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Shopping Centres Get Olympic Boost

By early April, many of the construction barriers before stores along Qianmen Dajie had been removed, revealing the area’s new traditional-styled Chinese buildings. This indicates that the renovations of Qianmen Dajie have entered their final stage, ready to welcome millions of international tourists with its unique landscape of the early 20th century Beijing.

Qianmen Dajie, after renovation, will become one of the featured commercial areas showcasing the history and culture of the city, according to a three-year action plan to welcome the 2008 Olympic Games. The plan was created by the Beijing Municipal Commerce Bureau in 2005. 

Like all the other sectors of economy, the retail property market in Beijing is also a major beneficiary of Beijing’s Olympic dreams. It is estimated that as many as 600,000 tourists will come to Beijing during the Games.

Expecting the great flow of tourists, a large number of commercial properties in Beijing choose to enter the market in 2007 and early 2008. During the Games, restaurants, souvenir stores, bars, shopping malls will become direct beneficiaries of this historic event.

Qianmen Dajie was once the busiest commercial area in the capital during the Qing Dynasty (1644–1911) and the Republic of China period (1912–1949), and was also the birthplace of many China Time Honoured Brands (Zhonghua Laozihao) thanks to its ideal location, just several minutes of walk from the Forbidden City. Therefore, it is considered an authentic reflection of life in old Beijing.

However, with modern shopping malls sprouting like weeds throughout the metropolitan area, this traditional area began to degrade and lose its appeal. The renovations of Qianmen Dajie and its surrounding Dashilan area is aimed at rejuvenating the commercial atmosphere, while preserving its cultural relics and building styles.

However, the Chinese flavour will not be the only attraction. Many international leading brands will be introduced to the area, including Prada, Gucci, addidas, Nike, LV, which will account for around 15 percent of the retail space, according to Pan Shiyi, chairman of SOHO China, who is in charge of the commercialization of the area.

For the area’s old residents—the time-honoured brands, who are afraid that they can’t afford the expensive rent after the renovation—the Municipal Government has authored policy privileges, deciding that 20 percent of the area’s space will be reserved for time-honoured brands.

As of February 2008, 65 percent of the nearly 70,000 square metres (sq.m) of retail space available had been reserved.

Aside from Qianmen Dajie, many other commercial areas with special features are being promoted, all with a strong colouring of the Chinese culture. The Hongqiao Pearl Market, beloved by foreign tourists, will continue to sell Chinese-featured products after renovation. The Panjiayuan antique market, Liulichang, Gaobeidian old furniture street, Shichahai area and many others are commercial areas with special features.

At the same time, Beijing also saw a spurt of shopping malls before the 2008 Games. In 2007, 11 large shopping malls targeted at high-end customers were opened, many of them located in “golden” areas. The most eye-catching include the Shin Kong Place at Dawang Lu, New World Shopping Centre CBD store at Bawangfen, The Place at Guanghua Lu and Seasons Place at the Financial Street. The Joy City in Xidan and the Parkson on the Fourth East Ring Road were new faces of early 2008.

The renovation and expansion project concerning 13 properties in the Wangfujing area will add approximately 500,000 sq.m of commercial space.

Statistics reveal that about 750,000 sq.m of space in large shopping centres came on the market in 2007; the figure for 2008 is estimated at about 1.66 million sq.m.

Commercial properties in Central Beijing have received a boost from the Games, but the Olympic areas beyond the North Fourth Ring Road, where many of the Olympic venues are located, are also becoming extensions of existing commercial centres. To improve their infrastructure and environment, the government has invested as much as 100 billion yuan (US$14 billion) since 2004. Thanks to improvements of transport with the openings of Subway Lines 5 and 10 and the Olympic Line before the Games, along with the widening of Anli Lu and Beichen Lu, more people are settling in these areas. It is estimated that the number of permanent residents in the area will reach 2 million, which will create a huge demand for commercial properties for dining, leisure and recreation.

奥运会对商业地产影响几何

文/陈建波

北京2008年奥运会所带来的巨大经济效益是有目共睹的，它将促进北京的经济和房地产业的发展、基础设施的完善（包括城市的道路、桥梁、铁路等）、城市国际知名度的提升，而这一切又恰恰是商业地产发展的必要条件。

经历了2007年“井喷”放量后，北京2008年商业地产的整体供应量仍保持持续增长的速度。据有关方面对2008年北京35个商业新盘的统计数据显示，未来至少将有百万平方米的供应量显现。实际上，北京很多原定于2007年开业的商业项目都推迟至2008年入市。这一潜在供应量很可能使2008年北京商铺新增供应量超过历史纪录。

纵观北京商业地产市场，奥运会召开吸引外来人口的涌入从而聚集大量的高端人群，刺激了商业地产的开发热潮。然而，北京商业地产市场中大部分的需求并非直接来源于奥运会，奥运会对北京商业地产市场的直接影响并不会非常明显，但其深远影响必将有力地支持北京逐步开放的经济。

奥运期间商业受益者

奥运会对北京商业带来最直接的受益者，显然是宾馆、饭店以及与饮食相关的餐饮业。根据北京市商务局的预测，北京奥运会的召开预计为餐饮业带来的增量消费达到200多亿元。

奥运给北京商业带来的将不仅仅是消费空间，更是带来了展示这座历史古城商业魅力的大好时机。

根据北京市商务局制订的《北京市商业服务业迎奥运三年行动计划》，针对奥运期间国内外游客的消费特点和实际需求——他们到北京旅游观光、购物消费，重点是去能代表北京特色的商业和休闲娱乐场所。北京商务局已经组织各区商业主管部门在现有北京特色商业基础上，系统地对代表北京历史、文化的特色商业进行挖掘整理，除簋街、三里屯、什刹海、潘家园古玩城、琉璃厂、高碑店等10多家以外，还新挖掘了报国寺小人书、百工坊、锣鼓巷、南新仓、华生天桥市场、元隆大厦等特色街（市场、主题商城）20多家。

