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Shopping Mall – Golden Rules In Design Presented by Knight Frank Vietnam 16 t h

Shopping Mall Golden Rules In Design

Presented by Knight Frank Vietnam

16 th June 2011

Shopping Mall – Golden Rules In Design Presented by Knight Frank Vietnam 16 t h June

Viet Nam

Outline

Outline I. Changing of Vietnamese shopping habits II. Hanoi retail market update III. Moving to
Outline I. Changing of Vietnamese shopping habits II. Hanoi retail market update III. Moving to

I.

Changing of Vietnamese

shopping habits

II.

Hanoi retail market update

III.

Moving to Shopping Centres-

Local retailers’ positive trend in

Hanoi

IV.

Proactive movement towards modern retail formats

V.

Golden rules for a successful shopping centre

IV. Proactive movement towards modern retail formats V. Golden rules for a successful shopping centre 2
IV. Proactive movement towards modern retail formats V. Golden rules for a successful shopping centre 2

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I. Changing of Vietnamese shopping habits - Hanoi

I. Changing of Vietnamese shopping habits - Hanoi Hanoi: • Population: 6.5 million people • 20-24
I. Changing of Vietnamese shopping habits - Hanoi Hanoi: • Population: 6.5 million people • 20-24

Hanoi:

Population: 6.5 million people

20-24 age group= 25% population

9% of total Vietnam GDP

20-24 age group= 25% population • 9% of total Vietnam GDP “Investors will keep injecting money

“Investors will keep injecting money in retail” (Vietnam News, 24 th of January 2011)

in retail” (Vietnam News, 24 t h of January 2011) Vietnamese retailing industry needs “big guys”

Vietnamese retailing industry needs “big guys”

(Vietnam Business & Economy News, 6 th of June 2011)

Vietnam Consumer Spending 1995-2009

1400000

1200000

1000000

800000

600000

400000

200000

0

1400000 1200000 1000000 800000 600000 400000 200000 0 Hanoi- Consumer Spending in Billion VND Vietnam Consumer

Hanoi- Consumer Spending in Billion VND1400000 1200000 1000000 800000 600000 400000 200000 0 Vietnam Consumer Spending in Billion VND Source: Ministry

Vietnam Consumer Spending in Billion VND1400000 1200000 1000000 800000 600000 400000 200000 0 Hanoi- Consumer Spending in Billion VND Source: Ministry

Source: Ministry of Trade

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I. Changing of Vietnamese shopping habits - Hanoi

I. Changing of Vietnamese shopping habits - Hanoi • Hanoians have a collective mindset • The
I. Changing of Vietnamese shopping habits - Hanoi • Hanoians have a collective mindset • The

Hanoians have a collective mindset

The role of advertising is critical in

Hanoi

Price promotions is the most appeal

to Hanoians

Tougher economy impacted does not

affected Hanoians’ consumption

habits

is the most appeal to Hanoians • Tougher economy impacted does not affected Hanoians ’ consumption
is the most appeal to Hanoians • Tougher economy impacted does not affected Hanoians ’ consumption

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II. Hanoi Retail Market update

II. Hanoi Retail Market update • Total Retail Space is 456,000 sqm • Average Occupancy: 93%
II. Hanoi Retail Market update • Total Retail Space is 456,000 sqm • Average Occupancy: 93%

Total Retail Space is 456,000 sqm

Average Occupancy: 93%

Shopping Centre in CBD achieve 100% occupancy

Rental Rate by Retail Projects Max Min rate rate Shopping Centre Department Store Hypermarket In
Rental Rate by Retail Projects
Max
Min
rate
rate
Shopping Centre
Department Store
Hypermarket
In USD

Source: Knight Frank Market Research

Hypermarket In USD Source: Knight Frank Market Research *Survey includes Department Stores & Shopping Centres

*Survey includes Department Stores & Shopping Centres

Highest rates achieved in CBD is

$185/sqm/month

Retail sales is expected to increase by

23% compare to 2010

Rental rate is more stable in Hanoi

compare to HCMC

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II. Hanoi Retail Market update

II. Hanoi Retail Market update • Trend of retail lease space turn to long term investment.
II. Hanoi Retail Market update • Trend of retail lease space turn to long term investment.

Trend of retail lease space turn to long

term investment.

Mo Market Commercial Center: 25,000

sqm

Hang Da Galleria: 7,000 sqm

Keangnam Retail Podium: 10,000 sqm

Incredible promotion campaigns on rental price to attract new tenants move to non-CBD area

on rental price to attract new tenants move to non-CBD area Retail market share by square

Retail market share by square metre

QII 2011 Retail Supermarket podium 18% 4% Shopping Centre/ Department Wholesales store/ 13% Hypermarket 47%
QII 2011
Retail
Supermarket
podium
18%
4%
Shopping
Centre/
Department
Wholesales
store/
13%
Hypermarket
47%
Electronic
mart
18%
Source: Knight Frank Market Research

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II. Hanoi Retail Market update Significant New Supply 2011-2013 Habico Icon 4 IPH Keangnam Vincom

