There Are Few Successful Cases Of "Multi Brand" Strategy For Domestic Garment Enterprises.

With the gradual emergence of the clothing brand ceiling, the multi brand layout of the major garment enterprises surfaced.

Recently, the wedding bird (002154, SZ) direction

The main brand is not strong.

"The ceiling of single brand profitability has emerged."

Yang Dayun, chairman of UTA group, said: "the era of single brand profits has passed, and now we need more brand to share risks."

At present, the development of multi brands can choose three ways: create brands, buy domestic designer brands, and act as agents of international brands.

This means that the existing clothing brand resources have become more and more precious.

Whether or not to seize resources will become one of the key factors in the next round of shuffling of garment industry.

One of the leading brands of many brands in China is Shanshan Group. For the layout of multi brands, Zheng Yonggang, chairman of Shanshan Group, has already stated that it will seize high-quality international resources and enhance its own strength.

According to the data of Shanshan stock (600884, SH), at present, there are more than 20 clothing brands in Shanshan, with the brand of Ningbo Shanshan fashion clothing.

"Although there are many brands, unfortunately, there is no strong brand in Shanshan."

Cui Hongbo, founder and chief executive officer of Shanghai brand management consultant Co., Ltd., pointed out to reporters that without the support of the main brand, Shan Shan's multi brand strategy is like "a legion of legions of different brands" stacked together by many brands.

This makes the earliest brand pioneers of the clothing industry in Shanshan not enjoying the dividends brought by many brands.

Resources are differentiated

"Whether it's a good bird or a fir, it's a pity that we haven't seen many successful cases."

A reporter close to the wedding bird told reporters that behind this is a common problem in the domestic clothing industry. "When making many brands, the clothing companies have not changed their ideas."

Indeed, through the report of the good bird, we find that

"In the process of multi brand development, the differentiation of resources is inevitable."

Cui Hongbo pointed out that how to deal with the differentiation of resources is a problem that garment enterprises must consider. After developing many brands, the resources of production, supply and marketing will be differentiated.

Because of the worry that resources are being differentiated, most clothing companies can not make up their minds to separate their brands from the company.

This leads to the fact that most companies make more than one brand, but there is no way to distinguish the main brand from the product line to the marketing terminal.

Those close to Taiping bird told reporters that compared with the multi brand strategy of foreign garment enterprises, domestic brands are still not feeling the way.

Cui Hongbo said that the road of multi brands must go, but how to truly enjoy the profit growth brought by multi brands? This is a process that requires long-term learning, which will affect the next round of shuffling of the domestic garment industry.