Business Plan Template: Commercial Street Business Plan E-commerce 2007-1-12:18: 50 Reading 1044 Comment 0 Font size: large, medium and small subscriptions ×××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××××× According to the survey, among the 65 shops in Shangjie Phase I, the current occupancy rate is only 52.3%, and nearly half of them are idle for rent; Seven settled merchants are seeking to sublet, return rent or change careers. This situation not only has a negative impact on the continued lease of the first-phase shops, but also poses a potential threat to the pre-sale and sales of the second-phase shops. Therefore, we must take effective measures to enliven the atmosphere of the commercial street in the first phase of XX, vigorously enhance its commercial value, and enhance the investment confidence of owners and merchants, so as to promote the sales of the shops in the second phase of XX. In view of the urgent task of creating the atmosphere of the first-phase commercial street and rapidly enhancing the popularity, this case will mainly plan how to break through the current business situation and form the strong popularity of the first-phase commercial street. I. Background Analysis ×× Phase I Commercial Street is located on the banks of Haohe River, in the commercial center of the city, just one step away from the northern section of the bustling South Street. Why is it difficult for a commercial street with a diamond market to be "hot" at present? Before coming up with the planning scheme, we must first study and analyze it in order to find the "focus" and prescribe the right medicine. According to the investigation and analysis, there are two main reasons for the commercial pedestrian street in the first phase of XX: congenital and acquired. (1) The design of commercial street is "congenital deficiency" 1. It is difficult to hold large-scale activities in the big square. At the intersection of ×× Street and ×× Road in the north square of the pedestrian street, a five-star hotel is adjacent to the west. Originally, it belongs to the commercial stage that attracts the public's attention and is most suitable for holding large-scale activities, which can continuously inject popularity into the commercial street. Because the "dry fountain" and "simple flower bed" of the square are only designed from the perspective of landscape, without considering the commercial value of the square, it is difficult for today's square to gather people and absorb large-scale activities. If the square is not hot, the commercial street will naturally be left out in the cold. 2. "rockery" became a stumbling block. The "rockery landscape" at the south entrance of the pedestrian street has no ornamental value and stands in the middle of the road. In fact, it has become a stumbling block to prevent tourists from entering the inner street. In addition, the steps of the south entrance do not meet the requirements of the smooth flow of commercial streets, and humanized ground design such as disabled people and blind roads is not considered. 3. The commercial function of the connecting passage between the inner street and the outer street is missing. The three passages from XX Street to Inner Street are a failure in terms of commercial function design. According to the layout requirements of the commercial block, both sides of the main road and the auxiliary passage in the block should be frontage houses, thus forming a row of shops in the block. This can not only effectively attract customers to shop, but also easily promote and gather passengers, and also maximize the utilization of land resources, just like Shanghai Yuyuan Commercial Street, where all roads have shops and every inch of land is generating money. Unfortunately, two of the three passages leading from the outer street to the inner street in the first phase of XX are "dark alleys" without any shops, so customers can't see the commercial atmosphere at the corner and don't even know that there is an inner street inside; The passage between the first phase and the second phase also stops here, because there is no storefront room on the south side of the first phase building, and customers walking on South Street can't see the commercial atmosphere on the corner. 4. The green belt on the side of 4.XX Street is designed to be too long, blocking the store door. Many customers have to make a big detour when shopping in the store, so they give up the motivation to buy, which leads to a light business in the shops facing the street. (B) Commercial street planning "acquired disorder" 1, XX Plaza Commercial Street is located in the core business district. In today's market competition with special emphasis on individuality, commercial streets must have their own "soul", that is, strategic positioning and business theme. The commercial street of Xx Square is first positioned as "XX Street" (very good), then as "XX Street" (very good, but it is very laborious to promote), and now it is called "XX Square Pedestrian Street" (old-fashioned, with no distinct personality and unclear target customers). Because there is no accurate and accurate market positioning, the problems of "who am I" and "who do I serve" in business are not solved first, and other problems are difficult to solve. 2.XX Square is a good "citizen square", but to attract the general public to gather here, we need to have a strong "square culture", such as square sculptures like XX Road, XX Square and XX Pedestrian Street. In addition, there are guide card, leisure chairs, newsstands, public telephone booths, trash cans, billboards, open-air teahouses and so on. At present, because the above facilities are not matched, the "magnetic field effect" of the square is not good, and it is difficult for the commercial street to be "hot". 