Chapter I Project Positioning
A unified publicity caliber
1, the general spirit of publicity
Shengze City Commercial New Fortune Center
2, the status of the project
In line with the Shengze City and the Oriental Silk Market a new round of development trends, came into being. Sheng's Group, the government's first push, the top ten key projects of the top priority.
3, the significance of the project
Seize the core location of China's Oriental Silk Market, and Shengze Plaza **** with the construction of Shengze city's new commercial supporting centers and iconic buildings, breaking the traditional business model of Shengze, leading the comprehensive upgrading of Shengze city business.
4, the project market positioning
Integration of modern real estate and business operation concepts of the essence, drawing on the absorption of domestic and foreign commercial street of the successful experience, the integration of the international business model and the local culture of Shengze, Shengze people and domestic and foreign businessmen to create a shoulder with Shanghai, Suzhou, synchronization, a new all-powerful business arena, to create an international, localized, professional integration and interaction of the first commercial street in Shengze! The first commercial street in Shengze!
5, the basic situation of the project
Nearly 100,000 square meters of construction area, more than 400 meters of commercial street, set of international first-class large supermarkets, famous home appliances stores, digital plaza, professional department stores, entertainment and leisure, food and beverage, business offices, hotel apartments multi-functional as one of the middle and high-end shopping mall, convergence of thousands of people, logistics, capital flow, information flow, will be the real core of the new Shengze business center. It will become the real core business district of New Shengze.
Second, investment positioning
As the only mid-range shopping mall in and around Shengze, we focus on attracting brand-name businesses with brand awareness, formal business operations, and good operations to meet the public's all-round consumption needs.
Third, industry positioning
Absorbing the essence of China's famous street industry planning and combining with the consumer culture of Shengze, we have planned a rich and reasonable industry, including all kinds of brand stores, hypermarkets, big restaurants and entertainment as the core, including all kinds of brand stores, specialty stores, themed department stores, electrical appliances, supermarkets, bookstores, etc. We have adopted a diversified business model and a one-stop commercial shopping mall. Adopting a diversified business model, the one-stop commercial pedestrian street (open shopping mall) meets the consumption needs of people from all walks of life.
Chapter II Merchants Strategy
First, industry design, industry positioning strategy
Accurate, differentiated industry positioning is the reason why the pedestrian street competition wins.
The development and operation of Dongsheng Pedestrian Street should always adhere to the advanced concept of "a new building form, a new consumer environment, a new combination of business".
In the industry mix, we have to grasp the tendency of local consumer demand and consumption characteristics, focus on highlighting, rich industry, organic combination. Determined to abandon the local consumer culture is not suitable for the business!
As a result, we have identified a variety of brand stores, hypermarkets, large restaurants, entertainment as the core, the main store, the secondary main store (large stores) accounted for about 50%, catering, entertainment and leisure (small stores) accounted for about 30%, the brand specialty stores accounted for about 20%.
Second, the store investment strategy
Taking into account the main store, the main store, the second main store, international brand stores and other brands of different characteristics of the investment, the development of the "first to determine the main store, and then comprehensive investment" of the basic strategy. In the implementation process, the main store, international stores and catering, entertainment to advance investment, and other subsequent.
Third, tailored for customers to open a comprehensive solution
Under the guidance of this strategy, the investment team trained by professional trainers, according to the actual situation of flexible adjustment and implementation of leasing policies. For example, according to the different needs of different types of tenants, to propose tailor-made solutions for them; proper arrangement of the floor location of the tenants, the mutual position, so that the relative rows into the market, reciprocal **** win, rather than interfering with each other, weakening; according to the overall market positioning and industry mix, the tenants into the requirements, and to assist them in adjusting, upgrading and perfecting their new store in Dongsheng Pedestrian Street, the positioning, grade and other qualities. Positioning, grade and other qualities.
Fourth, the project publicity and promotion strategy
In the market publicity and promotion, the implementation of the "integrated promotion strategy", to provide strong support for investment.
One for the media publicity, and two for investment activities.
Key investment activities are as follows:
Merchants conference and signing ceremony of the main store, investment results conference, project promotion, building node celebration.
