项目商铺以租代售建议方案

项目商铺下一步销售建议方案一、方案背景状况按营销部制订的商铺销售方案安排，项目自4月18日起开始释放沿街商铺销售信息，5月2日起进行商铺护照免费办理，8月1日进行护照集中升级，8月15日正式开盘，但截止8月15日，累计办理护照46组，护照升级2组，实现解筹0组，商铺销售成果未达预期规定。二、商铺销售成果未达预期的因素分析（一）项目住宅6月30日才开始交房，现在项目尚无业主入住，消费需求尚未显现，商铺价值得不到体现；（二）项目地段距离县城中心较远，站前商贸中心规划尚未成熟，周边缺少居住及市政配套，地偏人少不利于商铺销售；（三）未对商铺进行现场包装，销售前期蓄客期较短且缺少对应推广活动配合，入市定价不低等因素均造成市场对商铺接受度不高；（四）项目商铺现在重要目的客户群体的购置商铺动机重要为社区业主投资性需求及为业主提供居民消费类经营行为，但其经济实力有限，对商铺现在价格接受性低。（五）总而言之，受“天时、地利、人和”三方不利影响，项目商铺销售败北并非偶然，但如能待项目业主陆续入住，在高入住率的支撑下使商铺价值得以沉淀，将来前景仍旧乐观。三、对商铺下一步销售建议商铺下一步销售有两种选择，第一被动的以时间换空间，待商铺价值显现足以支撑起商铺价格，第二主动通过开展对应销售方略活动（如以租代售，带租出售）对客户购置商铺行为进行引导。（一）活动目的（1）通过对意向客户问访得知，客户对项目商铺存在购置爱好，且购置动机多出于自营，但普遍感觉项目定价过高，在高成本投入下必然对将来预期存在疑虑，如能将其购置行为分解引导，通过先租后售的方式，能够减少客户疑虑。（2）如商铺长久空置滞销，必然影响到项目整体商业配套的完善，不利于项目整体形象提高，从而影响到项目住宅产品销售。通过带租出售及以租代售相结合的方式能够避免此状况发生。（3）通过以租代售的方式，通过租金收取在一定程度上有助于公司资金回笼。（二）活动期从租户订立租赁合同之日起两年，自10月1日-9月30日（三）租金水平通过市场类比及项目售价结合租金回报率反算拟定（暂定西面1F50元/㎡起，二F25元/㎡起，南面35元/㎡起）（三）活动方式1、租金收取客户与公司订立两年商铺租赁合同后，一次性将两年租金交于开发商；2、以租代售（1）客户与公司订立商铺租赁合同一年以内，租户乐意购置所租赁商铺，公司将收取租户的两年租金转为客户购铺定价并抵冲购铺款；（2）客户与公司订立商铺租赁合同满一年局限性两年内，租户乐意购置所租赁商铺，公司将收取租户一年租金，剩余租金转为客户购铺定价并抵冲购铺款；（3）客户与公司订立商铺租赁满2年且不肯购置所租赁商铺，公司所收取的租金不予退还，续租或收回商铺公司届时视状况另行决定。3、带租出售由于租期较长，为避免公司商铺销售受到干扰，如在租期内，有其它客户愿购置以租赁商铺的（租户享有知情权，优先购铺权），能够通过订立三方合同的方式，带租出售给客户，租户租期内经营不受影响，以订立购铺合同之日计算，之前租金归公司全部，余下租金归购铺者全部；4、招租业态建议西面1F，2F分开出租，但必须确保以一托三，业态选择：银行、超市、药店、茶楼娱乐、家居建材、家电、高档餐饮、电信、IT、网吧等。南面业态：低端餐饮（早餐店、夜宵摊，快递，维修等）（四）活动影响1、有利影响（1）有助于公司资金回笼；（2）有助于完善项目居住配套，避免商铺空置对项目想象产生的负面影响；（3）先租后买有助于打消客户对购置商铺的风险顾虑，提高其对商铺的接受度；（4）有助于商铺业态引导，提高整体形象。2、不利影响（1）带租出售为其它客户购置商铺增加了附加条款，可能会影响其接受度；（2）如项目后期需将商铺做抵押融资等行为，将会受到一定限制。四、商铺预租价格表计算方式:每平方租金=商铺总价*（一年期银行定时存款利率2.25%+通货膨胀率3%=5.25%）/12个月/商铺建筑面积。商铺1#楼楼栋房号建筑面积套内面积单价总价每平米月租金111844.1743.2210050.88443947.451344111750.4749.3810008.35505121.342244111661.0359.719765.42595983.362243111572.7371.169725.74707353.416843111451.8150.699809.30508219.951743111340.7739.899887.96403132.310543111240.7739.899887.96403132.310543111151.8150.699809.30508219.951743111064.4763.089752.26628728.06243110966.1964.769746.19645100.411943110851.8150.699809.30508219.951743110740.7739.899887.96403132.310543110640.7739.899887.96403132.310543110551.8150.699809.30508219.951743110464.4763.089752.26628728.06243110369.2867.799736.05674513.528943110250.4749.389817.02495464.748943110144.1743.229859.55435496.25843商铺2#楼楼栋房号建筑面积套内面积单价总价每平米月租金210644.5743.2210239.16456359.234545210550.9249.3810197.05519233.599245210468.0565.9910122.64688845.861644210368.0565.9910170.47692100.576344210250.9249.3810292.71524104.945945210144.5743.2210430.49464886.961246商铺3#楼楼栋房号建筑面积套内面积单价总价每平米月租金311744.543.2210191.85453537.323245311650.8449.389814.84498986.707943311568.0666.119452.94643367.36341311466.6764.769314.06620968.341541311352.1950.699328.85486872.882141311241.0739.899406.93386342.802941311141.0739.899