2014红星美凯龙开发策略39p.ppt
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1、红星美凯龙开发策略 RSM Expansion Strategy,红星美凯龙家居集团股份有限公司,2014.4.28,业务板块 Business Division,2,家居商场板块 Home Furnishing Mall,购物中心板块 Shopping Mall,红星美凯龙家居商场布局现状 Geography & Layout Home Furnishing Mall,3,截至2014年3月31日 94城,已开业家居商场达到134家,By end of March, 2014 94 cties, 134 opening Home Furnishing Mall,北京,天津*3,成都,重庆*3
2、,昆明*2,玉溪,兰州,西安,太原,哈尔滨,大连,长春,鞍山,沈阳*3,郑州,临沂,烟台,淮安,无锡*3,上海*2,常州,苏州,福州,24城 35座城市综合体,廊坊*2,红星百货综合体布局现状 Geography & Layout - Complexes,24cties, 35 complexes in construction,5,I 城市选择 City Selection II 选址策略 Site Selection Principle III 发展要点 Key Point of Practice IV 案例分享 Cases Sharing,目 录 Contents,城市选择的主要考虑因素
3、 Key Points for City Selection,6,常住人口 Permanent Population 房地产发展状况 R/E Development 经济规模 Size of the Economy,评估模型 Assessment Model,消费特点和消费能力 Consuming Features & Spending Power 发展潜力 Potential of Developing 竞争状况 Competition Environment,常规三大因素 Key Factors,区域附加考虑 Suplemental Factors,7,城市发展名单(672个城市) Cit
4、y List by Category (672 cities),8,城市名单:672个城市(2) City List by Category (672 cities),9,城市名单:672个城市(3) City List by Category (672 cities),10,城市名单:672个城市(4) City List by Category (672 cities),11,城市名单:672个城市(5) City List by Category (672 cities),城市等级分类表 City List by Ranking,目 录 Contents,I 城市选择 City Sele
5、ction II 选址策略 Site Selection Principle III 发展要点 Key Point of Practice IV 案例分享 Cases Sharing,家居茂选址原则 Site Selection Principles - Home Furnishing Mall,原则 / Principle: 城市发展方向,紧邻中高档住宅 Direction for urban development, Near middle and high-end residences 道路要宽 Wide Road 交通方便 Optimized accessibility 消费群 / C
6、overage Areas 基础5公里半径、延伸10公里半径、辐射20-30公里半径 Basically cover area in 5 miles, extended to 10 miles or more far 要求 / Details 6车道以上,交叉口更好 Above 6 Lanes, intersection would be a plus 规划商圈 In planning business area 地铁更佳 Subway would be a plus,3miles,5miles,老城区 Old Town,城市发展方向 Direction of Developing,中高档已入
7、住 Mature Residences,中高档在建 Constructing Residences,规划中中高档 Planning Residences,红星美凯龙家居mall Home Furnishing Mall,红星美凯龙百货Mall Shopping Mall,家居茂选址图例 Site Selection Cutline Home Furnishing Mall,家居茂选址周边居住人数 Population Required - Home Furnishing Mall,家居茂选址周边人数参考标准 Standard for References,原则 / Principle 更多人已
8、居住 More people living in the area 周边地铁商业配套设施齐全 Transportation and commercial facilities already 消费群 / Coverage Areas 基础2-3公里半径、延伸5公里半径、辐射10公里半径 Basically cover area in 2-3 miles, extended to 5 miles or more far 要求 / Details 4车道加双向自行车道也可 At least 4 car lanes + 2 bike lanes 规划商圈更佳 In planning business
9、 area will be better,百货茂选址原则 Site Selection Principles - Shopping Mall,百货茂选址图例 Site Selection Cutline - Shopping Mall,老城区 Old Town,城市发展方向 Direction of Developing,中高档已入住 Mature Residences,中高档在建 Constructing Residences,规划中中高档 Planning Residences,红星美凯龙家居mall Home Furnishing Mall,红星美凯龙百货Mall Shopping Ma
10、ll,百货茂选址周边居住人数 Population Required- Shopping Mall,目 录 Contents,I 城市选择 City Selection II 选址策略 Site Selection Principle III 发展要点 Key Point of Practice IV 案例分享 Cases Sharing,1、找对合作伙伴 Find Right Partner,21,品牌优秀,实力强劲 Good Brand & Powerful Companies 理念相近,业务互补 Similar Aspiration & Complement Each Other 共同发
11、展,双赢思路 Common Development & Win-Win,红星系优势 品牌优势:中国家居第一品牌(理念、信誉、品质) 人才优势:最优秀的发展和经营团队 运作优势:资本、系统,22,2、找对政府部门 Find Right Government Dept.,在不同的城市,土地出让收益在市、区两级政府中收益分配会差异较大,我们只有充分了解不同城市分配方式,才能找对谈判对象,制定明确的谈判策略。 Income distribution in land transfer are different between municipal government and district gove
12、rnment in different cities. Find out the right negotiations object is key success factor,23,2、找对政府部门 (案例1) Find Right Government Dept. (Case 1),天津北辰项目 / Project Beichen in Tianjin 项目特点 / Project Features 土地出让收益100%归天津市政府 100% of income in land transfer belongs to Tianjin municipal government 过程 / Pr
13、actice 因为土地出让金100%归市政府,所以土地价格高低不是北辰区政府的关注重点。区政府的主要诉求点在于红星商业入驻带来的税收、就业以及商业环境的改善。通过对红星方案的讲解与沟通,区政府积极帮助红星美凯龙与市国土部门沟通地价,最终按目标价格顺利取得土地。,24,2、找对政府部门 (案例 2) Find Right Government Dept. (Case 2),上海金山项目 / Project Jinshan in Shanghai 项目特点 / Project Features 土地出让出让收益市级政府分配15%、区级政府分配85% 85% of income in land tr
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