II. Hanoi Retail Market update

Significant New Supply 2011-2013 Habico Icon 4 IPH Keangnam Vincom Village SAVICO Plaza PICO Mall
Significant New Supply 2011-2013
Habico
Icon 4
IPH
Keangnam
Vincom Village
SAVICO Plaza
PICO Mall
2011
2012
2013

Source: Knight Frank Market Research

Icon 4 IPH Keangnam Vincom Village SAVICO Plaza PICO Mall 2011 2012 2013 Source: Knight Frank

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III. Moving to Shopping Centres – Local Retailers’ Positive Trend in Hanoi

Centres – Local Retailers’ Positive Trend in Hanoi Domestic vs. International Brands 23% 77% Domestic
Centres – Local Retailers’ Positive Trend in Hanoi Domestic vs. International Brands 23% 77% Domestic

Domestic vs. International Brands

23% 77%
23%
77%
Trend in Hanoi Domestic vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in

Domestic

in Hanoi Domestic vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in selected

International

vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in selected segments 100%
vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in selected segments 100%
vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in selected segments 100%
vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in selected segments 100%
vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in selected segments 100%
vs. International Brands 23% 77% Domestic International Domestic vs. International Brands in selected segments 100%

Domestic vs. International Brands in

selected segments

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

segments 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Jewelry Cosmetics Textile Shoes

Jewelry

Cosmetics

Textile

Shoes &

Handbags

International20% 10% 0% Jewelry Cosmetics Textile Shoes & Handbags Domestic Percentage figures are based on retail

DomesticJewelry Cosmetics Textile Shoes & Handbags International Percentage figures are based on retail brands surveyed in

Percentage figures are based on retail brands surveyed in the following retail objects in Hanoi:

Parkson Viet Tower, Vincom City Towers/ Galleries, The Garden Mall, Fodacon Building, Grand Plaza

objects in Hanoi: Parkson Viet Tower, Vincom City Towers/ Galleries, The Garden Mall, Fodacon Building, Grand

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IV. Proactive Movement Towards Modern Retail Formats

IV. Proactive Movement Towards Modern Retail Formats Shopping C entres create advantages for… Retailers ✓ SC
IV. Proactive Movement Towards Modern Retail Formats Shopping C entres create advantages for… Retailers ✓ SC

Shopping Centres create advantages for…

Retailers ✓ SC increases length of customers stay ✓ SC increases higher turnover ✓ Retailers
Retailers
✓ SC increases length of customers stay
✓ SC increases higher turnover
✓ Retailers benefit of tenant mixture
✓Retailers benefit from SC marketing
✓ SC targets all types of consumers
✓ Architectural attractive location
✓ SC is recognised as one shopping
destination
location ✓ SC is recognised as one shopping destination   Customers ✓ Security & Cleanliness ✓
 

Customers

Security & Cleanliness

Air conditioning

Parking opportunity

Common opening times

Occasional& seasonal events

Entertaining features (cinema, food court,

etc.)

…to provide comfort & suitability which reflect the consumers modern lifestyle

(cinema, food court, etc.) …to provide comfort & s uitability which reflect the consumers modern lifestyle

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V. Golden Rules For a Successful Shopping Centre

V. Golden Rules For a Successful Shopping Centre Location Although a great location may not guarantee
V. Golden Rules For a Successful Shopping Centre Location Although a great location may not guarantee
Location Although a great location may not guarantee success, a bad location will almost always
Location
Although a great location
may not guarantee
success, a bad location
will almost always
guarantee failure
Tenant Mixture Ratio of domestic & international brands must match consumers preferences in terms of
Tenant Mixture
Ratio of domestic &
international brands must
match consumers
preferences in terms of
products, quality and
price
Centre attainability SC must provide a convenient access for shoppers – adequate transportation links, parking
Centre attainability
SC must provide a
convenient access for
shoppers – adequate
transportation links,
parking and opening
times
adequate transportation links, parking and opening times Anchor Tenant The greater the tenant’s market share, the
Anchor Tenant The greater the tenant’s market share, the more positive the tenant’s influence on
Anchor Tenant
The greater the tenant’s
market share, the more
positive the tenant’s
influence on the centre’s
image
Factors that decide over Shopping Center’s level of success
Factors that
decide over
Shopping
Center’s level
of success
Centre Design Centre’s atmosphere must invite visitors to spend a maximum of time
Centre Design
Centre’s atmosphere must
invite visitors to spend a
maximum of time
Feasibility Study Study must include socio- economic, financial, marketing and physical targets
Feasibility Study
Study must include socio-
economic, financial,
marketing and physical
targets
Centre Management Qualified and experienced management posses knowledge which contributes to the centre’s success
Centre Management
Qualified and experienced
management posses
knowledge which
contributes to the centre’s
success
Effortless Business As consumers’ time becomes more valuable, SC should provide easy navigation for shoppers
Effortless Business
As consumers’ time
becomes more valuable,
SC should provide easy
navigation for shoppers
inside the centre

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Thank you for your attention Present by Mr John Gallander Country Managing Director Special Thanks

