Site Selection Is Difficult To Become A "Bottleneck" In The Development Of Hypermarkets

　　 Many people search for thousands of sites.

In recent years, Hypermarket Blossom all over the country. According to incomplete statistics, in December last year, the operation of large supermarket chains in Guangzhou reached 4 days per day, or even 4 opening days. Moreover, these supermarkets have a great common ground: they sell more than 4000 square meters. With the same demand and the conflict of opening time, the location problem, which was originally one of the focuses of competition, became more prominent. In an interview, reporters learned that in the first half of this year, there were many famous international and domestic chain enterprises such as WAL-MART, trust mart, Century Lianhua, Xinhua and so on. But businesses were struggling to find them, but it was not easy to find the ideal commercial venues in Fuzhou. This phenomenon also exists in other cities throughout the country. At present, the development of shopping centres everywhere is in different degrees. site selection A difficult dilemma.

Gao Jingsheng, deputy general manager of Beijing Kelong, told reporters that the location of supermarkets is a real problem because businesses do not set up shop to open stores, but rather open stores for business purposes. Everything else in a commercial network can be changed, but the address can not be changed. However, the site selection team lacks professional training. Coupled with the influx of foreign commercial capital and the expansion of local commercial capital, the competition of retail industry is becoming more and more intense, and the demand area for retail businesses is also increasing. These factors make the location problem more difficult.

According to past practice, real estate developers are not related to retailers before development, usually after the completion of real estate development. Operator Will enter. But it is precisely because there is no good communication and contact between the two, so that developers can not be satisfied with the development of commercial projects. Wu Jianzhong, vice chairman of Beijing Wuming group, believes that the reason for this phenomenon is that the development of commercial real estate is out of line with the needs of operators. Some commercial real estate can not meet the needs of operators in terms of area, location, structure and so on, resulting in the disconnection between demand and supply. Part of the commercial real estate developed in downtown area has a higher development cost. At the same time, because of the better location, the competition between operators has increased its price, so the situation of good lots can not be rented. However, the commercial real estate developed in the more remote areas, due to the difference between the merits and demerits of the lot, the commercial real estate is idle. Secondly, from the point of view of operators, there are such phenomena as centralization of businesses, duplication of outlets and lagging behind in the planning of commercial outlets, which makes businessmen think twice before choosing addresses.

Experts believe that the difficulty of location selection is the result of market competition and operation mechanism, asymmetric information communication between the real estate industry and commercial circulation, and the lag of commercial network planning. Niu Donglai, an expert in retail logistics industry, told reporters that in view of the difficulty of locating large stores, the most important thing is to coordinate the relationship between commercial real estate development and commercial operation, and establish the orderly relationship between the two, so as to solve the problem of information communication between the real estate industry and the commercial circulation area. The participation of consulting companies in the development of real estate projects and the effective communication between commercial developers and operators can play a certain role. At the same time, it is a solution for the real estate developers to employ personnel with experience in the R & D Department of the supermarket. For operators with similar network outlets and similar outlets, we should give full play to the role of the market rule to overcome the fittest. Through effective competition, we will standardize the formats and achieve a balance in the role of the market.

Mr. Niu Donglai believes that from the angle of the government's macro regulation and control, the government should form a rational plan for the development of the format, taking into consideration the reasonable structure of the outlets and the existence of the small and medium-sized shops around, so as to prevent the emergence of vicious competition. The rational planning of various formats will help to improve the life of the surrounding people and keep the competition of all kinds of format structures in a state of moderate competition. Strengthening the scientific planning and strict management of commercial outlets is not only the need to promote the rational layout of industries, the effective utilization of resources, but also the need to improve the quality of life of the people and create a harmonious society.

It is understood that the developed countries such as the United States and Japan have a complete set of binding mechanisms for the location of retail enterprises. For example, in Losangeles, there are local laws and regulations. New commercial construction sites must obtain local construction permits. To obtain this license, we must pass three thresholds, which is why WAL-MART has not yet opened a shop in Losangeles. In Japan, there is also the siting law for large retail businesses. In Korea, large business enterprises will shut down on weekends or reduce business hours, so as to facilitate the development of small shops.

Zhang Wenzhong, President of the CPPCC National Committee and President of Wumart group, proposed that "Regulations on the planning and management of urban commercial networks" should be promulgated as soon as possible, making it the first normative document to guide urban commercial networks. Integrating urban commercial network planning into the relevant planning of urban construction, restricting the disorderly construction of large commercial outlets, opposing monopoly and ensuring the rational layout and orderly competition of urban commercial outlets; on this basis, strengthening the examination and approval authority of commercial management departments in the planning and construction of urban commercial facilities, and regulating and limiting the expansion behaviors of large and medium-sized enterprises directly or indirectly restricting and affecting the development of small and medium-sized retail enterprises.

　　 A "site" is worth a thousand dollars.

For the highly competitive retail industry, the establishment and positioning of the hypermarket is like playing chess layout. Site selection is the first step of the chess game. It plays a decisive role in the operation of the store. In a sense, the correct location is half the success of the operator. The location of stores is a long-term investment, which is related to the future of the development of stores. When the external environment changes, its business factors can be adjusted accordingly to adapt to changes in the external environment, and address has the characteristics of fixed and long-term, once it is determined, it is difficult to change. Therefore, businessmen must have a vision for developing location of stores, not only studying the present situation, but also correctly predicting the future. Location selection is an important basis for operators to determine business objectives and formulate business strategies. Different regions have different social environment, geographical environment, population condition, traffic condition, municipal planning and so on, which restrict the source of customers and the choice of goods, prices and promotions. When determining business objectives and formulating business strategies, businesses must take into account the characteristics of the locations where the stores are located, so as to achieve the enforceability of the strategy and the realization of the goals.

A few days ago, reporters visited some famous hypermarkets in Beijing, and found that most of them had their own location criteria after years of operation and management, whether in urban or suburban areas. The direct factors that usually consider the location of a shopping mall are: whether it is in a population concentrated place, in a business district or a residential area, there are not many floating population, and the consumption ability of the nearby population. Is there any strong competitor in the supermarket's main area, whether there is a parking lot, the traffic condition near the supermarket, etc. At the same time, businesses in the specific operation of the site is also cautious.

Experts suggest that traders should, according to their own characteristics and special requirements of the environment, link up with the competitive relationship and complementary relationship between other formats in the retail industry, carefully analyze the consumption psychology and needs of various consumers, make rational distribution, and formulate feasible location strategies.