first, the choice of suitable positioning
investment promotion is an important link in the operation of commercial projects, but we can't just talk about investment promotion. The basis for talking about investment promotion is to have the correct preconditions-a reasonable project positioning before investment promotion is implemented. 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 recovered, 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 not correct. 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 the individual. Therefore, there are some things that the top management makes positioning judgments on commercial projects by subjective imagination, which leads to the difficulty in attracting investment, which leads to the failure of the project to realize its due commercial value, and the professional managers who operate it have been changed again and again, all of which have become "victims" of improper positioning. Judging from the current reality of Beijing's commercial real estate market, some projects that fail to attract investment successfully 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.
Second, adaptive architectural design
To a certain extent, the process of attracting investment in 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 investment from international first-line brands, it is best to have both "life experience" and "appearance". At present, the reality is that the importance of "location" to commercial projects can be fully recognized, but the importance of architectural design has not been generally recognized. Taking blind date as a metaphor, many people think that they can find a good girlfriend with a good background, without thinking that if they add good looks, they will have more room to choose.
in the process of opening a store, commercial brands often give priority to landmark projects in cities. The landmark projects mentioned here 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 of the investment projects in the market are under construction. It is an effective way to improve the investment potential by considering packaging the projects with superior foundation into a "landmark project under construction". In addition to the location, volume and function of the project itself, the architect's plan 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 take into account the characteristics of hardware requirements of different formats in architectural design. For example, the height of a general supermarket should reach 5.5 meters, while the height of a cinema should be more than 9 meters, and restaurants should have flues 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 promotion rhythm
In the implementation of investment promotion, it will be "twice the result with half the effort" to do the right things at a reasonable time in coordination with the construction period. Specifically, retailers with different business types and different sizes have different timing in choosing the contracted projects. For example, supermarkets, department stores and other large-scale stores should engage in investment promotion at an early stage, and it is best to let them participate in the in-depth design process of the projects, so as to make targeted design considerations according to their needs; In addition, the presence of major stores such as large-scale 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, which is mainly due to the key role played by major stores in attracting people. Like ordinary clothing stores, it is necessary to formally start investment promotion after entering the second half of the construction period, 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 at an early date.
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 lyrical and grandiose as sales brochures. Different from the masses of residential products, commercial projects are basically faced with professional retailers when attracting investment. The more high-grade they are, the more rational and professional they are, and they belong to the minority category. When reading the investment promotion documents, retailers may pay more attention to the description of pragmatic details such as the flow of people and hardware in the region, so the investment promotion documents that are not pragmatic enough are not only difficult to play a substantial role in promoting, but also counterproductive. Moreover, the use of mass media to convey information to them may not be efficient, and targeted promotion will be more effective. Taking Xinguang Tiandi, which has just opened, as an example, the project has maintained a highly professional promotion idea from beginning to end, which has effectively promoted the project's investment promotion process, such as inviting targeted media to hold a press conference at the start of investment promotion, then introducing one-on-one investment promotion to target customers through professional channels, and releasing investment promotion results in the form of customer appreciation cocktail parties after a certain stage to attract more new customers.
V. Professional and stable team
The investment promotion of commercial projects is actually an integration plan of partners, because every business has its own professional judgment, and it is generally necessary to realize the profit purpose when opening every new store. Therefore, in the process of attracting investment from these businesses, the owners of commercial projects should have conceived a profitable business plan in the project that can be trusted by the target businesses, and they need the investment promotion personnel to think and express it systematically, so that they can give it to the businesses. In addition, in the implementation of investment promotion, every investment promoter not only represents an individual, but also represents his company. Therefore, the image of investment promoters and their professional level in their work have become an intuitive reference for merchants to measure their company's standardization, strength and professional level, thus affecting the trust in the project and influencing the result of investment promotion.
In addition, the investment promotion work of general large shopping centers takes a year or even longer. Whether the owner entrusts an agency or builds a 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 the person in charge, on the one hand, it will pay more opportunity costs because of re-running 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.