Modern Successful Chain Enterprise &Nbsp; Pition From "Site Selection" To "Rush To Address"

Modern success

There are many kinds of shops in modern business circles, and more and more enterprises have begun to consider the layout in communities with their own business models.

In community settings, "

If a chain enterprise wants to do a good job in the location of community stores, it must combine the orientation of the community store business mode, find out the target consumers' gathering place, and find out the key success factors for measuring the location. By dividing these elements into operable indicators, and carrying out field research and quantitative evaluation of these indicators, we can tap high-quality shop resources.

The whole operation process is divided into three steps.

First, we should collect information on urban economy, population and society, and plan data and data in order to have a macroscopic understanding of the situation in this area. This understanding will not only play a positive role in site selection, but also in promoting the future of the store business.

But we know that in order to get the accurate data in the region, we must rely on the government statistical yearbook, or the larger sample and the wider social survey and consumer survey.

From the experience of location selection of mature enterprises abroad, GIS software technology is usually used to assist location work, such as Carrefour, WAL-MART, etc.

However, at present, the adoption of software technology to assist location is likely to cost more and has a longer cycle.

In practice, we can adopt some relatively simple methods to extract several key success indicators of site selection, such as collecting urban real estate information, industrial retail outlets and city business circles, and then drawing urban community business geography map based on this basis, screening according to the price and intensity of the real estate and the combination degree with the commercial circle.

In this way, we can accurately grasp the existing community that can be entered in the city, and at the same time, we can also include the communities with sufficient purchasing power, but the commercial atmosphere is not yet mature, so that we can depict the entry level of the whole urban target community, so as to guide our specific selection points.

Two, after the first cycle election in urban communities, we need to make a careful assessment of the economy, competitiveness and development of the community. We can interpret these three dimensions as the demand for a product service in the community, the supply of a certain product service in the community, and the future supply and demand.

The economy of the community is mainly concerned with the demand for products and services in the community. In order to get this indicator, we can generally deduce from the total population of the community and the consumption ability of the community.

How to examine them? In general, a number of simple measures, such as household, age structure and population mobility, can be selected to counter the population status of the region; from house prices, private cars, surrounding banks, schools, supermarkets, and 7-11, the consumption capacity of the community can be easily judged.

The competitiveness of the community is mainly to investigate the competition pattern that the community may form. Generally speaking, it refers to the similar products and other stores in the community.

These factors can be used to determine the effective supply of the community, as well as the risk of community location.

We try to find communities without competitive brands.

Community development is also a very important indicator system. Many successful community shops were not very popular at the time of site selection, and the community businesses may not be mature. However, they rely on the construction of large-scale upscale buildings and shopping centers. The future may be an important business circle for urban development.

If we can predict and prepare ahead of time and enter at the right time, we can achieve a good result of low price intervention.

{page_break}

Three, in the same community, there may be ABCD stores at different levels. We will look for the "fort" at which point.

To seize this key point is the ultimate success of community location.

For the assessment of specific shops, the main area starts with externality and internality. The so-called externality refers to the external environment of the store, including the traffic flow of the store, compatibility with the surrounding shops, and the difficulty of the location.

Among them, human flow and vehicle flow are the most important indicators to measure accessibility of stores. It is necessary to do field research work for a long time and a cycle to obtain higher credibility.

The internal nature of a store refers to the structure inside and outside the store, as well as the cost in the rental process: rent, pfer fees, fees and so on.

After accurate understanding of the status of the store, through the calculation of the cost and income of the target shop site, the quality of the target shop site can be evaluated, and the return on investment of the shop can be easily accounted for.

The cost evaluation is simpler and more obvious; the income forecast can be calculated through the following formula: the target shop demand = the community product service expected demand * correlation weight + community product service actual flow demand * related weight.

The community expects that the demand for product services can be obtained in second steps, that is, the theoretical consumption of the consumption population in the area, for example, there are 10 thousand households in the community, and 10 yuan per household per month. The total consumption of the community's theory is 100 thousand yuan per month. The actual demand can be measured through the flow of people, and the weight varies according to the regional differences.

The above three step method is the effective way to achieve the community's "rush to address". We say that the difference between this method and the traditional location method is mainly reflected in: first, it is a kind of active site selection work. Instead of having information on the empty shop, we go around to investigate the surrounding situation. Instead, we first look at what places are suitable for opening shops and then look for shops. Second, this kind of work is a long-term and daily activity, and a large amount of data statistics supporting the correct location is derived from our accumulated work in peacetime.