Do You Want A Brand Store Or A Store?

Business models determine how far a business can go.

To put it simply

Some people say that this is not a problem. In fact, it is a problem. Specialization is the direction of industrial development. But we have to think about some of the problems of specialization. For example, does B&Q have a good development in China? There are not many B&Q developed in China, but few in Hangzhou.

Theoretically, any product can take two kinds of selling routes and specialized monopolies. But in fact, most of the products are not suitable for shopping, except for daily necessities. Not products are not suitable for large stores, but these products will not become the preferred products of the stores. From the current situation, the mainstream products of large stores have such standards: standardization, simplification and daily use.

In short, the daily consumption is fast, the sales process is simple and fast, the personalized service is few, and the products that can reach the low value of the paction can be quickly achieved.

The proportion of such products is quite small. The reason is very simple. Clothing products have high profits, but they do not have standardized conditions. They are different from those in spring, summer, autumn and winter. They can not be changed all the year round, but you go to large shopping malls. Do you find that most of them are standardized products that do not spend too much time in the whole year? Standardization is the manifestation of industrialized society. Too personalized products are not good things from the market, including the top luxury goods. How many top luxury goods are very moist? Luxury products are also non standardized products. The standardization of luxury goods is not a problem of production, but brand value and operation mode can not be standardized. Why are there not too many clothing products in many large stores?

From a single product itself, to do monopoly or store form, the most basic is determined by strength, with strength can adjust the product structure and achieve the purpose.

But it has been said that it is difficult to achieve standardized and fast circulation products. Generally, it is not suitable to go shopping, such as leather clothing, have you ever found it in WAL-MART? Have you seen it in Huarun? Have you seen it in Carrefour? Basically, there will be no generation gap when the brand height of the product has risen to a certain level, and then there is a gap between the standardization and rapid flow of Tonghua.

Having said so much, what kind of products are suitable for Hypermarket form, and what kind of products are suitable for monopoly forms?

As for a single product, the form of hypermarket sells not the flavor of the product, but the whole atmosphere, and drives sales through multi popularity and fast circulation. Therefore, the price is not very high, and the products are non special or non high end products. For clothing products, the clothing category of the selling field must reach the parity at the same time with more kinds, so as to maintain the fast popularity and improve the sales flow.

Why do most of the middle and high end Western-style clothing products mainly focus on brand monopoly? Do you see that there is a non mainstream clothing product of young people in such a monopoly store? Is it not that Luo Meng does not have this strength, it is the relative high-end products of Luo Meng that need to create a professional brand atmosphere.

This is true for physical stores. For online shops, we can accumulate a large number of different categories of products on the Internet. But in the face of large categories of products, it is very difficult to create a professional image. So what kind of products are suitable for monopoly and what kind of products are suitable for store sales? This problem must be clear.

Why can't WAL-MART open an exhibition hall alone to sell high-end cars? The answer is not, because the quality of medium and high grade cars is doomed to be unsuitable for stores.

Why can't LV open a separate counter in WAL-MART? The answer is no, although the rich have to go shopping in places like WAL-MART, but on the whole, products like LV do not match the store's temperament.

Why is Apple's mobile phone selling into a regular hypermarket? It's a mistake, because it destroys the high-end image of Apple phone. When everyone can easily get the Apple phone, it is just when the brand image of other brand phones rises rapidly and then equals to the Apple phone.

Apples should be sold exclusively.

The last sentence summed up: what is the store? It is the place where the standardized products are quickly circulated.

What is monopoly? It's a place to sell products at a high price through specialization.