Opening a Cake Shop 4: Cake Shop Location

For the composition of population and family population, please refer to the household population and census data of street offices and police stations in selected areas. The items to be investigated are: 1. Number of permanent residents. Family and composition 3. Population density 4. Education level 5. Career 6. Natural growth rate 7. Social growth rate 8. Per capita income. Number of floating population during the day 10. Age composition is 65,438+065,438+0. The annual expenditure and expenditure structure of families are divided into some major items. Family characteristics include: population, age of family members, income status, etc. For example, the average income of each household and the distribution of family income will obviously affect the sales of stores in the future. If the average household income in this area increases, it will raise the family's requirements for the quantity, quality and grade of the goods purchased. The size of the family will also have a greater impact on store sales in the future. For example, a family composed of young people from a two-person family pursues fashion, individuality and small shopping; And a family of three (with an only child), its consumer demand is almost child-centered. The age of family members will also have different needs for goods. For example, the shopping tendency of aging families is to buy health care products, fitness products, nutritious foods and so on. Families with children focus on investing in children's food and toys. 2. Population density The population density of an area can be determined by the number of people or families per square kilometer. The higher the population density in an area, the larger the size of the selected store can be. It is necessary to calculate the daytime population of an area, that is, the population excluding the children of the family plus the population working or going to school in this area, MINUS the population working or going to school in other places. Some random visitors are not included in the survey. Areas with high population density during the day are mostly office areas, school cultural areas and other places. For areas with large population during the day, it is necessary to analyze the characteristics of their consumption demand and operate. For example, extend off-duty hours and increase convenience items to meet the needs. In densely populated areas, the proximity to commercial facilities can increase the frequency of shopping. Areas with low population density are less attractive and customers don't patronize them often. 3. When evaluating the geographical conditions, the passenger flow should be carefully measured, which is the flow of future stores. The flow of people has a great relationship with the number of people getting on and off the bus. The focus of the investigation on the number of people getting on and off is: the change of the number of people getting on and off at each station over the years. The more passengers get on and off, the better. If fewer passengers get on and off the bus and there is no new means of transportation to replace them, the population of the business circle will also decrease. According to the age structure of inbound and outbound customers, understand the needs of customers of different ages. Generally speaking, the investigation of population gathering areas is the focus of enterprise site selection. For example: Living in densely populated areas. Such as new residential areas, residential areas, etc ... places where people go to work every day, schools, hospitals, etc. Are places where people gather during the day, that is, population gathering areas. Railway station, bus station, subway station, etc. It is a gathering place for people to use transportation, and it is also a gathering place for people. Stadium, tourist attractions and routes along the way are also places where people gather for activities. 4. The consumption level of families and population in purchasing power business circle is determined by their income level, so the income level of population in business circle has a decisive influence on geographical conditions. Household per capita income can be obtained through household sampling survey. For example, at the beginning of the site selection of a commercial building in the western suburbs of Beijing, 2000 family samples were taken by random sampling from the residents in the surrounding business district of one to two kilometers. Through summary and analysis, among these 2,000 households, 50% have a per capita income of around 1000 yuan, 20% have a monthly income of 500- 1000 yuan, 20% have a monthly income of 1500 yuan, and the per capita monthly income is below 10%. About 10% per capita monthly income exceeds 2000 yuan. This shows that most of the residents in this area are working families and belong to the middle income level. When choosing a site, enterprises should give priority to the residential areas of young and middle-aged customers with high social and economic status and more disposable income.

Reason for being selected: An idea in the article "gathering place", how to find a gathering place, is helpful to those who want to open a cake shop in the bustling area of the city.

