First, unify the propaganda caliber.
1, general spiritual propaganda
Shengze city business new fortune center
2. Project status
Conforming to the new development trend of Shengze City and Oriental Silk Market, it came into being. Shi Sheng Group, led by the government, is the top priority of the ten key projects.
3. Project importance
Seize the core position of China Oriental Silk Market, build a new commercial supporting center and landmark building community of Shengze City together with Shengze Plaza, break the traditional business model of Shengze City, and lead the overall commercial upgrading of Shengze City.
4, the project market positioning
Combine the essence of modern real estate and business operation concept, learn from the successful experience of famous commercial streets at home and abroad, and combine the international business model and local culture of Shengze to create a brand-new and all-round commercial stage comparable to Shanghai and Suzhou for Shengze people and domestic and foreign merchants, making it the first international, localized and professional commercial street in Shengze!
5. Basic information of the project
With a building area of nearly100000 square meters and a commercial belt of more than 400 meters, it is a medium and high-grade shopping mall integrating international first-class supermarkets, famous household appliances stores, digital squares, professional department stores, entertainment and leisure, restaurants, business offices and hotel apartments, which will gather thousands of people, logistics, capital flow and information flow and become the real core business circle of Xinshengze.
Second, investment orientation
As the only mid-range shopping mall in Shengze and surrounding areas, it focuses on attracting brand merchants with high brand awareness, regular operation and good operation to meet the all-round consumer demand of the public.
Third, the positioning of the format.
Absorbing the essence of the national famous street format planning, combined with Shengze consumer culture, we have planned a rich and reasonable format with all kinds of brand stores, hypermarkets, restaurants and entertainment as the core, including all kinds of brand stores, specialty stores, theme department stores, electrical stores, supermarkets, bookstores and so on. Adopt diversified business models and one-stop shopping centers to meet the consumption needs of people from all walks of life.
Chapter II Investment Promotion Strategies
First, layout design, layout positioning strategy
Accurate and differentiated business positioning is the reason for the success of pedestrian street competition.
The development and operation of Dongsheng Pedestrian Street should always adhere to the advanced concept of "brand-new architectural form, brand-new consumption environment and brand-new business combination".
In the combination of business formats, we should firmly grasp the local consumer demand tendency and consumption characteristics, take this as the focus, and organically combine with rich business formats. Resolutely abandon the format that is not suitable for local consumer culture!
As a result, we decided to focus on all kinds of brand stores, hypermarkets, big restaurants and big entertainment, with head stores and deputy general stores (big stores) accounting for about 50%, restaurants and entertainment (small stores) accounting for about 30% and brand stores accounting for about 20%.
Second, the store investment strategy
Considering the different characteristics of head stores, sub-head stores, international famous brand stores and other brands, the basic strategy of "first determining the head store, then comprehensively attracting investment" has been formulated. In the process of implementation, the main stores, international famous shops, restaurants and entertainment should attract investment in advance, and others should be carried out later.
Third, tailor-made comprehensive solutions for customers to open stores.
Under the guidance of this strategy, the investment promotion team trained by professional trainers can flexibly adjust and implement the lease policy according to the actual situation. For example, according to the different needs of different types of tenants, tailor-made solutions are proposed for them; Properly arrange the floor location and mutual location of tenants to make them relatively successful and mutually beneficial, rather than interfering with each other and weakening each other; According to the overall market positioning and business combination, put forward requirements for tenants to help them adjust, upgrade and improve the positioning and grade of the new store in Dongsheng Pedestrian Street.
Fourth, the project promotion strategy
In terms of marketing, the implementation of the "integrated promotion strategy" has provided strong support for attracting investment.
One is media promotion, and the other is investment promotion.
The main investment promotion activities are as follows:
Investment promotion conference and main store signing ceremony, investment promotion achievement conference, project promotion meeting, building node celebration, etc.
Five, investment schedule, quality, cost strategy
In order to implement the investment promotion plan and achieve the goal of faster, better and cheaper. We strictly control and control the progress, quality and cost of attracting investment. Take time to push the table to control the progress; According to the format layout and market positioning, carefully select merchants, focus on attracting brand merchants, powerful merchants and characteristic merchants, and ensure good quality; Carefully calculate the investment promotion expenses, and take the following measures to make unified arrangements and scientific distribution of investment promotion expenses.
