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    Commercial CI

    Economic and market study

    ADVISING WITH OUR EXPERIENCE AND ANALYSIS TOOLS

     

     

    JEAN-CHARLES MAGNIN
    – ECONOMIC ANALYST AT THE REAL ESTATE COUNTER

     

    Many real estate companies conduct market research by considering only “real estate” market indicators. Few carry out any taking into account the general “economic” dimension. Le Comptoir Immobilier stands out by offering extremely thorough and precise studies, by placing and projecting future development in both the regional and local economic context, and by comparing it with all the data relating to the real estate market.

    WHAT IS THE ECONOMIC ANALYST’S MISSION?

    Based on the data studied, our economic analyst makes recommendations to the principal on the type of activity that is appropriate, develops the ideal mix of housing and retail, discerns long-term trends and developments so that the principal’s final choice can be sustainable.

    A MARKET STUDY FROM AN ECONOMIC POINT OF VIEW, WHAT IS IT?

    Economic analysis consists of the study in the broadest sense of an area or parcel with a view to urbanization. Thanks to precise and efficient tools and statistics to the ade of a methodology that allows to take into account all the data, the study highlights the most suitable developments for the land, in compliance with the standards in force at the federal, cantonal and communal levels.

    WHO ARE HIS MANAGERS?

    It is mainly contacted by public authorities, institutional investors or even private agents in possession of a substantial real estate portfolio wishing to optimize the operation of their land or buildings.

    The Process

    The market study is carried out in several phases: first the research and interpretation of the data, then the establishment of first possible options or scenarios and finally the weighting of the results obtained by “field” observations to end with the delivery of the study to the principal.

    The study begins with an analysis of the general situation of the current economy and its medium-term prospects (2-3 years), carried out at the level of Switzerland, the canton and the municipality concerned, or even the neighbourhood in highly urban environments. Demographics, market dynamics (competition, vacancy rates, etc…), employment dynamics and the purchasing power of the region’s inhabitants are key factors in this analysis.

    Jean-Charles Magnin relies on existing and verified documents to carry out his work: studies by the Federal Statistical Office (FSO), real estate studies, studies by major national banks. He then has to discern the most suitable data and relate them to each other in order to establish the most reliable projections.

    By definition, projections are based on assumptions. They can sometimes contradict each other. This is where the economic analyst’s experience comes in. It allows him to select the most coherent data for his study while relying on the local skills of our teams who validate the options taken.

    REFERENCES

    Le Comptoir Immobilier has carried out market studies notably in Cointrin, Thônex, Cornavin, Satigny, Bernex, Renens, Gland, Montreux, Aigle, Sion…

    BIO EXPRESS

    The Comptoir Immobilier economic analyst Jean-Charles Magnin develops complex real estate and economic studies on behalf of his principals. This profession requires an excellent command of analytical and statistical tools and a thorough knowledge of the economic fabric. Jean-Charles Magnin was Director General of Economic Affairs for the Canton of Geneva for 18 years. He has been working at Comptoir Immobilier since 2015.

    FUTURE OF SHOPPING CENTRES

     

    FRÉDÉRIC VANDENBERGHE
    – COMMERCIAL REAL ESTATE SPECIALIST AT THE REAL ESTATE COMPTOIR

     

     

    Le Comptoir Immobilier manages three shopping centres in French-speaking Switzerland:
    Les Cygnes, Geneva The Eaux-Vives shopping centre, Geneva Les Portes Saint-François, Lausanne. As part of the major projects currently under development and piloted by the CI CONSEILS department, shopping centres are also planned, notably in Valais with the Cour de Gare project in Sion (Valais).

    CHALLENGES OF SHOPPING CENTERS

    The job of the shopping center manager consists of proposing to the owner principal an optimal marketing strategy by ensuring the mix of businesses present in the center by ensuring consistency between them. It is also crucial to understand the business model of the various stakeholders and build a viable long-term relationship.

    The management of entertainment in the centres and that of the retailers’ associations complement each other by ensuring the homogeneity and promotion of the centre as such.

    The objective today is not to “rent for the sake of renting”, but to evaluate the rent to turnover ratio that the tenant will be able to support.

    Making the right strategic choices

    Choosing the ideal retail mix based on, among other things, the mall’s geographic location, natural footfall, customer loyalty and purchasing power.

    To make the optimal decisions, it is essential to identify certain criteria. To do this, Comptoir Immobilier assists its principals by offering powerful tools with a counting system in the centres in order to carry out a customer targeting for each of them. This makes it possible to understand who comes, at what time, how much time is granted and which circuit is carried out.

    REINVENT

    Nearly 200 shopping centres are present in Switzerland and offer identical retail mixes. Their future is currently being questioned as the momentum is running out. Today, the real challenge for the commercial real estate sector is building value as the infrastructure is mostly aging.

    At the same time, non-food is suffering from the rise of online shopping and shopping tourism. It is therefore necessary to reinvent the business and offer a new lease of life to shopping centres. Organic” trends, hard discounting, click & collect and home delivery are emerging. Staging and access to the product are becoming essential to survive this wave. Le Comptoir Immobilier takes up this challenge by following very regularly the trends and evolutions of the sector in order to constantly innovate to keep the greatest possible attractiveness of its centers.

    WORLD FIRST

    The world’s first “virtual” Decathlon store will open its doors on December 1, 2018 in the Les Cygnes shopping center. Based on an urban concept, the brand will have at its disposal only 400 m2 of space with a seasonal selection of products and the rest virtually available thanks to augmented reality technology. An experience not to be missed!

    BIO EXPRESS

    With extensive experience in retail, profit center management, restaurants and large Swiss groups. International experience in commercial real estate:

    – Project management and marketing of the first shopping center in Algiers. (over 30’000 m2)

    – Studies and Due Diligence of state-owned stores in Eastern countries (Russia and Serbia)

    His comprehensive and varied experience enables him to understand both the lessor’s and the lessee’s interests in order to develop the best strategic proposals.

    His credo: “I like this tailor-made and creative side, this involvement in the tenants’ business: understanding their business model and trying to develop it with them. The lessor, the tenant and the manager all have the same objective. “

     

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