新零售生鲜超市的微区位研究——以广州市盒马鲜生为例

A study on micro-location of new retail fresh supermarkets:A case study of Freshippo stores in Guangzhou city

信息技术影响下的商业空间是一个热点议题,“线上+线下+物流”深度融合的新零售近年来发展迅速,探讨其微区位特征有利于选址布局的优化。文章基于多源数据,运用ArcGIS空间分析、数量统计分析和实地调研方法,分析了广州市盒马鲜生的空间分布和微区位特征。研究发现:①广州市盒马鲜生主要分布于中心城区,总体呈现分散特征;②微区位选址倾向于道路密度较高、公共交通便捷,且人口密度较高、收入水平较高、年龄构成以中青年为主的地段;③广州市盒马鲜生与传统实体商业呈现出互补关系,选址上依赖传统的中高等级商圈和商业广场。相对而言,离传统大型超市更近,远离同类型的新零售超市;④新零售的商业模式弱化了最佳区位的选址导向,广州市盒马鲜生位于商圈的中等地价位置,并且门店布置以内含型为主,大多数门店不是位于最佳的一楼。

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 recent years.Exploring commercial space location characteristics from a micro-level is conducive to optimizing 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-location 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 characteristic;(2)Micro-location selection tends to be in areas with high road density,convenient public transportation,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 physical 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.