When the e-commerce businesses to survive in through customs, to complete capital accumulation, began the process of seeking further development of the original development of the brand when a certain bottleneck, br> World War II, Nazi Germany's navy commander Deng Martinez's Big magic. they sent a large number of submarines, located in the main channel, once found allies in the transport fleet, and sent a signal, surrounded and attacked, causing heavy losses to the Allies. This is the first time we understand that tactics do not want to be eaten by starving to death, to not only ran the Lions, but to be able to eat antelope. This is the nature of wolves. wolves shape than it was able to kill larger or faster speed than its animals, as they the most strict organizational discipline and the most accurate stations. For example, wolves prey, and take a multi-chase method, when the obstacles encountered in the running game had to turn when both sides of the wolf in outflanking up just Even if the prey running speed faster than the wolf, could not escape the pursuing wolves. Business is war, price, each product has its own precise station to meet the needs of different users, which is multi-brand strategy.
the so-called multi-brand strategy is to give each or to each preceded by a brand of products name. If the world's leading cosmetics manufacturer L'Oreal Group, the family of brands includes Lancome, Biotherm, Paris, L'Oreal, Kiehl's, Garnier, Yue-Sai, a small nurse, Body Shop, Mabel Lin, Vichy, La Roche-Posay, etc.; Another example is the world's largest food manufacturer Kraft has one of the many world famous brands, including Oreo, a lot of fun, peaceful, free fun, sweet and fun, fun , excellent crown prince, grimaces and other biscuit brands toot, but also include Cadbury, Yi Lin, and Holland's mouth and other confectionery products brand, and beverage brands Guozhen, Maxwell. This policy line has been applied very common enterprise , also apply to online businesses.
Clearly, multi-brand strategy to meet consumer demand more than just a passive enterprise choice and competition to develop a common strategy for companies active choice. showstopper and the challenger on the market, its bigger market A usual trick is to develop a specific brand of a particular market segment to gradually eroded, such as the recent fierce fighting Taobao snow boots on the market competition, is a microcosm; while the market leader in terms of, instead of waiting for opponents to occupy a particular market segment, it is better to first develop a brand to seize the high ground, the implementation of active and effective defense, which target different target consumer groups, such as the development of IAIZO seven princess high-end fashion brand dedicated to seize the leather market.
old textile and garment enterprises, since 2002, Bo Yang established his own multi-brand line, line and line are multi-faceted attack. Currently, Taobao operating 12 brands, has been out of the 13 direct sales stores shop to form Army operations battle. clothing in addition to continue to highlight the flagship brand Tang lion, but also operate simultaneously Hua Er Sidan, Ives, De * Mana and related interest; textile area in addition to maintaining the brand Bo Yang, the cannon, Ivy, cotton flower, Hi Bruno, Hua Er Sidan, Bo Yang baby also goes hand in hand.
Taobao green box is the NO.1 selling children's clothes brand, the development at an alarming rate.'s brand of modern Miss (Miss de Mode), Love Manufacturing (Made in Love) has already boarded the Amoy brand, original brand of the top ten position. rising star Jenny Bell (Jenny Bear) is also on stage this year.
modern big sister, Miss (Miss de Mode), founded in 2006 as a Green box of the main brands, exquisite fine workmanship, elegant style is known, is the first Taobao Amoy brand, the whole network has been rated as the top ten brands, has once again been named the 2010 positioning products targeted for children aged 3 to 16 women, the real point of the expression of elegant little girl, sweet, elegant personality, highlighting the concept of serving fine daughter. Therefore, the product design, including its quality, are relatively high-end product. 2009 Modern Kids Miss a class Taobao sales charts.
little brother love Manufacturing (Made in Love) is a modern Miss (Miss de Mode) Preliminary After a successful launch of the sub-brand. It is the original trend of the Chinese boy, brand, closely linked to trends in international fashion trends, and preferences for boys in China, describe and guide the pursuit of their inner fashion, fashion, cool, self, unrestrained enthusiasm and retain their cute, elegant and aristocratic. products targeted for children aged 3 to 15 men, also first 30 Taobao Amoy brands. 2009 Love Kids create a class of boys Taobao sales charts. Now little brother has more than big sister, a champion Taobao children.
