Investment promotion is an important link in the operation of commercial projects, but we cannot just talk about investment promotion. The basis of attracting investment is to have a correct prerequisite-reasonable project positioning, in order to implement attracting investment. Positioning, as a strategic choice of a project, is a crucial thing to determine the development direction of the project. As is often said in management, if the strategy is right, some problems in the strategy can be saved, but if the strategy is wrong, the more correct the strategy is, the farther it may deviate, which may lead to total loss. The reality is that the preconditions of many projects are incorrect. We can see that in many domestic real estate development enterprises, the founder or chairman/general manager is absolutely authoritative, and the strategic direction is basically decided by individuals. Therefore, some things are that high-level officials judge the positioning of commercial projects based on subjective imagination, which leads to difficulties in attracting investment, which leads to the failure of the project to realize its due commercial value. The professional managers who operate are changed again and again, and they all become "victims" of improper positioning. Judging from the current reality of Beijing's commercial real estate market, some projects that fail to attract investment are located in prime locations of the city, and many of their investment failures are caused by positioning deviation. Therefore, a good location is not a sufficient condition for the success of project investment, and whether the project positioning is reasonable is also a key factor.
Secondly, adaptive architectural design.
To a certain extent, the investment process of shopping centers is like the traditional blind date process in China, and it also emphasizes that the location of the project is like a person's life experience, and the building itself is like a person's appearance. If a project wants to attract the investment of international first-line brands, it is best to have both "life experience" and "appearance". The current reality is that the importance of "location" to commercial projects can be fully recognized, but the importance of architectural design has not been universally recognized. Taking blind date as a metaphor, many people think that they can find a good girlfriend with a good background, but they don't think that if they add good looks, they will have more choices.
In the process of opening a store, commercial brands often give priority to urban landmark projects, which can be understood as two kinds: one is a realistic landmark project that has been built and put into operation, and the other is a project that is under construction but gives people confidence that it can become a landmark project. At present, most investment projects in the market are under construction. It is an effective way to improve investment potential to consider packaging projects with superior foundation as "landmark projects under construction". Besides the location, volume and function of the project itself, the architect's planning is also very important, because most people don't think that mediocre "looks" buildings will become city symbols. At the same time, because the end users of shopping centers are retailers of different formats, it is necessary to consider the characteristics of hardware requirements of different formats in architectural design. For example, the height of general supermarkets should reach 5.5 meters, while the height of cinemas should be more than 9 meters, and restaurants should have flue and gas reserves. If the targeted hardware conditions are not reserved for the business in the design, it will be difficult to attract investment in the future.
Third, grasp the reasonable investment rhythm.
In the implementation of investment promotion, it will be "twice the result with half the effort" to cooperate with the construction period and do the right thing at a reasonable time. Specifically, retailers of different business types and sizes have different opportunities when choosing contracted projects. For example, supermarkets, department stores and other large-scale stores should engage in investment promotion at an early stage. It is best to let them participate in the in-depth design process of the project and make targeted design considerations according to their needs; In addition, the presence of supermarkets and other supermarkets not only directly affects the layout of shopping centers, but also greatly promotes the investment promotion of other stores, which often drives the smooth investment promotion of the whole shopping center in the later period, mainly because the supermarkets play a key role in attracting people. Like ordinary clothing stores, it is necessary to enter the second half of the construction period before they can formally start attracting investment, not only because these small and medium-sized stores do not have too many special requirements for commercial hardware facilities, but also because these businesses generally do not give very clear intentions as soon as possible.
Fourth, targeted promotion strategies.
At present, many developers have typical residential ideas when operating commercial projects, such as choosing mass media for centralized advertising when attracting investment, and making investment brochures as sensational as selling loushu. Different from the residential products of the public, commercial projects are basically faced with professional retailers when attracting investment. The higher the grade, the more rational and professional it is, and it belongs to the minority category. When reading investment promotion documents, retailers may pay more attention to the description of practical details such as people flow and hardware in the region. Therefore, it is not only difficult to play a substantive role in promoting investment promotion documents, but also counterproductive. Moreover, using mass media to convey information to them may be inefficient, and targeted promotion will be more effective. Take Guangxin Tiandi, which has just opened, as an example, the project has maintained a highly specialized promotion idea from beginning to end, which has effectively promoted the investment promotion process of the project, such as inviting directional media to hold a press conference at the beginning of investment promotion, then introducing investment promotion to target customers one by one through professional channels, and releasing investment promotion results in the form of customer appreciation reception after a certain stage to attract more new customers.
Five, professional and stable team
The investment promotion of commercial projects is actually the integration scheme of partners, because each business has its own professional judgment, and it is generally necessary to achieve the profit purpose when opening each new store. Therefore, in the process of attracting investment for these businesses, the owners of commercial projects should have conceived a profitable business plan that can be trusted by the target businesses in the project, and the merchants should think and express it systematically, so as to give more confidence to the businesses. In addition, in the implementation of investment promotion, each investor not only represents an individual, but also represents his company. Therefore, the image of investment personnel and their professional level in their work have become an intuitive reference for businesses to measure their company's standardization, strength and professional level, thus affecting the trust in the project and the results of investment promotion.
Moreover, it usually takes a year or more to attract investment for large shopping centers. Whether the owner entrusts an agent or builds his own team, maintaining the stability of the investment promotion team is also an important way to achieve efficient investment promotion. If the developer frequently changes the project team or person in charge, on the one hand, it will pay more opportunity cost because of the re-running with the retailer, on the other hand, it will also make the retailer doubt the stability of the owner company, thus increasing the negative resistance of the project.