The first condition for success is site selection, and the second condition is site selection. ? Whether it's a shopping mall, convenience store or chain store? It is very important to choose a site for commercial activities. Below I will solve the reasonable factors of store location for everyone, hoping to help you. Factors of reasonable store location

1. Passenger flow planning is an important factor

Merchants have certain requirements for location, and different merchants choose different locations for commercial real estate. Passenger flow planning is the most important factor in the process of commercial site selection. Commercial center is a consumer center. From the perspective of economic benefits, commercial center must meet the requirements of the whole city consumer market and strive for as many customers as possible. In terms of cost-effectiveness, to strive for the maximum agglomeration benefit requires the maximum use of various urban infrastructures, so the spatial pattern of urban population distribution is an important restrictive factor for the formation and development of commercial centers.

Fan Zhijun, vice president of Suning Appliance Group and executive president of North China Region, believes that it is not necessary for a big community to open a shop there, but also the traffic of the community should be considered. For example, in Fangzhuang area, the community here is large enough, but it is no problem to open a Carrefour or a Metro, because it has a large population and consumes a lot of daily necessities, but it is not suitable for durable consumer goods stores such as electrical appliances. Because the community has a certain capacity and is a relatively mature community, the demand for electrical appliances is saturated, and the cycle of upgrading electrical products is relatively long, so it is not necessary to open an electrical appliance store again. Moreover, people in other communities will not have to go to Fangzhuang because they buy a color TV or a refrigerator. There are too many homogenized products. In this way, the passenger flow cannot be guaranteed, and it is unwise to choose to open a shop there.

Cao Lidong, general manager of marketing of Jinfeihong Telecom, said that their location will generally be selected in places where businesses are clustered together, and the surrounding formats are rich, so that the passenger flow will be relatively large, which will complement each other and promote each other.

2. The traffic condition is better

In fact, the traffic condition directly affects the passenger flow. The development experience of foreign large commercial real estate shows that only when a city enters the automobile society, or begins to enter the automobile society, can the Shopping Mall really develop in a city, otherwise it can only be an urban shopping center.

He Xiaochuan, Commercial Division of World Union Real Estate Consultancy Co., Ltd., believes that the traffic condition is very important for any kind of property form, and under the principle of pursuing the largest sales range of goods, the location should minimize the traffic expenses. The essence of the best traffic accessibility of the commercial center is that the sum of the travel time for all shopping travelers to reach the center is the smallest.

At present, suburbanization is not common in most cities in China, and the popularity of family cars is not high. Therefore, large shopping centers generally choose the city center, because such a location has convenient transportation and can attract more passengers. For example, the Oriental Plaza in Beijing is located in the bustling commercial center Wangfujing, which ensures the passenger flow of the Oriental Plaza because of the whole business circle.

Cao Lidong said that the newly opened stores this year should be located in places with convenient transportation and convenient parking, which will make more people like to shop here and be good for sales.

3. Combining with urban planning

In the process of site selection, businesses should pay close attention to the process of urban development. The location of commercial facilities should meet the requirements of urban development planning, not only considering the establishment of sufficient parking spaces in the planned plots, but also the support of urban transportation system.

fan Zhijun said? When we chose the site, from the layman's point of view, it was not good to choose such an area, but the sales of this store were getting better and better in one year or two, mainly because it kept pace with the government's planning. ?

it is consistent with the overall planning of the government, which is a problem that must be considered in the process of site selection. ? Eleventh five-year plan? In the planning, the whole city planning and commercial planning are divided into two axes, two belts and many centers. At this time, if the commercial location still follows the past thinking, choosing a store around the third ring road and choosing a store around the second ring road, I think it will not be commensurate with the overall planning and development of the government, and this kind of commercial location problem will also form. ? He said.

For example, the location of Wal-Mart, an internationally renowned chain store, will be searched along expressway, and a store will be built at the exit of expressway according to the extension to expressway. Perhaps this area has not been developed yet, and the houses and land prices are relatively cheap, but after a year or two, this place will immediately become a prosperous commercial area or the land prices will rise rapidly. Therefore, commercial site selection should be combined with government planning.

4. Customization is the general trend

In addition to the above three factors, the products provided by developers to merchants are also very important. Different commercial varieties have different requirements for commercial real estate and need to meet the requirements of merchants. Merchants will also choose products that suit them when choosing a site. Therefore, many commercial real estate developers have launched customized services, and product customization has become the general trend.