406.93386342.802941311052.1950.699328.85486872.882141310964.9463.089272.23602138.935241310866.6764.769074.89605022.763140310752.1950.699137.52476887.195540310641.0739.899215.60378484.742940310543.1541.919197.94396890.957140310450.148.669149.55458392.489940310364.9463.089080.90589713.748540310293.8891.198961.63841317.781839商铺7#楼楼栋房号建筑面积套内面积单价总价每平米月租金710166.9464.813224.40885241.430158720166.9464.85424.66363127.010324710267.8765.713221.32897331.026258720267.8765.75421.58367962.850624710368.866.613218.32909420.622258720368.866.65418.59372798.690924710467.8765.713221.32897331.026258720467.8765.75421.58367962.850624710566.9464.813323.25891858.347758720566.9464.85464.20365773.506924710655.8654.0813417.28749489.321459720655.8654.085528.57308826.144424710765.2163.1313428.07875644.659659720784.9882.275456.02463652.199624710878.876.2813378.381054216.35259720890.287.325441.82490851.8606247109100.2497.0413347.421337945.123587209100.2497.045429.05544208.352324商铺11#楼楼栋房号实测建面套内面积单价总价每平米月租金1110166.9464.813174.97881932.2952581120166.9464.85404.89361803.0859241110266.9464.813184.86882594.2574581120266.9464.85408.85362068.1412241110367.965.7313191.57895707.3323581120367.965.735409.62367312.9616241110468.7666.5613198.67907540.7196581120468.7666.565410.80372046.8687241110567.8765.713201.54895988.7084581120567.8765.75413.67367426.0606241110663.9761.9213224.95846000.1279581120663.9761.925431.14347430.2249241110784.2581.5613099.121103600.503571120794.6191.595327.27504013.1425231110842.8941.5213350.48572601.8761581120863.6261.595436.40345863.5804241110942.5141.5213353.61567662.0411581120942.5141.155553.87236095.205424商铺12#楼楼栋房号实测建面套内面积单价总价每平米月租金1210184.6481.8313058.761105293.215571220195.0291.875310.77504629.0576231210242.9441.5213300.63571129.1436581220263.761.595416.32345019.7222241210342.5641.1513303.76566208.0937581220342.5641.155533.68235513.454524商铺17#楼楼栋房号实测建面套内面积单价总价每平米月租金1710167.4964.813321.42899062.4755581720167.4964.85462.37368655.1569241710267.4964.813321.42899062.4755581720267.4964.85462.37368655.1569241710368.4265.713318.39911244.0006581720368.4265.75459.34373527.7651241710469.3666.613315.41923556.5099581720469.3666.65456.35378452.7669241710568.4265.713318.39911244.0006581720568.4265.75459.34373527.7651241710667.4964.813321.42899062.4755581720667.4964.85462.37368655.1569241710767.4964.813271.99895726.8333581720767.4964.85442.60367321.0364241710867.4964.813271.99895726.8333581720867.4964.85442.60367321.03642417109135.37129.9813041.541765433.8315717209135.37129.985283.32715203.28832317110144.24138.513024.821878699.7835717210144.24138.55272.54760510.5075231711157.4955.213310.78765236.9343581721157.4955.25481.39315125.0768241711256.245413316.60748925.697581721256.24545487.21308600.5818241711356.245413316.60748925