Italy Second Line Brand "Collective Direct Camp" To Share The Fruits Of The Chinese Market Two

"Collective direct operation"

It is understood that the "Italian brand" is currently in the domestic use of the "flagship flagship store" and "direct sales center" combined mode of operation, which means that these Italy brand There are no intermediate procurement and agency links in the domestic expansion.

Although the explanation given by the authorities is to adapt to the purchasing power of the Chinese market, the "Italy design, Italy manufacturing and Italy brand" which were once unattainable were "flying into the homes of ordinary people". However, because most brands are the second line brands in Italy, the direct expansion of their brand is considered to be a forced effect on the relative lack of brand influence.

Related analysts said that because there is no strong influence and capital strength of the first-line brand, these second lines. Italy brand The risk of expanding the Chinese market is that it may be difficult to maintain a firm foothold in the short run. And choosing agent mode is easy to be controlled by agents, thus losing control of Chinese market.

"Relatively limited overseas brands tend to rely on local franchisees in developing an emerging market, because the direct mode requires more promotion costs and operating costs (weak bargaining power in store rentals, etc.). But too much reliance on local agents is easy to control, and the market is completely mastered by local agents, especially in such a large scale market of China, the rapid growth of agents may even resist the acquisition of the parent brand. The analyst said, "therefore, the" Yi Shang brand "store, which is mainly composed of Italy second line brand, may want to get rid of the disadvantages of the previous second-line overseas brands in China's expansion mode. It adopts a new expansion mode and collectively runs through the same level brand. The advantage of this is that it can make up for the shortage of single brand influence and difficult to open the market. At the same time, because the group has expanded its overall influence, it will benefit the individual brand, save the cost and difficulty of promotion, and then have the opportunity to bypass the agent to realize the direct growth of the Chinese market.

However, " Famous brand At present, there are some market risks in the mode of Huai Tuan direct camp. While solving all the malpractices of the past "alone efforts", the "famous brand" also faces the problem of "the same kind of competition". Because the brands are all in the same grade, and some brands are very similar in positioning, therefore, it seems very difficult to fully realize the "unity" within the "brand name brand". There is doubt that the Italy brands that compete with each other can effectively produce "resultant force". As a result, the promotion mode of "famous brand" will be tested in the "group" itself, and how it will coordinate the interests of nearly 100 Italy brands is the key to its success.