Commercial real estate project investment should be done to "recruit into, stay". Commercial real estate development to crack the investment problem, it is necessary to infiltrate the business philosophy into each link, I think you can start from the positioning, planning and design, rent and other aspects.
Breakthrough from project positioning. To solve the investment difficulties, first of all in the project positioning stage must solve the problem of what kind of tenants, targeted investment. What kind of tenants depends on the project "what to sell, who to sell, how to sell".
First of all, "what to sell, sell to whom" depends on the project's target consumer groups and the business circle, such as community-based commercial projects, it must be designed around the daily consumption of community residents to locate, and the busy downtown commercial projects should be considered a greater range of regional office workers personal and business shopping, leisure, entertainment, Gathering and other needs, and then according to different types of commercial project positioning investment blueprint design, targeted investment.
Secondly, we need to solve "how to sell". "How to sell" involves the project business characteristics and business philosophy, different business characteristics and business management ideas have different tenants display, such as project positioning is leisure, entertainment as a feature, investment must be in the catering, bars, amusement parks and theaters and other trades investment efforts; similarly, if the project is an independent cashier can be aimed at the operating Requirements for a unified cash register merchants to investment.
Breakthrough from planning and design. Merchants should start from the planning and design stage, the integration of resources to allow professional consultants to participate in the business to come. For different types of commercial projects, according to the overall positioning of the project, industry, industry planning, and then according to the planning of building planning and design, such as the main store, the main store can be based on the main store and the main store business property requirements for tailor-made.
Rental pricing is appropriate to "let the water feed the fish". Merchants rent pricing from the "business" point of view, according to the laws of the market to rent. Because the rent is determined by the market, if the rent is set high, the tenant does not buy that will inevitably lead to investment difficult. In the rental pricing, we can play a "combination of punches" that is, through the overall price, rent form and pay rent time of the effective combination, to achieve the effectiveness of investment. The current commercial real estate project investment strategy often focus on the use of price strategy, and ignore the form of rent and rent payment time in the role of investment, especially the form of rent is very effective investment leverage. For example, in order to introduce some sub-primary stores and project business positioning with the image of the positioning of the benchmark brand merchants, we can take the form of cooperation profit sharing or fixed rent (low) + profit percentage (medium); different forms of rent can be effective in perfecting the industry industry and reduce the vacancy rate of the store.
In addition, the design of the lease contract should not only have a binding mechanism, but also an incentive mechanism. For example, we can be a strong driving force for some of the tenants to tax, reduce or eliminate miscellaneous fees, and even when the amount of commercial tenants to meet the standards set, to a certain percentage of the rent back to incentivize the commercial tenants, these are very effective measures to attract business.
How commercial real estate investment1, commercial projects for market research and target customer analysis; 2, to determine the investment object; 3, to determine the mode of operation: investment; commissioned; leased; directly operated; virtual business; 4, the development of investment incentives strategy; 5, commercial projects for the Department of the implementation of the monthly plan for the investment of customers; 6, the investment supervisor to develop a weekly plan for the investment of customers; 7, customers Administrator of the customer information filed to improve, investment information ready; 8, investment director for the development of target customers, visits, contact; 9, the Department of commercial projects for customer classification, to determine the focus; 10, the Department of commercial projects to arrange for customers and developers to fill in the preliminary negotiation investment tenant registration form 11, the Department of commercial projects is responsible for the communication between the customer and the developer of the negotiation; 12, the developer, the customer to determine the two sides of the object of cooperation
The country's first "commercial real estate professional managers" certification training will be November 22 -26 in Beijing, limited places, forecast from the speed!
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"2011 China Commercial Real Estate Human Resources Summit Forum and the inauguration of the China Housing Human Resources Alliance" was held on November 26 in Beijing, the forum is free of charge, and we invite the human resources elite of the commercial real estate industry to come and participate in the meeting!
