奧特萊斯市場分析課件

1、Outlet Market Research奧特萊斯市場分析(Working Draft)May 20112011.6Table of Contents 內容Shanghai Projects 上海項目Orient Foxtown 東方FoxtownQingpu Outlets 青浦奧特萊斯Florentia Village 佛羅倫薩小鎮(zhèn)Vincent Lo Centre Vincent Lo中心Suzhou Projects 蘇州項目He Shun Outlets 和順奧特萊斯Stage Outlets Stage奧特萊斯Additional Information 其他Florentia

2、Village Jingjin Fashion Outlet (Wuqing, Tianjin)佛羅倫薩小鎮(zhèn)-京津名品奧特萊斯 （天津武清）Shanghai Projects 上海項目Orient Foxtown 東方Foxtown5885 Yexin RoadXinbang Town, Songjiang 松江 新浜鎮(zhèn) 葉新路5885Qingpu Outlets 青浦奧特萊斯2888 Huqingping RoadZhaoxiang Town, Qingpu 青浦 趙巷鎮(zhèn) 2888滬青平路Florentia Village佛羅倫薩小鎮(zhèn) 籌建4.Vincent Lo CentreVincent

3、 Lo中心 籌建123Orient Foxtown General Information Project Name項目名稱Orient Foxtown Usages 用途零售、奧特萊斯和娛樂Retail outlet and entertainment Date of Operation開業(yè)時間2006 Address地址松江 新浜鎮(zhèn) 葉新路5885 5885 Yexin Road, Xinbang Town, Songjiang, Shanghai Total Land Area建筑面積13萬，130,000 sqm Total Gross Leasable Area 可租用面積6.7萬，

4、67,500 sqm Car Park Count 停車位1,600個 Operator 項目所有人西爾維奧塔爾基尼 /Foxtown（瑞士）Silvio Tarchini / Foxtown (Switzerland) Ownership Structure 股權 結構30的東方企業(yè)國際有限公司（SH：600278）70Tarchini集團（私人擁有從瑞士合作）30% Orient Enterprise International Ltd (SH: 600278)70% Tarchini Group (privately owned co from Switzerland) Website

5、網址http:/en.html Proximity to Downtown 距離市中心30分鐘車程，30 minutes Usage of nearby projects 周邊項目零售業(yè)，RetailOrient Foxtown Financial Information 財務信息 2009 Turnover待確認，TBD 2010 Turnover 營業(yè)額RMB3億元，RMB 300 million Tenant & Positioning Information 租戶和定位信息 Total Tenant Count 組合數(shù)80家門店、50家名品、2間餐廳80 stores, 50+ bra

6、nds, 2 restaurants Outlet Positioning 定位國內外名品、餐飲和劇院Accessible international and local brands, 2 food and beverage outlets and a theater Additional Information 其他信息 Rumors Foxtown may cease operations in the near future due to underperformance 傳聞FOXTOWN因業(yè)績不佳可能在不久的將來停止運營 Foxtown entered into litigatio

7、n over branding rights with another Chinese retailer that is using the Foxtown brand name with multiple locations in Shanghai FOXTOWN訴訟另一個中國的零售商，其正在上海多個地點在使用的FOXTOWN品牌名稱 Foxtown provides a free shuttle bus from downtown ShanghaiFOXTOWN提供了從上海中心城區(qū)免費穿梭巴士 3F indoor shopping mall format 3F采用室內購物方式 2010 R

8、evenue Figures 2010年業(yè)績數(shù)字 Adidas (1F 250 sqm): RMB 500,000/mo阿迪達斯（1F250平方米）：人民幣50萬元/月 Belle (1F shoe boutique 370 sqm): RMB 200,000/mo 百麗（1F370平方米）：人民幣20萬元/月 Crocs (1F 140 sqm): RMB 140,000/mo Crocs （1F140平方米）：人民幣14萬/月 Esprit (700 sqm): RMB 1,000,000/mo Esprit （1F700平方米）：人民幣100萬/月 Estimated traffic 預

9、計交易量: weekday 3,000 per day 平日3000筆, weekend +5,000 per day周末5000筆以上Orient Foxtown Leasing Information 其他信息 Leasing Information 最新信息 Rental base 出租基礎按營業(yè)額比例Turnover only Average term 平均租期待確定TBD Asking rent 租金15% Management fee管理費待確定TBD Estimated occupancy rate 預計入駐率70% Sample brands 品牌AdidasBelleCroc

