Zhongshan Trade City project investment planning report - small ding - Focus blog

 Directory  The first part of the project location  I, item analysis  Second, the project location  The second part of the market operating partition  First, the market business conditions select  Second, the market district  The third part of the total market investment strategy  a rental policy  Second, investment policies, and strategies  Third, the investment implementation strategy < ;> Fourth, investment interest point integration  The fourth part of the investment implementation plan  a formal investment of time  Second, investment work  preparations for the fifth part of the investment  ; First, government support  Second, on-site packaging  Third, the investment promotional materials for  Fourth, the use of outdoor media  V. Related documents  The first part of the project location < > First, the project analysis  1, Project Profile  2, the project surrounding  project Gao'an main commercial street north - in the mountain  project to the east Gao'an The main traffic arteries surrounding towns - Bridge Road  project south west of the residential  surrounding commercial facilities: The  High Security South Station: located in the South Bridge Road, about 200 meters away from the project for Gao'an outside the city and the surrounding towns leading to the main station in a short, lines are: high-security - Nanchang, high security - Xinyu, high security - camphor, high security - Longtan, high security - Yang Wei, high security - five bridge, high security - naphtha, high security - Jia-and high security - before the village, high security - big cities, high-security - Xiangfu.  bus lines: 2-way, Nampo - Ministry of Information - Tu Home Zhuang - with Kam Bridge - People's Hospital - Cross Street - cattle farms - Left Bridge station; 3 Road, fruit wholesale market - bus station - Ricci Hotel - Labor Building - People's Hospital - - upstream porcelain.  Bank: Industrial and Commercial Bank, located in the mountain road, about 50 meters away from the project; Credit Union, located in Zhongshan Road, Chaoyang Road, about 60 meters away from the project; Construction Bank, Agricultural Bank of China Bank, located in the Yun Quan Road, about 700 meters away from the project.  post office, TA: Spring is located in Yun Road, about 800 meters away from the project.  Comprehensive Accreditation Business Hall: Spring Road in Jun, from The project of about 700 meters.  3, the project Advantages  location advantage. in the south of the commercial sub-mature lot, surrounding a strong business climate.  scale advantages. the market, there were 592 shops, a layer of commercial area of 17500 M2, large-scale, second to none in Gao'an, easy to form the commercial agglomeration effect.  planning advantages. Although this market, there are some deficiencies in the planning, but the good transport accessibility, commercial city and the surrounding towns of radiation (South Terminal).  4, the project Disadvantage  The project is located in the eastern mountain, business climate than in the mountain West, poor business climate has weakened, gradually reduce the commercial value.  display surface less than the market. The market direction along the mountain was the original building block, only one main entrance and 18 meters wide and 10.5 meters wide, a second inlet connected with the mountain; market, along the Bridge Trade City South direction is the new building block, only a 16-meter-wide main entrance and a 11-meter-wide entrance and South Bridge Road plays the same, a lack of market entrance with open squares, lack of market display surface.  5 , project opportunities point of  a good time. Gao'an present form within the business district just south of the mountain, the rest are basically decentralized management business. And in the mountain district is not yet a large, full range of commercial business property, the project appears just to fill this market gap.  government support. This project is Gao'an key investment projects, the municipal government attaches great importance to and vigorously supports the project was listed as priorities in 2003 Gao'an works, and the use of certain administrative measures will: appliances, cooking utensils, solar water heaters, bicycles, fabric, seeds, plastic sheeting, fertilizer, fireworks, and other 9 format for .  6, the threat point of the project  negative effects of early legacy. The project operational errors early in the market left a negative impact (degree of negative impact, is it easy to remove?). < ;> progress. the slow progress of the project early, on the one hand wasting effect of pre-promotion, allowing customers to doubt the information to developers on the project have a negative; the other hand, seized the opportunity to be competitors. < > competitive threats. Currently, the project is the biggest competitor for the same Area of the At present the main project has been completed, the soft opening in December, officially opened on January 1.  around the failures. with the project across the street from the Chaoyang Gate Business Plaza's The businessmen and investors left Gao'an larger The number of households households in the surrounding mountain district (including Zhongshan Road, Victory Road, Yun Quan Road, Bridge Road) number of family businesses, a limited number of businesses, the market and the completed, the same lot number of newly added nearly 1200 shops, shops in such a large supply of the intensity of market competition is bound to achieve , to avoid the threat): Park-stop shopping ;  in the business, taxation, etc. actually may be much more support for government. for to the city government in the form of a written notice issued to support the market;  speed up the progress of the project, establish market opening countdown competitors do not give back the opportunity to achieve rapid investment purposes;  developed to ensure that the market is strong, the market management measures for continuing operations.  