There Is No Need For Discussion On Multi Brand Strategy.

In the process of becoming bigger and stronger, the multi brand strategy has become a common choice in most cases, both at home and abroad. Internationally, the world's most famous fashion retailing group, LVMH, has more than 50 brands, including fashion, leather products, perfume and cosmetics. Nowadays, with the development of China's garment industry, the development strategy of many brands has changed to the introduction of multiple brands on the basis of the original brands and the expansion to multiple market segments. This trend intensified after 2010.

The reason for this is that the continuous upgrading of consumption level and the refinement of demand have prompted enterprises to take multiple brand operations to better grasp consumer demand, cover more consumer groups and enhance market share. At the same time, the single brand operation always exists in the ceiling, and the sub brand can bypass the shackles, so that enterprises can maintain rapid growth.

At the same time, multi brand operation can occupy more department stores. Shopping Mall Store area, especially for high-end brand clothing enterprises, department stores and shopping centers are important sales channels. Multi brand operation can increase sales chances. Of course, this mode of operation can also disperse the business risks brought by a single brand.

Zhao Yingguang, chairman of the Korean electricity supplier group, said in an interview: "the brand operation of the Korean home has completed the basic layout. Han Feng fast fashion ladies HSTYLE, Hanfeng OL fashion women's Soneed, Hanfeng fast fashion men's wear AMH, Han Feng fast fashion children's wear Mini Zaru, Europe and the United States fast fashion women's wear niBBuns, Oriental retro designer brand, prime streak Souline and other sub brands can support the development of the next 3 years. Zhao Yingguang even thought that Clothing enterprise There is no need for discussion on the multi brand strategy. It is the only way to carry out multi brand operation when the enterprise develops to a certain stage and can do everything within its power.

Multi brand operation is like a new round of market penetration in the clothing market. Enterprises want to occupy as many market segments as possible and seek market share. Metersbonwe, Semir, Taiping bird and other brands develop new brands by developing new brands, while YOUNGOR, Shanshan, and urban beauty are expanding their product lines through buyout and acquisition of brands.

The reporter learned that a listed clothing company that has been carrying out the strategy of single brand operation will develop its sub brand in the next one or two years and formally open the way of multi brand development. In fact, the brand has already divided its single brand into different series as early as many years ago, so as to take care of the increasingly large and subdivided customer groups.

Previously, many Clothing brand The multi brand layout has already started. Such as shurang women's clothing has many independent research and development sub brands such as Shu Lang, Mei Teng, Ke Lei Mu Mu, this year and Denmark PWT group reached a strategic cooperation, the introduction of Wagner's bison, shine original, Lindbergh and junk de luxe four men's wear brand; Taiping bird in the men's clothing market firmly on the basis of, through COLLECTION, TRENDY, magic fashion and many other brands of women's clothing market; the United States group based on the network successfully operated Yin man, the initial language, living in the left and many other brands; the love group launched love beauty, admiration, love children, and so on, establish "love a family" brand culture.