What does the commercial real estate investment specialist do in the early stage? Industrial park, why does it sound like an industrial park?
To sum up, there are two tricks to attract investment: one is to know yourself, and the other is to know yourself.
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Personally, I think it is the basic skill and the way to get started as a good investor, including three points: be diligent when relaxing (by the way, be diligent when relaxing)
1, communication, self-packaging-such as knowledge, image, manners, social etiquette, speech, self-cultivation and other minimum elements must be possessed;
2, change, the exercise of basic skills-the exercise of thinking ability, the most important thing is the ability to respond and adapt, which is the most important first quality ability of investors, followed by good analytical ability and psychological state;
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3. Diligence and accumulation of resources-the biggest skill and know-how for attracting investment is actually here. Being familiar with your customer resources and industry characteristics is easier said than done. Legs, hands, mouth and brain are needed to collect and sort out information extensively. There are no shortcuts, no weeds, no essence, all of which are accumulated and accumulated, which is the most important second quality ability to attract investment.
What is investment promotion? What is commercial real estate investment promotion? Problems and characteristics of commercial real estate investment promotion
Commercial real estate investment has the characteristics of clear priority of target merchants, large difference between rent and lease period, long investment duration, great difficulty and high technical requirements. The head office has a long lease and low rent, while the small and medium-sized stores have a short lease (generally three years) and high rent, which is often 3 to 10 times that of the head office. It takes a long time to attract investment. For general commercial real estate projects, it always lasts from the combination of commercial formats to the opening. After opening, merchants are often adjusted. Generally speaking, it is difficult to recruit full projects without half a year. From the first talk about the head office to the signing of the contract, it will take six months at the earliest. It is difficult for the head office to grasp the project, and the number of chain stores is not enough now. After the liberalization of the retail industry, the situation has improved. Investment promotion is a manual work, which needs to be done one by one. We don't advertise for investment now, but talk about it one by one. We must be patient.
Problems existing in commercial real estate investment.
First of all, it is difficult to attract investment, where is the difficulty; The second is what merchants to recruit into the store and how to determine the rent and sign the lease.
Judging from the reluctance of merchants to enter the market, first, this place is not good and has no investment value; Second, there are other projects to talk about, but I am not sure about this project (of course, this may be caused by the project itself); The third is that the project can be done, but it is not suitable; Fourth, I think the project is good, but I just can't get in, maybe it's too expensive or other conditions are too high.
The difficulty in attracting investment cannot be completely attributed to the lack of investment promotion, but the lack of pertinence of the project and the inaccurate grasp of investment promotion. Therefore, only by considering the problem from the perspective of merchants can we be more targeted and have a higher success rate. What kind of merchants are recruited into the store seems to be the job of attracting investment. In fact, the core issues also include the basic positioning of shopping centers, because each positioning will be aimed at different merchants, such as design ideas and business ideas. In addition, there are still many projects, who are invited for high rent, although there are very few now. Most commercial real estate projects have complete commercial and brand planning. What merchants to recruit into the store determines what to sell in the future, how to sell it and who to sell it to.
What is the difficulty in determining the rent? We all hope to realize high rent or withdraw funds as soon as possible, but there is still a market cultivation problem that cannot be ignored; Merchants hope that the rent will be low, and if it is too high, they will leave. In fact, many projects now have different views on rent from the beginning. In addition to those big brand stores, many businesses are not very accurate in judging the rent standard. We have also discussed with the bosses of chain stores in Shenzhen, and many of their judgments on site selection are very intuitive. At present, the rent of many projects may be very high, but it is more important to see whether they can continue to operate, not the current rent, but the rent after two to three years, when the rent will be basically stable.
There are three stages in attracting investment, one is satiety, the other is stability, and the third is prosperity. After three years, under normal circumstances, there will be an annual adjustment of 5%. The initial rent does not mean that it will be like this in the future. On the contrary, it is to recruit some good businesses to make the business prosperous for a long time. Rent strategy includes overall price, rent form and lease time. Now, except for the main stores with large areas, the lease period of general stores is three years, during which there will be great changes, or the rent can be slightly raised after three years. In fact, big stores are also very risky, and they will leave if they don't do well.
