Quanzhou Clothing Enterprises Enter Flagship Store &Nbsp; New Mode Experience Shop Is Favored.

Recently, the flagship store of international brand Nike is about to pull out of Nanjing road in Shanghai. Meanwhile, Quanzhou enterprises including PEAK, seven wolves, and rime brands are constantly marching towards the flagship store mode.

The opposite action of Nike and Quanzhou enterprises has aroused the interest of the industry. Experts believe that it depends on the different stages of development of different enterprises, but any model, including flagship stores, is not universally applicable.

Industry analysis, from a certain perspective, "flagship store" myth is shattered. At present, flagship store mode has become a common channel mode in many industries, and its effectiveness and cost are becoming more and more obvious.

For the first tier cities in Shanghai, Beijing and Guangzhou, Shi Zhengzhi, Secretary General of the Quanzhou textile and Garment Association, believes that they will inevitably become the commanding heights of many shoe and clothing enterprises, because these cities are international metropolises, and for brands, they are invisible publicity windows.

"For Shanghai, as far as I know, Quanzhou enterprises, including seven wolves, Qipai, Haitian, Gage, Li Lang," red boy "and so on, all have some actions in Shanghai, some pay attention to Shanghai's information sources and fashion elements, such as Qipai built R & D institutions in Shanghai, while others focus on the high-end consumer groups in Shanghai, such as the seven wolves and Li Lang have opened many stores in Shanghai.

Shi Zhengzhi said.

In this regard, Zhao Naichao, director of the seven wolf channel center, told the author that seven wolves had more than 50 stores in all districts and counties of Shanghai, and there are still plans to open stores in Shanghai.

"Although the seven wolf store has not yet entered Shanghai Nanjing Road, but we have been concerned about it, after all, Nanjing's house is not easy to find, the price is high, and a good location can not be met."

Zhao Naichao said.

But the responsible person also told reporters that the company in Shanghai and Beijing and other frontline cities have stores, although the number is not much.

Need rational treatment

For the flagship store of international brand Nike, Shanghai Nanjing Road, Yang Shuqing, director of marketing department of Huaqiao University, believes that this is not a case in shoe and clothing enterprises.

It once again shows that flagship stores are only a pitional mode of enterprise development. In recent years, domestic enterprises have been able to wind up their flagship stores.

The flagship store's withdrawal from the first tier Business District of a big city is a strategic adjustment. The reasons may be: first, the rental cost has changed; the flagship store has played the role of image promotion, but the rental cost is too high and the pressure of operation is high. In a word, "no money" has been changed. Two, the development stage has changed. "In the past, in order to fight the brand, we could not make money, just like Daphne never made TV ads, and directly opened beautiful stores. But now, after the creation of the corporate image, there is no need to use this way again; three, the competition situation has changed." there are not many enterprises that used flagship store mode before. Now we all open flagship stores, and then it is even more unnecessary to smash up the money. Yang Shuqing analysis said that Nike and other international

Therefore, "Nike's action is worthy of our research and attention, and to a greater extent, flagship store is only a pitional mode of enterprise brand operation, rather than the ultimate goal."

Yang Shuqing said.

Consider the new model

For the flagship store, Zhao Naichao, director of the seven wolf channel center, also believes that if the enterprise wants to enter Shanghai, it does not necessarily have to open flagship stores. If it is to be opened, it is not necessarily not the Shanghai Nanjing road.

"Seven wolves in the store location, advocate steady and steady, in fact, there are many first-rate roads in Shanghai, not a non Nanjing road."

As for brand channel construction, Zhao Naichao thinks that flagship store is only one part of it. More terminal resources are still in franchised stores and joint stores. The overall assessment of enterprises should be considered comprehensively from three aspects, such as the number, area and turnover of stores. "Seven wolves now have more than 50 stores in Shanghai, which depends on the accumulation of customer resources and marketing experience over the years, rather than relying solely on flagship stores."

Zhao Naichao said.

In this regard, Yang Shuqing also agreed.

She believes that the development stage of a brand can be divided into awareness, popularity, naming, satisfaction, loyalty, belief and so on. Enterprises should choose the matching channel mode according to their brands, instead of blindly pursuing the construction of flagship stores, even if they are already quite loyal brands, nor is it necessary to build flagship stores. "For example, apple experience shop mode is an innovation. In addition, the network channel is also a force that can not be ignored. At different stages, the operation mode of brand is different, and enterprises should treat the flagship store rationally."

Yang Shuqing said.