Site Selection Strategy Of Children'S Clothing Monopoly

1. Elements of location selection for children's clothing stores:

A Located in a commercial area or a large residential center;

B Convenient arrival;

C Good visibility of stores;

D The rent is moderate and the lease term is not less than 1 year;

E pattern is the best of shallow square pattern;

F Area 20-40 square meters (may be adjusted according to different regions);

G The shop window faces the street, the wider the better;

H There is no urban construction plan in the near future;

2. Other considerations for paving:

A. Pay attention to the surrounding brand environment of the pavement Low end brand surround;

B Pay attention to the yin and yang sides of the street where the store is located;

C Pay attention to the station location around the store;

D Pay attention to the location of obstacles around the store;

E Pay attention to the steps at the entrance of the store;

3. The surrounding environment of the shopping mall:

A. High grade comprehensive shopping malls with strong business atmosphere, large passenger flow and high popularity and nearby;

B Large stores with the best popularity and passenger flow (the passenger flow should meet the characteristics of the target customer group);

C Nearby stores with high popularity (such as McDonald's and KFC);

D Near large-scale residential areas;

E The market has complete supporting facilities and good performance in the same industry;

4. Brand Children's clothing Location conditions of shopping mall counter:

A Pay attention to the floor of the store counter. Generally, the higher the floor is, the less people will flow;

B Pay attention to the selection of the middle island and side hall in the shopping mall counter. Generally, the side hall is better than the middle island;

C. Pay attention to the surrounding brand environment of the pavement, and do not be surrounded by low-end brands;

D Choose the channel where consumers are accustomed to walking, and avoid Flow of people The dead angle should be close to the main elevator entrance or in the main passageway.

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It is an indisputable fact that "location is more hospitable". However, on the basis of large passenger flow, women's clothing does depend more on the store location than men's clothing in terms of sales. This is due to the unique psychology of female customers in the clothing consumption industry, which strengthens the role of "good position" in improving sales.

So, what is the consumer psychology behind the "good position" of female customers?

When shopping, most female customers like to "stroll" slowly, and the place with obvious location is naturally more likely to be "strolled". For example, the stores in front of the elevator and at the corner of the floor are often frequented by female customers, while those stores that do not rely on the elevator or the corner are relatively deserted. Because most female customers prefer to go around the mall first, rather than directly entering the store in the middle of the mall. Before buying clothes, female customers have the idea of "shopping before deciding what to buy". The behavior of buying clothes is more random, and it is easier to "first think". When they see a brand first, they will have more comparison and criticism. In contrast, male customers should be more specific about the purpose of buying clothes. Before buying clothes, they should think about what to buy. After entering the mall, they should directly look for the target and stop shopping when they buy the right clothes. The reporter interviewed several female customers at random in the shopping mall. One young woman said, "If you feel good, buy it."

Female customers pay more attention to "feeling", and "location" can give people a "feeling" of shopping environment in space. Women customers naturally "feel" bad about stores that can only be found by "beating around the bush" or crowded with many brands. Especially when there is little difference between clothing and store decoration, most female customers will feel that "only a better brand can occupy a more important position" and choose clothing with a better store location. On the other hand, male customers tend to think of their own occupation and identity when buying clothes, and pay more attention to whether the taste of clothing itself is suitable for them. Since female customers do not know how "love" shopping, they are less concerned about the "feeling" of shopping than female customers.

In addition, women's clothing stores seem to emphasize the difference in store design and display style more than men's clothing stores. The decoration of men's clothing stores in many shopping malls is either the simple and unsophisticated style of coffee color decorated with wood materials, or the modern sense expressed by black and white color system, which is somewhat similar. Women's clothing stores are not the same. Some are lively and relaxed, some are stable and mature, and some are avant-garde. Women customers are often attracted by a store when they are walking. If the store is in a prominent position, the bright effect will be further magnified. How can a woman born with sensibility escape the temptation of "magnified beauty"?

On the surface, many female customers like to visit every corner of the mall. It seems that they will not care about the store location after they have more choices. But in fact, just because they have enough choices, their mentality is different when they "stroll" and "choose". In this view, it is necessary for women's wear enterprises to strive for a better position in the market to increase sales.