10、sEspritGuy LarocheElena MiroPierre CardinFlorintenoZumaTrois PommesAmerican TouristerKappaLi NingLottoGiovanni BianchiPumaNew BalanceThe North FaceAdidas KidsColumbiaEQ:IQSteve MaddenJaguarLacosteLevisSamsoniteOrient Foxtown Photos Orient Foxtown Floor Plan Foxtown樓層圖(1F Design)Qingpu Outlets 青浦奧特萊斯

11、 General Information 概況 Project Name 項目名稱青浦奧特萊斯Qingpu Outlets Usages 用途零售與娛樂設施Retail outlet and entertainment Date of Operation開業(yè)年份2006 Address 地址青浦 趙巷鎮(zhèn) 2888滬青平路2888 Huqingping Road, Zhaoxiang Town, Qingpu Total Land Area 占地面積16萬 160,000 sqm Total Gross Leasable Area營業(yè)面積12萬120,000 sqm Car Park Count

12、 停車位地面1200個 地下500個，1,200 / 500 (above ground / below ground) Operator 所有人上海百聯(lián)集團（SH：600631）Shanghai Bailian Group (SH: 600631)(information to be verified: operator is Gordon Brown) Ownership Structure 股份結構上海百聯(lián)集團（SH：600631），香港九龍倉集團也是合伙人 Shanghai Bailian Group (SH: 600631) (information to be verified:

13、Wharf from HK is also co-owner) Website Proximity to Downtown 距離市中心車程30分鐘，30 minutes Usage of nearby projects周邊項目零售商店（大型鋼廠），家居出口，工業(yè)Retail outlet (mega mills), home furnishing outlet, industrialQingpu Outlets 青浦奧特萊斯 Financial Information 財務信息 2009 Turnover 2009年業(yè)績人民幣11.4億RMB 1.14 billion 2010 Turnove

14、r 2010年業(yè)績人民幣 16億RMB 1.60 billion 2010 Gross Profit2010年毛利人民幣 1.46億 RMB 146 million Q1 2011 Turnover人民幣 5.02億 RMB 502 million Tenant & Positioning Information 品牌定位 Total Tenant Count品牌組合280以上品牌數(shù) +280 brands Outlet Positioning 品牌定位A類：國際一線名品Section A: international designer brands B類：國際名品和國內名牌Section B

15、: accessible international/local brandsC類：餐飲和特殊業(yè)態(tài)Section C: F&B operators Additional Information 其他信息 The success of the Qingpu Outlets has inspired other parties to develop supplement outlet-type retail projects for accessories, apparel and home furnishings nearby.青浦奧特萊斯的成功激發(fā)了其他配套項目的發(fā)展，尤其是周邊的服裝和家具零

16、售業(yè)。 Extended vicinity developments are primarily industrial usage附近發(fā)展的項目主要是工業(yè)型。 Bailian granted rights to operate retail at Shanghai Disneyland and will include outlet百聯(lián)集團在上海迪士尼樂園被授予經營權的內容包括零售和奧特萊斯。Qingpu Outlets 青浦奧特萊斯 Additional Information (contd) 其他相關信息 Average customer spend in 2010: RMB 717 (

17、y-o-y +16.2%) Customers: 80% from Shanghai, 20% from Jiangsu and Zhejiang provinces Average daily car traffic: 1,500 Average daily car traffic on weekends: 6,000+ Average daily car traffic on public holidays: 8,000+ In 2010: Coach and Zegna revenues +RMB 50 million Brands expected to generate RMB100

18、 million or more in revenues in 2011: Coach Brands expected to generate RMB50 million or more in revenues in 2011: Zegna, Nike, Burberry, Polo Ralph LaurenEach brand operates its own cashier with transparency provided to Bailian Average concessionary rate estimated to be 8% 2010年顧客平均花費：717元（按年升16.2）

