Running A Store Is Like Running A Brand.

Some shoes and clothing enterprises wishful thinking: as long as there are good goods, the amount of publicity can be strong. advantage 。

This is a big misunderstanding. Just imagine, why do shoes and clothing enterprises set up exclusive stores? If an enterprise can win by relying solely on its products and publicity, will it be possible to sell directly through department stores or directly develop e-commerce or direct marketing? What is the nature of terminal stores?

The significance of franchised store is that it can bring customers a good consumption experience, including goods experience, image experience, space experience, display experience, service experience, price experience and so on, and the sum of these experiences constitutes the comprehensive competitiveness of a store and a brand.

The footwear industry in China is homogenized at present. In a commercial street, there are quite a few stores of the same kind, and consumers go to a shop to buy products, not only for their products, but also for the store. Renovation The display of goods and salesperson service gave him a good shopping experience. These factors enable consumers to gradually build up their overall recognition of the brand. Thus, through the comprehensive experience of terminal stores, consumers can generate actual consumption until they produce. loyal It embodies the great power of experience.

Because of this, we can say: a store that can not produce a good consumption experience is doomed to fail. Shoes and clothing enterprises must be deeply aware that running a store is actually running a brand. We can not imagine that a shop with a lack of good experience can build up good quality in the eyes of consumers. brand image 。 Shoes and clothing enterprises must upgrade the terminal store business from business to business. Brand management The essence of the so-called brand is the consumption experience. Therefore, the operation of brand and terminal stores are in the same origin in connotation.