What is the surrounding environment of the store? A good environment has two meanings. One meaning refers to the environmental conditions around the store. For example, some restaurants are opened next to or near public toilets, not far from garbage dumps, stinking ditches or dust flying outside stores, or neighbors are chemical plants with strange smells. This is a bad opening environment. Another meaning refers to the prosperity of the location of the store. Generally speaking, if the store is located near the station, in a densely populated area in the business district, or on a street where peers are concentrated, this kind of store opening environment should be very advantageous. In addition, the location of the fork road and the corner is good, but the location on the slope, remote corner and high-rise building is not good.
Whether the traffic conditions are convenient. Is it convenient for customers to park after they arrive at the store? Whether the transportation of goods is convenient; Is it convenient to get to the store by car from other places? The convenience of traffic conditions has a great influence on the sales of shops.
Whether the surrounding facilities are beneficial to the store. Although some shops are located beside the main roads in the city, the fences on both sides of the main roads have greatly affected the business. Therefore, we should pay full attention to this point when choosing street pavement. How to choose? There are two typical streets: one is that there are only lanes and sidewalks, and vehicles are driving on the road, so the line of sight can naturally sweep the sidewalks on both sides of the street; Pedestrians walking in the street will naturally walk into the shop. But if the street is more than 30 meters wide, it is sometimes unpopular. According to investigation and study, the street is 25 meters wide, which is the easiest to form popularity and passenger flow. Another typical street: lanes, bicycles and sidewalks are separated. In fact, this is a closed traffic, and it is not good to choose this location to open a shop.
The population of the service area. Generally speaking, the more people near the store, the denser the better. At present, many large and medium-sized cities are relatively concentrated in various regions, such as commercial areas, tourist areas and university areas. We should pay attention to the analysis of this situation when opening stores in different regions.
Income level of target customers. Opening jewelry stores and high-end fashion shops in areas where the rich gather is a feature of high income of target customers. All kinds of commercial villas or graded communities built around the city are places where rich people gather.
There are many factors that affect the location of shops, and they vary widely. Why are some shops in remote alleys booming every year, while some shops in prosperous areas are difficult to operate? This is a philosophical saying: analyze the specific situation. A good position circle is relative, not absolute. The quality of business depends not only on the location of the store, but also on its business content, mode of operation, service and image. Opening a shop is not just about following your heart. Only by combining reason with sensibility can you succeed.
Second, the market survey structure before opening a store
Before opening a store, we should pay attention to the study of the living population around the store. What kind of people need what kind of consumption, investors also need to see "food" and eat "rice". Some discerning investment operators should learn from the following ten points in this regard. Interested in opening a shop may wish to pay attention to:
Changes in the total population and crowd of surrounding communities and communities, as well as demographic factors such as passers-by and marginal customers.
Demographic composition. There are both city dwellers, new Shanghainese from other places and foreign residents in the community. What kind of people are in the majority will affect business.
Population density. For example, around the business circle, distinguish the population of big business circle, small business circle and marginal business circle.
Gender structure. The proportion of men and women is different, and the types of business are naturally different.
Employment situation of local adults. Employment rate is related to purchasing power.
Age composition. Interior decoration style has a lot to do with this.
Number of families. Targeted products should vary from person to person, such as dual employees, only children, three or four generations living under one roof, and old couples.
Marital status. Through research, do what you like and do more wedding business.
Fertility situation. It is necessary to think more about parents, and to comprehensively calculate the accounts for children economically.
Study the structure of the country. Different nationalities have different living habits. The more detailed the store research, the more accurate the target market positioning will be.
Third, the market analysis before opening the store
I. Geographical environment of the target market
1. Geographical features of the market: geographical features, administrative districts and urban centers.
2. Characteristics of market climate: There is a great potential relationship between climate conditions and consumers' eating habits.
Second, the industry environment analysis
Main economic indicators of the target market:
Gross domestic product of the current year in the market where the enterprise is located, as well as historical data.
The investment situation in this market.
Tourism data that have a great influence on the catering market, especially the number of tourists received in the past year, are developing or declining.
Take the per capita disposable income of local urban residents, the average salary of employees in the city and the proportion of income provided by catering consumption as a reference for restaurant pricing.
Using the city's demographic data, including non-agricultural population and agricultural population, predict the restaurant passenger flow and the consumption level and ability of local residents.
The education level of consumers.
Consumer's lifestyle and dietary preference.
Per capita income of consumers.
Industrial environment:
1, business is booming. 2. The trend and potential of commercialization. 3, the local government preferential support policies, including fire, public security, culture, industry and commerce, epidemic prevention and other policies.
Social environment:
1, local conditions and customs. 2. History and culture. 3. State structure. 4. International exchange, production and circulation of major food raw materials.
Third, the market analysis
1. Economic indicators: operating conditions and strength arrangement of local catering enterprises; Form of ownership and its proportion; Number of business outlets; Number of employees.
2. Operating conditions of catering industry in the market selected by the branch: the number of enterprises and their competitiveness (has scale competition been formed? ); Management level; Management level; The position of cooking.
3. Analysis of competitors:
A. Current situation of traditional competitors: statistical analysis of quantity, performance level, turnover and profit income; Reason for success: advanced management level? Quality service? Superior social environment conditions? Reason for failure: Is there something wrong with the food? Operating mechanism failure, etc.
