Business experience of opening a store: all kinds of store business optimization and management deta

Chapter 8 Business Classic 2: "Golden Treasure Land" is Indispensable ([-])
It refers to those people who do not live near the store but work near the store. Many of these people use their commuting to buy goods nearby, and they are the main source of basic customers in the secondary business circle.Store owners should pay attention to grasping this group of people, especially customers in some high-end commercial areas, where people generally have higher income, less burden, and less conservative thinking. Decide on your own business direction and strategy.

3 Floating crowd
This refers to the people who pass by in traffic arteries, prosperous commercial areas and public event places. These passers-by people are the main source of customers for stores located in these areas and form the basis of customers in surrounding business circles. The more floating people in an area, The more potential customers a store operating in this area can capture, and the more operators gather, the more intense the competition will be, which requires operators to pay more attention to competitive strategies and operating characteristics.Some operators do not pay much attention to this group of people, and should be corrected. Treating these customers well will not only produce "repeat customers", but also make the store establish a better image, thereby attracting more customers.

From the previous explanations, we know that the indicators set by a store for a business district can be considered according to the distribution density of customers in the area and the frequency of visits to the store. Therefore, when engaged in the work of setting up a business district, the shop owner can also use administrative agencies For example, some information from the Industrial and Commercial Bureau to help you set up your business district.

How to analyze the purchasing power in the business district

The purchasing power in the business district is the background and backing of the business. The national consumption expenditure in the business district can determine whether the location of the store is suitable, as well as the area and scale of the business site.A simple example is expressed as follows:

1000 households in the central business district

2000 households in the secondary business district

3000 households in the surrounding business district

The average monthly expenditure per household is 600 yuan

The total expenditure of the central business district
600 yuan x 1000 households = 60 yuan
Total spending in secondary business districts
600 yuan x 2000 households = 120 yuan
Total spending in surrounding business districts
600 yuan x 3000 households = 180 yuan
If the market share of the central business district is set at 35%, then 60 yuan × 35% = 2 yuan
If the market share of the secondary business district is set at 10%, then 120 million yuan × 10% = 12 yuan
If the market share of the surrounding business district is set at 5%, then 180 million yuan × 5% = 9 yuan
Combining the above items together, the monthly turnover of the store is estimated as:
21 yuan + 12 yuan + 9 yuan = 42 yuan
Assuming that the current daily turnover per square meter of the store is 150 yuan, the monthly turnover per square meter is:

150 yuan x 30 days = 4500 yuan

The store area is: 42 yuan ÷ 4500 yuan ≈ 93 square meters

又营业场所和仓库、办公室的比例是8：2，那么这家商店总共就需要93÷08×2≈232平方米的面积了。

The setting of the commercial district needs to consider the actual situation, such as the isolation of main roads, bridges, and railways.In the central business district, small shops are mostly within 300 meters, and larger shops are within 500 meters.The average housewife walks about 1 meters in one minute, 70 minutes for 500 meters, 7 minutes for a round trip, and 15 minutes for shopping. In summary, it takes about 30 minutes to go to the market.If it takes 45 minutes to walk 300 meters back and forth, plus 9 minutes for shopping, it will take 30 minutes to go to the market.Operators should focus on the store, and eliminate all possible obstacles according to the above method, and calculate the actual residents in the business district, so that they can estimate the area of ​​the store they need.

As for the market share, it is necessary to consider the competition in the business district.If there are more than 1 large-scale competitive stores within 5 kilometer, it is a very fierce competition area, and the market share is about the above. Raise slightly.

After calculating the size of the store, you need to consider the following points:

how much money;

the duration of the lease;

Future development potential and other store facilities and functions.

How to set up a business district when opening a store for the first time
For those who open a store for the first time, due to the lack of basic data of business district statistics, it does not matter customer trust.Therefore, it is necessary to deeply study the purpose of population concentration in this area and the scope of its flow, and use this as basic data to design business districts.For example, the scale of the store to be opened is very large, and its business district does not necessarily have to be a walking business district like ordinary small stores. It is also necessary to consider that customers will come by various means of transportation, so it is necessary to observe the flow of people in the area where the store is set up, and Cooperate with the relevant survey reports to compare and analyze their shopping motivations, so as to set a relatively accurate business district.

When a store determines the business district, it generally needs to consider two factors, namely the location factor and the product factor.

