It is a brand directly operated by the head office, that is, the company headquarters directly operates, invests, and manages each retail location, without distributors and other sales channels.

Advantages of direct-operated brands

1. It can effectively display the company’s strength and provide image standards. In particular, the image display of the flagship store is very convincing and reference, and at the same time, it can Effectively improve brand awareness and reputation.

2. Enterprises face consumers directly and understand the characteristics of consumers’ needs, which helps brand enterprises obtain the most effective market information. Provide first-hand information for company decision-making.

3. Have direct control, facilitate operation and management, and be able to implement the company's marketing concepts, principles and policies in a timely and accurate manner.

Extended information

Direct-operated chain stores

Chain stores can be divided into direct-operated chains (directly invested and operated by the company headquarters) and franchised chains ( A chain system composed of franchises). The latter is an advanced form of chain operation. The form of chain stores can include wholesale, retail and other industries, and even the catering and service industries can be operated with a chain strategy.

A chain store refers to granting its own trademarks, trade names, products, patents, proprietary technologies, business models, etc. to the franchisee in the form of a franchise contract. The franchisee shall, in accordance with the provisions of the contract, The franchisor engages in business activities under a unified business model and pays corresponding fees to the franchisor. Because the existence form of franchised enterprises has the basic characteristics of chain operation such as unified image and unified management.

Baidu Encyclopedia—direct-operated stores

Baidu Encyclopedia—chain stores