How to expand the business of Community Shop investment

Early stage: Project consultant
A. Market research:
1. Regional situation Survey:
1.1 Regional Business Status survey
1.2 Competitor Status Research
1.3 Consumer Preference Survey (media preferences/consumption habits/consumption endurance, etc.)
1.4 Assessment of regional economic conditions
1.5 Consumer brand identity research
2. Target Purchaser Survey
2.1 Consumer segment, Consumer motivation
2.2 Project problem and Opportunity Research
2.3 Purchasing Capacity Research
3. Brand Supplier survey
3.1 Brand Category Breakdown
3.2 Brand Database Establishment
3.3 Project problem and Opportunity Research
3.4 Research on the affordability of rent

Two. Project positioning
1. Project analysis
1.1 Project Core Competitiveness (selling point) analysis
1.2 Competitor comparative analysis (problems and opportunities)
2. Project positioning
2.1 Project Quality Function positioning
2.2 Brand Image positioning
3. Target customers (buyers and tenants)
4. Combination of patterns and planning recommendations
5. Store Area Segmentation

Three. Basic VI (brand visual image design)
Includes basic elements: name/color/standard Word/label/mascot etc.
Application System Design: Investment Handbook/Investment advertisement/Sales manual/Image Manual/Business card/gift/stationery/clothing/store image, etc.

Four. Investment strategy
1. Establishment of price system
2. Public events and press cooperation
3. Media strategy
4. Business negotiation or promotion meeting

Five. Sales strategy
1. Establishment of price system
2. Public events and press cooperation
3. Media strategy
4. Business negotiation or promotion meeting

Cost budget and payment (separately negotiated)

Mid-term: investment and sales agent
General Agent
A. Services include: As an agent to participate in investment and sales.
B. Commission Budget and payment
B1 Shop Pure Rental form:
1-5 years (including 5 years) of the lease according to the standard monthly rent of 1.5 months to pay commission;
More than 5 years ' lease will pay Commission according to the standard of 2 month monthly rent;
More than 10 years ' lease will pay Commission according to the standard of 4 month monthly rent;
If the tenancy is up to 20, the Commission will be paid on the basis of 6 months ' rent;
The above is calculated on the basis of the first-year rent commission.
B1.1 the way to pay for the agent Commission in the form of rent:
Intermediary successful customer to pay the first rent from the date of 10 business days in accordance with the relevant Commission calculation standard B1 payment of the relevant 50% Agent Commission, in the date of renovation of the customer within 10 working days to pay the remaining 50% of the Commission of the relevant bunk.
In the event that B2 is stationed in a commercial project in the form of a pure turnover or guaranteed rental and turnover combination, we will calculate the Commission to be charged in the following manner.
B2.1 if the client enters into a commercial project in the form of pure turnover, after the success of such client intermediary, when the customer opens business for six months, the average monthly turnover before the first six months after the opening of the customer's business is multiplied by the percentage of the Project Party Commission agreed by the customer in the contract, The average monthly income of the project is calculated as the base of the calculation Agent Commission, and the Commission is paid by the project direction by the calculation standard in B1, which is paid at the latest within 200 days from the date of opening of the client.
B2.2 If a customer enters a commercial project in the form of a guaranteed rent and a turnover commission combination, the project party shall first calculate the rent to be charged according to the customer's guaranteed rent and pay us in the B1 of the calculation standard (rent in advance). The project party agrees to pay us a portion of the Commission if the customer's average monthly income for the client is opened for six months as the basis for calculating the agent's commission and the final commission amount is calculated in the B1 calculation criteria, if the final commission amount is higher than the pre-charged commission.
B3 Bunk Sales Form:
All intermediary successful shops, the project party will be in accordance with the total amount of the shop 1% of the standard payment of our Agent commission (advertising agency separately).
B3.1 Agent Commission payment method in the form of retail sale:
The project Party shall pay 50% of the Commission (i.e. 0.5% of the total amount of the transaction) within 10 working days from the date of signing the purchase contract by the successful client of our intermediary, and the remaining agent Commission (i.e. 0.5% of the total transaction amount) shall be paid in full within 10 working days from the date of payment of the second term by the client.
B4 In addition to B1, B2, B3 other ways to cooperate in the operation:
The project party after our intermediary successful customer will press "the cooperation between the two sides finally reached the cooperation of the shop floor area x 1 yuan/square meters (building area) x365 Days ÷ 12 months" calculation of the monthly base, and the following standard Payment Agent Commission;
1-5 years of cooperation in accordance with the monthly base of 1 months to pay Agent Commission;
More than 5 years of cooperation period in the 2 months of the month base standard Payment Agent commission.
B4.1 In addition to B1, B2, B3 other ways to cooperate with the Commission payment method:
The project Party shall, within 10 working days from the date of the successful collection of the rent by our intermediary, pay the agent commission of the relevant berth 50% according to the relevant Commission calculation standard in B4, and pay the remaining 50% commission of the relevant berth within 10 working days from the date of the customer's arrival and renovation.
B5 The four words of the intermediary above are referred to as:
Rental form: The customer and the project party sign the tenancy agreement or the contract, and enter into force according to law;
Sales form: The customer and the project party sign the purchase agreement or the contract, and the law enters into force;
Other cooperative mode of operation: the client and the project party sign the cooperative operation Agreement or the contract, and the law comes into force.
B6 All customers who have been introduced by us during the term of this contract shall, within one year after the end of this contract, if they sign a letter of intent or contract with the project party, the project Party undertakes to pay us the full commission of agent in accordance with the provisions of this contract.
Very representative
According to the pre-project report and sales investment strategy planning to formulate implementation details planning.
Full participation in the implementation of the specific work of investment sales, implementation costs by the project side.
Fees are paid in accordance with the basic Service Fee + commission form.
Commission calculation and payment refer to the general agent execution. Specific consultations.
later: Project Marketing promotion Consultant