19、客戶：80來自上海，20%來自江蘇和浙江兩省平均每日汽車流量：1500輛周末平均每日汽車流量：6000輛以上公眾假期的平均每日汽車流量：8000以上2010年：coach和杰尼亞年收入在5000萬元以上2011年預計將產生1億元人民幣以上收入的品牌是：coach2011預估收入在5000萬以上的品牌：杰尼亞，耐克，巴寶莉，拉爾夫勞倫 各品牌將自己的經營情況真實提供給百聯(lián)平均優(yōu)惠率估計為8Qingpu Outlets Leasing Information 青浦奧特萊斯最新情況 Leasing Information 最新情況 Rental base 租金基礎租金和營業(yè)額抽成取高Minimum

20、guarantee / turnover(which ever is higher) Average term 租期1年 1 year Asking rent 租金率營業(yè)額的8%-12%，8-12% of turnover Management fee 管理費RMB 20/sqm/month Estimated occupancy rate 預計入駐率100% 確認 100% (confirmed) Sample brands 品牌VersaceCanaliArmaniDunhillCerruti 1881Hugo BossMax MaraBallyPaul & SharkZegnaBrook

21、s BrothersCKTrussadiBurberrySwarovskiTodsGivenchyDAKSKent & CurwenEscadaNikeAdidasNew BalanceDieselBMWPorts InternationalSalvatore FerragamoTommy HilfigerY-3CoachPolo Ralph LaurenLacosteQingpu Outlets Additional Notes 青浦奧特萊斯的其他信息 1/2F outdoor retail outlet + 3F indoor/outdoor plaza formatParking see

22、ms insufficient to accommodate weekend crowdsTenants in Qingpu Outlets appear to be Brands (versus licensees or distributors) as fit-out, management, is higher quality compared to competitive set.Good mix of fashion apparel/F&B F&B tenants (Bi Feng Tang, Starbucks) appeared very busy on Sunday after

23、noon at 6:15pmMultiple Adidas & Nike stores with Qingpu OutletsExtremely close proximity to highway entranceGood store visibilityLocal retail business, Zaihang, was engaged for Block C1/2F采取戶外零售店+3F室內/室外廣場格式停車位似乎難以容納周末人流停車需求青浦奧特萊斯應該是為租戶提供裝修、管理，比較有競爭力和高品質。良好的搭配時尚服裝的餐飲餐飲租戶（避風塘，星巴克）周日下午6:15是高峰期阿迪達斯與耐克多

24、種些列選擇與高速公路入口靠近很好的能見度本地零售業(yè)務，世博村招商處于C座Qingpu Outlet Photos 青浦奧特萊斯照片Insufficient car parking 沒有足夠停車位Neighboring “mega mills project”鄰近的“大型鋼廠項目”Starbucks星巴克Main Plaza主樓2F outdoor outlet 2樓戶外街區(qū)3F Plaza 3樓廣場Qingpu Outlet Photos青浦奧特萊斯照片Bi Feng Tang 避風塘TODSCoachPolo Ralph LaurenQingpu Outlets Floor Plan 青浦奧

25、特萊斯樓層圖Foreign Luxury Brands (1F)國際一線奢侈品Accessible International & Local Brands/F&B (1F & 2F)國內外名品和特業(yè)Local Brands/F&B 本地品牌和特業(yè)(2F & 3F)Florentia Village (planned)佛羅倫薩小鎮(zhèn)（籌建） General Information概況 Project Name 項目名稱佛羅倫薩小鎮(zhèn) Florentia Village Usages 用途零售名品特惠、休閑娛樂、餐飲Retail outlet, entertainment and F&B Date

26、of Operation 開業(yè)時間預計2013年2013 (estimated)（土地2011年收購）(land was acquired in 2011) Address 地址待確定TBD Total Land Area總建筑面積待確定TBD Total Gross Leasable Area營業(yè)面積5.395萬 53,950 sqm Car Park Count 停車位待確定TBD Operator 所有人意大利RDM集團 RDM (Italy)Ownership Structure股權結構意大利RDM集團 獨資 RDM (privately owned co from Italy) We

27、bsite 網址Proximity to Downtown 距離市區(qū)50分鐘車程 50 minutes Usage of nearby projects周邊業(yè)態(tài)上海迪斯尼 Disneyland ShanghaiFlorentia Village (planned)佛羅倫薩小鎮(zhèn)（籌建） Financial Information 財務信息 2009 TurnoverN/A 2010 TurnoverN/A Tenant & Positioning Information 品牌定位 Total Tenant Count 品牌數(shù)200個以上 +200 brands (estimated) Outle

