Chapter I Overall Positioning of the Project

I. Preliminary communication summary

Second, the overall positioning of the project

Third, the functional orientation of the project

Chapter II Orientation of Commercial Format

First, the reasons for positioning

Second, the format positioning

Chapter III Positioning of Business Names

First, the positioning of the business case name

Second, the interpretation of the Expo city.

Chapter IV Orientation of Management Functions

First, the existing management model.

Second, the functional orientation of logistics management in Jin Run

Third, modern management system.

Chapter V Positioning of Business Types

First, the theme of logistics positioning

Second, the positioning of business types

Third, positioning planning

The second part of the investment strategy

Chapter I Overall Strategy of Investment Promotion

Chapter II Establishment of Investment Stage

Chapter III Investment Promotion Work Schedule

order

Commercial property is the property form with the highest economic value in the real estate industry. In the dynamic economic environment, commercial real estate is exhausted and active, and high returns stimulate great development. And the difficulty of operation increases the risk. Let commercial real estate quit? Hot? Where to? Can it be hot? The transformation needs to analyze the big property environment, combine with the project itself, and overcome the risks of the castle step by step.

The arrival of the store era has catalyzed the competition in the commercial market and accelerated the prosperity of urban commerce. Emerging business districts have challenged traditional business districts. With the acceleration of urban transformation and the in-depth promotion of the concept of shops, the situation of downtown business district and commercial district in Hongcheng market has been broken, and Xiangjiang and Hongshunde have emerged one after another. If this project wants to occupy the commanding height in the fierce commercial war, it is necessary to do every link of the work well, and attracting investment is a key link in the work circle, and whether it can win or not is related to the strategy of the sales war.

To do a good job in attracting investment, we must have a good investment strategy to guide. What is our investment strategy? Call again if you win? Under the grand strategy, all the work links are interlocking, do a good job? Win? After work, then what? Call again? The next battle.

In order to survive, the project must do a good job of attracting investment and accumulate early customers; Only a good strategy can guarantee the success of attracting investment. However, the strategy is not created out of thin air, but based on the market, after accurately positioning the business, it is not creative in concept and thoughtful in management.

The first part of the project positioning

Chapter I Overall Positioning of the Project

I. Preliminary communication summary

This project is not a simple commercial real estate or commercial operation project, so when evaluating it and exploring its commercial value, it is to find a suitable way out in the macro regional market category and large circulation field.

On the basis of full market research, the previous report deeply studied Nanchang's business development model and creatively put forward? Wholesale mall? Market image positioning concept and logistics center positioning. However, in terms of market positioning, the report did not put forward more options for reference. It does not fully reflect the relative market advantage of this case. Wholesale mall? Market positioning can not fully reflect the core competitiveness of this case, and it lacks sufficient market detonating power.

In view of this, we made an in-depth analysis of some contents in the previous market research report.

With the deterioration of the overall competitive environment in Nanchang's wholesale and retail industry, commercial wars are on the verge. In order to avoid confrontation and seek a higher level of marginal competitive advantage, this project was adopted in the previous report. Rockefeller doesn't hunt for gold? Strategy, jump out of the circle, find another way in industrial choice,

In view of the market characteristics and the advantages of this project, in order to strengthen the explosive power of the market, our company further positioned the logistics center on the basis of the original plan and promoted the theme logistics concept.

Second, the overall positioning of the project

Based on serving the surrounding markets, the project integrates the functions of wholesale, retail trade and logistics distribution, and is a large-scale modern theme logistics center with strong radiation.

Third, the functional orientation of the project

1, function combination

(1) Display and Trading Functional Area

This functional area is the main functional area of this case. Display function and transaction function area to form the front end? Exhibition? After that? Shopping? Based on the strong radiation effect of Nanchang on Jiangxi, the radiation radius of the project is enhanced through dynamic display.

The main differences with the current wholesale market are as follows:

? Centralized theme planning and convenient shopping guide (absorbing the advantages of retail business);

? The display design is added, which provides a dynamic display platform for the transaction (which is conducive to displaying the elegance of the goods and facilitating the ordering of samples);

? Brand products are the leading products (the exhibition provides a platform for brand enterprises to promote new products and display enterprises, which is helpful to attract brand enterprises to enter the project and reflect the positioning of the mid-range commodity trading center of the project);

? The sales form is mainly open-shelf sales, and unified settlement has created a good shopping environment (a good shopping environment is conducive to attracting brands or famous brand enterprises to enter and expanding retail and wholesale transactions; Reduce the work pressure of managers and create a comfortable working environment)

? For small agents, warehousing, wholesale and retail can be integrated, but the requirements of display function need to be met (design standard mode, similar to street shops);

? Can be equipped with computer, customer management, warehouse management (MIS system)-reserved assembly line.

