Follow The Footsteps Of UNIQLO In Japan To Design Stores And Locations.

Starting with the opening of the first "uniqo" store, I want to build the shop into a "environment for customers to choose freely".

- the founder of UNIQLO Liu Jing Zheng

Smart Location Based on its own strength

The success of retailing depends on the lot of shops.

But a good lot is expensive.

No matter whether to sell food or to engage in food and beverage, the conditions of good lot conditions are the same.

The location of the roadside shops is good because there are people and traffic flow in front of the shops, and the traffic is convenient.

The location of new store in UNIQLO is usually looking for the main road or the back road. In short, there are some defective plots, so the rent will be very cheap.

"The first shop in Shizuoka Prefecture, Japan, was located on the cross road beside the trunk road, where there was farmland around it.

At the beginning, I also hesitated. Can I really be able to work in this place? Unexpectedly, the business of this store is quite good.

Ryui Masa recalls that if he reluctantly chooses to open a shop in a good location, the rent is naturally high. If it sells well, it can still sell well, and such a good location becomes a waste.

Therefore, I think that with the strength and ability of enterprises to match the lot, is the real good location.

For example, how to open a clothing store in a small city, how to make it famous in the shortest time? The most effective way is to open a store that is bigger than all competitors and has a good image.

In this way, when consumers first see your store, you will be impressed. You will feel that the brand you run is a quality brand.

Therefore, "small market opens big shop".

Many dealers are very stingy when they open a shop, and feel it is unclear whether they can make money in their business. First try to invest some money, so they can find a shop with a very small location, a small area and a low rent, and recruit some people with poor conditions to manage.

A newly opened store and a new brand is a new face for local consumers. The more new faces are, the better care is needed to survive.

On the contrary, there are small shops in big cities.

Beijing, Shanghai, such as the size of the land, in the Wangfujing, Xidan Street opened a floor shop, the annual rent per square metre is between 10 thousand and 15 thousand yuan.

If you open a shop of 100 square meters, the annual rent will be 1 million to 1 million 500 thousand yuan.

With a yearly rent of 1 million to 1 million 500 thousand yuan to open a special store, even if 60 percent off goods are purchased, there will be a profit margin of 60%.

If the funds are not enough and the strength is limited, how can we set up shop in such a big city?

Let shop change "

UNIQLO UNIQLO is a famous Japanese leisure brand. It is the core brand of FAST RETAILING group, which ranks the forefront of the global apparel retailing industry.

Insisting on providing modern, simple and natural products and advocating the idea of "joking" is also well known to the world.

UNIQLO's store design is very characteristic. For example, the zenith is not suspended as far as possible. Exposing the concrete frame does not matter. It is to make the zenith look tall and bright and more space.

In terms of software, a salesperson must be kept in a spotless environment. Whenever the goods appear to be stacked up neatly, they must be replenished in time.

Shop assistants don't keep pestering customers, but when customers are consulted or need help, they must give them the most enthusiastic service.

In order to work easily, the company stipulates that a salesperson should wear an apron at ordinary times, which is also convenient for customers to identify.

All of these initiatives are considered from the perspective of "standing on the customer's side of the problem", turning customers' "want to buy shop" into a "well selling shop".

Extended reading

Four strategies for successful location

Strategy 1: precise research {page_break}

For example, a chess game, everyone is a chess player, but each has different tricks.

A good master is careful when he comes out of every chess piece. It does not mean that they are not good at level and slow in thinking, but that they know that "one move is careless and the whole game is lost".

In fact, it is the same for opening a store. For any businessman, careful and careful market analysis is essential.

This is because stores often sell a particular brand or aim at a particular class of consumers. Once the analysis fails, stores will face a drying up of customers, and they will also face the danger of "one move is careless and the whole market is lost."

Therefore, the first step to successfully open a shop is to do a good job of market analysis, and use the opportunity of the rapid development of China's two or three line market to play a great role in its market segmentation.

For example, we should identify and understand the common situations that we and other peers will encounter. Then we must go deep into the market situation and find out our own unique situations.

Only after a detailed investigation and analysis of these problems can we move on to the next step.

Strategy 2: clear positioning

For example, singing and dancing, singing and dancing on stage, not everyone is the protagonist, some people can only play the supporting role.

Why? Because each of them has different strengths and different strength, so they can only play their role in the stage.

Similarly, a founder must find his or her own role according to his strength, otherwise he will be driven out of the market without mercy.

Role positioning can be as follows: market leader, market challenger, market followers and market vacancy.

After market positioning, it is possible to successfully enter the next step of analysis and operation.

Of course, in the selection and distribution of products, there must be a distinction between primary and secondary, and it can not be swept away by the supporting role of some products. Safflower also needs green leaves.

Strategy 3: choose the right trading area.

We must choose the "business circle".

Generally speaking, the scope of sales activities of stores usually has certain geographical boundaries, that is, relatively stable business circles.

Due to the differences in commodities, pportation, location and scale of operation, there are great differences in the size of business circle and the form of business circle.

Selecting business circles is the basis for reasonable location of new stores. It not only helps formulate business strategies, but also helps to formulate market development strategies.

The successful application of business circle strategy can lay a solid foundation for the store, enhance the image of the store, create and promote the specific needs of the customers, and establish a mutually reliable relationship with the customers.

Of course, using the resources of the business circle to make the business to the customer's heart and let them be willing to become a repeat customer is the fundamental reason for the strategy of the store business circle.

Strategy 4: differential competition

When analyzing the business district and investigating the competition stores, the founder of any store must thoroughly analyze the negative effects of their shops and the nearby shops because of the same commodity content function and the close relationship between them, or to increase the attractiveness of the region through mutual cooperation.

Clothing is also the same in terms of product functions, but not in terms of added value.

In this way, we can take countermeasures after we find out the situation of the competition shop.

Generally speaking, when exploring the competition situation, we should thoroughly visit the basic factors such as the business area, the type of goods, the number of employees and the hospitality skills, and then find out their advantages and disadvantages through comparison.

For symbiotic shops, we should see if we can further develop new demand goods.