B. Advantages of traditional competitors: traditional advantages; Advantages of business scale; Location advantage; Main course advantage.
C. Emerging high-end catering operators: What kind of cuisines do they operate? Food orientation? Whether civilians, nobles, etc. Business location: which area, which lot, decoration style, choice of decoration object. Business status: turnover, operating profit, number of diners, number of reservations, etc. Business scale: the area of the store and the number of guests it can accommodate. Hall area distribution, etc.
4. Consumer analysis:
A. the eating habits, tastes and preferences of consumers in this market.
B, the consumption characteristics of consumers in this market, including consumers' consumption consciousness, whether they like eating in restaurants, the proportion of personal or family consumption relative to Chengdu, and the consumption level.
C. Classification of target market consumers: government, military, enterprises, household consumption (including wedding banquets) and tourists.
5. Advantages and strategies of opening a shop in this area:
Competitive strategy: the best entry point of the market;
Marketing strategy: publicity and customer recognition;
Cultivate customer preference: establish frequent customer network relationships.
How to do catering market survey II.
Market research and analysis
Before opening a store, we should conduct various market research. It covers a wide range. In order to ensure that the investigation can achieve good results, it is necessary to formulate reasonable investigation steps.
(1) Clearly investigate the problem.
Before starting an investigation, investigators must know what the problem is and what the purpose is. We should work out what we need to know according to the object to be investigated, and then set the goal of the investigation, so that the investigation can be carried out reasonably.
(2) Preliminary situation analysis
After the investigation object is determined, there are often many complicated problems, so we should reduce these problems. By deleting some information that can be understood immediately (such as the geographical location of competitive stores), the scope of investigation can be narrowed.
(3) Conduct a formal investigation.
When you have first-hand information, you should visit experts, get information from people who are proficient in this issue, and understand the opinions of users. Make an investigation plan, including what information to investigate, who will investigate the plan, what method to investigate, where to investigate, when to investigate, whether it is one investigation or multiple investigations, questionnaire design, etc.
(4) data sorting and analysis
When collecting data, it should be edited to check whether the survey data is wrong. Errors may be statistical errors, improper design of questioning conflicts, editing by interviewers, and respondents answering questions. When sorting out the data, we should eliminate the wrong information, then classify and count the remaining data, and finally draw a conclusion. Through the analysis of the data, we can decide whether to open a shop, where to open a shop, when to open a shop, etc.
The above four steps are all short and general steps. If there are special circumstances in the investigation, some steps can be repeated or added, as long as the named investigation procedures are completed in an orderly manner.
In the investigation, we should also choose the correct investigation method. There are many methods of market field survey, including inquiry, observation, experiment and interview survey technology.
(1) query mode
Inquiry method, also known as investigation method, is also the most commonly used and basic investigation method. Investigators understand the market situation by asking the respondents.
1. Personal interview: Investigators get information by talking face to face with the respondents.
2. Telephone interview: get information from the respondents by telephone.
3. E-mail inquiry: Send the designed questionnaire to the respondents and ask them to answer it before sending it back to collect information.
4. Indwelling inquiry: give the questionnaire to the respondent, explain the filling method, leave the questionnaire, fill it out by yourself, and then take it back on schedule to obtain information.
(2) How are the competitors distributed?
After deciding to open a shop and find several suitable locations, we must investigate the locations of competitors' stores, so as to decide where to choose a better location.
The first thing to investigate should be the distance between the competitive store and our store. If the competitor is strong and wants to set up another portal, it is necessary to choose a place far away from the competitor's store; If you think you have enough strength to compete with the competitive stores, you can open the store next to the competitive stores, so that customers can quickly understand the advantages of your products through comparison. Sometimes, competing stores can also effectively attract customers, so that customers can come to your store while patronizing competing stores.
Secondly, investigate the location of competitive shops. Understand the geographical location of competitive stores and analyze why there are more customers. Where your own store should be opened can be decided by investigating the location of competitive stores. Sometimes we can learn some living habits of people in this area through investigation, so as to decide our own policy of opening a shop.
(3) competitor's products
Our competitors' products are directly related to ours. Before opening a store, you must know the product structure, product types and product prices of competing stores, so as to determine the product types that your store equipment should purchase. The investigation of products should start with product categories, main commodities, auxiliary commodities and key commodities.
Competitors, product categories and market share can determine what kind of clothes your store should sell. If the market share of competitive stores is high, it is necessary to avoid being too similar to the products of competitive stores, so it is not easy to open up sales. You can choose different grades and types of products or products that have a joint effect with the goods you sell.
In the process of choosing the location of the store, make a picture? Business circle map? That's a good idea. The specific method is as follows:
1. Investigate local sporting goods stores and mark their locations on the map. Look at their site selection characteristics, such as the radius of the surrounding crowded areas, the total population, and the distance from other similar enterprises. And calculate their exclusive market radius, that is, the scope of the business circle.
Mark the places you like according to the map.
3. Draw your own business circle with compasses around the selected place according to the previously measured business circle radius.
4. Determine whether there are competitors in the business circle, weigh each other's strength, and then decide whether it is necessary to change positions.
5. Understand the population, demographic characteristics, purchasing power and other related information in the business circle to help you understand the customer base.
6. Draw a street or bus route that can walk to your store to find out whether customers can easily get there.