Second, the project location  1, the market positioning Format < > The market scale of the event, more than the number of shops to Gao'an current market conditions, defined as any of the provisions of the present government of this project is basically a single format can not fill the market, or not fully realize the commercial value. In order to facilitate the rapid start and implement a marketing program to maximize business value, we recommend that the market positioning as a multi-format co-existence of the integrated market.  2, the investment object location  according to the level of economic development Gao'an market investment and our past experience, the object of the investment market will be dominated Gao'an area, supplemented by Gao'an surrounding wealthy towns.  3, the market level positioning  to achieve commercial value, are generally high , mid-range of products accessible and affordable higher rent shops to close and enhance the value, the ideal state, we are willing to operate in the commodity market positioning, the high-end products.  but by market research, we found that the current Gao'an population is mainly agricultural population, low incomes, business level is rather backward, the market operated by commodity-based products to middle and low, even in the most prosperous business in the mountain, Victory Road, the street, and shopping malls, but also to goods in the block-based, high-end goods there is little market, the number of operating high-end commodity business is also very limited.  So, for the market positioning of our product grades that: the main products in the block, but still focus on Admission to attract high-end commodity business, in order to spur investment in the commodity block. If the operating medium and low commodity businesses are able to withstand the rent, they can not exclude middle and low commodity merchants on business investment.  4, the market image positioning < ;> General previous analysis, we will Zhongshan Trade City market image defined as:  High On Golden Circle's first one-stop shopping park  high security commercial high ground  Zhongshan Road commercial sites  ; the mountain leading shops  The second part of the market operators partition  a, the market format choice  1, Gao'an area the number of main streets and shopping malls shops Statistics  Area  Section Name  Total number of rooms  vacant number of rooms  vacancy rate  City  South  Area  domain  in the mountain < > 163  3  1.84 % Victory Road  115  20  17.39 % Yun Quan Road  ; 139  15  10.79 % Chaoyang Road  100  53  53 % high-security commercial  323 < ;> 8  2.47 % largest market for high-security fairs  106  8  7.54 % new sun wholesale < > 60  20  33.33 % Oriental Market  120  34  28.33 % Bridge Road  ; 130  20  15.38 % Mediterranean Mall  70  32  45.71 % Chaoyangmen Trade City  ; 408  318  77.94 % Snow mall  19  3  15%  City  North  Zone  domain  High Security Boulevard  308  58  18.83 % West Lake Road  185  45  24.32% < ;>  Phoenix never sleeps  165  26  15.75 % Swiss State Road  161  40  24.84% < >  North Bridge Road  266 <;>  blue sky Way  213  31  14.55 % Total Total  3561  887  24.9%  ; 2, the main streets and shopping areas Gao'an commercial activities of Statistics  Format  total  Percentage of total percentage of  Building  380  10.79%  ; clothing  372  10.56%  tobacco grocery  178  5.05%  shoes  126  3.57%  Vice Food  125  3.54%  gift shop  99  2.81%  merchandise  67  1.9%  Newsletter < ;> 63  1.79%  curtain fabric  61  1.73%  dry  55  1.56%  drugs  52 < ;> 1.47%  agricultural seed fertilizer  76  2.24%  supermarket  43  1.22%  Home Appliances  43  ; 1.22%  Stationery  38  1.08%  PC  31  0.88%  books  28  0.79% < ;> Commodity  23  0.65%  kitchen  22  0.6%  gold and silver jewelry  21  0.59%  bar  20  0.56%  Bicycle  17  0.48%  glasses  15  0.42%  video games  ; 14  0.39%  Pijuxiangbao  7  0.19%  fireworks  7  0.19%  Children  5 < ;> 0.14%  Plumbing Electrical  5  0.14%  Bedding  4  0.11%  flowers  4  0.01%  lamps  2  0.05%  restaurants  164  4.66%  Automobile  81  2.3%  ; Beauty:  60  1.7%  Motor  59  1.6%  freight forwarding  40  1.1%  studio < ;> 16  0.4%  Fire Products  18  0.5%  Farm Machinery Parts  22  0.6%  Hotel  27  0.7%  Miscellaneous  15  0.42%  DVD <; 0.28%  cafe  7  0.19%  auto repair  5  0.1%  the other operating store  97  ; 2.75%  vacant facade  887  25.18%  Total  3561  100%  3 select commercial activities Zhongshan Trade City  According to current business conditions Gao'an, the total amount of all commercial activities, the distribution of commercial activities, we will: clothing, footwear, fine jewelry, household appliances, bicycles, small appliances, food, household commodities, toys, stationery, curtain cloth, agricultural machinery, plastic sheeting seeds, pesticides and other business scope as Zhongshan Trade City.  Second, the market district  See attached map.  partition map of the market operators need to seek further focus on business advice, make the appropriate adjustments.  The third part of the total market investment strategy  a rental policy  a), the rent determined by considerations  1, the surrounding property rental situation: around the project and similar commercial property rentals.  