The second is about leasing. Some projects are favored by merchants, but they are always unwilling to sign contracts or turn over in a few days, among which the problem of leasing accounts for a large part. The problem with the lease now is that developers are unwilling to sign it, hoping to get more benefits. It is conducive to making the lease clear and the developer will gain the trust of the majority of merchants. Another reason for not signing a lease is that developers don't pay enough attention to the contract. Many things are often omitted in the contract, and many superficial things are not reflected in the contract. These contents are often encountered. Developers are basically pursuing simplification, as long as businesses can pay enough rent every month, and developers don't want to make it too complicated.
What can Sina Commercial Real Estate Investment Center do? The core business model can be divided into three parts:
1) online service: online publishing of brand merchants' expansion needs and business project investment information through Baidu brand zone, Sina homepage and China real estate e-commerce service website EJU platform;
Specifically, it includes: the release of Sina homepage information; Baidu brand regional promotion; EJU real estate e-commerce portal promotion; Sina commercial real estate homepage recommendation; Le Shang electronic newspaper EDM direct delivery; "Le Shang" and "Commercial Real Estate Watch" magazines reported.
2) In-line service: provide consumer market research information through commercial real estate professional database, provide commercial competitive environment analysis through commercial real estate project diagnosis, import music chamber brand merchants through China Music Chamber merchant database, provide professional consulting service through 400 professional call center, and import massive commercial project information from Sina Merchant Center project database;
Specifically, it includes: opening the electronic investment channel of Sina Investment Promotion Center; CRIC professional commercial real estate database support; Ke Rui professional business project diagnosis service; 400 telephone to provide professional investment consulting services; Database marketing, SMS group sending.
3) Offline service: Online and offline demand docking, so that developers and brand businesses can negotiate and sign contracts.
Specifically, it includes: China Commercial Real Estate Job Fair; Merchant tasting group (cum project tasting meeting); DFOM Commercial Real Estate Annual Meeting; Master salon; Presidential salon.
Commercial real estate investment process, commercial real estate investment strategy 1, commercial project department conducts market research and target customer analysis; 2. Determine the investment target; 3. Determine the business model: investment management; Entrusted operation; Lease operation; Direct operation; Virtual management; 4. Formulate preferential investment strategies; 5. The Business Project Department shall implement the monthly plan of customer investment promotion; 6. The investment promotion supervisor should make the plan of customer investment promotion week; 7. The customer administrator files the customer data and prepares the investment data; 8. The investment supervisor develops, visits and contacts the target customers; 9. The Commercial Project Department classifies customers and determines the key points; 10. The commercial project department arranges preliminary negotiation between the customer and the developer, and fills in the merchant registration form 1 1. Business project department is responsible for the communication and negotiation between customers and developers; 12. Both the developer and the customer determine the cooperation object, sign the letter of intent for investment promotion and pay the deposit; 13. Communication, negotiation, scheme modification and approval among commercial project department, developers and customers; 14, the developer and the customer formally signed an investment agreement;
Commercial real estate investment planning Commercial real estate investment planning Shangge name investment positioning
I. Overview of Zhuzhou
1, city profile
Zhuzhou is the largest transportation hub in the south of China, bordering Guangdong in the south, the Yangtze River in the north, Shanghai, Jiangsu and Zhejiang in the east and Bashu and Yunnan and Guizhou in the west. It has a good reputation as an economic link city connecting East China, South China and Southwest China. Beijing-Guangzhou, Zhejiang-Jiangxi, Hunan-Guizhou three railway trunk lines, 106, National Highway 320, Beijing-Zhuhai Expressway under construction, and Shangrui Expressway to be built by the country meet in the urban area.