How to write a commercial real estate investment programGo to China's commercial real estate planning network to see it
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How to solve the commercial real estate investment predicamentHow to solve the commercial real estate investment predicament
The commercial real estate industry, after a high degree of development in the past few years, has now entered a question The first-tier cities like Beijing, due to the large amount of money into the industry in the first few years, in 2007 Beijing's commercial real estate has entered an era described by the media as a "blowout". Of course, behind this apparent prosperity, there is a large amount of commercial real estate in an idle state. Today's developers can neither sell nor rent out the commercial real estate they have built, and the capital is in a very serious situation, and many developers are in trouble as a result. A few years ago, the popular property rights type store model in practice is almost a total loss, few successful cases, by selling the road to cash can not go, so for many large commercial properties, only to rely on leasing to realize the value, or wait for large capital to buy. But even if the big capital to enter, but also need to developers successful investment and normal operation. Investment is difficult, is a difficult problem in front of many developers, is a can not be bypassed.
Now with industry peers to analyze the reasons why developers into investment difficulties, including the following levels:
① Imbalance between supply and demand: commercial real estate to rely on the merchants to pay, the merchants rely on consumers to pay. Consumer market growth in recent years at about 13%, consumption accounted for less than 40% of the proportion of GDP, and consumption in developed countries accounted for more than 70% of the pattern of GDP is far away, indicating that the Chinese people's ability to consume is still very limited, and housing, medical care, education, the market has brought a heavy burden on consumers, the imperfections of the social security system on the growth of consumption to inhibit the growth in the consumer market. Inhibitory effect, in the consumer market growth in 13% of such a level of growth at the same time, in recent years, the increase in commercial real estate investment in 24% or so, the supply of commercial real estate is far more than the demand for commercial development, supply and demand has been an imbalance, resulting in the inevitable end of idleness. Of course, this imbalance is mainly a structural imbalance, which is manifested on the one hand, a large number of commercial properties idle, on the one hand, a large number of merchants can not find a suitable place to open business, the contradiction between the two is very sharp.
② no market positioning or market positioning is not appropriate: the market positioning of commercial real estate to solve the problem of what kind of location for what kind of clientele for what kind of business to provide a place of what kind of business. The external basis of this positioning is a detailed market survey of the business district. But now we have a lot of developers basically do not do any professional market research on the blind decision-making on commercial real estate projects, moving is hundreds of thousands of square meters of mega-projects, in the project on the project at the time of the project has not even thought about in-depth development of the project is ready to rent to whom, often the house is built only to consider the investment, so that the project into the state of inactivity is really too normal.
③ business mix is unreasonable or impractical: many developers in the commercial sector of the operating law lack of sufficient knowledge, and is not clear that large commercial enterprises in the expansion of the site to consider the conditions to do business planning is entirely based on their own wishful thinking, rather than downstream of the business will, many developers even commissioned to purely engage in the architectural design of the design institute to do business planning, such an organization often only understand the architectural technology, but not to the extent that it can be used as a tool for the development of a new business. Organizations often only understand the building technology, but do not understand the laws of commercial operation, purely from the technical point of view of architectural design to do out of the combination of business is often detached from reality, does not have the operability.
④ unreasonable building structure design: a reasonable design process should be the first to do business planning and then do the building design, according to different business on the building structure in the design of different requirements to do the building design, such as the general supermarket net height of at least 4 meters, storage stores to 9 meters, the requirements of the cinema net height to be more than 10 meters, food and beverage to have a flue, cybercafé to two safe passage, hardware and building materials, home furnishing requirements load of 4 tons, the requirements of the building materials to be more than 10 meters. Home requirements load up to 4 tons, ordinary supermarkets and bookstores 1 tons, etc., each business is different. But we often see in reality in these hard links on the omission, there is a developer built 4-storey commercial property, a *** have 5,000 square meters, ready to rent to supermarkets, supermarkets came to find that the floor height is only 3.5 meters, and supermarkets at least 4 meters,. As a result, there is no way to do, can only be idle for a long time; and some high-grade apartments in the bottom of the floor is designed according to the ordinary residential height of 2.8 meters, even the ceiling decoration can not be done; there are stores more than 3 meters deep into the room, but there are 20 meters, I do not know such a bottom of the business who would want; there are many columns in the middle of the bottom of the business is difficult to design the store, and so on, and so forth, and the list goes on and on. These hard injuries on the building structure design is very difficult to remedy through other ways, either blow up, or idle.
