First-line judgement
Do the brand positioning first, then find the site. Health, wellness and beauty are crowded categories; finding a site first and thinking about the brand later easily produces another look-alike store. The right order: define the category position, target customers, service mix, average ticket and profit model, then choose the site and design based on the positioning. Brand strategy decides how big you open, where, how you fit out, who you hire and how you promote.
Practice reference
Brands such as Long Yao Tong, Da Tong Da foot-therapy wellness chain and Yi Fa Tang meridian head therapy defined their category position and target customers at the start, then chose sites and designed stores accordingly. This 'direction first, store second' order is common among health and wellness chains.