Zhuzhou now governs Yanling, Chaling, Youxian, Liling, Zhuzhou, Truffle, Shifeng, Tanghe, Tianyuan and National High-tech Industrial Development Zone, with a total area of 1 1400 square kilometers, including 450 square kilometers in the urban area. The total population is 3.7 million, including 700,000 urban residents. Machinery, metallurgy, chemical industry and building materials are the four pillar industries in Zhuzhou. Zhuzhou has more than 50 kinds of domestic leading products, of which 1 1 has the highest output and 9 kinds have the highest export volume. For many years, it has been the first in Hunan Province to earn foreign exchange through export, and it is one of the 33 comprehensive export commodity bases in China. Zhuzhou has a strong comprehensive economic strength. In 2006, the city's GDP exceeded 60 billion yuan, reaching 60.53 billion yuan. Per capita GDP 16526 yuan.
2. Overview of Tianyuan District
Zhuzhou High-tech Industrial Development Zone is a state-level high-tech industrial development zone approved by the State Council on 1992, located on the west bank of Xiangjiang River in Zhuzhou City, with a total planned area of 35 square kilometers. After more than ten years of construction, Zhuzhou High-tech Zone is changing with each passing day, and has developed into a modern high-tech new city with scientific and reasonable planning and layout, complete infrastructure, rapid development of high-tech industries and orderly management of social undertakings. In 2004, it was rated as "Top Ten Honest and Safe Zones for Investment Environment in Hunan Province" and "Top Ten Harmonious Administrative Demonstration Zones in Hunan Province" in 2005. By the end of 2005, there were 898 enterprises in the whole region, including 29 high-tech enterprises 17 (which have successfully applied for the national "863" project), 68 foreign-funded enterprises and 8 listed companies, forming four high-tech industries: new materials, optical, mechanical and electrical integration and biomedicine. In 2005, the regional GDP was 9.7 billion yuan, the total industrial output value was 23.8 billion yuan, and the fiscal revenue was 697 million yuan, ranking 35 th among the 53 high-tech zones in China.
3.2006 economic overview and consumption hotspots
The total retail sales of social consumer goods in Zhuzhou exceeded 20 billion yuan, reaching 20.85 billion yuan, a year-on-year increase of 15 1%. After deducting the price increase factor, the actual growth is 13%. The retail sales of consumer goods in urban and rural areas reached 654.38+0.294 billion yuan and 796.5438+0 billion yuan respectively, increasing by 654.38+06.4% and 654.38+03% respectively. The catering industry and the wholesale and retail industry grew strongly, achieving operating income of 25 1 100 million yuan and1799 million yuan respectively, up by 16.9% and 15.0% respectively.
Second, the project overview
Shangge City is located in the southeast of Zhuzhou Sports Center, with Zhuzhou Avenue in the south, Xiangjiang River in the north, Shifeng Park opposite and Lushan Road in the west. There are 45, 18, 59 and so on. The famous city of Shangge covers a total area of 800 mu, with a total construction area of nearly10.2 million square meters and a total resident population of more than 30,000. Commercial area 18.54 square meters, ordinary commercial area 10.54 square meters, comprehensive commercial area of 40,000 square meters, hotel office area of 40,000 square meters, kindergarten area of 6,000 square meters, guild hall area of 10000 square meters and primary school area of 2 10000 square meters.
Third, market positioning.
According to the survey, the total retail sales of social consumer goods in Tianyuan District in 2006 was 6543.8+275 million.
Yuan, accommodation and catering industry 1 100 million yuan, wholesale and retail industry as the main consumer, respectively, 36.65438+0 million yuan and 892 million yuan, Tianyuan District's per capita GDP is 26.4 1. 1 yuan, with strong consumption power.
The first stage is mainly to meet the needs of community residents and form a small scale.
Community businesses include restaurants, supermarkets, convenience stores, smoking hotels, laundries, teahouses, sports and fitness.
In the later period, with the rolling development of housing, shopping areas featuring entertainment, leisure and shopping were formed, such as specialized shopping areas such as women's areas, children's areas and bar sports areas, and merchants supporting the life of various communities were reasonably introduced into the area.
Specific business positioning of Phase I:
Building 4: home improvement company and home furnishing industry.