⑤ The obstacle of rent: very often, a set of bottom of the lot is also suitable, the building organization and supporting facilities are not a problem, but still can not reach a deal, the reason is stuck in the rent. Rent is a source of income for developers, but it is a cost for businesses. The real estate industry belongs to the monopoly characteristics of the industry, developers make money to millions of billions of units, accustomed to seizing profiteering, but the commercial services industry is fully competitive industry, businessmen to rely on consumers to pay the bill, businessmen earn are hard money, in the market consumption is limited, the businessmen can afford to pay the rent is the bottom line, when the cost of rent more than businessmen to withstand the bottom line of the businessmen, businessmen will refuse to enter or When the rental cost exceeds the bottom line, the businessmen will refuse to enter or withdraw their rents. At present, many developers have too high expectations of rent, far more than the market average, but also far more than the vast majority of the business can afford the bottom line, when the market will retaliate with the idle property to unreasonable rental requirements.
⑥ Merchants link work there are a lot of knowledge and operational misunderstandings: human behavior is governed by the cognitive, at present, the developers of commercial real estate investment in the cognitive misunderstandings, including: the pursuit of market positioning process of high-grade; the more the combination of the more complete the better; the main store must be selected international brands or new brands; the first to build a good house and then say, investment in the back of the slow talk or the other extreme: The earlier the better the investment work; must rent the house to the highest bid for the best conditions of the customer; no matter how much the rent of others, I'll be this price; sign the contract the longer the better the lease period; investment will have to rely on fooling; as long as the investment is successful, everything will be all right and so on, there is such a confusing cognition to make the commercial real estate is not vacant is also difficult.
⑦ lack of clear and effective investment strategy: commercial real estate investment is a professional work, it objectively requires an effective investment strategy. *** once said, the route is an outline, outline, for the overall work of commercial real estate investment, investment strategy is the entire investment program, there is no outline, investment network is useless broken net, is bound to be what the fish are not possible to catch. Effective investment strategy development, and rely on the pre-planning to develop an effective and reasonable business planning. The current reality is that the developers of the pre-programming of commercial planning generally pay insufficient attention to the lack of effective and reasonable commercial planning, investment strategy development has become a source of water.
⑧ lack of excellent investment talents and investment management personnel: *** has said: after the route is determined, cadres are the key. Commercial real estate investment is across the real estate and commercial industry, a job that requires investment personnel with a composite knowledge structure, work experience and skills, and the current talent market, which understands both commercial and real estate composite talent is less and less, with the development of investment strategy, the ability to bring a team of investment management personnel is even more scarce. "The twenty-first century what is most lacking? Talent." This movie "world without thieves" dialogue used here is more than appropriate.
⑨ lack of investment in the implementation of the link: there is no effective and reasonable business planning, there is no effective investment strategy, there is no investment management personnel, there is no investment professionals, these things are not when there is no investment in the link of the implementation of the inevitable result. In recent years, a book called "implementation" of the management books are very popular, which is catering to a lot of managers who do not know what the strategy for the appetite, they feel that there is no problem with the company's strategy is the implementation of the link out of the problem. Strategy and implementation, strategy emphasizes the right thing to do, the implementation of the emphasis is to do the right thing. In terms of the reality of commercial real estate investment, the vast majority of cases of unfavorable implementation of the root cause is precisely the lack of good investment strategy, rather than the lack of good implementation.
