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Quanzhou Children'S Products Enterprises "Regain" Multi Brand Operation Mode

2014/1/7 17:40:00 45

Quanzhou Children'S Products Multi Brand Operation Brand Strategy

Less than p ago, Mingwei shoes and Clothing Co., Ltd. reorganized a set of people, including development, production, retail, and so on, to prepare for the upcoming brand series of parent-child clothing.

In addition to the brand development strategy of "Jamie bear" for the next three years, the 1000 people dealer conference of Sheng Ke shoes and Clothing Co., Ltd., also specially emphasized the development direction of "Jamie bear".

Jamibare marketing director, a href= "http://www.91se91.com/pioneer/" > Liu Weifeng < /a >, said that children's products enterprises have to break through in the big shop channels, so we must realize the operation of multi brand collections.

in fact, the children's products industry in Quanzhou used to have a lot of brand operation mode a few years ago, but for many reasons, the operation of many brands failed in many enterprises.

Nowadays, multi brand strategy has been "picked up" by some enterprises.

The industry suggested that the "pick up" for the cultivation of new and old brands should "teach students in accordance with their aptitude" to avoid new brand impact on the original brand.

phenomenon, multi brand operation quietly unveiled curtain /p >

since last year, Jamie cubs have started from many links such as production, development, marketing and so on, and have realized the true independent operation with Jamie bear.

In terms of brand operation, Jamie bears operate independently in the form of sub brands. In terminal shops, Jamie bears, Jamie bears and < a href= "http://www.91se91.com/news/index_x.asp > Jamie bear children shoes < /a > are unfolded in the exclusive store. In many JM bear stores, consumers can see that there are several cupboards or walls which are specially used to show Jamie bears.

"open shop is the general trend of children's products industry in the future. Multi brand operation is in line with the concept of integration of large stores. In the future, only multiple brands can be concentrated to support the survival rate of large stores."

Liu Weifeng said that a large store usually needs a richer product line to support a single store operation. It is difficult for a single brand to feed a large store. Therefore, a large brand operation is quietly unveiled behind the banner of "big shop".

Li Jia, manager of Planning Department of Mingwei shoes and Garments Co., Ltd. < a href= "http://www.91se91.com/pioneer/" > < /a > > also indicates that the multi brand operation is the future development direction of the company. In the CAMKIDS brand development plan, the company has made clear the plan to launch the corresponding brand series of parent child clothing into the agenda. At present, the development of multi brand of CAMKIDS has already started.

"for small enterprises, if there is a single brand, there is a certain market risk.

If we realize multi branding, although it is also facing risks, we will have more room for growth in the future. "Multi brand strategy is conducive to enterprises to foster strengths and circumvent weaknesses."

Li Jia told reporters so.

in fact, a few years ago, many children's enterprises in Quanzhou had already taken the road of many brands.

"ABC" and "changing Mickey", "Yong Gao Ren" and "Le Fei Bao"...

Many enterprises have brought more market profits to themselves through the independent operation of multiple brands.

P, general manager Yang told reporters that the implementation of multi brand strategy for children's products is generally considered in two ways. First, the market is becoming more and more diversified. After 80 years, young parents have more and more strong personality needs for children to dress up. Therefore, more brands are needed to meet their individual needs. In addition, multi brand strategies can expand the strength of enterprises. The number of storefronts that a single brand can operate in the same commercial street is bound to be limited, while many brands can give consumers more opportunities to contact. Moreover, in many large commercial terminals, several brands can attack jointly and compete with competitors.

not only local children's products enterprises, but also domestic famous brand Semir also announced that the company has won the two Sarabanda and Minbanda high-end brand of children's clothing in Italy.

In the view of the industry, Semir will enhance its market share by introducing a high level brand to enrich the product line.

Some commentators believe that although Semir's "balbala" brand occupies the first place in China's children's clothing market share, its advantages are not obvious enough. Semir's acquisition of the two high-end children's clothing brands aims at making deep and penetrating children's clothing market segments.

indeed, "finding the market entry point for further development of enterprises and gaining higher market profits" is the main purpose of the multi brand operation of most children's products enterprises.