Services include:

I. Perfect brand image

Two. Promotion strategy
Seasonal festivals are the main features of the year-round design activities.

Three. Opening strategy
Opening activities, opening reception ceremony, guidance period dissemination, press conference and so on.

Four. Public policy
With the help of news force, aiming to improve the market attention in a short time, directly enhance the image, indirectly promote sales.

Five. Atmosphere Strategy
The standard design of the in-store/out-of-store atmosphere, including the atmosphere of regular atmosphere/seasonal festive atmosphere/promotion.

Six. Service Policy
Service concept design, service specification establishment, service quality control system design and so on.

Seven. Management policy
Import ISO quality certification.

Eight. Media strategy
All-year-round media cooperation strategy DM and other special media use.

Cost Budgeting and payment
The Consultant service fee is calculated on a monthly basis and is paid monthly, and the reward amount is determined after the completion of the business objectives.
Sales, leasing, business management training
I. Commercial property SALES Training
Second, commercial property leasing training
Third, commercial property management training
Cost budget and payment (separately negotiated)

First, the main content of commercial real estate development strategy includes theme positioning and subdivision positioning. 1, the determination of positioning is a very professional work. From the point of view of the shopping center, the first question is who the service of the shopping center will be sold to, which implies the problem of the target consumer group. If it is a community shopping center, the family within the community is the object of service; If it is a regional shopping center, it should be designed for the office, leisure, entertainment, catering as the core. Second, this project is different from other peers of the operating characteristics of where? If you want to do a high-end shopping center, we will recruit international brands, if it is leisure entertainment will recruit some bars, restaurants. Third, its own architectural characteristics, that is, we do this project its own hardware and other projects are different, this will have a direct role in future investment, including our architectural planning, such as architectural features, high level. In fact, it may happen that many businesses are willing to enter, but because of the limitations of the building can not enter. The last is the consumption culture, now the shopping center is mostly the fusion, may be the internationalization, may also be the localization, the nationalization, therefore may recruit the big international brand merchant to be difficult some, but recruit a local brand the possibility is relatively big, therefore needs us to consider is the shopping center will target to which consumer group. Five is the future development trend of market consumption, now the construction of large shopping malls takes two or three years, from planning to opening, this time many of the consumption trend may have changed. 2, a lot of new image shop in the continuous development, the inside of the pattern of the match is also changing, and now the positioning of shopping malls to consider the future trend of development. Now looking back at some of the previous professional markets, most of them are not doing well. Why is this happening? We think about this problem, one is when the location of a lot of real estate developers in the location of the project is not particularly good, not the most prosperous place, the flow is not enough, at that time only want to find a theme, there is a lot of real estate developers want to sell shops, now can see this phenomenon caused by the problem is relatively large. We have summarized the following aspects of the problem. One is the capacity of the target shop, because to do the theme of the market, may have to face the city, even to face farther places, it is impossible to rely entirely on natural people, this needs to see the whole market situation. Now, even if the shops are full, the business is still going to be a lot harder, and the shops could easily run away. Second, the determination of the market. Now, all over the country's large wholesale markets, professional markets, many of the project location is not very good, and there are historical reasons, not to say to do a professional market, this professional market will be prosperous immediately, this possibility is not particularly large, because the target consumer groups in the professional market distance range may be very large, So there is a process of warming up slowly. In general, many projects are now difficult to cultivate the market's determination. Third, the advantages of their own property. When we chose the theme, we had to consider two points. One is whether the commercial real estate project must be built in the selected location under the theme of your choice, or that the theme is built in all places, and if all the places are available, there is no advantage to our theme; There is also a possible factor where the project location is good, expectations are high, Only because the status of the more embarrassing reasons to choose to do the theme, these projects generally on the price of expectations are relatively high. In fact, some of the professional market is doing well, and the original start is very low, is to rely on long-term training to do it, this is some commercial real estate projects are not prosperous reasons; Another major reason is that large parts of shops have been sold, so from these two points in a short period of time to develop a professional market is difficult. The 2nd is the relationship between rent and sale. Because we have to deal with the project 90% to solve this problem, are considering this problem. First of all, I agree that "rent-only" is the future trend of the statement, and this conclusion has been proven that no major shopping mall project after the sale of a very high probability of success, and now only the proportion of non-sale items are getting higher, and we touch a lot of projects, basically do not sell, They want to stay in business for a long time. But there are actually a lot of projects to solve the cash flow problem now. At a meeting, the general