V. Investment progress, quality, cost strategy
In order to put the investment plan into practice, to achieve the goal of fast and economical. We are in the investment progress, quality, cost of strict control, unified control. Take the time to promote the table to control the progress; according to the layout of the industry and market positioning of merchants carefully selected, focusing on absorbing brands, strength and characteristics of the merchant to control the quality; investment costs for fine-tuning, and to take the following measures to investment costs for the unification of arrangements, scientific distribution.
1, investment mission indicators decomposition to people, cost decomposition to people.
2, the key investment fee to focus on the use, to avoid fragmentation.
3, focusing on the protection of excellent investment talent wages and incentives management.
4, pay attention to large customers investment and relationship investment, cost arrangements to be tilted.
5, after careful planning of the media publicity plan, to achieve accurate and effective communication, value maximization. Firmly avoid the publicity costs of misuse and waste.
Chapter III Merchants stage, investment objectives and time schedule
I. Stage division
Merchants preparatory stage, the main store investment stage, the full investment stage, the operation of the adjustment stage of four stages.
Second, investment objectives
As the pedestrian street merchants are in need of continuous adjustment, optimization, in principle, investment work is not the end of the full recruitment. But in order to clarify the direction, the specific objectives are as follows:
1, as of December 2006, the basic completion of the pedestrian street main store, the second main store (large stores) investment, the completion of 70% of small stores.
2, as of May 2007, the basic completion of investment mission.
3, as of the end of May 2007, the merchants began to enter the decoration, in preparation for the opening of the street. Strive for the end of August, to ensure that September must open the street.
Third, the time schedule
In order to concretize the enforceable, in the time schedule, this plan involves a period of time for: May 2006 to start the implementation of the deadline for the 2007 opening.
Chapter IV Organizational Structure
First, the project personnel recruitment
Even larger projects are people do, the human factor in the project investment plays the most fundamental determinants, so the recruitment, selection and training of a large number of investment elites, to create a strong investment team, is the most central task of the preparatory stage of investment.
At present, the newly hired three people, including investment director and investment commissioner each one, a planning, from the commercial company to transfer a design, the formation of a second investment department, but this is far from enough. Through the network and other channels are looking for more experienced practitioners, with a large number of customer resources, specialized high-quality investment personnel, the goal is to set up a 10 or so (excluding investment center personnel) of the professional team.
A team needs not only specialization, but also integration. Therefore, the training of the team is particularly important.
The goal is to enable the entire team to have a complete project knowledge structure, excellent team execution and *** with the same value orientation, the training content is as follows:
1, five core concepts of training.
2, team execution training.
3, the training of project knowledge, so that team members have a clear understanding of the project.
4, the training of investment promotion skills, including answering the phone, reception language, negotiation strategy and negotiation skills, in order to develop and improve the investment promotion ability of team members.
5, investment etiquette and investment system training (language arts, investment system description and contract interpretation, etc.).
Second, the investment structure, the establishment of investment mechanism
In the recruitment of personnel and the establishment of investment structure, we follow the elite, streamlining, vertical principle, the purpose is to achieve the minimum number of personnel, the command and execution of the system is simplified, the results of the efficiency is maximized. In order to save investment costs and improve efficiency. Merchants structure and personnel responsibilities are as follows:
Merchants main duties
(1) Merchants one is mainly responsible for the investment of the main store: 1 person
(2) Merchants two is mainly responsible for the investment of food and beverage, entertainment: 3 people
(3) Merchants three is mainly responsible for the investment of the department store, apparel category: 2 people
( 4) investment four is mainly responsible for comprehensive investment: 2 people
(5) planning department tentative staff of two, mainly responsible for investment planning, media plan development and implementation, investment copywriting and design planning. A planning, a design. According to the development needs, the opening of the pedestrian street, the need to add a planning.
(6) This structure for the pre-opening of the organization, the opening of the preparatory period and the opening of the operating period of the structure, then three months in advance of the Human Resources Department.
The establishment of the mechanism of investment promotion is to form a humanized system management atmosphere in the investment team, so that there are rules and regulations, rewards and penalties are clearly distinguishable, not only the individual contribution, but also pay more attention to the team spirit. The establishment of a series of management systems.
