Chapter I Project Orientation
1. Unify the propaganda caliber
1. Promote the general spirit
Shengze City Commercial New Wealth Center
2. Project Status
Conform to the new development trend of Shengze City and Oriental Silk Market, and emerge as the times require. Shengshi Group has made great contributions, and the government has taken the lead, which is the top priority of the top ten key projects.
3. Significance of the project
Seize the core location of China Oriental Silk Market, build a new commercial supporting center and landmark building community of Shengze City together with Shengze Plaza, break the traditional business model of Shengze City, and lead the overall commercial upgrade of Shengze City.
4. Market positioning of the project
Integrating the essence of modern real estate and commercial operation concepts, drawing lessons from the successful experience of famous commercial streets at home and abroad, and integrating the international business model and local culture of Shengze, we will create a brand-new and all-round commercial stage that is on a par with Shanghai and Suzhou for Shengze people and domestic and foreign merchants, and make it the first commercial street of Shengze with internationalization, localization and specialization!
5. Basic information of the project
With a construction area of nearly 111,111 square meters and a commercial strip of more than 411 meters, the middle and high-grade shopping mall integrates international first-class supermarkets, famous appliance stores, digital squares, professional department stores, entertainment and leisure, restaurants, business offices and hotel apartments, and gathers thousands of people, logistics, capital flow and information flow, which will become the real core business district of Xinshengze.
second, investment orientation
as the only mid-range shopping mall in Shengze and its surrounding areas, we focus on attracting brand merchants with brand awareness, regular operation and good operation to meet the all-round consumer demand of the public.
III. Format Orientation
Absorbing the essence of the format planning of China's famous streets and combining with Shengze's consumption culture, we have planned a rich and reasonable format with various brand stores, hypermarkets, restaurants and entertainment as the core, including various brand stores, specialty stores, themed department stores, electrical stores, supermarkets and book cities. Adopt diversified business model and one-stop shopping mall to meet the consumption needs of people from all walks of life.
Chapter II Investment Promotion Strategy
1. Format design and format positioning strategy
Accurate and differentiated format positioning is the reason why the pedestrian street wins the competition.
the development and operation of Dongsheng pedestrian street should always adhere to the advanced concept of "brand-new architectural form, brand-new consumption environment and brand-new business combination".
in terms of format combination, we should firmly grasp the local consumption demand tendency and consumption characteristics, focus on it, and combine it organically with rich formats. Resolutely abandon the format that is not suitable for local consumer culture!
from this, we have decided to take all kinds of brand stores, hypermarkets, restaurants and entertainment as the core, with main stores and sub-main stores (big stores) accounting for about 51%, restaurants, entertainment and leisure (small shops) accounting for about 31% and brand stores accounting for about 21%.
second, store investment strategy
considering the different characteristics of main stores, sub-main stores, international famous brand stores and other brands, the basic strategy of "determining the main stores first, then attracting investment comprehensively" was formulated. In the process of implementation, the main stores, international famous shops, restaurants and entertainment should invite investment in advance, and others should be carried out later.
Third, tailor-made comprehensive solutions for customers to open stores
Under the guidance of this strategy, the investment promotion team trained by professional trainers can flexibly adjust and implement the lease policy according to the actual situation. For example, according to the different needs of different types of tenants, tailor-made solutions are proposed for them; Properly arrange the floor position and mutual position of each tenant, so as to make it relatively successful and mutually beneficial, instead of interfering with each other and weakening each other; According to the overall market positioning and business combination, put forward requirements for tenants, and assist them to adjust, upgrade and improve their positioning, grade and other quality in the new store in Dongsheng Pedestrian Street.
iv. project promotion strategy
in terms of market promotion, the "integrated promotion strategy" is implemented to provide strong support for investment promotion.
one is media promotion, and the other is investment promotion.
The key investment promotion activities are as follows:
Investment promotion conference and main store signing ceremony, investment promotion achievement conference, project promotion conference, building node celebration, etc.