3. To build a commercial street, and the service is "absent". The developer develops a shop and sells it, and then the property management company takes charge. This is the "old imperial calendar" for developing commercial real estate. In fact, property management can't replace business management when operating commercial street in XX Square. From "cold" to "hot", commercial streets need professional planning and management institutions to operate, which is the so-called "pan-commercial real estate operation". At the beginning of XX Plaza, there was no business planning and management organization involved in the whole process. The rental and operation of shops are entirely the "marital autonomy" of owners and merchants, and both sides lack mature rationality. The commercial street itself did not engage in "hype" to start and cultivate the market, and it was impossible to form a hot commercial atmosphere. In addition, after buying the store, I didn't pay enough attention to the owner, and didn't give guidance and service from the perspective of starting the operation of commercial street as soon as possible and enhancing the commercial value. For example, the two chief storefronts, No.66 (circular) and No.68 (spire) at the north entrance of the commercial street, have been vacant, which has a great influence on the operation of the merchants in the inner street and the atmosphere of the whole commercial street. Second, the strategic positioning of commercial street is very important. According to its geographical location and business environment, according to the consumption trends and preferences of urban consumers, we have made the following strategic positioning: 1, street name: XX Square Fashion Beauty Street 2, concept: XX Square-the gateway of sightseeing and tourism on XX Street, a commercial street where international brands gather, and a city beauty. 3. Advertising language: ×× Square/Fashion Beauty Street —— Meet×× Square/Fashion Beauty Street —— Meet customer orientation: urban fashionable women, tourists at home and abroad. 7. Business philosophy: From the height of urban management, build a famous commercial street in the Yangtze River Delta. Third, the investment planning of Fashion Beauty Street in XX Plaza belongs to the measure of "breaking through the dilemma", and the investment needs to start from the following aspects: (1) Publish the investment announcement. We plan to issue an investment announcement on XX Evening News and XX TV Station in mid-April, highlighting the market advantages, market positioning and potential huge business opportunities of Fashion Beauty Street in XX Square, and attracting merchants to make an appointment to register and lease stores. (ii) Holding an information conference on investment promotion. The investment promotion information conference is scheduled to be held in the neighboring XX Hotel on April 20th. There are fashion brand dealers in XX and surrounding cities, as well as clothing, jewelry and cosmetics merchants who intend to operate in XX Square, the international trade market in XX. The number of participating merchants is planned to be controlled at around 100. The main information to be released at the meeting is: 1, the overall planning, market positioning, unique advantages and prospects of Fashion Beauty Street in XX Square; 2. The resources of shops in 2.XX Street that can be purchased or leased by merchants, including preferential policies in terms of price, rent and property management. (3) All the shops in the first phase of integrating shop resources have been sold. Are investors willing to entrust our company to invite investment and lease? Do you agree to accept the agency lease price (or leaseback quotation) proposed by our company? Before holding a press conference on investment promotion and announcing investment promotion, XX Housing Sales Company and the owner must first reach an agreement on the intention of entrusting investment promotion and the rent price. Once you have determined which shops can be entrusted for investment promotion, you can carry out investment promotion activities, introduce merchants and negotiate rents. In order to form a good business atmosphere in the first commercial street of XX as soon as possible, and strive to bring all empty shops into the scope of investment promotion, according to the market positioning of the commercial street, we will conduct targeted investment promotion. If some owners take the attitude of waiting for the store to appreciate, they would rather idle than rent it. Starting from the overall interests and long-term interests, we should seriously guide and mobilize them to rent out as soon as possible, and put an end to the phenomenon of empty storefronts in commercial streets. For the merchants seeking to sublet or withdraw their rents, we should actively publicize the measures that our company is taking to prosper the commercial street, and mobilize them to dispel their thoughts and restore their confidence. If the merchant still wants to sublet or return the lease, because the owner and the merchant have an agreement, we can bring the store into the scope of investment after the two parties terminate the contract. (4) About the rent policy ×× The commercial atmosphere of the first-phase commercial street is light. One of the reasons is that shop investors are eager to offer high rents with high returns, which makes many merchants who want to settle in and operate discouraged. Therefore, before inviting investment for the owners, we must do two important tasks well. First of all, we should explain to the owners the