Store survey report template
If you want to know about stores, you need to conduct a survey. How should you write a survey report when conducting a store survey? Let's take a look with me.
template 1 of store survey report
from may 26th to 28th, Dongfang Jinbao, together with Henan Dot Market Consulting Co., Ltd., conducted a survey on the demand of commercial real estate in Zhengzhou on the site of the first Paving King Conference, and 231 samples were put in the survey and 231 samples were recovered. Finally, 228 valid samples were determined, and the effective rate of the questionnaire was 99%, which was in line with the effectiveness and representativeness of this survey.
in this issue, we publish the results of this survey, hoping to focus on their specific investment needs for shops and their views on Zhengzhou's commercial real estate market through a sample survey of investors with clear investment intentions.
1. Analysis of investors' specific needs
○ Analysis of store area demand
The survey results show that more than half of investors actually need a store area of 21-41 square meters, the proportion of which is 41-61 square meters, the proportion of which is 61-81 square meters and more than 81 square meters is 12% and 13% respectively, and only those who choose less than 21 square meters are selected.
The size of shops is more important to investors. Too large an area not only has high investment amount and cost, but also is difficult to sell, and relatively few investors take over. However, if the area is too small, it will restrict the operators of shops, which is not conducive to the leasing and operation of shops. From the developer's point of view, it will be in a favorable position in the competition of commercial real estate to understand the real demand of investors for shop area and launch shops with suitable area according to their needs.
○ Analysis of the highest total price accepted by shops
Through investigation, it is found that the proportion of the highest total price of shops that investors can accept is less than 211,111 yuan, 39% between 211,111 and 311,111 yuan, and the proportion of the total price that investors can accept is 311,111 to 411,111 yuan and 411,111 to 511,111 yuan respectively, and the proportion above 511,111 yuan is 16.
through the analysis of the highest total price that investors can accept, we can know the real investment ability and financial strength of investors. Developers should fully consider this factor when developing and selling projects, so as to develop marketable shops, so this information is indispensable.
II. Analysis of background information of investors
○ Analysis of investors' actual age
Through investigation, it is found that the age composition of shop investors is mainly concentrated in 31-41 years old, accounting for 62%, of which 33% are 36-41 years old and 29% are 31-35 years old; The proportion of people aged 41-45 is 1.6%; 25~31 years old also has 11%; The proportion of people aged 46-55 is 1.2%.
The research results show that the people aged 31-41 are the main force to invest in shops in Zhengzhou's commercial land
market at present. These people are rich in social experience and have strong financial strength, so they are naturally attracted by shops' investment under the circumstances that there are few investment channels at present and the investment prospects of shops are promising. It is also suggested that developers should focus on this group of people and study their investment habits, value orientation and specific investment needs, so as to obtain the largest market share.
○ Analysis of occupational categories of respondents
The survey results show that the main occupational categories of respondents are freelancers and individual businesses, accounting for 28% and 25% respectively; the proportion of senior managers in enterprises is 13%; the proportion of doctors, teachers, lawyers and researchers is 12%; the proportion of general employees in enterprises is 11%; the proportion of civil servants is 8%.
○ Analysis of the monthly income of the interviewees
According to the survey of the monthly income of the interviewees, the monthly income of the interviewees is mainly 3,111-5,111 yuan, accounting for 44%, with 19% of the interviewees earning less than 3,111 yuan, 17% earning 5,111-7,111 yuan and 7,111 yuan.
As Zhengzhou is an inland city and a second-tier city nationwide, its economic development level is not high, and its residents' income level is relatively low. Although investors in Zhengzhou are very willing to invest in shops, there is still a big gap in the total income level compared with the developed coastal areas, which has a certain impact on their investment ability and investment amount, so it is also worthy of the attention of developers.
3. Analysis of investors' choice intention
○ Analysis of the purpose of buying the store? Shop investment has become the main theme
The survey results show that the respondents' main purpose of buying shops is to invest the highest proportion, reaching 58%. Buying shops for investment has become the main theme of Zhengzhou's commercial real estate market at present. 38% of the shops buy their own businesses, and these buyers are mainly people who are doing business or preparing to do business. While the other proportion is only 4%.
compared with the survey data of commercial real estate of Henan Dot Market Consulting Co., Ltd. in 2115, it is found that the proportion of buying shops for personal use has decreased by 5 percentage points (compared with 43% in 2115), while the proportion of buying shops for investment has increased by 3 percentage points. Although the increase is not large, the signs of commercial real estate market starting are beginning to appear. Commercial real estate is gradually accepted and sought after by investors by virtue of its own advantages, such as being less affected by macro-control and stable return on investment.