Tomorrow, Chen Yunfeng, director of the First City Real Estate Business Development Center, told reporters that they pay more attention to customization in the development of commercial real estate. For example, they completely customized a whole commercial area of 12,111 square meters to Metro, and the result was unexpected. After Metro came, Carrefour came, Carrefour came and Wal-Mart came. In the process, a principle of customizing for whoever can buy it as a whole has been formed. For example, if you want to build a swimming pool, the preliminary civil works will be completed according to your requirements, so you don't have to revise it repeatedly, which will cause unnecessary waste.

Fan Zhijun also said that developers rarely consider what kind of business the house is being developed for. For example, in the early stage of site selection, it is found that the small partition and fire protection of the house are all done, but in fact it does not meet the needs of our hypermarket, which will lead to repeated construction. The partition has to be torn down again and the fire fighting has to be redone, which invisibly makes the cost rise a lot.

Therefore, he thinks that we should use modern thinking to develop commercial products. Business should be tailored, and only in this way can the benign and healthy development of commercial real estate be promoted. Factors to consider in store location

1. Is this regional business circle suitable for the industry you want to operate?

2. If it is a mass consumer market, consider a first-class business district with convenient transportation and constant crowds to increase the visitor rate and increase business income. However, if it is a niche consumer market that needs to emphasize loyalty, then it can be considered to operate in a secondary business circle to reduce the burden of rent and other costs.

3. industries with long business hours can choose to operate in busy commercial areas where people gather, so as to increase their operating income by opening for a long time.

4. If you want to open a community-based store, you must consider the market saturation of the commodity in the community and the market share of existing businesses because the consumption pattern in the community is relatively closed.

5. Is the working capital for starting a business prepared enough to pay the rent burden of the place?

6. Is the number of storefronts in this location enough for future expansion of equipment or goods?

7. The population and households in this business district are rising, falling or flat.

8. Is the main resident population in this area old or young?

9. Is this community an old community or a new one?

11. Is the location of the industry you want to operate in line with the local laws and regulations?

1. Traffic strategy

When choosing a store, you should first consider its format characteristics. Those retail formats, such as supermarkets and convenience stores, which are small in scale, meet customers' needs and focus on daily necessities with low operating selectivity, should be close to customers in principle. And those retail formats with large monomer scale, complete commodity varieties and strong business selectivity, for example, department stores or warehouse shopping centers can attract customers from afar, and in principle, they are selected in places with many people and convenient transportation. Convenient transportation can bring people from far away places in, and it is convenient for shoppers to go out. Convenient transportation has become an important factor that modern retail industry must consider. For example, convenient transportation is the primary factor of Carrefour's location, and there are three conditions for Carrefour to open a store: convenient transportation; Population concentration; The intersection of two roads. Actually, the French name of Carrefour? Carrefour? Exactly? Crossroads? Meaning of.

2. Location-oriented strategy

The strategy of subdividing geographical location refers to the strategy of choosing the location of the store after carefully analyzing the geographical conditions such as climate, topography, land use form and road correlation. It can be subdivided from the following aspects:

First, the shop location should pay attention to the road surface and terrain. In general, the location of shops should consider the road and pavement topography of the selected location, because this will directly affect the building structure and passenger flow of shops. Usually, the shop floor should be at the same level as the road, which is an ideal choice for customers to enter and leave the shop. However, in the actual site selection process, the land price of lots with good road topography is relatively high, and the competition among merchants in choosing the location is fierce. Therefore, in some cases, merchants have to choose the location of the store on a slope or on lots with a lot of height difference between the road surface and the shop floor. In this case, the most important thing is to consider the population, facade, staircase and signboard design of the store, which must be convenient for customers and eye-catching.

second, the location of the store should consider the terrain. The main influences of topography and landforms on the choice of store location are as follows:

orientation. Orientation refers to the direction in which the store is located, marked by the orientation of the main entrance. The choice of orientation is directly related to the climatic conditions in the area where the store is located. Take the northern cities of our country as an example, usually the north is the top, so it is the most ideal geographical orientation for general commercial buildings to sit north facing south.