1 location factor
That is, the characteristics of the area where the store is located, such as being in a prosperous commercial area, with convenient transportation, a large floating population, and a large number of potential customers, so the scale of the business circle is relatively large.For those stores located in remote areas, the customers are mainly the resident population located near the store, and the business district is generally small in scale. This is to attract customers from afar and expand your business circle.

2 commodity factors
That is, the type, quality and characteristics of the products being operated.Commodity types are closely related to the size of the business circle. On the one hand, a certain customer group will always show specific consumption characteristics, and the products sold can only attract potential customers if they are suitable for the target customers; on the other hand, the size of the business circle is closely related to The frequency of commodity purchases is inversely proportional.

When first-time shopkeepers determine the business district, they can collect information about the customer’s residence location through all possible methods such as sampling sales records, after-sales service registration, and customer opinion consultation. Through analysis, they can roughly determine the scope of the business district.With these methods, the time factor cannot be ignored.For example, the composition of customer sources on weekdays and holidays is different, the composition of customer sources before and after festivals is different from that during festivals, etc. These are the specific reasons for the differences in the scope of business circles.

In short, first-time shopkeepers must master a mature business district strategy.The business circle strategy is a dynamic sales strategy that actively develops the market. Successfully using the business circle strategy can lay a solid foundation for the store, improve the store image, create and promote the specific needs of customers, and establish a mutual trust relationship with customers. Keeping the business in the hearts of customers and making them willing to become repeat customers is the essence of store business strategy.

How to estimate the scope of the business district when opening a store for the first time
For the first-time shopkeepers, of course, the most concerned is the amount of investment and the length of the payback period, but it must be calculated to know how much there may be here.The estimation of the turnover of the store must be carried out according to the size of the business district. Therefore, the scope of the business district must be determined first.

The business district will be affected by the quality of goods and services, and also by the ability to respond to the requirements of customers; it can be drawn only based on the situation in its own store, or it can be described only based on external information.

If customers have to go through a lot of trouble to come to your store, then even if they live close by, this place cannot be included in your business circle.On the contrary, if your store has convenient transportation and there are stores selling special goods nearby, then even if customers live tens of kilometers away, they don’t feel far away psychologically, so they can be counted in the business district.

People who often pass by the store because they commute or drop by are likely to buy things, so the place where the customer lives can also be included in the business district.And even if you live nearby but never patronize your store and prefer to go shopping far away, then this area is naturally not included in the business circle, and the shape of the business circle is often irregular.

Generally speaking, if the product is a daily necessities, it should be within 10 minutes of walking or cycling.Durable goods, such as clothes, shoes, leather bags, bags, etc., may attract customers from several kilometers to tens of kilometers away depending on popularity and fashion. If the store is relatively small, it is agreed to take a bus or drive by yourself It is more appropriate to spend about 20 minutes.

No matter what kind of transportation is expected, customers should walk or ride in person, follow the usual shopping route of local people, and check the slope of the road, bus lines and waiting time.At this time, you should also know how much time you need to wait for the bus, take a bus, traffic restrictions such as one-way streets, as well as the location and degree of traffic jams, and whether it is convenient to enter and exit the parking lot.In this way, the actual moving distance of consumers is measured along each road, marked, and finally these points are connected to grasp the scope of the business district.The final job is to revise the business district that has been initially determined. The main way is to investigate the customers near the store address for the products sold.

[-]. Find the right location

What are the types of store locations?

Retail locations can be divided into independent store areas and group areas.

The store in the independent store area is separated from other stores, and there is only one store, which is not adjacent to other stores.The independent store area has a monopoly operating advantage in providing goods and services to surrounding residents and meeting customer needs, and does not share customers with other stores.Opening a store in an independent store area generally has smooth roads, convenient parking, a large area of ​​business space to choose from, and low rent for the premises, which has greater flexibility and freedom.But there are also some shortcomings. The store can only attract and keep customers by its own strength. At the same time, the cost of its various facilities such as power supply, water supply facilities, installation, and maintenance cannot be shared with other stores.Usually only large stores have the strength to establish an independent store area.

What are planned and unplanned retail clusters

1. The planned retail area

A unified management and coordinated store group formed after detailed planning.For example, foreign shopping malls, under the unified management of shopping malls, allocate all kinds of stores in a balanced manner, and provide customers with a wide range of goods and service combinations for one-time shopping.This type of retail area needs to be tried and promoted steadily after we learn from foreign experience.

