I. Introduction to the ikea favorite shop project. Brand orientation: national pride in the convenience store brand, dedicated to providing easy and affordable shopping experiences for consumers. Branding mission: to give consumers a good and convenient life, and to give those who struggle a happy life and contribute to social progress. Brand vision: becoming a national proud convenience store brand. Brand values: integrity, hospitality (acceptance of visitors from outside); hard-working optimism, honesty (mention of the inner self); pragmatic focus, innovation and win-winness (fundamental principle of doing business). Project niche brand advantages: a well-known chain of brands, with extensive brand influence and good reputations, reduce market pressures and reduce entrepreneurial risks. Channels and supply chain strengths: improved supply chain and logistics systems to ensure sufficient supply and stability of quality; provision of online and offline distribution channels to widen...