5. investment promotion progress, quality and cost strategy
in order to implement the investment promotion plan and achieve the goal of faster, better and cheaper. We strictly control and control the progress, quality and cost of investment promotion. Take time to push the table to control the progress; According to the format layout and market positioning, carefully select the merchants, and focus on attracting brand merchants, strength merchants and characteristic merchants to control the quality; Carefully calculate the investment promotion expenses, and take the following measures to make unified arrangements and scientific distribution of investment promotion expenses.
1. The investment promotion task index is decomposed into people, and the cost is decomposed into people.
2. Key investment promotion fees are used in a centralized way to avoid piecemeal knocking.
3. Focus on ensuring the salary and reward management of outstanding investment talents.
4. Pay attention to the investment promotion of key customers and relationships, and tilt the fee arrangement.
5. Through carefully planned media publicity plan, accurate and effective communication can be achieved and the value can be maximized. Resolutely avoid the misuse and waste of publicity expenses.
chapter iii investment promotion stage, investment promotion target and schedule
I. stage division
there are four stages: investment promotion preparation stage, main store investment promotion stage, comprehensive investment promotion stage and operation adjustment stage.
second, the investment objective
because the merchants in the pedestrian street need to be constantly adjusted and optimized, in principle, the investment promotion work is not over until it is fully recruited. However, in order to clarify the direction, the specific objectives are as follows:
1. By February 2116, the main shops and sub-main shops (large shops) in the pedestrian street have been basically recruited, and 71% of the small shops have been completed.
2. By May 2117, the investment invitation task was basically completed.
3. By the end of May, 2117, merchants began to enter the market to decorate and prepare for the opening of the street. Strive for the end of August and ensure that the street will be opened in September.
III. Timing
In order to be concrete and executable, the time period involved in this plan is: from May 2116 to 2117.
Chapter IV Organizational Structure
I. Recruitment of Project Personnel
No matter how big a project is, people play the most fundamental and decisive role in attracting investment. Therefore, recruiting, selecting and cultivating a large number of investment elites and building a strong investment team are the core tasks in the preparatory stage of attracting investment.
at present, three people are newly hired, including one investment promotion supervisor and one investment promotion specialist, one planner, and one designer from a commercial company, and a second investment promotion department has been established, but this is far from enough. We are looking for more professional and high-quality investment promotion personnel with rich experience and a large number of customer resources through various channels such as the Internet. The goal is to form a professional team of about 11 people (excluding investment promotion center personnel).
a team needs not only specialization, but also integration. Therefore, the training of the team is particularly important.
The goal is to make the whole team have a complete project knowledge structure, excellent team execution and the same value orientation. The training contents are as follows:
1. Training on five core concepts.
2. Training of team execution.
3, project knowledge training, so that team members have a clear understanding of the project.
4. Training in investment promotion skills, including telephone answering, reception language, negotiation strategy and negotiation skills, to cultivate and improve the investment promotion ability of team members.
5. Training in business invitation etiquette and business invitation system (language art, business invitation system explanation and contract interpretation, etc.).
second, the establishment of investment promotion structure and investment promotion mechanism
in the recruitment of personnel and the establishment of investment promotion structure, we all follow the principles of elite, simplification and verticalization, with the aim of minimizing personnel, simplifying the command and execution system and maximizing efficiency. In order to save investment expenses and improve work efficiency. The investment promotion structure and personnel responsibilities are as follows:
Main responsibilities of investment promotion personnel
(1) Investment Promotion Department I is mainly responsible for the investment promotion of main stores: 1 people
(2) Investment Promotion Department II is mainly responsible for the investment promotion of catering and entertainment: 3 people
(3) Investment Promotion Department III is mainly responsible for the investment promotion of department stores and clothing categories: 2 people
(4). The fourth department of investment promotion is mainly responsible for comprehensive investment promotion: two people
(5) The planning department has two temporary members, who are mainly responsible for investment promotion planning, the formulation and implementation of media plans, and the planning, writing and design of investment promotion documents. A planner, a designer. According to the development needs, when the pedestrian street is opened, it is necessary to add another planner.
(6) This structure is the organization in the pre-opening period, the opening preparation period and the opening operation period. At that time, it will be reported to the Human Resources Department three months in advance.
the establishment of investment promotion mechanism is to form a humanized system management atmosphere in the investment promotion team, so as to have rules to follow, clear rewards and punishments, pay attention to personal contribution and team spirit. Establish a series of management systems.
