Presented by Mr. Richard Leech Executive Director CB Richard Ellis Vietnam IMMERSE YOURSELF IN SHOPPING & ENTERTAINMENT!

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2 Presented by Mr. Richard Leech Executive Director CB Richard Ellis Vietnam IMMERSE YOURSELF IN SHOPPING & ENTERTAINMENT!

3 TABLE OF CONTENTS MARKET OVERVIEW PROJECT OVERVIEW MERCHANDISING MIX CB Richard Ellis Page 3

4 VIETNAM RETAIL MARKET OVERVIEW Source: General Statistics Office CB Richard Ellis Page 4

5 VIETNAM RETAIL REAL ESTATE Source: General Statistics Office CB Richard Ellis Page 5

6 VIETNAM RETAIL MARKET OVERVIEW $2,400 $2,000 $1,600 $1,200 $985 GDP PER CAPITA OF HANOI $1,773 $1,657 $1,390 $1,141 $1,950 $800 $400 $ e Source: General Statistics Office CB Richard Ellis Page 6

7 CB Richard Ellis Page 7 HANOI RETAIL MARKET OVERVIEW

8 HANOI RETAIL MARKET OVERVIEW Strong retail sales in 2010: y-o-y growth exceeded 30% No new stock, total supply remained at 118,480sqm, 14% y-o-y Major announcements and progress: Hang Da Galleria finished leasing long term & began to lease for short term. Scheduled to open in July 2011 Pico Mall was 70% pre-leased, planned to open in April 2011 Vincom City Towers has completed renovation Trang Tien Plaza will soon commence renovation Brands continued exposure: Fashion : Aldo, Dr. Martens, Gucci, Chopard F&B : KFC, BBQ Chicken, Sumo BBQ Electronic marts : Pico Plaza, E-Best, Huong Anh Cinema : Platinum Cinema (The Garden) Average vacancy rate increased slightly due to tenants movement in Grand Plaza Average rental rate: US$45.58 psm per month; Non-CBD: US$36.60 psm per month, 3.8% q-o-q (Grand Plaza: down 18% q-o-q: supporting policy applied for tenants) CB Richard Ellis Page 8

9 HANOI RETAIL MARKET OVERVIEW Market gets more familiar with shopping centers, department stores and hypermarkets Shop houses still popular in CBD area due to availability and passing trade Shopping centers in the non CBD areas need to adopt long term vision and more aggressive marketing and leasing strategy With continued growth in demand and heavy residential development, sizeable shopping centers will become a more prevalent retail format in the future F&B brands and electronic retailer chains expected to continue aggressive expansion plans. Besides, large fast fashion outlets like GAP and Banana Republic may emerge as a new trend in the near future CB Richard Ellis Page 9

10 HANOI CURRENT RETAIL SUPPLY NLA NLA (sm) (sm) 140, , , , , ,000 80,000 80,000 60,000 60,000 40,000 40,000 20,000 20, HANOI HANOI RETAIL RETAIL SPACE SPACE 118, , , ,576 76,337 76,337 53,847 53,847 41,747 41, Source: CB Richard Ellis (Vietnam) CB Richard Ellis Page 10

11 HANOI FUTURE RETAIL SUPPLY NLA (sm) NLA (sm) 350, , , , , , , , , , , ,000 50,000 50, HANOI HANOI FUTURE FUTURE RETAIL RETAIL SUPPLY SUPPLY 328, , , , , , Source: CB Richard Ellis (Vietnam) CB Richard Ellis Page 11

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13 PROJECT OVERVIEW 5 Km from HOAN KIEM Lake CB Richard Ellis Page 13 Location Indicative ITEM DESCRIPTION No. 7-9 Nguyen Van Linh Street, Long Bien District, Hanoi Land Area GFA NLA Occupancy rate 46% Capital investment Number of units Parking Physical Description US$ 35 millions 206 speciality stores & 5 anchors 46,399.5 m 2 63,400 m 2 45,000 m car parking lots, 4000 scooter parking lots (roof for increasing demand of parking in the future) 3 levels above + 01 level below Expected Completion November 2011

