Due to improper positioning and operational difficulties in the early stage, some commercial projects are difficult to operate and have to carry out a new round of transformation and upgrading. In the secondary start-up business, investment attraction and operation is a complex and critical process, which needs to be formulated through the development of a reasonable investment strategy and effective operation and management to ensure the success and sustainable development of the project. In this article, from a professional perspective, Soaring Horse Commercial Real Estate provides an in-depth analysis of how to attract investment and operate the secondary start-up business.
Business positioning based on market support is the premise
In order to carry out effective investment attraction and operation, business positioning based on market support is very important in order to carry out effective investment promotion and operation. It is necessary to have an in-depth understanding of the demand of the target market, and only by accurately judging the market demand can we carry out "precise positioning".
Before proceeding with a secondary start-up business, it is essential to have an in-depth understanding of the demand situation in the target market and a clear understanding of market trends. Only by accurately judging the market demand can we adjust the business model and improve the product to meet the expectations of consumers.
Specifically, market research can be done from three levels: consumers, investors, and operators. Find out how many people come to consume in the market, in which field the consumption is subdivided, how to make each field attractive, how big the market size, how big the target project is in each field, how many merchants are in the market, how many merchants need to be recruited for the target project, the area demand of merchants in different fields, rent affordability, etc., all need to be understood, form data, and use data to support decision-making.
The lack of market support for business positioning is tantamount to water without a source and a tree without roots. If commercial projects want to be "accurately positioned", they cannot do without market support. The essence of "precise positioning" is to find the target consumer groups through a detailed analysis of the changes in commercial supply and demand in the radiation area, and to carry out differentiated positioning according to their needs and the needs of operators. The concept of "precise positioning" can be summarized as "three analyses and three positioning", in which "three analyses" refer to the analysis of the characteristics of the business district, the type of customers, and the competitive business district; "Three positioning" refers to consumer positioning, business format positioning and grade positioning on the basis of analysis. The two are closely integrated, taking into account the supply of the market, the needs of consumers and business operators, and the influence of competitive business circles. Finally, combined with the market demand in all aspects, differentiated positioning is carried out according to local conditions.
How to attract investment and operate a secondary start-up business?
The second start of business investment and operation is a complex and critical process. How does it work? Racing Horse Commercial Real Estate believes that the following points are key:
Investment attraction is one of the key steps for the success of the secondary launch of a commercial project. A reasonable investment strategy can attract high-quality partners and investors.
Develop an effective investment strategy
Investment strategy refers to the scientific use of various effective investment promotion means to form a combination, and carry out continuous public relations for the target market, so as to achieve the purpose of reasonable business planning and business optimization. The common commercial real estate investment promotion strategies mainly include: priority investment promotion by major merchants, investment promotion driven by brand merchants, advertising investment, targeted investment, preferential investment, etc.
Take the priority of major merchants to attract investment as an example:
Investment promotion should follow the principle of core main stores first, auxiliary stores second. Since the main store has a series of requirements for the area of the store, the area of the parking space, the display of the shelves, the height of the space, etc., if it does not meet such requirements when doing the design, the more in-depth the project development, the greater the difficulty of attracting investment in the later stage, so the main store investment should be arranged before the architectural design. In addition, the successful investment of the main store can drive the investment promotion of small and medium-sized stores, and under normal circumstances, the successful operation of the main store of a well-known brand can attract more consumer groups, thereby promoting the investment of small and medium-sized stores.
Continuously adjust the investment strategy in accordance with the market response in a timely manner
After the implementation of the investment promotion work, the actual process of investment promotion can not be carried out completely in accordance with the actual planning plan, after all, the market is constantly changing. Therefore, investment promotion must face changes in three aspects: first, changes in project competitors; the second is the change of the investment target store opening plan; The third is the change of the target consumer group of the project. Once the market changes, the investment objectives and implementation details must be appropriately adjusted to adapt to the market changes.
A successful secondary launch commercial project requires effective operational management to ensure that the project continues to evolve and deliver the expected benefits.
Do a good job in the operation and management of all stages of the project
Generally speaking, the operation and management of commercial projects is divided into three stages: the project development period, the project opening cultivation period, and the project specification improvement period. And the operation management work of each stage is different:
Key points of operation management during the project development period:The main goal is to set up an effective investment organization, a strong operation team, property location, shop management, merchant location, management of the occupancy rate of shops, ping efficiency and rent and fee collection of tenants.
Key points of operation and management during the opening and cultivation period of the project:The main objectives are to focus on shop investment, shop occupancy rate and shop operation status, rental income, income growth and change, the correctness of the publicity plan, customer consumption service environment, consumption hotspots, and the quality and quality of goods and tenants.
Key points of operation management during the project specification improvement period:Mainly focus on the business status of the store and the quality management system; Establish a unified membership management system; Provide a variety of themes, a variety of ways of the overall promotion of the shopping mall, to ensure the quality of tenants and goods, improve the quality of tenant services as the main goal.
Continue to update and upgrade to increase the premium of the project
In the process of continuous operation of the project, the renewal and upgrading of the format and brand should be adjusted every year and every five years, and the upgrade orientation is determined by the market. Among them, the scope of "major adjustment" and "minor adjustment" is to adjust the business format and brand upgrade within the project on the premise of meeting the cash flow of commercial real estate operation indicators. When the commercial project enters the mature stage, through adjustment, the format and brand with high rent are introduced, and the format and brand with low rent are reduced, so as to increase the project income.
Second start business case analysis
Beijing New Dongan Market
Beijing Dong'an Market is the earliest comprehensive market established in Beijing, which has developed from the earliest open-air market to a handmade department store with a variety of formats and a large number of trendy luxury brands, and Dong'an Market has undergone many changes. After closing at the end of 2020, Dongan Market reopened in January 2022 after 13 months of closure and renovation, bringing a new brand and space.
With the concept of "dreaming back to the prosperous era", the renovated Dong'an Market integrates traditional Chinese architecture with modern technology, and skillfully combines the history of Dong'an in the past, present and future to create a new aesthetic space.
In terms of attracting investment,The new Dongan market has introduced more than 600 international first-line luxury brands, independent designer brands and fashion brands, nearly half of which are entering the Chinese mainland market for the first time.
In terms of operational management,The project has specially displayed art sculptures in the venue, such as in.
The window areas on the second and third floors are equipped with "The Wizard of Oz"-themed landscaping installations, and the content will also be changed according to the seasonal rotation and holiday nodes, as well as new product launches and pop-up stores. There is also a VIP-only area on the third floor, which offers a personal shopping experience and styling consultants.
Conclusion:The second start of business investment and operation is a complex and critical process. In order to do a good job in investment promotion and operation, only on the premise of market demand, formulate an effective investment strategy and operation management model, in order to achieve the successful second launch of commercial projects and achieve long-term development.