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

Before starting their work, investment promotion personnel should first understand the positioning characteristics of commodity management in shopping malls and the distribution planning of brands and categories in various floors and regions. The business orientation of a shopping mall is generally obtained through the observation of the shopping mall, such as what goods the shopping mall mainly manages and what supplements it? What is the business grade? Is it high-end, medium-high-end, or mid-range? What are the characteristics of the distribution of operating brands or what are the differences from other stores? What are the standards for the price line and commodity line of imported goods in general? Wait a minute. Before inviting investment, it is generally necessary to form a floor plan of the store with distribution planning, understand the requirements of the floor plan and introduce brands as required, which is the place that investment promoters 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 the merchants can select potential cooperative merchants according to this requirement.

No matter whether the new site is opened or the old site is adjusted, a work plan for investment promotion will be formed. As the work plan is based on the work arrangement with other functions, the investment promotion personnel should carry out the brand introduction work strictly according to the plan. Some landmark plan requirements, such as: by when, what is the ratio of merchants entering the market; When to finish the investment promotion work and the decoration of merchants' entrance before, etc. If the above work cannot be completed within the specified time, it will affect the work progress of other related functions, so the investment promotion personnel should pay special attention to such planning information and do the related work well.

2. Look for potential cooperative merchants.

Searching for possible cooperation merchants is based on a comprehensive understanding of shopping malls and supplier markets. In the case of uncertain what brands to introduce into shopping malls, it is necessary to understand supplier markets and conduct a comprehensive market survey. 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 who are suitable for the shopping mall style and form morphological differences with competitors. Generally, such potential merchants should choose more than one to determine which is the main attack and which is the replacement. Once the potential cooperative merchants are identified, they can be investigated and initially contacted. The main purpose of the investigation is to see whether the merchant has the conditions to cooperate with the shopping mall. The information to be understood is: brand development trend, target consumer groups, business characteristics, and the channel role of the merchant, that is, whether it is a manufacturer, a distributor or an agent, and what is the comprehensive business strength? Whether funds, distribution and personnel can be guaranteed, and so on. Through investigation, it is judged that these aspects are close to or consistent with the company's requirements, 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 should look for the business personnel who can play a decisive role in the cooperation, and discuss in detail, including: the location of the station, the size of the cabinet, the types of goods we operate, the expenses we bear, and the cooperation conditions, such as the amount of guaranteed money, the form of settlement and other cooperation details. If necessary, we should also negotiate with the business personnel of the merchants. Pay attention to the negotiation should choose business personnel who can make decisions or ensure smooth communication, otherwise it is easy to have unresolved differences and affect the progress of cooperation and 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 the conditions are suitable in the future. Through negotiation, a consensus is reached on cooperation matters. Merchants should make merchants understand the rules for the decoration and operation of shopping malls, fill in the cooperation contract for declaration, and continue to negotiate and resolve any differences.

4. Assist merchants to go through the entry formalities.

After the contract declaration is completed, the cooperation between merchants and shopping malls will take effect. Merchants should assist merchants to go through the relevant procedures of entering the market, including paying fees, entering the market for decoration, transporting goods on shelves, etc. Because merchants will face the situation of dealing with multiple functional departments of shopping malls when they enter the market, as merchants who have been in communication with merchants for the longest time and are relatively familiar with each other, they should help merchants when they need it, coordinate the relations between all parties on the matters of entering the market, and ensure that merchants enter the market for decoration, loading and business on time and according to regulations.

5. Follow up the business situation of merchants in the store.

When the counters set up by merchants start to operate, the merchants should take the time to understand their operating conditions, analyze and compare them with the previous forecasts, and find that the operating conditions are not satisfactory. They should cooperate with the in-store operating functions and merchants to find out the reasons, analyze the deficiencies, and actively consider improving the current situation and enhancing their operating performance. Under normal circumstances, the problems of counter operation are mostly: poor location, poor promotion, lack of competitiveness of goods, low level of sales staff and problems in decoration and display. We 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 be paid 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 types of merchants and consumer markets. The market is changing rapidly and opportunities are fleeting. We should be good at selecting useful information from numerous miscellaneous information and making judgments quickly and accurately. When faced with the possibility of cooperation with a certain commodity brand, investment promotion 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 it. If you don't have enough information, wait until you get to 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. For information that may be needed, they should be classified and stored in notebooks and computers. At the same time, we should regularly pay attention to whether the information we keep is out of date. Some data, such as competitors' investment conditions and merchant counter sales data, change from time to time, so we should ensure that it is updated in time. In order to ensure the adequacy and timeliness of information, it is necessary for investment promotion personnel to establish and build 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 trade secrets. In this regard, investment promotion personnel should handle it with caution and handle it properly.

2. Strengthen negotiation ability.

Although lip service alone can't lay a solid cooperation foundation for the business performance of merchants, effective information communication and ideological exchange ability can still help merchants to strive for the presence of target merchants 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 still consider entering the shopping malls when conditions are ripe. One way to improve the negotiation ability is to consult the predecessors who are engaged in investment promotion with humility, so as to avoid taking fewer detours and paying more "tuition fees"; The other is self-study, which can learn knowledge about interpersonal communication, business negotiation and psychology, which is helpful to work.

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

After entering the mall, the merchants actually form a dialogue and exchange with multiple functions, and in a large case they will face "multi-head" management. If not handled properly, it will cause the negative psychology of "being cheated" by the counter-setting merchants, and then develop into conflict management, which will affect the operation. The result will inevitably be an increase in internal consumption and losses for both merchants and shopping malls. Merchants have natural advantages in contacting 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 cooperative relationship between investment promotion function and operation function.

According to the work inertia, the investment function is to introduce merchants to set up counters, while the operation function is to manage merchants to set up counters. Due to the complexity of business activities, the possibility of friction between them is very high. A typical example is: if it is not handled properly, the investment promotion function is a good thing for merchants, without control, while the operation function is a fierce brake for merchants and oppresses them in every way. Once this contradiction intensifies, it is naturally the shopping malls that suffer the most. As merchants, the interests of shopping malls are the highest interests of their work. Treating merchants with a fair and objective attitude, being rigorous in doing things, keeping clean and adhering to principles are the magic weapons for merchants to seek profits and avoid disasters. In dealing with the conflict of operational functions caused by the problem of merchants' counters, we should deal with it objectively. I believe that under the premise of ensuring the interests of the company, the problem will be solved with a fair and calm attitude.

Many things are easier said than done. Real experience is the best experience. Investment promotion is a core part in the operation of department stores. 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 and wait, and work hard.