manager of Pacific Place said that shopping malls were not sold, and there was no way to run them after they sold them, and someone asked him how to solve the cash flow problem, saying that if there were too few cash flows, it would not be a shopping mall. I think there is nothing wrong with what he said, although at present 80% to 90% of the domestic developers need to solve the problem. The impact of the division of retail sales on commercial operations is well known. The market needs to nurture, at the beginning of the rent may indeed be very low, so the need to introduce more brand business. The combination of industry and business planning should also be unified, a unified operation after a few years there are business adjustment issues, to adjust the time if there is no unified management rights, it is difficult to do. The overall sale is a relatively good phenomenon that we see, and now the overall sale of cases is increasing. The third one is to sell other properties and leave commercial properties. If none of these solutions solve the problem, only a portion of the commercial area will be sold. Which position can be sold to reduce the problems that may arise in business? One is the main shop, the second is to sell street shops, this method may solve some of the financial problems; The third is to sell the supporting location, the scope of the supporting location is very wide, this is a lot of projects need careful study of the link. Second, the commercial real estate investment question and the characteristic Commercial real estate investment is characterized by the priority of the target merchant, rent, lease time difference, investment lasting long, difficult, high technical requirements. The main store rental period, rent cheap, small and medium-sized store rental period is relatively short (generally three years), the rent is relatively high, often is the main store 3 to 10 times times. Investment time is long, for the general commercial real estate projects, are the practice of the combination began to open, after the opening of merchants often will be the merchant adjustment, generally speaking, the project is not half a year is difficult to recruit full. From the first talk about the main store to the signing, the fastest also to half a year, the main store on the project is not easy to grasp, and now the chain of business is not enough, the retail industry after the situation has improved. Investment is handmade, to stitch to do, we now do not advertise, all are a one to talk, to be very patient. About the commercial real estate investment existence question. The first is the difficulty of attracting investment, the second is to recruit what business into the shop and how to determine the rent and sign the lease. From the point of view that businessmen do not want to enter, one is that this place does not have the value of investment, the second is that there are other projects can be negotiated, but the project is doubt (of course, this may be the cause of the project itself); The third is to think that the project can be done, but not very suitable The fourth is to think the project is good, but it is too expensive or other conditions too high. The problem of the emergence of investment is not entirely because the business is less, but the project is not targeted, the grasp of the merchant is not so accurate, so only from the merchant's point of view, it can be more targeted, the success rate will be higher. Recruit what kind of merchant into the shop, looks is the investment work, actually the core question also includes the shopping center basic localization, because each kind of localization will target different merchant, for example design thought, the management idea, moreover is now still many projects still is regardless of Dick and Harry, who gives the rent to ask who enters, Although this has become rare, most commercial real estate projects have complete commercial and brand planning. Recruit what business into the store decide what to sell after the mall, how to sell, to whom the problem. Where is the difficulty in determining rent? We all want to achieve high rents, or quickly withdraw funds, but there is a problem that can not be neglected to cultivate the market; businesses want low rents, too high they will go. In fact, many projects on the rent of the view and start up is not quite the same, in addition to those very large brand stores, there are many businesses in the rent judgment is not very accurate, we also with Shenzhen to do chain business of the Mister has been discussed, their position is a lot of judgment with intuitive nature. Now, the rents of many projects may be very high, but the more important thing is to see if we can operate, not to look at the rents, but to look at the rents after three years, and the rents will basically be stable. Investment has three stages, one is full field, the second is stable field, three is Wang Field, three years after the normal situation will be 5% per year adjustment. The beginning of the rent does not mean that the future will be this way, but is to recruit some good businessmen come in, the operation of the vigorous up is more long-term. Rent strategy has the overall price, rent form, lease time, now in addition to the larger area than the main store, the general store lease is three years, three years will be a big change, or can be in three years time the rent slightly higher. The risk of big stores is also very big, they do not good also will evacuate. The second question about leases. Some items are the merchant fancy, but always reluctant to sign, or not a few days later overturned, which the lease on the problem accounted for a lot of ingredients. Now the problem with the lease is that the developers do not want to sign, hope that there is a little more interest, the lease has a clear advantage, the development Chamber of Commerce to obtain the trust of the vast number of merchants, another point of the reason why the lease is not signed by the developer of the contract is not paid attention to, the contract is often missing a lot of things , and these things are often met, developers are basically in the pursuit of simplification, as long as the business can pay enough rent every month, the developers do not want to complicate.

How to expand the business of Community Shop investment