Underwear join store location directly affects the underwear store sales and performance, then how in the small city site is underwear shop franchise, how should it? Underwear franchise location should not only have a long-term vision should be adapted to local conditions, flexible use. Han Lier to share with you to join the brand underwear how to site how to shop.
1. Select the hot crowd of large shopping district in the determination of the store, according to the positioning of the underwear affiliate, select densely populated, commercial activities frequent business district, to avoid the remote environment. "Business district" that is, underwear affiliate store is located at the center of the circle, extending outward a certain distance, the radius of the distance formed by a circular consumer circle. Traffic conditions, terrain and geographical scenery, the activities of customers at all levels and the customer's income are the factors that determine the business district is good or bad.
Business district generally divided into three categories: a mature central business circle, forming a business district and community-based business district. The first category is the city's core business area, both the city or outsiders will go; formed business district is generally a regional business office or development zone, shopping is generally fast-paced life, the pursuit of fashion Of young people; community-based business district is the main consumer groups living around the community of consumers.
The business district is subject to various influences and its shape is often irregular. However, in theory, the three levels of the business district can be expressed in three concentric circles of different sizes. The key is to determine the radius of each level. For example, a lingerie store located in a residential area usually has a radius of 500 meters as the main shopping district, a radius of 1,000 meters as the shopping district, and a radius of 1500 meters as the third shopping district. The walking time is respectively 8, 15 and 20 minutes about. In addition, there are also purchasing power from outside the shopping district, such as the purchasing power of the flow, the purchasing power of the special relationship, but the proportion is small.
Of course, these figures are empirical figures, specifically to each underwear franchise, you need first-hand survey data as a basis for amendment. Because of the size of underwear franchise stores, brand influence is not the same, there will be a great radius of its business district, is not static.
2. into a row into the city underwear affiliated stores gathered to help raise the concern of the same target consumer groups, people think of buying a commodity will naturally think of this street, such as Guangzhou, Beijing Road, Tee Mall and so on. Therefore, the choice of similar underwear more well-known brands more concentrated business district, consumers buy a very clear goal, both to enhance the image of underwear franchise stores, but also help to enhance the popularity of underwear franchise.
According to the city's environment, shopping district, the street elements of different layers of different positioning in the underwear affiliate store location, according to the positioning of the demographic and brand positioning (ie, customer spending power, spending levels, spending habits and underwear The brand positioning corresponding) to determine the underwear franchise store address. Location and brand positioning to coordinate the location, should not be afraid to follow with the opponent to go, and even to unite with the opponent. To work together to create a market can be a good recipe for flexibility in the current "rent is too expensive" conditions.
Han Lyle brand underwear location (Jiangxi Nankang)
3. Small cities open big shop, to seize the first principle People tend to remember the highest mountain in the world, few people will remember the second highest mountain. "The First Principle" is ubiquitous in marketing. If you buy herbal tea, you immediately think of "Wong Lo Kat" because Wong Lo Kat is the first to introduce herbal tea drinks in the Chinese market. This is the "first principle" and brand positioning closely integrated success stories.
At present, the domestic first and second-tier underwear brands have seized the city first; and relative to the growing saturation of the big city brands, small cities will become the future business battleground. According to the first principle, before a second-tier underwear brand enters a small city, if it can seize the opportunity to open a lingerie store in a small city, it will be the first step towards a steady final victory. At the same time, small cities have rent advantages. With the same input, small cities have more shops and underwear shops. They can more directly and effectively concentrate customers' attention and attract customers. Second, the entrances are relatively wide, and customers Easy to enter the store, and to retain more customers, the greater the chance of turnover. Of course, open a small city store should also consider the city's specifications and coordination.
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