The success of convenience store management is closely related to location. If the location is correct, the store can survive; If the operation is correct, the store can flourish. Site selection is qualitative change, and management is quantitative change. Only the success of site selection can lead to the success of management. If the location of the store is congenitally insufficient, no matter how strong other departments are, they will not be able to return to the sky. The theoretical methods of site selection are also different, and there is no universal law. Therefore, this paper mainly introduces three taboos of convenience store location. Generally speaking, if we avoid these taboos and operate according to some basic standards of enterprise location, the sales of the store can be basically guaranteed, and a failed store that is far from the forecast will not be opened.

I. Site conditions of the store

The so-called site conditions are mainly from the aspects of popularity, popularity, aggregation and popularity. Site condition and business circle are completely independent concepts, and site precedes business circle. The so-called "poor site conditions" is also difficult to have a fixed standard, and the operation is wonderful and single-minded. Enterprises choose stores according to their actual situation. But there are always some indicators that can be used universally. I think the key indicators are as follows:

1, the width should not be less than 4 meters-shops with a width less than 4 meters are difficult to be noticed by customers, and the conspicuous degree has obvious defects. Generally speaking, shops with a width of more than 6 meters are preferred.

2. The front steps should not be higher than 1.5 meters-convenience stores cater to customers, not attract them. There are obvious problems in the popularity of such shops to customers.

3. Underground shops or second-floor shops-this is the most basic problem of site selection. The main disadvantages of convenience stores located in the basement or upstairs are: inconvenient access for customers; Store location is not eye-catching, it is difficult to attract customers, which violates the principle of convenience-oriented convenience stores.

1, the store is moving-there are many customers near the store, but do customers need to pass the target store? Customers must pass by the store; Or do you need to come to the store to buy it? This is the problem of polymerization degree.

2. Other defects of the store, such as the area of less than 30 square meters, facing west, tuyere, invisible from the main road, etc., are the reasons that affect the store sales.

Generally speaking, the establishment of the store is a matter of detail. These details seem insignificant on the surface, but when a certain point reaches a limit, it becomes a key indicator of whether the store is open, especially for the micro-format of convenience stores. For example, in a good business district, a shop is only 3 meters wide, even if the area exceeds 30 square meters, in principle, this shop should be abandoned. In fact, the store's visibility, popularity, concentration, popularity and other indicators are similar to Feng Shui. The basis of feng shui prediction of shops is nothing more than orientation, room type, dead angle, landscape, wind direction, sunshine, dead hole and so on. In fact, most of them are the verification of the standing conditions of shops. Therefore, from a scientific point of view, the two are consistent in analyzing the advantages and disadvantages of shops.

Second, the population of shops and business districts.

Business circle population: the number of active population in the business circle of shops, including resident population, office population, learning population, etc. The same question, how many business districts do we think are too small? The specific criteria are as follows:

1, shops that mainly consume in the community or high-end community stores with less than 1000 households think that the population in the business circle is insufficient, which leads to insufficient tickets and easy failure of store operation. The empirical theory that the population of 3000-4000 community business circle supports a store is basically applicable to domestic convenience stores.

2. The number of shops (commercial shops) with office passenger flow as the mainstay also needs more than 3,000 people. According to the building area, floor area ratio and the proportion of visitors, the population of the business circle can be basically calculated.

3. The population base of commercial street shops (passenger shops) should be at least 6,000 people. Most commercial streets come from * * * passenger flow, and the unit price of customers is low, and the rate of entering the store will be much lower than that of ordinary shops, so there are many people. But generally speaking, busy areas and downtown areas will exceed this basic standard.

To be clear, shops with too few people in the business circle must not be opened, but it does not necessarily mean that shops exceeding this standard can be opened. These taboos are only used to deny the location of shops, not to positively evaluate excellent shops.

Third, the store passenger flow.

If the business circle is a macro concept, then the passenger flow is the corresponding micro concept, which confirms each other with the business circle. Shop passenger flow, including the actual passenger flow in front of the door and the theoretical passenger flow inferred by the population in the business circle, is an important micro-index. Details are as follows:

1. Shops with insufficient passenger flow in front of the door are closed; Shops that measure a lot of passengers in front of the door but have no reason to stay are closed; Shops whose theoretical passenger flow is far less than the actual passenger flow will not open. Generally speaking, the first thing is to make sure that there are enough passengers; The second is to determine the effectiveness of passenger flow.

2. The effectiveness of passenger flow leads to another problem: the "quality" of passenger flow. The quality of passenger flow depends on many factors, such as customers' age class, income level and consumption habits. This requires detailed analysis. You can't simply say what kind of passenger flow can't open a store. Therefore, in the taboo of opening a shop, it is impossible to give a clear index, only a conceptual definition can be given.

3. Shops without obvious nodes don't open-nodes: different from the concept of nodes in planning (nodes belong to site conditions), they refer to places where people are easy to gather, such as office buildings, schools, hospitals, communities, etc. There are no obvious nodes, that is, when we forecast and analyze the sales of the target store, we can't find obvious sales contribution nodes. When we open a shop, we can't clearly know who our mainstream customers are, and this kind of shop is difficult to succeed. Therefore, it is also important to observe the source of passenger flow.

Shops that don't have any competitors within 4.300 meters won't open-there must be a problem, and the specific situation is different. I believe that a simple analysis can lead to the conclusion that we can't open a shop. However, it should be noted that there are still some emerging areas, and the supporting office and residential areas have not yet been established, so we can't simply draw conclusions.

It can be seen that the above three taboos basically cover the basic elements of location selection, such as business circle, traffic, attractiveness, etc. You can simply judge the quality of the store, but you can't quantify the specific advantages and disadvantages of the store. In addition to the above technical taboos, professionals and decision makers are more taboo to draw conclusions simply by feeling. In many cases, the decision-makers of enterprises are not proficient in site selection, but they are the final decision-makers. This requires relevant professionals to make a good premise, list the store indicators one by one in the feasibility analysis, clarify the priorities and cover up the defects, so as to achieve the purpose of assisting decision-making.