Jewelry Chain&Nbsp; Secret Script Of Store Location

about Jewelry shop For example, the problem of store location is equivalent to whether a "sycamore tree" can be found. If the location is well chosen, it has virtually provided a solid and reliable prerequisite for the arrival of Phoenix. On the contrary, even if you are management If you choose the wrong location, customers will still not come. Some people say that location accounts for 70% of the factors of successful store opening. Although this statement is a bit exaggerated site selection This shows the importance of.

Now? ornaments Chain franchise has become a common practice, but there are still many jewelry practitioners who can not continue to operate due to the lack of experience in relevant aspects, resulting in improper location. The following is the site selection plan for the opening of a jewelry chain in years of operation, which is worth learning from.

Strategic store location planning

The jewelry headquarters judges whether the business address of the franchise store is reasonable and inspects whether the following four basic conditions are met:

1、 Superior geographical environment

As a consumer, the first criterion for entering the jewelry store is the geographical environment of the store. Just imagine, who would like to stay in the store next to the garbage dump or the dusty and noisy jewelry store? Even if the jewelry in the store is very tasteful, consumers may also think: How can there be good jewelry worth buying in such a poor place! Therefore, site selection requires that every shopkeeper has the responsibility to provide customers with a comfortable and secure surrounding environment.

2、 Convenient traffic condition

The traffic problem is very important for everyone. The convenience of the store location is one of the important factors that directly affect the customer flow. Generally speaking, the number of customers entering the store is proportional to the local traffic flow. The traffic in the prosperous business district is very convenient, and there are often many bus routes to choose from, which is convenient for customers to come to the store to buy. Jewelry stores are generally concentrated in the bustling commercial downtown, professional clothing blocks, large living areas or around schools.

3、 The target customer group is large in scale and has strong consumption capacity

The population status of the service area of the jewelry store is a key factor for site selection. Generally speaking, the denser the population of the business district where the jewelry store is located, the better. The most important thing is that the denser the target customers, the better, and have strong consumption capacity. At present, large and medium-sized cities are relatively concentrated to form various areas, such as commercial areas, tourist areas, university areas, etc.

4、 Rationality of store area and whether it has the conditions for long-term operation

According to the size of the business district, it is necessary to reasonably plan the area of the store, so as to ensure a better display of goods. In addition, only when the store has the conditions for long-term operation can it be conducive to brand building.

Quantitative store location selection standard

According to the above site selection principles, as a shopkeeper, it is generally necessary to select more than two alternative locations so that the headquarters can proceed with the evaluation. The evaluation projects of the headquarters mainly include:

1、 Pedestrian flow. Generally speaking, a high level of customer flow will increase sales.

However, excessive customer flow will also prevent buyers from going due to overcrowding. At the same time, pedestrian traffic should also be analyzed to determine whether the characteristics of pedestrians are consistent with the target market of the proposed store.

2、 Public transport facilities and road conditions.

The road condition refers to the width of the road surface, the degree of traffic congestion and whether there is traffic control. It is not only related to the passenger flow, but also directly related to the speed of goods in stores.

3、 Store structure and visibility; The size of the store area and its building structure and shape; Whether there are urban construction planning restrictions, such as water, electricity, sewers, heating and other conditions. {page_break}

4、 Location of the store.

The first concept of location refers to the distance from the city center; Second, it refers to the distance from residential areas or traffic arteries; The third refers to the specific location in a certain section, such as corner, center, intersection, etc.

5、 Shop price. The store price has a direct impact on the sales price and the payback period of investment.

Clear store target location

In the selection of target business districts, the focus is on whether the business districts conform to the market positioning of the brand, the stability and maturity of the business districts. The site selection goals are mainly as follows:

1、 The first target is determined to be the popular shopping malls, clothing cities and women's specialty stores that frequently haunt the target market.

These areas are generally characterized by beautiful environment, neat streets, convenient transportation, complete business services without noise, and a large number of fashion consumers, most of whom are young girls aged 13 to 27. These people advocate individuality and freedom, have strong consumer needs, love fashion and fashion, worship idols, and accept new things quickly, Consumption basically belongs to impulse consumption, which pursues both style and quality of jewelry. They are the backbone of jewelry consumers.

2、 The target market has a high population density and a large population of business houses at the bottom of residential areas.

In many places, many characteristic communities with considerable scale have been built. According to the development trend of current urban construction planning, the trend of residential "community" is becoming increasingly fierce, and community operated stores can often achieve good results. As long as the taste of the jewelry store can appeal to the community's customers and gain their recognition, it will surely have a stable and expanding customer base.

3、 Streets and areas where peers gather.

People are familiar with the phenomenon that peers gather in the same area or even in the same commercial street, because customers want to buy high-quality and inexpensive products with as little money as possible. They often shop around. If jewelry stores can take advantage of their own product advantages, rich personality and strong competitive strength to enter the business circle of peers, It is often able to quickly compete for and occupy the target market.

4、 Colleges and universities and other areas around the school district.

College students are in their prime of life, full of vitality, sensitive to charm and persistent pursuit of fashion accessories. However, due to limited economic capacity, they are very sensitive to price. The market positioning of high-quality accessories at low prices can meet their needs to the greatest extent.