Rules For Successful Location Of Clothing Stores

Kentucky Fried Chicken and McDonald's in almost every city in China are booming businesses. The reason is that their location skills are very commendable.

When you choose a storefront for your brand, if the location is not ideal, even if you do very well in future exhibitions, shopping guide management, ordering, and so on, it will be difficult to achieve the desired sales results.

If you want to change the storefront, it will cost a lot of manpower, material and financial resources. The replacement of storefront is very troublesome, and it will bring great losses to you.

Therefore, the location of shops is very important.

Then, what principles should be followed for location selection?

1. Key words for location selection -- effective person flow

People usually find the location where people are most concentrated in the process of site selection, and think that the larger the flow of people is, the better.

Some people look at rent and think that the more expensive the rent is, the better the shop will be.

In fact, these understandings are not enough.

When you shop, you can only see people's traffic or rent, sometimes they lead you to a misunderstanding.

Human traffic is important, but more importantly, the volume of people in the lot is not the effective flow of your brand.

Then, what is the effective person flow? I believe that effective human flow should have two factors simultaneously.

1. Mainstream traffic is consistent with brand positioning.

Product positioning includes two aspects: style and price.

Such as leisure style low price, leisure style high price; fashion style price, fashion style, high price and so on.

Different product positioning determines the location of different customer groups, and the location of customers mainly includes age, income, education, occupation and so on.

Such as casual style, low price brand is generally suitable for students, just work and low income groups, and leisure style high priced brands are generally suitable for those who have worked but earn higher income groups. The two parts of the customers may have similar age structure, but there will be obvious differences in income and occupation.

At present, the main brands that China operates are men's clothing (such as YOUNGOR, seven wolves, etc.), high-end women's clothing (such as Ma Tiannu, brother and so on), casual wear (such as Bang Wei, YISHION, etc.), sportswear (such as Lining, Anta, etc.).

The location of leisure brands and sports brands is basically the same.

Generally, in big cities, they are naturally divided into two main commercial streets according to brand positioning. One is suitable for middle and high class women's wear and one is suitable for casual wear.

For example, casual wear in Shanghai is mainly distributed in Nanjing Road, while middle and high class women's clothing is mainly distributed in Huaihailu Road; Guangzhou's casual wear is mainly distributed in Beijing Road, while the middle and high class women's clothing is mainly distributed in Tiancheng square.

In general, there is only one main commercial street in small and medium-sized cities, but most of them have a natural division. The first half is mainly leisure wear and sportswear, the middle section is mainly men's wear, the second half is mainly women's wear, or one side of the road is casual wear and sportswear, and the other side is high-end dress.

Generally speaking, the most concentrated streets or lots of leisure wear are the most expensive rents and the largest traffic volume.

In the process of site selection, we must first analyze the location of the brand that we have joined, and then find out the main street traffic that matches our brand positioning, instead of blindly measuring the quality of the lot through the size of the flow of people and the level of rent.

2. The purpose of customers' walking

Sometimes, even if the flow of people in the lot is large, it is also consistent with the location of your brand, but the location of the store is not ideal. Why?

For example, some large supermarkets (such as Auchan, trust mart, etc.) have larger traffic volume, and the marketing strategy of supermarkets also opens up some positions to make clothing stores. Casual wear and sportswear brands tend to play a more desirable role because of the randomness and impulsiveness of buying.

But for some supermarkets with the same traffic flow, some franchisees set up clothing stores because of the large flow of people in supermarkets. However, due to the overall positioning of the supermarket and other reasons, there is no commercial atmosphere of clothing, so the effect can be imagined.

The reason for this is that the customer group of the business circle is buying the general merchandise for the purpose of walking.

For some special streets, the rent and the flow of people are the same. However, due to the characteristics of brand distribution, history and culture, and architectural pattern, there are two or three differences between the front and rear sides, or the two sides of the street may change their buying rate and purchasing power due to the different customers' walking purposes.

Therefore, in the process of site selection, we should not blindly see whether the name of the road is the name of the most prosperous commercial street.

To sum up, in the process of site selection, it is necessary to see whether the flow of people in the lot is consistent with the location of your brand, and what is the purpose of the pedestrian flow.

So, such as Kentucky, usually choose in the commercial pedestrian street, large supermarket or middle and low department stores, and for some high-end location shopping malls, such as Lian koff, etc., although the flow of people in the lot is also very large, but because the main flow of the business circle is not consistent with its location, so KFC will not choose.

