One: Preface:
The project puts forward the development concept of "situational leisure shopping". With unique architectural design, leisure facilities and perfect commercial layout, the project also has one-stop leisure shopping functions such as shopping, leisure, entertainment and food. Consumers' shopping and leisure is like visiting a park. The project is only a stone's throw from the business circle. The project itself adopts advanced shopping park block layout, perfect passenger flow guidance system, spacious four main entrances and exits, superior parking system and air corridor guidance system. After the project is completed, it will form a new commercial core area in Putian. According to the special commercial orientation of the commercial project in the region, the development of investment promotion has also become one of the most important work contents in the process of promoting the commercial project. However, due to the uncertain factors of investment promotion, the environmental premise of this project and the targeted behaviors that may occur in the process of investment promotion, this report is only for suggestions.
Two. Purpose:
Build the shopping malls in this region, improve the regional commercial pattern, improve the integrity of regional commercial formats, strive to complete the tasks set in the early stage of investment promotion during the opening period, determine the main force and the intention of image stores to settle in, and ensure the smooth development of comprehensive investment promotion.
Third, thinking before the investment plan:
1. the integration of the management concept of high-positioning shopping malls and the regional market position;
The commercial center, which includes many specialty stores and shops, integrates shopping, leisure, entertainment and catering. Now it has become a business model sought after by many merchants and attracted the attention of many real estate developers to commercial projects. At present, many developers and merchants focus their business on this area, and the superior geographical location has also brought business confidence to operators.
2. Timing of implementing planned investment promotion:
In view of the fact that many development projects in this region tend to combine high-quality commerce, residence, leisure and fashion at this stage. If we continue to wait for investment promotion, we may miss the opportunity of investment promotion.
3. Creating impetus for the development prospect of commercial projects will be beneficial to investment promotion:
What every merchant cares about is the consumer's consumption view and attitude. For the consumer places that have not yet formed, it is necessary to create outstanding project quality, predict good business trends, publicize sustainable management and the concept of sustainable management, and start with the government's economic slogan. Local economy-regional economy-market economy-expected benefits, and staged commercial promotion will become a powerful weapon to attract investment.
4. Carefully carry out investment promotion and target customers:
Clear target customer orientation: according to its own commercial characteristics, find target customers, clearly understand the commercial radiation scope of the project itself, use composite propaganda means, attract investment first, stabilize the advantages of the market in marketing, design and commercial professional resources, pay attention to commercial operation, and enhance the confidence of operators. They are determined to open up the market and repay the society. Clearly understand the ideas and requirements of the main business.
5. Investment to promote the environment, supplemented by local shortage:
According to the basic constraints of regional economy, logistics environment, radiation population and radiation range, the focus of attracting investment should not be separated from the region. In addition to the investment promotion activities of large retail enterprises carried out in the early stage.
6. How to avoid difficulties in attracting investment for high-level projects;
At present, commercial real estate is still in the young stage, and there are various problems in the high-level investment promotion of most large commercial real estate. The reason is nothing more than the flow of people, which has become the bottleneck of many commercial projects. Generally speaking, operators pay attention to the following issues in the project: first, the business philosophy of commercial projects; The second is the management concept of commercial projects; III. Composition of commercial format in the project; Four. Future development direction of the project; Five: the warm-up period required by the project; Whether there is a professional commercial project management team as the support of the project.
7. Possible investment issues:
Large retail enterprises at home and abroad, chain restaurants, financial support, etc. This kind of enterprise has a good reputation, high popularity and strong popularity. The participation of such enterprises will undoubtedly play a better role in promoting the whole project. However, all these enterprises have relatively strict requirements on the choice and management of business premises, and also have high requirements on the planning and management of business premises.
8. Division of property rights may:
The personal property rights of this project may also be one of the main factors that lead to difficulties in attracting investment, so the sales period aims to formulate business entrustment agreements for investors. The trial operation time should be at least equal to the operation life of such large enterprises.
