社区化新零售的布局选址与优化发展研究——以南京市盒马鲜生为例

社区化新零售是新兴的商业模式,也是商业与社区互动的重要场域,值得从城市空间视角深入探究。基于南京市盒马鲜生及相关兴趣点(point of interest,POI)与兴趣面(area of interest,AOI)数据,综合运用空间分析、定量统计、实地调研等方法,解析盒马鲜生的服务类型及对象、空间布局特征、区位选址因素,并提出优化发展建议。研究发现：① 南京市盒马鲜生服务对象以社区为主,酒店、写字楼为辅;服务客户以具有一定经济基础和消费能力的中青年人群为主。② 空间布局总体呈现南—北走向的主城区+近郊区的“5+7三组团”格局,均为“点”状门店+不规则“面”状服务区相结合的“中心—外围”结构,实际配送范围与3 km缓冲区存在差异。③ 区位选址主要受社区密度和交通环境的影响,对商圈、地价具有依赖性,竞争对手对门店选址影响较小;主要位于社区与道路密度中高值区、商圈边缘地带、主干道两侧及地价中等区域,并利用面状服务区延伸服务范围,获取更多潜在目标客户群。最后从消费群体、运营成本、品牌竞争3个方面探索其区位选址的影响机制,并基于区位选址特征提出优化发展建议。

Location choice and optimization of development of community-oriented new retail stores: A case study of Freshippo stores in Nanjing City

Community-oriented new retail is a new business model and important area of interaction between business and community, and worth further examination from the view of urban space. Based on the data of Freshippo stores in Nanjing, related points of interest (POIs) and areas of interest (AOIs), we use statistical analysis, spatial analysis, and field investigation to explore the service types and objects, spatial patterns, and location factors of Freshippo stores, in order to provide some recommendations for the optimization of business development. The results indicate that: 1) The service objects of Freshippo stores in Nanjing are mainly communities, supplemented by hotels and office buildings. The most of customers are young and middle-aged people with certain economic status and consumption ability. 2) There are five Freshippo stores in the urban areas and seven Freshippo stores in the near suburban areas, which form three clusters in the north-south direction. All stores have a point location with irregular service areas, which forms a core-periphery structure. The actual scope of delivery is different from the 3km buffer area. 3) The location choice of Freshippo stores is mainly affected by the density of communities and transportation conditions, and also dependent on land price and business zones, while competitors have a slight impact on the choice of the store locations. The stores are mainly located in medium and high-density areas of communities, marginal areas of business districts, both sides of the main roads, and the medium land value areas. Online delivery service is used to expand the scope of services to acquire more potential target customers. Finally, we explore the influencing mechanism of location choice from three aspects of consumer groups, operating costs and brand competition, and put forward some recommendations for the optimization of development in the future.