How to conduct market research on commercial street

Market research is the primary work before opening a store, and it is the basis for comprehensively grasping the business direction. Market research before opening a store mainly includes the following aspects:

(1) Fully investigate the possibility of opening a store. The main contents include: the market characteristics and consumption characteristics of the region. It is necessary to focus on the estimation of the scheduled turnover of opening a store and the reference factors for determining the size of the store.

(2) Deeply study the lifestyle of consumers in this area. The main contents should include: in-depth analysis of consumers' lifestyle; Setting the basic information of store style can be used as a reference for commodity and overall business decision. The investigation should mainly focus on the store structure, price and promotion methods.

(3) Investigation of relevant structures. Its main contents include life structure, urban structure and retail structure. The life structure survey focuses on the population structure, family structure, income structure, consumption level and purchase behavior in the operating radiation area. The investigation of urban structure focuses on the investigation of traffic, prosperous areas, various urban skills and the prediction of urban future development planning in the operating radiation area. The survey of retail structure focuses on the residents' purchasing trend, industry composition, store composition and sales trend of big stores in the operating radiation area. The investigation of these three structures is the key to the success of market research, so it should be the key object.

It is worth noting that the consumption power, purchasing level and operating conditions of competitive shops in the operating radiation area will be reflected in the market research data. In this way, we can formulate the overall business strategy, profit plan, equipment plan, financing plan and other programs of the store.

Key points of market research

When collecting, collating, analyzing and evaluating market survey data, we should pay special attention to the following two points:

(1) We should not only understand the past and present situation of this area, but also consider the future trend and development of this area.

(2) When analyzing and comparing, compare with similar successful sites, as the basis for the study of opening stores in this area.

Investigate competitors in the business circle where the store is located, including existing competitors and potential competitors. Mainly includes:

1, composition of competitive stores.

This step is mainly to provide reference for the composition of the new store. The survey objects are the main competitive stores and specialty stores in the business circle where the new store is scheduled. In the investigation, we should focus on the use area, design and sales system of competitive stores.

2. The commodity composition of competitive stores

Investigating the commodity composition of competitive stores can be used as an important reference for classifying goods in new stores. The commodity composition survey focuses on the in-depth investigation of major commodities. This kind of survey is often aimed at the main commodities, and is conducted by sales staff, purchasing staff and promotion staff at the same time, focusing on the survey of commodity quantity.

3. Price series of competitive stores

The price line survey of competitive stores refers to the price line survey of standing goods, which can be used as a reference for the pricing strategy of new stores. This survey is a survey of goods with a certain turnover or gross profit in competitive stores.

Usually, buyers and salespeople will investigate the prices and quantities of goods displayed in competitive stores, especially during the busy New Year.

4. Number of customers entering and leaving competitive stores

The investigation on the number of customers in and out of competitive stores can be used as an important reference for the management system of new stores.

The focus of the survey is/kloc-men and women over 0/5 years old who enter and leave competitive shops. We can use the method combined with passenger flow survey to investigate the number of customers entering and leaving the store at different times and dates, paying special attention to the adjustment of passenger flow on special days or floors.