Factors of Reasonable Shop Location

The first condition for success is site selection, and the second condition is site selection. ? Whether it is a shopping mall, a convenience store or a chain store? It is very important to choose a place for business activities. Below I will solve the reasonable factors of store location for everyone, hoping to help you.

1, passenger flow planning is an important factor in the reasonable location of shops.

Merchants have certain requirements for site selection, and different merchants have different site selection for commercial real estate. Passenger flow planning is the most important factor in the process of commercial site selection. The business center is the consumption center. From the perspective of economic benefits, commercial centers must meet the requirements of the entire urban consumer market and strive for as many customers as possible. From the perspective of cost-effectiveness, it is necessary to make maximum use of all kinds of urban infrastructure to strive for the maximum agglomeration benefit, so the spatial pattern of urban population distribution is an important restrictive factor for the formation and development of commercial centers.

Fan Zhijun, vice president of Suning Appliance Group and executive director of North China Region, believes that big communities don't have to open stores there, but also consider the passenger flow in the community. For example, in Fangzhuang area, the community here is large enough, but it is no problem to open Carrefour or Metro, because of the large population and high consumption of daily necessities, but it is not suitable for opening durable consumer goods stores such as electrical appliances. Because the community has a certain capacity, it is a relatively mature community, the demand for electrical appliances is saturated, and the cycle of upgrading electrical products is relatively long, so there is no need to open an electrical store. And people in other communities don't have to go to Fangzhuang just because they buy a color TV or refrigerator. There are too many homogenized products. There is no guarantee of passenger flow, so it is unwise to choose to open a shop there.

Cao Lidong, general manager of marketing of Jinfeihong Telecom, said that their location will generally be selected in places where merchants gather together, and the surrounding formats are rich, so that the passenger flow will be relatively large, and the passenger flow will complement each other and drive each other.

2. The traffic conditions are better.

In fact, traffic conditions directly affect passenger flow. The development experience of large-scale commercial real estate abroad shows that only when a city enters the automobile society, or begins to enter the automobile society, can the shopping center really develop in a city, otherwise it can only be an urban shopping center.

He Xiaochuan, Commercial Division of World Union Real Estate Consultant Co., Ltd. believes that traffic conditions are very important for any kind of property form, and under the principle of pursuing the largest sales range of goods, the site selection should try to reduce traffic expenses. The essence of the best traffic accessibility in a commercial center is that the sum of travel time for all shopping travelers to reach the center is the smallest.

At present, suburbanization is not common in most cities in China, and the popularity of family cars is not high. Therefore, large shopping centers generally choose the city center, because such a location has convenient transportation and can attract more passengers. For example, the Oriental Plaza in Beijing, located in the bustling commercial center Wangfujing, is driven by the whole business district, thus ensuring the passenger flow of the Oriental Plaza.

Cao Lidong said that the newly opened stores this year should be selected in places with convenient transportation and parking, which will make more people like shopping here and be good for sales.

3, combined with urban planning

In the process of site selection, businesses should also pay close attention to the process of urban development. The location of commercial facilities should meet the requirements of urban development planning, and it is necessary to consider not only setting enough parking spaces in the planned plots, but also the support of urban transportation system.

Fan Zhijun said: When we chose the site, from the layman's point of view, it was not good to choose such an area, but in the past two years, the sales of this store have been getting better and better, mainly keeping pace with the government's planning. ?

Conforming to the overall planning of the government is a problem that must be considered in the process of site selection. ? Eleventh five-year plan? In terms of planning, the whole urban planning and commercial planning are divided into two axes, two belts and multiple centers. At this time, if the commercial location is still based on the past thinking, choosing stores around the Third Ring Road and choosing stores around the Second Ring Road, I think it is not commensurate with the overall planning and development of the government, and this problem of commercial location will also form. ? He said.

For example, we will find the location of Wal-Mart, an internationally renowned chain store, along expressway, and build a store at the exit of expressway according to the extension to expressway. Perhaps this area has not yet been developed, and the houses and land prices are relatively cheap, but after one or two years, this place will soon become a bustling business district or land prices will rise rapidly. Therefore, commercial site selection should be combined with government planning.

4. Customization is the general trend

In addition to the above three factors, the products provided by developers to businesses are also very important. Different commercial varieties have different requirements for commercial real estate and need to meet the requirements of merchants. Merchants will also choose products that suit them when choosing a site. Therefore, many commercial real estate developers have launched customized services, and product customization has become the general trend.

