HAZZYS Returns To &Nbsp, "Multi Brand" Strategy, A Future Journey.

Today, the news birds have been listed on the Shenzhen Stock Exchange, and HAZZYS has gone through 5 years.

When the way of cooperation has changed from brand agent to trademark right, this means that from now on, the role of the Phoenix bird has changed from agent to CEO.

Why do we join hands with LG?

For LG, the mainstream media in South Korea reported this: LG clothing.

As for chairman Wu Zhize, LG Fashion is an opportunity.

In March 2006, vice president of LG group and President of LG fashion group came to Wenzhou to take a field trip to the headquarters.

As everyone knows, LG, as a famous multinational company, ranked seventieth among the top 500 in the world, and LG Fashion's brand HAZZYS is one of the three famous clothing brands in Korea. Its annual sales volume was nearly 1 billion dollars, mainly for consumers aged 20 and -35. The products belong to modern and traditional sports and leisure clothing.

The founder of the Chinese market is preparing to find partners in China.

According to Ben Chen, LG products emphasize local practices and marketing localization.

For example, in China, the design and development of its products are based on the needs of the Chinese market to meet the requirements of the Chinese consumers to the maximum.

Therefore, he hopes to cooperate with China's top peers. LG is responsible for design and production, and partners are responsible for marketing network development and brand promotion.

Later, Ben Chen personally led the research on the marketing network of the birds and birds for more than a month. The brand awareness and the perfect network system of the news birds left a deep impression on Ben Chen.

As the vice president of LG group, he certainly hopes that the more the network will be paved, the sooner the better, and image publicity will also be launched.

At that time, Wu Zhize thought rationally that Korea and China are totally different two markets. The market of Korea is single, while China has four grade market, and the haste makes no progress. Blind network expansion will bring great hidden danger to the long-term development of the brand.

In particular, network development requires LG to set up 500 terminals in 5 years, nearly 1000 in 10 years.

In this regard, Wu Zhize has his own view. He thinks that LG Fashion as a brand name dress, not only depends on sales volume to open its influence, but also relies on being refined and strong.

In March 30, 2007, the two sides reached a consensus on various cooperation and signed a framework agreement in Shanghai.

According to the analysis of the industry at that time, the way of cooperation between the birds and the birds will be successful. The reason lies in the fact that the birds have abundant marketing experience and resources, which can effectively avoid them.

Nowadays, the reason why the birds choose the multi brand strategy is due to the inherent advantages of multi brand strategy.

First of all, because of the increasingly diverse and differentiated demands of consumers, multi brand strategy will locate different brands in different market segments, and help to meet different consumer needs.

A brand has a proper position to win a certain group of consumers; many brands have a variety of features and can occupy the market widely.

Secondly, the multi brand strategy can spread the risk of the market competition on different brands, and each brand is relatively independent, so that once the individual brands have problems, they will not bring disaster to other brands and the overall image of the enterprises.

If a single brand strategy is adopted, all the resources of the enterprise will be invested in a brand. Once the popularity of the brand decreases and the reputation is impaired, the enterprise will bear enormous pressure and risk.

Thirdly, multi brand strategy is a sharp weapon to crack down on competitors and protect themselves.

It has two meanings: on the one hand, the multi brand tree has the strong image of the enterprise, so that the competitors dare not attack arbitrarily; on the other hand, multi brand strategy can occupy different market segments and sales channels, meet the needs of different consumers, and implement close and effective defense so that competitors can hardly get involved.

Can multi brand operation be icing on the cake?

Nowadays, the news bird has taken the HAZZYS trademark management right, that is, it has the right to operate independently of HAZZYS. If it hadn't been successful in the past few years to run HAZZYS brand in China, it would not have spent so much energy to continue running the brand.

But is it smooth sailing after winning the brand operation right?

At present, the development of multi brands can choose three ways: create brands, buy domestic brands, or integrate with international brands.

The existing clothing brand resources have become less and less, and therefore it is becoming more and more precious. Whether or not we can seize resources will become one of the key factors in the next round of shuffling of the garment industry.

When many domestic clothing brands are becoming bigger and stronger, they gradually find that a single brand is not enough to support themselves to develop and expand at a higher and more stable speed.

Especially in the context of the international financial crisis and the weakness of the international consumer market, if we want to have a firm foothold in the apparel market at home and abroad and continue to expand steadily, multi brand operation, market segmentation and the introduction of international brands will be the only way to maintain the momentum of development in a certain period of time.

However, looking back at many domestic brands that have already done their best, they are not all smooth sailing in the operation of multi brands.

One of the leading brands of many brands in China is Shanshan Group. For the layout of multi brands, Zheng Yonggang, chairman of Shanshan Group, has long stated that it is necessary to seize high-quality international resources and enhance its own strength.

According to the data of Shanshan stock, at present, there are more than 20 clothing brands under Shanshan banner, which is managed by Ningbo Shanshan fashion clothing brand management Co., Ltd. as a platform.

However, there are other experts in the industry who have different opinions about it: Although there are many brands, unfortunately, there is no strong brand in Shanshan. Without the support of the main brand, Shan Shan's multi brand strategy is like a "mixed Legion" which is superimposed by many brands. This makes the earliest brand pioneer of the clothing industry of Shanshan not enjoy the huge dividends brought by many brands.

Indeed, through the earnings report of previously reported birds, we can also find that many brands have not brought the ideal profit support to the wedding birds.

In 2010, the Zhejiang San Jie Luo Garments Co., Ltd. lost its net profit in 2010. The profit of Shanghai Bao bird Clothing Co., Ltd. was 2010 lower than that of 2009, with net profit of 15 million 910 thousand yuan, down 31.03% compared with 2009.

In fact, a closer look at the domestic brands involved in many brands, whether it is a good bird or a fir, we have not seen a successful case of multi brand strategy, and no group can make an effective demonstration effect in this industry. It seems that this is also a common problem in the domestic clothing industry. When making many brands, the clothing enterprises have not changed their ideas.

Intellectually, multi brand mode is sometimes a double-edged sword.

Multi brand strategy will not only increase the cost of advertising, but also lead to the decentralization of marketing resources. If there is no solid backing to rely on, there is no high-quality business management team and personnel quality. Multi brand strategy is more like a pavilion on the beach.

The implementation of multi brand strategy is inevitable for resources to be differentiated.