1 1, 12, Floor 1, Floor 1: living supporting area.
12 and 13, the first floor below: shopping area.
The second floor of 1 1, 12, 13: large-scale catering, internet cafes, fitness and other commercial institutions with an area of over 500 square meters.
/KLOC-Building 0/5: Boutique Business District
Fourth, SWOT analysis of enterprise positioning
1, advantage analysis
1, it is easy to attract investment in the early stage, and merchants have low requirements for store adjustment and related policies.
2, less capital investment, only a small amount of media advertising and material production costs.
3. The market capacity is large, and the dominant consumer population relying on Shangge Residential Group exceeds 30,000. With the continuous development of surrounding real estate projects, the occupancy population will continue to increase, and the invisible consumption population will reach more than 65,438+10,000.
4. There is no formed business circle around, and our business circle can form a strong market aggregation effect, creating a high-grade, high-quality modern consumption management concept and consumption place different from the original consumption concept of community commerce now. In the transformation of old and new consumption concepts, this project has attracted the attention of modern consumers.
At present, most merchants in the market are paying attention to merchants, and most of them are brand merchants and attractive merchants.
2. Analysis of disadvantages
1, the project development cycle is long, and many business households and investors hold a wait-and-see attitude.
2. The traffic is poor. At present, only 59 bus lines, 18 bus lines and 45 bus lines pass through this project, so the commercial radiation range is small.
3. At present, the three major consumption places of Zhuzhou consumers are downtown business circle, truffle business circle and Hexi Xinyijia business circle. This business circle has disadvantages in business atmosphere, brand, scale and transportation.
4. The vacant commercial space in Zhuzhou is very high. In 2006, the vacant area of commercial buildings was 74,000 square meters, up 16.3% year-on-year, and commercial real estate was in a state of oversupply.
3. Market threats
1. Xiangyin Real Estate is under construction1000m commercial center facing the street.
2. The spring of Lushan Mountain, the romance on Lushan Mountain, with the approach of urban landscape engineering, it is expected that the first phase of residential delivery this year, shops can also be delivered at the same time.
Five, the principle of attracting investment
Carry out the basic principles of "two highlights and four priorities"
1, two key points
1. Focus on introducing influential and powerful commercial organizations in the city to join and cooperate.
2. Focus on attracting famous merchants, enterprises and famous products.
2. Four priorities
1, factory priority: factory direct sales cooperation gives priority to contracts;
2. Brand priority: domestic and foreign brand priority;
3. Exclusive operation priority: the priority of exclusive operation of brands in this region;
4. Special projects are preferred: commercial organizations with special business projects are preferred.
5, the lease area of 500 square meters or more priority introduction.
VI. Key investment targets
1, mainly brand manufacturers in clothing;
2. Well-known commercial organizations in the city and province, such as sports time and space, sunshine foot bath, etc. ;
3. Regional brand agents with rich marketing experience:
Seven. Investment promotion policy
1, the rent does not increase, and the rent for the last year is the standard rent, which is implemented in previous years.
Real estate marketing planning scheme.
Real estate marketing planning copy-please click:: room policy. /article/index.
Free download of real estate planning scheme-please click:: fangce. /soft/index.
How to attract investment for commercial real estate can make a leaseback agreement according to the quality of lots. The landlord's problem should refer to commercial retail (developers sell commercial real estate to small owners). Remember unified management and promise a return of not less than 8% within three years. The general practice is as follows:
First, the head office: it must be on the first floor. Although its rent is not the highest, it can attract people, enhance popularity, and increase the bag carrying rate and consumption. For example: Apple flagship store, ZARA, UNI Uniqlo, etc. . .
Second, look at the location and location to do a good job in product positioning: whether to introduce international first-class brands or second-rate brands. Or: small commodity wholesale market, which can be a consumer group in the mid-range market.
Third, combine commercial facilities such as restaurants and supermarkets.
