1. Understand the mall business positioning planning and investment work plan.
Before the work of investment personnel, the first thing you should understand the characteristics of the mall's business positioning of goods and the distribution of each floor, each area of the brand and the distribution of categories of planning. Mall business positioning is generally obtained through the observation of the store, such as the mall to operate what commodities are mainly, what is complementary? How is the business grade? Is high-grade, medium-high grade, or mid-range? What are the characteristics of the distribution of brands in the business or different from other stores? What are the standards for the price line and product line of the general introduction of goods? And so on. Merchants before the general formation of distribution planning of the store floor plan, understanding the requirements of the floor plan, according to the requirements of the introduction of the brand, is a merchant should be concerned about the place. Generally in the plan, may be labeled in a region of the main introduction of the brand name and alternative brand name, the investment officer can be required to select the potential cooperation merchants.
Whether it is a new field opening or old field adjustment, will form the time and workload distribution of investment work plan, because the work plan is based on the work with other functions with the work arrangements, so investment personnel should be strictly according to the plan to carry out the introduction of brand work. Some milestone plan requirements, such as: to when before, the rate of commercial tenants into the field up to how many how many; when before the completion of the investment work and completion of commercial tenants into the field decoration, etc., such as can not be completed within the time limit for the work mentioned above, will affect the progress of the work of the other related functions, so investment personnel should pay special attention to this kind of plan information, do a good job.
2. Looking for potential partners.
Looking for potential partners is based on a comprehensive understanding of the mall and the supplier market on the basis of the work, in the case of the introduction of what brands can not be determined to station in the mall, it is necessary to understand the supplier market, to carry out a comprehensive market research work. Generally speaking, shopping malls with competitive characteristics are an important way to obtain such information. On the basis of understanding the planning of this mall, tenants that fit the style of the mall and form a morphological difference from the competition are selected. Generally such potential tenants should be selected more than one to determine which one is the main focus and which one is the alternative. Once the potential tenants are identified, they can be investigated and initial contact. Investigation is mainly to see whether the merchant has the conditions for cooperation with the mall, the need to understand the information are: brand development trends, target consumer groups, business characteristics, as well as the merchant's role in the channel, i.e.: is a manufacturer, distributor or agent, the overall business strength? Funds, store and personnel can be guaranteed and so on. Through the investigation of judgment in these areas are close to or consistent with the company's requirements, then consider contacting each other business personnel, further understanding of the situation, and to pass the investment information.
3. Negotiation and signing.
After preliminary contact with potential partners, we should look for the other side can play a decisive role in cooperation with the business personnel for detailed negotiations, the content of the negotiations include: the location of the station, set up the size of the cabinet, the operation of the commodity category, the costs borne by, and the conditions of cooperation, such as: the guaranteed amount of drawbacks, the form of settlement of the details of the cooperation, if necessary, but also with the merchant business personnel for negotiation. Note that the negotiations should choose to make decisions or to ensure smooth communication business personnel, otherwise it is easy to have unresolved differences, affecting the progress of cooperation negotiations. If because of a variety of objective conditions, can not talk about cooperation, investment promotion personnel should also maintain their friendly contact, so that in the future when the conditions are appropriate to do cooperation. Through the negotiations, to reach a consensus on cooperation, investment promotion personnel should make the commercial tenants understand the rules of the mall into the decoration and operation, fill out a cooperation contract for the declaration, if there are differences continue to negotiate a solution.
4. To assist merchants for entry procedures.
The contract declaration is completed, and the cooperation between the merchant and the mall is formally effective. Merchants should help merchants for the relevant procedures, including: payment of fees, field decoration, delivery of shelves goods, etc., due to the merchants into the field set up cabinets will be faced with a number of malls and departments dealing with the situation, as the longest time to communicate with merchants, relatively familiar with each other merchants should be in the merchant needs to give help to coordinate the relationship between all parties to ensure that the merchant on time, according to the regulations The decoration, loading and business of the site.
5. Follow up the business situation of the tenants in the store.
Trader set up counters to start business, investment personnel should take the time to understand its business situation, and the previous forecast to analyze and compare, found that the business situation is unsatisfactory, should be with the store operations function and the trader to find out the reasons for analyzing the shortcomings, and actively consider improving the status quo, enhance business performance. Generally speaking, the problems of unsatisfactory counter operation are mostly: bad location, poor promotion, lack of competitiveness of goods, low level of sales staff and problems in decoration and display, etc. The direct causes can be analyzed and targeted improvement work can be carried out. In addition, such as counters operating situation beyond expectations, investment personnel should also seriously analyze the reasons for this, to learn to judge the level of business level of reference information, applied to the future of the merchant's selection and evaluation of the work.
