Big Cities Open Flagship Stores Or Open Stores.

It is easy to remember the highest mountain in the world, and few people will remember the second highest mountains. "First principle" is everywhere in marketing, such as buying dandruff shampoo will immediately think of "Head and Shoulders", this is because Head and Shoulders in the Chinese market, the first to introduce the concept of dandruff. If we talk about "nine herding kings", we will think of "professional trousers", which are the successful cases of "first principles" and brand positioning closely combined.

China's entry into the WTO has led to changes in the domestic market competition. Two or three foreign brands have entered the mainland and entered the top cities of China, and small cities will become an important contention in the future compared to the increasingly saturated brands of big cities. According to the first principle, if foreign brands enter small cities, if they can grasp the opportunity and store them in small cities, they will be the first step to win the final victory.

At the same time, small cities have the advantage of rent. When the amount of investment is unchanged, small cities have more shops and larger shops. They can directly and effectively focus the attention of customers and attract customers to come. Two, the entrance is also relatively wide, customers easily enter the store, and can stay more customers, the greater the chance of business. Of course, small cities should also coordinate with the specifications of the city when they open large stores.

Case: in the 90s of last century, it was priced at four thousand or five thousand yuan. Watching and dressing "Urumqi is the most popular Western-style clothing brand in the eyes of consumers in Zhongshan Road. There is a berth on the most prosperous street in the local area. There was a time when shops were encircled and decorated, and when the decoration was completed, the consumers saw the familiar high-end men's" view odd dress "changed into an unfamiliar" good bird ". Wedding bird The storefront is even bigger than "watching the western dress", threatening, fitting in and grand. At this time, "annunciation black" occupied the store with the best brand in the consumer's mind. In a moment, the bird flew into the hearts of people with the image of high-end brand. The "good bird" has won the high-end men's wear market in Urumqi by opening a large store in small cities and winning the first principle.

Small cities open big shop The first principle is a new way of thinking for store operation. What tactics should be applied to locate and open stores in big cities? 7, that is to open flagship stores or open stores in big cities. It is a popular practice for the same brand to open 5 or 6 stores in the same pedestrian street at one breath. There are numerous such cases: Zhongshan Road in Shijiazhuang has six "JEANSWEST" shops, and Tianjin Binjiang Road has five "big" stores. Nike has four stores in the most prosperous street in Changchun, and two KFC in 150 meters of Guiyang street.

Big cities have more shops aiming at the characteristics of big cities and the shopping psychology of consumers: big cities have many stores and rich information, and consumers prefer to buy similar clothing after comparison. The same brand opens several stores on one street, forming a brand's "big momentum", which strengthens the impression of the brand in the eyes of consumers and increases the probability of spanaction. The common way to open shop is to place the wrong place and echo each other.

In a word, terminal shop location is a systematic and meticulous project. On the macro level, the development trend of regional economy, income level, residential area planning and population quality should be considered. Besides, the character of the road and the configuration of the shop are the components of the "Wang" shop. We should not invest blindly.