What are the methods of shop location?

Store location is usually considered as one of the three main resources of a store, and the ideal store location has a decisive influence on the success or failure of business. The smell of wine is also afraid of the depth of the alley. If the location of the store is not properly selected, even the best goods and services will not be displayed because of geographical restrictions. Even if you are a master of business, customers will not come to spend. Starting from this point, this paper makes some simple analysis on how to choose the location of shops, and discusses with you to make progress together. The ancients said that "good birds choose wood to live" has another meaning in modern commodity society. If we have the goods in hand and the personnel are in place, but there is something wrong with the location of the store, it is equivalent to a good bird not finding a tree suitable for habitat, and the final result is exhaustion and death. The location of the store determines the number of customers in the store and the level of store sales. \x0d\ Why do you pay so much attention to the location of stores? (1) The store has a large investment and a long cycle, and the location of the store is related to the development prospect of the store. Once the shops are leased or owned, they need a lot of capital investment to build them. However, when the external environment changes, the location of the store cannot be adjusted at any time like business factors such as people, money and things. Once the location of the store is determined, it is similar to a sunk cost. Therefore, before determining the location of the store, careful planning, in-depth investigation and proper arrangement should be carried out to provide the best choice. \x0d\ (2) The determination of store location is an important reference for businesses to formulate business objectives and business strategies. Each region is different from other regions in terms of consumption culture, population composition, traffic conditions and municipal planning. These characteristics restrict the choice of customers, consumption characteristics, business varieties, commodity prices and promotion efforts in this area. Therefore, when making business objectives and business strategies, operators must consider the characteristics of the area where the store is located, so as to make the formulation of objectives and strategies more realistic. \x0d\ (3) Store location is an important factor affecting the economic benefits of stores. "the weather is not as good as the right place." The proper location of the store means that the merchants have superior geographical advantages. In the case of the same store scale, product composition and marketing service level in the same industry, the favorable store location will undoubtedly occupy greater advantages and bring better economic benefits to businesses. Therefore, in the process of analyzing economic benefits, we must not ignore the influence of store location. \x0d\ Conditions and elements of ideal shop location (I) Quasi-location shop location is a long-term investment, which is related to the future of enterprise development. For an enterprise, the newly selected store location must have certain commercial development potential and competitive advantage in this respect, so as to ensure profitability in a certain period of time. However, the situation in the area where the outlets are located is changing at any time, the traffic conditions are changing, competitors in the same industry are peeping, and the surrounding environment is constantly changing and developing. If there is a change in the municipal planning, there may be a situation where there is no door in the bustling area. When the external environment changes, other business factors can be adjusted accordingly to adapt to the changes in the external environment, but once the location of the store is determined, it is difficult to change. This requires us to be forward-looking, not only to study the current situation, but also to learn more about the future development and possible variables in this area, so as to correctly predict the future. \x0d\ (2) There should be a large-scale target customer base around the store site. A good storefront can not be separated from a group of stable consumers, which is an important condition to ensure its operation to reach a certain scale. Many shops are located in areas with high population density and certain purchasing power, and one of the important reasons is to ensure their sustained and vigorous vitality. For any store, its target customer base may change at any time. Municipal planning, changes in consumption habits, etc. Can cause the increase or decrease of customer base. Obviously, when measuring the future target customers, businesses must consider the changes of these external environments and understand the income status, demographic structure, occupational distribution and consumption characteristics of their respective residents or specific target public in the central circle, secondary circle and marginal circle of their business circle. Only in this way can we have a more accurate understanding of the quantity and quality of customers and provide a reliable reference for the location of shops. \x0d\ (3) A good store location will be close to a flat road, because a flat road will not only affect the safety of goods, but also affect the arrival time and transportation cost of goods. Only by opening a shop in a place with convenient transportation can we provide convenience to consumers and attract more customers. Generally speaking, the streets related to shops