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I. Overview of the importance and background of project planning:

The theme of real estate planning should be original. The theme is the overall leading idea of real estate development projects, and it is the "soul" given to the projects by developers. Whether the planning theme is original, novel and innovative is related to the differentiation and individualization of real estate projects, which directly affects the success or failure of the project in the competition, from the whole project theme to the newspaper advertising theme. The original planning theme has a lot to do with the market development trend. For example, in Xiaohewan, when people are addicted to building houses in downtown areas, far-sighted developers set off a "suburbanization movement" to build residential quarters with low floor area ratio and high greening rate to cater to the psychological state of citizens returning to nature.

However, the sales in the new world are divorced from reality and obviously unaccustomed to the environment, and the sellers do not consider the local cultural differences and economic differences, which also affects the choice of marketing ideas and means. Secondly, the seller's advertisement is wrong, Yuci media has a small circulation and the operation is not satisfactory. The competition in clothing department stores is fierce, and the first choice for merchants is shopping centers and department stores. The long-term development of enterprises needs solid core competitiveness to support. Therefore, advertising should show the external appearance of enterprise service, culture and prosperity of operators. In fact, the best advertisement is the quality and reputation of products and services.

Second, the SWOT analysis of the project

Although the location of this project is superior, there are some factors that affect the image of the project in reality, so that the shops are currently in a state of unsalable sales. Therefore, only by fully recognizing the advantages and disadvantages of this project and giving full play to its advantages is the key to the success of this project in the later marketing process.

(1) Advantages:

1, the project has convenient transportation at present, and is located in the bustling area of the cultural center;

2. The project is located in the commercial gathering center and has a good development prospect;

3. This project is an existing building at present, which meets the needs of some self-use businesses and reduces the risk of property buyers;

4. The existing international supermarket chains in Sam Shi can promote some popularity and business spirit;

◆ Give play to advantages:

A. Give full play to the location advantages and transportation convenience of the project;

B, emphasize the development prospects of the region and the business opportunities it brings;

C, use the brand advantage of Sam to increase the confidence of buyers and investors;

(2) limitations

1. The geomantic omen in the lot is not good, the planning and marketing are wrong, and the conditions for promoting the sales of shops by popularity have been missed;

2. The structure of this project is not conducive to supermarket operation, so it is messy and the commercial development is slightly insufficient;

3. The project has been built for a long time, but the shops have been unsalable, which has caused certain negative effects;

4. The project lacks overall image orientation and the theme is not clear;

◆ Solution:

(1) Re-position the skirt building shops in the market and identify the target customers;

(2) Determine the business theme and drive the sales of shops with clear business direction;

(3) Strengthen the promotion, and expand the exposure and market awareness of the store;

(4) setting up some "interest-free installment payment methods" to lower the threshold of buyers and attract them to enter the market; (3) Opportunity point

1, the advantages of Sam Hotel can motivate some buyers;

2. Tourism in the old city will drive the surrounding popularity, thus driving the sales of skirt shops;

(4) Threat points

1. At present, Xinxing Group has established Junhao Business Circle on the opposite side, and similar projects have formed great competitiveness and market pressure, thus forming direct competition;

Third, business model analysis: As far as the current business model is concerned, there are three main types: one is comprehensive business model, the other is thematic business model, and the third is professional business model.

(1) Integrated business model This model pursues one-stop services of shopping, leisure, eating, wearing, eating, housing and transportation. There are many kinds of industries, miscellaneous brands and full grades in the shopping mall, which can meet any life needs of consumers at any level, and can carry out leisure activities such as eating and drinking tea while shopping to stimulate group consumption in the shopping mall. From this point of view, it seems that this model can accommodate all consumers in an integrated network, and it should be an ideal shopping center model to gather popularity and increase consumption. But in fact, this model has been severely tested in the global economic situation, and China is no exception. Moreover, the more economically developed areas like Shenzhen, the more obvious the old state of this model is, and the greater the crisis it faces. The reason lies in the further subdivision of brand market and the continuous development of consumer demand personalization, which makes any comprehensive operation lose the opportunity to deepen its selling point. Not only because of reluctance, but also because with the current development speed of commercial varieties and brands, no shopping mall can fully undertake the scale. Every time you give up, you lose the favor of some customers, thus losing one front after another in the direct competition with professional markets in various industries. Nowadays, electronic communication, household appliances and furniture, and mass clothing have all faded out of major general stores. In the past two years, the overall sales of brand-name shopping malls have been shrinking, especially since the second half of last year, only the food supermarkets in Shenzhen have maintained a booming situation, and the quotas of other varieties have declined across the board. Faced with this situation, big brand shopping malls use the financial resources and popularity accumulated in the early stage to gain a foothold by enclosure expansion and campaign, enrich their internal forces before the market reshuffle, and then seek revolutionary development. Although small and medium-sized comprehensive shopping malls know that the crisis is imminent, due to their own strength, there is no other way to deal with it except hard support. This comprehensive business model is suitable for large-scale podium shopping malls and large-scale pure commercial properties, but the podium shops in this project are not suitable for developing comprehensive shopping malls in terms of design and scale.