Case: KFC's subsequent location strategy KFC attaches great importance to the location of fast food restaurants. Site selection decisions generally adopt a two-level approval system, which is approved by two committees, one is the local company and the other is the headquarters. Its site selection success rate is almost 100%, which is also one of KFC's core competitiveness. Usually, the location of KFC is selected according to the following steps: (1) division and selection of business districts 1. Division of Business Circle When KFC plans to enter a city, it will first collect information about this area through relevant departments or professional investigation companies. Some materials are free and some materials need to be purchased. After buying all the information, we began to plan the business circle. Business district planning adopts scoring method. For example, there is a large shopping center in this area. Shopping mall turnover is 6,543,800,000 yuan 1 minute, and 50,000,000 yuan is 5 points. How many points will a bus line and a subway line add? These grading standards are relatively accurate empirical values averaged over the years. Business districts are divided into several categories by scoring. Take Beijing as an example, there are municipal commercial types (Xidan, Wangfujing, etc. ), district business type, fixed-point (target) consumption type, community, social, business and tourism type. 2. Choosing a business circle is to determine which business circle is the focus at present and what is the main goal. In the selection criteria of business circle, on the one hand, we should consider the market positioning of the restaurant itself, on the other hand, we should consider the stability and maturity of the business circle. Different market positioning of restaurants attracts different customer groups, so the choice of business districts is also different. For example, Malan Lamian Noodles and KFC are two "intersecting" circles with different market positioning and different customer groups. Some people eat KFC and Malan Lamian Noodles, and some people may never eat KFC but Malan Lamian Noodles, and vice versa. The location of Malan Lamian Noodles is certainly different from that of KFC. The market positioning of KFC and McDonald's is similar, and the customer groups basically overlap, so the choice of business circle is the same. As you can see, some places are on both sides of the same street, one is McDonald's and the other is KFC. The maturity and stability of the business circle is also very important. For example, the planning bureau said that a certain road should be opened and where to set the address. It may become a mature business circle in the future, but KFC must wait until the business circle is mature and stable before entering. For example, how good the benefit of this store will be after three years, which will not help today. Is it necessary to lose money in these three years? It costs millions of dollars for KFC to invest in a store. Of course, it must be a relatively stable principle to ensure a success. (2) Calculation and selection of gas gathering points 1. Need to determine where the most important gathering point in this business circle is. For example, Xidan in Beijing is a very mature business district, but Xidan can't be a gathering place anywhere. It must be the most important gathering place for guests. The principle of opening a KFC store is: try to open a store in the most crowded place and nearby. There used to be an old saying that "one step is not as good as three cities". The store address is one step away, and the business may be 30% different. This is related to people's moving lines (people's moving lines). Someone may come here to turn around, so this place is a place where guests can't go. Not far from an alley, but the business is much worse. All these should be taken into account when choosing the site. What is the moving route of people, in this area, which direction people will go after getting out of the subway, and so on. These are all sent to pinch rice. Only with a complete set of data can we determine the address accordingly. For example, the measurement of the previous traffic of the store is to record the traffic of people at the planned opening place of the store and measure how many people pass by the place in unit time. In addition to the pedestrian flow on the sidewalk where the location is located, it is necessary to measure the pedestrian flow in the middle of the road and across the road. The people in the middle of the road are just cyclists, not drivers. Whether the traffic crossing the road is counted or not depends on the width of the road. Even if the road is narrow and the road width exceeds a certain standard, it is generally a barrier, so customers can't come to spend any more, so it doesn't count the traffic across the road. KFC site selection personnel will input the collected data of people flow into special computer software, and they can calculate how much the investment here can't exceed, and if it exceeds, they can't open a store. 2. When choosing a site, we must consider whether the main mobile lines of people flow will be stopped by competitors. Because people's loyalty to the brand has not been said, I am tired of eating KFC and watching McDonald's. This doesn't seem to have happened yet. As long as you are in front of me, I am very tired today. Why do I have to walk 100 meters to eat something else? I arrived first. I won't go forward unless there are too many people here and I can't find a seat. However, there is a main dynamic line of people flow, and if the gathering point of competitors is better than that of KFC, it will have an impact. It doesn't matter whether they are the same. For example, there is a KFC store at the intersection of Beitaipingzhuang in Beijing. If it is west 100 meters, it is not appropriate for competitors to open another western-style fast food restaurant, because the main passenger flow comes from the east and then opens there, a large number of passengers will be stopped by KFC, and the benefit of opening a store is not good. 3. The choice of gathering point affects the choice of gathering point in business circle, and also affects the choice of business circle. Because whether a business circle has major gathering points is an important symbol of the maturity of this business circle. For example, a new residential area in Beijing has a large number of residents and a high population quality. But according to the survey, we can't find the main gathering point in this area, so we may not open a store at this time. When the community is mature or more mature, we will know that one of them is indeed the main gathering point. In order to plan the business circle, the development department of KFC has invested a lot of energy. As far as Beijing KFC Company is concerned, the staff of its development department travel around Beijing all the year round, and they are familiar with this place where buildings and roads change greatly every year and local people are easy to get lost. This happens all the time. Beijing KFC received a phone call from a customer and suggested that KFC set up an office there. As soon as the developer hears the address, he can casually say whether the local business environment is suitable for opening a shop. In Beijing, KFC has successfully opened 56 restaurants according to the business circle divided by its own investigation. The market positioning of KFC and McDonald's is similar, and the customer groups basically overlap, so we often see a street with McDonald's on one side and KFC on the other. This is the follow-up strategy adopted by KFC. Because McDonald's has done a lot of detailed market research before site selection, opening a shop next to it can not only save time and energy in site inspection, but also save a lot of site selection costs. Of course, in addition to the follow-up strategy, KFC's own choice of store location is also very excellent and worth learning. With the evaluation criteria of store location and some successful cases, we can develop a set of evaluation tools for store location, which mainly consists of the following tables: lease conditions table, business circle and competition conditions table, field situation table and comprehensive evaluation table. They are our standardized management tools for evaluating the location of chain stores.