It is hard to find a good shop. How do you choose the location of the coffee shop?

Professional coffee knowledge exchange More coffee bean information Please pay attention to coffee workshop (Weixin Official Accounts cafe_style)

Shop location is as important as the first button on a suit shirt. If you button it wrong, the shirt will be askew. The location of a coffee shop must first meet some general rules.

For brands, especially retail chain brands, location is the last step of brand preparation and the first step of operation. The last step refers to the completion of brand positioning, product, consumer portrait, price positioning, store image, channels, etc. before site selection. When site selection, the brand concept, product, image, delineation area can be clearly stated, infinitely close to one's own customer group, and can be disseminated.

Three key points of site selection: visible, accessible and accessible.

First, let more people see it. Geographically, it is "Golden Horn, Silver Edge, Grass Belly", Golden Horn, that is, the center where several roads or internal paths converge, with the largest passenger flow and the best display surface, such as Starbucks, Uniqlo and ZARA.

Silver edge, that is, the port at which people flow, second only to the golden horn, and close to the subway entrance, the port where people enter is more likely to attract shoppers 'interest, such as SEPHORA.

Grass belly, that is, the middle part, such as shopping center volume is too large, shoppers enter from the port, not to the center, due to lack of physical strength or time reasons and did not arrive, especially brand awareness is not high shop try to avoid this position.

Of course, the above is only a general theory, brand examples are only in view of most cases, the choice of specific location depends on the positioning of the business, brand level and its own commercial value.

The second is to let their customers see, that is, infinitely close to the core customers of the brand. Specific to coffee brands, such as Starbucks, Man Coffee, and the newly launched Ruixing Coffee, although customers overlap, but a large proportion have their own customers, so there are obvious differences in store style, and there are unique rules that can be observed in store location selection.

Starbucks chooses the first floor of Grade A office buildings, shopping centers and high-end communities. The leisure atmosphere of Man Coffee is stronger. Choose more residential buildings near the commercial center, such as Huamao Commercial Street Store in Beijing, Joy City Store facing north, and street shops in the community. Lucky's store site, mostly choose small and medium-sized company office area, entrepreneurship park, very close to his customer group, young, fashionable, like new things.

accessible, visible, and accessible by the shortest route. Whether it's a street store or a shop in a shopping mall. Most taboo driving or walking to see, but need to detour, or go to both ends of the crosswalk, or turn around in the channel to reach. Shoppers tend to lose patience or be blocked by similar stores.

Available, property available, property (housing) equipment and facilities meet business requirements, license complete, can be legally leased. This is a necessary condition, and its importance goes beyond the above two points. Especially recently, first-tier cities have very strict property specifications for commercial use, including fire protection, health, environment and other departments will strictly enforce the law.

The above three points are a comprehensive evaluation of the store location. The higher the score, the higher the rent and other inputs will be. In the increasingly competitive market, it is difficult to find the perfect store location for new brands or rising brands, but it is not a weak one. According to the specific situation, there are ways to improve the "face value".