1, industry selection, planning and combination of steps

Industry brand combination is extremely important in the commercial operation of the content. If the industry combination of scientific and reasonable positioning, can add beautiful selling points for the shopping mall marketing, is conducive to promoting the sales of the mall. On the contrary, if the industry mix positioning does not meet the actual needs of the project in the city's commercial development status quo, will lead to the project into operation can not do prosperous, and ultimately to failure.

① Industry selection

It is important to select the industry in accordance with the principle of market demand, rather than the bigger the better, the better the brand. According to the project's own positioning, market demand and so on to determine.

Necessary conditions: two or more anchor stores

Necessary conditions: variety of functionality one-stop in place

Necessary conditions: a high degree of specialization, differentiation (highly specialized features, mismatch differentiation) ② industry mix

The mall industry mix of the three objectives: one is to bring convenience to the customer's life; one is to meet the customer's life essential; and then there is to let the customer buy up! ; and then there is to allow customers to buy up convenient and enjoyable.

A shopping mall, the combination of commodity ratio can be roughly divided into 60% of general merchandise, ornamental merchandise 10%, 15% of the profit goods, 15% of the juxtaposition of goods, to create a rich and flexible business combination can be based on this ratio to choose the relevant types of business. ③ industry functional distribution

The specific distribution of industry, the layout of the business premises, should be convenient for consumers to visit and purchase goods, easy to show and sell goods as a prerequisite. Shopping mall managers should be sales site layout and design as a means to create sales (rather than just implement sales) to use. Functional distribution of the industry has three major techniques: stimulate consumer desire; combined with the characteristics of the industry and the law of purchase; the main store

priority, followed by auxiliary stores.

In addition, we also need to focus on: the content of the industry's brand layout, brand mix to achieve the nine effects and brand mix steps.

2, business planning principles and three major issues The basic principles of business planning

① Positioning of the three principles First, the positioning of the regional environment: that is, the complex (shopping centers) to achieve what the basic functions; Second, the selection of the target group; Third, the size of the choice: urban complex (shopping centers) of the area, size, and horizontal and vertical space structure.

② Functional selection is the basis of the modal mix planning: shopping centers located in urban centers, shopping, dining, leisure and entertainment functions such as relatively prominent; community-based shopping centers, purposeful consumption of strong retail business will be more; suburban-type shopping centers, thematic consumption is stronger, more abundant entertainment and experience consumption business.

③ The relevance of the industry is an important way to ensure the smooth flow of customers and enhance the overall sales revenue.

4) The evaluation of long-term rental return ability (the ability of merchants to bear rent) is the premise of industry and brand planning.

⑤ The constraint of space resources is a topic that we must face in business planning

⑥ The business mix is a permanent dynamic process, and at different times, due to the different tasks and challenges it faces, the business format and brand, as a tool to achieve its goals, will certainly change. Three major issues that must be considered in the planning of the industry:

① choice of industry: a complex or shopping center should carry what functions, covering what industries;

② proportion of the problem: the proportion of each industry in the complex or shopping center and the number of specific types of each industry in each industry as well as the proportionality of each other;

③ location and distribution of the problem: the industry in the complex or shopping center, the number of each type of specific industries and their proportionality;

③ location and distribution of the problem. Problem: the location of each industry in the complex or shopping center and the relationship between the industry. Second, the shopping center industry planning guide (teach you how to do)

The premise of the development of the shopping center industry plan must be the first accurate grasp of the project's positioning; and then forward, how to determine the positioning? Then it is the analysis of the background of the city in which the project is located, the region, the choice of the development mode of the body, as well as the judgment of competitive opportunities. Therefore, before

doing business planning, macro research and analysis is essential. 1, commercial business positioning market research plan

Commercial business positioning market research plan, mainly from the following six aspects:

① Consumer opinion surveys: to understand the region's consumer background information, consumer behavior habits, attitudes towards the xxx business district, media contact habits.

② Consumer group classification survey: from the general survey × × × various classes, economic conditions and economic capacity, culture and values. ③ Business opinion survey: the current business situation, investment operators investment, business intentions and needs, investment, operators price tolerance.

④ Consumer wholesale market survey: to understand the direction of business planning, economic characteristics and development trends; to analyze the existing city business pattern and the existing business district; shopping malls, supermarkets, and the number of mid-range and above and distribution of stores; business area, grade; the nature of the store; store the main categories of goods.

⑤ Business district survey: business district profile (population, transportation and related basic information); commercial industry structure and overall business conditions; planning and development trends.

6 Potential customer interviews: to understand the demand characteristics of potential customers (individual merchants, anchor stores, large commercial organizations) for industrial properties.

2, industry mix and proportion allocation

Determine the functional positioning and industry mix of the project according to the overall positioning of the project, and change according to the actual situation of the project floor distribution. Change guidelines are as follows:

① strong rental capacity, small businesses can be planned in areas of high commercial value, such as banks, bakeries, Western-style fast food restaurants, etc.; ② poor rental capacity, large businesses can be planned in areas of low commercial value, such as supermarkets, furniture and home furnishings, large-scale food and beverage; ③ random consumption of industry planning in the location of the strong indication, such as jewelry, cosmetics, gifts, clothing, etc.;

2 business mix and proportion of allocation

Determined according to the project's overall positioning of the project function and business mix, and according to the actual changes in the project floor distribution.

④ Purposeful consumption is planned in the location with weak indication, such as beauty salon, large-scale catering, KTV, cinema, etc.; ⑤ Catering and other businesses are distributed around the lake view, and landscape resources are utilized to enhance the rental level;

⑥ The proportion of the main store and the sub-main store accounts for 60% of the total area;

⑦ Catering and recreation account for about 30% of the total area.

3, industry planning practice

Case 1: how to plan the industry of experiential shopping centers?

Beijing China Resources Colorful City business planning program

Colorful City is to provide consumers with "one-stop" service integrated shopping center, is a set of shopping, dining, entertainment and fashion life experience as one of the Living Mall.

Colorful City business planning ideas: regional Commercial centers have some *** characteristics, such as family-oriented and living needs, and many different characteristics, such as consumers' shopping habits, value orientation and so on. Therefore, different regional commercial centers need to plan the business form from the functional needs of regional customers, emotional appeal and other aspects of comprehensive analysis. Specifically from the following aspects of analysis:

① target consumer social characteristics;

② target consumer consumption behavior characteristics;

③ target consumer value orientation and emotional needs;

④ target consumer consumption function needs.

Case 2: How to do business planning for well-known product lines? (Take Joy City as an example)

① Shanghai Joy City business planning ideas

Before setting the business format of Shanghai Joy City, first of all, overall Joy City's development strategy and business philosophy, branding system, the group's commercial real estate platform (Joy City opening in recent years and expansion plans), Joy City image store (Xidan Joy City), and the Joy City concept to do a holistic sorting.

Overview of the new project (location and transportation, future prospects of the region), project positioning (positioning ideas, target group analysis, core points of project positioning), Joy City's development strategy and business philosophy, and the floor business distribution plan, which is spread out from the basic lifestyle and fashionable lifestyle to bring together the corresponding businesses. Then according to the characteristics of the floor, to determine the allocation and proportion of the floor industry.