14 A member of Savico Corporation: A trusted corporation with 30 years experience in real estate & trading services in Vietnam; The leading distributor in the auto market managing dealers for Toyota, Ford, GM, Huyndai, Suzuki dealerships Established in the North of Vietnam since 1991 A TRUSTED DEVELOPER - SAVICO HANOI JSC Savico Hanoi operates in real estate and trading service business Expanding in the auto distribution industry and focusing on developing a shopping center chain in the North of Vietnam is the first and the typical one CB Richard Ellis Page 14

15 LOGO STORY MEGA definition 1. Brilliant, 2. Excellent, 3. Enormous. Adv extremely (mega famous) Logo represents the value of the brand and the project s aspirations The iconic M is a curly strip ribbon band symbolizing for the mall s continuous effort to be the best. M is designed moving upward generating optimism and positivity Colors and color conversions represent diversification, harmony and the dynamism of Savico MegaMall s functions and entertainment services CB Richard Ellis Page 15

16 Thuong Thanh urban Viet Hung urban LOCATION Sai Dong urban Thach Ban Beraya Viglacera Dang Xa New Urban Areas raising around Savico MegaMall EcoPark CB Richard Ellis Page 16

17 LOCATION All roads lead to SAVICO MEGA MALL Long Bien bridge Chuong Duong bridge Thach Ban Urban Thanh Tri bridge Eco Park CB Richard Ellis Page 17

18 PUBLIC TRANSPORTATION To Nguyen Van Linh street: 8 buses No 11, 40, 52, 202, 205,207, 208 To Nguyen Van Cu street: 15 buses No 3, 10, 11, 15, 17, 22, 34, 40, 42, 43, 54, 202, 203, 205, 207 Nearest bus station: 200m far from the mall CB Richard Ellis Page 18

19 POSITIONING STATEMENTS Long Bien district 230,100 Populations No shopping centre / hypermarket Neighboring provinces 5,706,400 populations Desire for more convenient facilities Hai Duong, Bac Ninh, Hung Yen New Urban Areas Hanoi CBD 662,000 populations Demand for a large scale integrated convenient and different shopping destination 778,000 populations Suburban Living Hanoi is ready for a new modern lifestyle CB Richard Ellis Page 19

20 POSITIONING STATEMENTS A 14,200sqm A World of Shopping and Entertainment hypermarket to drive foot traffic and meet the daily demands and needs of the consumer market of Long Bien District and beyond; A 7,000sqm parade of fashion with international & local brands focused on choice and value for the whole family A 5,000sqm mega electronics world and 4,500sqm of home décor and appliances A 11,200sqm mega entertainment, Food & Beverage zone satisfying the whole family s leisure requirements CB Richard Ellis Page 20

21 POSITIONING STATEMENTS WHY SAVICO MEGAMALL? The country s first and largest Regional Mall in Vietnam strategically connecting Long Bien with Hanoi and surrounding provinces, providing variety of retail goods & services No competitive projects surrounding the project No other mall offering all day non-stop value based shopping and entertainment with a focus on family convenience. Mega parking facilities Mega space inside and out for events/promotions/activities and traditional/cultural entertainment The height of safety in a clean, landscaped, light and airy professionally managed environment CB Richard Ellis Page 21

22 SAVICO MEGAMALL - A REGIONAL MALL Criteria for Regional Mega Malls By The Center for Strategy Marking, Carlifornia, USA Criteria Standard Savico MegaMall Radius of Service Area (in km) 8 to Size (in square meter) 30,000 to 100,000 63,400m2 Drive time (in minutes) 30 to mins max Site Selection Associate with a local real estate developer at the intersection of minimum two arteries Freeways Savico Hanoi is a local developer Adjacent Nguyen Van Linh road, Viet Hung, Eco Park, Thach Ban Berjaya, Viglacera Dang Xa New Urban 6 lane highway Lighting Perpeptual daylight Perpeptual daylight Entertainment A wide variety of retail including shops geared towards children Promotion area Occational Music series Yes - Fashion & Accessories, Electronics & Home Appliance, Food & Beverage, Family Center, Children Books & Toys Yes - In atrium of level 1 up to 1,000 sqm Yes Shopping Mall signage to be legible from passing car traffic Yes Landscape The roads must be densely planted Yes Entrances Multiple entrances Yes 6 entrances Parking Safe, convinient & efficient access for vehicles and pedestrians Yes 800 cars & 4000 scooters CB Richard Ellis Page 22

