The meaning of "flagship". Flagship is a warship where the naval fleet commanders and formation commanders of some countries are stationed. Because there is a commander's flag on the ship, it is called "flagship".

As the name suggests, a flagship store is the highest-level brand image display store set up by an enterprise in a certain place during the marketing process. Generally speaking, it is a model store with an excellent location, strong customer flow, and excellent sales. It is a specialty store or professional store that represents a certain brand or a certain category of goods. For example, the Armani flagship store is a brand specialty store, while the Maochang Optical Company flagship store is a brand specialty store.

Flagship stores are a product of the market economy era with intensified competition. They are of great benefit to promoting chain operations and establishing brand image. They are also an effective means for enterprises to expand their market share.

So as a flagship store manager, how should you run and manage the flagship store?

First and most important is the quality and image of employees, which is closely related to the image of the flagship store and even the brand.

Take Maochang flagship store as an example. The requirements for employees are not just to be young and beautiful. The company values ??their overall quality more. Because the sale of glasses is different from the sale of general commodities, it also includes many aspects such as optometry and vision examination. Maochang's salespersons and optometrists have received special training and have been engaged in the profession for many years. They are proficient in all aspects of eyewear processing such as grinding, cutting, and repairing, and have rich practical experience. Moreover, salespersons and optometrists in the age group of 30 to 45 have certain life experience and marketing experience, and can better grasp the psychology of customers, so that they can make more accurate suggestions to potential customers during shopping guides. Turn them into real customers.

The impact of employee service levels on corporate image and customer satisfaction cannot be underestimated. A survey shows that 42% of consumers said that the salesperson's attitude has a great influence on their choice of products. Therefore, to build a successful flagship store, the salesperson’s smile, initiative, sincerity, enthusiasm, gratitude, and even acceptance of challenges are all indispensable factors. They must realize that they are employees of the flagship store, and must understand the mission and the importance of their personal image. They must let employees understand that the reason why they have a considerable income higher than others is because of the advantages of the flagship store.

The shopping environment of the flagship store must also be distinctive and match its status. In order to create a fashionable and personalized brand image, the flagship store should create a shopping environment full of humanistic feelings, and strongly attract people's attention in terms of decoration, scale, style, etc., so that customers can unconsciously feel that they are Here, you can appreciate and enjoy the beauty, feel the brand culture unconsciously, and then experience a new concept of life.

A flagship store is not only a concept, a brand, a philosophy, and a set of lifestyles, it should also be an image flagship store to better display the corporate brand image; it should also be A sales flagship store must have good sales performance; it should be a management flagship store that can manage the store efficiently (including the management of employees). In short, flagship stores are the inevitable product of enterprises complying with business development needs and participating in market competition. They are a powerful means of brand competition. They are of great significance to the enterprise itself and can also serve as an excellent demonstration for industry development.

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