(2) Exhibition, promotion and training service functional areas

This area is a supporting functional area of the market, mainly to improve the grade and level of this case;

? Establish an expert advisory organizing committee with certain authority with universities, industry associations and other * * * to lay the foundation for the exhibition meeting, release and training;

? Organize various exhibitions and conferences in a planned and thematic way. For clothing, fashion shows with various themes can be arranged to dynamically introduce new products and become a unique scenic city, such as: seasonal themes: spring, summer, autumn and winter; Category theme: fashion series, sports series, gentlemen series, students series, ladies series, a series of activities that are dynamic and can increase the market? Hot spot? And then what? Excited? , attractive;

? Organize various domestic and regional thematic exchanges and forums;

? Organize a series of trainings for employees and managers of wholesale enterprises purposefully and in a planned way in order to improve the quality of operators, develop their skills, develop their potential and become more talented;

(3) Retail functional areas

The retail functional area is mainly to stimulate market popularity, but the retail industry introduced is not in accordance with the format of the central business district, but is conducive to the operation of the wholesale market; The imported enterprises should be industry leaders, which can drive other small and medium-sized enterprises and individuals to enter. For example, 60-70% of Metro's customers are group customers, and it needs the wholesale and retail functions of a warehouse supermarket of C & ampc.

Or introduce brand businesses in specialty store, such as Gome, Suning and other electrical distributors; Oriental home, B&Q, Haomeijia, Oupai and other building materials and home furnishing supermarkets, as well as the French low-voltage electrical appliance dealer Rangsai. Integrate the giants of the industry with small wholesale enterprises, and form a cluster of certain wholesale products with the help of the dislocation management of large enterprises and small wholesale enterprises.

At the same time, the introduction of a certain proportion of supermarkets and franchise stores can gather the flow of consumers, increase the sale or rental area of the project, reduce the risk of investors and improve the success rate of the project.

(4) Leisure and entertainment functions

The operator of this case is not only a huge business group, but also a huge consumer group, and there is bound to be a huge demand for leisure and entertainment functions. On the one hand, in order to meet the needs of business, customers need certain leisure and entertainment facilities. On the other hand, the wholesale business usually ends at 3-4 pm, which requires a space for consumption. At the same time, there are no high-grade leisure facilities and places in Hongcheng District of Nanchang City. In this case, the establishment of certain leisure and entertainment facilities can fill the relatively lack of leisure and entertainment industry demand in Hongcheng District.

This area is a supporting service area, which is oriented to meet the needs of project operators and consumers and takes into account the leisure and entertainment needs of Hongcheng area. You can plan wholesaler clubs and set up various fashionable leisure projects, such as gymnasiums, billiards, table tennis rooms, beauty salons, squash rooms, chess rooms and other sports and leisure projects. Restaurants and tea rooms with various themes; Set up business entertainment, catering and leisure activities in your spare time.

(5) warehousing and logistics functions

As a new wholesale mall located in Hongcheng area, the warehousing and logistics function of this case is an important part. It will not only serve the business operators in this situation, but also fill the market space of the whole region and enjoy a profit sky exclusively. Combined with the current wholesale market? Multi-batch and small batch? Features, can provide small packaging for such wholesale transactions, and centralized distribution;

? There are two ways to use the warehouse: renting for personal use and entrusting the management of the warehouse service area;

? Standardized packaging mode must be designed for processing;

? The whole warehousing logistics service can be entrusted to a third-party logistics company to operate, and the warehouse receipt business model can be introduced to realize logistics modernization;

? The main functions are location leasing, storage, packaging, processing services, delivery services, goods inspection, garage and car rental.

(6) Information service function

The function area of information service is mainly to collect, process and deal with all kinds of quotations, release information to settled enterprises in time, and guide their production and business activities. The goal is to build an intelligent information center in the 2 1 century and become an information publishing center in the industry market. Its main functions are media release, information analysis and collection, new planning of advertising exhibition, display of advertising design, establishment of supply and demand line of economic model, establishment of media (magazines and newspapers) and Internet network.

? Entrust a university or research institute to design the economic structure model of the market, establish the corresponding supply and demand curve, and predict and analyze the market prospect;

? Collect relevant information in an organized way and provide free and paid services;

? Establish your own professional magazines and newspapers in the market, promote products and mail order services, and issue promotional activities and corporate image promotion;

? The booth displays the theme design services, advertising creativity and design services of enterprises and commodities to enhance the overall image level of the market;

? Responsible for the market's own publicity, and must have a complete advertising plan, advertising theme, advertising creativity and design scheme every year to ensure the interests of operators;

? Publish all kinds of information through the internet.