(1) the establishment of investment promotion personnel incentive policy
(2) the establishment of investment promotion personnel penalty policy
(3) the establishment of investment promotion personnel day-to-day management of the standardized system
Chapter V investment promotion information
First, investment manual (already) and investment promotion manual
Second, the lease contract
Third, entrusted with the Operation contract
IV. Confirmation of fixed rent
V. Investment commission
VI. Investment flow chart
VII. Investment copy
VIII. Application form for withdrawing
IX. Power of attorney
Chapter VI. p> 1, Project Investment Conference
2, Project Promotion Conference
3, Large Retail Chain Conference
2, Target Customers
Main Stores
1, Supermarkets: Carrefour, Tesco, RT-Mart, Goodyear, Wumart, Century Lianhua etc.
2, home appliance stores: Gome, Suning, Yongle.
3, department stores: the People's Mall, Shilu International Shopping Center, Shenzhen Rainbow Department Store, Yintai Department Store and the Yangtze River Delta region's famous department stores.
Sub-primary stores
1, the popularity of stores: KFC, McDonald's, Starbucks, H?agen-Dazs, large Chinese food, mass-market KTV, etc.
2, digital plaza, bookstores, sports world, discount stores
3, movie halls and adult video games
Third, the establishment of the third-party investment promotion network platform
The stone of the mountain can attack the jade, thus, the establishment of a third party investment network platform
The stone of the mountain can attack the jade, thus, the establishment of a third party investment network platform
The stone of the mountain can attack the jade. The third-party investment network platform can get huge information support, save a lot of manpower, publicity and promotion costs, and speed up the investment speed. Build a third-party investment network platform can be from these channels to fight.
1, professional investment website
2, professional real estate trading platform
3, industry associations and government investment agencies
4, and the positioning of different commercial projects to establish a strategic partnership with the investment department, to reach a win-win pattern of resources **** enjoy.
Chapter VII publicity strategy
Large-scale thematic investment activities, with a full range of three-dimensional media platform (television, newspapers, networks, radio) publicity and hype, is a pedestrian street investment promotion? Nuclear weapons?
1, investment conference
2, project promotion (refers to the regional for a certain number of intentional business centralized project description, negotiation)
3, the main store, the main store, such as the signing ceremony of the secondary store with a certain degree of brand awareness and influence, such as KFC, Carrefour, Gome, Wing Luck, Rainbow Department Store.
4, the stage of the investment results conference
5, named after the project of the large-scale retail chain meeting
6, the completion of important nodes of the project (topping out, completion, etc.) and the opening ceremony
According to the current project investment, in 6?August, the plan is to hold a conference on the investment, the project will be introduced to the signing ceremony, and other activities depending on the specific development of the Other activities depend on the specific development. Activity specific planning and implementation of the program in the determination of the writing.
Chapter VIII Investment Promotion Costs Budget and Rental Suggestions
I. Investment Promotion Costs
Personnel travel costs, business reception costs, publicity costs - advertising and investment activities, investment personnel commission.
The total investment promotion cost is 10% of the annual rent, about 2.3 million. Among them, the investment personnel commission 4%, travel and hospitality 2%, advertising, public relations and gift costs 4%.
Second, the rent proposal
According to the local rent situation in Shengze, the current commercial situation around the project and combined with our market positioning, to determine the level of our rent for the upper level.
Chapter IX Merchants Policy Suggestions
I. Payment Methods: Small stores and large businesses in two cases
1, small stores: the first deposit (three months' rent), the lease contract is signed to pay the rest of the full rent.
Big business: according to the negotiation situation, determined by the leadership of the group.
2, small stores half a year, one month deposit, the next payment must be paid one month in advance.
2.? The rent is high and low?
The high and low rent directly affects the business and our interests, but also reflects the value of the street lot and the grade and quality of the stores, in the start-up market stage to determine the price of rent, it is recommended that the rent should be high start low that is, the first three years of the rent is booked to a higher level, and then through the rent-free, free of property management fees and other incentives to adjust the price level of the rent with the surrounding area, the full three years after the rent! According to the market situation in determining the market price of rent after three years.
Chapter 10 Annexes
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