2. Unplanned retail area
This type of retail group is a group of stores that spontaneously arises and develops, and is divided into central business districts, secondary commercial districts, residential commercial districts, small commercial districts and micro commercial districts.

Central Business District

The retail center of the city has dense traffic, numerous shops, and a collection of commodities, especially famous products.Generally, one or several department stores are the core, surrounded by small and medium-sized stores dotted around, such as Xidan North Street in Beijing and Nanjing Road in Shanghai.The district has a wide business district and a large passenger flow, but the land price is expensive.

Secondary business district

Often located at the crossroads of main streets, it is generally centered on a large store surrounded by dozens of small stores, and its prosperity is inferior to that of the central business district.Such as a district-level commercial center.

Residential business district

Food stores, pharmacies, barber shops, beauty shops, laundromats, restaurants, etc. constitute a group of shops serving one to two residential areas, most of which are located in the center of the residential area.

small business district

Composed of small stores such as supermarkets and grocery stores, they are often located on the fringes of cities and mainly cater to the needs of suburban shoppers.

micro business district

Located on both sides of the street or road, dotted by several small shops.

How to choose the store location
1. Occupy the new central location and gateway location in time

The central location refers to commercial and prosperous areas such as central business districts, secondary commercial districts, and residential commercial districts; the gateway location is the area near stations, docks, and airports, and is the hub of the city's external connections.With the development and changes of the city, the central location and the gateway location are also constantly changing.For this reason, people of insight should keep an eye on six directions, listen to all directions, and absorb information widely. With great foresight, before the situation becomes clear, they can enter the new central location and gateway location that will be formed as early as possible to obtain high investment. rate of return.

2. Handle the dialectical relationship between group size and monopoly

Generally, it is better to choose the location of the store to avoid competitors, but if the market capacity is more favorable, in this case, the same type of stores are concentrated together, and customers have a wide range of choices without making a trip in vain. Attract more customers to come to buy and form a scale advantage.This is the reason why many similar commodity streets are booming and famous.

Of course, not all commodities can attract a large number of customers on a large scale, so not all commodity operations are suitable for the emergence of "travel and market".Only some purchases and special supplies such as computers, clothing, accessories, home appliances, specialty products, etc. will be beneficial to the business of the store.As for stores that deal in daily necessities and other frequently used products, due to their extremely limited business circles, it is easy to form an incompatible situation when they gather together, and it is easy to start a price war, causing mutual losses.

For specialized commercial streets where competition is already relatively fierce, operators should decide according to specific conditions such as saturation index, own competitiveness and risk tolerance, and other alternative locations.

3. Small and medium-sized stores should be good at gregarious

The gathering of multiple stores can complement and complement each other, forming a much stronger attraction than a single store, expanding the extension and connotation of the business circle, providing new market opportunities for each store, and forming a "commercial agglomeration effect".Especially those small and medium-sized stores that deal in shopping or special products have a small business circle. If they can gather together with some complementary stores, they can share the agglomeration effect and avoid fierce competition.

4. Select the store type according to the location characteristics
Area near the station
This is where tourists gather.Customers are mainly tourists.Most of them buy products that are easy to buy and easy to carry.This area is suitable for the development of stores operating catering services, daily necessities, food, local specialties and other commodities.

business district

This is a place for residents to shop, entertain and chat.The cost of operating in this lot is high and the competition is strong, so it is suitable for the development of large-scale general stores and specialty stores full of personality.

Locations near theaters, parks and scenic spots

There are a large number of leisure residents or tourists here, so it is suitable to build catering, food and entertainment stores.

Factories, institutions, and enterprises gather

This is a gathering place for office workers, and it is suitable for the development of stores operating catering, daily necessities and office supplies.The specific business scope needs to be arranged according to the gender, age and income of office workers.

student gathering place
This location has obvious cultural, service, and entertainment tendencies, and is suitable for the development of shops dealing in cultural goods, books, daily necessities, and food, as well as shops that provide life and entertainment service facilities such as barber shops and game rooms.

residential area

This area has a strong flavor of life, and the consumption of household daily necessities, especially daily necessities, is the largest. Any store that can provide unique services for family life can achieve better development.If the store can also have the function of providing social activities for residents, sometimes unexpected results can be obtained.

(End of this chapter)