Enterprises To Create Multi Brand Strategy, Brand Integration Shop Trend
The department stores in West Lake era officially opened, and it. opened a brand integration store after mixing the highly known brands such as b+ab and izzue. Before that, Adidas and Nike had integrated their sub brands into a discount store. BELLE group opened a M.A.P store in Hangzhou's clothing house and Li Xing, and also integrated JoyPeace, Teenmix and Staccato. In addition, brands such as IgG, Levi s and Saturday also opened an integrated store. The common feature of the brand integration store is that the ownership of the assembled brand (or regional agency) belongs to the same market entity, which is different from a single specialty brand, but the brand shop is not a market entity. In August 20th, it., a famous multi brand group in Hongkong, was a discount shop in Hangzhou.
At present, companies that make brand integration stores are generally owned by a number of strong brand groups, such as it., BELLE, Nike, Adidas, Levi 's, and so on.
They have multiple brands, and integrate these brands into one shop, so that they can borrow each other, forming an integrated store.
Practice has proved that the benefits of brand integration shops are very obvious. Adopting integrated store mode can not only allow multi brands to share store rentals.
pressure
To reduce operating costs can also increase guest stay time to increase turnover.
Deep operation of multi brand strategy
The brand integration shop is the product assembly shop and the product franchise store, the corresponding products are products.
Management
The era of quality and quality.
The product assembly shop centrally sells all kinds of goods with the same logo.
Quantifying the market with products is the main form of operation in the category era. It is faced with consumers who have no purposeful lifestyle, such as Carrefour, WAL-MART and other mass supermarkets.
The product franchised store centrally and uniformly sells through screening different brand product suppliers and exclusive stores own goods.
Ensuring product quality and realizing the common operation of a certain type of product is the main form of the quality era, attracting the large customers of the same purchase demand to the same store, so as to achieve the clarity of the purpose purchase, such as the professional products store of Gome and lac Crawford.
Today's brand integration store is branding the same type of products.
Management
A number of different demand levels and characteristics of the brand concentrated in the same store for marketing.
The appearance of high quality products and the rapid marketing of commodities are the main forms of expression in the quality era. They enjoy the satisfaction of the brand while experiencing the product consumption, and experience the comprehensive marketing services of the brand to the customers. For example, some shops mentioned in the article belong to the brand integration shop in the modern sense.
Brand integration shop is an inevitable product of the development of store management mode to a certain stage, and it is also a manifestation of the in-depth operation of multi brand strategy.
In general, different brands have different stores to compete for different products, so as to avoid duplication of products within the same enterprise to the maximum extent. Some enterprises even deliberately hide information and avoid giving consumers all the cognition of the same enterprise. In this case, the differentiation between multiple brands has become the goal pursued by enterprises. Every new brand creation is equivalent to another stove, from product development to channels, and then management, as far as possible with other brands, and the more thorough the differentiation is, the better. Following this strategy, the development and growth of new brands will enable enterprises to continuously occupy new market space. But the problem is that the investment in creating a new brand, including manpower and material resources, is also multiplied. When enterprises expand to a certain extent, they often adopt multi brand strategy to occupy more market segments.
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