The market is constantly changing and consumer demand is constantly changing. When the original brand reaches a certain market margin, it may help to expand the share of the market operation.

risks new and old brands may be "left and right beat" /p >

however, while some children's products enterprises are blowing up the operation horn of many brands, some enterprises are more willing to maintain the deep operation of the original single brand. The main reason is that there is greater risk in multi brand operation. "If the operation is not proper, it is likely to cause the new brand to divide up the market share of the original brand and bring about a dilemma between the left and right sides."

Insiders say.

it is understood that at the pinnacle of the development of a local children's shoe brand, there were nearly ten brands such as Spiderman, a href= "http://www.91se91.com/news/index_x.asp" > Altman < /a >, flying girl, machine cat and so on at the same time. However, since no independent operation personnel were formed, the operation of the new brand was still carried out by the original design team and marketing team. In addition to the trademark, the products of the old and new brands were similar, which eventually led to the embarrassing situation of "their children grabbing food to eat".

"a few years ago, there were some children's products enterprises in the mainland. When they sold their products to domestic market, they believed that relying on a single brand could not support the development of the whole enterprise, and then push a new brand out.

However, because of the limited resources, funds and talents, only a group of two or more brands can be used. The direct result is that the brand is seriously homogenized.

Yang mentioned above.

> the general manager of Xiao playi (Fujian) Clothing Marketing Management Co., Ltd. < a href= "http://www.91se91.com/pioneer/" > Huang Zhiyong < /a > thinks that the operation of multi brands of children's articles enterprises should be cautious. "Enterprise multi brand operation is based on the market segmentation. Although many brands can increase the contacts of the market to a certain extent, if the strength of the enterprises and the overall development of the industry haven't reached a certain stage, the operation of multi brands will not necessarily succeed."

Huang Zhiyong believes that the multi brand operation of children's products enterprises should give full consideration to risks. On the one hand, the risk is manifested in the high cost of new brands under the highly competitive environment. On the other hand, the localization of new and old brands is not obvious enough.

in Huang Zhiyong's view, not all resources of the enterprise can become the basis of multi brand operation. The advantage of single brand is that it can concentrate all resources to make a brand. The success rate of brand operation may be smaller than that of many brands, and the operation of multi brands may encounter certain resistance when a brand runs to a certain stage because of market changes, personnel turnover or management problems.

strategy differentiation positioning new and old brands

the industry believes that whether local children's products enterprises need to carry out multi brand operation depends on their own strategy and strength, and on the choice of brands, enterprises should fully examine their advantages in marketing and products.

If we choose to take the road of multi brand operation, we must do a good job of different positioning and planning of new and old brands, and teach students in accordance with their aptitude for the cultivation of new and old brands.

it is understood that the two brands of "ABC" and "100 million Mickey" are operated separately by two sets of people.

In order to avoid homogenization, "ABC" and "100 million Mickey" have their own different positioning: "ABC" positioning the first and second line brands, the main middle and high-end market; "100 million meters" is positioned as the two or three line brand, the main middle end market.

"ABC" is the main culture of "love culture".

indeed, the ultimate goal of the introduction of multi brand operation by the same enterprise is to occupy different market segments with different brands and jointly seize the market share of competitors. If there is no obvious difference between the new brand introduced and the original brand, it is meaningless to divide up its own market, so it is particularly important to implement strict market segmentation between new and old brands and cooperate with the outside world.

the industry believes that different brands of the same enterprise should lead the trend of the wind in different directions and locate different consumer groups. The design, research, procurement channels and marketing methods of each brand should also be different, so that these brands can be personalized.

Huang Xiaobin, chief consultant of brand strategy of YODA, said that children's products enterprises want to operate more brands. First of all, they should enhance their ability to control commodities and terminals. Not only should we consider the differentiation of multi brand positioning, but also consider their lack of relevance in styles. We should integrate the brand collection as a whole to plan and form serialization. Only by giving prominence to the superior products through the mutual contrast of brands, can the real significance of the store be realized.

< a href= > http://www.91se91.com/pioneer/ > > Huang Xiaobin < /a > also stressed the importance of talents.

He said that children's products enterprises are essential to make more brands, and the new talent team should be different from the original team. We must avoid repeating the inherent mode of the original team.

"I think whether it is multi brand strategy or single brand strategy, it is only a different way of operation in the terminal market. It doesn't matter who is good or who is bad.

There is no absolutely successful operation mode in the children's products industry. The way to choose the brand should be decided according to the situation of the enterprise itself.

Huang Zhiyong said.