Marketing Strategy: Is It Desirable To Start The Flagship Store In Quanzhou?

With the opening of 5 flagship stores such as Nanjing road and Beijing Wangfujing in Shanghai, Anta has built large "living houses" in Xi'an, Shanghai, Beijing, Jinjiang and Changzhou. This set of consumer experience, image building, sales and training as well as the upgrading of stores has attracted attention.

In September, Quanzhou's ordering companies will be staged one after another. Orders will always encourage distributors to "open more stores and open large stores", which will refer directly to flagship stores.

Flagship stores are generally located in prosperous business circles, with hundreds of square meters or even thousands of business areas. Luxurious decoration and abundant products are indeed conducive to the display and dissemination of brand image, brand culture and corporate culture.

Enterprises in Southern Fujian are very pragmatic. They can't earn money without doing anything.

Now it is a bit abnormal. We can not see the profitable flagship store. Many people do, and we will say that we should start from a long-term perspective.

In fact, it is not worth the small and medium-sized enterprises to follow suit, just like the "licensing movement" about 10 years ago. It is hoped that "CCTV + stars" will get the brilliance that Anta achieved.

First, the strength and development stages of enterprises are different.

Enterprises in different stages naturally have different planning contents and strategic objectives.

For the Anta and the seven wolves, which are in the leading position in their respective industries, it is probably an important strategy for them to take advantage of the flagship store to "attack" the first tier cities and enhance their brand image, hoping to break through the international brand's dominance in the first and second tier cities in China. At present, they are strong enough and have enough funds to support the development and operation of several large flagship stores.

With the help of these flagship stores in the first tier cities, the two or three line market will attract more dealers to join.

For SMEs, what are their background and stage goals?

Their strength is limited, and the domestic economic situation is not optimistic at present. Their stage goal is to rely on distributors to carry out the construction of the two or three line cities' channels.

If they go to compete with these enterprises, they will open some flagship stores, and the construction of other systems will not follow. They are likely to be similar to those in the arms race.

Two, the difference of regional target market

Small and medium-sized enterprises should use limited funds for cost and brand positioning more suitable target market, and the regional target market is mainly based on two or three line cities.

There are some medium-sized enterprises, trying to open several flagship stores. In the past two or three years, they found that eventually they earned money, or two or three line city - Global Brand Network - a small specialty store.

The high rents of the first tier cities and the high investment of flagship stores have eaten up most of the sales profits.

The flagship store has only one important function, that is to show the image, that is, the "long-term consideration".

The first tier cities have concentrated many international brands and leading brands in the country. Their brands have high appeal, strong strength and fierce competition.

The brand at the two or three line is unable to compete with them. This is not necessary. Every enterprise has its own stage of development. Anta has not run to the first tier cities and NIKE, ADIDAS and so on.

Two or three line brand sales are mainly two or three cities, to compete for the market in the first tier cities, hoping that the "urban riots" to lead the construction of the entire market, the feasibility of such operation remains to be verified.

We also need to take account of consumers in the regional target market.

Consumers in the first tier cities have a strong demand for consumption, a high level of consumption, relatively insensitive to prices, a higher demand for brands and a high degree of loyalty.

They are likely to "ignore" the two or three line brand, even the first class flagship store.

Therefore, terminal channels may not be able to achieve sales, because brands and products must first get their approval.

These situations will be different in the two or three tier cities. Usually there are terminal stores, plus some supporting advertisements, consumers will "pass by" and accept the brand.

They also tend to have pragmatic consumption ideas, focus on brands and look for cost-effective.

Three, establish other methods of image.

Many enterprises have always had such a stubborn erroneous concept, which is shown to dealers.

This concept and employees believe that wages are the same as those issued by enterprises, in fact, customers pay their employees.

Brand image is the image of consumers. This is the main thing.

Can these enterprises achieve the goal of "using the flagship stores in the first tier cities to radiate the whole country"?

Distributors often "swim" in the first tier cities. Residents in the first tier cities often stroll around the business circle. Flagship stores can achieve a good brand communication role.

However, there are not many opportunities for the two or three tier urban residents to move to the first tier cities, so they can hardly affect them. The role of flagship stores in the whole country is exaggerated.

If you do not calculate the profit margin of the flagship store, you can also take into account the return on investment.

The annual income and efficiency of the comprehensive income and other ways to establish brand image should be compared.

Maybe we can pfer the comprehensive cost of flagship store to the outdoor advertisement and store construction of the two or three line cities, so that we can better establish the image.

There are many ways to establish brand image and spread brand, not just flagship store.