冷库视界：冷库招商：怎么定招商策略在于你想清楚你到底要卖什么？

<section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px 0px 24px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; font-family: "PingFang SC", system-ui, -apple-system, BlinkMacSystemFont, "Helvetica Neue", "Hiragino Sans GB", "Microsoft YaHei UI", "Microsoft YaHei", Arial, sans-serif; letter-spacing: 0.544px; text-align: justify; text-wrap-mode: wrap; background-color: rgb(255, 255, 255); color: rgb(62, 62, 62); overflow-wrap: break-word !important;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">过去三年，<span class="wx_search_keyword_wrap" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; color: var(--weui-LINK); cursor: default;">中国冷链<em class="wx_search_keyword" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; display: inline-block; vertical-align: super; font-size: 10px; width: 1.2em; height: 1.2em; mask-position: 50% 50%; mask-repeat: no-repeat; mask-size: 100%; background-color: var(--weui-LINK); mask-image: url("data:image/svg+xml,%3csvg width='12' height='12' viewBox='0 0 12 12' fill='none' xmlns='http://www.w3.org/2000/svg'%3e%3cpath fill-rule='evenodd' clip-rule='evenodd' d='M7.60772 8.29444C7.02144 8.73734 6.29139 9 5.5 9C3.567 9 2 7.433 2 5.5C2 3.567 3.567 2 5.5 2C7.433 2 9 3.567 9 5.5C9 6.28241 8.74327 7.00486 8.30946 7.5877C8.3183 7.59444 8.3268 7.60186 8.33488 7.60994L10.4331 9.70816L9.726 10.4153L7.62777 8.31704C7.62055 8.30983 7.61387 8.30228 7.60772 8.29444ZM8 5.5C8 6.88071 6.88071 8 5.5 8C4.11929 8 3 6.88071 3 5.5C3 4.11929 4.11929 3 5.5 3C6.88071 3 8 4.11929 8 5.5Z' fill='%23576B95'/%3e%3c/svg%3e");">园区的建设速度明显快于其招商与运营能力的成熟速度。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">尤其是在国有资本主导的新一轮冷链基础设施建设浪潮中，“库建得很快，但客户进得很慢”，已经成为不少冷链园区开发商心照不宣的现实。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">表面看，这是市场环境变化、需求波动、消费疲软等因素共同作用的结果；但从更深层次看，其核心问题在于：招商能力模型与自身业务定位之间的错配。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在冷链行业，招商从来不是一项单一能力，而是高度取决于企业的商业模式、服务形态与客户价值创造方式。如果能力模型选错，再勤奋的招商团队，也只会事倍功半。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">本文试图系统性对比两种主流冷链园区招商模式——</section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; color: rgb(39, 62, 128); font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><ul class=" list-paddingleft-2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); padding: 0px 0px 0px 20px; outline: 0px; max-width: 100%; box-sizing: border-box; list-style-position: outside; overflow-wrap: break-word !important;"><li><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">资产租赁型招商</li><li><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">第三方冷链物流型招商（流量型招商）</li></ul></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">并结合万纬冷链、普冷中国等国内以仓配服务为主的招商岗位要求（从公开信息抓取），以及主流物流地产开发商的招商岗位设置，对比其在能力结构上的差异，进而为中国国有类冷链园区开发与运营商提供更具现实意义的判断与启示。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">当然，这一讨论也将回答另外一个问题：建了大面积的冷链园区，涵盖冷链仓库、交易中心、干仓、甚至还有商业配套的情况下，企业是要建立自己的招商团队面向市场——覆盖大、中、小不同类型的客户，还是<span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; color: rgb(39, 62, 128); text-decoration: underline 2px double rgb(39, 62, 128);">招个接盘侠客户更好，并让人家落地招商带无偿兜底？（这句话老板让我加粗特别强调，不知道为什么。我只是打工的）<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 10px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; justify-content: center; display: flex; flex-flow: row; transform: translate3d(8px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; min-width: 5%; flex: 0 0 auto; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify; font-size: 28px; color: rgb(26, 47, 99);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">01</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px 0px 0px -16px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; align-self: flex-start; flex: 0 0 auto; min-width: 5%; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; transform: rotateZ(319deg);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -4px 0px -10px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: left;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; display: inline-block; width: 47px; height: 47px; vertical-align: top; overflow: hidden; border-style: solid; border-width: 1px 0px 0px; border-top-color: rgb(39, 62, 128); overflow-wrap: break-word !important;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section></section></section></section></section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -14px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; transform: translate3d(1px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: rgb(39, 62, 128);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">厘清概念：冷链园区招商，并非只有一种形态</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在行业讨论中，“冷链招商”往往被笼统理解为“把库租出去”。