2016-03目录CONTENTS商圈分析WHERE WE ARE 1、概述2、主要商业体3、客群分析客群分析in88介绍WHAT WE DO 1、项目定位\市场地位2、楼层规划及亮点王府井商圈分析WHERE WE ARE北京是世界了解中国的窗口，王府井是北京的文化地标，更是中国的文化地标它既骄傲古老，又与时俱进；它既有人文气息，更富有年轻活力是中国传统商业文化与现代商业文明汇聚交流之地王府井大街，全长约1,800米，有700多年历史，是享誉中外的中华第一商业街“金街”，是北京四大商业区之一。
王府井步行街平均每天的客流量约60万人，节假日超过120万人。
拥有百年商业史的王府井商圈充满了活力，来自全球的优秀品牌和多样化的客流人群，把王府井商圈的传统与现代完美的融合起来王府井大街的商业建筑面积共约236万平方米。
现在这条大街拥有体量巨大的商业楼宇，密度最集中的大型商场、北京最集中的五星级酒店，与众多的国际知名品牌专卖店。
与此同时，王府井大街还是北京市国有品牌、老字号最集中之地，是海内外游客来到北京的必到之处。
王府井大街之于中国北京，就如同香榭丽舍大街之于法国巴黎，是城市地标和商业文明的汇集之所在。
北京海港城酒店配套置地体缺少购物氛围大量传统百货适合学生及刚步入工作的职场新人目录CONTENTSin88介绍WHAT WE DOWHAT WE DO⏹2008年8月1日正式开业，商业建筑面积80,414平方米•Opened in 2008, the total building area is 80,414 sqm with 335 parking space.⏹商场营业部分地下一层，地上八层，集合国际名品、国内外著名服饰品牌，同时集合餐饮、休闲、停车等配套，停车场位于地下三四层。
•in88is on the eight-story ground floor and underground level, business involves designer brand ,g,,,p,pp gstores, clothing & accessories, cosmetics,food,supermarket, supporting facilities etc.⏹地铁八号线即将贯穿项目•The subway Line 8 will be available, the Wangfujing stop is right at B2.⏹自2013年底开始进行升级改造•The project has started its upgrade renovation in end of2013.•感受中国第一商街Shopping in China’s No 1business Street•Shopping in China s No.1 business Street•特色商品、餐饮、购物•Featured goods, time-honored brands, Snakes国内游客Domestic Tourists•感受中国传统商业文化•Feeling China’s traditional business culture•特色商品、工艺品、餐饮、购物•Souvenirs, Artworks, Snakes海外游客Foreign Tourists•购物Shopping•餐饮Catering周围居民/上班族The surrounding residents/ Office Worker•餐饮娱乐聚会Catering Entertainment Gathering餐饮、娱乐、聚会Catering, Entertainment, Gathering•购物Shopping其他本地人Other Local People⏹in88位于王府井步行街与金鱼胡同交接处，周围有多个商场，商业气氛浓厚in88is located at the intersection of Wangfujing walking street and Jinyu Hutong.Located nearby the subway station,in88is surrounded by many shopping malls,and the unique commercial atmosphare has attracted a lot of tourists.⏹in88虽然在步行街外，但坐拥步行街和金鱼胡同的交汇处，既有机会接触到步行街吸引的海内外游客，又能联合半岛、华尔道夫、希尔顿、东方君悦、丽晶、励骏等酒店打造高端商业氛围Wangfujing in88will not only have a great opportunity to attract the customers from Wangfujing pedestrian street,but also make a wonderful combination with neighboring five star hotels to build high-end business atmosphere.根据川流不息的客群，北京最古老的名品商业聚集地，以及宗教古迹，文化艺术发展，银泰王府井in88项目更以自我商业优势持续深耕王府井大街，作为一个独占鳌头的精品购物中心。
主分析注重生活品质、追求购物体验，喜欢新鲜事物的都市生活家high-quality in88 主力消費客群分析The people who attach greater importance to high quality life andshopping experience,like trying new things and ideas.25岁-45岁25–40 year’s old70%女性，30%男性70%本地，30%游客female 70%for female,30%for male 70%for local people,30%for touristsin Experience in Art7\8L 主题6L in Life 6L主题4L 5L 主题in Kidsin Designin Life 4L主题3L 主题in Local Marketin Luxuries1\2L 主题B1 主题B1F以老北京庙会形式呈现，包括小吃排挡、土特产及传统工艺，为顾客提供全方位的京味儿健康美味体验B1F features Beijing temple fair,including local food,local specialties and traditional art pieces,providing a complete Beijing healthy and delicious experience to you.滋补健康：此品类涵盖高级滋补品、烟酒、茶、现代保健品等品项。
传播健康滋补文化，通过养生讲座，会员专享体验等互动活动，提升高端顾客的粘合度，形成稳定消费群体g y g y g Health Supplement:This category involves high-quality tonics,tobacco&wine,tea,health supplement,etc.While spreading health maintenance culture by sharing experiences and lectures,we can enhance the belonging of the customer,and a growing consuming group will be taking shape.生活配套：提供个人生活护理需求，满足周边固定人群及游客的随机性购买需求Personal Care:Providing personal care to meet the demand of random consuming for surrounding residents and tourists.P l C P idi l t t th d d f d i f di id t d t i t特色轻食：特选各种精致小食，涵盖糕点、糖果、巧克力、奶制品（布丁、奶酪）、蜂蜜、零食集合店、优质地方特色食品等，满足不同年龄层的多种需求Local Flavors:in order to cater for different requirements of specific age group,this category involves stores selling dessert, candy,chocolate,dairy product,honey,snake and local specialty.餐饮体验：精选各种特色主题餐厅，提供多种美食选择Catering:Selecting all kinds of theme restaurants,offering a variety of light meal’s choices.•国际一线品牌云集满足高端本地、外地游客对奢侈品、高端礼品的消费International leading fashion brands gathered to meet the demand for luxury products and high-end consuming.•品牌两层外立面、高端大气Two-story brand façade -high-end and chic.Two-story brand façade-high-end and chic•利用公共空间营造舒适休息区、咖啡区，打造高端精品生活街区Using public space to create a enjoyable lounge and café area.•旗舰店(Flagship)：•Prada北京旗舰店，•Valentino北京旗舰店，•Tasaki中国最大旗舰店•Sportmax北京唯一旗舰店，S t北京唯旗舰店•Karl Lagerfeld中国旗舰店，•Tommy Hilfiger亚洲旗舰店，•Fancy CD亚洲首店y•设计师及艺术品牌、儿童体验区Chic boutique for women’s wear, The domestic fashion, Accessories, Skin care and in kids .目标客层Target Customer：30-45岁有稳定的经济基础，明确的品牌消费意识，注重生活品质追求生活品味的人士The ladies aged 30 –45 years old who have a stable economic foundation and clear brand awareness, concentrating on pursuing stylish life quality and lifestyle.儿童体验区活尚精男女装动健康鞋饰餐饮生活时尚、精品男女装、运动健康、鞋履、配饰、餐饮Chic boutique for men’s wear, footwear, accessories, catering品牌亮点Specific Restaurant：舌尖记忆北京首店老坑记首次进入购物中心目标客层Target Customer：20-45岁，注重生活品质、追求生活品味，关注健康、爱好运动的人士The men aged 30 –45 years old who have a stable economic foundation and clear brandawareness, concentrating on pursuing stylish life quality and lifestyle.5F力图打造经典主题的特色购物区，涵盖精品儿童服饰、益智体验、亲子互动等多种儿童主题品类。