Enterprises And Enterprises Renamed The Importance Of Strengthening Their Brand And Enhancing Their Brand Importance

The name is right and the name is not only representative of its origin, but also reflects its values and corporate culture. If three months ago, Yintai business (formerly Yintai department store) and sunning Yun Shang (original Suning Appliance) were renamed the two chain giants, the future trend of retail sales will be reflected. Then, the "Sanlitun Taigu" (Sanlitun Village) renamed last month, and the "Zhongguang hundred goods" renamed last Sunday (formerly Zhongyou department store), will reflect the brand trend of enterprise operation level.

　 Zhongyou renamed "to break ranks"

Last Sunday, the Zhongyou department store located in Xidan business district renamed the "Han Guang Department Store". It completely broke off the shadow of Taiwan enterprises as "Zhongyou" and displayed the image of the local department store in front of consumers again. According to Han Guang Department store, the new brand will create a local department store brand image and pay more attention to the concept of "all customers". "From the second half of the year, Han Guang Department store will increase investment in men, children and other formats, and redevelop the overall plan, refurbish the store, expand the rest area of customers, and enhance the shopping experience".

As a matter of fact, as early as 2001, the Taiwan team, which founded the Zhongyou department store in Beijing, had already withdrawn. As a genuine Beijing enterprise, Zhongyou department store decided to stop using the "Zhongyou" trademark and enhance its localization when its trademark was about to expire.

In the eyes of the industry, the name "Zhongyou" is rather "determined". "This means that the brand awareness of Zhongyou will be greatly reduced in the future, but the brand tonality built up in the 15 years is hard to erase in the eyes of most people. This is the main reason why Zhongyou dare to "fight alone" in Xidan's fiercely competitive business district. A department store insider said.

　　 The two round renamed the tide.

Before renaming the Zhongyou department store, another Beijing landmark retailing enterprise, Sanlitun Village, was officially renamed Sanlitun Taigu, and was unified with the name of Taigu Hui and Taigu city. Compared with the complicated reasons behind renamed the Zhongyou department store, the reason for changing the name of Sanlitun's Taigu lane is much simpler. As the first item of Swire real estate in Beijing, Sanlitun Village paid more attention to the new retail format attribute of "Village" at the beginning of its development, and was not named after the real estate developer. But with the Swire's real estate pushing north to enter the mainland market, the driving force of the "Archaean" brand is becoming more and more important.

Guo Zengli, director of the China Federation of purchasing industry information center, believes that Taigu real estate is like a "gold lettered signboard". With its rich experience in operation in the UK, China and Hongkong and the humanized management of merchants, Taigu's commercial projects have maintained a good reputation and reputation.

If the renaming of Su Ningyun business and Yintai business is the first round of retail business in the first round of renaming, then the second round of renaming tide, represented by Sanlitun Taigu and Han Guang Department stores, has arrived. Different from large chain stores, the renaming of these enterprises may not be able to see the new idea of "full channel operation" or "big data", but it is a clear direction for the future development of enterprises.

　　 Importance of "branding"

Lin Yifan, founder consultant of brand consultant, believes that the company's renamed is usually releasing strategic signals, which has already been more evident in previous cases. "Retail industry is the industry that should change most, and it is also the most easily changing industry. Unfortunately, there is a widespread problem of" heavy management and light strategy "and" heavy service and light brand "in retail enterprises.

From the recent frequent renamed phenomenon, the enterprise's desire to brand has been unprecedentedly high. The fact also proves that after strengthening the brand value on the name, enterprises get the effect of 1+1>2. For example, when Xizhimen's Jia Mao changed its name to Kade MALL, almost all the shopping centers in Beijing were brought to light. After thousands of department stores renamed Wanda Department stores, they also succeeded in relying on the parent company, which has become the largest number of chain stores in the country.