奥特莱斯市场分析课件.ppt

1、Outlet Market Research奥特莱斯市场分析(Working Draft)May 20112011.6Table of Contents 内容Shanghai Projects 上海项目 Orient Foxtown 东方Foxtown Qingpu Outlets 青浦奥特莱斯 Florentia Village 佛罗伦萨小镇 Vincent Lo Centre Vincent Lo中心Suzhou Projects 苏州项目 He Shun Outlets 和顺奥特莱斯 Stage Outlets Stage奥特莱斯Additional Information 其他 Flo

2、rentia Village Jingjin Fashion Outlet(Wuqing,Tianjin)佛罗伦萨小镇-京津名品奥特莱斯（天津武清）Shanghai Projects 上海项目1.Orient Foxtown 东方Foxtown5885 Yexin RoadXinbang Town,Songjiang 松江 新浜镇 叶新路58852.Qingpu Outlets 青浦奥特莱斯2888 Huqingping RoadZhaoxiang Town,Qingpu 青浦 赵巷镇 2888沪青平路3.Florentia Village佛罗伦萨小镇 筹建4.Vincent Lo Centr

3、eVincent Lo中心 筹建123Orient Foxtown General Information Project Name项目名称Orient Foxtown Usages 用途零售、奥特莱斯和娱乐Retail outlet and entertainment Date of Operation开业时间2006 Address地址松江 新浜镇 叶新路5885 5885 Yexin Road,Xinbang Town,Songjiang,Shanghai Total Land Area建筑面积13万，130,000 sqm Total Gross Leasable Area 可租用面积

4、6.7万，67,500 sqm Car Park Count 停车位1,600个 Operator 项目所有人西尔维奥塔尔基尼 /Foxtown（瑞士）Silvio Tarchini /Foxtown(Switzerland)Ownership Structure 股权 结构30的东方企业国际有限公司（SH：600278）70Tarchini集团（私人拥有从瑞士合作）30%Orient Enterprise International Ltd(SH:600278)70%Tarchini Group(privately owned co from Switzerland)Website 网址ht

5、tp:/ Proximity to Downtown 距离市中心30分钟车程，30 minutes Usage of nearby projects 周边项目零售业，RetailOrient Foxtown Financial Information 财务信息财务信息 2009 Turnover待确认，TBD 2010 Turnover 营业额RMB3亿元，RMB 300 million Tenant&Positioning Information 租户和定位信息租户和定位信息 Total Tenant Count 组合数80家门店、50家名品、2间餐厅80 stores,50+brands,

6、2 restaurants Outlet Positioning 定位国内外名品、餐饮和剧院Accessible international and local brands,2 food and beverage outlets and a theater Additional Information 其他信息其他信息 Rumors Foxtown may cease operations in the near future due to underperformance 传闻FOXTOWN因业绩不佳可能在不久的将来停止运营 Foxtown entered into litigation

7、over branding rights with another Chinese retailer that is using the Foxtown brand name with multiple locations in Shanghai FOXTOWN诉讼另一个中国的零售商，其正在上海多个地点在使用的FOXTOWN品牌名称 Foxtown provides a free shuttle bus from downtown ShanghaiFOXTOWN提供了从上海中心城区免费穿梭巴士 3F indoor shopping mall format 3F采用室内购物方式 2010 Rev

8、enue Figures 2010年业绩数字 Adidas(1F 250 sqm):RMB 500,000/mo阿迪达斯（1F250平方米）：人民币50万元/月 Belle(1F shoe boutique 370 sqm):RMB 200,000/mo 百丽（1F370平方米）：人民币20万元/月 Crocs(1F 140 sqm):RMB 140,000/mo Crocs（1F140平方米）：人民币14万/月 Esprit(700 sqm):RMB 1,000,000/mo Esprit（1F700平方米）：人民币100万/月 Estimated traffic 预计交易量:weekday

9、 3,000 per day 平日3000笔,weekend+5,000 per day周末5000笔以上Orient Foxtown Leasing Information 其他信息 Leasing Information 最新信息最新信息 Rental base 出租基础按营业额比例Turnover only Average term 平均租期待确定TBD Asking rent 租金15%Management fee管理费待确定TBD Estimated occupancy rate 预计入驻率70%Sample brands 品牌品牌AdidasBelleCrocsEspritGuy