trend. Trend refers to the direction of customer flow in the selected location of the store. For example, China's traffic management system stipulates that people and cars drive on the right, so people generally develop the habit of driving on the right. In this way, shops should choose the right as the top when choosing the geographical location to import. For example, if the road where the store is located is east-west, and the passenger flow mainly comes from the east, the northeast intersection is the best direction; If the road is north-south, and the passenger flow is mainly from south to north, the southeast intersection is the best.

the situation at the intersection. Crossroads generally refer to crossroads and fork roads. Generally speaking, in this junction, the visibility of the store building is great, but when choosing the side of the intersection, we should carefully examine both sides of the road, usually make a more accurate investigation on the traffic flow direction and flow on each side, and choose the street with the largest flow as the best location of the store and the orientation of the storefront. If it is a fork in the road, it is best to set the store in the front of the fork in the road, so that the store is the most conspicuous; But if it is a T-junction, will the store be located at the intersection? Corner? , the effect is better.

3. Borrowing customer strategy

The competition around the store has a great influence on the success or failure of the store operation, so it is necessary to analyze the nearby competitors when selecting the site. In places where shops are relatively concentrated, we can succeed only by making efforts to make characteristics in business characteristics, prices, services and so on. For single-function retail stores, it is difficult for them to have a large passenger flow because of their single business, small scale and weak appeal to customers. These shops have the characteristics of dependence and borrowing customers, so they adopt the strategy of borrowing customers in site selection. One scheme is to set up shops next to commercial areas or large shopping malls, so as to obtain larger customers. The other option is in? XX professional street? Opening a shop, because there are many shops in the same trade in the professional street, will have an aggregation effect, which is easy to expand its influence and gather popularity. Consumers can shop around in the professional street, and it is easier to start the price, so there are more passengers. In this way, it is easier for a merchant to do business than to do it alone. For example, McDonald's and KFC fast food restaurants are almost all built next to big shopping malls, which is also the same reason. Investigating the operating performance and commodity price level of similar retail enterprises in the same location can preliminarily calculate the possible profit situation; It is also helpful to determine the positioning of our own commodities in the future, and enter the highly competitive market with less investment, which not only stands firm, but also develops rapidly. Therefore, there is both competition and cooperation between the concentrated stores, and we should weigh and grasp this relationship.

4. passenger flow analysis strategy

every store operator knows that it is necessary to find a popular place to open a store. The number of passengers is an important issue that must be considered in site selection decision. With enough people, the profit return of the store can be guaranteed, and enough popularity can support the purchase volume. The location of the store should analyze the characteristics of the passenger flow. As the old saying goes? One step away from three cities? It means that the location of the store is one step away from the sale, which is related to the route of passenger flow activities. Even the same street, due to different traffic conditions, different basic cultural and entertainment facilities or different areas, different locations may make great differences in sales performance. Understand the consumption target of passenger flow, analyze the results of passenger flow survey, and study the purpose of passenger flow, such as shopping, commuting, changing trains, traveling or walking, etc. Stores near schools should consider the time of winter and summer vacations, stores in concentrated areas of institutions and companies must master their time of getting on and off work, and stores near stations should find out the rules of departure and arrival, which will affect the business hours after opening, and thus affect the performance of stores.

5. Potential value evaluation strategy

Potential business value evaluation refers to the analysis and evaluation of the future business development potential of the store location to be opened. When evaluating the advantages and disadvantages of store locations, we should not only analyze the current situation, but also evaluate the future commercial value. This is because some promising store locations may change from hot to cold with the development of urban construction, while some areas that were not noticeable in the past may also become bustling in the near future. Therefore, more attention should be paid to the evaluation of potential commercial value when the store is located. In this regard, we can evaluate it from the following aspects:

First, the location of the selected address in urban planning and its commercial value.

second, whether it is close to large institutions, units, factories and mines.

Third, the speed and scale of population growth in the future and the improvement of purchasing power.

fourth, is there? Concentration effect? That is, if the store is built in the central business district, although the store will face multiple competitors, because many businesses gather in one street, it can meet the various needs of consumers, thus attracting more customers to shop, thus producing a business intensive effect. So? Into a city? Commercial street, but also the location of shops need to focus on the target.

6. Surprise strategy

When choosing a store, it is necessary to conduct scientific investigation and analysis, and at the same time, it should be regarded as an art. Operators have keen insight, are good at capturing market business opportunities, choose the store location with a surprise strategy and a unique vision, and often get unexpected gains. Such as the largest retail enterprise in America.