Influencing factors of location choice of service industry
1. Potential customer base of the site selection area:
The situation of potential customers in business circle is the most important factor affecting service enterprises and the market owned by enterprises. The customer base is a combination of a series of indicators, including population size and density, average daily flow, age structure, education level, occupation distribution, per capita disposable income and many other indicators. Enterprises should conduct investigations according to the target customers when selecting sites. For example, KFC's target customers in China are: people with upper-middle income level, young people who pursue fashion and children who like novelty. Under this positioning, KFC stores are mostly located in commercial centers, generally next to large shopping malls. On the one hand, it can better cater to these customers, on the other hand, it can use the relatively high rent in the business district to isolate small and medium-sized Chinese fast food restaurants with tight funds so as not to be affected by low-price competition.
Service enterprises must do a lot of market research and feasibility analysis on the potential customers in the business circle when selecting the site. It is understood that almost all large European and American chain groups entering China, such as Carrefour, Metro, Ahold, Wal-Mart, Dai Rong, grapefruit, Ito Yokado, Jiashike, etc., have conducted in-depth and detailed investigations on the China market for several years before entering the China market. Invested millions and tens of millions of market research fees. McDonald's needs to spend a lot of time investigating potential customers when choosing a location, and even use a stopwatch to measure the flow of people at the location. Therefore, their investment in China rarely fails.
2. Traffic conditions and neighboring industries:
Traffic conditions have a great influence on the size of the business circle. If there are many buses around the site, or roads and transportation are convenient, then the sales radiation radius can be greatly enlarged. The necessary parking conditions, the parking spaces of customers and manufacturers, the convenience of vehicles and pedestrians, whether sidewalks and streets are distinguished, the number and types of passing vehicles, the width of roads, etc. all have an impact on the customer source of service industry. Different service companies have different requirements for traffic conditions. It is not that the wider the road, the greater the traffic volume, the better. As far as general urban road traffic conditions are concerned, it is best to make small and medium-sized pavements next to streets with street width less than 16 meters. This kind of street is only divided into lanes and sidewalks, and there is no guardrail to separate it. Motor vehicles, non-motor vehicles and people flow through it, which is in line with the consumption habits of China people visiting shopping malls. What kind of sidewalks, non-motor vehicle lanes, slow lanes, fast lanes, and road centerlines are separated by guardrails or green belts, and vehicles pass quickly, making it difficult for sideways people to pass and often forming? Fake port? It is not suitable for opening small and medium-sized commercial shops.
Urban planning, such as street development planning, road widening planning, expressway construction planning, regional development planning, etc. , the number and structure of commercial outlets, supporting facilities, etc. It will have a great impact on the future service industry, and its development trend should be captured and accurately grasped in time.
Adjacent industries, such as schools, libraries, hospitals, parks, gymnasiums, tourist facilities, government agencies and other public facilities can all play a role in attracting consumers. The supporting conditions such as public security, fire fighting and banking services in the region, the number of competing enterprises in a business circle and the complementarity with nearby service facilities all have an impact on the operation of service enterprises. Therefore, it is very meaningful to know the types, quantity, scale and distribution of urban facilities for site selection.
3. Competition in the field of site selection:
In the analysis of business circle, we need to consider the distance from competitive enterprises, the quality of competitive enterprises and the scope of business circle. Calculate the sales situation, service content and unit area sales of all competitors, and then subtract these estimated figures from the total potential sales to get the future sales potential of this enterprise. Some service enterprises thoroughly understand the weaknesses of other enterprises before opening, find their own shortcomings by scoring, such as whether the environment is clean, what kind of products are expensive, and how the service quality is, and then take lethal measures according to this accurate research result.
How to avoid the threat of competitors in the business circle and make effective use of it is a win-win competition mode, that is, the business content or target customer base of an enterprise has complementary effects with the business content of other enterprises in the business circle.
Service enterprises with different formats are located in the same area and can be cashed to form a business circle. However, service enterprises with similar formats are located in the same area, and if their business contents or target customers are the same, they will often lose both sides. For example, at present, most domestic businesses take Carrefour as an example and choose to open a comprehensive supermarket with a business area of 10000 square meters in the downtown area. However, due to the lack of a global procurement system like Carrefour, the convergence of goods and prices is bound to go hand in hand and easily fall into the quagmire of price wars.
