The Strategic Shift Of Han Du Yi She Supports New Brands

Before making a brand Incubation Platform in 2014, Han Du Yi's strategy was to "grasp the big and small" strategy, but did not put too much effort into the brand. Zhao Yingguang admits that this is especially bad for the growth of external sub brands: "the first sub brand of the first brand has begun to develop more painfully, which is indeed related to our strategy. If you do not explicitly tell the public sector to foster small brands, they will certainly attach more importance to big brands. After all, the input and output of large brands are higher than those of the public sector, and the real contribution to the company is also great.

Since 2014, Han Du Yi she The strategy should be changed from "grasping the big to the small" to "grasping the small enlargement", and paying more attention to the support of the new brand. In the first half of 2014, Han Du she set up a brand planning group under the office of the general manager to provide services for small brands with sales below 10 million yuan. market research Various support such as trademark application and intellectual property protection.

Since then, the company has been established to Small brands Responsible for the main members of the "general meeting", at least once a month, the sub brand responsible person turns to be the chairman on duty. At the meeting, various appeals can be made. Any questions on weekdays can be readily reflected to the chief executive officer of the Secretary General of the conference. Weekly managers will also start small brands to speak first, limiting the time of speaking of big brands.

For the founder of the external brand who joined the platform, they only need to concentrate on designing and marketing, and the basic service is provided by the platform. But because of the unfamiliar heads, the initial communication is often not smooth enough.

In response to this problem, Han Du Yi house, when the new brand came into the early stage, would help the new brand to join the public resources ports of the platform quickly. In addition, the brand used by foreign designers often used to be divided into the traditional mode of professional departments. In the process of transforming into a group system, many specific problems will be encountered, and experienced "elderly people" can also make suggestions for them.

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