The Pain Of Multi Brand Homogenization In Quanzhou Children'S Shoes Enterprises

In the autumn of autumn, many children's shoes enterprises have to reduce the authorized brand output or reduce the foreign trade orders and attack only one brand independently. The Zhejiang children's Shoes Co., Ltd., which is located in the "ABC" children's shoes brand, has heavily promoted the promotion of another independent brand "100 million mittens". On the basis of the "foot friend" brand, Fujian foot friend sporting goods Co., Ltd. is making full efforts this month to set up the marketing team of "Leo Dick", an international brand of children's shoes, with the aim of "multi brand operation".

More than one player grabbed gold.

"The team of 30 people has just been set up, and we are waiting to exert power!" Luo Zhengming. ABC brand Marketing Director, now vice president of "100 million Mickey" marketing, for the "hundred Mickey" this year's strength, he appears very confident.

According to the plan of the initial company, the two independent brands of "Mickey Mickey" and "ABC" are now two sets of people, operating separately. In order to avoid homogenization, the "differentiated Mickey" and "ABC" have differentiated the positioning: "100 million Mickey" positioning for the two or three line brand, the main hit the middle end market, "ABC" positioning a second line brand, the main high-end market; "hundred Mickey" is the main theme of "happy culture", and "ABC" is the main "love culture". According to the established target, this year's store will exceed 200 stores.

"At this time, the choice of heavy pound to launch" 100 million Mickey "is the trend of the environment. Luo Zhengming seems that the rapid development of domestic children's industry can be seen in the "Golden House", adding an independent brand is equivalent to more than one person to grab gold. "After all, we have the operation experience of ABC brand and start another brand. The success rate is quite high."

Yang Jingping, general manager of Fujian Zu you sporting goods Co., Ltd. also said that the brand new "Rio Dick" has recently been launched on the basis of the "foot friend" brand. It is hoped that the multi brand differentiation operation will occupy different consumer markets. "Foot friends emphasize the nationalization of children's brands, highlight the lifestyle of sports, while Li Audi is a brand from Italy, highlighting the European style of elegance. The joint attack will help to enlarge the plate. "

Multi brand Homogenization Pain

Just as ABC and foot friends are fighting for another brand, there is another Quanzhou. Children's shoes enterprises But in the plight of many brands.

According to the sales manager of the company, the brand of the two children's shoes does not operate independently. The company only operates with the same design team and the same marketing team. Reporters saw that the two brands of children's shoes, many styles apart from trademarks, almost strangely similar. "Because the enterprise is trading to domestic market, the original capacity is too big, only rely on a single brand sales can not support the entire plant's capacity, but had to set up another brand to digest." The sales manager said, because the enterprise is in the initial stage of brand development, the company's resources, funds and talents are limited, so we can only use a team to make two brands, and the direct result is that the brand homogenization is serious.

In the increasingly competitive situation, the order volume of the two brands in this autumn and winter and next spring and summer is much lower than in previous years. "It is not a way to go on like this." The sales manager said frankly that the two brands are developing at the same time, but the stamina is not enough. On the one hand, the company is considering giving up a brand, but at the same time, "riding a tiger is difficult".

"Children's shoes enterprises must be cautious in the operation of many brands." Ye Shuangquan, general manager of Disney Sports Department of XTEP (China) Co., Ltd., which has long been concerned about the children's shoes industry, analyzed that China's children's industry is still in its growth stage, and compared with the mature period of the sporting goods industry, it still has an industrial cycle. The multi brand operation of enterprises is based on the market segmentation, and the current children's industry, especially the small and medium-sized children's market, is not obvious in the market segmentation. Although many brands can increase the market contacts to some extent, if the strength of the enterprises and the overall development of the industry have not yet reached this stage, multi brand operation is not a good thing. At present, there is not a famous brand of children's products in China. Yet, for most Haixi children's shoes enterprises, it is better to gather limited resources and expand the single brand.