The world's largest single terminal terminal, the capital T3 terminal, welcomed the collective entry of domestic flights in March. For those already stationed in the T3 terminal, large airlines such as Air China will bring more business opportunities to them after moving into T3.

And some early prepared businesses have launched a marketing strategy for this special channel of the airport.

Apart from the two shops of WHITECOLLAR and SHEE 'S in the T3 terminal, the famous white collar white collar workers in China also use the special channel of the airport to launch the value-added service of "white collar first class" for VIP customers.

The move not only opened up the service of airport shops, but also helped the white-collar workers improve their service and brand image.

Special services for airport channels

"White collar first class" T3 store services include flight information inquiry, air tickets booking, registration registration, fast security inspection, waiting for exclusive use, delivery of goods, pick up machines, small items express eight services, all white collar VIP customers, as long as the first class VIP special line can enjoy any of the above services.

Reporters personally experienced a first class pick up service.

The reporter flew from Shenzhen to the capital airport and received a call from the white collar "first class private housekeeper". After dropping off the plane, he was led by a private housekeeper, from the airport VIP passageway directly to the white-collar luxury car, and sent to the designated place in the city.

It is worth mentioning that all these services are free.

Airport channel is the window and gateway of the city. The annual traffic volume of the airport in large cities is over ten million, and the passengers are basically the dominant group in the society. It is a very high customer group with high gold content. Therefore, the airport has special advantages for the promotion and publicity of the brand.

Besides the general sales function, the airport channel has the following special functions: displaying brand image and market investigation.

For many brands who are stationed in the airport channel, the function of entering the airport channel is probably more than that of sales. The T3 terminal, as the main airport for Beijing Olympic Games, can not be ignored by all businesses.

According to the reporter's understanding, the clothing brand stores of terminal 2, some of which have high market share and well-known brands have very good sales performance, and even some individual brands are no less than the stores in department stores.

The performance of terminal 2 made the shops at T3 terminal unopened, causing many brands to scramble to enter, including some international luxury brands that were hard to see before the airport.

According to the reporter's understanding of the white-collar stores located at the boarding gate of the T3 terminal, although only 20 thousand airlines of Sichuan airlines and Shandong Airlines moved here, the performance of the white collar first class concept store is better than expected. A record of buying a single person by a customer has appeared. According to the analysis of the salesmen of the white-collar company, this has something to do with the value-added service of the first-class private housekeeper. Because of all the tedious matters such as the registration card, the customer can have enough time to stay in the shop and pick out his favorite merchandise.

Customers who enjoy first class private housekeeping services are generally consumers with strong purchasing power and strong loyalty to their brands.

Airport channels are not suitable for all brands.

Experts pointed out: Airport channel as a special channel, nor is suitable for all brands to enter, because the channel cost is high, so it is more suitable for high-end brands. According to a market survey for the airport channel crowd, most consumers of airport consumption are not sensitive to the price, but rather pay more attention to whether it is convenient and quick to choose their own products.

Airport channels are known as aristocratic passageways. Generally speaking, the entry fees are high. Those who are less priced, even if they sell well, will hardly have access to airport channel sales.

The real reason for the high cost of airport channels is that they have comparable quality customer groups and monopoly advantages over other channels.

At present, the profit way of airport channel has changed from selling discount income to selling profits and service revenue equally. The service includes light boxes, poster poster, display auction, special display and so on.

Although the status of airport channels has been improving, it is also facing many problems in its development.

First of all, the internal channels are not unified, and the management concept needs to be changed.

At present, many airports are separated by a number of enterprises, and under such a pattern of "separate management and decentralized operation", it is very difficult for clothing brands to realize their brand awareness.

For example, in the commercial division of T3 terminal, it is not as clear as general department stores. Next to a high-end brand, it may be a store selling souvenir products.

For this situation, the brand merchants of the airport channel should focus on their own construction and customer service.

Secondly, the shop area and display problems. Due to the special conditions of the airport, the shop area can not be large.

In this regard, the white collar T3 shop first laid stress on store layout, spare no effort in decoration, and tried to keep consistent with the city store on product supply.

Because the shop area is limited, it is impossible to display all the products completely. The goods in the airport store are also focused. For example, the proportion of accessories such as accessories, perfume, bags and so on is increased, because the sales of these accessories are larger in the airport channel.

At the same time, with the airport road signs advertising and large screen rolling advertising, brand shop publicity is the most important, guiding the passenger flow can effectively find the location of the white-collar shop.

In recent years, the airport channel has been attached importance to by brand operators. The airport channel owner has "the emperor's daughter is not worried about getting married" and lacks the awareness of serving customers.

Sales constitute a major part of earnings structure and have yet to turn to service revenue.

This puts forward a more independent service for stationed brands.