Interpretation Of The Golden Rule Of Location Selection

In order to avoid the remote environment, the so-called "noise seeking and avoiding static" means choosing the location of the store according to the location of the store, choosing a crowded shopping area with frequent commercial activities. The "business circle" is a circular consumption circle consisting of the location of the shop as the center and extending outward to a certain distance. Traffic conditions, terrain and regional scenery, activity characteristics of customers' activities and customers' income are all factors that determine the good or bad business circle.

　　 Trading Area Generally, it can be divided into three categories: mature central business circle, formed business circle and community type business circle. The first category is the core business district of the city, whether it is the city or the outsiders. Generally, the formed business district is a regional commercial office building or development zone. The general customers who are shopping are young people who have a fast pace of life and chase fashion trends. The main consumers in the community business circle are consumers living around the community.

Business circles are subject to various kinds. Influence Its shape is often irregular, but theoretically speaking, the three levels of the business structure can be represented by three concentric circles of different sizes. The key is to determine the radius of each level. Take the shops located in residential areas as an example. Generally, the radius of 500 meters is the main business area, the radius is 1000 meters for the sub business circle, the radius is 1500 meters for third business circles, and the walking time is 8, 15, 20 minutes (see table). In addition, there are purchasing power outside the business circle, such as mobile purchasing power, special relationship purchasing power, etc., but the proportion is very small.

Of course, the above figures are experience The figures, which are specifically implemented in every shop, need first-hand residents' survey data as the basis for revision. Because there are different types of shops and different sizes of shops, the radius of business circles will vary greatly.

The accumulation of relevant shops helps to raise the concern of the same target consumers. People will naturally think of this street when they think of buying a commodity, such as Xidan and Wangfujing in Beijing. Therefore, the choice of similar clothing in a relatively well-known brand of relatively concentrated business district, the consumer's purchase goal is very clear, can not only enhance the image of the shop, but also help to improve store popularity.

According to the different environment, business district and street elements in the city, customer orientation is different. When shops are located, shop addresses should be determined according to the location of customers and brand positioning. The location of the site should be coordinated with brand positioning, and should not be afraid to follow the opponent, or even unite with the opponent. It is a good recipe to work together to create a market.