Experts Show You The Market: The Five Step Is To Understand Purchasing Power.

To see Cai Huan Gong, he will be ill at the first sight.

What is the accuracy of judgement?

It is not a blood test or a laboratory test. It is a "look" in Chinese medicine.

When you see your face yellow, most of your liver is not good; your face is black and your kidneys are not good; your face is blue, your blood and blood are blocked. A master can easily tell whether he has a disease or not.

　　 market The same is true of research. In some of the less demanding projects, it is easier and more convenient to judge the market by external performance than to learn the complicated questionnaire by worrying about it, and by collecting various inaccurate statistical information through various related government departments.

5 places to walk, know the purchasing power.

No business does not want to open stores to those. purchasing power High market, but how to judge a town? customer Is there purchasing power?

The precise way to do this is to make you feel dizzy: check GDP, check the total retail sales of social consumer goods and other indicators, and then use the field market survey, using scientific statistical analysis method to estimate the purchasing power of customers, especially the average consumption potential.

Too complicated! Moreover, you can only get your eye on the income level directly. In fact, in the less demanding research, we can judge the purchasing power size only by looking at 5 places. Although not accurate, it is basically reliable and the cost is very low.

Watch traffic and pay attention to how you go.

If you go by plane, the city is more developed. Not every city has an airport, and an airport has a lot of purchasing power.

If it's a train ride, it's OK, there's a railway station.

The worst thing is that only the long-distance bus is enough to support the railway station.

The worst thing is that even the long-distance buses are blocked.

The level of transport can reflect the purchasing power level of the city. It must be noted that when you first went to the field research, you did not recommend the company to share the car, because only through the popular way of transportation can you better understand the market.

Ask the station staff, "how can we go to the downtown business district?"

There are generally 3 answers.

1. "out of the station is very close."

2. "go out of the station and walk about 500 meters or take a few bus routes..." ;

3. "which business district do you want to go to? There are several business districts, which are quite prosperous."

The first answer is relatively poor, because the local fixed population is not enough to support a prosperous business district and has to rely on the floating population brought by the station.

The second answer shows that the city is developing. The local fixed population does not like the dirty shopping environment near the station, and requires its own business district, that is, the business district starts to separate from the station.

The third answer means that the commercial center of the city has developed from single core to multi-core, and the degree of urban development has been relatively high. For example, there are a lot of commercial gathering areas besides the city, the central gate and the Concord. This needs strong purchasing power and sufficient population support. {page_break}

To the most representative shopping mall around the prosperous commercial area, take a look at the proportion of fresh areas.

Because supermarket shopping environment is relatively good, generally speaking, fresh food prices will be higher than the farmers market.

Due to the influence of purchasing power, the supermarket accounted for less than 5% of the fresh area, indicating that it is very poor.

Accounted for 5%~15%, indicating relatively developed;

Accounting for 15%~30% or even higher, it means that purchasing power is strong. More and more consumers like to buy fresh food in the hypermarket. The mere price advantage is not enough to attract consumers to the farm market again.

Go to the local department store to see the proportion of men's and women's clothing area.

Men and women wear 1:1, which means they are poor. Men wear clothes, women also need to wear clothes, but without money, they have to one person, one external appearance 1:1.

If the ratio of men and women to 1:2, it is more developed, purchasing power began to rise. Because after money, women first add clothes, so the proportion of women's clothing rises.

If the ratio of men and women to 1:3, it means that the purchasing power is particularly large, and the consumption of women is rising rapidly. The department store has 4 floors, which is related to the location of the shopping mall. But the fundamental reason is that the purchasing power is large enough to let women have enough money to shop.

In the women's wear area, there is another obvious sign that is the size of the underwear area. From the perspective of the development of fashion goods, it begins with the coat and the coat of the suit, then goes to the shirt and so on, then the underwear, and finally the accessories of the wallet and so on. Therefore, only after the problem of coat is solved, it is possible to begin to pay attention to underwear, and its premise is purchasing power.

To a department store or a commercial street, take a look at the brand grades of each store.

Under the competition condition, through long-term operation, the city will form different consumption levels.

Too high positioned shops will gradually withdraw because of the lack of a large number of stable consumers, while those with too low location will not have enough income to digest the cost pressure and will gradually withdraw. Finally, in the same business district, the grade of better shops will be roughly the same as that of customers.

This is an important reason for evaluating the purchasing power of consumers in the same trading area. As long as you observe the main competition stores or similar shops in department stores or commercial streets, you will have a good idea.

In the specific evaluation and operation, you can guess the consumers' ability to consume in the shop from the grade of the parking lot and the average customer price at the time of the actual purchase. You can also guess the customer's consumption ability through the types, grades, price bands and promotion ways of the sample shops. After completing this work, the market personnel can know the consumption ability of which business circle is higher by comparing several business circles.

Other indicators

Look at the movie theater. Please note that it is not the video hall. If there is no movie theater or a movie business is bad, it means that the purchasing power is relatively low. Because this kind of mental consumption is mainly prevalent in large and medium-sized cities. When purchasing power is insufficient, the consumption tendency mainly stays in shopping, and the demand for leisure is relatively small.

In addition, look at the best hotels in the area.

Why? Nowadays, when most people consume, there is a phenomenon called "provincial economy". In short, when the same thing is consumed, many people tend to spend more money in large areas. In such a situation of purchasing power outflow, it is easy to make mistakes in judgment.

For example, the rich in the village like to live in the town. The rich in the town like to live in the county seat. The rich people in the county town like to live in the city. The rich people in the city like to live in the provincial capital. This is the outflow of purchasing power. This is especially true of fashionable consumer goods and luxury consumer goods. Some people like to buy a "Made in China" in Europe.

But there is a kind of consumption that rarely goes out, that is, food and beverage. In other words, the rich will go to the provincial capital for a garment, but rarely go out for a meal. Therefore, the hotel grade can usually reflect the local purchasing power relatively.

In addition, if the market value is right during the Spring Festival, we can also know the sales increase of the shops here during the Spring Festival. If the growth is very strong during the Spring Festival, it means that the purchasing power is low, and usually can not afford to spend.

Shop performance is good, look at the girl will know.

How to judge the performance of a competitive store? Let's see how many of its shop assistants are.

Generally speaking, if the store business is good, the guide buyer must match more; otherwise, it will match fewer people.

In addition, beauty is also a resource advantage. Such people usually have higher demands on income, and can stay where they are, so they must get a good deal of business to earn high wages. If you look at the department store, you know: the higher the floor, the appearance of the shopping guide is gradually decreasing.