⑩ lack of professional commercial operation and management team: the value of commercial real estate, ultimately, is to rely on long-term operation and management to achieve, successful investment, must rely on professional commercial operation and management team to protect, including the future of the capital operation, can not be separated from a professional commercial operation and management team. Without such a team, there is no guarantee of future commercial operations, those very professional businessmen may not be stationed, the lack of talent in the operation of the link is also an important reason for the plight of commercial real estate investment.
The above is a brief summary of the causes of the dilemma encountered by developers in commercial real estate investment. Some problems, such as problems in corporate governance, corporate leadership problems, belong to the general public **** problem, the impact is not investment in this link, so not explored.
How to achieve efficient investment in commercial real estate
First, the choice of suitability positioning
Merchants is an important part of the process of commercial project operations, but can not talk about investment alone, talk about the basis of investment is the correct preconditions for investment - investment before the implementation of a reasonable Project positioning. Positioning as a strategic choice of a project, is the project to determine the direction of development of vital things. As often said in the management, the strategy is right, strategy problems can be undone, but if the strategy is wrong, the more correct strategy, may be deviated from the more far, can lead to total loss. The reality is that many project pre-conditions are not correct. We see the current domestic real estate development enterprises, many of the existence of the founder or chairman of the board / general manager of the absolute authority of the phenomenon, the strategic direction of the basic by its personal decision-making, so there are some of the high-level by virtue of the subjective imagination of the commercial project to make the positioning of the judgment of the matter, the results lead to investment is difficult to achieve the desired degree, resulting in the project can not achieve the commercial value of the operation of the professional managers have also been Changed again and again, have become the "victims" of improper positioning. From the current reality of the commercial real estate market in Beijing, some failed to realize the success of the investment project is not lacking in the city's prime locations, its investment failure is caused by many of the positioning bias, so a good location is not a sufficient condition for the success of the project investment, the project positioning is also a very key factor in whether it is reasonable.
Second, adaptive architectural design
To a certain extent, the process of investment in shopping centers is like a traditional Chinese matchmaking process, but also very much emphasizes the door-to-door, the project's location as a person's life, the building itself as a person's appearance, a project if you want to invest in a first-tier international brands, it is best to "life" and "appearance". If a project wishes to attract international first-tier brands, it is better to have both "birth" and "appearance". The current reality is that the importance of "location" for commercial projects can be fully recognized, but the importance of architectural design is still not universally recognized to matchmaking as an analogy, that is, many people think that a good body will be able to find a good girlfriend, did not think that if coupled with a good appearance will have a greater selection of space.
In the process of selecting the location of the store, commercial brands often give priority to the city's iconic projects, the iconic projects referred to here can be interpreted as two kinds: one is now completed and entered into operation of the reality of the iconic project, the other is under construction, but give people the confidence to become a landmark project project. Currently on the market in the investment projects are mostly in the state of construction, consider the advantages of the foundation of the project packaging as a "landmark project under construction", is to enhance the "investment potential" of the effective way to achieve this result, in addition to the project's own location, To achieve this result, in addition to the project's own location, volume, function and other elements, the architect's program is also very important, because the general public will not think that the mediocre "look" of the building will become a symbol of the city. At the same time, since the end-users of shopping centers are retailers of different types of business, the architectural design should take into account the hardware requirements of different types of business in a forward-looking manner, for example, it is good for supermarkets to have a floor height of 5.5 meters, while cinemas need to have a floor height of more than 9 meters, and catering needs to have flue pipes and gas reserves, etc. If the design fails to provide for the needs of different types of business, the architectural designers should take into account the needs of different types of business. If the design failed to do for the industry business targeted hardware conditions reserved for the future investment will be difficult to succeed.
