《Memoir Series》9.12 ｜After Survival, We Learned to Open Stores More Intelligently

《我的回忆录》9.12｜活下来之后，我们开始学会更聪明地开店

🚨 很多品牌开店不是失败在开不出来，而是失败在没有控制好背后的风险。

在复盘了上一阶段之后,我不再只是“把店开出来”,而是关注一件更重要的事：

👉 如何用更低的风险去验证一个市场。

在重新分析成本结构的,我把关注点放在几个更核心的因素上：人流量、人群购买力、店铺面积，以及具体位置。最终，我们选择了一个周边小镇的商场，作为新的尝试。但更重要的是，这一次我们做了几件和之前完全不同的决策：

租约策略：我们主动选择只签一年 + 3个月 rolling break

👉 先验证市场，而不是一开始就承担长期风险

库存策略：在圣诞高峰期，我们通过与供应商沟通做销售预测（forecast）

👉 确保不断货，同时避免库存压力过大

人效优化：重新调整人员配置和排班

👉 让成本结构更健康，而不是简单压低成本

店铺布局与面积设计：不仅影响日常运营效率，更从一开始就决定了两件事：

👉 你的品牌会被如何感知

👉 你的销售能做到什么上限

-合理的动线设计可以提升转化率

-合适的面积配置可以避免成本浪费

-清晰的功能分区可以提高整体运营效率

-高质量的橱窗展示可以显著提升进店率

很多品牌在开店初期会低估店铺布局这一点，但一旦布局确定，后期调整成本往往非常高。很多品牌在进入新市场时，会过早投入：长租约、完整团队、满库存。这些决定，往往意味着更大的风险。因为我们开始意识到：

👉 开店不是一次“判断对错”的决定，而是一系列“降低风险”的设计。

如果你正在英国拓展门店或测试新市场，我可以从一线执行角度，帮助你降低风险、控制成本，欢迎交流。—— Lily

《Memoir Series》9.12 ｜After Survival, We Learned to Open Stores More Intelligently

🚨 Most brands don’t fail when opening a store ，they fail when they don’t control the risk behind it.After reviewing our previous phase, This time, it was no longer just about “getting a store open” it became about something more important:

👉 how to test a market with lower risk.

While reassessing our cost structure, we started to focus to a few key factors: footfall, customer purchasing power, store size, and location. Eventually, we chose a shopping centre in a nearby town as our next step. More importantly, we made several decisions that were very different from before:

Lease strategy: We intentionally signed a 1-year lease with a 3-month rolling break

👉 to test the market first, instead of committing to long-term risk

Inventory strategy: During the Christmas peak, we worked closely with suppliers on demand forecasting

👉 to ensure availability while avoiding excessive stock pressure

Staff efficiency optimisation:

We restructured staffing and scheduling

👉 to build a healthier cost structure, rather than simply cutting costs

Also a good store layout & floor plan defines two critical outcomes from the very beginning:

👉 how your brand is perceived

👉 what your sales ceiling can be

- Well-designed customer flow improves conversion rates

- The right space allocation prevents unnecessary cost

- Clear functional zoning enhances operational efficiency

- Strong window displays can significantly increase footfall

With floor plan, many brands underestimate this at the early stage, but once the layout is set, making changes later becomes expensive.

Many brands entering a new market commit too early: long term leases, full teams, full stock, these decisions often create unnecessary risk.

Because we started to realise:

👉 Opening a store is not a one-time “right or wrong” decision, it’s a series of decisions designed to reduce risk.

If you're currently expanding or testing new locations in the UK,I offer practical, on-the-ground support to help reduce risk and control costs — feel free to connect.— Lily

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