Shop Location Is The Prerequisite For Successful Operation.

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.

Business circles are generally divided into three categories: mature central business circles, formed business circles and community business circles. 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 constraints, and their shapes are often irregular. But theoretically, 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 empirical figures, and the implementation of each specific shop requires first-hand household 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 improve the same. Target consumer group People's concern is that when people think of buying a product, they will naturally think of this street, such as Beijing's Xidan, Wangfujing and so on. Therefore, choose the same kind. clothing In a relatively concentrated brand name business district, the consumers' purchase goal is very clear, which can not only enhance the image of the store, but also help improve the popularity of the store.

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.

Big cities Set up shop According to the characteristics of big cities and the shopping psychology of consumers, there are many stores and information in big cities. Consumers prefer to buy similar clothing after comparison. The same brand opens several stores on one street, forming a brand's "big momentum", which strengthens the impression of the brand in the eyes of consumers and increases the probability of transaction. The common way to open shop is to place the wrong place and echo each other.

In a word, terminal shop location is a systematic and meticulous project. On the macro level, the development trend of regional economy, income level, residential area planning and population quality should be considered. Besides, the character of the road and the configuration of the shop are the components of the "Wang" shop. We should not invest blindly.