What is the key to success in choosing a store?

How important is site selection for running a company and opening a shop? The expert's opinion is: No matter how to set up any enterprise, the location is a major factor to determine the success or failure, especially in the service industries such as retail and catering, and the choice of stores is often the key to success or failure. Before opening a shop, decide your fate. It can be said that a good position is half the battle. People who open their own shops and companies as bosses will encounter a problem of site selection. According to Guangzhou Re-employment Training School, 80% of the students in the entrepreneurship training class do not meet the requirements. Another reality is that at present, many hypermarkets have special site selection personnel. It is understood that most bosses who invest in opening shops and companies in Guangzhou have found professional Feng Shui masters to look at Feng Shui, indicating that their companies will be very prosperous in the future, and there are even industries that specialize in Feng Shui and look at the direction of new companies. Obviously, the location of shops is becoming more and more exquisite, and people pay more and more attention to location. Regardless of the scientific basis of Feng Shui, from the perspective of economics alone, site selection really needs a very professional eye. How important location is to the success or failure of starting a business can be seen from the following two examples. Haci: Guangzhou Wuyang New Town has undergone several relocations. As a noble residential area in Guangzhou in the early 1980s, it attracted a large number of well-known large enterprises at home and abroad in the 1990s. However, there are not many large enterprises still sticking to Wuyang New Town. Guangdong Branch, the earliest listed health care product company in China, settled in Wuyang New Town that year. As the company's Guangdong branch, which focuses on the most important market in China, its business went from bad to worse due to its poor geographical position, and it finally left Guangzhou. According to the person in charge of the branch of Harci Company in that year, Harci just entered the Guangdong market at 1996 and initially set up a branch in Xinhepu. New Hepu is an aristocratic residential area in the old days of Guangzhou. The whole new Hepu is quiet and lacks vitality. What's more, there is no bus passing by in Xinpu, so parking is very inconvenient. Many roads are one-way. At 1998, the new branch manager saw such a big market, but Harci's performance was not very satisfactory and decided to move the company. So the company moved from Xinhepu to Shenhua Building in Wuyang New Town. It was expected that the relocation of the company would bring business to Shengshi Company, but the transportation to Wuyang New Town was still inconvenient. The person in charge recalled: We rented two two-bedroom houses as branches, because all the houses in Wuyang New Town were commercial and residential buildings at that time, most of which were residential buildings invested by Hong Kong owners, and there were almost no professional office buildings. When customers come to such an office, they don't feel like a big company at all, but they feel at home. The property management of the building where the company is located is also completely managed according to the residence, which brings a lot of inconvenience to the company. The key is that Wuyang New Town still lacks commercial atmosphere. By 2000, our business was getting worse and worse, and we moved to Renmin Road. Haqi Guangdong Branch moved several times in this way, but after frequent moves, it caused distrust to customers and the market performance dropped sharply, so it withdrew from the Guangzhou market on 200 1. Later, the person in charge of the company analyzed that Wuyang New Town is a residential area, which is not suitable for company office at all, because it lacks commercial atmosphere. Xue Beier: Light a fire. Ni Xiubing thinks that people who open stores pay special attention to popularity. Doing business is popular. However, when choosing the location of the store, is it good to find more people? Not exactly. Many people have a misunderstanding, that is, the flow of people as the only standard of lots. It is true that the flow of people is an important factor to determine the success or failure of business, but it is more important to understand the consumer of the flow of people. Before opening a store, it is not how many people there are, but how many potential customers or effective passengers you have among these people. Every time Schebel establishes a new chain store, he has to do a lot of best store location work. One of the most important tasks is to measure and analyze the flow of people. They sent employees to the target location with stopwatches to measure the flow. These investigators will not only report the number of people every day, but also report the following data in detail: for example, how many buses pass by nearby; In the past, how many people came on foot, how many people came by bus and how many people came by taxi or car to analyze the consumption level and habits of people in this area. It is understood that Ni Xiubing can quickly become an expert in site selection because he is smart. He found that KFC and Schebel belong to the same format, so he took the opportunity to see where KFC opened, and Schebel's new store was chosen within 0/00 meter of KFC Fiona Fang/Kloc. It seems that the business of the new store is really hot! Choose a prime location and join in the fun in different