Golden Rule: Effective Human Flow

People usually find the location where people are most concentrated in the process of site selection, and think that the larger the flow of people is, the better. Some people think of rent. rent The more expensive the store is, the better. In fact, these understandings are not enough. When you shop, you can only see people's traffic or rent, sometimes they lead you to a misunderstanding. Human traffic is important, but more importantly, the volume of people in the lot is not the effective flow of your brand. So, what is effective human flow?

The effective person flow mainly depends on whether the mainstream traffic is consistent with the brand positioning and the customer's walking purpose. The following two articles will analyze the decisive role of these two factors to effective human traffic in detail.

The product positioning of clothing brand includes two aspects: style and price. Different product positioning determines the location of different customer groups, and the location of customers mainly includes age, income, education, occupation and so on. Such as casual style, low price brand is generally suitable for students, just joined the work and low income groups, and leisure style high price brand is generally suitable for those who have joined the work but the higher income groups.

At present, the main brands in China are men's formal dress (such as YOUNGOR), middle and high-end women's clothing (such as brother), casual wear (such as YISHION), sportswear (such as Anta), and family dress (such as DUDUKE). The location of leisure brands and sports brands is basically the same. Generally, in big cities, they are naturally divided into two main commercial streets according to brand positioning. One is suitable for middle and high class women's wear and one is suitable for casual wear. For example, casual wear in Guangzhou is mainly distributed in Beijing Road, while the middle and high class women's clothing is mainly distributed in Tiancheng square. In general, there is only one main commercial street in small and medium-sized cities, but most of them have a natural division, for example, one side of the road is a pair of costumes and sportswear, and the other is a high-end dress.

Generally speaking, Leisure clothes The most concentrated streets or lots are the most expensive districts with the most expensive local rent. In the process of location, we must first make a position analysis of the brand that we joined, and then look for the block which is consistent with our brand positioning. As mentioned above, the parent child clothing brand DUDUKE, originally positioned as a middle end customer, can not be selected in the post The Strip division entrance area in Wuhan, where students are concentrated. customer 。

Sometimes, even if the flow of people in the lot is large, it is also consistent with the location of your brand, but the location of the store is not ideal. Why?

Some large supermarkets (such as Auchan, trust mart, etc.) have a larger traffic volume, and the marketing strategy of supermarkets also opens up a part of their clothing stores, and the brand of parent-child and sportswear will play a more desirable role because of the randomness and impulsiveness of buying. But for some supermarkets with the same traffic volume, the customer group of the business district is buying the general merchandise as the main purpose. For some special streets, the rent and the flow of people are the same. However, due to the characteristics of brand distribution, history and culture, and architectural pattern, there are two or three differences between the front and rear sides, or the two sides of the street may change their buying rate and purchasing power due to the different customers' walking purposes. Therefore, in the process of site selection, we should not blindly see whether the name of the road is the name of the most prosperous commercial street.