Tomorrow, Chen Yunfeng, director of the First City Real Estate Business Development Center, told reporters that they pay more attention to customization when developing commercial real estate. For example, they completely customized a whole commercial area of 12000 square meters for Metro, and the result was unexpected. After Metro came, Carrefour came, Carrefour came and Wal-Mart came. In this process, a principle of who can buy as a whole and who can customize it has been formed. For example, if you want to build a swimming pool, the preliminary civil works will be completed according to your requirements, without repeated revisions, resulting in unnecessary waste.

Fan Zhijun also said that developers rarely consider what kind of business the developed house is. For example, in the early site selection, it was found that the small partition and fire protection of the house were all done, but in fact it did not meet the needs of our hypermarket, which would lead to repeated construction. The partition has to be demolished again, and the fire fighting has to be redone, which invisibly increases the cost a lot.

So he thinks that modern thinking should be used to develop commercial products. Business should be tailored to suit individual circumstances, and only in this way can the benign and healthy development of commercial real estate be promoted.

Factors considered in store location 1. Is this regional business circle suitable for the industry you want to run?

2. If it is a market that needs mass consumption, you can consider the first-class business district with convenient transportation and continuous flow of people to increase the visitor rate and increase business income. However, if it is a niche consumer market that needs to emphasize loyalty, then you can consider operating in a secondary business circle to reduce the cost burden such as rent.

3. Industries with long business hours can choose to operate in busy business districts where people gather, and increase their business income through long business hours.

4. If you want to open a community store, because the consumption pattern in the community is relatively closed, you must consider the market saturation of the commodity in the community and the market share of existing businesses.

5. Is the working capital for starting a business enough to pay the rent burden of the place?

6. Is the number of stores in this location enough to expand equipment or goods in the future?

7. The population and families in this business district are rising, falling or even.

Whether the main residents in this area are old people or young people.

9. Is this community an old community or a new community?

10. Does the location of the industry you want to operate comply with local regulations?

Shop location strategy 1. Traffic strategy

When choosing a store, we should first consider its business characteristics. In principle, small-scale retail formats such as supermarkets and convenience stores, which meet customers' convenience needs, mainly deal in daily necessities and have low selectivity, should be close to customers, while large-scale retail formats such as department stores or warehouse shopping centers, which are full of products and mainly deal in goods with strong selectivity, can attract customers from afar, and in principle, they should be chosen in places with many people and convenient transportation. Convenient transportation can bring people from far away places in, and it is also convenient for shoppers to go out. Convenient transportation has become an important factor that must be considered in modern retail industry. For example, convenient transportation is the primary factor in Carrefour's site selection. Carrefour has three conditions for opening a store: convenient transportation; Population concentration; The intersection of two roads. Actually, the French name of Carrefour? Carrefour? That's true. Crossroads? The meaning of.

2. Positioning strategy

Geographical location subdivision strategy refers to the strategy of choosing shop location after careful analysis of geographical conditions such as climate, topography, land use form and road association. Mainly can be subdivided from the following aspects:

First, the shop location should pay attention to the road and terrain. Generally speaking, the location of shops should consider the road and pavement topography of the selected location, because this will directly affect the building structure and passenger flow of shops. Usually, the floor of a store should be at the same level as the road, which is an ideal choice for customers to enter and leave the store. However, in the actual site selection process, the land price of lots with good road topography is relatively high, and the competition among merchants in site selection is fierce. Therefore, in some cases, merchants have to choose the location of the store on a slope or on a lot with a great difference in height between the road surface and the store floor. In this case, the most important thing is to consider the population, facade, stairs and signboard design of the store, which must be convenient for customers and eye-catching.

Second, the location of the store should consider the terrain. The main influences of topography and landforms on store location are as follows:

Orientation situation. Orientation refers to the direction of the store, marked by the orientation of the main entrance. The choice of orientation is directly related to the climatic conditions in the area where the store is located. Take the northern cities of our country as an example, the north is usually the top, so it is the most ideal geographical orientation for general commercial buildings to face south.

Trend situation. Trend refers to the direction of customer flow in the selected location of the store. For example, China's traffic management system stipulates that people and cars drive on the right, so people generally develop the habit of driving on the right. In this way, shops should choose the right side as the top when choosing the geographical location to import. For example, the road where the shop is located is east-west, and the passenger flow mainly comes from the east, then the northeast intersection is the best direction; If the road is north-south, the passenger flow is mainly from south to north, and the southeast intersection is the best.