(2) Themed business model has a wide scope of theme definition, and you can find the corresponding theme from any angle such as cultural level, crowd classification and commodity grade. Then start a business with this theme as the core and rules. For example, women's world, men's world and children's world are all based on crowd classification, and varieties and brands are screened and filtered within this specific range for targeted management. Compared with other business models, this model mainly lies in the difference of target customer base and meeting demand. It is not limited to a certain industry, and does not have an absolutely dominant market platform in terms of commodity types, but its target customer group is certain, or a certain cultural level, or a certain gender, or an economic group, and so on. For these groups, theme shopping malls can meet their heterogeneous needs and personalized psychological demands as much as possible, with strong pertinence. However, due to the negative impact of this business model, the scope of customers is narrow, the future development prospects are unpredictable, and the market risk is great. And this business model requires: (1) scale, and the exclusive area of theme management is huge, which does not match the scale of this project; ⑵ Standardization, subject management is standardized from management to business behavior, and even network operation involves high costs and huge expenses. (3) Low rent, theme shopping malls usually attract merchants to gather at low rent, which is the last thing investors want to see, which is not good for the sales of this project. Therefore, this business model is not suitable for the multi-storey shops of this project.

(3) Professional business model This kind of business mainly relies on a certain industry, deepens the subdivision of brands and grades, and focuses on meeting a specific demand of all consumers, especially the personalized and heterogeneous psychological demands. For example, the well-known Shenzhen CLP Information Times Square has gained a firm foothold in Huaqiang North, a big business district, by taking advantage of the market situation of electronic technology and communication products. Another example is Shundian Home Plaza, which takes the home appliance market as the main platform, fully embraces the brand elites in the industry, increases consumers' choices, and strives to ensure that every consumer who wants to buy home appliances will not transfer to other shopping malls. The advantage of this business model lies in its strong pertinence and high degree of specialization. The development of an industry will directly affect the operation ability and profit space of the professional market of this industry. Therefore, for the booming real estate in Longgang, it will definitely drive the vigorous development of other related industries, such as building materials industry and decoration materials industry. Therefore, it is feasible to develop the professional business model of decorative materials for shops in Jackie Chan Garden.

Fourth, the overall positioning of the project

(I) Orientation of the business format of the project-The professional business model of decorative materials Based on the SWOT analysis of the project and the analysis of various business models, combined with our investigation and analysis of the region and our previous trading experience in the region, we suggest repositioning the market of the project, determining the business theme of the store, and clarifying the business direction of the store, so as to drive the sales of the store. The project is located at the intersection of Longgang Central City, Longcheng Avenue and Longfu Road. Geographically, the current prosperity of the lot is not enough, and the scale of the skirt shop is not large enough. Based on the analysis of the successful operation mode of the store, we suggest that the skirt building shopping mall of this project be positioned as a decorative material street.

A, flaunt the first street of professional decorative materials in Longgang Central City, and set up the first banner for this area.

B, the advantages of this positioning

A. Avoid market risks for customers, strengthen investment confidence and improve sales enthusiasm. Because of this positioning, the contact surface with direct competitors (such as Bihu Garden Store and Bihu Kangxinju Store) can be reduced. At present, whether it is Kangxinju in Bihu, or group stores in Bihu Garden and Weizi Garden, the starting point is to meet the daily needs of consumers, and there are large vacancies at present. If the group shops of this project are similar to other surrounding projects, it will definitely increase market pressure and intensify market competition. In this respect, this project is obviously at a disadvantage;

B. There is a deep market capacity: as far as our positioning is concerned, the vigorous development of Longgang real estate will promote the development of the decoration industry, and there are many buildings under construction or for sale around this project, and there will be a great demand for decoration materials after occupancy;

C. At present, there are few professional decorative materials streets (cities) in this area, and there is a large room for development;

D. Although the popularity around the project is not high, the traffic conditions are ideal, and there is a large pedestrian space in front of the store to meet the hardware needs of developing the decoration materials industry;

E. Good market operability: Our positioning is forward-looking based on the integration of detailed market research and business war examples. At the same time, in the process of positioning, gradually endow and deepen its connotation, and prepare a set of logical and orderly sales promotion preparation activities.

