Attribute black hole

There can be no big mistakes in site selection. If you make a big mistake, 80% will stop.

A big pit in site selection is the new business district. I mentioned this pit more than three times in the previous article, but there are still big bosses who don't believe this evil and try their best. I will take it out again tonight, because the boss's case makes me feel the need to repeat it.

The boss chose a new shopping mall that has just opened for one year. The rent is 65438+ 10 million years, and 65438+ 10 million years is not small. It stands to reason that he can find a good location, but there are only a few people in this shopping mall, and the merchants inside have changed three or four batches.

His daily turnover is pitiful. Although he used all kinds of propaganda methods, it had little effect. He quit his job to start a business, and he is under great pressure every day.

I asked him: Why did you choose such a bad place?

He said: I looked at the store for a while. When I saw this place, the store was in a good position in the shopping mall. Plus the last time the boss bluffed that big brands such as McDonald's and Starbucks came in, I can't be wrong. My mind freezes when it gets hot. Later, I found that although a group of people came to the mall for dinner at noon, they were not my target customers. My customers are girls, but more than 70% of the people are boys.

Let's talk about two extremely important mistakes he made when he made the location decision:

1, look at the store but not at people. When you see your favorite store, you should not only take time to look at the traffic, but more importantly, you should look at the crowd structure and see if your target customer density is enough.

When you hesitate, the boss who wants to transfer may say that a good store waits for no one. My attitude is that I would rather miss it than do anything wrong.

So I suggest that the boss should choose the business circle he is familiar with when opening a shop. In the familiar business circle, you know whether there are people in every corner, who they are and when they pass through these basic information, so that you can make decisions quickly.

I grew up in a small city last year, and now I am a stranger in this second-tier city. I spent two months running my target area carefully. I've been looking for a full-time shop for two months. I just sleep and hang out. There are many temptations to be rejected in the middle, that is, some shops look good, but they always feel that something is wrong. In fact, we just know that there is an information black hole behind us, and this information black hole can only be entered by time accumulation. This year, the location of the new store is much faster, and it will be done in one month.

Last year, I specially chose the "Hundred Stores Landing" project in the community for winter training. I hope that the bosses will cool down their enthusiasm for opening stores after studying for a period of time, and during this period, they will forcibly travel all the business districts and streets in their cities and learn about consumers and competitors.

2. It is a mistake that many people make to see big brands choose new business districts. They think that big brands have a strong location system, and the location they choose can't be wrong.

If you think so, it would be a big mistake to take the presence of big brands as your site selection criteria.

The positioning of big brands will only suit themselves, not others.

Don't forget two very important objective facts:

Most of the first batch of big brands are invited by shopping malls or properties, especially some international brands, which can reduce rent for a long time and even subsidize decoration. Is the mall stupid? Not stupid, they know that it takes several years for a new shopping mall to grow up, and big brands bring their own fans to help them raise the shopping mall.

The goal of many big brands choosing new business districts is not to make money, but to meet the needs of brand image, or the needs of competitive layout, or even to complete the indicators completed by the headquarters company. Profitability is secondary, and opening a shop is the company's goal.

There is no such thing as a small individual. When the store didn't make money for a month, the boss began to panic. If no one can support the boss for three months every day, the mentality will be good.

So, don't compare with big brands, because there is no comparison.

What should the boss do at this time? ?

Only by admitting that you have made a mistake and actively reducing losses is the way out.

Active stop loss is to win back some initiative after making mistakes; If you don't take the initiative to stop loss, you may stop loss passively, losing not only time and money, but also confidence.

It is not shameful to make mistakes, but it is shameful to make mistakes without forcing yourself to grow up.

Opening Notes The audio of all WeChat official account articles is in Himalayan FM "Opening Notes".