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Multi Brand Strategy To Solve Ningbo Clothing "Single Regret"

2013/9/6 19:01:00 18

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Ningbo Clothing Clothing Industry Clothing Brand Clothing Enterprise

brand development: "after 90" create famous brand, "00 after" from international, from OEM to "men's clothing capital", and then to fashion brands such as men's wear and women's wear in recent years. Ningbo's a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > brand is constantly developing in innovation.

1980s: as a traditional industry, after the reform and opening up, Ningbo garment industry has been moving in a timely manner, and actively participated in the tide of market economy. A large number of "a target=" _blank "href=" http://www.91se91.com/ "textile" /a "clothing enterprises took the opportunity to rise and started to create brand awareness.

into twenty-first Century: YOUNGOR and Shanshan opened the multi brand internationalization strategy. GXG, Taiping bird and other fashion men's clothing and fig, pear and other women's clothing brands have emerged. Ningbo's a href= "http://www.91se91.com/news/index_c.asp" > clothing brand < /a > embarked on the road of diversification.

strong > multi brand strategy: crack Ningbo clothing "single sorrow" /p >

Ningbo is known as "< a href=" http://www.91se91.com/news/ > men's clothing < /a >. The operation of branding has made a clear direction for the management of garment enterprises, thus winning the recognition and love of consumers.

But when a single brand develops to a certain extent, it will encounter the saturation barrier of target market.

Ningbo clothing brands are over concentrated in two categories of suits and shirts, and there are problems such as few clothing categories, identical brand positioning, insufficient cultural connotation, and unclear market segmentation.

Market and consumer demand are constantly changing. Single brand strategy can no longer meet the needs of survival and competition of Ningbo garment enterprises. Therefore, the implementation of "multi brand strategy" has become an effective way for Ningbo clothing enterprises to gain brand new life and gain higher profits.

foreign brand "brand", "domestic" brand "/strong" > /p >

> Ningbo a href= "http://www.91se91.com" > clothing enterprise < /a > first of all, the way of brand management is Shanshan.

In 2001, Shanshan proposed the strategy of "multi brand and internationalization". On the one hand, it extended the core brand to the non suit area, maximized the brand value through the "brand family"; on the other hand, it acquired more joint ventures through acquisition of joint ventures to create an international brand gathering Army.

As of 2012, Shanshan Group has more than 30 clothing brands, of which 70% are international brands and 30% are self created brands.

from 2002, Bo Yang has also established its own multi brand line. Apart from the main leisure brand Tonlion founded in 1996, the company is still running 6 a target= "_blank" href= "http://www.91se91.com/" > dress < /a > brand.

Bo Yang's multi brand road is out of two considerations: first, the market is becoming more and more diversified, and the personality needs of consumers will become more and more vigorous, and more brands need to meet their individual needs. The two is that multi brand strategy can retain more talents for enterprises by providing a larger stage of display.

YOUNGOR, another giant YOUNGOR in Ningbo, is much more cautious on the road to many brands.

Until 2009, a "YOUNGOR" brand still had all the clothing products of the company, which was YOUNGOR's consistent brand strategy for many years.

In 2009, the company finally began to consider subdividing the brand. In 2010, YOUNGOR released a new brand strategy in Beijing. The five brands of MAYOR, YOUNGOR, GY, hemp and Hart Schaffner Marx first appeared in the company, which also marked the opening of YOUNGOR's multi brand creation.

"one strong and more specialized" three-dimensional layout brand .

Ningbo clothing enterprises mostly adopt the strategy of "one strong, many specialized" multi brand strategy.

The core brand of Shanshan Group is Shanshan; other include international brand Marco Esani, Sha Xi; international registration < a target= "_blank" href= "http://www.91se91.com/" > designer "/a" > brand FLRS, Ji North, Fei Lai, Fahn Dasha, fan Zan and Fei ho; original brand is interested in Danu, Xiao Shan Ge and so on.

while YOUNGOR is subdividing the source brand, including MAYOR, which is mainly for administrative civil servants, YOUNGOR CEO, which mainly faces business people, and GY for young fashion groups.

In this way, the source brand will be split into three, more precise positioning of the target consumer group, but also to the development of high-end brand and younger, and further establish a distinctive personality in the brand positioning, style and connotation.

in the way of brand creation, < a href= "http://www.91se91.com > > Ningbo garment enterprises < /a > mostly adopt self created and imported foreign language form.

YOUNGOR's "hemp family" is a self-developed green hemp products. Hart Schaffner Marx is YOUNGOR's famous American brand.

In 2004, Shanshan Group invested $2 million to buy Kark's 15 years' sales rights. The management team and the international docking, the design resources shared globally, only the more than 60 people run the Le Kark brand, the net profit is more than 2 million dollars.

Shanshan, through its acquisition and joint ventures, also operates 11 internationally renowned a href= "http://www.91se91.com" clothing brands, < /a >, such as Marco AI sang Ni and Lou Piang M.

> strong > the "multi brand" Ningbo garment enterprise has changed from extensive to fine .

multi brand strategy not only meets the different needs of consumers, but also expands the strength of enterprises.

The number of stores that a single brand can operate in the same commercial street is bound to be limited, while multiple brands can give consumers more opportunities to display.

At the same time, multi brands can also take the strategy of common advance and retreat, which undoubtedly increases the weight of negotiations with powerful shopping malls and department stores.

In addition, listed companies such as Shanshan and YOUNGOR can be active in capital trading market, and often rely on these multi brand businesses, because they can pform invisible capital into tangible assets in the trading market, and even push the business and brand to the capital market through the publicity of the market to gain the profits of the capital market.

multi brand development strategy brings new development opportunities to Ningbo garment enterprises, and it is not all smooth sailing at the same time.

Many garment enterprises in Ningbo have encountered many difficulties in implementing the multi brand strategy: the popularity of new brands is difficult to start, the brand is too fast and the way of promotion is very similar. In the key markets, they often try to stop at the same time and stop halfway.

The multi brand strategy is not simply to see who owns the brand or the brand, nor is it simply to make several clothing brands to put on the market. Instead, we need to lay a solid foundation and fix the internal strength first, and then we can see the chance to succeed.

Although the road is long, it has encountered some setbacks on the road of development. However, the multi brand strategy indicates that Ningbo's a href= "http://www.91se91.com" > garment industry < /a > has developed from the traditional quantitative and large-scale development mode to a creative and effective development mode. This will undoubtedly lead the Chinese garment industry from "manufacturing power" to "brand power".