Huarun Wanjia Will Start A Series Of "Pformation" Plan?

Reporters after many inquiries, get the exact message from the insider, Huarun home in the United States to change stores LOGO, logo will be announced in the near future, and from the perspective of brand strategy, this retail business aircraft carrier business plan is also about to emerge - the electricity supplier e Wanjia will be formally launched in March.

There are tens of thousands of senior management of Huarun to South reporter revealed that many domestic Huarun stores have started upgrading the cash register system, hoping to push the combination of online and offline market to achieve the purpose of shaking the domestic retail business market.

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There are many opinions about the brand strategy in the industry, including both reservations and praise for this strategic change.

Wang Junbiao, a famous commercial personage in China, said that large enterprises should change and unify.

Signs and other business practices must be very cautious, because "pull the whole thing", the effect depends mainly on the determination of enterprises and follow-up work has not done in place.

Generally speaking, enterprise replacement

There are probably three reasons.

First, there are some defects in the original logo, such as unattractive and ambiguous. This is a functional upgrade.

The two is to redefine the brand of an enterprise, possibly by adding some commercial attributes or changing the "runway".

Three, there are new moves at the strategic level to arouse the attention of the market and convey new information to the target group.

According to Huarun's performance in recent years, there are new breakthroughs in store upgrading, e-commerce, business pformation and so on. Therefore, we should adopt a "face changing" approach to announce the adjustment of business strategy to the market.

However, many wait-and-see professionals are also in the industry.

Some people think that from the year when WAL-MART wanted to integrate good mart and Yong Wang to abandon the brand of Jusco Island, it can be seen that such a replacement logo and a re establishment of brand image are undoubtedly a "protracted war" for enterprises.

Taking Huarun Wanjia as an example, it is very easy to change logo and unified store logo purely. The difficulty lies in many levels of implementation, such as the big investment documents, external publicity, small air conditioners, toilets and other details. This adjustment and change will last for several years, and will easily cause confusion in the minds of consumers.

In addition, there are also senior personages who believe that as Tesco becomes Huarun's "performance bottle", this pformation is more about management starting from their own situation, and trying to convey their management ideas through business reform. As for whether we can get the desired effect, the key is to see the degree of cooperation between the grass-roots employees and suppliers and the recognition of the market.