Third, a reasonable investment tempo grasp
In the investment implementation, with the stage of the work period, at a reasonable time to do the right thing will play "twice the result with half the effort" effect. Specifically, different business categories, different sizes and areas of retailers, in the selection of the timing of the signing of the project are not the same, such as supermarkets, department stores and other large stores, should be in the earlier stages of investment contact, and it is best to let them participate in the project to deepen the design process, in order to make targeted design considerations based on their needs appropriately; In addition, the large stores and other anchor stores stationed Not only directly affects the layout of the shopping center industry, but also for other stores investment also has a great role in promoting, often can drive the whole shopping center later smooth investment, which is mainly from the main store to attract the flow of people played a key role. And like the general clothing stores, you need to enter the second half of the construction period and then formally start the investment, not only because these small and medium-sized stores on the commercial hardware and facilities without too many special requirements, but also because in the early days of these businesses generally do not give a very clear intention.
Fourth, targeted promotion strategy
At present, many developers in the operation of commercial projects, with the typical residential thinking, such as in the investment in the choice of mass media for centralized advertising, the production of investment manuals as sales brochures such as lyrical pomposity. Different from the mass population facing residential products, commercial projects are basically facing professional retailers, the more high-grade positioning, the more so, these retailers are more rational and professional crowd, belonging to a niche category. When looking at the investment promotion documents, retailers may pay more attention to the flow of people in the area, the hardware situation and other pragmatic details of the content of the description, so the lack of pragmatic investment promotion documents is not only difficult to play a substantive role in promoting, but also may be counterproductive. Moreover, the use of mass media to convey information to them may not be efficient, and targeted promotion will be more effective. In the case of the recently opened Shin Kong Place, for example, the project has maintained a highly professional promotional ideas from start to finish, effectively promoting the project's investment process, such as inviting targeted media to hold a press conference at the start of the investment to create momentum, and then one-on-one investment promotion with the help of professional channels to the target customers, to a certain stage with the help of the customer appreciation cocktail reception in the form of the release of the investment results, to attract more new customers, and so on.
Fifth, professional and stable team
Commercial project investment is actually a partner integration program, because each business has its own professional judgment, the new open each store is generally required to achieve profitability, so the owners of commercial projects in the business investment process for these businesses, it should have been conceived so that the target businessmen can believe in the project profitability business plan, and the owners of commercial projects in the process. Profitable business plan in the project, and the need for investment personnel to have a systematic thinking and expression, so that it may give the business more confidence. In addition, in the implementation of investment work, each investment personnel is not only on behalf of the individual, but also on behalf of the company, so the image of investment personnel and their professional level of performance in the work of the businessmen to measure the degree of standardization of the company, the strength of the status of the professional level of the intuitive reference, thus affecting the trust of the project, the results of investment.
And, in general, the investment work of large shopping centers requires a year or even longer time span, the owner, whether it is commissioned by the agency or self-built team, to maintain the stability of the investment team is also an important way to achieve efficient investment. If the developer frequently changes the project team or person in charge, on the one hand, it will pay more opportunity cost because of re-integration with retailers, on the other hand, it will also make retailers doubt the stability of the owner's company, thus increasing the negative resistance of the project.
How to break through the sales bottleneck? Detailed?Whether to meet each other's requirements, whether the enterprise can understand the needs of the franchisee, whether the franchisee has the conditions to join the enterprise, kind of
Whether it is the Western marketing model or the domestic marketing model, and the domestic marketing model is based on the Western theory of the
introduced and evolved, so far roughly went through three phases:
First, the brand positioning of the
The concept of marketing mode
including brand packaging, identification, deeper is the differentiation of the brand positioning, to inform consumers of their own brand what is
different from
the crowd, the current domestic mature brands have done this stage.
Second, the marketing model of product information
Enterprises make new products, as long as the product information is simply sent out, basically achieved the purpose of marketing.
But because the products are easy to copy each other, which will make this marketing model serious problems, especially in the face of doing investment
, the enterprise to create a good brand image in the minds of consumers.
