The Enterprise Has Launched A "Brand Extension" Boom, The "Virtual Production" Mode Becomes The First Choice.

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Similarly, AUX, Guang Bo, double deer battery, Amico and other well-known Japanese enterprises are also launching a "brand extension" craze.

Ningbo's brand owners are digging deep into the intrinsic value of their brands. "Using the intangible assets of the brand to integrate more visible resources" is becoming a new choice for some strength enterprises to expand their development path.

Recently, Taiping bird group announced the brand extension and mode replication, entered the household products industry, and opened a number of household products chain stores at the east gate, Tianyi Square, and Raffles square in half a month.

Zhang Jiangping, the helm of Taiping bird group, hopes to bring the fashion trend into the home products industry with the help of the "Taiping bird" brand in the field of fashion apparel.

Like Taiping bird, AUX, Guang Bo, double deer battery, Amico and other well-known Japanese enterprises are also launching a "brand extension" boom.

Ningbo's brand owners are digging deep into the intrinsic value of their brand.

This invisible asset to integrate more visible resources "is becoming a new choice for some strength enterprises to expand their development path.

Famous brands set off an upsurge

Entering the flagship store at the east gate of Taiping bird's home products, the shelves are full of dazzling household items. Besides the traditional soft decoration products such as bedding, curtain and cloth, different shapes of cups, coffee stoves, tea sets, even towels, aromatherapy and so on are available.

It's colorful and has a strong sense of design.

"Nowadays young people pay more and more attention to the creation of family atmosphere, pay attention to the arrangement of interior environment and collocation, so the family soft decoration market will be bigger and bigger. Therefore, we decided to copy the experience and idea of Taiping bird in fashion clothing industry to the household goods market, so that household products are also rising."

Taiping bird Holding Group Chairman Zhang Jiangping said.

For some time, a number of well known Ningbo enterprises have launched an upsurge in expanding product lines with the help of brand extension.

Shi Cuiying group takes "big sister-in-law" as the brand, enters the condiment industry from the seafood, and uses the new form of "green basket" to enter the vegetable basket industry. BEIFA group and Guang Bo group are also pforming the role of stationery suppliers. At present, apart from the traditional stationery, there are also mice, telephones, shredders, printers and other products. The BEIFA group even has office furniture, such as tables and chairs. AUX's products are all air-conditioners, and now there are commodities such as washing machines, refrigerators, hot water kettles, lampblack machines, such as AUX LOGO. The fashion men's clothing brand GXG is also planning to extend the brand to prepare for expanding the products.

And women's wear.

Brand extension is an associated extension.

"The brand is very familiar, the product is very abrupt.

It feels like eating in a vegetarian restaurant. There are some imitation meat dishes, familiar tastes, but not familiar materials.

This is the first impression that "brand extension" brings to people.

Brand expert Li Xiaolong has made such an analogy for brand extension.

Reporters noted that although the brand extension gives people a sudden feeling, but these extended products still have a certain relevance with the brand mainstream industries.

"We are looking at the relationship between these commodities. There is a coincidence between the brand extension products and the original consumer groups, or the same suppliers, sales channels and brand communication channels, so that we can make use of the brand influence to shorten the incubation time of new products."

Guang Bo group said.

"Virtual production" is the first choice.

In the wave of "brand extension" of famous enterprises in Ningbo, all enterprises have adopted the mode of "virtual production" without exception.

"Virtual production" means that enterprises will outsource the actual production links, and the enterprises themselves will focus on R & D, brand image training, sales network and after sales service, so as to achieve maximum benefits without having to bear the cost and risk of actual production.

Taiping bird clothing industry has always adopted the mode of virtual management. For the furniture supplies industry, Taiping bird is no exception.

"We have selected 10 designers to enrich the front end design of the home plate, attacking the fashion products, and focusing on the construction of sales outlets.

All the manufacturers are outsourcing, so the product category will be richer and the investment will be saved. "

Taiping bird nest art culture communication company deputy general manager Yu Ting told reporters.

Qiu Zhiming, chairman of BEIFA group, said: "now manufacturing enterprises are everywhere, and they are already overcapacity, and their profits are very thin. It is absolutely unreasonable for us to invest in manufacturing factories.

Therefore, we take the mode of virtual management, we as the entire stationery industry chain operators, use their own design, brand intellectual property rights to integrate resources, operate the entire industrial chain, and achieve common development.

It is reported that BEIFA has more than 100 suppliers.

People pointed out that in the current era of excess capacity, borrowing brand influence and integrating intellectual property resources to achieve virtual production is also a symbol of Ningbo's industrial pformation and upgrading and the improvement of enterprise management level.

Nuggets brand extension is not easy.

Although brand extension is not a new thing, it is not easy to succeed.

As early as 2003, Sacon, a kitchen power enterprise, invested tens of millions of yuan into the air conditioning industry. But after several years of hard work, it had no choice but to announce its withdrawal from the air-conditioning industry in 2005. AUX has also announced that it has entered the automobile manufacturing industry in a high profile and finally failed. The GBO group has also produced digital products such as GPS navigator, but it has no end.

There are failures and successes, and Amico, which takes Fa gate as its own product, has invested in machinery manufacturing, sanitary ware, cupboards, faucets and other industries. Besides the machinery manufacturing industry, Waterloo has experienced three success products, sanitary ware products, plumbing pipes and cabinets.

"We feel that because of the support of brand influence, market acceptance is relatively easy.

But if the industry span is too large, the follow-up business personnel can not keep up with it, it will still be hard to grasp the business ideas and the direction of industrial development.

So we stopped in time the cement concrete mixer mechanical manufacturing project, it is to pay tuition fees.

Zhou Guoxiang, deputy general manager of Amico company, said.

Brand experts give three suggestions

The key point (Ningbo) brand planning Co., Ltd. chief consultant Huang Jiangwei gave three suggestions: first, we should objectively recognize the limitation of brand extension, and not overestimate the extension ability of the mother brand, and avoid the consequences of "not having a big mother before death." second, brand extension is best related to extension, and in the field of resources optimization, such as industrial chain, such as channel network, such as regional connections, the span can not be too large; third, the brand extension needs to provide blood pfusion for mother brand and sub brand or extension brand at the same time. For "brand extension", brand experts,

Brand extension is a business strategy that can be implemented only when the brand and scale of business grow to a certain stage.

Enterprise brand must have a certain reputation and influence, not all brands can be extended.

Another Ningbo local brand expert Li Xiaolong reminds me of city enterprises.