Careful Selection Of Medium And High-End Women'S Clothing Stores

Case: Mr. Shun Zi opened a graphic design company a few years ago, and Shun Zi, who was an art designer, often helped to deal with business and met many friends. Some of them opened individual shops in Tianhe South Road. Shun Zi was influenced by them. They also wanted to realize their dream of starting a small business: owning a clothing store with their own elaborate layout.

So at the end of 2005, Shun Zi rented a street pavement on Tianhe South Road.

She believes that the small business is a good location, "popular", careless, for this reason, she refused a lot of cheap rental street pavement.

The so-called "noise avoidance" is in the determination.

According to the location of the store, choose a crowded shopping area with frequent commercial activities to avoid the remote environment.

The "business circle" is a circular consumption circle consisting of the location of the shop as the center and extending outward to a certain distance.

Traffic conditions, terrain and regional scenery, activity characteristics of customers' activities and customers' income are all factors that determine the good or bad business circle.

Business circles are generally divided into three categories: mature ones.

The business circle and the community type business circle.

The first category is the core business district of the city, whether it is the city or the outsiders. Generally, the formed business district is a regional commercial office building or development zone. The general customers who are shopping are young people who have a fast pace of life and chase fashion trends. The main consumers in the community business circle are consumers living around the community.

Affected by various constraints, its shape is often irregular shape, but theoretically speaking, the three levels of business structure can be represented by three concentric circles of different sizes.

The key is to determine the radius of each level.

Take the shops located in the residential area as an example. Generally, the radius is 500 meters, and the business circle is 1000 meters. The radius is 1500 meters for third business circles, and the walking time is 8, 15, 20 minutes.

In addition, there are purchasing power outside the business circle, such as mobile purchasing power, special relationship purchasing power, etc., but the proportion is very small.

Of course, the above figures are empirical figures, and the implementation of each specific shop requires first-hand household survey data as the basis for revision.

Because there are different types of shops and different sizes of shops, the radius of business circles will vary greatly.

The accumulation of relevant shops helps to raise the concern of the same target consumers. People will naturally think of this street when they think of buying a commodity, such as Xidan and Wangfujing in Beijing.

Therefore, the choice of similar clothing in a relatively well-known brand of relatively concentrated business district, the consumer's purchase goal is very clear, can not only enhance the image of the shop, but also help to improve store popularity.

According to the different environment, business district and street elements in the city, customer orientation is different. When shops are located, shop addresses should be determined according to the location of customers and brand positioning.

The location of the site should be coordinated with brand positioning, and should not be afraid to follow the opponent, or even unite with the opponent.

It is a good recipe to work together to create a market.