10、LarocheElena MiroPierre CardinFlorintenoZumaTrois PommesAmerican TouristerKappaLi NingLottoGiovanni BianchiPumaNew BalanceThe North FaceAdidas KidsColumbiaEQ:IQSteve MaddenJaguarLacosteLevisSamsoniteOrient Foxtown Photos Orient Foxtown Floor Plan Foxtown楼层图(1F Design)Qingpu Outlets 青浦奥特莱斯 General In

11、formation 概况概况 Project Name 项目名称青浦奥特莱斯Qingpu Outlets Usages 用途零售与娱乐设施Retail outlet and entertainment Date of Operation开业年份2006 Address 地址青浦 赵巷镇 2888沪青平路2888 Huqingping Road,Zhaoxiang Town,Qingpu Total Land Area 占地面积 16万 160,000 sqm Total Gross Leasable Area营业面积12万120,000 sqm Car Park Count 停车位地面1200

12、个 地下500个，1,200/500(above ground/below ground)Operator 所有人上海百联集团（SH：600631）Shanghai Bailian Group(SH:600631)(information to be verified:operator is Gordon Brown)Ownership Structure 股份结构上海百联集团（SH：600631），香港九龙仓集团也是合伙人 Shanghai Bailian Group(SH:600631)(information to be verified:Wharf from HK is also co

13、-owner)Website Proximity to Downtown 距离市中心车程30分钟，30 minutes Usage of nearby projects周边项目零售商店（大型钢厂），家居出口，工业Retail outlet(mega mills),home furnishing outlet,industrialQingpu Outlets 青浦奥特莱斯 Financial Information 财务信息财务信息 2009 Turnover 2009年业绩人民币11.4亿RMB 1.14 billion 2010 Turnover 2010年业绩人民币 16亿RMB 1.60

14、 billion 2010 Gross Profit2010年毛利人民币 1.46亿 RMB 146 million Q1 2011 Turnover人民币 5.02亿 RMB 502 million Tenant&Positioning Information 品牌定位品牌定位 Total Tenant Count品牌组合280以上品牌数+280 brands Outlet Positioning 品牌定位A类：国际一线名品Section A:international designer brands B类：国际名品和国内名牌Section B:accessible internationa

15、l/local brandsC类：餐饮和特殊业态Section C:F&B operators Additional Information 其他信息其他信息 The success of the Qingpu Outlets has inspired other parties to develop supplement outlet-type retail projects for accessories,apparel and home furnishings nearby.青浦奥特莱斯的成功激发了其他配套项目的发展，尤其是周边的服装和家具零售业。Extended vicinity de

16、velopments are primarily industrial usage附近发展的项目主要是工业型。Bailian granted rights to operate retail at Shanghai Disneyland and will include outlet百联集团在上海迪士尼乐园被授予经营权的内容包括零售和奥特莱斯。Qingpu Outlets 青浦奥特莱斯 Additional Information(contd)其他相关信息其他相关信息 Average customer spend in 2010:RMB 717(y-o-y+16.2%)Customers:80

17、%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 million or more in revenues in 2011:

18、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年顾客平均花费：717元（按年升16.2）客户：80来自上海，20%来自江苏和浙江两省平均每日汽车流量：1500辆周末平均每日汽

19、车流量：6000辆以上公众假期的平均每日汽车流量：8000以上2010年：coach和杰尼亚年收入在5000万元以上2011年预计将产生1亿元人民币以上收入的品牌是：coach2011预估收入在5000万以上的品牌：杰尼亚，耐克，巴宝莉，拉尔夫劳伦 各品牌将自己的经营情况真实提供给百联平均优惠率估计为8Qingpu Outlets Leasing Information 青浦奥特莱斯最新情况 Leasing Information 最新情况最新情况 Rental base 租金基础租金和营业额抽成取高Minimum guarantee/turnover(which ever is higher