28、t Positioning 品牌定位國際精品（以意大利名品為重點）International brands (with an emphasis on Italian brands) Additional Information 其他信息 Site is located in between Pudong International Airport and Shanghai Disneyland RDM is the real estate investment arm of the Fingen Group of Italy whos primary activities involves f

29、ashion, retail and real estate (CK, CK Jeans, CK Collection, Guess, Jean Paul Gaultier, Kathy Van Zeeland, Tie Rack) RDM operates 17 outlets throughout Europe with its partner MacArthur Glen RDM beat out competitive bids from Chelsea Property Group (a subsidiary of Simon Property Group of the US) an

30、d Mitsui (from Japan) for the Pudong land parcel RDM intends to invest USD 910 million over the next few years to develop 4-5 outlets First project in Wuqing (near Beijing & Tianjin) is expected to launch in May 2011位于浦東國際機場和上海迪士尼樂園RDM是意大利Fingen的房地產集團，主營時裝，零售和房地產（品牌為：CK，CK牛仔褲，CK系列， GUESS，讓保羅戈蒂埃，凱西凡澤

31、蘭，領帶架）和投資；RDM與它的合作伙伴阿瑟格倫開設遍及歐洲共17家店；RDM擊敗了切爾西置業(yè)集團（美國西蒙地產集團附屬公司）和三井（日本）成功競標浦東地塊RDM擬投資在未來數(shù)年9.1億美元，繼續(xù)開設4-5個項目；在武清區(qū)的第一個項目（近北京及天津），在2011年5月開業(yè)。Vincent Lo Centre (planned) Vincent Lo中心（籌建） General Information 概況信息 Project Name 項目 名稱Vincent Lo中心 Vincent Lo Centre Usages 用途零售百貨特惠 Retail outlet Date of Operat

32、ion 開業(yè)時間待確定TBD Address 地址待確定TBD Total Land Area 占地面積待確定TBDTotal Gross Leasable Area營業(yè)面積待確定TBD Car Park Count 停車位待確定TBD Operator 所有人待確定TBD Ownership Structure 股權結構待確定TBD Website 網址待確定TBD Proximity to Downtown 距離市區(qū)路程待確定TBD Usage of nearby projects周邊業(yè)態(tài)待確定TBDSuzhou Projects 蘇州項目He Shun Outlets 和順奧特萊斯TBD

33、Suzhou Industrial Park,Suzhou 蘇州工業(yè)園區(qū)Stage Outlets Stage奧特萊斯9 Xiandai AvanueSuzhou Industrial Park,Suzhou 蘇州工業(yè)園區(qū)現(xiàn)代大道21He Shun Outlets 和順奧特萊斯 General Information 概況 Project Name 項目名稱和順奧特萊斯 He Shun Outlets Usages 用途零售百貨特惠、特業(yè)餐飲Retail outlet and F&B Date of Operation開業(yè)時間2007 Address 地址蘇州工業(yè)園區(qū) Suzhou Indus

34、trial Park Total Land Area建筑面積待確定TBDTotal Gross Leasable Area營業(yè)面積7萬 70,000 sqm Car Park Count 停車位 待確定 TBD Operator 所有人Foxtown （從2010年1月起）Foxtown (since Jan 2010)Ownership Structure股權結構CS Land（中國政府和新加坡政府關聯(lián)公司財團合資企業(yè)）CS Land (a JV between a consortium of local Chinese government and Singaporean governme

35、nt affiliates) Website網址http:/Ebiz/Proximity to Downtown距離市區(qū)1公里以內Less than 1km Usage of nearby projects周邊物業(yè)高檔住宅（30000元/平方米），休閑（李公堤游艇俱樂部），太古地產及新鴻基（綜合用）High-end residential (RMB +30,000/sqm), leisure (Li Gong Di yacht club), Swire and Sun Hung Kai (mixed use)He Shun Outlets和順奧特萊斯 Financial Information

