the main fast way Yenan road high structure, the inner rim high structure as well as the orbital transportation 3 lines, the transportation is convenient.3)This project from Zhongshan Park business circle, Xujiahui business encircles 15 minute by cars, necessary consummates extremely. 4)This project close neighbor Tianshan park as well as the municipal administration green space, the landscape is certainly good. 5)Nearby this project east Chinese University, Shanghai Project Technology University, Shanghai Foreign trade Institute encirclement, of a scholar rich. 6)This project small family design, the portal frame construction, separable may gather, the suitable business lives suitably, the customer adaptation surface is broad. 7)This project partial floor building store height is high, favors the product innovation, determines the final outcome the market.2 W（weakness）1)This project is located the Hongqiao development zone tectonic plate and between the Zhongshan Park commerce tectonic plate, non-true mainstream commerce area. 2)Nearby this project transforms not yet completes, the commercial atmosphere is bad, industry condition is unitary, this melts to the project itself commercial part on has in certain degree influence.3 O（opportunity）1)The small family work product doesnt have enough supply in this region, product innovation degree relative low, in future will have certain rise space. 2)the subway 2 linear extension sections in December, 2006 will be open, tianshan road (the Yenan road - Furong Jiang road) will planed for the commerce business center, also will bring the new turning point for this case development.4 T（threats）1)The money market will tighten, interest rate market macroeconomic regulation and control factors and so on change, will cause to invest the threshold the run-up, possibly will be able to enlarge this project the sales difficulty. 2) Hongqiao silver city, small family work rent and so on new space and time international commerce square changes raise the space to this case sales process in also to have certain restriction function.二、 Product Positioning （一） overview1 Project basic economic dataProject name：Shanghai pacific regent plazaProject loaction：No 1900 Tianshan Road (Near Yanan Road West ZhongshanRoad) Project Nature：Commerce Mix buildingArea: 10,600 square meterTotal floor space: 29,200 square meterBuilding floors: Ground 9, the underground 1Business lives the stratification plane household area: 41-76 square meterPresent condition: Inside and outside repair transformation2 Various floors specifically distributed situationFloorsMain building areaUsing byVice-building areaUsing by地下1层6916.6m2地下车库设备间无1层3274.1m2商业367.8m2商业2层2839.0m2办公569.6m23层2882.3m2办公569.6m24层2847.3m2办公569.6m25层1595.0m2商住无6层1660.2m2商住7层1673.7m2商住8层1691.4m2商住9层1710.6m2商住（二） Positioning The union project own and the market looked, since “country eight” appearing, the Shanghai apartment building market has received the impact is big, office building market impact relative small, because the hotel type apartment receives two upscale housing “to change sells for rents”, the rent has the tendency which glides down, the commercial market as a result of this project property right division not yet the conclusion, also the high floor commercial value is low, therefore, this project localization is “the property right type work”, in the product selling price, sales speed market grasping is high, market risk relative low.变化部分（三） Creative Positioning 1.Commercial necessary - - main building B1-1F, vice-building 1-4F dining, coffee, convention center, movement office, bank, cigar and so on.Beauty SPADining Fitness centerCoffee barsLOFT The creativity space - - main building 2-4F design, the work, the creativity, the demonstration, like take the single wrap area as 70 square meters computations, the cycle of songs about 81 sets.Exhibition Design Works1.The apartment type hotel - - main building 5-9F work, the design, the creativity, receive callers, the entertainment, the housing, business live all suitably, like take the single wrap area as 50 square meters computations, the cycle of songs is 166 sets.Business area PartyService apartment business conversation 三、 Marketing plan（一） Pricing1 LOFT Creative spaceFixed price basis: small family universal rent - - basically in 4 Yuan/Square meter/About day b. Small familys investment rate of return - - generally about 8% (conservative) c. Project own quality - - superior geographical position, product internal diverse pattern d. Macroeconomic policye. competition case factor influence (for example modern square) Overall evaluation above factor, this project even price control in 18000 Yuan/Square meter2.Apartment type hotelFixed price basis: a. According to peripheral hotel type apartment, apartment type hotel, small family office, high-quality housing rent as well as selling price level b. Area control in 50 square meter c. The modernistic fine repair, may elect to dispose d. The multi-purpose uses, may register the company e. 24 hour hotel type serves f. Control total price in 1,000,000 Yuan within overall evaluation above factors, this project even price control in 20000 Yuan/Square meter. 2.Commercial partFixed price basis: a. According to store market as well as selling price level.b. Besides 1F, suggestion expansion basement 1500 square meter achievement commercial area c. The store area division is 200-500 square meter d. May make dining e. Parking spot sufficient f. But 24 hours managements Sells the even price: 22800 Yuan/Square meter (reference rent 5 Yuan/Square meter/day) Project whole sale amountProjectSelling price(元/m2)Area (m2)Selling receive amount(万元)Main building主楼商场（B1-1F）228004774.110884.948LOFT办公（2-4F）180008568.615423.48公寓式酒店（5-9F）200008330.916661.8Vice building商务会馆（1-4F）180002076.63737.88total23750.246708.108（二） Selling strategy 1.In the localization, this project should jump out the tectonic plate concept, the promotion project region value. Conformity peripheral resources, taking advantage of overall region concept operation promotion project overall value; 2.In the promotion technique, should emphasize this project “the small family multi-purpose multi-dimensional spaces” the concept. from the product, this project has the multiple attributes, unifies the market, the work is opposite in the housing has many in this region may excavate the space; In the sales technique, this project inquires into a case the process the order to be supposed to be successively “the LOFT work - hotel type commerce clubhouse - trade”. Because LOFT this product at present still did not have the same type competition case in this region, therefore while seized which the market took the initiative, also set up the overall image for the project; And also leaves leeway for the behind commerce clubhouse value promotion certain space;1.The retention partial position good landscape unit, creates the high price in the later period. (3)Sales opportunity this project the interior trim estimate is needing half year time at present for the present room, two months carry on the sale ahead of time preheating, one may accumulate the customer fully, two may try to find out the market accepts the price objectively, raises for the later period selling price lays the foundation. Must consider extra factor: Policy cycle length; Competition estate factor; Sales pale prosperous season. Considered above synthesizes the factor, suggested this project official sale time decides suitably in (regards project special details to decide): In March, 2006. (4)The project cycle store divides not yet determined, as soon as therefore this part only explained to LOFT as well as the commercial mansion part sales week seasonal cropping: Sales cycle: 9 months Total cycle of songs: (Estimates LOFT+ commerce mansion temporarily) 247 setsSelling out periodStrong selling periodContinues selling period 50% 35% 15%2006.3 2006.4 2006.5 2006.6 2006.7 2006.8 2006.9 2006.10 2006.11According to the preceding text estimate, the entire sales cycle is 9 months, the average each month of sale cycle is 27 sets, the base if the sales speed hoped has the promotion, may consider “the commercial clubhouse” the post-sale fixed rent for farmland, rents land for subletting for 5 years, the increasing repayment, 7%, 8%, 9%, 9%, 9% (monthly rent 5800 Yuan, 6700 Yuan, 7500 Yuan, 7500 Yuan, 7500 Yuan); Increase marketing promotion investment, approximately for total sales volume 1% (4,500,000 Yuan).