20、)Average term 租期1年 1 year Asking rent 租金率营业额的8%-12%，8-12%of turnover Management fee 管理费RMB 20/sqm/month Estimated occupancy rate 预计入驻率100%确认 100%(confirmed)Sample brands 品牌VersaceCanaliArmaniDunhillCerruti 1881Hugo BossMax MaraBallyPaul&SharkZegnaBrooks BrothersCKTrussadiBurberrySwarovskiTodsGivench

21、yDAKSKent&CurwenEscadaNikeAdidasNew BalanceDieselBMWPorts International Salvatore FerragamoTommy HilfigerY-3CoachPolo Ralph LaurenLacosteQingpu Outlets Additional Notes 青浦奥特莱斯的其他信息 1/2F outdoor retail outlet+3F indoor/outdoor plaza formatParking seems insufficient to accommodate weekend crowdsTenant

22、s 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 afternoon at 6:15pmMultiple Adidas&Nike stores with Qingpu Outl

23、etsExtremely close proximity to highway entranceGood store visibilityLocal retail business,Zaihang,was engaged for Block C1/2F采取户外零售店+3F室内/室外广场格式停车位似乎难以容纳周末人流停车需求青浦奥特莱斯应该是为租户提供装修、管理，比较有竞争力和高品质。良好的搭配时尚服装的餐饮餐饮租户（避风塘，星巴克）周日下午6:15是高峰期阿迪达斯与耐克多种些列选择与高速公路入口靠近很好的能见度本地零售业务，世博村招商处于C座Qingpu Outlet Photos 青浦奥特莱

24、斯照片Insufficient car parking 没有足没有足够停车位够停车位Neighboring“mega mills project”邻近的邻近的“大型钢厂项目大型钢厂项目”Starbucks星巴克星巴克Main Plaza主楼主楼2F outdoor outlet 2楼楼户外街区户外街区3F Plaza 3楼广场楼广场Qingpu Outlet Photos青浦奥特莱斯照片Bi Feng Tang 避风塘避风塘TODSCoachPolo Ralph LaurenQingpu Outlets Floor Plan 青浦奥特莱斯楼层图Foreign Luxury Brands(1F)

25、国际一线奢侈品Accessible International&Local Brands/F&B(1F&2F)国内外名品和特业Local Brands/F&B 本地品牌和特业(2F&3F)Florentia Village(planned)佛罗伦萨小镇（筹建）General Information概况概况 Project Name 项目名称佛罗伦萨小镇 Florentia Village Usages 用途零售名品特惠、休闲娱乐、餐饮Retail outlet,entertainment and F&B Date of Operation 开业时间预计2013年2013(estimated)（

26、土地2011年收购）(land was acquired in 2011)Address 地址待确定TBD Total Land Area总建筑面积待确定TBD Total Gross Leasable Area营业面积5.395万 53,950 sqm Car Park Count 停车位待确定TBD Operator 所有人意大利RDM集团 RDM(Italy)Ownership Structure股权结构意大利RDM集团 独资 RDM(privately owned co from Italy)Website 网址Proximity to Downtown 距离市区50分钟车程 50 m

27、inutes Usage of nearby projects周边业态上海迪斯尼 Disneyland ShanghaiFlorentia Village(planned)佛罗伦萨小镇（筹建）Financial Information 财务信息财务信息 2009 TurnoverN/A 2010 TurnoverN/A Tenant&Positioning Information 品牌定位品牌定位 Total Tenant Count 品牌数200个以上+200 brands(estimated)Outlet Positioning 品牌定位国际精品（以意大利名品为重点）Internation

28、al brands(with an emphasis on Italian brands)Additional Information 其他信息其他信息 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 fashion,retail and real estate(CK,CK Jeans,

29、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)and Mitsui(from Japan)for the Pudong land parcel RDM in

30、tends 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位于浦东国际机场和上海迪士尼乐园RDM是意大利Fingen的房地产集团，主营时装，零售和房地产（品牌为：CK，CK牛仔裤，CK系列，GUESS，让保罗戈蒂埃，凯西凡泽兰，领带架）和投资；RDM与它的合作伙伴阿瑟格伦开设遍及欧洲共17家店；RDM击败了切尔西置业集团（美国西蒙地产集团附属

