Shoes And Clothing Enterprises Multi Brand Marketing &Nbsp; Build Professional Operation System.

In addition to control

Unrelated multi brand management

This form of management is for

Related multi brand management

This form of operation has the most extensive adaptability and is easy to operate.

The related multi brand management mainly includes three situations, namely, the same category, different groups, different styles and different grades. Enterprises can make corresponding choices according to consumption trends, brand development, competition situation and resource conditions.

Take BELLE group as an example, its BELLE brand is positioned to provide women with fashionable, elegant and easy to match shoes for women. Teenmix is positioned in the fashion brand of young people. It is positioned in the fashion brand of more than 20 years old, fashionable fashion. Staccato provides fashionable fashionable women shoes for young fashion workers. The real poetry is positioned to provide fashionable and unique shoes for the fashionable young women.

The multi brand operation of BELLE group has typical characteristics of correlation. Its vertical coverage for the market segments covers the above three types of multi brand businesses, and is worthy of reference from the shoe and clothing enterprises.

The same case is also known as the famous American clothing brand GAP, which owns five sub brands: Gap, BananaRepublic, OldNavy, Piperlime and Athleta. These five brands are distinguished by location and category and business mode. Gap is the leading brand in the middle end, positioning in leisure, and the tone is blue, white and black. BananaRepublic mainly deals with high-end leisure, clothing tailoring and material selection has certain uniqueness; OldNavy is a sub brand with relatively low price, mainly attacking middle and low income consumer groups; Piperlime is a sub brand locating in B2C handbags, leather bags and footwear sales; and it is located in women's sports, such as yoga, outdoor travel, gym exercise and other sub brands.

Multi brand operation of brand extension

Internationally, the more popular brand extension is the multi brand management mode, which is mostly adopted by luxury brands, and is more suitable for the designer brand extending from the high-end brand to the low-end market, thus forming a multi brand management pattern within the enterprise.

Taking the world's top brand Armani as an example, GiorgioArmani is the core brand of its brand. The design style maintains a balance between fashion and tradition. The price is very high. In order to further promote the development of the brand, the company has launched the second line extension brand of EmporioArmani, which focuses on Leisure style, full of youthful vitality, modern style, full personality, and distinctive color. Besides, it has launched ArmaniExchange brand for street youth in urban youth, as well as jeans brand ArmaniJeans for sports fashion.

Under this multi brand management mode, the first-line brand is the core and the main body. It can not only continuously enhance the value of the core brand, but also extend it through the influence and resources of the core brand by the second line brand, thus covering a wider consumer group.

This multi brand mode of operation is suitable for enterprises with strong core brand influence. In the domestic market, Daphne has adopted this way. Under the Daphne main brand, there are two extension brands, D18 and D28, of which D18 is targeted at 18-25 year old young women pursuing individuality. The brand spokesperson is SHE, whose product style is located in the youth series, while D28 is aimed at 25-45 year old mature women pursuing independence and charm. Their product style is positioned in the classic series, and the brand spokesperson is Rene Liu.

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Channel multi brand management

In addition to the above three multi brand management modes, there is a relatively special multi brand management mode.

The first three are brand names based on products, and now there is a multi brand management mode based on channels, that is, shoes and clothing enterprises are not only operating brand names, but also running retail brands of terminal stores.

Under this retail brand, 16 private brands are sold, including Artengo (Creative sports brand), B 'Twin (bicycle brand), Fouganza (equestrian sports brand), Inesis (golf equipment brand), Kalenji (running and walking sports equipment brand), Kipsta (team sports brand), Quechua (mountain sports brand), Tribord (water sports brand), Wed' (brand of snow sports), brand (pulley sports brand), brand (hunting product brand), brand (fishing product brand), Twin (walking sports brand), brand (extreme mountain sports equipment brand), and brand (swimming brand). For example, Decathlon, a world-famous sports goods supermarket, is such a multi brand business mode. Decathlon is the core retail brand of the company.

