Prerequisites For The Success Of Flagship Stores

Especially for domestic enterprises, Flagship store It is an important means to promote brand upgrading, channel transformation, terminal deepening, market expansion and internal strength improvement.

Strength can be bigger. It can be said that compared with some international brands, domestic brands have been slow in the construction and recognition of flagship stores. In the new stage of competition, who can take the lead in breaking out from the flagship store, and better establish their brand image and promote their internal strength training, will be very conducive to its competition in the new stage.

For now, gold prices like gold prices, strong impact on visual decoration and display, dazzling fashion magazines, wireless Internet rest area... Such a high operating cost has led most flagship stores to pay money. What is the business at a loss? Insiders say that the flagship store or image store in the prime location is a channel for each brand to display its self image and reflect the brand's self style. Sales performance is only secondary, and more importantly, it is "potential".

However, "potential" and "beneficial" Effect How is the competition between the tit for tat and the end? Is it a double lose or a win-win situation? Or is there anyone crying and someone laughing? I think this is possible.

First of all, it depends on the role of flagship stores in brand communication. When its concept and function are not so important, or if there are other alternatives, that is to say, when the effectiveness is not so great, the demonstration effect of large stores may be greatly reduced.

Second, it depends on the enterprise. System matching And carrying capacity. The whole operation of enterprises is a system. Any system can not do without the support of other systems, and the flagship store is also true for enterprises. Its success will depend largely on whether the enterprise's system can bear (brand, capital, resources, etc.), whether other resources and systems can be matched (product design, service, supporting environment, logistics distribution, terminal management, channel management, etc.), and whether it can extend the role of the flagship store to all aspects (demonstration effect, driving the upgrading of the whole terminal, and improving the management of the whole terminal).

Again, it depends on the transmission cost of its flagship store. Too high a flagship store at the expense of other interests may end up losing money.

Finally, the operation of the model store itself is the foundation of its success, location, service, environment and management.

The quality and image of the staff are closely related to the image of the flagship store or even the brand. Employee's behavior and behavior will affect brand image. The influence of employee's service level on corporate image and customer satisfaction can not be ignored. To create a fashionable and personalized brand image, flagship stores should create a shopping environment full of humanistic feelings. In decoration, scale, style and so on, must be excellent, reflecting the brand personality, strongly attracting people's attention. At present, domestic brands are generally not doing well in this respect. This is the key to decide whether to succeed or fail in the future.