People often compare Carrefour with Metro. These two giants live next to each other in many cities, but they live in peace. The reason is that the two sides did not confront each other head-on because of different formats. Carrefour's hypermarket is aimed at ordinary consumers. Metro has a membership system, which is actually a wholesale format.
4. The uniqueness of the enterprise:
Small restaurants, small supermarkets, small chain stores, hair salons, pharmacies, etc. This kind of service enterprise has the characteristics of instant consumption, small capacity and emergency. Enterprises should be as close to customers as possible, establish neighborhood relations with customers and win better and more stable operating income. Their business circle is small, the target customers are residents who can reach shopping within 5- 10 minutes, and 80% of customers are shopping purposefully. Therefore, this kind of enterprises mostly choose sites in residential areas, and also choose sites for mobile customers in stations, hospitals and entertainment places.
The target customers of large-scale comprehensive supermarkets are the middle-income class with the largest proportion of consumers. In order to meet their daily consumption needs and the advantages of large-scale operation of enterprises, their products are complete, and the specifications, grades and varieties of the same product are also rich. The location of such enterprises will pay more attention to the influence of the customer base and traffic conditions in the central business district on the sales radius. Therefore, such enterprises are mostly located in residential areas with concentrated target customers, urban-rural fringe with convenient transportation or commercial intensive areas.
Traffic conditions are the first consideration for hotel location. It is better to have more than three bus stop lines that can reach commercial centers, airports, stations and docks within the range of 100 meters of Fiona Fang site. The best location is near the airport, railway station, bus terminal, industrial zone, material trade center, exhibition center, commercial center, large amusement park or scenic spot.
In short, each service enterprise has its own characteristics, advantages and special requirements for the environment, and there is a certain competitive relationship between various formats, which can make up for each other's shortcomings. Reasonable layout can complement each other and prosper the market. Only by carefully understanding the advantages and disadvantages of various formats, conducting extensive research, and carefully analyzing the consumption mentality and needs of various consumers can we give full play to the advantages of various formats and achieve the greatest benefits.
5. Business strategy:
Different types of service enterprises have different business strategies, even the same type of service enterprises have different business strategies. For example, the high liquidity of goods is the management strategy of large supermarkets. Relatively speaking, the net interest rate of large supermarkets is very low, generally only 2-4%, but the profit of large supermarkets depends not on high gross profit but on rapid turnover. Big shopping is just a concentrated expression of the high-speed circulation of goods in all shopping malls. Business strategy needs specific support means. The high liquidity management strategy of large supermarkets is fundamentally supported by attracting a large number of customers with purchasing power and willingness to buy by commodity price advantages. Correct site selection is the key for enterprises to maintain this customer flow for a long time. Take Beijing as an example. Although the traditional business district is still crowded with people, tourists from Wangfujing, Xidan and Dashilan are tending to? Just swim and not buy? The urban area is becoming more and more empty. Car owners like to shop in or around the Third Ring Road. The traffic here is OK, and ordinary residents are beginning to get used to spending more time in community supermarkets.
The management strategy of small supermarkets is to bring as much convenience to customers as possible by being as close to them as possible. For example, business hours are generally more than 16 hours or even 24 hours. They are located in residential areas, so residents can walk for a few minutes to shop. They mainly buy goods with high frequency and make full use of their business area to win higher net interest rate and stable operating income.
6. Collaborative management level of enterprises:
The management level of supply cooperation in service industry is also the main factor that determines the income and competitiveness of service enterprises. Service enterprises often improve their management level by learning the management experience of manufacturing industry. The distribution ability, efficiency and management performance of logistics replenishment are all practical problems that need to be considered when selecting a location. For example, after Carrefour entered the China market on 1995, it opened supermarkets in Beijing, Shanghai and Shenzhen, which are far apart, in a short time, because they independently developed their own supplier network. According to Carrefour's own statistics, the goods purchased from China account for more than 95% of all the goods in the mall. In 2000 alone, the purchase amount reached US$ 654.38+US$ 50 million. In addition to the existing procurement networks in Shanghai, Guangdong, Zhejiang, Fujian and Jiaodong Peninsula, Carrefour will open regional procurement networks in China, Beijing, Tianjin, Dalian, Qingdao, Wuhan, Ningbo, Xiamen, Guangzhou and Shenzhen by the end of 2003.