Intersection situation. Crossroads generally refer to intersections and fork roads. Generally speaking, at this intersection, the visibility of storefront buildings is great, but when choosing one side of the intersection, we should carefully examine both sides of the road, and usually conduct a more accurate investigation on the traffic flow direction and flow on each side, and choose the street with the largest flow as the best location and direction of the storefront. If it is a fork in the road, it is best to set the storefront in front of the fork in the road, so that the storefront is the most conspicuous; But if it is a T-junction, will the shop be located at the intersection? Corner? , the effect is better.

3. Lending strategy

The competition around the store has a great influence on the success or failure of the store operation, so we must analyze the nearby competitors when choosing the site. In places where shops are relatively concentrated, only by making efforts to make characteristics in business characteristics, prices and services can we succeed. For a single-function retail store, it is difficult to have a large passenger flow because of its single business, small scale and weak appeal to customers. These shops have the characteristics of dependence and borrowing customers, so they adopt the strategy of borrowing customers in site selection. One solution is to set up a store next to a business district or a large shopping mall to get more customers. What's the other option? XX professional street? If you open a shop, because there are more shops in the same industry in the professional street, there will be an aggregation effect, which will easily expand your influence and gather popularity. Consumers can shop around in professional streets, which makes it easier to start the price, so there are more passengers. In this way, it is easier for businessmen to do business than to do it by themselves. For example, McDonald's and KFC fast food restaurants are almost all built next to big shopping malls, which is also the case. By investigating the operating performance and commodity price level of similar retail enterprises in the same place, we can initially calculate the possible profitability; It is also helpful to determine the positioning of your own goods in the future, and enter the highly competitive market with less investment, which not only stands firm, but also develops rapidly. Therefore, there is both competition and cooperation between centralized stores, so we should weigh and grasp this relationship.

4. Passenger flow analysis strategy

Every store knows that you must find a popular place to open a store. The number of passengers is an important issue that must be considered in site selection decision. With enough people, the profit return of the store can be guaranteed, and enough popularity can support the purchase volume. The location of the store should analyze the characteristics of passenger flow. There is an old saying? Three cities a step away? It means that the location of the store is only one step away from sales, which is related to the route of passenger flow activities. Even in the same street, due to different traffic conditions, different basic cultural and entertainment facilities or different regions and locations, sales performance may vary greatly. Understand the consumption target of passenger flow, analyze the results of passenger flow survey, and study the purpose of passenger flow, such as shopping, commuting, transfer, traveling or walking. Shops near the school should consider the time of winter and summer vacations. Shops in concentrated areas of government agencies and companies must master their own commuting time. Shops near the station should understand the commuting rules, which will affect the business hours after opening, and then affect the performance of the stores.

5. Potential value assessment strategy

The evaluation of potential commercial value refers to the analysis and evaluation of the future commercial development potential of the proposed store location. When evaluating the advantages and disadvantages of store location, we should not only analyze the current situation, but also evaluate the future commercial value. This is because some promising storefront locations may change from hot to cold with the development of urban construction, and some areas that were not noticeable in the past may become prosperous in the near future. Therefore, we should pay more attention to the evaluation of potential commercial value when choosing the location of the store. In this regard, we can evaluate from the following aspects:

The first is the location and commercial value of site selection in urban planning.

The second is whether it is close to large institutions, units, factories and mines.

Third, the speed and scale of future population growth and the improvement of its purchasing power.

Fourth, is there? Concentration effect? That is, if the store is built in the central business district, although the store will face multiple competitors, because many businesses gather in one street, it can meet the various needs of consumers, thus attracting more customers to shop, thus producing a business-intensive effect. So what? Become a city? Commercial street, but also the location of the store needs to focus on the target.

6. Surprise strategy

When choosing a store location, it is necessary to conduct scientific investigation and analysis, and at the same time, it should be regarded as an art. Operators have keen insight, are good at capturing market business opportunities, and often get unexpected gains by choosing a store location with surprise strategy and unique vision. For example, the largest retail enterprise in the United States? Wal-Mart? Sam, general manager of United Store? Wall was adopted? People abandon me and take it? The reverse operation strategy is to move large discount stores to villages and small towns that ordinary businesses don't pay attention to. Because the market there has not been developed, it has great potential, and at the same time it can avoid the increasingly fierce competition of urban commerce.