little sister Jenny Bell (Jenny Bear) was originally designed green box supplier in the Japanese market goods into the domestic market in 2010, is the modern Miss (Miss de Mode) a new sub-brand. products to the childlike, sweet, lovely as the main features of European Country style, the materials used to comfort the main intentions of children's innocence, close to nature, free of the side. brand positioning for high-quality low-cost, high-cost brand of girl children. target group of 2-10 year-old girl. Amoy brand now has access to, a rising star of children's clothing categories!
whether in Taobao, as long as e-commerce, competition, certainly there is one key in a variety of resources for control. from the case of the green box, we can see that when one area of business in the market operate in a certain stage, whether their own resources or social resources have been formed some accumulation, and channel resources in the market and management resources in some brands can be shared among products. only existing human resources to a reasonable proportion, combination, you can play the full resources of the old, the channel's residual value and realize the value of the new growth point.
tonic? have children?
before the appearance of the oligarchs, online shopping market will ultimately be more brand differentiation. If only a single brand to seize a small part of the operation, can only amplify this part as much as possible. If always adhere to the uniform brand strategy, so that all the development of new product lines are applied to the original brand, will be faced with a dilemma: if expansion of the brand extension, even if the preventive measures taken, there may still dilute the brand image, a lack of personality of each product, and then break appears to be the embarrassment of all competitors; give up certain areas if the brand extension, it means to give up part of the market, hand the money into the pockets of others, crying in the corner is inevitable.
people's material living standards are now increasing consumer demand, increasing diversification, differentiation, personalization, decentralization, which also use multi-brand company offers a broad stage to display their fists. In theory, in principle, for all the products does not exist demand colorful, ever-changing market, almost no unique irreplaceable commodity. more a function of product attributes, the brand has some psychological attributes. Therefore, we only give an accurate brand positioning, to find a sufficient small multi-brand businesses, the risk is there. The advantages of a single brand can focus all resources to do a brand, the success rate in the operation of the brand may be a relatively small number of multi-brand risk. But the risk is that a single brand, the If the brand crisis, then the whole enterprise would collapse. multi-brand operation, the operation may be a brand to a certain stage, or because of changes in the market turnover, management problems encountered some resistance, but I do a good job the other brands, This is equal to share the risk. but the problem is that the entire group of funds and personnel are dispersed.
this stage, Taobao, e-commerce industry as a whole is still in a period of staking their talents in red scale, Kuaiyu eat slow fish, to ring a profit after operating fine. For businesses want to expand to the limit, I hope everything, but give up and sacrifice a certain stage, some things are more realistic, multi-brand strategy become one of the best development. in personal consumption and versatility, the wave of Taobao, if in-depth business, scientific, based on market research to develop multiple brands, each brand for a particular sub-groups for product design, image positioning, distribution planning and advertising programs, so the brand can be more consistent with more care into their own for that part of the special needs of consumers, consumer groups naturally get the trust and brand loyalty, which consumer groups than for the general public does not feature talking, more competitive brand.
recipe? strong medicine?
multi-brand strategy common in actual combat, we also often see people succeed, earn money, and do big. This is precisely because of its advantage is a unified brand strategy can not match. multi-brand strategy has many advantages, mainly in the following areas:
first, with a strong flexibility. must attack, both ways is more flexible as a concrete expression of the brand. no product is perfect, nor is there a market is impeccable. Taobao platform for enterprises to the laboratory as a new product, new brand The experimental field is not uncommon. the vast market of marine, providing many opportunities for fair competition, the key is whether companies can promptly seize the opportunity to seize a place in the market.
