Who can help summarize the layout characteristics of department stores ~ ~

The layout of department stores is actually similar. Usually shoes, leather goods, cosmetics, jewelry, watches and other counters are placed on the first floor. The second floor is dominated by men's wear, the third floor by women's wear, and the fourth floor by sports brands. Even if there are differences in the placement of specific brands in different stores, the overall layout seems to be almost in this order.

Because female consumers usually don't care too much about the time cost, they are willing to spend more time carefully selecting items, so the level of women's floors does not affect the needs of female consumers. However, male consumers usually don't like to waste too much time on shopping. If the floor of men's wear is too high, they may give up this demand. Therefore, men's wear in most department stores is lower than women's wear. In addition, considering that many men will go shopping with their wives or girlfriends, but they have no intention of shopping, when a woman asks to go shopping in the women's section on the third floor, she will pass by the men's section on the second floor and also go shopping. If she meets good clothes, she will buy them directly, which increases the extra demand. If men's wear is on the third floor and women's wear is on the second floor, it may be that men are tired after visiting the women's wear area with women, so there is no desire to go to the third floor, and the store loses the expected additional demand.

The daily demand of female consumers for cosmetics and jewelry is not as great as that of clothing, so the store puts them on the first floor in order to increase the number of visitors and extra demand. In addition, when female consumers wander in front of cosmetics or jewelry counters, male consumers will wander around the leather goods and watches counters next to them in order to pass the time, which is also what stores hope, because it can increase the popularity of leather goods and watches counters and stimulate the potential demand of consumers. Generally speaking, the first floor of a shopping mall should display goods with greater demand elasticity and higher profits.

For sports brands, the main sales target is young people. They are keen on shopping, don't care much about the time cost and have good physical strength, so it is acceptable to put sports brands on a higher floor.

When people go shopping in department stores, the first thing they see is cosmetics. Usually, people who buy cosmetics in shopping malls are not as many as those who buy clothes. It is easy to increase the chances of buying cosmetics by setting cosmetics counters in places where people flow heavily and enter shopping malls. Therefore, most cosmetics displayed on the first floor of department stores have high demand elasticity (you can buy or not) and high profits. They are able and willing to pay the highest rent for this prime location. In addition, cosmetics are beautifully packaged, neatly placed and have a good image, which invisibly improves the grade of shopping malls. Even the smell of balsam, which is full of smell temptation, is a secret weapon to attract passers-by into the mall.

Developers soon found that the toilets set on the first floor of the mall are no different from public toilets. Now, those newly-built shopping malls will try to avoid building toilets on the first floor, which will at least encourage consumers to shop more; Old shopping malls are also trying to change the role of public toilets.

Many newly-built shopping malls don't see escalators at the entrance. It is at a distance from the entrance, with its back to the gate. If you want to go to the second floor, you will pass the shops from the main entrance to the escalator, which increases your chances of spending money in these shops.

Emerging shopping centers usually rent the shops on the first and second floors to internationally renowned brands to reflect the overall image of shopping centers. The third floor is an influential local brand in China. But Nike, Adidas and Puma, which are also international brands, will not appear on the first floor, but will be arranged on a higher floor or underground. The reason is that the style of sportswear has not changed much, no matter where it is placed, there are relatively fixed consumer groups.

The sale of some brands is always arranged on the top floor, underground or in the corner where shopping malls are not easy to find, in order to drive the flow of people in these positions.