Problems Existing In Location Selection Of Clothing Chain Stores In Clothing Business

Chain operation is a strategic choice for China's current economic development and the cultivation of new economic growth points. It is the only way for commercial enterprises to seek economies of scale and build a sustainable development strategy of big business and big trade in the 21st century. While China's chain business has made great achievements, many enterprises have failed due to poor management. There are many reasons, one of which is couture Inappropriate site selection in the expansion led to the failure of the clothing store's business performance to achieve the expected goals. In the West, there is a view that the key to the success of the retail industry is "Place Place", that is, site selection, site selection or site selection. It can be said that the retail industry is a "location industry". Data shows that foreign retailers will spend about a year on site investigation before opening new stores, and their attention and rigor can be seen in general. However, many clothing chain stores in our country only make some general feasibility analysis in the process of opening clothing stores, do not make a detailed project investigation, and simply imitate the practices of foreign enterprises, which makes the address of newly opened clothing stores not very ideal, and directly affects the business efficiency and normal operation of clothing stores.

Problems existing in the process of location selection of new clothing stores of clothing chain stores. Address of clothing store The choice of "" still depends on the experience of management personnel, which is highly arbitrary and the factors considered are also very single, so the address chosen is not ideal and affects the expected benefits of the clothing store. The channel for finding stores is too narrow. From the current actual situation, the channels for the company to choose stores are limited to newspaper advertisements, housing agencies, real estate fairs and the Internet. In fact, this leasing information only accounts for a small part of the leasing market. Clothing chain stores ignore more forms of store rent information, resulting in incomplete information or asymmetric information between buyers and sellers, and missed many good stores and opportunities.

Simply pay attention to the passenger flow of the section, but the passenger flow subdivision is not clear enough. During the site selection process, the passenger flow was investigated, but the internal subdivision of the passenger flow is not clear enough. The customer flow was not subdivided, but the customer flow around the store was roughly understood. The composition of passenger flow is not understood. The size of passenger flow is only an indicator. The specific composition of passenger flow is to show how many of the total passenger flow is the target customers of the store. If the segmentation of passenger flow is not clear, it is impossible to predict the number of customers who enter the store and have purchasing behavior in the daily operation of the store, nor can it effectively understand the surrounding customer groups. As a result, the store will face a situation of huge customer flow but few customers after its official opening, making it difficult for the store to establish itself here, which will greatly affect the performance of the enterprise.

The site selection is not forward-looking enough. Due to various reasons, the advantages and disadvantages of the lot will not remain unchanged, but will change dynamically. For example, in the event of changes in municipal planning, access to new office buildings, school relocation, old city reconstruction and other reasons, the busy lot may also become a remote place, and vice versa. For example, a chain store in Hangzhou was originally located in a commercial center, and the enterprise spent a lot of money to rent the store and open a new one Clothing chain store 。 Later, due to the adjustment of urban planning, many office rooms were moved out, housing was demolished, and many residents moved to other places, making the area from a commercial center to a relatively remote street, which directly affected the normal operation of the clothing store.