Developers: The Breakthrough Way Of "Property Right" Shops

"Developers should reverse thinking. Before selling shops, they should consider more consideration for businessmen and property owners. They should have a sense of social responsibility and not blindly sell them all."

Although the property rights type commercial property with single division is misfortune, it will not condemn the death penalty after all. The key is that developers will not invest in the management right of resource recovery.

-- Xu Jun

Xu Jun, a senior real combat expert in China's commercial real estate.

He graduated from MBA, South China University of Technology, California, and is currently the president of Zhi Zun commercial real estate consultant.

He has also been a visiting professor of commercial real estate in Weston Real Estate Management Institute of Peking University in Shanghai for a long time.

Mr. Xu Jun has been working in commercial real estate for 15 years, and has participated in and chaired more than 70 projects.

It has served dozens of well-known enterprises such as Hutchison Whampoa, China Overseas Group, Hongkong morning Xing group, Hongkong new world group, Singapore Kade land group, Taiwan crown group, Vanke Group, China Shipping Group and so on.

For commercial projects that have already been trapped in the dilemma, they are often faced with a situation of not unified positioning, unified investment and unified management.

For a large commercial project, under such circumstances, the difficulty of project management can be imagined.

So what are the practical measures to solve this dilemma?

Faced with this problem, Xu Jun told us a past story after a moment's contemplation.

Xu Jun, who was on a business trip to Chongqing in 1999, happened to meet a shopping mall selling shop. After exchanging business cards with developers, he suggested that developers should not adopt the "one sell" method, but the latter's unified operation management was the guarantee of success, but it was not recognized at that time.

Six months later, Xu Jun received the phone call from the developer, hoping that he could come and turn the tide.

As a matter of fact, his plan is simple and realistic. The developer invested tens of millions of funds to recover the management rights of some core shops, relocate the project, introduce the main store, and invest a lot of money in advertising and repackaging, eventually bringing the business back to life.

"This is a typical case of poor management after the sale of shops, and developers are forced to spend a lot of money to recover their operation rights for their own brand image.

The consequences of the sale of property rights shops directly lead to the separation of the three rights of management, management and property rights, so as to save such a project. Only by reclaiming the right to operate, repositioning and attracting investment, can the project have the possibility of "rebirth".

One of the prerequisites for the success of commercial real estate is that the right to operate must be in the hands of developers.

However, for commercial projects that have not been properly planned and sold separately, resurrection must come from remanufacturing, which is often a heavy cost for developers.

But there is no other way out.

Under the premise that there is no way to guarantee the right to operate, positioning, investment promotion and management are all empty talk.

Since segmented sales can not be avoided, since the remanufacturing cost is so heavy, how to sell is more artistic, so as to ensure the continuous operation of commercial projects.

In the case of Xu Jun, if we have to sell, we must make full preparations for the future commercial operation and follow the law of commercial development.

There is a commercial project in Chifeng New District of Inner Mongolia. In the face of the pressure of the withdrawal of 200 million yuan of funds, the developers are preparing to divide the project into hundreds of small shops and sell them at a unit price of 6000 yuan, but the sales situation is not optimistic.

After taking over the project, Xu Jun decided to rent each of the two large shops on both sides of the main entrance to a famous supermarket and department store based on the results of the local market. Through the cultivation of the market and the concept of the future city center in the advertisement, supermarkets and department stores opened up business for some time, and then the popularity and popularity of the whole project were promoted, and the turnover of supermarkets and department stores increased day by day.

At this time, many businesses see the future huge commercial potential of the project, actively find the developers to enter.

Eventually, the developer sold all the remaining shops at a price of 3 yuan higher than the original price of 20 thousand yuan, and eventually completed the task of returning 200 million yuan of funds.

"In this case, developers initially wanted to use the strategy of segmenting all sales, but even if they were sold out, the project could not be unified at the later stage, and it would fail."

"Finally, developers have chosen to rent large key shops according to their demand for withdrawal of funds, and use these brand businesses to cultivate projects, and then sell the remaining shops after the market is mature.

This has not only improved the value of the shops, but also prevented the property shops from developing in the future. This is a good way to have both fish and bear's paws.

In pursuit of maximum profits, developers often divide projects into small ones or sell them as a whole. They do not care about the future development of future projects. This not only violates the law of commercial real estate development, but also destroys their own brands. What is more serious is the disturbance of the commercial real estate market, which is like "killing the goose that lays the golden eggs".

Xu Jun said, developers sell shop shops early repayment, this is beyond reproach, but at the same time, at the same time, we should consider the cultivation of the market, from the perspective of businessmen and shops investors, we must be responsible for them, we can not simply use the mode of selling out, otherwise the company will also be discredited in the industry and the market, and this market will also be shadowed.

"Selling shops, we should also take into account the future of the project, but also follow the rules of commercial real estate." as a commercial real estate person, this is a stand that should be maintained from the beginning.