包子作為中式快餐的代表，其門店選址直接關聯著客群觸達與運營成本。天方包子若要在競爭激烈的市場中立足，需結合品牌定位與消費場景，靈活選擇街邊店或商超檔口，甚至探索復合型布局模式。

　　As a representative of Chinese fast food, the location of baozi stores is directly related to customer reach and operating costs. If Tianfang Baozi wants to establish itself in a fiercely competitive market, it needs to combine brand positioning and consumer scenarios, flexibly choose street side stores or supermarket stalls, and even explore a composite layout model.

　　一、街邊店：扎根社區的煙火氣

　　1、 Street side shops: fireworks rooted in the community

　　人流量基礎：

　　Basic foot traffic:

　　選址于居民區、學校周邊或辦公樓聚集區，可覆蓋早餐、午餐剛需客群。

　　Located in residential areas, school areas, or office building gathering areas, it can cover breakfast and lunch essential customer groups.

　　某包子鋪數據顯示，社區店早高峰時段客單價占比超40%，復購率達65%。

　　According to data from a certain baozi shop, the average customer price during the morning rush hour in community stores exceeds 40%, and the repurchase rate reaches 65%.

　　成本優勢：

　　Cost advantage:

　　街邊店租金通常為商超檔口的1/3至1/2，且無需承擔商場抽成。

　　The rent for street side shops is usually 1/3 to 1/2 of that of supermarket stalls, and there is no need to bear the mall's commission.

　　獨立門頭與外擺區可提升品牌曝光，如設置“現蒸現賣”明檔，增強吸引力。

　　The independent storefront and external display area can enhance brand exposure, such as setting up a "steaming and selling" storefront to increase attractiveness.

　　運營靈活性：

　　Operational flexibility:

　　可根據周邊客群習慣調整營業時間，如延長至夜宵時段，增加包子+粥品組合。

　　The business hours can be adjusted according to the habits of the surrounding customers. For example, the combination of steamed stuffed buns and Congee can be increased when it is extended to the night snack period.

　　街邊停車便利性對私家車客群更友好，適合家庭消費場景。

　　The convenience of street parking is more friendly to private car customers and suitable for family consumption scenarios.

　　二、商超檔口：借勢流量的品牌窗口

　　2、 Supermarket stall: a brand window for leveraging traffic

　　目標客群精準：

　　Accurate target audience:

　　商場內年輕白領、家庭客群占比高，適合推出“包子+飲品”套餐，提升客單價。

　　The mall has a high proportion of young white-collar workers and family customers, making it suitable to launch a "baozi+drink" package to increase the average customer price.

　　某連鎖品牌商超店數據顯示，周末單日銷售額可達街邊店1.8倍。

　　According to data from a certain chain brand supermarket, the daily sales on weekends can reach 1.8 times that of street side stores.

　　品牌溢價空間：

　　Brand premium space:

　　商場環境天然賦予品質背書，可推出黑松露、小龍蝦等高端餡料包子，定價高于街邊店30%-50%。

　　The shopping mall environment naturally provides quality endorsement, and high-end stuffed buns such as black truffles and crayfish can be launched, priced 30% -50% higher than street side stores.

　　統一視覺設計與標準化服務，強化品牌認知，為后續加盟擴張奠定基礎。

　　Unified visual design and standardized services, strengthening brand awareness, laying the foundation for future franchise expansion.

　　淡旺季波動：

　　Fluctuations during peak and off peak seasons:

　　工作日客流依賴商場導流，需與商場活動聯動，如滿減券、團購套餐等。

　　On weekdays, the flow of customers relies on the mall's guidance and needs to be linked with mall activities, such as discount coupons and group buying packages.

　　節假日需應對排隊壓力，需優化動線設計，避免因等待時間過長導致客源流失。

　　During holidays, it is necessary to cope with queuing pressure and optimize the design of the flow line to avoid customer loss due to long waiting times.

　　三、復合型布局：雙場景互補策略

　　3、 Composite Layout: Dual Scene Complementary Strategy

　　旗艦店+衛星店模式：

　　Flagship store+satellite store model:

　　在核心商圈開設旗艦店，承擔品牌展示與新品測試功能。

　　Set up a flagship store in the core business district to undertake brand display and new product testing functions.

　　周邊社區布局小型衛星店，通過中央廚房統一配送，降低運營成本。

　　Small satellite stores are set up in the surrounding community, and centralized delivery is provided through the central kitchen to reduce operating costs.

　　場景化產品定制：

　　Scenario based product customization:

　　街邊店主打“高性價比+快速出餐”，商超店側重“體驗感+社交屬性”。

　　Street side stores focus on "high cost-effectiveness+fast food delivery", while supermarket stores emphasize "experience+social attributes".

　　例如，商超店推出迷你包子拼盤、包子盲盒等創意產品，吸引年輕消費者打卡。

　　For example, supermarkets have launched creative products such as mini baozi platters and baozi blind boxes to attract young consumers to check in.

　　數字化賦能：

　　Digital empowerment:

　　通過小程序打通線上線下，街邊店聚焦外賣配送，商超店強化到店核銷。

　　By connecting online and offline through mini programs, street side stores focus on food delivery, while supermarkets strengthen in store verification.

　　某品牌通過會員系統實現跨場景積分互通，復購率提升25%。

　　A certain brand has achieved cross scenario point exchange through its membership system, resulting in a 25% increase in repurchase rate.

　　四、選址核心決策要素

　　4、 Core decision-making elements for site selection

　　客群匹配度：

　　Customer group matching degree:

　　街邊店需評估3公里內常住人口、通勤客流及競品密度。

　　Street side shops need to evaluate the resident population, commuting flow, and competitor density within a 3-kilometer radius.

　　商超店需分析商場定位、樓層業態及周邊交通可達性。

　　Supermarket stores need to analyze the mall's positioning, floor format, and surrounding transportation accessibility.

　　成本回報測算：

　　Cost return calculation:

　　街邊店投資回收期通常為12-18個月，商超店因前期投入高，需延長至18-24個月。

　　The investment payback period for street side stores is usually 12-18 months, while for supermarket stores, due to high initial investment, it needs to be extended to 18-24 months.

　　需預留10%-15%預算用于商場活動推廣及線上流量采購。

　　Reserve 10% -15% of the budget for mall event promotion and online traffic procurement.

　　政策風險規避：

　　Policy risk avoidance:

　　街邊店需確認門頭審批、環保排污等合規要求。

　　Street side shops need to confirm compliance requirements such as storefront approval and environmental pollution discharge.

　　商超店需明確撤場條款，避免因商場調整導致被動搬遷。

　　Supermarket stores need to clarify the withdrawal terms to avoid passive relocation due to mall adjustments.

　　天方包子的選址需基于品牌發展階段與資源稟賦。初創期可優先選擇街邊店快速回籠資金，待模式驗證后再入駐商超提升品牌勢能。未來，隨著社區商業迭代與新零售融合，街邊店與商超檔口的邊界將進一步模糊，天方包子需持續探索“小而美”的靈活模型，在煙火氣與流量場中尋找最佳平衡點

　　The location selection of Tianfang Baozi should be based on the stage of brand development and resource endowment. In the initial stage, priority can be given to street side stores to quickly recoup funds, and after the model is verified, they can enter the supermarket to enhance brand momentum. In the future, with the iteration of community commerce and the integration of new retail, the boundary between street side shops and supermarket stalls will further blur. Tianfang Baozi needs to continue exploring flexible models that are "small yet beautiful" and find the best balance point in the smoke and flow fields

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