1, the investment task index is decomposed into people, and the cost is decomposed into people.
2. Key investment promotion fees should be used centrally to avoid piecemeal.
3. Focus on ensuring the salary and reward management of outstanding investment talents.
4. Pay attention to the investment promotion of big customers and relationships, and the cost arrangement is inclined.
5. Through well-planned media publicity programs, accurate and effective communication and maximum value can be achieved. Resolutely avoid the abuse and waste of publicity expenses.
Chapter III Investment Promotion Stage, Investment Promotion Objectives and Time Arrangement
First, the stage division
Investment preparation stage, head office investment stage, comprehensive investment stage and operation adjustment stage.
Second, the investment objectives
Because the merchants in the pedestrian street need to be constantly adjusted and optimized, in principle, the investment promotion work is not over yet. However, in order to clarify the direction, the specific objectives are as follows:
1. By the end of February, 2006, 65438+2, the main shops and sub-main shops (big shops) in the pedestrian street were basically full, and the number of small shops was 70%.
2. By May 2007, the investment invitation task has been basically completed.
3. By the end of May, 2007, merchants began to enter the market to decorate and prepare to open the street. Strive for the end of August and ensure the opening of the street in September.
Third, the timing.
In order to be concrete and executable, the time period involved in this plan is from May 2006 to 2007.
Chapter IV Organizational Structure
I. Recruitment of project personnel
No matter how big the project is, it is all done by people, and human factors play the most fundamental and decisive role in project investment promotion. Therefore, recruiting, selecting and cultivating a large number of investment elites and building a strong investment team are the core tasks in the preparatory stage of investment promotion.
At present, three new employees have been hired, including an investment promotion supervisor and an investment promotion specialist, a planner and a designer from a commercial company, and a second investment promotion department has been established, but this is far from enough. We are looking for more professional, high-quality, experienced and rich customer resources through various channels such as the Internet. The goal is to form a professional team of about 10 people (excluding the personnel of China Merchants Center).
A team needs not only specialization, but also integration. Therefore, the cultivation of the team is particularly important.
The goal is to make the whole team have a complete project knowledge structure, excellent team execution and common value orientation. The training content is as follows:
1, training of five core concepts.
2. Team execution training.
3, project knowledge training, so that team members have a clear understanding of the project.
4, investment skills training, including answering the phone, reception language, negotiation strategy and negotiation skills, etc. To cultivate and improve the investment ability of team members.
5, investment etiquette and investment system training (language art, investment system description and contract interpretation, etc. ).
Second, establish investment promotion structure and investment promotion mechanism.
In the recruitment of personnel and the establishment of investment promotion structure, we all follow the principles of elitism, simplification and verticality, with the aim of minimizing personnel, simplifying command and execution system and maximizing efficiency. In order to save investment costs and improve work efficiency. The investment structure and personnel responsibilities are as follows:
Main job responsibilities of investment promotion personnel
(1) China Merchants Department I is mainly responsible for attracting investment from main stores: 1 person.
(2) The second investment promotion department is mainly responsible for catering and entertainment investment promotion: 3 people.
(3) The third department of investment promotion is mainly responsible for the investment promotion of department stores and clothing categories: 2 people.
(4) The fourth department of investment promotion is mainly responsible for comprehensive investment promotion: 2 people.
(5) There are tentatively two planning departments, mainly responsible for the planning of investment promotion, the formulation and implementation of media plans, and the planning, writing and design of investment promotion documents. A planner and a designer. According to the development needs, when the pedestrian street is opened, another planner is needed.
(6) This structure is an organization in the pre-opening, preparation and operation periods, and shall be reported to the Human Resources Department three months in advance.
The establishment of investment promotion mechanism is to form a humanized system management atmosphere in the investment promotion team, with rules to follow, clear rewards and punishments, and emphasis on individual contribution and team spirit. Establish a series of management systems.
