Have you noticed that the three cases in the previous period of time all made the same mistake in site selection, thinking: the flow of people is large, and business is easy to do.
Although there are people who have a business, it does not mean that someone has a business, and someone can do a business, because:
- A large flow of people often means that the rent is high, and a high rent means that there is less room for strategic mobility. Just like the owner of the noodle restaurant, the venue is small, and the Internet celebrity street is added, there are many categories for customers to choose from, and the number of people entering the store is small, and it will not be able to bear it for half a month. Stop-loss is almost the only way out.
- The flow of people is large, the consumption scene is not right, and the rate of entering the store may not be high, just like the owner of the barbecue restaurant, the subway entrance is bustling, and they are all rushing home to eat, at this time there are few people who want to eat barbecue, and the people who want to eat barbecue at night are intercepted by the community barbecue restaurant closer to them, you have to walk 500 meters, too far.
- There is also a note that the flow of people is large, which often means that the competition among peers will be very fierce, this kind of local soldier must fight for the place, may become a place for some big brands to grab the strategic distribution of land, they will rent the store at a high price, and raise the rent of the nearby shops, they will also ignore the profit to engage in activities to squeeze out competitors, and make everyone unable to live... Therefore, it is not easy to survive in such a place.
So my site selection idea has always been: avoid the popular streets of the popular business district, choose the second- or third-rate location, but have enough target customers to set up camp, so that you will have more room for survival, and the trial and error time can be longer.
However, it doesn't mean that people with a large flow of people can't go to the business district, this kind of place can also be considered, and many people like to run to these places. Pay attention to the following points to evaluate whether you are a good fit:
1. First of all, assess whether the rent is within your means.
This is risk assessment, put in the first place. I would prepare myself for the worst, if there is zero turnover for 1 month, can you continue to pay the rent for the next month without any pressure.
If the noodle shop owner had thought like this at the time, I believe he would not have chosen the 90,000 monthly rent.
2. Evaluate the amount of competitive pressure, the quantity and quality of peers.
Analyzing their odds is not groundless, but looking at the level of their peers, looking at their business situation, their strengths and weaknesses, what they do well or not, and what their respective competitive strategies are. After reading it, you will have a score in your heart. In fact, the process of looking at the other party is also the process of evaluating oneself, and you will also begin to brew your own competitive strategy.
This process must be objective, seek truth from facts, do not always feel that others are not good, you are very good, but to observe and think from the perspective of consumers: among the many choices, why should customers choose me instead of others?
3. The category should match the consumption scenario of the target customer.
There is no wrong store, there is no wrong category, the key is how well they match. People have different needs in different states. At three or four o'clock in the afternoon, we will go to a bubble tea shop café dessert shop to sit down, but we usually don't go to a fast food restaurant, so if you are going to open a fast food restaurant, the flow of people at this time is not an effective flow of people.
Everyone comes out of the subway exit, must pass by your shop, although there are a lot of people, but certainly can not all become your effective flow, everyone here is forced to come, the goal is to hurry home, three or five friends drink and brag about the barbecue restaurant to think about whether it is suitable to open here.
Of course, consumer psychology can be guided and changed, such as engaging in a fast-food barbecue restaurant, rather than for social purposes, a person can also eat, satisfy hunger and fill the stomach is no problem, but this kind of store is both conceivable and difficult to adjust for the boss in the case, because everything has been formed, unless it is so top-level design at the beginning, products, decoration, pricing, equipment, employees, publicity... In doing so, there may be hope.
4. Don't think that if you have a lot of people, you can't advertise.
It's easy for customers to lose their way in a fancy world, and you need to keep them reminded of it and see it often, so they will put you on the priority spending list. Many people think that choosing a place where people are popular can be done once and for all, and this kind of thinking is not advisable.
Being smart doesn't guarantee success, but it's scary if smart people are willing to work hard and stupidly. It's the same with opening a store, the location is not afraid, the terrible thing is that the location is good, the product is good, the boss is also very diligent, very good at publicity, very attentive to serve customers, if there is such a peer, I advise you to stay away.
