How to attract investment in small building materials market?

1. Understand the business orientation planning and investment promotion work plan of the mall.

Before starting to work, investment promotion personnel should first understand the positioning characteristics of commodity management in shopping malls, as well as the brand and category distribution planning of each floor and region. The business orientation of shopping malls is generally obtained through the observation of shopping malls, such as what goods the shopping malls mainly operate and what to supplement? What is the business level? Is it high-end, high-end, or mid-range? What are the characteristics of the distribution of business brands or are they different from other stores? What are the standards for the price line and commodity line of general imported goods? Wait a minute. Before inviting investment, it is generally necessary to use distribution planning to form the floor plan of the store, understand the requirements of the floor plan and introduce the brand as required, which is the place that investment promotion personnel should pay attention to. Generally, on the floor plan, the names of major imported brands and alternative brands in a certain area may be marked, and merchants can choose potential cooperative merchants according to this requirement.

Whether the new site is opened or the old site is adjusted, it will form a work plan for attracting investment. Because the work plan is based on the work arrangement with other functions, the investment promotion personnel should carry out the brand introduction work in strict accordance with the plan. Some iconic scheme requirements, such as: when, what is the proportion of merchants entering the market; When to complete the investment promotion work and the decoration of the previous investment promotion entrance. If the above work cannot be completed within the specified time, it will affect the work progress of other related functions, so investment promotion personnel should pay special attention to such planning information and do related work well.

2. Look for potential business partners.

Looking for possible partners is based on a comprehensive understanding of shopping malls and supplier markets. It is necessary to understand the supplier market and conduct a comprehensive market survey when we are not sure what brand to introduce into the shopping mall. Generally speaking, shopping malls with competitive characteristics are an important way to obtain this kind of information. On the basis of understanding the planning of this shopping mall, choose the merchants that are suitable for the style of this shopping mall and form morphological differences with competitors. Generally, such potential businesses should make more choices to determine which is the main attack and which is the substitute. Once the potential cooperative merchants are identified, they can conduct investigation and make initial contact. The main purpose of the survey is to see if merchants have the conditions to cooperate with shopping malls. The information we need to know is: brand development trend, target consumer groups, operating characteristics, and the channel role of merchants, that is, whether they are manufacturers, distributors or agents, and what is their comprehensive operating strength? Whether funds, distribution and personnel can be guaranteed, and so on. Through investigation, it is judged that these aspects are close to or meet the requirements of the company, and then consider contacting the business personnel of the other party to further understand the situation and pass on the investment information to them.

3. Negotiation and signing.

After the initial contact with the potential cooperative merchants, we will find the business personnel who can play a decisive role in the cooperation and conduct detailed negotiations, including: the position of the work station, the size of the cabinet, the types of goods we operate, the expenses we bear, the conditions of cooperation, such as the amount of deposit, the form of settlement and other cooperation details. If necessary, we should also negotiate with the business personnel of the merchant. Pay attention to the choice of business personnel who can make decisions or ensure smooth communication in the negotiation, otherwise it will easily lead to unresolved differences and affect the progress of cooperative negotiation. If it is impossible to discuss cooperation matters due to various objective conditions, the investment promotion personnel should also keep friendly contact with them so as to cooperate again when conditions are suitable in the future. Reach a consensus on cooperation through consultation. Merchants should let them know the operating rules of mall decoration, fill in the cooperation contract for declaration, and continue to negotiate and resolve any differences.

4. Assist merchants to go through the customs formalities.

After the contract declaration is completed, the cooperation between merchants and shopping malls will take effect. Merchants should assist merchants in handling the relevant procedures for entering the site, including payment, entrance decoration, shelf transportation, etc. Because merchants will face the situation of dealing with multiple functional departments of the mall when they enter the market, as the merchants who have the longest communication time and are relatively familiar with each other, they should give help to the merchants when they need it, coordinate the relations between all parties in the entry matters, and ensure that the merchants enter the market to decorate, load and open on time and in accordance with regulations.