(1) Establish a merchant incentive policy.
(2) establish a punishment policy for investment personnel.
(3) The establishment of the standard system for the daily management of investment personnel.
Chapter V Investment Information
1. Investment manual (existing) and investment manual.
Second, the lease contract
Third, the entrusted operation contract
Four. Confirmation of fixed rent
Verb (abbreviation of verb) investment promotion power of attorney
VI. Investment Flowchart
VII. Copy of investment
Eight, check-out application form, etc.
9. Power of attorney, etc.
Chapter VI Investment Promotion Mode and Target Customer Determination
I. Mode of investment:
1, project investment promotion meeting
2. Project promotion meeting
3. Large retail chain meeting
Second, the target customers
Maodian
1. Supermarkets: Carrefour, Tesco, RT Mart, Trust-Mart, Wumart, Century Lianhua, etc.
2. Home appliance stores: Gome, Suning and Yongle.
3. Department stores: People's Shopping Mall, Shilu International Shopping Mall, Shenzhen Guorainbow Department Store, Yintai Department Store and well-known department stores in the Yangtze River Delta region.
Secondary main memory
1, popular shops: KFC, McDonald's, Starbucks, Haagen-Dazs, large Chinese food, discount KTV, etc.
2. Digital Plaza, Bookstore, Sports World and Famous Products Discount Store
3. Cinema and adult video games
Third, establish a third-party investment network platform.
Stones from other mountains can attack jade, so the establishment of a third-party investment promotion network platform can get huge information support, save a lot of manpower, publicity and promotion costs, and speed up investment promotion. Building a third-party investment network platform can be won from these channels.
1, professional investment website
2. Professional real estate trading platform
3, industry associations and government investment institutions
4. Establish strategic partnerships with commercial project investment departments with different positioning to achieve a win-win pattern of resource sharing.
Chapter VII Publicity Strategy
Large-scale theme investment promotion activities, combined with all-round three-dimensional media platform (TV, newspaper, network, radio) publicity and hype, are promoted by pedestrian street investment promotion? Nuclear weapons? .
1, Investment Promotion Conference
2. Project promotion meeting (refers to the regional centralized project briefing meeting of enterprises interested in a certain number)
3. Signing ceremony with certain brand awareness and influence, such as main stores and sub-main stores, such as KFC, Carrefour, Gome, Yongle and over the rainbow shopping malls.
4. Staged investment promotion achievement conference
5. Large retail chain meeting named after the project
6. Completion and commencement ceremony of important nodes of the project (capping and completion, etc.). )
According to the current project investment situation, in 6? Investment promotion meeting, project promotion meeting and signing ceremony are planned to be held in August, and other activities depend on the specific development situation. The specific planning and implementation plan of the activity will be written after confirmation.
Chapter VIII Investment Promotion Expense Budget and Rent Scheme
First, the investment cost
Travel expenses of personnel, reception expenses of merchants, publicity expenses-expenses of advertising and investment promotion activities, and commission of investment promotion personnel.
The total investment cost is 10% of the annual rent, which is about 2.3 million. Among them, 4% commission for investment promotion personnel, 2% for tourism and entertainment, and 4% for advertising, public relations and gifts.
Second, the rent proposal.
According to the local rent situation in Shengze, the business situation around the project and our market positioning, our rent level is determined to be above average.
Chapter IX Suggestions on Investment Promotion Policies
1. Payment method: there are two cases: small shops and big businesses.
1. Small shops: down payment (three months' rent), and sign a lease contract to pay the remaining rent.
Big business: according to negotiation, it is decided by the team leader.
2. The store will pay once every six months for one month, and the next payment must be made in advance 1 month.
Second,? Is the rent high or low?
The level of rent directly affects the interests of both merchants and us, and also reflects the value of characteristic street lots and the grade and quality of shops. When determining the rent price in the market start-up stage, it is suggested that the rent should be set at a higher level in the first three years, and then the price level should be adjusted with the surrounding rents through preferential policies such as rent-free and property management fee-free. After three years, the market rental price after three years will be determined according to market conditions.
Chapter X Annex
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