31、公司）和三井（日本）成功竞标浦东地块RDM拟投资在未来数年9.1亿美元，继续开设4-5个项目；在武清区的第一个项目（近北京及天津），在2011年5月开业。Vincent Lo Centre(planned)Vincent Lo中心（筹建）General Information 概况信息概况信息 Project Name 项目 名称Vincent Lo中心 Vincent Lo Centre Usages 用途零售百货特惠 Retail outlet Date of Operation 开业时间待确定待确定TBD Address 地址待确定待确定TBD Total Land Area 占地面积待

32、确定待确定TBDTotal Gross Leasable Area营业面积待确定待确定TBD Car Park Count 停车位待确定待确定TBD Operator 所有人待确定待确定TBD Ownership Structure 股权结构待确定待确定TBD Website 网址待确定待确定TBD Proximity to Downtown 距离市区路程待确定待确定TBD Usage of nearby projects周边业态待确定待确定TBDSuzhou Projects 苏州项目1.He Shun Outlets 和顺奥特莱斯TBDSuzhou Industrial Park,Suzh

33、ou 苏州工业园区2.Stage Outlets Stage奥特莱斯9 Xiandai AvanueSuzhou Industrial Park,Suzhou 苏州工业园区现代大道21He Shun Outlets 和顺奥特莱斯 General Information 概况概况 Project Name 项目名称和顺奥特莱斯 He Shun Outlets Usages 用途零售百货特惠、特业餐饮Retail outlet and F&B Date of Operation开业时间2007 Address 地址苏州工业园区 Suzhou Industrial Park Total Land A

34、rea建筑面积待确定TBDTotal Gross Leasable Area营业面积7万 70,000 sqm Car Park Count 停车位 待确定 TBD Operator 所有人Foxtown（从2010年1月起）Foxtown(since Jan 2010)Ownership Structure股权结构CS Land（中国政府和新加坡政府关联公司财团合资企业）CS Land(a JV between a consortium of local Chinese government and Singaporean government affiliates)Website网址htt

35、p:/ to Downtown距离市区1公里以内Less than 1km Usage of nearby projects周边物业高档住宅（30000元/平方米），休闲（李公堤游艇俱乐部），太古地产及新鸿基（综合用）High-end residential(RMB+30,000/sqm),leisure(Li Gong Di yacht club),Swire and Sun Hung Kai(mixed use)He Shun Outlets和顺奥特莱斯 Financial Information 财务信息财务信息 2009 Turnover 2009年业绩待确定 TBD 2010 Tur

36、nover 2010年业绩1亿元人民币 RMB 100 million Tenant&Positioning Information 品牌和定位信息品牌和定位信息 Total Tenant Count 共有租户数25-30个 25-30 Outlet Positioning 定位国际一线精品、国际名品International designer,accessible international and local brands Additional Information Foxtown has been engaged to operate this outlet as of January

37、 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从2010年1月开始接管并更名为道格拉斯品牌村和顺广场 Cerruti 1881年收入：人民币45万/月 Kent&Curwen 2010年收入：12.5完元/月（2010年以后关闭）He Shun Leasing Information和顺

38、奥特莱斯最新信息 Leasing Information 最近信息最近信息 Rental base 租金基础保底和营业额两者取高Minimum guarantee/turnover(which ever is higher)Average term 租期一年 1 year Asking rent 租金率营业额8%-12%8-12%Management fee 管理费租金内Included in rental Estimated occupancy rate预期入驻率20%-30%20-30%Sample brands 入驻入驻BossJoopDieselPumaLens CraftersKap

39、paBalenciagaGRIEQ: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 projects under development include Li Gong Di(yachtin

40、g 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奥特莱斯+3F百货模式非常集中位于苏州街对面的高档住宅和别墅，1912年（餐饮/娱乐地带）附近正在开发的项目包括李公堤（游艇和会所），新鸿基（混合使用）和太古（综合使用）