(7) Business Office Service Functional Area

Because the main target customers of this case are enterprises, not individual operators, there must be certain office space and many business activities in the process of enterprise operation. Because increasing staff will increase the cost, the business function service area is the agent business service. Because of their small scale and limited financial resources, these enterprises urgently need an office environment that can provide perfect business services for their business activities.

? Business negotiation room: for small enterprises to rent by the hour to avoid the inconvenience of business negotiation caused by narrow or no office space. Equipped with business negotiation room rental, but also provide a variety of business services;

? Meeting room/center: for small and medium-sized enterprises to hold various meetings;

? Club: a paradise for small and medium-sized entrepreneurs. On the one hand, we have a fixed place, on the other hand, we can get many discounts and services.

? E-commerce center: word processing system (typing, copying, fax, binding, etc. ), but the service must be priced to reduce the operating costs of operators; Various consulting services to make up for some shortcomings of operators;

? Secretarial service: it is a major feature, dealing with public affairs outside the booth of operators, including contract management, telephone and online order recording services, negotiation records, etc.

? Financial management service: it is the agent of financial management (accounting, vouchers, statements), which truly understands the financial situation of the operation and gives financial guidance and tips;

? Settlement service: under the unified guidance and management of banks, ensure the safety of funds and the credibility of business processes;

? Firms in accounting, lawyers, advertising, printing and other related service industries;

? The business office area will become the office of big customers and the trading place of small customers, and provide all kinds of related business supporting services to interact with shop transactions.

(8) Management function

Management is the basic guarantee to ensure the normalization of transactions.

? Organize a market management committee with the participation of relevant government departments, developers and commercial entities;

? Formulate and revise market management regulations;

? Solve market disputes and differences;

? Check and supervise product quality;

? Decide on import and export, anti-theft and fire prevention during non-business hours;

? Determine the standard of commodity packaging;

? Deal with emergencies;

? Organize sales promotion, exhibition, training and other activities beneficial to the market;

? Strive for the preferential policies of the government and create a good market platform environment;

? Establish intermediary service organizations, professional chambers of commerce and industry associations with industry characteristics.

(9) Public facilities and environmental service areas

Perfect public facilities can ensure the normal operation of the wholesale market. The public environment includes both inside and outside the market. The external public environment is a direct reflection of the external image of the market. In architectural design, it pursues the flavor of the times and the theme style of coordinating supporting environment, including public parking lot, good landscape environment, comfortable working environment, convenient shopping tools, fast food bar and so on. The internal environment is designed with smooth and clear shopping lines, high space utilization rate and clean environment, which provides people with a comfortable working and shopping environment, including telephone, public network, water supply, electric heating equipment, security, alarm, fire prevention and catering facilities.

2. Industrial structure combination

On the basis of market research, the report identified five categories, eleven standard categories and forty-two commodity categories.

Category allocation Standard category weight proportion Category subdivision Basic category food 35% Packaged food, gift food, health care products, green food, etc.

Alcohol, tobacco, alcohol, drinks, etc.

Clothing all kinds of clothing, shoes and hats, textiles, etc.

35% decoration materials, hardware, bedding, household items, furniture, exquisite handicrafts, flowers, etc.

Electrical TV, stereo, rice cooker, refrigerator, washing machine, air conditioner, vacuum cleaner, microwave appliance, disinfection cabinet, etc.

Toys, stationery children's toys, adult intellectual toys, office stationery, musical instruments, small scientific equipment, etc.

Potential leisure products

10% sports fitness equipment, outdoor activities equipment, fishing equipment, health care equipment for the elderly, leisure sports clothes and supplies, etc.

All kinds of books, periodicals and electronic video products.

Large-scale comprehensive traditional daily necessities 17%

Special category, local native products, 3% antiques.

Second, the positioning of commercial formats

The functional framework of this project consists of wholesale, retail, procurement, distribution and support services. Based on theme logistics, it is a large-scale exhibition and trading center integrating wholesale, retail, procurement, distribution and supporting services.

Third, the positioning of business case names.

In order to reduce the project risk, the business case name of this project is defined as:

Jiangxi International Commodity Expo City Expo City refers to relying on the huge resources of Jiangxi Province, integrating product display, trading, information and service functions, with a certain level, unified image and unified management.

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