locations. Generally speaking, the crowd is Qian Chao. Opening a shop in a busy area with a large flow of people and a strong popularity has a high chance of success, such as cafes, restaurants, clothing stores, convenience stores and other industries. If it is located near the railway station, there are lighted night markets, entertainment places and large shopping malls, it should occupy at least seven points. Because the endless stream of people is a minority and there are so many potential customers, as long as the goods sold or services provided can meet the needs of consumers, there is no fear of no good performance. However, the rent of such popular lots is often extremely high, and most of them have been seized, so it is not easy for interested parties to get the land. If the industry you choose is very suitable for opening a shop in a prosperous area, but you can't find a storefront and don't need much space, you may wish to sublet the storefront, which is a popular form of compound storefront at present. Looking for the right partner in the place where you want to belong, using the storefront can not only save rent, but also complement each other if the customers of two industries under the same roof have similar attributes. At present, there are many forms of these complex stores, such as flower shops, bookstores and cafes, ornaments and clothing stores, pottery and tea houses, cold drinks and snacks, bookstores and stationery, household appliances and computers, real estate agents and decoration projects, all of which are common combinations. Perhaps most people will think that where there are many peers, the competition is too fierce and it is not easy to gain an advantage. However, from the consumer's point of view, there are many storefronts, which means that there are complete goods, more opportunities to choose, and they are not afraid of unfair prices. This is a natural choice for interested shoppers when shopping. So operators don't need to be afraid of competition. The more peers, the more popular they are, and the better their performance. This is complementary. After all, how to attract customers single-handedly, compared with peers and collective advertising marketing in the whole street? In remote areas, it is not necessary for every industry to open stores in prime locations. Some industries have the ability to reverse the crowd. Although it is remote, it can attract consumers like a magnet, and even gradually prosper the surrounding areas, such as supermarkets and large storage malls. The capital and space needed to run supermarkets and storage malls are not small. In today's high rent and land price, it is really against the principles of economics to open a shop in a prime location. More importantly, consumers who go to supermarkets and warehouse shopping malls pay attention to complete goods, wide space, reasonable price, convenient parking and smooth traffic. If they are located in remote areas, they can take these comprehensive factors into account and receive the results from near to far. In recent years, domestic large-scale storage malls choose to open stores in suburbs or emerging communities, which is to focus on this. In fact, the choice of business location is closely related to business content, demand and customers. All industries have different characteristics and different business behaviors, and prime location is not the only choice. If it is a boutique or handicraft shop with characteristics, or a small restaurant or coffee shop with elegant and special style, you don't have to care about the location as long as you manage it carefully and become famous. Through word of mouth with you and old customers, even if you are located in the suburbs or secluded streets, there are bound to be many elegant guests looking for a quiet place to visit, because it is this kind of seclusion that they love. As the saying goes, wine is not afraid of the depth of the alley. As for the location of the manufacturing plant, factors such as land price, transportation, tax rate, acquisition of raw materials, contact between upstream and downstream enterprises, convenience of goods entering and leaving, and employee recruitment should be considered. At the same time, we should also consider the characteristics of the industry, analyze the consumer groups, do a good job in market research, and finally determine the location and set up matters. Two factors that cannot be ignored Although different industries have different considerations when choosing business premises, there are two factors that cannot be ignored. 1, the ability to pay rent. The rent of business premises is one of the most fixed operating costs, even if it is closed, it will still be spent, especially after the soaring house prices, the rent is often a big burden for operators and cannot be ignored. Some industries, such as boutiques, high-end fashion shops, restaurants and so on. Commodity circulation is fast, the area is small, it does not occupy space, it can afford high rent, and it can be located in high rent areas; Furniture stores, thrift stores, etc. Because they need more space, it's better to set them in a low-rent housing area. 2. Lease conditions. There are two kinds of leasing: fixed price and percentage. The rent of the former is fixed, and the rent of the latter is lower, but the percentage of owners sharing the total income is similar to that of investing in storefronts as shareholders. For example, 5,000 yuan per month, in the form of fixed rent; The percentage method is that the owner only needs 3000 yuan rent per month, but it must be calculated at more than 10% of the total income.