location difference between the north and south ends of South Street, and explain that the first phase of commercial street in XX is in the early stage of entering the market, and its prosperity needs a cultivation process, so we can't ignore the market's affordability and offer a "sky-high price". It is important to tell the truth to the owner. High rents lead to uninhabited shops, and owners have to bear the interest on home purchase loans as usual, so it is difficult to improve the value of shops. Second, from the interests of both owners and merchants, design a rent policy that is more in line with market conditions and the current situation of commercial streets. At present, the appropriate rent for the first-phase store of XXX is 1, and the rent for the inner street store is 600 ~ 700 yuan //m2// year (after calculation, the average selling price of the inner street store is 8500 yuan, with an average area of 1 10m2, and the investment in house purchase is about 940,000 yuan. The interest rate of house purchase loan is calculated at 4.7%, with the annual interest rate. If the rent of such shops is 6 million to 700 yuan //m2// year, and the annual income is 66,000 to 77,000 yuan, the income after excluding interest is 22,000 to 33,000 yuan. Under the current circumstances, such rents are attractive and acceptable to businesses. 2. Outside shops: the rent is 800-900 yuan //m2// year (according to the calculation, the average selling price of outside shops is 1.25 million yuan, the average area is 200 m2, and the investment in house purchase is about 2.5 million yuan. The interest rate of house purchase loan is calculated at 4.7%, with an annual interest of 750,000 yuan. If the rent of such shops is 8 million ~ 900 yuan //m2// year, the annual income is 654.38+06 ~ 654.38+08 million yuan, and the income after excluding interest is 42.5 ~ 62.5 million yuan. This kind of rent is very acceptable to merchants at present. (V) Preferential Measures for Merchants to Settle in In order to effectively start the market and establish the confidence of merchants to settle in, we will "release water to raise fish" and launch necessary preferential measures as soon as possible from the height of prospering the market: First, within one year after merchants settle in the commercial street, we will provide free advertising space for light boxes (we make light boxes, and the merchants are responsible for making light films and electricity bills) for them to promote their products or brands; Second, where businesses hold brand promotion and commodity promotion activities, they are allowed to hold an event free of charge every quarter in the Guang Bei market within one year to encourage the holding of influential square "fashion show" activities; Three, for all merchants who have been in business for one year, the store property management fee will be charged at a 20% discount; Fourth, in order to reduce the operating costs of settled merchants, we will coordinate with the industrial and commercial and tax departments to give preferential tax policies to XX Square Commercial Street as a bazaar, and at the same time appropriately reduce the industrial and commercial management fees. Four. Commercial atmosphere creation (1), commercial street indication and identification system layout (see the design renderings of XXX advertising company for details), and (2) design and production of sculptures in the square and inner street (see the sculpture photos of XXX pedestrian street for details), so as to increase the cultural charm of XXX square and attract tourists to come for leisure. (3) Landscape advertising light boxes, European leisure chairs, public telephone booths, newsstands and beverage ice cream kiosks are set up in the square and the inner street in turn, and movable three-dimensional landscape flower beds are built with flower bonsai in the square to increase the visual attraction and expand the leisure and service functions of the commercial street. (4) Invite government departments and social organizations to hold theme activities in the square, so as to enliven the atmosphere in the square and attract people's attention. In particular, we should seize the opportunity of frequent activities around May Day, contact the Federation of Trade Unions, the Federation of Literary and Art Circles, the Group Art Museum, Xinhua Bookstore and other units to hold square activities, and use the media to promote XX Square skillfully. (5) Jointly organize the exhibition of "XXX Charm" excellent photography square with the city photographers association and the news media, and enhance the fashion taste of XXX square by cultural means. (6) Since May, we have tried to hold several "Summer of XXX" square music appreciation meetings to enhance the status of XXX square in the eyes of citizens with elegant art and enhance the "gathering flow" effect of the square. V. Suggestions on hardware transformation of Shang Jie Street: 1, XX North Square is transformed to be suitable for holding large-scale events. 2. The South Gate rockery in the first phase of 2.XX was demolished, and the ground was humanized and commercialized. 3. The garden in front of the store on the side of Linxx Street has been transformed to facilitate customers to enter the store without barriers. 4. Drainage reconstruction should be carried out on the ground of the inner street to prevent rainwater from flowing back into the store in summer. 5. It is best to build a row of street houses for the demolition of Nanhuayuan in the first phase of 5.XX, which can not only attract customers into the inner street, but also generate income. The above plan will be implemented after being approved by the chairman.