Enterprise Competition Towards Multi Branding

< p > in recent years, with the growing maturity of domestic consumer market and the increasing competition among brands, the development speed of domestic textile enterprises will slow down. After the operation of a single brand reaches a certain market margin, the home textile enterprises have to accelerate pformation and upgrading. The development strategy has gradually changed from the extension of "horse race enclosure" to the intensive growth of "intensive farming" a few years ago, and the business policy has shifted from "throttling" to "open source".

One of the most prominent manifestations is multi brand operation.

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As one of the few home textile listed companies, P has been recognized as one of the main factors of its success in the industry, which is "multi brand precision marketing". At the same time, this is also one of the best examples of the theory of brand positioning in China.

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< p > Roley home textiles has long recognized that there are "ceiling" in home textile brand, no matter in consumer groups, channels and sales volume. There is a big market risk in single brand operation. The brand must be divided into layers to occupy high, medium and low market, and it is difficult for a single brand to eat the whole market.

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< p > in order to occupy more market segments and achieve sustained high speed growth, < a href= "//www.sjfzxm.com/news/index_c.asp" > "Luo Lai home textile" /a > with brand operation experts Procter & Gamble as benchmark, multi brand management is also one of the core competitive strategies of the company. Through multiple brands to cut and occupy the market and seek greater market share, it becomes the leader of the industry.

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< p > this strategy also helps "a href=" //www.sjfzxm.com/news/index_c.asp "Luo Lai" /a "aiming and covering a wider market segment, with different brand width and product line depth to satisfy different consumer preferences.

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Although P multi brand operation can bring many benefits and successes to enterprises, it is not applicable to all enterprises.

Multi brand operation needs to avoid the corresponding risks. Otherwise, the wonderful idea of "putting eggs in different baskets" can only be wishful thinking.

To make use of many brand strategies, enterprises also need to benefit from their practice.

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< p > one is to run a variety of a href= "//www.sjfzxm.com/news/index_c.asp" > brand < /a > enterprises with corresponding strength, and the extension of brand is by no means an overnight effort.

From market research to product launch to advertising, every task costs a lot of manpower and material resources.

This is undoubtedly a very big test for some enterprises that are unstable in the market. The use of multi brand strategy must be cautious.

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< p > two is in the concrete operation, must through careful investigation, find the difference of products.

Products with different brands can achieve the goal of covering all sub markets of products and striving for the largest market share.

Many brands that do not differ increase the cost of production and marketing, causing confusion to the customers' psychology.

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< p > three is in the increasingly fierce brand competition, enterprises should seriously consider what is the driving force of consumers when facing products, and how to truly get consumers' spiritual identity. Because no matter whether single brand or multi brand, the ironclad rule is that deciding the survival of the brand is not the brand itself, but the brand audience of tens of thousands of consumers.

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