The reason of store location is usually considered as one of the three main resources of stores, and the ideal store location has a decisive influence on the success or failure of business. The ancients cloud? Good birds choose wood to live in? In the modern commodity society, this has another meaning. If we have excellent goods and personnel in place, but there is something wrong with the location of the store, it is equivalent to a good bird not finding a tree suitable for habitat, and the final result is exhaustion and death. The location of the store determines the number of customers in the store and the level of store sales.
Why pay so much attention to the location of stores?
(1) The store has a large investment amount and a long cycle. The choice of storefront location is related to the development prospect of storefront. Once a store is leased or owned, it needs a lot of capital to build it. However, when the external environment changes, the location of the store cannot be adjusted at any time like business factors such as people, money and things. Once the location of the store is determined, it is similar to a sunk cost. Therefore, before determining the location of the store, careful planning, in-depth investigation and proper arrangement should be carried out to provide the best choice.
(B) The location of the store is an important reference for businesses to formulate business objectives and business strategies.
Each region is different from other regions in terms of consumption culture, population composition, traffic conditions and municipal planning. These characteristics restrict the choice of customers, consumption characteristics, business varieties, commodity prices and promotion efforts in this area. Therefore, operators are making business objectives and economic development.
In business strategy, we must consider the characteristics of the area where the store is located, so that the formulation of goals and strategies is more in line with reality.
(3) The location of the store is an important factor affecting the economic benefits of the store.
? The weather is not as good as the place? Choosing the right store location means that the business is superior? The right place? Advantage. In the case of the same store scale, product composition and marketing service level in the same industry, the favorable store location will undoubtedly occupy greater advantages and bring better economic benefits to businesses. Therefore, in the process of analyzing economic benefits, we must not ignore the influence of store location.
The golden rule of store location is to make noise, avoid quietness and choose business district.
So-called? Make trouble and avoid silence? That is to say, when determining the location of the store, according to the location of the store, choose the business circle with dense crowds and frequent commercial activities to avoid the remote environment. ? Business circle? That is, taking the location of the store as the center, it extends outward for a certain distance, and takes this distance as the radius to form a circular consumption circle. Traffic conditions, topography and regional scenery, the characteristics of customers' activities at all levels and customers' income are all factors that determine the quality of a business circle.
Business circles are generally divided into three categories: mature central business circle, shaped business circle and community business circle. The first category is the core business district of the city, where both locals and outsiders will go; The formed business circle is generally a regional business office building or development zone, and the people who come to shop are generally young people who have a fast pace of life and chase fashion trends; The main consumers in the community-based business circle are those living around the community.
Restricted by various influences, the shape of business circle is often irregular, but in theory, the three levels of business circle structure can be represented by three concentric circles with different sizes. The key is to determine the radius distance of each level. Take the shops located in residential areas as an example. Generally, the radius of the main business circle is 500m, the radius of the second business circle is1000m, and the radius of the third business circle is1500m. The walking time is about 8 minutes, 15 minutes and 20 minutes respectively (see table). In addition, there are purchasing power from outside the business circle, such as mobile purchasing power and special relationship purchasing power, but the proportion is very small.
Of course, the above figures are all empirical figures, and the first-hand household survey data is needed as the basis for revision. Because the types of shops are different, the size of shops is also different, and the radius of their business circle will be very different, which is not static.
Become a continuous city
The gathering of related stores helps to increase the attention of the same target consumers. When people think of buying a certain commodity, they will naturally think of this street, such as Xidan and Wangfujing in Beijing. Therefore, choosing a business district where well-known brands of similar clothing are concentrated and consumers' purchasing goals are clear can not only enhance the image of the store, but also help to improve its visibility.
According to the different urban environment, business district and street elements, the positioning of the guest floor is also different. When choosing a store, we should determine the store location according to the positioning of the guest floor and the positioning of the brand. Position should be coordinated with brand positioning, and don't be afraid to follow your opponent or even unite with your opponent. * * * Working with others to create a market, what is it now? The rent is too expensive? In this case, it is a flexible prescription.
Open a big store in a small city and grasp the first principle.
People tend to remember the first peak in the world easily, and few people will remember the second peak deeply. ? First principle? Everywhere in marketing, such as buying dandruff shampoo that comes to mind immediately? Head and shoulders This is because Head & Shoulders took the lead in introducing the concept of anti-dandruff when it entered the China market. Another example? King Jiu Mu? Will you think of it? Professional pants? That's all? First principle? Successful cases closely integrated with brand positioning.
Shop location principle 1, shortest time principle.
The location of the store should be located in the most convenient area for people to assemble and distribute, and it is ideal to attract people within 10-20 minutes.
2. Accessibility principle
The principle of accessibility is the principle of entry. Commercial enterprises should be located in the most convenient place, that is, the most accessible place.
3, close to the purchasing power principle
The profit of commercial enterprises is based on the purchasing power of consumers, and the purchasing power level depends on the consumption level of consumers.
Generally speaking, the existence of commercial enterprises is based on serving a certain group of people. The minimum population to maintain the existence of a commercial enterprise is called the "population threshold" of the enterprise. Therefore, the land use of commercial enterprises must consider the population density and population in this area. Population is the basic factor of purchasing power. Only by combining with a certain consumption level can we form realistic purchasing power, and people's consumption level depends on economic income and consumption tendency.
4, the principle of adapting to consumer demand
Meeting the needs of consumers is a principle that all business activities must abide by. The product structure, price and promotion activities should be determined according to the characteristics of consumers' income level, consumption attitude, occupation and age.
5, close to the central business center principle
Commercial activities have an extension effect. Once the business center is formed, the enterprises located near it will make a profit. The central business center has great prosperity, is the center of urban people flow, logistics and capital flow, and is the focus of urban commercial activities. Get a place near this center and engage in business operations, and you can get more profits.