5. Follow up the operation of the merchants in the store.

When the counters set up by merchants start to operate, merchants should seize the time to understand their own operating conditions, analyze and compare them with previous forecasts, and find that the operating conditions are not satisfactory. They should cooperate with the functional departments and businesses in the store, find out the reasons, analyze the deficiencies, and actively consider improving the status quo and enhancing business performance. Under normal circumstances, most of the problems in counter operation are: poor location, poor promotion, lack of competitiveness of goods, low level of sales staff, and problems in decoration and display. You can analyze the direct causes and make targeted improvements. In addition, if the counter operation exceeds expectations, the investment personnel should also carefully analyze the reasons, draw reference information to judge the business level of merchants, and apply it to the selection and evaluation of merchants in the future.

Third, what should I pay attention to when doing investment promotion?

1. Pay attention to the accumulation and refresh of merchant resources and market information.

Merchants should pay close attention to the changes and development trends of commodities, brands, various businesses and consumer markets. The market is changing rapidly and opportunities are fleeting. We should be good at selecting useful information from the vast amount of information and making judgments quickly and accurately. In the face of the possibility of cooperation with a commodity brand, investment personnel should know the business situation and characteristics of the brand at the first time, including some business data and details. Only in this way can they analyze and judge in the fastest time and determine whether to cooperate with them. If you don't have enough information, when you know it clearly, maybe the opportunity has been occupied by others.

It is very important to keep the accumulation and refresh of information and develop good habits of information collection. Information that may be needed should be classified and stored in notebooks and computers. At the same time, we should regularly pay attention to whether the information we have saved is out of date. Some data, such as competitors' investment situation and sales data of merchants' counters, change from time to time, so it is necessary to ensure timely updating. In order to ensure the sufficiency and timeliness of information, investment promotion personnel need to establish and construct a special interpersonal network, maintain good communication and exchange with peers and enjoy information. Of course, as far as the role of employees is concerned, investment promotion personnel should also have the obligation not to disclose business secrets. In this regard, investment personnel should handle it cautiously and properly.

2. Strengthen negotiation ability.

Although lip service alone can't lay a solid foundation for business performance, effective information communication and ideas exchange ability can still help businesses strive for the presence of target businesses to the maximum extent. At the same time, sincere negotiation results are also conducive to enhancing mutual understanding between shopping malls and merchants, and forming a good image of shopping malls in the hearts of merchants. Even if there is no cooperation opportunity for the time being, the target merchants will consider entering the mall when conditions are ripe. One of the ways to improve negotiation ability is to consult the predecessors who are engaged in investment promotion with an open mind, avoid detours and pay more "tuition fees"; The other is self-study, which can learn knowledge of interpersonal communication, business negotiation and psychology, which is helpful for work.

3. Pay attention to the relationship between shopping malls and businesses.

After entering the shopping mall, the merchants actually formed a multi-functional dialogue and exchange, and they will face "multi-head" management in many cases. If it is not handled properly, it will cause the negative psychology of "being cheated" of counter merchants, and then develop into conflict management, which will affect the operation. The result must be an increase in internal friction, and both businesses and shopping malls have losses. Merchants have natural advantages in the communication channels between shopping malls and merchants. If they can actively participate in and properly handle the relationship between the two interfaces, resolve some unnecessary misunderstandings, and play the role of "lubricant", they can help * * * solve problems, improve business conditions, and enable shopping malls and merchants to win * * *, which also reflects another important existence value of the investment promotion function.

4. Pay attention to the synergy between investment promotion function and operation function.

According to the work inertia, the investment promotion function is to introduce merchants to set up counters, and the operation function is to manage merchants to set up counters. Because of the complexity of business activities, there is a great possibility of friction between them. A typical example is that if it is not handled properly, the investment promotion function is a good thing for the merchants, and there is no control, while the operation function is a sudden brake and oppression for the merchants. Once this contradiction intensifies, the biggest victims are naturally shopping malls. As merchants, the interests of shopping malls are the highest interests of their work. Treating merchants with a fair and objective attitude, doing things rigorously, leading an honest and clean life and adhering to principles are the magic weapons for merchants to seek advantages and avoid disadvantages. When dealing with the conflict of operational functions caused by the problem of merchant counters, we should deal with it objectively. I believe that under the premise of ensuring the interests of the company, we will solve the problem with a fair and calm attitude.

Many things are easier said than done. The real experience is the best experience. Investment promotion is the core part of department store management. It is a meaningful, interesting and promising job, whether from the perspective of talent shortage in the big environment or from the perspective of "self-interest" in the small environment. If you think it has such potential, don't hesitate to wait and work hard.