shopping centers that can't be operated and managed in a unified way will gradually change from commercial management to property management, and eventually completely lose their commercial core competitiveness. Unified operation generally includes four aspects: unified investment management, unified marketing management, unified service supervision and unified property management. Among them, unified investment management is the basis and origin of the latter three unified work. The success or failure of this work not only determines the success of the developer's early planning, but also determines the success of the management of the commercial operation of the shopping center in the later period. After the stages of business orientation, service function design, business planning and layout design, architectural planning and design, operation management design and investment promotion design, shopping centers can start unified investment promotion. This is the most important work before opening, and it is also the key work to successfully achieve the preliminary design goals. Here, the following suggestions are made for the unified investment management of shopping centers for reference only: First, we should maintain the golden ratio of industrial operation of shopping centers. Most people in the industry agree that the golden ratio of retail, catering and entertainment is 52: 18: 31, which is especially suitable for super-large comprehensive shopping centers. Investment promotion should pay attention to maintaining and managing this ratio (of course, this ratio is not absolute). Second, we should maintain the unified theme image and unified brand image of shopping centers. Shopping center is a multi-format business organization model, but it is by no means a disorderly hodgepodge. Shopping center must be a brand image enterprise with clear business theme and great creativity. Investment promotion should always pay attention to maintaining and managing the established business theme and brand image. Third, the investment objectives of shopping centers should be different in function and form and complementary in different industries. Simply put, the difference in the same industry is that the market has a certain tolerance and cannot blindly recruit stores of the same category. For example, if the core main store of retail format attracts investment, don't attract two large supermarkets that basically deal in food and daily necessities at the same time. The purpose of cross-industry complementarity is to satisfy customers' choice of consumption, and to enable customers to experience changes personally and improve their interest in consumption. For example, department stores and supermarkets can complement each other because of different business items; Retail stores that make customers tired can complement restaurants that let customers rest and relax, and so on. Fourth, pay attention to the choice of shopping center management mode. We know that there are basically three modes of operation of shopping centers: self-operation, joint venture and leasing. At the same time, the shopping center is a retail-oriented commercial organization form, and retail is a refined management industry, which requires managers to strengthen business control; In addition, compared with the investment conditions of non-main retailers, the core main retail stores must introduce well-known big merchants, so it is difficult for the core main retail stores to attract investment and the investment conditions are wider, resulting in low commission or rental income of the core main retail stores. Therefore, it is suggested that the developers of shopping centers, whether real estate developers or retailers, should try their best to run some or all of their own retail stores when conditions permit, which will strengthen the management control and be conducive to the long-term operation of shopping centers; Secondly, it can enhance the confidence of other merchants to cooperate with it; Third, it can increase the commission or rental income of non-main retail stores. The recruitment of non-main retailers is mainly based on joint ventures and supplemented by leasing, which can also enhance the overall control of developers on shopping centers. Fifth, pay attention to the investment order. Adhere to the principle that the core main stores go first and the auxiliary stores follow; The principle of giving priority to retail shopping projects and supporting auxiliary projects. 6. The investment promotion of core main stores has a great influence on the success or failure of the operation of the whole shopping center, and the introduction of auxiliary and supporting stores in the shopping center. The presence of a super chain store or department store can often drive the smooth investment and management of the whole shopping center. In addition, the core main stores also play a key role in the flow of people, and their layout directly affects the shape of shopping centers. The core main stores of shopping centers, especially large shopping centers, are suitable to be placed at the end of the business axis (or linear pedestrian street), and should not be placed in the middle, so as to achieve the effect of organizing people flow. Seven, treat special merchants to be preferential. The characteristic management is the management characteristic of shopping centers, especially super-large comprehensive shopping centers. Special merchants refer to business units with high cultural, artistic and technological contents. Giving them preferential policies and inviting them to enter can enhance the cultural atmosphere and enliven the atmosphere of shopping centers. Of course, the business scope of special merchants should be consistent with the business theme and brand image of shopping centers. Eight, the lease operation should release water to raise fish. We know that the operation of shopping centers is long-term. We adopt reasonable rent and quality service to heat up the whole shopping center, and then adjust the rent appropriately and steadily according to the operation status. In this way, developers and merchants can grow together. Therefore, releasing water to raise fish can also be understood as being popular first and then doing business. Nine, unified investment management should fully reflect and emphasize the unified service for merchants. Unified services include unified merchant settlement, unified marketing services, unified information system support services, unified training services, unified store layout guidance services, unified administrative affairs management services, unified property management services and so on. This unified service "should not only be reflected in ideas and investment contracts, but also in later management actions." This unified service is to serve the brand and characteristics of shopping centers. Ten, the shopping center should have a perfect information system, to provide convenience for shopping center managers, the majority of contracted merchants and customers. Of course, there are different conveniences, such as management, financial accounting, marketing, business decision-making, settlement, consumption and so on. In countries and regions with developed shopping centers, developers attach great importance to the information system construction of shopping centers. However, domestic shopping centers have not done enough to establish a unified information platform. As a retail-oriented business organization, shopping centers need more refined management, which needs digital words. A unified information system can provide the numbers that decision makers and managers want and serve customers and merchants with digital data. At the same time, the investment promotion of shopping centers is not a job that is completed before opening, but an infinite cycle job; Therefore, the establishment of a unified information platform and meticulous management of shopping centers can not only provide customers with convenient services such as unified cashier and one-card consumption, but also provide rich and accurate customer information and market information for the majority of contracted merchants, and even provide more detailed business information, such as information on the purchase, sale and storage of retail commodities.