Clothing Distributors: The First Secret Of Location Selection

But the most important part is the site selection.

If the main link is not well done, it will be difficult to achieve target sales performance even in subsequent orders, display, purchase management, sales and service.

Some people even look at the rent, and think the more expensive the rent is, the better the shop will be.

In fact, these understandings are all one-sided and general. Looking for shops is only a matter of people's flow or rent. It is likely to bring you into a trap: rent expensive, high cost, large traffic volume, but low entry rate, low turnover rate and low profit.

This "three high three low" phenomenon will obviously make you "live beyond your means".

That is: where the target consumers gather.

The positioning of clothing brands has a certain range of scope. It distinguishes the target consumers from different places such as customers' age, occupation, social role, economic income, cultural background and so on.

For example, casual style, low price brand is generally suitable for students, just joined the work and low income groups, and fashion style high priced brands are generally suitable for those who work longer hours and earn higher income. The two parts of the clothing shopping location of customers also naturally formed differences: young and low income groups like to visit the clothing shops with large traffic volume and low overall price; the groups prefer expensive fashion to enjoy good shopping environment, complete facilities and low flow of people.

The traffic volume of Beijing road in Guangzhou is very large, but suppose the luxury brand LV chooses to sell here, there will be no ideal performance.

Shanghai's casual wear is mainly distributed in Nanjing Road, while the middle and high class women's clothing is mainly distributed in Huaihailu Road.

For example: Nanjing Hunan Road clothing street gradually gathered a large number of young, leisure, sports brand, and high-end clothing began to slowly reduce.

Every weekend, the streets are crowded, bustling and bustling.

But careful observation will show that mainstream customers are young, fashionable and individualized teenagers.

In this street, for a decade or so, a mature and high-grade women's wear has often been stopped because of inconvenient parking and noisy environment. Some of the old customers are no longer willing to shop here, while more high-end customers go to De Ji square or Golden Eagle mall.

"Double tough sword" will always exist in your clothing business, especially the location of shops is the same reason.

Then, how do you view your brand competitors when choosing the address of the clothing store?

From the point of view of management, competitors' similarity in product positioning will be "a piece of cake" in sales and bring competition pressure to clothing management, which is one aspect of malpractice.

But on the other hand, in the business environment that gathered similar competitive brands, it also attracted a large number of similar target customers.

In particular, the important factor of the second line clothing brand location is the need to consider: is there a similar brand of competition in this area?

Setting up a shop next to the first line brand will promote the patronage of the target consumer group through the "big money", so that the sales of this brand can be patronized. This is a favorable aspect.

We should not only use our ingenious skills, but also be a professional "pedestrian flow route" measuring tool in location selection.

Bring stopwatch, honest employees, pens, notebooks and insight into the "eye of the eye", stand before you choose the shop, truthfully record the past flow of people, traffic, the passing time, the number of target consumer groups, the entry rate of the competitive brands and other data. The following forms of tools can be used for a certain period of time to collect, gather and analyze, and use scientific data to help you make the first and most important decision in clothing management site selection.

Thus effectively avoiding the sensibility and impulsiveness of your site, and of course, avoid the "fatal trap" in your operation.

Thus we can identify the peak period of passenger flow and the main concentration time of the target customers and the direction of passenger flow.

Of course, the time unit of evaluation can also be used for 2-3 hours or half an hour. If you need to carefully reflect the law of passenger flow index, you can use half an hour as a unit; if you only have a general understanding of passenger flow, you can use 2-3 hours as a unit.

The index reflects the business climate of target shops and the level of gathering ability.

In the past, the old saying said, "one step is inferior to three cities".

Shop address is one step away.