Three, do investment work should pay attention to what?
1. Focus on the accumulation and refreshing of merchant resources and market information.
The commodities, brands, various types of merchants, as well as changes in the consumer market trends, investment personnel should maintain a high degree of attention. The market is changing rapidly, the opportunity is fleeting, we must be good at selecting useful information from the many miscellaneous information, fast and accurate judgment. When faced with the possibility of cooperation with a commodity brand, investment personnel should be the first time to understand the brand's business situation and characteristics, including some business data and details, only then, in the fastest possible time to analyze the judgment, to determine whether to cooperate with them. If the information is not enough to grasp, and so slowly understand clearly, may be the opportunity has been occupied by others.
Maintaining the accumulation and refreshment of information, it is important to develop good information collection habits. For the possible need for information, they should be categorized and stored in notebooks, computers, at the same time, regular attention to their own information whether the expiration date, some of the data such as: competitors investment conditions, merchants counter sales data, is changing from time to time, should ensure that the timely update. In order to ensure the adequacy and timeliness of information requirements, investment personnel is necessary to establish and create a dedicated network of people to maintain good communication and exchange with peers, to achieve the information *** enjoy, of course, the role of corporate employees, investment personnel should also be obliged not to disclose the commercial confidentiality of the obligations in this regard, investment personnel should be handled with care, to take the right approach.
2. Strengthen the negotiation ability.
While it is said that the bare lips, said the sky is the limit, can not lay a solid foundation for cooperation for the business performance of the tenants, but effective communication and exchange of information and ideas can still help investment personnel to maximize the target tenants stationed, at the same time, the results of the negotiation in good faith is also conducive to enhance the understanding of the shopping malls and tenants in the minds of the tenants to form a good shopping mall image, even if temporarily! Even if there is no cooperation opportunity for the time being, but the conditions are ripe, the target tenants will still consider moving into the mall. Negotiation ability to improve the way, one is engaged in investment work to the seniors humbly ask for advice, in order to avoid detours, more "tuition"; another is to carry out self-study, you can learn about interpersonal communication, business negotiation and psychology of knowledge, work is to promote the role of.
3. Pay attention to deal with the relationship between the mall and merchants.
The merchants stationed in the mall, in fact, the formation of a dialogue with a number of functions and communication situation, in many cases will face the "multi-head" management, if not properly handled, will cause the cabinet merchants "fooled" the negative psychology, and then developed to resist the Management, affecting the operation, the result is bound to increase the operation of internal conflict, merchants and shopping malls are subject to loss. Merchants in contact with the mall and merchant communication channels have a natural advantage, such as active participation, proper handling of the relationship between the two sides of the interface, resolve some unnecessary misunderstandings, play the role of "lubricant", can help *** with the solution to the problem, improve the business situation, so that shopping malls and merchants to achieve *** win, which also reflects the Investment function is another important value of existence.
4. Pay attention to deal with the investment function and operation function of the cooperative relationship.
Based on the work of inertia, the investment function is to introduce merchants to set up the cabinet, while the operation function is to manage the merchants to set up the cabinet. Due to the complexity of the process of business activities, the possibility of friction between them is very high, a typical example is: if not handled properly, investment promotion function of the merchants is a good, uncontrolled, while the operation function of the merchants is a vicious God, all kinds of oppression. This contradiction once intensified, by the biggest loss of nature is the mall. As investment personnel, the interests of the mall is the highest interests of the work, upholding a fair and objective mindset towards the merchants, work rigorously, maintain integrity, adhere to the principle, is the merchant to avoid the evil of the "magic weapon", in dealing with the merchant counters caused by the operational functions of the conflict should be addressed, objective treatment, I believe that the company's interests in ensuring that the premise, adhering to the principle of the company's interests. On the premise of adhering to a fair and open mind, the problem can be solved.
Many things are easier said than done. The real experience is the best experience. Merchants work in the department store business process is a relatively core part, whether from the perspective of the lack of talent in the environment, or from the small environment of the "scarcity of goods for the price of" the "self-interest", it is a meaningful, interested, promising work, if you think there is such a thing. If you think there is such a potential, then do not hesitate and wait, work hard.