但事实上，这种理解只适用于一种非常特定的商业模式。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">1.资产租赁型招商：本质是“冷链版物流地产”<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">资产租赁型招商，核心目标只有一个：以尽可能稳定、可持续的方式出租冷库面积，获取租金回报。也就是大房东租赁性质，将10万平冷库租给1~5个客户最好，租赁仓储面积1000㎡以下的客户不太能入法眼。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而客户对象包括了第三方冷链物流企业、食品生产与贸易商、餐饮与零售商自用库等。租赁单位以平米为核心，不介入客户的日常运营，其招商成功的标准是去化率、租期稳定性与租金回报。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这类业务的本质是房地产开发思维，招商人才的来源更多是住宅与商业类房地产开发背景，在一二线城市则以物流地产或研发办公类以及工业厂房类开发商的招商背景居多。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这也能解释为什么有些地方平台做的冷库租赁中心，装修的和住宅楼盘的营销中心一样，精致漂亮，因为他们从基因里就是房地产开发商思维。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">2. 第三方冷链物流型招商：本质是“获取货量与业务流量”<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">第三方冷链物流型招商，则完全不同。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在这种模式下：客户并不是租库，而是用库。结算的核心也不再是面积，而是托盘数、吨数、订单量、作业量等。冷库也只是履约与服务能力的一部分，还包括了配送、甚至供应链等服务环节的参与。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">对于这类招商而言，其成功的标准是货量、周转频次、作业量、客户生命周期价值（<span class="wx_search_keyword_wrap" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; color: var(--weui-LINK); cursor: default;">LTV<em class="wx_search_keyword" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; display: inline-block; vertical-align: super; font-size: 10px; width: 1.2em; height: 1.2em; mask-position: 50% 50%; mask-repeat: no-repeat; mask-size: 100%; background-color: var(--weui-LINK); mask-image: url("data:image/svg+xml,%3csvg width='12' height='12' viewBox='0 0 12 12' fill='none' xmlns='http://www.w3.org/2000/svg'%3e%3cpath fill-rule='evenodd' clip-rule='evenodd' d='M7.60772 8.29444C7.02144 8.73734 6.29139 9 5.5 9C3.567 9 2 7.433 2 5.5C2 3.567 3.567 2 5.5 2C7.433 2 9 3.567 9 5.5C9 6.28241 8.74327 7.00486 8.30946 7.5877C8.3183 7.59444 8.3268 7.60186 8.33488 7.60994L10.4331 9.70816L9.726 10.4153L7.62777 8.31704C7.62055 8.30983 7.61387 8.30228 7.60772 8.29444ZM8 5.5C8 6.88071 6.88071 8 5.5 8C4.11929 8 3 6.88071 3 5.5C3 4.11929 4.11929 3 5.5 3C6.88071 3 8 4.11929 8 5.5Z' fill='%23576B95'/%3e%3c/svg%3e");">）、服务黏性等。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">换句话说，这类招商，本质是业务拓展，甚至是客户的“供应链顾问”，而不是传统意义上的“面积招商”。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 10px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; justify-content: center; display: flex; flex-flow: row; transform: translate3d(8px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; min-width: 5%; flex: 0 0 auto; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify; font-size: 28px; color: rgb(26, 47, 99);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">02</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px 0px 0px -16px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; align-self: flex-start; flex: 0 0 auto; min-width: 5%; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; transform: rotateZ(319deg);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -4px 0px -10px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: left;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; display: inline-block; width: 47px; height: 47px; vertical-align: top; overflow: hidden; border-style: solid; border-width: 1px 0px 0px; border-top-color: rgb(39, 62, 128); overflow-wrap: break-word !important;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section></section></section></section></section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -14px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; transform: translate3d(1px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: rgb(39, 62, 128);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">从招商JD看能力模型差异：两类企业的隐性逻辑</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">仔细研究万纬冷链、普冷中国以及传统物流地产开发商的招商<span class="wx_search_keyword_wrap" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; color: var(--weui-LINK); cursor: default;">岗位JD<em class="wx_search_keyword" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; display: inline-block; vertical-align: super; font-size: 10px; width: 1.2em; height: 1.2em; mask-position: 50% 50%; mask-repeat: no-repeat; mask-size: 100%; background-color: var(--weui-LINK); mask-image: url("data:image/svg+xml,%3csvg width='12' height='12' viewBox='0 0 12 12' fill='none' xmlns='http://www.w3.org/2000/svg'%3e%3cpath fill-rule='evenodd' clip-rule='evenodd' d='M7.60772 8.29444C7.02144 8.73734 6.29139 9 5.5 9C3.567 9 2 7.433 2 5.5C2 3.567 3.567 2 5.5 2C7.433 2 9 3.567 9 5.5C9 6.28241 8.74327 7.00486 8.30946 7.5877C8.3183 7.59444 8.3268 7.60186 8.33488 7.60994L10.4331 9.70816L9.726 10.4153L7.62777 8.31704C7.62055 8.30983 7.61387 8.30228 7.60772 8.29444ZM8 5.5C8 6.88071 6.88071 8 5.5 8C4.11929 8 3 6.88071 3 5.5C3 4.11929 4.11929 3 5.5 3C6.88071 3 8 4.11929 8 5.5Z' fill='%23576B95'/%3e%3c/svg%3e");">（公开资料），会发现一个非常有意思的现象：<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">岗位名称相似，但能力要求几乎是两种不同职业。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">1.仓配类业务的招商：典型的“业务型招商”能力结构，具有供应链顾问性质<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">从万纬冷链的招商JD中，可以清晰看到几个高频关键词：</section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><ul class=" list-paddingleft-2" style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); padding: 0px 0px 0px 20px; outline: 0px; max-width: 100%; box-sizing: border-box; list-style-position: outside; overflow-wrap: break-word !important;"><li><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">冷链物流解决方案</li><li><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">大客户开发</li><li><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">行业客户理解（商超、生鲜、电商、餐饮）</li><li><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">客户业务模式分析</li><li><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">长期合作关系维护</li></ul></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这意味着什么？这意味着在万纬的体系中，招商人员首先是冷链物流销售，其次才是“招商人员”。而能否成交，取决于是否理解客户供应链结构。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在这种模型下，一个优秀的招商人员，往往具备以下能力画像：能读懂客户SKU结构与库存周转逻辑，能与客户讨论仓配一体、冷干联动、区域网络布局等仓网运网的话题。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而普冷中国的JD（公开资料）中，也明显是重运营、重交付的“流量型招商”。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在其岗位描述中，常见要求包括：客户业务导入能力，货量预测与资源匹配，冷链操作与服务流程理解以及客户服务与续约能力。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这实际上表明：普冷的“招商”，并不以“签约”为终点，而是以“客户顺利跑起来”为目标。在这种体系中，招商与运营高度耦合。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">如，招商人员必须理解操作、损耗、效率、成本，并对不同品类的供应链与食品安全有较强的认知。因此，客户是否续约，可能往往取决于运营体验，而非只是价格。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这是一种食品冷链供应链顾问型能力定位，而非面积去化型“招商”。事实上，用招商二字形容这类企业的招商，不足以概括清晰其所需要掌握的知识面。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">2. 物流地产开发商：标准化、金融化的资产招商逻辑<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">相比之下，主流物流地产开发商（包括涉足冷链的部分企业），其招商JD呈现出明显不同的特征：如招商渠道拓展、项目推介与谈判、租赁条款设计、租金与回报率管理等。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">其核心关注点是：谁能租？租多大面积？租多久以及租金是否能匹配财务模型？甚至还会考虑，这类客户的“故事”是否足够具有吸引力？<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这是一个高度标准化、流程化、以资产回报为导向的招商模型。通常这类招商人员的学历背景极为亮眼，中英文切换自如。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 10px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; justify-content: center; display: flex; flex-flow: row; transform: translate3d(8px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; min-width: 5%; flex: 0 0 auto; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify; font-size: 28px; color: rgb(26, 47, 99);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">03</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px 0px 0px -16px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; align-self: flex-start; flex: 0 0 auto; min-width: 5%; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; transform: