Case Study On The Site Selection Of Personal Care Stores

Personal care stores, also known as the health and beauty retail specialty stores, are a personal care retail format in a professional and chain manner. In the 1990 s, along with personal care stores represented by Watsons stepped into the mainland and the rapid development of China’s commercial real estate, more and more personal care store brands like Mannings(in 2004), Sephora(in 2005) also have stationed the mainland and seek to catch a certain market share. Of course, Gialan which was established in 2005 and VIVO founded in 2010 by CHINA RESOURCES were gave birth to the rise on the continent. At the same time, it was a stage that the main force of China’s retail formats were moving from traditional business pedestrian street, the department store to the shopping mall, so new features appeared on the site selection of personal care stores with respect to traditional retail stores.In the paper,personal care stores’ definition and background of their site selection were firstly explained.After relevant literature about site selection of retail business were reviewed, foundmental theories were explained. Then, based on inverted pyramid model of personal care stores’ site selection,theory elements were enumerated and qualitativly analyzed to obtain personal care stores location data for empirical analysis.After that, six personal care store brands(Watsons,Mannings,Sephora,Gialan,Vivo,Innisfree) totaling 66 stores in 7 areas of Chongqing main district were started to collect by three sources:field investigation,network collection and government departments consultation. Then,in accordance with inverted pyramid model of personal care stores’ site selection, qualitative and quantitative analysis were used to the empirical study on the relationship between site selection of personal care stores with a city,business district, shopping mall and characteristic indexes of a site location.Finally an inverted and standard pyramid model and applied to site selection of personal care stores were summarized: firstly, first-tier and second-tier cities are priorities, in which urban people per capita disposable income of second-tier cities should be at least 7,000 yuan, and the index at third-tier cities must at least 10,000 Yuan; At the sametime,have an investigation to the integration possibility of local culture and our brand and then cooperate with local brands if necessary; after that, make an analysis of urban agglomerations and non-enclaves where similar products are retailing, agglomerations are preferences.Secondly, Choose mix business districts of commerce, residence, culture and education in the city, in which urban business districts and core regional-based business district are preferences, followed by non-core regional-based districts, and community-based business district should be carefully chosen; then calculate the purchasing power index and saturation index within the business district by the formula; analyze the people flow line and static traffic facilities and make them as important refrences. Thirdly, shopping malls connected with the entrances and exits of rail station and main people flow line are preferences; shopping malls targeted in urban families and young white collars, fashion elites and fashional consumer groups are also important considerations for site selection; the anchor stores of a shopping mall would better be supermarkets or department stores; interior shopping atmosphere of a shopping mall must be investigated on the spot. Ultimately, carry out the specific site selection, and take effective flow of people, highlighting and accessibility as goals, if selected in the shopping mall, low-storey, exits and entrances of complex shopping market and anchor stores, where building structure or space layout can be changed, entrance and exit of lifts and elevators, street corners, whether there are stores with similar customer orientation,indoor atrium and outdoor square and sites that have several feature indicators are important targets; if selected outside the shopping mall and inside the business district, location inside the people flow loop, at the main flow line,around the corner, closed to rail traffic entrances and exits can also be priorities.