Avoid The Misunderstanding Of The Six Investment Ideas And Make Shopping Centres A "Bachelor".

In 2014, early warning about the emergence of bubbles in commercial real estate came one after another.

With the development of commercial real estate in the background of residential developers, shopping centers have sprung up everywhere in China, and supply is increasing rapidly and homogenization is becoming more and more serious.

At present, some shopping centers in China are forced to postpone their practice due to investment problems and even face the danger of idling.

Even in the first tier cities, the difficulty of investment in shopping centers in the two or three and four lines is self-evident.

There is neither the appeal of big cities nor enough talents for investment. The two or three and four tier cities can only use external professional companies to complete the investment promotion work.

"Thirty thousand square meters of shopping center, and 8000 square meters are still empty."

Businessmen from a shopping mall in Jiangmen poured out their grievances to reporters.

Although located in the core position of the gold business circle, the investment progress of the project is still slow.

Do business like love.

There is no secret to attracting investment from shopping centers.

Similar to love, the process of investment is to get acquainted with customers, get along, know each other, and finally reach a cooperation process. It is a choice that you love me, and it takes a year or even longer.

From the most primitive rents, profits, tenancy, to the subsequent air conditioning pformation, fire channel, the development and charging principles and so on a series of very detailed things, all need to repeatedly run in and communication.

You must not know the misunderstanding of the six investment ideas.

The difficult problem has existed in the industry for many years.

In different times, different social environments and different media patterns, for different projects and different businesses, the problem of investment difficulty will also change. So far, no one can sum up a set of investment winning rules.

However, the reasons for the failure of investment are always similar.

Reporters summed up the six major investment ideas.

What are the erroneous concepts that make businesses not cold at all?

Erroneous one foot can step on many ships?

It is necessary to "fall in love" with many different brands so as to keep youthful forever.

But in the process of attracting investment, it is more sensible to devote energy to negotiations with one or several major brands.

As long as these major brands come, other brands will automatically come to the door.

The same layer of a shopping mall must ensure that the brand of the same quality is adjacent to each other.

Case: Beijing Huamao Center - Chanel becomes "key Mr.".

Seven years ago, the Beijing Huamao Center opened its doors on the dusty road.

In this remote and barren urban fringe, a high-end urban complex can be built on the ground. The key to success is Chanel's entry.

Nie Qibing, executive director of RET, the chief investment officer of Huamao center, recalled that in, her team had been negotiating for a whole year in order to win the entry of the company.

In order to win Chanel's entry, in addition to providing the decoration according to Chanel's requirements, the 400 square meter square outside the store is also left to Chanel for "400 square meters of rent and 400 square meters".

For the reason of letting profits, Nie Qibing explained that as long as Chanel comes, some brands will follow.

Mistaken two for a tree to abandon the whole forest?

First tier brands can often drive the popularity of shopping malls, but at the same time, it is difficult to wait for them.

Therefore, it is not the greater the better to cooperate to find the right businesses.

When big cards are never bought, shopping centres should voluntarily give up and turn to other businesses.

Nie Qibing, executive director of RET Rui Yide, said that during her investment, her team would normally do two to three sets of programmes.

The first package is probably the most ideal international luxury brand. The second package is the international first-line brand, and the third one is the domestic first-line brand, with a lack of popularity, but sales volume is guaranteed.

Case: Beijing Cui Wei square - no LV, GUCCI, and HUGO BOSS.

Before the opening of Cui Wei Plaza, the Gongzhufen business circle near Beijing West Railway Station and West Third Ring Road is a low-end business circle.

There are a lot of cheap mobile phone stores, small clothing stores, which makes Cui Wei square encountered many difficulties in the initial stage of investment, many luxury brands do not look good here.

"The first plan of Cui Wei Plaza is mainly LV, GUCCI, Cartire and so on."

Nie Qibing said.

However, after visiting the Cui Wei Plaza, they did not decide to enter.

"These first tier brands that rely on market operation to make money, choose hotels in China Grand Hotel and Xpu Ha Palace Hotel are safe and risk free for them. For luxury brands, they prefer to slow down their expansion and do not want to open stores and close stores and lose their image."

Finally, Cui Wei square gave up its first package and started the second set of plans without giving up the high-end positioning.

The brand, popularity and sales volume of the second packages are guaranteed, such as Burberry, HUGO BOSS, CERRUTI 1881 and so on.

Finally, Cui Wei Plaza took the international brand out of the West Second Ring Road for the first time.

Misunderstanding three ideas are not afraid of the old?

"Almost every day, developers are looking for me.

Every few days, developers will receive new investment proposals.

Mr. Tang, who is responsible for the selection of a well-known international fast-food chain, said.

How to get rid of the glare in many shopping centers and let businesses shine at the moment, a good concept and a good package can make business investment twice the result with half the effort.