2, location: the location, referring to the project site and development prospects of the business climate, location is also a commercial decision to one of the important elements of property prices;  3 convenient transportation: The distance from main roads, personnel, vehicles entering and leaving the convenience and diversity of choice of transport, personnel access to the fast degrees.  4, clear of: the project's frontage, is easy to find and identify.  5, matching: Market matching function can meet the needs of businesses (such as storage, exhibition center, etc.).  6, and area shops form: in terms of business is the suitability of premises , with or without waste, ineffective area.  7, the business environment: the internal market, the external business environment and market environment, customers are comfortable shopping to reach the market.  8, the parking spaces: the adequacy of parking spaces, vehicle out of convenience.  9, and management: professional management company, can make the market in the fierce market competition in an invincible position.  10, the developer brand: the developer whether there is sufficient strength, whether development or management experience of similar properties.  b), the project status of the surrounding commercial and rental  1, Zhongshan Road shops  in the second mountain is a thriving commercial business Gao'an Street, commercial activities to mid-range clothing, home appliances mainly in the mountain west connecting the most prosperous commercial Gao'an present Victory Road, and has the largest shopping malls Gao'an end of the level of rent gap is also great, by the western end of the rental shop floor up to 120 yuan / M2. months, lowest rent of commercial premises by the eastern end of the layer is only 30 M2. month.  2, Victory Road shops < ;> Victory Road, is currently the most prosperous Gao'an Commercial Street, commercial activities in the high-end clothing, leather goods, mainly shoes, some specialty stores. Victory Road, because the prosperity of the history of the section is Gao'an main roads, State Bridge, connecting Switzerland with the opening of the bridge with high security, Victory Road as a function of major roads in the mountain will be gradually, replaced by South Bridge Road, the business climate will gradually diminish. Victory Road is still the current business climate the most Gao'an strong business Street, the rent levels in the 50-160 per sector / M2. between the months.  3, high security commercial  high security commercial building located in the mountain west, is the only Gao'an large commercial buildings, commercial buildings 1-4 as shopping malls, construction area of about 2.2 million square meters, currently only 1-3 layers of business, 4th floor vacant, the main shopping business conditions as clothing, small articles of daily, stationery, toys, a total of 323 businesses. rent levels: one 83-136 yuan / M2. month, two-story 17-75 yuan / M2. month, three 13-58 yuan / M2. month.  4, Bund Jinjiang Commercial Street  Jinjiang Bund Business Street is located along the Yangtze River Road, Swiss Gao'an State Bridge and the bridge between the high-security, is the project's most direct competitors. Jinjiang Bund Commercial Street, a total of 550 shops, including a layer of 410 shops, 140 shops in the second floor. floor shops points A, B, C, D, E, F district, shops storey 5.8 m, the developer has separated the upper and lower floor of its operating storey 3.5 m, 2.3 m high mezzanine, mainly positioned as a layer of clothing shops, appliances and hybrid format; storey shop floor 3.5 meters, positioned as a leisure and entertainment business. developers starting from the middle layer of shops near the Swiss State Bridge in the west part of sales is better, basically from the shops to buy their own rental business or themselves, there is no positioning. floor shop close to the east (the high security bridge) of the sales are poor, the ongoing investment, format defined as clothing, household appliances, after conducting ���� investment sales, ���� two years, the annual return of 6%, now part of leasing clothing situation is better, some household appliances leasing conditions in general, ���� sales is not ideal.  Jin Jiang Investment incentives Commercial Street, the Bund: Bund Jinjiang Commercial Street, the original investment policy as follows: 1-3 year lease term, rent-free 3 -12 months. the current investment policy as follows: 1-2 year lease, signed a year lease to send 3 months, the actual use of 15 months; signed the lease two years, sending half a year, 18 months to pay the actual rent. all rentals are paid in a lump sum contract. In addition the developers also promise: Business tax relief a year, all departments within one year without entering checks.  Bund Commercial Street renovation standards JJ:  Jinjiang Commercial Street, the Bund rent levels: one pedestrian street that the average 40 yuan / M2. month, the average rent shops south of 25 yuan / M2. month, two-story retail rents of about 12 yuan / M2. month.  c), the item shop rental < ;> According to market research, the project in the consolidated lots, the current business climate, the situation surrounding shops and shops selling competition when price and other factors, we recommend Zhongshan City rental business:  shops in the form  Standard Rent (RMB /)  two-story shops  40  three floors of shops  45  along the Bridge Road shops  45  management fee of 0.5 yuan / M2. month.  Rental and management fee calculations as the base layer of floor area, upstairs part of the costs are not taken into account.  