VIETNAM
Retail Services
ADVISORY AND TRANSACTION SERVICES
RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
The Global Market Leader With broader and deeper capabilities, CBRE is the leading full-service real estate services and investment organization in the world. We have more than 100,000 dedicated real estate professionals in over 530 offices globally. Our global network keeps us close to our markets and better positioned to serve your commercial real estate needs. With an annual revenue exceeding US$23.8 billion, we have the resources to help solve your most complex real estate challenges. Our range of endto-end services and real estate expertise help in delivering advantage for every client we partner with.
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#
3
122
2021 Fortune 500 Ranking
US$+23.8B 2020 Global Revenue
+90 6.1B Of The Fortune 100 are CLients
Square Feet Under Management
RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
CBRE Vietnam GLOBAL RETAIL COVERAGE With 17,100 retail transactions worldwide totalling US$44.5 billion across 530+ offices in 100+ countries, our 1,437 retail professionals are well placed to grow your business in an evolving global retail landscape.
RETAIL SERVICES Being a leader in the retail property market in Vietnam, CBRE Retail Services brings the right mix of international and local trends to this growing sector. We assist our clients in concept development recommendation (CDR), design review, positioning and tenancy mix, brand advisory and other solutions for retail objectives. Our passion in retail drives us to the best understanding of our clients’ business and create innovative ways to maximize the value of their real estate assets. As a global full-service real estate services provider, we are uniquely qualified to handle every client request and to anticipate unarticulated needs, no matter how large or complex. OUR VALUE • • • •
Comprehensive range of services leads to consultative partnership Breadth of global intelligence enhanced by local expertise Resources generating innovative solutions and practical applications Executing best-in-class results
50+
PROJECTS REPRESENTED
255
ASIA PACIFIC RETAIL EXPERTS
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
Scope of Work 1. Development & Consultancy
MACRO ECONOMIC OVERVIEW
FEASIBILITY STUDY
• • • • •
• • • • •
Socio-economics Foreign trade and investment Demographics Legal environment City overview
Investment capital Cashflow statement Income statement Balance sheet Depreciation & Amortization
RETAIL MARKET STUDY
CONCEPT RECOMMENDATION
• • • • • •
• • • • • •
Retail market performance Driving force Retail leasable supply, rent and occupancy Key developers and projects Commercial map Outlook and market trend
Tenancy mix formulation Potential commodities and occupiers Strategy for M&E installation/upgrade Concept design review Market transformation and adaptability Estimated Footfalls
CATCHMENT ANALYSIS
POSITIONING
• • • • •
• • • • •
Business Segment Overview Expansion pace Key features and SWOT Analysis Competitor scoring, ranking and mapping Supporting Materials (Menu, actual images)
Scenario creation Key features Target customer Leasing plans Portfolio optimization
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2. Brand Advisory
MACRO ECONOMIC OVERVIEW
RETAIL PROPERTY MARKET
• • • • • •
• • • • •
Retail market performance Driving force Retail leasable supply, rent and occupancy Key developers and projects Commercial map Outlook and market trend
Current and future supply Average rent, occupancy Key developers and projects Future project pipeline Market trend
RETAIL PROPERTY MARKET
PROPERTY ASSESSMENT
• • • • • •
• • • • • •
Performance & Market Trend Distribution Channels Driving Force Delivery Service Customer Insight Market Surveys (optional)
Project factsheet Trade mix (horizontal and vertical) Significant brands Geo-location and accessibility Customer profiles Estimated footfalls
COMPETITIVE LANDSCAPE
STRATEGIC RECOMMENDATION
• • • • •
• • • •
Demographics Transportation network Competitive set Regional trade mix Outlook and market trend
RETAIL ANALYSIS (CALIBRATE)
Market entry strategy Expansion strategy Partner search Portfolio optimization
RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
WHAT CAN WE TELL YOU? WHO
MOMENTS
WHEN
WORK
DEMOGRAPHIC INSIGHT
CONSUMER INTERACTION
WHAT IS THEIR BEHAVIOUR?
WHERE DO YOUR CONSUMERS WORK?
We can match consumer movements to where people live and therefore buil a picture of their demographic attributes
We can tell you where the consumer hotpots are around your asset, street or town
We can tell you when and how often consumer are visiting a location
By understand common daytime locations we can tell you where your consumers travel to work
INTERNATIONAL
WHERE WHAT OTHER PLACES ARE CONSUMERS VISITING?