○ select area analysis? Choose the central area first, and pay attention to other areas
As can be seen from the choice of the area where the shops are located by the shop buyers, the central area is still the first choice of the shop buyers, accounting for 32%, and the central area is bigger than Shanghai in the Erqi business district. Causeway Bay Plaza and Erqi Mong Kok, World Trade Center Area M in the railway station business circle, and tsinghua campus SOHO Plaza? Red Square, etc., have a great attraction to investors. The proportion of shop buyers choosing East District and Zhengdong New District is 18% and 16% respectively, and they value the regional development prospect. Zhengzhou City has a strong support for the development of this area and will be the economic and commercial center of Zhengzhou City in the future, so the layout can not be wrong in advance. The proportion of choosing the Western District and the Northern District is 15% and 13% respectively, because there are several large-scale professional wholesale markets in these two regions, such as Big Kitchen, Yuantong Textile City, Waterfront Flower and Tree City, Zhengzhou Seasoning Kitchenware Business Plaza, etc. These markets have performed well in the commercial real estate field in Zhengzhou and are also sought after by investors. Only 6% of shop buyers choose the Southern District, and the commercial real estate market in this area is developing relatively slowly.
○ Analysis of the types of shops selected? Commercial street shops and residential shops on the ground floor are the most popular
Investigation and analysis show that buyers mainly prefer commercial street shops and residential shops on the ground floor, with the selection ratio of 25%; The proportion of shops in professional market is
21%, which shows that buyers are also very optimistic about this kind of shops; The selection ratio of community shops is 1.5%. With the occupancy of residents in various residential communities, community commerce has gradually developed, and community-type shops have been considered and selected by investors. Department stores and shopping center shops are greatly influenced by the overall operation of shopping malls, and there are many uncontrollable factors, and the proportion of choice is 1.2%; The proportion of commercial buildings and office shops is only 2%.
○ Analysis of factors to consider when choosing a store? The survey results show that when investors choose a shop, they first look at the location, with a selection ratio as high as 41%; Secondly, the value-added potential of shops and the surrounding environment of shops, with the proportions chosen by investors being 19% and 17% respectively; Investors also consider factors such as rental price, business atmosphere, traffic around shops, strength and reputation of developers.
location has always been the most important factor in commercial real estate, and developers and investors attach great importance to it. The wangpu in the center of the business district is even more valuable, and it is hard to find a shop. The main reason lies in the dual scarcity of land and shops in the center of the business circle, resulting in a small supply of shops, extremely unbalanced supply and demand, and naturally high prices.
○ Cross analysis of purchase purpose and selection area? Investors value the regional development potential
Through the cross analysis of the purchase purpose and the selected areas, it is found that the areas selected by the shop buyers with the main purpose of investment are mainly East District, Zhengdong New District and North District, with the selection ratios of 61%, 75% and 87.5% respectively, and these areas are the main development directions of Zhengzhou urban area in the future, which shows that the shop investors are very rational, and they are more optimistic about these areas and think that the shops in this area. For buyers who mainly use their own products, the selected areas are mainly the central area and the western area, accounting for 51% and 71.4% respectively.
○ Cross-analysis between the purpose of purchase and the type of shops selected? Investors mostly choose commercial street shops and professional market shops
The investigation and analysis results show that the main types of shops selected by investment-oriented buyers are commercial street shops, professional market shops, department stores, shopping centers and so on, which have a strong business atmosphere and obvious investment value; However, community shops and residential shops at the bottom are limited by the surrounding environment, and some of them are not mature enough to cultivate the market patiently, so it is more suitable for their own use. Template 2 of store survey report
In recent years, we have conducted a series of field surveys on the geographical location, business model, industry combination, profit model, positioning and promotion activities of * * * stores. The investigation and research are reported as follows:
First of all, let's introduce the development history of department stores: Bon marche, the world's first department store, was born in Paris in 1852. By World War II, western department stores had experienced the development from growth to maturity, and the positioning of department stores was comprehensive. Department stores handle almost everything. You don't have to go to a cloth store to buy cloth, a grocery store to buy a broom, a clothing store to buy clothes, or a shoe store to buy shoes? When you walk into a department store, you can buy almost all the daily necessities. Even then, the department store sold food, cakes, pickles and so on. It tried to meet all the needs of everyone. In fact, it can also be called the era of seeking common ground, the era of no differentiation and the era of no positioning.