Decathlon can make this model the ultimate, while the domestic "red Lima" shoe industry supermarket launched by the Red Dragonfly Group is also a retail brand, under which there are many private brands such as "Red Dragonfly" and "Jie road".

Such multi channel brand management is not the mainstream, and the requirements for retail operation are also high. It is more suitable for enterprises with high operation ability in the retail field.

Multi brand management should be consistent and coherent.

Through the above analysis, we know that the implementation of multi brand management is a feasible way for domestic shoe and clothing enterprises, but we must formulate a systematic brand development strategy and a clear positioning brand structure, so as to ensure the success of multi brand management and create influential brands.

Specifically, it includes the following points:

1, determine the overall brand development strategy.

A systematic brand strategy plan includes: what is the mission and vision of a brand, what the brand strategic target is, what the overall structure of the brand is, what the core consumer group is, what the core demand is, what the business area of the brand is, what the business combination of the brand is, what the core value of the brand is, what brand positioning, brand concept, brand image and brand personality are, what the brand promotion strategy is, and how the core competence of the brand should be built, etc. all these contents should be systematically planned in the brand strategy.

2, define the role of different brands.

We usually classify the role of shoes and clothing enterprises into image category, profit category, quantity category and blocking category. Among them, the image category provides the high quality and high value merchandise to the target customers, and makes the enterprise become the image mark of the commodity. The profit category enables consumers to pay more for the cost by providing diversified, characteristic and competitive products to the target customers. The quantity category is the most important choice for the target consumers by providing the target customers with a mass, rich and competitive commodity. The role of blocking products is to provide the target customers with low price goods, so that the consumers can be separated from their competitors.

Through such a clear positioning, different brands can form a whole under the overall strategic planning, closely linked and cooperate with each other, thus maximizing the overall effect.

3, design different brand operation mode.

In addition to strategic planning, shoes and clothing enterprises should also design a targeted operation mode for different brands, so as to achieve an effective way to achieve brand strategic planning. We should know that different brands are different in the operation mode. Enterprises can not operate the quantity brand with the image brand mode, nor can they use the blocking brand mode to operate the profit brand. Therefore, shoes and clothing enterprises must extract the operation value chain of each brand according to the positioning of different brands, and through the targeted design of the key points in each link of the value chain, we can form the unique operation mode of each brand.

4, build a specialized brand operation system.

Shoes and clothing enterprises must build specialized brand operation departments in the organizational system. There must be a full-time department to control and control the overall structure and integrity of the brand. Any non brand major decisions such as investment, budget, etc. should take into account its impact on the brand. Any decision should be based on scientific market analysis, customer needs exploration, internal data mining and management opinions, and establish a complete, detailed and unified approval process, including brand positioning and brand driven change.

In terms of tracking and monitoring, the measurement of brand performance needs to be comprehensively measured from various angles, including market angle (such as brand market share), consumer perspective (such as brand awareness, brand preference, brand value, brand emotional connection, etc.), corporate angle (such as brand profitability), etc., and according to the needs of various stages of brand development cycle, targeted assessment criteria should be formulated, such as short-term goals, enhancing brand awareness, awareness, and medium term goals -- increasing market share, customer satisfaction, and long-term goals -- increasing profit margins and brand loyalty, and taking into consideration factors such as quantitative indicators and qualitative indicators, internal examination and external market monitoring through scientific and reasonable weight setting, so as to ensure the healthy and healthy development of each brand. At the same time, enterprises must have full-time departments to carry out sustainability for each brand.

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Conclusion

Many children may not be blessed, brands are like sons of enterprises, sons are more tired than mothers, and the situation that enterprises are tired of brands is not uncommon. This is "more children than filial piety".

If we simply believe that increasing brand reserves is accumulating wealth, we do not know that the brand is just a product name or trademark before it becomes popular.

The number of brands is not the embodiment of the competitive advantage of enterprises, especially those without "quality".

Therefore, multi brand operation, enterprises need to do their best, the best is suitable.