rotateZ(319deg);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -4px 0px -10px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: left;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; display: inline-block; width: 47px; height: 47px; vertical-align: top; overflow: hidden; border-style: solid; border-width: 1px 0px 0px; border-top-color: rgb(39, 62, 128); overflow-wrap: break-word !important;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section></section></section></section></section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -14px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; transform: translate3d(1px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: rgb(39, 62, 128);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> 两种招商模型的核心差异：<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">不是方法，而是底层逻辑</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">按一位在物流地产与第三方冷链物流行业来回穿梭的专业人士所言：地产开发与仓配服务本身就具有生意模式上的巨大不同，两者的不同基因也决定了“招商”的差异，两者其实不应有对比。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">然而，现在国企开发冷链项目太多，单个项目的供给量太大，导致经营者在思考项目的经营时，会考虑一部分用来做开发类租赁，一部分用来“自营”，即自己招客户自己来服务。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">因此，过往两类招商之间的“两拨人” 将在一家公司里面出现的现象越来越多。也就因此需要将两者的不同基因进行“求同存异”。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而这个“异”，通过前述分析可以发现，资产租赁型招商与第三方冷链物流型招商，至少存在四个根本性差异。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">1.招商对象的不同：企业 vs 业务。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">资产租赁型招商面对的是“企业主体”，关心客户的企业规模、行业信用与长期稳定性，以及这类客户能租的面积规模。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而第三方冷链物流型招商面对是客户的供应链问题，具象而言就是业务流与货量，关心客户的SKU结构、季节性问题以及订单曲线等。对于客户的进出库有多快、有多少库内操作量与配送需求极为在意。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">2.招商周期的不同：一次性 vs 持续性。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">资产租赁型的招商若能一次性招到“大客户包圆”，那么整个项目即可完成任务目标，后续更多是物业管理与客情问题。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">若对一个10万㎡冷库面积进行拆解，理想是1~3个客户租完，最差也是5~10个客户招满最佳。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而对于第三方冷链物流型招商而言，签约只是开始，真正的考验在于业务是否持续增长。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">3.招商与运营的关系不同。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">资产租赁型的招商与运营相对割裂，其所谓的“运营”，也更多是物业运营。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而第三方冷链物流型招商，则招商即运营前置。如面向一个餐饮连锁客户，招商需要与运营共同配合，为客户提供一份详细的方案，其中可能包括了温区规划、货位安排、动线规划、操作流程与标准、配送计划等。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">并且还需要跟运营负责人共同配合，为客户出具详细的合同、报价、交付标准与结算标准等。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">因此，第三方冷链物流型招商，不仅需要懂客户的供应链生意，还需要结合后端的运营为客户在仓库内“保驾护航”。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">4. 能力结构不同：谈判型 vs 复合型<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">资产招商偏重商务谈判能力、合规能力以及渠道资源。而第三方冷链物流型招商则要求对冷链客户所属行业的理解程度，如水果、蔬菜、冻品肉类、水产、零售商超、电商、中餐与西餐的供应链问题都不一样。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">仅水果这个领域，榴莲与奇异果、香蕉与橙子的供应链与在库内的要求也差异性极大。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">基于行业的理解，还需有极强的方案能力。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">我们见过一些开发类背景的招商做第三方冷链物流型招商时，极大概率会发生的“错配”现象：客户跟招商谈供应链布局，招商跟客户谈承重、层高、规格与标准多牛以及租金政策现在有多优惠。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">那么，这个客户还怎么“招”呢？方案如何能打动客户？</section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 10px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; justify-content: center; display: flex; flex-flow: row; transform: translate3d(8px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; min-width: 5%; flex: 0 0 auto; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify; font-size: 28px; color: rgb(26, 47, 99);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">04</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px 0px 0px -16px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; display: inline-block; vertical-align: top; width: auto; align-self: flex-start; flex: 0 0 auto; min-width: 5%; height: auto;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; transform: rotateZ(319deg);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -4px 0px -10px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: left;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; display: