Jewelry Store Location, Precise Victory!

Hebei is next to Shandong, but as far as city history is concerned, Shijiazhuang in Hebei is quite different from Shandong and Ji'nan.

Shijiazhuang became the capital of Hebei only in 1968. After that, it experienced several turbulence. In a strict sense, Shijiazhuang is a new capital.

Based on the short history of development, Shijiazhuang does not have a long history of gold shop. In order to protect its reputation, Shijiazhuang people are accustomed to buying integrated jewelry stores instead of jewelry stores.

As a provincial capital, Ji'nan is quite different from Shijiazhuang. As an ancient city with a long history, Qilu Jindian has been in the Quancheng road with the status of 100 years old. This makes Ji'nan residents not only used to buy jewelry in the comprehensive shopping mall, but also used to shop in jewelry stores.

Explanation: it is very necessary to find out the history and shopping habits of a city. If a jewelry brand wants to open a new store in a city like Shijiazhuang, it is not always possible to open a jewelry store even in the most prosperous and crowded section.

That is to say, in a city like Shijiazhuang, shopping in shopping malls is the best choice. Instead, there is no need to be entangled in Ji'nan. It is feasible to enter stores or set up independent stores.

Jewelry is not a necessity! Buying jewelry, consumers can not buy a toothpaste like a brand, it will immediately consume.

Jewelry as a "large consumer goods", consumers often prefer goods to three when they buy.

In the absence of other jewelers' support, unless you are Graff or Tiffany, who will go shopping alone with your brand? Assuming that the new store is located in a jewellery store, customers will be able to visit your store when you are visiting other jewelry businesses. This is the key to site selection.

Explanation: does the large passenger flow mean that the passenger flow is large? If the volume of traffic in this lot is large, but this jewelry store has the largest "food street" in the city, I believe I can not sell several jewels every day.

Shopping correlation and cluster effect are prerequisites for location selection.

Can the jewelry sales structure of the developed cities in the southeastern coastal cities be the same as those in the northeast and Northwest China? With the rapid development of the domestic jewelry industry, consumers' enthusiasm for buying inlaid ornaments (diamonds, gold, jade and precious stones) has been very high.

Without the need for hard promotion, the proportion of consumers to buy inlaid ornaments and gold jewelry (gold, platinum, Ba Jin) has reached 5:5, and the proportion to the second tier cities is only 4:6. As for the three line cities or achievements, they can only achieve 2:8 or even 1:9 ratio.

That is to say, if you belong to a pure mosaic brand, if you have no prime support, there will be huge risk in opening the independent store in the two or three line city, and entering the shopping mall.

The use of cluster effect is the best choice.

Explanation: ibid. If

The brand is an integrated jewelry brand (both gold and jewelry), so the probability of opening independent stores is very suitable for the two or three cities in the mainland.

Know your enemy and know your enemy.

When entering a strange market for location, it is necessary to conduct a two-sided analysis of the local consumption environment and its own brand exclusive projects in order to achieve the desired results.

If we take it for granted, it will probably happen if we do not combine local conditions.

Failure.

Many cities will not only have a main business circle.

Take Changchun City, it can be divided into Chongqing Road commercial circle and Hongqi Street business circle, but in terms of grade, Chongqing Road business circle has a high grade because of Zhuo Zhan shopping center. Hongqi Street relies on Eurasian merchants and thousands of general merchandise stores. The two mid market stores are slightly lower.

Therefore, when the brand should be selected, it is necessary to find out the characteristics of the business circle first, and select the business circle that is in line with its own brand positioning as the best policy.

In addition, the same shopping area with the same grade may also be very different.

Taking the Ginza mall in Binzhou and the hundred commercial buildings, the scale and scale are exactly the same in Shandong, and the distance is only 50 meters away, but the sales volume of Zhou Dafu in the two stores is more than 10 times worse than before. The reason is that the Ginza shopping mall and the Ginza supermarket are linked together to ensure adequate passenger flow, while the 100 commercial buildings are separated from the Roca supermarket in order to protect the shopping malls and supermarkets.

It is not difficult to explain why sales of the same business circle, the same level of shopping malls, and the same brands will be so different.