Abstract:
The communityoriented new retail is a special space of interaction between urban living circles and business circles, its spatial distribution and location are worthy of further exploration. Based on the AOI(area of interest) data of the official service area of 12 Freshippo stores, a communityoriented new retail representative company in Chengdu city, and POI(point of interest) data of surrounding communities, universities, etc., we use text analysis, mathematical statistics, and spatial analysis to explore the spatial pattern, the choice of location and influencing factors of Freshippo stores. The findings are as follows: Freshippo stores show a diagonal Alike distribution with Tianfu Square as the center between the second ring road and the fourth ring road of the city. The store number shows a “highlowlow” pattern with the increase of the distance. The distribution of Freshippo stores combines the “point” store with the “polygon” service scope. The service area shape is restricted by the community distribution, road network and geomorphologic landscape. As for the choice of location, Freshippo stores tend to be located on the underground layer of the shopping mall at the edge or periphery of the business district with a large number of communities in the service area, which have a certain basic flow of customers, lower rent, and convenient road transportation. The service objects of Freshippo stores are mainly communityoriented, also including universities, enterprises, and parks.The main competitors are supermarkets, other new retail stores and catering stores. Their size, product types, and spatial distribution will impact Freshippo stores′ distribution. Finally, from the perspective of multiscale integration, the influencing mechanism of the distribution pattern and location of communityoriented new retail spatial is explored, and targeted optimization suggestions and future research directions are proposed.