41、新天地式的发展，致力于零售业和FB/娱乐5月8日了解到周日的交易量非常少入驻率很低He Shun Outlets Photos 和顺奥特莱斯照片Front Entrance 正门正门2F Design Time of photo:Sunday 3:00pm 周日中午周日中午Attached 3F department store 3F的的百货部分百货部分NikeHe Shun Outlets Photos(surroundings)周边情况High-end villas 高端别墅高端别墅High-end apartments 高端住宅高端住宅Entertainment/F&B 娱乐和餐饮娱乐和

42、餐饮Entertainment/F&B 娱乐和餐饮娱乐和餐饮Stage Outlets Stage 时尚舞台奥特莱斯 General Information 概况概况 Project Name 项目名称时尚舞台奥特莱斯 Stage Outlets Usages 用途零售、名品特惠、娱乐、餐饮Retail outlet,entertainment and F&B Date of Operation 开业年份2009 Address 地址苏州工业园区现代大道 9 Xiandai Avenue,Suzhou Industrial Park,Suzhou Total Land Area 建筑面积9.6

43、万 96,000 sqmTotal Gross Leasable Area营业面积10万100,000 sqm Car Park Count 停车位1500个 1,500 Operator 所有人待确定 TBD Ownership Structure 股权结构时尚舞台商城Shishang Wutai Shangcheng Ltd Website 网址http:/www.sz- to Downtown 距离市中心车程Usage of nearby projects周边业态汽车营销、工业物流Automotive dealership,industrial-logisticsStage Outlet

44、s 时尚舞台商城 Financial Information 财务信息财务信息 2009 Turnover 2009年业绩TBD 2010 Turnover 2010年业绩2亿人民币 RMB 200 million Tenant&Positioning Information 品牌定位品牌定位 Total Tenant Count 品牌数130个 130 Outlet Positioning 品牌定位国际一线、国内外名品International designer,accessible international and local brands Additional Information

45、其他信息其他信息 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):2.4 million根据该网站信息，计划在香港，天津，沈阳和成都开设店铺提供VIP会员计划2010年收入Clarks（104平方米

46、）2010/7-2010/12：人民币40万，2011年第一季度：人民币15万On&On（160平方米）：240万Stage Outlets Leasing Information 时尚舞台最新情况 Leasing Information 最新情况最新情况 Rental base 租金基础最低租金和营业额两者取高Minimum guarantee/turnover(which ever is higher)Average term 租期2年 2 years Asking rent 租金率11-12%11-12%Management fee 管理费15元每平方米每月 RMB 15/sqm/mon

47、th Estimated occupancy rate 预期入驻率50%，50%Sample brands 入驻品牌入驻品牌Cerruti 1881MervynsBrooksfieldStarbucksGieves&HawkesOn&OnS.T DupongClarksTrussardiQuiksilver/RoxyClarksTonino LamborghiniRegalLL BeanAdidasGeoxBruno MagliJack NicklausLe Coq SportifEves TemptationLenscraftersNew BalanceBrooksfieldVersaceH

48、ello KittySasaNikeVersace HomeStage Outlets Additional Notes 时尚舞台其他信息2/3F outdoor outlet+3F department store formatSurrounding developments include a Lexus Automobile dealership and the SEALL Suzhou Logistics parkClose proximity to the expresswayLittle traffic observed on Sunday 8 May at 11:30amLow

49、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 via a Ningbo based trading company.2/3F户外奥特莱斯+3F百货公司格式周边靠近雷克萨斯汽车经销店和SEALL苏州物流园区紧靠高

50、速公路周日5月8日上午11:30观察小部分人流品牌知名度低低入住率主要是由于2F/3F租赁模式第二阶段是自我经营，包括品牌的豪华精品：爱马仕，Bottega Veneta的，普拉达，古奇，巴黎世家。产品货源通过宁波的贸易公司负责。Stage Outlets Photos 时尚舞台图片Low brand visibility品牌知名度低品牌知名度低3F Department store3F百货部分百货部分3F Department store3F百货部分百货部分Time of photo:Sunday 11:30am 拍摄时间：周日中午拍摄时间：周日中午11：30Stage Outlet Pho