should be as convenient as possible, with wide roads, and it is best to have stations and large parking lots near shops. Shops located near the intersection of several stations often attract a large number of customers to shop. There is a large parking lot in front of the store, which can accept long-distance customers and expand their business circle, which is especially important for large comprehensive supermarkets or warehouse shopping malls. Therefore, businesses must investigate the traffic conditions between regions and within cities, and analyze the traffic network of shops and business districts. Special attention should be paid to urban planning such as street development, road widening, subway, light rail, expressway and elevated highway construction, and the influence of regional development planning on the customer base of shops. Enterprises must timely and accurately capture and grasp the development trend in this respect. \x0d\ How to choose \ With the site selection criteria, the next step is the specific operation. South Korea's Park Xiuxiu Group has a history of more than 65,438+000 years, and has more than10,000 jewelry terminal stores in the world. There is a professional department responsible for long-term research and site selection, and the site selection success rate is almost 100%, which is one of the core competitiveness of Park Xiuxiu brand. Its store location planning formed in years of practical operation is worth learning. When choosing the target business circle, Park Xiuxiu brand focuses on whether the business circle conforms to the brand's market positioning, stability and maturity. Its location objectives are mainly as follows: First, the first choice is determined by the popular shopping malls, clothing cities and women's specialty shopping malls frequented by the target market. Second, the target market has a high population density and a large population, and the business room at the bottom of the residential area. Many large characteristic communities have been built in many places. According to the current development trend of urban construction planning, the trend of "community-oriented" housing is becoming more and more serious, and community-run shops can often achieve good results. Third, the streets and areas where peers gather. People are familiar with the phenomenon that peers gather in the same area or even the same commercial street, because customers often shop around to buy high-quality and cheap products with as little money as possible. Park Xiuxiu's jewelry enters the business circle of peers with its obvious product advantages, rich personality characteristics and strong competitive strength, and often can quickly compete for and occupy the target market. Fourth, the surrounding areas such as colleges and other school districts. College students are in their prime of life, full of energy, sensitive to charm and persistent pursuit of fashion accessories. However, due to their limited economic capacity, they are more sensitive to prices. Park Xiuxiu's accessories with high quality and low price can meet their needs to the greatest extent. Following the same principle, Haagen-Dazs should not hire a professional real estate agent who is familiar with the local lifestyle to choose the address of the flagship store. All stores are located in the most prosperous area of the city, with a large flow of people and obvious advertising effect, and try their best to create an absolute artistic conception of petty bourgeoisie. In Shanghai, Haagen-Dazs Riverside Store is located in Pudong, facing the charming night view of the Bund, the world museum and the emerging modern buildings, and has become a must-see place for the new Shanghai fashion trend. In Hangzhou, Haagen-Dazs takes the misty and rainy scenery of the West Lake in the south of the Yangtze River as the storefront background, and the creativity of combining Chinese and western has become a great driving force to attract consumers to patronize. In Qingdao, located in the modern shopping plaza of Sunshine Department Store, Haagen-Dazs provides a duplex spacious space. Facing the newly-built Olympic Square, people feel more yearning and hope, and let people enjoy the sweet taste from foreign countries. \x0d\ There will be many unpredictable variables in the supplementary location problem. So learn to look for subtle differences in a business circle. For example, different orientations, different local main buildings or different terrains often affect the turnover of shops. Where there are usually traffic lights, it is best to cross the traffic lights, because it is convenient for customers to enter and will not cause congestion at the door of the store. There are also differences in the advantages and disadvantages of urban store location under different climatic conditions. In northern cities, if the store door is facing the wind (generally northwest) and the cold wind keeps invading in winter, customers will be driven away, so the location of the tuyere should be carefully selected. There are trees and buildings in front of some shops, and these obstacles may affect the visibility of the shops, thus affecting the passenger flow. Because of this, we should gain the greatest advantage in position through subtle comparison. In short, for entrepreneurs, the location of the store is an important factor related to the rise and fall of the business. In the process of site selection, we should not only consider the conventional aspects such as population density, geographical environment and topographic characteristics, but also consider the regional economic development trend, income level and residential area planning.