一边拼命开小店，一边砸钱做旗舰店，品牌到底在谋划什么？

Core Insights - The commercial real estate sector is witnessing a dual strategy where brands are simultaneously opening small community stores and investing heavily in flagship stores in prime locations, indicating a shift in consumer habits and market trends [1][5] Group 1: Coexistence of Small and Large Stores - Small stores and flagship stores are growing together, with brands like Zhao Yiming Snacks utilizing a high-density layout strategy to cater to the convenience needs of urban consumers [2][4] - Flagship stores serve as immersive brand experiences, functioning as advertising platforms while also driving sales [2][5] Group 2: Transformation of Offline Store Functions - The evolution of brand perception has led to a redefined role for physical stores, which are now seen as specialized entities rather than mere sales channels [4][5] - Small stores benefit from lower rent and operational costs, allowing for efficient market penetration and immediate consumer engagement [4][5] Group 3: Consumer Behavior and Market Segmentation - The increasing stratification of consumer demand necessitates different operational models for small and flagship stores, with each fulfilling distinct roles within the brand ecosystem [5][6] - Small stores cater to high-frequency, immediate purchasing needs, while flagship stores provide unique social experiences and quality upgrades [5][6] Group 4: Challenges in the Dual-Store Model - The rise of online shopping has intensified competition for both small and flagship stores, as consumers increasingly prefer the convenience of e-commerce [9][11] - The high costs associated with creating and maintaining flagship stores pose significant challenges for brands, requiring careful management to ensure that enhanced experiences translate into sales [12][13] Group 5: Future Trends in Retail - The focus for small stores will shift towards improving operational quality and integrating into local communities, while flagship stores may evolve into multi-experience platforms that enhance brand identity [13][15] - Strong supply chains and digital capabilities will be essential for both small and flagship stores to meet consumer demands effectively and maintain competitive advantages [15][16]