The above is the analysis of business format. I suggest you find a professional commercial real estate planning company to do overall planning and commercial operation. They have merchant resources, can engage in investment promotion, and can coordinate the relationship between developers, tenants and owners (rented houses). It also provides consulting services for the operation management companies after the commercial opening in the future, and provides all-round professional services such as prophase, construction, operation and commercial property management ~ ~
How to rent back: after delivery, enter the renovation period, choose the auspicious day of the ecliptic to start business, unify the business model, and make the first year (operation and maintenance period) transition smoothly. Operating companies need to plan publicity activities in festivals, the second year (growth period) and the third year (development period). There are many successful cases in the specific business model market, such as Beijing Xidan Joy City, Shoudi Grand Canyon and Shenzhen Huarun Yongzhen City.
When businesses start to make money, they can adjust their brands and formats. At this time, they will refund the rent, and businesses that disagree will quit, change businesses again, and talk to small owners about renewing their contracts.
There are two situations of leaseback, one is to renew the contract with the small owner, and the other is to renew the contract with the merchant or change the merchant.
Commercial real estate investment commission system 1, salary: basic salary+commission;
2. Investment performance refers to the signing of a lease contract by both parties, and the lessee pays the fees payable for the leased property;
3. The commission is calculated after tax, and the company is responsible for tax;
4. Commissions are divided into public servants and private servants.
1, basic salary (basic salary after full employment, including all subsidies)
The basic salary of the general manager, business management manager, planning supervisor, investment supervisor, investment clerk, operation specialist and investment specialist of a commercial company: according to the standard stipulated by the company's existing establishment and administrative level salary system;
(Hiring local people in the project area can be appropriately adjusted according to the local income level);
2. Commission percentage
General manager of commercial company: servant-responsible for investment projects and contents, and drawing 20% of the total investment performance in the current month;
Manager of enterprise management department: servant-according to the investment projects and contents he is responsible for, 8% of the total investment performance of the month is accrued;
Planning supervisor: servant-2% of the total investment performance of the project in the current month;
Investment promotion clerk: According to the corresponding salary standard of the company's civilian staff, you are not eligible for the commission reward scheme of investment promotion business.
Four, investment promotion personnel commission provisions
The investment promotion work can be roughly divided into two stages according to the order: one is the investment promotion stage of the head office and the second head office; The second is the stage of comprehensive on-site investment promotion. According to the industry standard and the actual situation of Sanmenxia project, the entrustment scheme is as follows:
1, comprehensive on-site investment promotion stage commission commission rate standard
Investment promotion supervisor/investment promotion specialist: decompose the investment promotion tasks and set the standard assessment base according to the total amount and difficulty of the project.
(1) Director of Investment Promotion:
Servant-3% of the total investment performance of the project in that month;
Personal servant-calculated according to the total personal investment performance of the month, the base is xxxx yuan per month;
A. The turnover in the current month is less than xxxx yuan, and the percentage of commission is10%;
B, the monthly turnover of xxxx yuan, the percentage of commission15%;
C, the monthly turnover reaches more than xxxx yuan, and the percentage of commission is 20%;
(2) China Merchants Commissioner:
Civil servants-2% of the total investment performance of the project in the current month ÷ the number of investment specialists;
Private commission-the commission rate is the same as that of the private commission of the investment promotion director;
2, the main store and the main store investment stage commission commission standard:
Commission standard for head office and deputy head office:
1) The contract of the head office is concluded (the actual investment promotion work has been completed after the contract is signed, sealed and the deposit is paid), but since it has not been officially opened, the implementation of the contract terms needs to be followed up, so the commission can be implemented in the month after receiving the deposit, but only 80% of the total commission should be paid, and the other 20% will be paid to the merchants within one month after opening;
2) The commission accrual standard for public servants shall be accrued in accordance with the corresponding proportion that individuals should enjoy as stipulated in the above-mentioned "Standards for Commission and Commission in Comprehensive Site Investment Promotion Stage";
3) The personal commission (that is, the personal commission of the chief negotiator of the contract, the person in charge of investment promotion and the manager of the business management department) is accrued as follows:
Personal servant-calculated according to the total personal investment performance of the month, the base is xxxxx yuan per month.