Second, to fully meet the differentiated market. consumer demand are vastly different, complex and diverse, covering Taobao is a large enough crowd. Different regions have different spending habits; different regions have different aesthetic; different people have different hobbies to pursue. the same brands in different environments have different evaluation criteria, and the use of a multi-brand strategy, we can fully adapt to the market differences. more choice, means more opportunities.
and third, to improve product market share. multi-brand strategy is the biggest advantage to each brand by accurately positioned to effectively occupy the various market segments. If the original narrow single target customers, it is difficult to meet the needs of expanding market share, at this time may consider introducing different grades of brand, to take a different price levels, the formation of a different brand image, to capture the different preferences of consumers.
Fourth, to some extent reduce the risk of business. In fact, many consumers do not know Rejoice, Pantene, Head & Shoulders, Vidal Sassoon P & G out of the same door. Even if one of the problems with the brand of the other brands do not have much impact.
true multi-brand strategy with a unified brand strategy there is no advantage, but it does not pack cure-all, omnipotent, and has its terms and scope of application, and if adopted, we must also note the following points should be:
First, enterprises should look at yourself whether the multi-brand management capabilities and skills. manipulator means even more important than money. For businesses, multi-brand management more difficult than the unified brand is much higher, because the brand to be implemented between the strict distinction between the market, with distinct personality, and personality should also be sufficient to attract these consumers. This means that the brand is that you must be proficient in Taobao, otherwise it is difficult to Fun. in order to multi-brand success, the brand manager system is the key.
Secondly, the implementation of multi-brand the ultimate goal is to share different brands in different market segments. together Foreign competitors to win the market, if the introduction of the new brand and original brand was no significant difference, it means that your left hand to play, nothing. the brand between the implementation of strict market segmentation and coordination of foreign, not between brothers fight. Of course, the unique selling point of the new brand should be attractive enough.
again, multi-brand strategy has certain risks. launched a new brand requires a large capital needs of a large operation, trench warfare is teamwork, not a squad attack. For businesses, the lack of strength, enough to support sales of its successful brand promotion and the cost of living, it is difficult to implement multi-brand strategy, this time as a high-profile brand, further extension of the introduction of new products that will greatly reduce the cost.
In addition, the implementation of multi-brand strategy, with the overall visual strategy, marketing strategy in close coordination and cooperation in order to produce practical results. If we simply rough the successful experience of the original brand to a new brand to go, but the market is not the same, customers do not like the design, planning is different, then even if the original experience of brand success is also very easy to blindly copy failed.
need emphasized that Rome was not built in a day. Although this is a fast brand of the era, Taobao can accelerate the brand's growth, but can not change the time on the brand of precipitation. We all know that every day CCTV5 vote ad Fujian shoes, even swinging in front of everyone every day, and it is still difficult to Nike, Adidas, Li Ning, even par. Amoy brand or network brand born the impression that high-quality, low price, good price, and this is bound to brand in the minds of consumers is difficult moments overstating, consumers need more time to verify the growth of a brand.
short, multi-brand operation need to avoid the associated risks, or ; a wonderful idea can only be wishful thinking.
opportunities? challenge?
market is changing, changing consumer demand, the old brand even if new elements into the brand and can not do much to adjust, when a single brand up to a certain extent the business market, the old brand extension and the creation of new brands, no doubt become received brand new, higher profits for an effective way to market. But the ultimate goal is to strengthen the brand and business, established the competition in the industry advantage, rather than simply bigger, stronger is the key. To win the future, they are not strong can not be achieved. there is no brand of tension, there is no innovation, no clear marketing ideas, every day thinking about having children, do not support children can not dream of the ultimate success of enterprise.
e-commerce, after all, nature has not changed. The so-called model, after all, to return to the traditional business. E show only reduce the cost of the product, but rather the data, the system development, process optimization is a tool to enhance efficiency, and can not solve the brand problem. business to face processing, the face of the quality of the control, only the product quality well, serious about every detail, be possible to win the consumer by the trust. and the network, e-commerce is the accelerator just to shorten the time to maturity of the brand.
background has a strong brand and high quality to control the background, as long as the master for the network team, rapidly growing new network brands to soon be able to birth at this platform Taobao, a team of fighting wolves will belong to you.
Addition
No comments:
Post a Comment