(2) Price Positioning The rent of real estate is a barometer of the selling price, and the quotation in the rental market directly reflects the relationship between supply and demand. The sales price curve and the rental price curve change synchronously, and the rental price is the true reflection of the sales price. The rental market is the real embodiment of the real estate market. If the profit price is used to evaluate the commercial price, then the profit price is a basic psychological expected price for property users and investors.

According to the rents of commercial properties in the investigated area, the rents of commercial properties in this area are generally between 25-90 yuan /M2. Through the commercial analysis of this lot, the average rent of the shops facing the street in this lot is 60 yuan /M2.

A. Determine the annual income: 60 yuan /M2× 1m2× 12 = 720 yuan;

B. Deciding to lower the interest rate: According to the factors of rising prices and risk coefficient, we adopted the one-year deposit rate of the People's Bank of China, and lowered the interest rate by 8%.

Service life: 70 years

D. formula for determining income price:

(3) Customer orientation

Customers who purchase the shops of this project mainly include the following categories:

(1) investors in shops or operators of decoration materials in this region;

(two) other investors or operators who are optimistic about the development prospects of the decoration materials industry in this area;

(3) Franchisees or chain stores operating well-known decorative materials brands;

(4) Some decoration companies set up offices;

Verb (abbreviation of verb) marketing promotion strategy

(1) Promotion theme

Based on the above analysis and the positioning of this project, combined with the actual situation of the current commercial real estate market, the promotion of this project mainly focuses on the following aspects:

1. Promote the skirt building of this project as a street of professional building decoration materials in Longcheng, highlighting its market development prospect and investment value;

2. Publicizing the vigorous development of real estate in this area will certainly promote the rapid development of decoration industry and decoration material industry, thus bringing out the development prospect and potential of investing in this store;

3. Convenient transportation: the project is located at the intersection of Longcheng Avenue and Long Fu Road, with convenient transportation, large pedestrian walkway space in front of shops and great potential for developing decorative materials industry;

4. Because this store has a high floor and a mezzanine, it can integrate shops, warehouses and homes, so it can highlight the advantage of "one floor for free" in publicity.

(2) Project image packaging

1, Subject advertiser leads:

At present, the project is not led by theme advertisers, and the advertising appeal is not obvious. Our company suggests that the theme of advertising appeal should be "Jackie Chan Garden Professional Decoration Material Street";

2. Project Guide System

At present, the guide system of the project is not ideal, and it fails to show the image and theme of the project, but it has a negative impact. It is suggested that banners should be hung on the skirt building facing Longcheng Avenue, and guiding signs should be set up in places with large passenger flow such as Shenhui Highway and Longcheng Avenue.

3. On-site packaging

1) banner:

At present, there are almost no banner advertisements on the project site, which cannot attract the attention of customers. In fact, banner advertising is one of the fastest and most economical forms of advertising. It is suggested that the banner advertisement should focus on the intersection of Shenhui Highway and Longcheng Avenue and the buildings in the project group, and hang banners with the contents of "Jackie Chan Garden Professional Decoration Materials for Sale in One Street", "Jackie Chan Garden Professional Decoration Materials for Rent in One Street" and the rental hotline.

2) logo:

In order to create a scene atmosphere, attract people's attention and attract more popularity, our company plans to lay road signs on Shenhui Highway and Longcheng Avenue. The content of the road flag is mainly to release the rental and sale information of the decoration materials in Jackie Chan Garden Skirt Street, such as "Longcheng Decoration Materials Street-Jackie Chan Garden Skirt Shop", "Jackie Chan Shop King, One Shop is Rich for Three Generations", "Jackie Chan Decoration Materials Street" and "Jackie Chan".

(C) the overall publicity strategy

According to the current situation of the project area and the characteristics of the project itself, while controlling the advertising expenses, our company will adopt targeted publicity strategies, increase advertising efforts, step by step, and be targeted, so that the whole publicity strategy and sales strategy can be closely coordinated to achieve the best-selling effect. The specific scheme is as follows:

1) "build momentum" strategy

In view of the current sales situation of this project, in order to enhance the market atmosphere, our company plans to publish news articles about this project in Longgang Daily, Longgang Cable TV and other media, mainly to publicize and introduce the geographical location of this project and the development prospect of professional decorative materials street, thus drawing out the huge appreciation potential of the podium shops of this project, making the market pay more attention to this property and enhancing the investment confidence of customers.

