What are the specific contents of the seven principles of project investment? Zhongda Consulting will answer them below.

Countless people’s efforts, emotions and money are poured into every project.

1. Recruit investment for anchor stores first

Learn from the commercial real estate "order model" of Dalian Wanda and Shenzhen State-owned Investment Corporation, and cooperate with supermarkets, building materials, department stores, electrical appliances, cinemas, amusement parks, etc. Well-known anchor stores in the industry have formed strategic partners to join forces to jointly expand and expand:

First, joint location selection: Each anchor store has its own location requirements. The requirements are different in each city. Therefore, it is best to take the regional managers of the main store to inspect the store site before acquiring the land. Only after the intention is clear and confirmed in writing can the planning and design begin. Use the international market investment vision of major anchor stores to conduct project evaluations to avoid investment risks and avoid blind development. Select the appropriate business format based on the project address and scale, and initially confirm the location of each business format's main store.

Second, technical docking: Determine the special requirements for each main store’s location, area, height, power, load, entrance and exit, transportation system, supporting facilities, etc., and send professionals to each strategic partner The personnel will conduct technical docking with our planning and design department, and then formally sign a confirmation letter on the technical issues for tailor-made design.

Third, rent first and build later. After signing a lease with an anchor store, at least sign a letter of intent before investing.

2. Tailor-made professional business planning

Professional design planning can maximize the overall function of the shopping center to create high added value. Designers cannot only provide useful opinions from the perspective of architectural structure, but should also pursue the maximization of commercial value functions from a commercial perspective. Therefore, a professional design institute with rich experience in shopping mall design is the basic condition for the project to have a competitive advantage:

First, the flow of people and vehicles. This is the first element of design. The route design should enable people to identify the direction and find the location easily, so as to promote the maximum use of various functions of the mall and avoid dead ends.

Second, visual transparency. On the whole, the more stores you see, the better, the more it can stimulate people's desire to buy, and it can effectively guide consumers into various functional areas. For individuals, the wide facade, shallow depth, transparent kitchen windows and other requirements required by the shop have a great impact on the realization of the value of a single shop.

Third, technical standards for various business formats. Different business types have different requirements for shop operation, including specific requirements for load, electricity, floor height, oil fume ducts, etc. Therefore, the engineering and technical needs of regions divided by business types must be met.

Fourth, the overall functions and supporting facilities of the shopping mall. The overall design of the shopping center should fully consider its commercial value, such as the matching of the overall image and the positioning of commercial projects, the design of arcades and awnings along the street, garbage transfer stations, overall central air conditioning, and the expansion of public display open space. Daylighting, installing new signaling devices such as direction and parking signals, adding electronic computer systems, security monitoring systems, providing additional access to the parking lot, etc., to facilitate consumers and increase the added value of the mall.

3. Only rent but not sell or sell and rent back

Business planning and integration after the store is sold can neither guarantee the integrity of the operation nor the effectiveness of the operation. sex. The root cause of many problems that occurred in the later stages of the project was the inability to achieve unified operation and management. Many owners and businesses worked independently, making it difficult to coordinate and unify. The division of business types planned in the early stage could not be realized due to the owner's own operation. The shops along the street and main blocks could not play the role of image display and leadership, which greatly reduced the overall image of the project and increased the difficulty of management. Therefore, the suggestions are as follows:

First, focus on obtaining long-term stable cash flow, only rent but not sell, use the sales income of residential or supporting office buildings and apartments to relieve part of the cash flow pressure, or look for overseas REITS funds .

Second, if it is temporarily impossible to only rent without selling, the form of leaseback will be adopted. At least one floor or storefronts along the street, main blocks and important joints must be leased back to provide support to the merchants who settled in the early stage. , in order to achieve point-to-point and ensure unified management.

4. Release water to raise fish, promote operations, consider long-term, and set aside funds

Generally speaking, commercial projects must have a three-year cultivation period, at least two years. On the one hand, the rent-back form is used to provide a certain period of rent-free support to merchants based on the current market conditions, so that all merchants can open for business; on the other hand, a certain amount of operating and management expenses are invested to continuously publicize and hype the early operations of the mall, so as to gradually attract It attracts more consumers and brings confidence to owners and merchants. Therefore, it is recommended that a long-term consideration should be given, and part of the sales should be reserved as a later-stage operation and management fund in the early project budget. Only after the market cultivation period has passed can we usher in a smooth road to the sun.

5. Early intervention of the operation and management team

How to operate and manage is the focus and difficulty of shopping mall operation. If the operation and management team can be involved in the early stage of the project, based on long-term operations, the overall planning and publicity, event planning, resource integration, joint promotion, advertising and signboard management, unified operation of public areas, unified management of parking lots, etc. Management, long-term planning, and systematic arrangements can give full play to the overall function of the project, so that many stakeholders can be coordinated and promoted together.

6. Advertising signs and moving guide systems

According to reports, 50% of the total revenue of some shopping malls with good operating efficiency comes from advertising and display space revenue. Advertising signboards play a vital role in displaying and promoting the overall image of a shopping mall; on the contrary, if the advertising signboards in commercial plazas are not based on long-term business purposes but are built at will only to obtain short-term profits, the overall project image will be compromised. It will be greatly reduced. Therefore, it is best to have the right to achieve advertising results in the hands of the management company, based on the overall project and long-term operation. This can not only be used as a preferential measure to attract supporting brand merchants, but also provide considerable benefits for subsequent operations. In addition, advertising signs, moving line guide systems, etc. should be designed by international professional companies, which will definitely play a multiplier role in the overall function and image of the mall.

7. Overall acceptance and unified opening

The final stage of the project is also the initial stage of shopping mall operation and management. Therefore, the overall acceptance and unified opening play the key link. effect. Various supporting projects of the project must be completed as timely as possible. In particular, municipal supporting projects must do government public relations work in advance. Timely completion of project projects, overall engineering, fire protection acceptance and unified opening can avoid many problems for subsequent operation and management. Therefore, on the premise that the project is guaranteed, it is essential to organize a unified opening, at least for the area, and to do a lot of publicity and hype for the opening.

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