Site Selection Skills: Opening Flagship Stores Or Opening Stores

Small cities open a large store, and seize the first principle to put forward new ideas for store operation. What tactics should be applied to location and shop opening in big cities? 7, that is to open flagship stores or open stores in big cities. It is a popular practice for the same brand to open 5 or 6 stores in the same pedestrian street at one breath. There are numerous such cases: Zhongshan Road in Shijiazhuang has six "JEANSWEST" shops, and Tianjin Binjiang Road has five "big" stores. Nike has four stores in the most prosperous street in Changchun, and two KFC in 150 meters of Guiyang street.

Big cities have more shops aiming at the characteristics of big cities and the shopping psychology of consumers: big cities have many stores and rich information, and 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 short, Terminal store Site selection 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. Investment 。

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 type business district 。 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 the residential area as an example. Generally, the radius is 500 meters, and the business circle is 1000 meters. The radius is 1500 meters for third business circles, and the walking time is 8, 15, 20 minutes. 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.