COMPETITION WHERE ELSE DO YOUR CONSUMERS GO?
TOURIST VISITORS We can also monitor where international consumers are visiting from and where else they are going
We can track consumers wherever they go
Want to know where else your customers spend their money or the impact the competition is having?
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Retail Analysis (CALIBRATE)
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
Scope of Work 3. Partnership connection STANDARD PROCESS
Stage 1 – Marketing & Shortlist Selection
MARKETING & RESEARCH
BRAND APPROACH
SHORTLIST SELECTION
In Stage 1, CBRE Vietnam shall provide the brand with market brief and key existing players in order to comprehensively visualize the retail landscape and identify target potential candidates. After 4 to 5 months, the shortlist will be submitted and be ready to officially enter the negotiation round
Stage 2 – Negotiation & Finalizing
NEGOTIATION
FINALIZING
In Stage 2, CBRE shall advise on commercial terms between parties basing on professional expertise & experience.
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4. Leasing / site acquisition INITIATING BRIEFING • •
Wrap up client’s enquiries Kick off meeting with client
• • •
SITE INSPECTION • •
SITE SEARCH
Site tour with inspection visits Arrange an appointment in case of necessity
DRAFT PROPOSAL • •
NEGOTIATION • •
Conduct a property search Provide an option list of potential opportunities Provide clients with Site Proposal
Draft and review OTL Negotiate with the landlord and prepare the necessary documents
Client to sign Appointment Letter to appoint CBRE on behalf to communicate with specific landlord Arrange an appointment in case of necessity
FINAL STAGE • •
Coordinate execution of final lease document Final lease agreement to be created and signed by both parties
SIGNING LEASE AGREEMENT
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
Japan
Korea China
Taiwan Hong Kong VIETNAM
India
CBRE Network
Philippines
Singapore
With global and local market expertise our collective insights generate real advantage for our clients
200
1,750 0.2B
Retail Sales transactions
Retail Leasing transactions
Australia
Square feet managed
$4.8B $1.0B Retail Sales transactions value
Retail Leasing transactions value
Luxury
F&B
Cosmetic & Beauty
Entertainment & Leisure
Sports
Services
Fashion
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Regional Leadership ASIA HEAD
UK BASED BD
Vivek Kaul
Bryn Davies
Head of Retail, A&T Services
Executive Director
PACIFIC
PACIFIC
Matt Haddon
Tim Starling
Pacific Head
Tenant Rep
AMERICAS
AMERICAS
John Morris
Todd Caruso
Retail & I&L
Urban, Mixed use
Local Market Specialists
SINGAPORE
JAPAN
KOREA
CHINA
CHINA
Letty Lee
Masashi Okumura
Andy Park
Zino Hemlinger
Joseph Zhong
CHINA
HONG KONG
TAIWAN
INDIA
THAILAND
Linda Song
Lawrence Wan
Ella Lin
Bimal Sharma
Jariya ThumtrongKitkul
PHILIPPINES
VIETNAM
Maam Argos
Mai Vo
RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
Meet the Team Mai Vo
Hong Tran
Anh Hoang
Associate Director
Senior Leasing Manager
Assitant Manager
Son Han
Hung Tran
Senior Consultant & Leasing
Senior Leasing Executive
Retail team transaction history
227
Transactions completed
$179M+ Transaction value
0.5M s.ft
Leased out
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PROFILES RETAIL SERVICES
Mai Vo Associate Director, CBRE Vietnam T +84 28 6284 7668 M +84 903 786 567 E mai.vo@cbre.com 13 Floor, A&B Tower, 76A Le Lai, Ben Thanh Ward, District 1, HCMC
Professional Experience
Clients Represented Myanmar Plaza Socar Mall Yuetai Harbour View Krispy Kreme ILA Education Vietnam Hardrock Café Harley Davidson Ducati Motors Essilor IKANO (IKEA) ISETAN Mitsukoshi Golden Gate Group Corele V. Lingerie Starbucks The Coffee Club JYSK Calvin Klein PastaMania AMORE Pacific CGV Cineplex Gamuda City, Rolls Royces Muji Guerlain
Pro Affiliations / Accreditations • Bachelor of Foreign Language (major in English), National University, Hanoi, Vietnam • Bachelor of Foreign Trade (Hanoi Foreign Trade University), Hanoi, Vietnam
