浅析餐饮店选址的正确方法
来源:http://www.zuixianya666.com/  2018-8-21 16:02:13

根据中国餐饮网相关数据分析:开餐饮店都有一个特别重要的观点,可能和大部分人的常规认知有所不同。真正决定门店生存的一因素,是商圈的供需关系,而不是品牌的经营能力。
According to the analysis of data from China Food and Beverage Network, there is a particularly important point of view in opening a restaurant, which may be different from the conventional cognition of most people. The first factor that really determines the survival of a store is the supply and demand relationship of the business circle, not the brand's ability to operate.
如果品牌的经营能力是决定门店生存的一因素,那就代表这个商圈的所有商铺都可以通过经营能力开出同样品牌的门店。然而现实中的实际情况并不可能出现这样的情况。品牌所经营的品类在同一商圈有饱和度、有边界。
If the brand's ability to operate is the first factor to determine the survival of the store, then on behalf of the business circle, all stores can open the same brand through the ability to operate. However, this is not possible in real situations. Brands run by category have saturation and boundary in the same business district.
这个边界,就是商圈的供需关系。
This boundary is the supply and demand relationship of business circles.
有两层关系,决定了商圈的供需关系。
There are two layers of relationship that determine the relationship between supply and demand in business circles.
一层:门店供应数量和需求人数之间的关系。
The first level: the relationship between the number of stores and the number of needs.
如果商圈内的需求人数>一定的门店供应数量,则代表这个商圈还有新增门店数量的空间。
If the number of people in the business circle is more than a certain number of stores, it means that there is room for new stores in the business circle.
这个可以称之为增量型商圈。
This can be called incremental business district.
如果商圈内的需求人数<一定的门店供应数量,则代表这个商圈已经没有新增门店数量的空间。
If the number of people in the business circle is less than a certain number of stores, it means that the business circle has no room for new stores.
这个可以称之为存量型商圈。
This can be called the stock type business circle.
第二层:品类、人均和需求之间的关系。
The second level: the relationship between category, per capita and demand.
1、品类。
1, category.
品类角度,咱可以先不用分得太细,就简单粗暴分为拿在手里吃(小吃)、坐下简单吃(快餐)和坐下吃好些(正餐)这三大类。
From the category point of view, we can start with no need to divide too fine, simply roughly divided into the hands to eat (snacks), sit down to eat (fast food) and sit down to eat better (dinner) these three categories.
所谓商圈,指的是商圈内人群结构的代名词。
The so-called business circle refers to the pronoun of the crowd structure in the business circle.
而商圈内不同的人群结构,代表不同的消费需求,更终都会影响到三大类的占比不同。
And the different crowd structure in the business circle, representing different consumer demand, will eventually affect the proportion of the three categories is different.
极端情况下,某些小型或特定商圈还会只容纳其中的两类、甚至一类。
Under extreme circumstances, some small or specific business circles will accommodate only two or even one of them.
随着商圈内人群数量级的增长,人群结构随之而分化。
With the growth of the number of people in the business circle, the structure of the crowd has been differentiated.
在这个前提下,才会有对于细分品类不同定位的需求,才会出现更细分的川菜、湘菜、火锅、米粉…这些品类。
In this premise, there will be a need for different positioning of the sub-category, there will be more sub-division of Sichuan, Hunan, hot pot, rice noodles. These categories.


醉仙鸭加盟商圈内不同人群结构数量级的进一步增长,
Further increase in the number of different groups of people in the business district.
2、人均。
2, per capita.
人均,是消费心理价格带,可以理解为消费者购买意愿、能力的消费区间。
Per capita is the price band of consumer psychology, which can be understood as the consumption interval of consumers' purchase intention and ability.
这个区间,在不同类型商圈,还不一样。
This interval is different in different types of business circles.
在增量型商圈,需求对于品类与人均,相对更具备宽容度。
In incremental business district, demand is more tolerant to category and per capita.
在存量型商圈,更符合需求的品类与人均,更容易获得消费。
In the stock type business circle, it is easier to get consumption if it meets the needs of the category and per capita.
品类与人均是一个整体,在消费之前同时影响着决策。
Category and per capita is a whole, which affects decision-making at the same time before consumption.
在一个品类权重更高的商圈,对于高中低几种人均的同样/近似品类门店的容纳性更高。
In a business circle with a higher category weight, it has a higher tolerance for the same/similar category stores per person of high school and low school.
在很多的火锅一条街上,就会同时存在各类不同人均的火锅店。
In many hot pot streets, there will be different kinds of hot pot shops.
在一个人均权重更高的商圈,经营同样/近似的品类,做同样/近似的人均则死亡概率更高,这种情况约等于在同一商圈开几家同样的店。而同样/近似人均的、不同品类的门店,存活率更高。
In a business circle with a higher per capita weight, people who run the same / similar category and do the same / similar have a higher probability of death, which is about the same as opening several similar stores in the same business circle. And the same / similar per capita, different categories of stores, the survival rate is higher.
把选址从商圈到商铺的细节,搞得好像有些复杂,但是这能够很好地解释了这么几种看似不合理但又确实存在的一些现象:
The details of the location from the business circle to the shops seem complicated, but this can well explain some seemingly unreasonable but real phenomena.
A、为什么有些不太专业的粗放型门店,依然能够生意很不错?
A, why are some less professional and extensive stores still able to do business well?
因为处在增量型商圈,品类、人均与需求匹配且没有很强的竞争对手,同时选对了在便捷性、能见度、租金和面积有优势的商铺。
Because in the incremental business circle, category, per capita and demand matching and no strong competitors, while selecting the right in convenience, visibility, rent and area advantages of the shop.
B、为什么有些知名的连锁品牌开新店,也会发生关店的情况?
B, why do some famous chain brands open new stores, and there will also be shutting down stores?
因为处在存量型商圈,或者品类、人均与需求不匹配,或者遭遇了很强的竞争对手,或者选择了在便捷性、能见度、租金和面积有硬伤的商铺。。
Because in the stock type business circle, or category, per capita and demand do not match, or encounter a strong competitor, or choose the convenience, visibility, rent and area of the hard-hit shops.
2015年,中国餐饮业营收32310亿
In 2015, China's catering industry had a revenue of 32310 billion.
2016年,中国餐饮业营收35798.6亿
2016, China's catering industry revenue 3 trillion and 579 billion 860 million
行业的整体规模在做大,但并没有做强。
The overall scale of the industry is bigger but not stronger.
C、为什么互联网还没真正杀入,整个行业的倒闭率就这么高?
C, why hasn't the Internet really got into the industry?
因为绝大多数的新手、甚至老手,都会在选址系统的严密性出了纰漏。
Because the vast majority of novice, even old hands, will be careless in the location system.
因此,针对以上情况,中国餐饮网总结了一下,更高端的商圈也未必能开店,租金更低的商圈也未必能开店。
Therefore, in view of the above situation, China Food and Beverage Network summed up, the top business circles may not be able to open stores, the lowest rental business circles may not be able to open stores.
选址失败的秘密,就是选择了不适合需求、自身、竞争环境的商圈和商铺。
The secret of site failure is to choose business circles and shops that are not suitable for demand, themselves and competitive environment.
不作死,才不会死。
If you don't die, you will not die.
选址成功的秘密,就是绕开不适合的商圈和商铺,只选适合的商圈和商铺。做对的事情,才不会犯错。
The secret of successful location selection is to bypass the unsuitable business circles and shops, and select only suitable business circles and shops. Never do wrong if you do what is right.
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