d), the rent policy  to develop the market attract target businesses quickly settled, we recommend that the rent of the business strategy of a unified city, a first-come, first come, first pick a good location, in practice some of the core of the regional controls the leading shops in order to leave some of influential businessmen.  a unified strategy for the rent practice in our past proved to be successful, because the market is beginning investment, most businesses will be in a wait state, a unified strategy could boost the rental business households occupying a good position first approach, I feel an advantage; after the entry of the business although the election less than a good location shops, but many businesses that have been stationed in front, confidence will increase, it will not feel disadvantaged. < ;> e), Zhongshan City shop fitting business proposal  according to business feedback, most businesses will wish to trade city Zhongshan, basic decoration shops can be. To this end we propose criteria for the decoration of shops: < > surface: a layer of ground to Fanghuadezhuan, smooth layer of cement mortar above the ground.  wall: Advanced paint whitewash.  Smallpox: Advanced paint whitewashed, with fluorescent tubes. < > Toilet: pass down the water.  Stairs: cast stairs, smooth cement mortar.  door: Advanced aluminum shutter doors.  In addition, some merchants expressed the hope that trade outside of the city than walking street between the shops to have the roof, rain and sun, prolonged sun exposure does not affect the business day.  Second, investment policies, and strategies  emerging commercial market from any opening - boom - to a reasonable level of rent are take some time to cultivate and nurture the length of time the location of the market, business environment, market size, commercial activities, the competitive environment varies.  if to give the market some of the cultivation period, The direct step to the ideal rental for business investment, in terms of the market would be approach, but because of market sentiment, short-term source is difficult to form, market tepid, the old merchants do not want to support, not entering new businesses, creating a vicious cycle.  To this end, we propose ; Fangshuiyangyu, partition and investment rules).  The second is: government support. The Government announcement set rows City, tax relief notice (or approval), to fight for one and a half to two years of tax relief. < > The third is: free period. three-year lease, rent-free for 18 months (rent-free street, along the Bridge Road, six months). sign-income deposit, a rental income every six months, that is free of the first year, the first BY 1 / 2 of a half-yearly rents received for the third year one every six months at the standard rental income.  The fourth is: management of post-market. As the saying goes, businesses not only to recruit them, but also for businesses , also requires a certain investment in publicity and promotional costs.  so we recommend that developers build a professional business management companies; also recommended that the developer committed to invest in the market, 100 million three years before opening the business promotion expenses, for promotion of the market, promote business, commercial approach to enhance business confidence.  Third, the implementation of investment strategies  to avoid sales information: sales price to merchants in order to avoid the interference of the positive impact of the lease, we not to mention when the breach in the investment sales, all promotional materials (including on-site packaging and outdoor advertising) are avoiding sales information. If the customer asked to buy a shop, we speak with one voice: companies have not yet determined; rental shops business shops on the lease have priority and price concessions, the company decided to sell advance notice when you approach business priority to buy. ) Priority Investment: Setting certain concessions (such as rent-free for 20 months), targeted mainly stationed in selected format in the 5-8 home key brand business (large) to negotiate, conduct business investment priority for the brand, enhance the other in households, retail investment appeal.  Investment Information Release: The Merchants of outdoor advertising posters and targeted delivery of investment information is passed to the business.  Zhongshan City, China Merchants Trade news conference: BOOK 800 around the conference hall, the use of invitations and gifts will be invited to the target business, to pass through the press conference, measures and determination; business representatives agree that the market ; Objective: To explain the business concept, Zhongshan City, business, business opportunities, through workshops to expand trade city of Zhongshan, and the use of government influence, leading businessmen of the appeal, other businesses moved in a firm confidence and determination, and to carry out investment.  Date: 26 August an initial implementation.  Developer: Yao total  business representatives: the intention has been to achieve a leading business approach  target businesses : letter of invitation to selected markets by inviting businessmen format.  Special Guest: the municipal government leaders in government, City Economic and Trade Commission leadership, the leadership of Commercial Bureau, business tax ranking leadership, technical supervision of the Lead, business celebrities.  Media Support: High Security TV reporter.  