(1) establishment of incentive policy for investment promotion personnel
(2) establishment of punishment policy for investment promotion personnel
(3) establishment of daily management standard system for investment promotion personnel
Chapter V Investment Promotion Information
I. Investment Promotion Manual (available) and Investment Promotion Instruction
II. Lease Contract
III. Entrustment Operation Contract
. Confirmation letter of rent
V. Power of Attorney for Investment
VI. Flowchart for Investment Promotion
VII. Copy for Investment Promotion
VIII. Check-out Application Form, etc.
IX. Power of Attorney, etc.
Chapter VI Investment Promotion Mode and Target Customer Determination
I. Investment Promotion Mode:
1. Project Investment Promotion Conference
Project promotion meeting
3. Large retail chain meeting
2. Target customers
Main stores
1. Supermarkets: Carrefour, Tesco, RT Mart, Trust-Mart, Wumart, Century Lianhua, etc.
2. Home appliance stores: Gome, Suning and Yongle.
3. Department stores: People's Mall, Shilu International Mall, Shenzhen over the rainbow Department Store, Yintai Department Store and famous department stores in the Yangtze River Delta region.
second main stores
1. Popular stores: KFC, McDonald's, Starbucks, Haagen-Dazs, large-scale Chinese food, discount KTV, etc.
2. Digital Plaza, Bookstore, Sports World, famous brand discount stores
3. Movie Hall and adult video games
3. Establishment of third-party investment network platform
The stone of other mountains. Building a third-party investment network platform can be won from these channels.
1. Professional investment promotion website
2. Professional real estate trading platform
3. Industry associations and government investment promotion agencies
4. Establish strategic partnerships with investment promotion departments with different positioning of commercial projects to achieve a win-win situation of sharing resources.
Chapter VII Publicity Strategy
Large-scale thematic investment promotion activities, with the publicity and hype of all-round three-dimensional media platforms (TV, newspapers, internet and radio), were promoted by pedestrian street investment promotion? Nuclear weapons? .
1. Investment promotion conference
2. Project promotion meeting (referring to regional centralized project description and fair for a certain number of interested businesses)
3. Signing ceremony with certain brand awareness and influence, such as KFC, Carrefour, Gome, Yongle and over the rainbow Department Store.
4. Staged investment promotion achievement conference
5. Large-scale retail chain meeting named after the project
6. Completion and opening ceremony of important nodes of the project
According to the current investment promotion situation of the project, it will be held in 6? In August, it is planned to hold investment promotion conference, project promotion meeting and signing ceremony, and other activities will depend on the specific development situation. The specific planning and implementation plan of the activity will be written after confirmation.
Chapter VIII Investment Promotion Expense Budget and Rent Proposal
I. Investment Promotion Expense
Travel expenses of personnel, reception expenses of merchants, publicity expenses-expenses of advertising and investment promotion activities, and commission of investment promotion personnel.
the total investment fee is 11% of the annual rent, which is about 2.3 million yuan. Among them, 4% commission for investment promotion personnel, 2% travel entertainment and 4% gift fee for advertising and public relations.
ii. rent proposal scheme
according to the local rent situation in shengze, the current business situation around the project and our market positioning, it is determined that our rent level is about the upper-middle level.
Chapter IX Suggestions on Investment Promotion Policy
1. Payment method: divided into two cases: small shops and large businesses
1. Small shops: down payment (three months' rent), and the lease contract is signed to pay the rest of the rent.
big merchants: determined by the group leaders according to the negotiation.
2. Small shops will pay once every six months, and keep it for one month. The next payment must be paid 1 months in advance.
second,? Rent is high and low?
the level of rent directly affects the interests of the merchants and both of us, and also reflects the value of characteristic street lots and the grade and quality of shops. When determining the rent price at the start-up stage of the market, it is suggested that the rent should be set at a higher level in the first three years, and then the price level with the surrounding rents will be adjusted through preferential policies such as rent-free and property management fee-free. After three years, the market rent price after three years will be determined according to market conditions.
chapter 11 annex
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