Looking at Future Investment Hotspots from McDonald's Site Selection

As of the end of October 2006, McDonald's opened 98 stores in Beijing. The shops opened are either in the famous Golden Street or outside the five-ring road, which is not a hot spot or tepid. But nowadays, McDonald's has set fire to one family and cannot let anyone in the industry say it. In order to find out what happened, the reporter tried to interview McDonald's site planners. The result was censured and he turned to interviewing business experts. He indirectly discussed several major elements of McDonald's site selection and published it today for readers.

In April 1992, Beijing’s Wangfujing McDonald’s opened its doors and became McDonald’s largest restaurant in the world. Before this, McDonald's completed the familiarization and exploration phase in the Chinese market in Shenzhen; after that, McDonald's opened 92 stores in Dongcheng, Xicheng, Chongwen, Xuanwu, Chaoyang, Haidian, Pinggu, Daxing and other districts and counties in Beijing, and opened an average of nearly 7 stores annually. . Professionals estimate that the average annual turnover of a single store is about 6 million yuan.

　 Site selection based on strategic vision

The McDonald's planners and managers looked at planning and strategic vision for site selection. They laughed and did not answer and kept their own codes of practice.

Pan Haolong, director and general manager of Beijing Huibo Real Estate Agency Co., Ltd., a former deputy general manager of a well-known fast food chain in China, said straightforwardly: “In the location of the fast food chain, the city’s planning is the most important, and McDonald’s does not Exceptions.” The city’s planning is the future direction of a city’s development. It is of course a strategic vision to include the city’s future development trends as an important principle in site selection.

Professor Guo Zhijun from the Beijing Institute of Finance and Trade Management said: "The success of successful chain stores is the key to the site selection. It turns out that McDonald's site selection was successful. This success was due to their location. Strategic vision determines."

Guo Zhijun went on to analyze that McDonald's opened its first store in Wangfujing to fully demonstrate their strategic vision. First, Wangfujing is a world-famous gold street, and Wangfujing Jinjie’s position in Beijing’s future development will become more prominent. Occupying the city's most prestigious commercial district, the importance of McDonald's just entering Beijing and preparing for continuous development is self-evident; Secondly, Wangfujing is a mature commercial street, every day visitors to Wangfujing are tens of thousands , as many as tens of thousands more than ten thousand. The first store in a city is opened in a mature commercial street, with less business risk and more market space. Because there are many people who go to Wangfujing for shopping and shopping, there are few people who eat at Wangfujing, and there is no doubt that there is a huge market space for fast food in Wangfujing, where the population is large and fast-moving. Third, it is the third in one move: image ads. Advocacy role.