What is the difference between a direct-operated store and an authorized store?

What is the difference between a directly-operated store and an authorized store? A direct-operated store is a franchise method that is distinguished from a franchise chain. It is directly managed by the headquarters and is restricted by the company's development, showing users a more vivid brand culture. If you are interested, take a look at the differences between direct-operated stores and authorized stores and related information. What is the difference between a directly operated store and an authorized store 1

Take Huawei P40 and EMUI11 as examples.

The main differences are as follows: different nature and different marketing methods.

1. Different properties: Direct-operated stores are brand image stores. Generally speaking, the requirements are relatively high, and they mainly play the role of brand promotion; authorized stores are equivalent to franchised stores, mainly selling various brands of mobile phones.

2. Different marketing methods: Direct-operated stores are a marketing model based on experiential marketing. They are authorized by a certain brand or specialize in specific products, while authorized stores may mix mobile phones of various brands.

Huawei Technologies Co., Ltd. is a private communications technology company that produces and sells communications equipment. It was founded in 1987 and is headquartered in Longgang District, Shenzhen City, Guangdong Province, China.

As the world's leading information and communications technology (ICT) solution provider, Huawei focuses on the ICT field and provides competitive products and services to operator customers, enterprise customers and consumers. It has won the " "Glory Brand of the Year 2019 China Brand Power Ceremony".

On February 24, 2021, Huawei released a digital energy zero-carbon network solution to help operators achieve carbon neutrality goals. What is the difference between a directly operated store and an authorized store? 2

The difference between an authorized store and a directly operated store lies in the different marketing methods and nature.

The marketing methods are different. Direct-operated stores are brand image stores, generally have higher requirements, and mainly play the role of brand promotion; authorized stores are equivalent to franchise stores, mainly selling mobile phones of various brands, with different properties. , Direct-operated stores are a marketing model based on experiential marketing. They are authorized by a certain brand or exclusive to specific products. Authorized stores may mix mobile phones of various brands.

Authorized stores, officially authorized stores are businesses and individuals with registered trademarks that are self-operated or authorized to operate in their own capacity. Generally, the brand of the registered trademark is directly named and belongs to a reasonable and legal Tencent Cloud organization. Not all stores are officially authorized stores. Officially authorized stores will have a power of attorney from the manufacturer, the time, period, scope of the above authorization, responsibilities of both parties, etc. During the purchase process, try to buy from officially authorized stores. The products are regular and the quality is guaranteed. , the service is better.

Direct-operated chain stores refer to chain stores directly operated by the head office, that is, the head office directly operates, invests, and manages each retail location. The head office adopts in-depth management. model, directly place orders and control all retail points, and the retail points must also be completely under the command of the head office. The main task of direct-operated chain stores is "channel management", that is, to obtain profits from consumers through the expansion of operating channels. Therefore, direct-operated chain stores Operating a chain store is actually a "management industry."

The difference between the two is that the store management and the founder are different. The main reason is that the direct-operated store is a store established and operated by the mobile phone or computer company itself, while the authorized store is built by partners and operated by partners. Stores operated under the guidance of mobile phone or computer companies.

For example, Xiaomi Home is a store built and operated by Xiaomi itself, while Xiaomi Stores are built and operated by partners, and Xiaomi Authorized Stores are operated by Xiaomi. Partners build and operate their own stores, while Xiaomi is responsible for guiding and operating the stores. At the same time, Apple and Huawei have so-called direct stores and authorized stores, but there are some differences between the two.

Generally, the number of direct-operated stores is relatively small. Apple generally only has direct-operated stores in first- and second-tier cities. However, there may be many authorized stores in a city. The advantage is that the quality is guaranteed and it is convenient for customers to purchase and repair.

The services of directly-operated stores will be more formal and the service quality will be better, but the overall service quality of authorized stores is not as good as that of directly-operated stores. What is the difference between an Apple directly-operated store and an authorized store 3

What is the difference between an Apple directly-operated store and an authorized store?

1. The difference between Apple authorized stores and Apple directly operated stores. It’s that simple to teach you how to tell the difference between genuine and fake Apple’s official after-sales repair center! ! In an article, we once introduced the difference between Apple authorized stores and directly operated stores. You can check at an Apple repair center to find out whether there is an APPLE STORE in your city.

According to Apple’s requirements, the door sign of an Apple authorized store can only have the dealer’s company name and the Little Apple logo. The logo of an authorized dealer, and the words Apple, retail, exclusive, experience store, experience center, etc. must not appear on the door. These are authorized stores. For the convenience of operation, non-authorized stores often write the words Apple Exclusive Store, Apple Authorized Store, Apple Experience Store, etc. In fact, most people think that these are authorized stores, but the fact is exactly the opposite. A regular authorized store should be like this.

The doors of Apple-operated stores usually simply hang a large APPLE, APPLE STORE. Introduction without any words. It’s there

2. The difference between Apple authorized stores and Apple directly-operated stores in city selection. I believe everyone knows that not all cities have Apple directly-operated stores. So which cities have them? Apple direct store? Apple directly-operated stores can only be found in Beijing, Shanghai, Guangzhou, Shenzhen and provincial capital cities. Other cities generally have Apple authorized stores. There are currently 41 Apple direct-operated stores in China.

Spread across 20 cities across the country. Apple users in other cities enjoy after-sales services through Apple authorized service centers. Let’s take a look at the addresses of Apple direct-operated stores across the country. Is there an Apple direct-operated store in your hometown?

3. The difference in facilities and environment between Apple authorized stores and Apple directly-operated stores. Direct-operated stores: They are authentic Apple Stores, Apple directly-operated stores.

Authorized store: Generally, it is an organization that authorizes after-sales maintenance, and has the same nature as franchising. The authorization point is the authorized seller, but the signboard also needs to be made according to Apple's regulations, and the indoor furnishings and display software also have requirements. Direct-operated stores are stores directly managed by Apple and are very standardized in all aspects.

The directly-operated stores are designed by Apple itself, and Apple’s demonstration prototypes are more abundant, making it more convenient for customers to experience. In order to save costs, authorized stores do not have so many demonstration prototypes.

4. The difference in product prices between Apple authorized stores and Apple directly-operated stores. In terms of the quality of Apple products, Apple authorized stores and Apple directly-operated stores are the same, but the direct-operated stores The inventory is the most abundant, such as some non-selling models: cellular version of 64G iPad, 64G iPhone, etc. At the same time, when new Apple products are launched, priority is given to directly-operated stores, while authorized stores can only receive a small amount of supply. However, in terms of price, directly-operated stores basically follow the official website pricing, while products from authorized stores, such as Gome Suning, will have discounts of varying magnitudes.

5. The difference in service attitude between Apple authorized stores and Apple directly-operated stores. The employees of Apple-operated stores are outstanding talents selected through layers of screening, while the employees of Apple authorized stores are selected by their franchisees. I chose it through interviews. Although Apple also has certain requirements for authorized store employees, think about it and know that you may require a repair shop clerk in a third-tier city to be familiar with English? Directly operated stores evaluate the service attitude of their employees, but the same cannot be said for authorized stores. So if you want to enjoy high-quality services, of course Apple directly-operated stores are better.

6. The difference in product maintenance between Apple authorized stores and Apple directly-operated stores. Most stores are Apple authorized dealers. Apple directly-operated stores can disassemble and replace the screen on site, while authorized stores need to return to the store. repair. So if you are worried, it is recommended to make an appointment with an Apple directly-operated genius bar for Apple repair in advance. Generally, the repair can be done on the spot.