The Most Easily Neglected Location Details For Children's Clothing Stores

According to the business network of pregnant baby. China The joint research of the pregnancy and baby Research Center found that most of the location selection of retail enterprises in China was based on the market research method used in Europe and America in the 70s of last century, that is, only a few micro market factors were investigated. Many shops do not do well in site selection. They only know their regret after opening a shop, but the money has already been invested. Let's talk about 6 important site details that will be overlooked and ignored.

Classification of cities: in large scale chain operations, whether to enter a city or how to enter a city is the first problem. In traditional practice, we usually look at per capita income, urban development and so on. Ignoring a macro premise, the type of city. Now let me briefly talk about:

Cities can be roughly divided into 3 categories: industrialized cities, transport hub cities, and mixed cities.

1. industrialized cities:

It is a single functional city developed from modern industrial civilization. A small population is mostly the employees and family members of one or several large enterprises. According to their industrial projects, this city can be categorized as: Mining Cities (such as Daqing, Karamay, Fushun, etc.), heavy industrial cities (such as Anshan, Benxi), light industrial cities (e.g. Dongguan, Panyu, etc.), and in the 80s, electronic and high-tech industrial cities came out, but they all attached to large cities and belonged to the satellite city.

2. transport hub cities:

Generally, there are two cities in this category. Factor Generation: geographical location and administrative division. Their construction time is very early, most of them have a history of 100 years, and they are the distribution center of commodities and information. We also classify them: the door type (the necessary place to enter a certain area: Mountain customs), the cross type (several traffic routes crossing: Wuhan, Zhengzhou), the port type (a major port or inland port: Dalian, Qinhuangdao), the regional core type (the core city of a region: Shenyang, Xi'an).

3. hybrid:

Two kinds of urban functions are mixed, many of which are influenced by government policies. Often become a large city or city group. We can also categorize them as: industrial central cities (relying on the industrial satellite towns or parks around them, giving full play to the advantages of their transport hub: Shenzhen) and the economic and trade center cities (relying on their economic and trade advantages and disadvantages). vigorously The development of new industrial parks and industrial satellite cities: such as Shanghai, Beijing, and administrative central cities (the capital and provincial seat are also industrial cities such as Beijing and Changchun).

Before we enter a new city, we should classify the nature of the city to determine its format, target customers, commodity structure, price band, competition method and so on.

Let's look at a case:

Background: a chain store fashion department store is planning to open second branches in the northeast region.

There are 3 cities to choose from: 1, Daqing 2, Shenyang 3, Dalian.

Its investment budget is 400 million yuan. Prepare for 4 years to recover investment.

Target customers: 23-45 year old fashion female customers

Average price of goods: 100 yuan ~400 yuan.

Average customer price: 200 yuan.

Business mode: fashion brand joint counters

Analysis: (the following is internal information for reference only, for sample analysis purposes, private application consequences conceit)

First, the cities are analyzed one by one.

Daqing: Mining City,

Consumer structure: the population is 2 million, and the average monthly income of target customers is 2300 yuan, which is in the stable period of population. Target customers account for about 6% of the population.

Business structure: high proportion of traditional business and rapid development of new business. Competition is not fierce. Business is being irradiated.