Mai Vo joined CBRE Vietnam in 2019 being Associate Director for CBRE Vietnam – Retail Services. Mai looks after all national retail services strategic planning, management and supervision over Development & Tenant consultancy, project marketing and leasing. She has in-depth knowledge of Vietnam market with over 20 years of experience in the Real Estate industry in various segments, for many domestic and international clients. Mai also looks after Myanmar and Cambodia market, and she has conducted many project consultancy and partner connection for these markets. Mai has worked in Sales & marketing and Property Development for over 20 years. Mai worked in Sales & Marketing for Capital Land in both Hanoi and Ho Chi Minh City from 1997 till early 2002. Mai stayed in position as Managing Director for a property development company (a member of TCT Group) in 7 years and also acted as Executive Assistant to Chairman of the group. She managed not only the entire operations of the company including Office & Apartment Tenancy, Marketing, Finance and HR but also assisted in the development & expansion of its Retail business and Franchise concepts development for the Group during 2009-2011. Before joining CBRE Vietnam, Mai worked for Cushman & Wakefield (Ho Chi Minh City) since July 2011 as Business Development Manager & Head of Retail, Mai’s main role was to identify and develop business opportunities for all the Company’s service lines and delivered in some marquee transactions including the very first Starbucks in Vietnam, the first Coffee Club to HCMC and Hard Rock Café’s master franchise entry into Cambodia, market entry consultancy to Krispy Kreme to Myanmar, Market entry study to IKEA (SEA & Mexico region), etc. Mai has also contributed to many of the retail projects including Myanmar Plaza in Yangon, Lavenue Crown, development consultancy to Yuetai Harbour View in Phnompenh and the significant acquisition of the biggest SEA flagship store for Ducati Dealership, Harley Davidson in Hanoi, Triumph & Royal Enfield Motors in HCMC.moving forward.
RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
CASE STUDY EXCLUSIVE TO CBRE
Vincom Center Dong Khoi Background Client: Vincom Retail Location: 72 Le Thanh Ton, Dist 1, Ho Chi Minh City, Vietnam Services provided: Retail consultancy Marketing and leasing
Challenge There was high rental expectation from the landlord compared to current market rents and tenant affordability This was the first primarily underground retail concept in Vietnam with three retail basements on sqm)
How CBRE created advantage CBRE provided retail consultancy, leasing and marketing services, and pre-management consultancy We relocated our experienced Hanoi Retail Services team to work alongside the HCMC team for the duration of the project The CBRE team worked in a concerted
The Result The mall enjoyed 89% occupancy at the opening date It features new brands (in Vietnam and/or HCMC) including Emporio Armani, Versus, BCBG and Swarovski
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
CASE STUDY EXCLUSIVE TO CBRE
Savico Megamall Background Client: SAVICO Location: 7-9 Nguyen Van Linh, Long Bien, Hanoi, Vietnam Services provided: Retail consultancy Marketing and leasing
Challenge The complex was located across the river away from the city where household income ranged from low to middle Developer was not experienced in shopping center management It had a large retail area, making it a challenge to both leasing and operational fronts Complex facilities and a sophisticated technical system needed proper management and maintenance
How CBRE created advantage Tenant mix was tailored to the needs of the large primary trade area We positioned the mall as a centre that serviced the needs of the community, especially with Big C as anchor tenant Training was provided for service teams (technical, cleaning, security) to ensure the mall operated efficiently