in the face of the impact of large-scale comprehensive supermarkets, department stores give buyers great psychological satisfaction with luxurious decoration and thoughtful service. This satisfaction can sometimes cover up the impact of high prices and cumbersome procedures. The relatively complete categories will also give consumers more choices to meet their subtle individual needs. The outstanding brand image will add a sense of success and satisfaction to consumers' shopping, and excellent quality and style will satisfy consumers' yearning for a better life and fashion.
through investigation, we found that all department stores are comprehensively analyzed and determined according to the location of the city, the distribution of surrounding population, urban planning, traffic conditions, whether it is a city commercial network group or not, and the status of floating population. Finally, it is located in the Dongjiekou Scenic Resort business circle, which is the most prosperous, popular and has a huge flow of people, and the traffic network is very developed. All traffic lines can radiate to five districts and eight counties in Fuzhou, and it is located in the golden business circle. In this most prosperous business center, there are large supermarkets and specialty stores such as Oriental Department Store, Xinhuadu Department Store and Dayang Department Store, which causes the agglomeration effect of consumers, allowing consumers to compare the quality, price, style and service of goods in the same type of stores, thus intensifying the competition among enterprises; On the other hand, due to the gathering of the same type of stores, it will have the agglomeration amplification effect, attracting more consumers to shop in the downtown area, thus effectively expanding the sales circle of enterprises and bringing huge economic benefits to enterprises.
under the strong impact of large-scale comprehensive supermarkets and retailers, department stores are gradually being eroded by specialty stores that break down the market, and their business road is getting narrower and narrower. In order to cope with the crisis, department stores have adopted different business models according to the market and self-analysis:
1. Department stores with management strength generally adopt the business model of self-operation, supplemented by renting;
2. With the expansion of enterprise scale, fully functional department stores adopt the business model of self-supporting, supplemented by renting;
3. If an enterprise lacks operational capacity and insufficient funds, it will all lease or entrust a management company to operate and manage.
according to the current survey, all department stores operate in good faith, focusing on popular department stores and insisting on it. Quality, reputation, brand and scale? Business philosophy. Take the business model of self-management, supplemented by renting, under a clear positioning, through high-density and multi-level store planning, enter the market with the situation that the quality and variety of stores are the first in the local area, actively create product characteristics and business characteristics, highlight the characteristics of product grade, quality and price, and provide superior service and comfortable shopping space, so that customers can enjoy shopping and life. As for the combination of industries, department stores are fully functional, with not only comprehensive department stores, but also top international luxury brand specialty store and various specialty stores. Through the introduction of catering, entertainment, service, home life, fashion products, jewelry and health care, we can meet consumers' emotional needs and core value needs, so that consumers can not only shop, but also eat, entertain or spend other services. It meets the needs of consumers for food, clothing, use, entertainment and leisure enjoyment after entering the store.
in order to create good brand benefits and enhance the competitive level of enterprises, department stores actively introduce world-class brands. And with international luxury brands to take pure joint venture, big guarantee, small guarantee, pure lease, self-management, custody and other cooperation methods, to find the best balance between the interests of both sides, and finally achieve a win-win situation for high-end department stores and high-end goods. On the other hand, department stores adopt the method of joint venture and share in all kinds of service industries, and both parties share the benefits and risks. For some kinds of services such as catering and entertainment, they also adopt the lease operation mode, and charge fixed rent and property management fees. For the supermarket operation, it is completely self-operated, ordering goods from suppliers and agreeing on a settlement period of several months. Department stores also charge certain fees and deposits from suppliers, such as entrance fees, quality guarantee deposits and employee training fees.
through this series of business models, huge economic benefits will be achieved, and before this huge benefit can be achieved, department stores must be positioned according to the consumer demand and the enterprise's own situation. The focus of positioning is on consumers, and the positioning of consumer groups refers to the market segmentation and confirmation of consumers radiated by the whole business circle after the scope of the business circle is determined.