36、 財務信息 2009 Turnover 2009年業(yè)績待確定 TBD 2010 Turnover 2010年業(yè)績1億元人民幣 RMB 100 million Tenant & Positioning Information 品牌和定位信息 Total Tenant Count 共有租戶數(shù)25-30個 25-30 Outlet Positioning 定位國際一線精品、國際名品International designer, accessible international and local brands Additional Information Foxtown has been engag

37、ed to operate this outlet as of January 2010 Renamed Douglas Brand Village He Shun Plaza in January 2010 Cerruti 1881 2010 revenues: RMB 450,000/mo Kent & Curwen 2010 revenues: RMB 125,000/mo (closed down after 2010) FOXTOWN從2010年1月開始接管并更名為道格拉斯品牌村和順廣場 Cerruti 1881年收入：人民幣45萬/月 Kent & Curwen 2010年收入：1

38、2.5完元/月（2010年以后關閉）He Shun Leasing Information和順奧特萊斯最新信息 Leasing Information 最近信息 Rental base 租金基礎保底和營業(yè)額兩者取高Minimum guarantee / turnover (which ever is higher) Average term 租期一年 1 year Asking rent 租金率營業(yè)額8%-12% 8-12% Management fee 管理費租金內Included in rental Estimated occupancy rate預期入駐率20%-30% 20-30% S

39、ample brands 入駐BossJoopDieselPumaLens CraftersKappaBalenciagaGRIEQ:IQAdidasNikeHe Shun Additional Notes 其他信息2F outdoor outlet + 3F indoor department store formatVery centrally located in Suzhou across the street from high-end residential apartments and villas, 1912 (a F&B/entertainment strip)Nearby

40、projects under development include Li Gong Di (yachting and club house), Sun Hung Kai (mixed use) and Swire (mixed use)Xin Tian Di style development dedicated to retail outlet and F&B/entertainmentVery little traffic observed on Sunday 8 MayAbnormally low occupancy rates2F奧特萊斯+3F百貨模式非常集中位于蘇州街對面的高檔住宅

41、和別墅，1912年（餐飲 /娛樂地帶）附近正在開發(fā)的項目包括李公堤（游艇和會所），新鴻基（混合使用）和太古（綜合使用）新天地式的發(fā)展，致力于零售業(yè)和FB /娛樂5月8日了解到周日的交易量非常少入駐率很低He Shun Outlets Photos 和順奧特萊斯照片F(xiàn)ront Entrance 正門2F Design Time of photo:Sunday 3:00pm 周日中午Attached 3F department store 3F的百貨部分NikeHe Shun Outlets Photos (surroundings)周邊情況High-end villas 高端別墅High-end

42、 apartments 高端住宅Entertainment/F&B 娛樂和餐飲Entertainment/ F&B 娛樂和餐飲Stage Outlets Stage 時尚舞臺奧特萊斯 General Information 概況 Project Name 項目名稱時尚舞臺奧特萊斯 Stage Outlets Usages 用途零售、名品特惠、娛樂、餐飲Retail outlet, entertainment and F&B Date of Operation 開業(yè)年份2009 Address 地址蘇州工業(yè)園區(qū)現(xiàn)代大道 9 Xiandai Avenue, Suzhou Industrial Pa

43、rk, Suzhou Total Land Area 建筑面積9.6萬 96,000 sqmTotal Gross Leasable Area營業(yè)面積10萬100,000 sqm Car Park Count 停車位1500個 1,500 Operator 所有人待確定 TBD Ownership Structure 股權結構時尚舞臺商城Shishang Wutai Shangcheng Ltd Website 網址/guide/default.asp?subid=1id=1Proximity to Downtown 距離市中心車程Usage of nearby projects周邊業(yè)態(tài)汽車營

44、銷、工業(yè)物流Automotive dealership, industrial-logisticsStage Outlets 時尚舞臺商城 Financial Information 財務信息 2009 Turnover 2009年業(yè)績TBD 2010 Turnover 2010年業(yè)績2億人民幣 RMB 200 million Tenant & Positioning Information 品牌定位 Total Tenant Count 品牌數(shù)130個 130 Outlet Positioning 品牌定位國際一線、國內外名品International designer, accessibl

45、e international and local brands Additional Information 其他信息 According to the website, Stage plans to develop outlet malls in Hong Kong, Tianjin, Shenyang and Chengdu Offers a VIP membership program 2010 Revenue Clarks (104 sqm) 2010/7 2010/12: RMB 400,000, Q1 2011: RMB 150,000 On & On (160 sqm): 2.

