When choosing the best location for a shopping mall, it is necessary to conduct both qualitative analysis and quantitative calculations. It is a complex and energy-consuming matter. To do a good job in site selection, you need to formulate a variety of effective strategies.
1. Geographic location segmentation strategy
Geographical location segmentation strategy refers to the strategy of selecting the location of a shopping mall after a detailed analysis of geographical conditions such as climate, terrain, land use form, and road connectivity. It can be mainly subdivided from the following aspects:
(1) The relationship between shopping mall location, road surface and terrain. Under normal circumstances, the location of a shopping mall must consider the road and road topography of the selected location, because this directly affects the building structure and passenger flow of the store. Usually, the store floor should be on the same level as the road, which is convenient for customers to enter and exit the store, which is an ideal choice. However, in the actual site selection process, land prices in areas with better road surface are very high, and competition among merchants is also fierce when choosing locations. Therefore, in some cases, merchants have to choose the location of their shopping malls on a slope or on a road between the road and the store. In areas where the height of the ground varies greatly. In this case, the most important thing is to consider the design of the entrance, facade, stairs, signboards, etc. of the shopping mall, which must be convenient for customers and eye-catching.
If the store has to be located in a space, such as on the second or third floor, the staircase at the entrance should be designed as far as possible on the surface of the building instead of inside the store. The stairs should be decorated , such as using an electric escalator instead of stairs, or using a glass cover, etc., the appearance must be beautiful, eye-catching, and attractive.
(2) The relationship between shopping mall location and terrain. The main influence of topography and landform on the choice of store location is as follows:
① Orientation conditions. The orientation refers to the direction in which the shopping mall is located, marked by the direction of the main entrance. The choice of orientation is directly related to the climate conditions of the area where the shopping mall is located. For example, wind direction and sunshine have a great impact on the orientation of the store. Taking cities in northern my country as an example, north is usually the top, so generally the most ideal geographical location for commercial buildings is to face north and south.
② Trend situation. Direction refers to the direction of customer flow in the selected location of the mall. For example, my country's traffic management system stipulates that people and vehicles drive on the right side, so people generally develop the habit of driving on the right side. Shopping malls should put the right side up when choosing a geographical location for entrance. For example, if the road where the shopping mall is located is an east-west street and the passenger flow mainly comes from the east, the northeast intersection will be the best direction; if the road runs north-south and the passenger flow mainly flows from south to north, the southeast intersection will be the best direction. for the best location.
③Intersection conditions. Intersections generally refer to crossroads and three-way intersections. Generally speaking, at this kind of intersection, the visibility of shopping mall buildings is high, but when choosing which side of the intersection, you need to carefully examine both sides of the road, and usually conduct a more accurate investigation of the traffic flow and volume on each side. The street with the largest traffic should be selected as the best location of the shopping mall and the orientation of the store. If it is a 3* intersection, it is best to locate the shopping mall in front of the 3* intersection, so that the store is the most conspicuous; but if it is a T-shaped intersection, locating the shopping mall at the "corner" of the intersection will have better effects.
2． Potential business value assessment strategy
Potential business value assessment refers to the analysis and evaluation of the future business development potential of the shopping mall location to be opened. When evaluating the quality of shopping mall locations, it is necessary to analyze the current situation and evaluate future commercial value. This is because some currently promising shopping mall locations may change from hot to cold with the development of urban construction, while some Areas that were previously unattractive may become bustling in the near future. In ancient cities like Beijing in my country, during the reconstruction process of the old city, modern residential areas were built around the city. Many residents moved to new homes. As a result, the originally quiet streets outside the city are now very busy with traffic, forming a bustling business district. New commercial streets, while the traditional commercial streets that were famous in the past, such as Qianmen Dayinglan, although located in the city center, have gradually lost their luster as the situation changes. Therefore, when selecting a location for a new shopping mall, more attention should be paid to the assessment of potential commercial value.
It should mainly be evaluated from the following aspects:
(1) The location of the proposed shopping mall address in the urban planning and its commercial value
(2) Whether it is close to large institutions, units, Factories and mining enterprises.
(3) The speed and scale of future population growth and the degree to which its purchasing power will increase.
(4) Is there a "concentration effect"? That is, if the shopping mall is built in a central business district, although the company will face multiple competitors, because many merchants gather on one street, it can satisfy The diverse needs of consumers can attract more customers to shop, thus creating a business intensive effect. Therefore, the commercial street that "makes a row a city" is also a key goal that enterprises need to consider when choosing a location.
3. Surprise winning strategy
Shopping mall site selection requires scientific investigation and analysis, and at the same time it should be regarded as an art. Operators have keen insight, are good at catching market gaps, use surprising strategies and unique vision to choose shopping mall locations, and often get unexpected gains from others. For example, Sam Wall, the general manager of Wal-Mart, the largest retail company in the United States, adopts the reverse operation strategy of "people abandon and I take" to move large discount shopping malls to rural areas and small towns that are not valued by ordinary merchants. go. Because the market there has not yet been developed, it has great potential, and at the same time it can avoid the increasingly fierce competition in urban business. Another example is Dong Junjing, a famous Chinese businessman in Singapore who founded the "Poetry Dong" department store group. When it came to selecting the location of the shopping mall, he fought against all opinions and chose an Orchard Road area that is generally considered to have bad feng shui and is facing a cemetery. . Later, this area quickly became a gathering place for businesses and one of the most expensive areas for rent in the world, and the business of "Poetic Director" became more and more prosperous. The reason why Dong Junjing didn't believe in Feng Shui and chose this land as a store location was mainly because he noticed that many foreigners go to the city through Orchard Road every day, and Orchard Road may develop into a traffic artery.
4. Expert Consulting Strategy
The choice of shopping mall location is an important strategic decision for larger commercial investments. In order to avoid heavy losses, operators should hire relevant experts for consultation, conduct research and systematic analysis of the selected shopping mall location, such as a thorough analysis of traffic flow, population and consumption status, competitors, etc., and comprehensively evaluate the pros and cons, Then make a choice to make the choice of shopping mall address scientific.
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