Third, the marketing model of consumer communication
Speaking of marketing, to solve the marketing problem is to solve the problem of positioning and entry points. Many domestic enterprises to do
a certain degree will encounter sales bottlenecks, whether it is to increase advertising and promotion efforts or to increase the scale of investment, can not get a breakthrough,
Into a large amount of money can be completely strategically breakthroughs, but annual sales of hundreds of millions of dollars of enterprises do not have the conditions for such a big step forward
then for small and medium-sized enterprises, can break through the bottleneck of the sales of
The method is to solve the marketing problem through the regional market breakthrough,
so that dealers can effectively open or greatly enhance the local market.
For enterprises, the first problem to be solved is not to talk about the empty marketing model and profit model, but to really go
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as well as the real needs of the point, to find the precise market positioning and entry point, in order to break through the bottleneck, to make the enterprise bigger, to make the enterprise bigger, to make the enterprise bigger. The bottleneck, the enterprise bigger and stronger.
How do companies break through the e-commerce bottleneck? Thank you
Any form of website is just a carrier, so the website itself has the function of the ruthless to a large extent to play a role in the dissemination of information only, it is a bridge.
How to break through the bottleneck of cross-border e-commerce?
The development of cross-border e-commerce is mainly faced with three major bottlenecks: First, the fragmentation of cross-border logistics leading to regulatory difficulties. Second, cross-border online shopping import customs clearance management system reform needs to be comprehensively promoted. Third, the cross-border e-commerce statistical system has not been unified. So what cross-border e-commerce can be a good breakthrough in this cross-border e-commerce bottleneck? According to my knowledge of the cross-border e-commerce in the House of Leaders in the Global House is doing well, the House of Leaders in the Global House by the United States, India, Hong Kong and other countries or regions of the IT and trade services team, the business is mainly involved in the development and maintenance of websites and information systems, overseas marketing and promotion, international trade services, and so on. At the same time, the leading global house for you to protect "driving" escort, first-class professional team for you to open the export customs road, export goods unimpeded.
How to successfully attract business to commercial real estate?
No merchant integration, stationed, commercial real estate projects can not form the commercial value, so how to introduce merchants, the introduction of the correct has become the key to the success or failure of commercial real estate projects. The importance of investment for commercial real estate has been generally recognized by the market, but how to correctly understand the investment, reasonable arrangement of investment for the vast majority of developers is relatively new. According to the order of investment in the investment classification, help developers clear thinking, the priority of investment and the value of the merchant relationship to make accurate judgments. Which merchants first investment, which merchants after the investment, both in line with the needs of commercial real estate project development and construction, but also in line with the need to maximize the rent or store sales, which is undoubtedly the developer's most desired, but the actual situation is the opposite, improper investment order will hinder the smooth progress of development, and inhibit the realization of project rent or sales profits. Medium and large commercial real estate project investment in accordance with the sequence of investment order, can be divided into the following four steps: pre-development investment, development of investment in the middle of the investment, opening investment and investment after opening.
The development of pre-merchants development pre-merchants refers to commercial real estate developers in the project market positioning, planning and design period on the need to carry out the investment, usually refers to the large main business and entertainment experience business investment, etc., the large main business, including large department stores, home building materials stores, supermarkets, hypermarkets, and so on, the entertainment experience among the business of the movie and so on. The reason why we need to first carry out the above investment, there are the following reasons: these merchants often have different technical requirements for opening stores, the planning and design of commercial real estate projects need to be targeted to address the needs of different anchor merchants; anchor merchants of the business model, grade, etc., will have a direct impact on the grade of the project and the formation of the future positioning, there is no suitable anchor merchants stationed in the project's market positioning of the formation of the difficulty will be very large, or even impossible; TIPS: the main merchant's investment in other stores has a great role in promoting investment, not only conducive to the enhancement of rents, for the commercial real estate to take the stores for sale program to enhance the price of stores will be transcendent; the larger the scale of the commercial real estate project, the higher the risk, it is clear that the development of the pre-merchants is conducive to reducing the risk of investment in the investment risk of the investor and the developer's risk of development!