inline-block; width: 47px; height: 47px; vertical-align: top; overflow: hidden; border-style: solid; border-width: 1px 0px 0px; border-top-color: rgb(39, 62, 128); overflow-wrap: break-word !important;"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: justify;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section></section></section></section></section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: -14px 0px 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; text-align: center; transform: translate3d(1px, 0px, 0px);"><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; color: rgb(39, 62, 128);"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> 对国有冷链园区开发商的三点关键启示</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; overflow-wrap: break-word !important; font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">回到本文最核心的问题：<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> 这对中国国有类冷链园区开发商意味着什么？<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"><span style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box !important; overflow-wrap: break-word !important; font-style: normal;">启示一：首先要明确——你到底是不是“做物流的”<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">很多国有冷链园区，口头上说要“做平台、做枢纽、做服务”，但在实际能力与组织结构上，仍然是典型的资产开发商思维。甚至期望“甩手”给某个公司来接盘做“运营”，并还附加“你需要对赌帮我招出去”的条件。（前面重点强调了，这里就轻微加粗强调下）<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">然而，如果你没有想好自己到底要做开发商生意，还是物流甚至供应链服务生意，那么这个招商体系的搭建就需要提前“思考好”。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">在许多国有冷链开发类项目每平米造价飚过5500元甚至超7000元情况下，单纯靠可能40块一个月/平米都收不到的租金，恐怕连银行的付息都难以覆盖。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">然而，既然建了项目总归要做出成绩。因此，认真思考好“要不要自己做”，是考虑接下来如何建立招商体系的重要前提。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">启示二：不要用“物流型招商的人”，去完成“资产型招商的目标”（反之亦然）<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这是当前行业中普遍存在的现象。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">我们见过一些地方国企特别爱溢价招万纬与普冷背景的招商人员，招过来后却要求其“快速把面积租满”，最终导致团队水土不服，人员流失。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这种能力模型的错配，往往不是个人问题，而是战略与组织问题。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而同样，一些决定做仓储物流服务的“央国企”开发商，从普洛斯与易商等知名企业请所谓知名的招商大神回来后发现：<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">为什么一个1000托的客户他看不上？<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">这背后都是业务战略到组织战略再到人才战略是否匹配的问题。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">启示三：真正的难点，不在招商，而在模式选择<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">很多国有冷链园区，把招商难归因为“市场不好”“客户少”，但实际上更深层的问题是：<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">你到底希望客户因为什么而选择你？是因为区位和价格？还是因为高大上的仓库与合规？还是因为你能帮他跑业务、降成本、扩市场？甚至你能融入到客户产业生态中？<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">不同答案，对应的招商模型、组织能力与投入方式，完全不同。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">因此，冷链招商，终究是商业模式的外化。它是企业商业模式、组织结构与战略选择的外在表现形式。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">未来几年，随着冷链园区供给持续增加，那些招商能力与自身定位高度匹配的项目，才有机会真正跑出来；<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">而那些试图“什么都做、但什么都不精”，或者两种模式摇摆的园区，反而会越来越被动。<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">最后，留给行业一个问题，尤其是那些地方国有冷链开发项目方：<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">当你在建冷库时，是否真的想清楚了怎么做？<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">以及，你是否真的想清楚了——你到底想要卖什么？<p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> <p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;">引用一位国企领导的原话“建完空着了不可怕，毕竟大环境不好，但空了之后不努力，只想当包袱一样甩出去，那才可怕。”</section></section><section style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin: 0px; padding: 0px 5px; outline: 0px; max-width: 100%; box-sizing: border-box; text-align: justify; text-wrap-mode: wrap; color: rgb(62, 62, 62); background-color: rgb(255, 255, 255); font-size: 15px; font-family: "Source Han Sans CN Normal"; line-height: 1.8; letter-spacing: 0.8px; overflow-wrap: break-word !important;"><p style="-webkit-tap-highlight-color: rgba(0, 0, 0, 0); margin-top: 0px; margin-bottom: 0px; padding: 0px; outline: 0px; max-width: 100%; box-sizing: border-box; clear: both; min-height: 1em; overflow-wrap: break-word !important;"> </section>

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