The Result 80% occupancy despite the difficult trading environment The mall operates smoothly, even with heavy traffic on weekends and public holidays Mall presentation is impressive, and the shopping environment is perceived to be fun and affordable
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
Taking Brands Across Borders STORY OF FIRSTS SINGAPORE
Yunomori Onsen
Agent Provocateur Anytime Fitness Atomi AW Lab Bacchanalia Baskin Robbins Bell & Ross Ben & Jerry Cicada Dimbulah Coffee Dr Stretch Eyescream And Friends Folli Follie Freywille Garrett Popcorn Ippudo Invisalign J Lindeberg Jamaica Blue Joe & The Juice Jollibee JJ Monga La Palette Kiztopia Level 33 Microbrewery Nobuya Maple Bear Mellower Coffee Pasquale Bruni POLO By Ralph Lauren Smiggle T2 Toby’s Estate Vertu Watabe Wedding Wild Honey Wooloomooloo
CHINA Brotzeit CH Carolina Herrera Emporio Armani House Fossil Karen Millen Kakao Friends La Perla Lululemon M&M’s MontBell NextEv / Nio On the list Pull-in Stella McCartney Superdry Ted Baker Tesla Volvo HONG KONG Align Amore Pacific Candylicious Charlotte Tilbury Elecom Elevatione Forever Flawless Goutal Paris Guess Intimissimi M&S Simply Food Massimo Dutti Naersiling Opera Gallery
Orogold Cosmetics Ownday Optical Samsung South Beauty Stefanel Thann Thai Restaurant Ted Baker Venchi Chocolate & Cafe Ya Kun Toast Cafe AUSTRALIA Berlutti Costco Kit & Ace L’Agent Microsoft Moncler Paul Smith Pottery Barn Pottery Barn Kids Reiss Scotch & Soda Tesla Thomas Pink Tiffany & Co. TM Lewin Topshop Uniqlo Van Cleef West Elm Williams Sonoma Sennheiser Balenciaga A.Lange & Sohne 1Rebel Berlutti Tory Burch
VIETNAM Aspinal BCBG Max Azria Caffe Bene Elle Café Emporio Armani Café Gucci Hog’s Breath Holly’s Coffee Jimmy Choo Lalique Rimowa Morgan De Toi Pedro Swarovski Versus Wayne’s Coffee Canali Uniqlo H&M HLA Pasta Mania Starbucks The Coffee Club Golden Gate Group Rolls Royce Muji Guerlain NARS Daniel Wellington Okaidi Obaidi INDIA Bang & Olufsen Berlutti BCBG Max Azria
© 2022 CBRE INC.
Brunello Cucinelli Diesel Black Gold Jaeger LeCoultre Johnny Rockets Molton Brown Mont Blanc Paul & Shark Panerai Playboy Yves Saint Laurent Steve Madden Dune Cinnabon TM Lewin Thomas Pink Forever New Lyn Uniqlo La Martina Dyson Hej Home (Ikea display) KOREA Brooks Dita Dyson Rimowa Trek bicycle Suitsupply Nike JAPAN CH Carolina Herrera H&M Rimowa Tiger UGG
Our global network of inbound/outbound market experts has opened the doors for many local, regional and international brands to successfully enter complex retail markets in Asia Pacific… for the first time!
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
Tenants Represented (2018 - 2021)
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TRACK RECORD LANDLORDS REPRESENTED
CRESCENT MALL
SC VIVOCITY
Developer
Phu My Hung
Developer
VCCD
Retail GFA
61,207 sqm
Retail GFA
72,000 sqm
Completion
Phase 1: 2012 Phase 2: Q4/2019
Completion
Q1/2015
UNION SQUARE
SOCAR MALL
Developer
Union Square JSC
Developer
Dai Quang Minh
Retail GFA
30,000sqm
Retail GFA
60,000sqm
Completion
TBC
Completion
TBC
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
TRACK RECORD LANDLORDS REPRESENTED
NEW CITY THU THIEM
BITEXCO FINANCIAL TOWER
Developer
Thuan Viet
Developer
Bitexco Land
Retail GFA
15,000sqm
Retail GFA
12,000sqm
Completion
Q1/2018
Completion
Q2 2011
SHERATON SAIGON HOTEL
THE ZEI
Developer
OCEAN PLACE
Developer
HD Mon
Retail GFA
2,000sqm
Retail GFA
9,000sqm
Completion
2008
Completion
2021
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DEVELOPMENT CONSULTANCY
SATRA TAX PLAZA
VINCOM LANDMARK 81
Developer
SATRA
Developer
Vingroup
Retail GFA
44,000sqm
Retail GFA
50,000sqm
Completion
TBC
Completion
Q4/2017
SAIGON MIA
AB CENTRAL SQUARE
Developer
Hung Thinh
Developer
A&B Corp
Retail GFA
10,000sqm
Retail GFA
20,500sqm
Completion
2019
Completion
2018
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RETAIL SERVICES | VIETNAM CAPABILITIES OVERVIEW
How can we help?
Mai Vo Associate Director National Head of Retail Services +84 903 786 567 Mai.Vo@cbre.com
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