How To Choose A Commercial Pedestrian Street

Suppose there is a commercial pedestrian street, where you should choose a shop on this pedestrian street, which location should you choose? The marketing experts use the skills of shopping behavior research, through the cameras installed on the commercial pedestrian streets, to study the shopping patterns of consumers in the commercial pedestrian streets, including the locations where they like to shop on the pedestrian street.

The study found that in order to find out the best location of the shops, two types of commercial pedestrian streets should be distinguished. One is the "mixed" Pedestrian Street, that is, the shops on the pedestrian street have a wide range of business and are suitable for each other. The other is the professional pedestrian street, that is, the shops on the entire pedestrian street basically sell the same kind of goods, such as clothing street, electrical street.

If it is "mixed" Pedestrian Street, it is best to choose shops close to the two ends of the pedestrian street, where shops usually have large traffic volume and active transactions. But if it is a professional pedestrian street, it is not suitable to choose shops near the two ends. Taking clothing street as an example, the study of shopping behavior patterns shows that when a customer wants to buy clothes from a street of clothing, no matter where he starts from the street, he seldom buys the shop after he sees the first store, because he knows that the whole street is a clothing store, and the clothes he watches now will not be more satisfactory. Even if he really has a liking for that dress, he will often see the same style in the other clothing stores later, and so on, when he compares the price and decides where to buy it, it is not too late, maybe he can cross the price at the same time.

But on the other hand, few people have to wait until the whole thing is finished. Pedestrian Street After that, you can't buy it until you get to the last shop. In general, consumers wait for 3/4 of the walking street. Think about it and compare it to the price, so they decide to buy it as long as the price is right. Therefore, for professional pedestrian street, the best berth is 3/4 of the total length of the pedestrian street.

　　 Shopping behavior Pattern research has been widely used by manufacturers and distributors in developed countries for in-depth understanding of customers. Shopping habits In order to improve the product design and sales service mode. But it has not been widely recognized and applied in China. With the popularity of this marketing technology, I believe businessmen will have more unexpected surprises and surprises.

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Due to its high positioning, the selection strategy of "fewer but better" and "golden location" is more suitable for ZARA, and the top shopping centers and popular shopping centers naturally become the first choice for ZARA.

Unlike traditional casual clothing brands, ZARA has a relatively strong position in the game with shopping centers because of its strong ability to absorb people, enhance image and enhance business turnover. The shopping center is willing to provide gold location for the project, and adopts the settlement method which is higher than the bottom rent and the business water point. (as the total amount of the water points is usually much higher than the bottom rent amount, the actual settlement uses the method of deduction).

Rent is the main cost of the traditional casual wear brand stores. Therefore, Baleno and other brand stores need to be higher than the level of the rent. However, for ZARA and other fast fashion brands, because the main cost of the store is the point of discount, there is no rent pressure, ZARA can decide the store area according to its own needs, and the turnover is particularly important. Therefore, in order to protect the high turnover, a good business atmosphere, steady flow of people and brand adaptability are more important when choosing a fast fashion brand. Compared to Baleno's blossom everywhere, ZARA has only 3 World stores in Beijing, including SOLANA, Xidan and Joy City, all of which occupy the gold position of the project. Due to their location slightly higher than the mainstream population in Xidan business district, with the reasonable consumption gap, ZARA Yuecheng store has created an annual turnover of nearly 3 times of the world level store with less than 800 square meters of area. If we use Ping efficiency calculation, ZARA Joy City store will reach 7 times of the world level store.

Because ZARA and Baleno are in the Joy City, we can make an intuitive comparison. Baleno adopts the fixed rent method, while ZARA actually adopts the method of the point settlement, the actual rent = the annual turnover discount rate / area. In other words, the rents of ZARA and other fast fashion brands are "made by themselves". In the joy city project, the real "rent" that ZARA occupies the gold position is only 2 times that of the 2 level of Baleno, but it has created Baleno8 times of the flat effect, and the turnover is even 21 times.

On the whole, in the increasingly fierce competition of new brands and casual clothing market, "Baleno" has always maintained its own tone of development and occupies an inherent market share. However, with the strong brand appeal, the updated consumption concept, and the location advantages of "rent self determination" and "golden location", the fast fashion brand has been gradually approaching. According to the current momentum, we have every reason to believe that the leisure clothing market of the top tier shopping centers in the first tier cities will become the world of ZARA and H&M in the future.