1, different concepts.

Chain stores refer to many small-scale, scattered retail stores with the same brand and similar goods and services. Under the leadership of the headquarters, they adopt the same business policy and consistent marketing actions, implement the organic combination of centralized procurement and decentralized sales, and realize the combination of economies of scale through standardized operation.

Direct stores refer to chain stores directly operated by the head office, that is, the head office of the company directly operates, invests and manages various retail outlets. The headquarters adopts a deep management mode, directly ordering all retail stores to be responsible, and retail stores must also be completely under the command of the headquarters.

2. Different legal relationships.

Direct stores mainly mean that the ownership belongs to the company and is managed by the company itself. Generally speaking, a chain store means that a company opens several or more direct stores in order to expand its market in various regions. The chain stores we are talking about should also be direct stores in essence. Simply put, many direct stores are chain stores, which naturally belong to the company in terms of ownership. Generally speaking, chain stores have a unified CI.

3. Different characteristics

Chain stores have the consistency of business philosophy, enterprise identification system, commercial trademarks, goods and services, and management. On this premise, a professional management and centralized planning business organization network will be formed.

Using the principle of synergistic effect, enterprises can speed up capital turnover, strengthen bargaining power and fully support their logistics, thus realizing economies of scale, forming strong market competitiveness and promoting the rapid development of enterprises. No matter where the retail industry will go in the future, it will go to chain operation.

The ownership and management rights of the direct chain are centralized and unified at the headquarters. The centralization and unification of its ownership and management rights are as follows: all member enterprises must be a single owner, owned by a company, a joint organization or a single individual.

Centralized leadership and unified management by headquarters, such as personnel, procurement, planning, advertising, accounting and business policies are centralized and unified; Implement a unified accounting system; The managers of direct chain stores are employees rather than owners; All direct chain stores implement standardized management.