23 HANOI DECENTRALIZED SHOPPING CENTERS THE PITFALLS TO BE AVOIDED Tenant Mix: No good layout & tenant mix No anchor tenant No brand selection & arrangement No entertainment area Opening time: Opened when many parts of the project were still under construction & low occupancy rate. Marketing Strategy: Good plan but bad implementation Leasing Strategy: High rental at the beginning Lower quality tenants and higher vacancy rate Various discounts after opening to existing tenants & potential tenants Still low interest from new tenants & withdrawals of existing tenants Selling shop lots Cannot control tenant mix, no long-term commitment CB Richard Ellis Page 23

24 SAVICO MEGAMALL DIFFERENTIATES IN Tenant Mix: A destination for leisure & shopping to all people with Hypermarket, Fashion & Accessories, Electronics Anchor, Home Furniture & Appliance, Family Center Entertainment, Food Court & Restaurants Anchor tenants: take more than 50% of NLA, ie: Big C, Tran Anh Company Layout: well designed to suit categories and avoid second corridors, dead corners Opening date: Independent mall not affected by the mix s construction progress. Marketing strategy: A budget has been approved for aggressive marketing plans & activities Leasing strategy: a reasonable rental with good incentive policies from the beginning to ensure high occupancy, quality tenant mix and sustainable development with tenants. Professional partners: SITE Architect, COTEBA, RED, CBRE CB Richard Ellis Page 24

25 CURRENT STATUS & THE PROGRESS Rough building completion: April 2011 Expected date of Access for Fit-out: September 2011 Expected date of Opening: November 2011 Rough completion: April 2011 CB Richard Ellis Page 25

26 CURRENT STATUS Block B has completed and operated since December 2010 CB Richard Ellis Page 26

27 MARKETING STRATEGY Maintaining high shopper traffic volume & the Mall s revenue. Rousing the local community s sense of anticipation and excitement leading into the opening. Communication to all internal and external audiences, building and promoting the image of the Mall to a wider range of target markets and also ensuring a successful launch of the Mall. Ensuring the Mall s message to the public is clear and consistent. Create differentiate to other Centres CB Richard Ellis Page 27

28 MARKETING STRATEGY Get People in: Build an effective communication program with the media to ensure media releases are forwarded in a timely fashion and that the Mall s message is disseminated widely. Get them back: Position and establish a clear branding and distinctive image for Savico MegaMall Customer s loyalty: Attract and retain quality shoppers CB Richard Ellis Page 28

29 MARKETING STRATEGY Medium used to convey our message to shoppers: Newspapers and Magazines TV commercial Direct Mail / Letterbox Drops In-store communications: poster, board, promotion Outdoor banners and billboards VOV Specialty Advertising SMS CB Richard Ellis Page 29

30 MAKERTING PLAN Retail Promotion Sales Promotion Activities /Performances/ monthly events PR/ Communication CB Richard Ellis Page 30

31 MERCHANDISING MIX

32 STACKING PLAN Office for lease Savico Office Toyota Showroom CB Richard Ellis Page 32

33 CB Richard Ellis Page 33 TENANT MIX Lower Ground Floor

34 A hypermarket of 14,200sqm TENANT MIX Lower Ground Floor CB Richard Ellis Page 34

35 CB Richard Ellis Page 35 TENANT MIX First Floor

36 TENANT MIX First Floor 152 UNITS CB Richard Ellis Page 36

37 CB Richard Ellis Page 37 TENANT MIX 2nd Floor

38 TENANT MIX 2nd Floor 55 UNITS & 01 Anchor CB Richard Ellis Page 38

39 CB Richard Ellis Page 39 TENANT MIX 3rd Floor

40 TENANT MIX 3rd Floor 7UNITS with 3 anchors CB Richard Ellis Page 40

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42 THANK YOU FOR YOUR ATTENTION Disclaimer: 2009 CB Richard Ellis, Inc. We obtained the information above from sources we believe to be reliable. However, we have not verified its accuracy and make no guarantee, warranty or representation about it. It is submitted subject to the possibility of errors, omissions, change of price, rental or other conditions, prior sale, lease or financing, or withdrawal without notice. We include projections, opinions, assumptions or estimates for example only, and they may not represent current or future performance of the property. You and your tax and legal advisors should conduct your own investigation of the property and transaction. CB Richard Ellis Page 42