2) Overall publicity strategy

Newspaper advertisements and TV advertisements are the most effective publicity methods. However, due to the high cost of TV advertising and the small scale of the podium shops in this project, we suggest not to do TV advertising, but mainly to carry out necessary newspaper advertisements and soft-text hype, so as to closely cooperate with the adoption of sales strategies, maximize the conventional publicity effect and control the investment in advertising fees. The advertising arrangements are as follows:

Newspaper advertisement:

Mainly local Longgang newspaper, combining soft and hard advertisements every Tuesday or Friday, mainly placing 10× 15 or 15×20 pages (this is not expensive, and can be carried out continuously in one issue), appealing to the geographical location of the project and the development prospect of professional decoration materials, which leads to great appreciation potential of the project. This way, the advertising fee is not big, but it can achieve our expected effect.

Soft text:

The soft articles in the newspaper are highly targeted, so after taking over the sales of the skirt shops in Jackie Chan Garden, our company will publish targeted soft articles advertisements in Longgang Daily and Shenzhen Evening News, calling for the geographical location of Jackie Chan Garden and the development prospect of professional decorative materials.

Leaflets:

(1) As the production cost of the leaflet is only a few cents, it is suitable for large-scale mass distribution. However, the current leaflet of this project does not have a strong visual impact in content and color, so our company suggests to re-produce the sales leaflet of the shops of this project. The production requirements can reflect the superior geographical location of this project, the positioning of the project and the commercial development prospects of professional decorative materials street, and attach the investment analysis cases of the shops, such as the owner's investment.

Price: 8000 yuan /M2

Area: 29.75 square meters

Total price: 8000×29.75=238000 yuan.

50% of the first installment: 238,000× 50% =11.900 yuan.

Loan: 238,000× 50% =11.900 yuan.

10 monthly payment:11900× 0.010892311(monthly payment coefficient) = 1296.2 yuan/month.

According to the conservative estimate of the current rent, which is 60 yuan /M2, the monthly rental income is:

29.75×60= 1785 yuan/month

Conclusion: Monthly rent >; Monthly contribution

The suggested number of boards per sheet can be 8K or 16K, and the double-sided production quantity is 1000.

(D) Sales strategy

1) Sales strategy of "paying by rent"

This is a sales strategy adopted by some merchants who are uncertain about the future price trend of shops. In this project, customers who rent shops decide to buy them within one or two years. The rent paid within a certain period of time can be used as the down payment of the purchase unit, which stimulates the tenants' consumption psychology and urges them to change from tenants to owners and digest part of the area.

2) Launch the promotion plan of "20% and 30% interest-free installment in the first phase"

In order to lower the threshold of home ownership, it is suggested to provide 10 year, 50% mortgage in payment; And in publicity, a promotion plan of "20% in the first phase" was launched, and the remaining 30% was paid in installments without interest within two years (or one year), which lowered the threshold for owners to buy houses and attracted the attention of a large number of consumers, thus achieving the purpose of promotion;

3) Introduce preferential strategies for brand merchants to settle in.

The brand effect of brand merchants can enhance the confidence of investors and operators in buying houses, thus effectively promoting sales. Therefore, our company proposes to set up offices for brand decoration materials merchants and decoration companies who are interested in staying, and give certain discounts on the selling price or rent, such as giving certain discounts on the selling price or giving rent-free period of three months or half a year on the rent, so as to use its brand effect to promote the sale and lease of other shops;

4) "Customer Leader" Award Scheme

In view of the current lack of popularity of skirt shops, in order to enhance popularity, our company proposed to implement the "customer leader reward plan". If the subscribed customers can lead other customers to subscribe and clinch a deal, the developer will reward the leading customers according to the prescribed standards, such as giving 2% preferential price to the shops they buy.

5) Open low and go high, and sell in stages.

Enter the market at a low price, and use the herd mentality to create an atmosphere of snapping up hot sales; Then, according to the market reaction, gradually increase the price, forcing customers to make a choice decision quickly;

6) Adopt DM strategy for target customers.

For some target customers, our company will send relevant information to customers through direct mail (DM) or direct door-to-door distribution of leaflets and posters, so as to strive for them to become owners or tenants of Jackie Chan Garden Skirt Shop.