46、4 million根據(jù)該網站信息，計劃在香港，天津，沈陽和成都開設店鋪提供VIP會員計劃2010年收入Clarks （104平方米）2010/ 7 - 2010/12：人民幣40萬，2011年第一季度：人民幣15萬On & On （160平方米）：240萬Stage Outlets Leasing Information 時尚舞臺最新情況 Leasing Information 最新情況 Rental base 租金基礎最低租金和營業(yè)額兩者取高Minimum guarantee / turnover(which ever is higher) Average term 租期2年 2 years

47、 Asking rent 租金率11-12% 11-12% Management fee 管理費15元每平方米每月 RMB 15/sqm/month Estimated occupancy rate 預期入駐率50%，50% Sample brands 入駐品牌Cerruti 1881MervynsBrooksfieldStarbucksGieves & HawkesOn & OnS.T DupongClarksTrussardiQuiksilver/RoxyClarksTonino LamborghiniRegalLL BeanAdidasGeoxBruno MagliJack Nickla

48、usLe Coq SportifEves TemptationLenscraftersNew BalanceBrooksfieldVersaceHello KittySasaNikeVersace HomeStage Outlets Additional Notes 時尚舞臺其他信息2/3F outdoor outlet + 3F department store formatSurrounding developments include a Lexus Automobile dealership and the SEALL Suzhou Logistics parkClose proxim

49、ity to the expresswayLittle traffic observed on Sunday 8 May at 11:30amLow brand visibility (porticos block brand names)Low occupancy primarily due to 2F/3F leasingStage is self operating a luxury boutique with brands including: Hermes, Bottega Veneta, Prada, Gucci, Balenciaga. Products are sourced

50、via a Ningbo based trading company.2/3F戶外奧特萊斯+3F百貨公司格式周邊靠近雷克薩斯汽車經銷店和SEALL蘇州物流園區(qū)緊靠高速公路周日5月8日上午11:30觀察小部分人流品牌知名度低低入住率主要是由于2F/3F租賃模式第二階段是自我經營，包括品牌的豪華精品：愛馬仕，Bottega Veneta的，普拉達，古奇，巴黎世家。產品貨源通過寧波的貿易公司負責。Stage Outlets Photos 時尚舞臺圖片Low brand visibility品牌知名度低3F Department store3F百貨部分3F Department store3F百貨部分

51、Time of photo:Sunday 11:30am 拍攝時間：周日中午11：30Stage Outlet Photos 時尚舞臺圖片Neighboring Lexus dealership 臨近的雷克薩斯專賣店SEALL BuildingSEALL大廈Stage operated store時尚舞臺賣場NikeStage Outlets Floor Plan 時尚舞臺樓層圖International Luxury Brands & self-operated store 1F國際一線品牌 1FAccessible International and Local Brands 2F國內外知

52、名品牌 2FDepartment store like development 3F專賣店 3FFlorentia Village Jingjin Fashion Outlets佛羅倫薩小鎮(zhèn)京津奧特萊斯 General Information 概況 Project Name 項目名稱佛羅倫薩小鎮(zhèn)京津奧特萊斯Florentia Village Jingjin Fashion Outlets Usages 用途零售、名品特惠、娛樂、餐飲Retail outlet, entertainment and F&B Date of Operation開業(yè)時間2011.5 May 2011 Address地

53、址前進路，武清區(qū)，天津Qianjin Road, Wuqing District, Tianjin Total Land Area 建筑面積第一階段：6萬Phase I: 60,000 sqm Total Gross Leasable Area營業(yè)面積第一階段4.2萬Phase I: 42,000 sqm Car Park Count 停車位2800個 2,800 Operator 擁有者RDM與威特集團，RDM & Waitex GroupOwnership Structure股權結構RDM和威特集團合作，美國中國合資的紡織企業(yè)Joint venture partnership between RDM and Waitex Group, a foreign textile and fashion business run by an American Chinese Website網址Proximity to downtown距離市區(qū)50分鐘車程距離北京，30分鐘距離天津50 min from Beijing, 30 min from Tianjin Usage of nearby projects周邊業(yè)態(tài)待定 TBDFlorentia