Geomantic omen problem of clothing industry site selection
1. Pay attention to the openness in front of the house and accept anger from all directions, which is consistent with the emphasis on accepting visitors from all directions in business. According to this principle, when choosing a store site, we should consider the openness in front of the store and ask for no shelter.
Obstacles such as fences, telephone poles, billboards and trees are covered too thick. Paying attention to the openness in front of the store can make the store face all directions, which not only broadens the horizon of the store, but also allows customers and pedestrians in the distance to see the pavement, which is conducive to the spread of commodity information. Feng Shui calls this information transmission the flow of qi. With the flow of qi, there is vitality! From the business point of view, customers and pedestrians may come to buy goods after receiving the information of the store.
2. The unlucky buildings mentioned in Feng Shui mainly refer to chimneys, toilets, funeral homes, hospitals and other buildings that are easy to cause psychological discomfort. These buildings, or black smoke billowing, or stinking, or crying loud, or disgusting. The information brought by unlucky buildings is regarded as ferocious by Feng Shui. If the door of the shop opens towards an unlucky building, stench, crying and evil spirit will sweep through. If you run restaurants and hotels, there will be fewer diners and fewer tourists. Moreover, for operators, often being in such an environment will also cause listlessness, bad mood and even serious illness.
Nowadays, many stores play deafening music in order to create the atmosphere in the store. Actually, this is very bad. Music itself can really create an atmosphere, but it depends on what kind of atmosphere is created. Soft and elegant music can make customers linger and increase their stay time in the store, thus increasing the possibility of customer consumption; The deafening music in Feng Shui is fierce, which naturally makes people feel annoyed and can only have a negative impact on the promotion of shops.
Nowadays, many large shopping malls are equipped with escalators, but be careful not to point the escalators at the door of the store. If this pattern has been formed, it is best not to let customers see the escalator as soon as they enter the door, which is in line with the principle of "turning around rather than going straight" in Feng Shui, otherwise it will be unfavorable to the development of the store.
5. Store color: Store decoration and color are very particular. Many stores pay great attention to the color in the store. Some merchants think that bright colors such as red and yellow will make people in a relatively excited state and arouse people's desire to buy. From the perspective of geomantic omen, the color in the store should be considered in combination with the owner's five elements, the orientation of the store and the five elements of the goods sold. The attributes of goods should be included in five categories: wood, fire, earth, gold and water, and then the decorative colors inside the store should be determined according to the owner's life and the orientation of the store.
6. The throat of the store: the door of the store is the throat of the store, and it is the channel for customers and goods to enter and exit and circulate. The number of customers received in front of the store every day determines the rise and fall of the store. Therefore, in order to increase the passenger flow of the store, the door of the store should not be made too small. Too small, according to the theory of geomantic omen, is to narrow the vent of the house, which is not conducive to receiving air, so that the inflow of air is reduced and slowed down, thus reducing the anger in the house.
Importance of clothing industry site selection
First of all, address is an important basis for formulating enterprise strategies and goals.
To determine the business strategy and objectives, we should first consider the social environment, geographical environment, population, traffic conditions and municipal planning in this area. Determine the target market according to these factors, determine the business strategy and objectives according to the composition and demand characteristics of the target customers, and formulate various promotion strategies including advertising and service measures.
Facts show that restaurants with basically the same business direction, product composition and service level will have obvious differences in economic benefits because of different site selection. Regardless of the market environment and competition around the restaurant, it is difficult to stand the test and succeed by choosing the restaurant address at will or just by intuition.
Second, address selection is the choice of market positioning.
To some extent, the address determines the amount of passenger flow, the purchasing power of customers, the consumption structure of customers, the attraction of restaurants to potential customers and the strength of competitiveness. If the site is properly located, it will be occupied? The right place? Our advantages can attract a large number of customers, and business will naturally flourish.
3. Address selection is a long-term investment.
Whether leasing or buying, once determined, requires a lot of capital investment. When the external environment changes, the address of the restaurant cannot be adjusted accordingly like other business factors such as people, money and things. It is long-term and fixed. Therefore, the choice of restaurant address should be thoroughly investigated, carefully considered and properly planned.
4. Address selection embodies the service concept.
The choice of address should be based on the principle of convenience for customers. From the perspective of saving customers' purchase time and transportation costs, we can meet customers' needs to the maximum extent. Otherwise, you will lose the trust and support of customers and lose the foundation of existence.