To See The Surrounding Brand, Small Shop Should Fight Style.

In addition to facing the problems of their own fields, small brands will encounter many brand competition problems.

The larger the brand is, the lower the unit rent is willing to pay.

For shopping center operators, the role of different brands is different. The well-known brand is used to drive the flow of people, while the ordinary brand brings more cash income.

All of them are well known brands and good business atmosphere, but the rental income of businesses will be reduced. If they are all unknown brands, people can not gather together, and the operation of shopping malls will be difficult to continue. Therefore, when shopping centers invest, they will mix different brands of different stalls.

A few years ago, especially in some two or three tier cities, large shopping centers in order to gather popularity, before the start of investment, the main store and some well-known brands will be identified. In the restaurant chain, McDonald's, Kentucky Fried Chicken, noodles and Starbucks belong to the first batch of shopping centers.

The industry has compared them to the four King Kong of catering business.

Because

Their pulling effect is strong, so these enterprises also have advantages in terms of rent.

In some shopping centers of some new districts, some businessmen who are in urgent need of business do not receive rents in the past two years, and share risks with them by selling sales points.

The benefits enjoyed by small brands are quite different.

A case study of a large M A LL in Shenzhen shows that the same site can accommodate 2-3 coffee shops. Compared with Starbucks, the rest of the coffee shops rent more than 30%-50%, and because of the superior location, the competition is fierce, not even.

If you get high, you must be able to enter.

How does a small brand occupy a good site? Ex coffee has had a similar experience. It is said that after sending the intention to the M A LL operator, the merchants sent representatives to pick one of them in several EXX stores. They completely went straight to the scene, and after feeling fit with the overall positioning of M A LL, they decided to give one of the remaining two coffee shop seats to ex.

Providing good on-site experience is, of course, the basis for small brands to occupy a good place. But for some fiercely competitive venues, how to complement each other with big brands or even have their own unique styles will become powerful weights for many times.

For example, some operators of the shopping center consider that if there are two coffee shops on the floor, one of them has been identified as American coffee, then the other one will be Italian coffee or other style products.

If your little brand is not only complementing the American coffee with its products, it will also adopt a very beautiful French Cup, or every cup is completely different. Or your coffee can explain the brand of many stories, has its own unique history, and has a distinctive atmosphere, so the probability of winning will increase a lot.

Small brands are not superior to big brands.

Simple management will quickly form a decision. When a good place appears, the big brand is still doing the evaluation and the process. Even the Commissioner of the headquarters has not enough time to investigate the scene. Small brands have already started negotiating and making contracts, and the quick response is undoubtedly a powerful weapon for small brands to occupy good venues.

The choice of independent street shops is a matter of careful consideration for those who are just beginning to prepare for bigger restaurants.

Because the brand itself has no great influence, and the surrounding neighbors will have a greater impact on your business atmosphere.

Street shops generally do not have overall planning. Maybe when you choose shops, they are full of flower shops. They feel very emotional. But after a year, it is possible that the flower shops are turned into hardware building materials, which are far from the surrounding environment that you need, and these are hard to grasp.

Compared with the shopping center, the business will have overall planning for the format, and the brand structure of each layer will have a clear layout. Even with the same type of shops, the structure of the product or brand will complement each other as far as possible, which reduces the risk of operation for the small brands in the early stage.