Brand Confusion, Value Dilution, Remodeling Difficult

After ten years, Anna Bela (Anna Bella) is stepping in again. Chinese Market This was her honeymoon place with her husband, Govanni Valentino, but this time she came alone with her husband's last wish. (Valentino)

In the past ten years, a market has changed dramatically. For example, the high-end market in China has completed the process from the eve of the brewing to the revelry and the rational cooling at the moment.

But none of this can change the fact that it was a nightmare for Govanni Valentino, the brand co founded by Anna and Giovani.

Facing all the streets and alleys, under the banner of "Valentino" and tens of dollars of counterfeit brands, it will be hard to work in China for seven years, and high-end high-end Zhuo Vanni Valentino has pulled into a cheap cheap mire. In 2003, Anna and her husband fled China with the brand.

Solemn and helpless this scene, let Giovani always grudge, until he died. Of course, returning to the Chinese market has become his last wish.

Rough statistics show that in China, there were no fewer than more than 150 trademarks with the name "Valentino". At that time, whether in Yiwu wholesale market, Beijing Xiushui Street or Shanghai Xiangyang Road, Valentino was being sold arbitrarily and sold out.

Although no one escaped from the rush of Valentino, the other two brands, Zheng Miao Hong, lost the opportunity of China's gold market because of the flood of "Valentino".

There are many such cases in the history of international brand development, and the "crocodiles", "Fox" and "Cardan" everywhere are seen everywhere.

On the surface, Li Gui, who had not enough intellectual property protection and nourished and flooded, then drove away the real Li Kui. However, tracing back to the origin of some international brands, it is easy to find that their excessive overdraft of brand resources is the "original sin" which has caused the brand chaos to escape.

Hidden danger of brand "Romance of Three Kingdoms"

In the early twentieth Century when Li Gui was the most popular, he only mentioned Valentino. Discount and clearance A cheap image of a banner of "49 yuan for a shirt".

Where is the real body of Valentino?

In the face of the damage brought by a large number of Shanzhai brands, zhuovanni Valentino, the first of its kind, withdrew from the Chinese market in 2003. April 2004 Clothes & Accessories The luxury brand Valentino clarified in China: "Valentino has never used Valentino as the name of China, nor has it been sold in China."

5 months later, another person surnamed Valentino held the "world famous brand Valentino brand conference" in the Great Hall of the people, aiming at clarifying the true Valentino brand.

How many real bodies are there in Valentino? In fact, it is the brand's own extension and control of the "Valentino" trademark that leads to its overdraft and finally hidden trouble for the brand chaos.

In an exclusive interview, Anna said that the origin of Valentino brand was somewhat helpless. In 1908, Giovani, the grandfather of his husband, founded the brand of Valentino (Valentino) with his family name. In 1952, the second generation of the family, Giovani's father Mario Mario, registered the trademark "Valentino" in Italy. In 1952, the family name of Valentino was registered.

Mario in shoes The focus of the industry quickly increased the value of the family brand and reached its peak in 1985. In that year, Mario received the special achievement award from the president of Italy on behalf of his family and won the medal of the cross knights, the highest honor of the country.

However, under the great achievements, the neglect of maintaining brand intellectual property makes the whole family regret. In 1962, Italy was famous. Designer Valentino Garavani (Valentino Garavan) founded the "Valentino" women's clothing brand in Holland under its own name, and later became famous in Europe and stationed in Italy, becoming the leading luxury brand in the country.

After a series of contradictions, the two sides finally reached an agreement in 1978. The Valentino family and Garavani will take the "divide and conquer" policy. The former has the right to use the "Valentino" trademark on leather goods and footwear. clothing Only the trademark "Valentino" can be used.

But things did not calm down. With the continuation of the Valentino family, to the third generation of Giovani and his brother, the family wanted to develop more commercialized and popular products. In order to expand all the costumes, Giovani not only limited to leather shoes, but also named Giovani Giovani brand on the basis of his family name. Although there was no longer any category restrictions, he must be crowned with a full name.

　 Remodeling is a problem.

So far, the pattern of "Romance of the Three Kingdoms" formed by Valentino has also hidden trouble for the subsequent brand chaos. As Yang Xilun, chief architect of CEO Brand Management Co., Ltd., in an interview with our newspaper reporter, analyzed: "the two use of the brand intangible assets and the appropriate multiplication can add value, but the continuation and improper control will lead to internal friction."

Facts have proved that, whether it is the segmentation of brand assets or the diversion of terminal channels, there is no effective management between the Valentino family and between Garavani and designers. The three party's own camp not only confuses the cognition of market consumers, but when the brand is being maintained, the parties are relatively slack and evasive.

Insiders told reporters that because Valentino was a trademark owned by many people in the past, it was not one to one relationship that led to its failure to register in China.

Coupled with the diversion of terminal channels in the Chinese market, numerous large and small distributors, dealers and counterfeit brands have flooded the entire market, which is dazzling, true and false. The three party has also paid the price, that is, missed the golden opportunity of China's high-end market in recent years, no matter which side now can not produce "beautiful fruit" in the Chinese market, let alone the confusion of the remaining minds in the minds of consumers.

Recalling the past failure experience in the Chinese market, Anna summed it up as follows: for the brand concept and development, there is no consensus with previous Chinese partners, and the other is the imperfect market protection for trademarks and patents. Anna avoided talking about the management of brands within the family.

As for the ten years' return, in view of the past withdrawal experience, Anna said that no confidence of one hundred points will not take this step. After looking for many partners in the early days, he married Zhejiang Bang Cheng Garments Co., Ltd. (hereinafter referred to as "Zhejiang Bang Cheng") and was fully responsible for the operation of zhuovanni Valentino in the Chinese market, which gave Anna the bottom line.

Jiang Zhiyong, chairman of bang Cheng international, told reporters that plans have been made to open 150 men's clothing stores in the autumn and winter of 2014 for zhuovanni Valentino. While dealers were watching Bong Cheng International's preheating big show for the brand a year earlier, they sighed on the spot: "no ten million of this show is sure to fail."

Finding a partner with rich channels and strong financial strength allowed Anna to see the hope, but all sides showed some concern.

Prophase Consumer The impression has already been formed and has missed the opportunity for the development of the Chinese market. Now the competition in the high-end market in China is very intense. Unless the reunified planning is carried out on the whole brand, it is very difficult to have development potential. "Brand value has been diluted and desalinated. It is really hard to reinvent the brand and rebuild the high-end image so that the target consumer can get the value from the brand." These are all their concerns.

"It is an opportunity for Chinese consumers to be more mature and rational, but brands should form their own divisions in three aspects of design, channels and purchasers, and express their voice and image clearly." Yang Xilun suggested.