Two. The relationship between location and area of shops

Because of China in recent years

Brand competition is becoming more and more intense, and the competition among stores is also increasing.

Therefore, in the location of shops, apart from considering lots, the area is also very important.

The ideal shop is, of course, the most first-class location, the shop with double facade and the above area. If you choose a brand that is suitable for operation from a profit angle, you also have such resources.

But if you look at the difficulty and profitability of finding a store, it is not necessarily everyone's brand is feasible.

So, which is more important for the lot and area? I think it depends on the brand development process and brand strength.

Because of the large mobility of the staff, the area with larger popularity is larger than the lot.

As a result, such brands do not need to do too much publicity. Some customers will come actively because of brands. Secondly, large areas can make the image better, and more conducive to the establishment of the image of "big brands".

For some small and medium-sized cities, some well-known brands will even change the local commercial street situation.

For well-known brands, lots are larger than the area.

This brand needs a large number of people to reach the brand and recognize the brand.

If you can't find lots of shops that are very satisfied with the area, let's make a judgement based on the actual situation of your brand.

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Three, the choice of department stores and street shops.

Is it better to open a store in a department store or to open a shop along the street? First of all, we should analyze the advantages and disadvantages of department stores and street stores.

1, the advantages and disadvantages of department stores

1) the advantages of department stores

Early investment is small.

Department stores usually have a form of deduction, so they do not pay large amounts of rent and pfer fees at one time.

Easy to manage.

Department stores have specialized operation management departments to manage personnel recruitment and management, store image and so on, and save energy and cost of franchisee or Brand Company management.

Especially for some of the franchisees who have not run the clothing brand business.

Preliminary work is simple.

It is not necessary to run three certificates to run east and West, and directly sign contracts with shopping malls.

In decoration work is relatively simple.

The brand effect of market itself promotes performance.

In particular, some of the local influential shopping malls will have a greater driving effect on the performance of the clothing brand.

The establishment of brand image.

In the hearts of the common people in China today, department stores usually represent a "grade". The presence of department stores is conducive to the establishment of brand image.

2) the shortcomings of department stores

Return period is long.

In particular, some reputable stores, which are not very reputable or relatively "cattle", have a long cycle of return, which makes the flow of funds rather sluggish.

The operation cost is high.

Although department stores generally do not pay rent, the way of deduction is usually higher than that of street stores according to the same sales performance.

The internal relationship is complex.

Especially in some of the better selling stores, the internal relationship is very complex, and the energy and financial resources to deal with this relationship are usually relatively large.

Promotional activities are vigorous and frequent.

Especially in recent years, the competition between shopping malls has resulted in a lot of efforts to promote sales, especially those with high discount and high discount.

And for the same brand and Street store promotion activities is difficult to form a unified.

2, the advantages and disadvantages of street shops

1) the advantages of street shops

Store image is good.

Street shops have their own windows and doors. There are three walls in the room. The shop area is usually larger than that in department stores, and decoration is not restricted by certain department stores.

The freedom of management.

If you can play music that is more suitable for your brand positioning, employees can wear their own work clothes, staff's posture and service mode can be freely controlled according to their own brand characteristics.

2) the shortcomings of street shops

Early investment is big.

The rents of the shops along the street are getting higher and higher, and some shops even have to send a larger pfer fee, which is usually paid at one time in a year, which has increased the pressure of early investment.

It is difficult to manage.

Unlike department stores, there is extra management. Performance management and safety management must be done independently by operators.

So, how do we choose to combine the advantages and disadvantages of department stores and street stores? We should consider the following three aspects.

1, whether the brand positioning is consistent with the location of the mall.

First of all, we need to look at the brand's own positioning. Some brands are more suitable for shopping malls, such as business women's clothing. Some brands are more suitable for street stores (such as public casual wear).

At the same time, we must combine the positioning of shopping malls, some shopping malls are positioning high-end line, some shopping malls are positioning low priced casual wear and so on, our brand should be consistent with the overall positioning of shopping malls.

2, the consumption habits and consumption culture of local consumers.

For example, the northern market is more accustomed to shopping in department stores.

More accustomed to shopping on commercial pedestrian street.

Of course, this is not absolute. It depends on the local conditions.

3, examine the reputation of the mall.

At present, the reputation of individual shopping malls in China is relatively poor, such as the refund period and other deductions per month.

Combined with the above factors, according to the characteristics of their own brands, it is suggested that the combination of department stores and street stores should foster strengths and circumvent weaknesses so as to enhance the brand's influence, competitiveness and occupancy in the local market.