The Location Of Brand Clothing Stores Should Strive To Seek Favorable Geographical Advantages.

A city will divide a number of business circles and there are urban centers and sub centers. We can also make use of some skills when choosing. How to gain greater passenger flow and actual sales volume based on geographical advantages?

To this end, we must pay constant attention to the urban construction dynamics in the local urban area, study the urban development direction and consumption trend of the city, and investigate the size and direction of the traffic flow along the street in the main consumption period. The author summed up several tips for site selection in his daily work.

In practical operation, we will face the location problem of trunk road location, main road intersection location, secondary arterial location, community location, location of urban and rural fringe. Office workers live outside the center of the city, occupying a large proportion of the consumer group, and most of them rush to work in the morning and have plenty of time after work in the afternoon. According to the data, there will be a remarkably stable consumption hump on the main street along the street within eight hours of 2~3 hours after work. Therefore, when choosing the main road (intersection), we should choose one side of the radiation direction near the center of the city in the light of the above situation (the intersection should consider the addition of two directions), which is beneficial for customers to stop.

The intersection of quasi trunk roads will be built up with the standard of image store, and the shop signs will be more beautiful. The image is highly unified with the chain stores. If possible, the color of the main body and curtain color of the whole building will match the color of the VI system, which is far from harmonious and beautiful, and can enhance the visual impact. For sites with low rent prices, such as the back streets (alleys), communities, urban fringe areas, etc., the principle should be close to the residential areas and medical institutions, and the closer the distance is, the better. Competitor Where a small step takes place, sales may take a big step forward.

In large scale Market The supermarket store stores, although they are not expensive, share huge passenger flow with the shopping malls (supermarkets). Combined with the sales situation and the sales promotion activities of the shopping malls (supermarkets), timely adjustment of the commodity structure in season will also become a new store that contributes profits to the company.

In addition, the population density, occupational composition, family size, household income, consumption expenditure, sex ratio, age structure of the surrounding areas are also needed. floating population This paper makes a thorough analysis of the total number of stores, consumption tendency, buying time and motivation, and studies the layout of the designated chain outlets in the region. The principle is to decide a central store combination and arrange the central store combination according to the layout of the business circle of the city, so as to establish a dynamic and balanced logistics network better so as to facilitate the adjustment of the source of goods between the chain stores and achieve the sharing of resources in the region.

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At present, the location selection of retail enterprises in China mostly adopts the market research method used in Europe and America in the 70s of last century, that is, only a few micro markets are investigated by pheromone. Many shops do not do well in site selection. They only know their regret after opening a shop, but the money has already been invested.

Let's talk about the 6 important details of the site that will be overlooked: the classification of cities: whether entering a city in a large chain operation project or how to enter a city is the first problem. In traditional practice, we usually look at per capita income, urban development and so on. Ignoring a macro premise, the type of city.

Next, I would like to briefly talk about: cities can be roughly divided into 3 categories: industrialized cities, transport hub cities, and mixed cities.

1. industrialized city: it is a single functional city developed from modern industrial civilization. A small population is mostly the employees and family members of one or several large enterprises. According to their industrial projects, this city can be categorized as: Mining Cities (such as Daqing, Karamay, Fushun, etc.), heavy industrial cities (such as Anshan, Benxi), light industrial cities (e.g. Dongguan, Panyu, etc.), and by the beginning of 80s, there have been electronic and hi-tech industrial cities, but they are all attached to large cities and belong to the satellite city.

2. transport hub cities: the general cities are generated by two factors: geographical location and administrative divisions. Their construction time is very early, most of them have a history of 100 years, and they are the distribution center of commodities and information. We will also classify them: the door type (the necessary place to enter a certain area: Mountain customs), the cross type (a few places where the cross roads are crossed: Wuhan, Zhengzhou), the port type (a major port or inland port: Dalian, Qinhuangdao), the regional core type (the core city of a region: Shenyang, Xi'an).

3. hybrid: two kinds of urban function mix, many of which are influenced by government policies. Often become a large city or city group. We can also categorize them as: industrial central cities (relying on the industrial satellite towns or parks around them, giving full play to their transport hub advantages: such as Shenzhen), the economic and Trade Center City (relying on its economic and trade advantages and disadvantages, vigorously developing new Xingxing Industrial Park and industrial Star City: Shanghai, Beijing), and the administrative central city (capital and provincial seat, also an industrial city: Beijing, Changchun). Before we enter a new city, we should classify the nature of the city to determine its type, target customers, commodity structure, price band, competition method and so on.