How to advertise in the investment stage of commercial projects?

Thoughts on inviting investment in commercial projects (brain passion collision, more suggestions)

One: Preface:

The project puts forward the development concept of "situational leisure shopping". The project has unique architectural design, perfect leisure facilities, perfect commercial layout, and one-stop leisure shopping functions such as shopping, leisure, entertainment and food. Consumers' shopping and leisure is just like visiting a park. This 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 positioning of the commercial project in the region, investment promotion and development has also become one of the most important work contents in the process of the commercial project. However, due to the uncertain factors of attracting investment, the environmental premise of this project and the targeted behaviors that may occur in the process of attracting investment, this report is only used for suggestions.

Two. Purpose:

Build a shopping mall in this region, improve the regional business pattern, improve the integrity of the regional business format, strive to complete the tasks set in the middle and early stages 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. Integration of business philosophy of high-positioning shopping malls with regional market position;

A commercial center integrating many specialty stores and shops, shopping, leisure, entertainment and catering, has now become a business model sought after by many merchants, and has also 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 current development of this area, many projects are often positioned as a combination of high-quality commerce, residence, leisure and fashion. If we continue to wait for attracting investment, we may miss the opportunity to attract investment.

3. Creating momentum for the development prospect of commercial projects will be conducive to attracting investment;

Every business is concerned about the consumer's consumption concept and attitude. For the consumer places that have not yet formed, it is necessary to build 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 income, 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 such as 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 in the early stage.

6. How to avoid the difficulty of 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 large 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; Second, 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, such enterprises have relatively strict requirements on the selection 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 make a business entrustment agreement for investors. The trial operation time should be at least equivalent to the operation life of such a large enterprise.

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, radiation population and other aspects 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 its competitiveness.

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 practices:

The management mode of shopping malls is also one of the most concerned issues for operators.

4. Certification 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 high-level project, it is necessary to introduce relevant preferential policies and how to support them in the early stage.

Four. Investment process plan:

1. Determine the intention of the head office and image store:

Whether the investment process of a project is smooth or not depends largely on the intentions of the head office and image stores, such as Metro, Yonghui and Wal-Mart. Large chain retail enterprises at home and abroad have joined the headquarters, which 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 a symposium on high-quality projects of 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 symposium, and strive to achieve practical results through the symposium.

The second stage; All-round investment promotion: a high-quality project, using the investment promotion mode of the forum, signed an intention agreement with large enterprises at the forum, which can 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 domestic and foreign large-scale retail enterprises and domestic and foreign chain catering industry investment, 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 commit to the budget of the preheating operation expenses of the project. We can choose newspapers, outdoor and other hard and wide ways.

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 the region, it is the first aircraft carrier in the region. 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 grades and small scale should be excluded in advance in the arrangement of information.

Step 2 first contact

When attracting investment, 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. Only by fully grasping their respective interest pools and reaching the maximum cooperation mode between the two sides can we 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 begin to implement the comprehensive investment promotion of the project. We should take the enterprise brand and settlement effect as the investment target, and make a living and prosperous shopping mall as the goal. Refuse to participate in enterprises without grade and scale.