Know How To Start A Clothing Store

In the process of store operation, the location of terminal shops is undoubtedly a top priority.

In the end, how to choose Wang Pu?

Strategically, we must have long-term vision, broad mind and extraordinary courage. "Big site selection" should be adapted to local conditions and flexibly.

"Wang" can not be decided by a single element. Let's share with you the strategy and tactics of site selection.

It is easy to remember the highest mountain in the world, and few people will remember the second highest mountains.

"First principle" is everywhere in marketing, such as buying dandruff shampoo will immediately think of "Head and Shoulders", this is because Head and Shoulders in the Chinese market, the first to introduce the concept of dandruff.

If we talk about "nine herding kings", we will think of "professional trousers", which are the successful cases of "first principles" and brand positioning closely combined.

According to the first principle, if foreign brands enter small cities, if they can grasp the opportunity and store them in small cities, they will be the first step to win the final victory.

At the same time, small cities have the advantage of rent. When the amount of investment is unchanged, small cities have more shops and larger shops, which can directly and effectively focus the attention of customers and attract customers. Two, the entrance is also relatively wide, customers easily enter the store, and can stay more.

The greater the chance of a deal.

Of course, small cities should also coordinate with the specifications of the city when they open large stores.

Case: in the 90s of last century, the "fancy clothes" priced at four thousand or five thousand yuan was the most popular Western-style brand in Urumqi's consumers. There was a berth on the most prosperous street in Zhongshan Road. There was a time when shops were surrounded and decorated, and when the decoration was completed, the consumers saw that the familiar high-end men's suit "watching the western dress" changed into an unfamiliar "good bird". The shop which was not known as a "good bird" was even bigger than the "fancy dress".

At this time, "annunciation black" occupied the store with the best brand in the consumer's mind. In a moment, the bird flew into the hearts of people with the image of high-end brand.

The "good bird" has won the high-end men's wear market in Urumqi by opening a large store in small cities and winning the first principle.

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, their forms are often irregular, but in theory,

The three levels 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 also outside the business circle.

Such as mobile purchasing power, special relationship purchasing power and so on, 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 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.