Thank you for your attention

Present by Mr John Gallander

Country Managing Director

Special Thanks to Mr. Gregor Tatsios

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Viet Nam Track Record

Viet Nam – Track Record KHAI THONG PLAZA, D1, HCMC THE GARDEN SHOPPING CENTER, HN Total
Viet Nam – Track Record KHAI THONG PLAZA, D1, HCMC THE GARDEN SHOPPING CENTER, HN Total
Viet Nam – Track Record KHAI THONG PLAZA, D1, HCMC THE GARDEN SHOPPING CENTER, HN Total
Viet Nam – Track Record KHAI THONG PLAZA, D1, HCMC THE GARDEN SHOPPING CENTER, HN Total

KHAI THONG PLAZA, D1, HCMC

THE GARDEN SHOPPING CENTER, HN

Total Area:

53,641 sqm

Total Area:

57,000 sqm

Developer:

Phuong Trang Investment Corporation

Developer:

Bitexco Land

Type:

Shopping centre

Type:

Shopping centre

Service

Market research & consultancy

Service

Exclusive marketing agent

provide:

provide:

centre Service Market research & consultancy Service Exclusive marketing agent provide: provide:

Viet Nam Track Record

Viet Nam – Track Record THIEN SON PLAZA, D7, HCMC Total Area: 15,000 sqm Developer: Thien
Viet Nam – Track Record THIEN SON PLAZA, D7, HCMC Total Area: 15,000 sqm Developer: Thien
Viet Nam – Track Record THIEN SON PLAZA, D7, HCMC Total Area: 15,000 sqm Developer: Thien

THIEN SON PLAZA, D7, HCMC

Total Area:

15,000 sqm

Developer:

Thien Son Co.,

Type:

Shopping centre

Service

Consultancy & leasing agent

provide:

Service Consultancy & leasing agent provide: THE FLEMINGTON TOWER, D.11, HCMC Total Area: 7,000
Service Consultancy & leasing agent provide: THE FLEMINGTON TOWER, D.11, HCMC Total Area: 7,000

THE FLEMINGTON TOWER, D.11, HCMC

Total Area:

7,000 sqm

Developer:

Bao Gia Joint Stock Company

Type:

Shopping centre

Service

Consultancy & leasing agent

provide:

Singapore -Track Record

Singapore -Track Record   ORCHARD CENTRAL Total Area: 38,000 m2 Developer: Far East Organization
Singapore -Track Record   ORCHARD CENTRAL Total Area: 38,000 m2 Developer: Far East Organization
Singapore -Track Record   ORCHARD CENTRAL Total Area: 38,000 m2 Developer: Far East Organization
 

ORCHARD CENTRAL

Total Area:

38,000 m2

Developer:

Far East Organization

Type:

Shopping centre

Service

Consultancy & leasing agent

provide:

Service Consultancy & leasing agent provide:   ILUMA Total Area: 28,000 m2 Developer:
Service Consultancy & leasing agent provide:   ILUMA Total Area: 28,000 m2 Developer:
 

ILUMA

Total Area:

28,000 m2

Developer:

Jack Investment

Type:

Shopping centre

Service

Consultancy & leasing agent

provide:

Singapore -Track Record

Singapore -Track Record   AMK HUB Total Area: 50,000 sqm Developer: Singapore Labour Foundation , NTUC
Singapore -Track Record   AMK HUB Total Area: 50,000 sqm Developer: Singapore Labour Foundation , NTUC
Singapore -Track Record   AMK HUB Total Area: 50,000 sqm Developer: Singapore Labour Foundation , NTUC
 

AMK HUB

Total Area:

50,000 sqm

Developer:

Singapore Labour Foundation , NTUC Income & Fair Price

Type:

Shopping centre

Service

Management

provide:

Shopping centre Service Management provide:   SUNTEC CITY MALL Total Area: 100,000 sqm
Shopping centre Service Management provide:   SUNTEC CITY MALL Total Area: 100,000 sqm
 

SUNTEC CITY MALL

Total Area:

100,000 sqm

Developer:

Suntec REIT

Type:

Shopping centre

Service

Consultancy & leasing agent

provide:

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Find us

Find us • Knight Frank Vietnam – Hanoi Office • 5th floor – 40 Phan Boi
Find us • Knight Frank Vietnam – Hanoi Office • 5th floor – 40 Phan Boi

Knight Frank Vietnam Hanoi Office

5th floor 40 Phan Boi Chau Street

Hoan Kiem District, Hanoi

Tel: (844) 3 9411 638

Fax: (844) 3 9411 639

Knight Frank Vietnam Ho Chi Minh Office

Suite A, 7th floor VTP Office Building

8 Nguyen Hue Blvd

District 1, Ho Chi Minh City

Tel: (848) 3 8226 777

Fax: (848) 3 8277 856

Building • 8 Nguyen Hue Blvd • District 1, Ho Chi Minh City • Tel: (848)
Building • 8 Nguyen Hue Blvd • District 1, Ho Chi Minh City • Tel: (848)

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