Specialty store location technology for sports brands
Chain operations are the most crucial business model in modern commerce, accounting for almost 80% of all commercial activities. A company's growth often expands through opening new stores. Every enterprise dreams of each of its stores becoming a sales champion, bringing in substantial daily profits. However, the harsh reality is that more than 40% of specialty stores close down due to lack of profitability, and companies' operational profits are often exhausted by the constant opening and closing of stores. When store performance issues arise, companies often react by providing training, hiring training institutions for national tours. This often leads to temporary enthusiasm among distributors during training, but there is little significant improvement in actual sales performance, resulting in "wasted efforts and resources" with minimal effect.
In fact, the successful operation of a top-performing store involves 16 key factors, all of which are interlinked and none can be missing. Among these, the most critical and often overlooked factor is store location selection. If this key step is not done well, even if subsequent steps such as ordering, display, sales guidance management, and service are done excellently, it is still difficult to achieve target sales performance. Companies urgently need an evaluation standard for new stores to determine whether to open them or not. Madison (Beijing) International Advertising Co., Ltd has summarized a set of specialty store location evaluation standards while serving clients like China's leading youth brand Seven Wave Glory and the internationally renowned business sports brand U.S.POLO. These standards cover from finding stores, selecting locations, to conducting store investigations, aiming to provide some methods for sports goods enterprises to draw inspiration from.
Store Selection in Three Steps: Finding Stores, Selecting Locations, Investigating
Finding Stores — Broadening Channels
Some investors do not have idle stores and often start looking for stores after receiving a franchise project. How to find store transfer information in the shortest time? There are mainly the following methods:
1. Newspaper Ads
Publishing store-seeking information or finding store transfer information in newspapers. This method is the most time-efficient, but publishing store-seeking information requires paying advertising fees with unpredictable results, so it can be considered as a backup option.
2. Real Estate Agencies
Real estate agencies have rich information resources. Due to long-term cooperation with various stores, they hold a large number of quality stores and can negotiate on behalf of the transferee. The downside is that if the store transfer deal is successful, a relatively high agency fee must be paid.
3. Internet Information
Posting and searching for store transfer information via city-based internet platforms. This is the preferred method in the internet era.
4. Posting Information on Storefronts
Posting store-seeking notices in targeted commercial areas and encouraging friends and family to frequently visit these areas to stay updated on store transfer dynamics.
Three Key Elements of Location Selection — Area, Location, Position
For opening a store, choosing the right location is a very important factor. To quote Li Ka-shing, "Location, location, and location."
1. Choosing the Best Area
The priority order for sports goods specialty store location standards is leisure pedestrian streets, commercial districts, bustling suburbs, and target consumer group gathering places.
If the street where the specialty store is located has frequent commercial activity, the turnover will definitely be higher. Such a store location could be described as "prime real estate." However, it is also necessary to verify whether the foot traffic in that area represents your brand's effective customer flow. Sports brands are positioned with certain distinctions based on customer age, occupation, social role, economic income, cultural background, etc., which determine where the target consumer groups shop.
Especially for second-tier sports brands, another important consideration is whether there are similar first-tier competitors in the commercial district. For example, opening a store next to first-tier brands like Li-Ning or Anta can leverage their presence to attract incidental visits from your target consumer group, thereby benefiting your own sales.
2. Considerations for Different Consumer Groups
For instance, low-priced casual brands are generally suitable for students, those who have just started working with lower incomes, while trendy low-priced brands are more suitable for those who have been working longer and earn more. These two groups naturally differ in their clothing purchasing venues: younger, lower-income groups prefer shopping in areas with high foot traffic and overall lower prices; those inclined towards more expensive brands prefer shopping in places with good shopping environments, complete facilities, and less crowded areas.
For example, Guangzhou's Beijing Road has a very large foot traffic, but if a higher-end brand like U.S.POLO chooses to sell there, it may not offer an ideal investment return ratio.
The 2009 "New Trend" China Sports Brand Model Competition was implemented nationwide as part of the Chongqing International Outdoor Open Tournament, approved by its organizing committee. This event is not only a national fashion sports extravaganza but also an opportunity to find the perfect combination of sports models and corporate brand images, as well as to establish and standardize the sports brand model industry.
"Health" is the theme of the China Sports Brand Model Competition, and Tazi, which positions itself as "aerobic exercise," is committed to promoting a healthy lifestyle. In this edition, Tazi found the perfect convergence point. Swimsuits have become an indispensable part of showcasing models' physiques in previous editions of model competitions, playing a supporting role in highlighting the physical strength of contestants. Tazi will set up a unique "Bikini Sports Health Award," integrating sensuality, beauty, and health perfectly.
At the end of October 2009, Tazi Global (Hong Kong) Limited signed a cooperation agreement with the Organizing Committee of the "New Trend" China Sports Brand Healthy Model Competition at the 2010 New Product Ordering Conference, officially becoming the strategic cooperation partner and the sole designated swimsuit competition wear for the finals of the model competition.
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