PROGRESS IN GEOGRAPHY ›› 2020, Vol. 39 ›› Issue (12): 2013-2027.doi: 10.18306/dlkxjz.2020.12.005

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

JIN Annan1(), LI Gang1,2,*(), WANG Jianpo1, Muhammad Sajid MEHMOOD1, YU Yue1, LIN Zhe1   

  1. 1. College of Urban and Environmental Sciences, Northwest University, Xi'an 710127, China
    2. Shaanxi Key Laboratory of Earth Surface System and Environmental Carrying Capacity, Xi'an 710127, China
  • Received:2020-05-18 Revised:2020-07-15 Online:2020-12-28 Published:2021-02-28
  • Contact: LI Gang;
  • Supported by:
    Characteristic & Advantage Research Team Construction Project of Human-Environment Relations and Space Security of Northwest University(2019);Tang Scholar Program of Northwest University(2016);College Students Innovation and Entrepreneurship Training Program of Northwest University(2020296)


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.

Key words: new retails, Freshippo stores, spatial pattern, location choice, Nanjing City