Case: Hefei Le Cheng Shopping Plaza - the first "future supermarket" to promote investment.

Le Cheng shopping plaza, located in Jinzhai Road, Hefei, has an operating area of only more than 10 thousand square meters, but it accommodates many functions such as supermarkets, department stores, catering, entertainment and leisure. It also introduces nearly 30 brands including pizza hut, 85 degrees centigrade, Watsons and Tongrentang.

"I told the executives of these brands that we are going to open the first" future supermarket "in Hefei and even in the whole country.

Our model is very advanced and nowhere else.

We made a clear picture of their ideas, and they basically recognized me.

Therefore, the investment is relatively smooth, less than 4 months time basically completed the investment.

Wang Wei, general manager of Le Cheng Investment Co., Ltd.

What is the "future supermarket" that attracts businessmen? In fact, on the basis of ordinary supermarkets, we introduce electronic equipment, such as electronic price tags, self-service cash registers, automatic packers and wireless electronic devices, to re package the concept of supermarkets and increase consumer shopping experience.

It is this small innovation that has attracted the attention of businessmen and played a key role in promoting shopping center investment.

Misunderstanding four do not care about everlasting, only care about once owned?

The healthy investment mode should regard business people as partners and take the entire investment process as a marketing strategy for enterprises to expand the market and promote long-term marriage.

It is not advisable to regard investment as a way to accumulate wealth and regard brand business as fat sheep's concept.

Case: Baolong city square, Fuzhou, the main store will be evacuated in less than two years.

Under the banner of "the first high-end furniture scene store in Fuzhou", Merlin Baolong furniture brand center opened in Fuzhou Baolong city square in May 2007, occupying the main position of the shopping mall.

But in less than two years, in September 2008, Baolong city square first announced that the exit of the Merlin Baolong furniture center was a foregone conclusion.

In this regard, Baolong Business Management Co., Ltd., said the relevant stakeholders said that because of the rush to start business, the choice of business format is relatively hasty, making many formats unable to adapt to the positioning of the square and shut down.

In order to recover the cost as soon as possible, many shopping centers do not pay much attention to the long-term planning of the whole shopping mall, and more consider short-term benefits. Like Baolong City Plaza, they try every means to introduce various main stores to promote popularity.

Taoism culture believes that such a practice will lead to mixed business in the shopping mall and can not form a core competitiveness. In the future, large-scale adjustment can not be avoided, and eventually the market and businesses will lose both sides.

Misunderstanding five can deceive him for a lifetime?

Under the pressure of various investment indicators, investment merchants embarked on a long road to attract investment, inevitably mixed with bitter taste.

According to industry sources, in order to complete the investment targets without sacrificing rent, some businessmen in commercial real estate have adopted many industry rules to attract brand tenants.

However, with excessive exaggerated commitments as a bargaining chip for investment, sooner or later, one day it will be unable to catch up. At that time, enterprises may become avalanche and disappear instantly.

Therefore, merchants must seek truth from facts, operate in good faith, and conduct business in disorder. This will bring crisis to the healthy development of the industry.

Case: Guangzhou, new Mediterranean Hancheng, merchants will take the shopping mall to court.

"We need to build the largest Korean clothing wholesale market in Guangzhou!"

Because of this domineering slogan, more than 100 businessmen have come to Guangzhou, the new Mediterranean Hancheng.

But only half a year after opening, merchants shouted "flickered".

It is understood that the mall promised to hire more than 500 shops in the rental.

In fact, 400 of the berths were built illegally as part of the civil air defense works.

After being halted, the remaining more than 100 stalls were dismal.

The stall owners started to retreat.

They dissatisfied with the false propaganda at the store, and brought the Yuxi investment company of Shang Yuan to the court, demanding termination of the lease contract and returning the initial entry fee and deposit.

Misunderstanding six, beautiful don't need to dress up?

The old saying that "musk is naturally fragrant" is not applicable in the commercial real estate sector.

Why Wanda Plaza can be so successful? The overwhelming advertisement and the annual investment promotion conference are indispensable.

In the media industry so developed today, even if the shopping center is better, if we do not make full use of all kinds of media, especially the Internet media, we will be drowned in other shopping centers' advertising campaigns and activities.

Case: the Mixc, Shenzhen -- model competition brings together popularity.

Hermes, Gucci, LV...

Many international brands gathered in the Mixc, Shenzhen.

How did the 188 thousand square meter fashion hall be built? So we had to mention the "Huarun the Mixc 2004 elite world model contest" sponsored by Huarun group. It not only embodied the mission of the "never ending fashion T platform", but also made Shenzhen the Mixc appear in the big media such as Shenzhen satellite TV, Guangzhou daily and so on, expanding the popularity of the shopping malls, making the brand developers more confident in the strength of developers and shopping malls.