Location Planning Of Chain Jewelry Store

For jewelry shops, the location of shops is equivalent to finding a "phoenix tree".

Now jewelry chain has become a common practice, but there are many jewelry practitioners due to lack of relevant experience, resulting in improper site selection and can not continue to operate.

The following is a jewelry chain franchise in the years of operation in the actual operation of the shop location planning, it is worth our reference.

Strategic store location planning

Jewelry headquarters to determine whether the franchisee's business address is reasonable, whether to have the following four basic conditions:

I. favorable geographical environment

As consumers, the first criterion for choosing to enter the jewelry store is the geographical environment of the shop.

Just imagine, in the garbage dump or dusty, noisy shop, who would like to stay in the shop? Even if the shop accessories are very good, consumers will also think: how can such a bad place have good ornaments worth buying? So, every shop owner is responsible for providing comfortable surroundings for customers.

Two, convenient traffic conditions

Traffic problem is very important to everyone. The convenience of location is one of the important factors that directly affect customer flow.

Generally speaking, the number of customers entering the shop is proportional to the local traffic volume.

Traffic in busy commercial areas is very convenient. There are often many bus routes to choose from, so that customers can come to the shops to buy them.

Jewelry shops generally focus on busy commercial downtown areas, professional clothing blocks, large living areas or schools around.

Three. Target customers are large and have strong consumption ability.

The population status of the jewelry store service area is the key factor for site selection.

Generally speaking, the more crowded the jewelry store is, the more important is the more dense the target customers are, the better the consumption capacity.

At present, large and medium-sized cities are relatively concentrated to form various areas, such as business district, tourist area, University District and so on.

Four, the reasonableness of the shop area and whether it has the conditions for long-term operation.

According to the size of business circle, it is necessary to plan the area of shops reasonably so as to ensure better display of goods.

Moreover, shops have long-term operating conditions to facilitate brand building.

Quantitative shop location criteria

According to the above site selection principle, as shopkeepers, more than two shops are usually selected for headquarters to undertake assessment.

The evaluation items of headquarters include different situations:

First, pedestrian flow.

Generally speaking, high customer traffic level will increase sales.

However, excessive customer traffic will also prevent buyers from going too crowded.

At the same time, pedestrian traffic is also analyzed to determine whether pedestrians are consistent with the target market of the store where the location is planned.

Two, public pport facilities and road conditions.

Road condition refers to the width of the road, the degree of traffic congestion and traffic control. It is not only related to the passenger flow, but also directly related to the speed of goods on the store.

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Three, the shop structure and visibility of the shop; the size of the shop and its building structure and shape; whether there are urban planning constraints, such as hydropower, sewer, heating and other conditions.

Four, the location of the store.

The concept of location refers to the distance from the center of the city; the two refers to the distance from the residential area or the trunk line; the three refers to the specific location located in a certain area, such as the corner, the center, the intersection and so on.

Five, shop prices.

Store prices will have a direct impact on sales price and investment recovery period.

Clear location of storefront target

In the choice of the target business area, the focus is on whether the business circle is in line with the brand market.

First, the preferred target is determined by the popular shopping malls, clothing cities and women's special stores in the target market.

These areas are generally beautiful, neat streets, convenient pportation, business services complete and not noisy, but also concentrated a lot of fashion products consumers, most of them are 13 to 27 years old young girls. These people advocate individuality and freedom, have strong demand for consumption, love fashion and popularity, worship idols, accept new things faster, consumption is basically impulse consumption, and the pursuit of jewelry styles also pursue quality, they are the backbone of jewelry consumers.

Two.

Many areas have already built quite a large number of characteristic communities. According to the current development trend of urban construction planning, the trend of residential "community-based" is becoming more and more intense, and shops run by communities can often achieve good results.

As long as the taste of the jewelry store can be well received by the district customers and get their approval, they will surely have a stable and expanding customer base.

Three, the streets and areas gathered by peers.

People gathered in the same area or even on the same commercial street. This phenomenon is familiar to people, because customers want to buy products with high quality and low price with the lowest possible amount of money. Often, they will be able to compete for and occupy the target market more than three stores, such as the advantage of their own products, strong personality and strong competitive strength.

Four. Schools and other academic districts

College students are in the prime of life, energetic, sensitive to charisma, persistent pursuit of fashion accessories, but because of their limited economic capacity, they are very sensitive to prices. The market positioning of jewelry with high quality and low price can meet their needs to the greatest extent.