Usually, in the process of shop location, merchants always want to find the location with the most crowded people, thinking that the greater the flow of people, the better the location. Some people even look at the rent and think that the more expensive the store, the better. Below I will solve the five steps of store location for you, hoping to help you.

five steps of store location

the first step of store location: market research to make an effective business circle analysis

to open a good store, it is inevitable to conduct some market research. From a professional point of view, it is called business circle analysis, which is to investigate and analyze the sales scope of the store, the characteristics of customers coming to the store and the geographical location of their living environment. Because shops in different geographical locations have different types suitable for operation. Therefore, when choosing a site, investors should first carefully observe the situation of the business circle, such as how much passenger flow and traffic flow are in the business circle, and how many competitors there are in the business circle. Generally speaking, the places with large passenger flow include the city's commercial center, railway station, long-distance bus station, bus stop nearby, commercial pedestrian street, the entrance of university campus, popular tourist attractions, the entrance of large wholesale markets and large and medium-sized residential areas. Because these places belong to commercial concentrated lots, the chances of success are often much higher than those of ordinary lots when opening stores in busy and crowded lots. However, in the specific choice of shops, we should pay attention to the fact that there are not too many competitors in the business circle, and it is best not to have more than three stores specializing in similar goods.

Step 2: Determine the address according to the main products

The choice of business location is closely related to the main products and potential customers. All walks of life have different characteristics and consumers, and the bustling commercial area is not the only choice. Operators should have a clear understanding of their own products and target consumer groups when choosing a site, so that they can win by knowing themselves and knowing each other. For example, convenience stores and small and medium-sized hair salons are suitable to be opened near community residential areas, while bars and tea houses can be opened near downtown areas.

Step 3 of store location: The advantages of the subway station intersection are obvious

At the corner of the intersection, or some places with convenient transportation and adjacent to public transportation facilities such as overpasses, underpasses, bus stops, subway stations and light rail stations, the general traffic volume is relatively large. The prices of shops on the same floor and in different locations are not the same, and the relative rents of shops with better visibility and no shelter in front are also relatively high, which is hard to find in the market.

Step 4: Sign a clear store property right relationship with the landlord.

Generally, the property right of a store can be used (rented) for at least 5 years, and in order to lower the rent, a lease term of at least 5 years or more should be signed. In addition to negotiating the rent, we should also pay attention to negotiating the relevant additional conditions in order to save a lot of money. For example, whether heating, water supply, electricity supply and telephone call can be normal, whether the roof, floor and walls of the store can be basically repaired, and water and electricity facilities can be added or maintained. In addition, Chen Yan reminded investors that infrastructure should be agreed in advance in the contract to avoid unnecessary disputes with the landlord in the future.

store location step 5: select an appropriate store area

store investment is different from general property investment, and tenants of various formats have different requirements for store area. Take clothing and catering as an example. Generally speaking, the business area of a small clothing store can reach about 31 square meters, while the business area of a small restaurant needs about 51 square meters. If we blindly pursue a small area, then the format that shops can bear will be quite limited, and the flexibility of shops will be greatly reduced, which will inevitably increase the difficulty of renting or subletting shops in the future. If there is no suitable tenant in the shop, the rental return is naturally impossible. Matters needing attention in store location

1. Whether the venue can handle catering and whether the fire/hygiene/environmental protection certificate can be handled.

The current laws and regulations restrict the operation of catering, and the new district cannot be opened without catering planning. If the area is larger than 311 square meters, it is necessary to pay attention to whether the fire protection of the building passes. It's best to find out the area and sanitary conditions of the kitchen first. Smoke exhaust system is the focus of environmental protection.

2. Whether the size of imported wires and the location of smoke exhaust, drainage, toilet and air conditioner can be solved.

the size of the inlet line will affect the use of kitchen equipment and air conditioning, so please ask professionals to make a clear calculation when decorating. Smoke exhaust fans and purifiers should be placed on the roof or far away as far as possible, so that the operation will not affect the dining room. Drainage trench leakage must not be cut off, if it leaks to the next floor after a few months, it will be troublesome. The length of the air conditioning pipeline must match the pressure of the air conditioner itself, and the internal pipeline should be laid well.

3. Can the position of the billboard be determined?

make sure how many billboards are available before you decide on a store.

4. Whether the landlord who signed the contract is legal or not, he must show the original real estate license and land certificate. If it is an enterprise, it must have an industrial and commercial license and a power of attorney.

I'm afraid of this, too. Some people with ulterior motives can't be prevented, because there are too many disputes caused by unclear property rights or subletting property. At the same time, the final disputes between rent-free period and property transfer or shopping malls that are not operating can be predicted when signing contracts.

5. Facade, corridor, upstairs, downstairs and nearby environment.

it is a disco upstairs, a small supermarket downstairs, a drugstore next to it, or a storefront next to it that has never been opened or reloaded, etc.

6. What is the real area, the pool area and the use of the parking lot?

when you look at the property, you will always exaggerate the area, including the number of public stalls, which company the parking lot is used with, and how many vacancies are left during the peak dining hours, especially larger than large restaurants and commercial areas.

7. The term of signing the contract, the short-term and long-term planning of the government.

At present, the catering benefits are less, and the recycling is slow. The number of years and the increasing situation have an impact on the long-term operation and future transfer of restaurants. At the same time, one-way traffic, no traffic, road reconstruction, demolition and other government plans must be considered.

8. The algorithm of rent, and the sharing of property fees, utilities and elevator fees.

whether the former owner owes water and electricity fees, and the amount of property fees, water and electricity fees and elevator fees after moving in must be confirmed clearly before setting.

finally, choosing the right point is the key. We should pay attention to the details. The renter hides the shortcomings, and the contract is clear. Don't be impulsive. Impulse is the devil. The strategy of store location

1. Transportation strategy

When choosing a store location, we should first consider its format characteristics. Those retail formats that are small in scale, meet customers' needs and focus on daily necessities with low operating selectivity, such as supermarkets and convenience stores, should be close to customers in principle, while those retail formats that are large in scale and complete in product variety and focus on goods with strong operating selectivity, such as department stores or warehouse shopping centers, can attract customers from a distance. 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? Wal-Mart? Sam, general manager of the joint store? Wall is adopting? People abandon me and take it? The reverse operation strategy is to move large discount stores to villages and small towns that are not valued by ordinary businesses. Because the market there has not been developed, it has great potential, and at the same time it can avoid the increasingly fierce competition of urban commerce.