近年来，随着零售行业竞争加剧和消费者行为变化，企业越来越重视运营效率与成本控制。在此背景下，‘理想或关闭低能效门店’成为许多品牌优化门店网络的重要策略。所谓‘低能效门店’，通常指那些客流量少、销售额低、坪效（单位面积产出）不达标或长期亏损的门店。这些门店不仅占用大量资源，还可能拖累整体品牌形象和盈利能力。通过数据分析和绩效评估，企业可以识别出表现不佳的门店，并根据其地理位置、市场潜力、改造成本等因素，决定是进行优化升级（如调整商品结构、改善服务体验、引入数字化工具等），还是直接关闭止损。这一策略有助于企业集中资源于高潜力区域，提升整体运营效率，同时加速向高质量、精细化运营转型。以理想汽车为例，其在拓展直营门店的同时，也对部分低效门店进行动态评估与调整，确保每一家门店都能有效触达目标用户并传递品牌价值。这种‘有进有退’的灵活策略，正成为新消费时代下企业可持续发展的关键路径。
In recent years, as competition in the retail sector intensifies and consumer behaviors evolve, businesses are placing greater emphasis on operational efficiency and cost control. Against this backdrop, the strategy of ‘optimizing or closing low-efficiency stores’ has become a key approach for many brands to refine their store networks. ‘Low-efficiency stores’ typically refer to outlets with low foot traffic, poor sales performance, subpar sales per square meter (productivity per unit area), or persistent losses. Such stores not only consume significant resources but may also undermine overall brand image and profitability.By leveraging data analytics and performance evaluations, companies can identify underperforming stores and decide—based on factors like location, market potential, and renovation costs—whether to optimize them (e.g., by adjusting product assortments, enhancing customer experience, or integrating digital tools) or close them to cut losses. This approach enables businesses to concentrate resources on high-potential areas, improve overall operational efficiency, and accelerate the shift toward high-quality,精细化 (refined) operations.For example, Li Auto, while expanding its direct-operated store network, dynamically evaluates and adjusts underperforming locations to ensure each store effectively reaches target customers and conveys brand value. This flexible ‘advance-and-retreat’ strategy is becoming essential for sustainable business growth in the new consumer era.
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