A. The monthly turnover is less than xxxxx yuan, and the commission ratio is10%;
B, the monthly turnover of xxxxx yuan, the percentage of commission15%;
C. The monthly turnover is xxxxx yuan, and the percentage of commission is 20%;
(Remarks: Due to the characteristics of investment promotion of the head office and the deputy head office, the monthly task assessment base is different from the on-site comprehensive investment promotion stage, and the average monthly task base is much smaller. Xxxxx yuan is the reference base, which can be adjusted according to the actual situation of the project. )
Verb (abbreviation of verb) commission payment time
The business performance of the investment promotion personnel in the current month shall be counted by the investment promotion supervisor at the end of the current month, reviewed by the manager of the project business management department, verified financially, submitted to the general manager of the commercial company for approval, and paid together with the salary of the current month.
Supplementary explanation of intransitive verbs
1. For the calculation of servants of all merchants, if a new employee joins, who has been employed for less than 30 days in the current month or left in the current month, the servant to which the employee belongs will not be counted.
2. If any investment promotion personnel leave the department, the commissions (public servants and private servants) generated by them will be paid to the investment promotion department in the form of public servants for reasonable distribution.
Support Annex I: Description of Commission Calculation Proportion
1. Select the description of general commission target:
According to the current management measures for contracted merchants to pay rent in the industry, the rent paid by ordinary merchants is a one-time three-month rent. According to the current investment commission, the investment project rent is generally 1.5-2 months, so the total target is 50% of the contract transaction rent.
2. General Manager of Commercial Company/Manager of Business Administration Department/Planning Supervisor:
The job functions of the three positions determine the overall investment progress of the promotion project, so the commission is only extracted from the total contract rent. Considering job responsibilities and contributions, the general manager draws 20%, the management manager draws 8% and the planning supervisor draws 2%.
3. Director/Commissioner of Invest Hong Kong:
3% and 2% of the total contract rent are paid to the supervisor and the Commissioner as rewards respectively, and the other 15% is used as the assessment coefficient to motivate the investment inviting personnel.
Annex II: Description of calculation method of performance base of paving rent
The area to be completed by the department every month = 70 months of the total construction area during the investment invitation period.
Completed area per person per month = completed area per month ÷ number of investors (supervisor+Commissioner)
Completed amount per person per month = completed area per person per month ㎡× average rent of xx yuan/㎡.
The amount that each person needs to complete every month is the base of xxxxx yuan performance appraisal every month.
Annex III: Description of calculation method of performance base of main stores
The monthly area to be completed by the department = 70 months of the total construction area of the head office during the investment promotion period.
Completed area per person per month = completed area per month ÷ number of investors (supervisor+Commissioner)
Monthly completion per person = monthly completion area per person ㎡× average rent of main store xx yuan/㎡.
The amount that each person needs to complete every month is the performance appraisal base of the head office of xxxxx yuan per month.
What are the ways to attract investment from commercial real estate? Commercial real estate investment is as follows:
1. Business Project Department conducts market research and target customer analysis;
2. Determine the investment target;
3. Determine the business model: investment management; Entrusted operation; Lease operation; Direct operation; Virtual management;
4. Formulate preferential investment strategies;
5. The Business Project Department shall implement the monthly plan of customer investment promotion;
6. The investment promotion supervisor should make the plan of customer investment promotion week;
7. The customer administrator files the customer data and prepares the investment data;
8. The investment supervisor develops, visits and contacts the target customers;
9. The Commercial Project Department classifies customers and determines the key points;
10. The commercial project department arranges the customer to negotiate with the developer to fill in the merchant registration form.
1 1. The commercial project department is responsible for the communication and negotiation between customers and developers;
12. Both the developer and the customer determine the cooperation object, sign the letter of intent for investment promotion and pay the deposit;
13. Communication, negotiation, scheme modification and approval among commercial project department, developers and customers;
14, the developer and the customer formally signed an investment agreement;