Brand Online And Offline Strong Alliance To Explore The Way Into The "Rich Handsome"

Recently, Cartier Le crocodile (CARTELO) brand Yan Zhongliang, the representative of China, presented the authorized plaque to Xiao Weihua, general manager of Shishi 311 e-commerce operation center. The cartel crocodile brand officially authorized the sports, leisure and outdoor series to the production and sale of the 311 e-commerce operation center.

Coincidentally, the original local online men's wear P brand is also working with Mark Ed Faye brand to jointly develop online operations.

The industry pointed out that the strong alliance with well-known brands under the line will promote the transformation and upgrading of the "cock wire" Amoy brand to the "rich rich handsome", and will also change the existing competition mode of the Amoy brand, and promote the brand development of Amoy brand into a new development pattern.

Online and offline brands "hand in hand"

The 311 of the industry as "down artist" is a man dominated design, development and sales. Clothes & Accessories The company has relied on the precise single product breakthrough of down jacket, which has rapidly risen in the field of electricity supplier in recent years. In 2012, sales volume was 120 million yuan and sales volume was 250 million yuan in 2013. In the next 3 years, the goal of the 311 brand is to double the speed of development every year, and to achieve the first brand of China's online down garments in 5 years.

It is with the strong strength and advantages of R & D, production, channel platform, supply chain and brand operation, especially the operation of the electricity supplier, that the 311 brands can get the attention of cartel crocodile and have the opportunity to cooperate with them.

Prior to that, the original local online men's wear P brand is also working with Mark Ed Faye brand to jointly develop online operations. "In fact, the existence of online brands has many forms. Facing the impact of traditional brands, it is not only a possibility to meet." P brand leader told reporters that many of the original brands of the Internet were all foreign trade processing enterprises. They had strong processing and foundry capabilities, plus many years of online business operations, which were needed by the offline traditional brands.

However, the original brand lacks strong financial support. Take the P brand as an example. At the beginning of its creation, the brand leader had forward-looking marketing plans, such as the establishment of a huge online. Designer The library achieves a win-win situation and realizes double line docking under the open line experience, but it suffers from the pressure of funds and has never been able to reach his expected height. Therefore, the P brand is now enjoying the cooperation with Mark Ed Faye brand.

In fact, the cooperation between online and offline brands is not uncommon. On the front line, women's clothing seven grid and seven wolves have a joint venture with the "wedding ceremony" as a gimmick, and the seven women's clothing during this period is no less than seven wolves. Last year, Quanzhou online brand brand men's cooperation with XTEP group started a brand operation mode of offline cooperation.

"Cooperation can, but form is diversified." Wu Zhichao, director of the men's brand, said that the joint marketing of men and XTEP is a combination of XTEP's running sport and men's leisure and fashion to achieve a win-win situation. The combination of virtual and reality has become the trend of the whole industry, and the boundary of online and offline brands will be further blurred. Wu Zhichao said.

　 megamerger

Enhance brand competitiveness

Xiao Weihua's mind is very clear for the development plan after cartel crocodile brand.

"Cartel crocodile clothing is an internationally recognized brand and is currently one of the two recognized crocodile brands recognized in China. We are very optimistic about its development in the Chinese market. In particular, the brand reputation of cartel crocodiles in the minds of consumers has won the trust of consumers with its exquisite fabrics, fashionable and elegant designs and comprehensive services, and will bring new consumption concepts to Chinese consumers. Xiao Weihua said at the ceremony that 311 had sports and leisure. clothing The industrial chain's highly concentrated location advantage also has many years of experience in clothing R & D and manufacturing, and it has a faster market reaction capability in the supply chain. "This cooperation with cartel crocodile brand is a major strategic move for 311 bigger and stronger enterprises to enhance their competitiveness, which will bring new vitality to enterprises in the fierce market competition."

Referring to the future strategic planning of Cartier crocodile in the Chinese market, Xiao Weihua revealed that, first of all, we should draw on the experience of successful operation of famous brands, make clear positioning of the cartel crocodile brand in the Chinese market, pinpoint the product style positioning suitable for the Chinese people; secondly, scientifically formulate the brand planning for the next 5 years, including channel construction, marketing mode, brand promotion, market development strategy and target tasks, and formulate reasonable development plans and ideas. "Through a series of brand operation, channel layout and commodity positioning, we plan to let cartel crocodiles burst into the" king of the crocodile "style in the Chinese market, especially in the electricity market, in the next three to five years. Xiao Weihua said.

In fact, taking advantage of the local industrial chain in Quanzhou, it is a good way to merge the small boat enterprises into the large fleet under the line. "Just in the process, the network brand can not forget itself. What we need to think about is how to maintain our individuality and ensure the steady increase of the customers we already have." P brand leader told reporters. {page_break}

　　 Combination of deficiency and reality

We need to do a good job of "virtual reality positioning".

According to the insiders, in the increasingly fierce competition in the electricity supplier market, the traditional brand is going all the way, the Amoy brand is facing "growing up" troubles, and the electricity supplier is speeding up the big reshuffle. Under the grim situation, the brand trying to win the domestic and international famous brands will try to promote the transformation and upgrading of the brand effectively.

"This cooperation is a very rare learning opportunity for 311." Xiao Weihua described the benefits that 311 can get from this cooperation: in addition to the economic benefits, through the agency's "big name", enterprises can first improve their negotiating ability to "enter the shopping mall and electricity supplier" to promote their own brand development; secondly, through the agent channel, they can keep abreast of the latest global popular information and apply it to the design and production of 311 costumes.

"For the Amoy brand lacking brand accumulation, it is a shortcut for brand operation to adopt the brand authorized mode of operation, win the high prestige of international brand authorization, enhance the competitive power of their products, and promote the development of self created brand by using well-known brand authorization." Hong Jie, executive director of the Standing Committee of the China Marketing Association, believes that by acting as an international brand, Amoy brands can learn how to integrate existing superior resources at a higher level.

In fact, for the local naughty brand that is facing the pressure of transformation, 311 of the test water is also a bold new innovation for the industry and a new way and thinking for market breakout.

But there are also insiders told reporters that online and offline brand cooperation is a trend, but regardless of the online brand or offline brands, there are operational difficulties, network brands should be treated with caution. For example, how to balance the interests between online multilevel dealers and offline multilevel distributors, and how to establish the price control system. The more transparent the information is, the richer the channel is. The more things the enterprise needs to worry about, the greater the investment.

"Take the famous Korean clothing house, which has become famous. They also started last year. Physical store But the attitude is "to find a team to try, not to spend too much energy", to support their continued strong operation is still the independent operation of the buyer team, from R & D to operation, multiple teams compete with each other, small team operations. The enterprises that are combined with the virtual and real must understand their own positioning, so that they will not lose themselves in the fierce competition. Insiders said.