Mid-development investment refers to the developer in order to promote the entire project investment, according to the project's market positioning for selective, brand business investment. Development of the mid-brand investment work is the vast majority of immature commercial real estate developers and immature management business generally ignored, often investment and investment, without clear ideas and investment object level, so that neglect to select the brand in accordance with the market positioning and brand value of the investment is often twice as much as half of the effort, not only the investment efficiency is low, but also such investment will eventually lead to the project's positioning bias, or even simply can not be formed. TIPS: the core of the development of the mid-term investment is based on the market positioning of selective, branded business investment, in determining the investment objectives, developers or investment consultants or, if the project positioning does not do targeted research, blindly investment promotion, recruiting a number of irrelevant merchants to come in, not only affects the positioning of the project, but also can not drive the rent, Drive the role of investment efficiency. Mid-development, if successfully recruited and project positioning to match the strong brand power of the merchants, it will mean that the project can be expected to succeed. Opening investment refers to the developer commissioned professional investment consulting organizations, management or their own in order to project the smooth opening of the investment for a large number of small and medium-sized business investment work. The most central feature of the opening investment is for a large number of small and medium-sized business investment, and the development of investment, the development of investment in the middle of the object there is a significant difference. TIPS: Since the opening of investment is for a large number of small and medium-sized businesses, and often open investment in the time target is very tight, then the efficiency of the investment has become the concern of all developers, management. Opening investment need to pay attention to another point: a large number of small and medium-sized business investment if you can maximize the rent and investment in the shortest possible time, then the opening investment is successful. A lot of commercial real estate projects opening investment is completely full for the goal, at the expense of large-scale loss of rent or complete loss of the cost of the form to complete the investment, once this situation occurs, the project's business prospects are worth worrying about. After the opening of the investment is the project opened, the management business investment work, according to the project positioning for further adjustments.
TIPS: After the opening of the investment can be divided into complementary investment and secondary positioning nature of the investment. Supplementary investment refers to the pre-merchants do not exist positioning errors, brand investment is not in place and other macro issues, only for the pre-merchants in the small problems in the amendment, or the remaining stores full of cases. If the opening of the investment belongs to the complementary investment, then it shows that the previous investment work is successful, developers and managers can greatly out of breath, if not, the situation is very worrying. Secondary positioning of the nature of the second investment actually declared that the previous investment work is a failure, developers, managers have to open in the project to go back to re-do the previous investment work, it is clear that after the opening to do the development of pre-merchandising work there is a big problem, because of a commercial real estate project to meet the existing housing which type of main business, can only be recruited to the type of business, the structure can not be adjusted, even if the adjustment, on the one hand, to increase costs; on the other hand, such as movies, movies, and other commercial real estate projects are not the same. Even if the adjustment, on the one hand, to increase the cost; on the other hand, such as movies and other entertainment business, change almost can not meet the needs of the business. The above is in accordance with the investment order of investment type, this division is to show that the above four stages of investment have different investment objectives, each stage of the task is very specific, if because of the operation of the problem occurs the order of the reversal, then the results of investment and efficiency will be affected by the relatively large, and even investment work can not be completed. Many commercial real estate developers tend to ignore or do not have the ability to complete the development of pre-development, the development of the middle of the investment work, the two stages of investment tasks are put into the opening investment stage, if there is no well-known businessmen stationed in the drive or to assist in the investment, this situation is particularly likely to lead to the second positioning, the second investment. In short, in accordance with the order of investment in commercial real estate investment classification to a large extent reflects the fully competitive market investment steps, in the current market environment, the level of specialization is relatively low level of developers are almost impossible to investment in accordance with the above steps, but can not be because of the level of specialization of low investment is not conducive to the negation of the above investment steps for investment in the phased target of the requirements, the higher the level of developer specialization, the more likely to be in accordance with the above steps without error. The higher the level of specialization of the developer, the more likely to complete the investment in accordance with the above steps without error.