A study on micro-location of new retail fresh supermarkets:A case study of Freshippo stores in Guangzhou city
The commercial space under the influence of information technology is an important issue,and the new retail with deep integration of"online+offline+logistics"has developed rapidly in re-cent years.Exploring commercial space location characteristics from a micro-level is conducive to op-timizing its location layout.This paper is based on multi-source data and uses ArcGIS spatial analysis,quantitative statistical analysis,and field research methods to analyze the spatial pattern and micro-lo-cation characteristics of Freshippo stores in Guangzhou.The main conclusions are that:① Freshippo stores in Guangzhou are mainly distributed in the central urban area,having a dispersed characteris-tic;(2)Micro-location selection tends to be in areas with high road density,convenient public trans-portation,high population density,high income level,and a predominantly young and middle-aged group;(3)Freshippo stores in Guangzhou present a complementary relationship with traditional physi-cal commerce,relying on mid to high level commercial districts and commercial squares for location selection,relatively close to traditional large supermarkets,but far from new retail supermarkets of the same type;(4)The business model of new retail weakens the orientation of optimal location selection.Freshippo stores in Guangzhou are located in mid to high level commercial districts with a moderate land price,and their stores layout are mainly based on an interior model.Most stores are not located on the best ground floor.
micro-locationFreshippo storesnew retailGuangzhou city
NETL
NSTL
万方数据