Location: To be determined (the developer to contact)  public investment: the first 3 days after the press conference for public investment, the Shop before the election, agreement Gao'an 78 million people do business. male high-security central business district from the supreme location, and Gao'an 78 million people do business.  big market big business success .4 million square meters of commercial scale, bringing together the most viable a variety of commercial activities, complement format, easy to have a strong effect of the business together, to provide to. rent-free year and a half, two years free of industrial and commercial taxes, greatly reduce the business cost of doing business, cost reduction is to make profits.  to help expand your business to help your brand started . Zhongshan Trade City opened three years before developers invest 1 million yuan marketing expenses, comprehensive approach to the business market and publicize the business of helping big business, the brand started to help businesses.  new Bridge brings new business opportunities. benefit from the Swiss State Bridge traffic, people driven, achievement of the Victory Road State Bridge, traffic control, victory road traffic, people declining business climate also will be gradually reduced. due to the high security bridge to replace the function of the bridge Swiss state has become increasingly evident, more and more high traffic and pedestrian safety through the bridge between both south, north , Bridge Road and Zhongshan Road East to highlight the growing business opportunities, achievement of the Snow mall, the new wholesale market and other large commercial Chaoyang, Bridge Road to replace Victory Road, Zhongshan Road east than west of the business environment will become an inevitable trend.  ; 2, Zhongshan Trade City Advantage  Gao'an first , dozens of commercial activities and other commodities, with thousands of products, fully meet the Gao'an at the core shopping district - central location in the mountain district, 4 million square meters of market size and modern layout, called Gao'an business leader.  Gao'an first commercial pedestrian street has two business City. Zhongshan city business two 16 meters wide, 250 meters long and 100 meters of commercial pedestrian street, and recreational center of 1100 square meters square, so that consumers in the shopping and leisure, leisure shopping, which greatly improved the quality Trade City and the shopping environment.  Gao'an the only two gold channel junction is located in the business city. Zhongshan is located in Commerce City, Gao'an main commercial street ; Bridge Road floor shops, businesses rented floor storefront, upstairs the second floor, to give tenants free use of three shops, businesses can operate according to their own needs, as the upstairs shop store operation, use or residential use as a warehouse. < > Fifth, investment promotion slogan  Gao'an first one-stop shopping park  zero rent to seize the commanding heights of the high security business  zero rent to the king to seize the business in the mountain  a rent-free and a half years to earn the gold you  Rent a layer, to send a layer of  the fourth part of the investment implementation plan  I, Trade City opening time  according to the requirements and development of business operating business commitments, Zhongshan City business will be set in January 1, 2004 officially opened. market businesses need to be given to opening some of the decoration, through discussion, the developers agreed to spend a month as a merchant's decoration. Therefore, we can play when external propaganda slogan:  Dec. 1 entry decoration, January 1, would definitely open for business!  If it is not opening on time, developers promise an unconditional refund of the deposit commercial rental shop, Shop to enhance the confidence of commercial tenants.  Second, the official investment of time  taking into account the competitors (Bund Jinjiang Commercial Street) of the investment schedule, seasonal business operating, project progress, and retail sales and other factors, we will on August 28 as the city of Zhongshan, public investment business days. All are investment work at around the time for public investment arrangements.  Third, the investment of work  work content  ; completion time  head  Market survey  7 14 - 20  New De  Date  New Dean, developers  promotional materials, on-site packaging, outdoor advertising design, final  8 January 7 - August 18  Advertising, New Delhi An, developers, or developers commissioned new advertising company De  key brand business investment negotiations  8 10th Dec - August 26  New De  ; marketing materials produced on-site packaging, outdoor advertising done  August 19 - 23  developers, advertising companies  Investment Gifts (800 ,20-30 / copies) for  August 19 - 25  developers  Investment news conference scheduled venue, the Government invited the relevant part of the leadership of  20 August  Development Business  business invitation, investment information delivery  August 24 - 25  New Dean, the staff of investment  Zhongshan City, China Merchants Trade press conference  ; August 26  developers, the new De  public investment at  August 28  Investment Office staff  Fourth, the scope of investment shops  ; Zhongshan City has not sold retail trade, shops have been sold as an investment range not considered to be marketing control.  preparations for the fifth part of the investment  First, government support  Please municipal government to come forward Investment news conference in the statement that the Government of Zhongshan City, the support of trade;  implementation of the .