其实，北京市对发展特色商业一直非常重视，北京市商务局在已经培育完善的高碑店古典家具街、什刹海茶艺酒吧街、东直门餐饮街等6条特色商业街基础上，继续大力改造和培育新的特色商业。城区各级政府也在挖掘各区商业特色，东城区改造的银街、锣鼓巷酒吧街、南新仓文化街已经在2006年10月以崭新的面貌开门迎客；备受关注的前门-大栅栏的改造吸引了世界的目光，将打造成一条集世界级品牌和国内老字号为一体的华洋杂处的文化旅游商业街。从2007年4月开始改造的红桥市场，除关闭地下一层的海产品批发外，将继续增加珍珠、旅游纪念品等具有中国特色商品的销售和展示。这些代表北京历史、文化、商业特点的特色商业将是奥运会期间商业服务业的主角，奥运会为他们打开一扇面向世界商业舞台的窗口。

此外，奥运会的举办对于北京城市商业布局的影响，最明显的莫过于北京城市重心的北移。随着奥林匹克公园以及奥运会主场馆的建设，北京将在市区北部、城市中轴线北端形成一个全新的城市功能区——奥林匹克公园区域。并将在市区形成新的以奥林匹克公园、中关村科技园区、CBD商务中心区三大城市功能区为主的布局结构。

这种城市布局将改变整个北京原有城市布局，使北京城市中心从原以天安门为中心的地区北移至奥林匹克公园区域。北部的亚奥区域将由原来的城市边缘集团转换定位为三大城市中心区之一。与此相关的，整个北部亚奥区域发展包括城市建设、交通设施、基础设施、文化设施、商业环境、配套住宅等。无论是商业地产还是住宅地产都获得了一次跨越式的发展和跃升。

开发热点区域

2008年奥运会的召开将带来巨大的旅游热和投资热，推动服务业、金融业、旅游业等的发展，为商业地产的发展提供了有力保证。如果说2007年北京商业地产热点区域首推CBD、东四环大郊亭、立水桥等区域，那么2008年热点区域属于王府井、三里屯、望京区域。

王府井可以说是2008年商业新盘集中入市最密集的区域。包括乐天银泰百货、王府井国际品牌中心、海港大厦等在内的诸多项目预计都将在年内开业。同时，在构建“王府井第二商业集群”计划的过程中，很多区域内原有的老项目也在积极进行升级改造。

实际上，王府井区域老项目的改造升级主要是以由百货大楼、新东安广场为重点。其中，新东安广场不仅在硬件上进行了历时一年的装修，而且在新引进租户的档次显然有明显提升。其新引进的租户包括NikeBeijing、Birkenstock、Crayola等一批首次进入中国的品牌，还有C&A、 CPU、 Seven Days、怪诞城之夜等一批首次进入北京的品牌。

“在业态比例上，新东安广场也进行大幅调整，将服装服饰的比重大幅下调到40%左右，餐饮的比重由过去的10%提高到了近30%。C&A作为国际著名服装杀手进京首先选择新东安广场则是许多业内人士没有想到的。”汇博行董事总经理潘好龙表示。

2008年新建项目的集中入市固然带动了王府井区域的开发热潮，可随着区域供应量的激增，市场能否有效如此大的放量成为业内关注焦点。未来2年，王府井新增50万平方米中有约70%为商业设施，新增的众多商业设施，无疑使得这些项目在定位、招商、商户选择等方面都面临巨大的挑战。

尽管三里屯区域目前开发的项目只有三里屯Village、三里屯SOHO和世贸商业综合体，但这三个项目对区域的影响力却相当深远。三里屯Village预计于2008年5月开业，其开发商香港太古地产在香港有着多年成功运营商业地产项目的经验。项目北区定位为高端，主要是国际品牌旗舰店和特色酒店，南区则更贴近了区域商业特色，包含各种特色餐饮、酒吧等业态。很多业内人士都很期待三里屯Village将如何运营如此大体量项目，预计项目开业后将率先为三里屯地区带来一个新的商业高潮。

以望京地区商业地产现状而言，其真正迎来区域开发高峰期应该是在2008年。因为2008年望京区域入市项目比较多，而且许多零售巨头包括望京家乐福华彩店、沃尔玛望京店、乐天收购万客隆六佰本店、韩国易买得北京第一店、新世界百货望京店等都集中在2008年开业。“这些项目的开业标志着望京地区整体开发将基本结束。届时，望京将形成总规模约60万平方米左右的4大商业聚集区。

此外，奥运会必然成为商品零售额短期迅猛激增的催化剂。伴随着相关零售业的蓬勃发展，中心地段的商铺项目将越来越受欢迎和瞩目。因为对于绝大多数旅游者来说，通过公共交通工具直接到达的中心商业地段要比靠驾车才能到达的郊区商业区方便的多。

值得注意的是，面对奥运会所带来的机遇，一方面应该为其将带来的巨大的效应而感到欣喜；另一方面也要客观、冷静的面对机遇，用科学、理性的态度审视奥运为商业地产带来的契机，因地制宜地发展适合城市建设和发展的商业地产。