9. Work in the warm-up phase:
The thermal effect of the pre-heating period of commercial projects will directly affect the commercial effect, radiation intensity and radiation population after the operation of the whole project. How to effectively carry out preheating work has also become one of the contents of investment promotion.
Three. Preparations for investment promotion:
1. Investment Manual:
As a stepping stone to communicate with enterprises, the investment promotion manual should be concise, highlight the advantages and selling points of the project, publicize the image of the project and enhance the competitiveness of the project.
2. Merchants DV(PPT):
Among the publicity methods, visual publicity materials are the most. Through the stereoscopic vision and language description of the project, the target customers can have a deeper understanding and understanding of the project.
3. Management agreements and conventions:
The management mode of shopping malls is also one of the most concerned issues for operators.
4. Supporting documents of government departments:
As a large-scale commercial real estate project, it can be recognized, affirmed and partially supported by government departments, which can push the project to a higher platform. It can also play a good role in promoting the upcoming investment promotion work.
5. Project Support Plan:
Operators always consider many aspects before entering the project. Such as: subject value, lease term, management convention, preferential policies, opening time, etc.
6. Targeted policies:
Due to the special geographical location of the top management of the project, relevant preferential policies and how to support them in the early stage should be introduced.
Four. Investment process plan:
1. Determine the intention of main stores and image stores to settle in:
Whether the investment process of a project is smooth or not depends largely on the intention of the main stores and image stores, such as Metro, Yonghui and Wal-Mart. With the participation of main stores, large chain retail enterprises at home and abroad can strengthen the confidence of small enterprises and small business households in project management.
2. Investment promotion information conference:
The first stage; Pre-preparation: hold high-quality project seminars for large retail enterprises and domestic and foreign chain catering industries, and convey the outstanding advantages, sustainable management and management concepts of this project to the target enterprises through the seminars, and strive to achieve practical results through the seminars.
The second stage; All-round investment promotion: adopting the investment promotion mode of symposium, and signing intention agreements with large enterprises at the symposium, a high-quality project can better stimulate the determination of small and medium-sized operators to operate the project.
3. Media promotion and cooperation:
The first stage: In order to attract the investment of domestic and foreign large-scale retail enterprises and domestic and foreign chain catering industries, we should publicize the geographical location of the project, the overall advantages of the project, the sustainable management of the project, entrust a professional team to manage it, and promise the budget of the project preheating operating expenses. We can choose hard and wide ways, such as newspapers and outdoors.
The second stage: enter the comprehensive investment invitation period, make high-profile publicity, build momentum for the enterprises that have agreed to settle in, and increase the publicity of the project. It can strengthen the determination of small and medium-sized enterprises to settle in.
Five: Investment Promotion Work Time Plan:
In order to make the project enter the investment stage to the maximum extent, the first thing to be determined is the intention of large retail enterprises, restaurants, banks and other supporting facilities to settle in. However, due to the imperfect supporting materials for investment promotion, this scheme is for reference only.
1. Data mining, screening and storage in the early stage of investment promotion.
As a large-scale old city reconstruction project in this area, it is the first aircraft carrier in this area. Only by mastering the initiative of attracting investment can we achieve the goal of high quality. In the process of attracting investment, in order to save time and resources as much as possible, enterprises with no grade and small scale should be excluded in advance when sorting out the information.
Step 2 first contact
When attracting investment enters the actual combat stage, we must show our professional level and rigorous attitude, because before the target customers decide to settle in, they will ask questions about the project, such as logistics conditions, management methods, preferential policies, opening time and so on. , as a reference for market evaluation and settlement.
3. Target contact person
Among the target customers, there may be operators who jointly operate and share benefits with the management. We must fully grasp our respective interest stores and reach the maximum cooperation mode between the two sides to ensure the smooth determination of the intention of such large enterprises to settle in.
4. Comprehensive investment promotion
After determining the intention of the main stores and image stores to settle in, we can start to implement the comprehensive investment promotion of the project. It is necessary to take corporate brand and occupancy effect as the investment target, and to make a living and prosperous shopping mall as the goal. Refuse to participate in enterprises without grade and scale.